Selling during tough times world of asphalt - 90 minutes - nashville 2016

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Selling during tough times for the Asphalt Industry - tactics and strategies complete with tons of examples and questions to ask prospects - preferred keynote speaker - World of Asphalt - Nashville, 2016

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1. Al Lautenslager al@allautenslager.com Nothing Happens Until Something is Sold

2. Selling During Tough Times Do you need Sales ? Do you need Marketing? Do you need Both?

3. Personal Selling With an emphasis on “Personal” and “Selling”

4. The Purpose of Personal Selling To bring the right product/service into contact with the right customer and to motivate that customer to take action (buy)

5. The Essence of Personal Selling The presentation of products with persuasive messages to prospects and customers Persuasive conversation is 2 way, not 1 The goal is to match customer’s needs and wants with goods and services offered Ultimate Objective: Make a Sale

6. Objectives of Personal Selling Increase sales volume (units/revenues) Increase sales per customers Increase customer buying frequency Increase number of customers

7. Personal Selling Ultimate Goal Ensuring customers needs are satisfied at a high level

8. Advantages of Personal Selling Two way communication Adjust the message Specific questions answered Objectives can be addressed relationships

9. Sales Rep Role Gather customer info Communicate benefits Prospecting Demonstrate the product Advise; consult Keep in touch; rapport; goodwill Start the order processing with an order

10. What Makes a Good Salesperson Interpersonal Qualities Flexibility Self Motivated Problem Solver Knowledge Presentation / Communication

11. What Makes Your Selling Different Sell with a positive attitude You motivate people to take action Convincing, persuading, communicating value Asking for and getting the order

12. What Make Your Selling Different Part II Diligence can be a differentiator

13. Which type of sales person are you Order taker Customer service provider Consultant / advisor New business development Relationship manager

14. 8 Step Selling Process  prospecting /targeting developing a list of potential buyers  approach initial face-to-face contact with prospect during which first impressions are formed  presentation presentation/demonstration of how the product fills a need or solves a problem for the prospect  needs analysis discovery and assessment of prospects needs

15. 8 Step Selling Process  answering questions prospect provides feedback and salesperson attempts to further tailor the presentation for the prospect's needs  overcoming objections  close salesperson asks the prospect to buy  followup delivery, customer service, referrals , keep in touch

16. Personal Selling is Not (Worst Practices) Manipulative Arrogant Aggressive Greedy Unscrupulous Only out for the transaction

17. Rapport No Rapport – No Likability No Likability – No Trust No Trust – No Sale

18. Rapport Relationship of Trust

19. Rapport Gets you in synch with your prospect Breaks down defense walls Promotes open and honest communication

20. Rapport - How Focus on the buyer Consumer interests Speak their language Offer value – law of reciprocity Humanize your admissions Share something personal Testimonials and case studies Compliment to show respect

21. Rapport – How …continued Be different Be first Be new Respect time Understand them enough to see the world through their eyes

22. Therefore… Shut up and listen Don’t be a stranger for long Use their name Speak their language Find the problem; solve it Don’t sell and oversell Don’t make it all about you

23. No Rapport – No Sale

24. Why People Buy

25. Why People Buy Purchasing behavior is unpredictable therefore overcome objectives and solve every problem

26. Why people buy Emotions Desires/wants Needs

27. Why People Buy Positive Results when you anticipate emotional needs of customers

28. People Buy To: Solve problems Make themselves feel good Therefore remember they buy with their hearts too!

29. Why People Buy 75% of buying decision are based on unconscious needs and wants  Prestige  Habits  Perceived value

30. Buying Behavior Sometimes the consumer does not know what he wants

31. Why People Buy People can be interested and not buy People can want something and not buy If they believe in something they will buy, given the opportunity and the means

32. Consider This There is a whole segment of the population with a mentality that bases good times on where they can go and what they can buy -Jeff Foxworthy

33. People don’t buy from sales people because they understand products but because they felt the salesperson understands their problems.

34. Therefore… Put the desires of the prospect ahead of anything else, especially you, your product and your company

35. Consider This Steve Jobs to John Scully to lure him to Apple from Pepsi:  “Do you want to sell sugar water the rest of your life or do you want to change the world?”

36. People buy when the pain of the problem is greater that the cost of the solution

37. They buy Benefits Avoid pain Feel better Feel smarter Save time Save money Save hassle

38. And they buy your competitive advantage that addresses all their other wants, needs and beliefs

39. Be the Sale! The majority of people make purchasing decisions based on: An emotional experience Lack of vision of the actual product or service So help your prospect imagine that great vision of what you're selling.

40. ”Believing" in your products or services 4 critical elements required for belief and confidentce are:  Your Product Cost – Competitive with value added components (see benefits and competitive advantages)  Your Product Quality - Prove it don’t just talk about it (testimonials, case studies, awards…)  Creative Solutions – Positioning above the competition with innovation  Meet or beat Deadlines

41. Target Market

42. Targeting Involves Who buys what Why they buy it Where they buy it

43. Target Market Considerations Characteristics Habits Desires Activity Geography

44. Taking Dead Aim Who will benefit most from my products and services? Why do customers do business with you? What do your customers have in common?

45. The Ultimate Targeting Exercise If you could magically define the “ideal client,” what would they look like?

46. Your Best Prospect ….is a current customer Second best is a past customer

47. Questions are the answers to successful selling

48. Better Questions Get Better Answers Questions generate and guide conversations It’s not the gift of gab it’s the mastery of the art of asking questions

49. Consider the Green Eggs and Ham Approach Relentless regardless of objections. Would you try them with a fox? Wearing socks? In a moat or a boat? Sam is a great model for the power of persistence. The friend decides to taste only to discover he LOVES it!

50. What Questions to Ask Impact Questions about  Situations - Discovery  Problems - Clarify  Implications  Justification of solutions

51. Discovery Questions allow you to help prospects identify their real problems Questions can help them envision the true costs of complacency Questions can unearth potential objections early Questions engage intellectually and emotionally demonstrating a sincere interest in them

52. Situation Assessment Questions How has that impacted… How useful has it been… What were the reasons behind that…. What is missing in your opinion… Has anything changed since we last met?

53. Clarification Questions Why is that important to you… What do you mean by that… Let me make sure I understand you… Use lots of what questions

54. Justification Questions Get the buyer to identify the benefits and the payoff to your solution How would that impact… What would you change about.. If you could have it how would that impact? What would it take… Ideally what would you like…

55. More Power Questions  What do you like about what you’re currently doing?  What don’t you like about your current situation?  What would you like to be enhanced or improved?  What can you tell me about your priorities?  What prompted you to start this project now?  What can you tell me about your decision-making process?  How do you handle budget considerations?  What other options are you looking at?  What can you tell me about the people involved in the process?  What obstacles are in the way of moving this forward?  How will you be evaluating different options?  How much support does this have at the executive level?

56. Overcoming Objections Product knowledge Creativity Confidence in yourself Confidence in the product and company All of this must come together in overcoming objections

57. Overcoming Objections You must combine technique with honesty and conviction to resolve any doubts

58. Overcoming Objections How many times have you heard:  Im not sure  I need to think about it  Call me in 6 months

59. Overcoming Objections Client is sending a signal that they are ready to buy but are afraid to make decisions You must eliminate fears

60. How to Overcome Listen fully Confirm the objection Qualify it as the only objection Question and explore the one objection more Answer the objection Pre-close on the answer to the objection Re-orient the discussion close

61. Price Objection Increase perceived value Bonuses Bundling Long term commitment Give something; get something Build more credibility Point out other value (non invoice items)

62. Overcoming Objections Once you get into discounting and competing on price, you are pretty well doomed Prices should be moveable but not the only point of differentiation

63. Don’t Do (worst practices) • Argue (dead right) • Attack the person • Never assume you understand their language • Insult • Avoid issues • Shift responsibility or blame • Contradict • Make the person wrong • Dwell too long on an objection • Guess or make up an answer

64. Closing – high probability selling style  The 'Closing' is the sum total of the entire series of agreements. Closing happens at all stages of the sales process.  During the sales process, almost any point of discussion provides an opportunity for a commitment. It's as simple as asking questions like:  "This system will produce at least 20% more. Is that what you want?"  "Is it profitable to spend x dollars to achieve that magnitude of result?”  "The solution requires a new approach and process. Is that acceptable?"

65. Closing – high probability selling style  If I could show you a way that you can double or triple your sales closing rate -- and teach you how to sell 50% to 100% of all prospects that you come in contact with -- are you willing to spend

66. Closing Making the sale Final step in transaction Identify next action

67. Closing Tips Silence Watch emotions and body language Don’t buy it back There are no, “Ill get back to you…”

68. Closing Closing is really opening a relationship so concentrate on building a partnership

69. Follow Up…Consider This

70. Keep in touch and follow up Keep-in-touch marketing is a way to stay in front of your prospects and customers. Develop follow up systems with every prospect. Gently persist with your prospects with regular calls to check back in with them. “Not right now” does not mean “no.” “We’re working with another company” does not mean “no.” Until you hear the word “No,” it’s not a “No.”

71. Keep in touch and follow up  Studies show that over 80% of sales take place after seven contacts.  To be absolutely effective in your sales follow up you need to plan on having at least seven contacts with your prospects.  44% of all salespeople quit trying after the first call  24% quit after the second call  14% quit after the third call  12% quit trying to sell their prospect after the fourth call  This means that 94% of all salespeople quit after the fourth call. But 60% of all sales are made after the fourth call.

72. Keep in touch and follow up So, how are you currently keeping in touch with your prospects and customers on a regular and consistent basis?

73. Customer Loyalty is Everything Keeping in touch creates and builds customer loyalty

74. Customer Loyalty is Everything Loyal customers always return & become a dependable lifetime sales stream Loyal customers brag about your service/product creating Word of Mouth (WOM) advertising ; the most effective marketing You can sell your products for higher prices Loyal customers are more forgiving when a mistake is made

75. Its All About Relationship People buy products from sales people they like and enjoy working with. You have to be interesting and fun to talk to. A good salesperson/effort means that you will take the time to develop the relationship with your prospect.

76. Seller Beware Buyers are becoming more of an expert Customer expectations are rising Competition is intensifying Markets are becoming global

77. Selling Trends Online Video Conferencing Web/Phone Conferencing Text Chat / IM Social Media Mobile Information Access

78. Selling Trends …continued Controlled Word of Mouth Individuals speaking positively about a product in a way that does not make it obvious that they are hired to do so (guerrilla marketing; guerrilla selling) E.g. train conversation

79. Action Items to Start Increasing Productivity: Examine where sales people spend their time  Look for activity to delegate Create maximum selling time Improve the selling atmosphere Make compensation an incentive and understandable Discuss the company's sales and overall business strategy on a regular basis. Continuous improvement including training and education

80. Taking Your Sales to A New Level …Wrap Up Personal Selling – Satisfy customer needs at the highest level Make your selling different No Rapport – No Sale People buy your competitive advantage Always be selling; always be closing

81. Just Remember… Nothing Happens Until Something is Sold

82. Thanks for your Participation March 7-11, 2017 www.conexpoconagg.com www.ifpe.com Please complete the evaluation to provide your feedback on this session and suggest topics for future events. Remember to mark these upcoming events on your calendar!

83. Happy Selling!! al@allautenslager.com www.marketforprofits.com 630-740-1397

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