Selling TechniquesSelling Techniques

Making It Happen!Bill Morland

Orange County SCORE

Individual Purchase ProcessIndividual Purchase ProcessIndividual Purchase ProcessIndividual Purchase Process

Love

ConsiderationShopping

IntentionBuying

Awareness

What Is Selling?What Is Selling?

• The face to face meeting with your prospect at the Intention or Buying level

• Getting there—right place, right time, right person

What Do Customers Care About?What Do Customers Care About?What Do Customers Care About?What Do Customers Care About?

THEMSELVES!!Wants, Needs, Desires

What Do They Buy?What Do They Buy?

SOLUTIONS!!

What You Should Know About Your What You Should Know About Your CustomersCustomersWhat You Should Know About Your What You Should Know About Your CustomersCustomers

• Target – Who are they – decision maker?

• Needs, Wants – What do you need to solve?

• Value Perception – Their perceived value equation.

The Value EquationThe Value Equation

Value = Benefit/Cost

Before You Do Anything Else…Before You Do Anything Else…

• Sell yourself

• Know your product

• Know the value equation

• Know your competition

• Know why your customer should buy from you instead of your competition

Getting In Position to SellGetting In Position to Sell

• Target your customer

• Know who is the decision maker

• Execute your plan consistently

• If you can’t/won’t do it, hire it done

Prepare for the Sales CallPrepare for the Sales Call

• Package yourself

• No negatives

• Research client

• Be on time

• Be observant

The Sales PresentationThe Sales Presentation

• Approach

• Present

• Objections

• Negotiations

• Close

The ApproachThe Approach

• Eliminate possible distractions

• Lead with a question to involve client-and don’t say “how are you?”

• State the purpose of call in terms of your customers need

• Get agreement on the need

The Body of the PresentationThe Body of the Presentation

• Use all senses possible

• Be aware of clues—body language, questions, etc

• Sell benefits not features

• Make it logical and end by filling the need

Objections-Your Best FriendObjections-Your Best Friend

• Objections are the client telling you how to sell them

• Restate the objection

• Answer in terms of your product’s benefits

• Move on

NegotiationNegotiation

• End body of presentation with trial close

• If you get a “yes”--stop selling and start writing

• If you get a “no” ask “why not”

• Answer objection, negotiate, and trial close again

CloseClose

• Either/or— ”would you like delivery on Friday or next Monday”?

• “Is that the only thing that is stopping you from buying”?

• Always, always ask for the order

Important TipsImportant Tips

• Listen—listen more than you talk

• Never, never talk over the client-listen to what he says

• Control the flow

• Always ask for the order - if you do nothing else ask for the order

• Ask for referrals

Follow-upFollow-up

Sold:

• Thank

• Restate terms etc

• You’ll stay in the loop

Didn’t sell:

• Thank

• Restate need and feature/benefit

• Leave a way back in

Keep RecordsKeep Records

• Follow-up consistently

• Keep a tickler file

• Keep your promised dates

• Send correspondence about solutions to their problems

• Follow-up, follow-up, follow-up

Keeping Your CustomersKeeping Your Customers

• Never take them for granted

• Stay in touch

• Stress benefits of your product

• Ask them if they are happy—if not, FIX IT NOW

Customer ServiceCustomer Service

• Answer the phone

• No voice menus--no lengthy holds

• Resolve problems now

• Honor your time frames

• Complaints are your friend—you get to show how good you really are

Handling ComplaintsHandling Complaints

• Don’t argue

• Apologize even if you’re not wrong

• Restate problem

• Give time frame to resolution

• If you can’t meet time, call and extend

• Let them know you care and that you are involved

The Three Most Common Sales MistakesThe Three Most Common Sales Mistakes

• Not listening to the buyer

• Not asking for the order

• Forgetting to sell existing customers

Questions and AnswersQuestions and Answers

Want to get specific about solutions to your selling challenges?

• Call SCORE at 714-550-7369 for a no-charge counseling session

• Visit our local web site www.score114.org• Visit our national web site www.score.org