how to improve your sales

The objective for the next 2 hours

To overcome your fear of sales and create a process that;

• Feels right for you• Is easy for your customer to engage with

• Will Increase sales • Looks to the future

The Workshop ApproachThe Value Proposition

Customers

7-steps to a sale

Introductions

Please answer the following in no more than 60 Seconds

Your Name:Name of your business:Reason for attendingTell us about your business

Value is the Experience of the Consumer - Bottled

If sales is a concern let’s talk about it?

Is it – Prospecting for leads?Is it – Cold calling?

Is it – Handling objections?

Is it – Asking for referrals?

Is it – THE CLOSE?

Step 1

The Value Proposition

Let’s talk about ‘Why’Simon Sinek’s – Golden Circle

What

How

Why

What: The way the sales process normally starts. “Our product is….

How: We then normally go onto “How we are different or How the product or service works” – those benefits and features

Courtesy of Simon Sinek: “Start with Why”, 2009

Start with WhyValues Passion

Emotion Purpose

Why is this important?

Take 5 minutes to collect your thoughts.Now Introduce yourself but this time – start

with Why

I will go first…

What’s your Business Model?

“A Business Model describes how an organisation creates, delivers and captures value for you, your customers and

society”

What is a ‘Value Proposition’

A statement that defines the value of what you do in terms of: • The problem you are solving

• The needs that you satisfy

Take 10 Mins and Answer the following

1. What problem are you solving for your customer?

2. Articulate the solution to this problem in one sentence

3. Why is it a problem ‘Worth’ solving?

What is FAB?Service / Product Feature Advantage Benefit

Complete the sentence

This (………..) means you

gain the advantage of (……………) that has

the benefit of (…………..)

Write down 1.2.3.4.5.

1.2.3.4.5.

1.2.3.4.5.

Select 2 from the above - what makes you stand out from the crowd?

1. 2.

1. 2.

1. 2.

From the customer’s perspective

I want to buy this product or service because it will …….

The thing I value most about this product or service is ……

It is better than the competitors product or service because ………

Now turn it round into a value proposition

Our service or product is unique because …………………………………………… . It has the(feature) which gives you (this advantage) so that you

can(benefit by)

Now we have defined it we can talk about it

But to who?

Customers

Know your CustomersNurture your Customers

SegmentMarket Place

Focus

Segmentation1. Understand

Customer’s needs

2. Group customers by

needs

3. Identify most ‘attractive’ segment

4. Develop a Value

Proposition for each segment

5. Map each segments

touchpoints to needs

Empathise

3-areas to investigate

Where does the information come from?

What information does a customer require?

Where is the information accessed?

Is it clear, easy to source – purposeful?

1.Information

2. EmotionsWhat emotions does your customer feel at the start?

What emotions might they feel during the decision process?

What emotions could they feel afterwards?

What could you do to make them all positive?

3. BehavioursWhat economic sacrifices have they made to buy?

What does the purchase say about them as a person?

Have they been coerced into buying?Is this the first time or is it a repeat purchase?

How do your customers buy from you?

Make them feel part of it

Take your customer’s journey

Colbea TouchpointsCustomer Segment

Information Emotions Behaviours Touchpoints

Start-ups A need for knowledge, How to start, Grants and finances

Fear, uncertainty, trepidation, excitement

Free 1:1 session, follow-up, BIG, Planning documents

Booking process, Website, payments, accessing downloads, training

Pre-starts Overcome challenges, increase customers, achieve goals, find & raise finance

Frustration, fear, doubt, overwhelmed, motivation concerns

On-line access to Coaching, workshops, emails, accountability, BIG

Website, Coaching, Advice, networking, Training, 1:1 advice

Established businesses

Improvement, Overcome challenges, Decision making, change management, Finance

Overwhelmed, need for new direction, fear of change, paralysis

1:1 sessions, consultancy, booking workshops, on-line courses

Website, Coaching, 1:1 Advice, networking, Access to finance, Growth mentoring

Chose a segmentCustomer Segment

Information Emotions Behaviours Touchpoints

Lead NurturingGetting ahead of the buying process by educating and communicating with leads what the brand value and promise is

Lead Nurturing

Educate

Inform & Understand

CommunicateConvert

Keep Alive

Without effective nurturing, 79% of marketing leads never become

prospects

Lead Nurturing

Educate

Give them the tools to make independent decisions

Align their education to your solution

Inform & UnderstandEmpathise

Benefits aligned to needs

Relate their concerns with previous experience

Start the conversation

Communicate

Convert

Keep Alive

“63% of people requesting information about your company today will not purchase for at least 3 months (and 20% will

take more than 12 months to buy”

That is why

Retain

According to BusinessBrief.com

On average you will lose 14% of your customers each year

According to Bain & Co

My 7-Steps

Step 1Respond to every lead you get with honesty, passion and

enthusiasm QUICKLY

Top Tips to break through

If you follow up on a lead within 5 minutes, your 9X more

likely to convertInsideSales.com

My 7-Steps

Step 2In your process make things

personal by creating every touch point an experience that can WOW

them

People do not leave a message – get an answering service – it’s

cheaper than you think!“Tone is 86% of our

communication – words only 14%”


My 7-Steps

Step 3Listen with a deep concern to understand, learn and help

Top Tips to break through Have a listening process • Plan your questions • Be responsive• Finish with actions that demonstrate how much you have learned“Expect the best, prepare for the worst. Capitalize on what comes” –

Zig Ziglar

My 7-Steps

Step 4Make sure every piece of

communication is designed to inform and help – make it easy

to contact you

95% of buyers chose a solution that provided them with ample

content to help navigate through each stage of the buying

process.


My 7-Steps

Step 5Make things personal and

interesting – we are ALL HUMANS

Personalised emails improve click-through rates by 14% and

conversion rates by 10%Aberdeen Group

33% of email recipients open the email based on just the subject

lineConvince and Convert


My 7-Steps

Step 6Be persistent but not intrusive

93% of converted leads have come from the 6th call

Velocify


My 7-Steps

Step 7Now you have provided them with a great service or product – ask

them to help find the next beneficiary

91% of customers say they would give a referral whilst only 11%

of people ask for oneDale Carnegie


Finally

After a presentation, 63% of attendees remember stories. Only

5% remember statistics Dan and Chip Heath – Made to

stick

Tell me one thing you have learned this evening

Any Questions?

Surveys will be sent to everyone asking for Feedback.

Video testimonies

We will be running half and full day courses on key aspects of the skills boost