Art Of The Sale


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Successful sales are based on personal relationships that broker trust

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Art Of The Sale

  1. 1. WS PACKAGING AUTOMATED SYSTEMS Elements of Successful Sales
  2. 2. AUTOMATED SYSTEMS Have you heard this? <ul><li>We can’t meet today because I just got hit by a cement truck. </li></ul><ul><li>We were ready to sign on the dotted line but we had a management change the guy who was pushing the project left the company and took all the info with him. </li></ul>
  3. 3. Have you heard this? <ul><li>Thursday evening out to dinner with wife: Cell phone rings, “We are ready to move ahead with the project can you confirm a few details …can I fax you the PO now? </li></ul><ul><li>“ I know we talked about this project over one year ago. We have the funding and need it yesterday if you can’t deliver this machine by next week we’ll take our business to some one who can.” </li></ul><ul><li>“ I can’t believe you guys are going with WS Packaging ASD They completely screwed ABC company on a deal just like this.” </li></ul>
  4. 4. Have you heard this? <ul><li>Decision maker is in the hospital with kidney stones. They lost three workers at the height of their production season. They don’t have the resources to address this right now. </li></ul><ul><li>Saturday 7:00AM Cell phone rings “I know we are meeting on Monday but I have some questions for you. Do you have a minute? </li></ul>
  5. 5. Dealing with People <ul><li>Examples of the Human Side of Business </li></ul><ul><li>Spontaneous and unpredictable </li></ul><ul><li>Credibility offers the best chance to break through </li></ul>
  6. 6. This is a Selling “Equation” <ul><li>If ASD ceased to exist, the world would go on. We build great equipment but so do our competitors. </li></ul><ul><li>With everything else being equal (good quality delivery, relevant pricing) the difference between a success and a failure is sales </li></ul><ul><li>People don’t buy machines, they buy solutions often based on emotional needs. People buy from people based on trust – Effective sales nurtures that trust and presents the very best of the company to the market place. </li></ul>
  7. 7. This is a Selling “Equation” <ul><li>This business is “personal”, full time, and requires a sense of urgency. </li></ul><ul><li>To win we need to assume personal ownership of the client’s objectives at every level to win trust. </li></ul><ul><li>“ Rational” buying decisions are based on personal biases, confidence and trust instilled through positive communications. </li></ul><ul><li>Everyone in this division has an the opportunity to elevate their sales “game” </li></ul>
  8. 8. AUTOMATED SYSTEMS Elements of Successful Sales <ul><li>Understand Client Needs </li></ul><ul><li>Who cares if the applicator applies has dispensing speeds of 1200” per minute. </li></ul><ul><li>The measure of quality should be the customer’s satisfaction with our products </li></ul><ul><li>The sales process should be intimately familiar with the customers’ needs and solicit feedback </li></ul>
  9. 9. ASD / Elements of Successful Sales Sales-Driven versus Marketing Driven Initiatives <ul><li>Prospecting (Avoid “Mass Marketing” Approach) </li></ul><ul><li>Who do we want to do business with? </li></ul><ul><li>How do we reach that group as soon as possible? </li></ul><ul><li>Cultivate verticals. Effective prospecting doesn’t waste time with broad based marketing efforts. </li></ul><ul><li>The tools we use to reach the customer are not the end they are the means to establish a personal relationship with every client. </li></ul>
  10. 10. ASD / Elements of Successful Sales <ul><li>Legacy Assets </li></ul><ul><li>We should know our reputation for quality and trade on it. </li></ul><ul><li>Know that our best assets lie in ourselves individually and collectively and “sell” this to the client. </li></ul><ul><ul><li>Reservoirs of knowledge – no need to act alone </li></ul></ul>
  11. 11. ASD / Elements of Successful Sales <ul><li>Offering Choices / One size doesn’t fit all </li></ul><ul><li>What are my options? As a client begins to consider buying from me, this is the first question he will ask. If I can’t give them options they often find them elsewhere. </li></ul><ul><li>Choices are a great way to overcome price objections. </li></ul><ul><li>We don’t want to confuse the client but we don’t want to make him feel locked in. </li></ul><ul><ul><li>Design flexibility built into a product </li></ul></ul><ul><ul><li>Financing choices </li></ul></ul><ul><ul><li>Rental Programs </li></ul></ul>
  12. 12. ASD / Elements of Successful Sales <ul><li>Speed </li></ul><ul><li>Sense of Urgency (wins deals) </li></ul><ul><li>“ do it now” mindset versus “I’ll get back to you as soon as possible” </li></ul><ul><li>Clients expect speedy responses with quotes and responses. Our worthy competitors know this. </li></ul><ul><li>To win, we have to be able to respond quickly and positively. </li></ul>
  13. 13. ASD / Elements of Successful Sales <ul><li>Markets not Competition </li></ul><ul><li>With increasing competition, especially based on price, we can’t let our competitors set our agenda </li></ul><ul><li>We can’t be all things to all people. We need to define our strengths and aggressively sell to our clients and prospects. </li></ul>
  14. 14. AUTOMATED SYSTEMS <ul><li>Forward thinking </li></ul><ul><li>We need to stay focused on what is happening today. </li></ul><ul><li>If it doesn’t serve us, we shouldn’t be afraid to let go of the past. Past successes are no guarantee of future successes. </li></ul>
  15. 15. ASD / Elements of Successful Sales Summary Points <ul><li>Sales is Personal: Know our customer’s buying motives on a personal level </li></ul><ul><li>Communicate a sense of “can-do” confidence and sense of urgency to secure trust. </li></ul><ul><li>Be aware of a sense of time. </li></ul><ul><li>Don’t lock the client in with limited options – one size doesn’t fit all. </li></ul><ul><li>Build trust through proactive communications with the customer. The quote isn’t the end of the process. </li></ul><ul><li>Understand the client’s objectives and take “ownership”. Try to go beyond the application into the “why”. </li></ul><ul><li>Don’t let infrastructure insulate us from our responsibility to be connect with the client directly. </li></ul>
  16. 16. AUTOMATED SYSTEMS Why did you buy from us? <ul><li>Your company saw a challenge and didn't say it couldn’t be done. You communicated confidence in the project. We trust you – Kurt Mitchell Pacific Seafood. </li></ul><ul><li>This project was a success on all levels because everyone involved “owned” the customer’s objectives   </li></ul>
  17. 17. AUTOMATED SYSTEMS How important is our sales role in maintaining your trust? <ul><li>    Vital.   We had some issues but we all worked it out and made good on all issues. I would look forward to more projects with WS packaging in the future.  - Kurt Mitchell, Pacific Seafood </li></ul><ul><li>  Your sales approach had allot to do with building my trust, the reassurance provided was key. I really feel the entire company believes in their products, and it shows. - Brian McIntyre, Smith and Hook Wines </li></ul>
  18. 18. AUTOMATED SYSTEMS <ul><li>Post Sale: are we in it just for the sale? </li></ul><ul><li>No, part of a good sales approach nurtures the relationship after the sale. </li></ul><ul><ul><li>Staying in touch communicates pride in who we are. People will notice and spread the word. </li></ul></ul><ul><ul><li>You can never have too many friends. </li></ul></ul>
  19. 19. AUTOMATED SYSTEMS <ul><li>What about our Internal Customers? </li></ul><ul><li>“ Having representatives such as ASD lends to our credibility because it shows we are dedicated to having knowledgeable people in this technical field.” </li></ul><ul><li>“ It’s encouraging to know I have the support behind me to resolve and close deals without the pressure of feeling like a “lone salesman” - Paul Jones </li></ul>
  20. 20. AUTOMATED SYSTEMS <ul><li>Sales Milestones – A Sales Process Throughout </li></ul><ul><li>Cold Call / Lead – someone has to make contact. </li></ul><ul><li>Initial follow-up and appointment scheduling (this can take months) </li></ul><ul><li>Application survey and Budget Process </li></ul><ul><li>Quote </li></ul><ul><li>Quote re-defined </li></ul><ul><li>Competitive review (price / performance issues / design flexibility) </li></ul><ul><li>Other issues Delivery, Finance options Design </li></ul><ul><li>Sales closure and installation </li></ul><ul><li>Follow-on opportunities / referrals </li></ul>
  21. 21. AUTOMATED SYSTEMS Internal Clients <ul><li>How often do we call the reps to see what’s going on? </li></ul><ul><li>How proactive are we in staying on top of quotes with both the the label reps and the prospect? </li></ul><ul><li>How many calls outbound versus inbound? </li></ul><ul><li>How well do we listen and use “tie-downs” to confirm understanding? </li></ul><ul><li>Do we ask for referrals? </li></ul>
  22. 22. Internal Clients <ul><li>“ Having the support of the Automated Systems Group helps in a few ways.  In lends credibility that we are more than just a supplier of labels, we can provide labeling solutions to my clients in the wine industry.  Being able to provide clients that I’m already doing labels for another part of the package helps me become more of an advisor to the client. </li></ul><ul><li>  </li></ul><ul><li>Cline Cellars is a perfect example of being able to provide a solution over and above what I’m doing in labels.  The equipment also lead to further sales relative to TT labels and ribbons. </li></ul><ul><li>  </li></ul><ul><li>In the case of Sutter Home, having a solution for the rework enabled me to start building a relationship with the client that I may otherwise still be trying to get in.  We are also able to utilize this equipment to help futher our sales elsewhere. </li></ul><ul><li>  </li></ul><ul><li>The fact that we manufacture our equipment in Carson City is also a plus.  This brings a sense of closeness to the client.  They are comfortable because our location is only a couple of hours away.” </li></ul><ul><li>- Dan Hughes </li></ul><ul><li>  </li></ul>
  23. 23. Elements of Successful Sales <ul><li>The administrative procedures we put in place are essential to allow us to work together, but do we get so bound by procedure-driven tasks that we lose sight of the reality that success in this business is </li></ul><ul><li>Based on Pro-activity on every level </li></ul><ul><li>Results oriented versus task oriented </li></ul><ul><ul><li>We don’t get paid based how many quotes we write </li></ul></ul>
  24. 24. Final <ul><li>This isn’t rocket science. Our competition knows that success in this business is Sales-Driven. </li></ul><ul><li>With our background and support resources (Label Reps) we are uniquely positioned for national sales growth. </li></ul><ul><li>Growth won’t be sustained unless each of us look for opportunities to connect with the buyer in a positive way that brokers trust. </li></ul>