““Make Sales – Not Make Sales – Not Friends”Friends”

April 23rd, 2009April 23rd, 2009

Karen CheeversKaren CheeversB2B communicationsB2B communications

My Curriculum VitaeMy Curriculum Vitae Sales Executive with WLRfmSales Executive with WLRfm Sales Manager with RedFMSales Manager with RedFM Sales Manager with Beat 102-103Sales Manager with Beat 102-103 Partner in B2B Communications, a Partner in B2B Communications, a

marketing company that offers full marketing company that offers full range of marketing strategies to range of marketing strategies to local, regional and national clientslocal, regional and national clients

You can make Sales and not You can make Sales and not Friends if you:Friends if you:

1.1. understand the principles of sellingunderstand the principles of selling

2.2. learn from other’s mistakeslearn from other’s mistakes

3.3. create a great opening statementcreate a great opening statement

4.4. think creatively / handle objectionsthink creatively / handle objections

5.5. empathise with your customer / empathise with your customer / clientclient

The Principles of SellingThe Principles of Selling

The foundations of the most modern sales The foundations of the most modern sales techniques lie in 4 stages of action – also known techniques lie in 4 stages of action – also known as AIDAas AIDA

AttentionAttention InterestInterest DesireDesire ActionAction

Where telesales differs?Where telesales differs?

Not face to faceNot face to face Verbal vs. non verbalVerbal vs. non verbal 7% happens in spoken words. 7% happens in spoken words. 38% happens through voice 38% happens through voice

tone. tone. 55% happens via general body 55% happens via general body

language. language.

Learn from other’s mistakesLearn from other’s mistakes

You say:You say:

““The purpose of my call is to introduce my The purpose of my call is to introduce my company to you and explain many of the company to you and explain many of the great products / services we sell.”great products / services we sell.”

They hear:They hear:

““I WANT TO TALK ABOUT MYSELF, MY I WANT TO TALK ABOUT MYSELF, MY COMPANY AND MY PRODUCTS!”COMPANY AND MY PRODUCTS!”

You say:You say:““I’m calling about the catalogue I sent I’m calling about the catalogue I sent

you recently.”you recently.”

They hear:They hear:““EVEN THOUGH YOU RECEIVE PILES OF EVEN THOUGH YOU RECEIVE PILES OF

UNSOLICITED MAIL EVERY DAY I’M UNSOLICITED MAIL EVERY DAY I’M CALLING TO SEE IF YOU READ THE CALLING TO SEE IF YOU READ THE STUFF I SENT YOU?”STUFF I SENT YOU?”

You say:You say:““I’m calling to tell you about Acme Ltd., and our I’m calling to tell you about Acme Ltd., and our

line of widgets. We are Waterford’s longest line of widgets. We are Waterford’s longest established firm of widget suppliers…”.established firm of widget suppliers…”.

They hear:They hear:““I’M GOING TO GIVE YOU A LONG I’M GOING TO GIVE YOU A LONG

PRESENTATION REGARDING MY COMPANY. I PRESENTATION REGARDING MY COMPANY. I KNOW NOTHING ABOUT YOU OR WHAT KNOW NOTHING ABOUT YOU OR WHAT YOU’RE INTERESTED IN. THERE’S GOOD YOU’RE INTERESTED IN. THERE’S GOOD CHANCE I’LL TALK A LOT ABOUT THINGS THAT CHANCE I’LL TALK A LOT ABOUT THINGS THAT BEAR NO RELEVANCE TO YOU AND BORE YOU BEAR NO RELEVANCE TO YOU AND BORE YOU SENSELESS”SENSELESS”

Why a great opening statement?Why a great opening statement?

Poor telesales openers:Poor telesales openers:

Create tensionCreate tension Create resistanceCreate resistance Give the listener no reason to stay on Give the listener no reason to stay on

the phonethe phone Listener tries to get rid of the callerListener tries to get rid of the caller

Fill in the blanks opening statementFill in the blanks opening statement

1.1. Minimization verbsMinimization verbs – save; consolidate; cut down – save; consolidate; cut down on; lower; eliminate; etc.on; lower; eliminate; etc.

2.2. Undesired nounUndesired noun – costs; problems; time; – costs; problems; time; expense; waste; inconvenience; etc.expense; waste; inconvenience; etc.

3.3. Maximization verbsMaximization verbs – strengthen; reinforce; – strengthen; reinforce; increase; intensify; etc.increase; intensify; etc.

4.4. Desired nounDesired noun – profits; revenue; market share; – profits; revenue; market share; output; productivity; etc.output; productivity; etc.

5.5. Action verbsAction verbs – ask a few questions; review; go – ask a few questions; review; go through; etc.through; etc.

6.6. Ending phrasesEnding phrases – that would work for you; that – that would work for you; that would be of value to you; etc.would be of value to you; etc.

Creative ThinkingCreative Thinking

The 8 most common sales objections:The 8 most common sales objections:

1.1. Too dearToo dear2.2. New productNew product3.3. Have supplier alreadyHave supplier already4.4. Quality issuesQuality issues5.5. Price flexibilityPrice flexibility6.6. Supply timesSupply times7.7. Distance issuesDistance issues8.8. Too busyToo busy

THE LOTUS BLOSSOMTHE LOTUS BLOSSOM

IDEA IDEA

66IDEAIDEA

11IDEA IDEA

44

IDEAIDEA

33Prob-Prob-

lemlemIDEAIDEA

77

IDEA IDEA

88

IDEAIDEA

55IDEAIDEA

22

Useful Sales TipsUseful Sales Tips

SummarySummary

Know your prospectKnow your prospect Focus on why they should buy - not Focus on why they should buy - not

their objectionstheir objections Sell the benefits - not the productSell the benefits - not the product Never rush the sale or the Never rush the sale or the

customercustomer Know your products, as well as the Know your products, as well as the

market - be a RESOURCEmarket - be a RESOURCE Use explanations rather than Use explanations rather than

excusesexcuses Follow through with promises Follow through with promises

Thank YouThank You

B2B Communications,B2B Communications,15,Parnell Street,15,Parnell Street,

WaterfordWaterfordE: info@b2bcommunications.ieE: info@b2bcommunications.ie