Effective Sales Campaigns and Sales Calls

3,884 views
3,660 views

Published on

Techniques for planning effective sales campaigns and for making great sales calls

0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,884
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
2
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Effective Sales Campaigns and Sales Calls

  1. 1. William Freeman Cambridge Associates www.cambridge-associates.co.uk
  2. 2. FACE TO FACE SALES CALLS Decide the outcome you want and make a plan to get there OUTCOME OPTIONS: • make a specific sale or, • progress the ‘sales campaign’ © William Freeman: www.cambridge-associates.co.uk
  3. 3. SALES CAMPAIGN MILESTONES viewed as how the prospective client ‘feels’ after your meeting • Wanting it • Preferring it • Favouring it • Considering your idea • Sees possible value • Prepared to listen • No requirement Work out how you want the ‘buyer’ to feel after every sales activity and plan for that outcome © William Freeman: www.cambridge-associates.co.uk
  4. 4. SALES CALL PLANNING BEFORE YOUR MEETING... • identify the outcome you want • plan your opening conversation • plan your question topics • note your typical selling benefits • work out how you will ‘close’ © William Freeman: www.cambridge-associates.co.uk
  5. 5. THE SALES CALL MODEL A C O B OPENING T I J V E E C NEEDS T L I I S O PROPOSAL T N E S N I CLOSE N G • Not all phases are equal • It’s OK to jump around, but know where you are © William Freeman: www.cambridge-associates.co.uk
  6. 6. O Opening YOUR OPENING MESSAGE L B I J S E Needs T C E T I Proposal N I 1. SOCIAL PLEASANTRIES O N N G (‘Meet, Greet & Seat’) Close 2. OPENING CONVERSATION S (To establish your ‘Competence, Credibility & Intent’) • Have a natural conversation • Move on to business when customer is ready • Outline your proposed ‘agenda’ • You may have to offer a ‘teaser’ of value © William Freeman: www.cambridge-associates.co.uk
  7. 7. O Opening L B J I S ‘ACTIVE LISTENING’ E Needs T C E T I Proposal N • Involves summarising & paraphrasing I O N N • Important throughout the sales call S Close G • It shows you are listening • It checks understanding • It gives you time to ‘digest & reply’ • It reinforces key points • It gives the customer more ‘air time’ © William Freeman: www.cambridge-associates.co.uk
  8. 8. O Opening L B J I S ESTABLISHING NEEDS E Needs T Questioning & Listening to discover: C E T N I Proposal O N I N G • Current Situation S Close • Issues / Problems • Problem Implications • Potential ‘Value’ © William Freeman: www.cambridge-associates.co.uk
  9. 9. O Opening L B I J S E Needs T C T I Proposal E N SELLING BENEFITS I O N N S Close G Showing the value of your approach or suggestion Defining a ‘next step’ that will help and involve the customer © William Freeman: www.cambridge-associates.co.uk
  10. 10. O B Opening L I J E Needs S T CLOSING THE SALES CALL C E T • SUMMARISE Proposal N I I O N N Close G S - restate benefits - clarify (questions?) • ASK - for the ‘order’ - for commitment to next stage • WAIT - for the reply © William Freeman: www.cambridge-associates.co.uk
  11. 11. O B Opening L I J S E Needs C T T E HANDLING ‘OBJECTIONS’ Proposal N I I O N N S Close G Think of objections as being natural sales resistance and understandable uncertainty Expect them / want them Treat them seriously and with respect © William Freeman: www.cambridge-associates.co.uk
  12. 12. O Opening HANDLING ‘OBJECTIONS’ L B I J S E Needs T C E T Proposal N I I O N N S Close G LISTEN, CLARIFY, VERIFY ISOLATE / TEST Understand the customer concern BEFORE you try to answer it Understand its significance from the customer’s point of view © William Freeman: www.cambridge-associates.co.uk
  13. 13. O Opening HANDLING ‘OBJECTIONS’ L B I J S E Needs T C E T Proposal N I I O N N S Close G LISTEN, CLARIFY, VERIFY ISOLATE / TEST EXCUSE MISUNDERSTANDING VALID 3 ‘types’ of sales resistance comment © William Freeman: www.cambridge-associates.co.uk
  14. 14. O Opening HANDLING ‘OBJECTIONS’ L B I J S E Needs T C E T Proposal N I I O N N S Close G LISTEN, CLARIFY, VERIFY ISOLATE / TEST EXCUSE MISUNDERSTANDING VALID Correct with Agree & Return to ‘NEEDS’ Sensitivity Outweigh © William Freeman: www.cambridge-associates.co.uk
  15. 15. O Opening HANDLING ‘OBJECTIONS’ L B I J S E Needs T C E T Proposal N I I O N N S Close G LISTEN, CLARIFY, VERIFY ISOLATE / TEST • acknowledge the concern • test the significance of it • check for other areas of concern VALID • accept that you must address the concern • re-stress benefits that put ‘concern’ into context Agree & • consider if you have alternatives • you wont win every time but leave the door open Outweigh Contact us to organise workshops on this topic for you © William Freeman: www.cambridge-associates.co.uk
  16. 16. SALES CAMPAIGN MILESTONES • Wanting it • Preferring it • Favouring it • Considering your idea • Sees possible value • Prepared to listen • No requirement Each campaign step (e.g. sales call) must move you up this scale. Assess where you are to work out next best step in the sales campaign © William Freeman: www.cambridge-associates.co.uk
  17. 17. ON-SITE SUPPORT Breakfast meetings, workshops and ‘booster sessions’ to reinforce techniques and to give you the impetus REMOTE SUPPORT Assistance with all aspects of your sales planning. From Teddington to Timbuktu. Geographic distance no object enquiries to info@cambridge-associates.co.uk © William Freeman: www.cambridge-associates.co.uk
  18. 18. For more information about courses, workshops & seminars: Visit www.cambridge-associates.co.uk Email: info@cambridge-associates.co.uk Sessions from one hour upwards © William Freeman: www.cambridge-associates.co.uk

×