2. How to sell with ease
Sandra Macaskill

3. “Sales are to business what oxygen is to human beings, without it all
businesses will die”

4. This session What is selling and how it is important to your business
Products and Services (from last session)
Towards a marketing plan
Pricing
Customers – who, where and how
Features and benefits – selling techniques
Closing the deal
Customer care – why it matters

5. Products and Services What are you selling?
What are the benefits of your products/services?
Who can benefit from your product/service?
Why will they buy from you? Or one of your competitors?
How will you deliver your service/ make your product?
Do you have a prototype?
How can you protect your intellectual property?

6. Exercise
Take a few minutes yourself and jot down what it is you are selling and where you are at with this.
What are your experiences around this?

7. What is selling “enabling the exchange of cash for goods or services”
Carefully target who you speak to
Find out your customer’s needs
Sell the benefits, not the product
Close the sale

8. 4 P’s of marketing
Product - market research
Price - getting this right
Place - finding your customers
Promotion - raising awareness
“the management function responsible for identifying, anticipating and satisfying customer needs profitably”
Chartered Institute of Marketing

9. Exercise
In pairs or threes, discuss who your customers are and where you find them
What is you ideal customer?

10. A word on pricing Why customers change supplier 82% is in your hands!
1% die
3% move location
5% transfer to family or friends
9% cheaper competitor
14% product quality
68% perceived indifference
The Rockefeller Study
(Said to apply throughout the world and be relevant in all industries)
14% product quality
68% perceived indifference
82% is in your hands!

11. 9% buy on price alone
Consider your fixed (rent, heat, light, wages) and variable costs (raw materials, extra staff, transportation)
Cost plus – cost of goods plus overheads, plus profit e.g. a gold ring
Time and materials – cost of materials and labour e.g. a joiner
Going rate – cost of product/service same as competition e.g. car service
Market price – cost which customer expects to pay e.g. loaf of bread

12. Pricing …summary Listen to what the customer wants
Offer them a solution
Quantify the benefits
Discuss competitors
Remember to close the sale!

13. Closing the sale Any tips on this?
Stop selling when you think prospect is ready to buy
Check – “so you would like the pink one?”
Close the sale – discuss delivery details, timeline and confirmation, would you like to order?
Dealing with objections - examples

14. Exercise
In pairs, have a go at closing a deal – one as customer and the other as seller (you can choose to be a difficult customer to add interest)

15. Customer care
“Your most unhappy customers are your greatest source of learning”
Bill Gates, Microsoft
Ask your customers what they think
Listen to what they say
Take it on board
BA involving customers

16. Why looking after customers is good business
Loyal customers tend to buy more, more regularly and are less likely to go to the competition
The cost of selling to established customers is nil
Satisfied customers recommend you
Dissatisfied customers will complain about you

17. Love it or Hate it?

18. Anti-marketing, a different approach
What does my perfect customer look like?
What makes my perfect customer tick?
What do I want my perfect customer to want from me?
What do I need to improve in my business to attract more perfect customers?

19. Selling with ease…summary
Target
Do your homework
Create interest
Sell benefits
Cost properly
Look after your customers

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