Selling Skills

About Training
Learning comes in 3 forms:

New information
Reinforcement of positives
Recognition of negatives

The Sales Process

?%

1. Target Account 2. Qualifying Call 3. Appointment-Setting Call Appointment? 4. Sales Call(s) 5. First Use/Installation 6. Back to step 4

Target Accounts

Good program?
Enough?
Significant?
All reps?
Buy-in? Buy
Progress?

Qualifying/Appointment -Setting Calls

cold
Collectively known as cold-calling
Everyone proficient, including YOU? If not, teach
Script
Objections/Turnarounds
Dont intrude-stereotypical salesman intrude
See yourself thru customers eyes

Cold-Calling
Scares most salespeople because:
THEY TRY TO ACCOMPLISH TOO MUCH!

Target Accounts

Qualifying Calls

Appointment Setting Call

Appointment Setting Call

The Five Step Sales Call

Introduction
Probe for Needs
Presentation
Management of Objections
Close

Consider Yourself a

Doctor of Selling

1. Exam 2.Diagnosis 3.Treatment

Introduction

Five Steps of an Introduction

Name
Company
Appropriate Sociability

Productive

Purpose for Being There
Up-front Benefit Up-

Up-Front Benefit

VERY important Why?
Bold!

Probing

Segues
Smoothly moving from one step of the call to the next Getting customer to buy in Needed to move to:
Probing Demo/Presentation Close

Segue into Probing:

In order to determine if we can benefit you like we have for St. Marys Hospital, I just need to ask you some questions about your current program; would that be ok? Would you mind if I took some notes?

Why Probe?
To obtain valid information about others - Needs, Ideas, Opinions,
Feelings, etc.

To increase receptivity - prepare for

change

To develop and maintain positive rapport - mutual trust To increase involvement and understanding

Why Probe?
 

As much for customer as you! Easier to sell someone something they need Keep in mind, they may not know they need it Ask questions for which you already know the answer

Probing
    

Most important step! Most underdeveloped step! Dont assume (different answers) Dont quit early Dont underestimate the power of the word why Sometimes its just the wording customers (people) wont just cough up what you want to hear Silence is OK, let questions sink in

Types of Probes
Open

Intermediate

Closed Open Probes - Start the flow of information Intermediate Probes - Continue the flow Closed Probes - Obtain specific bits of information or action

Open Probes
How do you feel about .. What do you look for in a .. Give me your opinions on ... Tell me about your current floor care program.

Intermediate Probes
Brief AssertionAssertionNod Head I See

Sure Uh Huh Neutral PhrasePhraseThank you for sharing that information. Tell me some more about. . Interesting, why do you say that?

Closed Probes
How many 5's do you use per month? What size container do you buy your all purpose cleaner in? How many people will be at the housekeeping group seminar?

Before Leaving Probing Step

Summarize results with summary probes:
So what I hear you saying is If I understand you.

Lays groundwork for Presentation Proves you were listening

Presentation

Time for another Segue: Into the Demo

Segue into the Demo:

Id like to get your opinion on a 2-minute 2demo

Presentation:


Simple equation: Uncovered need + Presentation on Applicable Product = A Sale

The transfer of knowledge and enthusiasm

Presentation:


3 Steps:
1. There are differences between me and my competition 2. The differences between me and my competition are REAL 3. These differences AFFECT YOU in
 

Product usage Labor

Trial closes
Taking customers temperature throughout sales call
Does this make sense to you? What do you think about this? Can you see advantages in this?

Presentation:
Relationship
Relationship Relationship Service Value

Service Value
Price

Service Value Price

Price

Presentation:


Value is:
Performance Safety

How do you establish value for floor care?  Is it tougher to establish value for dilutables? dilutables?


Telling Is Not Selling

The Same Old Routine Sales Call

Salesman: Heres the product that will meet your needs: spitfire Its is a great cleaner and it can clean about anything, blah blah blah... Customer is thinking: I have to kick him out soon - Ive got to pee!

Adult Learning
Verbal 5-7% Verbal + Visual 55% Verbal + Visual + HandsHands-On 85%
0 50 100

Presentation
What can we do besides telling?

Management of Objections

MANAGEMENT OF OBJECTIONS

Acknowledge Probe Answer Objection Get Confirmation

MANAGEMENT OF OBJECTIONS

What if you cant/get stuck? Give yourself a chance

Closing
Youll get 0% of the orders you dont ask for

One Last Segue: Into the Close

Segue into Close:

Based on what Ive shown you, does this look better than what you currently use?

Closing
Must earn the right to close Customer expects you to Close for something a commitment If no, WHY?

Closing Techniques
aAre you using many different techniques? Be honest. aYou need to they are situational

ASK FOR IT
Direct Close or Direct Question aWhy dont you try it? aCan I have the authority to go ahead with the order? aWhen would you like delivery? a How much would you need to get started?

The Order Form Close

 Start off with the basic assumption that the customer will buy.. Its only the details that need clarifying.  Question and obtain the customers commitment on the different stages of completing the order form. aAt the final stage of the order...Ask for the OK or Approval - Not Signature

The Either / Or Close

 It often helps to get the buyers final agreement by asking which is the most acceptable of alternatives offered. aWould you like in Fives or in 55 gallon drums? aWould you like your order delivered this week or next week? aWould you need the Dispensing system?

The Half Nelson Close

 Use this close when the customer questions your products features or benefits, or you can help him/her solve a problem.  To be used successfully, this close requires good probing and good knowledge of your product. aIf I can prove to you that _____ will reduce your labor costs by 50%, will you buy it?

Dialogues
Appointment-Setting AppointmentUp Front Benefit Statement About Company Service About Products Others?

The End? No. You HAVE TO continue to develop these skills on your own