C AROLINE E STERSON M ARTYN K INCH Sales Masterclass – July 2014

Business Rules Know your Product or Service! Understand how your customer buys – On a Whim – Reviews and Articles – Research We need to be wherever they go Ensure you are in their top 3 Target a competitor you want to beat!

The Zulu Principle..

If you can’t draw it with a crayon you can’t sell it.. Focus on your key product or service and use this as your ‘arrow’

80% of your profits come from 20% of your customers 80% of your complaints come from 20% of your customers 80% of your profits come from 20% of the time you spend 80% of your sales come from 20% of your products 80% of your sales are made by 20% of your sales staff Pareto’s Law

the thing that fuels us, that motivates us, that keeps us engaged and interested in life The main thing is to keep the main thing, the main thing at all times…

What would your potential buyer type in on a search engine to find you?

People and Personality Styles

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Inspiring People, Delivering Results Guess the colour preferences Competitive Demanding Determined Strong-willed Purposeful Driver Sociable Dynamic Demonstrative Enthusiastic Persuasive Expressive Caring Encouraging Sharing Patient Relaxed Amiable Cautious Precise Deliberate Questioning Formal Analytical

Cold Calling Get Set up to start calling: Brochures, web site, address Business cards, Letter heads Be Polite at all times Be in a good place – calm and at ease Start early Know what you are selling Keep it simple Practice to be perfect Get on your feet! Start the day with a good call – team member or friend Enjoy the positives Learn from the negatives Be organised and always always follow up

Finding Leads Membership organisations Associations, Special Interest Groups Build on any existing verticals Training Managers Yearbook Same for Purchasing, Marketing etc Linkedin Google Chamber of Commerce/Network groups UKTI

What is a Value Proposition “A business or marketing statement that summarises why a consumer should buy a product or use a service. This statement should convince a potential customer that one particular product or service will add more value or better solve a problem than other similar offerings. ”

Example Value Propositions “ Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60% off. ” “ Winners is an off-price department store owned by TJX that employs international sourcing and buying power. ” What is it?, For whom?, Values? “ Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60% off. ”

Example Value Propositions “ A1 Industries has developed an economical and easy-to-use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products “ A1 Industries has discovered a chemical isomer additive that allows for a reduction of VOC emissions. ” What is it?, For whom?, Values? “ A1 Industries has developed an economical and easy-to- use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products

Example Value Propositions “ Google is the world ’ s largest search engine that allows internet users to find relevant information quickly and easily. ” “ Google uses a patented page- ranking algorithm to make money through ad placement. ” What is it?, For whom?, Values? Consumers: “ Google is the world ’ s largest search engine that allows internet users to find relevant information quickly and easily. ” Corporates: “ Google is the world ’ s largest search engine that automatically provides advertisers with potential customers tailored to the ad content, increasing click- through rates and conversion rates.”

What would Ryanair’s VP be?

Ryanair Value Proposition We guarantee to give you the lowest airfare. You get a safe flight. You get a normally on- time flight. That’s the package. We don’t and won’t give you any more on top of that. We care for our customers in the most fundamental way possible – we don’t screw them every time we fly them

USP Samples Mind Mapping organisations – examples of their USP 1. MindMeister – “The leading online mind mapping software. (no signup required for the demo)” 2. Xmind – “Professional & powerful. World’s coolest mind mapping software, best way to brainstorm, most efficient solution for saving time.” 3. MindGenuis – “Designed to meet your business needs. Thousands of people worldwide have been using MindGenuis for more than 10 years.” 4. Visual Mind – “Improves effectiveness and productivity. Every day.” 5. Mindomo – “Mind Mapping Made Easy. Thousands of people are using Mindomo to organize their work, solve problems and find the next big idea.” 6. Bubbl.us – “2 million mind maps created, 1.5 millions users and counting.” 7. MindJet – “83% of the Fortune 100 use Mindjet to be work inspired. (move ideas to execution quickly and confidently)”

Social Media Explained Twitter – I am eating a #doughnut Facebook – I like Doughnuts Foursquare – This is where I eat Doughnuts Instagram – Here's a vintage photo of my Doughnut You Tube – Here I am eating a Doughnut Linkedin – My skills include eating Doughnuts Pinterest – Here's a Doughnut recipe Last FM – Now listening to ‘Doughnuts’ G+ - I am a Google employee who eats Doughnuts

Scoop It

Social Media Explained

The Sales Corridor Some Rules! If more than one of you be clear of the roles Do not jump in! Remember the Lollipop Rule!

The Sales Corridor (example) Budget Timescale Authority Solution Run through and confirm the requirement of the customer Listen – Listen – Listen – confirm

The Sales Corridor So we understand the budget or sign off details What is the Number of people that will be using x? Do you have a budget that you are working to? If you decide to proceed, what is the decision process?

The Sales Corridor They are happy that the solution we are proposing meets their requirements Demonstrate or show your product or service Ensure you cover all the points the customer raised

The Sales Corridor We can meet your timescale

The Sales Corridor And you are able to sign this off if you are happy with the proposed solution

The Sales Corridor So given we can meet your requirements when would it be possible to get an order from you so we can get everything organised?

The Sales Corridor “yes – we like your proposed solution however I have to get sign off from My manager before we can proceed Exit!