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SALES 101TALK YOUR WAY TO THE TOP
ICONS
FYI (characterized by) OBJECTIVES
EXPECTATIONS IMPORTANT
OVERVIEW SUMMARY
INDIVIDUALACTIVITY
PAIRSACTIVITY
ICONS
GROUPACTIVITY DEFINITION
EXAMPLE HOME SESSION
COMPLETEDMODULE ROLE PLAY
OBJECTIVE, OVERVIEW, EXPECTATIONS
OBJECTIVEIndividuals will learn:• The tools to assist them in executing sales calls successfully• The acceptable guidelines for the Sales Script, as approved by QA.
OVERVIEWThe Sales Excellence Theory is built around the concept of BASIC:
• B – BUILDING RAPPORT• A – ASKING QUESTIONS • S – SELLING• I – IDENTIFY CONCERNS• C – CLOSE
OBJECTIVE, OVERVIEW, EXPECTATIONS
EXPECTATIONS
• What are your expectations of this program?
• What do you individually hope to gain by attending this program?
• Big picture – why do you think you are here?
WHAT IS SALES?
INDIVIDUAL ACTIVITY
WHAT IS YOUR DEFINITION OF SALES?
DEFINITION
Selling is the art of asking questions, listening openly and intentionally, and gaining information, not giving it……..
So we need to Sell, don’t Tell!!
SALES TRICYCLE
PRODUCTKNOWLEDGE
SELLING SKILLS
PEOPLESKILLS
3 TYPES OF QUESTIONS
1) OPEN ENDED QUESTIONS 6Ws & 1H: WHO · WHAT · WHICH · WHERE · WHEN · WHY · HOW
3 TYPES OF QUESTIONS
CHARACTERIZED BY :
• Invite a lengthy reply• Very useful for obtaining information• Very useful if you want clarification on an issue• Very useful if you want to encourage the customer to talk• Generally identified by “How, what, where, when and why”• Gather information• Allows for elaboration• Allows customer to explain
3 TYPES OF QUESTIONS
EXAMPLES :
• How may I help you?
• Who will benefit most from R50 000?
• What would you do with R50 000?
3 TYPES OF QUESTIONS
• Come up with open ended questions (1 of each) you can or have used when selling
INDIVIDUAL ACTIVITY
3 TYPES OF QUESTIONS
PAIRS ACTIVITY
• Take turns asking these questions to your partner and await answers
3 TYPES OF QUESTIONS
2) CLOSE ENDED QUESTIONS
WOULD YOU · COULD YOU · HAVE YOU · WILL YOU · DID YOU · CAN YOU
3 TYPES OF QUESTIONS
CHARACTERIZED BY :
• Encourage short answers
• “Yes” or” no” or one word replies to options that have been offered
• Generally identified by “will, did, can and have”
3 TYPES OF QUESTIONS
EXAMPLES :
• “Did you…?”
• “Will Tuesday be suitable? ”
3 TYPES OF QUESTIONS
INDIVIDUAL ACTIVITY
• Come up with 3 closed ended questions you can or have used when selling
PAIRS ACTIVITY
• Take turns asking these questions to your partner and list the possible outcomes
OPEN VS CLOSED QUESTIONS
PAIRS ACTIVITY
Complete the list below by asking for the same information but using Open & Closed ended questions…
OPEN ENDED QUESTIONS CLOSED ENDED QUESTIONS
Where are you employed?
At X Company / No, I do not work.
Are you employed? Yes
Where? At X Company
3 TYPES OF QUESTIONS
OPEN ENDED QUESTIONS:
• Provide more information in less questions• Allows you to move further in your call at a quicker pace• More Effective in building rapport
CLOSED ENDED QUESTIONS:
• Are effective but for specific questions where one-word answers or Yes/No answers apply
• Don’t assist much in building rapport
OPEN VS CLOSED QUESTIONS: SUMMARY3 TYPES OF QUESTIONS
3 TYPES OF QUESTIONS
3) LEADING QUESTIONS
DEFINITION:
• Steering a customer into a direction you want them to go• A question phrased in a manner that tends to suggest the
desired answer (www.thefreedictionary.com)
CHARACTERIZED BY :
• A positive statement followed by an open ended question
EXAMPLES:
• “Most of my customers accept the highest Loan Amount they qualify for?” What amount will suit you?
• “Most of my customers have taken a loan to secure the Tertiary Education costs of their children”
• Which dream will your realise once this Loan Amount is paid into your Bank Account?”
• “Mr. Jones, you said that you spend R1500 per month on debt. When you settle your debt with this Loan Amount your instalment is R1200 – What will you do with the R300 saving?”
• “Most of our customers pay via debit order how would you like to pay, debit order or EFT?”
3 TYPES OF QUESTIONS
3 TYPES OF QUESTIONS
INDIVIDUAL ACTIVITY
• Come up with 2 leading questions you can or have used when selling
PAIRS ACTIVITY
• Take turns asking these questions to your partner and list the possible outcomes
SPIN
SPIN is an Acronym for:
S – Situation
P – Potential Problem
I – Implication
N – Need
SPIN
Direct way of selling:
• List all features at outset of call & customer either says yes or no• Can result in a sale but it’s not a reliable or consistent method• If a customer says no the business is impacted:
o You burn leadso You are not servicing our customers correctlyo You are not satisfying customer needs
SPIN
SPIN
• Minimizes impact on business:• It allows you and customer to engage and build rapport• It allows opportunities for you to gather valuable information and
create a need for what you are selling
SPIN – STEP 1S: SITUATION
• What is the customer’s current situation?• How much do you spend on monthly debt repayments?• If you qualified for R50 000 – What would you do with it?
IMPORTANT• DO NOT sell your product at this point, i.e. don’t mention features or benefits
Examples• S - How much do you spend on monthly debt repayments?• S – When last have you been on Holiday?• S – If you qualified for R50 000 – What would you do with it?
INDIVIDUAL ACTIVITY
• Come up with 3 open ended questions to help establish the customer’s current situation
SPIN – STEP 1S: SITUATION
SPIN – STEP 2P: POTENTIAL PROBLEM
• What are the potential problems that could arise from a customer’s current situation?
• What if they are about to lose their business?
IMPORTANT• HIGHLIGHT the customer’s potential problem based on the answers from the open
question in STEP 1• Blow it out of proportion• Get the Customer to start thinking of it as a real problem• DO NOT sell your product at this point• Draw on plenty of emotion, emphasis & inflection during this SPIN Step• A level tone of voice will not be useful to you at this point
Example
S – How much do you spend on monthly debt repayments?R1 500 per month
P – Wow Mr. Jones! That’s a lot of money. That could pay for a really good Education or be spent on a really nice vehicle
SPIN – STEP 2P: POTENTIAL PROBLEM
PAIRS ACTIVITY
Select one of your open ended questions used in STEP 1
• Role play with your partner• Based on the answer from your Question, highlight the
potential problem to the customer (played by your partner)
SPIN – STEP 2P: POTENTIAL PROBLEM
SPIN – STEP 3I: IMPLICATION
• What are the implications of the potential problems?
IMPORTANT• HIGHLIGHT the IMPLICATION of the customer’s potential problem• DO NOT sell your product at this point• Draw on plenty of emotion, emphasis & inflection during this SPIN Step• A level tone of voice will not be useful to you at this point• Draw a picture in the customers mind that shows the possible implications
Example
S – How much do you spend on monthly debt repayments?R1 500 per month
P – Wow Mr. Jones! That’s a lot of money.
SPIN – STEP 3I: IMPLICATION
I - Imagine what you could do with the money we could save you?
PAIRS ACTIVITY
• Continue where you stopped in previous pairs activity• Role play with your partner emphasizing the negative impact of the potential problem
SPIN – STEP 3I: IMPLICATION
SPIN – STEP 4N: NEED
• What needs have the customer and the agent identified based on potential problems and implications identified?
IMPORTANT• Start Selling at this point• Customers ONLY buy benefits not features
o To save moneyo To have the security/peace of mind of knowing your family is secure financially
after you leaveo The status of having Peace of Mind when so many others do noto What needs have you identified?
SPIN – SUMMARY
S – Establish the current Situation
P – Emphasize
I –Emphasize and Exaggerate
N – Start Selling
PAIRS ACTIVITY
• Role play a SPIN sale with your partner using the guidelines and tools previously explained in STEPS 1- 4
SPIN – SUMMARY
THE SPIN MODEL
SITUATION POTENTIAL PROBLEM
1
IMPLICATION NEED
2
House was burgled a fewmonths ago and client hasno insurance and a familyof 6. Stolen items werebeds, a fridge and a TV
Need money toreplace stolen items due to Zero Insurance
Outstanding childmaintenance (previousrelationship). This issue is causing unnecessarystress/conflict in marriage
No finance to replacestolen items
Need money to settleoutstanding childmaintenance
Could go to jail
- No fridge to keep meat and essential food stuff fresh.- Client asking to store food and watch favourite TV programs at neighbour’s house.- Family sleeps on the floor.- Health impacted: bodily aches andpains / stiff muscles/ lack of energy / constantly tired
- Bank will repossess house shouldclient be jailed for outstandingchild maintenance- Marital problems- Might not be able to see children- Criminal record- Job loss- Negative payment profile shouldclient lose job
THE SPIN MODEL
SITUATION POTENTIAL PROBLEM
3
IMPLICATION NEED
4
Wedding Client needs money tofinalise weddingArrangements and to keep partner happy
Upgrading of business (hairsalon). Not enoughequipment to attend tocustomers efficiently
Fiancé not happy withwith honeymoonarrangements
Customer needs a loan to expand business which will result in more traffice, moremoney in the bank and a happy customer base
owner might losecustomers – not enoughhair dryers/GHD’s etc
- Honeymoon is the highlight forany bride- Prices are adjusted frequentlyduring the year, this could resultin couple not being able to go onhoneymoon.- Unnecessary strain in therelationship
- Losing customers means a loss inrevenue- Business might close down- Customer will not attract newclients (less traffic through the door means less revenue)- Negative word of mouthadvertising (long queue’s whichimpacts customer negatively)
THE SPIN MODEL
SITUATION POTENTIAL PROBLEM
5
IMPLICATION NEED
Education Customer needsfinance for studies.Should customerqualify for more thanwhat is required for registration, she can close all existing accounts (balances on all accounts is +/-R4000) and a saving of R600 monthly
Opportunities at workfor development,however tertiaryeducation is arequirement. Client isalso a single mom andstruggling financially
- Without tertiary educationcustomer will not be able togrow personally andprofessionally and earn moremoney- Not having a tertiary education isaffecting clients’ confidenceLevels and decreasing their opportunies to grow professionally
FEATURES & BENEFITS
DEFINITION
• The FEATURE is the real, physical, tangible part of the product
• The BENEFIT is what it does for the customer
IMPORTANT
• Customers DO NOT BUY FEATURES• THEY BUY THE BENEFITS
GROUP ACTIVITY
Under the table below ONLY list all the features of the MTN packages currently being sold at Summer Mobile
FEATURES BENEFITS
FEATURES & BENEFITS
5 BENEFITS PEOPLE BUY
• PEACE OF MIND• CONVENIENCE / COMFORT / LUXURY• STATUS• SAVING MONEY• SAVING TIME
IMPORTANT• Two words turn a feature into a benefit: “ … , which means … “
FEATURES & BENEFITS
Summary of presenting Features & Benefits :
• Customers buy Benefits not Features• Learn how to turn you product’s Features, into Benefits• Two magic words – “which means…”• SPIN only works if you sell Benefits not Features
FEATURES & BENEFITS
GROUP ACTIVITY
Under the table below list all the features & matching benefits of the DA Loan products currently being sold at Direct Axis
FEATURES BENEFITS
FEATURES & BENEFITS
HANDLING OBJECTIONSAKA (-) BUYING SIGNALS
DEFINITION
• Objections are an integral part of the sales process, and as such need to be professionally handled. The job of a telemarketer / sales person is to understand the objections of their customers, and to work through them.• Objections are one single part of the sales process• An objection is nothing more than a question, a need for more information and does not mean a NO
HANDLING OBJECTIONSAKA (-) BUYING SIGNALS
WHAT PREVENTS PEOPLE FROM BUYING?
• No need or desire• No money or access to money• Not enough information or motivation
TYPES OF OBJECTIONS
• Valid Objections = a valid reason why the sale cannot go ahead• Minor Objections = a need for more information
HANDLING OBJECTIONS
4 STEPS FOR OVERCOMING OBJECTIONS
• Listen to the objection - Listen to customer without interrupting
• Question the objection - Question the objection and feed it back. This must be done seriously and without sarcasm
• Answer it - The only effective way to answer any objection is to sell the major benefits against that objection
• Clarify that it is out of the way - Once we have answered the objection, we must move smoothly and logically into the close
HANDLING OBJECTIONSEXAMPLE 1
I’m not sure. I have to think about it
I understand that you need to think about it, but perhaps there is something I did not explain clearly enough, is there anything you would like to go over one more time?
OR
I know when it comes to making a commitment over the phone that it is easy to become lost in the confusion of everything that has to be done and understood, is there anything I can go over with you one more time?
HANDLING OBJECTIONSEXAMPLE 2
I have to ask my spouse
Is your spouse available right now, I would be happy to speak with him / her?
OR
Is there any more information I can give to you when you do this, also if your spouse has any questions he / she is more than welcome to give me a call to discuss it. Would tomorrow afternoon at 3 pm be a suitable time to contact you again?
HANDLING OBJECTIONSEXAMPLE 3
Why do you tempt me into more debt when I am trying to avoid it?
We are offering this loan to many people and were not aware of how you feel. We would rather offer you the opportunity to see how this could benefit you than leave you out.
OR
I do understand your frustration; we are all feeling the pinch. If you are thinking this then maybe I have not given you enough information to recognize that we are not trying to increase your debt, rather to give you the opportunity to consolidate some of your debt with our product which could put cash backin your pocket. Would you be interested in investigating this a bit further to see if we could save you some money?
HANDLING OBJECTIONSEXAMPLE 4
I am not interested
Thank you, if in the future you do require a Personal Loan would you consider using Direct Axis? If yes – that’s great!
Would you be open to me giving you a call again in xxxx date time?
If no – May I ask what the reason is please – for marketing analysis purposes? (This will get to the root of the problem). Listen to the customers answer and if you feel they are open to discussion try to overcome the objection.
If not, thank the customer for their time.
THE FISH HOOK MODEL
Refers to one of the many objection handling techniques:
• Respond to a negative buying signal, which is a smokescreen and shows an interest by the customer and/or is a request for more information
• Common Goal of ANY objection handling technique is to move forward in the sale by handling the objection by providing a rebuttal
THE FISH HOOK MODEL
DEFINITION
• LET THE CUSTOMER OFF THE HOOK Take the pressure off the customerE.g. It’s ok Mr. Jones, perhaps I didn’t explain myself clearlyE.g. Customer is not interested. Instead of asking why, rather ask: What is it you are not interested Mr. Jones? Is it X or Y? (options)
• MOVE FORWARD IMMEDIATELYUsing an open ended question or close the sale
• MAKE A POSITIVE STATEMENT/PRESENT REBUTTAL Provide Benefits of the Product/Service
PAIRS ACTIVITY
• Practice the Fish Hook Model with your partner using any of the objections given or one you may have been given by a customer before
THE FISH HOOK MODEL
SALES SHEPHERD
DEFINITION
• Allows you to steer the customer in the direction you want them to go
3 STAGES
• INTRODUCTION• PRESENTATION (OF PRODUCT)• CLOSE
TIPS FOR A SUCCESSFUL SALE
• Planning a Call Presentation is vital
• Analyzing a Sales and Non Sales Calls are Compulsory
• Visualizing a Sale is Key
• Rejections are inevitable
• You’re not playing 20 Questions
• Do not force a No – Worst part about sales (Close Quest)
• Persistence
• Boy meets Girl Scenario
TIPS FOR A SUCCESSFUL SALE
• Don’t shout or talk too quietly
• Avoid Anger
• Mirror your Customer
• Don’t sound too nice
• Men and Women
• Body Posture & Language
• Restate and summarize
• Listen Actively
TIPS FOR A SUCCESSFUL SALE
• Resolve
• Concentrate
• Personalize the Call
• Shepherd your Customer
• Objections are Buying Signals
• Build “Yes Temple”
• Stay Super Fired Up and Focused!!
• Smile While you Dial
SALES SHEPHERD DIAGRAM
FANTASTIC 4 CLOSING TECHNIQUES
The following are 4 Techniques that you can use to close your sales:
ALTERNATE CLOSE• Give the customer ONLY 2 options/choices.
Examples:• “Most of my customers accept the maximum Loan Amount offered Mr. Jones, which
amount would you prefer today?• “Most of our customers pay via debit order monthly, how would you like to pay,
debit order or EFT?”
FANTASTIC 4 CLOSING TECHNIQUES
ASSUMPTIVE CLOSE• Positive Expectancy• However, FEAR can stop one from having positive expectancy
F - FALSE
R - REAL
E - EVIDENCE
A - APPEARING
FANTASTIC 4 CLOSING TECHNIQUES
HOT BUTTON CLOSE• Generally used with SPIN• Play on a need throughout the call
BENJAMIN FRANKLIN CLOSE• Weigh the Positives and Negatives with the Customer• Ultimately the positives should outweigh the negatives
(+) POSITIVES (-) NEGATIVES
Ask the customer to list this with you on the phone
Ask the customer to list this with you on the phone
Assist them by mentioning the benefits of the package
DO NOT provide assistance –
EFFECTIVE LISTENING
• Difference between “Listening” & hearing
• Listening well = a two street
• Listening requires conscious practice
• Listening achieves a win-win communication
• Listening creates atmosphere of trust, honour & respect
• Listening well helps with establishing rapport with customer
EFFECTIVE LISTENING
Why be a good listener?
• To be recognized and remembered
Needs of the customer….
• To feel valued
• To feel respected
• To feel appreciated
• To feel comfortable about a want or a need
• To be understood
EFFECTIVE LISTENING
• Listening builds stronger relationships – it creates a desire for customer to co-operate because they feel accepted and acknowledged
• Listening is the most powerful form of acknowledgement – a way of saying “you are important”
• Listening promotes being heard - ”Seek first to understand, then to be understood”……(Steven Covey)
• Listening leads to learning - openness encourages personal growth and learning
• Listening creates acceptance and openness - conveys the message “ I am not judging you”
• Listening is critical in conflict resolution - much conflict comes from the need to be heard
• Listening reduces stress and tension - minimizes confusion and misunderstanding, eliminating related stress and tension
EFFECTIVE LISTENING
• External noise
Barriers to listening
• Mentally preparing the response
• Pre-occupied or pre-conceived ideas
• Language / Culture differences
• Day dreaming
• Own personal concerns
• Listener is anxious to input their own ideas
• Listener thinks they know more than the speaker
EFFECTIVE LISTENING
• Criticizing the subject or the customer
Bad listening habits
• Only listening to the facts
• Allowing or creating distraction (listening music etc)
• Allowing emotional words to block the message
• Not taking notes or outlining everything
EFFECTIVE LISTENING
1. Listen (actively)2. Question3. Reflect – Paraphrase4. Agree
Active listening
Step 1 - Listen• Listen to feelings as well as words• Demonstrate that you are listening• Gather information – makes notes• Clarify
Step 2 - Question• Ask open-ended questions“Tell me more”“When did it happen”“What information was given to you”
EFFECTIVE LISTENING
Step 3 - Reflect - Paraphrase• Reflect what was said in your own words• Clarify• Ask customer to confirm once you have paraphrased• Capture the essence of the communication• Move towards problem solving (be honest/transparent)
Step 2 - Agree• Agree on what you can do & time-line• Be open, honest & transparent• Don’t over promise and under deliver• Inform customer of the “next steps”
EFFECTIVE LISTENINGSUMMARY
COMMUNICATION
DEFINITION
“It is the art and technique of using words effectively to impart information or ideas” • It allows people to share ideas & interests• It develops & strengthen relationships• It allows for common understanding between people• Without communication businesses cannot operate• It allows you to share your thoughts, feelings and ideas • It is like a bonding agent (glue)
Why is communication important?
COMMUNICATION
HOW WE COMMUNICATE
COMMUNICATION
Possible Causes:• Lack of information & Knowledge• No explanations offered to customers• Not understanding fully and failing to ask questions• Not listening• Mind is made up – preconceived ideas• Not understanding others’ needs• Jumping to conclusions• Bad mood• Failing to explore alternatives
CAUSES OF COMMUNICATION DIFFICULTIES
Studies indicate that 70% of mistakes in the workplace is a direct result of poor communication.
COMMUNICATION
• Loss of business• Mistakes, inefficiencies• Lowers productivity• Poor co-ordination and co-operation• Damaged personal or company image• Frustration and hostility• Dissatisfaction with others• Low morale• Conflicts & arguments• Relationship failures (customer & business)• Drop in self esteem and confidence
RESULTS OF POOR COMMUNICATION
COMMUNICATION
• Everything we do is communication
• The way we begin our message determines the outcome
• The way is delivered – affects the way message is received
• Real communication is message received – not message intended
• Communication = 2 way street (You have to give & gather)
BASIC COMMUNICATION PRINCIPLES
COMMUNICATION
• Use precise, memorable and powerful words
• Support your words by painting a mental picture with your customer
• Give a demonstration by using a hypothetical or actual example
• Provide examples if necessary – refer to an ex customer of yours
• Use the “other” persons language
THE SIX C’S
COMMUNICATION
POSITIVE PRINCIPLES FOR GOOD COMMUNICATION
• Say what you do want, not what you don’t want• Focus on the future – not the past• Share information – do not argue or accuse
Assertive Communication: • Make statements that are honest, clear, brief and to the point• Use the “I” statement : “I’d like”, “I appreciate”, “I think”• Ask – don’t tell• Offer suggestions – don’t command• Ask questions to find out thoughts and feelings of others• Respect the rights of others
COMMUNICATION
ASSERTIVE COMMUNICATION
Manage your body language: • Use open gestures and body language• Focus your attention exclusively on the customer• When at credit counter, lean slightly forward to show interest• Maintain appropriate eye contact while listening• Do not cross your arms – gives impression you are not interested• Come across as relaxed and balance – makes communication easier
THE EARS MODEL
E - Explore by asking questions
S - Silence – listen more
A - Affirm to show that you are listening
R - Reflect your understanding
Gather information with your EARS
BASIC
BASIC will form part of the coaching done in the live environment to ensure that you incorporate all the tools you have learnt here today.
BASIC is applicable throughout the call at all stages of the Sale Shepherd
BASIC
BUILDING RAPPORTCOMMUNICATIONEFFECTIVE LISTENING
ASKING THE RIGHT QUESTIONSOPEN ENDED QUESTIONS | CLOSED ENDED QUESTIONS | LEADING QUESTIONSSELLING & SERVICEFEATURESBENEFITSIDENTIFYING CONCERNS OBJECTION HANDLING | FISH HOOK MODELREBUTTALSCLOSINGALTERNATIVE CLOSE | ASSUMPTIVE CLOSEHOT BUTTON CLOSE | BENJAMIN FRANKLIN CLOSE
INDIVIDUAL EXERCISE
• Review the STORYBOARD and raise any concerns or questions with the facilitator
THE SCRIPT AKA STORYBOARD
• You will be provided with A STORYBOARD• This DOES NOT CONTAIN TEXT ONLY GRAPHICS• It is meant to be used as a guide to assist you with the flow of your Sales Call• Your imagination and understanding of SPIN will help you become successful
ROLE PLAY
• Role play the STORYBOARD with your chosen partner and provide any feedback to the group, especially objections that you may have come up with
HOME SESSION
• Take the STORYBOARD home and personalize it so that you are ready to adapt it in your session tomorrow.
COACHING – COACH SELF 1ST
The Ideal Agent has 3 core behaviors that drive their daily performance.
Here are the behaviors that we are driving towards: • Asks Probing Questions to gain an understanding of the customer’s needs and values.• Answers the Customer’s Questions with confidence while still maintaining control of the call.• Shows the Customer Value in the Product based off the information provided from the customer.
Here are the 5 steps to Effective Sales coaching:
1. Set an agenda that promotes engagement. a) “What I want to get out of this session is…” b) “What I want to do in this session is…” c) “Gain permission to proceed”
2. Ask probing questions to promote self awareness. “How do you feel you can improve…?”“What would you like to improve today?”
COACHING – COACH SELF 1ST
3. Use 70/30 rule to keep agent engaged. 70% of the time the Associate should:
• Identify areas of opportunities.• Create their own action steps.• Collaborate with the manager on goals/expectations.
30% of the time the Manager should:• Ask questions.• Provide additional insight.• Partner with agent to set goals/expectations.
4. Recap session (Associate reads)
5. Gain genuine commitment (Verbal or Written). “Can we agree on…?”“Can you commit to doing…?”
COACHING – COACH SELF 1ST
GreatnessAwaits YOU!
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