PISTDC

1
Selling is just a conversation Sales Course
Chris Allen
2
Course ObjectivesAt the end of this course you
will understand

• The sales meeting process
• Where you are in the process
• What to do next to make the sale happen

These objectives will be achieved by creating a
common sales language.
3
D
C
I
T
P
S

Close
Demonstrate
Test
Survey
Interest
Prepare

• Each element is the step up which a sales meeting
  must go to take us to the final goal of the sale.
• Each step is a measure of the quality of the
  relationship between your companies

4
D
C
P
I
T
S

Preparation

• Why prepare?
• How do you prepare?
• Research methods
• When do you prepare?

5

• Planning the call

6

• Who I am
• What connects me to the meeting
• Who and what is my organization
• Minimum info

Premise
7

• Seek commitment Ideally I want him/her to...
  (an action)
• Seek their agreement to the objective at the
  start
• Close on the call objective

Objective
8

• How will I present my case
• What do I want to find out
• How will I switch on the prospect/client
• Which objections can I expect

Content
9
D
C
I
T
P
S

• Planning the call

Content
Objective
Premise
10
D
C
I
T
P
S

Preparation

• Summary
• Preparation saves time and creates an environment
  where you can run a focussed and purposeful sales
  meeting.

11

Gaining a prospects interest?

• It depends on their position
• Departmental Manager
• Finance Director
• IT Director
• Head of Treasury
• Buyer

12
S
D
C
I
T
P

• Keep personal and company introductions to a
  minimum
• Demonstrate your interest in the client

Outrageous claims may have to be backed by proof !
13

Develop interest with benefits

• Do not get obsessed with features,
• But know your products capabilities.

Whats our best asset?
14

..or how to make sure that your behavior does
not stop you from being successful!
Personality Types
15

Personality Types
Selling is straight forward but not easy because
people buy from people they Respect Trust
Like or feel comfortable with
16

Personality Types

• In any sales situation you must
• Make the buyer feel comfortable
• Build rapport

You must modify your personality to suit your
buyer.
17

Personality Types
Dominant
Detached
Dependant
18

Personality Types
Dominant

• No-one is 100 of one
• Buyers emphasize different traits in different
  circumstances
• Good sales people moderate their own traits to
  succeed with each personality type
• In a first meeting this is critical

Detached
Dependant
19

Personality Types
20

Personality Types
21

Personality Types
22

Personality Types
Dominant
Write down a neutral interest statement. Amend it
to suit a
Detached
Dependant
23

Non verbal communication
Any message is 7 Verbal 38 Vocal 55
Non-verbal
24

Non verbal communication
The verbal channel is primarily used for
conveying information The non-verbal channel is
used for negotiating interpersonal attitudes
25

Non verbal communication
Expressions are the easiest non-verbal signals to
read It was written all over her face
26

Non verbal communication
Zones
Personal 46cm-1.2m
Social 1.2-3.6m
Public over 3.6m
Intimate 15-46cm
27

Non verbal communication

• Hands to face
• The mouth-guard
• Nose touching
• The Ear rub
• The neck scratch
• Evaluation gestures

28

Non verbal communication

• Arms
• The standard arm cross
• The reinforced arm cross
• The arm grip
• Legs The cross
• The figure four leg lock
• The ankle lock

29

Non verbal communication
Head positions - Neutral - To the side -
Forward and down
30

Non verbal communication
Body positions - Inclusion - Exclusion - Body
pointing Feet Where are they pointing?
31

Non verbal communication
Look for inconsistencies between the verbal and
non-verbal messages
32

Sales people who ignore the Survey and Test
phase do so at their peril!
33

D
C
P
I
They do not understand the real circumstances and
find that the sale is full of surprises!
34

How?

• By getting the client to talk about
• their business and concerns
• what would make the business more successful
• By seeing the clients business
• through their eyes not our business through their
  eyes
• By removing our filters and asking open
  questions
• listening and summarising
• By not selling nor giving detailed product
  presentations

35

What are you surveying?

• The needs
• of the individual
• of the company as a whole
• How he/she will evaluate
• the need
• the options open to them
• The organizational maps
• political
• power

36

What are the real needs are they going to do
anything?

• Use SPIID
• Situation
• Problem
• Implication
• Ideal
• Do

37

What are we Testing?
Pass? Fail?
38

Use...

• The answers help to
• Qualify the individual
• Qualify the prospect
• Establish how far in the buying process they
  have gone
• Identify your next steps

39

Summary

40

What is the trigger?

• When you have
• satisfied them of the need for a solution to
  their problem
• understood their decision criteria
• identified who is involved in the decision making
  process

41

The aim
Get their agreement that you can meet their
needs and gain agreement to proceed
At the start, tell them that this is your
objective. At the end, ask them if you have
achieved this.
42

How?
43

Objections

• Its too expensive!
• Its too complicated!
• Ill have to think about it...
• It doesnt have the functionality of ...
• I dont have the time to develop the system.
• Ill have to get the legal dept to check this...

44

Reasons behind objections
45

Guidelines

• Relax and listen
• Welcome objections, they are signposts in the
  sale
• Respect the prospects right to ask questions
• Practise your responses to standard objections
• Use CCAC

46

Overcoming objections
C ushion C larify A nswer C lose
47

Cushioning

• You will
• Make the prospect feel less tense
• You will appear to be more reasonable
• You will gain time to prepare to clarify

48

Clarifying

• Your answer will be responsive to the prospects
  real concerns
• You will increase the prospects confidence in
  you
• The prospect becomes less defensive and tells you
  their real objections
• You will gain time to prepare your answer

49

Answering

• Be clear and concise
• Use examples/references
• Watch for consistency response vs reaction
• .....
• .....
• NOW CLOSE!

50

Closing
51

Success
Every meeting must have an action orientated
objective stated clearly at the beginning.
Close by asking if the objective has been
achieved.
52

After
Keep Quiet
Wait