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Sales Professionals Presentation: How to sell more

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These charts from an international sales conference help sales professionals find the right prospects, convince customers faster and communicate more effectively thus selling more products: Valuable strategies and techniques, best practices, checklists and tips. More at http://www.umbachpartner.com

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Sales Professionals Presentation: How to sell more

  1. 1. Welcome to the Conference Presentation for Sales Professionals Sales-Professionals-Presentation-Slideshare © Healthcare Marketing Dr. Umbach & Partner 8Dec2013 www.umbachpartner.com 1
  2. 2. Your Input Questions Enter into dialogue © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 2
  3. 3. Opportunities © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 3
  4. 4. Topics The will to prepare to win is more important than the will to win Visit the right people Create an informal atmosphere It's all about providing value Good ways to start a conversation with the doctor How to make the other person curious What the doctor is really interested in Power questions How to listen How to use visual aids like folders Magic words in any language Words to avoid in business conversations Effective calls to action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 4
  5. 5. Goals Communicate More Effectively Convince Your Customers Faster Sell more products © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 5
  6. 6. Tips Advice Suggestions Recommendations You choose © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 6
  7. 7. Let your ideas inspire you Reservoir © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 7
  8. 8. Catalyst If an idea occurs to you, write it down Personal action plan Get your inspirations on paper © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 8
  9. 9. Recipe It's not important how much you know, but how much you actually implement … Knowing Going © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 9
  10. 10. Your Attitude: Your Frame of Mind © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 10
  11. 11. Think Positively Half empty Half full Accentuate the positive © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 11
  12. 12. Positive Attitude Be confident Upbeat wins Show drive Exude optimism You are friendly and likeable © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 12
  13. 13. Some guiding principles that you can adapt to your own style © Healthcare Marketing Dr. Umbach & Partner, 2006 www.umbachpartner.com 13
  14. 14. Prepare The will to prepare to win is more important than the will to win Do research © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 14
  15. 15. Analysis Know Your Target Group Find out where the landing lights are © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 15
  16. 16. Targeting Common mistake: Focusing on the wrong target group and chasing poor prospects Do your home work "Pre-Qualification" Visit the right people © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 16
  17. 17. Wrong target group = poor Marketing and ineffective Selling © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 17
  18. 18. Focus Whom do you want to convince? Are you on target or off-track? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 18
  19. 19. Classifying Customers - Current impact - Potential future impact Type Relevance A High © Healthcare Marketing Dr. Umbach & Partner B C D Low www.umbachpartner.com 19
  20. 20. Think Unmet Needs Discover the customer's real problems © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 20
  21. 21. Engage © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 21
  22. 22. Connect Build a relationship Establish Rapport "Business is Relations" "It's always personal" © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 22
  23. 23. Person At a certain point, people stop buying your products, and start buying you: You become the product Daniel Levis © Healthcare Marketing Dr. Umbach & Partner P2P www.umbachpartner.com 23
  24. 24. What you want to convey to your customers? A powerful and convincing message © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 24
  25. 25. A Powerful Message • Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 25
  26. 26. Attention More volatile than More precious than ether gold © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 26
  27. 27. First Step Make the prospect curious and interested Irrespective of who the customer is, it's important to grab their attention © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 27
  28. 28. The Sale Before the Sale © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 28
  29. 29. Capture the Prospect's Attention Good ways to start a conversation: Use words that arouse curiosity © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 29
  30. 30. First Man on the Moon? Neil Armstrong © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 30
  31. 31. The Second Man on the Moon © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 31
  32. 32. Words That Spark Attention Words you should use First ... New This is special. I should know. © Healthcare Marketing Dr. Umbach & Partner Can you justify them? www.umbachpartner.com 32
  33. 33. Give a Precise Number Key conclusions © Healthcare Marketing Dr. Umbach & Partner The 3 key conclusions www.umbachpartner.com 33
  34. 34. Be brief Keep it short and simple Kiss Keep it super short © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 34
  35. 35. A Powerful Message Attention: Arouse interest for content • Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference Behavior: Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 35
  36. 36. Customers' Eternal Question Why is this important to me? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 36
  37. 37. What's-In-It-For-Me Syndrome © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 37
  38. 38. Types of Human Needs Official - More knowledge - Support / Cooperation Personal - Appreciation and Recognition - Feeling safe - More free time - Entertainment - Gifts or money © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 38
  39. 39. Impact Message 4 Problem 1 Everything nice Solution © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 39
  40. 40. Benefit: Make it worthwhile It's all about providing value: You have to have a strong value proposition The difference you will make: You improve the client's condition by … © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 40
  41. 41. Complaints by Sales Reps The prospect did not return my call I cannot get any appointments Your recommendation … … Become more interesting Provide more value © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 41
  42. 42. A Powerful Message Attention: Arouse interest for content Benefit: Offer a fact-based solution • Superiority: Show unique value Validation: Support with reference Behavior: Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 42
  43. 43. What would happen … … if you started with Superiority = Uniqueness followed by Benefit = Solution © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 43
  44. 44. Always start with a Benefit = Solution = Value proposition © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 44
  45. 45. A Powerful Message Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value • Validation: Support with reference Behavior: Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 45
  46. 46. Validate Your Claims Give proof that your product will perform as you say it will Endorse your message by reliable sources … © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 46
  47. 47. Testimonials How many statements from satisfied customers in your country do you use in conversations with your customers? 0 1 2 © Healthcare Marketing Dr. Umbach & Partner 3 www.umbachpartner.com 47
  48. 48. Testimonials Who is responsible for getting those statements from satisfied customers in your country? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 48
  49. 49. Attention Benefit Superiority Validation … © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 49
  50. 50. Attention: Arouse interest for content Benefit: Offer a fact-based solution Superiority: Show unique value Validation: Support with reference • Behavior: Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 50
  51. 51. Ask for Action CTA = Call to Action What do you want people to do? © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 51
  52. 52. Ask for Action After all the work you put in, all the time, money and energy, the decisive moment is: Closing the sale © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 52
  53. 53. Best Point in Time © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 53
  54. 54. Give Options Turn the customer’s question from “Should I act?” “Which option should I choose?” © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 54
  55. 55. Conclusion Do what approximately 70 % of all sales reps forget: Always complete your talk with an effective call to action! © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 55
  56. 56. Modes of Expression With language you are playing an incredibly dangerous game Frank Luntz: Words that work © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 56
  57. 57. Some Words Transform Your Text ... © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 57
  58. 58. Drop "Barbed Wire" Words Avoid hazardous language • Problematic • Difficult • Complicated • Questionable • Mistake © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 58
  59. 59. The Power of Words Loose lips sink ships Words can determine how people feel and how they act Be careful what you say © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 59
  60. 60. Zarathustra Speak the truth, but speak it pleasantly Zarathustra, 1000 B.C. Write the truth, but write it pleasantly © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 60
  61. 61. Language Choose words with Positive interpretations Optimistic connotations Agreeable implications © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 61
  62. 62. - + unquestionable accepted You misunderstood me Let me explain © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 62
  63. 63. problem + challenge fascinating problem © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 63
  64. 64. disappointing + informative instructive insightful © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 64
  65. 65. old + established well-known modern classic © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 65
  66. 66. Alternatives to "Prove" Avoid • Prove © Healthcare Marketing Dr. Umbach & Partner Prefer • • • • • • Validate Document Confirm Highlight Emphasize Underline www.umbachpartner.com 66
  67. 67. Alternatives to 'Difference' Case: Examplex is 20% better 20% improvement 20% increase 20% difference © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 67
  68. 68. The "Magic" Word In any language is … the other person's name © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 68
  69. 69. Key Words Benefit Value Advantage Use them © Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com 69
  70. 70. The Important Words Forging an identity with the right vocabulary © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 70
  71. 71. Number of Bullet Points Uneven Even 3 __ Make lists of three © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 71
  72. 72. Your 3 Core Messages • • • © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 72
  73. 73. 3 Questions and Your Answers • • • © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 73
  74. 74. Calling the Other Treatment  Control  Standard therapy  Conventional therapy - Reference substance - Gold standard © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 74
  75. 75. The Competitor ● Don't mention the other brand name ● Don't bad-mouth the competition ● Ask a question about an item where your product is superior, for example "How important is convenience?" Your products are special, because … Your service is better, because ... © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 75
  76. 76. Communication Channels Choose the routes that your target audiences prefer © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 76
  77. 77. Give Great Presentations Rehearse Polish Refine © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 77
  78. 78. On Stage You're on! © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 78
  79. 79. Think Pep Passion Performance © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 79
  80. 80. Practice Use every opportunity You don't get great within one day, but day by day © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 80
  81. 81. The Experience Economy Work is Theatre and Every Business a Stage B. Joseph Pine II James H Gilmore © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 81
  82. 82. Start a Dialogue 2 = 1 Listen © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 82
  83. 83. The Testing Cycle Prepare a draft Test it = Ask questions Get feedback Adjust = Fine-tune Adapt to feedback © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 83
  84. 84. Good Questions Ask great questions and you will get great answers © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 84
  85. 85. Your prospect will evaluate you by - how smart your questions are - how well you can listen © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 85
  86. 86. Listen to Feedback Rapid prototyping Improve faster Succeed sooner © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 86
  87. 87. Critical Success Factor 24 May Speed © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 87
  88. 88. Follow-up Effective follow-up is what distinguishes the professional from the amateur. © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 88
  89. 89. Network Connect to people Make lots and lots of friends © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 89
  90. 90. Electronic Business Platforms www.xing.com www.linkedin.com www.viadeo.com Local platforms © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 90
  91. 91. Combination Lots of little things done well can make a powerful difference Richard Branson © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 91
  92. 92. Summary Research and analyze Customize Test and adapt Establish rapport Ask questions Listen Ask for action © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 92
  93. 93. Live up to your true potential © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 93
  94. 94. Stretch © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 94
  95. 95. Whatever you can do or dream, begin it. Boldness has genius, power and magic in it. William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 95
  96. 96. Types of People Make things happen Watch things happen Wonder what’s happening Dare © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 96
  97. 97. The Big Secret Get out and do it © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 97
  98. 98. WIN Work it now © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 98
  99. 99. Have the courage … … to take risks Get comfortable being uncomfortable © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 99
  100. 100. Wake Up Alert Morning Act Make every day count © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 100
  101. 101. You Can Achieve Mastery You can choose - preparation - optimism - action - excellence © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 101
  102. 102. Rise to New Heights No one can predict to what heights you can soar Even you will not know until you spread your wings © Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 102

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