Sales and closing strategies

Sales and Closing Strategies

Presented by

Dan Livengood, CAS, ATM-S

Biggest Sales Challenges

1. Building a relevant, up-to-date sales framework

2. Being able to utilize a strategic approach in

getting rid of roadblocks

3. Successfully closing the sale

Start By…

Accepting the Reality and Needed Preparation

for Relevant Sales Today

• Break your calls into bite-sized opportunities

- Don’t get ahead of yourself by looking for the home-run (it

all starts with a small order)

• Breaking through walls of resistance by tasteful

persistence

• Decide on your own personal goals

Building Strategic Sales Framework

• Targeting prospects in your field of

expertise and comfort zone

• Establish your value proposition

– How does your offering impact the customer?

– Generate valuable ideas to help your prospective

customer generate sales, drive traffic, cuts costs, etc.

– What historical data can you use for assistance?

Should they choose you as a marketing arm?


• Research thoroughly and ‘become’ your

customer

• Use multiple venues to conduct your

research:

– Online

– Tradeshows

– Customer interviews

– Conversations with employees, etc.


• Ask yourself:

– Who are they and how do they go to market?

– Who is their competition?

– What is their primary revenue resource?

– What primary channels of advertising do they use?

– What trends are affecting them now and possibly

in the future?

– In what charities or civic organizations are they

involved?


• Watch for key events or triggers

– Recent mergers

– Implementation of new strategies or technologies

– Key personnel changes

– New funding received (for what initiatives)

– Poor earnings or downward spiral in business

– Landing a new client or business venture

Getting Rid of Road Blocks To “Get in”

• Targeting the right person to buy:

– Decision-maker

– Gatekeeper

– Identify the decision-makers/buyers

Visit: ppai.org

Identifying buyers

http://www.ppai.org/inside-ppai/research/Documents/2007TopBuyers.pdf





• It’s time to pick up the phone, but before

the call, ask yourself the following

questions:

– What do I want to accomplish with this call?

– What do I want to ask the buyer?

– What do I want to tell the buyer?

– What collateral pieces do I need?


• What obstacles do I anticipate?

– Anticipation = good preparation

• Sudden curveballs?

• What action do I want from the client at the end of the

call? Again, will I be ready?

You’re In - Now What? Close That Sale!

Opening Stage Have a brief or elevator speech ready if time is short,

and be prepared to consolidate and adjust

• Introductions and pleasantries (time allowed)

• State call purpose

• Ask for permission to probe (make the conversation

about them, never about what you have to offer)

Needs Analysis Stage Listen Carefully Before Asking Too Quickly

• Ask situational or contingency questions from general

to specific

• Ask competitive questions (resist features and

benefits comparison)

• Ask projective questions (what if…?)

• Summarize needs and help them take ownership of

goals and objectives

Presentation Stage

• Ask involvement and mental ownership questions

prefacing, “ What if you” or “Could you imagine if”

statements

• Offer your value proposition, including proof sources,

ROI and case studies

• Always adjust to the buyer’s style

Commitment or Call-to-Action Stage

• Ask opinion questions

• Ask for commitment to action (only after

establishing value and buyer accountability)

• Be prepared to defend your value

proposition (but don’t push - instead,

pull them in)

Measurement and Follow-Up

• Pay attention to changing trends; adjust and

measure accordingly

• Always follow-up, but be respectful of your

client’s schedule

Additional Thoughts

• Be brief - be brilliant - be gone

• Create a sense of urgency

• Understand the bandwagon effect

• Show them you’re up-to-date and credible

Business

Sales and closing strategies