Successful Selling Pres

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As part of the "Back2Basics" series this sales matercalss discuss routes to explore your competitive advantage

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Successful Selling Pres

  1. 1. WELCOME
  2. 2. WHAT HOW WHERE WHO WHEN
  3. 3. Routes to competitive advantage Reduce labour costs: Turnover divided by # of full time equivalent employees = output per capita. Low = labour intensive business. High = knowledge intensive business Material costs reduced: Buying power + efficiency of material utilisation Production costs: ie, more out of the production (increased yield : output from input) cheaper ways of production Marketing based route: ie, brand power & distribution (internet for example)
  4. 4. Routes to competitive advantage Research & development: Doing something that no body else does or can offer at this moment in time Location advantage: Only one of its kind in the area Service: Demand a higher premium for a guaranteed level of service (DHL deliver to your door come hell or high water by the agreed time) Applications engineering: Different products out of the same materials, therefore producing the vast bulk of your products using a base of components eg; IKEA furniture is made out of combinations of the same components, Subway sandwiches etc
  5. 5. EXERCISE Unique Selling Position(s) I.D Key USPs in your business that customers value If not unique : Key positions that are high on customer’s values
  6. 6. Unique selling position(s) Competitor one Competitor two Competitor three Delivery time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Available stock 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 Reliability 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 After sales 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
  7. 7. Lead generation PROSPECTS The Funnel SUSPECTS ENGAGED SEGMENTED REFERRED RETAINED BUSINESS BUSINESS
  8. 8. Skills matrix Not applicable Needs assistance Good performance Internal champ Rapport Negotiation Product Actively Flexible Lead knowledge listens generation PERSON 1 PERSON 2 PERSON 3
  9. 9. People buy people Talk is CHEAP Action is VALUABLE
  10. 10. A : Always B : Be C : Closing
  11. 11. INTRO DIAGNOSE PROPOSE SELL
  12. 12. Moments of Truth [M.O.T] “Any situation (however remote) where ANYONE can form ANY impression on your organisation”
  13. 13. INTRO [Objectives] 1. Gain personal credibility 2. Gain professional credibility 3. Form an agenda to move forwards
  14. 14. INTRO DIAGNOSE PROPOSE SELL
  15. 15. Wants v Needs
  16. 16. Stage of change [motivation] cycle Pre-contemplation Contemplation Prochaska and DiClemente 1982
  17. 17. Motivation / readiness to buy
  18. 18. INTRO DIAGNOSE PROPOSE SELL
  19. 19. Stage of change [motivation] cycle Pre-contemplation Contemplation Preparation Prochaska and DiClemente 1982
  20. 20. INTRO DIAGNOSE PROPOSE SELL
  21. 21. Stage of change [motivation] cycle Pre-contemplation Lapse Contemplation Maintenance Preparation Action Prochaska and DiClemente 1982
  22. 22. “If we don’t take care of the customer…….. somebody else will”
  23. 23. Steps to SUCCESS Start with a clear view of what you are selling and why (benefits as well as S features Understand what the market (customers) REALLY WANT (it might be U different to what they need...VALUE POSITION) Competitor Analysis: What’s your competitive advantage and how can you C defend it? Centre your selling activity around the customer... match your proposal to C what they value Educate your people about selling. Everyone is selling regardless of their job title or role in the business. Consider the Moments of Truth. Empathise E with their perception of selling and then change it Sincerity is the key to lasting customer relationships which can result in repeat business and referred business. How would you like to treated as a S customer? Start all over again every time you sell... S INTRO... DIAGNOSE... PROPOSE... SELL
  24. 24. w : www.expressionspartnership.com e : s.thorpe@expressionspartnership.com

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