ANDREW ZIELINSKI, MBA

Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach 3. Needs Analysis 4. Product/Service Presentation - 1:1 and to Groups 5. Handling Objections 6. Negotiation 7. Closing 8. Follow-Up 9. Merchandising and Promotion 10. After-Sales Service

Review of Last Class  The Four Buyer (Communication) Types in Terms of “Extrovertedness” and Focus (Tasks vs People)  Buying Patterns by Dominant Communication Type  The Three Aspects of Approaching a Client  Getting to a Yes – Structuring Openers  Aida – Attention, Desire, Interest, Action  Four-Twenties – The first 20 seconds, words, gestures, centimeters  Qualifying and approaching a client is done through:  Observation – sociodemographics and behavior  Listening – what is their learning type? Motivators? Interests?  Decoding – non-verbal cues  Captivating – consider appropriate openers  Determining Needs  Maslow’s 5 Levels  Adding Buyer Profiles and Learning Styles

Digging in…  More ways to OBSERVE customers Dominant Communication and Learning Styles  Let’s Look at our Communication Styles again: Directive 18% of Customers Analytical 14% of Customers Expressive 28% of Customers Amiable 40% of Customers Tasks & Results Focused People & Feelings Focused Extroverted Introverted

Buying Patterns by Dominant Communication Type The Directive Commonly Asked Questions What? What will is bring me? How much time will it take? Verbal Cues Speaks loud He is brief and to the point Understands quickly and demonstrates it Seeks to control the conversation Commonly Asked Questions What? What will is bring me? How much time will it take? Verbal Cues Speaks loud He is brief and to the point Understands quickly and demonstrates it Seeks to control the conversation Non-Verbal Cues Quick movements Confident walk, energetic Holds themselves stright, upright In control of their emotions Buying Behavior Shops alone Buys quickly and impulsively because doesn’t care about details and little analysis Buys results Doesn’t dwell on pricing Non-Verbal Cues Quick movements Confident walk, energetic Holds themselves stright, upright In control of their emotions Buying Behavior Shops alone Buys quickly and impulsively because doesn’t care about details and little analysis Buys results Doesn’t dwell on pricing

Buying Patterns by Dominant Communication Type The Expressive Commonly Asked Questions Who else bought this? Is this a popular item? Verbal Cues Speaks a lot and says “I” or “me” a lot Often off-topic, many directions at once Not a good listener Non-Verbal Cues Large movements Seeks physical reassurance. Likes to touch people Frequently changes position or posture Commonly Asked Questions Who else bought this? Is this a popular item? Verbal Cues Speaks a lot and says “I” or “me” a lot Often off-topic, many directions at once Not a good listener Non-Verbal Cues Large movements Seeks physical reassurance. Likes to touch people Frequently changes position or posture Buying Behavior Shops alone or accompanied Buys impulsively and spontaneously… and often according to the popularity of an item Doesn’t dwell on pricing Seeks “something different,” not run-of-the-mill Buying Behavior Shops alone or accompanied Buys impulsively and spontaneously… and often according to the popularity of an item Doesn’t dwell on pricing Seeks “something different,” not run-of-the-mill

Buying Patterns by Dominant Communication Type The Analytical Commonly Asked Questions How? Why? Prove it Are you sure I’m making the right decision? Can you provide more details? Verbal Cues Speaks in an even tone, authoritatively and sure Doesn’t like being interrupted Non-Verbal Cues Stays in one place, not moving much. Moves slowly Doesn’t like to be touched; keeps a distance Shows little emotion Commonly Asked Questions How? Why? Prove it Are you sure I’m making the right decision? Can you provide more details? Verbal Cues Speaks in an even tone, authoritatively and sure Doesn’t like being interrupted Non-Verbal Cues Stays in one place, not moving much. Moves slowly Doesn’t like to be touched; keeps a distance Shows little emotion Buying Behavior Shops alone Brings printed information Wants technical details Likes to analyze and compare products Asks many questions, take a long time to decide because doesn’t want to make a mistake Wants the price justified Does not tolerate lying Buys the assurance that they are making the right decision Buying Behavior Shops alone Brings printed information Wants technical details Likes to analyze and compare products Asks many questions, take a long time to decide because doesn’t want to make a mistake Wants the price justified Does not tolerate lying Buys the assurance that they are making the right decision

Buying Patterns by Dominant Communication Type The Amiable Commonly Asked Questions Why? Is it safe? What do you think? Verbal Cues Speaks softly and calmly Utilizes nice and polite words Let’s the other person speak before providing their own thoughts Commonly Asked Questions Why? Is it safe? What do you think? Verbal Cues Speaks softly and calmly Utilizes nice and polite words Let’s the other person speak before providing their own thoughts Non-Verbal Cues Favors physical contact and warm, visual cues Moves slowly, not in a rush Attentive but discreet Buying Behavior Sometimes alone but often accompanied Often looks for support and approval Unsure at decision-making time Buys confidence Non-Verbal Cues Favors physical contact and warm, visual cues Moves slowly, not in a rush Attentive but discreet Buying Behavior Sometimes alone but often accompanied Often looks for support and approval Unsure at decision-making time Buys confidence

AIDA – Attention, Desire, Interest, Action Attention – Get customer’s attention by generating a Yes Response or something equivalent Interest – Hold their interest. Get them to talk about themselves and be interested. Get them invested in the interaction. Suggest items that meet the needs the describe Desire – In the following section we will dig deeper into this Action - Bring the customer towards a decision-making process once the selection is close enough. Look for verbal and non-verbal cues

The Four Twenties The First 20 seconds  Within 20 seconds, customer decides if they stay or they go. Make them stay!  Greet the customer. Get them at ease  Engage as appropriate The First 20 Moves  During the first 20 seconds, customer is consciously or unconsciously checking you out. How you dress, stand, move, express yourself convey feelings of approachability and confidence The First 20 Words  They must get the customers attention  Positive, Accessible, Understandable Language The First 20 cm  Not to be taken literally. Simply refers to respecting distances and using this distance effectively

Summary Qualifying and approaching a client is done through: Observation – sociodemographics and behavior Listening – what is their learning type? Motivators? Interests? Decoding – non-verbal cues Captivating – consider appropriate openers

Determining Needs Analyzing customer needs is a life-long pursuit for many people and many institutions. Aside from deep marketing research that your company may or may not perform, we are concerned with the basic, “front-line,” immediate determination of what the person or people immediately in front of you require at this moment. To accomplish this, this section will cover:  Basic “level-set” on what brings customers to a sales representative  How to ask the right questions  Working in a professional manner

Maslow’s Hierarchy of Needs Abraham Maslow, a leading psychologist, defined, in the 1940’s, a model for understanding human needs. Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion Body, employment, resources, morality, health, family, property Love/Belonging – Friendship, Family, Sexual Intimacy Self-Esteem, Confidence, Achievement, respect of and by others Morality, creativity, spontenaity, problem solving, lack of prejudice, acceptance of facts

 Qualifying Questions  Why  Types  Examples  How to Ask Effectively  Summary – Keys to Success in Defining Customer Needs

Asking Qualifying Questions Types  Open  Closed  Directed  Alternatives (Choices)

Open Examples What does the bathroom of your dreams look like? Why are you considering a new game console? Why do you need this type of stroller? Resulting Answer Types Longer more complete answers that enable customer to more fully express themselves and, therefore, provide you with maximum information Examples What does the bathroom of your dreams look like? Why are you considering a new game console? Why do you need this type of stroller? Resulting Answer Types Longer more complete answers that enable customer to more fully express themselves and, therefore, provide you with maximum information Benefits Offers open dialog and thereby permits better determination of needs and motives for client purchase Requires active participation in the conversation, by the customer When are they useful? When you need a lot of information and it’s not practical to ask a multitude of closed questions Benefits Offers open dialog and thereby permits better determination of needs and motives for client purchase Requires active participation in the conversation, by the customer When are they useful? When you need a lot of information and it’s not practical to ask a multitude of closed questions

Closed Examples Do you often eat home fries? How many dogs do you have? Do you like the color pink? Resulting Answer Types Short answers, only a few words Examples Do you often eat home fries? How many dogs do you have? Do you like the color pink? Resulting Answer Types Short answers, only a few words Benefits Require a response but no room to expand Alternatively utilized with other types of questions When are they useful? When you need specific information Benefits Require a response but no room to expand Alternatively utilized with other types of questions When are they useful? When you need specific information

Directed Examples The price is right, isn’t it? Do you agree with me that an in-ground pool would add value to your home? Resulting Answer Types “Forced” answers that may or may not reflect customer’s true thoughts Examples The price is right, isn’t it? Do you agree with me that an in-ground pool would add value to your home? Resulting Answer Types “Forced” answers that may or may not reflect customer’s true thoughts Benefits Answers are virtually included in the questions They exert influence and suggest a response When are they useful? When you want to insist on a particular aspect Limit objections Dictate a thought Benefits Answers are virtually included in the questions They exert influence and suggest a response When are they useful? When you want to insist on a particular aspect Limit objections Dictate a thought

Alternatives (Choices) Examples Will you take 50 or 100 copies? Do you prefer manual or automatic transmission? Would you like the technician to come in the morning or the afternoon? Resulting Answer Types Shorter answers, providing customer with feeling that they are the ones deciding and in control Examples Will you take 50 or 100 copies? Do you prefer manual or automatic transmission? Would you like the technician to come in the morning or the afternoon? Resulting Answer Types Shorter answers, providing customer with feeling that they are the ones deciding and in control Benefits Funnel choices down to two Can be open or closed types When are they useful? When you want to bring customer to a close Benefits Funnel choices down to two Can be open or closed types When are they useful? When you want to bring customer to a close

Peeling the Layers of the Onion…  Who?  What?  Why?  When?  How Much? See Handout on Class Web site “Module 5: Qualifying Question Handout”

Andrew’s List of Openers and Qualifiers  How would you like an extra $____ per month in your bank account?  If I could show you a way to save time and lower your monthly expenses, would that be of interest of you?  Do you know Mr. ______? He thought you would to know about a product that he loves using. Would you like me to tell you about how you, too, can save money by using it?

Andrew’s List of Openers and Qualifiers  Take a box to your customer meeting and ask the prospect: “Would you like to see what’s in the box?”  I read an article about your company’s new expansion program on the internet. I think that’s terrific! May I take a moment to see if our company can be of service to you?  We are having a special promotion right now. May I take a moment to show you how you can save a substantial amount of money by putting in a large order now?

Andrew’s List of Openers and Qualifiers  Are you planning to buy today?  What made you decide to go ahead and buy today?  Is there anyone else who has to give their approval before you go ahead with the purchase?  If we find what you want, are you in a position to buy today?  What monthly payment are you currently paying?  Would $___ a month be difficult for you to handle?  Do you have a figure in mind of how much you would wish to spend?

Why All These Questions?  To Get Informed – sociodemographics, buying habits, influences, information sources, needs, motivators, what is important in a buying experience  To Make Informed Recommendations – make the customer think, help them identify their objections so you can address them, find the right solution for them  To Gain: time to better qualify, effectiveness, build confidence in the relationship  To Avoid: time wasters, negative motivators, avoid putting too much of your personal thoughts into the client’s decision-making process

Being Effective in Asking Qualifying Questions Ask More General Questions (Open Questions) Personality Opinions Habits Manage the Rhythm by alternating questions that require longer and shorter answers Mind the pace – do be too prepared and let the client set the pace of the responses Listen carefully to the answers Finish with offering choices that are difficult to say no to Avoid influencing with personal preferences

Activity Developing Qualifying Questions 1. Read the cases in the document on the class web site (Activity – Qualifying Questions), at Class What useful qualifying questions could you ask to know their needs better and their purchasing motives? 3. Follow the instructions in the document

Keys to Success In Determining Customer Needs Why?  The sales rep seeks to understand what brings the customer to their store  To better understand customer’s needs, concerns, buying habits  Can focus what what is important to them  Makes customer feel important and build trust  Can more quickly direct customer to right products or solutions How?  Observing, listening, asking qualifying questions  Open, closed, directed, alternative questions  Listen, Listen, Listen attentively to responses  Pace the conversation to the comfort level of the customer

Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach Needs Analysis 4. Product/Service Presentation - 1:1 and to Groups 5. Handling Objections 6. Negotiation 7. Closing 8. Follow-Up 9. Merchandising and Promotion 10. After-Sales Service

4. Product/Service Presentation Covered in this Section 1. Product and Service Categories 2. Features and Benefits 3. Words that Work 4. Building Sales Pitches 5. Effective Presentations 6. Summary

1. Product/Service Categories Tangible Products Physical, obvious features – we see them, smell, touch, taste. We can handle them, store them, etc. Tangible Products Physical, obvious features – we see them, smell, touch, taste. We can handle them, store them, etc. Durable Products Relatively more costly, last a long time. Purchased less frequently and is often a replacement, end of guarantee, or introduction of new model Durable Products Relatively more costly, last a long time. Purchased less frequently and is often a replacement, end of guarantee, or introduction of new model Non-Durable Products Perishables, used for a short period of time. Also called “consumer goods” Non-Durable Products Perishables, used for a short period of time. Also called “consumer goods” Intangible Products Not physical in nature. An activity, a form of help or service that provides a benefit. Often referred to as a “service” Intangible Products Not physical in nature. An activity, a form of help or service that provides a benefit. Often referred to as a “service”

Features, Benefits, Characteristics Feature An attribute or particularity of a product or serive that defines or describes it factually thereby making it available for comparison and analysis Advantage A feature or aspect of a product that distinguishes it from competitive products Benefit An interest or advantage that the customer obtains by purchasing the product or service