The Key to Successfull Selling Welcome

Schedule 0830 – 1200Coffee, welcome, short presentation from each salesman, expectations How fast do you read your customer The customer’s expectations Your attitudes Preparing the meeting Who are your most important customers? How do you recognize them? How do you get new customers? 1200 – 1300Lunch break

Schedule - afternoon 1300 – 1700Buying motives Key product model Facts, advantages and benefit (FAB) The ABC of sales Interviewing techniques How to handle objections Thank you – and good luck with your sales Remember: To do the web-training! (Someone might be watching you...)

My expectations The more active a part you take during the day – the more you take home with you

What creates succes? Motivation + Energy = Results

Attitude

You become your thoughts Are you aware That every time you think and talk in a negative way, it affects your life quality That both positive and negative behavior has an impact on your environment That being discontented drains both you and your environment of energy

You become your thoughts While positive thoughts Give you the strength to act and think in a constructive way Give you energy, trustworthiness and powerful influence Battle stress and a bad physical work invironment

Remember Your attitudes are reflected in your behavior

Personal skills How fast do you read your customer?

Communication barriers Filter

The 4 x 20 rule 20 The first 20 seconds The first 20 words The first 20 steps The upper 20 cm of your face

Who am I? Age Type Back- ground Marital status Car Spare time

Before making the first call What does the customer expect from you?

We have heard from our customers: That you are professional That you are well prepared That you understand the customer’s Map of the World That you can discuss other things than your product That you are the expert That you take responsibility That you know development in advance That you follow up

You get what you focus on!

Is it necessary to prepare yourself? YES!

The professional customer meeting How do you prepare yourself? FactsFantasy What do you know? - What do you think? -

What do you know – what do you think? FACTSFANTASY Industry Name Address Export Future business development Important, focus on, benefit Import New product Number of employees

Segmentation Who are your most Important customers?

How do you attract new customers?

What characterizes your best customers?

Do you know your competitors? Page 22

Buying motives Rational Emotional

Installation The Key Product Model Key product Trade Mark Quality Packaging Design Features Installation Delivery Credit After sales service The difference is often measured on the hidden part of the product… - What is it you’re selling?

Facts, Advantages & Benefit (FAB) No one buys anything for what it is, But for what it does!

Facts, Advantages & Benefit (FAB) All Facts can be turned into Advantages when ”translated” But not all advantages Benefit me!

The customer’s benefit You achieve... You avoid...

Facts, Advantages & Benefit (FAB)

The ABC of the sale ContactCloseNeedSolution AttentionBenefitClose Small talk Agenda The customer’s Situation Important, focus on, benefit Open-ended questions What challenges the customer Present the solution with FAB The customer Must understand the benefit Handling objections Summary Accept Next step Who does what - and when? Preparation Follow Up

The first call ”Attention”

Letters Name Company Address Header Attention: Why are you writing? Benefit:What’s in it for the customer Close:What is the next step?

Telephone AIMs - method A I M s Attract attention Name, company, why are you calling? Inspire interest What will make them spend time with you? Make the case for a meeting Don’t sell anything other than the meeting Set the time and venue Make the appointment

When you are at the customer Agenda Why are you there? Does the customer have anything to add? Important, focus on, benefit Start with a fact Something you have read in the newspaper Start with a ”spot” ”When I arrived, I noticed...” Start with news ”The reason why I’m here is that we have just launched...”

Ask the right questions Start with open-ended questions I keep 6 honest serving men, (They taught me all I knew) their names were What, and Why, and When, and How, and Where and Who? From Kipling

Important, focus on, benefit What is important to you? What do you focus on, when chosing... What is your benefit when you...

Questioning techniques Information questions Science questions Hacker questions Confirmation questions

Questioning techniques Page 94

You! Hacker questions - consequences Customer Current supplier

Hacker questions

Communication The customer’s Map of the World My Map of the World

Remember timing in your questions The customer’s Map of the World Your Map of the World

Buying signals Never ignore a buying signal, but you can save it for later!

Objectives Never ignore objections! But you’re allowed to take them in advance

Objections Take them in advance Advantages: You can handle them when it suits you Proof that you have put yourself in your customer’s situation (Empathy) You appear trustworthy and serious

A piece of advice Avoid: Taking objections as a personal attack on you Ignoring objections Arguing with the customer Interrupting the customer Agreeing Answering in an condescending way (with your voice or body language)

Close Summing up Alternative Reference Isolation Extra benefit Fear - pressure

Active listening The biggest gift you can give someone is high-quality attention!

If the unthinkable happens...

Rules for handling claims Listen – let the customer finish his claim Ask questions, make sure you understand the customer Appologize, correct mistakes – don’t blame anybody Say what you will do about it, and when you will do it It’s up to you - action Follow up – take responsibility

You are responsible for building relationships with the customers The initiative is yours – remember to show interest. You must be ”Top of Mind” You must build relationships with both business and social activities, You must create a partnership. Remember to have respect for the commercial aspect

”The 10 commands” 1. Think positive 2. Attitudes and actions 3. Understand your customer’s business 4. Be professional 5. Stay ”Top of Mind”

”The 10 commandments” 6. Add value 7. See the possibilities in every problem 8. Be trustworthy 9. Costumer satisfaction is also your responsibility 10. The customer pays your salary

Relations and partnering Friend Third party SupplierPartner

Thank you Have your expectations been fulfilled? What did you get the most out of?