Social Marketing

1
Social Marketing

• Welcome.
• Please feel free to ask questions at any
  time.enjoy yourself

2
Programme

• Day One
• 2.00 - 3.30 Business Case
• 3.30 - 6.00 Technical Skills
• Day Two
• 8.30 - 11.30 Case Studies
• 11.30 - 12.30 Lunch
• 12.30 - 3.30 Role-play
• 3.45 - 4.30 Evaluation

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Introduction

• Sales Techniques. The skills and methods used to
  raise a clients perception of the need to accept
  your proposal.
• Sales Structure. An interview framework to ensure
  that your sales techniques can be used
  effectively.
• Sales Psychology. The use of behavioural science
  to match the best sales techniques for each
  client. I-WORK

4
Selling styles have changed

• Conflict selling

• Partnership Selling
• MUTUAL NEEDS

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Telling is not Selling

• The Shotgun approach
• Examine your service
• Isolate the Features
• Derive the Benefits
• But will your benefits be relevant or mean
  anything to this client?

• The Partnership approach
• Uncover their Material and Motivational Needs
• Establish Buying Motives
• Match your features to Benefits as the client
  views them

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People buy the EFFECTS of your services to their
NEEDS

• S ecurity
• P erformance
• A ppearance
• C omfort
• E conomical
• D urability

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Business people buy the VALUE EFFECTS to their
business needs

• In what way do my services or tools provide
  solutions that improve things for this client?
• Profitability
• Cash flow
• Operational effectiveness
• Worker productivity, quality and service
• Image in workplace and with customers
• Ease of usage and process convenience

8
Know about your Clients business
An INDUSTRY database on the industries in which
you serve key clients
3 Databases necessary for getting into Key Clients
A Client database on each key account client you
serve in an industry
A Clients Customers database on your key
clients key customers
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Technical Skills

• All of us have problems that we are prepared to
  live with. It is not until they hurt enough that
  we start to take steps to fix them.
• Our job is to take the problems that our clients
  are prepared to live with, and by drawing out the
  implications of these problems make them hurt
  enough for the client to want a solution.

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All it takes is some..

• Sales Techniques. The skills and methods used to
  raise a clients perception of the need to accept
  your proposal.
• Sales Structure. An interview framework to ensure
  that your sales techniques can be used
  effectively.
• Sales Psychology. The use of behavioural science
  to match the best sales techniques for each
  client. I-WORK

11
The Clients MIND

• Who are they?
• What can they do for me?
• What services could I use?
• What will it cost us?
• Who else do they do it for?
• How easy will it be?

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Structure for the interview

• Create rapport
• Brief credentials presentation
• Offer your own agenda
• Question to uncover the obvious needs
• Question to uncover problems they are happy to
  live with
• Deal with any obstacles in the way
• Ask for a commitment for action today

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Creating Rapport

• Look busy
• Friendly welcome
• Arrange your seating
• Get yourself sorted out and comfortable
• Thank them for seeing you

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Brief Credentials presentation

• As I mentioned in my letter/ phone call I would
  like to see how I can help you to improve your.
• We have worked with and helped them to
  successfully..

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Offer your own Agenda

• People actually welcome a quick example of your
  getting down to business - their time is money.
• Also it sets you off in control of the situation.
• What Id like to do is to first of all listen to
  your current situation and then move onto what
  youd like to see happening in the future. So
  may we start with your..?

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Questioning to get answers

• When you ask a question you have to recognise
  that the other person will need time to think of
  an answer
• Help them by introducing the question and giving
  a reason for you needing to ask it - that they
  will find interesting.
• Then ask the question and SHOW you are listening

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Different kinds of questions for different kinds
of reasons

• SITUATION Use sparingly, good for facts and
  information, too many is boring! Could you tell
  me how many?, how often?, why you?, what you?,
  where you?, who does?
• WEAKNESSES Use more of these. You both need to
  hear out loud the weaknesses of their situation.
  Note their answers.
• How do you know that your policies on zero
  racism are actually working?
• Everybody gets some training- thats good, but
  how do you deal with each persons different
  learning abilities?
• EFFECT OF WEAKNESSES. Use these often - practice
  using them. These start to make the problems they
  have been happy to live with start to HURT.
• If just one person leaves after six months
  because they feel the work is too much for them,
• what is the real cost in lost productivity,poor
  team-working and customer complaints? EFFECT OF
  YOUR SOLUTION. Work hard on these. They help the
  client to feel and enjoy the possible benefits.
  Ask them how it feels with your solution.
• How pleased would you feel as a manager when
  those targets are being met, even exceeded, by
  using our training tools and support that we have
  discussed?
• TRIAL CLOSING. ALWAYS BE ASKING THESE. Ask for
  action and commitment.
• So is Thursday morning or Friday afternoon the
  best time for me to introduce you to our?

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Active Listening

• Listen with Optimism
• Listen for Opportunities
• Listen for Cues and Clues for Questions
• Listen for Key phrases
• Summarise your understanding often
• Take notes
• Keep your mind on the task

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Handling Difficulties and Misunderstandings

• An Objection is anything in the other persons
  MIND - said or expressed - that impedes the
  progress of the sale.
• Not a problem! Perhaps you are going too fast.
  Whatever, by objecting they are showing that they
  ARE interested.
• Use the 4-step method

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The 4-Step method for Handling Difficulties and
Misunderstandings

• 1. You both must understand the objection
• Tell me more Take notes
• 2. Introduce opening phrase
• I agree.but. or Feel, Felt, Found.
• 3. Answer all clients doubts and anxieties using
  real benefits
• 4. Check answer is accepted.
• If not go back to step 1
• If O.K. Get agreement to Action and move on

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Closing an Agreement

• I would like to think about it
• 1. They still have doubts or a fear of making a
  decision
• 2. Check that they have Money?, Authority? and
  Need?
• Money Show the case of FOR and AGAINST
• Show the VALUE gained against price
  difference
• Authority Ask Who apart from yourself?
• Use Just suppose they say YES, will you
  agree?
• Need Well come back to you in three weeks
  time.
• Ask what the decision will be based upon and
  try to satisfy these criteria.
• Check Diaries - Ask when theyd like to see you
  on that day

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Preparing a Presentation 1.

• 1. Think of the needs of your AUDIENCE
• - Their Hopes, Fears and Problems needing
  Solutions
• - Anticipate their Needs using S.P.A.C.E.D.
• 2. Think about what you can Say and Show
• - Content Headings
• - How can you get them to Participate
• 3. Write a 40 word Aim Statement By the end they
  will
• 4. Draft a Beginning , a Middle and an End.

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Preparing a Presentation 2.

• 5. Relate to Time duration and Energy level
• - Surprises - interesting facts and examples
• -Participation - questions and exercises
• - Develop an I.N.T.R.O.
• 6. Set out your key headings in lower case
  lettering- easier to read quickly. Use lettering
  big enough to read whilst stood up. Have a run
  through, then polish it.

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Clients and Account Management

• 1. Think the way each client thinks
• 2. What are their current problems?
• 3. What future problems could they have?
• 4.What else can we do to improve their business?
• 5. What could the client be about to do?
• 6. How are decisions made - process and people up
  to date in our records?

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Every Call has Objectives

• What do I want to achieve on this call?
• Get my ideas and solutions adopted and action
• Gather information and Give information
• Sow some seeds
• Evidence of client satisfaction
• Handle complaints or difficulties
• Ask for Referrals