The document provides training on marketing and sales skills for staff of Children North East (CNE). The aims of the workshop are to make staff aware of CNE's approach to marketing spot purchases, develop their knowledge of communicating CNE's offers to customers, and develop skills in responding to sales opportunities and presenting information to customers. Staff are provided guidance on roles and responsibilities, using the right messaging for audiences, and how to work together to expand the reach of CNE's services. The workshop covers developing rapport with customers, gathering information to understand customer needs, matching needs to CNE's offerings, and next steps in the sales process.

1. Turning Conversations
into Contracts
With
David Van Der Velde and
Lysa Morrison
December 2011

2. Aim of the workshop
• To make staff aware of the CNE approach
to marketing services for spot purchases
and their roles and responsibilities
• To develop the knowledge and ability of
staff to communicate the CNE offer
• To develop the skills of staff in responding
to sales opportunities and presenting
information to customers
• To share information on how we can work
together to develop the reach of our
services.

3. Chief Executive
Jeremy Cripps

4. Marketing in CNE East
Marketing strategy
Right message to the right people at the right time.
Roles and responsibilities

5. Communicating the CNE offer
Who?
What? Tools and resources
When? Sales pipe line or in the moment
How? Process and skills

6. …how - Sales Opportunities
In pairs, discuss your hopes
and fears with regards to
sales and marketing within
CNE
Write each fear and each hope, on a
separate post-it note.

7. What is sales in CNE?
• Forget about sales and selling!
• Forget about selling products and
services!

8. What is sales in CNE?
• Its about making relationships and
future clients
• Its about meeting unmet needs
• Its about plugging gaps in service
provision.
• Its about making your services
accessible
• Its about helping ALL
children, young people and
families get the support they need.

9. About Children North East
Vision
‘Every child has a happy and fulfilling childhood, and every
young person has the chance to develop their full
potential.’
Mission/Aims
‘To promote the rights of children and young people; and
counter the effects of inequality on them, their families
and communities.’

10. What is important to you?
In pairs, discuss a time when you
made a big/important purchasing
decision.
a) What information did you
need before you bought it?
b) What was important to you
about buying it?
c) What made you decide to buy
it from the place/person you
purchased it from?

11. Responding to
sales opportunities

12. Responding to sales opportunities
1.Prepare
2.Rapport
3.Information gathering
4.Match needs
5.Next steps

13. Responding to sales opportunities
1.Prepare
• Find out as much as you can about the
service and organisation before you
visit
• Know your stuff and familiarise
yourself with your resources
• Take with you all of the resources you
need.
• Believe in your products, services and
yourself

14. Responding to sales opportunities
2. Rapport
People buy people first
• “she understood what I wanted”
• “he listened to what I said”
• “we were on the same wave length”
• “he spoke my language”

15. He spoke my language!
Rapport
• Listen
• Your focus should be to be interested
in them - not interested in selling a
service.
• Ask questions to expand on what they
are saying
• Feedback their words

16. Language and
Behaviour Patterns
Rapport and information gathering

17. Language and behaviour patterns
Useful questions
1. What would you like to have happen?
2. Why is that important to you?
3. What is important to you about that?
4. Who will this affect?
5. What do you think will happen?

18. Useful questions exercise Pt. 1
In 3’s, person A observes and writes
down person B’s answers, person B takes
on the role of a potential client whilst
person C asks :
1. What would you like to have happen?
2. Why is that important to you?
3. What is important to you about that?
4. Who will this affect?
5. What do you think will happen?

19. Useful questions exercise Pt. 2
1) Person A and C spend a couple of
minutes constructing the following:
2) How can you tell person B about one
of your services using their language and
behaviour patterns.
3) Person A or C feeds back to person B.

20. Responding to sales opportunities
3. Information gathering

21. Meeting unmet needs
A need is the gap between what is and
what could be

22. Meeting unmet needs
Needs are driven by desire as well as
discomfort

23. Information gathering
Generate new opportunities by
increasing awareness of the gaps as well
as the opportunities.

24. Information gathering
Opening questions
• Can I ask you a question?
• This may sound strange/obvious but
can I just ask…?
• You mentioned something earlier, can
I just ask…?
• That’s interesting, can I just ask…?
• I'm curious to know/explore…?
• I’m wondering if…?

25. Useful questions
• What do you want? What would you
like to have happen?
• What do you want to achieve? What
do you want to achieve by…?
• What would you need to achieve that?
• What do you want to get as a result?
• What do you need that you don’t have
currently?
• For what purpose…?

26. Information gathering
Values and motivations are the fuel that
drives the engine of decision making.

27. Information gathering –
What is important?

28. Responding to sales opportunities
4. Matching needs

29. Matching needs
What is important?

30. Responding to sales opportunities
4. Matching needs
• Tell them about your services using
their language
 Language and behaviour
preferences
• Match Neurological levels
information
• Use resources i.e. brochures, leaflets
etc.

31. Responding to sales opportunities
4. Matching needs
Keep checking and clarifying that you’re on
the right track using phrases such as…
Is that the kind of thing you mean?
That would solve the problem wouldn’t it.
That fits with what you’re looking for
doesn’t it.
That fits with what you’re saying you need
doesn’t it.

32. Responding to sales opportunities
5. Next steps
Useful closing phrases and questions
Let me take your number and I will set up an
appointment.
Why don’t I send you some further information and
I will come and see you next week to sort out the
paperwork.
What are the next steps that need to be taken
Is there anything else you need from me before I
set up the paperwork?
That’s great, what needs to happen so we can go
ahead?

33. Responding to sales opportunities
5. Next steps
• Take any contact details
necessary
• Fill in any necessary paperwork

34. Presenting Information
Top tips
• Be prepared
• People buy people first
• If you believe in your service that
will come through and they will
believe in it too.

35. Presenting Information
Top tips
• Use both sets of language and
behaviour patterns e.g. …
what this/they will work towards and
what it/they will they avoid
what are the benefits of doing it and
what are the risks of not doing it
how will it affect
clients, organisation, staff, community
etc.

36. Presenting Information
Top tips
• Explain using the Neurological
levels framework the various
elements of the service
• Have fun and enjoy it!

37. Summary - Aims of the workshop
• You're now aware of the CNE approach to
marketing services for spot purchases and
your roles and responsibilities
• You have developed the knowledge and
your ability to communicate the CNE offer
using the resources provided

38. Summary - Aims of the workshop
• You have now the resources you need to
develop your skills even further in
responding to sales opportunities and
presenting information
• Shared information on how we can work
together to develop the reach of our
services.

39. Questions and Feedback