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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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