AIESEC Sales TrainingOctober 23rd 2015

Markus Åberg

Who am I?Markus Åberg6 years in sales: online recruitment, employer branding, IT recruiting and IT consulting

Experience working with many large brands and companies

What do you want to get out of todays session?

Overview of today1) Calling and pitching a meeting

2) The perfect sales meeting

3) Closing and dealing with rejection

4) Techniques for effective communication

5) Types of different buying patterns

Todays first exercise!Start with WHY?

What are your goals in life?

(You can write anything.)

You have 20 minutes.

Why sales? (Because it will give you valuable skills!)• Learn to do business• Get over fear of rejection• Become a great communicator• Become a great listener• Get along with all kinds of people• Build your professional network• Become a great storyteller• Learn the value of persistance• Establishing trust• Understand other people

The Stages of Learning

Incompetent Unaware

Incompetent Aware

Competent Aware

Competent Unaware

Calling/Pitching a meeting1. Every phonecall is an

interruption

2. Booking a meeting is a small decision

3. If you sound boring over the phone – you are pitching a boring meeting.

4. Do your homework

What is a reasonable level of activity for calling?Calling/Pitching a meeting

20-25 calls per hour in a 2-hour session

If you are booking meetings for 8 hours you should pick up the phone at least 100 times.

It takes at least 500 calls!

Calling/Pitching a meeting

It takes at least 500 calls!

Calling/Pitching a meeting

Calling/Pitching a meetingGet them above the decision line FAST!

0

1

2

3

4

5

6

7

8

9

10

Their level of interest Interested enough that they will take a meeting

When you say something interesting and relevant

Exercise: What are your lines to get them over the line? - Make positive associations - Be relevant - Make big claims (this is not the time to be modest)

Calling/Pitching a meeting

(What were the best lines?)

Calling/Pitching a meeting

If no - Always follow up!”When can I call you at a better time?””When will you have read my email?”

Actually Follow UP! Congruency is key.

This is where you start building trust!

Calling/Pitching a meeting

Your state comes through in your voice – What can you do before you pick up the phone?• Stand up – Walk around. Motion creates emotion!• Do a power pose• Talk about something exciting, get fired up!

Structure of a sales meeting

Introduction

Needs analysis

Presentation

Validation of interest

Booking the follow-up meeting

Performing a great needs analysis(The art of crafting beautiful questions)•The quality of your results are in direct correlation with the quality of your questions!

•The better questions you ask – The easier it is for you to get what you want!

Exercise!Create better questions to use in a meeting!

What are the best questions you can think of to ask a client?

20 minutes(Dig for pains, Find problems you can solve, Steer their thoughts)

Exercise!What were the best questions you came up with?

Going for the closeDo’s and Dont’s Do: Test close in the first meetingDon’t: Help them find reasons to doubt youDo: Ask questions that gets them to say yesDon’t: Help them to find an excuse to say no

When and how to turn a no into a yes- Ask Questions! Help them figure out the core of the problem.- Can you solve this problem?

Dealing with rejection and how to get better•What are they really saying no to?•What does this mean for you?• Is this unexpected?•What can you learn?

”If you look at the value of what you learn from a mistake – you will often find that the price you paid was a bargain!”

Techniques for communication1. The importance of Body Language

2. Framing

The importance of Body Language

How believeable you come across depends on these things:• The words you use: • The tone of your voice: • Your physiology – body language:

Source: Albert Merhabian, Morton Wiener: ”Decoding of Inconsistent Communications” (1967)

7%38%55%

Your body language comes through over the phone!

FramingPreframing Reframing

(Deframing)

(Because-framing)

Discover your clients buying patterns

Towards or Away

Are they more referring to avoiding problems?Or are they more referring to acting on opportunities?

This should give you a pretty big clue how to frame your presentation.

Discover your clients buying patterns

Possibility or NecessityIs this a person who will buy based on the possibilities they see in using your product?Or is this a person who will only buy if they see it as absolutely necessary to have access to your product?

Choose your words accordingly.

Discover your clients buying patterns

Internal or External

Do they look to others to decide what is right? Or do they look into themselves?This is often pretty easy to tell - Are they quiet when they think, or are they asking you what your other clients are doing?

An effective phrase to use with internally oriented people might be ”Only you will know if this is right for you.”Externally oriented people might be more persuaded by testimonials from other clients.

Discover your clients buying patterns

Generalities or SpecificsSome people can not take in what you are trying to tell them before they can see the big picture.

Others can not grasp the big picture, but wants to know the specific details regarding your product.

Listen for this, and frame your presentation accordingly.

Discover your clients buying patterns

Past or FuturePast – These people refer to past experience to provide a frame of reference for new information. Talk about your proven track record with these clients.

Present – These people are interested in now! Make sure you can make something happen immediately. Can you provide a product demonstration?

Future – These clients want to know what your product will mean for them in the future. Show them long term improvements, or how this will turn out to be a very wise decision down the road.

Atemporal – These people have little motivation regarding time frame.

Discover your clients buying patterns

Convincer Strategy: A – Representational SystemHow does something come across as convincing to them?Visually oriented – They have to see it to believe it. Use visuals to win over these people (Slides, graphs, draw on a whiteboard)Audially oriented – They need to hear it to believe it. Make sure to craft your words wisely. Don’t mind if they don’t maintain eye contact, they are still listening to you.Physically oriented – They need to experience it to believe it. Can they try out your product, or get a real life experience of it?Text oriented – They need to read it to believe it. Show them articles, papers, blog posts, studies, written testimonials.

Discover your clients buying patterns

Convincer Strategy: B – Demonstration sortHow does the product need to be demonstrated to them?Automatic – This person assumes something is working until proven otherwhise. (A salespersons dream – but they will just as easily buy from the competition)X number of times – This person has to see that the product is working (e.g. 5) times before they are convinced that is works.Period of time – This person has to see that the product is working for (e.g. 6 months) before they are convinced that it works.Consistent – This person needs constant proof or convincing that the product is working. Be ready to answer the same questions over and over again.(A salespersons nightmare)

Discover your clients buying patterns

Cost or ConvenienceWhat is more important to the client?

If cost is important – What can you adjust to get the price down? Or how can you get them to feel that they made a good deal?

If convenience is important – can you charge extra for better service? Sometimes the client will even tell you.

Discover your clients buying patternsSameness or Difference

- What is the relationship between these symbols?

Discover your clients buying patternsSameness or Difference

Sameness – 10% of people. These people see three identical symbols. They look for similarities to what they already know, and choose not to see differences.Show how your product is similar to what they already have or do.Sameness with exception – 55% of people. These people see sameness first, and then the difference. Comparisons work well with this group. Relate how your product is better than something they already do or have.Difference with exception – 25% of people. These people see differences first, and then similarities. To this group you want to be talking about how your product is completely different than what they already do or have, but at the same time can replace it without any downside.Difference – 10% of people. These people will claim there is nothing similar between these symbols. To this group you want to show how your product is an enormous change and will revolutionize everything. Make sure to keep them up to date with the latest product updates during the sales process.

Keep educating yourself to get better!Other resources:Tony Robbins – Mastering Influence

Dale Carnegie – How to win friends and influence people

Repetition is the key to mastery!Reach out to me if you have any questions.

www.MarkusAberg.se