Selling/Sales Exam #2

Action of the Salesperson in Developing Leads Into Qualified Prospects

Sales Lead-->Prospect-->Qualified Prospect *Sales Lead:* -just a name *Prospect:* -researched for need, money, and authority to buy *Qualified Prospect* -evaluated prospect along with personal information

The Searcher

a hidden request for additional information -some prospects object simply get are information even though they have already mentally decided they want to buy (the customer just wants to be convinced that buying your product or service is the right thing to do) *4 most common searcher objections* 1. im not interested 2. i don't have the money for this 3. we are satisfied with what we have now 4. I really like the competitor's product

What industries are qualifying very important for?

all of them -but specifically the real estate and financial services industries

The Stopper

an objection to which no satisfactory solution can be found Ex: if you can promise delivery no sooner than 6 months from now and the prospect absolutely must have the product in 3 months, you can't--or at least, you shouldn't make that sale -not every prospect is a fit for your product or service. This is inevitable, and if you encounter such a situation, silly recognize this and move on to a more qualified prospect with a real need for what you sell and the ability to buy

Qualifying Question Approach

asks the prospect to consider buying the product; it can help determine whether you have a prospect who is cold, lukewarm, or red hot toward your opportunity "If I could show you _____ would you buy?" -this may seem bold to ask, but if the prospect says yes, you have a sale--provided you can back up your statement with valid proof

When to Answer Objections

choosing the proper time to answer them is just as crucial as the answer itself -in determining when to answer an objection, you must consider the type, why it has been raised, the mood of the prospect, and in what phase of the interview it is raised -timing is important in any negotiation -prospects introduce an objection at a time that favors their position *normally, there are 4 logical times for responding to the buyer's concerns:* 1. answer it immediately when it is raised 2. anticipate and forestall objections 3. postpone the answer until later in the presentation 4. do not answer an excuse

Great salespeople...

demonstrate one trait more consistently than any other is constant prospecting, enhanced by creative approaches that build value and lasting relationships. -they see opportunities everywhere and they know its not just the numbers--but the numbers are what count. After all, you have to see more to sell more

Suit the Approach to the Person

how much or how little time you give to small talk or chit-chat depends on the behavioral style of the prospect, the circumstances of the moment, and the nature of your visit. >> if you sense that the prospect wants to get on with the interview, move on -an effective attention-getting statement requires preparation (if you did your homework you already have an idea of the needs and behavioral style of the prospect; if you spend a few minutes in small talk you may gain further clues to confirm or adjust your pre-approach information) >> use what you know to plan an effective attention-getting device to introduce the heart of your presentation

Networking

refers to the active cooperation between business people to share information about the business climate, specific happenings in the business community, and prospects. *involves the 3 C's* 1. Connecting 2. Communicating 3. Cooperating -good old networking should still be an essential part of your weekly routine -engage with people face to face, tell them abut yourself, your business and your product, and ask about them; exchange contact details, add them too your database and keep in touch

Educational Approach

reflects the trend towards relationship selling -here, salespeople research the field so thoroughly, they are able to present new information to the prospect by becoming an authority not just on the product, but on the industry or market the product serves. -the presentation becomes less of a sales pitch and more of an educational lesson for the prospect; this shifts the power dynamic in favor of the one doing the teaching, which could be especially effective in a virtual meeting, where you can't develop your credibility, at least initially, face to face.

Types of Objections

the difficulty with objections is that they have the tendency to sound like *obstacles* that will stop the sale -when the prospect objects, you must understand what type of sales resistance is being offered before you can handle is effectively *sales resistance ay be separated into 4 general categories:* 1. the stall or put-off 2. the searcher 3. the hidden objection 4. the stopper

Pre approach

the planning and preparation done prior to the actual contact with the prospect -analyze prospecting information -plan specifically for each sales call -go over and rehearse your presentation -study product and sales literature

Features

the tangible and intangible quantities of the product or service you sell -they are facts that are the same no matter who uses the product or service tangible features: observable factors like color, size, capacity, speed of performance, material from which it is made--anything that can be detected through one of the 5 senses intangible features: the service given by the company, price, delivery, availability of service, and even the service and support that you promise

When you call...

*Ask Yourself* -Why am I calling? -What is my proposal? -What would make this person want to grant my request? -How does my telephone script sound? -Schedule a specific time for calls -Verify that you are speaking to the correct individual -Tell only as much as needed to get the appointment -Keep control, but don't be pushy -Show excitement and enthusiasm in your voice -Sell your name. -Eliminate verbal pauses (um, uh, you know)

Categories of Buyer Objections

*Product Objections* -the materials are not up to industry standards; the product is poor quality -im not sure the products won't hold up over time -this has the same features as your competitor but is higher priced *Company Objections* -your company is not well known. I prefer to deal with large, established companies -ive never heard of your company or know anyone who has done business with you -didn't your company get some bad press recently? *Aversion to Decision-Making* -we are happy with what we have -see mean your next trip -I want to think it over -We don't have room for your product line *Service Objections* -your delivery schedule doesn't work for us -we need same-day response on all service calls -your maintenance contract doesn't meet our needs *Objections to Salesperson (Possibly Hidden)* -you are not very well prepared -you're not really listening to my concerns -you're trying to sell me too aggressively -I don't like you *Price Objections (Possibly Hiding Real Objection)* -I can't afford it -your pricing structure is out of line -I'm going to wait until prices come down *-all of them should be handled the minute they come up with the exception of price*

Why do Objections Occur?

*Psychological Reasons* -Dislike decision making -Prefer old habits -Reluctance to give up something old for something new -Unpleasant past associations with you or your company -Perceived threat to self-image...I'm in charge! *Logical Reasons* -I misunderstood -I'm not convinced -Hidden reason - does not want to reveal real reason -Your product offering does not fit the prospect's needs

Use their name properly

-Say it right -Spell it right -*Pay attention* - get it spelled and pronounced correctly -*Concentrate* on a person's memorable characteristics -*Associate* - any gimmick that works -*Observe* and visualize -*Repeat* the name often *The purpose of small talk (chit-chat with a purpose)* -Gain an advantageous, positive beginning that will break the ice and ease tension -"Warm up" a cold environment -Provides additional information *Small talk can be negative if it conflicts with prospect's social style*

Do Not Answer an Excuse

-Serious objections will come up again. -Not answering suggests that the excuse is not truly relevant (especially if it did not make sense to you)

The overlapping sales cycle

-lead -prospect -pre-approach -approach -need discovery -gives us a qualified prospect -When we use the preapproach the right way it allows us to become less robotic. No one likes a canned sales call. -It also allows us to pre plan for any potential issues that might come up

Strive for Passion, not Perfection

-more often than not, customers buy bc of the rapport building established over time. -*selling really is all about relationship building* -it all comes down to the way you present yourself and your product or service and the value you create for the customer. -*sales presentations must be listener-centered* (people want to have their problems solved) -don't worry about making the perfect presentation, it probably won't happen. -prospects are looking to you for knowledge of what you're selling and how it can help them solve a problem or become more successful -you must truly believe in what you're selling and show some passion when doing it--that is far more important than perfection.

3 Fundamental Selling Truths

1. if you don't know your product, people will resent your efforts to sell it 2. if you don't believe in your product, no amount of personality or technique will cover that fact 3. if you can't sell your product with enthusiasm, the absence of it will be infectious -nobody buys from a dispassionate seller; if you don't believe in the product, no one else will. >> the more options a sales rep creates for the prospect, the greater the chance for a sale.

What does having a pre approach mean to you as a salesperson?

Having a plan and knowing the customer bolsters your self-confidence Enhance your *perceived value* -Don't knock the competition -Be prompt; be polite; keep your promises -Plan ahead - don't leave anything to chance -Write a note of thanks

Main Points to Remember

-Let buyers know you are on their side -Help with objections (show you really do care) -Do not get demanding, defensive, or hostile -Do not be satisfied with an excuse or stall -Bring out the benefits and keep on presenting them!

So how do you get face time with a buyer?

-Letter (weak) so follow with a call -Cold call...ouch -Phone call saves time and money if you can get through. -You'll encounter gatekeepers. -Show them sincere respect -Be honest about your intentions -Get personal information about the individual -Question gatekeepers. They often know what the company needs -Be thoughtful - small gifts and cards can go a long way but be careful...what's the downside? Only give compliments and gifts if what?

Anticipate Objections

-Incorporate objections and the answers directly into the presentation if you are confident the objection will come up. -This can help prevent a "confrontation" -Objection may come up again—but it will have less impact the second time -Weave into your presentation factual answers to anticipated objections

Using Behavioral Styes to Choose the Right Approach

*Expressive* -open in terms of long-range goals or implications -"Mr. Arnold, I would like to show you how our innovative service will help your department reach its long-term potential." *Analytical* -open in very specific terms -"Mr. Arnold, I would like to give you the background on our service and then list the ways in which I think it will reduce your overhead, increase your productivity, and improve your profit margin by 10%." (be prepared to do so) *Amiable* -open in supportive, people-oriented terms -"Mr. Arnold, I am aware of some of the pressing concerns you must be facing at this time, and I believe our service will help you and your people overcome some of these problems" *Driver* -open in results-oriented terms -"Mr. Arnold, our service will help you increases your sales by 15% in just 6 months. Are you interested?" (be prepared to prove your statement)

These are key!

*Predict likely objections based on:* -Your past experience -Experience of others in your company -Preapproach information gathered *Prepare for the presentation* -Set sales call objectives -Rehearse (role play) *Visualize successful selling* -Mental toughening: Visualize the meeting over and over with a successful outcome -Practice out loud *Learn how to best approach the prospect* -Social style analysis

The Six Step Phone System

*Step 1 - Introduce yourself and your company* -A judgment will be made about you within a few seconds -Keep it warm and friendly *Step 2 - Provide a tangible benefit* -Provide something of value right away -Give them a REAL reason to stop and listen *Step 3 - Personalize the call* -Mention referrals if you have them -Put your preapproach to good use *Step 4 - Take the pressure off the call* -Get permission to continue -Stress that what you have to say MIGHT work (or it might not) *Step 5 - Overcome resistance* -There are objections to the call itself and to setting an appointment -Admit your offering is not right for everyone *Step 6 - Request an appointment* -Don't give too much info over the phone -Keep it simple! -Offer a choice of days and times -Confirm / confirm and confirm

The Power of Analytics

*Two Main Areas in Analytics* 1. Data and statistics-driven predictive modeling that enables prospect and client segmentation and opportunity identification 2. Reporting and the software that allows you to retrieve information from a client or prospect database -it really all boils down to performing and then utilizing *data analysis*, all driven by the need to sell in a more targeted and precise manner *It's about harnessing the power of information in a way that leads to more sales* -data analysis is only valuable if it serves a purpose; it can go a long way toward providing solutions if you: have a question that needs answering; need to choose between different options; believe that showing information in a quantitative fashion would increases clarity or motivate audiences to act. -you need to have 3 things: 1. accurate data (information) that can be quantified, 2. tools to extract and compile the information, and 3. ways to model the data so that it provides useful information -when you use it right, data analysis can provide useful, intuitive information -proper use of analytics can answer questions like: "are my phone calls to potential prospects any more effective in the *morning* or after *lunch*?; "what is our company's *second biggest* selling *month*?; "how well are we doing in increasing *year*-over-*year* sales?" ^^ note the bold words: those words highlight the fact that there needs to be different variables to study--two factors that can be measured or investigated to test whether (and how) they are related--in order for data analysis to yield valuable results -with the right data, there really is no limit to what you can discover through analytics bc the answer to such questions will allow you to focus your time, energy, and resources where they will glean the biggest payoff *being as thorough as possible in your approach to prospecting goes a long way in securing new accounts and allows you to achieve the treasured personalized approach to selling* -put yourself in your clients' shoes and you can offer them a real solution; this accomplishes more than merely establishing a solid rapport with prospects--it builds a relationship that will inevitably yield more success in the future. *if you fail to plan, you plan to fail*

Guidelines for making the first impression a favorable one:

*Visual Factors* -correct any detail that coulee become a visible distraction (tattered briefcase, messy car, etc.) -nonverbal communication is powerful -don't wear jewelry that advertise membership of something that might not be admired *Professional Habits* -be prompt, or even early -present a clear agenda; state the purpose of your call right away; make it clear you aren't going to waste their time -be prepared with as much information as possible about the prospect (both the individual and the company) *Building Rapport* -pronounce the prospect's name correctly -if you pay the prospect a compliment, make it specific and sincere -respect the prospect's personal space -look for common ground like mutual friends, memberships in same religious or civic groups, similar hobbies -be enthusiastic; it is infectious if it is sincere *Physical Action* -shake hands, maintain eye contact, and greet the prospect warmly, but never say, "how are you?" as it may sound contrived and insincere. instead, open with a more specific greeting, including the use of the prospect's name -refrain from personal habits like smoking or chewing gum, or from using careless language that might be offensive to some people

Postpone the Answer

-Acknowledge the objection -Employ empathy -Gives you time to present more benefits -Allows you to maintain control -Gives you time to think about your response -Promise to get back to the question. If prospect absolutely insists, then answer it when it comes up

Answer Immediately

-Allows the prospect to concentrate on the rest of the sales story -Shows the prospect your sincerity -Prevents prospects from inferring your inability to answer -Of all the objections, the price question should be answered after need, value, and benefits have been discussed. In other words, put it off if you have not established value.

Outline Presentation

-Prepare a written outline of the presentation -Must have developed several "units of conviction" -Reveals existing need for any additional information -Makes it possible to check needs and goals against suggested solutions -Think about your in class presentations... -using an outline presentation successfully depends upon the development of the numerous units of conviction that are thoroughly internalized, and the outline is built by considering all the information available about the prospect. Ex: P&G Sales Plan -purpose of the sales call -background of account -summarize the situation -state the idea -explain how it works -reinforce key benefits -suggest an easy next step

What's the Presentation all about?

-Provide knowledge using the features, advantages and benefits of your product, marketing plan, and business proposal utilizing your value proposition. -Convert need into want and into the belief that your product can fulfill those wants -Convince the buyer your product is ideal and you are the best source to buy from -Here's what I suggest, and here's why. Now, what do you think? (take the pressure off; set the agenda) -it is easy to fall into the trap of creating a data-dense presentation, filled with facts and figures that can confuse or complicate a presentation if their significance is not explained. How data dense are most sales presentations?: -the typical salesperson presents 6-8 features or benefits during the sales presentation. 24 hours later the average prospect remembers only one benefit -in 39% of those cases they remember the one benefit incorrectly -in 49% of the cases they remember something that wasn't mentioned at all -we don't want to hear facts; we want to hear tangible pieces of useful and targeted information that will remind us why we want and need to hear this presentation in the first place -aka, data and numbers are important--but data is not what elicits sales -customers buy when they see what you have to offer will solve a problem or fill a pressing need, not when you impress their intellects. -future of sales relies on real-time value and how well sales professionals become trusted advisors in guiding clients to solutions to their problems >> the future belongs to those sales pros that can present and share their knowledge, offer wisdom, and create value in a way that benefits the prospect in tangible ways -Strive for Passion, not Perfection -Calling on Regular Customers

Situational Selling

-no matter how much you learn about a prospect before you appear for the interview, you can never be absolutely sure what kind of situation to expect when you arrive -if planning has been adequate, you can shift gears and make a different kind of presentation, switch to another purpose for the interview, or even delay the presentation until a better time. *situational selling* is fitting yourself to the situation and making each contact with the prospect beneficial to your ultimate purpose of closing a sale -be sure each meeting focuses on your ultimate goal -prior planning should allows you to adapt to any situation in front of you -this flexibility can be exercised buy using a smartphone or tablet to take an order, calculate it, offer "what ifs", and make any changes right on the spot

4 Principles to follow in using a demonstration as a part of our sales presentation

1. *Concentrate their attention on you* -focus them on what you're saying 2. *Get prospects into the act* -invite them to operate your device, taste your food, smell your fragrance, feel the depth of the tread on the tires, or listen to the quiet sound of your machine in operation -get as many senses involved 3. *Keep prospects glued to the screen* -think of all the ways--social media sites, or email--your prospect could be distracted by what's on their screen! it's your job to ensure that your presentations are riveting 4. *Paint a picture with metaphors* -painting a mental picture is a hook that grabs prospects and reels them in; metaphors, analogies, and similes can bring special life to sales presentations (these are effective ways to reinforce concepts, while building rapport and winning people over to your way of thinking)

And now for the Approach

1. To make a favorable or positive impression on the prospect 2. To gain the prospect's undivided attention 3. To develop positive interest in your proposition 4. To lead smoothly into the need discovery phase of the interview -This is key because the average prospect will make a decision about you in roughly 4 minutes. Yes, 4 minutes. -Look good, smell good, speak properly, shake hands properly, make eye contact, know your product and your reason for being there AND FIRMLY BELIEVE THAT YOU CAN HELP THE CLIENT!

Gain More Referred Leads

20% of clients wont give referrals no matter how you ask; another 20% of clients will always give referrals; its the other 60% where a plan of action is essential. -customers think of themselves as professionals, and they like to buy from professionals. Asking for referrals should become an automatic part of every presentation you make. 1. *Ask for referrals with respect* -"I have an important question I want to ask you" -this will capture your prospects attention and indicate to them just how significant this is to you 2. *Ask for their help* -"I'm trying to build my business, and I would value and appreciate your help"; soften them up 3. *Explain the course of action you purpose* -tell them what will happen if they give you a referral 4. *Gain their permission to explore* -"I understand how you feel"; then "I was wondering if we could agree on who you know who might also benefit from the products I have to offer. Are you comfortable with that?" 5. *Narrow their focus by describing your ideal prospects* -after been given names ask your client "if you were in my place, who would you see first?" Ask why. then find out which one to contact next 6. *Report back to them* 7. *Thank them* -always even if they didn't buy from you *What to Ask* -for your client to make it easy for you to contact a new prospect; the variable in each situation is how this contact should be made -what to ask depends upon your client's need for control of the situation: some what to handle the communication themselves; others want minimal involvement and for you to initiate the contact for them; others may have specific instructions on what they want you to do or say with their referrals -best way to find out how much control your client wishes to have is to simply ask by using an alternate choice type of question: "would you prefer that I call Mr. Evans, or would you want to personally call and talk to him on my behalf?" *When to Ask* -a logical time to ask is right after the close -customer who buys is sold on you and likely to feel good about giving you names; sometimes customers want to use the product/service before giving referrals -you can't ask for referrals; you must earn them. -the best referrals come from satisfaction, not a signature. *Million Dollar Referral* Ex: sending a handwritten thank you note including a lottery ticket with the message: "thanks a million for the referral, I hope you win a million!" -costs very little and always creates a lot of good will and laughs on his next visit

First Impressions

Leonard Zunin says that the first 4 minutes of initial contact with a prospect are crucial (he suggests that 4 minutes is the average time the prospect takes to decide whether to buy from you) *Prospects start judging you from the moment you walk in the room* -impress the prospect with a show of good manners, clear enunciation, good grooming, and appropriate dress; when you look and act like a professional, the prospect, consciously or subconsciously, begins to trust you. -people make quick decisions based on feelings, emotions, or hunches; the more positive their feelings, the more they hear and accept what you say -the opening moments of the approach must be designed to create and atmosphere of trust; the first 10 words you speak will reveal volumes about you -you must put your best foot forward from the beginning in order to ensure that the prospect hasn't said "no" in his mind before he ever hears your presentation -successful salespeople know how to make other people feel important (doesn't matter how knowledgable they are about the product); unless they earn the prospect's trust and confidence, they are not going to make the sale--period. -a salesperson must be able to work effectively with a prospect even in the presence of a personality clash -prospect's watch and evaluate virtually every personal characteristic you have, so your approach must be impeccable; *you never get a second chance to make a good first impression*

Referrals

a name given to you as a lead by a customer, a friend, or even a prospect who did not buy, but felt good about you and your product -people trust recommendations from colleagues, friends, and family 92% of the time--and more than all other forms of marketing. -thus, the factor that makes this prospecting method valuable is its *leverage* (until the proper time to use that leverage arrives, a referral is just a lead like any other) -once you qualify a referred lead by securing all the information needed to show that this person fits the pattern of prospects upon which you call, you are then ready to use the valuable leverage that is yours by reason of the referral. -referrals work bc people are naturally fearful or skeptical of strangers, especially those who try to persuade them to make some kind of decision -people accept you and your product more readily if someone they know and respect has sent you

Websites

a website acts as the company's representative, so you want it to reflect your professionalism in terms of design and content quality. *What a good website can do for you:* 1. effectively prospect for new clients 2. offer 24/7 support 3. cater to all personalities 4. be professional and knowledgeable 5. convince customers to return 6. gather information 7. help you close 8. make follow up easier *Essential Website Components* -really needs to stand out from the crowd -the most professional looking sites remain relatively clean and simply designed; aka, they know who they are marketing to and design the site for that audience -also user friendly, with easily navigable pages and links to key content -continuous updates and marketing efforts are key *Use Affiliate Program Marketing* -you may want to offer ad space on your website, or even place ads on other affiliated sites

Methods of Prospecting

aimless, hit-or-miss prospecting, no matter how much of it is done, generally leads to failure -to streamline the job of prospecting and produce better results, master a number of different methods and use the ones that work best. -for the most part, the job of finding leads and qualifying them as prospects rests squarely on your shoulders. *10 Prospecting Techniques* 1. Referrals 2. Center of Influence 3. Social Media 4. Group Prospecting 5. Strategic Calling 6. Email and Direct Mail 7. Current Customers 8. Business and Civic Groups 9. Networking 10. Websites -on their own, each of these techniques are only mildly effective. -however, when combined, they create a powerful prospecting arsenal -no matter what methods you elect to use, your own powers of observation providee many of your best prospects -in order to recognize qualified prospects, you must practice and learn what to look for

Types of Approaches

bc every prospect and every selling situation is different, you must have several approach methods available in order to use the one that best fits the particular circumstance -the personality style of prospects, the mood they're in as you greet them, and your own feelings and mood that particular day suggest the need to have an opening for ever occasion and every situation. You may have to deviate 190 degrees from the opening and presentation you had planned. -before launching into any approach prior to your presentation, make sure that sufficient rapport has been established. *8 Possible Approaches* 1. relevant benefit approach 2. curiosity approach 3. question approach 4. qualifying question approach 5. compliment approach 6. referral approach 7. educational approach 8. hands-on-approach

Build a Foundation of Trust

buyers aren't looking for someone with fact-sheet-style knowledge. they want someone who they can trust to lead them through unfamiliar territory -buyers know you're there to make a sale. So, how can you convey that you are there to serve *their* interests first instead of your own? -they want someone to tell them what they need (what they should do). they don't want another lesson on how the product or service works The secret ingredient for gaining trust: *Integrity* -it's not a short-term gimmicks its a long-term commitment that builds your authority over the long haul Ex: Annie knows the most expensive package won't work for Doug given his current situation. Doug could make it work, but it would mean incurring some un-budgeted IT costs. She tells Doug the truth and boosts her credibility--and proves the weight of her integrity. -Doug may go with the basic package after she goes through her presentation, or he may decided to ramp things up now. Whatever he decides, it will be a choice made with all the facts bc his trusted ally Annie has his best interests at heart.

Strategic Calling

call it cold calling or warm calling, it doesn't matter; all that really matters is your state of mind. -for most salespeople, it is not meant to be your only source of leads. However, strategic calling on potential prospects who were not expecting your call can serve as an excellent supplement to other prospecting efforts--if it is carefully planned. -the real issue with this prospecting technique rests in the message itself and how you communicate it. >> you must be able to communicate with a prospect so that they understand and resonate with what you have to say *planned prospecting is a communication skill--and like any communication skill, it can be learned and it can be improved upon* -you have a brief amount of time of the phone or at a person's doors to catch and engage your prospect; if you have the proper skills, however, it is possible to have extremely productive conversations with prospects no matter how you choose to categorize them, "warm" or "cold" *Use as a Supplement* -set aside a specific amount of time each week for making calls but never at the expense of more profitable activity *Always Preplan* -develop several effective icebreakers and interest capturing statements and experiment until you find out which ones work best for you (different for every person) *Stay Enthusiastic* -when you make these calls, the person you want to talk to is almost certainly too busy to speak with you; if you remain enthusiastic in spite of such response, you make a positive impression on the executive assistant or receptionist

Units of Conviction

concise, carefully prepared "mini-presentations" used as building blocks to construct the information you present -when the individual units of conviction are combines, they form a *product-analysis worksheet* -when you prepare units of conviction and ass them to your store of available options, they become a permanent part of your selling arsenal. -a single unit of conviction consists of 5 elements: 1. a feature of your product or service 2. a transitional phrase 3. the benefits the feature provides 4. evidence to support your claims 5. a tie-down question to gain the prospect's agreement -begin preparation of units of conviction by losing in writing all the features of your product or service. then go back and list all the ways the first feature can benefit your prospect -when you have prepared units of conviction in advance, finding the right one is just like reaching into your briefcase and pulling out a sample; you know what is there and all of it is at your fingertips for instant use when you need it

Managing Prospect Information

diligent prospecting is useless if you do not have a system for managing and using the information you find *Initial Recording of Leads* -the initial information you need about prospects depends a great deal upon the product or service you sell, but it will, in all likelihood, include these items: 1. prospects full name and nickname (if you know it) 2. email address and business or home address 3. direct phone number (cell is best) 4. name of company he/she works at 5. position in company 6. family information (spouse, number of kids, etc.) 7. personal information (club memberships, college attended, hobbies) 8. approximate income (if your product or service is to be sold to the individual rather than to the company) 9. source of prospect (did you get his/her name from a referral or otherwise?) *Prospect Classification* -Class A: enough information to make a presentation -Class B: need more information to make a presentation -Class C: a "lead", you simply only have a name *Scheduling Contacts* -when you have classified a prospect as Class A, determine when you will initiate contact, either by phone, email, social media, personal visit, or direct mail; set up calendar to ensure you take proper action on the date assigned; if you make a presentation and don't close, choose a time for a new attempt and schedule an appropriate time for contacting the prospect again -contact prospects using a prioritized list -keep a tickler file

The Tie-Down

earn a tie down by getting the client to sell themselves (better term is trial close**) (they understand everything and in other words are ready to buy(if it's the right product for them)) an essential step in building units of conviction, although it usually consists of no more than a single question that asks for the prospect's agreement. -your goal is to translate *features* into *benefits* for the prospect, to provide the necessary *evidence* to prove your points, and to gain a *commitment* to act. Ex: "considering these facts, you agree with me that this is a safe tire, don't you, Ms. Cooper?"; "I think you can get an idea of the enormous advantage you will have with one tenth of a minute billing, can't you, Ms. Grimmett?" -the tie-down is important throughout the presentation to check on understanding and agreement and to makes sure the prospect is ready to proceed to the next point -one one the functions of the tie-down is to ask serious of questions, all of which the prospect can be expected to answer yes. then when you attempt a close, the prospect more easily says yes again. -if the prospect answers "no, i don't", bc you now know you have a problem and had you not asked this question and found out about the lack of agreement, you would have pushed on to the close and to failure. now you are warmed about the existence of a problem and can go back to find its source and correct it, ask another tie-down questions, and move forward again when agreement is reached.

Qualifying the Prospect

establish a pattern for prospecting wasting a monumental amount of time calling on leads that are not prospects. -truly qualified prospects are those who are a fit for you bc they possess the necessary characteristics that make them logical buyers for your offering. (apply a detailed screening process to each lead to increase your chances of successfully completing a sale) *The best prospect can be defined this way:* -A Class "A" qualified prospect is one to whom you have been referred by a person the prospect respects, one who has the ability to make a buying decision and to pay for the product or service, and one about whom you have all the personal information you need to make a good presentation. -so, you must ensure that you have found a class A qualified prospect before you spend your valuable time trying to sell something to someone who cannot or would not ever buy from you

Memorized Presentation

even though it is memorized, a presentation should never *sound* memorized -it should be internalized to the point that it is a personal message that can be conveyed in a conversational tone. -the memorized presentation must be used as a guide to lead you and your prospect through the process and more merely be recited. *Quick Productivity* -Beneficial during initial learning periods *Reliable Information* -Ensures the right information gets to the prospect *Proven Effectiveness* -These presentations have been field tested and refined *Confidence Building* -Feel secure knowing that the presentation works for others, especially for novice salespeople. Under what circumstances is this a good style: -if you need to get out a lot of information in a short amount of time, this can work very well; -if you need info to be very specific and reliable, memorized is good for that (safety; pharmaceutical rep.,etc.); -**if you're a new sales person and you need to have your confidence level built up (if you have it memorized, you feel more confident in your presentation bc you've never done it before and can't wing it)** -not a lot of conversatoin between the buyer and seller this can be bad

Participation

every presentation--no matter how it is organized or what other method is used--must get the prospect involved -when prospects are shut out of the presentation process or choose to remain aloof, say nothing, and contribute nothing, they also buy nothing -the prime tactic for gaining the participation of the prospect is *asking questions and then listening to the answers* -plan the questions to be asked during the presentation to gain maximum participation by the prospect -beyond asking questions, you should encourage prospects to ask questions about any benefits of the product you present or any factor involved in its application or use. -their questions prevent misunderstanding and give you the opportunity to direct your presentation to the problem or need that is most important to them

Impromptu Presentation

follows the same principles that any other presentation would, but those who use an ad-libbed approach are master people watchers. -they understand people; they ask questions and listen; they know their product so thoroughly that they can seize almost magically upon the one thing that will best appeal to a specific prospect; they possess such charisma that the air o trust and credibility they create makes objections nonexistent and painlessly turn prospects into customers -as a result, these master salespeople spend most of their "preparation time" in gathering additional information about the prospect rather than spending time in consciously matching features and benefits to individual prospects.

Referral Approach

helps you establish leverage by borrowing the influence of someone the prospect trusts and respects -enhanes your credibility and increases the likelihood that the prospect will give you full attention

A 6 Step Plan for Identifying Objections

if you allow a prospect to derail you from your presentation with every question or comment, you lose control of the flow of the conversation; when this happens, your perceived value decreases--and so do your chances of making the sale once internalized, you can use these instinctively and automatically to welcome and overcome objections: 1. *Hear the Prospect Out* -never interrupt a prospect who is expressing an opinion; rather, listen carefully to what the prospect says -observe their verbal and nonverbal behavior and listen to what is not being said 2. *Confirm Your Understanding of the Objection* -clarify and classify the real objection -your purpose in this phase is to evaluate and isolate the stated concern (determine whether it is a real reason or simply an excuse 3. *Acknowledge Their Point of View* -restate or rephrase in your own words -use words such as "I understand how you feel" -prepare the prospect for your answer 4. *Select a specific technique* Base decision on: -the prospect's social style and mood -phase of the interview -the number of times the objection has been raised -the type of objections (excuse vs. a genuine concern)

Calling on Regular Customers

if you are calling on the same person on a regular basis, you may tend to give the same old presentation over and over or even skip the presentation entirely and merely ask, "what of you need today?" -vary your presentation. provide new ideas to help your customer make money, save time, or increase efficiency. Plan to use ideas like these: -give the customer a new advertising or merchandising idea -help the customer develop an overall marketing plan for improving the business -tell some new product fact that the customer needs to know -share a piece of industry or trade news of personal interest to the customer

The Concept of Prospecting

if you see enough people, sooner or later you will sell to someone. -to succeed in selling, locate qualified prospects in advance--before you need them. -develop multiple sources form which names of prospects flow constantly -as the company interacts with that prospect or customer, every piece of communication and history needs to be put in one spot. Call it a CRM system or a sales force automation (SFA) system but the key is to get marketing, sales and, if possible, other departments to work from the same contact record. *Basic Principles To Help You Hold Onto Leads in a Highly Competitive Market*: 1. *Qualify Leads* -pay attention to lead qualification; have a process in place and the resources and skills to qualify those leads; "figure out how to build the pipeline and get the oil flowing" 2. *Nurture Leads* -will likely be some leads that aren't ready for sales; a nurturing process that includes phone calls, email, social media contact, and direct mail is necessary to keep in touch with those prospects until they're ready to see a salesperson. 3. *Add Value* -email case studies or relevant and insightful articles based on your research abut them and their company. That way, you are not only checking in, you are contributing to their productivity. -the last principle may be the most critical part of prospecting because: all human behavior, at its root, is driven by the need to avoid pain and the desire to gain pleasure; all human beings essentially have the same mental triggers that drive actions. In order to influence and understand your customers, you need to know what those triggers are and how to utilize them during the prospecting phase of the sales cycle. -why is it so critical?: bc our minds decide what to buy. So, if you know how minds function, you have the power to influence the decisions they make; in order to influence someone, you need to know what already influences him or her. you find this out by getting clear on whom your audience is

Call Objective

in many instances, the call objective is to present your product or service and secure an order -in others, your objective is to discover the prospect's needs so that you may prepare a proposal for later consideration or to persuade the prospect to set up a presentation to a group of people who are jointly charged with the responsibility for a buying decision. -in this latter instances, you will probably plan several interviews that, taken together, contain all the elements that may be considered parts of "the presentation" *the difference is that you accomplish the various steps in successive interviews rather than in a single meeting with the prospect* -the single-call close is appropriate for selling items that can be ordered upon the decision of one person; if a buying center is involved, multiple calls are usually necessary Tanis Cornell's approach to selling a major account: 1. *initial call* -develop rapport and establish a need 2. *survey call* -interview all key decision makers to get information; ultimately based on 3 factors--cost, quality, and service (discover which is most important) 3. *proposal call* -present a buying recommendation 4. *closing call* -get verbal or written commitment 5. *follow-up calls* -the sale may be closed on any one of the calls, but often it requires many more than 4 calls to reach the closing call. (for larger sales with multiple calls involved, the complete sales cycle could take up to a year. that's why its critical to have a system in place so that you know what to expect)

The Proper Greeting

in order to increase the odds of making a good impression during the meet-and-greet, use the business etiquette *Rule of Ten* -the first ten words you speak should include some form of thanks: "good morning, mrs robertson, thank you for agreeing to see me" -when a prospect asks you "how are you doing?" come up with your own unique response delivered with a smile on your face and enthusiasm in your voice (Ex: "Fantastic!"; your prospects will appreciate your positive attitude (and enthusiasm is a great catalyst for making sales) -a proper greeting isn't just about a friendly face or the proper words, but an appealing surrounding also helps -if you have the opportunity to select the meeting location, find a spot that is warm and inviting, and one in which you will not have to shout in order to be heard *Use of the Prospect's Name* -if we forget a name or mispronounce it, we send out a message of "I care more about me and my name than I do about you and your name" *Small Talk or Get Down to Business* -in the initial face to face meeting, both parties could experience relationship tension (prospect fears being sold something they don't want; salesperson fears rejection) -the opening minutes of conversation are designed to find a comfort level for both parties so that rapport can be established -the purpose of small talk at the opening is to gain an advantageous, positive beginning that breaks the ice and eases the tension (may even give you insight into your prospect's behavioral style) Ex: "are you a native of this area?", "where did you go to school?", "what are your favorite weekend activities?" *when you meet someone new, they don't want to talk about you* -an ideal topic for initial chit-chat is one that relaxed the prospect, is of personal interest, and relates, if possible, to your objective so that you can move easily into the attention getter and then into need discovery *people have no confidence in salespeople whose only interest is self-interest, who seek to use their clients instead of being of use to their clients*

Nonverbal Langauge

including grooming, clothing, accessories, posture, tone of voice, and time and space aspects--virtually affects first impressions, despite the fact that nonverbal factors actually provide limited or shallow insight into the true person -visual impressions lost always come first; fortunately, you can do a lot to shape the visual impact you make when a prospect first sees you -project a positive image -handshake

Social Media

keep in mind, that being on social media and actually putting it to good use are two vastly different things -prospects are not going to seek you out--you've still got to work for them! -social media prospecting is about *creating context* with people so that your social interactions might eventually lead to a sale. -of course, social media can be quite noisy, busy, and filled with a lot of fluff-and sometimes, prospective customers can be buried in a sea of lookalikes. But with a little effort and some strategizing, more prospects will appear. -social media tools make observation more powerful and accessible than ever. (by following Facebook pages and twitter users, you'll be able to keep connected to your current clients at the same time that you can track prospects who follow them.

Sales Call Planning

many companies, especially those whose product or service entails extensive research into customer needs, require salespeople to prepare a presentation plan in written form. -the plan reveals the need for any additional information, makes it possible to check needs and goals against suggested solutions, and makes sure you have a clear picture of the entire situation before arriving for the personal interview this can be low tech or done on a tablet; but using a sophisticated call planning tool in combination with excellent online business resources can increase profit margin substantially *Sales Call Planning Information* 1. company name 2. type of company 3. address 4. individual(s) to contact and their positions 5. background and profile of buyers 6. major competitors to be aware of and their sales reps 7. objective for this particular call 8. best time to see buyer 9. expressed needs or problems 10. strategies and tactics useful for the situation (a. best approach to use, b. specific fact-finding questions, c. features and benefits to street, d. anticipated objections and techniques to answer them, e. closing techniques to be used 11. sales tools to take 12. results of the sales call

Business and Civic Groups

membership in civic groups can give you opportunities to meet people who are prospects for your product or service; meetings provide you with regular times to meet more people and build relationships -in selecting groups to join, consider the kinds of prospects you need to meet -it is also beneficial to choose organizations to which decision makers belong. -set goals to meet a certain number of new people at each meeting and to reconnect, or establish stronger relationships, with a certain number of others. *Tips for using memberships for prospecting* -carefully select the groups you join -assume leadership responsibilities to work for positive visibility -set contact goals for each organization meeting -follow up with contacts -maintain an information files on the contacts made in each organization -use "re-meet" goals to help you develop closer relationships with people -reach out to new members

Current Customers

most powerful and ever-present sources of business is the existing customer base -every business needs new customers, but don't ever forget that your easiest and most predictable source of new revenue is right under your nose: *it comes from the loyal customers who already know your company* -acquiring new customers is expensive--5 to 10 times the cost of retaining an existing one--and the average spending of a repeat customer is a whopping 67% more than that of a new one. -put some energy into new prospecting methods and business development, but make sure you know that coming up with creative ways to sell more to your current customers is just as important.

Redefining Objections

objections move prospects nearer to the close and reveal what they are concerned about. in fact, an objection often reveals the key to successfully closing the sale -sales trainers often refer to objections as the real beginning of the sales process (objections often signal that you are on the right track!) -if the prospect has been properly qualified, objections are really buying signals -offering an objection is another way for the prospect to say "here are my conditions for buying" or "I want to buy as soon as you answer a few more questions or reassure that buying is the smart thing to do" -they are verbal and nonverbal signs of sales resistance that give you the chance to discover what the prospect it thinking -these objections later become leverage for closing the sale -successful sales presentations--those that end in a sale--often have twice as many objections as those presentations that are unsuccessful *an objection is anything the prospect says or does that presents an obstacle to the smooth completion of the sale* -sales resistance, or an objection, contains elements of both logic and emotion (when people really want something, logic can take a back seat to emotion; this isn't always the case--especially when it comes to complex business transactions) -a purchasing decision usually involves risk; people face the risk of actually having to make a decision, the risk of trying something new, or perhaps worse, the risk of buying something that does not work for them or the situation -to ease the fear of risk, people object, raise concerns, or ask questions in hopes of getting answers that will convince them that the buying decision is in their best interest -objections are so common that research indicated a prospect will say "no" at least 5 times before they actually buy -the first task in answering an objection is to calm the prospect's emotions by proving that you are open to reason. (pause before responding, then acknowledge that you respect the prospect's opinion and find the views expressed worthy of consideration) -people are open to changing their opinions and attitudes when they are convinced that others value their opinions, understand how they can feel that way, and grant them the right to those opinions (show a measure of empathy; the key to maintaining a positive sales environment is to *disagree without being disagreeable* -don't argue with them -never force a prospect into making a decision; prospects are more likely to stay sold and come back to you for repeat business if the decision to buy was their idea

Benefits

of the numerous benefits a product or service has to offer, only 4 or 5 will be key motivators to a prospect, and these will be different for each prospect -your task is to find out which ones are the key motivators -the point is that one feature does not equal one benefit. -list your product's top 10 features, and then come up with at least 5 different benefits for each feature *remember, features only justify the price; benefits justify the purchase. this give you multiple new ways to close more sales*

Compliment Approach

offer compliments with empathy, warmth, and sincerity. -the purpose is to signal your sincere interest in the prospect. -whenever a compliment is used as an opening, it must be specific, of genuine interest to the prospect, and sincere.

Crafting Your Personal Presentation Style

once you have done your research to find out about the prospect, set goals for each additional contact with a prospect, and planned out multiple units of conviction, its time to choose your intended presentation style. -this includes choosing how well rehearsed you will be -there is much more to preparation than simply gathering and reviewing information. Rehearsal eliminates the stammering, nervous speech habits, and repetition that can result from lack of preparation *when you rehearse and internalize your presentation, you allow the passion for your product to shine through* -the difference lies more with the person making the presentation than with the method of delivery itself. In deciding how you will deliver the message you want prospects to receive, consider the unique features of the 3 basic choices: 1. memorized presentation 2. outline presentation 3. impromptu presentation

MADDEN Test

one of the best ways to determine if you have a qualified Class "A" prospect -when you use this test to qualify prospects, it will help you ensure that they have MONEY, are APPROACHABLE, have DESIRE, have DECISION-MAKING ability, are ELIGIBLE, and have a NEED you can satisfy. *MONEY* -you will save yourself and your organization a great deal of disappointment by determining a prospect's ability to pay before spending your time and energy gaining a client who may quickly become more of a liability than an asset (determine potential based on: the person has made similar sized purchases in the past, is a past customer, the person's profession, his/her known friends, colleagues, social circles) *APPROACHABLE* -can you get an appointment? -some individual prospects are often approachable only if you are willing to fit your time schedule into their unique time needs, so make sure you discover what works best for them, and then adjust your schedule accordingly. *DESIRE* -you can successfully reach prospects only if you create or discover a desire to satisfy a *pain point* in their business or personal lives, and how your offering is the solution. -you have the help them find their WHY! *DECISION-MAKER* -be sure the person you call on is the decision maker. if you are unsure, then start with the head of the company. -salespeople spend a great deal of time talking to people who are not in the position to make a buying decision; after you have developed a level of comfort with the prospect, ask who else will be involved in making the decision and set up an appointment with all individuals at one time if possible *ELIGIBLE* -are they eligible to buy from you? -some prospects are already committed to a competitor and can't buy; others needs a product with greater or smaller capacity than you can offer, or are in need of a service that is more of less extensive than yours -there is no sense in spending your valuable time calling on a prospect who is locked into a brand new five-year contract with a competitor. *NEED* -determine the need level for your product/service. -you must seek out the most up-to-date information about an individual's company and ask questions and listen carefully to determine what the prospect's buying motives are in order to uncover any specific needs.; then decide if your company can satisfy those needs -this is meant to ensure that you have discovered a potential prospect's WHY--and whether your product or service is the answer

Product-Analysis Worksheet

prospects don't know as much about tour product or service or why they need it as you do; that's why you're here!! -you must not only know all the facts about your product but also be able to relate your knowledge directly to the specific needs of the prospect -if you can quote prices, catalog numbers, shipping dates, delivery schedules and credit terms buy have no solid, convincing evidence of the product's value to offer upton which the prospect can base a buying decision, you are afflicted with what has been called the salesman's curse: *you know your product better than you know how your client's business can use it* -before you can expect a signed contract or purchase, you must first figure out how to improve your customers' business and then find a way to persuade the prospect that the solution you offer is the best possible. you can do this by preparing units of conviction -preparing a product-analysis worksheet helps you evaluate the various characteristics of your product so that you are better able to present it to your prospects

Question Approach

quickly establishes two-way communication. -it enables you to investigate the prospect's needs and apply the benefits of your product or service to those expressed needs -suggest your interest in the prospect's problems and draws attention to the need to identify problems -you may frame a leading questions designed to obtain mental commitment from the prospect and at the same time show a major benefit Ex: "Mr. Dyer, would you like to have distinctive-looking, quality-driven reports and the most up-to-date pricing information to share with your customers?"

Presentation Sales Tools

sales aids fall mainly into the categories of audio, visual, or audiovisual. -that's why exciting, illustrative, and computer-driven programs are effective presentation tools -sales aids are used primarily to help the prospect visualize or otherwise experience the benefits of the product or service or to help you organize the presentation so that your prospect receives an ordered, logical message that is easily remembered *Two things to remember when using sales tools to enhance your presentation* 1. low-tech items like flip charts can still be used as simple but effective ways to engage prospects 2. with today's technology, the sky is the limit when using presentation tools (audiovisual presentations)

Transitional Phrase

the ability to translate features into *benefits*--the value or worth that the user derives from the product or service--is one of the strengths of a relationship salesperson. -even if you know which feature can fulfill the buying motive, you cannot expect the prospect to make the connection automatically. -you must make the verbal transition -the prospect does not know your product as well as you it and has to have features and benefits connected by transitional phrases. (some salespeople call these *bridges*) -while the actual words may vary, they are all signed to accomplish the same purpose: *to connect, in the prospect's thinking, the features to their benefits* -these phrases all serve the purpose of *answering the prospect's question, "what's in it for me?" Common Transitional Phrases: -"this is beneficial to you because..." -"this lets you..." -"this heads off all the problems of..." -"what this means to you..."

Begin With Planning

the best salespeople learn to dutifully target, segment, and measure inputs, outputs, and performance -this may seem like an overstatement, but effective planning based on statistics and research, in fact, has become highly methodological and even scientific in its approach -random, haphazard action never leads to success in any worthwhile endeavor, and in this respect, selling is no different from any other undertaking *how well you plan what takes place during the sales interview plays a major role in the success you achieve when closing time arrives* -when planning your presentation, a good rule of thumb to follow is: *when you are developing a brand new sales talk, plan on spending one hour of preparation time for each minute of presentation time* -if you invest the time to construct a superb, researched presentation, you'll be able to deliver the same or a similar version to other prospects. includes: -call objective -sales call planning

The Heart of Sales Resistance

the relationship salesperson must get to the heart of the prospect's objection before it can be negotiated successfully -before you can assemble to appropriate facts, logic, and evidence to resolve a vaguely stated objection, you must know the basis for the prospect's point of view. -to make intelligent responses to customer resistance, you must know the underlying circumstances -most objections that an experienced salesperson hears are not original (80% of buyers will give you the same 5 or 6 objections; you should therefore be ready to handle each one in advance and have practiced handling them in a training course or sales meeting first)

Email and Direct Mail

the ultimate success of this depends on the management of your mailing list -the product or service you sell has a great deal to do with what kind of list you use. The goal is a list of people of businesses that are already at least partially qualified prospects -the best lists are those that you have created over time through past prospecting and networking efforts. Be patient--and the list will come. *Suggested Sources for Building Direct-Mail Lists* >> *Membership Rosters* -professional societies and trade associations -college alumni lists -civic clubs -special-interest groups -community business groups (chamber of commerce, etc.) >> *Directories and Databases* -people you have networked with in person and through social media -professional online directories or purchased database lists -people you have done business with in the past -e-newsletter subscription field from your own website -develop a coding system to show which types of lists produce the highest percentage of responses--and then code the names of people who actually respond (an *open rate* is a measure of how many people on an email list open (or view) a particular email campaign and is normally expressed as a percentage)

Demonstration

there is a big difference between *showmanship* and *show-off-manship* -only use showmanship if it works (ex: carpet stain remover not being beneficial in the long term; demonstration was good but product was not) -a well-timed dramatic touch seizes and holds the prospect's attention -a demonstration is an effective method of adding showmanship to the presentation while achieving the purpose of the presentation *a good demonstration provides you with these benefits:* 1. catches the buyer's interest 2. strengthens your selling points 3. helps the prospect understand the proposition 4. stimulated your own interest 5. cuts down on the number of objections 6. helps you close the sale -the value of a demonstration is that it involves more than one of the physical senses in the selling process *remember these 3 points when determining how you will deliver your message to the prospect:* -if you rely solely on "telling" the prospect about your product, only the auditory sense is involved. if you add a demonstration, you include the visual sense -if you involve the prospect in the demonstration, you add the sense of touch. the more of the senses you can involve, the more quickly the prospect absorbs the information that leads to a sale -people remember 20% of what they hear and 20% of what they see, but they remember 50% of what they see and hear. By mapping your information out visualizing, you unquestionably increase how much your clients retain

The Setting

where the interview takes place is a vital factor in determining success -the prospect's office is often the best place if interruptions can be controlled. if the prospect has a private office, the four can be closed and calls can be held -the prospect feels at ease and in control in familiar surroundings and is not required to put forth effort or travel time to accommodate you. -your office may not be the best place -some salespeople make effective use of a *power lunch* ^^ *inviting the prospect to lunch at a carefully selected restaurant gives you an opportunity to present your product or service with several distinct advantages*: -you are away from an office where interruptions may occur -you are the host, and the prospect, as your guest, feels obligated to listen politely -the atmosphere is nonthreatening -relaxing over the meal relieves some of the stress of making a decision

Tablet or Flip Chart

these low tech told are helpful if the meeting environment is not conducive to a computer or audio-visual based presentation -when such a tablet or organizer is provided, a planned or outlined presentation usually accompanies the visual and is coordinated with it -the presentation and visual help you cover all the features and benefits and overcome objections -having an organized presentation that is ready at the click a button not only provides additional input for the prospect, but also prompts your memory about what to cover next and keeps the interview on track *a well-designed visual presentation via a low-tech or tech-based device has these characteristics* 1. it is built around user benefits 2. it fosters two-way communication bc you can concentrate on listening attentively to the prospect rather than worry about what to say next 3. it increases the closing rate by leading naturally to that point 4. it helps you tell the complete story in less time 5. it helps the interview get back on track after an interruption by reminding both you and prospect what was being discussed -although the company-prepared organizer is a good beginning tool, most successful salespeople develop additional visuals that are useful for their personal style and type of selling (you may choose to include letters from existing customers expressing satisfaction with the product, the company's responsiveness, and your personal service; you can also post pictures of clients actually using the product or service on your social media pages, and then show them during the presentation) -for presenting more complicated equipment or processes and for presenting to a group instead of an individual prospect, visual aids are especially helpful

Group Prospecting

this idea is to bring together a number of people, from 8 to 20 or more. the group may meet in a home, a conference room in a hotel, or in an office. -your purpose is to inform prospects about your product or service -during that session, the professional has the opportunity (in the form of a captive audience) to find and hone in on people's *pain points*. After such a session, it is always imperative to follow up with attendees and strike while the iron is hot. -a variation of this method is to attend or set u p an exhibit at a networking meeting that targets a specific demographic; another variation is to look for groups of potential prospects and offer to be a guest speaker; members of civiv clubs may be ideal prospects as well -if you establish your credibility, you may be able to close your speech with a brief presentation. -meet as many members of the audience as possible before and after the meeting, ask for business cards, and give them yours. If they were impressed enough to want you to call, you know you have a qualified prospect.

Centers Of Influence

this is a specific application of the referral method -in both methods, you must begin with a satisfied customer of with a person whose interest in you or your product has developed to the point of desiring to help you. -the important distinction between the two is that a *center of influence* can give you far more prospects and is both willing and able to provide new names on a continuing basis. -the best sales tool you have is a person who believes in what you are selling, is influential with a number of people who are potential customers, and is willing to give you the names of these people and help you qualify them--that is the essence of a center of influence. -people respect the center of influence to the extent that an introduction from this source virtually assures you of an audience -cultivate their friendship, sell yourself, and ask centers of influence to help; getting that person on your team can open doors that would otherwise remain closed Ex: "I had lunch this past week with Curtis McDonald, a business associate of mine. I think he is person you would like to meet, and I told him about you. He will be calling you this week; I hope you will meet him." -centers of influence are one of the most valuable assets you can have as a salesperson -follow up every lead they give you, and then report your result to them and thank them; find a way to show your gratitude by being of service to them

The Hidden Objection

this kind of resistance is often more difficult to overcome -the prospect refuses to let you know the real concern -many times the reason is actually quite personal, ,so the prospect prefers not to reveal it or has a vague feeling that cannot be articulated easily -just the tip of the iceberg is revealed -you know the prospect has a hidden objection when the answers fail to make sense >> based on the presentation up to the point, the reasons for not buying are not logical. (that means the prospect likely has other reasons for objecting that are not directly related to something specific in your presentation or your product) For example, a prospect may simply not feel comfortable revealing these 4 real concerns: 1. "cicsumstances have changed, reject family problems have caused financial hardships and I don't have the ability to pay" 2. "i find this whole situation distasteful..." 3. "I really don't know what my objection is. It just doesn't feel right. Quite frankly, the product looks like a cheap imitation to me" 4. "I really wasn't in the market for your product, I just wanted to hear what you had to say for future references"

Getting Their Attention

unless prospects want to listen, they won't--so give them a reason -you must develop an attention getting opening that breaks through their preoccupation and focuses attention on the selling situation *Two Basic Methods of Getting Attention* 1. *Appealing to the senses* -gets the prospect involved (something they can see, hold, etc) 2. *Through the introduction of a benefit* -highlight the value of the product/service especially in terms of how it may save the prospects their most valuable resources--time and money -Suit the approach to the person -Build a foundation of trust

Hands-On Approach

useful when meeting with visual, outgoing, and overtly friendly prospects so that you can assured they are open to active involvement in the discussion -consists of actually handing the product or some physical representation of it to a prospect to produce a positive reaction -provides a visible image of the product or service -should focus on the uniqueness of the product and, as far as possible, allow the product to tell its own story -remember, bringing the product to the prospect stirs interest, permits a demonstration, makes a multiple sense appeal, and usually creates in the prospect a feeling of commitment to listen and to participate actively in the presentation -if you can't bring the actual product for some reason, you can use other devices to simulate the actual product

Curiosity Approach

works best when you know something about the prospect's needs and why they agreed to meet with you in the first place -people with certain behavioral styles, particularly analyticals and drivers, may find this approach unappealing (they might think it sounds "gimmicky") -Ask questions whose answers will reflect favorably on your product/service

Relevant-Benefit Approach

useful when you already know a need that the prospect has or a specific pain point based on his or her answers to your questions or your pre approach efforts. (pain is a reminder that unless your prospect has a need to solve a problem, they are not going to buy a product or service) -the benefit statement should be unique and appeal to the prospect's dominant buying motive it should be sincere and must never sound like a gimmick (something new and different about your product or service that paves the way for the rest of the interview is a good choice) Ex: "thank you again, for agreeing to see me today. based on what we've discussed so far, theres a new product we launched that i believe you will find particularly intriguing, as it provides the ideal solution for your needing to ramp up your IT capabilities without adding any additional IT staffing" -bc salespeople want to offer tangible value to their customers, presenting this benefit statement may well cause the prospect to seek more information >>such a statement often sparks questions from the prospect that lead directly into the presentation. It also shows that you have been listening to what the prospect has been saying

Setting the Mood

what happens during the opening of the face to face encounter profoundly affects the success of the entire presentation and your ability to get a commitment to buy. -the approach is the actual contact the salesperson has with the prospect. More importantly, it is your opportunity to se the mood of the presentation and perhaps even your future relationship with the customer. -this is the point of the selling process where the sales professional meets and greets the prospect, provides an introduction, establishes rapport that sets the foundation for the relationship, and asks open-ended questions to learn more about the prospect and his or her needs. -the approach is important bc it determines the character of your relationship with a prospect, including how receptive the prospect will be to your presentation and whether the close will be difficult or easy -although the overall success of the interview depends on more than the approach, the effective approach creates a favorable buyer-seller environment. -the approach is often overlooked or taken for granted -every meeting with a new prospect or an established customer includes an approach -propsects and situations are not the same; salespeople should make a practice of using various types of approaches that fit the needs of a specific situation, whether calling on new prospects or on established customers. *An Effective Approach Achieves 4 Key Objectives* 1. to make a favorable or positive impression on the prospect 2. to gain the prospect's undivided attention 3. to develop positive interest in your proposition 4. to lead smoothly into the need discovery phase of the interview

Transition From The Approach

whatever approach you decide to use, it should be directly related to your plan for beginning the need discovery phase of the presentation. -the exchange of the conversation in the approach phase allows you to move smoothly into the questions you plan to ask to discover the needs of the prospect. -if your opening has involved "chit-chat with a purpose" the transition is fairly simple -any compliment you offer should related to the general area of your product or service so that the presentation grows naturally from the opening -a relevant benefit opening obviously leads directly into deeper need discovery -a product approach immediately gets the prospect involved in examining your offering -the referral approach focuses upon your product or service the approval of someone whom the prospect respects; it emphasized the referring person's belief that the prospect will be interested -bc the actual presentation can't begin until the prospect agrees to having a need for what you have to offer, whatever you can do to make need discovery seem a natural process will be helpful

Interruptions

when pre approach information indicated that a particular prospect's duties involves continuous supervision of a work groups' activities or that the prospect does not have a private office, consider arranging the interview away from that environment -when an interruption does occur, your sense of timing will tell you whether the discussion can be resumed or whether scheduling a later interview would be better -if you decide to continue, summarize what has been said up to the point of the interruption -if a problem or need has been identified, state it again and ask a question designed to gain the prospect's agreement -be sure the prospect is back on track and is following your planned path of reasoning -if you decide to come back later, attempt to set up a time for the interview. -when you do come back, begin the presentation all over. you can safely assume that the interruption has probably completely erased the effect you had built -preface points with phrases like "you will remember that we discussed.." etc. -intersperse your remarks with questions that check on what the prospect remembers, and you can quickly discover what needs to be repeated in depth and what can be quickly reviewed

The Stall or Put-Off

when prospects offer a stall or put-off objection, look for the true meaning behind their words -oftentimes, they are simply trying to avoid making a decision; the stall is a way of saying "i really don't want to think about your proposition right now bc I would then be forced to make a decision" -other times, the prospect is "not convinced that your offering will help his bottom lone" -the stall could mean that youhavve not presented a compelling enough reason to buy, or, aka, that "you don't yet have a clear understanding about the problem your product or service will solve" -a stall is a classic sales killer unless you can build on the sense of rapport you've established with the prospect -you are much more likely to gain a sale if you ask questions, uncover the prospect's genuine concerns, and focus on the relationship, not the sale Ex: -"I have to leave in 15 minutes; I have an important meeting" -"Just leave your literature with my assistant. I will look it over in the next week or so and then call you" -"I must talk this over with my partner" -how you handle a stall is really a test of your *attitude* (if you believe you have a qualified prospect whose needs will be satisfied by your product, then you do not allow a put-off to put you off; you should try to uncover the real reason behind the stall)

Evidence to Support Claims

you must present evidence to support the claims you make to head off the questions, "can you prove it?" and "who says so?" -even if you have been successful in establishing a high degree of credibility and trust with the prospect, you are unlikely to be looked upon as an all-knowing sage with all the answers whose statements are to be accepted without question you must be prepared to back up what you say with: 1. *facts and statistics* 2. *testimonials* 3. *demonstrations* 4. *samples* 5. *case histories* -the case history must be authentic -use details to indicate you are intimately familiar with the situation -back up the example with pictures, letters, articles, and other evidence -relate it directly to stated areas of need -the evidence used to back up the features and benefits you present must be carefully tailored to the needs, problems, and personality of the prospect. Ex: used cost-saving evidence for a prospect who is especially interested in economy, etc. -use everything you know about the prospect's social style as input for every step in the sales process -What is the question you answer when you sell the benefits? *PROVE IT*

Projecting an Image

you want your clothes to command respect, inspire credibility and create trust--you must come across as the authority on the product or service that is offered -your clothes speak volumes about you, your company, your work, and how you relate to customers -when you dress good, you feel good; when you are confident and at ease, you emulate an air of competence that the prospect unconsciously accepts and interprets as credibility -total appearance is important bc the prospect's initial attention to focused on you and not on your proposition *if you want to be successful, you must dress successful* Ex: this salesperson is dressed sloppily. he must not be making many sales; bc he's not making many sales, he must be having difficulty selling his product; if the product is not selling, something must be wrong with it; i don't want an inferior product *Look the Part* -would you trust a surgeon to operate on you who is dressed in shorts and a t-shirt? -dress in such a way that commands respect and credibility; but remember, everything in moderation -business casual or dressy casual Business Casual for Women: -modest skirt, khakis or pants -modest top or sweater -conservative dress -dress shoes or heels (not flip flops) Dressy Casual for Women: -dress -skirt and dressy top -dressy pants outfit -nice jeans and dressy top -business casual style is not intended to convey a lack of professionalism, just a more comfortable, perhaps less boring way of projecting one's best. (make sure your clothes reflect your position and the message you wish to convey to your clients) -people feel comfortable dealing with those who seem to fit into their own lifestyle (too formal could be intimidating; not formal enough could convey that you don't think the meeting is important) *you are the ambassador of your company, and no matter how much you may think that your product or service sells itself, it is your visual appearance that speaks first*

The Handshake

your voice inflection and pronunciation and how you shake hands are as important as what you say -confidence signals to the prospect that you believe in what you sell -when combined with your tone of voice and facial expression, your handshake reveals to a prospect your mood (when the first handshake with a prospect is a firm one, you'll have the beginning of a strong business relationship *Shaking Hands Like A Pro* -maintain eye contact for the duration of the handshake -you may wait for the prospect to initiate the handshake (some ppl have germ phobias or prefer not to be touched) -if your palm tends to be moist, carry a small handkerchief with powder and pat your hand several times just before entering the meeting -apply firm, consistent pressure on the hand and avoid limp-wristed, wet-fish, or bone-crusher handshakes -hands should meet at equal distance between you and the prospect in a vertical position. If your hand is over the prospect's this implies dominant intentions. if your hand is at the bottom, you are signaling a submissive nature