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2030Module6noteseffectivesalescommunication.pptxScience of Selling
Basic Sales Process
Open the interaction
Get Information
Give/Use Information
Provide Benefits
Overcome Objections
Get Commitment
Opening the interaction
Professionally introduce yourself (as needed)
Build rapport/relationship setting (small talk)
Establish credibility.
State the purpose of this meeting
Why is the purpose of interest to the other person.
EX: I was hoping that you had a few minutes to talk about an idea that I had that I believe can help you better achieve your cost reduction goals in our department.
Finally, confirm any assumptions you believe going into the call.
EX: I understand that you have been tasked with finding new cost savings in our supply orders, is that true?
Get Information
Listen and Observe (what is being said and not said, how it is being said, and who is saying it)
Gather key pieces of information
Current / ideal state (problem / solution)
Selection Criteria
Decision Influences
Decision Making Process / Timeframes
Budget/Compensation/Financial Implications
Identify trends/themes in their answers so you can ask follow-up probes for clarification
Get Information - continued
Ask Open Ended Questions to get a bigger picture
Danger of Closed Questions
Ask a variety of questions
New Information (the facts)
Attitude (the feelings)
Confirmation (your understanding)
Commitment (agreement to take action / proceed with the process)
Give Information
Tailor your responses
Map it out so they can see the correlation
Lead with the benefit/result tied to the need
Puts the other into active listening
Relate it to their needs (You orientation)
Always ask yourself - “So what? Why would they care?”
Highlight unique points to differentiate your issue
Provide evidence (proof sources)
Use Information – Handle Objections
Handle objections using the CAP model
Clarify, Address, and Proceed
EX: I want to explore additional options
Clarify – What would be the purpose in continuing? Is there something else you need for my solution to do?
Address – I agree that the solution needs to increase efficiency. My solution actually provides the ability to …
Proceed – So given that this will meet your needs for increased efficiency, as well as cost reduction… how do you feel now?
Get Commitment– Handle Objections
After clarifying and before proceeding, address according to the implication of the objection.
Unmet needs: you should address how your proposal meets these needs.
Information request: Provide the information requested.
Misunderstanding: Tactfully clarify
Doubt: Provide Evidence
Genuine disinterest or preference for something else: Present counterbalancing aspects to assure full hearing.
Get Commitment
Trial close to get an acceptance signal
“Based on what you are looking for and what I bring to the table, how well does this fit?”
Ask for their commitment OR the next incremental step towards commitment
If you have a good solution and have explained it well, there should be nothing scary about asking.
Summary
You should be selling only when the solution is win-win for both parties
Ask the right questions to understand their need
Give relevant and compelling information about your proposal
Focus on getting incremental commitment
Everyone is in sales in some way, and if you keep yourself dialed in to your inner salesperson, then you will excel in your relationships with internal and external customers.
Some Selling Roles
Advertising, Market Research, Consulting firms- Promoting campaigns and ideas to clients
Educational institutions, Recruiting Firms – recruiting students or potential employees
Financial Services
Accounting/Tax Firms – new business development
Entertainment firms, Sports Teams – Selling Tickets, Events, Promotions
Health Care – training and educating doctors, hospitals, pharmacies
Fund-raising organizations – seeking philanthropic donations
What Is Selling Responsible For?
Generating revenue for the firm
“Nothing happens until somebody sells something.”
Contacting potential customers: generating growth/new business
Dispensing knowledge/education to external stakeholders; internal clients
Providing services and solutions inside and outside the firm
Promoting Change
Understanding the marketplace.
Next Time
You will receive a “role play scenario” before you leave today, along with a planning sheet.
You should study the scenario and make sure that you understand it and complete the sales process planning sheet.
The scenarios are different… some have you selling an idea, yourself (interview), a product, or a work solution.
You may need to do just a little research to make sure you understand the proposal you are selling and develop some questions, benefits, etc. ahead of time.
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