PREPARING FOR SALES SUCCESS - bordbia.ie · Active Listening Strokes. Growing the ... •Speech rate ... • Diplomat • Peacemaker • Avoids confrontation Dolphin. Growing the

Growing the success of Irish food & horticultureGrowing the success of Irish food & horticulture

PREPARING FOR SALES SUCCESS

11TH January, 2012

Growing the success of Irish food & horticulture

Creating Brands and Driving Sales through building

emotional bondswith customers

Conor O’ConnellTMI Ireland.


On- Brand Selling

Connect

Explore

Reveal

Resolve

Conclude


On- Brand Selling

Objective is to help the customer

Selling is helping

If you can help with what they need, then

they will buy


Connect

people buy from people they like

people like people like themselves


How to Connect

Trust and Likeability

OK / Not OK

Visual Auditory Kinesthetic

Personality Types / Social Styles


Tools to Connect

Non-Verbal Communications

Rapport and Pacing

Active Listening

Strokes


Active Listening

Attending Nods, eye contact

Paraphrasing so what you’re saying…

Summarising Recap on items covered

Reflecting Emotions and Behaviours


I AM OK

I AM NOT OK

YOU ARE OK YOU ARE NOT OK


Words

Way

Body Language

38

55

7


NON-VERBAL COMMUNICATION

•Voice level/intonation

•Speech rate

•Vocabulary/jargon

•Breathing

•Body posture

•Facial expression

•Eye movements

•Gestures

•Dress

•Status symbols

•Eye contact

•Size of pupils

•Territories


Others can be seen fromtwo points of view,concentrating on:

DIFFERENCES

SIMILARITIES


RAPPORT

F Concentrating on similarities

F Being open

F Feeling free

F Having confidence

F Mutual respect

F Like-mindedness


When people

are in rapport,

they pace one another

unconsciously.


Deliberate

Direct

Spontaneous

Direct

Deliberate

Indirect

Spontaneous

Indirect

Social Styles

Deliberates /

Thinks

Spontaneous /

Feels

Directs /

Tells

Indirect /

Asks


Four Styles

Deliberate

Spontaneous

DirectIndirect


• Drivers

• Directive

• Bias for action

• Go-getters and ambitious

• Aggressive & fast moving

• Competitive, can make

others tense

Panther


• Expressive

• Emotional

• Networkers and socialisers

• Colourful

• Dramatic

• Centre of attention

• Heart on sleeve

Peacock


• Supportive

• Amiable

• Friendly, empathic

• Team player

• Diplomat

• Peacemaker

• Avoids confrontation

Dolphin


• Reflective

• Analytical

• Fact finders, objective

• Wise, patient

• Risk averse

• Clear thinker,

eye for detail

Owl


Explore

People buy for their reasons,

Not your reasons

They buy to solve a problem, a pain or

concern


Explore their emotions

Pain in the present / future

Pleasure in the present / future

Interest or curiosity


Exploring the Pain

Surface problems……revealed

Business reasons……needs work

Personal Impact ……. With trust


Ask the “dummy” questions

Tell me more about…

I don’t understand….

Have I got this right…

Can you be more specific…

How did that work out…

What has been tried already..I don’t suppose ….


Ask the “dummy” questions

Would you have an example…

How did that come about…

What was the effect on sales..

How much did that cost you…

How did your customers react…

talk less than 30% listen more 70%


Maintain your rapport

Is that a big concern for you?

I understand …

I am glad you asked that..

That makes a lot of sense..

A lot of people ask the same…

That sounds important to you..

You must have a reason for asking


Reveal

Your pitch is based on their needs

Use your Grid as a guide

Strong opening and closing

Keep them involved

Rule of Three

Illustrate with examples and anecdotes

Have your support evidence

Natural delivery style

Control your stress


RevealOpen with a “grab”

Establish credibility and likeability

Set out an agenda for the presentation

Give them an idea of the timing

Suggest how you’ll deal with questions


Reveal

Close as follows

Summarise what you have covered

Deal with Questions

Call to action

Finish strong. Perhaps a link to the “grab”


Reveal

•Generic agenda

•Introduction

•Our understanding of your needs

•What we propose

•How this would work

•The benefits to you

•What this will cost, T&C’s, ROI

•Summary

•Call to action with a strong finish


CO

NS

CIO

US

UN

CO

NS

CIO

US

INCOMPETENCE

COMPETENCE

ConsciousCompetence

3

ConsciousIncompetence

2

UnconsciousCompetence

4

UnconsciousIncompetence

1


MESSAGE

UNDERSTOOD

BUYERS

ENGAGED


SELLING

BUYER

ISSUES

CONCERNS

MAIN

MESSAGE

USP

ACTION

NEXT STEPS

BENEFITS

CVP


TITLE OF PITCH

INTRO. CLOSECLUSTER

TITLE 1

CLUSTER

TITLE 2etc.


DEMONSTRATION COPY - PREPARING A GRID SESSION 2

INTRO USES COLOUR PERSONALISE BENEFITS CLOSE

2520151023

YOU

GRAB

USES

COLOUR

PERSONALISE

BENEFITS

MAP

1

2

PREPARATION

OF NOTES

PROMT

WHILE

PRESENTINGREPORTS

INTERVIEWS

COLOUR

CODE FOR

PRIORITY

HEADINGS

BLACK

“MUST INCLUDE”

POINTS

SHOULD

INCLUDE

POINTS

NICE TO

INCLUDE

KNOW

KNOW

MUST

KNOW

ADAPT TO

YOUR NEEDS

HIGHLIGHTING

BOXES

UNDERLINE

QUOTES““

ISUALS

GRAPHICSFLIP

CHART

£

OVERVIEW

Tell them what

you’re going to

tell them

Tell them

Tell them what

you’ve told them

TIMING

FLEXIBILITY

CONFIDENCE

ARTICULACY

PROFESSIONAL

SUM UP

END

“END WITH A

BANG NOT A

WHIMPER”

“A speech is like

a love affair

- any fool can

start one

- but to end

it requires

considerable

skill”

Lord Mancroft


0 TIME 2 HOURS

100%

AMOUNT

RECALLED

PRIMACY

*RECENCY

*


A question ?????HA! ha!An anecdote

Daily NewsRemark on a local event

Comment on an issue of great value-to the listener!

Statement that arouses curiosity

A joke - about yourself!

!!!!!!!An unanticipated statement

Just start

!“ ”A quotation


HIGHLIGHTING


HIGHLIGHTING


THE ARGUMENT FOR INVOLVEMENT

10% of what we read

20% of what we hear

30% of what we see

50% of what we hear and see

70% of what we say

90% of what we say and do

The Statistics on Retention:


DELIVERY SKILLS

Pace/Pause

Speech / Pitch

Non Words

Body Movement

Eye Contact


Resolve

people don’t have objections

they are rightly sceptical

people like to be convinced that what

they are doing is right


Resolve

Support your argument with evidence,

data and case studies

Use relevant examples

Have your testimonials ready


Know your product and service

Iceberg knowledge

Maintain rapport

Never get angry

Your job is to help


Conclude

Summarise what you have learned

Their pain, decision process and budget

Is this correct, has anything changed?


Conclude

Recap on your solutions for each issue

No new material

Take an assessment

“On a scale of 0 to 10, where are you?


ConcludeLess than 5 I get the sense you have

no interest. Am I correct?

5 to 7 You still need convincing

8 What would it take to be a 10?

10 So what is our next step?


ConcludeKey influencers Bob Cialdini

Social proof others are doing it…

Scarcity the less there is ….

Consistency why not try it

Liking we say yes to those we like

Reciprocity return the favour

Authority we defer to those in power


Conclude

Confirm and agree the next actions

“Let’s get samples in place and the dates for roll

out agreed.”

Documents

PREPARING FOR SALES SUCCESS - bordbia.ie · Active Listening Strokes. Growing the ... •Speech rate ... • Diplomat • Peacemaker • Avoids confrontation Dolphin. Growing the