The Art Of Selling Services Final

Tetra Pak Technical Service

Peter Berthagen

Selling

Services

The art of giving Tetra Pak customers

added value


Peter Berthagen

Selling is not about features.

Selling is not about products.

Selling is not about convincing.

Selling is not about your company.

Selling is not about you.


Peter Berthagen

Selling is about human

interaction.

Selling is about belief.

Selling is about trust.

Selling is about creating the will

to buy!


Peter Berthagen

…something that only can be done if the customer is a part of the process. …something that only can be done if the customer perceives a value. And in the end it should save more than it costs!


Peter Berthagen

Selling is about perception! The customer must have a need, either known or unknown (latent). Can you address that need so the customer personally feels the value in your message? Selling is about engaging the customer in your beliefs. Do you believe that you really can do something that your customer wants?


Peter Berthagen

Never prescribe anything to your customer!

Don’t tell them what to think.

Diagnose and lead the customer forward, instead.

Allow them to draw their own conclusions.


Peter Berthagen

Questions are tools to find out what your customer really wants.

Don’t forget to listen to the answers!

The answers might give you your next question.


Peter Berthagen

Questions engage the customer in your search for the right way to help them!

Questions prove that you are really interested in knowing the customer!

What do you want to know?

Decide before you meet them – be prepared!


Peter Berthagen

The answers to the right questions let you know where the customer is. This is your starting point!


Peter Berthagen

Have you found something that your customer doesn’t know?

Then you have found a latent need.

How do you make your customer aware of this, as a latent need can hurt?

Can you demonstrate the value in this opportunity?


Peter Berthagen

Do you know your stakeholders?

Do you know who wants which information?

Do you know how these stakeholders react to your message?

If you don’t, you must first find out!


Peter Berthagen

Selling is about taking your customer from point A to point B.

You must first find out where the stakeholders are.

But beware… all stakeholders might not be at the same starting point!


Peter Berthagen

You must then be clear on where the stakeholders are prepared to go.

What do they want?

What do you want?

You must be able to show that this is of value to them.

You must be able to show them how to get there.


Peter Berthagen

Sending a message…

…is not just about being right.

…is not only about being the best.

It’s about winning.

Winning is about making the customer want to buy!

A message is measured by its effect, not by its technical excellence!


Peter Berthagen

Presenting a message is about engaging the audience…

…emotionally as well as rationally.


Peter Berthagen

Some basic principles can help you make your message more successful.

Involve your listeners, make it simple, make it personalized,

add a surprise to it and…

…most of all:

You must believe in what you say!


Peter Berthagen

Whatever you say will be filtered by your stakeholders’ experience.

It’s not what you say that is important.

It’s what your stakeholders receive and how they process it!


Peter Berthagen

Do you know what they want to hear from you?

Do you know what they need to hear?

These can be different, so you need to prepare both areas in advance!

Questions are a way to find out!


Peter Berthagen

Winning is when the customer

makes a decision to buy from

you.

Remember, people don’t make decisions on rational grounds alone!


Peter Berthagen

In any presentation remember that your audience has to feel that…

…nothing is more important to you than what you are saying

…no person in the world is more important than the one who is listening to you

Everything you do and say has to appear to be for their benefit.


Peter Berthagen

Selling is about helping your customer solve a problem!

Without a clear value for them...

Why should they be interested?

Why should they believe you?

Why should they trust you?

Why should they buy from you?


Peter Berthagen

Here is some space for your

thoughts…


Peter Berthagen


Peter Berthagen

Tetra Pak

Technical Service

Documents

The Art Of Selling Services Final