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New 11 sales
1. On Sales...
Ziya G. Boyacigiller
This presentation was created and given by Ziya
Boyacigiller who was leading Angel Investor and a loved
mentor to many young entrepreneurs in Turkey. We have
shared it on the web for everyone’s benefit. It is free to
use but please cite Ziya Boyacigiller as the source when
you use any part of this presentation. For more about
Ziya Boyacigiller’s contributions to the start-up Ecosystem
of Turkey, please go to www.ziyaboyacigiller.com
2. On Sales…
Ziya G. Boyacigiller
Sabanci University
BA, MBA and EXEC MBA
2004 through 2013
3. Ziya G. Boyacigiller (c) 2005 3
Decoding Sales
Ziya G. Boyacigiller
Sabanci University
4. Ziya G. Boyacigiller (c) 2005 4
Agenda
• What is sales?
• How is sales done?
• How should it be done?
• Sales processes
• What affects sales process?
• How to select sales channels?
• How do you predict sales success?
• How do you control sales?
5. Ziya G. Boyacigiller (c) 2005 5
Why is Sales Important?
Profit
Sales
Quantity
Sales
Price
Cost
Market
Share
7. Ziya G. Boyacigiller (c) 2005 7
A New Sales Paradigm:
High Probability Selling
(excerpt from High Probability Selling)
8. Ziya G. Boyacigiller (c) 2005 8
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
9. Ziya G. Boyacigiller (c) 2005 9
1. What is selling?
• Fulfilling of needs
• Providing service
• Pointing out benefits
• Art of persuasion
1. What is your objective when you sell?
2. What do you do to get the prospect to buy?
3. What will you do to get the prospect to buy?
4. How do your prospects feel when they’re being
sold?
5. How do you feel when you’re selling?
6. How do you feel when you don’t make the sale?
7. How do you feel at the end of a selling day in which
you have made no sales?
8. In society is there a trust or distrust of salespeople?
9. What causes sales resistance?
10. Ziya G. Boyacigiller (c) 2005 10
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
11. Ziya G. Boyacigiller (c) 2005 11
1. What is selling?
2. What is your objective when you sell?
• Getting the prospect to buy
• Making money
• Closing sale
• ….
• GETTING THE PROSPECT TO BUY
1. What do you do to get the prospect to buy?
2. What will you do to get the prospect to buy?
3. How do your prospects feel when they’re being
sold?
4. How do you feel when you’re selling?
5. How do you feel when you don’t make the sale?
6. How do you feel at the end of a selling day in which
you have made no sales?
7. In society is there a trust or distrust of salespeople?
8. What causes sales resistance?
12. Ziya G. Boyacigiller (c) 2005 12
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
13. Ziya G. Boyacigiller (c) 2005 13
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
• Educate them
• Promise them good service
• Get to know them
• Point out the benefits of dealing with me/company
• Convince them
• Pressure them
• Put down competition
• Act like I’m a friend
1. What will you do to get the prospect to buy?
2. How do your prospects feel when they’re being sold?
3. How do you feel when you’re selling?
4. How do you feel when you don’t make the sale?
5. How do you feel at the end of a selling day in which you have
made no sales?
6. In society is there a trust or distrust of salespeople?
7. What causes sales resistance?
14. Ziya G. Boyacigiller (c) 2005 14
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
15. Ziya G. Boyacigiller (c) 2005 15
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
• Anything
• Whatever it takes
• Scare them
• Manipulate
• Con
• Stretch the truth
• Lie
• Be insincere and unauthentic
• Be whatever they want me to be
1. How do your prospects feel when they’re being
sold?
2. How do you feel when you’re selling?
3. How do you feel …
16. Ziya G. Boyacigiller (c) 2005 16
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
17. Ziya G. Boyacigiller (c) 2005 17
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
• Resistant
• Suspicious
• Resentful
• Scared
• Confused
• Hostile
• Like their intelligence is being insulted
• Pressured
• Vulnerable
• Abused
1. How do you feel when you’re selling?
2. How do you feel
18. Ziya G. Boyacigiller (c) 2005 18
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being
sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which
you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
19. Ziya G. Boyacigiller (c) 2005 19
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
• Scared
• Vulnerable
• Like the prospect is in charge
• Not good
• Lacking in self-respect
• Abused
• Desparate
• Anxious
• Angry
1. How do you feel when you don’t make the sale?
2. How do you feel at the end of a selling day in which
you have …
20. Ziya G. Boyacigiller (c) 2005 20
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make
the sale?
8. How do you feel at the end of a selling day in which you have made
no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
21. Ziya G. Boyacigiller (c) 2005 21
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
• Lousy
• Hurt
• Rejected
• Frustrated
• Resentful
• Like a failure
• angry
1. How do you feel at the end of a selling day in which you have made no sales?
2. In society is there a trust or distrust of salespeople?
3. What causes sales resistance?
22. Ziya G. Boyacigiller (c) 2005 22
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling
day in which you have made no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
23. Ziya G. Boyacigiller (c) 2005 23
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in
which you have made no sales?
• Like a failure
• There has to be a better way to make a living
• Vulnerable
• Worthless
• Stressed
• Beat-up
• Drained
1. In society is there a trust or distrust of salespeople?
2. What causes sales resistance?
24. Ziya G. Boyacigiller (c) 2005 24
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which you have made
no sales?
9. In society is there a trust or distrust of
salespeople?
10. What causes sales resistance?
25. Ziya G. Boyacigiller (c) 2005 25
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which you have made
no sales?
9. In society is there a trust or distrust of
salespeople?
• Distrust of course
1. What causes sales resistance?
26. Ziya G. Boyacigiller (c) 2005 26
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which you have
made no sales?
9. In society is there a trust or distrust of salespeople?
10.What causes sales resistance?
27. Ziya G. Boyacigiller (c) 2005 27
1. What is selling?
2. What is your objective when you sell?
3. What do you do to get the prospect to buy?
4. What will you do to get the prospect to buy?
5. How do your prospects feel when they’re being sold?
6. How do you feel when you’re selling?
7. How do you feel when you don’t make the sale?
8. How do you feel at the end of a selling day in which you have made
no sales?
9. In society is there a trust or distrust of salespeople?
10. What causes sales resistance?
• Pressure
• Past experiences
• Insincerity
• Begging
• Selling
29. Ziya G. Boyacigiller (c) 2005 29
“SELLING”
CAUSES RESISTANCE.
And, every attempt to mask the
selling objective causes more
resistance.
30. Ziya G. Boyacigiller (c) 2005 30
Purpose of Sales
• Old Convince Customer to Buy
sales resistance
• New Look for a mutual way for the
customer and the vendor to do
business together
no sales resistance
31. Ziya G. Boyacigiller (c) 2005 31
High Probability Sales
1. Need
2. Want
3. Buying Power
4. Accept Relationship Important
5. Sales Conditions
6. Close
32. Ziya G. Boyacigiller (c) 2005 32
Why High Probability Sales?
• Your goal is to maximize profits in the year
← To do this, you need to maximize number of units sold in a year
← To do this, you need to maximize number of customers you sell
to (close) in a year
← Since your time is limited, you need to maximize
customers (that you can close) you talk to in a year
← To do this, you need to start with the most likely to buy (high
probability) customers
33. Ziya G. Boyacigiller (c) 2005 33
Principles of High
Probability Sales
1. State your value proposition in 30-40 words, so that it can be clearly
and quickly expressed and understood
2. Ask the prospective buyer if s/he is interested, or not. If s/he is
interested, ask if they want to meet/get together.
3. If s/he is not interested, find out why. If there is a way to reconnect
(raise interest) ask again. Otherwise, terminate politely, and tell
them to contact you if they need to in the future.
4. Every question you ask, should make it possible for the customer to
respond negatively (say “no”). So, ask: Do you want … , or not.
5. Eliminate any prospects that is not interested in your value
proposition (don’t need), or don’t want to buy from you.
34. Ziya G. Boyacigiller (c) 2005 34
Solution Selling
Creating Buyers in Difficult Selling Markets
“Diagnose before you prescribe…”
Michael T. Bosworth
35. Ziya G. Boyacigiller (c) 2005 35
Three Levels of Need
Level 1: LATENT NEED
Level 2: PAIN
Level 3: VISION OF A SOLUTION
Anxiety questions
Capability questions
Feature becomes benefit
36. Ziya G. Boyacigiller (c) 2005 36
Solution Selling (latent active pain)
How do you do it
today?
Besides yourself, who
else is impacted by this
(pain), and how are they
impacted?
How do you see yourself
using … ?
Today, when you
do it, do you
do…?
Is this (pain) also
causing …?
Are you also looking for a
way … ?
Would it also help if you
had a way … ?
So, the way you
do it today is …,
correct?
From what I just heard
(repeat the who and how)
this isn’t just your
problem, but a _______
problem. Right?
From what I just heard, if
you had the ability to
(repeat capabilities), could
you solve your (pain)?confirm
control
open
diagnose
reason
explore
competitive impact
visualize
capabilities
outcomes
pain power vision
37. Ziya G. Boyacigiller (c) 2005 37
Solution Selling Principles
• No pain, no change…
• Pain flows throughout the entire organization
• Diagnose before you prescribe
• There are 3 levels of buyer needs – latent need, pain, vision of solution
• There are 2 types of opportunities – Looking, and Not-Looking
• Get there first, set the requirements, and make yourself Column A
• You can’t sell to someone who can’t buy – Power & Budget
• Buyers’ concerns shift over time from “need” to “alternatives” to “risks”
• Pain x Power x Vision x Value x Control =
Sale
38. Ziya G. Boyacigiller (c) 2005 38
Timing?
When should you start sales?
1. As soon as the first prototypes work?
2. When you start design?
3. When the product is ready for
customers?
39. Ziya G. Boyacigiller (c) 2005 39
Who Should be Your First
Salesperson?
1. Founder?
2. General Manager?
3. Sales Manager?
4. Your sales person?
40. Ziya G. Boyacigiller (c) 2005 40
When and How to Scale Up
Sales Force?
1. As soon as the product is ready…
2. As many as I can hire based on
money I have..
3. Hiring on a set plan, e.g. 2 per
month…
41. Ziya G. Boyacigiller (c) 2005 41
Customer Segment
• Can you be successful in sales without
defining your target customers?
• What is important in defining the target
segment?
– Can we effectively reach them?
– Can we communicate the value proposition when
we reach them?
• Who is yours? Who is your “1st
Customer”?
42. Ziya G. Boyacigiller (c) 2005 42
Which “Sales Channel” should we
use for best product/sales match?
43. Ziya G. Boyacigiller (c) 2005 43
The Quadrant Solution
A Business Novel that Solves
the Mystery of Sales Success
Howard Sterns & Jeff Cox
(The H.R. Chally Group)
www.chally.com
44. Ziya G. Boyacigiller (c) 2005 44
Quadrant Solution:
Matching Products to Customers
LO TECH - HI TOUCH
RELATIONSHIP SELLING
(new car / dealer)
HI TECH - HI TOUCH
CONSULTATIVE SELLING
(wireless ADSL / tech sales)
LO TECH - LO TOUCH
DISPLAY SELLING
(engine oil / gas station)
HI TECH - LO TOUCH
SUPER CLOSER
(navigational radar / web)
T
O
U
C
H
(customer’sperceptionofsupportneed)
L
O
W
H
I
G
H
LOW HIGH
(customer’s perception of product’s functional complexity)
TECH
1
23
4
45. Ziya G. Boyacigiller (c) 2005 45
YOUR
PRODUCT
YOUR BEST
CUSTOMER
THEIR
PREDICTED
NEEDS
YOUR BEST
APPROACH
SOM
EXPECTED
PROFITS
EXPECTED
UNIQUE
(new product /
service)
Expert or
Owner, but
Non-User
Emotionally
Appealing
(performance)
CLOSING 1-3% > 200%
HI-TECH
(systems)
Inexperienced
Buyer
Technical &
Applications,
Purchase &
Delivery
(turn-key)
CONSULTIVE 20% 50-150%
WIDELY
ACCEPTED
(subsystems)
Experienced
Buyers
Purchase &
Delivery
(premier service)
RELATIONSHIP 75% 10-30%
COMMODITY
(parts)
Experienced
and Habitual
Buyers
Price &
Convenience
DISPLAY 95% 1-5%
Cheat Sheet for
Matching Products to Customers
46. Ziya G. Boyacigiller (c) 2005 46
Sales Process
• What is sales process? How do I create my
sales process?
• How do we deal with uncertainties?
• Is sales cycle time important?
• How can I deal with details?
• How can I track / control sales?
• How can I improve my sales process?
• How can we generate sales forecast?
47. Ziya G. Boyacigiller (c) 2005 47
Steps for Successful Sales will Change
Depending on Sales Type
Image building Pre-Sale
Lead generation
Qualifying
Presentation Sale
Answering objections
Closing
Customer relations Post-Sale
Customers service
Resale (repeat business)
48. Ziya G. Boyacigiller (c) 2005 48
Personal Computer
End-Customer Sales Cycle
Pre-Purchase
Purchase
Delivery
Payment
Usage
Maintenance & Repair
Supplements
Discard
Research
Training
49. Ziya G. Boyacigiller (c) 2005 49
Tourist Resort
Customer Sales Cycle
Pre-Purchase
Purchase
Pre-Payment
Arrival & Checkin
EnterRoom
Return Travel
Arrive Home
• Research
• Reference Checks
• Reservation
Travel to Destination
Breakfast
Morning
Activity
Lunch
Afternoon
Activity
Dinner
AfterDinner
Activity
Final Payment
Leaving
Daily
Cycle
General
Cycle
50. Ziya G. Boyacigiller (c) 2005 50
Bank Customer
Sales Cycle
Research/Selection
Open Account
Contact
Need
fulfilled
Goodbye
Close Account
Terminate Relationship
Contact
Need
fulfilled
Goodbye
Contact
Need
fulfilled
Goodbye
52. Ziya G. Boyacigiller (c) 2005 52
Generic Customer Purchase Cycle
(for use with Sales Model)
1- First contact
(cold phone call
to screen customer)
2- Pain & vision development
3- Demonstration
4- Requirements
development
6- Acceptance
7- Payment
8- Post-sale support
5- Review offer
53. Ziya G. Boyacigiller (c) 2005 53
effectively forecast & control sales with
Sales Model
target revenue / 2006 200,000
average sales price 5,000
target sales unit / 2006 40
(refer to sales model.xls file)
54. Ziya G. Boyacigiller (c) 2005 54
What We Learned:
• What is sales?
• How is sales done?
• How should it be done?
• Sales processes
• What affects sales process?
• How to select sales channels?
• How do you predict sales success?
• How do you control sales?
