It’s Not Up-Selling It’s Selling Right Presented By: David Parker

First, You Must Be Strategic Critical questions you must answer: What market forces will most influence the success of your business? How do you capitalize on these drivers? How do you build strategies today that will prepare your business for emerging opportunities? What external factors will most threaten your success moving forward? How do you adjust and react most effectively to these issues? How can you proactively address these concerns? In what ways are you vulnerable to competition? How will you overcome these issues? How can you focus your efforts to minimize current and potential weaknesses? How can you add value to your customers while remaining profitable? How do you best leverage your core strategic assets? Which core strategic assets are sustainable, and will differentiate you moving forward? How can you develop an additional competitive advantage?

What’s “Worth Something?” Buying Styles Segment Characteristic What’s “Worth Something?” Price Highly pragmatic and self-reliant Wants lowest price possible Not interested in service Relies on own information sources Little or no dealer loyalty “No frills” options deals Brief factual information Dependable information Only what they need Reduced cost Business Brief and to the point Likes experience Desires facts and experience Demands appointments Compares price and value Your time and attention Customized analysis Being included in activities New services with examples of success Expertise and low-risk expansion opportunities Relationship Likes regular contact Accepts and trusts their rep Likes full-service deals May not compare price Highly dealer loyal Your time an attention Consistency in personnel Strong references Implementation assistance

Steps To Up-Selling Being Consultative Understand your customer’s environment Identify and clarify the customer’s felt needs Suggest and evaluate potential solutions Help the customer choose the best solution Support implementation

Understand Your Customer’s Environment Explore trends Understand issues, challenges, and opportunities The result: Customers see you as a valued resource and a preferred solution provider

Identify And Clarify The Customer’s Felt Needs Determine what your customer needs and values through effective listening and probing skills Use your business understanding to help the customer clarify and sharpen the focus of their need The result: A precisely defined need allows you to craft a better, more successful solution

The Right Order: The Question Funnel Open questions. When you want information. Probing questions. When you want added detail. Direct questions. An instruction, using the name. Hypothetical questions. Create a scenario you can deliver on. Get commitment to it. Reflective questions. To get the person on track. Closed questions. For agreement or commitment.

Productive Listening Listen for facts Listen for feelings Watch for non-verbal cues

Suggest And Evaluate Potential Solutions Confirm the specific problem to be solved Confirm the desired outcome Ask the customer what solutions they are considering Add your input about possible solutions The result: Your eventual solution is more likely to hit the mark of satisfying the customer’s need

Help The Customer Choose The Best Solution Customers know they have to make tradeoffs between: What they want What they need What they can invest What return they can expect The result: The customer owns the solution decision, not you

5. Support Implementation After receiving agreement to proceed, clearly establish next steps and accountabilities Confirm and communicate implementation plan to all involved parties Ensure that customer objectives are fully addressed

What is Value? Product +/- Service +/- Attitude/Image - Price = Value

What is Value? Why would you use a travel agent rather than calling yourself? Why do some airline seats cost more than others? What factors do you consider in determining which type of hotel to stay in? What causes you to be loyal to a service provider?

The Value Pyramid

Seven Key Points About Value Value is perception-dependent Value is more than price Salespeople are responsible for uncovering value factors Every customer values something Value is always changing Value is a relative phenomenon The price you charge must be influenced by customer value at least as much as by cost

How is Value Provided? What about you?

How Do You Show Up Different? Six differentiation strategies Product Service Personnel Channel Price Image

Never Ever Give Up!!