The document discusses key concepts in sales and customer retention. It defines selling as controlling and influencing the decision-making process to get the client to decide in your favor. Successful selling involves understanding the client's needs, both conscious and unconscious, their problems and motivations. The best salespeople are skilled communicators who listen well and ask questions to understand the client's situation and lead them to see the product or service as the solution. Customer retention involves developing strong relationships and moving the client up the perception ladder from simply renewing prescriptions to seeing you as a business partner.

2. ‘ Generating Sales & Customer Retention’ Presented by Aidan Dye

3. Selling “ I find it useful to remember that everybody lives by selling something.” Robert Louis Stevenson

4. What is selling?

5. Selling in not The art of arresting someone’s intelligence long enough to extract money from them.

6. The Best Sales Man We Ever Had… … was the one who sold two milking machines to a farmer who only had one cow!....... Then this sales man helped finance the deal by taking the cow as a down payment on the two machines!

7. What is selling? Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.

8. What is selling? Selling is controlling and influencing the whole of the decision making process , persuading the Client to come to a decision in their favour and yours .

9. The Buyer’s Motivation People buy equally from fear of loss than from promise of gain Murray Raphel

10. Emotions vs Logic Emotions dominate Desire Fear / Caution Whilst logic is trying to break through

11. People buy with their hearts and as well as their heads Fear, overcome problems, desire, greater health or happiness, make me look good, more money

12. Sometimes People Don’t Know What They Need Buyer’s Needs Conscious Unconscious Our job is to understand their conscious needs and bring their unconscious needs to their attention – and then solve both!

13. A Complex Sales Situation Demands… A skilled approach A thorough fact find A strategy or model

14. A Consultative Selling Approach Knowledge of Problem Knowledge of Solution Low Hi Hi Most people start here Where we want to get to is here Our start point

15. The Wonderful Paradox I have more fun and enjoy more financial success when I stop trying to get what I want and start helping other people get what they want. Kenneth Blanchard The One Minute Sales Person

16. The Customer Paradigm “ To sell John Brown, What John Brown buys, You have to see things, Through John Brown’s eyes.” Considering all this our primary focus must be… … on the buyer’s perspective.

17. Finding More Business New Products & Cross-selling New Opportunities Market Penetration Finding New Clients Clients Products Existing New New Present

18. Finding More Business New Opportunities Finding New Clients Cross Selling Clients Products Existing New New Present versus

19. Finding More Business New Opportunities Finding New Clients Clients Products Existing New New Present versus

20. Finding More Business New Opportunities Clients Products Existing New New Present versus

21. Finding More Business Clients Products Existing New New Present versus

22. Features and Benefits Features Advantages Benefits Weaknesses

23. Benefit Fluency People don’t buy features They buy what the features do for them i.e. the benefits to them An advantage becomes a benefit only if the Client tells you they need it Otherwise lots of advantages only make you seem unsuitable Weaknesses only have to be less than the weakness of not taking the action!

24. Successful Selling Start with a completely open mind and explore: The Clients needs (conscious and unconscious) Problems and the implications of those problems Motivators (logical and emotional) Relevance of Advantages Use a 2 Phased approach to get a full understanding and to give yourself time to develop the ideal solution.

25. The Magic Formulae 1. The best salesperson is the best communicator 2. The best communicator is the best listener 3. The best listener is the best questioner 4. The best questioner is the person who - knows his/her unique product benefits - encourages the client to talk about their problems - causes the client to reflect on the implications of those problems - leads the client to identify the product as the solution to the problems

26. Customer Retention

27. The Communication Code Words 12% Tone 28% Body Language 60% _____ 100%

28. The Customer Perception Ladder How do patients regard their G.P.? Do they think he/she is: Level 4 – “We have worked together on a programme that has had a significant impact on my long term health” Level 3- “Lots of useful and relevant advice” Level 2 – “Useful leaflets containing stuff I probably know, but must read one day” Level 1 – “Renewer of prescriptions”

29. The Customer Perception Ladder Level 1 Level 2 Level 3 Level 4 “ I needed to lie down in a darkened room afterwards” “ What a hassle it is dealing with them” “ Helpful, pointed us in the right direction” “ Has made a vital contribution to a key business objective” Bringer of problems Bringer of leaflets Provides some good advice Business Partner

30. Moving Up The Customer Perception Ladder To Level 2 - sell the benefits of what UKTI’s products and services can do for them To Level 3 – set out what you can do to help your Clients achieve their business objectives To Level 4 – Follow the Relationship Approach: Understand the Client’s Motivation, their problems, and the implications of these problems Use a Consultative Approach Develop strong relationships with all key decision makers Make recommendations of ‘solutions’

31. Components of the sale ‘ S ’ selling ‘ s’ selling Product Financial Motivation

32. Financial Personality Conditions Product Motivation

33. P M F Type of Product Our Product Emotional Logical Cost Price Financial rationale & justification Payments Budget Condition - fact ‘ afford it’ Total sale £ Value for money Objection – opinion ‘ worth it’ Confidence, desire, fear Features Benefits Support Differentiators Needs and wants for Such a service (Conscious & unconscious)

34. Client Account Plans What goes into an Account Plan? ‘ Pain’ Implications Position on Key Account Ladder What potentially will they buy? (when? value?) Check against ‘Components of Sale Model’ Longer term strategy & opportunities Objectives for next meeting/actions

36. 4 Different Personalities To Appeal To

37. Dominant Active Unassuming Passive Extravert People Minded Introvert Task Driven Promoter Facilitator Analyst Controller Make them look good Good for their People The Numbers The Challenge