Embed Size (px)
Citation preview
Telling Is Not Selling
Mike Ems 2006
Telling is Not Selling
Mike Ems 2006
Intent
Help you compete, grow & successfully
execute on your exit strategy…
Telling is Not Selling
Mike Ems 2006
SITUATION
• Compete Larger Established Companies
• Sales Process is Less Sophisticated
• Build a Better “Mousetrap”
• Sell on Product Features
• Need for Revenue
• Cave on Price
• Leave Money on the Table
Telling is Not Selling
Mike Ems 2006
NEED
• Create Value• Compete Effectively• Generate Revenue, Profitable Revenue ?• Hurt the Competition Enough to Be Acquired• Build Long Term Loyal Business Relationships• Grow Marketshare
Telling is Not Selling
Mike Ems 2006
The Art of Selling…
• Conceptual Selling• Business Development• Channel Management• Strategic Account Management• Power of Negotiating
• Consultative Selling
• Forecasting• Customer Relationship Mgmt.• Prospecting• Pricing / Quoting• Product Knowledge
Telling is Not Selling
Mike Ems 2006
Vendor Relationships
• Transaction / Price Oriented• What are Examples of Vendor Relationships?
Telling is Not Selling
Mike Ems 2006
The Ultimate Vendor Relationship
Telling is Not Selling
Mike Ems 2006
Consultative Relationships
• Unique & Value Oriented
• Not Based Solely on Price
• Is Determined by What You Understand to Be of Value
to Your Client
• What are Examples of Consultative Relationships?
Telling is Not Selling
Mike Ems 2006
Ultimate Consultative Relationship
It’s Your Body & I Respect That
I Want to Help You Make
a Well Informed Decision by
Understanding Your Needs &
Making Sound Recommendations
Telling is Not Selling
Mike Ems 2006
Think of Yourself as a Doctor
“Prescription Without Diagnosis is Malpractice”
“Telling is NOT Selling…
The 5 Step Consultative Sales Process”
Telling is Not Selling
Mike Ems 2006
“Telling is NOT Selling… The 5 Step Consultative Sales Process”
Contact (1)
Qualify (2)
Investigate (3)
Present (4)
Close (5)
Telling is Not Selling
Mike Ems 2006
CONTACT (1)First Impressions & Valid Business Reasons
CLASS POSITIONING YOURSELF AS A CONSULTANT
GOAL Position Yourself as a Consultant vs. Vendor
SKILL Identifying Your Unique & Compelling Value
CLASS SELLING WITH INTENTION
GOAL Gain a Commitment to Meet & Take Action
SKILL Intention, Benefit & Action
Telling is Not Selling
Mike Ems 2006
QUALIFY (2)Qualifying Needs
CLASS BUILDING CONVERSATIONAL RAPPORT
GOAL Build Trust to Identify Needs
SKILL Establishing Good Rapport Building
CLASS ASKING OPEN ENDED QUESTIONS
GOAL Identify NeedsProfile Your Account & Contact
SKILL Ask Open vs. Closed Ended Questions
Telling is Not Selling
Mike Ems 2006
INVESTIGATE (3)Digging Deeper Into Needs & Opportunities
CLASS UNDERSTANDING BUYING ATTITUDES
Reinforce TrustGOAL Move Thru the Sales Process
Identify and Acknowledge the AttitudeSKILL Raise Toward Commitment
Uncover an Emotional Response
CLASS READING THE SITUATION
GOAL Leverage Technology
SKILL Interpret CRM Data
Telling is Not Selling
Mike Ems 2006
PRESENT (4)Presenting Solutions
CLASS PROFESSIONAL PRESENTATIONS
GOAL Position Yourself to Close With Credibility
SKILL Building a Customized Presentation Based on Needs
CLASS SELLING FEATURES, ADVANTAGES & BENEFITS
Solve ProblemsGOAL Reinforce Trust & Gain Additional Credibility by Relating Benefits to Needs
SKILL Understanding & Positioning Features, Advantages & Benefits
Telling is Not Selling
Mike Ems 2006
CLOSE (5)Gaining Commitment
CLASS HANDLING OBJECTIONS
GOAL Satisfactorily Address Objections In Order to Close
SKILL Acknowledge & Raise Thru Questioning Techniques
CLASS CLOSING
GOAL Gain Commitment
SKILL Closing Techniques
Telling is Not Selling
Mike Ems 2006
NO
Telling is Not Selling
Mike Ems 2006
Certification
Train
+ Test
+ Evaluate
= Certification
Telling is Not Selling
Mike Ems 2006
Coaching for Sales Excellence
Telling is Not Selling
Mike Ems 2006
Leadership (What)
Telling is Not Selling
Mike Ems 2006
Leadership (“What to Do”)
• TellIdentifies problem or opportunity, chooses a decision, announces to the employee, no participation by the employee
• SellChooses a decision but explains rationale and solicits ideas from the employee
• ConsultIdentifies problem, listens to the input of the employee, chooses a decision
• DelegateDefines problem but allows the employee to resolve it in the manner he or she chooses
Telling is Not Selling
Mike Ems 2006
Management (Score)
Telling is Not Selling
Mike Ems 2006
Management (Score)
Sales Rep.Total Rank Total $ Rank % Margin Rank
# of Clients Rank
1 1 1 1
Cindy 1 $3,084,763 1 64 2 73 2
Karen 2 $2,659,302 2 65 1 100 1
John 3 $1,921,388 5 37 4 23 14
Telling is Not Selling
Mike Ems 2006
Management (Score)
S.M.A.R.T GOAL:
Exceed 5 New Outbound Prospecting Calls per Day
Number of Goals
2 - 3 4 - 10 11 - 20
Goals Achieved With Excellence
2 - 3 1-2 0
Telling is Not Selling
Mike Ems 2006
Coaching for Sales Excellence
STRATEGY: Identify New Contacts
S.M.A.R.T GOAL: Exceed 5 New Outbound Prospecting Calls per Day
TACTIC: Ask For and Get an Average of 1 Referral per Existing Contact (Goal w/ in a Goal)
Telling is Not Selling
Mike Ems 2006
Coaching for Sales Excellence
RAPPORT & TRUST Attention
Understanding Respect
PRESENTATION Clear
Credible Confident
OPEN ENDED QUESTIONS Ask vs. Tell
Without Judgement
FEEDBACK Balanced Timely Specific
Consistent
DEVELOPMENT Monthly Field Evaluation
Goal Setting Accountability Consequences
Bridge --------
Telling is Not Selling
Mike Ems 2006
ConfirmationJohn,
I truly enjoyed our conversation about your goals for the year and why they are so important to you and your family because of your desire to have your wife start her own business venture.
You have my full commitment to help you reach these important goals.
Your Sales Manager
Telling is Not Selling
Mike Ems 2006
Results
•Create Value
•Compete Effectively
•Generate Profits & Revenue
•Build Loyalty & Marketshare
•Succeed in Successfully Executing
on Your Exit Strategy
