Selling Homeowers’ Enjoyment of Home

Mark McKenzie, ACB Persuasive Speaking

Project 2 – Conquering The Cold Call April 10, 2013

Objectives of Presentation

• Learn a technique for cold call selling of expensive products or services

• Recognize the risks buyers assume in purchasing

• Use questions to help the buy discover problems with his or her situations

• Successfully handle buyer’s objections and concerns

Order of Presentation • Part 1: Presentation - 3 to 4 mins.

– Presentation on the persuasive process used in cold call sales of expensive items

• Part 2: Role Play – 5 to 7 mins. – Introduction partner, – Introduction of scenario for role play and – Role play

• Part 3: Informal discussion - 2 to 3 mins – What could I say or do differently to more effective? – Other questions

Purchases

Post-Purchase Evaluation

Evaluation of Alternatives

Information Search

Need

Recognition

& Problem

Awareness

Consumer Buying Decision Process

A Five-step thought process used by buyers

Need Identification Begins when buyer has an unsatisfied need

Recognition of Importance Buyer realizes the need is important that it requires action

Search for Fulfillment Buyer looks for ways to fill this recognized need.

Evaluation of Options Buyer examine different options, study information collected and match needs against each option

Decision-making After considering the information and options, buyer makes decision either purchase or not purchase.

Source: The Anatomy of Persuasion by Norbert Aubuchon, see page 7 Persuasive Speaking, Toastmasters Advance Communication Series

Across Domains: Retail Offerings

ASSESSMENT

• Ask open questions

• Get client to tell you about his/her

situation.

• Should be relaxed and non-

threatening , seem easy for client but

packed with information for you.

DISCOVERY

• Identify some areas which are of

particular interest to you or where you

may be able to make a sale.

• Ask client about problems he/she

may be experiencing.

• DO NOT start selling product at this

point.

ACTIVATION

• Activate their perception and

discomfort about the problem in more

detail

• Make them dissatisfied with the

current situation

• The 'hurt' of the Hurt and Rescue

principle

PROJECTION

• Now that the client is actively

uncomfortable

• Your next action is to move the

client from despair at the size of his

/her problem to hope that he/ she

will be able to find a solution.

TRANSITION

• The last stage is to move to the

'rescue' of the Hurt and Rescue

principle

A.D.A.P.T

Across Domains: Healthcare

• Watch body

language

• Watch how their

body changes with

their words

• It communicate

feelings

Listen

• Use active

and deep

listening

• Bringing things together leads to new thoughts and potentially useful discoveries.

Ask

• Ask questions to

discover more detail

that is relevant to your

selling process.

• If you just ask questions, the

client may become suspicious.

• Share little information about

you and your company, do be

careful not to over-do this.

• Use empathy to show that you

care about them and hence

develop trust that will bond them

to you.

• Note that empathy is difficult to

fake -- if you truly do care about

them then it will shine through

your words and deeds.

• Detect their needs

and goals

L.O.C.A.T.E

Risky Business

• Selling expensive products may take days or months to complete

• Each step is more pronounced and prolonged

• Salesperson may be addressing more than one person on buyers end – Because it is an important and expensive purchase

– May require approval by several people

Risky Business • More money involved in sale

– Buyer more hesitant and cautious

– People are exceptionally cautious about parting with large amounts of cash

• Buyer wary of personal risk being assumed – Purchasing mistakes may lead to losing of respects

from superiors , co-workers and family and friend, demotion or even job loss

• Costly mistakes at home may mean: – Personal loss or

– Inconvenience that haunts us for a long time

Cold Call Sales

• Buyers don’t come to sellers; sellers seek out buyers – Targeted as potential markets

• Present a special challenge to the salesperson – Trying to get others to change

– To accept a new product or service or way of doing things

• Buyer may not even be aware he or she have a need or problem

To Be Successful

• Win buyer’s trust if you are: • Honest about yourself, your product and your

experience • Realistic about what it can and cannot do for the

buyer • Communicate and maintain contact with the

buyer, advising him or her of potential problems, offering solutions and promptly responding to concerns raised by the buyer

• Concerned about the buyer and the buyer’s need, not yourself and your own needs

To Be Successful

• Gently encourage buyers to discover for themselves that change is necessary or good

• Help them realize you are the resource who can assist in making the improvement painless

• Credibility is demonstrated in your knowledge of your product, competitors’ product and the industry.

• Good communication skills and

• Reliability

Cold Call Format

• Your name • Your company name • A greeting such as, “Very nice to meet you.” • Your product or service’s primary benefit • Why you’re calling followed by a commitment question • Some discussion to determine interest • Qualifying

– (do they meet all necessary criteria – affordability, need, health requirements, etc.)

• Rapport building • Closing on the next step • A strong final statement

Role Play