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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 ...

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

  • 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. 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. 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. 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. Art Form OR Science What do you think? VS
  • 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. 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. The 2 Breeds of Sales Professionals Are you a hunter or a farmer?
  • 9. 2 Kinds of Sales Jobs Inside Sales Vs Outside Sales
  • 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. 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. The 10 Step Sales Process What’s the point of having a sales process? Inspired by the Quota Professional Sales Program
  • 13. The 10 Step Sales Process 1. Prospecting Stage
  • 14. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage
  • 15. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting
  • 16. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis
  • 17. The 10 Step Sales Process 1. Prospecting Stage 2. Qualifying Stage 3. Initial Meeting 4. Needs Analysis 5. Product/Service Demo
  • 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. 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. 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. 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. 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. • 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. Step 2 – Qualifying Stage N.U.B.I.T. • Need • Urgency • Budget • Influence • Timeline
  • 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. 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. Step 5: Product/Service Demo * Remember to secure the nest-step F.B.I • Features • Benefits • Improvements
  • 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. 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. 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. Step 9: Purchasing Approves • Purchasing can still stall or vito sale • Present to Purchasing if necessary • Learn, Repeat, Teach
  • 32. Step 10: Product/Service Delivered & Payment Collected SOLD!!! WOOOOHOOOO!!! • Closed 1st Deal • Celebrate & Thank • Learn, Repeat, Teach
  • 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. 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. Q & A The End By Steven Tulman Email: steven.tulman@gmail.com Twitter: @StevenTulman LinkedIn: ca.linkedin.com/in/stevetulman