Presentation for Sales Professionals - umbachpartner.com · Presentation for Sales Professionals...

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© Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com 1 Welcome to the Conference Presentation for Sales Professionals Sales-Professionals-Presentation-Slideshare 8Dec2013

Transcript of Presentation for Sales Professionals - umbachpartner.com · Presentation for Sales Professionals...

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Welcome to the Conference

Presentation forSales Professionals

Sales-Professionals-Presentation-Slideshare 8Dec2013

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Questions

Your Input

Enter into dialogue

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Opportunities

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The will to prepare to win is more important than the will to winVisit the right peopleCreate an informal atmosphereIt's all about providing valueGood ways to start a conversation with the doctorHow to make the other person curiousWhat the doctor is really interested inPower questionsHow to listenHow to use visual aids like foldersMagic words in any languageWords to avoid in business conversationsEffective calls to action

Topics

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Communicate More Effectively

Convince Your Customers Faster

Sell more products

Goals

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You choose

Suggestions Recommendations

Advice

Tips

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Reservoir

Let your ideas inspire you

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If an idea occurs to you, write it down

Get your inspirations on paper

Catalyst

Personal action plan

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Recipe

It's not important how muchyou know, but how muchyou actually implement

Knowing Going…

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Your Attitude:Your Frame of Mind

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Half empty

Halffull

Think Positively

Accentuate the positive

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Positive Attitude

Exude optimism

Be confident

Show driveUp-beat wins

You are friendly and likeable

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Some guiding principles that

you can adapt to your own style

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The will to prepare to win is more important than the will to win

Do research

Prepare

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Analysis

Know YourTarget Group

Find out where the landing lights are

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TargetingCommon mistake:Focusing on the wrong target group and chasing poor prospects

Do your home work"Pre-Qualification"

Visit the right people

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Wrong target group=

poor Marketing andineffective Selling

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Are you on target or off-track?

Focus

Whom do youwant to convince?

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- Current impact- Potential future impact

Classifying Customers

Type

RelevanceA B C D

High Low

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Think Unmet Needs

Discover the customer'sreal problems

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Engage

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Build a relationshipEstablish Rapport

Connect

"It's always personal"

"Business is Relations"

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Daniel Levis

At a certain point, people stop buying your products, and start buying you:

You become the product

Person

P2P

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What you want to convey to your customers?

A powerful andconvincing message

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A Powerful Message

Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action

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ether gold

Attention

More volatilethan

Morepreciousthan

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Make the prospect curious and interested

First Step

Irrespective of who the customer is, it's important to grab their attention

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The Sale Before the Sale

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Capture the Prospect's Attention

Good ways to start a conversation:

Use words that arouse curiosity

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First Man on the Moon?

Neil Armstrong

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The Second Man on the Moon

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This is special.I should know.

FirstNew

Words you should use

Words That Spark Attention

...

Can you justify them?

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Key conclusions

The 3key conclusions

Give a Precise Number

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Keep it short and simple

Kiss

Be brief

Keep it super short

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A Powerful Message

Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action

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Why is this important to me?

Customers' Eternal Question

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What's-In-It-For-MeSyndrome

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Types of Human Needs

Personal- Appreciation and Recognition- Feeling safe- More free time- Entertainment- Gifts or money

Official- More knowledge- Support / Cooperation

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Message

Everything nice Solution

Impa

ct

1

4Problem

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Benefit: Make it worthwhile

The difference you will make:You improve the client's condition by …

It's all about providing value:You have to have a strong value proposition

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Complaints by Sales Reps

Your recommendation …

The prospect did not return my call

I cannot get any appointments

Become more interestingProvide more value

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A Powerful Message

Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action

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What would happen …

Superiority = Uniquenessfollowed byBenefit = Solution

… if you started with

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Always start with

a Benefit

= Solution= Value proposition

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A Powerful Message

Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action

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Give proof that your product

will perform as you say it will

Validate Your Claims

Endorse your message

by reliable sources …

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How many statements from satisfied customers in your country do you use in conversations with your customers?

0 1 2 3

Testimonials

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Who is responsible for getting those statements from satisfied customers in your country?

Testimonials

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AttentionBenefitSuperiorityValidation…

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Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action•

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Ask for Action

CTA = Call to Action

What do you want people to do?

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Ask for Action

After all the work you put in, all the time, money and energy, the decisive moment is:

Closing the sale

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Best Point in Time

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Give Options

“Should I act?”

“Which option should I choose?”

Turn the customer’s question from

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Conclusion

Do what approximately 70 % of all sales reps forget:

Always complete your talkwith an effective call to action!

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Frank Luntz: Words that work

With language you are playing an incredibly dangerous game

Modes of Expression

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Some Words Transform

Your Text ...

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Drop "Barbed Wire" WordsAvoid hazardous language

• Problematic• Difficult• Complicated • Questionable• Mistake

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The Power of Words

Words can determine how people feel and how they act

Loose lips sink ships

Be careful what you say

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Zarathustra

Zarathustra, 1000 B.C.

Speak the truth, but speak it pleasantly

Write the truth, but write it pleasantly

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Choose words withPositive interpretations Optimistic connotations Agreeable implications

Language

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- +

You misunderstoodme

Let me explain

unquestionable accepted

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problem challenge

- +

fascinatingproblem

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disappointing informativeinstructiveinsightful

- +

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establishedwell-knownmodern classic

old

- +

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Alternatives to "Prove"

• Validate• Document• Confirm• Highlight• Emphasize• Underline

• Prove

Avoid Prefer

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20% improvement

20% difference

Case: Examplex is 20% better

20% increase

Alternatives to 'Difference'

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The "Magic" Word

In any language is …

the other person's name

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Value

Key Words

Advantage

Benefit

Use them

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The Important Words

Forging an identity with the right vocabulary

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Even

Number of Bullet Points

Uneven

3__

Make lists of three

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Your 3 Core Messages

•••

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3 Questions and Your Answers

•••

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ControlStandard therapyConventional therapyReference substanceGold standard

--

Calling the Other Treatment

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● Don't mention the other brand name● Don't bad-mouth the competition

● Ask a question about an item whereyour product is superior, for example"How important is convenience?"

Your products are special, because …Your service is better, because ...

The Competitor

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Communication Channels

Choose the routes that your target audiences prefer

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Polish

Rehearse

Give Great Presentations

Refine

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On Stage

You're on!

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Think

Pep

Passion

Performance

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You don't get greatwithin one day, butday by day

Practice

Use every opportunity

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The

ExperienceEconomy

Work is Theatre and Every Business

a Stage

B. Joseph Pine II James H Gilmore

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= 21

Start a Dialogue

Listen

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The Testing Cycle

Test it = Ask questionsGet feedback

Adjust = Fine-tuneAdapt to feedback

Prepare a draft

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Ask great questionsand you will get great answers

Good Questions

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Your prospect will evaluate you by

- how smart your questions are

- how well you can listen

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Listen to Feedback

Rapid prototyping Improve fasterSucceed sooner

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Speed

24May

Critical Success Factor

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Follow-up

Effective follow-up is what distinguishes the professionalfrom the amateur.

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Network

Connect to peopleMake lots and lots of friends

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Electronic Business Platforms

www.xing.comwww.linkedin.comwww.viadeo.com

Local platforms

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Lots of little things done well can make a powerful difference

Richard Branson

Combination

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Research and analyzeCustomizeTest and adapt

Establish rapportAsk questionsListenAsk for action

Summary

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Live up to your true potential

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S t r e t c h

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Whatever you can do or dream, begin it.Boldness has genius,power and magic in it.

William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe

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Wonderwhat’shappening

Makethingshappen

Types of People

Watchthingshappen

Dare

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Get out and do it

The Big Secret

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Work it now

WIN

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Get comfortable being uncomfortable

Have the courage …

… to take risks

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Wake Up

Morning

Make every day count

Alert

Act

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You can choose

- preparation

- optimism

- action

- excellence

You Can Achieve Mastery

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Even you will not know until you spread your wings

Rise to New Heights

No one can predict to what heights you can soar