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Theresa Shank Dean of Continuing Education and Community Services
Hagerstown Community College
Develop strategies to improve sales productivity ◦ Sell with :
more confidence
More competence
More comfort
15% of the reason we are successful is due to technical skills
85% of your success is dependent upon how well you interact with people
Selling is a process not an event
You make more money solving problems that you do by selling products
Customers purchase for their reasons not yours
Customer don’t buy your products but what your products and services will do for them
http://www.youtube.com/watch?v=64cj7Q9c_YA&feature=related
◦ A need
◦ The resources to pay
◦ A sense of urgency
◦ The authority to make decisions
◦ Gathering information
◦ Set objective of sales call
◦ Visualize the meeting and anticipate questions
◦ How does your customer want to be treated?
Dominant
Tends to take charge
Wants to make the rules
Restless/lacks patience
Decisive
Loud
Is competitive
Influence
Outgoing
Enthusiastic
Persuasive
Sense of Humor
Casual
Lack of follow through
Conscientiousness
Cautious
Reserved
High Standards
Procrastinator
Steadiness
Friendly
Appears easygoing
Tactful
Needs time to decide
Demonstrates patience
Style Strengths Weaknesses Needs
Dominance • Problem Solver • Decision Maker • Goal Achiever
• Finds Fault • Lacks Caution • Runs Over People
• Control • Authority • Prestige
Influence • Communicator • Participator • Good finder
• Time Control • Follow through • Lack of Objectivity
• Recognition • Acceptance • To Talk
Steadiness • Loyal • Listener • Patient
• Overly Possessive • Avoids Risks • Avoids Conflict
• Appreciation • Security • Time to decide
Conscientious • Analyzer • Accurate • High Standards
• Rigid • Procrastinator • Overly Critical
• Quality Work • Structure • Facts
Dominant style • Be direct
• Be concise and to the point
• Answer “what” not “how”
• Bottom line
Influencing • Socialize
• Show excitement
• Spare the details
• Follow up
Steadiness • Earn their trust
• Slow and easy
• Answer all questions
• Reassure
Conscientious • Proof and testimonials
• Prepared and structured
• Answer “how”
• Address disadvantages early
Feature: A part or characteristic of your product or service
Function: the act the feature performs for the user (What the feature does)
Benefit: the value and advantage to the customer in using the feature and function
The bridge statement prepares your prospect to interpret the value of your product or service
Examples: ◦ What this means to you…..
◦ The benefit to you is..
◦ You will like this because…..
Product: Model 330 copier
Feature: Duplex feature
Function: Allows you to copy on both sides by pressing only one button
Bridge: The benefit to you…
Benefit: The ease of your staff using this feature, the saving in time and the saving in paper expense
Think: what is the objective of the call?
Relate- build trust; focus on customer
Uncover needs: ask appropriate questions
Sell the solution: features, function, BENEFITS
Take action: close sale, ask for order
Misunderstanding: Clarify
True Disadvantage: Overcome with benefits
Step Purpose How
Listen Hear the objection Listen for the wording, the intent and the emotion
Question Identify and understand the real, valid, objection
Question the stated objection using open ended questions
Empathize Show you are genuinely interested
Empathize with the prospect
Test Determine if the objection is true or false
Use the suppose test
Feel, Felt, Found
I need to think it over
It’s not in the budget
Your price is too high
Closing the sale
ASK FOR THE BUSINESS!
Theresa Shank
Hagerstown Community College
Continuing Education and Community Services
240-500-2476
tmshank@hagerstowncc.edu
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