Industry education created and presented by Dan Livengood. All rights reserved.

1. Sales and Closing Strategies
Presented by
Dan Livengood, CAS, ATM-S

2. Biggest Sales Challenges
1. Building a relevant, up-to-date sales framework
2. Being able to utilize a strategic approach in
getting rid of roadblocks
3. Successfully closing the sale

3. Start By…
Accepting the Reality and Needed Preparation
for Relevant Sales Today
• Break your calls into bite-sized opportunities
- Don’t get ahead of yourself by looking for the home-run (it
all starts with a small order)
• Breaking through walls of resistance by tasteful
persistence
• Decide on your own personal goals

4. Building Strategic Sales Framework
• Targeting prospects in your field of
expertise and comfort zone
• Establish your value proposition
– How does your offering impact the customer?
– Generate valuable ideas to help your prospective
customer generate sales, drive traffic, cuts costs, etc.
– What historical data can you use for assistance?
Should they choose you as a marketing arm?

5. Building Strategic Sales Framework
• Research thoroughly and ‘become’ your
customer
• Use multiple venues to conduct your
research:
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–
–
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Online
Tradeshows
Customer interviews
Conversations with employees, etc.

6. Building Strategic Sales Framework
• Ask yourself:
– Who are they and how do they go to market?
– Who is their competition?
– What is their primary revenue resource?
– What primary channels of advertising do they use?
– What trends are affecting them now and possibly
in the future?
– In what charities or civic organizations are they
involved?

7. Building Strategic Sales Framework
• Watch for key events or triggers
– Recent mergers
– Implementation of new strategies or technologies
– Key personnel changes
– New funding received (for what initiatives)
– Poor earnings or downward spiral in business
– Landing a new client or business venture

8. Getting Rid of Road Blocks To “Get in”
• Targeting the right person to buy:
– Decision-maker
– Gatekeeper
– Identify the decision-makers/buyers
Visit: ppai.org

9. Identifying buyers
http://www.ppai.org/inside-ppai/research/Documents/2007TopBuyers.pdf

10. Getting Rid of Road Blocks To “Get in”
• It’s time to pick up the phone, but before
the call, ask yourself the following
questions:
– What do I want to accomplish with this call?
– What do I want to ask the buyer?
– What do I want to tell the buyer?
– What collateral pieces do I need?

11. Getting Rid of Road Blocks To “Get in”
• What obstacles do I anticipate?
– Anticipation = good preparation
• Sudden curveballs?
• What action do I want from the client at the end of the
call? Again, will I be ready?

12. You’re In - Now What? Close That Sale!
Opening Stage
Have a brief or elevator speech ready if time is short,
and be prepared to consolidate and adjust
• Introductions and pleasantries (time allowed)
• State call purpose
• Ask for permission to probe (make the conversation
about them, never about what you have to offer)

13. Needs Analysis Stage
Listen Carefully Before Asking Too Quickly
• Ask situational or contingency questions from general
to specific
• Ask competitive questions (resist features and
benefits comparison)
• Ask projective questions (what if…?)
• Summarize needs and help them take ownership of
goals and objectives

14. Presentation Stage
• Ask involvement and mental ownership questions
prefacing, “ What if you” or “Could you imagine if”
statements
• Offer your value proposition, including proof sources,
ROI and case studies
• Always adjust to the buyer’s style

15. Commitment or Call-to-Action Stage
• Ask opinion questions
• Ask for commitment to action (only after
establishing value and buyer accountability)
• Be prepared to defend your value
proposition (but don’t push - instead,
pull them in)

16. Measurement and Follow-Up
• Pay attention to changing trends; adjust and
measure accordingly
• Always follow-up, but be respectful of your
client’s schedule

17. Additional Thoughts
• Be brief - be brilliant - be gone
• Create a sense of urgency
• Understand the bandwagon effect
• Show them you’re up-to-date and credible