1. SELLING CUSTOMER VALUE 2. PAST SELLING MODELSTHAT DO NOT WORK!! CSS Integrity Selling AIDINC 3.

BACKGROUND There are plenty of Sales Models out there that attempt to create this professional and engaging approach to selling that is based on providing value to the customer. However, if you examine each of these fail proof ways to sell to the customer youll find many of them focus on The Product.not truly on the customer. While the perception and clich sales talk of identifying customer needs is the goal of each of these brain-washing methods, we as sales professionals truly have to take a step back and reflect on what were really trying to accomplish when attempting to bring true Value to the customer. The next few slides Ill attempt to present ways YOU can have the most impact with your customers by directly Selling Customer Value.and not just your product! 4. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness More focus on addressing/driving customer solutions Encourages Active Listening by taking in inventory and fully understanding customer needs Easiest way to Build a Partnership and Collaboration process thats based on TRUST Will help to develop better foundational selling skills thats built on the foundation of LISTENING 5. WHY SHOULD I SELL CV? Listens first! Drives mutual discussion Not just uncovers needs, but immerses in those needs Creates professional partnership Willing to be Educated versus Educating Looks the same Acts the same Says the same clich things Gives canned presentations based on their needs Placed in sellers box by customer (This is a big issue) Valued Representative 6. THE TYPICAL REP VS THE VALUED REP Typical Representative 7. WHAT SELLING TODAY LOOKS LIKE Company Vision Is about meeting your customers needs by showing the VALUE your products and services provide. Notice it states Value your products and services provide. This statement is more Product Focused versus Customer Focused Global economy has effected the Sales Business, selling Customer Value first is critical to overcoming this real drawback Customers regardless of industry have limited time to see sales reps, so capturing/attaining their attention is a challenge Gate Keepers have raised roadblocks even higher getting to decision makers Sales rep more concerned about selling product rather than determining Customer Value first 8. FACTORS THAT EFFECT. Create professional and engaging approach to selling that is based on providing Customer Value Drive behavioral change that encourages deeper customer engagement that bolsters integrity, trust, empathy, and confidence Move customers through buying cycle to achieve a commitment to action that relates to Customer Value needs-based solutions 9. WHAT SHOULD BE THE GOALS?

10. BASIC SALES PROCESS Purpose of a Sales Call To understand customers challenges To identify needs To provide solutions and value To create a partnership Gain Commitment/Make Sale 11. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness 12. WHAT IS THE CUSTOMER BUYING CYCLE? Unawareness Usage Your Goal! Evaluation/Trial Awareness 13. SELLING CUSTOMER VALUE Unawareness Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Opening Creating Dialogue Awareness Establish timing to gather commitment to action Anticipate/Prepare for possible objections and questions Plan/Prepare objectives and questions find out how and why the customer is in their current predicament Determine Customer Value needs-based solutions Use buying cycle to set short-term and long-term SMART call objectives 14. CALL PLANNING Sales can be a Self Fulfillingwhat you prepare/expect can be a reality It helps you organize before call what youd like the Customer to accomplish before your accomplishment (a new twist) You have a finished document you can revisit after sales call, and determine what you were able to accomplish Allows you to get a head start on next precall plan 15. WHY CALL PLAN BEFOREHAND? Pre-call planning defines the objective for the next call based on the outcome of the prior call, the opening, possible inquiries and objections, and next actions Post-call analysis describes the outcome of the call, what resources were used, if the objective was achieved, questions and objections that arose, and agreed-upon next actions 16. WHAT IS A CALL CONTINUUM? 17. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness Anything I can do for you today? Is Product X still working well for you? How is Product X doing? I would like to talk with you today about Product X. 18. LETS START WITH POOR OPENINGS! 1st impression is EVERYTHING in the sales business.a poor opening doesnt make for a favorable 1st impression Customers time are limited.a poor opening cuts that time in half Establish upfront to the customer that you are there to provide Customer Value by serving their interest 19. WHY TAKE THE OPENING SERIOUSLY?

20. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness 21. CREATING DIALOGUE THRU BUILDING BUSINESS RELATIONSHIPS Competence Character Maturity Reliable Respectful Positive Intent Genuinely Cares Trust Experience Product Knowledge Market Knowledge Solutions Oriented Articulate 22. GALLUP SALES ANALYSIS Customers who felt strongly positive about their sales representatives were 12 times more likely to continue repurchasing the product . . . evidence showed an emotional connection or attachment was important . . . price was not a significant driver of repurchase intentions. Smith and Rutigliano, Discover Your Sales Strengths, 2003 23. THE 3 ELEMENTS OF COMMUNICATION Inquiring Observing Listening Inquiring encourages 2-way dialogueProbing is one-sided questioning Both parties can Inquire of each other which solidifies more Trust Inquiring helps both parties understand and validate customer needs This form of Inquiry can move the conversation in a direction that solves customer predicaments 24. INQUIRING VERSUS PROBING Why Inquiring is more effective than Probing: Are intended to identify or clarify customer needswhich initiates Customer Value Increase importance or place value on customers needs Gain additional information specific to needs and problems Lead customer to solutions by overcoming needs and problems 25. INQUIRIES THAT ARE NEEDS-BASED People are on average only about 25 percent effective at listening The number one reason why customers dislike salespeople..salespeople dont Listen Unfortunately, very few people ever work on this skill The most fundamental aspect of selling is to listen to customers needs 26. LISTENING IS SO IMPORTANT!! Level 1Level 2 Level 3 27. YES, THERE ARE LISTENING LEVELS! More interested in talking than listening Quiet, passive listening Half-listening Listening in spurts 28. LEVEL 3 LISTENING More concerned about content than feeling Not seeking to understand meaning Hearing, but not really listening 29. LEVEL 2 LISTENING 30. LEVEL 1 LISTENING Total Active Listening thats without outside distractions and is focused on communication from other participant 31. APPLYING LISTENING SKILLS If you really want to know what is on your customers minds and what is really important to them, a structured approach to listening may help. By developing a clear pre-call plan, you can have the preparedness to listen to the needs of your customers. J. Stengel, A. Dixon, and C. Allen, Listening Begins at Home, Harvard Business Review

Patienceactive listening Not just taking in main ideasapplying back those main ideas Not being distracted and paying attention to total communication, including nonverbal cues Suspending own thoughts and feelings 32. WHAT EFFECTIVE LISTENING LOOKS LIKE 33. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections SCV Feature/Benefit Evaluation/ Selling Trial Unawareness Opening Creating Dialogue Awareness 34. FEATURES & The Feature is the characteristics of the product or service.this is presented after identifying the true Customer Value The Benefit does align to the Customer Value which helps address the customer predicament Customer Value should appropriately have linkages to the features and benefits of the product BENEFITS AFTER THE FACT 35. SELLING CUSTOMER VALUE Usage Closing Call Planning Handling SCV Objections Evaluation/ Trial Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness Misunderstanding customer is misinformed about information presented on a product Drawback customer is not using your product because of existing negative feature Skepticism customer doubts or behaves with incredulity regarding information presented 36. TYPES OF COMMON OBJECTIONS 37. HANDLING OBJECTIONS MODEL 1 Clarify: When appropriate, gather a better understanding of the objection and obtain information and understanding 4 2 Expand: Continue with call or close if appropriate Respond: After Clarity and understanding. Provide information to handle objection 3 Check: Ensure you adequately addressed customers objection 38. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness Theres a GREAT call plan in place Engaging and Customer Value oriented opening Creation of dialogue that is based on Customer Value.and not product. Customer Value has linkages to the feature 39. CLOSING IS ONLY SUCCESSFUL IF & benefits which are the solutions to the customers predicament 40. THE FINISH LINE..CLOSING The beginning Sales Process when done properly automatically presents the Close: The customers commitment is gained throughout the sales process and the Close should be an expected occurrence between the sales rep & customer. Closing is the agreed upon act that is based on Customer Value Provide industry benchmarks/best practices Selling Skills Optimization Team build and develop a selling skills training model to meet corporate business goals Voice of Customer with Sales and Marketing 41. HELPING YOU BUILD CUSTOMER VALUE TOOL Our firm can help you build a personalized Customer Value tool that meets the needs of your company Project includes: Process Excellence project that will validate Customer Value tool