Building Student Enrollment at Providence The Critical Value of Producing Sales August 26, 2015

Workshop Overview  Encountering potential students & Understanding Customer Relationship Management  Performing Well in Sales  Sales Process Model

Encountering Potential Students

Points of Contact – “Touchpoints”  Critical Success Factors Challenges Opportunities  PAIBOC Tool Purpose Audience Information Benefits Objections Context

Customer Relationship Management (CRM)

Customer Relationship Management  Broadly defined as “Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.” (Kotler, Armstrong & Cunningham)  How does Providence achieve Customer Value? (Perceived value being the customer’s evaluation of the difference between all the benefits and all the costs)  How does Providence attain Customer Satisfaction? (Extent to which a product’s perceived performance matches or exceeds a buyer’s expectations)

Customer Relationship Management  Simple formula or mystery? “A lot of people have fancy things to say about customer service…but it’s just a day-in, day-out, ongoing, never- ending, unremitting, persevering, compassionate kind of activity.” (CEO of L.L. Bean)  Are all customers equal? Customer Valuation & Customer Needs

Performing Well in Sales

Imagine a world without salespeople

Exercise 1.Ask yourself: What words come to mind when I think of myself as a salesperson?

Exercise 2.Listen to the response that arises inside your head:

Exercise 2.(a) If you find you’re thinking words like helpful, partner, problem- solver, relationship builder, mutual benefit - congratulations. You have the core mindset of a successful 21st century salesperson.

Exercise 2.(b) If your thoughts are running more along the lines of words like rejection, pushy, fake, annoying, unwanted, manipulative, scary – I suggest you continue on to step 3.

Exercise 3.What could you say to yourself that’s more positive and hopeful about the idea of you as a salesperson – yet still feels true to you?

Exercise 4.Once you’ve come up with more supportive (yet still believable) self-talk, you’ll need to remind yourself to use it as a more accurate and helpful alternative whenever your old, unhelpful self-talk muscles its way toward the front of your brain.

Expectations of Salespeople  By yourselves – earning a living, maintaining employment, job satisfaction  By your employers – feeding the pipeline, so the company survives  By the customer

What Salespeople Do  Salespeople act on behalf of their companies by doing the following: Creating value for their firms’ customers Managing relationships Relaying customer and market information back to their organizations

Product Commitment  Natural outcome of a well planned and executed sale process (not manipulation or arm twisting)  However, it will not happen on its own  Gain Commitment by: Asking, asking questions is key, “is this something you’d like to try?”, “are you ready to go ahead?” Summarizing, “Is there anything else that’s stopping you?”, “Are there any other concerns you have?”, document conversations Offering choice, addressing needs and wants, present choices from the information the customer shared with you earlier Offering special features, for example, special discounts, a gift, or coupons.

A Sales Encounter

A Sales Encounter Structure 0.Understand your goal for this encounter Ideal Realistic Acceptable 1.Make contact 2.Find common ground 3.Ask about their goals 6.Understand their goals 7.Explain which of our programs fit their goals 8.Ask them to take an action 9.Hear their objections 10.Respond to their objections 11.Again ask them to take an action 12.Thank them for their time 13.Write down results

Structure 0.Understand your goal for this encounter Ideal Realistic Acceptable

Structure 1.Make contact 2.Find common ground 3.Ask about their goals 4.Understand their goals 5.Explain which of our programs fit their goals 6.Ask them to take an action

Structure 7.Hear their objections 8.Respond to their objections 9.Again ask them to take an action 10.Thank them for their time 11.Write down results

Putting It Into Action

A Sales Encounter Structure 0.Understand your goal for this encounter Ideal Realistic Acceptable 1.Make contact 2.Find common ground 3.Ask about their goals 6.Understand their goals 7.Explain which of our programs fit their goals 8.Ask them to take an action 9.Hear their objections 10.Respond to their objections 11.Again ask them to take an action 12.Thank them for their time 13.Write down results

ProvidenceUC.ca