Selling Smarter


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Make every minute work harder for you by selling smarter every day!

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Selling Smarter

  1. 1. Selling Smarter! Ways to Improve Your Booking Pace <br />presented by Linda H. DiMario<br />
  2. 2. 68% of 500 salespeople surveyed said that closing is tougher now than in the past because of customer budgets.<br />30% described their sales pipelines as “not healthy”.<br />50% of salespeople in the market today have not been required to sell in an economic downturn. <br />Richardson Survey 2008<br />Selling and closing is tougher today…<br />
  3. 3. Public perceptions about “resort” or destination meetings and conventions.<br />Government and private company mandates about travel and site selection.<br />Consumer confidence and buying down.<br />Sluggish hotel occupancy > diminished tax collections for CVB funding.<br />So how do we respond???<br />Add specific tourism-related challenges…<br />
  4. 4. Consider the downturn an opportunity to win and keep new customers.<br />Customers turning to more affordable, value-added options – are you ready?<br />Train, re-train, coach and develop personnel to new levels of performance and customer service.<br />Changing customer-base, demands and expectations – are you ready?<br />Set competitive price points that reflect consumer demand and marketplace reality.<br />Customers want real and perceived “value” – are you ready?<br />
  5. 5. Move away from and never return to ‘order-taking’ as a business strategy.<br />Your competition is working harder and smarter for the same business – are you ready?<br />Polish the brand and build a powerful message.<br />Your competition is building brand equity – are you ready?<br />Value and promote smart selling.<br />Your sales people need new direction and coaching– are you ready?<br />
  6. 6. Keep marketing!<br />Staying top-of-mind is even more important today – are you ready? <br />Put all your employees to work for you.<br />The talent to help you get the job done shows up for work everyday – are you ready?<br />Cut costs wisely.<br />Consumers don’t care what your profit margin is supposed to be – are you ready?<br />
  7. 7. Keep the ‘edge’ when the economy recovers.<br />It takes courage and determination to ‘stay hungry’ when things are going well – are you ready?<br /> <br />
  8. 8. Sell smarter, not harder!<br />
  9. 9. Replacing <br /> with PATIENCE.<br />Replacing<br /> with ADVANTAGE. <br />Selling smarter means…<br />
  10. 10. Ten Ways to Improve Your Booking Pace<br />Key Strategies and Tactical Advantages to Deliver Results in Any Market Environment<br />
  11. 11. Sales Experts in the House<br />Know Who and What You Are<br />Market to Deliver Results<br />Dust Off Your Elevator Speech <br />Heat Up Cold Calls<br />Value the Right Activity<br />Be In the Moment<br />Build Relationships<br />Be Ready<br />Coach and Celebrate<br />Summary of Strategies<br />
  12. 12. Leadership<br />Direction, accessibility, problem-solving<br />People<br />Enthusiasm, skill set, adaptability<br />Strategy<br />Implementation, consistency, accountability <br />Tools<br />CRM, negotiating leverage, resources <br />Training<br />Working knowledge of sales process, sales skills<br />Get better now!<br />#1. Sales Experts in the House<br />
  13. 13. New White Paper!Five Questions Your Clients Are AskingIf executives are focused on the bottom-line and turning the tide on shrinking margins - where does that leave you?  Find out in The Five Questions Your Clients Are Asking.Huthwaite SPIN SellingDownload it Now! »<br />
  14. 14. Using a Scale of 1-5, 5 being the optimal readiness:<br /><ul><li>Leadership
  15. 15. People
  16. 16. Strategy
  17. 17. Tools
  18. 18. Training</li></ul>Grade Your Readiness Now!<br />
  19. 19. What is the DNA of your destination, product or service?<br />Facilities<br />Attractions<br />Assets<br />Amenities<br />Experiences<br />Location<br />Who or what is your primary competition?<br />What are your target markets?<br />Geographic<br />Market segments<br />Make Market Matches Now!<br />#2. Know Who and What You Are<br />
  20. 20. Destination, Product or Service<br />DNA Analysis<br />Market Match:<br />Like destinations, products or services<br />Identify similar or like scope of work<br />Identify similar or like attributes<br />Identify similar or like benefits<br />Identify similar or like experiences<br />Identify competitive set<br />Conduct competitive set analysis<br />Determine best target market matches! <br />Market Match Exercise<br />
  21. 21. Competitive City Analysis – The Arlington Sell<br /> <br /> Arlington: <br /> <br />Arlington – All the independent research and internal research supports the emphasis on our central location, attractions, the “right size” of the Convention Center. We can and do offer the best of the Metroplex because of our amenities and our proximity to Dallas and Ft. Worth. Provided we are pursuing “right size and right type” business for Arlington, we can compete effectively with all other cities in Texas when it comes to the top decision-making criteria –accessibility, meeting facilities, hotels, price, convenience and availability of entertainment and off-sitevenues.<br /> <br />San Antonio<br /> <br />They own their strengths and we will not challenge on these elements. <br />After 9/11, they received another $2 million from the City to market themselves.<br />Their vulnerabilities provide Arlington several openings for competitive positioning including affordability, availability, accessibility, attitude, service delivery and proximity to DFW.<br /> <br />Ft. Worth<br />They own a recently cultivated urban experience and a slightly better proximity of hotels to the Convention Center. <br />The Sundance Square area and general walk-around atmosphere is attractive.<br />Their Convention Center expansion does not appear to make a significant difference in the functionality of the Center or its ability to court different markets. <br />Their vulnerabilities provide Arlington with opportunities to capitalize on sharing the Metroplex cultural experiences, our preferred proximity to DFW, the reputation of our CVB, our better quality and variety of hotels, central location, Convention Center service and flexibility. <br />
  22. 22. Marketing Plan<br />Target markets<br />Integrated sales and marketing functions<br />Multi-channel Strategies<br />Saturate target markets<br />Execute tactics that support a robust sales funnel<br />Combine the cost-effectiveness of public relations, the high profile of advertising and the frequency of social media dialogue <br />Share success stories, testimonials <br />Make smart marketing choices now!<br />#3. Market to Deliver Results<br />
  23. 23. Free Webinar: Top 5 SEO Tactics for 2010 & How to Make Them Work For You – 9/2 2-3 p.m. (EDT<br />
  24. 24. <ul><li>Well-defined mission
  25. 25. Target market driven execution
  26. 26. Integrated sales and marketing functions
  27. 27. Multi-channel strategies
  28. 28. Public Relations
  29. 29. Traditional Media
  30. 30. Social Media</li></ul>Rate Your Marketing Plan<br />
  31. 31. Know your value proposition!<br />Create and polish a 15 second introduction that tells your customer:<br />I know who you are. (Target marketing)<br />I understand what you care about. (Environmental cognition)<br />I can deliver value, benefits or results. (Problem-solving, solutions and possibilities)<br /> Make every contact count!<br />#4. Dust Off Your Elevator Speech<br />
  32. 32. You’ve got seven seconds…<br />
  33. 33. Samples:<br />“ I deliver a product that powers up sales prospecting and lead development to deliver better results to the bottom line.”<br />“ I provide an affordable and flexible transportation solution.”<br />“ I lead and influence the hospitality partners in Long Beach to help you plan and deliver a successful convention.”<br />Draft Elevator Speech<br />
  34. 34. Optimize your existing database.<br />Seek referrals and pyramid current accounts.<br />Prospect with cost-effective, laser-focused research from zoomInfo, Hoovers, One Source, Jigsaw<br />Employ cost-effective social media tools:<br />Research with Google, Plaxo, LinkedIn<br />Engage with facebook, twitter, digg, youTube, blogs<br /> Get smarter with available resources now!<br />#5. Heat Up Cold Calls<br />
  35. 35.
  36. 36.
  37. 37. Require and manage activity that produces results.<br />Know your customers:<br />B2B, sophisticated customers, long selling cycles<br />Consumer direct, buying mode, short cycle<br />Prospect for knowledge and information.<br />Understand the role of quantity in the sales pipeline. <br />Create and sustain balance between generating new business and nurturing current clients.<br />Respect quality versus quantity!<br />#6. Value the Right Activity<br />
  38. 38. Work “Right” Pool of Suspects<br />Qualify “Right” Prospects <br />Develop “Right” Leads<br />Delivers Higher Conversion<br />Fill the Funnel!<br />
  39. 39.
  40. 40. <ul><li>Currently, the value of activity is measured by quantity.
  41. 41. Currently, the value of activity is measured by quality.
  42. 42. Currently, we have a healthy balance between quantity-driven activity and quality-driven activity.</li></ul>Quality vs Quantity Test<br />
  43. 43. Be patient.<br />Listen actively and well.<br />Take notes.<br />Frame relevant and meaningful questions. <br />Explore opportunities, be alert to possibilities.<br />Engage in a dialogue.<br />Prepare to be a problem-solver, a solution finder!<br />#7. Be In the Moment<br />
  44. 44. Where are you???<br />
  45. 45. <ul><li>Patience
  46. 46. Active listening
  47. 47. Take notes
  48. 48. Questioning
  49. 49. Exploring mode
  50. 50. Engage in dialogue</li></ul>Rate Your “Moment” Skills<br />
  51. 51. Create and sustain a customer-centric organization.<br />Be driven by customer attainment not by a sales quota.<br />Make the customer the motivation, not the sale.<br />Cultivate relationships that will deliver business today and tomorrow.<br />Earn respect by working with the customer, not just selling to the customer.<br />Cultivate trust by delivering what you promise, when you promise it and how you promise it.<br />Make customers your #1 focus! <br />#8. Build Relationships<br />
  52. 52. Check If You Make the Grade<br /><ul><li>Customer-centric model in practice
  53. 53. Focus on customer-relationship building
  54. 54. Working with customer
  55. 55. Building trust</li></li></ul><li>Prepare for questions and objections.<br />Practice handling and managing the most common (and unexpected) questions and objections about your product, service or destination.<br />Mitigate<br />Overcome<br />Challenge<br />Prepare for concessions.<br />Develop a concession strategy.<br />Provide sales with negotiating parameters.<br />Be Prepared!<br />#9. Be Ready<br />
  56. 56. Prepare for “Battle”!<br />
  57. 57. Using a Scale of 1-5, 5 being the optimal readiness:<br /><ul><li>Ability to handle objections
  58. 58. Concession strategies in place</li></ul>Grade Your Readiness<br />
  59. 59. Coach sales people through tough times.<br />Don’t allow desperation to take root!<br />Look for signs of growing frustration or fatigue and address it.<br />Balance traditional sales skills with new media.<br />Value prospecting.<br />Encourage quality lead development.<br />Build relationships.<br />Solve problems, create solutions and opportunities.<br />Conduct role plays to keep people sharp.<br />Be there for your salespeople! <br />#10. Coach<br />
  60. 60. Celebrate every little success!<br />Rock and roll with every sale.<br />Look for good news and share it.<br />Inspire and motivate. <br />Share personal stories.<br />Take a break…<br />Put on your leadership hat and lead the band!<br />#10. Celebrate!<br />
  61. 61. <ul><li>Coaching occurs consistently
  62. 62. Celebrating occurs consistently
  63. 63. Coaching occurs sporadically
  64. 64. Celebrating occurs sporadically
  65. 65. Coaching is not a common practice
  66. 66. Celebrating is not a common practice</li></ul>Coaching and Celebrating<br />
  67. 67. Experience<br />Huthwaite, Inc. <br />Richardson<br />Sales Leadership Inc.<br />The TAS Group<br />Go-To-Market Strategies<br />Media Skills Training<br />zoomInfo, salesgenie<br />Guerilla Marketing<br />Resources<br />
  68. 68. Questions & Answers<br />
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