SBDC presents ' ' '

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• SBDC presents . . .
• STRATEGIC
• SELLING SYSTEM

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AGENDA

• Foundations for Selling Success
• Customer Strategy
• CRM Technology for Selling
• Strategic Selling Process
• Call-to-Action

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HIERARCHY OF SALES
YOU
Where do you want to be?
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FOUNDATIONS

• Understand the Marketplace
• Basic Skills
• Selling Philosophy
• The Consultative Approach
• Selling Style
• Objectives Goals

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A. Understand the Marketplace

• The Industry
• Your Position
• Competition
• Target Market
• Meet Market Needs

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B. Basic Skills

• Territory Management
• Prospecting
• Interviewing
• Needs analysis
• Presentation
• Negotiation
• Closing
• Service follow-up

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C. Selling Philosophy

• Support the Marketing Plan
• Professionalism
• Value Personal Selling
• Customer Driven
• Extraordinary Service

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D. The Consultative Approach

• 3 Key Elements
• Attitude
• Knowledge
• Skills

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D. The Consultative Approach

• Partner with customer
• Uncover their needs
• Mutual agreement on need
• Work together for an
• acceptable solution.

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E. Selling Style

• No one right way to sell
• Visualize Selling Process
• Listening Probing Skills
• Trust Rapport, Empathy Sincerity
• Matching, Mirroring Pacing

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F. Objectives Goals

• Personal goals values
• Sales goals challenging, not impossible
• Write review frequently
• Concrete measurable
• Set on a specific timetable
• Link to strategies
• Link to projected profits
• Acknowledge celebrate achievements

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CUSTOMER STRATEGY

• Customer Focus
• Customer Experience
• Buyer Behavior
• Need Fulfillment
• Getting to Yes

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A. Customer Focus

• Customer driven, not product driven
• Build Long-Term Relationship.
• Meet exceed expectations.
• The Loyalty Factor
• WII-FM
• Make it Win-Win

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B. Customer Experience

• People want to buy, they dont want to be sold.
• Create a memorable relationship
• Customer retention strategies
• Be a resource

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C. Buyer Behavior

• Buying Habits
• Personality Characteristics
• Learning Styles
• Lifestyles
• Generation / Stage of Life

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D. Need Fulfillment

• Buying Motives
• Need behind the Need
• Identification Recognition
• Service
• Choice
• Information
• 12 Persuaders

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E. Getting to Yes

• Mutual consent to want / need.
• You can fulfill the need.
• Timing.
• Trust.
• Purchase is considered an investment, not
  expense.
• They LIKE you!

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CRM FOR SELLING

• Aggressive Marketplace Requires
• Technology for Record Keeping
• Website
• Email
• Database for Marketing

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CRM/Database Marketing

• Definitions CRM Database Marketing
• Benefits
• Profile Data
• Overview of Technology Choices

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Definitions

• CRM Customer Relationship Management
• An organized collection of data for efficient
  retrieval, manipulation and analysis of customer
  and prospect profiles, needs and preferences.
• Database Marketing
• Direct, target marketing of personalized
  communications to promote and sell products and
  services using database profiles of customers and
  prospects.
• Increases brand identity, trust, demand, and
  validation of buying decision.

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Benefit Database Marketing

• Increase Sales
• Improve Customer Service Support
• Increase Call Center Efficiency
• Add Cross-Sell and Up-Sell Opportunities
• Improve Close Rates
• Streamline Sales and Marketing Processes
• Improve Customer Profiling Targeting
• Reduce Costs
• Increase Market Share
• Increase Overall Profitability

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Profile Data

• Company individual names, titles
• Addresses website
• Contact info phone, fax, email, cell
• Business type
• Affiliations
• Buying history
• Competitors who serve them
• Notes, dates
• Call-back calendar
• Company size, sales reps, territory, revenue,
  accounts serviced

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Technology Choices

• ACT! - Provides an overall view of a company and
  its sales process. Manage groups of contacts by
  interest, company, account, project, and more.
• SalesForce.com - Offers tools and best practices
  to create on-demand CRM that works with a
  built-in point-and-click customization tool.
• Goldmine - Standard Edition helps puts valuable
  contact information at your fingertips and
  automates a number of routine activities.
• Microsoft Access - Helps information workers
  quickly track and report information. Offers
  improved interface and interactive design
  capabilities that do not require deep database
  knowledge.
• FileMaker Pro - A cross-platform database
  application from FileMaker Inc., a subsidiary of
  Apple, Inc. It is known for its combination of
  power and ease of use as well as for the
  integration of the database engine with its
  GIO-based interface, which allows users to modify
  the database by dragging new elements into the
  layouts/screens/forms that provide the user
  interface.

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ACT! by Sage
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Access Contact Database
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Access Account Database
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STRATEGIC PROCESS

• 5 - STEP SELLING SYSTEM
• Pre-Call Planning
• Opening
• Probe
• Acknowledge
• Commitment Call to Action

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Step 1 Pre-Call Planning

• Your Belief System
• Study Client Needs
• Set Goals
• Prepare Selling Tools

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Step 2 - Opening

• Introduction
• Use Connectors / Links
• Three Undeniable Truths
• Qualify
• Authority, Decision-Makers Process
• Financial Status/Affordability
• Timing
• Mutual agreement for resolution.
• Additional concerns to be discussed.

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Step 2 CONT - Opening

• Propose the Agenda
• Who You Are
• Why Youre There
• Consent to Continue
• Permission to Ask Questions

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Step 2 CONT - Opening

• IBS - Initial Benefit Statement
• Identify General Need
• Refer to Product/Service
• Expand Offer a Benefit
• ALWAYS Check for Acceptance

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Step 3 - Probe

• Qualify the Buyer - Control the Sale
• Probe Non-Direct Direct Questions
• (Open-Ended Close-Ended)
• Identify
• Circumstances
• Needs
• Implied Explicit (Urgency)
• Needs Behind the Needs

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Step 3 CONT - Probe

• OPEN-ENDED
• SPIN Selling Implication Questions
• Situation Questions
• Problem Questions
• Implication Questions
• Need-Payoff Questions

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Step 4 - Acknowledge

• Confirm the Issue, Need
• Describe Relevant F Bs
• Check for Acceptance

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Step 4 CONT - Acknowledge

• Customer offers a positive remark
• Stop talking.
• Say Youre exactly right!
• Acknowledge support the remark.
• Offer an additional benefit.

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Step 5 Commitment Call to Action

• Assume the Sale
• Summarize Accepted Benefits
• Propose Next Steps
• Check for Acceptance
• Close . . . ALE Advancement ?
• Continuation ?

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PROOF SOURCES

• Offered to Support or Validate
• Customer Concerns or Attitude
• Testimonials
• Photographs (before after)
• Articles of information by
• you and about you.
• Tangible Samples
• Demonstrations

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OBSTACLES TO CLOSING

• Apathy
• Confusion
• Doubt
• Drawback

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A. Apathy

• Customer expresses satisfaction with their
  circumstances
• Acknowledge point of view.
• Permission to Probe.
• Probe create awareness of needs
• Explore Opportunities Needs.
• Confirm existence of need.

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B. Confusion

• Misunderstanding
• Customer thinks you cant provide feature or
  benefit.
• Confirm need behind the concern.
• Acknowledge the need.
• Check for Acceptance.

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C. Doubt

• Skepticism
• Customer questions a feature or benefit.
• Probe to understand concern.
• Acknowledge concern.
• Offer relevant proof.
• Check for Acceptance.

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D. Drawback

• Customer clearly dissatisfied with presence or
  absence of a feature or benefit.
• Acknowledge concern
• Probe to understand concern.
• Minimize concern refocus on another
• important need you can fulfill
• Offer previously accepted benefits.
• Check for Acceptance.

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STRATEGIC PROCESS
PRE-CALL PLANNING
ATTITUDE APATHY DOUBT CONFUSION DRAWBACK

OPENING
Check for Acceptance
PROBE
CLOSE Summarize Ask for Order Open the
Relationship
NEEDS
ACKNOWLEDGE
Listen Assess
Offer Proof
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OPTIMUM SELLING SEQUENCE
2 SUSPECTS TO BE QUALIFIED
1 SALES PENDING
3 PROSPECTS IN THE WORKS
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REVIEW

• Professional Selling
• Customer Relationship Management
• Partnering
• Fulfill Needs
• Maximize use of Technology 24/7
• Learn practice the selling process
• Ask for the order.
• Continue with extraordinary service.

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Wishing You . . .

• A Lifetime of
• ALE UCCE

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Worksheets Roleplays

• Note Offer interaction with students on slides
  pertaining to
• Describing their product/service features
  benefits
• Determining what characteristics are attitude,
  knowledge skills
• Describing evaluating common customer buying
  habits, motives, needs, etc.
• Recommended Teaching Aids / Slide
• 2 Quiz for 21st Century Sales Person
• 31 Practice IBS (introduction to sales
  interview)
• 33 Spin Worksheet (Key Spell SPIN vertically
  in the answer blanks)
• 32-33 Role Plays on Open Closed Ended
  Questions