Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
 
‘ Generating Sales & Customer Retention’ Presented by Aidan Dye
Selling <ul><li>“ I find it useful to remember that everybody lives by selling something.” </li></ul><ul><li>Robert Louis ...
What is selling?
Selling in not <ul><li>The art of arresting someone’s intelligence long enough to extract money from them. </li></ul>
The Best Sales Man We Ever Had… <ul><li>… was the one who sold two milking machines to a farmer who only had one cow!........
What is selling? Selling is controlling and influencing the whole of the decision making process, persuading the Client to...
What is selling? Selling is  controlling  and  influencing  the whole of the decision making  process ,  persuading  the C...
The Buyer’s Motivation <ul><li>People buy equally from fear of loss than from promise of gain </li></ul><ul><li>Murray Rap...
Emotions vs Logic <ul><li>Emotions dominate </li></ul><ul><li>Desire </li></ul><ul><li>Fear / Caution </li></ul><ul><li>Wh...
People buy with their hearts and as well as their heads Fear, overcome problems, desire, greater health or happiness, make...
Sometimes People Don’t Know What They Need <ul><li>Buyer’s Needs </li></ul><ul><li>Conscious </li></ul><ul><li>Unconscious...
<ul><li>A Complex Sales Situation Demands… </li></ul><ul><ul><li>A skilled approach </li></ul></ul><ul><ul><li>A thorough ...
A Consultative Selling Approach Knowledge of Problem Knowledge of Solution Low Hi Hi Most people start here Where we want ...
The Wonderful Paradox <ul><li>I have more fun and enjoy more financial success when I stop trying to get what I want and s...
The Customer Paradigm <ul><li>“ To sell John Brown,  </li></ul><ul><li>What John Brown buys, </li></ul><ul><li>You have to...
Finding More Business New Products & Cross-selling New Opportunities Market Penetration Finding New Clients Clients Produc...
Finding More Business New Opportunities Finding New Clients Cross Selling Clients Products Existing New New Present versus
Finding More Business New Opportunities Finding New Clients Clients Products Existing New New Present versus
Finding More Business New Opportunities Clients Products Existing New New Present versus
Finding More Business Clients Products Existing New New Present versus
Features and Benefits <ul><li>Features </li></ul><ul><li>Advantages </li></ul><ul><li>Benefits  </li></ul><ul><li>Weakness...
Benefit Fluency <ul><li>People don’t buy features </li></ul><ul><li>They buy what the features do for them </li></ul><ul><...
Successful Selling <ul><li>Start with a completely open mind and explore: </li></ul><ul><li>The Clients needs (conscious a...
The Magic Formulae <ul><li>1.  The best salesperson is the best communicator </li></ul><ul><li>2.  The best communicator i...
Customer Retention
The Communication Code <ul><li>Words  12% </li></ul><ul><li>Tone 28% </li></ul><ul><li>Body Language 60% </li></ul><ul><li...
The Customer Perception Ladder <ul><li>How do patients regard their G.P.? </li></ul><ul><li>Do they think he/she is: </li>...
The Customer Perception Ladder Level 1 Level 2 Level 3 Level 4 “ I needed to lie down in a darkened room afterwards” “ Wha...
Moving Up The Customer Perception Ladder <ul><li>To Level 2  - sell the benefits of what UKTI’s  products and services can...
Components of the sale <ul><li>‘ S ’ selling </li></ul><ul><li>‘ s’ selling </li></ul><ul><li>Product </li></ul><ul><li>Fi...
Financial Personality Conditions Product Motivation
P M F Type of   Product Our Product Emotional Logical Cost Price Financial rationale & justification Payments Budget Condi...
Client Account Plans <ul><li>What goes into an Account Plan? </li></ul><ul><li>‘ Pain’ </li></ul><ul><li>Implications </li...
 
4 Different Personalities To Appeal To
Dominant Active Unassuming Passive Extravert People Minded Introvert Task Driven Promoter Facilitator Analyst Controller M...
 
Upcoming SlideShare
Loading in …5
×

Generating sales and customer retention

1,087 views

Published on

For further information and a copy of the workbook please contact info@individualteamperformance.com

Published in: Business, Health & Medicine
  • Be the first to comment

  • Be the first to like this

Generating sales and customer retention

  1. 2. ‘ Generating Sales & Customer Retention’ Presented by Aidan Dye
  2. 3. Selling <ul><li>“ I find it useful to remember that everybody lives by selling something.” </li></ul><ul><li>Robert Louis Stevenson </li></ul>
  3. 4. What is selling?
  4. 5. Selling in not <ul><li>The art of arresting someone’s intelligence long enough to extract money from them. </li></ul>
  5. 6. The Best Sales Man We Ever Had… <ul><li>… was the one who sold two milking machines to a farmer who only had one cow!....... </li></ul><ul><li>Then this sales man helped finance the deal by taking the cow as a down payment on the two machines! </li></ul>
  6. 7. What is selling? Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.
  7. 8. What is selling? Selling is controlling and influencing the whole of the decision making process , persuading the Client to come to a decision in their favour and yours .
  8. 9. The Buyer’s Motivation <ul><li>People buy equally from fear of loss than from promise of gain </li></ul><ul><li>Murray Raphel </li></ul>
  9. 10. Emotions vs Logic <ul><li>Emotions dominate </li></ul><ul><li>Desire </li></ul><ul><li>Fear / Caution </li></ul><ul><li>Whilst logic is trying to break through </li></ul>
  10. 11. People buy with their hearts and as well as their heads Fear, overcome problems, desire, greater health or happiness, make me look good, more money
  11. 12. Sometimes People Don’t Know What They Need <ul><li>Buyer’s Needs </li></ul><ul><li>Conscious </li></ul><ul><li>Unconscious </li></ul><ul><li>Our job is to understand their conscious needs and bring their unconscious needs to their attention – and then solve both! </li></ul>
  12. 13. <ul><li>A Complex Sales Situation Demands… </li></ul><ul><ul><li>A skilled approach </li></ul></ul><ul><ul><li>A thorough fact find </li></ul></ul><ul><ul><li>A strategy or model </li></ul></ul>
  13. 14. A Consultative Selling Approach Knowledge of Problem Knowledge of Solution Low Hi Hi Most people start here Where we want to get to is here Our start point
  14. 15. The Wonderful Paradox <ul><li>I have more fun and enjoy more financial success when I stop trying to get what I want and start helping other people get what they want. </li></ul><ul><li>Kenneth Blanchard </li></ul><ul><li>The One Minute Sales Person </li></ul>
  15. 16. The Customer Paradigm <ul><li>“ To sell John Brown, </li></ul><ul><li>What John Brown buys, </li></ul><ul><li>You have to see things, </li></ul><ul><li>Through John Brown’s eyes.” </li></ul>Considering all this our primary focus must be… … on the buyer’s perspective.
  16. 17. Finding More Business New Products & Cross-selling New Opportunities Market Penetration Finding New Clients Clients Products Existing New New Present
  17. 18. Finding More Business New Opportunities Finding New Clients Cross Selling Clients Products Existing New New Present versus
  18. 19. Finding More Business New Opportunities Finding New Clients Clients Products Existing New New Present versus
  19. 20. Finding More Business New Opportunities Clients Products Existing New New Present versus
  20. 21. Finding More Business Clients Products Existing New New Present versus
  21. 22. Features and Benefits <ul><li>Features </li></ul><ul><li>Advantages </li></ul><ul><li>Benefits </li></ul><ul><li>Weaknesses </li></ul>
  22. 23. Benefit Fluency <ul><li>People don’t buy features </li></ul><ul><li>They buy what the features do for them </li></ul><ul><ul><li>i.e. the benefits to them </li></ul></ul><ul><li>An advantage becomes a benefit only if the Client tells you they need it </li></ul><ul><li>Otherwise lots of advantages only make you seem unsuitable </li></ul><ul><li>Weaknesses only have to be less than the weakness of not taking the action! </li></ul>
  23. 24. Successful Selling <ul><li>Start with a completely open mind and explore: </li></ul><ul><li>The Clients needs (conscious and unconscious) </li></ul><ul><li>Problems and the implications of those problems </li></ul><ul><li>Motivators (logical and emotional) </li></ul><ul><li>Relevance of Advantages </li></ul><ul><li>Use a 2 Phased approach to get a full understanding and to give yourself time to develop the ideal solution. </li></ul>
  24. 25. The Magic Formulae <ul><li>1. The best salesperson is the best communicator </li></ul><ul><li>2. The best communicator is the best listener </li></ul><ul><li>3. The best listener is the best questioner </li></ul><ul><li>4. The best questioner is the person who </li></ul><ul><ul><li>- knows his/her unique product benefits </li></ul></ul><ul><ul><li>- encourages the client to talk about their problems </li></ul></ul><ul><ul><li>- causes the client to reflect on the implications of those problems </li></ul></ul><ul><ul><li>- leads the client to identify the product as the solution to the problems </li></ul></ul>
  25. 26. Customer Retention
  26. 27. The Communication Code <ul><li>Words 12% </li></ul><ul><li>Tone 28% </li></ul><ul><li>Body Language 60% </li></ul><ul><li>_____ </li></ul><ul><li>100% </li></ul>
  27. 28. The Customer Perception Ladder <ul><li>How do patients regard their G.P.? </li></ul><ul><li>Do they think he/she is: </li></ul><ul><li>Level 4 – “We have worked together on a programme that has had a significant impact on my long term health” </li></ul><ul><li>Level 3- “Lots of useful and relevant advice” </li></ul><ul><li>Level 2 – “Useful leaflets containing stuff I probably know, but must read one day” </li></ul><ul><li>Level 1 – “Renewer of prescriptions” </li></ul>
  28. 29. The Customer Perception Ladder Level 1 Level 2 Level 3 Level 4 “ I needed to lie down in a darkened room afterwards” “ What a hassle it is dealing with them” “ Helpful, pointed us in the right direction” “ Has made a vital contribution to a key business objective” Bringer of problems Bringer of leaflets Provides some good advice Business Partner
  29. 30. Moving Up The Customer Perception Ladder <ul><li>To Level 2 - sell the benefits of what UKTI’s products and services can do for them </li></ul><ul><li>To Level 3 – set out what you can do to help your Clients achieve their business objectives </li></ul><ul><li>To Level 4 – Follow the Relationship Approach: </li></ul><ul><li>Understand the Client’s Motivation, their problems, and the implications of these problems </li></ul><ul><li>Use a Consultative Approach </li></ul><ul><li>Develop strong relationships with all key decision makers </li></ul><ul><li>Make recommendations of ‘solutions’ </li></ul>
  30. 31. Components of the sale <ul><li>‘ S ’ selling </li></ul><ul><li>‘ s’ selling </li></ul><ul><li>Product </li></ul><ul><li>Financial </li></ul><ul><li>Motivation </li></ul>
  31. 32. Financial Personality Conditions Product Motivation
  32. 33. P M F Type of Product Our Product Emotional Logical Cost Price Financial rationale & justification Payments Budget Condition - fact ‘ afford it’ Total sale £ Value for money Objection – opinion ‘ worth it’ Confidence, desire, fear Features Benefits Support Differentiators Needs and wants for Such a service (Conscious & unconscious)
  33. 34. Client Account Plans <ul><li>What goes into an Account Plan? </li></ul><ul><li>‘ Pain’ </li></ul><ul><li>Implications </li></ul><ul><li>Position on Key Account Ladder </li></ul><ul><li>What potentially will they buy? </li></ul><ul><ul><li>(when? value?) </li></ul></ul><ul><ul><li>Check against ‘Components of Sale Model’ </li></ul></ul><ul><li>Longer term strategy & opportunities </li></ul><ul><li>Objectives for next meeting/actions </li></ul>
  34. 36. 4 Different Personalities To Appeal To
  35. 37. Dominant Active Unassuming Passive Extravert People Minded Introvert Task Driven Promoter Facilitator Analyst Controller Make them look good Good for their People The Numbers The Challenge

×