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Creating Customer Value Basic Selling Skills Workshop

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In today’s competitive and dynamic global marketplace, you as sales professionals face significant challenges to accomplishing your sales goals. This workshop was implemented to a tenured salesforce wanting to receive a "Refresher Course" on "Basic Selling Skills. If your sales company would like to have this rollout please contact us at AH2 & Beyond Consulting (www.ah2andbeyond.com)

Published in: Business, Education

Creating Customer Value Basic Selling Skills Workshop

  1. 1. CREATING CUSTOMER VALUE through “Selling Skills Excellence”
  2. 2. ONTARGET Introducing “Creating Customer Value” In today’s competitive and dynamic global marketplace, you as sales professionals face significant challenges to accomplishing your sales goals. These challenges include: • Differentiating your chief products in a highly competitive market • Succeeding in an environment where it is sometimes difficult to gain meaningful access to customers • Winning in an increasingly crowded market, against a growing number of skilled competitor sales professionals • Selling not only to busy customers, but to their counterparts/team • Getting past restrictive “gate keepers” One thing is clear: to succeed in this current environment you must maximize the results of every interaction with every customer. That’s what the Creating Customer Value workshop is all about…
  3. 3. ONTARGET “CCV” Selling Skills Goals • Create professional and engaging approach to selling that is based on providing value • Help our sales representatives to engage customers using confidence, integrity, pride, and empathy • Moving our customers quickly through the buying cycle to achieve more sales
  4. 4. ONTARGET “Creating Customer Value” Rollout Why learn “Selling Skills”? The “Creating Customer Value” Model Why CCV? Role-Play Practice Agenda
  5. 5. ONTARGET To View “Selling” as a Process/Continuum To Improve Sales Performance To Improve Performance Evaluations To Learn and Develop Your Key Job Functions Why Learn “Selling Skills”
  6. 6. ONTARGET Why “CCV” Typical Representative • Looks the same • Acts the same • Says the same thing • Gives “canned” presentations • Placed in “seller’s box” by customer Valued Representative • Elicits discussion • Uncovers needs • Provides value • Consults • Educates • Creates professional partnership
  7. 7. ONTARGET CCV Model • Awareness• Evaluation/ Trial • Unawareness• Usage Drive Behavior Gain Commitment Transition Close Tactical Planning Pre-call /Post Call Planning Creating Customer Value Open Purposely Uncover Needs Versatility Provide Solutions/Core Message Objection Handling CUSTOMER BUYING CYCLE CCV
  8. 8. ONTARGET “Sales Profession-Your” View “Buying Experience” (Activity 20 mins)
  9. 9. ONTARGET “Business Relationships” Character • maturity • reliable • respectful • positive intent • genuinely cares Competence • Product Knowledge • Market Knowledge •Solid Selling Skills TRUST
  10. 10. ONTARGET Gallup Sales Analysis “Customers who felt strongly positive about their sales representatives were 12 times more likely to continue repurchasing the product . . . evidence showed an emotional connection or attachment was important . . . price was not a significant driver of repurchase intentions.” Smith and Rutigliano, Discover Your Sales Strengths, 2003
  11. 11. ONTARGET The 10 Biggest Selling Mistakes
  12. 12. ONTARGET  Failure to pre-call plan  Failure to set call objectives  Failure to listen or identify customer’s needs  Inability to articulate product features & benefits to fit the need  Overreacting to objections (defensive, aggressive etc.)  Not earning the right to or asking for a commitment too soon  Nervousness  Talking too much (90% vs. 10%)  Failure to deliver joint promises made  Too fast a pace in the sales process
  13. 13. ONTARGET Successful Sales Representatives • Are seen as experts by the customer • Know and invest in their customer and their business • Adapt approach to the customer accordingly • Bring value in every call to every customer • Demonstrate a passion to improve the customers’ situation • ACTIVELY LISTEN TO THEIR CUSTOMERS
  14. 14. ONTARGET The Art of Listening
  15. 15. ONTARGET Level 3 Level 2 Level 1 Listening Levels
  16. 16. ONTARGET • Listening in spurts • Half-listening • Quiet, passive listening • More interested in talking than listening LEVEL 3 LISTENING LEVEL 2 LISTENING • Hearing, but not really listening • Not seeking to understand meaning • More concerned about content than feeling
  17. 17. ONTARGET LEVEL 1 LISTENING
  18. 18. ONTARGET The Art of Listening  Active Listening means being in the moment with your customer  Watch non-verbal cues  Clarify and confirm your understanding of points made by your customer by:  Restating or Summarizing  Acknowledging verbally and non-verbally  Use silence to your advantage
  19. 19. ONTARGET Listening “Did You Know” People are on average only about 25 percent effective at listening The number one reason for business failure is communication Very few people ever work on this skill The most fundamental aspect of selling is to listen to customers’ needs
  20. 20. ONTARGET What is “Listening” • Listening – sophisticated and requires discipline • Understanding – comprehension • Remembering – processing and storing information • Interpreting – meaning of words and nonverbal communications • Evaluating – filtering and drawing conclusions • Responding – analyzing
  21. 21. ONTARGET If you really want to know what is on your customers’ minds and what is really important to them, a structured approach to listening may help. By developing a clear pre-call plan, you can have the preparedness to listen to the needs of your customers. J. Stengel, A. Dixon, and C. Allen, “Listening Begins at Home,” Harvard Business Review
  22. 22. ONTARGET Trust and Rapport Conversation (SKIT)
  23. 23. ONTARGET Trust and Rapport Conversation (Role-Play Examples) Scenario 1 Two friends are discussing taking a vacation together; their pacing is different; they are getting along well Scenario 2 The same two friends are discussing going on a skiing vacation; one wants to go skiing; one does not; they disagree but stay in rapport with each other Each conversation takes two to three minutes
  24. 24. CREATING CUSTOMER VALUE through “Selling Skills Excellence”
  25. 25. ONTARGET Purpose of a Sales Call Gain Business/Move Share • To understand customers’ challenges • To identify needs • To provide solutions and value • To create a partnership
  26. 26. ONTARGET CCV Model • Awareness• Evaluation/ Trial • Unawareness• Usage Drive Behavior Gain Commitment Transition Close Tactical Planning Pre-call /Post Call Planning Creating Customer Value Open Purposely Uncover Needs Versatility Provide Solutions/Core Message Objection Handling CUSTOMER BUYING CYCLE CCV
  27. 27. ONTARGET “Customer Buying Cycle” Unawareness Awareness Evaluation/Trial Your Goal! Usage
  28. 28. ONTARGET Customer “Needs” Identify Customer Needs Opportunity to provide solutions to customers’ problems, issues and concerns.
  29. 29. ONTARGET Where Is Your Customer? • Unawareness: The customer has little or no information about the product • Awareness: The customer knows about the product but takes a passive approach to it’s use • Evaluation/Trial: The customer tries the product sparingly in order to assess performance outcomes or other areas of need • Usage: The customer uses the product consistently and is a loyal customer
  30. 30. ONTARGET “Customer Buying Cycle” Your role as a sales representative is to move your customer through the buying cycle quickly using the “Creating Customer Value” Model.
  31. 31. Tactical Planning Pre-Call Planning Post Call Analysis
  32. 32. ONTARGET CCV Model • Unawareness Tactical Planning Pre-call /Post Call Planning CUSTOMER BUYING CYCLE CCV
  33. 33. ONTARGET Pre-Call Planning WHAT is Pre-Call Planning? • Thorough analysis of sales data, customer information, demographic information and past-call notes- What is happening and why? • What is success for the customer and for you? • Formulation of a specific call goal/action plan to advance the sales process
  34. 34. ONTARGET Pre-Call Planning con’t WHY is Pre-Call Planning important? Sets you up for success in the sales call • Preparation for the unexpected • Prepares you for anticipated objections • Identifies specific areas around which to gain commitment for action • Maintains call focus on all promoted products • Strengthens relationships and leads to on-going access to customers
  35. 35. ONTARGET Why Write “Pre-Call Objectives” • So you know what success looks like • It gives you a better idea of what you want to accomplish • After the call, you can revisit the objective and determine what you were able to accomplish • Allows you to get a head start on next pre-call plan
  36. 36. ONTARGET “S.M.A.R.T. Objectives” Specific Measurable Action-oriented Realistic Time-bound
  37. 37. ONTARGET Post Call Notes Effective Post-Call Notes capture relevant information that help evaluate the situation, such as: • What you learned • Objections raised • Questions both you and the customer asked • Resources shown • Agreement/Commitment • Gained • Next call objective
  38. 38. ONTARGET Call Continuum • Linked to post-call analysis of previous call • Moves customer forward in buying cycle • Addresses customer’s needs • Gain commitment to action • Plan objective, materials, questions, objections, and commitment for next call
  39. 39. ONTARGET Drilling Down In Pre-Call Planning What happened during last call? Where is customer in buying cycle? What is my call objective? How will I open? What are possible objections and questions? How will I close? OUTCOME
  40. 40. Creating Customer Value Open Purposely Uncover Needs
  41. 41. ONTARGET CCV Model • Awareness Creating Customer Value Open Purposely Uncover Needs CUSTOMER BUYING CYCLE CCV
  42. 42. ONTARGET CONTEXT IS EVERYTHING
  43. 43. ONTARGET Open Purposely Three Key Elements for Opening • PURPOSE • BENEFIT • CHECK
  44. 44. ONTARGET Purposeful Openings • Captures your customer’s attention and creates interest • Establishes the purpose and value of the call • Directs the conversation towards your customer needs Identifies the WISFM for your customer • WISFM – What is success for me! • Sets the mood and structure for the entire call • Draws the customer’s attention to a specific problem to be solved
  45. 45. ONTARGET Purpose The Purpose of the call should define what success is for the customer Benefit Indicate the Benefit of the call by stating the WISFM
  46. 46. ONTARGET Check Be sure to Check for consent before you continue
  47. 47. ONTARGET UNCOVERING NEEDS
  48. 48. ONTARGET Why Ask Questions? • Gather specific information • Understand attitudes • Show we care • Uncover needs and wants • Helping to move quickly through the buying cycle
  49. 49. ONTARGET Why Sales Reps Don’t Ask Questions? • Fear of not knowing what the customer will say in response to a question • Not knowing products/competitors well enough • Not being left with adequate time to deliver the message • Having to deviate from a plan
  50. 50. ONTARGET Question: • What are the two most important skills you can use to generate dialogue and uncover your customers’ needs? Answer: • Asking good, dialogue generating questions • Active listening
  51. 51. ONTARGET Types Of Questions There are several types of questions: • Closed-Ended • Open-Ended • High-Value
  52. 52. ONTARGET Closed-Ended Questions Solicit limited responses: • YES or NO • One word responses • Specific data or information Most effective when used to: • Narrow the focus of your conversation • Clarify something that was just said • Confirm that your understanding is correct • Quickly learn more
  53. 53. ONTARGET Closed-Ended Questions Gather information • What…? • Will…? • Have…? • Is…? • Do you…? Clarify and Confirm • Is that right…? • Am I understanding you correctly…? • Does this help…? • Have I addressed your concern?
  54. 54. ONTARGET Open-Ended Questions • Engage the customer in a dialogue • Help explore the customer’s attitudes, and buying habits • Uncover the customer’s needs and concerns • What?, Why?, How? and When?
  55. 55. ONTARGET Examples: Open-Ended Questions • What problems are you experiencing in this area? • How come…? • When do you find…? • Please describe for me…? • Tell me more about…?
  56. 56. ONTARGET High Value Questions • Are Open-Ended • Require your customer to think • Reveal implications, impact, or consequences • Sets up for a solution to be offered • Must be planned in advance of the call
  57. 57. ONTARGET Examples: High Value Questions • What might happen if…? • What is your vision…? • What are the implications to not solving that problem? • What impact does that have on…? • What else could you accomplish by…?
  58. 58. ONTARGET Examples Of “Leading Questions” Questions NOT to ask: • “Mr./Ms, wouldn’t you agree…” • “Mr./Ms, don’t you think…” • “Mr./Ms, isn’t it clear…” • Leading questions make customers feel as if they are being backed into a corner
  59. 59. ONTARGET “The Texas Tornado” Start with questions to indicate broad areas of interest for the customers where our product can help Ask more questions to isolate the narrow area where our products have the ‘edge’ Ask questions to pinpoint the exact, specific need that we can fill
  60. 60. ONTARGET “Initial Questioning” (Activity 20 mins)
  61. 61. Versatility Provide Solutions & Deliver Core Message Resolve Objections
  62. 62. ONTARGET CCV Model • Evaluation/ Trial Versatility Provide Solutions/Core Message Objection Handling CUSTOMER BUYING CYCLE CCV
  63. 63. ONTARGET Provide Solutions & Deliver Core Message Presenting the Right Solution at the Right Time!
  64. 64. ONTARGET Recognizing Customer Needs A recognized need that is not critical enough to your customer to warrant action A need that the customer believes is critical enough to warrant immediate action. Can be called a ‘motivator for change’ SURFACE NEED ACTION NEED
  65. 65. ONTARGET Digging Beneath The Surface =SURFACE NEED ACTION NEED +
  66. 66. ONTARGET The Right Time You have developed the customer’s needs to a point of urgency or a desire to take action You have asked “is there anything else” (then SAY NOTHING!!!) if you get a ‘no’ (either verbal or non-verbal) .. Summarize The Need Move On To Solution
  67. 67. ONTARGET Finding The Right Solution =+ACTION NEED Core Message The Right Solution
  68. 68. ONTARGET What is “Core Message” • Features - Statements or facts which highlight the characteristics of our products and services • Advantages - how a feature can be used to help our customers • Benefits - how our products or services can meet our customer’s Action Needs and Offer Solutions
  69. 69. ONTARGET Selling With “Features & Benefits” • Product Features appeal to logical thinking • Product Benefits appeal to emotional thinking • Customers buy emotionally and then use logic to justify their decisions
  70. 70. ONTARGET Linking Features to Benefits Features are “linked” to Benefits that will offer solutions to the problem. Features are “linked” to Benefits through Linking Phrases such as: “Thus” “Therefore” “This could allow” “This could result in” Feature Linking Phrase Benefit
  71. 71. ONTARGET Presenting the Right Solution at the Right Time to meet the needs of your customer!! RIGHT SOLUTION (Feature & Benefit) RIGHT TIME (Action Need)
  72. 72. ONTARGET RESOLVE OBJECTIONS
  73. 73. ONTARGET Wouldn’t It Be Wonderful If……? Our customers never had any questions or objections?!
  74. 74. ONTARGET Objections • When your customer objects to what you have said or to your solution – how do you feel? • What do you believe has happened for an objection to occur? • What types of objections do our customer raise? • What is the difference between a question and an objection?
  75. 75. ONTARGET Types of Objections MISUNDERSTANDING SKEPTICISM DRAWBACK
  76. 76. ONTARGET Misunderstanding • Arises from inadequate information or misinformation • Leads to an incorrect perception about features and/or benefits of your product • Address MISUNDERSTANDING by providing the right information in a manner that does not antagonize the customer
  77. 77. ONTARGET Skepticism • The customer does not believe your claims • Address SKEPTICISM by offering proof of your statements • Offer proof in the form of marketing tools, references, and/or product information
  78. 78. ONTARGET Drawback • Your customer has made a valid point about a drawback to your product When addressing a drawback: • Do not dismiss the objection; respond with integrity about the real limitations • Offset the drawback by refocusing it in a context of the bigger picture and his/her overall goals
  79. 79. ONTARGET Resolve Objections With The “CRCE” Model Clarify Objection (Pause) Respond (Acknowledge) Check Expand (Take Action)
  80. 80. ONTARGET C= Clarify The Objection Why should you clarify the objection? • Pause • To gain further understanding of the objection • To ensure you address the customer’s real objection • Examples might include: “Please tell me more about…” “Do I understand you correctly?” “I heard you say that….?”
  81. 81. ONTARGET R= Respond (Acknowledge) Why is it important to acknowledge and respond to a customer’s objection? Demonstrates you are listening Prepares you to resolve the objection from a positive perspective rather than a defensive one Examples of acknowledgement can include: “I hear what you’re saying…” “Thank you for raising that point…” “Okay” “That’s a valid point…”
  82. 82. ONTARGET C= Check Why is it important to “Check-In” after responding to an objection? • It verifies that the objection was adequately addressed • Prepares you to move to the closing of the sales call • Verify you have successfully handled the objection by using Closed-Ended Questions “Have I answered your concern?” “Does that help?” “Is there anything else I can address for you?”
  83. 83. ONTARGET E= Expand (Take Action) Once you have clarified the objection and before you take action: •Classify the type of objection MISUNDERSTANDING SKEPTICISM DRAWBACK Use the appropriate strategies to resolve the objection CLOSE FOR THE BUSINESS
  84. 84. ONTARGET Summary DO: Welcome the objections • Separate your reaction from the objections • Seek to completely understand the objection • Show concern and value the opinion/point of view DON’T: • Dismiss the objection • Argue with the customer or become defensive • Take it personally • Lose patience
  85. 85. Drive Behavior Gain Commitment Transition
  86. 86. ONTARGET CCV Model • Usage Drive Behavior Gain Commitment Transition Close CUSTOMER BUYING CYCLE CCV
  87. 87. ONTARGET Driving Behavior • A specific request for action that will advance the buying cycle with the customer • A successful call to action results in the customer committing to take the action you have requested
  88. 88. ONTARGET Gaining Commitment Do customers ever say YES but you know they haven’t really committed? • Why do you think they do that? • Does that count as a successful close? • Why or Why Not?
  89. 89. ONTARGET The 3 Meanings of “YES” YES YES YES What they mean What is gained
  90. 90. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away YES YES What they mean What is gained
  91. 91. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away • Nothing • Call lacks: – Value – Impact YES YES What they mean What is gained
  92. 92. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away • Nothing • Call lacks: – Value – Impact YES • Information sounds good • I agree with what you’re saying YES What they mean What is gained
  93. 93. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away • Nothing • Call lacks: – Value – Impact YES • Information sounds good • I agree with what you’re saying • Agreement • Lacks motivation to act YES What they mean What is gained
  94. 94. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away • Nothing • Call lacks: – Value – Impact YES • Information sounds good • I agree with what you’re saying • Agreement • Lacks motivation to act YES • I agree with what you’re saying • I will change my behavior What they mean What is gained
  95. 95. ONTARGET The 3 Meanings of “YES” YES • I’m not buying into your message • I don’t care • Please go away • Nothing • Call lacks: – Value – Impact YES • Information sounds good • I agree with what you’re saying • Agreement • Lacks motivation to act YES • I agree with what you’re saying • I will change my behavior • Commitment to: – Take Action – Change Behavior What they mean What is gained
  96. 96. ONTARGET Recognizing Your Customer’s “YES” • Is your customer buying into your message? • Are they interested but skeptical? • Are they just being polite, and have no intention of buying your products?
  97. 97. ONTARGET Looking For “Buying Signals” • Leaning forward • Smiling • Nodding • Asking questions about how, when, and where Using specific words such as: • “All right.” • “Sounds good.” • “So if I understand..?” • “I’d like to purchase X amount of your product”
  98. 98. ONTARGET What Are The Various Closing Styles? • Trial Close: Assesses a customer’s readiness to commit • Summary Close: Review all items agreed upon followed by a request for commitment • Alternate Choice Close: Review options that the customer can take action on. • EST Close: Engineering a successful trial depending on customer buying signals
  99. 99. ONTARGET GAIN COMMITTMENT HITTING THE TARGET
  100. 100. ONTARGET You have just seen the “Creating Customer Value” selling model!

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