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How to sell more for less in today’s customer empowered world
Confidently and effectively:
Get new people to consider using you
Get people to buy from you
Get them to buy more each time
Get many more direct referrals
Grow through reputation & loyalty
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
What’s the problem with ‘traditional selling’?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
What does the customer do to deal with this?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Sales through Service …
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Filter everything through the needs of the customer …
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
BOCS
Why doesn’t it happen?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
‘Traditional Selling’
Sales Process
Marketing
Selling
Service
After Sales
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
This worked fine for 200 years
Until …
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
And then what happens?
Bombard
Ignore
Hope Bribe
Give up and find others
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Catching Fish & Letting them go!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
What’s the advantage of this system?
It’s simple
What’s the disadvantage?
It’s rubbish
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Buying in the 21st Century
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
The World is bogged down in data
Your message is lost!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Customers have global choice
Are more price driven
And MUCH less loyal!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
‘Traditional Marketing’ isn’t working
And social media soaks up the hours
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Costs & competition are rising
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Customers toy with your reputation at the touch of a button
And so can your staff
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
The Business World is being turned upside down …
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
It’s not expensive to do right!
It’s VERY expensive to get wrong!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Getting it wrong
United Breaks Guitars
Sainsburys 50p challenge
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Do NOT despair
Is at hand
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Beware of snake oil!
Quick fixes doesn’t work!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
3 simple tips to start1. Don’t talk about ‘customer
service’ … focus on ‘customer experience’
2. Never seek ‘customer satisfaction’ … systemise and measure ‘customer loyalty’
3. Never try and ‘sell’ … focus on what influences the customer to ‘buy’
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
The 4 Ages of Man
Hunter / Gatherer
Local Communities
Industrial size Hunter / Gatherer
Worldwide Local Community
Loyalty & reputation is everything
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Why the different result?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Will you see the threat?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
So what is the answer?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
The Answer Isn’t
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
The Answer is
&
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Systems of Consistency & Continual Improvement
Systems
Reputation
Engagement
Sales
Feedback
Lapsed
Continuous Improvement
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
So that
Sales
Referrals
Cross Sales
Up sales
Engage and deliver
value
Feedback
Get Better Energise &
Empower
Attract more
Recommendations & Public Reputation
Competitive Advantage
Loyalty and Continual Improvement
Increased Conversion
rate and reduced
marketing cost
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
How do people behave?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Principles of Selling: CFMYour product or service has NO inherent value
Tame your ego
You are not here to sell your stuff …
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Principles of Selling: CRNThe customer doesn’t care about you
The customer wants their needs met
Customers have very different physical needs
But very similar emotional needs
TRUST
Individual
Attention
Easier Life
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Go the Extra InchCreate Success Twice
Through a structured marketing & selling system
Inch by Inch
Behaviour / process /
strategy
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
MeasureNormal sales measures?
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
MeasureBalancing measures
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Measure
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
LAG measure
LEAD measure
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Measure outputs
• Motivation and empowerment• Continual improvement• AND• Customer loyalty• Lapsed customer recovery• Reputation protection• Cross sales and up sales
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Applying the principles to the sales process (a ‘structured sales system’)
Marketing
Getting Appointments
Getting a decision
Making a sale
Following up a sale
Getting referrals
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Holding your people Accountable
Normal Appraisal Frequency
Normal ‘sales meeting’ format
Normal 1:1 meeting popularity
Normal Management technique
Isn’t it time to do it better?
In
tern
al
Cus
tom
ers!
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Holding your people accountable1 idea: The weekly ‘go the
extra inch’ session
2 mins per person
What was ‘great’
What was ‘poor’
What I will do this week
What help I need
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Actions
There is no point having
knowledge if you don’t use it
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Suggested Actions
Read and share our ‘7 Deadly Sins’ eBooklets
Buy & Read ‘Sales Through Service’
Run feedback process
Run Go The Extra Inch sessions
Clarify your Mission
Start using the Customers’ REAL Needs filter
Buy fixed rate coaching
Buy an Investors in Feedback Audit
© Investors in Feedback and Sales Through Service May not be copied or used in any way without a licence
Contact us for help
