TECH 2011 Selling Today Presented by Selling Dynamics

TECH 2011 “Selling Today” Presented by Selling Dynamics L. L. C. April 15, 2011

Has Selling Changed? • We Still Sell to people • We still sell products and services • We still need to provide value to our customers • What has really changed?

The Environment We Sell in has Changed • • • Recovering Recession: Stiff competition Information transfer: more informed Time crunch Resource crunch Because the environment has changed we must change the way we sell.

Summary of What we’ll address today Some Best Practices in Sales today • How traditional selling makes you a commodity & marginalizes your position & what to do about it. • Why traditional persuading & convincing are less important in todays marketplace. • Consultative selling: Learn to create the “non-selling posture” and “helping” environment as a differentiator • The “Bakers Dozen” sales tips/insights to take home!

Selling Today: Problem or symptom? • The real problem is not competition (which you can’t control) but more importantly the way you compete in this economy(which you can control) • You must change what you are doing as well as improve how you do it! You have to sell differently!

#1: Focus On What YOU Can Control • COMPLETE THIS EXERCISE: MAKE A LIST IN EACH COLUMN: • WHAT I CAN CONTROL______WHAT I CANNOT CONTROL * * * SUCCESS COMES FROM FOCUSING ON WHAT YOU CAN CONTROL…NOT WASTING PRECIOUS TIME ON WHAT You CANNOT CONTROL. FOCUS 100% ON THE THINGS YOU CAN CONTROL AND CREATE AN ACTION PLAN!

#2 Adopt a CEO Sales Mentality Think in terms of managing assets 1. Time: Depleting Asset (Guard & Protect) 2. Information: “Pre-mature Allocation” 3. Client Relationships: Understand their unique situations. 4. Company Resources: Finite ( Do not squander!) 5. Self Esteem: Management of Risk WHO ARE YOU INVESTING YOUR ASSETS ON?

#3 Avoid: The Feature and Benefit Trap 1. 2. 3. 4. 5.

Feature Benefit Trap • • • 1. Quality 2. Delivery 3. Tech Support 4. Expertise 5. Value

What’s wrong with “Feature & Benefit” Selling? • Creates sameness– Quality, Service, Support, Delivery • • • Creates defensiveness Promotes shopping Can infer ineptness Doesn’t really create or define value You are giving people a “shopping list”

#4 Traditional Selling “Defaults” to the Prospects Buying System • Prospects gather all your information up front -- price, terms, guarantees, conditions, service and creative ideas…. in a quote or proposal • They give you little or nothing in return, maximizing their time and wasting yours. • Holding all the cards, they leverage their position as savvy, informed buyers, beating you up on price and pitting you against your competitors. • And the Prospect Buying System works because most salespeople go along with it. We’ve educated buyers to use it!

Buying & Selling=Natural Opposites In Traditional Selling there is a WINNER and a LOSER

Typical Sales Call= Problems Typical Problems • Salespeople not well planned – Don’t know what their real goals are or how to achieve them • Salespeople quickly identify themselves to be a typical sales person – Promising too soon that they can help – Presenting their features and benefits – Talking instead of listening – Giving away too much information Results=Frustration

#5: The Call • • • Pre-call: Did you “profile” the customer? What do you know about them? What is your expectation for the call? What is theirs? What is the “desired action” A plan on how to “start” the call & an agenda (“Name” the meeting!)

Avoid Misalignment in Communication Buyer • I have a problem • I have to be careful • What do I do with all this info. ? • I need to have my internal business issues resolved before I can choose a solution that everyone will be happy with • I don’t want any internal problems or external issues…Causing me trouble Seller • If I do a good “needs analysis” and make a good presentation, they’ll know how to buy? Right? • I tried to be a partner • I don’t understand why they take so long to decide • What gets in the way of getting an order?

#6: STOP: Being A Salesperson! Be More of a Consultant Learn to: “Speak the language of your customer” and you will: – Connect with them faster and get more of their time. – Build credibility by showing them you know their business…and their issues! Ask questions…learn! – Create a distinct difference between you and your competition.

Create a new definition for selling… • Selling is helping people get what they want • Selling is helping people solve problems • I can’t solve problems if I do not understand what they want…need? • I must “get” information on each sales call • Answering questions usually does not provide the information I need. • I must always ask good questions because… • People buy for their reasons not yours, – They will always agree with their own ideas!

#7: Ask Questions to Control the Call

Questions… Curiosity & Inquisitiveness is to sales today as… Persuading & Convincing was to the past • Natural curiosity & being inquisitive represents the new POWER of persuasion for the future! • “What” questions get pieces of info. • “WHY” questions get to real motivation and compelling reasons why people buy?

#8: Stopping Buyer-Seller “Conflict” with the “Rules of Engagement” • ____Thanks for seeing me! • How’s our “time? ” • What would you like to accomplish or “find out today? ” • Here’s what I’d like to learn… • At the end of our meeting can we discuss what might be a comfortable next step, if we get that far? Are you okay with that?

#9: Adopt a Consultative, “Non-Selling Posture” • Nothing to prove, nothing to disprove! • It allows the customer the authority, control & independence to seek their own answers & conclusions independent of the salespersons selling agenda.

#10: Understand the Primary Motives for Buying Pleasure • Improve • Enhance • Gain Pain • Avoid • Change • Eliminate a problem

Stronger Motive: To Fix or Eliminate Problems • • Moving to “Pain”… P= Problems & Consequences A= Anxiety or Annoyances I= Irritations N= Negatives

Uncover: Motive Begin the conversation identifying and quantifying problems( PAINS) the customer has. -By asking GOOD questions (and being prepared) you demonstrate your knowledge & expertise and create a credible image with the prospect. -AVOID THE TEMPTATION TO SELL -Allow them to tell you their issues --Make it a “conversation”

Understanding Their Situation • Initial Problem_________________ • Effect on the Company______________ • A. Implications_________________ • B. Consequences________________ • • Effect on the Person______________ A. Implications________________ B. Consequences________________ C. Who else knows or cares about this? • Cost of the problem______________ • What have they tried in the Past? • Do they have a solution in mind?

#11: Supporting Buyers in their Decision Process • Every customer environment is a unique combination of elements that need to be managed BEFORE they can make a decision • AXIOM: “Information does not TEACH people how to decide!

The Seller: Internal Questions • Where are we? • Can we fix the problem with a familiar source? • What are the elements that need to be covered/managed to bring a solution & resources in with minimal disruption?

Understanding & Alignment Buyer Decision • Concerns/elements issues uncovered and addressed • Problems Defined • Decision Makers in agreement • Disruptions Minimalized Buyer Alignment • Solutions addresses Buyers needs • Solution/product matches requirements of decision team • Agreement to move forward as people & variables are aligned

#12: Decision Process Checklist Where are you in the Buying Process? ” “In order to make a decision like this…what is the process you/your organization goes thru? -What are the steps? ” Who are the people? -Focus in the steps. . . Focus on the people… Must know how to deal with potential concerns, apprehensions and potential risks prospect may have

Questions You Must Know the Answer to… • Other than cost, what are all their problems, issues? • -Can they fix the problems with familiar resources…have they tried? What else have they tried? What happened? • -Where are they in their “buying process/pattern? ” • -What internal issues must be addressed within a decision process: management approval, policies, current vendor relationship, etc. ? • -What elements need to be managed in the process to bring in a solution with a minimum of disruption ? • Will the information we share, match the requirements of the decision team (assuming we know about the team & the process? )

BONUS #: Closing Questions to get a Real Answer: 1. “Do you believe we fully understand your, issues, problems and concerns? ” 2. “Do you believe we have the expertise/solution to fully solve your problem(s) effectively? ” 3. “Would you like my help? ” As long as your prospect is still answering your questions and participating you are advancing and getting closer to closing! 4. “You’ve looked at everything. Your concerns have been answered. (Time is of the essence) You’ve seen our recommendation. 5. “Can I make a suggestion? Why don’t you……. ”

Summary • Selling has everything to do with asking thought provoking questions to learn about the customers critical success factors! • Traditional Selling is “repelling. ” The harder you sell…the harder it is to sell! • In a knowledge based economy sales people are judged by what they learn about their customers problems, concerns and decision processes. • Acting as a Consultant vs. Sales person will be in your best interest!

Thank You! Contact Information: Questions? • PHIL KASH • SELLING DYNAMICS LLC. • 847 -946 -7566 • Pkash@sellingdynamics. com