Selling @optimisedhq Chris Middleton. Covering The 3 era’s of selling Prospecting Finding the...

Selling

@optimisedhq

Chris Middleton

Covering• The 3 era’s of selling• Prospecting• Finding the decision maker• Building database• Connecting with prospects• Become a trusted advisor• An effective communicator• Closing the sale• Upselling• Cross selling• Analyse results• Customer loyalty and retention• Be the best version of you

Selling is the process of persuading a person that your product or service is of greater value than the price you are asking for it.

Each party enters into the transaction when they feel that they will be better off as a result, than they would be without it.

The customer needs to be convinced that this is the best choice and that there is no better way to spend the equivalent amount of money.

The Three Era’s of Sales

1.Show up and ‘Throw up’

2.Consultative3.Research

Push Vs. Pull

Push Marketing

Pull Marketing

Choose An Approach

1.Push?2.Pull?3.Integrate?

Push

Prospecting: Filling your sales pipeline

Define Your Customer Type

When Does Your Customer Buy?

Choose a Sales Database

Should I Buy a Database?

Research Contacts and Build Database

Ask Existing Clients

Google Maps

Research Prospects Website

LinkedIn

Telephone Research

Other Sources of Data

• Newspapers• Yellow pages• Business publications• Trade publications• Companies house or other data houses• Chambers of commerce• Networking

Connect on LinkedIn

Follow on Twitter

Personalised Direct Mail

Personalised direct marketing

Traditional canvass direct marketing

Newspaper and magazine advertising

Broadcast media advertising

Physical Item

Tip

Send multiple mailers out over a period of weeks

Send a Personal Email

Call Prospect

Four Types of Prospects• Successful prospect

– Prospect is in an industry that is going well – the future looks great• Problem prospect

– Prospect recognises something is wrong and is looking for a solution

• Complacent or satisfied prospect– Happy with everything as it is and sees no reason to change

• Negative prospect– This prospect is often rude, insulting, and obnoxious . This person

looks down on sales people. N.B these people are much rarer than you think

Handling Objection

Four Types of Objection

• Price • Loyalty• Time • Ignorance

Price

“I can’t afford it.” “We don’t have budget until next year.”

“How much is it?”“We already have a super cheap supplier”

Loyalty

“We already have a great supplier that we have worked with for years.”

“we are happy as we are thank you”.

“Our current supplier is the bosses best mate”.“We don’t have any issues with our

current supplier”

Time

“I don’t have time right now.” “It’s the wrong time of the year to buy”.

“We were looking at new suppliers next year”.

Ignorance

“I don’t need what you have to offer.” “I have tried something similar and it did not work”.

“I am afraid of making a bad purchase decision”.

“It’s too big a risk”.

No

No only means no right now. Change your view. A no could well be a future yes.

Customers and Time

• Short-term– Small sale, quick decision

• Medium-term– Smaller organisation with multiple decision

makers• Long-term

– Large potential sales, these sales have a large value and can take a long time to make

You Need to Build Trust and Earn Respect

Sales Statistics

48% of sales people never follow up with a prospect25% of sales people make a second contact and stop12% of sales people only make three contacts and stopOnly 10% of sales people make more than three contracts

2% of sales are made on the first contact3% of sales are made on the second contact5% of sales are made on the third contact10% of sales are made on the fourth80% of sales are made on the fifth to twelfth contact

Write a Script and Practice“Practice makes permanent.”

Develop your Elevator Pitch

The elevator pitch is the most powerful and concise description of you, your company, or your products boiled down to 25 to 35 words. It answers five basic questions, and it encourages the listener to request, "Tell me more."

Elevator Pitch – The Five W’s• What does your company do? e.g. begin your answer with "We provide.")• Whom does your company do it for? e.g. begin your answer with "For small and midsized healthcare

providers.")• Why do they care? Or, What's in it for them? e.g. include in your answer "so that they can," "who can no longer afford,“

or "who are tired of.")• Why is your company different? e.g. begin your answer with "As opposed to" or "Unlike.")• What is your company? e.g. begin your answer with "My company is an insurance.")

Example

We increase clients’ profit using online marketing, increasing enquiries and sales. We work in both the B2B and B2C market place with a client size of between £10-100m in turnover. Unlike most agencies, from strategy to delivery every function is provided in house.

Remember. Keep Your CRM Up-to-date

Touching Base Campaign

Review, Refine and Repeat

Become The Most Effective Communicator

Auditory

Tune inAll earsRings a bellSilence

Be heardResonateDeafLoud

Hear ListenSoundMusic

Communicate and Learn Best With The Spoken Word

= Listening and Speaking

Use words such as:

Visual

EnvisionIlluminateImagineClear

FocusedCrystalPictureHazy

SeeLook ViewShow

Communicate and Learn Best With Visual Cues

= Seeing and reading

Use words such as:

Kinesthetic

Slip throughMake contactCatch onTap into

HappyConcreteSolidHandle

FeelTouchGraspGet a hold of

Communicate and Learn Best With Touch and Feel

= Touching and doing

Use words such as:

Communicating to a Group

Building Rapport

Minimise the difference between two peoples world.

Understanding Our Prospects Cognitive Style

A

B

D

C

Logical

Analytical

Fact-Based

Quantitative

Organised

Sequential

Planned

Detailed

Interpersonal

Feeling-Based

Kinesthetic

Emotional

Holistic

Intuitive

Integrating

Synthesising

Herrmann’s Whole Brain Model

Quadrant A Style Profile

The quadrant A style is logical, analytical and often bottom line tough. No decision is made without the facts and reality is now. In extreme cases the A-style can be hard nosed with a great emphasis on success at any

cost, providing the numbers look right.

An A-quadrant person would need to be well versed in the facts and to use logic rather than intuition or gut feelings to

make decisions.

Quadrant B Style Profile

The B-style is very detailed, structured, solid, down to earth with no equivocation and ambiguity. Things are

done according to procedure, time and are delivered as promised.

Neatness and protocol count and time costs money. A typical B-quadrant person values following orders, getting

the project in on time, with a well organised office and accurate documentation.

Quadrant C Style Profile

The C-quadrant is highly participative and team oriented. People are considered to be the most

important asset of the organisation. Human values and feelings are paramount and if push comes to shove,

people come first.

The door of a C-quadrant person is always open and if something doesn’t seem right, standard procedure is to

address the problem in a sensitive way.

Quadrant D Style Profile

The D-quadrant is intuitive, holistic, adventurous and likes to take risks. It’s complete opposite to quadrant B and its credo is “If there is a better way, lets try it out”,

as opposed to “if it isn't broke don’t fix it”.

Experimentation is highly valued and it is normal for a D-quadrant person to try out several approaches at once. The style is open with very little structure. Seeing into the future

and avoiding short-sighted solutions is a common trait.

A

B

D

C

• Does it use facts?• Is it quantified?• Does is show clear analysis?• Is it to the point?• Is it logical

Provide The Right Information

• Does it look at the big picture or provide an overview/

• Is it visual or colourful?• Does it use metaphors?• Does it look at the future?• Is it conceptually sound?

• Does it provide details?• Is it in sequential order?• Is it neat?• Is it in a recognisable,

appropriate format

• Does it use experiences that relate to the audience?

• Are there examples to illustrate the point?

• Is it helpful and user friendly?• Does it acknowledge emotional

issues?

Major obstacles to sales success

Low self-esteem

Seeing the glass half empty rather than seeing the glass half full. Low self esteem leads to stress, negativity, pessimism, fearfulness, self doubt, and the tendency to sell yourself short

“by the time you have decided whether the glass is half full or half empty I’ve have already sold the glass”

Major obstacles to sales success

Fear of rejectionThe fear of rejection is the biggest single obstacle to selling success. It is the fear of rejection that holds us all back from achieving our full potential. Fear of rejection is an acquired fear.

Fear of calling on someoneIn sales, the fear of rejection manifests itself in a fear of calling on strangers. It is the root of reluctance you feel to seek out new prospects.

Positive Mental Attitude• Stephen R. Covey

– The 7 Habits of Highly Effective People• Brian Tracy

– Maximum Achievement: Strategies and skills that will unlock your hidden powers to succeed

• Tony Robbins– Awaken the Giant within

• Dale Carnegie– How to Win Friends and Influence them

A Few Tips• Sales is 80% attitude – what’s the worse that can

happen?• Eat that Frog - do the things you don’t like doing

first!• Listen 70% talk 30%• Politeness is the best way to combat rudeness• Surround yourself with positive people• Selling is strategic • Be patient

Self Image Modification

See yourself as self-employed

Taking full responsibility

Consulting versus selling

Example Push Campaign

Build data base

Connect on LinkedIn

Send intro letter and table top mailer

Poster and what we do leaflet mailer

Time management booklet mailer

Sharpen your pencil?

Time to speak to us? Mailer

We’re hungry are you? Mailer

Telephone call

Personal email

Show up and throw up Vs.

Consultative selling

Show Up and Throw Up

Consultative Selling

Like a Doctor

Establish rapport

Identify problem

Present solution

1Examination

2Diagnosis

3Prescription

Basic Sales Process

The Research Era

We Talk Less to Real Sales People

Traditional Buy a

carSpeak to a salesperson again with follow up questions

Read through a brochure

Visit a showroom and speak to a salesperson

Find your local dealership in a hard copy local directory

Vs.Online

Read opinions and comments on a range of cars. Ask friends and friends of friends

Visit specialist blogs for reviews on cars

Watch walk around tours, video reviews and full specifications of vehicles

Google search a showroom locally that has the vehicle and provides quality content of its own

Buy a car

The Research Era

Salesperson That Never Sleeps™

Structure a Website that Converts

The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.

The Website Needs To Answer All The Questions A Salesperson Would

The website has to provide information to satisfy different

personality types and for different stages in the buying process.

Social Proof

Other Uses for Social Media

Customer Retention – Rewarding Loyal Customers

Customer Retention – Customer Care

Cross-selling and Up-selling

Up-selling

Increase Sale Value

Double your profit

Really Boost Your Profits

Cross-selling

Amazon increases sales by 35% in one year

Analyse Results

Conversions

Bring Your Personality

Don’t Be A Carbon Copy

Copies Have No Distinguishing Features

To Finish• The 3 era’s of selling• Prospecting• Finding the decision maker• Building database• Connecting with prospects• Become a trusted advisor• An effective communicator• Closing the sale• Upselling• Cross selling• Analyse results• Customer loyalty and retention• Be the best version of you

Thank You

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