The 7 Steps to Selling

Transcription

1 Sessin 7 Detailing and Perfecting the Sales Prcess The 7 Steps t Selling Vides in Sessin 7: 1.1 Building Rapprt 1.2 Establish Need 1.3 Build Value 1.4 Create Desire 1.5 Objectins and Clse 1.6 The Clse Part 2 This Wrkbk is prvided t supprt each f the areas described abve. It is imprtant that yu take ntes as yu watch each vide and t fllw and cnduct the wrkshps prvided fr yu and yur team, s yu can begin implementing what yu learn. 1

2 7.1: Building Rapprt Step 1 - Rapprt Each aspect f making a sale can be tuned up systematically. Mst cmpanies are very lse in this regard, and their results reflect their lack f detailing and perfecting the sales prcess. This prgram takes yu thrugh a sale like a scientist wuld take yu thrugh a critical experiment. When yu realize that selling is a science and yu set abut dissecting and strengthening the sales prcess, yu will make it strnger. Each sale has seven links t the chain. The strnger yu make each link, the mre pwerful the impact and the higher the clsing rati. Becme a scientist abut selling. The Decisin Making Sales Prcess 1. Establish Rapprt (Trust and Respect) 2. Find Need 3. Build Value 4. Create Desire 5. Overcme Objectins 6. Clse the Sale 7. Fllw-Up Fcus n the Frnt End f the Sale Establishing Rapprt represents 40% f the sales prcess. Finding Need represents anther 25% f the sale. 65% f any sale is all abut building rapprt and finding need. The mst effective way t clse is by creating a lgical cnclusin. Definitin f Rapprt They Like yu. They Respect yu. Then they will Trust yu. Rapprt Tls are Essential Market Data creates respect and that equals serius rapprt Mirrring Yur Prspect / Client Maturity is when all yur mirrrs turn int windws. Mirrr yur prspect s tnality and bdy language. The subcnscius will make the cnnectin that yu are like them. Address their gals and think frm their perspective. Think f Yur Ultimate Client Relatinship D yu knw hw many children they have? Their ages Knw their spuse and kid s names? Have yu ever been t their hme, r visa versa? 2

3 D yu knw their hbbies? What will make them mre successful? Where are they frm? What is their histry? What are their ultimate gal(s) in life? Wrkshp #1: Building Rapprt What are at least three steps yu can take t establish deeper rapprt with clients? Wrkshp #2: Rapprt; New-hire and nging training Think abut hw yu might use this in all new-hire training. And hw yu might d a wrkshp n this nce every few mnths t further sharpen skills. Make nte here f any ideas yu might have. Hw wuld yu wrk this int yur new-hire and nging training? 3

4 7.2: Establish the Need Step 2 Establish the Need Establish Need The deeper yu understand yur prspect s situatin, the mre lgical the cnclusin will be. Yu cannt bring a sale t a lgical cnclusin if yu dn t understand the needs f yur prspect. Questins fr Establishing Need Yu shuld have 6 10 excellent questins that yur salespeple will ask every prspective client. Make these questins part f yur weekly training (synthesis). There are always a few gd questins fr mst sales situatins. What are the three biggest prblems yu re having in (yur area f business)? (If they say Nne, ask the next questin.) What are the areas where yu wuld like t see imprvement in (yur business)? Tell me abut yur cmpany (department). Hw lng have yu wrked fr yur cmpany (department)? Where did yu wrk befre this? What are sme f yur gals fr the cmpany (department)? What is the criteria fr making a decisin abut buying a prduct r service like urs? Identity Based Questins Peple will buy way faster because f wh they want t be than they will ever buy because f what yu have t sell. NOTES: 4

5 Wrkshp #3: Asking questins Develp six t eight questins salespeple shuld ask every prspect. (Develp at least tw identity-based questins that wuld get a yes 99% f the time. 1. Medical Care - Dctr: Are yu the kind f dctr wh wants t treat the symptm r cure the patient? Business caching questin: Are yu the type f business wner wh wuld like t see cnstant imprvement in yur business? Hme Security Cmpany: Are yu the type f persn that wants t keep yur family as safe as pssible? Tech Supprt Cmpany: Are yu the type f business wner wh wants t get the mst ut f yur peple and yur technlgy?

6 Wrkshp #4: Asking questins; New-hire and nging training Think abut hw yu might use this in all new-hire training. And hw yu might d a wrkshp n this nce every few mnths t further sharpen skills. Make nte here f any ideas yu might have. Hw wuld yu wrk this int yur new-hire and nging training? 6

7 7.3: Build Value Step 3 Build Value Building Value Spend a brief mment r tw telling the prspect the value f being invlved with yur cmpany. What is yur reputatin in the marketplace? This is the strategic sell ; where yu sell the cmpany Intrduce market educatin. This will make yu valuable t yur prspects (Yur Cre Stry). Give a frmal rientatin, nt a presentatin. Or, even better term: Executive Briefing The Intrductin t Yur Cre Stry Yu have asked a lt f questins abut them, s yu re ready t take them thrugh yur cre stry. Nw yu take them thrugh a fast paced briefing highly educatinal market data that will build value and enhance rapprt. 90% is educatinal that identifies need, defines pain, establishes necessary steps t cnsider. NOTES: 7

8 Wrkshp #5: Build Value This is where yu d intrduce market educatin int the sales situatin (Whether this be live, n the web, n yur website, a brchure, etc). Example: Let me take yu thrugh this data. This is mre than $3 millin in raw data that we cndensed and put int a frmat that is designed t be fast paced, easy t grasp and highly educatinal. 90% f what I m ging t cver is educatinal in nature and designed t serve yu. At the end, we have a little PR sectin abut us, which just kind f let s yu knw what s ging n with us if yu re interested. Des that seem fair? Let s write the actual dialgue used t intrduce market educatin int a sales situatin: Wrkshp #6: Hw abut website applicatins? What are sme sample titles f buttns n yur website that wuld engage a prspect and make them want t take yur tur? Can yu build a whitepaper, an infgraphic, a blg, a free reprt in exchange fr their address? Example: Health Tur: The mst pwerful lessns in health tday: learn hw t be super healthy. 8

9 7.4: Create Desire Step 4 Create Desire Yu Create Desire with a Mixture f Prblems (Cst, Pain Ramificatins) Slutins The Cre Stry is ging t d this fr yu. Prblems Slutins Leveraging Market Data What is ging n with yur prspect and their market that is imprtant fr them t address? Benefits Peple mve away frm prblems r discmfrt and twards slutins and benefits. The better yu are at painting elabrate pictures f their wnderful future (with yur prducts r services), the mre desire yu will create. NOTES: 9

10 Wrkshp #7: Features vs. Benefits What are sme ways t Create desire in yur prspects? What are sme pain pints that wuld mtivate them? Write a few right nw Majr benefits f having yur prduct r service?

11 7.5: Objectins and Clse Steps 5 and 6 Objectins and the Clse Summary, S Far. Yu established excellent Rapprt Yu asked excellent questins and discvered fabulus and meaningful ways in which yu bring smething t get prspects ut f displeasure and int pleasure. Yu presented educatinal material that helped yu with: Rapprt Need Value Desire Yu used all yu learned in step tw, as yu presented, t really create desire fr prspect t d business with yu. Yu used identity-based questins t help Set buying criteria. Nw yu are ready t mve int The Clse. When yu g t the clse, yu smetimes hit Objectins! Step 5: Overcme Objectins The tughest bjectins t vercme are the nes that are unknwn. Hw t Overcme Objectins Thrughly qualify, while establishing need. Questins! Questins! Questins! Ask prspects what they think, if they agree. Ask if there is anything that will keep them frm ding business with yu. If yu ve dne a gd jb n: Rapprt Need Value Desire Yu shuldn t have much truble with: Overcming Objectins Step 6: Time t Clse the Sale But what is the best clse f them all? Lgical Cnclusin It is when that buyer makes their wn decisin t buy because the lgic f it is inescapable. 11

12 Wrkshp #8: The Head and Pendulum Examples: Use psitive assumptive statements: Well, we knw... f curse yu want t... when we get started. Use assumptive statements: D yu want the faster mdel, r the standard mdel? Use minr pint clse: Shuld the bill be sent t yu, r yur accunting department? What are three yes questins yu can ask in the clse that will make the prspect say yes, yes, yes, right befre yu ask if they are ging t buy?

13 7.6: The Clse Part 2 Step 6 The Clse Part 2 Lgical Cnclusin Reaffirm need established in the qualifying questins, use ht buttns and clse with their wn wrds. Use psitive assumptive statements. Assume the sale. Use minr pint clse. NOTES: Wrkshp #9: Inducing the prspect t make a decisin nw! What ther inducements can yu bring int the sale t make it sweeter? Examples: Cupn t smething else, frm smene else. Buy a $500 item and get $1000 training prgram. Write sme ideas fr yu right nw. 13

14 Bnus Wrkshps Rule: Yu can t imprve smething that yu haven t identified. S let s break dwn yur sales prcess: whether it is n the web r in persn. Step One: Establish credibility, build rapprt Wrkshp #10: Building rapprt and credibility Think (and write dwn) yur tw best relatinships. Client relatinships if yu have been in sales r persnal relatinships if yu haven t Write dwn the tp three t five reasns why thse are great relatinships. (Example: We share a lt in cmmn.)

15 Turn thse reasns int rules. Example: Lk fr areas f cmmn interest Nw rank the rules in rder f imprtance. Example: Genuine interest in helping them succeed Learn a lt abut them and their business Find cmmn areas f interest Build trust, etc. What are the ideal ways t build credibility fast? Give us sme kind f an educatin n sme area f yur industry that wuld shw that yu are an expert. Teach us smething. 15

16 Sessin 7 Quiz: Detailing and Perfecting the Sales Prcess Please Nte: This test can be cpied nly fr repeated usage, by the riginal prgram purchaser, and nt t be resld r used fr any prfit. Uses fr the test: a) Used as a primer befre viewing the vide, this test will prmpt yu t nte the imprtant pints as they arise. b) The test shuld be given after viewing the vide t shw hw well yu retained the infrmatin. c) The test can be used as a vehicle t measure the cmprehensin f emplyees wh view the vide (fr current emplyee new-hires, r any emplyee wh uses the vide fr self-study r in a training situatin). d) The test can be given every eleven weeks as a means fr prmting memrizatin (the minimum acceptable level f learning) f the material. Name: Scre (7 pints fr each crrect answer, 98 pints = 100%): 1. List the Seven Steps t Every Sales : 1) 2) 3) 4) 5) 6) 7) 2. As it relates t sales, what is the ultimate definitin f rapprt? 16

17 3. Establishing rapprt is what percentage f the sale? 4. Write three ways t establish rapprt: 1) 2) 3) 5. What is the best way t find ut the needs f yur clients? 6. What are six basic questins yu shuld ask every prspect? 1) 2) 3) 4) 5) 6) 7. Peple will buy much faster because f what yu have t sell than wh they want t be. (Circle ne) True False 17

18 8. Explain the cncept f identity-based questins : 9. What tw ppsing cncepts, wrking tgether, help a salespersn create desire in a prspect? 1) 2) 10. What is the hardest bjectin t vercme? 18

19 11. In vercming bjectins, fill in the blanks n the funnel: 12. Hw d the best salespeple clse? 13. What are the ther ways t clse a sale? 19

20 14. It is nt wise t make a prspect feel pressure when yu are trying t clse a sale. (Circle ne) True False 20