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Professional Selling: The Art
and Science Behind It All
By Steven Tulman
Email: steven.tulman@gmail.com
Twitter: @StevenTu...
About Me
• MenuPalace.com
• Dealfind.com
• The Biz Media
• SEOlogist
• Info-Tech Research Group
• ICM Consulting & Media C...
Why a Career in Sales?
1. Do you want to have unlimited income
potential?
2. Do you want to run your own company or be
the...
The Evolution of Sales
Providing Solutions
Mid 70’s to late 90’s
Building Relationships
1950 to 70’s
Building Partnerships...
Art Form OR Science
What do you think?
VS
Art Form OR Science
The Art
• The art of listening & communicating
• The art of presenting
• The passion for helping
*Sugg...
Art Form OR Science
The Science
• A strategic sales process
• The product knowledge
• The industry knowledge
*Suggested re...
The 2 Breeds of Sales
Professionals
Are you a hunter or a farmer?
2 Kinds of Sales Jobs
Inside Sales
Vs
Outside Sales
Choosing Your First
Corporate Sales Job
• What are your options –
BIG or small?
• Where do you look?
• How today’s choice ...
Landing Your First Sales Job
1. Interviewing is a Sales job in itself and
perception IS reality
2. Perfect your LinkedIn, ...
The 10 Step Sales Process
What’s the point of having a sales
process?
Inspired by the Quota Professional Sales Program
The 10 Step Sales Process
1. Prospecting Stage
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
The 10 Step Sales Process
1. Prospecting Stage
2. Qualifying Stage
3. Initial Meeting
4. Needs Analysis
5. Product/Service...
• Define your target market and decision makers
• Start with the top decision maker – The VITO
• Choose methods to prospec...
Step 2 – Qualifying Stage
N.U.B.I.T.
• Need
• Urgency
• Budget
• Influence
• Timeline
Step 3: Initial Meeting
7% Verbal
55% Body
Language
38% Tone of Voice
1. Brief intro about you and your
company
2. Ask abo...
Step 4: Needs Analysis
B.C.H.U.B.S.
• Background
• Core Challenges Questions
• History of Critical Events Questions
• Urge...
Step 5: Product/Service Demo
* Remember to secure the nest-step
F.B.I
• Features
• Benefits
• Improvements
Step 6: Proposal/Quotation Presentation
• Verify spelling and grammar of EVERYTHING
• Verify ALL calculations
• Don’t forg...
Step 7: Influencer Approves
• Review contract with your prospect
• Suggest meeting with influencer & DM or deciding
commit...
Step 8: Key Decision Maker or Committee
Approves
Decision Making Criteria
• Reliability
• Relevance
• Quality
• Cost
• Con...
Step 9: Purchasing Approves
• Purchasing can still stall or vito sale
• Present to Purchasing if necessary
• Learn, Repeat...
Step 10: Product/Service Delivered &
Payment Collected
SOLD!!!
WOOOOHOOOO!!!
• Closed 1st Deal
• Celebrate & Thank
• Learn...
Post Sale: Customer Onboarding,
Engagement, and Experience
• Educate and train customer on using product or
service
• Foll...
How to Excel in Sales:
The 6 Main Attributes
that Will Make You
Successful
1. Empathy (EQ)
2. Product and Industry Knowled...
Q & A
The End
By Steven Tulman
Email: steven.tulman@gmail.com
Twitter: @StevenTulman
LinkedIn: ca.linkedin.com/in/stevetul...
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Slide share version of sales as an art and science the 10-step sales process everyone should master

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I was invited to give a presentation to the MBA and HBA students at the Richard Ivey School of Business on the topic of how to succeed at a career in Professional Sales. Here are the slides that I used to present to the students.

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  • Transcript of "Slide share version of sales as an art and science the 10-step sales process everyone should master"

    1. 1. Professional Selling: The Art and Science Behind It All By Steven Tulman Email: steven.tulman@gmail.com Twitter: @StevenTulman LinkedIn: ca.linkedin.com/in/stevetulman
    2. 2. About Me • MenuPalace.com • Dealfind.com • The Biz Media • SEOlogist • Info-Tech Research Group • ICM Consulting & Media Corp. • One Core Media E-Commerce Solutions
    3. 3. Why a Career in Sales? 1. Do you want to have unlimited income potential? 2. Do you want to run your own company or be the CEO of another organization? 3. Are you good at managing your finances? 4. Are you ready to work hard and have fun? 5. Almost Recession-Proof
    4. 4. The Evolution of Sales Providing Solutions Mid 70’s to late 90’s Building Relationships 1950 to 70’s Building Partnerships Late 90’s to Now
    5. 5. Art Form OR Science What do you think? VS
    6. 6. Art Form OR Science The Art • The art of listening & communicating • The art of presenting • The passion for helping *Suggested readings: - How to Win Friends and Influence People- by Dale Carnegie - The Seven Habits of Highly Effective People – by Stephen Covey - Presentation Zen – by Garr Reynolds
    7. 7. Art Form OR Science The Science • A strategic sales process • The product knowledge • The industry knowledge *Suggested readings: - What the Customer Wants You To Know – by Ram Charan - Mastering the Complex Sale – Jeff Thull
    8. 8. The 2 Breeds of Sales Professionals Are you a hunter or a farmer?
    9. 9. 2 Kinds of Sales Jobs Inside Sales Vs Outside Sales
    10. 10. Choosing Your First Corporate Sales Job • What are your options – BIG or small? • Where do you look? • How today’s choice will affect you tomorrow? • What to expect when you start?
    11. 11. Landing Your First Sales Job 1. Interviewing is a Sales job in itself and perception IS reality 2. Perfect your LinkedIn, Resume, and Cover Letter – Quantify and Story tell 3. Clean up your Facebook, Twitter, and other social media profiles 4. Use your local resources and networks 5. Use jobsites and job boards like Monster, Workopolis, even Craigslist 6. Prepare, prepare, prepare!!! 7. Find the right opportunity and right culture *Suggested reading: The Essential Guide to Hiring & Getting Hired – by Lou Adler
    12. 12. The 10 Step Sales Process What’s the point of having a sales process? Inspired by the Quota Professional Sales Program
    13. 13. The 10 Step Sales Process 1. Prospecting Stage
    14. 14. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage
    15. 15. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting
    16. 16. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis
    17. 17. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo
    18. 18. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo 6. Proposal/Quotation Presentation
    19. 19. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo 6. Proposal/Quotation Presentation 7. Influencer Approves
    20. 20. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo 6. Proposal/Quotation Presentation 7. Influencer Approves 8. Key Decision Maker or Committee Approves
    21. 21. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo 6. Proposal/Quotation Presentation 7. Influencer Approves 8. Key Decision Maker or Committee Approves 9. Purchasing Approves
    22. 22. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo 6. Proposal/Quotation Presentation 7. Influencer Approves 8. Key Decision Maker or Committee Approves 9. Purchasing Approves 10. Product/Service Delivered & Payment Received
    23. 23. • Define your target market and decision makers • Start with the top decision maker – The VITO • Choose methods to prospect • Prepare prospecting scripts and templates • Follow a prospecting schedule • ALWAYS finalize specific next steps Step 1 – The Prospecting Stage * Suggested reading: Selling to VITO, the Very Important Top Officer - by Tony Parinello
    24. 24. Step 2 – Qualifying Stage N.U.B.I.T. • Need • Urgency • Budget • Influence • Timeline
    25. 25. Step 3: Initial Meeting 7% Verbal 55% Body Language 38% Tone of Voice 1. Brief intro about you and your company 2. Ask about customer’s business and challenges 3. Demonstrate product features and benefits relating to their needs * Professor Albert Mehrabian’s Communications Model
    26. 26. Step 4: Needs Analysis B.C.H.U.B.S. • Background • Core Challenges Questions • History of Critical Events Questions • Urgency Questions • Benefits Questions • Solutions Questions *Suggested reading: SPIN Selling - by Neil Rackham
    27. 27. Step 5: Product/Service Demo * Remember to secure the nest-step F.B.I • Features • Benefits • Improvements
    28. 28. Step 6: Proposal/Quotation Presentation • Verify spelling and grammar of EVERYTHING • Verify ALL calculations • Don’t forget promises made • Review with contact before sending final version • Check, Check, Check!!!
    29. 29. Step 7: Influencer Approves • Review contract with your prospect • Suggest meeting with influencer & DM or deciding committee to present • Determine timeline • Book next step-date
    30. 30. Step 8: Key Decision Maker or Committee Approves Decision Making Criteria • Reliability • Relevance • Quality • Cost • Continued Service • Don’t celebrate just yet.. • Potential roadblock from Purchasing or Finance • Present to the Roadblocker • Perform mini sales cycle • Get their buy-in
    31. 31. Step 9: Purchasing Approves • Purchasing can still stall or vito sale • Present to Purchasing if necessary • Learn, Repeat, Teach
    32. 32. Step 10: Product/Service Delivered & Payment Collected SOLD!!! WOOOOHOOOO!!! • Closed 1st Deal • Celebrate & Thank • Learn, Repeat, Teach
    33. 33. Post Sale: Customer Onboarding, Engagement, and Experience • Educate and train customer on using product or service • Follow up and continued support • Ensure customer satisfaction • Probe for further needs • Discover upsell opportunities • Present upsell options
    34. 34. How to Excel in Sales: The 6 Main Attributes that Will Make You Successful 1. Empathy (EQ) 2. Product and Industry Knowledge 3. Focus 4. Accountability 5. Enthusiasm 6. Ego-drive *Suggested readings: - Coaching Sales People into Sales Champions: A Tactical Playbook For Manager and Executives by Keith Rosen
    35. 35. Q & A The End By Steven Tulman Email: steven.tulman@gmail.com Twitter: @StevenTulman LinkedIn: ca.linkedin.com/in/stevetulman
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