HOW TO SELL YOUR SPACE Tips, Tools & Techniques for Selling More! “ Big Dave” Staughton www.bigdave.com.au
 
Business Background 2000 weddings over 15 years 56% W.O.M. 99% Satisfaction Best Reception Centre in Vic.  3 years in a row.
 
 
 
<ul><li>ALWAYS  </li></ul><ul><li>KNOW YOUR OUTCOME </li></ul><ul><li>- Improve Sales, Occupancy and Avg Prices </li></ul>...
THE FUNCTIONS & EVENTS MARKET REACTIVE Families & General Public PROACTIVE Groups & Companies Fashion Parades Barmitzvah W...
EXERCISE: TARGET MARKETS FUNCTIONS THAT REALLY ADD VALUE  FOR CLUBS? (NOT Detrimental to GAMING!)
Competition
DO THE FUNCTIONS! FOCUS ON YOUR DATABASE ENQUIRIES & MEETINGS PAST CUSTOMERS PAST PROSPECTS NEW PROSPECTS WEB POTENTIAL PR...
DO THE MOST YOU CAN WITH WHAT YOU ALREADY HAVE <ul><li>Your Existing Customers (Database & WOM) </li></ul><ul><li>Your Exi...
EXERCISE <ul><li>Balls! </li></ul>
SALES RESULTS <ul><li>1. MINDSET </li></ul><ul><li>2. PROCESS </li></ul>“ EARN THE RIGHT”
SELLING IN TOUGH TIMES 3 x $ales ORDER TAKERS Vs SALES MAKERS HOW MUCH $$$$ DO THEY SELL? $ales
How’s your  MOOD   in the morning?
FINDING GREAT   SALESPEOPLE
PEOPLE ARE DIFFERENT s ome are really  Annoying & Irritating  <ul><li>Small Talk </li></ul><ul><li>Attention to Detail </l...
PEOPLE ARE DIFFERENT You can use  Personality Profiling  to better understand their work behaviour Round Pegs & Square Pegs
THE FOUR  DISC  PERSONALITY STYLES SERATONIN S Type  Amiable Phlegmatic Peaceful DOPAMINE I Type  Expressive Sanguine Popu...
DISC TOOL for SALESPEOPLE TOP GUN  SALESPEOPLE Higher D & High I HUNTERS Proactive Selling LOYAL  SALESPEOPLE Higher S & H...
FINDING GREAT STAFF <ul><li>Staff Poaching! </li></ul><ul><ul><li>Gymnasiums </li></ul></ul><ul><ul><li>Retail Shops </li>...
TRAINING  YOUR SALESPEOPLE
<ul><li>The </li></ul><ul><li>HEAD </li></ul><ul><li>HEART </li></ul><ul><li>HANDS </li></ul><ul><li>Method® </li></ul>
HEAD = Know Your Stuff <ul><li>Know Your  Venue  & Your  Local Region </li></ul><ul><li>Know Your  Products & Services </l...
HEART = Use Emotion <ul><li>Adopt a “First Date” Mentality  – Presentation </li></ul><ul><li>Passion & Enthusiasm </li></u...
HANDS = Action Oriented! <ul><li>GOALSETTING – Results Focus </li></ul><ul><li>ASK!  - Use Effective Questions & Scripts  ...
STAFF TRAINING REALLY PAYS “ I Dunno”
FIRST IMPRESSIONS COUNT
THE SALES PROCESS Quality or Quantity?
MAP YOUR SALES PROCESS
Know Your  Numbers! Web Visitors Email enq Phone enq Brochures sent Inspections Tentatives Bookings SALES $$$ Measure & Co...
YOUR SALES FUNNEL Know Your Numbers 20,000 Web Visitors 2,500 Phone calls 1,500 Email enq 5,000 ENQUIRIES 1,000 Walk ins 1...
IMPROVING YOUR  CONVERSION RATE & AVG $ SALE PROSPECTS Number of Leads X CONVERSION RATE = CUSTOMER BOOKINGS Measure  your...
TURN MORE PROSPECTS  INTO SALES <ul><li>3 - 4 - 3  </li></ul><ul><ul><li>Your Mindset, Confidence & Credibility </li></ul>...
Some FACTORS affecting YOUR Sales Conversion Rate <ul><li>Your Venue Size, Location  &  Demographics  </li></ul><ul><li>Yo...
Improving Effectiveness  at Sales Process Activities <ul><li>T elephone –  use a  script ! </li></ul><ul><li>E mail Enq – ...
SELL MORE “OFF-PEAK” Demand Overcrowding and  loss potential business Low occupancies Months Supply 5 Steps to Off Peak Su...
ASKING EFFECTIVE QUESTIONS  that SELL DON’T TELL – SELL!
ASK! LEARN Questions, Scripts, Templates & OSCAR®
THE ‘TAKEOVER’ QUESTION <ul><li>“ Just before I answer that, do you mind if I ask you a few questions….” </li></ul><ul><li...
EXERCISE <ul><li>Practice the Take over Question </li></ul><ul><li>“ Just before I answer that do you mind if I ask you a ...
MAKING SHIFT HAPPEN! Order taker or Sales maker! WED THU FRI SAT SUN MON TUE JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
SELLING OFF-PEAK <ul><ul><li>Mid Year Dates – Winter? </li></ul></ul><ul><ul><li>Non-Weekend? – Midweek? </li></ul></ul><u...
ASK EFFECTIVE QUESTIONS <ul><li>Establish  REASON   for Coming & Source </li></ul><ul><li>“ How did you find out about us?...
ALWAYS USE A PHONE SCRIPT R & R Rapport & Relationship N & S Needs & Solution C & C Close & Confirm
HANDLING EMAIL ENQUIRIES <ul><li>Always Respond by Phone if Possible </li></ul><ul><li>RESPOND & Be Quick! </li></ul><ul><...
KNOW YOUR PRODUCT <ul><li>WHY? </li></ul><ul><li>WHO? </li></ul>WHY NOT? GIVE ME A BIG ENOUGH “REASON WHY”!
7 REASONS WHY? Why You? Why your Venue? Why this Product/Service? Why this particular Day? Why Mid Year (off peak)? Turn  ...
Develop your  Sales TOOLBOX <ul><li>S tories </li></ul><ul><li>H umour </li></ul><ul><li>O bjections </li></ul><ul><li>R e...
Body Language Sells <ul><li>First Impressions  </li></ul><ul><li>Palms Up </li></ul><ul><li>Eye Contact </li></ul><ul><li>...
EXERCISE <ul><li>Practice the  Secret NOD  on your Buddy </li></ul><ul><li>“ Would you like a …..?”  (NOD) </li></ul>
ASK AGAIN! Persistence & Resilience Follow Up! Follow Up! Follow Up! Ask for  Testimonials & Referrals ! Ask for the  Repe...
CONFIDENT NEGOTIATION Strategies for  being a  great deal maker
FINANCIAL LITERACY Don’t Show Me the MONEY - SHOW ME THE  PROFIT! COGS
REMEMBER RULE #1 <ul><li>Always  </li></ul><ul><li>Discuss & Establish  Value   </li></ul><ul><li>before discussing  Price...
MANAGING YOUR  SALES TEAM
GOALSETTING CLARITY - ONE PAGE PLANNING <ul><li>Our Theme </li></ul><ul><li>Our Mission </li></ul><ul><li>Our Objectives <...
YOU CAN’T MANAGE WHAT  YOU CAN’T MEASURE <ul><li>Daily FOCUS & STAFF FEEDBACK (Visual) </li></ul><ul><li>of targets & resu...
ALWAYS Monitor  your Positivity!
GO Spread the LOVE! CARPE DIEM -  SEIZE THE OPPORTUNITY
SALES IMPROVEMENT IDEAS GOALSETTING VISUAL TARGETS SALES MINDSET MEASUREMENT PRODUCT KNOWLEGDE COMPETITOR ANALYSIS PHONE S...
NEXT STEPS WITH BIG DAVE <ul><li>Speak to your team at Retreats & Meetings </li></ul><ul><li>Speaking at Conferences </li>...
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How To Sell Your Space

  1. 1. HOW TO SELL YOUR SPACE Tips, Tools & Techniques for Selling More! “ Big Dave” Staughton www.bigdave.com.au
  2. 3. Business Background 2000 weddings over 15 years 56% W.O.M. 99% Satisfaction Best Reception Centre in Vic. 3 years in a row.
  3. 7. <ul><li>ALWAYS </li></ul><ul><li>KNOW YOUR OUTCOME </li></ul><ul><li>- Improve Sales, Occupancy and Avg Prices </li></ul><ul><li>- Convert more enquiries into bookings </li></ul><ul><li>Upsell (to higher priced products et c) </li></ul><ul><li>Cross sell to off-peak times </li></ul>20-30% INCREASE IN TURNOVER
  4. 8. THE FUNCTIONS & EVENTS MARKET REACTIVE Families & General Public PROACTIVE Groups & Companies Fashion Parades Barmitzvah WAKES Weddings 21sts Birthdays Corporate Parties Schools Clubs and Associations Government 18ths Anniversaries Charity VENUE SPECIAL EVENTS Uni & Tafe
  5. 9. EXERCISE: TARGET MARKETS FUNCTIONS THAT REALLY ADD VALUE FOR CLUBS? (NOT Detrimental to GAMING!)
  6. 10. Competition
  7. 11. DO THE FUNCTIONS! FOCUS ON YOUR DATABASE ENQUIRIES & MEETINGS PAST CUSTOMERS PAST PROSPECTS NEW PROSPECTS WEB POTENTIAL PROSPECTS TOO BUSY HUNTING FOR NEW WORK!
  8. 12. DO THE MOST YOU CAN WITH WHAT YOU ALREADY HAVE <ul><li>Your Existing Customers (Database & WOM) </li></ul><ul><li>Your Existing Enquiries – conversion! </li></ul><ul><li>Your Website Visitors - Webmarketing! </li></ul><ul><li>Your Relationships, Alliances & JVs </li></ul><ul><li>Your Resources, Region & Assets </li></ul><ul><li>Your Staff </li></ul><ul><li>Customer Service FOCUS </li></ul>
  9. 13. EXERCISE <ul><li>Balls! </li></ul>
  10. 14. SALES RESULTS <ul><li>1. MINDSET </li></ul><ul><li>2. PROCESS </li></ul>“ EARN THE RIGHT”
  11. 15. SELLING IN TOUGH TIMES 3 x $ales ORDER TAKERS Vs SALES MAKERS HOW MUCH $$$$ DO THEY SELL? $ales
  12. 16. How’s your MOOD in the morning?
  13. 17. FINDING GREAT SALESPEOPLE
  14. 18. PEOPLE ARE DIFFERENT s ome are really Annoying & Irritating <ul><li>Small Talk </li></ul><ul><li>Attention to Detail </li></ul><ul><li>Speed / Time </li></ul><ul><li>Language – “swearing” </li></ul><ul><li>Dress Standards </li></ul><ul><li>Eye Contact </li></ul><ul><li>Formality </li></ul><ul><li>Touching </li></ul><ul><li>Locus of Control </li></ul><ul><li>ME-WE </li></ul>HINT: Be More FLEXIBLE!
  15. 19. PEOPLE ARE DIFFERENT You can use Personality Profiling to better understand their work behaviour Round Pegs & Square Pegs
  16. 20. THE FOUR DISC PERSONALITY STYLES SERATONIN S Type Amiable Phlegmatic Peaceful DOPAMINE I Type Expressive Sanguine Popular CORTISOL C Type Analytical Melancholy Perfect ADRENALINE D Type Driver Choleric Powerful Feelings Facts Tell Ask
  17. 21. DISC TOOL for SALESPEOPLE TOP GUN SALESPEOPLE Higher D & High I HUNTERS Proactive Selling LOYAL SALESPEOPLE Higher S & High I FARMERS Reactive Selling PROCESS TECHNICIANS Higher C & High S EXPERTS IDEAL SALES BEST CLEANERS
  18. 22. FINDING GREAT STAFF <ul><li>Staff Poaching! </li></ul><ul><ul><li>Gymnasiums </li></ul></ul><ul><ul><li>Retail Shops </li></ul></ul><ul><ul><li>Travel Agents </li></ul></ul><ul><li>Recently Relocated </li></ul><ul><li>ONLINE - Job Websites & Your Website </li></ul>NZ, 1 st born
  19. 23. TRAINING YOUR SALESPEOPLE
  20. 24. <ul><li>The </li></ul><ul><li>HEAD </li></ul><ul><li>HEART </li></ul><ul><li>HANDS </li></ul><ul><li>Method® </li></ul>
  21. 25. HEAD = Know Your Stuff <ul><li>Know Your Venue & Your Local Region </li></ul><ul><li>Know Your Products & Services </li></ul><ul><li>Know Your Competitors </li></ul><ul><li>Know Your Prices & Dates – Peak / Off Peak </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>7 Reasons Why? </li></ul><ul><li>Features into Benefits </li></ul>
  22. 26. HEART = Use Emotion <ul><li>Adopt a “First Date” Mentality – Presentation </li></ul><ul><li>Passion & Enthusiasm </li></ul><ul><li>Rapid Rapport Building </li></ul><ul><li>Great Photography </li></ul><ul><li>Use Sales Stories </li></ul><ul><li>$ Value of Customers </li></ul><ul><li>Mirror & Matching </li></ul><ul><li>Praise & Appreciation </li></ul><ul><li>Rewards & Recognition </li></ul>
  23. 27. HANDS = Action Oriented! <ul><li>GOALSETTING – Results Focus </li></ul><ul><li>ASK! - Use Effective Questions & Scripts </li></ul><ul><li>SAY NO! - Pricing Assertiveness </li></ul><ul><li>FOLLOW UP - Calls & Emails </li></ul><ul><li>DEALMAKING – Negotiation Skills </li></ul><ul><li>Closing the Sale </li></ul><ul><li>Extras - Bigger / Better? </li></ul><ul><li>Seek Referrals & Repeats </li></ul>
  24. 28. STAFF TRAINING REALLY PAYS “ I Dunno”
  25. 29. FIRST IMPRESSIONS COUNT
  26. 30. THE SALES PROCESS Quality or Quantity?
  27. 31. MAP YOUR SALES PROCESS
  28. 32. Know Your Numbers! Web Visitors Email enq Phone enq Brochures sent Inspections Tentatives Bookings SALES $$$ Measure & Count your Activity & Results Calculate Your Conversion Rates Expo visitors Ad Spend Repeats
  29. 33. YOUR SALES FUNNEL Know Your Numbers 20,000 Web Visitors 2,500 Phone calls 1,500 Email enq 5,000 ENQUIRIES 1,000 Walk ins 1000 BOOKINGS 333 REPEATS 2 out of 10 Book – 20% 1 out of 3 Return – 33% $ALE$ ADVERTISING & MARKETING
  30. 34. IMPROVING YOUR CONVERSION RATE & AVG $ SALE PROSPECTS Number of Leads X CONVERSION RATE = CUSTOMER BOOKINGS Measure your conversion rate – most are Overestimated AVERAGE $ SALE X SALES TURNOVER =
  31. 35. TURN MORE PROSPECTS INTO SALES <ul><li>3 - 4 - 3 </li></ul><ul><ul><li>Your Mindset, Confidence & Credibility </li></ul></ul><ul><ul><li>Your approach to Phone, Email, Visits & Agents </li></ul></ul><ul><ul><li>Your Product Offering & Negotiation Strategies </li></ul></ul><ul><ul><li>Following Up - Willingness & Techniques </li></ul></ul>
  32. 36. Some FACTORS affecting YOUR Sales Conversion Rate <ul><li>Your Venue Size, Location & Demographics </li></ul><ul><li>Your Brand & Reputation </li></ul><ul><li>Value Provided (Pricing & Competition) </li></ul><ul><li>Your Customer Service standards </li></ul><ul><li>Presentation of your Staff and Venue </li></ul><ul><li>#1 - The Quality of Your Salespeople </li></ul>
  33. 37. Improving Effectiveness at Sales Process Activities <ul><li>T elephone – use a script ! </li></ul><ul><li>E mail Enq – be quick/quality ! </li></ul><ul><li>A ttending Events – network! </li></ul><ul><li>M eetings – Rapport & Closing ! </li></ul>TRAIN YOUR STAFF TO FISH!
  34. 38. SELL MORE “OFF-PEAK” Demand Overcrowding and loss potential business Low occupancies Months Supply 5 Steps to Off Peak Success
  35. 39. ASKING EFFECTIVE QUESTIONS that SELL DON’T TELL – SELL!
  36. 40. ASK! LEARN Questions, Scripts, Templates & OSCAR®
  37. 41. THE ‘TAKEOVER’ QUESTION <ul><li>“ Just before I answer that, do you mind if I ask you a few questions….” </li></ul><ul><li>(Know the BEST Questions to ask) </li></ul>DISCUSS PRICE & DATE LAST
  38. 42. EXERCISE <ul><li>Practice the Take over Question </li></ul><ul><li>“ Just before I answer that do you mind if I ask you a few quick questions?” </li></ul>
  39. 43. MAKING SHIFT HAPPEN! Order taker or Sales maker! WED THU FRI SAT SUN MON TUE JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
  40. 44. SELLING OFF-PEAK <ul><ul><li>Mid Year Dates – Winter? </li></ul></ul><ul><ul><li>Non-Weekend? – Midweek? </li></ul></ul><ul><ul><li>Special Dates? – Grand Final Sat, etc </li></ul></ul><ul><ul><li>Short Notice ? </li></ul></ul><ul><li>In order to sell off peak dates you must verbally offer </li></ul><ul><li>every prospect and customer </li></ul><ul><li>the choice of an Off-peak date (or two). </li></ul><ul><li>POWER PHRASE that PAYS: </li></ul><ul><li>“ By the way, have you </li></ul><ul><li>considered a .. because ...” </li></ul>
  41. 45. ASK EFFECTIVE QUESTIONS <ul><li>Establish REASON for Coming & Source </li></ul><ul><li>“ How did you find out about us?” </li></ul><ul><li>Establish OUTCOME </li></ul><ul><li>“ What are you looking for?” </li></ul><ul><li>Establish VALUES </li></ul><ul><li>“ What’s really important to you about ..?” </li></ul><ul><li>Establish PAIN </li></ul><ul><li>“ What’s does that mean for you?” </li></ul><ul><li>Internalise PAIN </li></ul><ul><li>“ How would that make you feel?” </li></ul>
  42. 46. ALWAYS USE A PHONE SCRIPT R & R Rapport & Relationship N & S Needs & Solution C & C Close & Confirm
  43. 47. HANDLING EMAIL ENQUIRIES <ul><li>Always Respond by Phone if Possible </li></ul><ul><li>RESPOND & Be Quick! </li></ul><ul><li>Build an Email Relationship </li></ul><ul><li>Insert Direct links to you website </li></ul><ul><li>Use Email Templates </li></ul><ul><li>Tailored Responses (WIIFM) </li></ul>
  44. 48. KNOW YOUR PRODUCT <ul><li>WHY? </li></ul><ul><li>WHO? </li></ul>WHY NOT? GIVE ME A BIG ENOUGH “REASON WHY”!
  45. 49. 7 REASONS WHY? Why You? Why your Venue? Why this Product/Service? Why this particular Day? Why Mid Year (off peak)? Turn Features into Benefits “ Which Means” and “Because”
  46. 50. Develop your Sales TOOLBOX <ul><li>S tories </li></ul><ul><li>H umour </li></ul><ul><li>O bjections </li></ul><ul><li>R easons </li></ul><ul><li>T estimonials </li></ul><ul><li>Q uestions </li></ul><ul><li>C loses </li></ul>
  47. 51. Body Language Sells <ul><li>First Impressions </li></ul><ul><li>Palms Up </li></ul><ul><li>Eye Contact </li></ul><ul><li>THE SECRET NOD </li></ul>
  48. 52. EXERCISE <ul><li>Practice the Secret NOD on your Buddy </li></ul><ul><li>“ Would you like a …..?” (NOD) </li></ul>
  49. 53. ASK AGAIN! Persistence & Resilience Follow Up! Follow Up! Follow Up! Ask for Testimonials & Referrals ! Ask for the Repeat Business!! Ask them to COME BACK!
  50. 54. CONFIDENT NEGOTIATION Strategies for being a great deal maker
  51. 55. FINANCIAL LITERACY Don’t Show Me the MONEY - SHOW ME THE PROFIT! COGS
  52. 56. REMEMBER RULE #1 <ul><li>Always </li></ul><ul><li>Discuss & Establish Value </li></ul><ul><li>before discussing Price </li></ul><ul><li>& </li></ul><ul><li>KNOW YOUR STUFF! </li></ul>TALK PRICE & AVAILABILITY LAST (NOT FIRST)
  53. 57. MANAGING YOUR SALES TEAM
  54. 58. GOALSETTING CLARITY - ONE PAGE PLANNING <ul><li>Our Theme </li></ul><ul><li>Our Mission </li></ul><ul><li>Our Objectives </li></ul><ul><li>Strategies </li></ul><ul><li>Action Steps </li></ul><ul><li>Targets & Goals </li></ul><ul><li>“ 80% of Staff have no clue whatsoever about the Business Gameplan.” </li></ul>Confucius says
  55. 59. YOU CAN’T MANAGE WHAT YOU CAN’T MEASURE <ul><li>Daily FOCUS & STAFF FEEDBACK (Visual) </li></ul><ul><li>of targets & results can add 10%+ to sales </li></ul><ul><li>Measure the Key Numbers </li></ul><ul><li>Set BOTH team & individual Goals </li></ul><ul><li>WHAT YOU FOCUS ON EXPANDS! </li></ul><ul><li>WHAT GETS REWARDED GETS REPEATED! </li></ul>
  56. 60. ALWAYS Monitor your Positivity!
  57. 61. GO Spread the LOVE! CARPE DIEM - SEIZE THE OPPORTUNITY
  58. 62. SALES IMPROVEMENT IDEAS GOALSETTING VISUAL TARGETS SALES MINDSET MEASUREMENT PRODUCT KNOWLEGDE COMPETITOR ANALYSIS PHONE SCRIPTS EMAIL TEMPLATE SALES AIDS SALES SYSTEMS RACK RATES SUPPLY/DEMAND L.A.MARKETING FIRST IMPRESSSIONS BODY LANGUAGE PRESENTATION SKILLS ICEBREAKERS RAPPORT BUILDING EFFECTIVE QUESTIONS LISTENING SKILLS CLOSING THE SALE PRESENTATION SKILLS CONFIDENT PITCH NEGOTIATION SKILLS PRICING CONFIDENCE ASK FOR REFERRALS GET EMAIL ADDRESS GIVE GREAT SERVICE PRODUCT DELIVERY FOLLOWING UP CUST SAT SURVEYS BUDGET vs ACTUAL FOLLOWING UP POSTCARDS/CONTACT E-NEWSLETTERS BUILD RELATIONSHIPS SEEK MORE REFERRALS WORD OF MOUTH BIZ GET REFERRALS VALUE IMPROVEMENTS STRATEGIC PARTNERS CELEBRATE SUCCESS BEFORE DURING AFTER
  59. 63. NEXT STEPS WITH BIG DAVE <ul><li>Speak to your team at Retreats & Meetings </li></ul><ul><li>Speaking at Conferences </li></ul><ul><li>Training Workshops </li></ul><ul><li>Facilitation of Strategy </li></ul><ul><li>www.bigdave.com.au </li></ul><ul><li>Email: bigdave@bigpond.net.au </li></ul><ul><li>Phone 0408 375100 </li></ul>STAFF, SERVICE , SALES & STRATEGY

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