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Building Student Enrollment at ProvidenceThe Critical Value of Producing Sales
August 26, 2015
Workshop Overview
Encountering potential students & Understanding Customer Relationship Management
Performing Well in Sales Sales Process Model
Encountering Potential Students
Points of Contact – “Touchpoints” Critical Success Factors
• Challenges• Opportunities
PAIBOC Tool• Purpose• Audience• Information• Benefits• Objections• Context
Face-to-Face
Website Inquiry
Email/Text
Phone
Customer Relationship Management (CRM)
Customer Relationship Management Broadly defined as “Building and maintaining profitable
customer relationships by delivering superior customer value and satisfaction.” (Kotler, Armstrong & Cunningham)
How does Providence achieve Customer Value? • (Perceived value being the customer’s evaluation of the difference between all the
benefits and all the costs)
How does Providence attain Customer Satisfaction? • (Extent to which a product’s perceived performance matches or exceeds a buyer’s
expectations)
Customer Relationship Management Simple formula or mystery?• “A lot of people have fancy things to say about customer
service…but it’s just a day-in, day-out, ongoing, never-ending, unremitting, persevering, compassionate kind of activity.” (CEO of L.L. Bean)
Are all customers equal?• Customer Valuation & Customer Needs
Performing Well in Sales
Exercise
1. Ask yourself: What words come to mind when I think of myself as a salesperson?
Exercise
2. Listen to the response that arises inside your head:
Exercise
2. (a) If you find you’re thinking words like helpful, partner, problem-solver, relationship builder, mutual benefit - congratulations. You have the core mindset of a successful 21st century salesperson.
Exercise
2. (b) If your thoughts are running more along the lines of words like rejection, pushy, fake, annoying, unwanted, manipulative, scary – I suggest you continue on to step 3.
Exercise
3. What could you say to yourself that’s more positive and hopeful about the idea of you as a salesperson – yet still feels true to you?
Exercise
4. Once you’ve come up with more supportive (yet still believable) self-talk, you’ll need to remind yourself to use it as a more accurate and helpful alternative whenever your old, unhelpful self-talk muscles its way toward the front of your brain.
Expectations of Salespeople
By yourselves – earning a living, maintaining employment, job satisfaction
By your employers – feeding the pipeline, so the company survives
By the customer
What Salespeople Do
Salespeople act on behalf of their companies by doing the following:•Creating value for their firms’ customers•Managing relationships•Relaying customer and market information back to their organizations
Product Commitment Natural outcome of a well planned and executed sale process
(not manipulation or arm twisting) However, it will not happen on its own Gain Commitment by:• Asking, asking questions is key, “is this something you’d like to try?”, “are
you ready to go ahead?”• Summarizing, “Is there anything else that’s stopping you?”, “Are there any
other concerns you have?”, document conversations• Offering choice, addressing needs and wants, present choices from the
information the customer shared with you earlier• Offering special features, for example, special discounts, a gift, or coupons.
A Sales Encounter
A Sales Encounter Structure0. Understand your goal for
this encounter• Ideal• Realistic• Acceptable
1. Make contact2. Find common ground3. Ask about their goals
6. Understand their goals7. Explain which of our programs fit their goals8. Ask them to take an action
9. Hear their objections10. Respond to their objections11. Again ask them to take an action
12. Thank them for their time
13. Write down results
Structure
0. Understand your goal for this encounter• Ideal• Realistic• Acceptable
Structure
1. Make contact2. Find common ground3. Ask about their goals
4. Understand their goals5. Explain which of our programs fit their goals6. Ask them to take an action
Structure
7. Hear their objections8. Respond to their objections9. Again ask them to take an action
10. Thank them for their time
11. Write down results
Putting It Into Action
A Sales Encounter Structure0. Understand your goal for
this encounter• Ideal• Realistic• Acceptable
1. Make contact2. Find common ground3. Ask about their goals
6. Understand their goals7. Explain which of our programs fit their goals8. Ask them to take an action
9. Hear their objections10. Respond to their objections11. Again ask them to take an action
12. Thank them for their time
13. Write down results
ProvidenceUC.ca
