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Turning Conversations into Contracts
With
David Van Der Velde and
Lysa MorrisonDecember 2011
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Aim of the workshop• To make staff aware of the CNE approach to
marketing services for spot purchases and their roles and responsibilities
• To develop the knowledge and ability of staff to communicate the CNE offer
• To develop the skills of staff in responding to sales opportunities and presenting information to customers
• To share information on how we can work together to develop the reach of our services.
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Chief ExecutiveJeremy Cripps
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Marketing strategyRight message to the right people at the right time.
Roles and responsibilities
Marketing in CNE East
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Who?
What? Tools and resources
When? Sales pipe line or in the moment
How? Process and skills
Communicating the CNE offer
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In pairs, discuss your hopes and fears with regards to
sales and marketing within CNE
…how - Sales Opportunities
Write each fear and each hope, on a separate post-it note.
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What is sales in CNE?
• Forget about sales and selling!
• Forget about selling products and services!
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What is sales in CNE?• Its about making relationships and
future clients • Its about meeting unmet needs• Its about plugging gaps in service
provision.• Its about making your services
accessible • Its about helping ALL children,
young people and families get the support they need.
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Vision‘Every child has a happy and fulfilling childhood, and every
young person has the chance to develop their full potential.’
Mission/Aims‘To promote the rights of children and young people; and counter the effects of inequality on them, their families
and communities.’
About Children North East
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What is important to you?In pairs, discuss a time when you made a big/important purchasing
decision.a) What information did you
need before you bought it?b) What was important to you
about buying it?c) What made you decide to buy
it from the place/person you purchased it from?
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Responding to sales opportunities
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Responding to sales opportunities
1.Prepare2.Rapport3.Information gathering4.Match needs5.Next steps
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Responding to sales opportunities1.Prepare• Find out as much as you can about the
service and organisation before you visit
• Know your stuff and familiarise yourself with your resources
• Take with you all of the resources you need.
• Believe in your products, services and yourself
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Responding to sales opportunities
2. Rapport
People buy people first• “she understood what I wanted”• “he listened to what I said”• “we were on the same wave length”• “he spoke my language”
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He spoke my language!Rapport• Listen
• Your focus should be to be interested in them - not interested in selling a
service.• Ask questions to expand on what they
are saying • Feedback their words
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Language and Behaviour PatternsRapport and information gathering
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Language and behaviour patterns
Useful questions1. What would you like to have happen?
2. Why is that important to you?3. What is important to you about that?
4. Who will this affect?5. What do you think will happen?
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Useful questions exercise Pt. 1In 3’s, person A observes and writes
down person B’s answers, person B takes on the role of a potential client whilst
person C asks :1. What would you like to have happen?
2. Why is that important to you?3. What is important to you about that?
4. Who will this affect?5. What do you think will happen?
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Useful questions exercise Pt. 2
1) Person A and C spend a couple of minutes constructing the following:
2) How can you tell person B about one of your services using their language and
behaviour patterns.3) Person A or C feeds back to person B.
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Responding to sales opportunities
3. Information gathering
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Meeting unmet needsA need is the gap between what is and
what could be
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Meeting unmet needs
Needs are driven by desire as well as discomfort
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Information gathering
Generate new opportunities by increasing awareness of the gaps as well
as the opportunities.
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Information gatheringOpening questions
• Can I ask you a question?• This may sound strange/obvious but
can I just ask…?• You mentioned something earlier, can
I just ask…?• That’s interesting, can I just ask…?
• I'm curious to know/explore…?• I’m wondering if…?
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Useful questions• What do you want? What would you
like to have happen?• What do you want to achieve? What
do you want to achieve by…?• What would you need to achieve that?
• What do you want to get as a result?• What do you need that you don’t have
currently?• For what purpose…?
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Information gathering
Values and motivations are the fuel that drives the engine of decision making.
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Information gathering – What is important?
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Responding to sales opportunities
4. Matching needs
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Matching needs What is important?
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Responding to sales opportunities
4. Matching needs• Tell them about your services using
their language Language and behaviour
preferences• Match Neurological levels
information • Use resources i.e. brochures, leaflets
etc.
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Responding to sales opportunities4. Matching needs
Keep checking and clarifying that you’re on the right track using phrases such as…
Is that the kind of thing you mean? That would solve the problem wouldn’t it. That fits with what you’re looking for
doesn’t it. That fits with what you’re saying you need
doesn’t it.
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Responding to sales opportunities
5. Next stepsUseful closing phrases and questions
Let me take your number and I will set up an appointment.
Why don’t I send you some further information and I will come and see you next week to sort out the
paperwork. What are the next steps that need to be taken
Is there anything else you need from me before I set up the paperwork?
That’s great, what needs to happen so we can go ahead?
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Responding to sales opportunities
5. Next steps• Take any contact details
necessary• Fill in any necessary paperwork
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Presenting InformationTop tips
• Be prepared• People buy people first• If you believe in your service that
will come through and they will believe in it too.
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Presenting InformationTop tips
• Use both sets of language and behaviour patterns e.g. …what this/they will work towards and
what it/they will they avoidwhat are the benefits of doing it and
what are the risks of not doing ithow will it affect clients, organisation,
staff, community etc.
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Presenting InformationTop tips
• Explain using the Neurological levels framework the various elements of the service
• Have fun and enjoy it!
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Summary - Aims of the workshop• You're now aware of the CNE approach to
marketing services for spot purchases and your roles and responsibilities
• You have developed the knowledge and your ability to communicate the CNE offer using the resources provided
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Summary - Aims of the workshop• You have now the resources you need to
develop your skills even further in responding to sales opportunities and presenting information
• Shared information on how we can work together to develop the reach of our services.
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Questions and Feedback