FineTuning Your Sales Process

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Fine-Tuning Your Sales Process

• Lori Cotillo Dave Morrissey
• July/August 2008

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Todays Objectives

• Present tips to help establish sales goals and
  procedures
• Insight on how to get past the gatekeeper
• Introduce tools for helpful and effective
  communication to your customers
• Provide useful customer service and follow-up
  scripts

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Goal Setting

• Key Elements
• Have a starting point
• Write out your goals
• Develop checkpoints
• Plan for setbacks
• Reward yourself
• Create a review system
• Know your Strengths Weaknesses and address them!

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S.M.A.R.T. Goals

• Specific
• Measurable
• Attainable
• Realistic
• Time-Based
• Measure your goals to be S.M.A.R.T.!

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The Sales Call Process

• Understand Your Marketplace
• S.I.M.P.L.E.
• Demographic data
• The Players
• Preparation
• Who is the decision-maker?
• Private or Public
• Younger or older children
• Performance
• Develop your script
• Practice!
• Know your products
• Sell yourself and your products

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Getting Past The Gatekeeper

• Hello, this is Lori from Original Works. I was
  hoping that you could provide me with a little
  assistance. We are an art-based fundraising
  company and are currently working with ABC
  Elementary School in your area and thought our
  programs could benefit your school in a variety
  of ways. I was wondering who at your school
  would be responsible for reviewing initial
  information on our company and our programs.
• Teacher, Director, PTA/PTO?
• Better time to call?
• Name, number and/or e-mail address?

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Getting Past The Gatekeeper?

• Gatekeeper hesitation/unwillingness to provide
  contact info or take a message
• Take the responsibility/burden from them
• Ask for a direct line for contact
• Better to send information via mail or e-mail?
• School district website
• Visit the school in person bring brochures,
  samples

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Getting the Appointment

• Preparation for the Call
• Check yourself in the mirror before the call
• Clear any unnecessary items from your desk
• Warm up
• Place a mirror on or near your desk to check
  yourself throughout the call
• Listen Carefully
• Remember to keep call brief to the point

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Getting the AppointmentThe Scripts

• Prospecting Intro Script introduce yourself
  state the reason for the call
• Hello, Mary. This is Lori calling from Original
  Works. Our company offers unique fundraising
  programs to schools nationwide. Our program
  showcases the art department and childrens
  artwork, and can be used to raise funds for the
  school or art program while building a students
  self-esteem . Since we have worked so
  successfully with other schools in your area, I
  thought you might be interested in hearing about
  our programs and how they could benefit ABC
  Elementary School.

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Getting the AppointmentEstablishing a Time/Date

• After Youve Gotten their Attention!
• I would like to stop by and tell you more about
  our programs, how well they have worked for other
  schools, and determine if it might be a good fit
  for your school. Would it be possible to set up
  an appointment on date at time to review the
  programs?
• The advantage? Its a Soft Sell .
• With the combination of the intro script and
  politely
• asking for the appointment, youve stated
• Who you are
• What your company does
• Why you are calling
• Program benefits
• A sense of credibility by mentioning the success
  working with other schools
• and youve done it without being pushy!

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Qualifying the Prospect

• Use S.I.M.P.L.E.
• Qualifying questions
• What are their fundraising needs?
• Whats important to them?
• Showcasing art department
• Students self-esteem
• Raising money
• Are they running other fundraisers?
• Set the Expectations
• Wont take more than 20 minutes
• Present program options
• Samples, brochures

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The Presentation

• Thank them for their time
• Reiterate what was said on the phone that
  youll only take approx. 20 min.
• Address concerns or issues that they have or
  previously had
• Which program?
• Discuss it
• Discuss timing
• Discuss volunteers and resources
• Be courteous Keep a subtle eye on the time
  youre taking

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After Securing the Sale

• Customer Service Follow-Up
• Phone
• E-mail
• Handwritten notes
• Exceed customer expectations
• Know your customer
• Keep customer updated
• Know your competition
• Serve your customers after the sale
• Build a relationship of trust

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Customer Service Follow-Up

• Why is it so important?
• Keeps your schools on schedule
• Reminders via phone or e-mail encourage a smooth
  program
• Provides detailed information about specific
  program phases via email
• Helps to avoid potential problems
• Creates a situation that will encourage referrals

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SBYB ProgramCustomer Service Follow-Up

• Seven Contacts
• After securing the sale, say Thank you!
• When box of supplies is received by school,
  review coordinators guides, materials, etc.
• Approx. 1 wk prior to coordinator sending in
  artwork for magnets
• Approx. 1-2 wks prior to coordinator sending in
  orders
• When orders arrive at OWY, send communication
  regarding Late Order procedures
• When products are delivered to school, to explain
  procedure for taking care of any problem orders
• Ensure all problems were addressed and taken care
  of and to say THANK YOU!
• Scripts and e-mail content available

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OP ProgramCustomer Service Follow-Up

• Six Contacts
• After securing the sale, say Thank you!
• When box of supplies is received by school,
  review coordinators guides, materials, etc.
• Approx. 1-2 wk prior to coordinator sending in
  artwork and orders to OWY
• When orders arrive at OWY, send communication to
  contact regarding Late Order procedures
• When products are delivered to school, to explain
  procedure for taking care of any problem orders
• Ensure all problems were addressed and taken care
  of and to say THANK YOU!
• Scripts and e-mail content available

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Thank you for your time and participation!
Have a great day!