Building The Path To The Sale

Professional Sales Cycle

Why Would I Buy This Product?It is about:

– Advertising– Promotion– Positioning– Competitive Edge

It is not about:– Technology

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Value Statement - W.I.I.F.M.Save Me Time/Make Me Money/Save

1. Effectiveness2. Efficiency3. Process Knowledge4. Product Knowledge

Top Producers have a plan and spend more time in preparation

Professional Sales CycleProfessional Sales Cycle

Performance Improvement - 5 P’s

• Perspective

• Plan

• Priorities

• Persistent

• Performance

Professional Sales CycleProfessional Sales Cycle

Why do people buy? Emotion/W.I.I.F.M.

Feature = What it is, characteristic

Benefit = What it does for me, value of a feature to a customer

Value Statement = What it does for me that creates a positive emotion

Professional Sales CycleProfessional Sales Cycle

“Selling is a process of uncovering and satisfying customer needs”

Needs = a customer want or desire that can be satisfied by your product or service; expectation.

The key words that customers tend to use when express needs include:

- need - want

- like - interested in

- looking for - wish

Customer needs are the focal point of any sales interaction.

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Opportunity: a customer problem or dissatisfaction that can be addressed by your product or service

Need Satisfaction Selling Skills

P = Probing, to gather information & uncover needs

S = Supporting, to satisfy customer needs w/benefits

C = Closing, to gain customer commitment

Remember, “Prescription before diagnosis is malpractice.”

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Key Points of any Sales Presentation• Never argue

• I must be sold first

• If I say it, they doubt it

• If I ask and the customer tells me, it’s fact

• If I’m telling, I’m not selling

• If the customer is telling, he/she is buying

• If I ask questions, the customer can answer he’s/she’s glad and on my team

• Never ask a question that you don’t know the answer to or that you haven’t already given the answer to

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Close Probe

Support

Buying Signal NeedThe Sales Cycle Never Changes:

Probe

Support

Close

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“Funnel Technique” Start with broad, open-ended questionsAsk more specific, close-ended questions to fill in details

Why Ask Questions?To gain a good understanding of the customer’s needs3 directions for Questions:1. Expanding2. Clarifying3. Re-Directing

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Sales Balance Wheel

My Introduction

Overview

Why your community?

Community Review

Model Walk Through

Close

*Preparation

Customer Preparation

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Need Satisfaction Selling Skills

Step #1 = Probing, to gather information & uncover needs

Two types of probing questions:

1. Open - Drive conversation, keep control

Begin with: How, Tell me, What, When, Where, Why

Exercise: Write an open probe question using one of the above words.

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Step #1 continued = Probing, to gather information & uncover needs

2nd type of probing questions:2. Closed - Used to verify information, call for one word

answers.Begin with: Do, Are Which, Have, Who, Is, Does, Has

Exercise: Write a closed probe question using one of the above words.

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Step #2 = Supporting, to satisfy customer needs w/benefits

Probing uncovers needs. Next, “support” these needs with a feature of our product.

Exercise: Write a supporting question using a feature of our product.

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Step #3 = Closing, to gain customer commitment

It is now time to gain agreement from our customer by asking a “Trial Close” question. Always wait for a response!

“He who speaks first, loses!”

Exercise: Write a trial close question using a feature and benefit.

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Objections vs. ConditionsObjection = When a customer says or feels that our product does not have enough value for them. Conditions = Reasons that prohibit the customer from buying.

Key is to identify which one your customer has given you, and respond accordingly.

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A.A.A. Structure for Rebuttals

Step 1: Acknowledge

Step 2: Answer

Step 3: Ask

“If they are asking a question or offering an objection, they are interested”

Professional Sales CycleProfessional Sales Cycle

“Selling is a process of uncovering and satisfying customer needs””

Professional Sales CycleProfessional Sales Cycle