Selling Skills

About Training…

´New information
´Reinforcement of positives
´Recognition of negatives
Learning comes in 3 forms:
The Sales
Process

1. Target Account
2. Qualifying Call
3. Appointment-Setting Call
4. Sales Call(s)
5. First Use/Installation
6. Back to step 4

? %
?
Target
Accounts

´Good program?
´Enough?
´Significant?
´All reps?
´Buy-in?
´Progress?

Qualifying/Appointment
-Setting Calls

´Collectively known as “cold-calling”
´Everyone proficient, including
YOU? If not, teach
´Script
´Objections/Turnarounds
´Don’t intrude-stereotypical salesman
´See yourself thru customer’s eyes
Cold-Calling

Scares most salespeople because:

THEY TRY TO ACCOMPLISH TOO
MUCH!

Target
Accounts
Qualifying Calls
Appointment
Setting Call
Appointment
Setting Call
The Five Step
Sales Call

´Introduction
Probe for Needs
Presentation
Management of
Objections
Close

Consider
Yourself a …

“Doctor of Selling”

1. Exam
2.Diagnosis
3.Treatment


Introduction
Five Steps of an
Introduction
* Name
- Company
4 Appropriate Sociability
4Productive
^ Purpose for Being There
= Up-front Benefit
Up-Front Benefit
* VERY important – Why?
*Bold!
Probing
Segues
Smoothly moving from one step of
the call to the next
Getting customer to “buy in”
Needed to move to:
Probing
Demo/Presentation
Close

Segue into
Probing:
In order to determine if we can benefit you
like we have for St. Mary’s Hospital, I just
need to ask you some questions about your
current program; would that be ok? Would
you mind if I took some notes?
Why Probe?
To obtain valid information about
others - Needs, Ideas, Opinions,
Feelings, etc.
To increase receptivity - prepare for
change
To develop and maintain positive
rapport - mutual trust
To increase involvement and
understanding

Why Probe?
¤ As much for customer as you!
¤ Easier to sell someone something
they need
¤ Keep in mind, they may not know
they need it
¤ Ask questions for which you
already know the answer


Probing
¤ Most important step!
¤ Most underdeveloped step!
¤ Don’t assume (different answers)
¤ Don’t quit early
¤ Don’t underestimate the power of
the word why
¤ Sometimes it’s just the wording –
customers (people) won’t just
“cough up” what you want to hear
¤ Silence is OK, let questions sink in


Types of Probes



Open
Intermediate
Closed
Open Probes - Start the flow of information
Intermediate Probes - Continue the flow
Closed Probes - Obtain specific bits of information or action
Open Probes
´ How do you feel about ……..
´ What do you look for in a …..
´ Give me your opinions on …...
´ Tell me about your current
floor care program.
Intermediate Probes
´Brief Assertion-


´Neutral Phrase-
Nod Head “I See”
“Sure” “Uh Huh”

Thank you for sharing that information.
Tell me some more about. .
Interesting, why do you say that?


´How many 5's do you use per
month?
´What size container do you buy
your all purpose cleaner in?
´How many people will be at the
housekeeping group seminar?
Closed Probes
´Summarize results with
summary probes:
´So what I hear you saying is…
´If I understand you….
´Lays groundwork for
Presentation
´Proves you were listening

Before Leaving
Probing Step…
Presentation
Time for another
Segue:
Into the Demo
Segue into
the Demo:
I’d like to get your opinion on a 2-minute
demo
Presentation:
¤ Simple equation:

Uncovered need + Presentation on
Applicable Product = A Sale

¤ The transfer of knowledge and
enthusiasm
Presentation:
¤ 3 Steps:
1. There are differences between me
and my competition
2. The differences between me and
my competition are REAL
3. These differences AFFECT YOU
in…
¤ Product usage
¤ Labor


Trial closes
Taking customer’s temperature
throughout sales call

Does this make sense to you?
What do you think about this?
Can you see advantages in this?


Presentation:
Relationship
Service
Value
Price
Relationship
Service
Value
Price
Relationship
Service
Value
Price
Presentation:
¤ Value is:
–Performance
–Safety
¤ How do you establish
value for floor care?
¤ Is it tougher to establish
value for dilutables?
Telling Is
Not Selling
The
Same Old
Routine Sales
Call
Salesman: “Here’s the product that will meet
your needs: spitfire It’s is a great cleaner
and it can clean about anything”, blah blah
blah...”
Customer is thinking: I have to kick him out
soon - I’ve got to pee!
Adult Learning
Verbal
5-7%
Verbal + Visual
55%
Verbal + Visual +
Hands-On
85%
0 50 100
Presentation
What can we do
besides telling?
Management
of
Objections
MANAGEMENT OF
OBJECTIONS
¬Acknowledge
¬Probe
¬Answer Objection
¬Get Confirmation
MANAGEMENT OF
OBJECTIONS
¬What if you
can’t/get stuck?
¬Give yourself a
chance
Closing
You’ll get 0% of the orders you don’t ask for
One Last Segue:
Into the Close
Segue into
Close:
Based on what I’ve shown you, does this look
better than what you currently use?
Closing
Must “earn the right” to close
Customer expects you to
Close for something – a
commitment
If no, WHY?

Closing Techniques


Are you using many
different techniques? Be
honest.
You need to – they are
situational
ASK FOR IT
Direct Close or Direct Question

Why don’t you try it?
Can I have the authority to go ahead
with the order?
When would you like delivery?
 How much would you need to get
started?
The Order Form Close
 Start off with the basic assumption
that the customer will buy……..
It’s only the details that need
clarifying.
 Question and obtain the customer’s
commitment on the different stages of
completing the order form.

At the final stage of the order...Ask for
the OK or Approval - Not Signature
The Either / Or Close
 It often helps to get the buyer’s final
agreement by asking which is the most
acceptable of alternatives offered.

Would you like in Fives or in 55 gallon
drums?
Would you like your order delivered this
week or next week?
Would you need the Dispensing system?
The Half Nelson Close

 Use this close when the customer
questions your product’s features or
benefits, or you can help him/her solve a
problem.
 To be used successfully, this close
requires good probing and good
knowledge of your product.
If I can prove to you that _____ will
reduce your labor costs by 50%, will you
buy it?
Dialogues
Appointment-Setting
Up Front Benefit Statement
About Company
Service
About Products
Others?
The End?

No. You HAVE TO continue
to develop these skills on
your own

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