Dimensions of Professional Selling ® The Essential Elements of Positional Selling ®

Dimensions ofDimensions ofProfessional SellingProfessional Selling®®

The Essential Elements ofThe Essential Elements ofPositional SellingPositional Selling®®

Position is your current Position is your current status in the customer status in the customer

relationship.relationship.

Positional SellingPositional Selling®® is applying is applying the strategies, tactics and the strategies, tactics and techniques necessary to techniques necessary to establish and maintain establish and maintain preferred positionpreferred position in in

customer relationships.customer relationships.

Preferred Position Preferred Position Requires:Requires:

• Extensive pre-call planningExtensive pre-call planning

• Detailed preparationDetailed preparation

• Balanced implementationBalanced implementation

• Creative, professional executionCreative, professional execution

Building theBuilding theRelationshipRelationship

Analyzing clientAnalyzing clientEnvironmentEnvironment

Presenting SolutionsPresenting Solutions

Positional SellingPositional Selling®® Process ModelsProcess Models

Take the LeadTake the LeadInvest in theInvest in theRelationshipRelationship

Get OrganizedGet Organized

11 22 33



Find theFind theArea ofArea of

OpportunityOpportunity

Present with aPresent with aPurposePurpose

Make theMake theCustomer PartCustomer Partof the Solutionof the Solution

44 55 66


Close forClose forResultsResults

Assume theAssume theResponsibilityResponsibility

Become theBecome theOnly ChoiceOnly Choice

77 88 99

Positional SellingPositional Selling®® creates creates greater opportunities for you greater opportunities for you to:to:

• Gain new businessGain new business

• Expand in new marketsExpand in new markets

• Revitalize marginal accountsRevitalize marginal accounts

Positional SellingPositional Selling®® . . . . . .

• Increase salesIncrease sales

• Increase market shareIncrease market share

• Increase profitsIncrease profits

Positional SellingPositional Selling®® is is modelingmodeling the the attitudes and behaviorsattitudes and behaviors that that create a standard of excellence create a standard of excellence by which all other competitive by which all other competitive

efforts are judged.efforts are judged.

MODULE 2MODULE 2

Invest in theInvest in theRelationshipRelationship

DependencyDependency InterdependencyInterdependency

Customer-Seller RelationshipCustomer-Seller Relationship

SubordinateSubordinate EqualityEquality

TrustTrustCredibilityCredibilityRapportRapport

Interdependent Interdependent RelationshipsRelationships

Establish PositionEstablish Position

Initiating Position in the Initiating Position in the Sales RelationshipSales Relationship

• ProblemProblem

• PerceptionPerception

• ““Odds Are”Odds Are” Factor Factor

• ProductivityProductivity

• Bonding ProcessBonding Process

ProblemProblem

GapGap

Closing the GapClosing the Gap

Problem SolvingProblem Solving

PerceptionPerception

The ability to seeThe ability to see

Selective or ObjectiveSelective or Objective

DispositionDisposition

SelfSelf

AssumptionsAssumptionsBiasesBiases

PastPastExperienceExperience

ValuesValues

GoalsGoals

NeedsNeeds

FearsFears

Selective PerceptionSelective Perception

Ego/Self-Perceived UnderstandingEgo/Self-Perceived Understanding

Selective PerceptionSelective Perception

Reality-Perceived UnderstandingReality-Perceived Understanding

Objective PerceptionObjective Perception

““Odds Are” 2 to 1Odds Are” 2 to 1At any given point in At any given point in time one’s perception time one’s perception is inwardly focusedis inwardly focused

AND . . .AND . . .

Selective -Selective -Self-CenteredSelf-Centered

ReactionReaction

vs.vs. Objective -Objective -Other-CenteredOther-Centered

ResponseResponse

““Odds Are” 2 to 1Odds Are” 2 to 1

““Odds Are” FactorOdds Are” Factor

PeterPeter

OttoOtto

NedNed

LoisLois

MarshaMarsha

““Odds Are” FactorOdds Are” Factor

Gap - SolvingGap - SolvingCustomer problemsCustomer problems

SelfSelf ProductiveProductive

SelectiveSelective

ObjectiveObjective

PerceptionPerceptionInwardlyInwardlyFocusedFocused

Self-Self-CenteredCentered ReactionReaction

Our “Odds Are” / Operating RealityOur “Odds Are” / Operating Reality

““Odds Are” 2 to 1Odds Are” 2 to 1

SelectiveSelectiveis out ofis out ofpositionposition

Distorts perceptionDistorts perception

Reduces productivityReduces productivity

ObjectiveObjectiveis inis in

positionposition

Improves perceptionImproves perceptionIncreases productivityIncreases productivity

Positioning for sales Positioning for sales productivityproductivity

Objective PerceptionObjective Perception

• Responsive vs. reactiveResponsive vs. reactive

• Focuses on Focuses on customer’scustomer’s “Odds “Odds Are” / Operating RealityAre” / Operating Reality

• Establishes positionEstablishes position

ListeningListening. . . to . . . to understandunderstand is a is a

critical strategy for critical strategy for establishing position.establishing position.

Judgmental

IMPACT: IMPACT: Dependent - ParentedDependent - Parented

• InsistingInsisting

• TellingTelling

• DictatingDictating

• DirectingDirecting

Hostility

IMPACT: IMPACT: Hurt - Confusion - AngerHurt - Confusion - Anger

• ScoldingScolding

• ArguingArguing

• ImplyingImplying

• CriticizingCriticizing

• Punitive ProbingPunitive Probing

IMPACT: IMPACT: Cared forCared for

ListenListen

• EmpathyEmpathy

• UnselfishnessUnselfishness

• Active PatienceActive Patience

• Paying AttentionPaying Attention

LL

IMPACT: IMPACT: Attended toAttended to

AcknowledgeAcknowledge

• EmpathyEmpathy

• SensitivitySensitivity

• ConcernConcern

• SupportSupport

AA

IMPACT: IMPACT: Interest - UnderstandingInterest - Understanding

ExploreExplore

• IdentifyingIdentifying

• AssessingAssessing

• DiagnosingDiagnosing

• AnalyzingAnalyzing

EE

IMPACT: IMPACT: Plan - Renewal - SolutionPlan - Renewal - Solution

RespondRespond

• RecommendingRecommending

• GuidingGuiding

• ResolvingResolving

• AgreeingAgreeing

RR

AA

EE

LL

RR

Customer’sCustomer’s““Odds Are”Odds Are”

YourYour““Odds Are”Odds Are”

Bonding ProcessBonding Process

LListenisten

AAcknowledgecknowledge

EExplorexplore

RRespondespond

AA

EE

LL

RR

Bonding ProcessBonding ProcessListenListenInterestInterest• Non-verbal Non-verbal

encouragementencouragement• Silence and patienceSilence and patience• Avoid interruptingAvoid interrupting• Avoid premature Avoid premature

reactingreacting

LL

Bonding ProcessBonding ProcessAcknowledgeAcknowledge

ConcernConcern• Non-verbal Non-verbal

encouragementencouragement• Supportive replySupportive reply• Reflecting concernReflecting concern• Taking credit for Taking credit for

listeninglistening

AA

Bonding ProcessBonding ProcessExploreExplore

IdentifyingIdentifying• Assure understandingAssure understanding• Extend understandingExtend understanding• Gather more informationGather more information• Restate and verifyRestate and verify• ClarifyClarify EE

Explore:Explore:

•Would you please expand on Would you please expand on that for me?that for me?

• Specifically what are your Specifically what are your concerns as they relate to . . .concerns as they relate to . . .

Explore:Explore:

• In other words, what you In other words, what you mean is . . .mean is . . .

• Is my understanding correct?Is my understanding correct?

Bonding ProcessBonding ProcessRespondRespond

FinalizingFinalizing• Recommended Recommended

SolutionSolution• Corrective actionCorrective action• Temporary closureTemporary closure• Deciding next stepDeciding next step RR


Contingency StrategyContingency Strategy

• Maintain relationshipMaintain relationship

• Defuse angerDefuse anger

• Handle objections or resistanceHandle objections or resistance


LListenisten

AAcknowledgecknowledge

EExplorexplore

RRespondespond

AA

EE

LL

RR

MODULE 3MODULE 3

Get OrganizedGet Organized

NeedsNeeds

ValuesValues

MotivationsMotivations

The chief The chief personalpersonal variables variablesin the selling processin the selling process

NN

VV

MM

NeedsNeeds

What the What the individual individual requires or requires or

strongly desiresstrongly desires

ValuesValues

Standards Standards that guidethat guide

or limit or limit behaviorbehavior

MotivationsMotivations

Predispositions Predispositions to actto actin ain a

certain waycertain way

The The customer’s customer’s orientation shapes orientation shapes the direction and the direction and flow of the sales flow of the sales transaction.transaction.

ResponsivenessResponsivenesstoto

Customer PersonalityCustomer PersonalityImportance ofImportance of

price, quality, etc.price, quality, etc.

Responsiveness can reduce the Responsiveness can reduce the importance of price, quality, importance of price, quality, terms, delivery, etc.terms, delivery, etc.

Responsiveness to Responsiveness to customer orientation customer orientation requires flexibility in requires flexibility in style.style.

Customer OrientationsCustomer OrientationsConsiderationsConsiderations

• Very few “pure” stylesVery few “pure” styles

• None better or worseNone better or worse

• Unique situations influenceUnique situations influence

SecuritySecurity PowerPower

AffiliationAffiliation ActualizationActualization

Customer OrientationsCustomer Orientations

The SecurityThe SecurityOriented CustomerOriented Customer

• Avoids risk, conformsAvoids risk, conforms• Avoids controversy or changeAvoids controversy or change• Operates methodicallyOperates methodically• Acts slowly, deliberatelyActs slowly, deliberately• Solicits others’ opinionsSolicits others’ opinions• Documents everythingDocuments everything• Is precise, detailedIs precise, detailed

SecuritySecurityOrientationOrientation

• Order, predictabilityOrder, predictability• Salesperson’s availabilitySalesperson’s availability• Job securityJob security• Thoroughness, precisionThoroughness, precision• Guarantees, assurancesGuarantees, assurances• To be informed, no surprisesTo be informed, no surprises• Confidence in salesperson Confidence in salesperson

NEEDS:NEEDS:

The AffiliationThe AffiliationOriented CustomerOriented Customer

• Cordial, loyalCordial, loyal• Confides, involves othersConfides, involves others• Enjoys entertainmentEnjoys entertainment• Avoids conflictAvoids conflict• Develops close relationshipsDevelops close relationships• ““People” orientedPeople” oriented

AffiliationAffiliationOrientationOrientation

• • Warm relationshipWarm relationship• • Emotional nourishmentEmotional nourishment• • Acceptance, inclusionAcceptance, inclusion• • Team affiliationTeam affiliation• • HarmonyHarmony• • Close relationship with salespersonClose relationship with salesperson

NEEDS:NEEDS:

The PowerThe PowerOriented CustomerOriented Customer• Is aggressiveIs aggressive• Is authoritativeIs authoritative• Focuses on results, accomplishmentsFocuses on results, accomplishments• Takes creditTakes credit• Focuses on selfFocuses on self• Likes to solve problemsLikes to solve problems• Requires rewardsRequires rewards

NEEDS:NEEDS:

PowerPowerOrientationOrientation

• External approvalExternal approval• Recognition, influenceRecognition, influence• Attention, visibilityAttention, visibility• Title, positionTitle, position• Ceremony, protocolCeremony, protocol• To get things doneTo get things done

The Actualization The Actualization Oriented CustomerOriented Customer

• Takes risksTakes risks• Accepts consequencesAccepts consequences• Shares ideasShares ideas• Shares creditShares credit• Is open, honestIs open, honest• Gives guidanceGives guidance• Creates positive environmentCreates positive environment• Demands excellenceDemands excellence

NEEDS:NEEDS:

Actualization Actualization OrientationOrientation

• Honesty, trustHonesty, trust• Openness, sincerityOpenness, sincerity• Challenging tasksChallenging tasks• Self expressionSelf expression• High self-esteemHigh self-esteem• Quality, excellence commitmentQuality, excellence commitment• Personal developmentPersonal development• Others’ developmentOthers’ development

Responsiveness toResponsiveness toCustomer NeedsCustomer Needs

• Establishes positionEstablishes position

• Provides competitive edgeProvides competitive edge

• Results in higher quality, Results in higher quality, long-term relationshiplong-term relationship

Developing a Strategic Developing a Strategic Selling Plan for PositionSelling Plan for Position

• ObjectiveObjective

• StrategyStrategy

• Action Step / Sales Call PlanAction Step / Sales Call Plan

ObjectiveObjective

A concrete, measurable A concrete, measurable result to be achieved by a result to be achieved by a

specific point in time.specific point in time.

StrategyStrategy

A general course of action A general course of action to be pursued to achieve to be pursued to achieve

the objective.the objective.

Positional StrategiesPositional Strategies

• Capitalize on differences from Capitalize on differences from competitioncompetition

• Result in sales professional being Result in sales professional being viewed as a valued resourceviewed as a valued resource

Action Step /Action Step /Sales Call PlanSales Call Plan

A specific event, activity, or A specific event, activity, or step to be taken in order to step to be taken in order to

implement the strategy.implement the strategy.

Positional Action StepsPositional Action Steps

• Question old methodsQuestion old methods

• Explore creative actionsExplore creative actions

• Capitalize on strengthsCapitalize on strengths

• Willingness to take risksWillingness to take risks

MODULE 4MODULE 4

Find the Area of Find the Area of OpportunityOpportunity

Exploratory ProcessExploratory Process Presentation ProcessPresentation Process

• Identify customer’s Identify customer’s needsneeds

• Ask for opportunity Ask for opportunity to be a resourceto be a resource

• Respond to customer’s Respond to customer’s needsneeds

• Outline benefitsOutline benefits• Ask for commitment to Ask for commitment to

actionaction


Positional SellingPositional Selling®® System System

PositivePositiveContactContact

Attitude - Energy - AppearanceAttitude - Energy - Appearance

Creates PositionCreates Position

• Overview Question(s)Overview Question(s)• Focusing Question(s)Focusing Question(s)• Realization Question(s)Realization Question(s)• Closing QuestionClosing Question

• Dimensional QuestionDimensional Question


Exploratory ProcessExploratory ProcessPositive ContactPositive Contact

• Warm - professional greetingWarm - professional greeting• Appropriate conversation in customer’s “Odds Appropriate conversation in customer’s “Odds

Are”Are”

• Acknowledgment of customerAcknowledgment of customer• Capability statementCapability statement• PurposePurpose• FormatFormat

IntroductionIntroduction

Set SceneSet Scene

Tell me about Yourself /Tell me about Yourself /Company / ProductCompany / Product

Exploratory ProcessExploratory ProcessOverviewOverview

Exploratory ProcessExploratory ProcessOverviewOverview

• DependencyDependency

• BroaderBroader

• InterdependencyInterdependency

• NarrowerNarrower

Initial CallInitial Call Subsequent CallsSubsequent Calls

Exploratory ProcessExploratory ProcessNote . . .Note . . .

• Not a substitute for extensive pre-call Not a substitute for extensive pre-call information gatheringinformation gathering

• Builds upon pre-call information Builds upon pre-call information gathering effortsgathering efforts

Overview Question(s)Overview Question(s)

Exploratory ProcessExploratory ProcessFocusingFocusing

What specificallyWhat specificallyare your needs / are your needs / concerns as they concerns as they relate to . . .?relate to . . .?


• Conversational - based on Overview Conversational - based on Overview informationinformation

• Determine specific customer idealsDetermine specific customer ideals

• Establish “Ideal” as related to Establish “Ideal” as related to seller’s product / serviceseller’s product / service


• Why needs / concerns are importantWhy needs / concerns are important

• To what larger situation or problem To what larger situation or problem they are relatedthey are related

Want to know:Want to know:

Exploratory ProcessExploratory ProcessRealizationRealization

Are these needs /Are these needs /concerns beingconcerns beingrealized?realized?

IdealIdeal

ActualActual

Exploratory ProcessExploratory ProcessRealizationRealization

• Establishes customer awarenessEstablishes customer awareness

• Unnecessary if occurs in Unnecessary if occurs in Focusing stepFocusing step

Exploratory ProcessExploratory ProcessDimensionalDimensional

• May be required any time May be required any time during processduring process

• Allows for new approachAllows for new approach

Would you be open Would you be open to the possibility of to the possibility of an added dimension?an added dimension?

Exploratory ProcessExploratory ProcessDimensionalDimensional

Added DimensionAdded Dimension

100% satisfied100% satisfied

We have a program We have a program that will measurably that will measurably close the gap.close the gap.May I . . .May I . . .

Exploratory ProcessExploratory ProcessClosingClosing

IdealIdeal

ActualActual

Exploratory ProcessExploratory ProcessClosingClosing

• Gap(s)Gap(s)

• Decision process and who is Decision process and who is involvedinvolved

• Criteria for successCriteria for success

Position Check - Must know:Position Check - Must know:

Exploratory ProcessExploratory ProcessPosition CheckPosition Check

• In addition to you, who else will In addition to you, who else will be involved in the decision-be involved in the decision-making process?making process?

Exploratory ProcessExploratory ProcessPosition CheckPosition Check

• In addition to responsible In addition to responsible pricing, what criteria will be pricing, what criteria will be used to evaluate our solution?used to evaluate our solution?

• Overview Question(s)Overview Question(s)• Focusing Question(s)Focusing Question(s)• Realization Question(s)Realization Question(s)• Closing QuestionClosing Question

• Dimensional QuestionDimensional Question



• Sometimes all the questions are not Sometimes all the questions are not usedused

• Sometimes you only need to use one Sometimes you only need to use one or two questionsor two questions


• It might take more than one call to It might take more than one call to determine a Gapdetermine a Gap• For a Gap to exist, the customer must For a Gap to exist, the customer must

“realize” a need“realize” a need• Similar needs / Gaps experienced Similar needs / Gaps experienced

differently by different customersdifferently by different customers


• Good listeners are able to Good listeners are able to acknowledge customers’ needsacknowledge customers’ needs

• Better listeners are able to restate Better listeners are able to restate and verify customers’ needs in a way and verify customers’ needs in a way that has meaning to the customerthat has meaning to the customer

MODULE 5MODULE 5

Present with a PurposePresent with a Purpose

Presentation ProcessPresentation Process


ProposalProposal

SolutionSolution

SummarySummary

ClosureClosure

ResponseResponseCheckCheck


SolutionSolution


SolutionSolution

• What it isWhat it is

• How it worksHow it works

• BenefitsBenefits

Presentation ProcessPresentation ProcessSolutionSolution

•• FFeatureseatures

•• AAdvantagesdvantages

•• BBenefitsenefits

FABFAB

FeatureFeature

TangibleTangibleAspectsAspects

AluminumAluminumReflectorReflector

ContemporaryContemporaryDesignDesign

Solid SteelSolid SteelBaseBase



AdvantageAdvantage

PerformancePerformanceCharacteristicsCharacteristics

Greater directionGreater directionof lightof light

UniversalUniversalcompatibilitycompatibility

Strength andStrength anddurabilitydurability


BenefitBenefit

Customer’sCustomer’s““Odds Are”Odds Are”

ReducedReducedeyestraineyestrain

Increased utilizationIncreased utilizationand valueand value

Less damage andLess damage andReplacement costReplacement cost

Presentation Process Presentation Process Benefits:Benefits:

• Close GapClose Gap

• Are same as GapAre same as Gap

• Outcome focusedOutcome focused

BenefitsBenefits

OrganizationOrganization


• Increase salesIncrease sales• Increase profitsIncrease profits• More productivityMore productivity• Market leadershipMarket leadership


Use DiscretionUse Discretion

BenefitsBenefits

PersonalPersonal

• Achieve your goalAchieve your goal• RecognitionRecognition• Less troubleLess trouble• Personal gainPersonal gain

Presentation ProcessPresentation ProcessSelling SupportsSelling Supports

• StatisticsStatistics

• DemonstrationDemonstration

• TestimonyTestimony

• ExhibitExhibit

MODULE 6MODULE 6

Make the CustomerMake the CustomerPart of the SolutionPart of the Solution


Positive ContactPositive Contact


ProposalProposal


ProposalProposal

• Review of GapReview of Gap

• Direct benefit statementDirect benefit statement


SolutionSolution


• ExtendedExtended• AbbreviatedAbbreviated

SummarySummary


ExtendedExtended SummarySummary

• Review problemReview problem

• Restate solutionRestate solution

• Summarize benefitsSummarize benefits


Buying SignalsBuying Signals

• Interest / commitmentInterest / commitment

• Verbal / non-verbalVerbal / non-verbal


ProposalProposal

SolutionSolution

SummarySummary



ClosureClosure

Passive ObserverPassive Observer DialogueDialogue

Encourages Customer ParticipationEncourages Customer Participation

Presentation ProcessPresentation ProcessResponse CheckResponse Check


Response CheckResponse Check

• Open-endedOpen-ended question for question for understanding and acceptanceunderstanding and acceptance

• Lower riskLower risk



• Closed-endedClosed-ended question for question for acceptance or rejection of benefitsacceptance or rejection of benefits

• Higher riskHigher risk



• Prolonged pauseProlonged pause requires requires silence, patiencesilence, patience

• Use for emphasis, thinking timeUse for emphasis, thinking time


ClosureClosure


ProposalProposal

SolutionSolution

SummarySummary



ClosureClosure

• DirectDirect

• IndirectIndirect

• GuidanceGuidance

• ChoiceChoice

• BenefitBenefit

• Next StepNext Step

Presentation ProcessPresentation ProcessPositivePositiveContactContact

ProposalProposal

SolutionSolution

SummarySummary

ClosureClosure


Note . . .Note . . .Positional SellingPositional Selling®® System System

• Discipline = freedomDiscipline = freedom

• Diamond adaptsDiamond adapts

• Gap and Diamond can be merged Gap and Diamond can be merged on one callon one call

IdealIdeal

ActualActual


ProposalProposal

SolutionSolution

SummarySummary

ClosureClosure




MODULE 8MODULE 8

Assume theAssume theResponsibilityResponsibility

44FutureFuture

PotentialPotential

JADIK MatrixJADIK Matrix

33

UnrevealedUnrevealed

22BlindBlindSpotSpot

11CommonCommonGroundGround

Mutually held and understood informationMutually held and understood information

11CommonCommonGroundGround

Information known to the customer,Information known to the customer,but unknown to the salespersonbut unknown to the salesperson

22BlindBlindSpotSpot

Information known to the salesperson, but Information known to the salesperson, but unknown to the customerunknown to the customer

33

UnrevealedUnrevealed

Information to be known in the future,Information to be known in the future, but now is unknown to both the but now is unknown to both the

customer and the salespersoncustomer and the salesperson

44FutureFuture

PotentialPotential

As the common ground grows, so does theAs the common ground grows, so does thequality of the relationship quality of the relationship

The JADIK MatrixThe JADIK Matrix

Expand theExpand the

Common GroundCommon Ground

with with sensitivitysensitivity

and and balance balance

The JADIK MatrixThe JADIK Matrix

• Future Potential Future Potential is Actualizedis Actualized

• SynergySynergy

MODULE 9MODULE 9

Become theBecome theOnly ChoiceOnly Choice

Dimensions of Professional Selling ® The Essential Elements of Positional Selling ®

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Transcript of Dimensions of Professional Selling ® The Essential Elements of Positional Selling ®