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Stop Acting Like A Salesperson
- 1. Stop Acting Like a Sales Person…. Nobody Likes You! Amber Anthony-Fox National Director of Sales - Hospitality
- 2. Objectives • Open a sales conversation that sets you apart right away • Set real sales call objectives that are measurable and results oriented • Identify which questions to ask and which to avoid • Stop sounding like a salesperson and take a business approach to your prospects that they will truly appreciate
- 3. Consultative Sales Approach Move beyond the role of supplier to a valued business partner People love to BUY, but hate to be SOLD Use your expertise to help drive business & solve problems
- 4. Competitive Advantage What do you have that your competition doesn’t? Create value by differentiating your products & services What products/services give your hotel a competitive advantage?
- 5. Preparing for the Sales Call Research – Potential Customer – Customer Priorities & Challenges – Industry Be Prepared to Answer: – Product •Who are you? – Competition •What do you want? Respond •Why are you calling? – Prepare your Approach •WIIFM? – Prepare for Potential Objections – Prepare Responses for Potential Objections Rehearse – Practice your Approach – Practice Responding to Objections
- 6. Making a Sales Call • Greeting/Introduction • Reason • Interest-Building Statement • Immediate Qualifying Question
- 7. Receiving Information Questions Purpose • Closed-Ended Confirm Can be answered with Yes or No, or one word answers • Open-Ended Uncover Allows clients to talk about wants and needs (What, When, Why) • Reflective Clarify Expands on something the client said • Verification Verify interest and readiness to buy Verify
- 8. Budget • What was your last purchase? – Did you have a budget? – Did you stick to your budget?
- 9. Negotiation Should you still be selling value during the Negotiating process?
- 10. Thank You! For More Information Amber Anthony-Fox National Director of Sales – Hospitality amberanthonyfox@signatureworldwide.com 1.800.766.5101
Editor's Notes
- 2 minutes Provide an overview of the session objectives. Ask the participants which of these they have the most trouble with and facilitate a conversation around the answers.
- 5 minutes Say : People love to buy but hate to be sold to Ask: Do you find this true for yourself? Do: Have participants reflect on a positive customer service experience. Ask them to describe what made the experience positive. Facilitate a conversation about the experiences, focusing on those that are consultative sales skills. Explain that using a consultative sales approach moves you beyond the role of the supplier to that of a valued business partner. Using this approach tells the buyer that you have their best interests in mind. As the consultative expert, your goal is to help your customers solve problems and help them drive their business. When they customer understands this, you will have a stronger and more extensive. Contrast the consultative sales experience with a situation where a sales person did not use a consultative approach and the sales effort failed (pull from personal experience). Transition: A consultative approach is client centered …
- 5 minutes Explain that a competitive advantage is something that you have that gives you an advantage over your competition… it’s creating value through differentiating your product from the competition’s product. Have the participants think about and write down their hotel’s compeitive advantage and the competition’s. Have some participants share examples and talk about them. Tell the participants that when you sell, focus on your competitive advantages! Also, be aware of what your competition’s competitive advantages are (they might be different from yours).
- 2 minutes The key to setting up a proper sales call is to thoroughly prepare ahead of time. This includes: Doing research on your potential customers, including their priorities, industry, product and competition Anticipate any objections the customer might have to your sales proposal and come up with responses to overcome those objections Then practice, practice, practice! Regardless of which you’re selling or who you’re selling to you should be prepared to answer a few basic questions: Who are you? What do you want? Why are you calling? What’s in it for the customer… and you? Transition: Before you can properly prepare, you will need to identify what your sales call objective will be…
- 2 minutes Now that you’ve prepared and identified your objective for the sales call, it’s time to make the sales call! There are four steps to successfully open a sales call and get the attention of the buyer: A greeting/ introduction – this should typically include you name and company Reason for being there – you should state your objective in terms that are focused on identifying and meeting the client’s needs Interest building statement – give the prospective client a reason to be interested in what you are selling Immediate qualifying question – Assess the buyer’s interest Example: Hello. My name is Amber Anthony Fox with _____ Hotel I’m calling you about the ____ service that we offer Many clients consider us the industry leader in providing this service. Does this sound like something that you have interest in?
- 2 minutes Explain that you will need to use a variety of questions to uncover your client’s needs. Explain each type of question and it’s purpose in the sales discussion Explain that you should use all types of questions as necessary throughout the sales process If time allows, have participants practice playing the role of a buyer/seller in teams of 2 and using each type of question
- 2 minutes Let’s talk about a sensitive issue… and the one that leads to the most objections during the sales process… budget . First, think about the last purchase you made (have one or two participants share their answers): What was it? Did you have a budget Did you stick to your budget – if not, why. Facilitate a conversation about how the attributes of the product made it more valuable, therefore you were willing to spend more than you might have planned. What does this tell you? (facilitate a conversation about how the attributes of the product held a higher value, which made it more agreeable to spend more money… wouldn’t we want our customers to do that as well?)