Success in Sales and Marketing Part 2- BASIS Marketing Training


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Success in Sales
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales

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  • Success in Sales and Marketing Part 2- BASIS Marketing Training

    1. 1. Basis Marketing Sdn Bhd 02 August 2008 Success in Sales & Marketing Part 2: On success in sales and marketing
    2. 2. Basic Sales Techniques Tips and Techniques for Boosting Sales Performance
    3. 3. Topics Previously Not Covered <ul><li>How to secure appointment via telemarketing <opening> </li></ul><ul><li>How to do introduction <opening> </li></ul><ul><li>How to close deal via telemarketing <closing> </li></ul><ul><li>How to prepare for rejection <middle> </li></ul>
    4. 4. Topics Previously Not Covered <ul><li>How to handle difficult customers <middle> </li></ul><ul><li>How to approach different Races <before> </li></ul><ul><li>Pre-appointment preparation <before> </li></ul><ul><li>How to write an attractive email/letter <before> </li></ul><ul><li>Next round? <closing> </li></ul>
    5. 5. <Before> <ul><li>Pre-sales preparation </li></ul><ul><li>Finding the ‘Decision Maker’ </li></ul><ul><ul><li>May need a Team approach </li></ul></ul><ul><ul><li>Influencer, Buyer, User </li></ul></ul><ul><ul><li>Level of Authority (LoA) </li></ul></ul><ul><li>Setting Objectives: Based on Checklist </li></ul><ul><li>Telephone/Meeting Planning Sheet </li></ul><ul><ul><li>What is your Purpose? </li></ul></ul>
    6. 6. <Before> <ul><li>Pre-appointment preparation </li></ul><ul><li>Conduct Research – reception, secretary, website, annual report </li></ul><ul><li>Write out ‘Questions’ </li></ul><ul><li>Anticipate Answers </li></ul><ul><li>Visualize Success </li></ul><ul><li>Role Play with team members </li></ul><ul><li>Sleep on it </li></ul>
    7. 7. <Before> <ul><li>Pre-appointment preparation </li></ul><ul><li>Business Cards </li></ul><ul><li>Sales Aids (brochures, leaflets, demo sets etc.) </li></ul><ul><li>Clean car </li></ul><ul><li>Presentation equipment </li></ul><ul><li>Photocopied documents </li></ul><ul><li>Organized bags and folders </li></ul>
    8. 8. <Before> <ul><li>Pre-Call preparation </li></ul><ul><li>Mental picture of person </li></ul><ul><li>Attitude, Smile, Dressing </li></ul><ul><li>Talking quality (fast, slow, mumble, repeats, phrases, uh-um) - Record? </li></ul><ul><li>Eliminate background noise </li></ul><ul><li>Exclusive calling time – momentum! </li></ul><ul><li>Prepare calendar </li></ul>
    9. 9. <Before> <ul><li>Pre-Call preparation </li></ul><ul><li>Categorize based on Objective: </li></ul><ul><ul><li>gather info, </li></ul></ul><ul><ul><li>offer promotions, </li></ul></ul><ul><ul><li>follow up, </li></ul></ul><ul><ul><li>collect money, </li></ul></ul><ul><ul><li>secure appointment </li></ul></ul><ul><li>Best time to Call? </li></ul><ul><li>Telephone Log (person, outcome) </li></ul>
    10. 10. <Before> <ul><li>How to write an attractive email/letter </li></ul><ul><li>Objective: make yourself familiar </li></ul><ul><li>Do not expect them to call you </li></ul><ul><li>Formal Letters: Update Info, Promotions, Education etc. </li></ul><ul><li>Personal Letters: to initiate a Sales Call </li></ul>
    11. 11. <Before> <ul><li>How to write an attractive email/letter </li></ul><ul><li>Use their NAME – not ‘Sir’ or “Madam’ </li></ul><ul><li>Strong Introduction sentence – purpose, initial-benefit statement </li></ul><ul><li>Identify yourself and company </li></ul><ul><li>Mention who Referred you (if any) </li></ul><ul><li>Supporting Statements </li></ul>
    12. 12. <Before> <ul><li>How to write an attractive email/letter </li></ul><ul><li>One or two REASONS for the customer to see you </li></ul><ul><li>Short paragraphs – one paragraph for each idea </li></ul><ul><li>Enclose Brochure (or links), Business Card (even softcopy) </li></ul><ul><li>Indicate follow up call </li></ul><ul><li>Maximum ONE page </li></ul>
    13. 13. <Before> <ul><li>How to approach different races </li></ul><ul><li>Malay (Government, GLC, Local) – protocol, formal, slow, big spending, usually no need trial, free stuff, MNC, personal benefit, LoA, meeting </li></ul><ul><li>Chinese/Indian (SMI) – thrifty, little by little purchases, free trial, peers, fast, ‘Boss’ decision making, business-related benefit, referral +ve, letter, one-on-one talk </li></ul><ul><li>MNC – straight to the point, referral –ve, LoA, industry peers (benchmarking), email, formal presentation </li></ul>
    14. 14. <Opening> <ul><li>Call through Secretary : </li></ul><ul><li>Use name of Secretary </li></ul><ul><li>Ask for Advice – do not treat them like servants </li></ul><ul><li>Ask for the Boss using their FIRST name </li></ul><ul><li>Early morning, late evening, lunch </li></ul><ul><li>Answer one question at a time </li></ul><ul><li>Mention that Boss is ‘Expecting’ your call </li></ul><ul><li>Benefits to Boss </li></ul>
    15. 15. Tele Dynamics <Reminder> <ul><li>What is the objective of a Telephone call? </li></ul><ul><li>To set up an appointment or another tele call </li></ul><ul><li>Why? Productivity – do not waste time on ‘no use’ prospects </li></ul><ul><li>What NOT to do in tele calls: long, facts, explain, Q&A, defend, objections </li></ul><ul><li>What to DO: create interest, next step </li></ul>
    16. 16. <Opening> <ul><li>Traditional Call opening (Option 1, If U R Sure): </li></ul><ul><li>Introduce yourself, company </li></ul><ul><li>Opening Question e.g. “Would you be interested in…” </li></ul><ul><li>Initial-Benefit linked to your product </li></ul><ul><li>Check Interest – Question </li></ul><ul><li>Ask PERMISSION to send info, follow-up, face-to-face, presentation… </li></ul><ul><li>Maybe: Who best to talk to? Referral? </li></ul>
    17. 17. <Opening> <ul><li>Traditional Call opening (Option 2, If Not Sure): </li></ul><ul><li>Introduce yourself, company </li></ul><ul><li>Initial-Benefit linked to your product </li></ul><ul><li>Opening Question e.g. “Who is the best person to talk to…” </li></ul><ul><li>Repeat Initial-Benefit </li></ul><ul><li>Check Interest – Question </li></ul><ul><li>Ask PERMISSION to send info, follow-up, face-to-face, presentation… </li></ul><ul><li>Maybe: Who else to talk to? Referral? </li></ul>
    18. 18. <Opening> <ul><li>Modern Call opening: </li></ul><ul><li>Confirm/Repeat customer’s name in “Question” form </li></ul><ul><li>Positive & Pleasant Response e.g. </li></ul><ul><ul><li>&quot;It's an honor to finally speak with you!&quot; </li></ul></ul><ul><ul><li>&quot;Thanks for picking up the phone!&quot; </li></ul></ul><ul><ul><li>&quot;Thanks for taking my call.&quot; </li></ul></ul><ul><ul><li>&quot;Your time is important. Let me go straight to the point.&quot; </li></ul></ul><ul><li>Initial-Benefit linked to your company </li></ul>
    19. 19. <Opening> <ul><li>Modern Call opening: </li></ul><ul><li>Prepare for possible Interruption: </li></ul><ul><ul><li>&quot;This sounds interesting--tell me all about it.&quot; </li></ul></ul><ul><ul><li>&quot;I haven't heard of this before, but it sounds interesting.&quot; </li></ul></ul><ul><ul><li>&quot;I have absolutely no interest.&quot; </li></ul></ul><ul><li>Introduce yourself, company </li></ul>
    20. 20. <Opening> <ul><li>Modern Call opening: </li></ul><ul><li>Ending Question: </li></ul><ul><ul><li>&quot;Ms…, does this touch on issues that are of concern to you this (month/year/quarter)?&quot; </li></ul></ul><ul><ul><li>&quot;Are you wanting to accomplish something like this by the end of this (quarter/year)?&quot; </li></ul></ul><ul><ul><li>&quot;Is this something you'd like to explore further?&quot; </li></ul></ul><ul><ul><li>&quot;Who on your team would you like for me to continue this conversation with between now and the end of this business (day/week)?&quot; </li></ul></ul>
    21. 21. <Opening> <ul><li>In-Person opening: </li></ul><ul><li>Be aware of your ‘Image’ </li></ul><ul><li>Introduce yourself, company </li></ul><ul><li>Exchange Cards </li></ul><ul><li>Positive & Pleasant compliment/gratitude </li></ul><ul><li>Sit down AFTER customer sits down </li></ul><ul><li>Mention the purpose of the meeting </li></ul><ul><li>Say “will only need ___ minutes of her time” </li></ul>
    22. 22. <Middle> <ul><li>Follow-up Call or In-Person: </li></ul><ul><li>Remind ‘Initial-Benefit’ statement </li></ul><ul><li>Demo </li></ul><ul><li>Ask Questions </li></ul><ul><li>Detect Interest (Temperature test) </li></ul><ul><li>Handle Objections/Rejections </li></ul>
    23. 23. <Middle> <ul><li>Handling Objections/Rejections: </li></ul><ul><li>“No” = do not know enough to say yes </li></ul><ul><li>“No” = my money > benefit </li></ul><ul><li>Real Objection vs. Bluff Objection </li></ul><ul><li>Question (Understand/Identify): </li></ul><ul><ul><li>Repeat the objection in a Question </li></ul></ul><ul><ul><li>Suppose… What if… </li></ul></ul><ul><ul><li>Is there another reason to prevent… </li></ul></ul>
    24. 24. <Middle> <ul><li>Handling Objections/Rejections: </li></ul><ul><li>Standard Objections: </li></ul><ul><ul><li>No Budget </li></ul></ul><ul><ul><li>Price is too high </li></ul></ul><ul><ul><li>No Need </li></ul></ul><ul><ul><li>Can reduce price? </li></ul></ul><ul><ul><li>Let me think about it </li></ul></ul><ul><ul><li>I need to check with my boss/colleague </li></ul></ul>
    25. 25. <Middle> <ul><li>Handling Difficult People: </li></ul><ul><li>The word ‘Difficult’ has different meanings </li></ul><ul><li>Difficult can mean different Personality: </li></ul><ul><ul><li>Refer to “Managing Different Personalities” </li></ul></ul><ul><li>Difficult can mean Rude and Obnoxious </li></ul><ul><ul><li>Listen, Ask Questions </li></ul></ul><ul><ul><li>FAI (forget-about-it) </li></ul></ul>
    26. 26. <Closing> <ul><li>Three Closing Questions </li></ul><ul><ul><li>“Can you see how…” (benefit) </li></ul></ul><ul><ul><li>“Are you interested in…” (repeat benefit) </li></ul></ul><ul><ul><li>“When do you think…” (repeat benefit) </li></ul></ul><ul><li>Probability: “On a scale of 1 to 10, with 10 meaning you are ready to place your order, where would you stand right now?” </li></ul>
    27. 27. <Closing> <ul><li>Summary: </li></ul><ul><ul><li>“Can you see how….” (tie product to benefit) </li></ul></ul><ul><ul><li>“You are looking for…, is that correct?” </li></ul></ul><ul><ul><li>“Since you are looking for…, may I take your order?” </li></ul></ul><ul><li>“Can I send you more information…?” </li></ul><ul><li>“Can you think of someone else who can benefit from this…?” </li></ul>
    28. 28. <Closing> <ul><li>Alternatively (if the response is neutral or negative): </li></ul><ul><ul><li>“May I keep in touch with you…?” </li></ul></ul><ul><ul><li>“May I give you a call in…?” </li></ul></ul><ul><ul><li>“May I add you to our company newsletter, email, …?” </li></ul></ul>
    29. 29. <Closing> <ul><li>Other ways of Closing: </li></ul><ul><ul><li>Would you like to move forward? </li></ul></ul><ul><ul><li>Are you ready to get started? </li></ul></ul><ul><ul><li>Can we go ahead? </li></ul></ul><ul><ul><li>We can deliver it to you by the close of business tomorrow, if you’d like. </li></ul></ul><ul><ul><li>Should I forward a contract so you can get started? </li></ul></ul><ul><ul><li>Would you like to try it for a quarter? </li></ul></ul><ul><ul><li>It’ll take a few weeks to process and ship the order, so if you’re interested in moving forward, we should start the paperwork now. </li></ul></ul><ul><ul><li>Let’s get this off and start the paperwork. What do you think? </li></ul></ul><ul><ul><li>Let’s start the process so you can get onto your other priorities. Sound good? </li></ul></ul>
    30. 30. Laws of Sales: Reminder Refresher of Sales Laws for Boosting Sales Performance
    31. 31. Law of ‘Averages’ <ul><li>Sales has always been a numbers game </li></ul><ul><li>20/12/8/3 </li></ul><ul><li>Go Wide, Dig Deep </li></ul>
    32. 32. Law of Averages in Action <ul><li>20 contacts = 3 presentations </li></ul><ul><li>3 presentations = 1 sale </li></ul><ul><li>1 sale = RM120 </li></ul><ul><li>What is your sales statistic? </li></ul><ul><li>RM120/sale, RM0/two others? </li></ul><ul><li>RM6 per contact? </li></ul>
    33. 33. Law of Buy-in <ul><li>People will always buy ‘You’ first, before they buy the product </li></ul><ul><li>Respect, Credibility, Trust, Love/Hate </li></ul>
    34. 34. Law of Annoyance <ul><li>Things our prospects and customers wish we wouldn’t do that really annoys them: </li></ul><ul><ul><li>pushy. </li></ul></ul><ul><ul><li>call too much. </li></ul></ul><ul><ul><li>disrespectful of their time. </li></ul></ul><ul><ul><li>keep calling if they say they’re not interested. </li></ul></ul><ul><ul><li>appear not to understand them, </li></ul></ul><ul><ul><li>don’t listen. </li></ul></ul><ul><ul><li>don’t know about our own products/ services. </li></ul></ul><ul><ul><li>rude, arrogant, or inattentive. </li></ul></ul><ul><ul><li>vague or unclear. </li></ul></ul><ul><ul><li>won’t take no for an answer. </li></ul></ul>
    35. 35. Law of Q&A <ul><li>No one likes to listen to ‘sales talk’ </li></ul><ul><li>The more QUESTIONS you ask, the more sales you get </li></ul>
    36. 36. Law of the Panadol <ul><li>Creative solutions for customers will always come from the ‘problems’ </li></ul><ul><li>Sales is about ‘solving the problem’ not selling the solution </li></ul><ul><li>Example: We do not sell Panadol. We sell quick headache relief in 30 seconds. </li></ul>
    37. 37. Law of Momentum <ul><li>Never aim for the Big Bang. There is no such thing. </li></ul><ul><li>Achievement comes from building momentum </li></ul><ul><li>“Start Small, Grow Fast, Make Money” </li></ul>
    38. 38. Law of Clarity <ul><li>A confused prospect will never buy </li></ul><ul><li>Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’ </li></ul><ul><li>Do not assume they understand you. </li></ul>
    39. 39. Law of the 3-point Plan <ul><li>List (A, B, C) </li></ul><ul><li>Plan </li></ul><ul><li>Convert (A, B, C) </li></ul>
    40. 40. Law of No ‘No’ <ul><li>Try not to get the prospect to say ‘No’ </li></ul><ul><li>‘Always use the Temperature Test </li></ul><ul><li>Some Trial Questions: </li></ul><ul><ul><li>&quot;How does it sound so far?&quot; </li></ul></ul><ul><ul><li>&quot;Does that make sense?&quot; </li></ul></ul><ul><ul><li>&quot;Is this what you're looking for?&quot; </li></ul></ul><ul><ul><li>&quot;What do you think?&quot; </li></ul></ul><ul><ul><li>&quot;How close do you feel this comes to meeting your needs?&quot; </li></ul></ul>
    41. 41. Psychology, Influence, and Communication How to psycho people and influence them to do want you want
    42. 42. Understanding Personalities Handout: Personality Types Closed Open People Task Perfect: Melancholy Powerful: Choleric Popular: Sanguine Peaceful: Phlegmatic
    43. 43. Understanding Motives Power (nPow) Achievement (nAch) Affiliative (nAff)
    44. 44. Law of Comparison <ul><li>Comparison . When Others Are Doing It, You Should, Too. </li></ul><ul><li>We view a behavior as correct in a given situation to the degree we see others performing it </li></ul>
    45. 45. Law of Authority <ul><li>Authority . When the Source Is An Authority, You Can Believe It. </li></ul><ul><li>Humans by nature have a deep-seated sense of duty to authority. </li></ul>
    46. 46. Law of Reciprocity <ul><li>Reciprocity . When Someone Gives You Something, You Should Give Something Back. </li></ul><ul><li>We should try to repay, in kind, what another person has provided for us </li></ul>
    47. 47. Law of Consistency <ul><li>Commitment/Consistency . When You Take A Stand, You Should Be Consistent. </li></ul><ul><li>Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency). </li></ul><ul><li>Involvement and Buy-in </li></ul>
    48. 48. Law of Scarcity <ul><li>Scarcity . When It Is Rare, It Is Good </li></ul><ul><li>Opportunities seem more valuable to us when they are less available. </li></ul><ul><li>Things that can be scare: time, money, opportunity, physical </li></ul>
    49. 49. Law of Self Perception <ul><li>Self perception . We learn about ourselves by observing our own behavior. </li></ul><ul><li>If we observe ourselves doing some thing then we reason that we must like the thing. </li></ul>
    50. 50. Door-in-the-face (DITF) <ul><li>Make a LARGE request, then when it is refused, make a smaller (real) request </li></ul><ul><li>First Step Second Step </li></ul><ul><li>get No! (large request) get Yes! (real request) </li></ul><ul><li>Why DITF works? </li></ul><ul><ul><li>Reciprocity . </li></ul></ul><ul><ul><li>Contrast </li></ul></ul>
    51. 51. Foot-in-the-door (FITD) <ul><li>First make a SMALL request, then when granted, make a larger (real) request </li></ul><ul><li>First Step Second Step </li></ul><ul><li>get Yes! (small request) get Yes! (real request) </li></ul><ul><li>Example: Blood Donation </li></ul><ul><li>Why FITD works? </li></ul><ul><ul><li>Commitment/Consistency, Self perception, Contrast </li></ul></ul>
    52. 52. Influence SF PASSE P raise and encourage A sk questions allow the person to S ave Face use S MART goals E ncourage small improvements
    53. 53. Communication SF LINA L isten with interest and praise make the person feel I mportant use their N ame A sk questions
    54. 54. Active Listening <ul><li>Attending </li></ul><ul><li>Paraphrasing </li></ul><ul><li>Speaking </li></ul><ul><li>Clarifying </li></ul><ul><li>Asking </li></ul><ul><li>Encouraging </li></ul><ul><li>Reflecting </li></ul><ul><li>Summarizing </li></ul>Personal Tip: ‘Picking’
    55. 55. Thank You. soft copy of slides: