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Program Objectives
Program Glossary
Resources Section Recommended Reading
Foundations for Success:
Prospecting and Pre-Call Planning 1
At the completion of this session, participants will be able to:
Listed below are the 15 Commandments of Prospecting. For each of the 15, rate
yourself as always, sometimes, or never practicing them. Completing the self-
assessment will help you see how much emphasis you place on certain elements
and not others. You can then assess the appropriateness of what you are now doing
and determine the best blend for expanding your business.
Totals
Calculate your score by giving zero points for each “Never” answer, one point for
each “Sometimes” answer, and two points for each “Always” answer. Then total all
three categories. 0–15 is a low rating, 16–23 is medium, and 24–30 is high. Now
review the elements in the survey that you marked as “Sometimes” or “Never.”
Consider strategies for raising these elements, including talking to the franchise
owner or other top performers.
Notes
2. The top 20% of your customers deliver more than ___% of profits
5. Between ___% and ___% of all customers have the potential for upgrading in
the pyramid
10. A ___% upward migration in the customer pyramid can mean ___% more
revenues and ___% more profit
Source: The Customer Marketing method by Jay Curry and Adam Curry
Strategic Customer
• Value not inherent in product
• Value lies in how product is used
• Want to enlarge their understanding of their needs and options
• Some look for strategic value
• They look to leverage our expertise and assets
• Generally relationship is at higher levels
Methods of Contact
Accounts
Who (Titles)?
Traits?
• Reduced turnover
• Reduced costs
• Reduced conflicts
• Pleasantry
• Attention grabber
Intangible results
Pleasantry:
Bridge:
Attention grabber:
Bridge:
Contacting Referrals
• Prepare your approach
• Quickly mention name of reference source
• Let referral know that reference source is a happy customer
• Give referral your prospect’s name
• Envelope Drop/Call:
• Make-Up Schedule/Call:
2.
Research
Pre-call planning early in the sales process should focus on learning background
information about a company. This includes determining the nature of the business,
organizational structure, key contacts, performance, competitive relationships and
potential goals or objectives.
Set Goals
A structured pre-call plan form helps to ensure direction and consistency of
approach for each call. Having a maximum and minimum goal for each call is a good
starting place. It helps you discipline yourself to come away from the call with
achievements every time.
A maximum goal could be defined as, “if everything on the call went as good as
realistically possible, what could I hope to accomplish.” Example: Gain a
commitment to provide a sample of our work internally.
A minimum goal is the least acceptable form of action you should be willing to
accomplish. Example: Gain agreement to meet with other relevant decision-makers.
Mentally Rehearse
Exemplary salespeople regularly go through a mental imaging process prior to sales
calls. They rehearse in their minds the verbal selling skills they will use on the call
and expected responses from the prospect/client. This attempt to prepare for a
smooth and productive conversation and to anticipate surprises is the hallmark for
success.
• Establish rapport
• Define needs
• Present solutions
• Recommend action
• Handle resistance
• Networking sources
• Organization’s Website
• Internet Search
• Internal advocates
Source
• Lead
• Referral
• Network event
• Cold call
• Information gathering
• Solution
• Commitment
Level of Data
Person
• Education
• Hobbies/interests
• Communication style
• Customers
• Vendors
• Assistants
Company
• Tuition policy
Key Facts:
Date:
Company name:
Contact person, title:
Industry:
5. What examples can I use to show feasibility of needs I have satisfied for clients?
Client name:
Need identified:
Solutions/results:
Breakthrough Plan
Name:
Address:
Organization:
Title:
E-mail address:
Communication Skills
Listens for understanding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Delivers effective presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Expresses self clearly and concisely . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Asks questions to clarify . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Accurately summarizes decisions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Selling Process
Understands the buying/selling process . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Determines the customer’s wants and needs . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Builds rapport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Asks buyers the right questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Gains the customer’s commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Is seen as credible by customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Creates win-win relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Effectively resolves objections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Helps customers achieve their goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Exceeds customer’s expectations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Presents unique solutions to buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Defines benefits and competitive edge . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Develops referral network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Follows up to maintain customer loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Build Relationships
Maintains good relationships with colleagues . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Practices good interpersonal skills with buyers . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Builds customer trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Demonstrates empathy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Builds an on-going professional relationship with customers . . . . . . . . . . . 1 2 3 4 5
Positive Attitude
Is self-motivated . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Demonstrates a positive attitude . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Shows enthusiasm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Handles rejection appropriately . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Willingly accepts new challenges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
Keeps criticism in proper perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2 3 4 5
1. Please evaluate yourself in the following areas (On a scale of 1–10, with 10 being the
highest):
1. Self-Confidence
2. Communication
3. Sales Process
4. Build Relationships
5. Positive Attitude
Attendance
Session Date Awards Signature Comments
Yes or No
1
2
Name:
Listed below are the Drivers for Success. Concentrating on growth in these areas
can lead to breakthroughs in your selling! Consider the breakthroughs you envision
as you experience significant growth in each of the Five Drivers.
Self-Confidence
Communication Skills
Sales Process
Build Relationships
Positive Attitude
Name:
1. Are you making progress toward your breakthroughs? Why or why not?
2. What specific results have you seen? (Sales increase, number of new clients, etc.)
3. What will you do throughout the rest of the training to continue to work
toward your breakthroughs?
5. Additional comments:
Overview
Selling without a process is like fishing with a rod and reel instead of a net.
You’ll catch some, but it takes more work and time. A proven process delivers
consistent results. Our sales philosophy focuses on increasing our business by
building relationships and helping our buyers be more successful. The sales
process starts by building rapport, then continues by establishing credibility and
solving problems from a buyer’s point of view. At each step of the process, we
must communicate our ability to bring value to buyers.
“A sale isn’t a thing, it’s a process. It isn’t standing still, it’s moving.
It isn’t one long job, it’s a series of smaller jobs.”
Practice Knowledge
Fundamentals
Right Practice Concepts
With Strong Coaching Principles
Notes
Strengthen Relationships
Enhance Relationships and Build Trust
Try honestly to see things from the other person’s point of view.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
1.
2.
3.
4.
5.
Interest
Applications
ica
Satisfaction
sfac
Client Value
the othe
h i ngs from r pe
e t rso
se n’s
to p
tly
oi
Pleasantries
nt
es
on
of
h
vie
Try
w.
Rapport
Compliment
Give them a compliment they would not hear from someone else.
Ask a question
Ask a unique question that requires some thought to answer.
Referral
Use the name of someone they respect, especially a direct referral.
Educate
Provide information, advice, or service.
Startle
Say something startling or intriguing.
Current client:
2. Applications:
3. Results:
4. Return on Investment:
1. Cite general benefits your company provides that relate to the buyer’s
needs, wants, and issues.
2. Give results of how specific clients have benefitted.
3. Suggest that similar benefits are possible.
4. Transition to the next step.
Credibility
Statement
Januar y 12
Ms. Helen Lopez
s Director
Information System
Sincerely,
Chris Jones
Tech Computers
y mor ning to schedule a
PS : I’ll ca ll yo ur of fice at 9:00 Tuesda
(Step 4)
time for us to talk.
Prospect Name:
Pre-approach Information:
4. Transition:
Example:
1. We’re here today to share some ideas that can improve your business by increasing
profitability and bringing more clients to you. We will explore ways to utilize your
advertising budget more effectively, increase sales, and improve your bottom line.
2. Let’s discuss an agenda that includes:
• Exploring the results you are currently experiencing
• Discussing your current plans for growth
• Identifying possible changes to expand your customer base
• Looking at creative solutions to your issues
• Exploring how we might help you meet your objectives
• Finally, determine our next step
3. How does that sound? Are there any additions or changes you suggest to this agenda?
May I ask you some questions to get a better feel for your current situation?
Buyer:
2. Overview/agenda of meeting:
2.
Applications to my selling:
Overview
Information gathering forms the heart of the solutions we present. What we
learn in this stage determines what solutions we present, how we present
them, and ultimately how we create value for buyers. The Dale Carnegie® Sales
Process teaches that we must gather information before we talk about our
solutions. A common mistake is selling before thoroughly exploring buyers’
wants, needs, and motives.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
oi
Statement
es
nt
on
of
h
Financial Executive
view
Try
Primary
.
Interest
User Technical
Buying Other
Criteria Considerations
Payout
s
n
Barriers
io
at
ic
pl
Should Be
Im
Buying
As-is Motive
Interest
Primary
Interest
Buying Other
Criteria Considerations
Buying
Motive
Listening Levels
The way to uncover and clarify the interests of the buyer is to ask questions and
listen proactively. Selective listening usually leads us to sell before we understand
the buyer.
Proactive
Attentive
g
in
en
st
Selective
Li
Pretend
Ignore
Effective Employees
Increase Revenues Expand Business
Primary
Improve Efficiency Interest Flexibility
Ask questions with the intent to help the buyer rather than
just make a sale. We often have to really probe to get to the
primary interest. Sometimes the best way to get a loyal client
is to give up the sale and offer valuable advice instead.
See the example on page 126 in The Sales Advantage.
Features
Budget Approvals
Specifications Warranty
Buying
Criteria
Delivery Service
Support Location
Quality Value
Special Features
Price Added Value
Self-Fulfillment
Recognition Self-Preservation
Buying
Motive
Relationships Acquisition
Payout
s
n
Barriers
io
at
ic
pl
Should Be
Im
As-is
Buyer’s Gap
A buyer’s gap is the difference between the benefits they are currently receiving and
the benefits they should receive. We need to widen the perception of the gap. We
create a sense of urgency for change when we help them clearly see a wide gap
here. Effective questions make the gap clearer for both us and our buyers.
My Solution
Gap
As Is Should Be
Barriers
Should Be questions help us discover the buyer’s vision of his or her operation at
optimum performance. These questions focus on how the situation can be different
if we can help the buyer solve his or her problems.
• In addition to (pre-approach), what are your objectives for the near future?
• Which strategic initiatives need to be addressed?
• How will those impact you?
• Can you describe what your operation would look like at peak performance?
• Where would you like to be six months from now? A year?
• What would you like your people thinking, saying, and doing differently?
• What would you like to hear your buyers saying?
• What changes would you like to see?
• What would that allow to happen?
• What other factors are important to your business development?
• Why is that? Could you tell me more? How do you mean?
Barrier questions identify factors that prevent the buyer from achieving the should
be. While barriers are not objections, they can lead to objections. For example, a
specified budget is a barrier that can lead to objections about price.
• Which key actions need to take place before you make your quota?
Payout questions are used to clarify how the buyer and/or the organization benefits
from the solution. Responses to these questions allow us to understand and appeal
to the motivational reasons for buying.
• If you are able to (Should Be), what impact will that have on your company?
• What would you like to hear management say? Your family or friends?
Buyer’s Name:
As Is Questions:
Should Be Questions:
Barrier Questions:
Payout Questions:
Examples
Based on what you have told me, I’m confident the Tech 2500 will provide the speed,
quality, and reduced operational costs you have said are critical to your office operation.
The money and time you will save will help you and your team move toward the top
position in your territory.
Based on what you shared with me, outsourcing the hosting of your website is the ideal
way for your department to find the time you need to meet your deadlines. Outsourcing
will help reduce the stress you face at the end of each month.
Specific Buyer:
Solution:
Primary Interest:
Buying Motive:
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Buyer:
Pleasantries:
Attention-Getter (1.6):
As Is Questions (2.10):
Solution:
Primary Interest:
Buying Motive:
2.
Applications to my selling:
4. Practice the Questioning Model with a colleague taking the role of a buyer.
Overview
At this point in the sales process, we know the key information about our
buyers’ needs, interests, and, most importantly, buying motives. Now we have
the opportunity to tailor our presentation to fit what the buyer wants and
increase the perceived value of our solution.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
y to see thi
h onestl ngs
Try fro
m
th
e
ot
he
rp
erso
Communication
Dramatize
n’s point of view.
Solutions
Trial Close
Application Evidence
What is it?
Why is it important?
A fact is a statement that is specific, true, and can be proven. Some facts will be
accepted without hesitation because of the buyer’s familiarity with the information.
Others may require additional proof.
Examples:
1. We have comparable operations in over eighty countries, and all locations can tailor our
solutions to meet your local needs.
3. We offer 22 mutual funds, the broadest spectrum in the market, according to this
Miller and Camp study.
Fact 1:
Fact 2:
Fact 3:
Fact 4:
Fact 5:
Fact 6:
Bridge: A bridge is a brief phrase that links the fact and the benefit.
Examples:
1. Therefore …
2. Which means …
A benefit is a verbal description of how any buyer could use or enjoy the solution.
A benefit should briefly, but clearly, show how the fact relates to the buyer’s
interests and needs. The benefit is specifically related to the sales fact.
Examples:
1. You will get consistent global delivery capability with cultural flexibility.
Benefit 1:
Benefit 2:
Benefit 3:
Benefit 4:
Benefit 5:
Benefit 6:
The application is an explanation that clarifies specifically how the buyer will apply
each aspect of the solution. The application statement involves the buyer and
further clarifies how he or she will experience value from our solution.
Examples:
1. We can service your branches in Munich, Paris, and Tokyo. We have German, French,
and Japanese representatives there so you won’t have the translation and cultural
problems you said you had in the past.
2. You can have peace of mind knowing that once you call for service, you’ll get a
response within two hours. This is a vast improvement over the down-time you said
you’ve been experiencing.
3. You can change your portfolio any time, for example, when you are ready to buy that
boat this spring for your family.
Specific Buyer:
Application 1:
Application 2:
Application 3:
Application 4:
Application 5:
Application 6:
D Demonstrations
E Examples
F Facts
E Exhibits
A Analogies
T Testimonials
S Statistics
Evidence Examples:
A trial close is a question that asks for an opinion, not a buying decision. We are
using a non-threatening question to test the buyer’s reaction to a specific aspect of
the solution. The reaction to the trial close question helps clarify the buyer’s
position regarding acceptance or rejection of the aspect of the solution just
presented.
Examples:
1. How does that look to you?
Evidence
D
Trial Close
Evidence
D
Trial Close
Evidence
D
Trial Close
How
We Look
What We Say
How We Say It
What We Do
Guidelines
• Be relevant to the sale
• Must be memorable
Notes
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Buyer:
Pleasantries:
Attention-Getter (1.6):
As Is Questions (2.10):
Evidence (3.8):
2.
Applications to my selling:
6. Use Capability Statements that appeal to primary interests and buying motives.
Rationale
The best salespeople regularly practice pipeline management. By doing things
like monitoring their own sales activities, analyzing and interpreting the
corresponding sales results and then adjusting their activities appropriately,
exemplary performers achieve desired sales levels. In this section, you will
learn some of the pipeline management techniques that the best salespeople
regularly use.
Notes
The Pipeline Sales Forecast is used to guide this process. Note the suggested
probabilities of sales that can be applied based on where you are in the process.
For example, if you have given a client a $20,000 proposal and you expect approval,
multiply $20,000 by 50%, which gives you a forecasted amount of $10,000. Add up
all of the amounts for clients/prospects to get a baseline pipeline amount.
A. Conversion Rate
One way to determine the appropriate activity level is to estimate a “conversion
rate:” How many prospect calls does it take to make a sale? For example, you may
estimate that for every six appointments you get one sale averaging $10,000. Also,
you estimate it takes five calls to get one appointment. Thus your personal
“conversion rate” is 30 to 1 (5 calls x 6 appointments) to get one sale.
• Goal: $300,000
• Pipeline estimate: $200,000
• Shortfall: $100,000
• Conversion rate: 30 to 1
• Average sale: $10,000
You need approximately 300 prospect calls during the next six months to reach
your sales goal. $100,000 shortfall divided by $10,000 average sale or 10 sales. Ten
sales times 30 calls per sale, or about two a day.
• Phone calls
• Face-to-face appointments
• Speeches/presentations proposals
• Training sessions
Salesperson's Name
Month
Annual Goals Goal Actual Goal Actual Goal Actual Goal Actual
Total = 0 0
Speeches 0 0
Proposals Generated 0 0
Other 0 0
TOTAL 0 0 0 0 0 0 0 0 0 0 0 0
Instructions: E-mail to . Every Friday complete a sheet with your planned activities for the upcoming week. On the following
Week of:
Name:
Phone Calls-contacts
Proposals
Date Name/organization Prospect/client 3)
Completed(3
2.
Overview
It is likely in any selling situation that obstacles will have to be overcome before
a buying decision is made. Often we make the mistake of “handling” objections
in such a way that the buyer is turned off. Resolving objections effectively is a
process that involves careful, sensitive listening along with positive, factual
responses to buyer concerns.
We must understand that buyer objections are not always rational. Objections
are often totally emotional. We must respond to customers’ emotional needs,
along with the obstacles preventing them from buying, if we want to build long-
term relationships.
Have you ever been in a selling situation where the buyer kept rejecting your
solutions? Do you ever find people giving you a string of objections, but you
never seem to get to the root cause? We will work with tools to uncover
hidden objections and get them expressed and resolved. The hardest
objections to answer are the ones you do not hear.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
nt
es
on
of
h
vie
Try
w.
Trial Close
Objections
Write your most common objections, using the words your prospects would say.
1.
2.
3.
4.
5.
6.
Examples of Cushions:
Objection: My staff is happy with the process they are using now.
Cushion: Certainly you want to keep your staff happy.
2.
3.
4.
Addition—Probe for any “In addition to this concern, is “No, that’s it.”
additional objections. there anything more causing
you to hesitate?”
Else—If there are other “There must be something Objection #2: “Another
concerns, they should begin else. Would you tell me what major issue is …”
to surface now. it is?”
Bury—Try to bury the “So it sounds like this issue is “Yes, that’s right.”
initial objection to see if it really the critical factor, and
is genuine or just a smoke the other is not a concern.”
screen.
Amount—Clarify that the “What this amounts to is that “Exactly.”
second objection is genuine. if you were convinced that we
could resolve this critical factor,
you would consider this further.
Is that right?”
Category
Hopeless
Trivial
Misconception
Put-off
Prejudiced
Genuine
When to Respond
Now
Later
Before
Never
Interest
Solution
Motive
Explain
Recall information gathered in the sales process to
Primary
appeal to buyer interest areas and perspectives.
Interest Customize evidence to buyers.
Buying
User Technical Evidence
Motive
Trial Close
Ask questions to determine if the objection has been resolved.
2.
3.
4.
5.
6.
Examples:
Does that make you feel more comfortable about the lease payments?
2.
Applications to my selling:
Overview
Throughout the sale, the buyer is constantly evaluating what is being said and
done. Buyers may respond verbally, physically, or emotionally to the concepts
and materials that are presented. These responses can be buying or warning
signals. We must possess the ability to recognize these signals, accurately
interpret them, and respond appropriately.
Often we find that people seem convinced that we can help them, but they are
reluctant to make a commitment. We often get put-offs and delays here. It is
our responsibility to create a sense of urgency and appeal to motives.
We get commitments more easily when the early phases of the sale are
conducted skillfully. An overemphasis on closing can lead to manipulative
techniques and strained buyer relationships. Successful people who compete
in today’s marketplace do not manipulate buyers into commitments they
later regret.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
ings
from the other Motive
th per
e e s on
tos ’s
p
y
tl
Customer
oi
es
nt
on
Evaluation
of
h
view
Try
Sales
Close Trial Close Process
Commitment
Gain Commitment
Overcome Reluctance
1. Remind your buyers that they lack the benefit your solution will give them
and get their agreement.
2. Remind your buyers that your solution will satisfy that lack.
3. Paint a word picture of your buyers using your solution, enjoying it, and
benefitting from it.
Remember to
• Describe how your solution appeals to the dominant buying motive.
• Work with the buyer to paint a word picture illustrating how he or she will feel
once the dominant buying motive has been satisfied.
Buyer:
Primary Interest:
Commitments:
No clever closing technique will save a sale that has been lost
through poor questioning or offering a generic solution. We
need to be asking for commitments throughout the process. If
we have been gaining incremental “yes” responses, it will be
easier to ask for the buying commitment with the
straightforward approaches like the ones starting on page 214 in
The Sales Advantage.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Customer Evaluation
Trial Close
Direct Rapport
Rapport
Alternate Trial Close Interest
Minor Point
Next Step Solution
Opportunity Motive
Weighing Trial Close
Trial Close
Direct Question
Often the best way to gain a buyer’s commitment is to ask for it. Ask a direct
question that calls for a decision.
Would you like the K80 with the standard stock, or would you prefer to choose
from our speciality line?
Opportunity Method
Presents the buyer with a brief window of opportunity when options are
available. This can be used with a buyer who is ready to buy but is putting
it off.
You know that our prices increase on September 1st. You want to get these
lower prices now, don’t you?
Weighing Method
If the buyer still has second thoughts about making the purchase, show him
or her how the return on investment outweighs the cost.
Let’s do what many people do when making a major decision. Let’s weigh the
ideas causing you to hesitate and the value you’ll realize from going ahead.
Direct Question:
Alternate Choice:
Minor Point:
Next Step:
Opportunity:
Concerns Value
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Buyer:
Pleasantries:
Attention-Getter (1.6):
As Is Questions (2.10):
Evidence (3.8):
2.
Applications to my selling:
3. Watch and listen carefully to identify and respond to buying and warning signals.
Overview
It has been said many times in business that it’s all in who you know. If you
have contacts, you’ve got it made. Certainly, the names and numbers of the
right people are critical, but today, with all the database information available, it
is easy to know who to call. The real issue is not who you know, but who
wants to know you. Some people talk about how important it is to build a
large database of business contacts. What is more important is the number of
people who have you in their database.
Prospecting and networking are tools you can use to create selling success for
yourself. The best sales performers, in all industries, figure out a way to attract
more new buyers to themselves. To do this, we need to learn to go to the
right sources to find good leads, develop “champions” in the accounts we
work, build an effective personal referral network, and attend events that lead
us to potential business contacts. Selling does not have to be endless hours of
cold-canvassing and rejection.
Opportunity
Chart
Networking Pre-Approach
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Referrals Prospecting
Champions
Helping customers reduce their list of suppliers is truly a service. Working with
proven suppliers, who offer quality products or services, at competitive pricing, on a
timely basis, is always desirable. If you have earned their trust with one product or
service, it is reasonable to anticipate that they would be receptive to your follow-up
with other quality offerings.
• Next, along the left side, list the best-selling solutions that you offer.
• Place an “A” in the boxes of the graph to determine the companies that are
already buying the corresponding solution from you.
• Place a “B” in the boxes to indicate where you feel there is a good opportunity
to sell to existing accounts.
Graphic
Design C A C C A B A
Typesetting B A A B C B C
Brochure
Printing C B A A A A B
Annual Report
Printing A B A C B C C
Direct Mailer
Design C C B C A C A
Web Press C B C A C C B
Newsletter
A C C C A A C
Solution
Design
Franklin Services
AMR Chemicals
ARC Products
Supermarkets
FSA Aviation
Accounting
Consulting
Sandstone
Swelling
Alco
Companies/Locations
Companies/Locations
Companies/Locations
Companies/Locations
Conduct research and identify the five best new opportunities. Identify specific
action steps you can take immediately to get more business from these
opportunities.
2. 2.
3. 3.
4. 4.
5. 5.
2. 2.
3. 3.
4. 4.
5. 5.
2. 2.
3. 3.
4. 4.
5. 5.
Research Sources
Internet search by company name Search by product name
Search by people’s names Web page
Contact management system Internal records
Champions Your mentor
News sources Magazines and business publications
Annual reports Credit bureaus
Word of mouth Friends and associates
Notes
Account Penetration
Referrals
Networking
Targeted Prospecting Campaign
Cold Calling
Sending Mass-mailings
Relying on Advertising and Marketing
• In a position of authority
• Articulate
• Dynamic
Customer Continuum
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Place the champion on the organizational chart, along with other key people critical
to the decision-making process of your target company.
Organization:
Champion’s Name:
Place the champion in the center of the Sphere of Influence chart. Identify points of
contact inside and outside the organization where this person has influence.
Champion’s Name:
Champion
Other Sources
Describe the type of person that you, your solution, and your company can help:
Describe the typical benefits this person gets from your solution:
Examples
Thank you so much for your continued business. Your initiative has really given your
company a competitive advantage. I’m happy our company has been able to help you
and your organization meet your year-end goals. Based on what we have discussed today,
who else in your company might benefit from what we do or would welcome more
information? Would you please introduce me to that person now?
I am going to describe a colleague, associate, or friend to you right now. When someone
comes to mind, please stop me and tell me about him or her. She (he) is very similar to
yourself in that: (Relate your buyer profile.) This could be someone else in your company,
another department, an acquaintance from a professional organization, service club,
chamber of commerce, church, school … Stop me when you have thought of someone.
Would you write an introduction for me on the back of your business card? Thank you
very much!
• Being approachable.
Why would anyone want to know you? What unique abilities or knowledge do
you have?
Networking Interview
1. What is your name?
2. What company do you represent?
3. What is your position?
4. Tell me about your responsibilities.
5. What are some of the challenges occurring in your business?
6. What business trends are affecting you and your organization?
7. What brings you to this event?
8. Tell me a little about the people you like to do business with.
9. Let me tell you about what I do. We provide …
10. What can I do for you?
2.
Applications to my selling:
Overview
The way we spend our time determines what we get out of life and, more
importantly, how we feel about ourselves and the world around us. The key to
time management is knowing what we want most out of life and ensuring that
we take consistent action toward our goals.
Activities that may have little to do with what we want most tend to get in the
way of our goals. We will learn in this session how to take control of the
direction of our lives. In addition, we will discover exciting new ways to stay
on track, minimize distractions, and eliminate time wasters.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Sales
Skills Plan
Customer
Attitude Prospect
Month/Year:
Planning
Attitude Networking
Communication Penetrate
Accounts
Follow-Through
Observations:
Month/Year:
Career
Spirituality Finance
Health Community
Family
Observations:
Reflect on your progress during this training and establish a new vision for your
future. Describe your new self with powerful language, in the present tense, and
with positive outcomes.
Goal:
Deadline to accomplish:
Goal:
Deadline to accomplish:
Day:
Pre 7:00 am
7:00–7:30
7:30–8:00
8:00–8:30
8:30–9:00
9:00–9:30
9:30–10:00
10:00–10:30
10:30–11:00
11:00–11:30
11:30–12:00
12:00–12:30
12:30–1:00
1:00–1:30
1:30–2:00
2:00–2:30
2:30–3:00
3:00–3:30
3:30–4:00
4:00–4:30
4:30–5:00
5:00–5:30
5:30–6:00
6:00–6:30
Post 6:30
Crisis Networking
Deadlines Clarifying Values
Meetings Planning
Repairs Relationships
Prospecting
Not Important
Trivia
Interruptions Internet
E-Mail Games
Voice Mail “Escapes”
Reports Junk Mail
Busy Work
Original concept by Charles E. Hummel
1. Block time.
Selling Activities
1–3* Calendar
I Need to Do
Plan for next quarter 1 hr Monday–6:30–7:30
Selling Activities
Time Calendar
I Need to Do
Regardless of the system that you use, sales effectiveness today demands a contact
management system that provides accurate, timely, dependable information. Some
of the benefits of an effective contact management system include:
• A report generator, a word processor, and mail-merge so you can create and
address personalized correspondence
• Sending and receiving electronic mail messages from within the program
What would more effective management of your information allow you to do?
Notes
Customer
Consultant Our
Company
List five ways to follow through and exceed your customers’ expectations.
1.
2.
3.
4.
5.
Waste water
analysis A B A B B B
Energy
consumption C C A B A B
review
Review
management A A C B A B
system
Refer to other
suppliers A C A A A A
Health
Compliance B A B C A C
Value-Added Services
Spotless
Crystal
Pick’s
Companies/Locations
Companies/Locations
Specific account:
1. When did you last have contact, other than a sales call?
Others: Others:
Example:
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2.
Applications to my selling:
Overview
The ability to apply what we are learning is the most important measure of
participation in a training program. This session will give you the opportunity
to demonstrate the sales process we have been working on. Research shows
that we learn far more from what we do than what we observe. Our
strengths grow and become visible to others when we take risks and jump
outside our comfort zones.
“Keep your mind open to change all the time. Welcome it.
Court it. It is only by examining and re-examining your opinions
and ideas that you can progress.”
—Dale Carnegie
Try honestly to see things from the other person’s point of view.
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
nsu
Co
Partnership
Rapport
• Pleasantries
• Attention-Getter
• Agenda Statement or
• Credibility Statement
Interest
• As Is, Should Be, Barriers, Payout Questions
• Capability Statement
Commitment
• Ask for a Decision
• Ask for a Referral
Name
Score
Pleasantries 5
Capability Statement 5
Solution: Evidence
10
(DEFEATS)
Resolve Objections 10
Motive—Value Summary 5
Credibility 5
Enthusiasm 10
Total 100
Name
Score
Pleasantries 5
Capability Statement 5
Solution: Evidence
10
(DEFEATS)
Resolve Objections 10
Motive—Value Summary 5
Credibility 5
Enthusiasm 10
Total 100
Interest
Rapport Solution
Planning Customer Follow-
Relationship Through
Commitment Motive
Buyer:
Pleasantries:
Attention-Getter (1.6):
As Is Questions (2.10):
Evidence (3.8):
Of course, comments that aren’t sincere will do more harm than good. People
know when we are merely flattering them, and they will resent it—and us. A
strength comment includes a positive quality or characteristic you see in the other
person and evidence to support that strength.
Name:
Strength:
Evidence:
Name:
Strength:
Evidence:
Name:
Strength:
Evidence:
Name:
Strength:
Evidence:
Name:
Strength:
Evidence:
My most significant benefit from this sales training program so far is:
Specific results:
Program Glossary
Recommended Reading
1. Build Rapport
Sales Philosophy—Try honestly to see things from the other person’s point of view.
Sales Model—Includes the seven elements of the sales process: Planning, Rapport,
Interest, Solution, Motive, Commitment, Follow-Through
2. Generate Interest
Interest Rule—Generate interest by finding out what your solutions will do to
benefit or service your prospects.
Other Considerations—Factors that influence the buyer’s decision, but are not
required. Discovering and selling to these considerations gives a competitive
advantage.
Capability Statement—A summary process that puts the solution together with
the buyer’s needs and wants: Solution, Primary Interest, Buying Motive.
3. Provide Solutions
Solution Rule—Give buyers enough information, and no more, about your solution
and how it will benefit them, to convince them that they are justified in buying.
Fact—A statement that is specific, true, and can be proven. Use facts rather than
claims and generalities to build trust and credibility.
Trial Close—Evaluative question that asks buyers to express their opinion about
some aspect of the solution or presentation.
4. Resolve Objections
Objection Rule—Resolve objections by finding points of agreement, clarifying the
issues, and providing compelling reasons to proceed.
6. Uncover Opportunities
Opportunity Rule—Uncover new opportunities by penetrating existing accounts,
prospecting for new clients, and developing a network of champions.
Champion—A person who knows our client profile and is willing and able to refer
business to us. Excellent champions are articulate, dynamic, and well respected.
Sphere of Influence—A contact analysis tool that helps people identify business
and personal relationships that can lead to new sales.
Vision—A clear picture of our desired future condition, including personal and
professional goals. Effective vision statements include powerful language, are set in
the present tense, and have positive outcomes.
Goal—Specific measuring points toward our vision. Effective goals are specific,
measurable, attainable, relevant to our vision, and time-specific.
Tyranny of the Urgent—A time assessment tool that helps determine how and
where to spend time for maximum value.
The Sales Advantage: How to Get It, Keep It, and Sell More than Ever by J. Oliver Crom
and Michael Crom
The New Strategic Account Selling by Stephen E. Heiman, Diane Sanchez with Tad Tuleja
Swim with the Sharks Without Being Eaten Alive by Harvey Mackay
Let’s Get Real or Let’s Not Play: The Demise of 20th Century Selling & the Advent of
Helping Clients Succeed by Mahan Khalsa
Persuasive Business Proposals: Writing to Win Customers, Clients, and Contracts by Tom Sant