Presented by Daniel LockPrincipal of Daniel Lock Consulting

BEFORE THE CALLKnowing your client

SPEAK TO THE RIGHT PERSONSelling to a buyer

NEVER RUSHSelling to a need doesn’t mean being pushy

GET CLOSE BUT KEEP YOUR DISTANCEMaking sales a personal business

KEEP SOME BACKThe art of successful pricing

CONTENTS

1

2

3

4

5

BEFORE THE CALLKnowing your client makes

the cold call easier

PART ONE1

If you want to sell,then unmask your client first

Japa1945Japan, Today

• If you know your client, then you’ll be able to talk to him about his needs

• Your conversation will be better, and more targeted

• You’ll gain his respect, because you already know him

• And this applies to the business and the person to whom you are speaking (if possible)

What you need to Know:

• What does the company do?

• Where does it do it?• How does it serve its

clients?• New products/

Services?• What is your lead’s

role?

YOUR CLIENT

?

in the quest to know your client:

• Use every resource available

• Speak to other people in the organisation

• Newspapers• Other companies• Company website• LinkedIn• Even Twitter

USEFUL RESOURCES

!

SPEAK TO THE RIGHTPERSON

Always sell to a buyer

PART TWOPART TWO2

THE MOST COMMONSALE MISTAKE

Learn to evaluate your contact:• Use screening questions• Know your contact’s job

title and responsibilities• Never be afraid to ask:

“If we were to shake hands on this, could we start

tomorrow?”

Selling to a non buyer is not selling, it’s just talking:• Low level employees will be

happy to speak to you• But they can’t make

decisions• And won’t tell you until you

think you’ve closed the deal• But they could be intrinsic

to the deal, all the same

NEVER RUSHYou need to be assertive,

but don’t appear pushy

PART TWOPART THREE3

THE MOST COMMONSALE MISTAKES

DON’T:• Sell what you think the

client needs• Make assumptions about

the client’s work processes• Tell the client you know his

business better than he does

• Rush to close the dealX

THE MOST COMMONSALE MISTAKES

DO:• Sell to the client’s needs• Ensure you know what the

client does and how he does it

• Ask qualifying questions before moving to a close

• Help the client see his objectives, and sell him the solution to his problems

GET CLOSE, BUT KEEP YOUR DISTANCE

Keep it personal but at arm’s length

PART TWOPART FOUR4

SALES IS A PERSONAL BUSINESS

DON’T:• Your client will buy into you before

he buys into your company• Build a rapport by listening to your

client’s concerns• Take time and ask open ended

questions• The conversation should be about

your client and his business• Build trust, but don’t be a ‘yes man’• You’ve cracked it when private

concerns about the business are shared, or appropriate personal stories exchanged

!

KEEP SOME BACKSuccessful pricing is about knowing

how to negotiate

PART TWOPART FIVE5

SALES IS LIKE A POKER

• Remember to sell to the client’s aims and needs

• He will buy the benefit and on value, not on price

• Make your first meeting exploratory, and don’t discuss price

Opening with a price will either shock or give a base for downward

negotiation

THE WINNING HAND

• The client has bought into you

• You’ve sold to his needs• He realises the benefits to

him• Now offer the price• Any negotiation downwards

should be accompanied with a reduction in value

IS PLAYED LAST

“What would you be happy to remove so I can come down

to your price?”

1. KNOW YOUR CLIENT

2. SPEAK TO A BUYER

3. BE ASSERTIVE, BUT NOT PUSHY

4. LET YOUR PERSONALITY SHINE AT ARMS LENGTH

5. KEEP SOME BACK FOR A STRONGER NEGOTIATING POSITION

BE PREPARED TO SELL CONCLUSION

Thank You!