Selling is helping your customer sole his/her problems...can you do that, or do you only think about what you need?

1. Tetra Pak Technical Service
Selling
Services
The art of giving
Tetra Pak customers
added value
Peter Berthagen

2. Tetra Pak Technical Service
Selling is not about features.
Selling is not about products.
Selling is not about convincing.
Selling is not about your company.
Selling is not about you.
Peter Berthagen

3. Tetra Pak Technical Service
Selling is about human
interaction.
Selling is about belief.
Selling is about trust.
Selling is about creating the will
to buy!
Peter Berthagen

4. Tetra Pak Technical Service
…something that only can be
done if the customer is a part of
the process.
…something that only can be
done if the customer perceives a
value.
And in the end it should save
more than it costs!
Peter Berthagen

5. Tetra Pak Technical Service
Selling is about perception!
The customer must have a need,
either known or unknown
(latent).
Can you address that need so the
customer personally feels the
value in your message?
Selling is about engaging the
customer in your beliefs.
Do you believe that you really can
do something that your customer
wants?
Peter Berthagen

6. Tetra Pak Technical Service
Never prescribe anything to your
customer!
Don’t tell them what to think.
Diagnose and lead the customer
forward, instead.
Allow them to draw their own
conclusions.
Peter Berthagen

7. Tetra Pak Technical Service
Questions are tools to find out
what your customer really wants.
Don’t forget to listen to the
answers!
The answers might give you your
next question.
Peter Berthagen

8. Tetra Pak Technical Service
Questions engage the customer
in your search for the right way
to help them!
Questions prove that you are
really interested in knowing the
customer!
What do you want to know?
Decide before you meet them –
be prepared!
Peter Berthagen

9. Tetra Pak Technical Service
The answers to the right
questions let you know where the
customer is.
This is your starting point!
Peter Berthagen

10. Tetra Pak Technical Service
Have you found something that
your customer doesn’t know?
Then you have found a latent
need.
How do you make your customer
aware of this, as a latent need can
hurt?
Can you demonstrate the value in
this opportunity?
Peter Berthagen

11. Tetra Pak Technical Service
Do you know your stakeholders?
Do you know who wants which
information?
Do you know how these
stakeholders react to your
message?
If you don’t, you must first find
out!
Peter Berthagen

12. Tetra Pak Technical Service
Selling is about taking your
customer from point A to point B.
You must first find out where the
stakeholders are.
But beware… all stakeholders
might not be at the same starting
point!
Peter Berthagen

13. Tetra Pak Technical Service
You must then be clear on where
the stakeholders are prepared to
go.
What do they want?
What do you want?
You must be able to show that
this is of value to them.
You must be able to show them
how to get there.
Peter Berthagen

14. Tetra Pak Technical Service
Sending a message…
…is not just about being right.
…is not only about being the best.
It’s about winning.
Winning is about making the
customer want to buy!
A message is measured by its
effect, not by its technical
excellence!
Peter Berthagen

15. Tetra Pak Technical Service
Presenting a message is about
engaging the audience…
…emotionally as well as
rationally.
Peter Berthagen

16. Tetra Pak Technical Service
Some basic principles can help
you make your message more
successful.
Involve your listeners, make it
simple, make it personalized,
add a surprise to it and…
…most of all:
You must believe in what you
say!
Peter Berthagen

17. Tetra Pak Technical Service
Whatever you say will be filtered
by your stakeholders’ experience.
It’s not what you say that is
important.
It’s what your stakeholders
receive and how they process it!
Peter Berthagen

18. Tetra Pak Technical Service
Do you know what they want to
hear from you?
Do you know what they need to
hear?
These can be different, so you
need to prepare both areas in
advance!
Questions are a way to find out!
Peter Berthagen

19. Tetra Pak Technical Service
Winning is when the customer
makes a decision to buy from
you.
Remember, people don’t make
decisions on rational grounds
alone!
Peter Berthagen

20. Tetra Pak Technical Service
In any presentation remember
that your audience has to feel
that…
…nothing is more important to
you than what you are saying
…no person in the world is more
important than the one who is
listening to you
Everything you do and say has to
appear to be for their benefit.
Peter Berthagen

21. Tetra Pak Technical Service
Selling is about helping your
customer solve a problem!
Without a clear value for them...
Why should they be interested?
Why should they believe you?
Why should they trust you?
Why should they buy from you?
Peter Berthagen

22. Tetra Pak Technical Service
Here is some space for your
thoughts…
Peter Berthagen

23. Tetra Pak Technical Service
Peter Berthagen

24. Tetra Pak Technical Service
Tetra Pak
Technical Service
Peter Berthagen