Chris Middleton Selling optimisedhq Covering

Chris Middleton Selling @optimisedhq

Covering • • • • The 3 era’s of selling Prospecting Finding the decision maker Building database Connecting with prospects Become a trusted advisor An effective communicator Closing the sale Upselling Cross selling Analyse results Customer loyalty and retention Be the best version of you

Selling is the process of persuading a person that your product or service is of greater value than the price you are asking for it. Each party enters into the transaction when they feel that they will be better off as a result, than they would be without it. The customer needs to be convinced that this is the best choice and that there is no better way to spend the equivalent amount of money.

The Three Era’s of Sales 1. Show up and ‘Throw up’ 2. Consultative 3. Research

Push Vs. Pull

Push Marketing

Pull Marketing

Choose An Approach 1. Push? 2. Pull? 3. Integrate?

Push

Prospecting: Filling your sales pipeline

Define Your Customer Type

When Does Your Customer Buy?

Choose a Sales Database

Should I Buy a Database?

Research Contacts and Build Database

Ask Existing Clients

Google Maps

Research Prospects Website

Linked. In

Telephone Research

Other Sources of Data • • Newspapers Yellow pages Business publications Trade publications Companies house or other data houses Chambers of commerce Networking

Connect on Linked. In

Follow on Twitter

Personalised Direct Mail Personalised direct marketing Traditional canvass direct marketing Newspaper and magazine advertising Broadcast media advertising

Physical Item Tip Send multiple mailers out over a period of weeks

Send a Personal Email

Call Prospect

Four Types of Prospects • • Successful prospect – Prospect is in an industry that is going well – the future looks great Problem prospect – Prospect recognises something is wrong and is looking for a solution Complacent or satisfied prospect – Happy with everything as it is and sees no reason to change Negative prospect – This prospect is often rude, insulting, and obnoxious. This person looks down on sales people. N. B these people are much rarer than you think

Handling Objection

Four Types of Objection • • Price Loyalty Time Ignorance

Price “I can’t afford it. ” “We don’t have budget until next year. ” “We already have a super cheap supplier” “How much is it? ”

Loyalty “We already have a great supplier that we have worked with for years. ” “We don’t have any issues with our current supplier” “we are happy as we are thank you”. “Our current supplier is the bosses best mate”.

Time “I don’t have time right now. ” “It’s the wrong time of the year to buy”. “We were looking at new suppliers next year”.

Ignorance “I don’t need what you have to offer. ” “I am afraid of making a bad purchase decision”. “I have tried something similar and it did not work”. “It’s too big a risk”.

No No only means no right now. Change your view. A no could well be a future yes.

Customers and Time • Short-term – Small sale, quick decision • Medium-term – Smaller organisation with multiple decision makers • Long-term – Large potential sales, these sales have a large value and can take a long time to make

You Need to Build Trust and Earn Respect Sales Statistics 48% of sales people never follow up with a prospect 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop Only 10% of sales people make more than three contracts 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth 80% of sales are made on the fifth to twelfth contact

Write a Script and Practice “Practice makes permanent. ”

Develop your Elevator Pitch The elevator pitch is the most powerful and concise description of you, your company, or your products boiled down to 25 to 35 words. It answers five basic questions, and it encourages the listener to request, "Tell me more. "

Elevator Pitch – The Five W’s • What does your company do? e. g. begin your answer with "We provide. ") • Whom does your company do it for? e. g. begin your answer with "For small and midsized healthcare providers. ") • Why do they care? Or, What's in it for them? e. g. include in your answer "so that they can, " "who can no longer afford, “ or "who are tired of. ") • Why is your company different? e. g. begin your answer with "As opposed to" or "Unlike. ") • What is your company? e. g. begin your answer with "My company is an insurance. ")

Example We increase clients’ profit using online marketing, increasing enquiries and sales. We work in both the B 2 B and B 2 C market place with a client size of between £ 10 -100 m in turnover. Unlike most agencies, from strategy to delivery every function is provided in house.

Remember. Keep Your CRM Up-to-date

Touching Base Campaign

Review, Refine and Repeat

Become The Most Effective Communicator

Communicate and Learn Best With The Spoken Word Auditory = Listening and Speaking Use words such as: Hear Listen Sound Music Tune in All ears Rings a bell Silence Be heard Resonate Deaf Loud

Communicate and Learn Best With Visual Cues Visual = Seeing and reading Use words such as: See Look View Show Envision Illuminate Imagine Clear Focused Crystal Picture Hazy

Communicate and Learn Best With Touch and Feel Kinesthetic = Touching and doing Use words such as: Feel Touch Grasp Get a hold of Slip through Make contact Catch on Tap into Happy Concrete Solid Handle

Communicating to a Group

Building Rapport Minimise the difference between two peoples world.

Understanding Our Prospects Cognitive Style

Herrmann’s Whole Brain Model A D Logical Analytical Intuitive Fact-Based Integrating Quantitative Synthesising Organised Interpersonal Sequential Feeling-Based Planned B Holistic Kinesthetic Detailed Emotional C

Quadrant A Style Profile The quadrant A style is logical, analytical and often bottom line tough. No decision is made without the facts and reality is now. In extreme cases the A-style can be hard nosed with a great emphasis on success at any cost, providing the numbers look right. An A-quadrant person would need to be well versed in the facts and to use logic rather than intuition or gut feelings to make decisions.

Quadrant B Style Profile The B-style is very detailed, structured, solid, down to earth with no equivocation and ambiguity. Things are done according to procedure, time and are delivered as promised. Neatness and protocol count and time costs money. A typical B-quadrant person values following orders, getting the project in on time, with a well organised office and accurate documentation.

Quadrant C Style Profile The C-quadrant is highly participative and team oriented. People are considered to be the most important asset of the organisation. Human values and feelings are paramount and if push comes to shove, people come first. The door of a C-quadrant person is always open and if something doesn’t seem right, standard procedure is to address the problem in a sensitive way.

Quadrant D Style Profile The D-quadrant is intuitive, holistic, adventurous and likes to take risks. It’s complete opposite to quadrant B and its credo is “If there is a better way, lets try it out”, as opposed to “if it isn't broke don’t fix it”. Experimentation is highly valued and it is normal for a Dquadrant person to try out several approaches at once. The style is open with very little structure. Seeing into the future and avoiding short-sighted solutions is a common trait.

Provide The Right Information A D Does it use facts? Is it quantified? Does is show clear analysis? Is it to the point? Is it logical • • B • • • Does it provide details? Is it in sequential order? Is it neat? Is it in a recognisable, appropriate format • • • Does it look at the big picture or provide an overview/ Is it visual or colourful? Does it use metaphors? Does it look at the future? Is it conceptually sound? Does it use experiences that relate to the audience? Are there examples to illustrate the point? Is it helpful and user friendly? Does it acknowledge emotional issues? C

Major obstacles to sales success Low self-esteem Seeing the glass half empty rather than seeing the glass half full. Low self esteem leads to stress, negativity, pessimism, fearfulness, self doubt, and the tendency to sell yourself short “by the time you have decided whether the glass is half full or half empty I’ve have already sold the glass”

Major obstacles to sales success Fear of rejection The fear of rejection is the biggest single obstacle to selling success. It is the fear of rejection that holds us all back from achieving our full potential. Fear of rejection is an acquired fear. Fear of calling on someone In sales, the fear of rejection manifests itself in a fear of calling on strangers. It is the root of reluctance you feel to seek out new prospects.

Positive Mental Attitude • Stephen R. Covey – The 7 Habits of Highly Effective People • Brian Tracy – Maximum Achievement: Strategies and skills that will unlock your hidden powers to succeed • Tony Robbins – Awaken the Giant within • Dale Carnegie – How to Win Friends and Influence them

A Few Tips • Sales is 80% attitude – what’s the worse that can happen? • Eat that Frog - do the things you don’t like doing first! • Listen 70% talk 30% • Politeness is the best way to combat rudeness • Surround yourself with positive people • Selling is strategic • Be patient

Self Image Modification See yourself as self-employed Taking full responsibility Consulting versus selling

Example Push Campaign Build data base Connect on Linked. In Send intro letter and table top mailer Time management booklet mailer Poster and what we do leaflet mailer Time to speak to us? Mailer Sharpen your pencil? Personal email We’re hungry are you? Mailer Telephone call

Show up and throw up Vs. Consultative selling

Show Up and Throw Up

Consultative Selling

Like a Doctor Basic Sales Process Establish rapport Identify problem Present solution 1 Examination 2 Diagnosis 3 Prescription

The Research Era

We Talk Less to Real Sales People

The Research Era Traditional Find your local dealership in a hard copy local directory Visit a showroom and speak to a salesperson Buy a car Google search a showroom locally that has the vehicle and provides quality content of its own Buy a car Vs. Online Read opinions and comments on a range of cars. Ask friends and friends of friends Read through a brochure Speak to a salesperson again with follow up questions Visit specialist blogs for reviews on cars Watch walk around tours, video reviews and full specifications of vehicles

Salesperson That Never Sleeps™

Structure a Website that Converts The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.

The Website Needs To Answer All The Questions A Salesperson Would

The website has to provide information to satisfy different personality types and for different stages in the buying process.

Social Proof

Other Uses for Social Media

Customer Retention – Rewarding Loyal Customers

Customer Retention – Customer Care

Cross-selling and Up-selling

Up-selling

Increase Sale Value

Double your profit

Really Boost Your Profits

Cross-selling

Amazon increases sales by 35% in one year

Analyse Results

Conversions

Bring Your Personality

Don’t Be A Carbon Copy

Copies Have No Distinguishing Features

To Finish • • • • The 3 era’s of selling Prospecting Finding the decision maker Building database Connecting with prospects Become a trusted advisor An effective communicator Closing the sale Upselling Cross selling Analyse results Customer loyalty and retention Be the best version of you

Thank You www. optimised. today hello@optimised. today @optimised. HQ