consultative selling - wilts/glos/bristol autumn 2010
DESCRIPTION
Presentation for Business Link's 'Consultative selling' workshop, run by Andy Edwards.TRANSCRIPT
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CONSULTATIVE
SELLING
The Good
The Bad
…and the Salesperson
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Agenda
What we REALLY Think of sales people
The Selling Process
Behaviour and selling
Commercial Realities
Go in Naked!
Establishing True Value
The Goldmine of Existing Clients
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What do YOU want to get out of today?
Ask the question!
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What Don’t You Like About Sales People
What Do You Want In Your Salesperson
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Dysfunctional Selling has led to
Dysfunctional Buying
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What does your client really want?
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“A salesman? Tell him I’m too busy – we have a battle to win!”
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What makes a good salesperson?
• Understand self
• Understand others
• Adapt and connect
• BECOME A TRUSTED BUSINESS ADVISOR
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Selling Process
• Rapport
• Adapt and connect with the person/people
• Relationship
• Build trust and credibility by asking appropriate questions and listening
• Result
• Match product/service to identified needs
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Fold Your Arms!
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Melancholic Choleric
Phlegmatic
Sanguine
The Four Humours
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Psychological Preferences
Introversion – Extraversion
how we react to inner & outer experiences
Thinking – Feeling
how we make decisions
Sensation – Intuition
how we take in & process information
Carl Gustav Jung1875-1961
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The Insights - Colour Energies
CompetitiveDemandingDeterminedStrong-willedPurposefulDriver
SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive
CaringEncouraging
SharingPatient
RelaxedAmiable
CautiousPrecise
DeliberateQuestioning
FormalAnalytical
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On a bad day…
AggressiveControllingDrivingOverbearingIntolerant
ExcitableFranticIndiscreetFlamboyantHasty
DocileBland
PloddingReliant
Stubborn
StuffyIndecisiveSuspicious
ColdReserved
The Insights - Colour Energies
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Body Language
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Tonal Clues
Clear, business-like, challenging and possibly abrupt
Soft, sincere and interested. Pauses before answering
Loud with enthusiastic tonality. Smiles and expression
Quiet and uninflected. Relatively slow delivery which may trail off
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Sales Abilities (and your Demons too!)
Focussedand Reliant
Handling Objections
Closing
Creating Urgency
Getting Appointments
Setting Clear Targets
Persuasion
Creating Opportunities
Visualisation
Forgets about the Relationship Impatient Forces Quick Decisions Overbearing
Encouraging
Big Picture Motivation
Flexibility
Enthusiastic PresentationBuilding Trust
Long Term Relationships
Maintaining Contact
Listening
Understanding of Needs
Clarifying Details
Time Planning
Loses Focus on Objective Dislikes Objections Dislikes Strict Targets Hates Rejection
Meeting Concerns
ResearchingAccuracy & Organisation
Questioning
Minimising Risk
Database Management
Fails to Inspire Too Formal Lack of ExcitementHung up on Process
Too Fast Paced Not Prepared Follow ups forgottenTalks too much
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Prime Commercial Realities
1. Make More Money
2. Save More Money
3. Save More Time/Increase Efficiency
4. Comply with laws
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Business Issues – the full list:
• Problems
• Goals
Any early solution/answer (including their own) is potentially without value
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Yes
The sun
A Ford Mondeo
Your brother
91/2 centimetres
5
24%
Absolutely not
Steak and chips
Around 620,000 per year
Alex Jarmolkeiwich
MC2
If these are the ‘answers’ - what’s missing?
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SALESSUCCESSISNOWHERE
woman without herman is worthless
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SALES SUCCESS IS NOW HERE
Woman. Without her,man is worthless
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SALES SUCCESS IS NOWHERE
Woman, without herman, is worthless
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They smashed into a bank…
…and stole £100,000…and the boat was a write
off
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QUESTIONS…High quality enquiry leads to high quality solutions
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Dare You Go In Naked!
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1. How’s Business?2. Tell me more…3. What do you mean by…?4. What’s the impact of that?5. Where does it show up?6. Who else is affected (would
they agree?)7. How do you measure this?8. What is it now?9. What should it be?10.What is the difference in £?
Andy’s Top Ten Questions
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Return on Investment
Price Cost Fee Rate vs.
Value
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PRICE vs VALUE
• Price = what it costs
• Value = what it’s worth to them
ACE 953
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• Not
INVOICE:
To:Hitting machine with hammer.
£1
To:Knowing where to hit. £699
TOTAL:
£700
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Customer Care…
A conversation
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Overcoming Objections
SLOW DOWN!
OK go ahead
No sale here (today)
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If you see it, say it
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• Initial Purchase
• Up-purchase
• Cross-purchase
• Frequency
• Longevity
• Referral
Lifetime Customer Value
£10
£15
£10
X 10
5 years
£!!!
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The Power of Referrals
67,108,864
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BE BRIEF, BE BRIGHT, BE
GONE!
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INVOLVE ME!
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SHOW ME YOU CARE!
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GIVE ME THE DETAILS!
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The Golden Rule
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Stop, Start, Continue
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CONSULTATIVE
SELLING
The Good
The Bad
…and the Salesperson