sellingology - in context of c kazim ali khan ma foi randstad
TRANSCRIPT
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Fun-O-Logic of Selling….
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Is not selling
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Glib is easy
I cannot doit
I will notbe able to
close
Targets
I am great
Unpreparedpitch
Will do itjust my
way
Overconfidence
Pain -Negotiation
I’ll sound stupid
Theywould be
upset
I’ll mess up
Its not meThey’ll say no
They’ll think Iam too pushy
It wont work
I’ll soundstupid
They’ll think Iam too pushy
CAUTIONCAUTION
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Buyer Sees Salesperson as…
1.1. ManipulatorManipulator
2.2. VisitorVisitor
3.3. Price SellerPrice Seller
4.4. Problem SolverProblem Solver
5.5. Partner/ResourcePartner/Resource
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PitfallsPitfalls……
1. Hard close is dead end
2. Smuggling Influence
3. The high price of deception
4. Negative travels fastest
5. Truth and Deception
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Elements in SellingElements in Selling……
Expectancy
Instrumentality
Valence
EFFORT
ExternalInfluences
Performance
PersonalCapabilities
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‘‘Selling as ExperienceSelling as Experience’’
‘‘Selling as SkillSelling as Skill’’
‘‘Sales PsychologySales Psychology’’
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SellingSelling……
1. Behavior which PERSUADE and INFLUENCE
customers and consumers to select yours vs.
others
2. Securing COMMITMENT
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SellingSelling …….Persuading, influencing and securing.Persuading, influencing and securingcommitmentcommitment
THERE
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MOOLAHMOOLAH
Correct ImageCorrect Image++
Planned positive Action!Planned positive Action!
Success IS Purpose instead of an AccidentSuccess IS Purpose instead of an Accident
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Correct ImageryCorrect Imagery……
1.1. First Sell yourselfFirst Sell yourself ……be (impressive)be (impressive)
2.2. CommunicationCommunication -- % of words (listening &% of words (listening &
speaking)speaking)
3.3. InfluenceInfluence ……provoke thought process (askprovoke thought process (ask
questions)questions)
4.4. Look interestedLook interested……to understand (body language)to understand (body language)
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1.1. Clarity of PurposeClarity of Purpose
2.2. PreparationPreparation …….Applied thought & knowledge.Applied thought & knowledge
3.3. FocusFocus …….the need.the need
4.4. Measured SpeechMeasured Speech …… to convinceto convince
Positive Action PlanPositive Action Plan……
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‘‘Selling as SkillSelling as Skill’’
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Successful Sales System…
1.1. Task ClarityTask Clarity2.2. Task AlignmentTask Alignment
Successful Sales SystemsSuccessful Sales Systems–– Sales SystemsSales Systems –– AuditAudit–– Who Is Selling?Who Is Selling?– Optimists v. Realistsptimists v. Realists–– How Is It Being Sold?How Is It Being Sold?
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a
Service Quality – Rule based SLAs
Behavioral Eventualities
Syntactic Level – Interfaces
Authorizations Permissions &Prohibitions
DYNAMICALLY N
EGOTIABLE
NON-NEGOTIABLE
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For Example
CASE PREPARATION
NEGOTIATIONS ON TECH. MATTERSTech. ExpertiseMethodologyOrganisation & Integratedservice deliveryTalent Acquisition planTimelinesProcess
NEGOTIATIONS ON CONTRACTMATTERSContract EffectivenessConflict of InterestLiability (Indemnity)Inspection/Audit/InsuranceTargets (Statement of Works)ReplacementService Delivery and Interfaces
NEGOTIATIONS ON COMMERCIAL TERMSProcess FeesRates/ReimbursementsCredit period
CONTRACT SIGN OFF
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SalesSales
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According to a university studyAccording to a university study
people makepeople make 11 decisions11 decisions about a sales person inabout a sales person in 7 seconds7 seconds of contactof contact
TriviaTrivia……
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Psychology of human buying habits suggests:Psychology of human buying habits suggests:
7% buy based on what you say7% buy based on what you say…… The words youThe words you
useuse
38% Buy based on38% Buy based on how you sayhow you say…… what you saywhat you say
55% Buy based on55% Buy based on how you handle yourselfhow you handle yourself
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The Structure of Personality…
THE IDTHE ID —— The Demanding ChildThe Demanding Child
Ruled by the pleasure principleRuled by the pleasure principle
THE EGOTHE EGO —— The Traffic CopThe Traffic Cop
Ruled by the reality principleRuled by the reality principle
THE SUPEREGOTHE SUPEREGO —— The JudgeThe Judge
Ruled by the moral principleRuled by the moral principle
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Influence Factors…
1.1. ContrastContrast
2.2. ReciprocityReciprocity
3.3. ScarcityScarcity
4.4. AuthorityAuthority
5.5. ConsensusConsensus
6.6. Commitment / ConsistencyCommitment / Consistency
7.7. Friendship / LikingFriendship / Liking
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1.1. Perceive a NeedPerceive a Need
2.2. Perceived value equals or exceeds investmentPerceived value equals or exceeds investment
3.3. Comfort withComfort with –– salesperson, company, product & servicessalesperson, company, product & services
All it meansAll it means -- INFLUENCE THE BUYERINFLUENCE THE BUYER
What HoldsWhat Holds……
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1. Contrast1. Contrast
You can change perception, based on what is experiencedYou can change perception, based on what is experienced
just beforejust before
ApplicationApplication
Lead with your best feature (s)Lead with your best feature (s)
Show most expensive first (if price is a deterrent factor)Show most expensive first (if price is a deterrent factor)
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2. Reciprocity2. Reciprocity
We are obligated to give back to others the form ofWe are obligated to give back to others the form of
behavior that they have given to youbehavior that they have given to you
ApplicationApplication
Offer something of valueOffer something of value
TheThe ““muffin debatemuffin debate””
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3. Scarcity3. Scarcity
People are more motivated by the thought of losing a benefit,People are more motivated by the thought of losing a benefit,
than gaining the same benefitthan gaining the same benefit
ApplicationApplication
Create the perception of scarcity without smugglingCreate the perception of scarcity without smuggling
schedule for competitionschedule for competition
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4. Authority4. Authority
People are inclined to comply with perceived authorityPeople are inclined to comply with perceived authority
ApplicationApplication
Communicate affiliations, accreditationsCommunicate affiliations, accreditations
Degrees and credentials of staffDegrees and credentials of staff
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5. Consensus5. Consensus
We base how we think, feel or what we do, based on what otherWe base how we think, feel or what we do, based on what other
people are thinking, feeling or doing.people are thinking, feeling or doing.
ApplicationApplication
Appear to be the place to be Schedule for consensusAppear to be the place to be Schedule for consensus
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6. Commitment / Consistency6. Commitment / Consistency
We have a relentless desire to be, and to appear to be,We have a relentless desire to be, and to appear to be,
consistent with what weconsistent with what we’’ve already doneve already done
ApplicationApplication
Publicize endorsements (add in Authority)Publicize endorsements (add in Authority)
Create and distribute symbolsCreate and distribute symbols
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7. Friendship / Liking7. Friendship / Liking
We are more favorably inclined to sayWe are more favorably inclined to say ““yesyes”” to people weto people we
know and likeknow and like
ApplicationApplication
Match the prospect to the staff personMatch the prospect to the staff person
Listen and learn about themListen and learn about them
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DONDON’’TT
Over analyze orOver analyze or ““psych people outpsych people out””
DODO
Be responsible for the communicationsBe responsible for the communications
Understand preferences and try to accommodateUnderstand preferences and try to accommodate
Try toTry to ““seesee”” andand ““listenlisten”” so you can be effectiveso you can be effective
Have your emotions, but donHave your emotions, but don’’t let your emotions have yout let your emotions have you
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Key DimensionsKey Dimensions……
1. Create distinctive solutions and not just product/price
performance basis
2. Radically change the selling approach, if need be the sales
talent
3. Price is based on total business value and not on component
features basis
4. Align the sales and service along solutions opportunity
5. Maintain control all aspects of end-to-end value delivery
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Keep Selling!Keep Selling!
Kazim Ali KhanKazim Ali KhanMa Foi Management Consultant LimitedMa Foi Management Consultant Limited
Jan 10Jan 10