1. ANDREW ZIELINSKI, MBA www.accrongroup.com/fengyeacademy /

2. Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach 3. Needs Analysis 4. Product/Service Presentation - 1:1 and to Groups 5. Handling Objections 6. Negotiation 7. Closing 8. Follow-Up 9. Merchandising and Promotion 10. After-Sales Service

3. 3. Needs Analysis  After greeting the customer, the most important step is to understand what they really need  Although you can play a guessing game with them by offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer  We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles  Now, let’s apply all this towards better understanding our customer’s needs and to serve them best

4. Digging in…  By qualifying the customer – OBSERVE “Personal Packaging”  Be aware of how your customer “put themselves together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc.  Yes, this will involve some stereotyping but never prejudice! Behavior  Recall what we covered in non-verbal communication

5. Digging in… What They Say  Be sincerely interested in what your customer is saying  Focus on the conversation – don’t let your mind wander  Body language counts – don’t look at your watch or elsewhere in the store. Instead look directly at your customer  Don’t interrupt your customer or try to finish their sentences  Do not try to influence what your customer is trying to say. There will be time to “work the decision-making process”  Do not worry about asking the customer to repeat if necessary so that you clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying  Avoid “selective hearing” – hearing only the parts that suit you  In your mind summarize what the customer is saying  Be patient, even if your customer is having a hard time “getting it out”  Be quiet, when they speak, even if you are tempted to speak

6. Activity 5.4.1 Who Are You? Observing Customers BACKGROUND 1. See link to Activity 5.4.1 on class web site 2. Read the situations in the document focusing on customer behavior. Find the different non verbal cues and suggest likely interpretations of these cues, which you will then be able to use throughout the sales process with them

7. Digging in…  More ways to OBSERVE customers Dominant Communication and Learning Styles  Let’s Look at our Communication Styles again: Directive 18% of Customers Analytical 14% of Customers Expressive 28% of Customers Amiable 40% of Customers Tasks & Results Focused People & Feelings Focused Extroverted Introverted

8. Buying Patterns by Dominant Communication Type The Directive Commonly Asked Questions What? What will is bring me? How much time will it take? Verbal Cues Speaks loud He is brief and to the point Understands quickly and demonstrates it Seeks to control the conversation Commonly Asked Questions What? What will is bring me? How much time will it take? Verbal Cues Speaks loud He is brief and to the point Understands quickly and demonstrates it Seeks to control the conversation Non-Verbal Cues Quick movements Confident walk, energetic Holds themselves stright, upright In control of their emotions Buying Behavior Shops alone Buys quickly and impulsively because doesn’t care about details and little analysis Buys results Doesn’t dwell on pricing Non-Verbal Cues Quick movements Confident walk, energetic Holds themselves stright, upright In control of their emotions Buying Behavior Shops alone Buys quickly and impulsively because doesn’t care about details and little analysis Buys results Doesn’t dwell on pricing

9. Buying Patterns by Dominant Communication Type The Expressive Commonly Asked Questions Who else bought this? Is this a popular item? Verbal Cues Speaks a lot and says “I” or “me” a lot Often off-topic, many directions at once Not a good listener Non-Verbal Cues Large movements Seeks physical reassurance. Likes to touch people Frequently changes position or posture Commonly Asked Questions Who else bought this? Is this a popular item? Verbal Cues Speaks a lot and says “I” or “me” a lot Often off-topic, many directions at once Not a good listener Non-Verbal Cues Large movements Seeks physical reassurance. Likes to touch people Frequently changes position or posture Buying Behavior Shops alone or accompanied Buys impulsively and spontaneously… and often according to the popularity of an item Doesn’t dwell on pricing Seeks “something different,” not run-of-the-mill Buying Behavior Shops alone or accompanied Buys impulsively and spontaneously… and often according to the popularity of an item Doesn’t dwell on pricing Seeks “something different,” not run-of-the-mill

10. Buying Patterns by Dominant Communication Type The Analytical Commonly Asked Questions How? Why? Prove it Are you sure I’m making the right decision? Can you provide more details? Verbal Cues Speaks in an even tone, authoritatively and sure Doesn’t like being interrupted Non-Verbal Cues Stays in one place, not moving much. Moves slowly Doesn’t like to be touched; keeps a distance Shows little emotion Commonly Asked Questions How? Why? Prove it Are you sure I’m making the right decision? Can you provide more details? Verbal Cues Speaks in an even tone, authoritatively and sure Doesn’t like being interrupted Non-Verbal Cues Stays in one place, not moving much. Moves slowly Doesn’t like to be touched; keeps a distance Shows little emotion Buying Behavior Shops alone Brings printed information Wants technical details Likes to analyze and compare products Asks many questions, take a long time to decide because doesn’t want to make a mistake Wants the price justified Does not tolerate lying Buys the assurance that they are making the right decision Buying Behavior Shops alone Brings printed information Wants technical details Likes to analyze and compare products Asks many questions, take a long time to decide because doesn’t want to make a mistake Wants the price justified Does not tolerate lying Buys the assurance that they are making the right decision

11. Buying Patterns by Dominant Communication Type The Amiable Commonly Asked Questions Why? Is it safe? What do you think? Verbal Cues Speaks softly and calmly Utilizes nice and polite words Let’s the other person speak before providing their own thoughts Commonly Asked Questions Why? Is it safe? What do you think? Verbal Cues Speaks softly and calmly Utilizes nice and polite words Let’s the other person speak before providing their own thoughts Non-Verbal Cues Favors physical contact and warm, visual cues Moves slowly, not in a rush Attentive but discreet Buying Behavior Sometimes alone but often accompanied Often looks for support and approval Unsure at decision-making time Buys confidence Non-Verbal Cues Favors physical contact and warm, visual cues Moves slowly, not in a rush Attentive but discreet Buying Behavior Sometimes alone but often accompanied Often looks for support and approval Unsure at decision-making time Buys confidence

12. Activity 5.4.2 Spot the Buyer! 1. For each of the following scenarios, determine the communication style or learning style. Prove it by identifying their corresponding cues 2. See web site or handout for scenarios

13. How-To 1. Getting to a Yes – Already saw this. Now, some examples 2. AIDA – Attention, Desire, Interest, Action 3. The Four Twenties – First 20 seconds, First 20 moves, First 20 words, First 20 cm

14. 1. Getting to a Yes – Already saw this. Now, some examples  “Do you need to reduce costs to make your company budget balance, this quarter?”  “Do you want better insurance coverage at a lower cost?”  “Would you like to save 25% on your next purchase?”  “We just received some new items this morning. Let me show you.”

15. How-To 2. AIDA – Attention, Desire, Interest, Action Attention – Get customer’s attention Interest – Hold their interest. Get them to talk about themselves and be interested. Get them invested in the interaction. Suggest items that meet the needs the describe Desire – In the following section we will dig deeper into this Action - Bring the customer towards a decision-making process once the selection is close enough. Look for verbal and non-verbal cues

16. How-To 3. The Four Twenties The First 20 seconds  Within 20 seconds, customer decides if they stay or they go. Make them stay!  Greet the customer. Get them at ease  Engage as appropriate The First 20 Moves  During the first 20 seconds, customer is consciously or unconsciously checking you out. How you dress, stand, move, express yourself convey feelings of approachability and confidence The First 20 Words  They must get the customers attention  Positive, Accessible, Understandable Language The First 20 cm  Not to be taken literally. Simply refers to respecting distances and using this distance effectively

17. Activity 5.4.3 Attention-Grabbing Openers 1. Download Activity 5.4.3 scenario sheet from class web site of receive handout from teacher 2. Follow instruction on the sheet

18. Summary Qualifying and approaching a client is done through: Observation – sociodemographics and behavior Listening – what is their learning type? Motivators? Interests? Decoding – non-verbal cues Captivating – consider appropriate openers

19. Determining Needs Analyzing customer needs is a life-long pursuit for many people and many institutions. Aside from deep marketing research that your company may or may not perform, we are concerned with the basic, “front-line,” immediate determination of what the person or people immediately in front of you require at this moment. To accomplish this, this section will cover:  Basic “level-set” on what brings customers to a sales representative  How to ask the right questions  Working in a professional manner

20. Maslow’s Hierarchy of Needs Abraham Maslow, a leading psychologist, defined, in the 1940’s, a model for understanding human needs. Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion Body, employment, resources, morality, health, family, property Love/Belonging – Friendship, Family, Sexual Intimacy Self-Esteem, Confidence, Achievement, respect of and by others Morality, creativity, spontanaity, problem solving, lack of prejudice, acceptance of facts

21. Applied to Sales  These 5 levels of needs can translate to the field of sales in several ways. Marketing experts have utilized them for decades in building just the right messages, images, sounds, and smells to sell products and services  Using this hierarchy in face-to-face, tactical, situations is just as common

22. Activity 5.5.1 Mapping Maslow to Buyer Profiles 1. Looking at communication and learning styles, how would we incorporate each of the 5 levels of Maslow’s hierarchy? BasicVisualDirective SecurityAuditoryAnalytical SocialKinestheticExpressive EsteemAmiable Self-Actualization

23. Activity 5.5.1 (Continued) Mapping Maslow to Buyer Profiles 2. For each of Maslow’s 5 levels, let’s build some profiles. Let’s take a client profile and a product. Can we derive a possible motive for the customer’s desire to purchase such a product or service. Explain your answer Basic Security Social Esteem Self-Actualization Format for answer Customer: _________________________ Product or Service: _________________________ Maslow psychological need and motive for purchase: __________________________ Explanation: _________________________

24. Asking Qualifying Questions Types  Open  Closed  Directed  Alternatives (Choices)

25. Open Examples What does the bathroom of your dreams look like? Why are you considering a new game console? Why do you need this type of stroller? Resulting Answer Types Longer more complete answers that enable customer to more fully express themselves and, therefore, provide you with maximum information Examples What does the bathroom of your dreams look like? Why are you considering a new game console? Why do you need this type of stroller? Resulting Answer Types Longer more complete answers that enable customer to more fully express themselves and, therefore, provide you with maximum information Benefits Offers open dialog and thereby permits better determination of needs and motives for client purchase Requires active participation in the conversation, by the customer When are they useful? When you need a lot of information and it’s not practical to ask a multitude of closed questions Benefits Offers open dialog and thereby permits better determination of needs and motives for client purchase Requires active participation in the conversation, by the customer When are they useful? When you need a lot of information and it’s not practical to ask a multitude of closed questions

26. Closed Examples Do you often eat home fries? How many dogs do you have? Do you like the color pink? Resulting Answer Types Short answers, only a few words Examples Do you often eat home fries? How many dogs do you have? Do you like the color pink? Resulting Answer Types Short answers, only a few words Benefits Require a response but no room to expand Alternatively utilized with other types of questions When are they useful? When you need specific information Benefits Require a response but no room to expand Alternatively utilized with other types of questions When are they useful? When you need specific information

27. Directed Examples The price is right, isn’t it? Do you agree with me that an in-ground pool would add value to your home? Resulting Answer Types “Forced” answers that may or may not reflect customer’s true thoughts Examples The price is right, isn’t it? Do you agree with me that an in-ground pool would add value to your home? Resulting Answer Types “Forced” answers that may or may not reflect customer’s true thoughts Benefits Answers are virtually included in the questions They exert influence and suggest a response When are they useful? When you want to insist on a particular aspect Limit objections Dictate a thought Benefits Answers are virtually included in the questions They exert influence and suggest a response When are they useful? When you want to insist on a particular aspect Limit objections Dictate a thought

28. Alternatives (Choices) Examples Will you take 50 or 100 copies? Do you prefer manual or automatic transmission? Would you like the technician to come in the morning or the afternoon? Resulting Answer Types Shorter answers, providing customer with feeling that they are the ones deciding and in control Examples Will you take 50 or 100 copies? Do you prefer manual or automatic transmission? Would you like the technician to come in the morning or the afternoon? Resulting Answer Types Shorter answers, providing customer with feeling that they are the ones deciding and in control Benefits Funnel choices down to two Can be open or closed types When are they useful? When you want to bring customer to a close Benefits Funnel choices down to two Can be open or closed types When are they useful? When you want to bring customer to a close