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Sales and closing strategies

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

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Sales and closing strategies

  1. 1. Sales and Closing Strategies Presented by Dan Livengood, CAS, ATM-S
  2. 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. 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. 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. 5. Building Strategic Sales Framework • Research thoroughly and ‘become’ your customer • Use multiple venues to conduct your research: – – – – Online Tradeshows Customer interviews Conversations with employees, etc.
  6. 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. 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. 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. 9. Identifying buyers http://www.ppai.org/inside-ppai/research/Documents/2007TopBuyers.pdf
  10. 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. 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. 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. 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. 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. 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. 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. 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

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