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Welcome to the Conference
Presentation forSales Professionals
Sales-Professionals-Presentation-Slideshare 8Dec2013
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Questions
Your Input
Enter into dialogue
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Opportunities
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The will to prepare to win is more important than the will to winVisit the right peopleCreate an informal atmosphereIt's all about providing valueGood ways to start a conversation with the doctorHow to make the other person curiousWhat the doctor is really interested inPower questionsHow to listenHow to use visual aids like foldersMagic words in any languageWords to avoid in business conversationsEffective calls to action
Topics
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Communicate More Effectively
Convince Your Customers Faster
Sell more products
Goals
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You choose
Suggestions Recommendations
Advice
Tips
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Reservoir
Let your ideas inspire you
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If an idea occurs to you, write it down
Get your inspirations on paper
Catalyst
Personal action plan
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Recipe
It's not important how muchyou know, but how muchyou actually implement
Knowing Going…
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Your Attitude:Your Frame of Mind
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Half empty
Halffull
Think Positively
Accentuate the positive
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Positive Attitude
Exude optimism
Be confident
Show driveUp-beat wins
You are friendly and likeable
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Some guiding principles that
you can adapt to your own style
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The will to prepare to win is more important than the will to win
Do research
Prepare
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Analysis
Know YourTarget Group
Find out where the landing lights are
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TargetingCommon mistake:Focusing on the wrong target group and chasing poor prospects
Do your home work"Pre-Qualification"
Visit the right people
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Wrong target group=
poor Marketing andineffective Selling
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Are you on target or off-track?
Focus
Whom do youwant to convince?
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- Current impact- Potential future impact
Classifying Customers
Type
RelevanceA B C D
High Low
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Think Unmet Needs
Discover the customer'sreal problems
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Engage
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Build a relationshipEstablish Rapport
Connect
"It's always personal"
"Business is Relations"
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Daniel Levis
At a certain point, people stop buying your products, and start buying you:
You become the product
Person
P2P
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What you want to convey to your customers?
A powerful andconvincing message
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A Powerful Message
Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action
•
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ether gold
Attention
More volatilethan
Morepreciousthan
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Make the prospect curious and interested
First Step
Irrespective of who the customer is, it's important to grab their attention
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The Sale Before the Sale
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Capture the Prospect's Attention
Good ways to start a conversation:
Use words that arouse curiosity
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First Man on the Moon?
Neil Armstrong
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The Second Man on the Moon
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This is special.I should know.
FirstNew
Words you should use
Words That Spark Attention
...
Can you justify them?
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Key conclusions
The 3key conclusions
Give a Precise Number
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Keep it short and simple
Kiss
Be brief
Keep it super short
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A Powerful Message
Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action
•
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Why is this important to me?
Customers' Eternal Question
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What's-In-It-For-MeSyndrome
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Types of Human Needs
Personal- Appreciation and Recognition- Feeling safe- More free time- Entertainment- Gifts or money
Official- More knowledge- Support / Cooperation
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Message
Everything nice Solution
Impa
ct
1
4Problem
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Benefit: Make it worthwhile
The difference you will make:You improve the client's condition by …
It's all about providing value:You have to have a strong value proposition
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Complaints by Sales Reps
Your recommendation …
The prospect did not return my call
I cannot get any appointments
Become more interestingProvide more value
…
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A Powerful Message
Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action
•
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What would happen …
Superiority = Uniquenessfollowed byBenefit = Solution
… if you started with
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Always start with
a Benefit
= Solution= Value proposition
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A Powerful Message
Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action
•
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Give proof that your product
will perform as you say it will
Validate Your Claims
Endorse your message
by reliable sources …
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How many statements from satisfied customers in your country do you use in conversations with your customers?
0 1 2 3
Testimonials
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Who is responsible for getting those statements from satisfied customers in your country?
Testimonials
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AttentionBenefitSuperiorityValidation…
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Attention: Arouse interest for contentBenefit: Offer a fact-based solutionSuperiority: Show unique valueValidation: Support with referenceBehavior: Ask for action•
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Ask for Action
CTA = Call to Action
What do you want people to do?
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Ask for Action
After all the work you put in, all the time, money and energy, the decisive moment is:
Closing the sale
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Best Point in Time
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Give Options
“Should I act?”
“Which option should I choose?”
Turn the customer’s question from
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Conclusion
Do what approximately 70 % of all sales reps forget:
Always complete your talkwith an effective call to action!
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Frank Luntz: Words that work
With language you are playing an incredibly dangerous game
Modes of Expression
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Some Words Transform
Your Text ...
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Drop "Barbed Wire" WordsAvoid hazardous language
• Problematic• Difficult• Complicated • Questionable• Mistake
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The Power of Words
Words can determine how people feel and how they act
Loose lips sink ships
Be careful what you say
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Zarathustra
Zarathustra, 1000 B.C.
Speak the truth, but speak it pleasantly
Write the truth, but write it pleasantly
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Choose words withPositive interpretations Optimistic connotations Agreeable implications
Language
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- +
You misunderstoodme
Let me explain
unquestionable accepted
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problem challenge
- +
fascinatingproblem
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disappointing informativeinstructiveinsightful
- +
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establishedwell-knownmodern classic
old
- +
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Alternatives to "Prove"
• Validate• Document• Confirm• Highlight• Emphasize• Underline
• Prove
Avoid Prefer
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20% improvement
20% difference
Case: Examplex is 20% better
20% increase
Alternatives to 'Difference'
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The "Magic" Word
In any language is …
the other person's name
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Value
Key Words
Advantage
Benefit
Use them
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The Important Words
Forging an identity with the right vocabulary
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Even
Number of Bullet Points
Uneven
3__
Make lists of three
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Your 3 Core Messages
•••
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3 Questions and Your Answers
•••
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ControlStandard therapyConventional therapyReference substanceGold standard
--
Calling the Other Treatment
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● Don't mention the other brand name● Don't bad-mouth the competition
● Ask a question about an item whereyour product is superior, for example"How important is convenience?"
Your products are special, because …Your service is better, because ...
The Competitor
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Communication Channels
Choose the routes that your target audiences prefer
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Polish
Rehearse
Give Great Presentations
Refine
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On Stage
You're on!
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Think
Pep
Passion
Performance
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You don't get greatwithin one day, butday by day
Practice
Use every opportunity
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The
ExperienceEconomy
Work is Theatre and Every Business
a Stage
B. Joseph Pine II James H Gilmore
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= 21
Start a Dialogue
Listen
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The Testing Cycle
Test it = Ask questionsGet feedback
Adjust = Fine-tuneAdapt to feedback
Prepare a draft
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Ask great questionsand you will get great answers
Good Questions
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Your prospect will evaluate you by
- how smart your questions are
- how well you can listen
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Listen to Feedback
Rapid prototyping Improve fasterSucceed sooner
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Speed
24May
Critical Success Factor
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Follow-up
Effective follow-up is what distinguishes the professionalfrom the amateur.
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Network
Connect to peopleMake lots and lots of friends
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Electronic Business Platforms
www.xing.comwww.linkedin.comwww.viadeo.com
Local platforms
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Lots of little things done well can make a powerful difference
Richard Branson
Combination
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Research and analyzeCustomizeTest and adapt
Establish rapportAsk questionsListenAsk for action
Summary
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Live up to your true potential
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S t r e t c h
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Whatever you can do or dream, begin it.Boldness has genius,power and magic in it.
William Murray: The Scottish Himalayan Expedition Quoting the German poet Goethe
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Wonderwhat’shappening
Makethingshappen
Types of People
Watchthingshappen
Dare
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Get out and do it
The Big Secret
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Work it now
WIN
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Get comfortable being uncomfortable
Have the courage …
… to take risks
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Wake Up
Morning
Make every day count
Alert
Act
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You can choose
- preparation
- optimism
- action
- excellence
You Can Achieve Mastery
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Even you will not know until you spread your wings
Rise to New Heights
No one can predict to what heights you can soar