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PotentialExercises
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Inthismodule,youwilllearnhowtomakeyour customerssuccessfulbyappealingtothevalue thatmatterstoeachindividualpersonand business.ByapplyingtheSandvikCoromantsales process,youwill: Communicatewitheachindividualcustomerin awaythattheyconnectandperceivevalue. Identifytheneedsthatenableyoutoposition thecorrectvalueforeachindividual. Conductprecallplanningthatmakesevery contactcount. Utilizethemosteffectivemethodsofcontact thatincreasevalueforyourcustomerwhile maximizingyourefficiencies. Conductanalysistodeterminetheperceived valueandpotentialsolutions. Utilizequestionseffectivelytouncoverneeds. Developandpresentproposalsthatare customerfocusedandvaluerich. Gaincommitmentswhilepositivelyaffirming decisions. Handleobstacleswhichdelayorstalldecisions. DeterminewhentomovetotheValue Negotiationphase. Mostimportantly,youwillberecognizedbyyour customersasatrustedadvisor,someonewhom theylooktoforadviceonkeybusinessissues relatedtoourindustry.
SectionOne:IntroductionandWelcome Section Concept SampleContent 1.4 Sandvik CoromantSales Processand ValueSelling Overview
PotentialExercises
OnScreenVisual (Forthisexercise,havesalesmodelpopulate screen.Clickonthemodelformoreinfo exercise,butnowIamthinkingthatitshouldbe animatedtovoiceover.) (BuildOneHighlightSalesPlanning) Customersseevalueineverysuccessful meeting Valueisdirectlyrelatedtopersonaland businessoutcomes Precallplanningenablesyouto anticipatepotentialvalueandrelevance Staycurrentonyourcustomers businessandindustry (BuildThreePersonalProfileCenterringor someotherrepresentationofappealingto personalprofilesthroughouttheentireprocess) PersonalProfiles(ARFN)are foundationaltoanticipatingand positioningvaluethroughouttheentire salesprocess AnticipateProfilesinprecallplanning Howyoumakecontactisspecifictothe personalprofileofyourcustomer (BuildFourHighlightContact) Contacthappensmanydifferentways Itisimportantthatcontactisrelevant Maximizeyourtimeandthecustomers time Considercontactforcurrentcustomers andfirsttimeintroductions (BuildFiveHighlightAnalysis) Duringanalysisyougetaclearand completepictureofthecustomers situationandneeds Youandthecustomerexploreandmake decisionsthatcreatevalue Valueisrealizedinsavedtime,money, peaceofmind,greaterefficiencies, betterproduction,personalgoals, reducedcostsorexpenses
Narration Notes (BuildOneModelonscreeneachsection highlightswithpopuptonarration.) InthisValueSellingmodule,wewillfocuson thefourkeycomponentsoftheSandvik Coromantsalesprocessmodelthatare requiredforasuccessfulmeeting(highlight eachwithnarration)Theseinclude;making contactwithcustomers,analysis,proposal andgainingdecisions.Beforewelook specificallyateachcomponentofvalue selling,letsfirstlookathowthewholemodel fitstogether. (BuildTwoHighlightSalesPlanning) Thegoalofanysuccessfulcustomermeeting istohelpthecustomersunderstandwhat valuetheygetbyusingSandvikCoromants productsandservices.Valueisdirectlyrelated tothepersonalandbusinessoutcomefor eachcontactwithintheaccount. Understandingvaluestartswithsales planning.Thedaysofjuststoppingbyarelong gone.Youaretoobusyandsoareyour customers.Intheprecallplanningstageyou gleaninformationthatprovidesinsightsfor youtodrawsomeinitialassumptionsabout thepotentialvalueSandvikmayoffertothis customerrightnow.Thismeansstaying currentoncustomernews,subscribingto Googlealertsandusingothersourcesto understandhowyouMAYpresentvalue beforeyouevenstepinthedoor. (BuildThreeHighlightPersonalProfileIn thestudyofpersonalprofiles,yourlearned aboutfourdifferentstylesofbehavior.We willreviewthoseinthismodule. Understandingthesestylesisfoundationalto everysegmentofvalueselling.Wewillrefer tostylesasweexploreeachcomponentof valueselling.
PotentialExercises
OnScreenVisual (BuildSixProposal) Intheproposalphaseyoumake recommendationstocustomersabout howyoucanaddvalue Timingisimportant Twodifferentways Oneneedatatimeandmakea recommendationwitheach Identifyallneedsandmakeaformal proposal (BuildSevenHighlightDecision) Gainingcommitmentsisimportantfor youandthecustomer UnderstandingneedsandhowSandvik maymeettheseneedsisthefoundation ofaddingvalue Inthedecisionphaseyoudetermine howyouaregoingtoworktogether Duringthisphaseyoualsohandlestalls andconcernsthataffectthedecision makingprocess (BuildEightHighlightNegotiate) Opinionsvaryaboutwhatnegotiationis SandvikCoromantsValueNegotiation coursehelpssalespeoplenegotiate successfully Therearedecisionstobemadeinvalue sellingastowhetherornottonegotiate (BuildNineHighlightSalesFollowup) Thesalesprocessincontinuous Onceyoucompleteasale,followupon commitments Then,askwhatisnextforthecustomer Setanewsalesobjective
Narration Notes BuildFourHighlightContact) Makingcontactwithcustomerstakesplace manydifferentways.Itisimportantthatthe contactthatyoumakeisrelevanttothe customerandatthesametimemaximizes yourtimeandthecustomerstime.Inthis section,wewillexplorethedifferentwaysto makecontact,howtoprioritizeyourtime regardingcontact,howtomakecontactwith eachstyleofperson,andhowtoframe contactforexistingcustomersaswellasfirst timeintroductions. (BuildFiveHighlightAnalysis) Duringtheanalysisphaseyougetaclearand completepictureofthecustomerssituation andneeds.Itisduringthisphasethatyouand thecustomerexploreandmadedecisions whichcreatevalueforbothparties.Valueis almostalwaysrealizedintermsofsavedtime, money,peaceofmind,greaterefficiencies, betterproduction,reducedcostorexpenses. (BuildSixHighlightProposal) Intheproposalphase,youinformthe customeraboutthevalueyourproductsand serviceshaveaswellashowtheymeetthe expressedneedsofthecustomer.Timingis importantandtherearetwomainwaysto proposesolutions.Eitheryoutakeoneneed atatimeandmakeaproposalforthisneed, oryoustartbyidentifyingalltheneedsthat thecustomerhas.Thenyouhelpthe customertoprioritizetheseneeds,andthen makeaproposalforeach (BuildSevenHighlightDecision) Theabilitytogaincommitmentsisimportant foryouandforthecustomer.By understandingthecustomersneedsandthen helpingthemtounderstandhowSandviks Coromantssolutionsmeettheseneeds,you providethefoundationformakingdecisions thatarevaluableforbothofyou.Thepurpose ofthedecisionphaseistoagreeonhowyou aregoingtoworktogether.
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OnScreenVisual
1.5
Thisiswhatwetalkedaboutwiththestairs building.Creativelicensewhenbuilding.
Narration Notes (BuildEightHighlightNegotiation) Ifyouaskfivedifferentsalespeopletodefine whatnegotiationis,youarelikelytogetfive ormoreanswers.Understandingwhatasales negotiationisandisntisthesinglemost importantfactortoimprovingyour negotiationskills.SandvikCoromantsValue Negotiationcoursehelpssalespeople negotiatesuccessfully.Ifyouhavenot completedthiscourse,itisimportanttodoso inordertounderstandhowtheentireSandvik Coromantsalesprocessfitstogether. (BuildNineHightlightSaleFollowup) Afteryoucompleteasale,thecyclecomesfull circle.Thisiswhereyoufollowupandmake surethatthepromisesthatyoucommittedto areexecutedimpeccably.Thisisalsothetime toplanforyournextsalesobjective.With everycompletedsale,youshouldask yourself,Whatnext?Whatisthenext objectiveforthiscustomer? (BuildOneBlankStairsonscreen) Anotherwaytothinkaboutvaluesellingis withastaircase. (BuildTwoPopulateloweststairwith peopleandthetitleProfessionalVisitor) Atthelowestandmostunskilledlevelisthe professionalvisitor.Thesearesales professionalsthathavedonelittletonopre callplanningoranalysisoftheaccountor objectives.Theytendtostopinhopingfor somethingtoactionon.Customersaretoo busyforthisapproachandsoareyou.Itis importanttoconductprecallanalysissoyou haveapurposebeforeyouevermake contact.Thislevelalsotendstocallononeor limitedcontactsatthetransactionaloruser level.
PotentialExercises
OnScreenVisual
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(BuildThreePopulatesecondtierofstaircase withpeopleandtitlePriceSeller) Pricesellersfeelthatpriceisthemostimportant aspectofthesalesequation.Theyareeagerto findthebestpricefortheircustomerinorderto beatthecompetition.Theissuewithsellingon priceisthatthecompetitioncandothesame. Priceisnodifferentiatorunlessyouhappentobe thelowestpriceatthetime. (BuildFourPopulatethirdtierofstaircasewith peopleandtitleProductPresenter) Productpresentersknowtheirproductand servicesinsideandout.Theyaregreatat presentingtheirsideofthestoryandevenhow SandvikCoromantmayaddvalue.Whilebeing abletoarticulateSandvikCoromantsvalue proposition,theissueisthatvalueisonlyvalueif isperceivedassuchbythecustomer.So,whilethe presentationmaybesound,ifitdoesnotaddress theexpressedorlatentneedsofthecustomer, youareonlymakingapresentation. Thefirstthreelevelsofthestaircaseareallvery transactional,focusingmoreonselleroutcomes thanthecustomers.Thenexttwolevelsare wherevaluesellingcomesintoplay. (BuildFivePopulatefourtierofstaircasewith peopleandtitleProblemsolver) Highlysuccessfulsalespeopleunderstandthe valuethatSandvikCoromantproductsand solutionsoffertocustomersandusethat informationonlyaftertheyhaveidentifiedthe correctneed.Itisnotimportanttotellthefull productstory,onlythesolutionsthatwillhelp customersaccomplishtheirneedswhether expressedornot.Problemsolverstendtolookat eachcustomerssituationkeenlyinorderto respondtorequestsandanalyzethesituationina waythatthecustomermaynothaveeven considered.Whenyoumakethecustomermore productive,solveworries,reducecosts,andhelp themthinkmoreefficientlyabouttheiroperation, thisiswhereyouaddvalue. (BuildSixPopulatelevelfivetierofstaircasewith peopleandtitleBusinessAdvisor)
PotentialExercises
OnScreenVisual (DragandDropMatchthestatementstothe typeofselling) Howaboutsomepractice?Seeifyoucanmatch eachofthefollowingstatementstothetypeof sellingthatitmostlikelyrepresents.Drageach statementtothetypeofsellingthatyouthinkit bestrepresents.Ifyouarecorrect,theanswer willstick.Ifnot,itwillbouncebackandyoucan tryagain. Randomizeanswerstheyaregiveninorder herejustsoyouknowwhichiscorrect.Creative licenseondraganddrop/formattingtobe used.. Howiseverythinggoing?Howhasbusiness beenlately? AnswerProfessionalVisitor Thanksformeeting,wehavesomenew productsandthepricesareverycompetitive. Answerpriceseller WehavesomenewproductsthatIwouldlike tointroduceyouto.Theinnovationand technologyontheseproductshasreally enhancedproductionforourcustomers. AnswerProductSeller Thelasttimewemet,youmentionedthatyou werehavingsomeissueswithproduction.What specificallyishappening? AnswerProblemSolver Thanksforreachingouttome.IamsurethatI canhelpyouwiththatneed.
PotentialExercises
OnScreenVisual (WewillrefertotheSandvikSalesModelat thestartofeachsectionasmeansof introductiontothatsection.) (PleasehighlightpersonalProfilesection includingARFN). (BuildOneModelonscreen) (BuildTwoHighlightPersonalProfile) PersonalProfiles(ARFN)are foundationaltoanticipatingand positioningvaluethroughoutthe entiresalesprocess Youwillbettercommunicatewithyour customerswhenyouappealtotheir style Moreeffectivelypositionvaluethatis importantforeachperson (Threedifferentphotostransitiontovoiceover tofirstparagraph) Areyouabletopredictacustomersbehavior whenselling?Imaginethefollowingsituation. Youhavedoneagreatpresentationfullof facts,figuresanddetails.Whyisitthatsome peoplemayreactpositivelytoyour presentationandothersmaynot? Successfulsalesrepshaveastronginterestin thepersonalprofileofthepeopletheymeet becauseitshedslighton: whypeoplebehavethewaythatthey do thedifferentpurchasingmotivesof eachcustomer thevaluethatdifferentcustomers placeonthingssuchasstyle,quality, technologyandprice
Narration (BuildOne) Understandingdifferentpeopleandthe waytheythinkandrespondis foundationaltoeveryaspectofthe SandvikCoromantsalesprocess. (BuildTwo) Inthissectionyouwillexplore behavioralstylesinordertounderstand yourselfasasalespersonandwhat makesotherpeopletick.By understandingthestyleofyour customer,youwillbeableto communicatemoreeffectivelyand positionvaluethatisimportanttoeach person.
Notes
Areyouabletopredictacustomers behaviorwhenselling?Imaginethe followingsituation.Youhavedonea greatpresentationfulloffacts,figures anddetails.Whyisitthatsomepeople mayreactpositivelytoyourpresentation andothersmaynot? Successfulsalesrepshaveastrong interestinthepersonalprofileofthe peopletheymeetbecauseitshedslight on: whypeoplebehavethewaythat theydo thedifferentpurchasingmotives ofeachcustomer and thevaluethatdifferent customersplaceonthingssuch asstyle,quality,technologyand price
SampleContent (Photoonscreenwithtext)
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2.3
Introductionto ARFN
OnScreenVisual (Photoonscreenwithtext) Canyoureallypredicthowapersonisgoingto behaveevenwithouthavingmetthem? Itispossibleandinthismoduleyouwilllearn someofthecluesthatrevealcustomer behavioralstyles.Andthebeautyisinits simplicity.Itisnotbasedondifficultor mysteriousideasaboutthesubconscious, insteaditisbasedonbehaviorsthatcanbe observed. Peopletendtohaveacertaincharacteristic behavioralstyle.Onceyouhaveidentifiedthat style,youcanmakeassumptionsabouttheir futurebehaviorandreactions.Youwillalso knowwhatyouneedtoadaptaboutyourown styletomakethemmorecomfortablewith you. (PopulateARFNmodelonscreen.Youmay wanttobuildoneatatimeoranimateeach sectionalignedtovoiceover.) FisBlue Nisgreen
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Thisisamodelthatweusetodetermine behavioralstylesinothers.Whilewe possesssometraitsofeachquadrant, mostpeoplehavecertaincharacteristic stylesrelatingtoone.Werefertothese quadrantsasActionOriented, RelationshipOriented,Friendliness OrientedandNormOriented.Wewill exploreeachofthesequadrantsmore deeply.Onceyoudeterminethe dominantbehavioralstyleofyour customer,youwillknowhowto communicatewiththeminawaythatis mosteffective.
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SelfAssessment
(Usesimilarscreenshotasshowninpotential exerciseRelabeleachsquarewithAction Oriented,RelationshipOriented,Friendliness OrientedandNormOriented.) Itismucheasiertounderstandthestyleof othersifyoufirstunderstandyourown personalprofile. Youwillbeginbycompletingashort assessmenttohelpyouunderstandyour behavioralcharacteristics.Clickthenext buttonforanexplanationofhowtocomplete theassessment.
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Narration
2.4.2
Assessment Results
Wemaywanttoreplicatewhattheresults looklikeforthePersonalProfilereportthatis producedforSandvik.Iwouldliketoshowthe actualscoresdegreetowhichtheyscorein eachquadrant. YourPersonalProfileStyleisActionOriented (A). Psychologicalresearchhasshownthat behavioralstylesfallintooneoffour categories.WerefertotheseasAforAction Oriented,RforRelationshipOriented,Ffor FriendlinessOrientedandNforNorm Oriented. Mostpeopledontfallcompletelyintoone category.Wetendtobeamixofallfour. Though,youmayhavenoticedthatyour scoresreflectdominanceinoneortwoofthe quadrants.Thatdominanceaffectshowwe makedecisionsandareinfluenced.Mostofus tendtoinfluenceothersasweliketobe influencedourselves.Thereisnorightorwrong style.Ifyourecognizethedominantprofile styleofotherpeople,youllknowwhich buttonstopushandwhichonestoavoid.Click forwardtolearnmoreabouteachstyle.
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SampleContent
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OnScreenVisual
Relationoriented Reachesresultsthroughalliancesandenthusiasm Prefersto: createpositiverelationships makeafavorableimpression verbalizeideasandthoughts createamotivatingclimate feelimportant createenthusiasm getothersinvolved entertainothers bethecenterofattention Ismotivatedby: popularity,socialrecognition generalappreciation cooperationwithothers groupactivitiesoutsideofwork anoptimisticatmosphere possibilitiestoverbalizesuggestions freedomofexpression coachingopportunities Becomesmoreeffectiveif: timeisplannedinarealisticway considerationisgiventoprioritiesand deadlines othersareassessedmoreobjectively decisionmakingismoreobjective othersaremetwithgreaterfirmness managementisteamwork Needsotherswho: concentrateonthetask lookforfacts speakdirectlytothepoint appreciatefrankness createstructures seemoretothetaskthantheperson planinlogicalsteps careenoughtofinishthetask
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OnScreenVisual
Friendlinessoriented Reachesresultsthroughstabilityandsympathy Prefersto: maintainestablishedprocedures showpatience stayinthesameplace concentrateonthetaskathand demonstrateloyalty beagoodlistener calmdownagitatedpersons dopracticalwork showtheirreliability Ismotivatedby: safesituations statusquo,unlesstherearegoodreasonsfor somethingelse familylifebeforework appreciationforworkefforts limitedresponsibility honestappreciation groupcohesion comfortofwellestablishedroutines Becomesmoreeffectiveif: changesareplannedingoodtime ownvalueisrecognized theyknowthattheycontributetothetotal result coworkershavethesamecompetenceand honestattitude guidelinesareestablished creativityisencouraged theyaresureofthecapabilityofothers Needsotherswho: cancreatecomfort easilyfindnewways delegatetoothers putpressureonothers acceptchallenges canhandlemorethanonethingatatime canspeakforthemselves acceptunpredictablesituations areflexiblewhenitcomestoworkprocedures canhandleunpredictedchanges
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Normoriented Reachesresultsbymasteringdetails Prefersto: lawandorderismaintained strictlyfollowlawsandstandards achievehighquality focusonthemostimportantdetails handlewellknownsituations actdiplomaticallyandselfcritically acceptthemselvesthinkcritically fulfilltheirownrequirements listentoauthority Ismotivatedby: highquality generoustimeframes documentedroutines aprotectedenvironment measurablemethods recognitionofworkefforts assuredqualitycontrol worktasksfocusedondetails Becomesmoreeffectiveif: precisiontasksarepartofthework itdemandscarefulplanning theytolerateconflicts thereisanexacttaskandanobjective description evaluationsarescheduled theyrespectvalueandeffortsofothers Needsotherswho: wanttotakeonaddedresponsibility daretoexpressunpopularviews useprinciplesonlyasguidelines Makequickdecisions cancompromisewithopponents candelegateimportanttasks
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2.6
Traitsofthe Styles
HorizontalandVerticaltabsforeachstyleand traitsassociated. Learnerclicksonalettertabinthelefthand columnforoverviewofthatstyleandthenthe tabsdescribingeachtraitincludingGreeting, Expression,Environment,Demeanor,Dress, FollowupandMotto. Eachpersonalprofilestyleexhibitscertain traitsthatprovidecluestotheirstyle dominance.Clickoneachtabtolearnabout thetraitsofeachstyle.
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2.8
IwanttoknowImworkingwithan effectiveproblemsolverwhohassolid productknowledge.Butitmustbe somebodythatlistenstome.Andmostofall, givemeassurancethatwhatyoure proposingwillbenefitmeandmypeople.F Ilikesomeonewhoisthoroughandprecise, basicallywellpreparedandorganized.Ilike gettingitdownonpaper.Idontcareso muchwhatotherpeopledo,Iwanta solutionthatislogicalandtechnicallysound inmyworkshop.Butdonttrytomakething everythingisperfect.N Showmeyouunderstandmyproblem,and thentellmewhatyourproductorservice cando.Butdontboxmein.Giveme options,choices.A Ilikesalespeoplewhoaredecisive,butthat doesntmeanwecanttakethetimetotoss ideasaround.Ilikethat,sodontpressure meintomakingadecisionrightoffthebat. Anotherthingisthatifsomewellknown companyisusingtheproposedsolutionit makesmefeelgood.R
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