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B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER SCORE – Dayton Chapter 107 3

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Objective of the Workshop: A) Being able to understand the thought processes of your Buyer / Customer when you go through the presentation of your product or service. B) Recognize the types of Buyers / Customers that could influence the buying decision. C) Introduction to “Five Sales Steps” 4

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER D) Identify influencers in the buying decision: Owner Buyer Support Staff End User E) Buyer Motives: Need Desire Regulations Trends Perception Etc. 5

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Know your product Know your competition Know what sets your product apart Make a list of your product’s features and express them as customer benefits Sell yourself first on your solutions Make sure all employees are on board with a “we” attitude B EFORE Y OU D O A NYTHING … 6

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Package yourself No negatives Research client Be on time Be observant P REPARE FOR THE S ALES C ALL 7

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER The Five Sales Steps: 1. Contact 2. Qualify 3. Investigate 4. Presentation 5. Close 8

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 1 – Making Contact with the Buyer / Customer Preparation and Planning Suspect vs. Prospect Ideal customer profile 9

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 1 (cont.) – Making Contact with the Buyer / Customer Ways to make Contact Personal “face-to-face” call Phone call Letter Networking Social media Walk in 10

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 – Qualify the Buyer / Customer Identify the decision maker(s) --- End User Coaches Technical Person Economic Buyer 11

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Buyers / Customers motives Is there a need? Are they ready to listen to you? The hidden agenda. 12

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Budget ???? Can they afford it? Is your timing in sync? How can the budget be changed? 13

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Will they buy from you? Be a helper in the decision process. 14

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER /C USTOMER Step 3 – Investigate the reality Needs analysis Confirm a need Gather data 15

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 3 (cont.) – Investigate the reality Understand how you are going to relate the Customer needs to your products or services. 16

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 3 (cont.) – Investigate the reality Questioning Techniques Ask Questions … … Then Listen Paraphrase 17

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 – Making the Presentation (The Selling Process) Talk about the … Features Advantages Benefits Prove your solution by doing something 18

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Speak the customer’s language Use words that everyone understands Talk in simple sentences Use Technical words only when necessary 19

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Building desire Hope for a GAIN Fear of a LOSS Hope for PLEASURE Fear of PAIN Desire for APPROVAL PRIDE 20

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Recommendations should include Return on investment Faster to the market place Ahead of the curve 21

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Trial closes as you go along Looking for agreements “If we can do this … then I can do that” 22

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Overcoming objections Feel Felt Found 23

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 – Close the sale Buyer / customer must now decide Do I have a need? Should I buy this product? Is this the company to buy from? Is the price right? Should I buy now? 24

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 (cont.) – Close the sale A Hand Shake Sign Contracts Collect money 25

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 (cont.) – Close the sale Set the stage to develop future sales 26

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Sold: Thank You Restate terms, etc. You’ll stay in the loop Didn’t sell: Thank You Restate needs and features / benefits Leave a way back in F OLLOW - UP

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Follow-up consistently Keep a tickler file Keep your promised dates Send correspondence about solutions to any other problems Follow-up, follow-up, follow-up K EEP R ECORDS

B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Not listening to the buyer Not asking for the order Forgetting to sell existing customers T HE T HREE M OST C OMMON S ALES M ISTAKES

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