This document discusses strategies for improving sales productivity. It notes that 85% of success depends on interacting well with people, and that selling is a process not an event. Customers buy based on how products/services will benefit them, not for the seller's reasons. The document also discusses styles of communication, identifying customer needs, demonstrating product features/functions/benefits, handling objections, and closing the sale. The overall message is on focusing on the customer experience and needs, not just the product, to be successful in sales.

1. Theresa Shank
Dean of Continuing Education and Community Services
Hagerstown Community College

2.  Develop strategies to improve sales
productivity
◦ Sell with :
 more confidence
 More competence
 More comfort

3.  15% of the reason we are successful is due to
technical skills
 85% of your success is dependent upon how
well you interact with people

4.  Selling is a process not an event
 You make more money solving problems that
you do by selling products
 Customers purchase for their reasons not
yours
 Customer don’t buy your products but what
your products and services will do for them

5. http://www.youtube.com/watch?v=64cj7Q9c_
YA&feature=related

6. ◦ A need
◦ The resources to pay
◦ A sense of urgency
◦ The authority to make decisions

7. ◦ Gathering information
◦ Set objective of sales call
◦ Visualize the meeting and anticipate questions
◦ How does your customer want to be treated?

8. Conscientiousness Dominant
Cautious Tends to take charge
Reserved Wants to make the
rules
High Standards
Restless/lacks
Procrastinator
patience
Decisive
Loud
Is competitive
Steadiness Influence
Friendly Outgoing
Appears easygoing Enthusiastic
Tactful Persuasive
Needs time to decide Sense of Humor
Demonstrates patience Casual
Lack of follow through

9. Style Strengths Weaknesses Needs
Dominance • Problem Solver • Finds Fault • Control
• Decision Maker • Lacks Caution • Authority
• Goal Achiever • Runs Over People • Prestige
Influence • Communicator • Time Control • Recognition
• Participator • Follow through • Acceptance
• Good finder • Lack of Objectivity • To Talk
Steadiness • Loyal • Overly Possessive • Appreciation
• Listener • Avoids Risks • Security
• Patient • Avoids Conflict • Time to decide
Conscientious • Analyzer • Rigid • Quality Work
• Accurate • Procrastinator • Structure
• High Standards • Overly Critical • Facts

10.  Dominant style
• Be direct
• Be concise and to the point
• Answer “what” not “how”
• Bottom line
 Influencing
• Socialize
• Show excitement
• Spare the details
• Follow up

11.  Steadiness
• Earn their trust
• Slow and easy
• Answer all questions
• Reassure
 Conscientious
• Proof and testimonials
• Prepared and structured
• Answer “how”
• Address disadvantages early

12.  Feature: A part or characteristic of your
product or service
 Function: the act the feature performs for the
user (What the feature does)
 Benefit: the value and advantage to the
customer in using the feature and function

13.  The bridge statement prepares your prospect
to interpret the value of your product or
service
 Examples:
◦ What this means to you…..
◦ The benefit to you is..
◦ You will like this because…..

14.  Product: Model 330 copier
 Feature: Duplex feature
 Function: Allows you to copy on both sides by
pressing only one button
 Bridge: The benefit to you…
 Benefit: The ease of your staff using this
feature, the saving in time and the saving in
paper expense

15.  Think: what is the objective of the call?
 Relate- build trust; focus on customer
 Uncover needs: ask appropriate questions
 Sell the solution: features, function, BENEFITS
 Take action: close sale, ask for order

16.  Misunderstanding: Clarify
 True Disadvantage: Overcome with benefits

17. Step Purpose How
Listen Hear the objection Listen for the wording,
the intent and the
emotion
Question Identify and Question the stated
understand the real, objection using open
valid, objection ended questions
Empathize Show you are Empathize with the
genuinely interested prospect
Test Determine if the Use the suppose test
objection is true or
false
Feel, Felt, Found

18. It’s not in the
budget
I need to think it
over
Your price is too
high

19.  Closing the sale
ASK FOR THE BUSINESS!

20. Theresa Shank
Hagerstown Community College
Continuing Education and Community Services
240-500-2476
tmshank@hagerstowncc.edu