dimensions of professional selling ® the essential elements of positional selling ®
TRANSCRIPT
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Dimensions ofDimensions ofProfessional SellingProfessional Selling®®
The Essential Elements ofThe Essential Elements ofPositional SellingPositional Selling®®
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Position is your current Position is your current status in the customer status in the customer
relationship.relationship.
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Positional SellingPositional Selling®® is applying is applying the strategies, tactics and the strategies, tactics and techniques necessary to techniques necessary to establish and maintain establish and maintain preferred positionpreferred position in in
customer relationships.customer relationships.
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Preferred Position Preferred Position Requires:Requires:
• Extensive pre-call planningExtensive pre-call planning
• Detailed preparationDetailed preparation
• Balanced implementationBalanced implementation
• Creative, professional executionCreative, professional execution
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Building theBuilding theRelationshipRelationship
Analyzing clientAnalyzing clientEnvironmentEnvironment
Presenting SolutionsPresenting Solutions
Positional SellingPositional Selling®® Process ModelsProcess Models
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Take the LeadTake the LeadInvest in theInvest in theRelationshipRelationship
Get OrganizedGet Organized
11 22 33
Dimensions ofDimensions ofProfessional SellingProfessional Selling®®
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Dimensions ofDimensions ofProfessional SellingProfessional Selling®®
Find theFind theArea ofArea of
OpportunityOpportunity
Present with aPresent with aPurposePurpose
Make theMake theCustomer PartCustomer Partof the Solutionof the Solution
44 55 66
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Dimensions ofDimensions ofProfessional SellingProfessional Selling®®
Close forClose forResultsResults
Assume theAssume theResponsibilityResponsibility
Become theBecome theOnly ChoiceOnly Choice
77 88 99
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Positional SellingPositional Selling®® creates creates greater opportunities for you greater opportunities for you to:to:
• Gain new businessGain new business
• Expand in new marketsExpand in new markets
• Revitalize marginal accountsRevitalize marginal accounts
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Positional SellingPositional Selling®® . . . . . .
• Increase salesIncrease sales
• Increase market shareIncrease market share
• Increase profitsIncrease profits
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Positional SellingPositional Selling®® is is modelingmodeling the the attitudes and behaviorsattitudes and behaviors that that create a standard of excellence create a standard of excellence by which all other competitive by which all other competitive
efforts are judged.efforts are judged.
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MODULE 2MODULE 2
Invest in theInvest in theRelationshipRelationship
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DependencyDependency InterdependencyInterdependency
Customer-Seller RelationshipCustomer-Seller Relationship
SubordinateSubordinate EqualityEquality
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TrustTrustCredibilityCredibilityRapportRapport
Interdependent Interdependent RelationshipsRelationships
Establish PositionEstablish Position
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Initiating Position in the Initiating Position in the Sales RelationshipSales Relationship
• ProblemProblem
• PerceptionPerception
• ““Odds Are”Odds Are” Factor Factor
• ProductivityProductivity
• Bonding ProcessBonding Process
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ProblemProblem
GapGap
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Closing the GapClosing the Gap
Problem SolvingProblem Solving
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PerceptionPerception
The ability to seeThe ability to see
Selective or ObjectiveSelective or Objective
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DispositionDisposition
SelfSelf
AssumptionsAssumptionsBiasesBiases
PastPastExperienceExperience
ValuesValues
GoalsGoals
NeedsNeeds
FearsFears
Selective PerceptionSelective Perception
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Ego/Self-Perceived UnderstandingEgo/Self-Perceived Understanding
Selective PerceptionSelective Perception
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Reality-Perceived UnderstandingReality-Perceived Understanding
Objective PerceptionObjective Perception
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““Odds Are” 2 to 1Odds Are” 2 to 1At any given point in At any given point in time one’s perception time one’s perception is inwardly focusedis inwardly focused
AND . . .AND . . .
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Selective -Selective -Self-CenteredSelf-Centered
ReactionReaction
vs.vs. Objective -Objective -Other-CenteredOther-Centered
ResponseResponse
““Odds Are” 2 to 1Odds Are” 2 to 1
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““Odds Are” FactorOdds Are” Factor
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PeterPeter
OttoOtto
NedNed
LoisLois
MarshaMarsha
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““Odds Are” FactorOdds Are” Factor
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Gap - SolvingGap - SolvingCustomer problemsCustomer problems
SelfSelf ProductiveProductive
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SelectiveSelective
ObjectiveObjective
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PerceptionPerceptionInwardlyInwardlyFocusedFocused
Self-Self-CenteredCentered ReactionReaction
Our “Odds Are” / Operating RealityOur “Odds Are” / Operating Reality
““Odds Are” 2 to 1Odds Are” 2 to 1
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SelectiveSelectiveis out ofis out ofpositionposition
Distorts perceptionDistorts perception
Reduces productivityReduces productivity
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ObjectiveObjectiveis inis in
positionposition
Improves perceptionImproves perceptionIncreases productivityIncreases productivity
Positioning for sales Positioning for sales productivityproductivity
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Objective PerceptionObjective Perception
• Responsive vs. reactiveResponsive vs. reactive
• Focuses on Focuses on customer’scustomer’s “Odds “Odds Are” / Operating RealityAre” / Operating Reality
• Establishes positionEstablishes position
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ListeningListening. . . to . . . to understandunderstand is a is a
critical strategy for critical strategy for establishing position.establishing position.
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Judgmental
IMPACT: IMPACT: Dependent - ParentedDependent - Parented
• InsistingInsisting
• TellingTelling
• DictatingDictating
• DirectingDirecting
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Hostility
IMPACT: IMPACT: Hurt - Confusion - AngerHurt - Confusion - Anger
• ScoldingScolding
• ArguingArguing
• ImplyingImplying
• CriticizingCriticizing
• Punitive ProbingPunitive Probing
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IMPACT: IMPACT: Cared forCared for
ListenListen
• EmpathyEmpathy
• UnselfishnessUnselfishness
• Active PatienceActive Patience
• Paying AttentionPaying Attention
LL
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IMPACT: IMPACT: Attended toAttended to
AcknowledgeAcknowledge
• EmpathyEmpathy
• SensitivitySensitivity
• ConcernConcern
• SupportSupport
AA
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IMPACT: IMPACT: Interest - UnderstandingInterest - Understanding
ExploreExplore
• IdentifyingIdentifying
• AssessingAssessing
• DiagnosingDiagnosing
• AnalyzingAnalyzing
EE
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IMPACT: IMPACT: Plan - Renewal - SolutionPlan - Renewal - Solution
RespondRespond
• RecommendingRecommending
• GuidingGuiding
• ResolvingResolving
• AgreeingAgreeing
RR
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AA
EE
LL
RR
Customer’sCustomer’s““Odds Are”Odds Are”
YourYour““Odds Are”Odds Are”
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Bonding ProcessBonding Process
LListenisten
AAcknowledgecknowledge
EExplorexplore
RRespondespond
AA
EE
LL
RR
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Bonding ProcessBonding Process
LListenisten
AAcknowledgecknowledge
EExplorexplore
RRespondespond
AA
EE
LL
RR
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Bonding ProcessBonding ProcessListenListenInterestInterest• Non-verbal Non-verbal
encouragementencouragement• Silence and patienceSilence and patience• Avoid interruptingAvoid interrupting• Avoid premature Avoid premature
reactingreacting
LL
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Bonding ProcessBonding ProcessAcknowledgeAcknowledge
ConcernConcern• Non-verbal Non-verbal
encouragementencouragement• Supportive replySupportive reply• Reflecting concernReflecting concern• Taking credit for Taking credit for
listeninglistening
AA
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Bonding ProcessBonding ProcessExploreExplore
IdentifyingIdentifying• Assure understandingAssure understanding• Extend understandingExtend understanding• Gather more informationGather more information• Restate and verifyRestate and verify• ClarifyClarify EE
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Explore:Explore:
•Would you please expand on Would you please expand on that for me?that for me?
• Specifically what are your Specifically what are your concerns as they relate to . . .concerns as they relate to . . .
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Explore:Explore:
• In other words, what you In other words, what you mean is . . .mean is . . .
• Is my understanding correct?Is my understanding correct?
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Bonding ProcessBonding ProcessRespondRespond
FinalizingFinalizing• Recommended Recommended
SolutionSolution• Corrective actionCorrective action• Temporary closureTemporary closure• Deciding next stepDeciding next step RR
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Bonding ProcessBonding Process
Contingency StrategyContingency Strategy
• Maintain relationshipMaintain relationship
• Defuse angerDefuse anger
• Handle objections or resistanceHandle objections or resistance
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Bonding ProcessBonding Process
LListenisten
AAcknowledgecknowledge
EExplorexplore
RRespondespond
AA
EE
LL
RR
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MODULE 3MODULE 3
Get OrganizedGet Organized
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NeedsNeeds
ValuesValues
MotivationsMotivations
The chief The chief personalpersonal variables variablesin the selling processin the selling process
NN
VV
MM
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NeedsNeeds
What the What the individual individual requires or requires or
strongly desiresstrongly desires
ValuesValues
Standards Standards that guidethat guide
or limit or limit behaviorbehavior
MotivationsMotivations
Predispositions Predispositions to actto actin ain a
certain waycertain way
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The The customer’s customer’s orientation shapes orientation shapes the direction and the direction and flow of the sales flow of the sales transaction.transaction.
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ResponsivenessResponsivenesstoto
Customer PersonalityCustomer PersonalityImportance ofImportance of
price, quality, etc.price, quality, etc.
Responsiveness can reduce the Responsiveness can reduce the importance of price, quality, importance of price, quality, terms, delivery, etc.terms, delivery, etc.
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Responsiveness to Responsiveness to customer orientation customer orientation requires flexibility in requires flexibility in style.style.
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Customer OrientationsCustomer OrientationsConsiderationsConsiderations
• Very few “pure” stylesVery few “pure” styles
• None better or worseNone better or worse
• Unique situations influenceUnique situations influence
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SecuritySecurity PowerPower
AffiliationAffiliation ActualizationActualization
Customer OrientationsCustomer Orientations
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The SecurityThe SecurityOriented CustomerOriented Customer
• Avoids risk, conformsAvoids risk, conforms• Avoids controversy or changeAvoids controversy or change• Operates methodicallyOperates methodically• Acts slowly, deliberatelyActs slowly, deliberately• Solicits others’ opinionsSolicits others’ opinions• Documents everythingDocuments everything• Is precise, detailedIs precise, detailed
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SecuritySecurityOrientationOrientation
• Order, predictabilityOrder, predictability• Salesperson’s availabilitySalesperson’s availability• Job securityJob security• Thoroughness, precisionThoroughness, precision• Guarantees, assurancesGuarantees, assurances• To be informed, no surprisesTo be informed, no surprises• Confidence in salesperson Confidence in salesperson
NEEDS:NEEDS:
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The AffiliationThe AffiliationOriented CustomerOriented Customer
• Cordial, loyalCordial, loyal• Confides, involves othersConfides, involves others• Enjoys entertainmentEnjoys entertainment• Avoids conflictAvoids conflict• Develops close relationshipsDevelops close relationships• ““People” orientedPeople” oriented
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AffiliationAffiliationOrientationOrientation
• • Warm relationshipWarm relationship• • Emotional nourishmentEmotional nourishment• • Acceptance, inclusionAcceptance, inclusion• • Team affiliationTeam affiliation• • HarmonyHarmony• • Close relationship with salespersonClose relationship with salesperson
NEEDS:NEEDS:
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The PowerThe PowerOriented CustomerOriented Customer• Is aggressiveIs aggressive• Is authoritativeIs authoritative• Focuses on results, accomplishmentsFocuses on results, accomplishments• Takes creditTakes credit• Focuses on selfFocuses on self• Likes to solve problemsLikes to solve problems• Requires rewardsRequires rewards
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NEEDS:NEEDS:
PowerPowerOrientationOrientation
• External approvalExternal approval• Recognition, influenceRecognition, influence• Attention, visibilityAttention, visibility• Title, positionTitle, position• Ceremony, protocolCeremony, protocol• To get things doneTo get things done
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The Actualization The Actualization Oriented CustomerOriented Customer
• Takes risksTakes risks• Accepts consequencesAccepts consequences• Shares ideasShares ideas• Shares creditShares credit• Is open, honestIs open, honest• Gives guidanceGives guidance• Creates positive environmentCreates positive environment• Demands excellenceDemands excellence
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NEEDS:NEEDS:
Actualization Actualization OrientationOrientation
• Honesty, trustHonesty, trust• Openness, sincerityOpenness, sincerity• Challenging tasksChallenging tasks• Self expressionSelf expression• High self-esteemHigh self-esteem• Quality, excellence commitmentQuality, excellence commitment• Personal developmentPersonal development• Others’ developmentOthers’ development
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Responsiveness toResponsiveness toCustomer NeedsCustomer Needs
• Establishes positionEstablishes position
• Provides competitive edgeProvides competitive edge
• Results in higher quality, Results in higher quality, long-term relationshiplong-term relationship
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Developing a Strategic Developing a Strategic Selling Plan for PositionSelling Plan for Position
• ObjectiveObjective
• StrategyStrategy
• Action Step / Sales Call PlanAction Step / Sales Call Plan
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ObjectiveObjective
A concrete, measurable A concrete, measurable result to be achieved by a result to be achieved by a
specific point in time.specific point in time.
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StrategyStrategy
A general course of action A general course of action to be pursued to achieve to be pursued to achieve
the objective.the objective.
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Positional StrategiesPositional Strategies
• Capitalize on differences from Capitalize on differences from competitioncompetition
• Result in sales professional being Result in sales professional being viewed as a valued resourceviewed as a valued resource
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Action Step /Action Step /Sales Call PlanSales Call Plan
A specific event, activity, or A specific event, activity, or step to be taken in order to step to be taken in order to
implement the strategy.implement the strategy.
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Positional Action StepsPositional Action Steps
• Question old methodsQuestion old methods
• Explore creative actionsExplore creative actions
• Capitalize on strengthsCapitalize on strengths
• Willingness to take risksWillingness to take risks
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MODULE 4MODULE 4
Find the Area of Find the Area of OpportunityOpportunity
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Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
• Identify customer’s Identify customer’s needsneeds
• Ask for opportunity Ask for opportunity to be a resourceto be a resource
• Respond to customer’s Respond to customer’s needsneeds
• Outline benefitsOutline benefits• Ask for commitment to Ask for commitment to
actionaction
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Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
Positional SellingPositional Selling®® System System
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PositivePositiveContactContact
Attitude - Energy - AppearanceAttitude - Energy - Appearance
Creates PositionCreates Position
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• Overview Question(s)Overview Question(s)• Focusing Question(s)Focusing Question(s)• Realization Question(s)Realization Question(s)• Closing QuestionClosing Question
• Dimensional QuestionDimensional Question
Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
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Exploratory ProcessExploratory ProcessPositive ContactPositive Contact
• Warm - professional greetingWarm - professional greeting• Appropriate conversation in customer’s “Odds Appropriate conversation in customer’s “Odds
Are”Are”
• Acknowledgment of customerAcknowledgment of customer• Capability statementCapability statement• PurposePurpose• FormatFormat
IntroductionIntroduction
Set SceneSet Scene
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Tell me about Yourself /Tell me about Yourself /Company / ProductCompany / Product
Exploratory ProcessExploratory ProcessOverviewOverview
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Exploratory ProcessExploratory ProcessOverviewOverview
• DependencyDependency
• BroaderBroader
• InterdependencyInterdependency
• NarrowerNarrower
Initial CallInitial Call Subsequent CallsSubsequent Calls
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Exploratory ProcessExploratory ProcessNote . . .Note . . .
• Not a substitute for extensive pre-call Not a substitute for extensive pre-call information gatheringinformation gathering
• Builds upon pre-call information Builds upon pre-call information gathering effortsgathering efforts
Overview Question(s)Overview Question(s)
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Exploratory ProcessExploratory ProcessFocusingFocusing
What specificallyWhat specificallyare your needs / are your needs / concerns as they concerns as they relate to . . .?relate to . . .?
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Exploratory ProcessExploratory ProcessFocusingFocusing
• Conversational - based on Overview Conversational - based on Overview informationinformation
• Determine specific customer idealsDetermine specific customer ideals
• Establish “Ideal” as related to Establish “Ideal” as related to seller’s product / serviceseller’s product / service
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Exploratory ProcessExploratory ProcessFocusingFocusing
• Why needs / concerns are importantWhy needs / concerns are important
• To what larger situation or problem To what larger situation or problem they are relatedthey are related
Want to know:Want to know:
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Exploratory ProcessExploratory ProcessRealizationRealization
Are these needs /Are these needs /concerns beingconcerns beingrealized?realized?
IdealIdeal
ActualActual
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Exploratory ProcessExploratory ProcessRealizationRealization
• Establishes customer awarenessEstablishes customer awareness
• Unnecessary if occurs in Unnecessary if occurs in Focusing stepFocusing step
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Exploratory ProcessExploratory ProcessDimensionalDimensional
• May be required any time May be required any time during processduring process
• Allows for new approachAllows for new approach
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Would you be open Would you be open to the possibility of to the possibility of an added dimension?an added dimension?
Exploratory ProcessExploratory ProcessDimensionalDimensional
Added DimensionAdded Dimension
100% satisfied100% satisfied
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We have a program We have a program that will measurably that will measurably close the gap.close the gap.May I . . .May I . . .
Exploratory ProcessExploratory ProcessClosingClosing
IdealIdeal
ActualActual
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Exploratory ProcessExploratory ProcessClosingClosing
• Gap(s)Gap(s)
• Decision process and who is Decision process and who is involvedinvolved
• Criteria for successCriteria for success
Position Check - Must know:Position Check - Must know:
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Exploratory ProcessExploratory ProcessPosition CheckPosition Check
• In addition to you, who else will In addition to you, who else will be involved in the decision-be involved in the decision-making process?making process?
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Exploratory ProcessExploratory ProcessPosition CheckPosition Check
• In addition to responsible In addition to responsible pricing, what criteria will be pricing, what criteria will be used to evaluate our solution?used to evaluate our solution?
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• Overview Question(s)Overview Question(s)• Focusing Question(s)Focusing Question(s)• Realization Question(s)Realization Question(s)• Closing QuestionClosing Question
• Dimensional QuestionDimensional Question
Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
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Exploratory ProcessExploratory ProcessNote . . .Note . . .
• Sometimes all the questions are not Sometimes all the questions are not usedused
• Sometimes you only need to use one Sometimes you only need to use one or two questionsor two questions
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Exploratory ProcessExploratory ProcessNote . . .Note . . .
• It might take more than one call to It might take more than one call to determine a Gapdetermine a Gap• For a Gap to exist, the customer must For a Gap to exist, the customer must
“realize” a need“realize” a need• Similar needs / Gaps experienced Similar needs / Gaps experienced
differently by different customersdifferently by different customers
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Exploratory ProcessExploratory ProcessNote . . .Note . . .
• Good listeners are able to Good listeners are able to acknowledge customers’ needsacknowledge customers’ needs
• Better listeners are able to restate Better listeners are able to restate and verify customers’ needs in a way and verify customers’ needs in a way that has meaning to the customerthat has meaning to the customer
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MODULE 5MODULE 5
Present with a PurposePresent with a Purpose
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Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
Positional SellingPositional Selling®® System System
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Presentation ProcessPresentation Process
PositivePositiveContactContact
ProposalProposal
SolutionSolution
SummarySummary
ClosureClosure
ResponseResponseCheckCheck
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Presentation ProcessPresentation Process
SolutionSolution
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Presentation ProcessPresentation Process
SolutionSolution
• What it isWhat it is
• How it worksHow it works
• BenefitsBenefits
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Presentation ProcessPresentation ProcessSolutionSolution
•• FFeatureseatures
•• AAdvantagesdvantages
•• BBenefitsenefits
FABFAB
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FeatureFeature
TangibleTangibleAspectsAspects
AluminumAluminumReflectorReflector
ContemporaryContemporaryDesignDesign
Solid SteelSolid SteelBaseBase
Presentation ProcessPresentation Process
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Presentation ProcessPresentation Process
AdvantageAdvantage
PerformancePerformanceCharacteristicsCharacteristics
Greater directionGreater directionof lightof light
UniversalUniversalcompatibilitycompatibility
Strength andStrength anddurabilitydurability
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Presentation ProcessPresentation Process
BenefitBenefit
Customer’sCustomer’s““Odds Are”Odds Are”
ReducedReducedeyestraineyestrain
Increased utilizationIncreased utilizationand valueand value
Less damage andLess damage andReplacement costReplacement cost
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Presentation Process Presentation Process Benefits:Benefits:
• Close GapClose Gap
• Are same as GapAre same as Gap
• Outcome focusedOutcome focused
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BenefitsBenefits
OrganizationOrganization
Presentation ProcessPresentation Process
• Increase salesIncrease sales• Increase profitsIncrease profits• More productivityMore productivity• Market leadershipMarket leadership
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Presentation ProcessPresentation Process
Use DiscretionUse Discretion
BenefitsBenefits
PersonalPersonal
• Achieve your goalAchieve your goal• RecognitionRecognition• Less troubleLess trouble• Personal gainPersonal gain
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Presentation ProcessPresentation ProcessSelling SupportsSelling Supports
• StatisticsStatistics
• DemonstrationDemonstration
• TestimonyTestimony
• ExhibitExhibit
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MODULE 6MODULE 6
Make the CustomerMake the CustomerPart of the SolutionPart of the Solution
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Presentation ProcessPresentation Process
Positive ContactPositive Contact
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Presentation ProcessPresentation Process
ProposalProposal
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Presentation ProcessPresentation Process
ProposalProposal
• Review of GapReview of Gap
• Direct benefit statementDirect benefit statement
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Presentation ProcessPresentation Process
SolutionSolution
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Presentation ProcessPresentation Process
• ExtendedExtended• AbbreviatedAbbreviated
SummarySummary
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Presentation ProcessPresentation Process
ExtendedExtended SummarySummary
• Review problemReview problem
• Restate solutionRestate solution
• Summarize benefitsSummarize benefits
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Presentation ProcessPresentation Process
Buying SignalsBuying Signals
• Interest / commitmentInterest / commitment
• Verbal / non-verbalVerbal / non-verbal
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Presentation ProcessPresentation Process
ProposalProposal
SolutionSolution
SummarySummary
ResponseResponseCheckCheck
PositivePositiveContactContact
ClosureClosure
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Passive ObserverPassive Observer DialogueDialogue
Encourages Customer ParticipationEncourages Customer Participation
Presentation ProcessPresentation ProcessResponse CheckResponse Check
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Presentation ProcessPresentation Process
Response CheckResponse Check
• Open-endedOpen-ended question for question for understanding and acceptanceunderstanding and acceptance
• Lower riskLower risk
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Presentation ProcessPresentation Process
Response CheckResponse Check
• Closed-endedClosed-ended question for question for acceptance or rejection of benefitsacceptance or rejection of benefits
• Higher riskHigher risk
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Presentation ProcessPresentation Process
Response CheckResponse Check
• Prolonged pauseProlonged pause requires requires silence, patiencesilence, patience
• Use for emphasis, thinking timeUse for emphasis, thinking time
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Presentation ProcessPresentation Process
ClosureClosure
PositivePositiveContactContact
ProposalProposal
SolutionSolution
SummarySummary
ResponseResponseCheckCheck
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Presentation ProcessPresentation Process
ClosureClosure
• DirectDirect
• IndirectIndirect
• GuidanceGuidance
• ChoiceChoice
• BenefitBenefit
• Next StepNext Step
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Presentation ProcessPresentation ProcessPositivePositiveContactContact
ProposalProposal
SolutionSolution
SummarySummary
ClosureClosure
ResponseResponseCheckCheck
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Note . . .Note . . .Positional SellingPositional Selling®® System System
• Discipline = freedomDiscipline = freedom
• Diamond adaptsDiamond adapts
• Gap and Diamond can be merged Gap and Diamond can be merged on one callon one call
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IdealIdeal
ActualActual
PositivePositiveContactContact
ProposalProposal
SolutionSolution
SummarySummary
ClosureClosure
ResponseResponseCheckCheck
Exploratory ProcessExploratory Process Presentation ProcessPresentation Process
Positional SellingPositional Selling®® System System
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MODULE 8MODULE 8
Assume theAssume theResponsibilityResponsibility
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44FutureFuture
PotentialPotential
JADIK MatrixJADIK Matrix
33
UnrevealedUnrevealed
22BlindBlindSpotSpot
11CommonCommonGroundGround
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Mutually held and understood informationMutually held and understood information
11CommonCommonGroundGround
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Information known to the customer,Information known to the customer,but unknown to the salespersonbut unknown to the salesperson
22BlindBlindSpotSpot
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Information known to the salesperson, but Information known to the salesperson, but unknown to the customerunknown to the customer
33
UnrevealedUnrevealed
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Information to be known in the future,Information to be known in the future, but now is unknown to both the but now is unknown to both the
customer and the salespersoncustomer and the salesperson
44FutureFuture
PotentialPotential
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As the common ground grows, so does theAs the common ground grows, so does thequality of the relationship quality of the relationship
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The JADIK MatrixThe JADIK Matrix
Expand theExpand the
Common GroundCommon Ground
with with sensitivitysensitivity
and and balance balance
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The JADIK MatrixThe JADIK Matrix
• Future Potential Future Potential is Actualizedis Actualized
• SynergySynergy
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MODULE 9MODULE 9
Become theBecome theOnly ChoiceOnly Choice