Earn What You're Worth through Relationship Selling

EARN WHAT YOU’RE WORTH
RELATIONSHIP SELLING
© 2016 e-worc web & new media | Michelle Crowe Ritter

7 STEPSTO EFFECTIVE SELLING
Building Trust
Establishing
Belief
The Client
Interview
Building a
Proposal
Negotiating/S
ecuring the
Order
Execution
Follow-
Through/Relatio
nship Building

BUILDING
TRUST
People
don’t trust
words.
They trust
actions.

BE TRUSTWORTHY
ALWAYS Do what you say you are going to do.
Establish a trustworthy relationship with everyone you
come in contact with
Abandon the “what’s in it for me?” mentality
Be willing to walk away from business
It’s ok to tell them no

REALLY CARE
If you don’t care, you probably won’t.
Can you succeed without caring?
© 2016 e-worc web & new media | Michelle Crowe Ritter© 2016 e-worc web & new media | Michelle Crowe Ritter

IN YOURSELF AND IN YOUR PRODUCT
ESTABLISHING BELIEF

What you are worth
What you think you are worth

BELIEVE IN YOURSELF
Establishing personal
and professional self-belief
Read a book, Go to a class, listen to a podcast.
Do things that make you feel good about you
List your personal successes, SUCCEED!
Control what you can.
Manage what you can’t.

BELIEVE IN YOUR PRODUCT
Establish Product Knowledge – Be the
expert
Read your manual
Read your ENTIRE website
Learn your product
Learn your competitor’s product
WHAT IF
you don’t believe your product
will deliver?

BELIEVE YOUR PRODUCT WILL DELIVER
If you know your product and believe in it
and you’ve established trust… you are
prepared for the next step…

INFORMATION GATHERING
THE INTERVIEW

START A CONVERSATION
Get comfortable
There’s no room for judging here – YOURSELF OR OTHERS
Most people are happy to have a conversation with you
Pay attention
To everyone and everything around you
Notice your surroundings
Be curious
Be genuinely interested
Listen
Practice Every chance you get
Grocery stores, Kids ball games, Networking events
Be the most interesting person in the room.
Find Common Ground

WHAT ARE OPEN-ENDED QUESTIONS?
Questions that CANNOT be answered
with a yes or no.
They should never make others feel trapped.
Should be designed to allow them to speak.
Not interrogation – Conversation

INFORMATION GATHERING
What prompted you to contact my company and/or allow me to
meet with you today?
What are your expectations for this product/service?
What is it you would like to see accomplished?
What process did you undergo to determine this need?
What other attempts have you made to solve this problem?
Can you tell me about those?
Any difficulties with other providers that may provide some
insight to possible solutions?

CONTINUING RAPPORT/REAFFIRMING TRUST
• What is your primary role with the company?
• Can you tell me about the structure and support
systems you have in place?
• What challenges are you facing that I may be able
to help you resolve?
• What other issues are you facing?
• How would you like to see that resolved?
• What improvements would you like to see?
• How do you measure that?

QUALIFYING
• What do you see as the next step?
• What is your timeline for action or implementing
this product/service/solution?
• Are there any other things I should know before
moving forward?
• What are the budgetary limitations, if any?
• Who are the other people that will be involved in
the final decision?
• Has anything changed since our first meeting?

It is not necessary to ask every question nor
does every question require an answer.
Write that thank you note!

BUILDING AND PRESENTING
THE PROPOSAL

• Script, IN WRITING, your presentation
• Outline my scripted presentation as a guide
for the face to face presentation
• Script IN WRITING responses to any
probable questions that may arise
• Deliver your standard presentation to at least
two people who have offered feedback
• Prepare appropriate standard presentation
material for your expected audience

“MY PRESENTATION” checklist
 Focuses on the needs of my client
 Focuses on the benefits as they relate to solving the specific problems
of my client
 Begins with the most important benefits and continues in descending
order
 Includes only a very brief company background discussion and ONLY
if it adds credibility to the product or service
 Includes appropriate, customized and easy to understand illustrations
where applicable
 Includes opportunities for prospects to engage
 Includes a powerful conclusion which clearly illustrates the benefits of
my prospect buying my solution NOW
 Is slightly shorter than expected

I WILL BE SURE TO….
 Minimize the preparation work on the part of the prospect –
acquiring projectors, markers, etc.
 Try to have ALL individuals necessary to say YES present
 Be enthusiastic and transfer my enthusiasm to those in the
room
 Avoid reading directly from a slide, scripts/outlines
 Avoid using industry jargon unless I am absolutely sure
everyone in the room will understand it
 Share my attention with EVERYONE in the room, not just
the key decision makers
 Confirm the next action steps with all appropriate parties at
the end of the presentation

FORMERLY KNOWN AS “CLOSING”
NEGOTIATING / SECURING THE
ORDER

NEGOTIATING
Negotiating should be easy: Delivery times, Implementation,
Service
If you’re negotiating price – you’ve not successfully
established value
Everyone wants the same thing

 Changing the way you think about negotiating (joint
problem solving versus a series of compromises where
one party may win and one may lose) is the first step
toward better results.
 Recognizing the reasons why people act the way they
do, and having the ability to communicate to a broad
range of behavioral styles gives the negotiator the ability
to be reach satisfactory outcomes more consistently.

CLOSING TECHNIQUES
If I could, would you?
Take-Away
Speak First – You Lose
Don’t let these techniques cost you what should be a
clean, dignified sale BUT don’t forget to ask for the
order.© 2016 e-worc web & new media | Michelle Crowe Ritter

EXECUTION
• He/She said yes! What now?
• Be able to tell your client “This is what will happen next.”
• Make a checklist
• What is the estimated delivery time?
• What decisions need to be made before the order is placed?
• Do you need a signed order form?
• Do you need a credit application?
• Do you need decisions on colors/service plans?
GET IT NOW!
(or risk looking incompetent later)

FOLLOW THROUGH

CUSTOMER SERVICE
The process of satisfying the
customer relative to a product or
service, in whatever way the
customer defines his or her
need(s) and/or expectation(s).
EXCEPTIONAL vs. ACCEPTABLE

WHO IS YOUR CUSTOMER?
Clients
Employees
Salespeople
Managers

HOW DO YOU OVER-DELIVER?
Product Knowledge - Know your product
Preparation - Before you ever pick up the phone or walk in
the door, learn SOMETHING about your client’s business
Ask and Listen - Your client will tell you what their
expectations are
Manage - Are their expectations realistic?
Report/Communicate - How often are you in front of your
clients? What are some ways you can get in front of them
more often?
Service - How do you resolve problems? What do you when
something isn’t moving as efficiently as you’d like?

TIPS TO KEEP IN MIND
 Earn the right to sell – through building belief and trust and DOING YOUR
HOMEWORK
 Use your current project to earn the right to propose additional work
 Don’t get branded as a salesperson
 Seek relationships first and opportunities will follow
 Be the one that solves “front burner” issues
 Don’t place so much emphasis on closing – if it solves a problem, it will
close itself
 The harder you push, the easier it is for a client to say no.
 A salesperson should ask for the sale at least 8 times – give me a break –
how would you like to be that client?
 Closing happens in the MIDDLE of the client relationship– not the end
 It’s okay to tell them no
 Learn to understand when the client has taken ownership.
 Don’t be afraid to say “I don’t know”

Earn What You’re Worth
Michelle Crowe Ritter
Digital Media Specialist,
Online Brand Consultant
www.linkedin.com/in/mi
chellecritter
Control what you can.
Manage what you can’t.

Earn What You're Worth through Relationship Selling

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