Sales Presentation - Kevin Nott
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Transcript of Sales Presentation - Kevin Nott
©2009 Profit Point LLC
Sales Mastery
Closing More Sales at a Profitable Price
©2009 Profit Point LLC
Profit Point
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Gro ss Pro f it
Profit Point
F ixed C o sts
©2009 Profit Point LLC
Sales and Profit Point
• Increase number of sales relative to the number of opportunities (Closing Rate)
• Increase the selling price of each sale (Average Sales Price)
©2009 Profit Point LLC
Workshop Objectives
Understand the sales process
Learn how to increase perceived value
Learn how to identify customer needs
Learn how to effectively present solutions
Learn how to gain commitment for a favorable exchange
©2009 Profit Point LLC
Things You NEED to Know that are not Covered in this Workshop
Your Profit Point
How to set the right sales price
Your target market
Your customers' psychographics (Why they buy)
How to generate opportunities
©2009 Profit Point LLC
What is Selling?
Selling is a process that links problems to solutions
It is the favorable exchange of goods, services and ideas
©2009 Profit Point LLC
What you need to know about Selling
• Why people buy
• Your product's benefit
• You and your company
• How your product meets a customer's needs
• How to logically and effectively present ideas
• How to encourage a customer to make a decision
©2009 Profit Point LLC
Getting a customer to buy
• Purchase decision is made when price is less than or equal to perceived value
• Value is established by the customer
– Based on how customer believes product will meet or exceed customer needs
– Is influenced by seller's belief in the product
• Move customer to buying decision by
– Lowering price
– Increasing perceived value
©2009 Profit Point LLC
Defining Needs
Implicit Needs
Assumed
Generally accepted
Based on our perspective
Explicit Needs
Stated
Definable
Based on customer perspective
©2009 Profit Point LLC
Know Your Product
Features
Advantages
Benefits
©2009 Profit Point LLC
Features
Facts or characteristics of a product, service or company
It is made of stainless steel
We have been in business for 20 years
©2009 Profit Point LLC
Advantages
How the feature can be used to benefit a buyer and meet implicit needs
It will last for many years
We will be around if you have any needs
©2009 Profit Point LLC
Benefits
How the feature meets an EXPLICIT need expressed by the buyer
You said you wanted it to last a long time. Stainless steel will provide you the best longevity
You indicated that you wanted a company that would be around to help with future needs
Know YOUR Product
Features Advantages Benefits
Select a core product or service you provide and list
Homework
Identify all the products and services you can competently provide
List all the features
List all the advantages
Talk to Teach
Select a topic that you know a lot about
Tell your partner
How and where it was learned?
Who taught it?
How long it took to learn?
What is liked best about it?
What is liked least about it.?
How has knowing this subject been beneficial?
Listen to Learn
Find a hobby or profession that your partner knows substantially more about than do you
Record the answers to the following questions:
How and where it was learned?
Who taught it?
How long it took to learn?
What is liked best about it?
What is liked least about it.?
How has knowing this subject been beneficial?
What did you learn?
Write down everything you remember about the other persons subject
Compare the learning from both
Which is more effective?
Persuasion SellingYou are the expert and do most of the talkingYou have a product to sellYour presentation focuses on features, functions and benefits or the productYour job is to “convince” customers that they need and want the benefits of your product
Benefit SellingThe customer is the expert and does most of the talkingThe customer has a need (although it may not be known yet to the customer)Your presentation focuses on asking pertinent questions to gain understanding of the specific and explicit needsYour job is to listen to the customer so that you can provide a personalized solution to the customer’s explicit need
©2009 Profit Point LLC
The Selling Process
Setting an appointment
Running the Sales Call
Performing the work
Follow up contact
Referrals
Objectives of the Sales Call
Obtain an order to perform work
Advance the relationship towards an order
Four Stages of a Sales Call
OpeningInvestigatingDemonstrating CapabilityObtaining Commitment
Opening
Gain trust
Find common ground
Set and build expectations
Investigating
Identify explicit wants and needs
Determine constraints
Identify areas where your product or service is compatible with needs
Create sufficient emotion around solutions
Demonstrate Capability
Sell yourself
Establish credibility
Differentiate
Reinforce and build trust
Create additional expectations
Obtain Commitment
Demonstrate how your solution matches customer's explicit needs
Overcome objections
Gain approval to proceed
Effective Investigation is the Key
You can't have a solution without a problem
You can't know the problem unless you ask
You won't get to the explicit need unless you know HOW to ask
SPIN SellingSituation QuestionsProblem QuestionsImplication QuestionsNeed-Payoff Questions
Situation Questions
Early in the selling cycleBuild rapportGather Information (background and facts)Increase understandingIdentify potential problemsUse sparingly to avoid “interrogation”Avoid potentially sensitive areasListen for customer problem cues
Sample Situation Questions
How long do you plan to live here?
Why are you looking at building?
Where do you plan to build?
Have you used a builder before?
What is your budget?
Are you interested in financing options?
Problem QuestionsProbe for problems, difficulties or dissatisfaction with current situationReveal needsClarify intensityGain shared understandingDon’t ask problem questions for which you have no solution!
Sample Problem Questions
What challenges have you faced in choosing the right builder?Why is your present situation unfavorable?What do you view as your biggest obstacles in this project?
Implication QuestionsIdentify consequences, effects or implications of situationFocus on consequencesPersonalize and emotionalize the consequencesCreate reasonable anxiety surrounding the problem
Sample Implication Questions
What do you see as a potential problem if your contractor does not pull a building permit?
What could be some challenges of working with an inexperienced contractor?
How could choosing a contractor based solely on price lead to long-term and permanent problems?
Need-Payoff QuestionsAsks about the value, importance or usefulness of a situationClarify explicit needsAre emotion-drivenElicit desire for a solutionOffer to remove anxietyWithhold specific solution until making a formal proposal
Sample Need-Payoff Questions
If we could get you into your new building before Spring, how would that help your summer sales?
How would you feel knowing your contractor had 20 years of experience?
Would you be interested in a solution that provided the extra space you need for expansion using your existing building lot?
Use SPIN to Match Your Partner to a New Work Vehicle
Use SPIN to Identify Explicit Needs in Your Partner's Business
Technical Investigation
Blueprints
Walk through
Measurements
Customer involvement
Identify desired function and expectations
Demonstrate Capability
Use a formal presentation process
Be consistent
Be professional
Focus on “hot buttons”
Don't cut corners
Trust the process
©2009 Profit Point LLC
Choosing the Right Contractor is a Long-term Commitment
Little concerns can become large over time
Quality issues
Visible
Hidden
Safety issues
Support issues
©2009 Profit Point LLC
What Should You Look For?
Contractors
Appearance
Character
Licensed
Insured
Bonded
Permits
Experience
Workmanship
Reputation
Products used
Technique used
©2009 Profit Point LLC
Company Overview
____ years' experience
Training
Licensed
Insured
Permits
Availability
Appearance
©2009 Profit Point LLC
We Pay Attention to Details
©2009 Profit Point LLC
Quality Matters
Processes Materials
©2009 Profit Point LLC
Quality Assurance Checklist
©2009 Profit Point LLC
We Stand Behind our Work
Our Work is Guaranteed
©2009 Profit Point LLC
The Value Solution
Our Company
Our Products
Our Workmanship
Me
Obtaining Commitment
Review the investigation questions and responsesPresent your solution in an item by item approach (Because you said...)Explain the benefits they will getAsk:
Is this what you are looking for?
Can you see how this gives you all the benefits you said you wanted?
Presenting the Price
We can have your project completed to your specifications for $_____________ or $ ____ per month.
Will (___date___) be a good time for us to start?
©2009 Profit Point LLC
Overcoming Objections
Price too high
Need another bid
Can't afford it
We need to think about it
We are just getting a budget
©2009 Profit Point LLC
The Three D's
Deflate
Show compassion and understanding
Define
Clarify the concern
Delete
Use the tools to address the specific concerns
©2009 Profit Point LLC
Deflate
I understand how you feel
I can see why that might be a concern
I can appreciate that
©2009 Profit Point LLC
Define
Can you share your concerns with me?
©2009 Profit Point LLC
Delete
Price Too HighThe Value SolutionCustomer Need Evaluation
Need Another BidThe Value SolutionCustomer Needs Evaluation
Can't Afford ItCustomer Needs EvaluationFinancing Options
Need to Think About itBreathing roomCustomer Needs Evaluation
Sale Call ReviewUse presumptive sale languageOnly propose products/services that are solutions to explicit needsPropose product/services as a solution to a specific need expressed by the customerPropose benefits, advantages and features in this order (remember that purchases are made on emotion and justified by facts)
©2009 Profit Point LLC
The Contractor's Sales Call
1)Introduction and Warm Up
2)Customer Needs Evaluation
3)Technical Analysis
4)Presentation
5)Needs-based Solution
6)Gain Commitment
©2009 Profit Point LLC
Choosing the Right Contractor is a Long-term Commitment
©2009 Profit Point LLC
What Should You Look For?
Contractors Workmanship
©2009 Profit Point LLC
Company Overview
____ years' experience
Training
Licensed
Insured
Permits
Availability
Appearance
©2009 Profit Point LLC
We Pay Attention to Details
©2009 Profit Point LLC
Quality Matters
Processes Materials
©2009 Profit Point LLC
Quality Assurance Checklist
©2009 Profit Point LLC
We Stand Behind our Work
Our Work is Guaranteed
©2009 Profit Point LLC
The Value Solution
Our Company
Our Products
Our Workmanship
Me