Success in Sales and Marketing Part 2- BASIS Marketing Training

Success inSales & MarketingPart 2: On success in sales and marketing

Basis Marketing Sdn Bhd

02 August 2008

Basic Sales Techniques

Tips and Techniques for Boosting Sales Performance

BASIS Sales & Marketing Program 2008 http://totallyunrelatedrandomanddebatable.blogspot.com/

Topics Previously Not Covered1. How to secure appointment via

telemarketing <opening>

2. How to do introduction <opening>

3. How to close deal via telemarketing <closing>

4. How to prepare for rejection <middle>


Topics Previously Not Covered5. How to handle difficult customers

<middle>

6. How to approach different Races <before>

7. Pre-appointment preparation <before>

8. How to write an attractive email/letter <before>

9. Next round? <closing>


<Before>1. Pre-sales preparation

• Finding the ‘Decision Maker’– May need a Team approach– Influencer, Buyer, User– Level of Authority (LoA)

• Setting Objectives: Based on Checklist

• Telephone/Meeting Planning Sheet– What is your Purpose?


<Before>1. Pre-appointment preparation

• Conduct Research – reception, secretary, website, annual report

• Write out ‘Questions’

• Anticipate Answers

• Visualize Success

• Role Play with team members

• Sleep on it


<Before>1. Pre-appointment preparation

• Business Cards

• Sales Aids (brochures, leaflets, demo sets etc.)

• Clean car

• Presentation equipment

• Photocopied documents

• Organized bags and folders


<Before>1. Pre-Call preparation

• Mental picture of person

• Attitude, Smile, Dressing

• Talking quality (fast, slow, mumble, repeats, phrases, uh-um) - Record?

• Eliminate background noise

• Exclusive calling time – momentum!

• Prepare calendar


<Before>1. Pre-Call preparation• Categorize based on Objective:

– gather info, – offer promotions, – follow up, – collect money, – secure appointment

• Best time to Call?• Telephone Log (person, outcome)


<Before>2. How to write an attractive email/letter

• Objective: make yourself familiar

• Do not expect them to call you

• Formal Letters: Update Info, Promotions, Education etc.

• Personal Letters: to initiate a Sales Call


<Before>2. How to write an attractive email/letter

• Use their NAME – not ‘Sir’ or “Madam’

• Strong Introduction sentence – purpose, initial-benefit statement

• Identify yourself and company

• Mention who Referred you (if any)

• Supporting Statements


<Before>2. How to write an attractive email/letter• One or two REASONS for the customer

to see you• Short paragraphs – one paragraph for

each idea• Enclose Brochure (or links), Business

Card (even softcopy)• Indicate follow up call• Maximum ONE page


<Before>3. How to approach different races• Malay (Government, GLC, Local) – protocol,

formal, slow, big spending, usually no need trial, free stuff, MNC, personal benefit, LoA, meeting

• Chinese/Indian (SMI) – thrifty, little by little purchases, free trial, peers, fast, ‘Boss’ decision making, business-related benefit, referral +ve, letter, one-on-one talk

• MNC – straight to the point, referral –ve, LoA, industry peers (benchmarking), email, formal presentation


<Opening>Call through Secretary:

1. Use name of Secretary

2. Ask for Advice – do not treat them like servants

3. Ask for the Boss using their FIRST name

4. Early morning, late evening, lunch

5. Answer one question at a time

6. Mention that Boss is ‘Expecting’ your call

7. Benefits to Boss


Tele Dynamics <Reminder>1. What is the objective of a Telephone

call?2. To set up an appointment or another tele

call3. Why? Productivity – do not waste time

on ‘no use’ prospects4. What NOT to do in tele calls: long, facts,

explain, Q&A, defend, objections5. What to DO: create interest, next step


<Opening>Traditional Call opening (Option 1, If U R Sure):

1. Introduce yourself, company

2. Opening Question e.g. “Would you be interested in…”

3. Initial-Benefit linked to your product

4. Check Interest – Question

5. Ask PERMISSION to send info, follow-up, face-to-face, presentation…

6. Maybe: Who best to talk to? Referral?


<Opening>Traditional Call opening (Option 2, If Not Sure):1. Introduce yourself, company2. Initial-Benefit linked to your product3. Opening Question e.g. “Who is the best person

to talk to…”4. Repeat Initial-Benefit 5. Check Interest – Question6. Ask PERMISSION to send info, follow-up,

face-to-face, presentation…7. Maybe: Who else to talk to? Referral?


<Opening>Modern Call opening:

1. Confirm/Repeat customer’s name in “Question” form

2. Positive & Pleasant Response e.g.– "It's an honor to finally speak with you!" – "Thanks for picking up the phone!" – "Thanks for taking my call." – "Your time is important. Let me go straight to the

point."

3. Initial-Benefit linked to your company



4. Prepare for possible Interruption:– "This sounds interesting--tell me all about it." – "I haven't heard of this before, but it sounds

interesting." – "I have absolutely no interest."




6. Ending Question:– "Ms…, does this touch on issues that are of concern

to you this (month/year/quarter)?" – "Are you wanting to accomplish something like this

by the end of this (quarter/year)?" – "Is this something you'd like to explore further?" – "Who on your team would you like for me to

continue this conversation with between now and the end of this business (day/week)?"


<Opening>In-Person opening:

1. Be aware of your ‘Image’


3. Exchange Cards

4. Positive & Pleasant compliment/gratitude

5. Sit down AFTER customer sits down

6. Mention the purpose of the meeting

7. Say “will only need ___ minutes of her time”


<Middle>Follow-up Call or In-Person:

1. Remind ‘Initial-Benefit’ statement

2. Demo

3. Ask Questions

4. Detect Interest (Temperature test)

5. Handle Objections/Rejections


<Middle>Handling Objections/Rejections:

1. “No” = do not know enough to say yes

2. “No” = my money > benefit

3. Real Objection vs. Bluff Objection

4. Question (Understand/Identify):1. Repeat the objection in a Question

2. Suppose… What if…

3. Is there another reason to prevent…


<Middle>Handling Objections/Rejections:

5. Standard Objections:1. No Budget

2. Price is too high

3. No Need

4. Can reduce price?

5. Let me think about it

6. I need to check with my boss/colleague


<Middle>Handling Difficult People:

1. The word ‘Difficult’ has different meanings

2. Difficult can mean different Personality:1. Refer to “Managing Different Personalities”

3. Difficult can mean Rude and Obnoxious1. Listen, Ask Questions

2. FAI (forget-about-it)


<Closing>1. Three Closing Questions

– “Can you see how…” (benefit)– “Are you interested in…” (repeat benefit)– “When do you think…” (repeat benefit)

2. Probability: “On a scale of 1 to 10, with 10 meaning you are ready to place your order, where would you stand right now?”


<Closing>3. Summary:

1. “Can you see how….” (tie product to benefit)

2. “You are looking for…, is that correct?”

3. “Since you are looking for…, may I take your order?”

4. “Can I send you more information…?”

5. “Can you think of someone else who can benefit from this…?”


<Closing>6. Alternatively (if the response is neutral or

negative):1. “May I keep in touch with you…?”

2. “May I give you a call in…?”

3. “May I add you to our company newsletter, email, …?”


<Closing>7. Other ways of Closing:

1. Would you like to move forward?2. Are you ready to get started?3. Can we go ahead?4. We can deliver it to you by the close of business

tomorrow, if you’d like.5. Should I forward a contract so you can get started?6. Would you like to try it for a quarter?7. It’ll take a few weeks to process and ship the order,

so if you’re interested in moving forward, we should start the paperwork now.

8. Let’s get this off and start the paperwork. What do you think?

9. Let’s start the process so you can get onto your other priorities. Sound good?

Laws of Sales: Reminder

Refresher of Sales Laws for Boosting Sales Performance


Law of ‘Averages’1. Sales has always been a numbers game

2. 20/12/8/3

3. Go Wide, Dig Deep


Law of Averages in Action• 20 contacts = 3 presentations

• 3 presentations = 1 sale

• 1 sale = RM120

• What is your sales statistic?

• RM120/sale, RM0/two others?

• RM6 per contact?


Law of Buy-in1. People will always buy ‘You’ first, before

they buy the product

2. Respect, Credibility, Trust, Love/Hate


Law of Annoyance1. Things our prospects and customers wish we wouldn’t

do that really annoys them:– pushy.– call too much.– disrespectful of their time.– keep calling if they say they’re not interested.– appear not to understand them, – don’t listen.– don’t know about our own products/ services.– rude, arrogant, or inattentive.– vague or unclear.– won’t take no for an answer.


Law of Q&A1. No one likes to listen to ‘sales talk’

2. The more QUESTIONS you ask, the more sales you get


Law of the Panadol1. Creative solutions for customers will

always come from the ‘problems’

2. Sales is about ‘solving the problem’ not selling the solution

3. Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.


Law of Momentum1. Never aim for the Big Bang. There is no

such thing.

2. Achievement comes from building momentum

3. “Start Small, Grow Fast, Make Money”


Law of Clarity1. A confused prospect will never buy

2. Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’

3. Do not assume they understand you.


Law of the 3-point Plan1. List (A, B, C)

2. Plan

3. Convert (A, B, C)


Law of No ‘No’1. Try not to get the prospect to say ‘No’2. ‘Always use the Temperature Test3. Some Trial Questions:

– "How does it sound so far?" – "Does that make sense?" – "Is this what you're looking for?" – "What do you think?" – "How close do you feel this comes to

meeting your needs?"

Psychology, Influence, and Communication

How to psycho people and influence them to do want you want


Understanding Personalities

Closed Open

People

TaskPerfect: Melancholy Powerful: Choleric

Popular: SanguinePeaceful: Phlegmatic

Handout: Personality Types


Understanding Motives

Power (nPow)

Achievement(nAch)

Affiliative(nAff)


Law of Comparison• Comparison. When Others Are Doing It,

You Should, Too.

• We view a behavior as correct in a given situation to the degree we see others performing it


Law of Authority• Authority. When the Source Is An

Authority, You Can Believe It.

• Humans by nature have a deep-seated sense of duty to authority.


Law of Reciprocity• Reciprocity. When Someone Gives You

Something, You Should Give Something Back.

• We should try to repay, in kind, what another person has provided for us


Law of Consistency• Commitment/Consistency. When You

Take A Stand, You Should Be Consistent.

• Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency).

• Involvement and Buy-in


Law of Scarcity• Scarcity. When It Is Rare, It Is Good

• Opportunities seem more valuable to us when they are less available.

• Things that can be scare: time, money, opportunity, physical


Law of Self Perception• Self perception. We learn about

ourselves by observing our own behavior.

• If we observe ourselves doing some thing then we reason that we must like the thing.


Door-in-the-face (DITF)• Make a LARGE request, then when it is

refused, make a smaller (real) request

First Step Second Step

get No! (large request) get Yes! (real request)

• Why DITF works?– Reciprocity.– Contrast


Foot-in-the-door (FITD)• First make a SMALL request, then when

granted, make a larger (real) request

First Step Second Step

get Yes! (small request) get Yes! (real request)

• Example: Blood Donation

• Why FITD works?– Commitment/Consistency, Self perception,

Contrast


Influence SF

PASSE

Praise and encourage

Ask questions

allow the person to Save Face

use SMART goals

Encourage small improvements


LINA

Listen with interest and praise

make the person feel Important

use their Name

Ask questions

Communication SF

www.myCNI.com.my www.OOBEY.com

http://www.mycni.com.my/

http://www.oobey.com/


Active Listening1. Attending

2. Paraphrasing

3. Speaking

4. Clarifying

5. Asking

6. Encouraging

7. Reflecting

8. Summarizing

Personal Tip: ‘Picking’

Thank You.

soft copy of slides: www.totallyunrelatedrandomanddebatable

.blogspot.com