Selling Skills

About Training

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

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

? %
?
Target
Accounts

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

Qualifying/Appointment
-Setting Calls

Collectively known as cold-calling
Everyone proficient, including
YOU? If not, teach
Script
Objections/Turnarounds
Dont intrude-stereotypical salesman
See yourself thru customers eyes
Cold-Calling

Scares most salespeople because:

THEY TRY TO ACCOMPLISH TOO
MUCH!

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

Introduction
Probe for Needs
Presentation
Management of
Objections
Close

Consider
Yourself a

Doctor of Selling

1. Exam
2.Diagnosis
3.Treatment


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

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

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


Probing
Most important step!
Most underdeveloped step!
Dont assume (different answers)
Dont quit early
Dont underestimate the power of
the word why
Sometimes its just the wording
customers (people) wont just
cough up what you want to hear
Silence is OK, let questions sink in


Types of Probes



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


Neutral Phrase-
Nod Head I See
Sure Uh Huh

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


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

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

Uncovered need + Presentation on
Applicable Product = A Sale

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


Trial closes
Taking customers temperature
throughout sales call

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


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

Closing Techniques


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

Why dont you try it?
Can I have the authority to go ahead
with the order?
When would you like delivery?
How much would you need to get
started?
The Order Form Close
Start off with the basic assumption
that the customer will buy..
Its only the details that need
clarifying.
Question and obtain the customers
commitment on the different stages of
completing the order form.

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

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

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

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