KevinOne Sales Trainingkevinone.com/profile/docs/Sales Concepts.pdfKevinOne – Sales Concepts: How...

KevinOne Sales Training

Sales Concepts:

How to be a Successful

Sales Person

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KevinOne – Sales Concepts: How to be a Successful Sales Person

Contents Introduction .................................................................................................................................................. 4

The Sales Cycle .............................................................................................................................................. 4

What Makes a Great Sales Person? .............................................................................................................. 5

Value ............................................................................................................................................................. 5

Establishing Value ..................................................................................................................................... 6

Keys to Approaching People ......................................................................................................................... 6

The Presentation ........................................................................................................................................... 7

Setting Appointments ................................................................................................................................... 8

The Pitch ....................................................................................................................................................... 9

A Warm Start................................................................................................................................................. 9

A Cold Start ................................................................................................................................................. 10

Cold Call Tactics ................................................................................................................................... 11

Handling Objections .................................................................................................................................... 12

Objections ............................................................................................................................................... 12

Closing ......................................................................................................................................................... 13

Email Standards .......................................................................................................................................... 14

Phone and Voice Mail: ................................................................................................................................ 14

Voice Mail Tips ............................................................................................................................................ 15

Event Planning ............................................................................................................................................ 16

Steps for a Successful Event .................................................................................................................... 16

Step 1 – Logistics: Plan Your Event. ............................................................................................................ 16

Attendees ................................................................................................................................................ 16

Event Date and Time Selection ............................................................................................................... 16

Event Location and Catering ................................................................................................................... 16

Equipment ............................................................................................................................................... 17

Room Layout ........................................................................................................................................... 17

Signage .................................................................................................................................................... 17

Event Registration and Confirmation...................................................................................................... 17

Step 2 – Marketing Plan: Promote Your Event. .......................................................................................... 17

Seminar Attendee Materials ................................................................................................................... 17

Door Prizes and Evaluation/Survey and Qualifying Form ....................................................................... 18

Tips for a Successful Event .......................................................................................................................... 18

Step 3 – Sales: Follow-up and closure. ........................................................................................................ 18

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How to Manage your Seminar ................................................................................................................ 18

On-site Seminar Checklist: .................................................................................................................. 18

Supplies to bring: ................................................................................................................................ 19

How to handle registration ................................................................................................................. 19

Registration list ................................................................................................................................... 19

Walk-Ins .............................................................................................................................................. 19

Seminar Handouts ............................................................................................................................... 19

Name Badges ...................................................................................................................................... 19

How to handle the Door Prize/Qualifying Form ................................................................................. 19

What needs to be done after the event? ................................................................................................... 20

Presentation Tips .................................................................................................................................... 20

General ................................................................................................................................................ 20

Computer Presentations ..................................................................................................................... 20

Quick Event Checklist .................................................................................................................................. 21

Session Registration Form........................................................................................................................... 22

Information Session Questionnaire ............................................................................................................ 23

Comments: .............................................................................................................................................. 23

Research ...................................................................................................................................................... 24

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Introduction Sales is a hard job. It is probably the most important job in any organization. Yet sales people are

usually underappreciated and made out to be the “bad guy”. This is unfair. Sales people build a

business. None of the products or services we enjoy every day would be possible without someone

selling it, and sometimes more than once (Manufactures, Wholesalers, Retailers, etc.).

The Sales Cycle There are five main parts of the sales cycle:

1. Opening & Gaining Interest

a. Start a dialogue, see if the potential customer has any interest in your product or service

2. Identifying Needs – Fact Finding & Qualifying

a. Find out what your customer is looking for. Does your product fill this need? Build the

relationship and trust

3. Features & Benefits

a. Show what your product or service can do and how it is the best choice to fill the

customer’s need.

4. Objection Handling

a. Relax & Listen carefully to what the customer has to say

b. Diffuse complaints, handle issues and confirm the customer’s cause for concern.

5. Close

a. Ask for the sale

Opening & Gaining Interest

Fact Finding & Qualiifying

Features & Benefits

Objection Handling

Close

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What Makes a Great Sales Person? A great sales person builds relationships. They sell the products or services that they know and trust.

They provide products or services that they can believe in and then create excitement around it.

As a sales person your greatest asset is yourself. People tend to purchase from people they know, like

or trust. Think of this example:

Customers will take their car in for service to the same place. They do so because they

have come to trust or like the service center. They then tell their friends about it. Thus

loyalty is built. You can build the same customer loyalty if the customer believes that

you are the sales person they can trust to deliver quality and value.

No matter what you are selling your customers will become your biggest supporters. If they bought

from you it is because they felt they got value and believe that it was a good purchase. You are your

biggest asset; if your customers trust you then they will recommend you.

It is important to enjoy what you sell. It is hard to sell a product that you do not personally like. Your

enthusiasm is what sells a product. Customers buy excitement. They will even pay more for the same

product if they feel that excitement. Consider this example:

Apple makes computers. They are well built and use quality components. They do all of

the same functions as other computers only slightly differently. However their

customers are willing to purchase a computer for 3-4 times the price of an equivalent PC

because of their loyalty. The customer is buying the excitement and prestige of owning

an Apple product.

Think of the products and services that you call your favorites. What makes them your favorites? What

about the product or service makes you loyal to it? This is what you need to convey to your customers

when selling. This is how you will establish the value of the product or service. A customer’s perception

of value is the most important factor in their purchasing decision.

Remember: When making a pitch to someone that it is all about them, what your product or service can

do for them. They are the focus, not you. You can use yourself as an example of how great the product

or service is, but always relate it to the customer.

Value Value is perception. What one person finds to be valuable, another person does not. This may have

little or nothing to do with the product's market price. It all depends on the product's ability to satisfy

the customer’s needs or wants. That need or want may also be egocentric in nature. The value may be

in how the product makes the customer feel about themself. Always sell to this need.

Your customer wants to be a good mom…

Choosy Moms Choose Jif

Peanut Butter Slogan - ©/TM/® The J.M. Smucker Company

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Establishing Value

Establishing value depends on what you are selling and to whom. Here are some examples:

If you are selling a sports car – You are selling “cool”

If you are selling furniture to a family – You are selling comfort and family bonding

If you are selling nutritious food – You are selling a better lifestyle

If you are selling junk food – You are selling fun

When you are selling, figure out what the product or service is about and what it means to each type of

customer. In the end, you are not selling a product or service you are selling what it means to that

customer.

Ask questions so you can better understand the customer’s situation. Confirm your understanding by

repeating the issue to the customer and asking if you understand it correctly. Open ended questions are

a great tool. These are questions that cause the customer to think of ideas. They are not multiple

choice or yes or no answers. These are questions like:

What prompted you to meet with me today?

What qualities do you look for in a [product type]?

Which quality is most important to you?

What don’t you like to have in a [product type]?

What is your timeline for buying a [product type]?

What is your budget?

Who else is involved in the purchasing decision?

Keys to Approaching People You must take advantage of every opportunity that presents itself. Strike up a conversation. Get them to

trust and like you. Then bring up the product or service and how exciting it can be.

Be different, upbeat and enthusiastic. There is not a door enthusiasm won’t open. Smile!

Ask people about themselves: “How long have you worked here/owned the business? Five

years, really? You must like it. Do you plan on retiring here? Do you have a plan to get out?

Let me tell you what we do. We make …” (mention how exciting it is and how much it can

benefit them)

There are a few keys to approaching people. Usually, when you contact someone, the initial part of the

conversation is small talk. Be sure to listen closely for clues as to why they may be dissatisfied with their

situation and use that later in the conversation when you are ready to deliver your message. What you

will find is the majority of small talk will revolve around the following topics (This is commonly called

F.O.R.M.):

F. = Family

O. = Occupation

R. = Recreation

M. = Money / Message

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When you’re talking to them about their occupation, always say, “I bet you love it!”, because then they’ll

tell you why they hate it. If you say “I bet you hate it!” they’ll tell you why they love it. People are funny.

Remember: You are not the issue. You are simply the messenger. You are there to show them the value

that this product or service can make to their lives.

Another key to remember is to never apologize during the presentation. You need to come from

strength. They are not doing you a favor… you are doing them a favor! Also, avoid using “meeting”.

Replace it with “briefing”, “overview”, or “get together”. Also, avoid “opportunity”, because that is often

associated with multi-level companies and detracts from the qualification requirement of a licensed

profession.

You might say “I’d like you to come down to our office and check out our operation – see what we’re

putting together. I’ll introduce you to some of my friends and afterwards we can grab a cup of coffee.”

Never lie or mislead someone! That’s one of the bad associations people have with sales people. Just

understand if you can avoid words that make people uncomfortable, you’ll have better results.

Develop a thirty second audio logo for yourself. Super Bowl sponsors pay millions for just 30 seconds of

air time to get their message out. When someone asks you what you do – have a short, intense message

that creates curiosity so when you deliver your invite to a presentation, it’s got a lot of punch to it.

The Presentation Once you have leads, you have to contact them. The Secret to success is getting started.

Forget what you don’t know.

Remember what you do know.

Words = 7%

Tonality = 35%

Body Language = 58%

Excitement recruits, not information

Source: Unlimited Power, Tony Robbins 1996

If you are not sure what to say, don’t worry. Keep it simple:

How is your situation NOW?

What do you LIKE about it?

What DON’T you LIKE about it?

IF I COULD…WOULD YOU?

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Remember what could be better than having a simple way to showcase your service and products and

help with the best form of sale, referrals?

Make sure you have a strong understanding of what it is that you are selling. You want to be interested

in the product but you don’t want to bore them with all of the little details.

How do people like the sale to happen? Sell to the customer the way they like to buy… not the way you

like to sell. Learn about what your customer’s interests in your product or service are. That is how you

are going to put a potential client at ease. Listen to their needs and concerns, then react.

People don’t like to be sold to, but if something comes around that can help them improve their lives or

business they are willing to buy.

People will want to know why they are being contacted. This is where a strong presentation comes into

play. This is how you are going to prove to them that you are an expert and can be trusted with this new

information you have just brought to them. It is important that a presentation be well thought out and

practiced, but do not get caught up in the details. A strong presentation plays second fiddle to a

confident and sure-footed representative. Building the excitement and building the value are your

goals.

Setting Appointments

Here are some helpful hints to setting appointments

1. If they say they will not be available, ask when a better time would be, offer suggestions.

2. Once you set the time to meet, get off the phone so they don’t have a chance to ask questions.

Limit your call to about two minutes.

3. Know the answer to the question “What is it?” before you start making calls.

4. Set up appointments 1-3 days in advance, never more than one week. The people will forget

about the appointment.

5. IMPORTANT! If prospects have partners, all should be there during the presentation. “One-

legged” appointments seldom work. The one partner can never adequately explain the value

to the other(s).

6. Schedule appointments at general times. 6-ish, 8-8:30ish, etc., because appointments

sometimes run early, sometimes later. That way, you can slide the appointment around if

necessary. Use easy to accept words such as “Pop-by”, “Stop-by”, and “Drop-by.”

7. Learn to control your time. People don’t mind wasting your time. Treat your time as extremely

valuable – it is! If your goal is to build a large, solid business:

a. You should set more than one appointment per week.

b. One new appointment and one follow up is an ideal night.

c. Get right on the phone if you have cancellations (have a backup plan).

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The Pitch A presentation should be short and should be exciting. Don’t bore the client with huge numbers and tons

of details. You should include the client in your presentation by asking for feedback and input.

Showing value in the product or service is key; excitement and value. Showing how the product or

service can better their life they will believe that your product or service is the answer to their needs.

Sell to your audience not to your script.

“A stockbroker urged me to buy a stock that would triple its value every year. I told him,

at my age, I don't even buy green bananas.”

- Claude Pepper

A Warm Start John Smith is a gentleman I used to work for. We had a strictly business relationship but we got along

together well and are cordial. I am going to call him at a time I know he is not busy and let him in on

what I am up to. (Telephone Call: Initial Contact)

Rep: - Hi, is John available?

Rep: - Hi John this is (your name) how are things? (Short Conversation)

Rep: - I don’t want to take up much of your time but the reason I called is because I recently started

working for this company called KevinOne Web Design. They are doing some amazing things for

companies, and I thought that you could really take advantage of what they have to offer.

John: - What is it?

Rep: - Web sites designed for a very affordable price. This is not just a simple web page but a whole

web site

John: - Sounds interesting, but I’m not sure if I’m ready for a web site.

Rep: - Let me tell you all of the benefits of having a web site. (Go into why you need a web site)

It is possible that phone or Internet presentations will not work. If this is case you should set up a

personal meeting to visit their home, business or a mutually agreed upon location. Give a short

presentation of the product or service to inform them of the value. This should be well thought out and

professional. The presentation should include visual aids to illustrate your point.

It is important when calling to learn to overcome objections. People generally don’t like to be sold to,

and you might find them resistant to new ideas and changes that are outside their normal routine.

You will often hear things like:

I’m too busy.

Will this take a long time?

That sounds complicated.

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One of the biggest questions you will get is how much does it cost?

We use the analogy of a used car classified.

John: - Well, how much does it cost?

Rep: - That is a good question. Now let’s say you saw an advertisement for a used car for $20,000

dollars. Until you saw the car you wouldn’t know if it was a piece of Junk or if you were getting a great

deal. An 85’ Oldsmobile for that price is a rip-off, but a current model Aston Martin for that price would

be a steal! Don’t worry, the KevinOne websites doesn’t cost anywhere near $20,000!

A Cold Start “The ultimate measure of a man is not where he stands in moments of comfort, but where he stands at

times of challenge and controversy."

-Martin Luther King, Jr.

At some point you will come across an opportunity to contact someone you do not know directly. They

may be a friend of a friend or someone that a client has referred you to. It may even be a person or

company that you are targeting. This is referred to as a Cold Call.

Many sales gurus are calling the cold call dead. The obituary for cold calling is however premature.

While in the perfect world, your phone would be ringing off the hook all day with clients offering you

business. The reality is that if you want business, you need to go after it. Cold calling is an effective sales

tactic if it's done properly.

But many sales people would rather spend an entire day in a dentist's chair than go cold calling. Does the

thought of cold calling make your stomach drop to your toes? These cold calling tips won't eliminate

your fears, but they will help you make cold calling a more successful experience.

1. Focus on the goal when cold calling. Beginners tend to think that cold calling is about making the sale. It's not. It's about getting the chance to

make the sale. Specifically, the purpose of a cold call is to set an appointment to make the pitch.

2. Research your markets and prospects. You need to target your cold calling to the right audience. Then find out as much as you possibly can

about the company or individual you're going to cold call in advance. This gives you the huge advantage

of being able to talk about their business and their needs when you call them

3. Prepare an opening statement for your cold call. This lets you organize your thoughts before cold calling, and helps you avoid common mistakes in the

cold call opening that would give the person you're calling the chance to terminate the conversation. For

instance, you should never ask, "Is this a good time to talk?" or "How are you today?" Don't read you’re

opening statement into the phone, but use it as a framework to get the conversation off to a good start.

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4. What should be in the opening statement of your cold call? This organizational scheme (from AllBusiness.com) works well: "Include a greeting and an introduction, a

reference point (something about the prospect), the benefits of your product or service, and a transition

to a question or dialogue. For example, “Good afternoon, Ms. Marshall

“This is Ken Brown with KevinOne Web Design. I read in the local paper that you recently

broke ground for a new office complex. We notice that your website does not show this

exciting news item. I'd like to ask a few questions to determine whether our programs

might meet your needs."

5. Prepare a script for the rest of your cold call. Lay out the benefits of your product or service and the reasons your prospect should buy. Write-out

possible objections and your answer to them. Without a script, it's too easy to leave something out or

meander. Once again, it's not that you'll be reading your script word for word when you call, but that

you've prepared the framework of the cold call in advance.

6. Ask for an appointment at a specific time when cold calling. Say, "Would Wednesday at 11 a.m. be a good time to meet?" instead of saying, "Can I meet with you to

discuss this next week?"

7. Remember that gatekeepers are your allies not your foes. Be pleasant to whoever picks up the phone or is guarding the inner sanctum when cold calling. Develop

strategies to get the gatekeeper on your side. Sometimes asking, "I wonder if you could help me?" will

help you get the information you need, such as the name of the right person to talk to or when the best

time to contact the prospect is. Learning the names of gatekeepers and being friendly when cold calling

helps, too.

8. Do your cold calling early in the morning, if possible. That's the best time to reach the decision maker directly, and for most people, the time that they're

most energized.

9. Be persistent when cold calling. "Eighty percent of new sales are made after the fifth contact, yet the majority of sales people give up

after the second call" (AllBusiness.com).

Cold Call Tactics

Above all, practice, practice, practice. While cold calling may never be much fun for you, you can get

better at it. And the more you practice cold calling, the more effective a sales tactic it will be. So get

your script and your call list together and reach for the phone.

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Handling Objections Validate the customer’s question

Use grade 6-9 language

It is all about 80% listening and 20% talking

Prospecting

Script o What is the seducing question…?

Remember that there is no right or wrong ways to address objections. Simply drill down into the

objections by finding out exactly what the client is objecting to.

Once you are able to respond in a calm and cool manner, without any emotions stirring inside, proceed

to acknowledging the question, clarify whether you understand the objection clearly and respond.

Questions to Ask

You may need to draw a customer out. They are not always forthcoming with their thoughts. Ask

questions.

What are your thoughts so far?

Do you have any concerns? What are they?

What other subjects should we discuss?

Is there any reason we shouldn’t move forward?

Objections

Q – What do you do?

Keep it real simple. Make it a one or two sentence answer that informs and gets their curiosity going.

Q – How much does it cost?

If your sales model is based on the best product:

Thank you, that’s a great question. If I quote you a price right now it is like quoting a price on car. If I tell

you a car will cost you $20k, you don’t know if it is a Mercedes or a Jalopy. Until you know the how we

help you and the benefit to you, giving you a number has no meaning, right? --move along quickly…I

would like to talk a bit to give you a complete understanding of what you can achieve and a concise and

clear description of the cost.

If your sales model is based on the best price:

We have found that we are usually 20 to 30 per cent lower than our competitor. We can do this because

we keep costs low in the area of____________.

Q – I am too busy to meet

Thank you for that, it is an honest concern. Is there a time that would be better for you? Just a thought,

but my product could help you to free up your time.

Q – How are you different from the other guys?

Avoid talking about the competition. If you need to, quickly establish the value of the product or service

for this customer. Talking about your competition can be dicey. The customer may already love the

competition’s product and are simply looking at their options. If you bad mouth a product the customer

already likes and trusts, you will never build a relationship of trust with them.

Q – I am not interested

I am glad we had this opportunity to talk. Can I ask you why you are not interested?

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Closing Closing can be the most daunting parts of the sales cycle. This is where you have to lay it on the line and

ask for the sale. There are so many sales professionals who miss out on the sale simply by not asking for

the sale. If you have properly established the value then asking for the sale should be easy. If the

customer is resistant then you have not properly established the value for this customer. Go back and

find out the objections. Fill in the blanks that they have and the sale will come.

If you have established the value to the customer – do not be afraid to ask for the sale

Here are some common comments made by customers at the point of closing:

Q – I don’t have the money

If a customer values your product or service they will find the money. Build the value and explain “we

will find a way”.

Q – I don’t have the time

Maybe your product or service can help them to free up their time or recover from the stress of not

having enough free time. Establish that value.

Q – I have to think about it.

“You sound really interested in what is going on here. Remember that time is a factor here”. Try and build

on the urgency. A customer will lose sight of the value once they leave. Arrange for another meeting to

follow up.

Q – I am not doing business with anyone in this area

That is interesting – I guess we are not right for you. (Dismissive)

Q – I don’t have the confidence (money/time/interest) Q – This isn’t for me

“Why is that”?

Keep them talking about themselves and show them the value in what your product or service offers in

direct relation to their comments.

Ask for the Sale

Objection is Given

Relax & Listen

Diffuse, Handle & Confirm

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Email Standards With any company your online presentation is vital. You want to make your email presentation

consistent. These are just the most general ones:

1. Salutations are a must. A “Hi ____”, “Hello _____” or “Good morning ________” goes a long way with customers.

2. As a rule, be as brief as possible while addressing all of the customer concerns. We can be friendly and chatty up to a point but we must always bear in mind that ours are business communications.

3. Never use exclamation points or multiple punctuation marks. This is usually interpreted as shouting.

4. Question marks are to be avoided. A sentence beginning with “Would you please…” requires a question mark. Instead use “Please….” which requires only a period.

5. Never use capital letters to spell out whole words unless making a literal quotation. Again, this is seen as shouting and very unfriendly.

6. Indicate attachments in the body of the email. People in a rush may miss attachments unless attention is drawn to them. As a rule this should be done in the opening paragraph but rules may be stretched according to circumstance.

7. When answering an inquiry, supply additional pertinent information whenever a short answer would lead to an additional question. This is the mark of professionalism and shows that you care about the inquiry.

Email Updates

Sending out emails to your customer list is a great way to generate new sales. However if it is handled

incorrectly the customer will tune you out. Here are a few basic rules

Never send out more than one sales email a day

Keep them on topic

Offer something of value for reading the email

Flag the email as important so it can stand out

Phone and Voice Mail: A dedicated phone number is preferable. This line should have the following voice mail for your

customers. Your customer’s calls are important.

Sample Voice Mail:

Thank you for calling John Smith of XYZ Company. Sorry that I missed your call. I am either on the phone

or away from my desk. Please leave a detailed message with your name and telephone number and I

will get back to you as soon as possible.

Thank you for your call and have a nice day.

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Texting Texting is a great way to stay in touch. Texting is a very personal form of communication and a

customer may not want a professional relationship to encroach on this. Be careful when utilizing

texting. Always ask the customer for permission to text more information to them. Never assume that

the customer wants your texts.

Voice Mail Tips Here are some tips you might want to take to heart to avoid becoming a number-mumbler or

speedtalker .

1. Speak slowly and clearly

Leave your phone number twice so the recipient doesn’t have to replay the message. Be concise but

always give the reason for the call and spell your name if you know it’s not an easy one

2. Check your voicemail 3-4 times a day at set times, not every time the message light comes on

If you keep picking up voicemail you’ll never get to your own ‘A’ list

3. Empty your message box as soon as you listen to them

Make a note in your calendar of the new task to determine when you will take the required action.

Immediately delete the voicemail.

4. Give as well as receive information

Pre-record a message to say you’re out/on vacation, let the caller know there are options e.g. press ‘0’

to talk to reception; “Hi it’s Dan Smith here, I’m unable to take your call, but please let me know what it’s

about and when’s a good time to give you a call back.”

5. Make it quick

When you leave a message take 30 seconds at most or you’ll lose your audience.

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Appendix A – Event Planning Guide

Event Planning This event planning guide is designed to assist sales associates plan and execute a Presentation.

This guide was created to assist you with the tools you will need to prepare and manage your seminar

successfully. Included is information on:

Pre-event marketing tools

How to manage the event day

Presentation material

Post event activities

Steps for a Successful Event

The following steps can help you create excitement about and increase attendance at your seminar.

Step 1 – Logistics: Plan Your Event. Who: How many prospects can you get to attend the event?

Where: The location of the event

When: The date and time of the event

Attendees

The number that you can target through direct mail, e-mail and other media: _______

Total number you can reach: ________

The number you expect to attend (attendee goal): ________

Event Date and Time Selection

Based on past event experience and results, we suggest seminar event be scheduled Tuesdays,

Wednesdays, or Thursdays. The standard hours are 1:00pm to 3:00pm and 7:00pm to 9:00pm.Allow 30

minutes prior to event for registration. These days and hours have consistently proven to generate the

best response for seminars.

We have also had success with a Saturday morning, Friday Lunch or early afternoon time slot.

Event Location and Catering

You are responsible for reserving your location and catering. Catering arrangements may be for basic

services, including hot and cold beverages, and breakfast rolls or cookies. (Catering is optional. Be sure

to offer water at a minimum at all events)

When registering people for your presentations, have them specify their name, address, and phone

number. This way you will be able to follow up with them afterwards.

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Equipment

You are responsible for making the equipment arrangements. When you secure a location, be sure that

a projection screen is included. You should plan to provide a full color LCD panel and high intensity

overhead projector for the seminar or make arrangements to rent a projector from your venue. Also

consider reserving a microphone to ensure all attendees can hear the speaker(s).

Room Layout

The room should be set up theatre style. There should be one chair set-up for each attendee. Make sure

there is ample space for seminar presenter’s area. It is a good idea to give the layout and set-up

checklist to the venue staff to follow.

Signage

Signage that should be considered including a reader board with the seminar name on it displayed in the

lobby. Prospects will be looking for your name so be sure the name is included on all signage at the

location.

Event Registration and Confirmation

Registration is typically one percent of your mailing quantity. Your invitation should drive prospects to

your seminar series web page to register. Use your website to provide information on the agenda and

dates along with logos and company descriptors. Of those registered, industry averages are 50 percent

attendance rates. Each registrant should receive a reminder e-mail.

To ensure that the seminar begins on time, registration should begin 30 minutes prior to event start. All

names of attendees should be verified against a master list. Once a registrant has arrived their name

should be checked off. Be sure to collect all contact information on those individuals who are not on the

registration list. At this time attendees should receive their seminar bag containing all relevant seminar

literature and materials. It is suggested that you plan on having 2 people who manage the registration

line.

Step 2 – Marketing Plan: Promote Your Event. Promote this event by posting it on your event calendar.

Remember to invite the following prospects:

Existing customers

Current prospects you are working with

House file

Subscription list

Seminar Attendee Materials

All seminar materials, including literature should be ready and double checked for accuracy before the

presentation. There is nothing worse than having bad material and fodder for a grammar nazi. Be sure

to have the Session Information Form on hand to all attendees.

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Door Prizes and Evaluation/Survey and Qualifying Form

You may choose to offer a door/attendance prize. By asking attendees to complete this at the seminar

event you will be able to collect lead information to verify against your registration list.

Tips for a Successful Event

Get the word out. Take advantage of the tools available to advertise your event. You may choose to e-

mail the invitation, fax the invitation, or send it by postal mail. Use free services like Kijiji etc.

Choose appropriate facilities. Facilities can make or break an event. Make sure that the facilities you

choose can adequately handle the number of attendees you have invited. Ensure that the facility is in a

location that can be found easily, and that it has enough parking. Include a phone number on your

registration form of the facility, in case attendees forget to bring driving directions.

Arrange for engaging speakers. Arrange for experienced speakers who know the topic well so they can

field any questions from the audience. Schedule more than one speaker to engage the audience. Ask

your speakers well in advance of the event so they can plan their presentations.

Schedule other personnel. Make sure you have personnel available to greet attendees and direct them

to the appropriate location. Name tags are always a good idea, allowing attendees to get to know each

other and those who are presenting. Make sure your company personnel are available during breaks to

answer questions.

Check and re-check your equipment! Many a presentation has been undone simply by non-working

multimedia. Ensure that all your presentation equipment, computers, microphones, and lighting are

working properly before your event. You may want to have backup presentation equipment available in

case of emergency.

Offer refreshments. Attendees to these types of events come for the knowledge, but they stay for the

food. You might consider providing a continental breakfast (self-serve) in the morning, and snacks

during break. Having a constant supply of soda, coffee, tea, and water available will ensure your

attendees can concentrate on the presentation, not on their stomachs!

Step 3 – Sales: Follow-up and closure. Within 1 day you should have all of your leads gathered and organized. You will need to sort and qualify

your leads. You should have used the Session Evaluation Form to gather lead and prospect information.

Then begin your sales cycle on each of these new prospects.

How to Manage your Seminar

On-site Seminar Checklist:

Plan to arrive 1 hour before the start time of the seminar

Presentation equipment - allow yourself plenty of time to set up and test it

Seminar Signage – place in front entrance of your seminar location indicating directions to

your room

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Catering – ensure the food and beverages arrive prior to the start time

Room layout – be sure there are enough chairs and tables and that they are arranged

appropriately. Remember to set up an attendee registration table at the entrance door.

Supplies to bring:

Registration roster

Name Badges for your team

Business Cards

How to handle registration

Registration should begin 30 minutes prior to the start of your seminar. We suggest that you plan on

having at least 1 person managing the registration line.

Registration list

Be sure to print a few copies of the final list of registrants and keep them on hand at your seminar.

Once a registrant has arrived their name should be verified against the master list and then checked off.

Walk-Ins

Be sure to collect the following information on those individuals who are not on the registration list.

Name

Title

Company name

Address

Phone number

E-mail address

How they heard about the event

Seminar Handouts

Once the attendee’s information has been verified /collected they should receive their seminar

literature, pen and notepad.

Name Badges

If you’re creating name badges for each attendee remember to keep some blank name badges handy for

those individuals who walk in who haven’t registered.

How to handle the Door Prize/Qualifying Form

Create a simple ballot that asks for the person’s:

Name

Address

Phone number

E-mail address

This form should be handed out to each attendee. By asking attendees to complete this form you will be

able to collect lead information that you can use to verify against your registration list.

At some point during the last half hour of your seminar you should collect the completed prize drawing

forms and draw one person’s name. If you are offering a door prize, the person whose name is drawn

should be given the prize.

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** Be sure to tell everyone about the door prize at the beginning of the event, this will encourage them

to stay until the end.

What needs to be done after the event? Within 2 days after your seminar, you should be following up with your registration list and continue the

sales cycle. You will want to ensure to have all of your contact information for everyone you touched.

Presentation Tips

This is a list of Presentation tips that we have collected.

General

ALWAYS HAVE A BACKUP PLAN!! We do everything in our power to make sure that problems

do not arise, but sometimes things go wrong. Try to have an "alternate no AV" lecture planned,

if the system should go down.

Check out the room ahead of time. Before your first presentation, check out the room, and

make sure it has everything you need. This will avoid unwanted surprises.

Practice. If you have a complex presentation planned with several different multimedia, go to

the room ahead of time and practice your presentation.

Experiment and try new things. These rooms often have capabilities other than what most

people use them for. Something as simple as playing a CD while participants enter and exit often

adds to the presentation.

Invest in a laser pointer. They are inexpensive, and are extremely useful.

Computer Presentations

Computer Presentation. Be sure you have your Presentation on your laptop. Have a separate

copy on a portable drive. (USB Stick)

Incorporate audio into computer presentations. All rooms have inputs for computer audio.

Consider incorporating sound effects or audio clips into presentations.

Experiment! The computer is an extremely powerful and flexible tool. Learn all about the tools

you use. If you use PowerPoint presentations learn all you can about PowerPoint. Some helpful

lessons are available at : http://office.microsoft.com.

http://office.microsoft.com/

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Quick Event Checklist

Technical Requirements Notes

PA system Optional - depending on size of room and attendees

Podium

High-speed Wi-Fi internet

Overhead projector and backup

Notebook PC and backup

Silver Screen

Easel and felt pens/markers For taking presentation notes

Extension cord with power bar

Other Items Notes

Name Tags (blank) Each attendee including presenters and entourage

Signage Main entrance of venue and at doorway of room

Sign stand

Greet Table and 2 chairs Outside of meeting room

Order desk and 2 chairs Inside room for order taking after presentation

List of attendees Paper based for visual checking

Pens & pads of paper Notes taken by attendees

Beverages Water (coffee, tea, juices are optional)

Presentation Kits Marketing kit (brochure, PO, testimonials, etc.)

Door Prizes Optional

Slide Presentation (PowerPoint) Latest version

Details Notes

Room preparation Auditorium layout

Room Setup 1 hour prior to start of show

Review Checklist for completion

Some of the information on this page was collected from the booklet “15 Minute Guide to Winning

Presentations” by Proxim

Page -22-


Session Registration Form Name: Home Phone:

Address: Bus/Mobile #:

City: Email:

State/Province: Zip or Postal Code:

Where did you hear about this session? ________________________________

Did anyone refer you to us? Yes _____ No _____

If yes, their Name: ___________________________________________________

Did you attend this session: With a Colleague? _______ With a Partner? ________

Location:_________________ Date:_________________

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Information Session Questionnaire Name: Home Phone:

Address: Bus/Mobile #:

City: Email:

State/Province: Zip or Postal Code:

On a scale of 1 to 10, 1 being very poor or low and 10 being excellent or high, please select the appropriate level for each of the

following questions (circle one):

What level of experience do you have what is being presented?

1.….2.….3…..4…..5…..6.….7…..8…..9.…10…..

How would you rate the value you received from today’s session?

1.….2.….3…..4…..5…..6.….7…..8…..9.…10…..

What is your interest level in using what is being presented?

1.….2.….3…..4…..5…..6.….7…..8…..9.…10…..

How would you rate the potential value of what is being presented?

1.….2.….3…..4…..5…..6.….7…..8…..9.…10….

In what time frame do you see yourself being able to start on this?” In the next:

Week 1 Month 3 Months 6 Months 12 Months

To what degree do you need more information to be confident this is a good path for you?

1.….2.….3…..4…..5…..6.….7…..8…..9.…10

Comments:

Location:_________________ Date:________________ Time:_______________

Page -24-


Research Here are some influential people you should research into the world of sales

Hilary Hinton "Zig" Ziglar was an American author, salesman, and motivational speaker.

Anthony "Tony" Robbins is an American self-help author and motivational speaker. He became well

known through his infomercials and self-help books, Unlimited Power: The New Science Of Personal

Achievement and Awaken The Giant Within

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Transcript of KevinOne Sales Trainingkevinone.com/profile/docs/Sales Concepts.pdfKevinOne – Sales Concepts: How...