Post on 30-Dec-2015
Dayton Chapter of SCORE
SCORE is a Resource Partner with the U.S. Small Business Administration.
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www.daytonscore.org
: 937-225-2887
Professional Business Counseling
Live Your Dream. SCORE Can
Help.
Confidential business counseling / mentoring is done free of charge.
Web Site: www.daytonscore.org
Call for an appointment : 937-225-2887
Federal Building….Suite 104, 200 W. Second St.
Dayton, Ohio 45402
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BASICS OF SELLING –
UNDERSTANDING YOUR BUYER / CUSTOMER
SCORE – Dayton Chapter 1073
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Objective of the Workshop:
A) Being able to understand the thought processes of your
Buyer / Customer when you go through the presentation of your product or service.
B) Recognize the types of Buyers / Customers that could influence the buying decision.C) Introduction to “Five Sales
Steps” 4
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
D) Identify influencers in the buying decision:
Owner Buyer Support Staff End User
E) Buyer Motives:
Need Desire Regulations Trends Perception Etc. 5
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Know your product Know your competition Know what sets your product apart Make a list of your product’s features
and express them as customer benefits Sell yourself first on your solutions Make sure all employees are on board
with a “we” attitude
BEFORE YOU DO ANYTHING…
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Package yourself No negatives Research client Be on time Be observant
PREPARE FOR THE SALES CALL
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
The Five Sales Steps:
1. Contact2. Qualify3. Investigate4. Presentation5. Close
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 1 – Making Contact with the Buyer / Customer
Preparation and Planning
Suspect vs. Prospect Ideal customer profile
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 1 (cont.) – Making Contact with the Buyer / Customer
Ways to make Contact
Personal “face-to-face” call Phone call Letter E-mail Networking Social media Walk in
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 2 – Qualify the Buyer / Customer
Identify the decision maker(s) ---
End User Coaches Technical Person Economic Buyer
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMERStep 2 (cont.) – Qualify the Buyer /
Customer
Buyers / Customers motives
Is there a need? Are they ready to listen to you? The hidden agenda.
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 2 (cont.) – Qualify the Buyer / Customer
Budget ????
Can they afford it? Is your timing in sync? How can the budget be changed?
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 2 (cont.) – Qualify the Buyer / Customer
Will they buy from you?
Be a helper in the decision process.
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER/CUSTOMER
Step 3 – Investigate the reality
Needs analysis
Confirm a need Gather data
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 3 (cont.) – Investigate the reality
Understand how you are going to relate the Customer needs to your products or services.
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 3 (cont.) – Investigate the reality
Questioning Techniques
Ask Questions … … Then Listen Paraphrase
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 – Making the Presentation (The Selling Process)
Talk about the …
Features Advantages Benefits Prove your solution by doing
something 18
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 (cont.) – Making the Presentation (The Selling Process)
Speak the customer’s language
Use words that everyone understands
Talk in simple sentences Use Technical words only when necessary
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 (cont.) – Making the Presentation (The Selling Process)
Building desire
Hope for a GAIN Fear of a LOSS Hope for PLEASURE Fear of PAIN Desire for APPROVAL PRIDE
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 (cont.) – Making the Presentation (The Selling Process)
Recommendations should include
Return on investment Faster to the market place Ahead of the curve
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 (cont.) – Making the Presentation (The Selling Process)
Trial closes as you go along
Looking for agreements “If we can do this … then I can do that”
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 4 (cont.) – Making the Presentation (The Selling Process)
Overcoming objections
Feel Felt Found
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 5 – Close the sale
Buyer / customer must now decide
Do I have a need? Should I buy this product? Is this the company to buy from? Is the price right? Should I buy now?
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 5 (cont.) – Close the sale
A Hand ShakeSign ContractsCollect money
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Step 5 (cont.) – Close the sale
Set the stage to develop future sales
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BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Sold: Thank You Restate terms, etc. You’ll stay in the
loop
Didn’t sell: Thank You Restate needs and
features / benefits Leave a way back in
FOLLOW-UP
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Follow-up consistently Keep a tickler file Keep your promised dates Send correspondence about solutions to
any other problems Follow-up, follow-up, follow-up
KEEP RECORDS
BASICS OF SELLING – UNDERSTANDING YOUR BUYER / CUSTOMER
Not listening to the buyer Not asking for the order Forgetting to sell existing customers
THE THREE MOST COMMON SALES MISTAKES
Successful and experienced Executives acting as volunteers.
National Website: www.score.org Provides useful information and
resources for small business. Email mentoring For information on upcoming Seminars
and Workshops –visit our website Dayton Website: www.daytonscore.org Focused Services
Free Mentoring One-on-one
Office: 937/225-2887
About SCORE
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