Building The Path To The Sale

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Professional Sales Cycle

• Building The Path To The Sale

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Professional Sales Cycle

• Why Would I Buy This Product?
• It is about
• Advertising
• Promotion
• Positioning
• Competitive Edge
• It is not about
• Technology

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Professional Sales Cycle
Value Statement - W.I.I.F.M. Save Me Time/Make
Me Money/Save 1. Effectiveness 2.
Efficiency 3. Process Knowledge 4. Product
Knowledge

Top Producers have a plan and spend more time in
preparation
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Professional Sales Cycle

• Performance Improvement - 5 Ps
• Perspective
• Plan
• Priorities
• Persistent
• Performance

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Professional Sales Cycle

• Why do people buy? Emotion/W.I.I.F.M.
• Feature What it is, characteristic
• Benefit What it does for me, value of a feature
  to a customer
• Value Statement What it does for me that
  creates a positive emotion

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Professional Sales Cycle

• Selling is a process of uncovering and
  satisfying customer needs
• Needs a customer want or desire that can be
  satisfied by your product or service
  expectation.
• The key words that customers tend to use when
  express needs include
• - need - want
• - like - interested in
• - looking for - wish
• Customer needs are the focal point of any sales
  interaction.

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Professional Sales Cycle

• Opportunity a customer problem or
  dissatisfaction that can be addressed by your
  product or service
• Need Satisfaction Selling Skills
• P Probing, to gather information uncover
  needs
• S Supporting, to satisfy customer needs
  w/benefits
• C Closing, to gain customer commitment

Remember, Prescription before diagnosis is
malpractice.
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Professional Sales Cycle

• Key Points of any Sales Presentation
• Never argue
• I must be sold first
• If I say it, they doubt it
• If I ask and the customer tells me, its fact
• If Im telling, Im not selling
• If the customer is telling, he/she is buying
• If I ask questions, the customer can answer
  hes/shes glad and on my team
• Never ask a question that you dont know the
  answer to or that you havent already given the
  answer to

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Professional Sales Cycle
The Sales Cycle Never Changes ?Probe ?Support ?Cl
ose
Buying Signal
Need
Probe
Close
Support
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Professional Sales Cycle

• Funnel Technique
• Start with broad, open-ended questions
• Ask more specific, close-ended questions to fill
  in details
• Why Ask Questions?
• To gain a good understanding of the customers
  needs
• 3 directions for Questions
• 1. Expanding
• 2. Clarifying
• 3. Re-Directing

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Professional Sales Cycle

• Sales Balance Wheel

Preparation
Close
Customer Preparation
Model Walk Through
My Introduction
Overview
Community Review
Why your community?
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Professional Sales Cycle

• Need Satisfaction Selling Skills
• Step 1 Probing, to gather information
  uncover needs
• Two types of probing questions
• 1. Open - Drive conversation, keep control
• Begin with How, Tell me, What, When, Where, Why
• Exercise Write an open probe question using one
  of the above words.

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Professional Sales Cycle

• Step 1 continued Probing, to gather
  information uncover needs
• 2nd type of probing questions
• 2. Closed - Used to verify information, call for
  one word answers.
• Begin with Do, Are Which, Have, Who, Is, Does,
  Has
• Exercise Write a closed probe question using one
  of the above words.

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Professional Sales Cycle

• Step 2 Supporting, to satisfy customer needs
  w/benefits
• Probing uncovers needs. Next, support these
  needs with a feature of our product.
• Exercise Write a supporting question using a
  feature of our product.

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Professional Sales Cycle

• Step 3 Closing, to gain customer commitment
• It is now time to gain agreement from our
  customer by asking a Trial Close question.
  Always wait for a response!
• He who speaks first, loses!
• Exercise Write a trial close question using a
  feature and benefit.

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Professional Sales Cycle

• Objections vs. Conditions
• Objection When a customer says or feels that
  our product does not have enough value for them.
• Conditions Reasons that prohibit the customer
  from buying.
• Key is to identify which one your customer has
  given you, and respond accordingly.

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Professional Sales Cycle

• A.A.A. Structure for Rebuttals
• Step 1 Acknowledge
• Step 2 Answer
• Step 3 Ask
• If they are asking a question or offering an
  objection, they are interested

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Professional Sales Cycle
Selling is a process of uncovering and
satisfying customer needs