8 Selling Basics

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30 MIN

Selling can best be defined as:

The ability to create a desirefor someone to want

what you are offering through the artofpersuasion.

Contrary to popular belief we are all born with the ability to sell. Even as

a child we were constantly trying to get our parents to buy us our favorite

toy or take us to our favorite hang out.

Ex: Mom please, I promise Ill do all the dishes this week and take out

the trash. I really need this Magazine If not Ill die.

The true challenge at hand is how to unlock this skill and use it to our

advantage.

Lets take some key words from the definition of selling:

Desire! we as sales reps must create the desire through building

rapport and creating a want for the product.

Art ! selling is an art form no different from "icasso and his

paintings. #e must fine tune and develop these skills through

training and practice

Persuasion! Like when we were kids$ we must be persistent andbelieve in what we are trying to accomplish. %incerity is key in this

matter.


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To achieve success one must follow the following formula:

10 Min

Ability x Desire =Success&t is important to multiply in this e'uation

because with ( desire you will receive ( success and vice versa. )ou

must have both in order to succeed in anything you do.

Conversion VS Contacts

%.".*. +sales per hour, is driven by contacts and conversion rate. &t is

important to be able to read the numbers when managing your reps. -high contact rate with low conversion usually means leads are being

burned. The agent is lacking in closing ability or sales skills. -n agent

that has a high conversion rate and low contact rate usually means they

have strong closing abilities and are getting sales.

Ex:Agent Ahas a conversion rate of (/ with a contact per hour of 0(.

-gent - has 0 %ales.

Agent Bhas a conversion rate of 1/ and a contact per hour of 2(. -gent

3 has .1 sales for the hour.

-s you can see even though agent - had fewer contacts they still ended

the hour with more sales.

#hich leads us to4


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40 Min

1 Introduction! !nd"ost i"#ortant #art of a call$#*)5 #e have 2seconds to make a good impression. Building rapport is the most important

skill. -cknowledge the response and respond appropriately. 6emember when

trying to build a house one must start with a good foundation. &f not the house

will surely crumble. %o we can consider the &ntroduction as our foundation

for a sturdy and sure %-LE.

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Ex: &f you knew you were on your way to meet your &n!laws for the first time how

would you dress and more importantly how would you present yourself in order for

them toBUyour acceptance@5

-lways remember you will notget a 0ndchance to make a good first impression.

Aey factors to remember:

3e sincere

Control your pauses

*ave a sense of urgency

-lways be smiling

-nd always remember the house will fall with out a good foundation.

B( >in

! Bod%!!aving pro"essional enthusiasm is the most important part!your

enthusiasm creates the desire to buy. Customers remember only (!1/ ofthe call!make it benefits %elling skills needed


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&onfidence' #e must be sure of the product and ourselves before we are able

to create the desire in the customer to want what we are offering.

Asserti(eness! 3e sure and stay in control of the call. )ou as the sales rep

must be able to lead the call to the direction you want to go.

Sincerit%'&f customer does not feel you are being sincere with what you are

offering they will surely not want to proceed with the call. #e must believe

in what we are offering.

&on(ersational' %tay in control but also be sure that customer is involved.

9ont talk tothe customer speak #iththe customer.

Ex: >r. Customer &m sure you can see the benefits of that. 6ight5

&ontrolling #auses! 3e sure and not pause for too long because that gives the

customer the opportunity to finish the call.

Stress BenefitsSlo# it do#n and stretch it out'6emember customers only

remember about (!1/ of the call. 3enefits are (!1/ of the callD make

sure thats what the customer remembers. &m sure you have heard the saying

&ts not what you say its how you say it@ always remember to pace your self

and smile. #e must be sure and control our pitch. Ex: &f a doctor is working

on a patient and the line on the machine goes flat that means the patient isdead and thats were your call will be. %o be sure and control your pitch

appropriately.

30 Min

3 &lose!Most i"#ortant #art of call$$$


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#hy -gents dont close: -fraid of reection5 7ot confidant5 Customers

dont like to make decisions over the phone!#e make the decision for them.

3epositive assumptive!assume they want it se 8A@ or go directly into

the application.

>ore and more we fall into the trap of asking the customer for the sale this is called

an in)uisiti(e close. 6emember to always assume the customer will be happier with

the product you are offering. No one li*es to "a*e decisions o(er t+e #+one ,e

+a(e to "a*e t+at decision for t+e custo"er. %tress the benefits and close the sale.

This separates the top sales reps from the agents ust coming in for a paycheck.

Ex: >r. Customer & show your address$ as 02 main streets.&orrect =reat with

your permission what &ll do is tape record the confirmation4

*ere we assume the customer will take the product because it is the best for him or

her or the business.

30 Min


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4 -ransition ' >oves you from one point to another within the script. -transition is used to create a smooth flow to a positive answer. Think of

crossing a river$ the only way you have to cross is by building a bridge. The

bridge represents the transitional phrase you will use to put the customer at

ease and turn the negative into a positive.

Two step process:

Agree! & understand@ +show empathy,

Change the Sub$ect! but@ or however@

EF: 7ow >r.s. GGGGGGG$ & understand 4 but


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. ! nd Efforts/ebuttal ' sed to recreate desire. HB/ of sales are made off ofsecond efforts. se the same amount of enthusiasm as in the body.

;our step process:

. -gree! >r. Customer & understand what you are saying@

0. Change the subect but with our product you will get@

2. %ell additional benefits and remember that we offer you@I. Close now & show your address as 02 main streetJ. &orrect$@

#e all remember the story of 6ocky. *e was a loan shark that had all the odds

against him$ still he tried. *e ran every day and chased down a chicken in a coupe

and spent his day pounding on slabs of meat. *e still overcame and fought a great

fight4 but still lost. #hen the se'uel came out he trained even harder$ ran faster$

hit bigger slabs of meat$ chased down an even faster chicken and was finally able to

do what no one thought possible. 3ecome a Champion$ all because he never gave

up.

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Bu%ing Signs' 8ccur when a customer shows interest or asks a 'uestionabout the product. ;or Ex: if you went to a clothing store and saw a hat you

were not interested in. #ould you take it to the clerk for a price check or ust

leave the store5 The answer is obvious$ any time a 'uestion is asked$ that is the

customer showing interest in what you are offering$ they ust need more

information. #e can handle this situation with this;our step process:

Compliment the %uestion+i.e. Thats a good 'uestion$ &m glade you

asked.@,

Ans#er the %uestion

Stress additional bene"its

Close&

&f followed correctly this will increase your sales by 1(/ otherwise you will still be$

at best$ a mediocre sales rep.


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!0 Min

2 &onfir"ation erbati" Disclosure5: Legal$ 3inding Contract.8ne word can change the entire meaning The proper confirmation of a sale greatly

reduces the cancellation +reection, of sales 7ot following the script verbatim is

almost like a 'uarterback throwing a deep *ail >ary pass and completing it for the

winning touchdown and its called back for a penalty.

9ont underestimate the confirmationD it must be read verbatim in order for the sale

to go through. -lso remember whenever asked a 'uestion during the confirmation

you must answer appropriately and go back to where you left off.


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1. Min6 &ourtes% &lose! Must be read erbati"7 e(en if a custo"er +angs u#7 in

e(er% call t+at %ou "ention a5 %our na"e and/or b5 t+e co"#an% na"e Be

sincere and #olite8 re"e"ber #eo#le +a(e a negati(e (ie, of t+e

tele"ar*eting industr% 9ere is our c+ance to turn one o#inion in our

fa(or I guarantee %ou t+e next ti"e t+at custo"er is called t+e call ,ill be a

lot "ore #leasant

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8 Selling Basics