Consultative Selling techniques for Retali Services aiming to close a sales in 30 minutes

1. Consultative Selling
Technique
Prepared and presented by William Ho
Director, Customer Relations and Marketing
Day One

2. Who Are We?
Loyal Fierce Collaborative
Think of an animal that represents you, then think of 3 adjectives to describe it.
Important! Do not disclose your animal to your peers!

3. Agenda
Introduction to
Consultative
Techniques
Sales Flow
5 Easy Steps in
Successful Selling
01
02
Behaviour Analysis
DISC
03
Effective
Communication
04
Features vs. Benefits
05

4. What is to Sell?
give or hand over (something) in
exchange for money.
"he sold the idea of making a film about Tchaikovsky"
persuade someone of the merits of.
sell
/sɛl/
"what we want is to go out of here quiet, and talk this show
up, and sell the rest of the town"
trick or deceive (someone).
“the store sells hi-fis, TVs, videos, and other electrical goods”
from Oxford Dictionary

5. Good vs Bad Salesperson
VS
Characteristics of a
Bad Salesperson
Characteristics of a
Good Salesperson

6. 5 Steps of Consultative Selling Technique
Break the Ice Sales Pitch Closing
Objection Handling
Need Analysis

9. 5 Steps of Consultative Selling Technique
Break the Ice

10. Break the Ice Simple, but by far the most
important step!
Starts before
the client
presents to you
Be attentive to
details
Your
appearance is
very important
Maximise
opportunities

12. Ask the right questions
Guess the object in my jacket pocket with 10 questions
Rules: No rules! Except that you can’t ask me directly what the object is.
Open Ended Questions: 5 W’s and 1 H
Who
Where
What
When
Why
How

13. 5 Steps of Consultative Selling Technique
Need Analysis

14. Need Analysis What the customer wants might
not be what the customer
needs!
Get to know your
customer
Find the hot
button
Speak your
customer’s
language
Probe and
confirm needs

15. Needs Analysis – Hot Button
Hot Button is the key to closing the sales!
A problem, need, urgent desire or source of pain that stirs
enough emotion in the prospect to motivate the prospect to
want to take immediate action to solve the issue.
Examples:
Fear that the child would get “lower than expected” score
True desire and expectation of the child getting Full Scores
A peer has got admitted to Harvard’s early entry
Parents’ consistent pressure of over-achievement

17. Needs Analysis – DISC
DISC is a system that describes human behaviours using a combination of 4 distinct traits.
Drive
Influence
Steadiness
Compliance

18. Needs Analysis – DISC
Drive: People who score high in the intensity of the styles factor are very
active in dealing with problems and challenges. High D people are described as
demanding, forceful, egocentric, strong willed, driving, determined, ambitious,
aggressive, and pioneering.
• Impulsive buyer
• Do not need to know the details
• Need to be convinced about results
• The more you talk, the less likely they will buy as they sense that you don’t have
confidence in the product
• Not likely to come back if you let them go
Professions
• Sales Managers
• Owners
• High Roll Financial Managers
• Lawyers

19. Needs Analysis – DISC
Influence: People with high I scores influence others through talking and activity and
tend to be emotional. They are described as convincing, magnetic, political,
enthusiastic, persuasive, warm, demonstrative, trusting, and optimistic.
• Impulsive buyer based on the consultant or the environment, not necessary the
product
• Will talk a lot during consultation
• Praise them and they will feel happy
• Not likely to come back unless a good relationship was built
• Likely to come back as an existing student and chat with your at random
Professions:
• Sales / Sales Managers / B2B Sales
• Insurance/Real Estate Agents
• F&B
• PR related industry
• Actors/Actresses/Models
• Doctors

20. Needs Analysis – DISC
Steadiness: People with high S styles scores want a steady pace, security, and do
not like sudden change. High S individuals are calm, relaxed, patient, possessive,
predictable, deliberate, stable, consistent, and tend to be unemotional and
poker faced.
• Slow decision. (almost impaired with making decision)
• Will buy automatically by referral or by strong iconic image.
• Buy by necessity instead of desires.
• Will buy if you do not let go, they are incapable of saying no.
• Easy to be influenced, if a friend has any bad experience, it will backfire. Good
referrer if the product works
Professions:
• Customer Service/Supervisors
• Clerks/Assistant/Receptionists
• Civil Service
• Nurse
• Housewife

21. Needs Analysis – DISC
Compliance: people with high C styles adhere to rules, regulations, and structure.
They like to do quality work and do it right the first time. High C; people are careful,
cautious, exacting, neat, systematic, diplomatic, accurate, and tactful.
• Almost impossible to buy on the spot
• Will ask every detail about the course logistics, nationality of teacher etc…
• Need to give all possible information
• Will come back and ask all the question again; be consistent, then will buy
• Best students, will never complaint if all you said is true
Professions:
• IT
• Accountants / Auditors
• Lawyers
• Architects
• Engineers
• Clerks/Assistants
• Designers

22. Ice Breaking and Needs Analysis
(DISC and Hot Button)

25. Who is the Spy?
Follow instructions on App
• There are many ways to perceive and explain the same word
• Similar concepts may be confused when there are nuances
• Clarity is the key to good communication

26. Communication Congruency
38%
7%
55%
Spoken Words Body Language
Tone of Voice

27. 5 Steps of Consultative Selling Technique
Sales Pitch

28. Pitch – NTK’s Vision
VS
Founded in 1996, the School is committed to providing quality
education to its students. Through a student oriented teaching
approach and provision of related services, the School strives to
equip students with the knowledge and skills needed for their
immediate academic success and lifelong achievement thereafter.

29. Pitch - Features vs Benefits
VS
Selling Benefits
Presenting Features

30. Ice Breaking, Needs Analysis, Pitch

31. End of Day 1

32. Consultative Selling
Technique
Prepared and presented by William Ho
Director, Customer Relations and Marketing
Day Two

33. Agenda
Review of Day 1
Objection Handling
01
02
Closing
03 Winning Formula?
04
Customer Service and
Selling
05

34. 5 Steps of Consultative Selling Technique
Break the Ice Sales Pitch Closing
Objection Handling
Need Analysis

35. Review of Day 1
Ice-Breaking should be natural
Need Analysis is not an interrogation, it is to build the rapport with the client in
front of you, the objective is to get to know your client
Pitch is formulated based on Need Analysis, in other word, no one should or could
pitch without knowing the client in front of you
We are experts in communication, so we should use our expertise to adopt to the
client’s language
NTK’s Vision is to provide both immediate solutions and lifelong achievements
We are selling Benefits not Features

36. 5 Steps of Consultative Selling Technique
Objection Handling

37. Objection Handling
Definition of an objection
An objection is anything the prospect says or does that is an obstacle to smooth
closing
Welcome the objections!
Learn to accept objections as a challenge which, when handled correctly, will
benefit both you and the prospect

38. Objection Handling – Reasons for Objections
Psychological reasons
Dislike decision making (Blue/Green)
Prefer old habits (Blue/Green)
Unpleasant past associations with learning centre (Green)
Resistance to domination (Red/Yellow)
Perceived threat to self-image (Yellow)
Logical reasons
o All or part of presentation was misunderstood
o Prospect is not convinced
o Hidden reasons

39. Objection Handling – Types of Objections
Stopper objection – No solution
No Need (not valid in our case other than non-targeted Facebook leads)
No Money
No Authority
Searcher objection – Need more information
I am comparing with another competitor
Too expensive
I am too busy now, may join in the next few months

40. Objection Handling – Types of Objections
Invalid objections
Hidden objections
- Asks trivial, unimportant questions
- Conceals feelings beneath a veil of silence
Stall “Put off”
- “I’ll think it over…”
- “I’ll enroll next time…”

41. Objection Handling – Categories of Objections
Six basic categories of objections
- Product objection
- Objection to the salesperson
- Objection to the company
- Don’t want to make a decision
- Service objection
- Price objection

42. Objection Handling – Strategies
- Incorporate objections and the answers in the pitch (make sure it is a valid
objection that it always shows in any sales pitch)
- Postpone the answer (Danger to lose trust from your prospect)
- Answer immediately (Experience is necessary)
- Use buffer phrases like “I understand your point of view…”
- Do not answer
- Evading an objection (but guaranteed that it will come back, even stronger)
- Disagree without being disagreeable
- Do not try to put down the customer
- “You raised an excellent point…”
- “I have not made myself clear…”

43. - Objection Handling – Steps of handling objections
1. Listen Carefully
- Hear without interrupting
2. Confirm your understanding of the objection
- Clarify by paraphrasing
- Try to distinguish between genuine objections and excuses
3. Acknowledge their point of view
- “I understand how you feel…”
- “You just pointed out a concern that many of our students had”
4. Select a specific technique based on:
- Prospect’s color
- The type of objection
5. Answer the objection
- Confirm that the objection has been answered
6. Attempt to close

44. - Objection Handling – Techniques of handling objections
- Product Comparison (Blue)
- Compare advantages and disadvantages
- Case History or testimonial (Green)
- Describe a real experience or opinion from another student
- Cost of delay (Red)
- Possible price increase, less time to study
- Compensation or counter balance (Red/Yellow/Blue)
- Admit the objection is valid, describe some counterbalancing benefits
- Ask “Why?” (Yellow/blue)
- Answer with a question
- Direct Denial (Green - Risky)
- Indirect Denial (Yellow/Red)
- Acknowledge that the prospect is at least partially correct.
- Boomerang turn the objection into a benefit
- Prospect: “Course is too expensive”
- Seller: “Expensive means quality, we have the best teachers in town!”

45. - Objection Handling – Value Analysis
- Price versus competition
- Competitor Analysis
- Price versus expected budget
- Value building
- Price versus prospect’s expectations
- Benefits, dream building
- Price versus alternative products
- Need Analysis, hot button
- True Value
- Compare product costs to true value.
- Reduce to the ridiculous
- Hourly rate instead of lump sum
- Return on Investment (ROI)
- Investment to child

46. - Objection Handling – Value Analysis – Dos and Don’ts
DOs
- Add value with extra benefits.
- Point out the relationship between price and quality.
- Explain the difference between price and cost.
- Employ the Presumption of Exclusivity
- Stress your product’s exclusive features
- Sell quality, exclusivity and differential features
DON’Ts
- Sell down
- Apologize for the price.
- Make price the focal point of your sales presentation

48. 5 Steps of Consultative Selling Technique
Closing

49. Closing
Definition of closing: The process of helping people making a decision that will
benefit them.
- Closing should be natural and easy
- It should be planned like the rest of the process
- Closing is integrated throughout the presentation. It is not a separate event
- Each point of agreement is a minor close.
- Failure to close comes from an inadequate performance in other areas
Reassure and Close
- Encourage them but respect their decisions
- If they agree on the benefits then you are responsible to guide them to the
close
- Your parent will be relieved and grateful for your efforts to close

50. Closing
The Salesperson’s attitude
- Believe in what you sell
- Assume commitment - Confidence is contagious
Dealing with Rejection
- Count your successes
- Failure to close a sale does not make you inferior
Barriers to Closing
- Negative first impression still lingers in prospect’s mind
- Sales resistance was not overcome
- Attempting to close too early or too late

51. Closing - Some verbal and non-verbal buying signals
Verbal Signals
- How much is it?
- How soon can I start?
- Sounds good.
- What’s the next step?
Gestures
- Nodding head
- Leaning forward
- Rubbing chin
- Reexamines brochure
- Relaxes and become friendly.
Other
- Reinforcing or agreeing with your ideas
- Asks another person’s opinion.

52. Closing - Types of closing
The Trial Close
- asks for an opinion not a decision
Assumptive Closes
- Assume that you asked for the order
Minor-Point Close
- Asks the prospect to make a low-risk decision on a minor, usually low-cost
element of a single product such as starting dates, teacher qualification, etc...
Physical-Action Close
- Fill out the form/Printing Invoice
Alternative-Choice Close
- “Would you like to start with SAT or ACT?”
Continuous Yes
- Keep asking questions that are designed to be answered yes.

53. Closing - Types of closing
Similar Situation
- Explain another customer’s situation and lead into the close.
Direct Close
- Directly ask for enrollment
Summary of Benefits Close
- Summarize the product’s benefits in a positive manner so that the prospect
agrees with what you are saying
Special Concession Close
- Same day offer
Call-back Close
- Give a reason to call and do not close on the spot
Probability Close
- Ask the probability that they will buy the course

54. Closing - Six Common Closing Mistakes
1) Talks too much. Doesn’t ask enough questions.
2) Over-controls the sales pitch; asks too many closed-end questions.
3) Doesn’t respond to customer needs with benefits.
4) Doesn’t recognize needs, gives benefits prematurely.
5) Doesn’t recognize or handle negative attitudes effectively.
6) Makes weak closing statements, doesn’t recognize when or how to close

57. Building a Lego
You have 10 minutes to complete the Lego
The winning team completed the Lego within the limited time will get a Price!
The instructions are trainings, seminars, coaching etc.
The Lego pieces are experience, skills, knowledge etc.

58. Winning Formula?
Treat each parent and student with care
Remember NTK’s Vision and adhere to it
Follow the Consultative Selling Technique
Be open to continuous improvement with peer coaching and encouragement
Be confident

59. Full Presentation

61. Full Presentation

62. End of Training