ESSENTIAL AL SELLING S SKILLS Aim High Essential Selling Skills - - PowerPoint PPT Presentation

Australian Institute of Management Essential Selling Skills

Aim High

ESSENTIAL AL SELLING S SKILLS

Australian Institute of Management Essential Selling Skills

Learning O Outcomes

• Understand the changing sales environment

and buyer behaviour

• Identify and qualify prospects, and manage

prospect information

• Prepare and present sales solutions
• Manage buyer resistance through effective

negotiation and product knowledge

• Support post-sales activities to strengthen

client relationships

Australian Institute of Management Essential Selling Skills

Units o

• f C

Competency

• BSBSLS407A Identify and plan sales

prospects

• BSBSLS408A Present, secure and support

sales solutions

• BSBPRO401A Develop product knowledge

Australian Institute of Management Essential Selling Skills

Introduction t to S Sales

• The Changing Environment
• Transactional v. Consultative Selling
• The Sales Process

Australian Institute of Management Essential Selling Skills

• 1. Prospecting
• 2. Planning
• 3. Discovery
• 4. Present

Solutions

• 5. Handle

Objections

• 6. Negotiations
• 7. Commitments
• 8. Follow up

Australian Institute of Management Essential Selling Skills

Key T Takeaways

• The global market, limited time, increased

competition and a wide range of buyers has made selling more sophisticated.

• A ‘transactional sale’ is a simple, short-term

sale in which the customer already knows what he/she needs.

• Consultative (Relational) selling is a more

complex, long-term process involving collaboration of both buyer and seller.

Australian Institute of Management Essential Selling Skills

You Y Yourself P Pty L Ltd

• Self-management and Character
• Knowledge, Skills and Attitude
• Managing Your Time

Australian Institute of Management Essential Selling Skills

You Y Yourself P Pty L Ltd

Time Management Quadrant

Urgent Not Urgent Important Not Important

I Ac Activities

Crisis Pressing problems Deadline driven projects Reactive activity

II Ac Activities

Prevention Relationship building Recognising new opportunities Building health and fitness Planning, recreation Learning new skills Pro-active activity

III Ac Activities

Interruptions, some calls Some mail, some reports Some meetings Close pressing matters Popular activities

IV Ac Activities

Trivia, busy work Some mail Some phone calls Time wasters Escapist activities, e.g. Net surfing

Do Do De Decide De Dele legate Du Dump

Australian Institute of Management Essential Selling Skills

SMAR ARTT G Goals

S S M M A A R R T T T T Specific Measurable Adaptable Realistic Time Related Trackable

Australian Institute of Management Essential Selling Skills

Planning Y Your T Territory M Management

Ana nalys lysis Set g goals ls Ta Tactics Execution n

Australian Institute of Management Essential Selling Skills

Key T Takeaways: Y You Y Yourself P Pty L Ltd

• An effective sales person believes in their

strengths

• Essential skills include listening, questioning,

negotiating and time management

• Spend Time in Quadrant Two
• SMARTT goals
• Your territory represents you and must be run

with sound record keeping

Australian Institute of Management Essential Selling Skills

Pr Prosp

• specti

ecting g

Prospecting is an ongoing process which:

• Allows us to identify characteristics of potential

customers

• Recognise the typical needs of potential

customers

• Find the most likely sources of potential

customers

Australian Institute of Management Essential Selling Skills

Thr hree Ar Areas o

• f P

Prospecting

1

Research and Preparation

2

The Prospecting Call

3

Record Keeping

Australian Institute of Management Essential Selling Skills

Buying I Influences

• Economic Buyer
• User Buyer
• Technical Buyer
• Coaches
• Buying Influence chart

ECONOMIC

Release $$

USER

Judges impact on job

TECHNICAL

screens out

COACHES

Guides me on this sale

Australian Institute of Management Essential Selling Skills

Prospecting M Metho hods

• Databases
• Outsourcing
• Publications
• Google
• Direct Marketing
• Face-to-face – tradeshows, cold calling, and

referrals through existing customers or networking

Australian Institute of Management Essential Selling Skills

MAD AD C Criteria

Money Authority Desire

• do they have the money to buy?
• are you talking to the person with

the chequebook?

• do they want your product?

Australian Institute of Management Essential Selling Skills

The he 1 10 C Commandments o

• f P

Prospecting

• 1. Prospect daily
• 2. Make a lot of calls
• 3. Be brief
• 4. Be prepared
• 5. Don’t be interrupted
• 6. Call at off peak times
• 7. Vary your approach
• 8. Be organised
• 9. Imagine the result
• 10. Don’t stop

Goldner 2006, p253

Australian Institute of Management Essential Selling Skills

The he S Sales F Funnel

Australian Institute of Management Essential Selling Skills

Key T Takeaways: P Prospecting

• Three areas of skill required: research, the

prospecting call and record keeping

• Prospecting methods include using

publications, search engines, databases,

• utsourcing, direct marketing, cold calling,

tradeshows and networking

• Do they have buyers influence?
• Do they have the Money, Authority and Desire?

Australian Institute of Management Essential Selling Skills

Pl Planning g

Always set sales call objectives; a primary

• bjective and a secondary or back up objective

Australian Institute of Management Essential Selling Skills

Selling t to a a C Cat T Type

• Be fast
• Be logical
• Have all your facts; and several options
• Don’t ‘tell’ them anything
• Show how you can impact on their bottom line
• Don’t waste their time

Cat type

Australian Institute of Management Essential Selling Skills

Selling t to a a B Bird T Type

• Be fun
• Move along quickly
• Be prepared to skip between topics
• Appeal to their desire for prestige
• Keep them on track

Bird type

Australian Institute of Management Essential Selling Skills

Selling t to a a D Dog T Type

• Be friendly
• Make small talk
• Be patient
• Allow time to chat
• Show how your product/service impacts on

people

Dog type

Australian Institute of Management Essential Selling Skills

Selling t to a a H Horse T Type

• Use graphs and charts
• Leave handouts
• Present sequentially
• Don’t expect a quick decision
• Tone it down, slow it down
• Respect their need to deliberate

Horse type

Australian Institute of Management Essential Selling Skills

Why P People B Buy

People buy for two reasons

• 1. good feelings and
• 2. solutions to problems

Australian Institute of Management Essential Selling Skills

Influences o

• n D

Decision M Making a are:

Logical – for gain and saving in dollars, space or time, and Emotional – based on self image, fear, the senses, imitation, loyalty, self gratification, interpersonal relationships and habit

Australian Institute of Management Essential Selling Skills

Key T Takeaways: P Planning

• Set call objectives
• Four types of buyers who buy in different ways:

Cat, Bird, Horse and Dog

• People buy for good feelings or solutions to

problems

• People buy with a mix of logic and emotion
• Always use a pre-call checklist

Australian Institute of Management Essential Selling Skills

DAY T TWO

Australian Institute of Management Essential Selling Skills

Disco Discovery y

Good Questions

• Motivate your customer to open up
• Allow the customer to vent
• Direct a conversation
• Show you’re a good listener
• Provide information
• Allow the customer to recognise his/her own needs
• Keep the customer involved

Australian Institute of Management Essential Selling Skills

Elevator P Pitch h

• Around 90 words – max 30 seconds
• Under the following headings:

­ What you do literally ­ What makes you different ­ Who you’ve helped ­ A call to action.

Australian Institute of Management Essential Selling Skills

Type o

• f Q

Questions

• Open questions encourage the buyer to

answer freely

• Closed questions require a yes, no, or short

answer

Australian Institute of Management Essential Selling Skills

Types o

• f Q

Questions

Historical Problem Current Why Climate Stretching What happened in the past? What’s up? What’s happening now? What are the implications? What’s the culture like? Tell me more…

Australian Institute of Management Essential Selling Skills

Lis Listening ning

‘God has given man two ears but

• ne mouth so he may hear twice

as much as he speaks’

Epictetus, 55 AD

Australian Institute of Management Essential Selling Skills

Five L Levels o

• f L

Listening

• 1. Ignoring
• 2. Selective
• 3. Attentive
• 4. Active
• 5. Emphatic

Australian Institute of Management Essential Selling Skills

Becoming a an E Effective L Listener

• Focus on the person speaking
• Show your attention with eye contact, facial

expression

• Check your understanding by paraphrasing
• Practise empathy
• Listen as if you have to give a report to

someone else

Australian Institute of Management Essential Selling Skills

Key T Takeaways: D Discovery

• Open questions encourage the buyer to talk,

closed questions require a one word answer

• Never prescribe until you’ve diagnosed
• Covey’s five levels of listening are ignoring,

selective, attentive, active and empathic

• When reading body language, look for

congruence and context

Australian Institute of Management Essential Selling Skills

Present S Solutions

Fe Feature a characteristic of a product or service Feature Advantage Fe Feature what have we got

• ver the

competition Advantage Fe Feature what can the feature do for the customer Benefit

Australian Institute of Management Essential Selling Skills

Presentation S Skills

Int Introduction 5-10% of time: grab attention, state agenda Bo Body 70-80% time, three chunks

• r less, sell features with

benefits Conc nclu lusion 5-15% time, summarise key points, invite questions, call to action

Australian Institute of Management Essential Selling Skills

Key T Takeaways: P Present S Solution

• Know your product inside out
• A feature is a characteristic of the product
• A benefit is what the feature can do for your

customer

• A presentation roadmap covers an introduction,

a body with three major chunks and a conclusion with call to action

• People take in information in three major ways:

visual, auditory and kinesthetic

Australian Institute of Management Essential Selling Skills

DAY T THREE

Australian Institute of Management Essential Selling Skills

Handling O Objections

• 1. Selectively agree
• 2. Ask a question
• 3. Provide information
• 4. Get them to commit

Australian Institute of Management Essential Selling Skills

R- R-E-A-D-Y

R E A D Y

Reverse it Explain it Anticipate it Deny it (why)

Australian Institute of Management Essential Selling Skills

Key T Takeaways: H Handling O Objections

• Be prepared for any objection you may get
• When you first get an objection, selectively

agree

• Use the READY technique
• A reflective question allows the customer to

clarify themselves

Australian Institute of Management Essential Selling Skills

Ne Nego gotiation tiation

Negotiation

a process in which two parties who have both common and conflicting interests bring forth and discuss possible terms of agreement

Australian Institute of Management Essential Selling Skills

Ap Approache hes t to N Negotiation

• A win-win approach means that all parties

reach a successful outcome and builds long term relationships

• Cat, Bird, Horse and Dog types approach

negotiation in different ways

Australian Institute of Management Essential Selling Skills

Key T Takeaways: N Negotiation

• Great negotiators give value, take their time,

listen and are confident

• Win-win is most effective for long-term

relationships

• Always plan for your negotiation
• Best Alternative to a Negotiated Agreement

(BATNA)

• Anchor your price high when you are in control

Australian Institute of Management Essential Selling Skills

Commi Commitmen tment t

• Gaining commitment – or closing the sale –

should come fluidly; it’s a natural and very important part of the sales process.

Australian Institute of Management Essential Selling Skills

Decision S Signals

How do you know when the customer wants to move ahead? It is very important you watch for the ‘decision signals’ – there are two types:

• 1. Verbal
• 2. Physical movement or body language

Australian Institute of Management Essential Selling Skills

As Asking f for t the he C Commitment

• 1. Direct question
• 2. Alternative question
• 3. Subordinate question
• 4. Assumptive close
• 5. Inducement close
• 6. Puppy dog close
• 7. Specific terms close
• 8. Secondary terms close
• 9. Authorisation close

Australian Institute of Management Essential Selling Skills

Key T Takeaways: C Commitment

• Decision-making signals can be verbal and non-

verbal

• Trial closes are used to test the water and

ensure you are meeting customer needs

• Different closing methods include alternative,

direct, subordinate, assumptive and indirect.

Australian Institute of Management Essential Selling Skills

Follow U Up a and S Service

• Know your procedures
• Ensure active contact and support
• Understand methods to maintain loyalty

and strengthen the relationship

Australian Institute of Management Essential Selling Skills

Cross S Selling a and U Upselling

• Ensure you have good product knowledge
• Know associations and combinations
• Understand the pricing structure
• Practice upselling sentences
• An upsell should be an up-service

Australian Institute of Management Essential Selling Skills

Key T Takeaways

• Follow up and after sales, service is critical to

building long-term relationships and repeat business

• For both cross selling and upselling you need to

be confident in your product knowledge, your knowledge of associations, that is how you can combine your offering

• Up Sell should be Up Service

Australian Institute of Management Essential Selling Skills

que questions ions

Questions

Australian Institute of Management Essential Selling Skills

END END THAN ANK Y YOU

Aim High

www.aim.com.au