1. Successfully Selling USPS®
“Boating is fun We’ll show you how!”

2. The Next Step O.K. The course is completed Everybody had a great time
The instructor was fantastic, knew his/her stuff, the students are ready for more
SELL ‘EM!

3. We’re The Best If you’ve got it, flaunt it This is who we are
This is how we do it

4. 7 Steps It won’t happen by accident It won’t happen by blind luck
It will happen as the result of a diligent effort
It will happen with a commitment
It will happen with passion

5. The 7 Steps Introduce Yourself (again), then Shut-Up and Listen
It’s not about us, it’s about them
It’s a courtship to find out what they value
The only way to find out is to LISTEN!

6. The 7 Steps The offer is important to the individual
Don’t assume they care about how we do something
Don’t assume they care how long we’ve done it
Don’t assume we’re unique
They have a life with priorities, deadlines & responsibilities of their own
Show them what aspects of our offer is important to their perspective
You’ll only know this if you’ve listened!

7. The 7 Steps Get Confirmation, Then Explain the Details
Get buy in from them that you’re on the right track
Ask them for feedback to confirm the focus is on the appropriate facts or features
If they bring up other points (change the focus), confirm these facts as well
Listen with intensity and restate their focus and topics in short sentences
Restate each point that’s important to them
Then explain the details of our offer that support all of their interests

8. The 7 Steps Credibility, Show Them Why You can be Trusted
If the offer is on target with what they want, then demonstrate the reasons that they should trust you
What we offer fulfills their NEEDS!
Don’t take anything for granted

9. The 7 Steps What to Do and What It will Cost
In addition to providing the price, also provide details of what needs to be done to complete the transaction and what will happen after the sale
Keep them satisfied and confident by providing step-by-step explanations and expectations

10. The 7 Steps Schedule Next Steps
IF you need a follow-up, make sure you confirm when
Accommodate their schedule

11. The 7 Steps ASK FOR THE SALE Don’t assume they’ll ask
Ask for the sale to determine if it’s time to stop selling and start processing
Don’t be so passionate that you keep promoting long after they’ve made a decision to say YES
Stop pouring when the glass is full

12. SOME WORDS OF WISDOM
The essence of selling is understanding your customer’s needs and convincing him/her you’re the best one to meet them
It’s useless to be a creative original unless you can also sell what you create
We don’t set the agenda for what the customer wants. The customer decides what’s important. Our job is to listen and respond!

13. What’s Central in the Decision Making Process?
“What Will It Do For Me?”

14. Handling Objections Think you’ll close the deal without objections?
Think again!

15. Objection-Handling Process
There ‘s a 5 step process to handling objections
Listen
Question
Think
Handle
Check

16. 1. Listen
STOP!
Don’t try to jump in at the beginning—this may cause further objection
When you interrupt them, you are objecting to their objection
If you refuse to listen, their next steps may well be towards the door
Use active listening methods, nodding and physically showing interest
They are trying to tell you something that will help you sell to them, which is a gift from them to you

17. 2. Question Ask some questions
This shows you are interested in them
It also gives you more information to make the sale
This is not an interrogation—giving them the 3rd degree will turn them off
Keep your questions light and relevant

18. 3. Think Before you dive into objection handling—think!
What method will work best with them?
Direct (rebuttal)
Soft-soap (finesse the situation)
Add a little pause into the proceeding—demonstrating how you are taking their objection seriously

19. 4. Handle
This may be a few seconds after they object or it may require more time
Use the objection-handling method that works best for you (coming up)

20. 5. Check
Finally, check to find out whether your objection-handling worked
Ask if you have answered their question
Ask if there are any more concerns
Handle those concerns as they come up

21. Types of Objections There are many types of objections
Here are a few of the main ones
If you can classify how they object then you are on the first step to handling the objection

22. There are 5 Main Types of Objections
Need
Price
Features
Time
Source

23. Need
They say they don’t need us for some reason, or perhaps they have a need we can’t satisfy
Examples
I just wanted to take the course
Sorry, I just don’t want to join

24. Price The objections here are about the price of the offering Examples
How much?
I haven’t budgeted for it
I can join another club for less money
I didn’t realize I had to join…….

25. Features
They object to some element of what we’re selling, whether it’s aspects of our organization or the details of the product
Examples
I don’t like to join clubs
It’s too complicated to work another meeting into my schedule
What sort of guarantee do I get

26. Time
In this, the objection is around time, such as the person not being ready to buy
Examples
I don’t know, I need to think about it
I won’t have the money until next month
I’m moving, maybe then
I need to talk it over with my family first
I’m already maxed out with meetings

27. Source
They question why USPS exists. This may include questions about you, too
Examples
I don’t know anything about you (or USPS)
How do I know I’ll like you when I join

28. Objections Happen They can be transformed into an opportunity
You can increase understanding of the other person’s circumstances
You can get closer to them
You can build a more trusting relationship

29. L A C E It
Listen
Accept
Commit
Explicit Action

30. Listen Before you act—understand Probe—ask “what else” and “how come”
Understand the objection
Understand the emotion behind it—read between the lines
Probe—ask “what else” and “how come”
Is it a cover for the real objection. Ask--“is there anything else”

31. Accept Acknowledge the objection—and the person too
Accept the (1) person
Accept they have the right to object
By accepting the person, you build their trust and their sense of identity with you
Accept the (2) objection
It means you understand it from their point of view
If you object to the objection, you will have a mutual stalemate

32. Commit Now’s the time to get serious
You’ve created understanding and trust, now’s the ideal opportunity for a trial close
If you’ve satisfactorily addressed their objections, they will agree with you and make the purchase
If they say no, then loop back and elicit further objections
Eventually, they’ll run out of objections
“IT’S IN THE BAG”

33. Explicit Action
Now’s the time to address the objections, to take explicit action on the commitments made
Persuade—working to change the way they view the objections.
It’s no longer worth pursuing
They have an ‘AHA’ experience

34. LET’S OVERCOME OBJECTIONS AND CLOSE THE SALE!
Did you know a prospect will say NO on average 5 times before they actually buy?
Maybe not to you, but in their mind.
Be positive
An objection is nothing more than a request for additional information
The prospect is looking for 2 things
Do I need it?
Is it a fair price?

35. Steps for Addressing an Objection
Hear them out—give them your full attention and avoid the temptation to think about your response while they’re speaking
Feed it back for clarification—feed their objection back in the form of a question, it gives them the opportunity to expand upon their concerns
Answer the objection—keep you eye on the big picture but be ready to provide details as necessary; verify the objection has been resolved
ASK FOR THE ORDER—you might have to ask several times before you get it; remain patient and be persistent without becoming argumentative

36. Some Objections “Tip the Bucket”
What you do is ask for more objections
Ask for all you can get, thus “tipping the bucket” of objections that they have been thinking about
Advantage—you now know all the reasons they have for not saying “YES”
Examples:
Are there any reasons why you’re not yet ready?
What else is stopping you from joining?
It sounds like you may have some other questions. What else is on your mind?

37. Some Objections The “Boomerang Method”
Turn them around by using what they say to prove they’re wrong
Use their own arguments like a boomerang, so they go around in a circle and come back to persuade them
Examples:
Yes, it costs (your dues). Do you want to spend less and not get what you’d hoped for?
Yes, we do meet once a month. We all have other lives and we all have other commitments. If you have scheduling conflicts from time to time, don’t worry about it! Would that be o.k.?
After you’ve attended a meeting and you’re dissatisfied, would you accept a refund?

38. A last thought on “Boomerang”
By using what they say, you are saying that they are right
And when you attach what you want to what they say, then by association, what you want is right

39. Pre-empting Objections
Tell them about a possible objection before they object
Then handle the objection so it can’t be brought up again
Make the objection rather weak and the handling strong
Examples
I had one person who didn’t like the idea of a monthly commitment, but once they realized the benefits of joining, they were satisfied and became a member
The cost of the course will be more than offset by the insurance premium savings

40. Last thought on Pre-empting
If you answer the objection before they bring it up, then they are unable to voice the objection without appearing not to have heard you

41. Price Objections Your Price Is Too High!
This is the most used objection to a sale
It’s used because
We’ve all used it
We all know most salespeople can’t overcome this objection
It’s probably not the main objection but we must deal with it

42. Price Objection Put price on the shelf
It’s the last thing to bring up if you can’t close the deal
You don’t know yet if price is the real objection

43. Price Objection Check for other objections
Revisit the other benefits first

44. Price Objection
Let’s visit the other benefits of joining the United States Power Squadrons
Here’s some of the benefits we talked about:
How easy it is to join
The courses you can take
The insurance premium savings
The knowledge we’re gaining
The added enjoyment we’re going to get

45. HERE’S SOMETHING VERY IMPORTANT
We don’t sell features, we sell benefits!
Remember: “which means”
Which Means puts a warm touch on the feature

46. It’s Easy To Join
We’ve talked about one low, annual payment every year on your anniversary date and all of our activities including our courses offered through our squadrons and USPS University.
These courses give you everything you need to be a safe boater.
“Which Means”
You’re going to have more fun and
Save up to 25% on your insurance premiums
How does that sound to you? (do you know what
I’ve just done?)

47. It’s easy to join
We talked about the ways to take America’s Boating Course: as an interactive on-line course, as a CD based course or as a classroom course
Either way you learn a lot—most of our members took their first boating course in a classroom setting and they found they meet new friends, get to have active discussions and learn from each other
No matter how you take it, you get this course-book to use as a handy reference guide whenever you need it
Which way is most attractive to you? (do you know what I’ve just done?)

48. The Course Content The course is jam, packed full of great stuff!
The first 4 chapters contain everything you need to know for your state licensing requirements and getting the most enjoyment out of your boat
Safety and going boating
Navigation rules and aids and state and local regulations
Finding your way and communications
Water sports safety, trailering your boat, PWC operations, knots and lines
And the 5th chapter is a bonus chapter offered at no charge about Introduction to GPS and Charts

49. The Course Content
Are you going to go boating by yourself or do you plan to have family along? (I’m going for something here)
Your spouse will want to know how to handle the boat as well as you do, not to mention what to do in case of an emergency
Your children (if applicable) are one of these days going to ask you about PWC’s
They can all take the course with you!!!!!!!!!!!!
How does that sound? (I’ve done it again!)

50. Insurance Premium Savings
As soon as you get your certificate of completion your boat owners insurance premium is going to reduce by at least 10%
That will more than pay for the cost of the course
As you take our advanced courses you’ll find your premiums will reduce even more
As high as 25% (notice what I planted?)
What do you think about that for a 1 time investment?
(Is this a set-up or what?)

51. The Knowledge We’ve Gained
Can you imagine all the people you pass on the road every day not having a drivers license to operate their car?
To me that’s pretty scary! Yet every time we go out on the water we see people who have absolutely no idea putting our lives and boats at risk
What do you think about that? (again, I’m asking an open-ended question and setting them up)

52. The Added Enjoyment We’re Going To Get
We’ve talked about knowledge, about saving money, about safety, about meeting new people and a bunch of other stuff
But why go through all of this?
Why are you buying a boat? (I’m setting them up again)
You’re right—to have fun with our leisure time
Hangin’ out with people who like what you like is the whole idea, isn’t it
NOTICE—I NEVER MENTIONED PRICE AT ALL!

53. The Close It’s easy You’ve already done the hard work Ask for it
Such as (just kidding)
“Do you like it?”
“Do you want to buy it?”

54. Examples of a Close
Our next meeting is in 2 weeks. Will you be coming by yourself or should we hold seats for your family as well?
Would you like to pay by check, cash or credit card?
Would you like to take the course book with you so you can look it over before the next class starts? Great, that’ll be $---.--

55. More Closing Examples
Does your insurance agent know about the discount you’ll be eligible for? USPS members receive up to a 23% premium discount with our insurance carrier partner. You’ll be eligible for a discount as soon as you complete the first course. When can you start?
Do you know anybody that you boat with that would like to come with you? Would you like me to get in touch with them or do you want to bring them with you?

56. HAVE U SEEN THESE MOVIES?
Sell America’s Boating Course 3rd Edition®?
a 26 slide sales presentation that will convince boating course students to take the course. A narrated presentation that will take you through all the benefits of the course, overcoming objections and making the sale.

57. HAVE U SEEN THESE MOVIES?
Sell USPS?
a carefully planned 56 slide presentation that will help you recruit new members to your squadron. The narrated presentations covers the skills from Successfully Selling ABC3 and will give you the tools to “ask for the commitment” to join.

58. BE READY TO SELL And have fun Enjoy yourselves
“Boating is fun we’ll show you how!”