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Consultative Phone Sales in the K-12 Market


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Building consultative relationships over the phone in K-12 publishing products and services.

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Consultative Phone Sales in the K-12 Market

  1. 1. <ul><li>Consultative Phone </li></ul><ul><li>Selling </li></ul><ul><li>in the K -12 Market </li></ul>
  2. 2. Time for Change
  3. 3. Crisis in K-12 Education
  4. 4. No Child Left Behind <ul><li>Unfunded mandate. </li></ul><ul><li>Little success. </li></ul><ul><li>Effectively eliminated curriculum areas. </li></ul><ul><li>Rewards teaching to the test. </li></ul>
  5. 5. 21 st Century Skills ©The Partnership for 21 st Century Schools
  6. 6. K-12 Public Schools <ul><li>14,069 Districts </li></ul><ul><li>93,654 Schools </li></ul><ul><li>36.2 MM Personnel </li></ul><ul><li>51.1 MM Students </li></ul>
  7. 7. ©2008 Market Data Retrieval
  8. 8. Standardized Testing
  9. 9. <ul><li>Driving </li></ul><ul><li>Academic </li></ul><ul><li>Achievement </li></ul>
  10. 10. <ul><li>Reformers criticize the amount of time lost each year from instruction in all subject areas to test preparation and test taking. </li></ul>
  11. 11. Students in the Middle
  12. 13. Who Decides? © November 2007 District Administration
  13. 14. Not Who But How <ul><li>How will the decision be made? </li></ul><ul><li>What is the process? </li></ul><ul><li>How many people are involved? </li></ul>
  14. 15. <ul><li>Past </li></ul><ul><li>80% Decision Makers </li></ul><ul><li>20% Influencers </li></ul><ul><li>Present </li></ul><ul><li>20% Decision Makers </li></ul><ul><li>80% Influencers </li></ul>Changed Dynamics in All Markets
  15. 16. School Decision Maker v. Influencers Principal Counselor Test Director Teacher Committee Curriculum Advisor
  16. 17. District Level Decision Making Superintendent of Curriculum or Testing Principals Counselors or Test Coordinators Director of Curriculum
  17. 19. Old Phone Sales Model
  18. 20. The 4 “Peas” <ul><li>Prompt </li></ul><ul><li>Pleasant </li></ul><ul><li>Professional </li></ul><ul><li>Persistent </li></ul>
  19. 21. Five Major No-Nos <ul><li>Rudeness </li></ul><ul><li>Interrupting </li></ul><ul><li>Not listening </li></ul><ul><li>Insincerity </li></ul><ul><li>Overtalking </li></ul>
  20. 22. The Secret Sauce
  21. 23. Attitude is Everything
  22. 24. Be Memorable
  23. 25. Strategic Selling
  24. 26. ©
  25. 27. Define
  26. 28. Consultative Selling <ul><li>Deeper questions </li></ul><ul><li>Greater understanding of needs </li></ul><ul><li>Establishing trust and rapport </li></ul><ul><li>Collaborative </li></ul><ul><li>Develop a solution “together” </li></ul><ul><li>Partnership </li></ul><ul><li>Focused on educational improvement . </li></ul>
  27. 29. Sales Strategy <ul><li>Review your territory </li></ul><ul><li>Choose your tactics </li></ul><ul><li>Plan your work </li></ul><ul><li>Work your plan </li></ul>
  28. 30. Sales Funnel Milestones <ul><li>Engage </li></ul><ul><li>Qualify </li></ul><ul><li>Propose </li></ul><ul><li>Close </li></ul>
  29. 31. Fill the Funnel <ul><li>Meet customers where they are </li></ul><ul><li>Assess their readiness to purchase </li></ul><ul><li>Be there when they are ready to buy </li></ul>
  30. 32. Market Conditions <ul><li>New federal and state mandates </li></ul><ul><li>Competitive products </li></ul><ul><li>Who has money to spend? </li></ul><ul><li>Changing enrollments </li></ul>
  31. 33. Who is Your Competitor? <ul><li>Anyone After the Same Bucket of Money </li></ul>
  32. 34. Where is the Money? <ul><li>Block Grants </li></ul><ul><li>Title I </li></ul><ul><li>School Improvement Grants </li></ul><ul><li>Test Preparation </li></ul>
  33. 35. Identify the Pain Point Solve the Problem
  34. 36. Assess the Situation <ul><li>Ask general, open-ended questions </li></ul><ul><li>Get to know the buyer </li></ul><ul><li>Uncover the buyer’s goals and objectives </li></ul><ul><li>Be a real person </li></ul>
  35. 37. Investigate the Problem ? Individual School District Trends or Mandates General Queries Conversation
  36. 38. The Value Proposition <ul><li>The cost of your solution is less than the cost of their problem. </li></ul>
  37. 39. Benefits v. Features <ul><li>Highlighting the solution the product provides helps uncover the buyer’s explicit needs. </li></ul><ul><li>These needs are implied but will be revealed through conversation as you move through the sales process. </li></ul>
  38. 40. How Does Your Product Solve Her Problem Better Than the Competition?
  39. 41. K eep I t S imple S weetie <ul><li>YES </li></ul><ul><li>NO </li></ul>
  40. 42. Engagement <ul><li>Tell the prospect what you can do for them quickly in words they can instantly understand or get pushed off the call. </li></ul>
  41. 43. Customer Conversation is Selling
  42. 44. Rules of the Road <ul><li>Talk to the right person. </li></ul><ul><li>Be clear about what you want them to do. </li></ul><ul><li>Make sure you are in sync with the purchasing cycle. </li></ul><ul><li>Where is the money coming from? </li></ul>
  43. 45. Selling Value <ul><li>Buyers ASSUME value. What they really want is VALUE-ADD </li></ul><ul><li>Value is in the eye of the buyer not the seller. </li></ul>
  44. 46. Rank Your Value <ul><li>Educational </li></ul><ul><li>Practical </li></ul><ul><li>Motivational </li></ul>
  45. 47. Know Where Your Prospects Are At All Times
  46. 48. Sales Tools
  47. 49. Relationships Create Sales
  48. 50. The Best Sales Tools You Have <ul><li>Personality </li></ul><ul><li>Genuine Interest </li></ul><ul><li>Empathy </li></ul>
  49. 51. Selling With Integrity <ul><li>Always tell the truth. </li></ul><ul><li>Fact-check yourself. </li></ul><ul><li>Avoid negative speak. </li></ul><ul><li>Think before you speak. </li></ul><ul><li>Be quiet and listen. </li></ul>
  50. 52. Golden Rules <ul><li>Smiling improves tone and diction. </li></ul><ul><li>Use standard English. </li></ul><ul><li>Be respectful. Use titles. </li></ul><ul><li>Frequent tone checks. </li></ul><ul><li>Use positive/can-do language. </li></ul><ul><li>Keep ambient sound to a minimum. </li></ul><ul><li>Do not eat or drink while on a call. </li></ul>
  51. 53. <ul><li>Smile </li></ul><ul><li>It’s Showtime </li></ul><ul><li>Find Your </li></ul><ul><li>Passion </li></ul><ul><li>Take a Break </li></ul>Check Your Attitude
  52. 54. Preparation <ul><li>Check district federal and state funding. </li></ul><ul><li>Check test scores on district website. </li></ul><ul><li>Who are you calling? </li></ul><ul><li>Why should they care? </li></ul>
  53. 55. Find Out <ul><li>Who is the gatekeeper? </li></ul><ul><li>When is the best time to reach them? </li></ul><ul><li>How is this person involved in the decision making process? </li></ul><ul><li>What is their range of influence? </li></ul><ul><li>What might impact this customer? </li></ul><ul><li>What type of personality do they have? </li></ul>
  54. 56. Ask High Value Questions Asking + Listening = Sales
  55. 57. What They Say <ul><li>What they like and don’t like. </li></ul><ul><li>What programs they use. </li></ul><ul><li>What they would use if… </li></ul><ul><li>What they don’t have. </li></ul><ul><li>What they wish they had. </li></ul><ul><li>What problems they are trying to fix. </li></ul>
  56. 58. Probing Questions <ul><li>What basal program are you using? </li></ul><ul><li>How is (subject) taught in your district? </li></ul><ul><li>Are you having difficulty getting students to perform at grade level? </li></ul><ul><li>What interventions are you using? </li></ul>
  57. 59. The Role of Learning Standards <ul><li>How do the state learning standards affect the purchase of this product? </li></ul><ul><li>How well are the standards supported by this product? </li></ul><ul><li>Be specific. </li></ul>
  58. 60. The $64 Question <ul><li>How will this affect student achievement at your school? </li></ul>
  59. 61. What Do They Need? <ul><li>More information </li></ul><ul><li>Proposal </li></ul><ul><li>Committee review </li></ul><ul><li>Reassurance </li></ul>
  60. 62. What is an Objection? <ul><li>Anything That Is Not A </li></ul>YES!
  61. 63. Handling Objections <ul><li>Listen. Don’t interrupt. </li></ul><ul><li>Pause when the prospect stops talking. </li></ul><ul><li>Counter objections with facts. </li></ul><ul><li>Use the “feel, felt, found” technique. </li></ul><ul><li>Ask for confirmation. </li></ul><ul><li>Close. </li></ul>
  62. 64. Managing the Call <ul><li>Prepare for objections. </li></ul><ul><li>Pause before responding. </li></ul><ul><li>Evaluate whether it is a pro forma objection or real. </li></ul><ul><li>Listen between the words. </li></ul><ul><li>Whose move is it now, really? </li></ul><ul><li>Establish next steps. </li></ul>
  63. 65. Securing Commitment <ul><li>It sounds like we’re in agreement. How should we proceed? </li></ul><ul><li>Are you ready to go over the final details? </li></ul><ul><li>What is the next step? </li></ul><ul><li>Do you have any more questions or are you ready to write this order? </li></ul><ul><li>Anything we can do to accelerate the decision? </li></ul>
  64. 66. Product Benefits for K-12 <ul><li>It supports NCLB and will improve your test scores. </li></ul><ul><li>Help you achieve your AYP Goals. </li></ul><ul><li>Increase student achievement in a particular curriculum area. </li></ul><ul><li>Save time and money. </li></ul><ul><li>Make your teachers and students successful. </li></ul>
  65. 67. Educational Trade Magazines
  66. 68. Know Your Customers
  67. 69. Customer Personalities <ul><li>Assured – wants to win. Zero-sum game. </li></ul><ul><li>Kind – wants consensus and to be told that it is a good decision. </li></ul><ul><li>Energized – wants your enthusiasm. </li></ul><ul><li>Precise – rigid, systematic, wants proof. </li></ul>©2006, Renee P. Walkup
  68. 70. What’s Your Style? <ul><li>Introvert (I) </li></ul><ul><li>Extrovert (E) </li></ul><ul><li>Sensing (S) </li></ul><ul><li>Intuitive (N) </li></ul><ul><li>Thinking (T) </li></ul><ul><li>or Feeling (F) </li></ul><ul><li>Judging (J) </li></ul><ul><li>Perceiving (P) </li></ul>© Myers Briggs ISTJ ISFJ INFJ INTJ ISTP ISFP INFP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ
  69. 71. TIP <ul><li>Two ears. </li></ul><ul><li>One mouth. </li></ul><ul><li>Be quiet. </li></ul><ul><li>Listen </li></ul>
  70. 72. Define
  71. 73. <ul><li>Good Record Keeping </li></ul><ul><li>Turns Data </li></ul><ul><li>Into Actionable Information </li></ul><ul><li>Creates Sales </li></ul>
  72. 74. High Touch Relationships
  73. 75. Keeping in Touch <ul><li>Voice mail </li></ul><ul><li>Email </li></ul><ul><li>Newsletters </li></ul><ul><li>News items </li></ul><ul><li>Articles of Interest </li></ul><ul><li>Freebies </li></ul><ul><li>Other Resources </li></ul>
  74. 76. <ul><li>Become a trusted resource and she will always take your call. Move the ball forward with every conversation or contact. </li></ul>
  75. 77. Manage Your Territory
  76. 78. Role Call <ul><li>Identify your strategic objectives for each call. </li></ul><ul><li>Identify possible outcomes. </li></ul><ul><li>Anticipate objections. </li></ul><ul><li>Be flexible. It’s not about you . </li></ul>
  77. 79. <ul><li>Ask Good Questions </li></ul><ul><li>Listen to the Answers </li></ul><ul><li>Respect Your Customer’s Time </li></ul>
  78. 80. Turning Prospects Into Customers <ul><li>Psychological Process </li></ul><ul><ul><li>Attitude </li></ul></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Moving beyond objections </li></ul></ul><ul><li>Written Objectives </li></ul><ul><ul><li>Defining Success </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Measurements </li></ul></ul>
  79. 81. Your Responsibilities <ul><li>Know About </li></ul><ul><li>Your products </li></ul><ul><li>Your marketing </li></ul><ul><li>Your competition </li></ul><ul><li>Available funding </li></ul><ul><li>School and district events </li></ul>
  80. 82. Pearls of Wisdom <ul><li>63% of all sales are made AFTER the 5 th No </li></ul><ul><li>75% of sales people quit after the first No </li></ul><ul><li>Be Persistent. Your goal is to help your customer solve a problem. </li></ul>
  81. 83. <ul><li>Follow Up </li></ul><ul><ul><li>Thank you email </li></ul></ul><ul><ul><li>Handwritten note </li></ul></ul><ul><ul><li>Forward an article </li></ul></ul><ul><ul><li>Send a sample </li></ul></ul><ul><ul><li>Proposal </li></ul></ul><ul><ul><li>Order Confirmation </li></ul></ul>Always
  82. 84. # 1 Mistake <ul><li>Not Asking for the Order </li></ul>
  83. 85. Getting the Order <ul><li>Level of customer pain is identified </li></ul><ul><li>Source of funding is identified </li></ul><ul><li>Timelines are identified </li></ul><ul><li>Proposals have been written </li></ul><ul><li>You have asked for the order </li></ul><ul><li>Repeat as necessary </li></ul>
  84. 86. <ul><li>Make the Right Connections </li></ul>For Successful Sales