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Sales competition workshop 1: professional selling. 5/11/2012. Professional Selling: Theory and Application.

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professional selling theory and application
Professional Selling: Theory and Application

“Professional selling is the interpersonal communication process in which a seller uncovers and satisfies the needs and wants of a prospect to the mutual, long-term benefit of both parties.”

steps in the sales process
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
        • Situation
        • Problem
        • Implication
        • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
first impression
First Impression
  • You have only one chance to make a favorable first impression
    • Your looks
    • Your actions
    • Your manner of speaking
  • Salespeople must be conscious of the communication signals they are sending
    • Visual
    • Vocal
    • Verbal/Non-verbal

Three V’s

lombardi time
Lombardi Time
  • Lombardi Time states:

"Show up for every important business meeting 15 minutes ahead of the scheduled meeting time"

  • The idea is to use the 15 minutes to:
      • Catch your breath
      • Collect your thoughts
      • Preplan what you want to accomplish in the meeting and how you'll go about it
courtesy and common sense
Courtesy and Common Sense
  • Ask permission to sit
  • Never clutter the prospect’s desk or floor without asking his/her permission
  • Watch the tone of your voice
  • Always be courteous but not overly friendly or pushy
  • Never be presumptuous
steps in the sales process1
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
        • Situation
        • Problem
        • Implication
        • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
look for clues
Look for Clues
  • Your prospect’s desk can provide clues about their personality, communication, and work style.
  • What could these clues indicate?
      • A clean desktop (to-the-point)
      • Organized piles on the desktop (project manager)
      • Multiple drawers and filing cabinets (detail oriented)
      • Papers and clutter (busy, frantic)
      • Boxes and piles on the floor (transition)

What clues may show up for different social styles?

social styles matrix
Social Styles Matrix
  • Analytical
  • “What I need are practical suggestions”
    • Industrious
    • Persistent
    • Serious
    • Vigilant
    • Orderly
  • Driver
  • “Show me bottom line results”
    • Determined
    • Demanding
    • Thorough
    • Decisive
    • Efficient

Low

  • Amiable
  • “Show concern for me and my problems”
    • Supportive
    • Respectful
    • Willing
    • Dependable
    • Personable
  • Expressive
  • “I like competent, imaginative salespeople”
    • Personable
    • Stimulating
    • Enthusiastic
    • Dramatic
    • Inspiring

ASSERTIVENESS

High

Low

High

RESPONSIVENESS

planning presentation openers
Planning Presentation Openers
  • Openers are introductions
        • All sales presentations need effective and brief introductions
        • Salespeople must, in the opener, introduce themselves, the company, and the reason for calling on the prospect
        • Show the prospect that you are aware of his/her situation and that you have a product that can help
        • An effective opening statement is essential to get the prospect’s attention
        • Salespeople sometimes find that a minute or two of friendly conversation relaxes prospects and makes for an effective opening strategy (rapport building)
opening the presentation
Opening the Presentation

What makes some salespeople standout?

  • The best sales professionals know:
      • How to emphasize benefits in their presentations
      • That the most effective presentations must start and finish with the prospect’s needs and wants as the focus
  • A key question for salespeople as they endeavor to maintain their competitive position is to ask:

“What could make the customer more delighted?”

other types of openers
Other types of openers
  • Benefits
  • Probing questions
  • Third Party referral (AKA- Name dropping)
  • Sincere compliment

Which will be best for the different social styles?

types of questions
Closed Ended Questions

Alternative choice

Single outcome

Yes or no

Types of questions

Open-ended Questions

  • Broad scoped
    • Diagnostic
  • Narrow scoped
    • Surgical
  • Who, what, where, when how, why
  • Can’t be yes or no

Inquiring Questions

steps in the sales process2
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
        • Situation
        • Problem
        • Implication
        • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
the spin questioning strategy
The SPIN Questioning Strategy
  • Situation Questions
  • Achieve fact-finding objectives
  • Have low selling impact
  • Useful at focus of receptivity
  • Problem Questions
  • Achieve uncovering satisfaction objectives
  • Have moderate selling impact
  • Useful at focus of dissatisfaction
  • Implication Questions
  • Achieve objectives of developing and channeling dissatisfaction
  • Have high selling impact
  • Useful at focus of dissatisfaction and focus of power
  • Need-payoff Questions
  • Achieve objectives of rehearsing and selectively channeling customer attention
  • Have high selling impact
  • Useful at focus of dissatisfaction and focus of power
trial closing
Trial Closing
  • SOCE questions also have 'closing the sale'benefits
  • Trial closingis a process that helpsyou find out where a person is in thecommitment to buy
  • The goal of the questionsis to receive a 'Yes' commitment to moveforward in the sale
  • The easiest way toformulate a trial close question is by using an 'If/Then'scenario
reacting
Reacting
  • Be empathetic
  • Receiving verbal and non-verbal signals that reveal true needs
  • Processingthese signals to gain insight into the prospect’s situation
  • Using the information received from signals to develop probing questions
  • Convincing prospects that their needs are being communicated and understood
  • Uncovering latent needs (Not Evident)
responding to tough questions
Responding to Tough Questions
  • When your prospect asks you tough questions at this stage, you should:
      • Restate the question
      • Ask
        • “What do you think?”
        • “What makes you ask?”
      • Start with a general reply
      • Don’t fake it

You must listen to be able to respond!

effective listening
Effective Listening
  • Effective listening consists of three discrete stages in the listening process:
    • Sensing
        • The actual receipt of messages
    • Processing
        • Activities that occur in the mind of the listener
    • Responding
        • Acknowledgement of the receipt of the message
steps in the sales process3
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
      • Situation
      • Problem
      • Implication
      • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
solution selling
Solution Selling
  • Solution selling is the stage at which the salesperson
      • Assumes a knowledgeable role
      • Begins to earn the right to be an advisor to the prospect
      • Customizes her presentation of product features and benefits to the prospect’s specific needs and wants
v q p

V = Q/P

Where V = Value, Q = Quality, and P = Price

The value of a delivered product or service increases as the quality of that product/service increases or the price of that product/service declines

sell benefits not features
Sell Benefits Not Features
  • Deal only in facts
  • Sell the prospect results
      • What the product will do--not what it is!
steps in the sales process4
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
      • Situation
      • Problem
      • Implication
      • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
steps in the sales process5
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
      • Situation
      • Problem
      • Implication
      • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
trial close
Trial Close
  • After answering all the prospect's questions and concerns, it is time to trial close again
  • The salesperson can ask the prospect any of the following questions:
      • “What do you think?"
      • "How does all of this sound?"
      • "How do you feel about what I’ve said so far?"
traditional closing techniques
Reserving an Advantage

Single Benefit Close

Similar Situation Close

Price Reduction Close

Asking for a Trial Order

Traditional Closing Techniques
  • Asking for the Order
  • Assumptive Close
  • Alternative Choice Close
  • Summarizing the Benefits
  • The Probability Close
  • Continuous Yes
steps in the sales process6
Steps in the Sales Process
  • Lead Generation
  • Lead qualification
  • Needs Identification: SPIN Selling
      • Situation
      • Problem
      • Implication
      • Need Payoff
  • Feature/Benefit Presentation
  • Marketing Plan and Business Proposal
  • Close
  • Objection Handling
handling objections
Handling Objections
  • Effective salespeople are able to:
      • Anticipate objections
      • Answer them with confidence
      • Probe for more concerns
      • Quickly get back to motivating the prospect/customer to make a decision in favor of purchasing
anticipating objections
Anticipating Objections
  • Salespeople must be able to anticipate:
      • Prospects’ objections and prepare answers before making sales calls
      • Questions concerning how the technical aspects of the product/service solution can help prevent the occurrence of problems
      • Value improvements
five classic objection handling techniques
Five ClassicObjection-handling Techniques
  • Forestall the objection
  • Compensate
  • Counter
  • Boomerang
  • Feel, felt, found
sales competition next steps 1 2
Sales competition…next steps (1/2)
  • Deadline upload videos for qualification round
      • November 30, 2012
  • Selection of participants for the Vlerick Sales Competition
      • December 7, 2012
  • Vlerick Sales Competition
      • February 5, 2013
      • Starting at 2pm
      • Ghent Campus
sales competition next steps 2 2
Sales competition…next steps (2/2)
  • Workshop 2: Intro in CRM systems
      • Monday, December 10, 2012
      • 6.30PM-8.00PM
      • Gent Campus
  • Workshop 3: Selling CRM systems
      • Thursday, January 17, 2013
      • 6.30PM-8.00PM
      • Gent Campus