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WWW.LADEGAARD.AS
The Key to Successfull Selling
Welcome
WWW.LADEGAARD.AS
Schedule
0830 – 1200 Coffee, welcome, short presentation from each salesman, expectations
How fast do you read your customer
The customer’s expectations
Your attitudes
Preparing the meeting
Who are your most important customers?
How do you recognize them?
How do you get new customers?
1200 – 1300 Lunch break
WWW.LADEGAARD.AS
Schedule - afternoon
1300 – 1700 Buying motives
Key product model
Facts, advantages and benefit (FAB)
The ABC of sales
Interviewing techniques
How to handle objections
Thank you – and good luck with your sales
Remember: To do the web-training!(Someone might be watching you...)
WWW.LADEGAARD.AS
My expectations
The more active a part you take during the day – the more you take home with you
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What creates succes?
Motivation +
Energy
=Results
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Attitude
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You become your thoughts
Are you aware
That every time you think and talk in a negative way, it affects your life quality
That both positive and negative behavior has an impact on your environment
That being discontented drains both you and your environment of energy
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You become your thoughts
While positive thoughts
Give you the strength to act and think in a constructive way
Give you energy, trustworthiness and powerful influence
Battle stress and a bad physical work invironment
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Remember
Your attitudes are reflected in your behavior
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Personal skills
How fast do you read your customer?
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Communication barriers
Filt
er
Filt
er
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The 4 x 20 rule
20
20
20
20
The first 20 seconds
The first 20 words
The first 20 steps
The upper 20 cm of your face
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Who am I?
Age
Type
Back-ground
Maritalstatus
Car
Sparetime
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Before making the first call
What does the customer expect from you?
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We have heard from our customers:
• That you are professional • That you are well prepared
• That you understand the customer’s Map of the World
• That you can discuss other things than your product
• That you are the expert
• That you take responsibility
• That you know development in advance
• That you follow up
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You get what you focus on!
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Is it necessary to prepare yourself?
YES!
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The professional customer meeting
How do you prepare yourself?
Facts Fantasy
What do you know?---
What do you think?----
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What do you know – what do you think?
FACTS FANTASY
Industry
Name
Address
Export
Future business development
Important, focus on, benefit
Import
New productNumber of employees
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Segmentation
Who are your most
Important customers?
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How do you attract
new customers?
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What characterizes
your best customers?
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Do you know your competitors?
Page 22
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Buying motives
Rational
Emotional
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Installation
The Key Product Model
Keyproduct
Trade Mark
Quality
Packaging
Design
Features
Installation
Delivery
Credit
After sales service
The difference is often measured onthe hidden part of the product…
- What is it you’re selling?
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Facts, Advantages & Benefit (FAB)
No one buys anything for what it is,But for what it does!
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Facts, Advantages & Benefit (FAB)
All Facts can be turned into
Advantages when ”translated”
But not all advantages Benefit me!
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The customer’s benefit
You achieve...
You avoid...
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Facts, Advantages & Benefit (FAB)
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The ABC of the sale
Contact CloseNeed Solution
Attention Benefit Close
Small talkAgendaThe customer’sSituationImportant, focuson, benefit
Open-endedquestionsWhat challengesthe customer
Present the solution with FABThe customer Must understandthe benefitHandling objections
SummaryAcceptNext stepWho does what- and when?
Pre
para
tion
Follow
Up
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The first call
”Attention”
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Letters
NameCompanyAddress
Header
Attention: Why are you writing?Benefit: What’s in it for the customerClose: What is the next step?
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Telephone AIMs - method
A
I
M
s
Attract attentionName, company, why are you calling?
Inspire interestWhat will make them spend time with you?
Make the case for a meetingDon’t sell anything other than the meeting
Set the time and venueMake the appointment
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When you are at the customer
AgendaWhy are you there?
Does the customer have anything to add?
Important, focus on, benefit
Start with a factSomething you have read in the newspaper
Start with a ”spot””When I arrived, I noticed...”
Start with news”The reason why I’m here is that
we have just launched...”
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Ask the right questions
Start with open-ended questions
I keep 6 honest serving men,(They taught me all I knew)
their names were What, and Why, and When,and How, and Where and Who?
From Kipling
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Important, focus on, benefit
What is important to you?
What do you focus on, when chosing...
What is your benefit when you...
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Questioning techniques
Information questions
Science questions
Hacker questions
Confirmation questions
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Questioning techniques
Page 94
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You!
Hacker questions - consequences
Customer
Currentsupplier
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Hacker questions
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Communication
The customer’s
Map of the WorldMy Map of the World
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Remember timing in your questions
The customer’s Map of the World
Your Map of the World
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Buying signals
Never ignore a buying signal, but you can save it for later!
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Objectives
Never ignore objections!But you’re allowed to take them in advance
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Objections
Take them in advance
Advantages:You can handle them when it suits you
Proof that you have put yourself in your customer’s situation (Empathy)
You appear trustworthy and serious
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A piece of advice
Avoid:
• Taking objections as a personal attack on you
• Ignoring objections
• Arguing with the customer
• Interrupting the customer
• Agreeing
• Answering in an condescending way (with your voice or body language)
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Close
Summing up
Alternative
Reference
Isolation
Extra benefit
Fear - pressure
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Active listening
The biggest gift you can
give someone
is high-quality attention!
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If the unthinkable happens...
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Rules for handling claims
Listen – let the customer finish his claim
Ask questions, make sure you understand the customer
Appologize, correct mistakes – don’t blame anybody
Say what you will do about it, and when you will do it
It’s up to you - action
Follow up – take responsibility
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You are responsible for building relationships with the customers
The initiative is yours – remember to show interest.You must be ”Top of Mind”
You must build relationships with both business and social activities,
You must create a partnership. Remember to haverespect for the commercial aspect
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”The 10 commands”
1. Think positive
2. Attitudes and actions
3. Understand your customer’s business
4. Be professional
5. Stay ”Top of Mind”
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”The 10 commandments”
6. Add value
7. See the possibilities in every problem
8. Be trustworthy
9. Costumer satisfaction is also your responsibility
10. The customer pays your salary
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Relations and partnering
FriendThird party
Supplier Partner
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Thank you
Have your expectations been fulfilled?
What did you get the most out of?
