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Professional Selling: The Art and Science Behind

It All

By Steven Tulman

Email: steven.tulman@gmail.comTwitter: @StevenTulmanLinkedIn: ca.linkedin.com/in/stevetulman

About Me

• MenuPalace.com • Dealfind.com • The Biz Media• SEOlogist• Info-Tech Research Group• ICM Consulting & Media Corp.• One Core Media E-Commerce Solutions

Why a Career in Sales?

1. Do you want to have unlimited income potential?

2. Do you want to run your own company or be the CEO of another organization?

3. Are you good at managing your finances?

4. Are you ready to work hard and have fun?

5. Almost Recession-Proof

The Evolution of Sales

Providing Solutions

Mid 70’s to late 90’s

Building Relationships

1950 to 70’s

Building Partnerships Late

90’s to Now

Art Form OR Science

What do you think?

VS

Art Form OR Science

The Art

• The art of listening & communicating

• The art of presenting• The passion for helping

*Suggested readings: - How to Win Friends and Influence People- by Dale Carnegie- The Seven Habits of Highly Effective People – by Stephen Covey- Presentation Zen – by Garr Reynolds

Art Form OR ScienceThe Science

• A strategic sales process• The product knowledge• The industry knowledge

*Suggested readings: - What the Customer Wants You To Know – by Ram Charan- Mastering the Complex Sale – Jeff Thull

The 2 Breeds of Sales ProfessionalsAre you a hunter or a farmer?

2 Kinds of Sales JobsInside Sales

VsOutside Sales

Choosing Your First Corporate Sales Job

• What are your options – BIG or small?

• Where do you look?• How today’s choice will

affect you tomorrow?• What to expect when

you start?

Landing Your First Sales Job1. Interviewing is a Sales job in

itself and perception IS reality2. Perfect your LinkedIn, Resume,

and Cover Letter – Quantify and Story tell

3. Clean up your Facebook, Twitter, and other social media profiles

4. Use your local resources and networks

5. Use jobsites and job boards like Monster, Workopolis, even Craigslist

6. Prepare, prepare, prepare!!!7. Find the right opportunity and

right culture

*Suggested reading: The Essential Guide to Hiring & Getting Hired – by Lou Adler

The 10 Step Sales Process

What’s the point of having a sales process?

Inspired by the Quota Professional Sales Program

The 10 Step Sales Process

1. Prospecting Stage

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage 3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee

Approves

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee

Approves9. Purchasing Approves

The 10 Step Sales Process

1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee

Approves9. Purchasing Approves10. Product/Service Delivered &

Payment Received

• Define your target market and decision makers

• Start with the top decision maker – The VITO• Choose methods to prospect• Prepare prospecting scripts and templates• Follow a prospecting schedule• ALWAYS finalize specific next steps

Step 1 – The Prospecting Stage

* Suggested reading: Selling to VITO, the Very Important Top Officer - by Tony Parinello

Step 2 – Qualifying Stage

N.U.B.I.T.

• Need• Urgency• Budget• Influence• Timeline

Step 3: Initial Meeting

7% Verbal

55% BodyLanguage

38% Tone of Voice

1. Brief intro about you and your company

2. Ask about customer’s business and challenges

3. Demonstrate product features and

benefits relating to their needs

* Professor Albert Mehrabian’s Communications Model

Step 4: Needs Analysis

B.C.H.U.B.S. • Background• Core Challenges Questions• History of Critical Events

Questions• Urgency Questions• Benefits Questions• Solutions Questions

*Suggested reading: SPIN Selling - by Neil Rackham

Step 5: Product/Service Demo

* Remember to secure the nest-step

F.B.I • Features• Benefits• Improvements

Step 6: Proposal/Quotation Presentation

• Verify spelling and grammar of EVERYTHING• Verify ALL calculations• Don’t forget promises made• Review with contact before sending final

version• Check, Check, Check!!!

Step 7: Influencer Approves

• Review contract with your prospect• Suggest meeting with influencer & DM or

deciding committee to present• Determine timeline• Book next step-date

Step 8: Key Decision Maker or Committee Approves

Decision Making Criteria

• Reliability• Relevance• Quality• Cost• Continued Service• Don’t celebrate just yet..• Potential roadblock from

Purchasing or Finance• Present to the Roadblocker• Perform mini sales cycle• Get their buy-in

Step 9: Purchasing Approves

• Purchasing can still stall or vito sale• Present to Purchasing if necessary• Learn, Repeat, Teach

Step 10: Product/Service Delivered & Payment Collected

SOLD!!!

WOOOOHOOOO!!!

• Closed 1st Deal• Celebrate & Thank• Learn, Repeat, Teach

Post Sale: Customer Onboarding, Engagement, and

Experience• Educate and train customer on using

product or service• Follow up and continued support• Ensure customer satisfaction• Probe for further needs• Discover upsell opportunities• Present upsell options

How to Excel in Sales:

The 6 Main Attributes that Will

Make You Successful1. Empathy (EQ)2. Product and Industry

Knowledge3. Focus4. Accountability5. Enthusiasm6. Ego-drive*Suggested readings:

- Coaching Sales People into Sales Champions: A Tactical Playbook For Manager and Executives by Keith Rosen

Q & A

The End

By Steven Tulman

Email: steven.tulman@gmail.comTwitter: @StevenTulmanLinkedIn: ca.linkedin.com/in/stevetulman