Class #7 on Sales at WSE

Entrepreneurship/business
workshop #7
Sales (and marketing)
28th November 2018
www.richardlucas.com

Thank you
•  Karina Vozniuk
•  Grzegorz Grabowski
•  Cyprian Liske
•  Sherdell Bakala
•  johnny lademakhi
•  Dominika Stasz
•  Pavlo Yemelianov
•  Renata Piekarz
•  Mateusz Mamon
•  Patrycja Iwanowska‎
•  Ania Dawiec
•  Kamila Ogorek
•  Elise Alvarez
•  Shine Nguyen
•  Natalia Bałchan
•  Dana Sztyka
•  Akki Prakash
•  Nikola Niepsuj
•  Patrycja Widawska
•  Ilona Smolianinova

Sales
•  What does a sales person do ?
•  Why do sales matter?
•  What is the difference between sales and
marketing?
•  Sales presentations/meetings

Pay attention

Can you sell anything?

Case Studies

40 Questions for Business to
Business (B2B) sales

“I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.”

Rudyard Kipling


B2B sales case studies
Polish industrial robot
manufacturer selling to
large American industrial
companies

1 Prepare for
and
2. conduct a 1st meeting at a
potential client’s factory

German “sausage skin”
manufacturer selling to
Polish sausage makers.

1 Prepare for
and
2. conduct a 1st meeting at a
sausage factory


40 Questions for B2B sales
•  Give us time to think and prepare the right
responses


What are “Good questions”
Open Questions that
-  cannot be answered ‘yes’ or ‘no’
-  gather information so we can assess if we can
help them .
-  draw attention to the issues/problems of our
client, that we can help with

Qualification and elimination
questions
•  Encourage clients to say “no”
•  make sure we are talking to people who want to do
business with us
•  Stop us from wasting time when our potential
clients do not appreciate what we can do for them
•  Enable us to work with people and organisations
that value what we do


Famous advocates of questions
•  Tony Robbins Why we do what we do TED talk “I'm
the "why" guy.””
•  TPS Root cause analysis. The 5 Whys
•  Rudyard Kipling - The Elephant’s Child.
•  Simon Sinek “Start with Why”

So… “forty great questions for business to business” sales


What
1 what are you doing now
2 what do you want to do in the future
3 what is wrong with the way things are now
4 what is that person’s name
5 What would the value be if we can solve
this problem for you ?

Who
6 who is responsible for the topics we are interested in
7 who else will be involved in a decision
8 who is the Technical Director
9 Who was that extra person in the meeting.
10 Who will be working these machines after we install our
system
11 who is in charge ?
12 Who else should I be talking to in your organisation

Why
13 do they want to talk/call/agree to see to
us ?
14 do they think we will solve their problems
15 why do they want whatever it is we are
selling


Where
16 will our system be being used
17 Where are the
- computers we are meant to interface with.
- keys
- passwords !! (North Korea take note)
- are the people who will let us in at night
18 where are the people who normally work here ?


When
19 do you want a system implemented by
20 did you start thinking about this type of solution
21 do you expect to take a decision
22 will this system need to be function
23 when do you need a quotation by

How
24 big is your budget
25 often does this problem occur
26 are decisions about new investments made
27 is the fixed asset register controlled
28 long it takes to make a shipment
29 much does the current process cost you
30 much time do we have

Qualification
•  We don’t want to waste our and the
prospect’s time.
•  It is important to assess the level of interest
chance of a sales.
•  Do they have a budget, and how much is it?

End of meeting “Is” questions
(The end of a meeting can be a good time to fire in a question when
the client is relaxed and their guard is down)
31 there anything else we should have talked about
32 there anything else you want to ask us
33 there anything that is not clear
34 there anything other than price that you do not like about our offer
35 the status quo acceptable
36 On the phone calling back prospects where we lost “ is our
competitors installation/implementation going well?”
37 everything OK ?

If
‘If’ questions are for pre-closing, assessing our chances
39 If we make a proposal which solves the problems
you have described, am I correct in understanding that
you will place an order? (‘no’ or ‘maybe; is useful
information, stops us wasting time on our proposal.
40 If you order now, we will be able to install in next
week, when shall we come

Remember
•  Don’t ask questions and fail to listen to the
answer
•  to repeat back what you think the client has
said for confirmation.
•  To ask for the order

Summary
•  We are doing potential clients a favour. We offer
improvements on the status quo. We are better than just
anyone
•  Do your homework, know your product, know the client
organisation, see the world from the client’s point of view
•  Ask for help, be creative. “I’m going to be in xxx next
Wednesday, could I drop in ?”
•  Know you are competing against
•  Remember the taxi meter - doing nothing also costs

Class #7 on Sales at WSE

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