Succeeding in a Challenging Environment
Sales Strategies and Tactics
Scott A. Inks, Ph.D.
Director, H.H. Gregg Center for Professional Selling
Associate Professor of Marketing
Ball State University
Ball State Center for Professional Selling
• Create and Cultivate Professional Sales Talent
• Promote Sales Professionalism
• Conduct and disseminate relevant sales research
Mental Preparation
• Read “Selling with a Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud” by L. McLeod.
• Seek out satisfied customers – Remind yourself of the value you provide.
• Never compromise your integrity or ethical standards
• Hang out with positive people.
• Don’t underestimate the power of the daily affirmation.
Key Changes
• Salespeople must be comfortable working with social media and other digital marketing tools
• Salespeople need to be more analytical and business savvy
• Technology is driving Sales and Marketing integration
• Salespeople need to justify their existence in the channel
Full-Service Frank
He was buying my product
by the 240 gallon pallet. I wanted him to buying my
product in bulk – 15,000 gallons
Full-Service Frank
Help me
solve my
business
problems
Full-Service Frank
$40.00 per gallon
-$5.00 per gallon rebate
(if custom applied)
$35.00 per gallon to the grower.
Cash and Carry Conner
$35.00 per gallon to the grower.
Cash and Carry Conner can charge $5.00 less
per gallon because he has no overhead.
What Salespeople Need to Do
• Know your customers’ business
• Look for business solutions
• Differentiate yourself
• Be valuable
Trust – The Most Critical Component to the Buyer-Seller Relationship
Trust Customer Orientation
Expertise
Candor
Dependability
Compatibility
Prospecting – Strategy
1. Set Objectives
2. Allocate Resources
3. Employ Multiple Methods (be creative)
4. Measure Results (ROI)
5. Make Adjustments
Prospecting – Lead Generation Methods
• Referrals – Manage with Care
• Networking (personal and digital)
• Marketing (promotions, contests, trade-shows)
• Content Marketing
Lead Generation Method - Musts
1. Engage the lead.
2. “Assign” the lead something to
do as a result engagement.
3. Move the lead through the
qualification process and assign
priority.
Create Objectives for, and Track . . . .
• Resource Allocation (time and money) by Lead Gen Method
• Leads by Lead Gen Method
• Qualified Leads by Lead Gen Method
Create Objectives for, and Track . . . .
• Lifetime Value of Customer by Lead Gen Method
• ROI (in $ and $/hour) by Lead Gen Method
Comparing Lead Gen Methods
0%
5%
10%
15%
20%
25%
0
20
40
60
80
100
120
140
Method 1 Method 2 Method 3
Converted
Qualified
Leads
Conv. Ratio
Referrals
• Believers in your personal brand are the best source
• Be candid when asking
• Define target prospect or identify prospects first, then ask for referral
• Provide reward for good referrals
Handling Objections
1. Anticipate Concerns
2. Develop Correction/Mitigation Strategy
3. Compile and Organize Aids
4. Practice (Role Play)
1. Listen (don’t assume)
2. Clarify the Concern
3. Respond
4. Confirm Resolution
“If you’re right about the prospect being a
good fit, objections are simply a
communication issues”
Gaining Commitment
• First and Foremost - Add Value and Mitigate Risk
• Seek Prospect’s Agreement with the Value Gain
• Simply “Ask for the Order”
• Carefully Address Remaining Concerns (if any)
• Establish and Communicate “Next Steps”
Practice Asking (Role Play, Non-Sales Asks, etc.)
General Strategies for Improvement
1. Role Play (workshop) • Specific Scenarios
• Ad hoc
• With prep
• Spontaneous
2. Observer Others
3. Study
4. Think Strategically “The more I practice, the luckier I get.”
- Arnold Palmer
“Every brand contact delivers an
impression that can strengthen or
weaken a customer’s view of the
brand and the company.”