Making the sale: Techniques for non-sales people by Tom Crosby FISMM Tom Crosby, FInstSMM.

Making the sale:Techniques for non-sales people

by

Tom Crosby FISMMTom Crosby, FInstSMM


by

Tom Crosby FISMM

18 years sales experienceCapital goods & Information

TechnologyBusiness development

New Business and Account MgmtSales Consultancy and Training

Qualified Master Mariner

Fact: In 70% of sales situationsPeople Buy People


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Tom Crosby FISMM

1.Making Appointments

2.Basic sales awareness

3.Objective setting

4.Account development thinking

5.Objection Handling and closing

6.Body Language


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Tom Crosby FISMM

Quick Test


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Tom Crosby FISMM

What skills must a salesperson possess?

Closing skills Qualification skills Negotiation skills Networking skills Partnering skills

The absolute skill is QUALIFICATION

Telephone skills Questioning skills Listening skills Selling skills Actioning skills


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Tom Crosby FISMM

And just one more….


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Tom Crosby FISMM

What makes a salesperson successful?

Product knowledge

Selling ability

ATTITUDE

Barry Bailey, 3M


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Tom Crosby FISMM

“A man without prospects, is a man without prospects”

“Remember to do three things: Qualify, qualify, qualify”

“ABC – Always Be Closing”

Focus On Customer Issues, Not Your Wants

“If a customer asks for something: You ask for something back”

As my old bosses used to say…

“80% of your business will come from 20% of your customers”

“Keep it simple, stupid”


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Tom Crosby FISMM

Sales evolution

StatureCredibilityExperience

Lifetime of learning


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Tom Crosby FISMM

Part I

Making Appointments

Telephone Technique


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Tom Crosby FISMM

Opening Benefit Statement(offer proof, promote benefits, short & pertinent….)

Ask for the appointment

Be prepared for anything

Listen!!

Expect Objections

Persist but don’t annoy!


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Tom Crosby FISMM

Part 2

Basic Sales Awareness


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Tom Crosby FISMM

Open Questions (what, why, when, where..)

Closed questions (This or that;black or white?)

Imagined Objections & Real ObjectionsBridging (connecting phrases)

Conversion of opportunity to needsHandle objections

Summarise and Actions

A need must be satisfied


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Tom Crosby FISMM

Part 3

Objective Setting &

Qualification Techniques


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Tom Crosby FISMM

The planning process

Objective settingMarketsQualificationResearching prospectsCampaign planningConstructing a proposition


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Tom Crosby FISMM

Objective setting

Why its needed ? To get to where you want to beby the time you said you wouldAND you know you’ve done it.

SSpecificMeasurableAttainableReasonableTimeboundStretch

Example:I will complete contracts with ABC company to the valueof £250,000 for consultancy services by July 31st 2005.


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Tom Crosby FISMM

Markets

Focus on your Vertical sector

Know your market, know who’s looking, know who’s got

budget to help you achieve success…


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Tom Crosby FISMM

Qualification

Just one simple rule:

‘Always know where youare in the campaign’

QUALIFY… QUALIFY… QUALIFY!


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Tom Crosby FISMM

Qualification

Use S.C.O.T.S.M.A.N.

S = Solution

C = Competition

O = Originality

T = Timeframe

S = Stretch/Resources

M = Money

A = Authority/Decision-making

N = Need

It is simple and effective, score it, you do not miss anything out


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Tom Crosby FISMM

Researching prospects

Put data in a CRM system: Excel, Act, Goldmine, Salesforce

Search for company info on Reuters, Comdirect, YahooFinance,

Obtain annual accounts…it tells you so much!

Learn their business, speak their jargon

Understand market perception

Who owns them? Group strategy?

Talk to colleagues/partners…you may have an “in” already

Can they afford us ?

Are they latent or active?


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Tom Crosby FISMM

Part 4

Account Development Thinking


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Tom Crosby FISMM

Account Development Planning

Decide your strategy:

Direct, Indirect, Divisional or Containment

Be part of a virtual team along with a management sponsor and brainstorm situations regularly

Reset priorities and focus on getting access to power


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Tom Crosby FISMM

Account Development Planning

SWOT Analysis Plan for expected short term and longer term revenuesContacts identifiedSolution projection possibilitiesDocument and review every step


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Tom Crosby FISMM

Constructing a proposition

To consist of everything a prospect needs to say “YES…….”

Products/ServicesSupport & MaintenanceInstallationTrainingConsultancyOther ServicesPricing


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Tom Crosby FISMM

Part 5

Objection Handling and Closing


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Tom Crosby FISMM

Objection Types

Are they real or a misunderstanding?

Don’t panic, just probe….Deal with them and prepare a

summary prior to…..


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Tom Crosby FISMM

Closing the deal

ASK FOR THEIR COMMITMENT TO PROCEED, I.e. order, signed contract, SOW, etc.


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Tom Crosby FISMM

Part 6

Body Language & Interpersonal Styles


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Tom Crosby FISMM

Some Examples

Folded arms whilst sitting (neutral)Leaning forward (+ve)

Eyes wide, nodding head (+ve)Covering face with hand whilst talking (-ve)

Looking to the ceiling when you are talking (-ve)

Learn and read these hidden signals and you’ll be more effective


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Tom Crosby FISMM

Tom Crosby, FInstSMMSales Consultant & Practitioner

CustomerClix66 Gloucester Street

LondonSW1V 4EF

United Kingdom

Tel: +44 (0)20 7834 7643Email: [email protected]

Web: www.CustomerClix.com

Date post:	28-Mar-2015
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Making the sale: Techniques for non-sales people by Tom Crosby FISMM Tom Crosby, FInstSMM.

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