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Users GuideThe Sales Strategy
Fundamentals
Center For AdvantageTM
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Copyright 2006 Center For Advantage and its licensors
Table of Contents
Introduction Card Set Description
Card Use Sales Managers
Sales Training
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Introduction
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Copyright 2006 Center For Advantage and its licensors
What are The Sales StrategyFundamentalscards?
The Sales Strategy Fundamentalsis a card setof winning sales strategies designed to sharpenthe selling skills of any professional with a
product or idea to sell.
It is also a playing carddeck made from casino
grade card stock
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Copyright 2006 Center For Advantage and its licensors
Qualifications
The Sales StrategyFundamentalshas beenrigorously reviewed by salesprofessionals to includeformer creators and trainersof the vaunted IBM SalesTraining School, and is
certified compliant by theUnited Professional SalesAssociation (UPSA)
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Why were The Sales StrategyFundamentalswritten?
The ability to sell is themost important skill inevery profession that
involves person toperson interaction
No one does anything until someone sellssomething
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Who are The Sales StrategyFundamentalsfor?
Sales Professionals Sales Managers
Entrepreneurs
Marketers Executives
They are also an excellent tool for personal andteam sales training
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Who else are The Sales StrategyFundamentalsfor?
The Sales Strategy Fundamentalsis also writtenfor customers
Salespeople who know how to execute the
fundamentals of sales can better help customersbuy what they want and need
A salesperson that can
genuinely help a customeris a prized asset of thatcustomer
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Copyright 2006 Center For Advantage and its licensors
Why should I use The SalesStrategy Fundamentals?
The better you are atsales, the morepeople you can help,
and the more moneyyou can make
Leaders in sales, just like in any other
profession, succeed by practicing and masteringthe fundamentals
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As the famous football coach,Vince Lombardi, said:
Excellence is achieved by the masteryof fundamentals.
- Vince Lombardi
Even the greatest professional
football teams spend most of theirtime practicing blocking, tackling,and handling the ball
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Copyright 2006 Center For Advantage and its licensors
Practice
The key to using the fundamentals of salesnaturally is to practice, practice, and practice Review the cards in training
Review the cards before sales calls
Review the cards after sales calls to improve yourperformance next time
Use the cards in your weekend card games;
your unconscious mind will process the ideaswhile you have fun
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Copyright 2006 Center For Advantage and its licensors
The Sales Strategy Fundamentals
makes practice easy and fun
and as rigorous as you want your
practice to be
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Card Set
Description
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Copyright 2006 Center For Advantage and its licensors
54 Cards: 54 Fundamentals of Sales
4 points of advice
per card
216 points of adviceIn total
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Copyright 2006 Center For Advantage and its licensors
Card Layout
Title Name of thestrategy
Strategy Definition of
the strategy Basis Why the
strategy works
Sales Tip How tomake best use of thestrategy
Traditional number & suit
Category(See next slide)
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Copyright 2006 Center For Advantage and its licensors
Four Categories
Each suit has a category noted on the lowerright corner of the card (See previous page)
All sales involve an interplay and progression ofthe categories as follows:
Position - Set yourself apart
Shape - Influence the evaluation
Bridge - Link needs to solutionsClose - Convert interest into a sale
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Copyright 2006 Center For Advantage and its licensors
Mutually Supportive
Each card offersadvice
You may or may not
know how to enactthat advice
If you do not know how to enact advice from one
card, you can find an answer on another card
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Copyright 2006 Center For Advantage and its licensors
Example of Mutual Support For example, the answer
for how to do the sales tipRecommend a choice ofA or B, either of which isa suitable commitment,
from the 10 of Spades,could be executed bySelling the best or best-fit solution can make the
competition irrelevant,from the King of Hearts.
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Copyright 2006 Center For Advantage and its licensors
Example Mutual Support
Choice A for a rising young executive might bethe best car in the showroom for example, theBMW M3, top of the BMW 3 series line
Choice B might be the best-fit car for example,the BMW 330i, that performs almost as well asthe M3 but is less demanding to buy, insure, and
maintain
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Copyright 2006 Center For Advantage and its licensors
Winning Solutions: Best, Best-Fit,or Cheapest This example leverages the fact that winning
solutions in sales are either:
The best
The best-fit
The cheapest
Masters of the sales fundamentals know they
should offer just one or two of these three to anygiven prospect
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Card UseStructured yet flexibleapproach that modelsreal life
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Copyright 2006 Center For Advantage and its licensors
Review tool
A simple but effective wayto use the cards is to justread them and thinkthrough them
There are only 2,400 words in the entire cardset, so you can read it in under twenty minutes
Do this a few times, and your sales performance
will improveLike any art form, repetition of the fundamentalsleads to improved performance
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Copyright 2006 Center For Advantage and its licensors
Card Logic
For more sophisticated use, you can use otheraspects of the cards as well
The cards are organized logically, but unlike a
book, the cards can also be arranged in anyfashion suitable to asituation
This flexibility helpswith opportunitymanagement
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Copyright 2006 Center For Advantage and its licensors
Rank: The Suits and Numbers
Higher ranked cards tend to denote strongerfundamentals than lower ranked cards
However any fundamental, no matter the rank,could be part of the right and strong strategy fora given sales situation
All fundamentals need to be a part of you so you
use them naturally, without thinking about themtoo much
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Copyright 2006 Center For Advantage and its licensors
Opportunity Management
As you manage the sale, you seek to rely on
fundamentals described in The Sales StrategyFundamentalsfrom higher and higher ranks If your strategy is grounded on fundamentals at the
top, for example the four aces, you are in a greatposition to win with high profits
If your strategy is grounded on the fundamentals oflow ranked cards, for example the threes, you want toimprove your position for that opportunity
If your rank is low in any one or two of the four suits,even if you are high in the others, you have aweakness you need to address
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Copyright 2006 Center For Advantage and its licensors
Card Rank as a Forecasting Tool
If the success of your sales effort depends uponhigher ranking fundamentals, you generally havea better chance of winning
That can be represented in your forecasts
Steadily progress sales upwards through theranks from initial contact 2 of Hearts and Clubs
to close Ace of Spades
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Go from Contact to Close
Position Shape Bridge Close
Seek to progress the sale from left, Find and engageprospect, to right and up, Close the sale
Find and engageprospect
Close the sale
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Steadily Advance the Sale
Position Shape Bridge Close
Seek to rely on fundamentals from cards
with higher ranks
7
K
107
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Copyright 2006 Center For Advantage and its licensors
Gray Division
Strength by rank is a gray division, not black andwhite
Any fundamental could win a particular sale
With the structure of a sales process in mind,
have the flexibility to use whichever fundamentalmakes sense at the time
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Copyright 2006 Center For Advantage and its licensors
Best/Worst Situation
Your best situation is straight aces whichtogether means you are ready to close aqualified sale that fills a need for a referredbuyer who has contacted you
Your least favorable position is straight twosbecause you are cold calling people who mightnot know you, and might have no need, interest,or qualification to buy
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Copyright 2006 Center For Advantage and its licensors
Identify Critical Weakness
Position Shape Bridge Close
If your rank is low in one suit, even if you are high inanother, you have a weakness you need to shore up
Weakness
Excellent Excellent
GoodK
4
A
J
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Copyright 2006 Center For Advantage and its licensors
Command the Whole ProcessThe longest path to Close the Sale starts at Playthe Numbers Game where you must actively seek new
prospects
Position Shape Bridge Close
2
A
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Copyright 2006 Center For Advantage and its licensors
Then Seek AcceleratorsThe shortest path to Close the Sale starts at ReverseRoles of Buyer and Seller where prospects actively
pursue you
Position Shape Bridge Close
AA
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Copyright 2006 Center For Advantage and its licensors
Deuces Wild
Keep in mind that you make a givenfundamental a winner or loser!!! A cold calling expert might be able to take a new
contact straight to close in one call a win from aweak position
Closing the wrong sale might costyou other better sales a loss froma strong position
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Copyright 2006 Center For Advantage and its licensors
Questions Cards
Questions serve as theuniversal link betweenfundamentals that movethe sales process forward:
At any point in the salesprocess, you can ask aquestion
When you receive a buyingsignal, you ask for the order
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For SalesManager
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Copyright 2006 Center For Advantage and its licensors
Training Tool
The Sales StrategyFundamentalsis aready made trainingtool you can employanywhere and anytime
Select a card, or pull one at random, and youhave material to discuss
Use the cards to critique post sales call results
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Copyright 2006 Center For Advantage and its licensors
Opportunity Management
As per the Card Usesection, you can trackthe progress of yoursales representatives
through the salescycle from the lowerleft first engagementto the upper rightclosed sale
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Copyright 2006 Center For Advantage and its licensors
Forecast Verification
Challenge theestimates of yoursales representativesin order to attain moreaccurate forecastsand shore upweakness before you
lose the opportunity
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Copyright 2006 Center For Advantage and its licensors
Other Advantages
Salespeople, by andlarge, are doers thatprefer to get out thereand make things happen
The cards are geared toward the doer mentality;salespeople will actually read them
Results are immediate; if salespeople read justone card before a sales call, they will likely makea better sales call
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SalesTraining
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Copyright 2006 Center For Advantage and its licensors
Teaching Points
Each card has four pointsyou can talk to
There are 216 teaching
points in total within all54 cards
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Copyright 2006 Center For Advantage and its licensors
Group Discussion
Shuffle the cards Have a participant draw
a card at random
Discuss the strategy
Each card tends to produce at least sevenminutes of discussion
This is a very simple technique, but extremelyeffective
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Copyright 2006 Center For Advantage and its licensors
Sales Practice Review
Tape a sales exec througha practice sales call
Play the tape and stop when youor a student identifies a fundamental in action
Discuss the fundamental and the success of itsexecution on the tape
An entire sales call can be broken down intosales fundamental segments
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Copyright 2006 Center For Advantage and its licensors
Scenario Play
Shuffle cards and drawuntil you have one cardfrom each suit
4 cards in total
Use the combination to describe a situation andask sales representatives what they should do toadvance the sale
This requires some creativity on your part as a
trainer
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Copyright 2006 Center For Advantage and its licensors
Virtual Classrooms The Sales Strategy
Fundamentalscardsare well suited fordistance learning
The physical cards provide a tangible componentto an otherwise visual or audio experience andare immune to technical difficulties
They provide a superior way for sales leadershipto keep salespeople performing at their highestlevel even when in the remotest locations
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Copyright 2006 Center For Advantage and its licensors
Further Details on the SalesProfession
If you want to know more about the salesprofession, consider downloading the UnitedProfessional Sales Association(UPSA) Compendium of
Professional Sellingwhich is available atwww.upsa-intl.org
Or contactCenter For Advantage at
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Good Luck and Good Selling!!!
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Copyright 2006 Center For Advantage and its licensors
Contact Details Center For Advantage
Robert Cantrell
Center For Advantage
P.O. Box 42049
Arlington, VA 22204
(703) 642-2027
[email protected] www.centerforadvantage.com
Card Products
Center For Advantage
www.centerforadvantage.com
Art of War: Sun Tzu Strategy CardDeck
www.artofwarcards.com
Innovation Planner Cards
www.innovationplannercards.com
The Sales Strategy Fundamentals
www.fundamentalsales.com
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Book by Robert CantrellHeartland Reviews
As a retired military intelligence
professional and conflict theorist, Imust say this is the best interpretationof Sun Tzus classic work I have read.The author focuses on the meaningsbehind this ancient Chinese warphilosophers writings. He puts theminto a modern context, making them
easy to understand. Apparently theDepartment of Defense agrees withme on this, since they have selectedMr. Cantrells book as a text for theNational War College in WashingtonDC. This is a must read for all militaryofficers and business leaders. It rated
a perfect five hearts.
Bob Spear
Publisher and Chief Reviewer forHeartland Reviews, Leavenworth, KS
www.artofwarsuntzu.com