Sales Training: Always Be Closing
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Strategic Sales Process Overview & Orientation
Transcript of Sales Training: Always Be Closing
SALES PROCESSSALES PROCESSSalesperson AttributesSalesperson Attributes
Customer-OrientedCustomer-OrientedHonestHonest
DependableDependableCompetentCompetent
LikableLikable
Selling StrategySelling StrategySales TerritorySales TerritoryEach CustomerEach CustomerEach Sales CallEach Sales Call
Initiating RelationshipsInitiating RelationshipsProspectingProspecting
Precall PlanningPrecall PlanningThe ApproachThe Approach
Developing RelationshipsDeveloping RelationshipsSales PresentationsSales Presentations
Handling ObjectionsHandling ObjectionsClosing the SaleClosing the Sale
EnhancingEnhancingCustomerCustomer
RelationshipsRelationshipsFollowing up the SaleFollowing up the Sale
TYPES OF SELLING SITUATIONS Salesperson to buyer
salesperson discusses issues with a prospect in person or over the phone
Salesperson to buyer groupsalesperson discusses issues with the members of a buying
team in person or over the phone Sales team to buyer group Conference selling
salesperson brings company resource people to discuss a major problem or opportunity
Seminar sellingcompany team conducts educational seminar for the
customer company about state-of-the-art developments
THE MEMORIZED SALES PRESENTATION
Based on 2 assumptions:prospect’s needs can be stimulated by direct exposure to the
productneeds have already been stimulated
Salesperson’s role:Develop initial stimulus into an affirmative responseDevelop affirmative response into an eventual purchase
request
THE MEMORIZED SALES PRESENTATION
Salesperson does 80 - 90% of the talking Prospect only responds to predetermined questions Same canned sales talk to all prospects
hence, no determination of prospect’s needs during the interview
Hope that a convincing presentation will convince the prospect to buy
THE MEMORIZED SALES PRESENTATIONADVANTAGES Ensures that salesperson will give a well-planned
presentation Ensures that the same information is discussed by all
the company’s salespeople Both aids and lends confidence to inexperienced
salespeople Effective when selling time is short (door-to-door) Effective with non-technical products
THE MEMORIZED SALES PRESENTATIONDISADVANTAGES Presents features, advantages, & benefits that are not
important to the buyer Allows for little prospect participation Impractical when selling technical products that require
prospect input and discussion May be interpreted by the prospect as high pressure
selling Salesperson may miss the prospect’s “buying signals”
THE FORMULA PRESENTATION
Similar to the memorized method Based on the assumption that:
Similar prospects in Similar situations can be approached with Similar presentations
Salesperson must first know something about the prospect
Salesperson follows a less structured, general outline that allows more flexibility and less direction
THE FORMULA PRESENTATION
Salesperson generally controls the conversation during the sales talk, especially at the beginning
Straight rebuy, or modified rebuy situations (as well as convenience goods and shopping goods) lend themselves to this method
Customers are already familiar with the company
THE FORMULA PRESENTATIONADVANTAGES Works well with customers who currently buy Works well with prospects about whom the
salesperson knows a great deal Ensures that all information is presented logically Allows for some buyer-seller interaction Allows for smooth handling of anticipated question
and/or objections
THE NEED-SATISFACTION PRESENTATION Flexible and interactive sales presentation Most challenging & creative form of selling Opens with a discussion of prospect’s needs (50 to
60% of the conversation time)“what are you looking for in investment property?”
Can clarify buyer statement easily Final stage of the conversation is devoted to showing
the prospect how the product satisfies his/her needs
THE NEED-SATISFACTION PRESENTATION:KEY THINGS TO REMEMBER
Be cautious when uncovering the prospect’s needs Too many questions may alienate your prospect Many prospects do not want to initially “open up” You are not a performer on a stage -- but a needs-
fulfiller.
THE PROBLEM-SOLUTION PRESENTATION
Used in selling highly complex or technical productsinsurance, industrial equipment, computers,
etc Normally requires multiple sales calls to develop a
detailed analysis of the prospect’s needs Problem solution is based on this needs analysis
THE PROBLEM-SOLUTION PRESENTATION: STEPS
Convince your prospect to allow you to conduct the needs analysis
Make the actual analysis Agree to problems and determine that the buyer
wants to solve them Prepare a proposal for a solution Prepare a presentation based on the analysis &
proposal Make the sales presentation
GROUP SALES PRESENTATIONS
In general, the larger to group to whom you are presenting, the more structured your presentation
Give a proper introduction Establish credibility Provide an account list State your competitive advantages Give quality assurances & qualifications Cater to the group’s behavioral style
ELEMENTS OF GREAT ELEMENTS OF GREAT SALES PRESENTATIONSSALES PRESENTATIONS
3 ESSENTIAL STEPS WITHIN THE PRESENTATION
FABFeatures, Advantages, Benefits
Marketing PlanBusiness Proposition
THE SALES PRESENTATION MIX
Salesperson
PersuasiveCommunication Participation
Proof
Visual AidsDramatization
Demonstration
7 STEPS TO HELP YOU BE A BETTER COMMUNICATOR
Use questions Be emphatic Keep your message simple Create mutual trust LISTEN Have a positive attitude Be believable
PERSUASION THROUGH LOGIC
Standard Logical ReasoningMajor PremiseMinor PremiseConclusion
Logic That Really WorksBenefitArgumentConclusion
PERSUASION THROUGH SUGGESTION
Suggestive Propositions imply that the prospect should act now“shouldn’t you buy now before the price increases?”
Prestige Suggestionsask prospect to visualize using products that
people/companies they trust use“Coach Crowe (JSU’s football coach) uses these golf clubs.”
PERSUASION THROUGH SUGGESTION
Autosuggestionhave prospects imagine themselves using the product“just imagine how much more efficient your store will
operate with this equipment.” Direct Suggestion
suggest that the buyer purchase“I would suggest that you purchase 10 cases of this product.”
PERSUASION THROUGH SUGGESTION
Indirect Suggestionmakes it seem as if it was the prospect’s idea“So, are you saying you want to purchase 50 or 75 cases?”
Counter Suggestionevokes an opposite response from the prospect“Do you really want such a high-quality product?”
INDUCING PARTICIPATION
Questions Product Use -- Appeal to their senses Visuals Demonstrations
PROOF STATEMENTS Past Sales Help Predict the Future The Guarantee Testimonials Company Proof Results Independent Research Results
THE VISUAL PRESENTATION:SHOW AND TELL
Use them to:increase retentionreinforce your messagereduce misunderstandingscreate a unique and lasting impressionshow the buyer you are a professional
COMMON VISUAL AIDS
The product Charts & graphs Photographs & videos Models or mock-ups Equipment Sales manuals
Catalogs Order forms Letters of testimony Copy of guarantee Flip-boards Sample
advertisements
DRAMATIZATION
A theatrical presentation of the product Only use if you are ABSOLUTELY sure it will work &
be effective Watch TV commercials for ideas
Heinz tomato ketchup “we challenged the competition and they ran!”
DEMONSTRATIONS
People receive 87% of their information through their eyes
Only 13% with the other four senses Make sure you’ve planned & organized Plan for the unexpected
HANDLING INTERRUPTIONS
Wait quietly & patiently until you’ve regained the prospect’s complete attention
Briefly restate the selling points that had interested the prospect
Do something to increase the prospect’s participation If interest is regained, move deeper into the presentation
HANDLING OBJECTIONSHANDLING OBJECTIONS
BASIC POINTS IN MEETING OBJECTIONS Plan, Plan, Plan
Why should/should not the prospect buy?Major & minor objections
Anticipate & ForestallDiscuss it before they do
BASIC POINTS IN MEETING OBJECTIONS Meet objections as they arise
May stop listeningMay feel you’re trying to hide somethingMay feel you also believe it’s a problem
Be PositivePositive body languageDon’t take it personally
BASIC POINTS IN MEETING OBJECTIONS Listen -- Hear them out
Don’t panicCan cause irritation, unease, & pushy
Understand the objectionRequest for informationCondition of the saleHopeless objectionMajor vs. minor objections
MAJOR/MINOR OBJECTIONS
Practical objections (overt)practical; easier to overcome
Psychological (hidden)attitudes & perceptionscannot close the sale until these are discovered and
eliminated
STALLING OBJECTIONS
I have to think this over I understand; could you tell me your reasons for & against
buying now? I’m too busy
I appreciate how busy you are. I’m too busy; talk to _____ first I plan to wait until next fall
Why?
NO-NEED OBJECTIONS
I’m not interested.Now or forever? Why?
The _____ we have is still goodCompared to ____?
We are satisfied with what we have now.What do you like most about what you have now?
MONEY OBJECTIONS
Your price is too highHow high is too high? If cheaper, would you buy?
I can’t afford it If I can arrange it so you could afford it, would you buy now?
Give me a 10 percent discount and I’ll give you an order today
You’ve got to do better than that
PRODUCT OBJECTIONS
Your competitor’s product is better I’m interested in your unbiased opinion
The machine we have is still goodGreat! That gives you a higher trade-in value
I’ll buy a used onestress the risk
OBJECTION MEETING TECHNIQUES Dodge
neither denies, answers nor ignores“Price is too high.”“Before you decide to buy, …”
Pass upavoid an objection that requires that you not address it“I’m not interested in a service such as yours”“Why?”
OBJECTION MEETING TECHNIQUES Rephrase as a question
easier to answer a question than an objection“Your price is higher than your competitors’.”“You want to know what particular benefits my product offers
that make it worth its slightly higher price; is that correct?”
OBJECTION MEETING TECHNIQUES Postpone the objection until later
prospect asks questions you will address later in the presentation“Your price is too high.”“In just a moment, I’ll show you why this product is reasonably
priced, based on additional savings …..”
OBJECTION MEETING TECHNIQUES Boomerang
turning the objection into a reason to buy“The tops seem hard to remove.”“Yes, they are hard to remove. We designed them so that
children couldn’t get into the medicine. Isn’t that a nice safety feature?”
Ask intelligent questions
OBJECTION MEETING TECHNIQUES Direct Denial
objection is simply incorrect Indirect Denial
yes, but ….. Let a 3rd party answer
CLOSING THE SALECLOSING THE SALE
ESSENTIALS OF CLOSING THE SALE
Be sure your prospect understands what you say Tailor your close to each prospect Do and say everything from the prospect’s point of
view Never stop at the first “no”
3 to 5 “closes”closing under fire -- literally
ESSENTIALS OF CLOSING THE SALE
Recognize buying signalsProspect asks questionsProspect asks another person’s opinionProspect relaxes and becomes friendlyProspect pulls out a purchase order formProspect carefully examines the merchandise
ESSENTIALS OF CLOSING THE SALE
Ask for the order --- and SHUT UP
Set high goals for yourself Develop and maintain a positive, confident, and
enthusiastic attitude towardyourselfyour productyour prospectyour close
CLOSING TECHNIQUES
Alternative-choice close Assumptive close Compliment close Summary-of-benefits close Continuous Yes close
CLOSING TECHNIQUES
Minor-points close T-account close (pros & cons) SRO close Negotiation close
SIX COMMON MISTAKES Tells instead of sells; doesn’t ask enough questions Over-controls the call; asks too many closed-end
questions Doesn’t respond to customer needs with benefits Doesn’t recognize needs; gives benefits prematurely Doesn’t recognize or handle negative attitudes
effectively Makes weak closing statements; doesn’t recognize when
or how to closeAsk for the Sale!!!Ask for the Sale!!!Ask for the Sale!!!Ask for the Sale!!!
