PREPARING FOR SALES SUCCESS - bordbia.ie · Active Listening Strokes. Growing the ... •Speech...
Transcript of PREPARING FOR SALES SUCCESS - bordbia.ie · Active Listening Strokes. Growing the ... •Speech...
Growing the success of Irish food & horticultureGrowing the success of Irish food & horticulture
PREPARING FOR SALES SUCCESS
11TH January, 2012
Growing the success of Irish food & horticulture
Creating Brands and Driving Sales through building
emotional bondswith customers
Conor O’ConnellTMI Ireland.
Growing the success of Irish food & horticulture
On- Brand Selling
Connect
Explore
Reveal
Resolve
Conclude
Growing the success of Irish food & horticulture
On- Brand Selling
Objective is to help the customer
Selling is helping
If you can help with what they need, then
they will buy
Growing the success of Irish food & horticulture
Connect
people buy from people they like
people like people like themselves
Growing the success of Irish food & horticulture
How to Connect
Trust and Likeability
OK / Not OK
Visual Auditory Kinesthetic
Personality Types / Social Styles
Growing the success of Irish food & horticulture
Tools to Connect
Non-Verbal Communications
Rapport and Pacing
Active Listening
Strokes
Growing the success of Irish food & horticulture
Active Listening
Attending Nods, eye contact
Paraphrasing so what you’re saying…
Summarising Recap on items covered
Reflecting Emotions and Behaviours
Growing the success of Irish food & horticulture
NON-VERBAL COMMUNICATION
•Voice level/intonation
•Speech rate
•Vocabulary/jargon
•Breathing
•Body posture
•Facial expression
•Eye movements
•Gestures
•Dress
•Status symbols
•Eye contact
•Size of pupils
•Territories
Growing the success of Irish food & horticulture
Others can be seen fromtwo points of view,concentrating on:
DIFFERENCES
SIMILARITIES
Growing the success of Irish food & horticulture
RAPPORT
F Concentrating on similarities
F Being open
F Feeling free
F Having confidence
F Mutual respect
F Like-mindedness
Growing the success of Irish food & horticulture
When people
are in rapport,
they pace one another
unconsciously.
Growing the success of Irish food & horticulture
Deliberate
Direct
Spontaneous
Direct
Deliberate
Indirect
Spontaneous
Indirect
Social Styles
Deliberates /
Thinks
Spontaneous /
Feels
Directs /
Tells
Indirect /
Asks
Growing the success of Irish food & horticulture
• Drivers
• Directive
• Bias for action
• Go-getters and ambitious
• Aggressive & fast moving
• Competitive, can make
others tense
Panther
Growing the success of Irish food & horticulture
• Expressive
• Emotional
• Networkers and socialisers
• Colourful
• Dramatic
• Centre of attention
• Heart on sleeve
Peacock
Growing the success of Irish food & horticulture
• Supportive
• Amiable
• Friendly, empathic
• Team player
• Diplomat
• Peacemaker
• Avoids confrontation
Dolphin
Growing the success of Irish food & horticulture
• Reflective
• Analytical
• Fact finders, objective
• Wise, patient
• Risk averse
• Clear thinker,
eye for detail
Owl
Growing the success of Irish food & horticulture
Explore
People buy for their reasons,
Not your reasons
They buy to solve a problem, a pain or
concern
Growing the success of Irish food & horticulture
Explore their emotions
Pain in the present / future
Pleasure in the present / future
Interest or curiosity
Growing the success of Irish food & horticulture
Exploring the Pain
Surface problems……revealed
Business reasons……needs work
Personal Impact ……. With trust
Growing the success of Irish food & horticulture
Ask the “dummy” questions
Tell me more about…
I don’t understand….
Have I got this right…
Can you be more specific…
How did that work out…
What has been tried already..I don’t suppose ….
Growing the success of Irish food & horticulture
Ask the “dummy” questions
Would you have an example…
How did that come about…
What was the effect on sales..
How much did that cost you…
How did your customers react…
talk less than 30% listen more 70%
Growing the success of Irish food & horticulture
Maintain your rapport
Is that a big concern for you?
I understand …
I am glad you asked that..
That makes a lot of sense..
A lot of people ask the same…
That sounds important to you..
You must have a reason for asking
Growing the success of Irish food & horticulture
Reveal
Your pitch is based on their needs
Use your Grid as a guide
Strong opening and closing
Keep them involved
Rule of Three
Illustrate with examples and anecdotes
Have your support evidence
Natural delivery style
Control your stress
Growing the success of Irish food & horticulture
RevealOpen with a “grab”
Establish credibility and likeability
Set out an agenda for the presentation
Give them an idea of the timing
Suggest how you’ll deal with questions
Growing the success of Irish food & horticulture
Reveal
Close as follows
Summarise what you have covered
Deal with Questions
Call to action
Finish strong. Perhaps a link to the “grab”
Growing the success of Irish food & horticulture
Reveal
•Generic agenda
•Introduction
•Our understanding of your needs
•What we propose
•How this would work
•The benefits to you
•What this will cost, T&C’s, ROI
•Summary
•Call to action with a strong finish
Growing the success of Irish food & horticulture
CO
NS
CIO
US
UN
CO
NS
CIO
US
INCOMPETENCE
COMPETENCE
ConsciousCompetence
3
ConsciousIncompetence
2
UnconsciousCompetence
4
UnconsciousIncompetence
1
Growing the success of Irish food & horticulture
SELLING
BUYER
ISSUES
CONCERNS
MAIN
MESSAGE
USP
ACTION
NEXT STEPS
BENEFITS
CVP
Growing the success of Irish food & horticulture
TITLE OF PITCH
INTRO. CLOSECLUSTER
TITLE 1
CLUSTER
TITLE 2etc.
Growing the success of Irish food & horticulture
DEMONSTRATION COPY - PREPARING A GRID SESSION 2
INTRO USES COLOUR PERSONALISE BENEFITS CLOSE
2520151023
YOU
GRAB
USES
COLOUR
PERSONALISE
BENEFITS
MAP
1
2
PREPARATION
OF NOTES
PROMT
WHILE
PRESENTINGREPORTS
INTERVIEWS
COLOUR
CODE FOR
PRIORITY
HEADINGS
BLACK
“MUST INCLUDE”
POINTS
SHOULD
INCLUDE
POINTS
NICE TO
INCLUDE
KNOW
KNOW
MUST
KNOW
ADAPT TO
YOUR NEEDS
HIGHLIGHTING
BOXES
UNDERLINE
QUOTES““
ISUALS
GRAPHICSFLIP
CHART
£
OVERVIEW
Tell them what
you’re going to
tell them
Tell them
Tell them what
you’ve told them
TIMING
FLEXIBILITY
CONFIDENCE
ARTICULACY
PROFESSIONAL
SUM UP
END
“END WITH A
BANG NOT A
WHIMPER”
“A speech is like
a love affair
- any fool can
start one
- but to end
it requires
considerable
skill”
Lord Mancroft
Growing the success of Irish food & horticulture
0 TIME 2 HOURS
100%
AMOUNT
RECALLED
PRIMACY
*RECENCY
*
Growing the success of Irish food & horticulture
A question ?????HA! ha!An anecdote
Daily NewsRemark on a local event
Comment on an issue of great value-to the listener!
Statement that arouses curiosity
A joke - about yourself!
!!!!!!!An unanticipated statement
Just start
!“ ”A quotation
Growing the success of Irish food & horticulture
THE ARGUMENT FOR INVOLVEMENT
10% of what we read
20% of what we hear
30% of what we see
50% of what we hear and see
70% of what we say
90% of what we say and do
The Statistics on Retention:
Growing the success of Irish food & horticulture
DELIVERY SKILLS
Pace/Pause
Speech / Pitch
Non Words
Body Movement
Eye Contact
Growing the success of Irish food & horticulture
Resolve
people don’t have objections
they are rightly sceptical
people like to be convinced that what
they are doing is right
Growing the success of Irish food & horticulture
Resolve
Support your argument with evidence,
data and case studies
Use relevant examples
Have your testimonials ready
Growing the success of Irish food & horticulture
Know your product and service
Iceberg knowledge
Maintain rapport
Never get angry
Your job is to help
Growing the success of Irish food & horticulture
Conclude
Summarise what you have learned
Their pain, decision process and budget
Is this correct, has anything changed?
Growing the success of Irish food & horticulture
Conclude
Recap on your solutions for each issue
No new material
Take an assessment
“On a scale of 0 to 10, where are you?
Growing the success of Irish food & horticulture
ConcludeLess than 5 I get the sense you have
no interest. Am I correct?
5 to 7 You still need convincing
8 What would it take to be a 10?
10 So what is our next step?
Growing the success of Irish food & horticulture
ConcludeKey influencers Bob Cialdini
Social proof others are doing it…
Scarcity the less there is ….
Consistency why not try it
Liking we say yes to those we like
Reciprocity return the favour
Authority we defer to those in power