M104 gl summary
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Transcript of M104 gl summary
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SALES THERAPYSelling and building rapport are no longer enough to win new business
Grant Leboff
1
M107
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The key points in this presentation
• Relationship selling is much more than just another ‘weapon’ in a salesperson’s armoury.
• Selling with integrity is mandatory in an increasingly customer controlled marketplace.
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A new approach
“He can sell snow to the Eskimos.”– Is that good selling or fraud?
Most members of the general public have been the victim of a sleazy salesperson says anything to get the deal.
The days of hard sell are over
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Selling definition
‘Selling’ is defined in the Oxford English Dictionary as:
To handover for a price; to persuade someone of the merits of.
The problems sales people have are inherent in these out-dated definitions.
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Transactional selling
• “To handover for a price” is not selling: it is the sale; it is the transaction; it may or may not take place.
• “To persuade someone of the merits of” – the focus is the sale, even if it’s not the right solution for the customer.
• This is selling before the 21st Century.• It has been, and is still problematic. For selling
becomes a zero-sum game. As a salesperson, we either win or lose.
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Redefine selling: problem solving
• Moving selling into the 21st Century• Whatever the purchase and whatever the
motive, all purchases solve problems and therefore, salespeople are problem solvers.
• If we understand the problem someone is trying to solve, the sale will happen naturally.
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Redefine selling: conveying possibility
Moving selling into the 21st Century• As salespeople we must be experts in our field. • We are consultants and educators. • Selling is about solving problems and
conveying possibility. This means that: – If we can’t help we should be willing to walk
away from that sale.
That is selling with integrity.
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The funnel
• The traditional sales model has been transactional in nature; advertising, direct mail, telemarketing etc have bombarded customers.
• The funnel: put enough leads in at the top, deals will drop out the bottom.
• This works, however: it is a bad way to develop any company.
• While the focus is on the next transaction, relationship selling will remain a form of manipulation.
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Relationship Selling
In the new economy a different type of relationship will make the difference.
• Relationship Selling must start really happening for the first time.
• Salespeople must put the relationship first, not just build rapport.
• Salespeople need to give a high level of insight and expertise to really add value.
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Changing company
• Change the way salespeople are commissioned.
• Don't focus on transactions; reward the other duties of a salesperson
• Understand your customer’s journey. • Ask:
– How can you get and keep a customer engaged?
– What value can a salesperson give that keeps the dialogue happening?
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A new sales paradigm
Activities that salespeople can undertake to enhance relationships and become valuable suppliers:
– Recommending the customer’s service.– Informing customer of developments.– Face to face interaction/first impressions.
Make yourself attractive to customers.
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Selling with integrity
Selling must change for the better to reflect the world in which we now operate.
– The world is a changing environment.– In today’s market the customer really is in
charge.– You cannot acquire and retain a customer by
mis-selling.
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Comparison: doctor/salesperson
We trust a doctors’ professional expertise. – If a doctor can’t help then they will be honest
and refer us to someone else. – If a doctor does a thorough diagnosis we will
trust the solution they give us.
You must attain the same trust.– Focus on solving the problem and exploring
options.– Genuinely act in the customer’s interest.
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Summary
• A customer controlled marketplace means mandatory integrity when selling.
• Selling is problem solving – if you do this more sales will be achieved.
• When selling you must put the relationship first.• You cannot acquire and retain a customer by
mis-selling.• When selling you must attain the same trust
that a doctor has with his/her patients by acting in the customer’s best interests.
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SALES THERAPYTHIS PRESENTATION IS PROTECTED BY COPYRIGHT. IF YOU WOULD LIKE TO USE OR SHARE IT OUTSIDE THE RIPPLE EFFECT TRAINING PROGRAMME PLEASE SPEAK TO US FIRST.
Grant Leboff