Selling during tough times for the Asphalt Industry - tactics and strategies complete with tons of examples and questions to ask prospects - preferred keynote speaker - World of Asphalt - Nashville, 2016
4. The Purpose of Personal
Selling
To bring the right product/service into contact
with the right customer and to motivate that
customer to take action (buy)
5. The Essence of Personal
Selling
The presentation of products with persuasive
messages to prospects and customers
Persuasive conversation is 2 way, not 1
The goal is to match customer’s needs and
wants with goods and services offered
Ultimate Objective: Make a Sale
6. Objectives of Personal
Selling
Increase sales volume (units/revenues)
Increase sales per customers
Increase customer buying frequency
Increase number of customers
8. Advantages of Personal
Selling
Two way communication
Adjust the message
Specific questions answered
Objectives can be addressed
relationships
9. Sales Rep Role
Gather customer info
Communicate benefits
Prospecting
Demonstrate the product
Advise; consult
Keep in touch; rapport; goodwill
Start the order processing with an order
10. What Makes a Good
Salesperson
Interpersonal Qualities
Flexibility
Self Motivated
Problem Solver
Knowledge
Presentation / Communication
11. What Makes Your Selling
Different
Sell with a positive attitude
You motivate people to take action
Convincing, persuading, communicating value
Asking for and getting the order
12. What Make Your Selling
Different
Part II
Diligence can be a differentiator
13. Which type of sales person
are you
Order taker
Customer service provider
Consultant / advisor
New business development
Relationship manager
14. 8 Step Selling Process
prospecting /targeting
developing a list of potential buyers
approach
initial face-to-face contact with prospect during which first
impressions are formed
presentation
presentation/demonstration of how the product fills a need or
solves a problem for the prospect
needs analysis
discovery and assessment of prospects needs
15. 8 Step Selling Process
answering questions
prospect provides feedback and salesperson attempts to further
tailor the presentation for the prospect's needs
overcoming objections
close
salesperson asks the prospect to buy
followup
delivery, customer service, referrals , keep in touch
16. Personal Selling is Not
(Worst Practices)
Manipulative
Arrogant
Aggressive
Greedy
Unscrupulous
Only out for the transaction
19. Rapport
Gets you in synch with your prospect
Breaks down defense walls
Promotes open and honest communication
20. Rapport - How
Focus on the buyer
Consumer interests
Speak their language
Offer value – law of reciprocity
Humanize your admissions
Share something personal
Testimonials and case studies
Compliment to show respect
21. Rapport – How …continued
Be different
Be first
Be new
Respect time
Understand them enough to see the world
through their eyes
22. Therefore…
Shut up and listen
Don’t be a stranger for long
Use their name
Speak their language
Find the problem; solve it
Don’t sell and oversell
Don’t make it all about you
31. Why People Buy
People can be interested and not buy
People can want something and not buy
If they believe in something they will buy, given
the opportunity and the means
32. Consider This
There is a whole segment of the population with
a mentality that bases good times on where they
can go and what they can buy
-Jeff Foxworthy
33. People don’t buy from sales people because
they understand products but because they felt
the salesperson understands their problems.
34. Therefore…
Put the desires of the prospect ahead of
anything else, especially you, your product and
your company
35. Consider This
Steve Jobs to John Scully to lure him to Apple
from Pepsi:
“Do you want to sell sugar water the rest of your life
or do you want to change the world?”
36. People buy when the pain of the problem is
greater that the cost of the solution
38. And they buy your competitive advantage that
addresses all their other wants, needs and beliefs
39. Be the Sale!
The majority of people make purchasing
decisions based on:
An emotional experience
Lack of vision of the actual product or service
So help your prospect imagine that great vision
of what you're selling.
40. ”Believing" in your products or
services
4 critical elements required for belief
and confidentce are:
Your Product Cost – Competitive with value
added components (see benefits and
competitive advantages)
Your Product Quality - Prove it don’t just talk
about it (testimonials, case studies, awards…)
Creative Solutions – Positioning above the
competition with innovation
Meet or beat Deadlines
44. Taking Dead Aim
Who will benefit most from my
products and services?
Why do customers do business with
you?
What do your customers have in
common?
45. The Ultimate Targeting Exercise
If you could magically
define the “ideal client,”
what would they look like?
48. Better Questions Get Better Answers
Questions generate and guide conversations
It’s not the gift of gab it’s the mastery of the art of asking
questions
49. Consider the Green Eggs and
Ham Approach
Relentless regardless of objections.
Would you try them with a fox?
Wearing socks?
In a moat or a boat?
Sam is a great model for the power
of persistence.
The friend decides to taste
only to discover he LOVES it!
50. What Questions to Ask
Impact Questions about
Situations - Discovery
Problems - Clarify
Implications
Justification of solutions
51. Discovery
Questions allow you to help prospects identify
their real problems
Questions can help them envision the true costs
of complacency
Questions can unearth potential objections early
Questions engage intellectually and emotionally
demonstrating a sincere interest in them
52. Situation Assessment
Questions
How has that impacted…
How useful has it been…
What were the reasons behind that….
What is missing in your opinion…
Has anything changed since we last met?
53. Clarification Questions
Why is that important to you…
What do you mean by that…
Let me make sure I understand you…
Use lots of what questions
54. Justification Questions
Get the buyer to identify the benefits and the
payoff to your solution
How would that impact…
What would you change about..
If you could have it how would that impact?
What would it take…
Ideally what would you like…
55. More Power Questions
What do you like about what you’re currently doing?
What don’t you like about your current situation?
What would you like to be enhanced or improved?
What can you tell me about your priorities?
What prompted you to start this project now?
What can you tell me about your decision-making process?
How do you handle budget considerations?
What other options are you looking at?
What can you tell me about the people involved in the process?
What obstacles are in the way of moving this forward?
How will you be evaluating different options?
How much support does this have at the executive level?
59. Overcoming Objections
Client is sending a signal that they are ready to
buy but are afraid to make decisions
You must eliminate fears
60. How to Overcome
Listen fully
Confirm the objection
Qualify it as the only objection
Question and explore the one objection more
Answer the objection
Pre-close on the answer to the objection
Re-orient the discussion
close
61. Price Objection
Increase perceived value
Bonuses
Bundling
Long term commitment
Give something; get something
Build more credibility
Point out other value (non invoice items)
62. Overcoming Objections
Once you get into discounting and competing
on price, you are pretty well doomed
Prices should be moveable but not the only point
of differentiation
63. Don’t Do (worst practices)
• Argue (dead right)
• Attack the person
• Never assume you understand their language
• Insult
• Avoid issues
• Shift responsibility or blame
• Contradict
• Make the person wrong
• Dwell too long on an objection
• Guess or make up an answer
64. Closing – high probability
selling style
The 'Closing' is the sum total of the entire series of agreements.
Closing happens at all stages of the sales process.
During the sales process, almost any point of discussion provides
an opportunity for a commitment. It's as simple as asking questions
like:
"This system will produce at least 20% more. Is that what you
want?"
"Is it profitable to spend x dollars to achieve that magnitude of
result?”
"The solution requires a new approach and process. Is that
acceptable?"
65. Closing – high probability
selling style
If I could show you a way that you can double or triple
your sales closing rate -- and teach you how to sell
50% to 100% of all prospects that you come in contact
with -- are you willing to spend
70. Keep in touch and follow up
Keep-in-touch marketing is a way to stay in front
of your prospects and customers.
Develop follow up systems with every prospect.
Gently persist with your prospects with regular
calls to check back in with them.
“Not right now” does not mean “no.” “We’re
working with another company” does not mean
“no.” Until you hear the word “No,” it’s not a
“No.”
71. Keep in touch and follow up
Studies show that over 80% of sales take place after seven
contacts.
To be absolutely effective in your sales follow up you need to
plan on having at least seven contacts with your prospects.
44% of all salespeople quit trying after the first call
24% quit after the second call
14% quit after the third call
12% quit trying to sell their prospect after the fourth call
This means that 94% of all salespeople quit after the fourth call.
But 60% of all sales are made after the fourth call.
72. Keep in touch and follow up
So, how are you currently keeping in touch with
your prospects and customers on a regular and
consistent basis?
74. Customer Loyalty is
Everything
Loyal customers always return & become a
dependable lifetime sales stream
Loyal customers brag about your
service/product creating Word of Mouth (WOM)
advertising ; the most effective marketing
You can sell your products for higher prices
Loyal customers are more forgiving when a
mistake is made
75. Its All About Relationship
People buy products from sales people they like
and enjoy working with.
You have to be interesting and fun to talk to.
A good salesperson/effort means that you will
take the time to develop the relationship with
your prospect.
76. Seller Beware
Buyers are becoming more of an expert
Customer expectations are rising
Competition is intensifying
Markets are becoming global
77. Selling Trends
Online Video Conferencing
Web/Phone Conferencing
Text Chat / IM
Social Media
Mobile Information Access
78. Selling Trends …continued
Controlled Word of Mouth
Individuals speaking positively about a product
in a way that does not make it obvious that they
are hired to do so (guerrilla marketing; guerrilla
selling)
E.g. train conversation
79. Action Items to Start
Increasing Productivity:
Examine where sales people spend their time
Look for activity to delegate
Create maximum selling time
Improve the selling atmosphere
Make compensation an incentive and
understandable
Discuss the company's sales and overall business
strategy on a regular basis.
Continuous improvement including training and
education
80. Taking Your Sales to A New
Level
…Wrap Up
Personal Selling – Satisfy customer needs at
the highest level
Make your selling different
No Rapport – No Sale
People buy your competitive advantage
Always be selling; always be closing
82. Thanks for your Participation
March 7-11, 2017
www.conexpoconagg.com
www.ifpe.com
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