SELLING CUSTOMER VALUE

8/12/2019 SELLING CUSTOMER VALUE

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1. SELLING CUSTOMER VALUE 2. PAST SELLING MODELSTHAT DO NOT WORK!! CSS Integrity Selling AIDINC 3. BACKGROUND There are plenty of Sales Models out there that attempt to create this

professional and engaging approach to selling that is based on providing value to thecustomer. However, if you examine each of these fail proof ways to sell to the customer

youll find many of them focus on The Product.not truly on the customer. While the

perception and clich sales talk of identifying customer needs is the goal of each of these

brain-washing methods, we as sales professionals truly have to take a step back and

reflect on what were really trying to accomplish when attempting to bring true Value to

the customer. The next few slides Ill attempt to present ways YOU can have the most

impact with your customers by directly Selling Customer Value.and not just your

product!

4. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections Evaluation/Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness

More focus on addressing/driving customer solutions Encourages Active Listening bytaking in inventory and fully understanding customer needs Easiest way to Build a

Partnership and Collaboration process thats based on TRUST Will help to develop better

foundational selling skills thats built on the foundation of LISTENING5. WHY

SHOULD I SELL CV?

Listens first! Drives mutual discussion Not just uncovers needs, but immerses in thoseneeds Creates professional partnership Willing to be Educated versus Educating

Looks the same Acts the same Says the same clich things Gives canned

presentations based on their needs Placed in sellers box by customer (This is a big issue)

Valued Representative 6. THE TYPICAL REP VS THE VALUED REP Typical

Representative

7. WHAT SELLING TODAY LOOKS LIKE Company Vision Is about meeting your customersneeds by showing the VALUE your products and services provide. Notice it states Value

your products and services provide. This statement is more Product Focused versus

Customer Focused

Global economy has effected the Sales Business, selling Customer Value first is criticalto overcoming this real drawback Customers regardless of industry have limited time to see

sales reps, so capturing/attaining their attention is a challenge Gate Keepers have raised

roadblocks even higher getting to decision makers Sales rep more concerned about selling

product rather than determining Customer Value first8. FACTORS THAT EFFECT.

Create professional and engaging approach to selling that is based on providing CustomerValue Drive behavioral change that encourages deeper customer engagement that bolsters

integrity, trust, empathy, and confidence Move customers through buying cycle to achieve a

commitment to action that relates to Customer Value needs-based solutions9.

WHAT SHOULD BE THE GOALS?


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10. BASIC SALES PROCESS Purpose of a Sales Call To understand customers challenges Toidentify needs To provide solutions and value To create a partnership Gain

Commitment/Make Sale

11. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling ObjectionsEvaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue

Awareness

12. WHAT IS THE CUSTOMER BUYING CYCLE? Unawareness Usage Your Goal!Evaluation/Trial Awareness

13. SELLING CUSTOMER VALUE Unawareness Usage Call Planning Closing HandlingObjections Evaluation/ Trial SCV Feature/Benefit Selling Opening Creating Dialogue

Awareness

Establish timing to gather commitment to actionAnticipate/Prepare for possibleobjections and questions Plan/Prepare objectives and questionsfind out how and why

the customer is in their current predicament Determine Customer Value needs-based

solutions Use buying cycle to set short-term and long-term SMART call objectives 14.

CALL PLANNING

Sales can be a Self Fulfillingwhat you prepare/expect can be a reality It helps youorganize before call what youd like the Customer to accomplish before your

accomplishment (a new twist) You have a finished document you can revisit after sales call,

and determine what you were able to accomplish Allows you to get a head start on next pre-

call plan

15. WHY CALL PLAN BEFOREHAND?

Pre-call planningdefines the objective for the next call based on the outcome of the priorcall, the opening, possible inquiries and objections, and next actions Post-call analysis

describes the outcome of the call, what resources were used, if the objective was achieved,

questions and objections that arose, and agreed-upon next actions16. WHAT IS A CALL

CONTINUUM?


Awareness

Anything I can do for you today?Is Product X still working well for you? How isProduct X doing? I would like to talk with you today about Product X. 18. LETS START

WITH POOR OPENINGS!

1st impression is EVERYTHING in the sales business.a poor opening doesnt make for afavorable 1st impression Customers time are limited.a poor opening cuts that time in half

Establish upfront to the customer that you are there to provide Customer Value by serving

their interest19. WHY TAKE THE OPENING SERIOUSLY?


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Awareness

21. CREATING DIALOGUE THRU BUILDING BUSINESS RELATIONSHIPS CompetenceCharacter Maturity Reliable Respectful Positive Intent Genuinely Cares Trust

Experience Product Knowledge Market Knowledge Solutions Oriented Articulate

22. GALLUP SALES ANALYSIS Customers who felt strongly positive about their salesrepresentatives were 12 times more likely to continue repurchasing the product . . .

evidence showed an emotional connection or attachment was important . . . price was not a

significant driver of repurchase intentions. Smith and Rutigliano, Discover Your Sales

Strengths, 2003

23. THE 3 ELEMENTS OF COMMUNICATION Inquiring Observing Listening Inquiring encourages 2-way dialogueProbing is one-sided questioning Both parties can

Inquire of each other which solidifies more Trust Inquiring helps both parties

understand and validate customer needs This form of Inquiry can move the conversation

in a direction that solves customer predicaments24. INQUIRING VERSUS

PROBING Why Inquiring is more effective than Probing:

Are intended to identify or clarify customer needswhich initiates Customer ValueIncrease importance or place value on customers needs Gain additional information specific

to needs and problems Lead customer to solutions by overcoming needs and problems

25. INQUIRIES THAT ARE NEEDS-BASED

People are on average only about 25 percent effective at listening The number one reasonwhy customers dislike salespeople..salespeople dont Listen Unfortunately, very few

people ever work on this skill The most fundamental aspect of selling is to listen to

customers needs26. LISTENING IS SO IMPORTANT!!

Level 1Level 2Level 327. YES, THERE ARE LISTENING LEVELS! More interested in talking than listeningQuiet, passive listening Half-listening

Listening in spurts 28. LEVEL 3 LISTENING

More concerned about content than feelingNot seeking to understand meaning Hearing, but not really listening29. LEVEL 2 LISTENING

30. LEVEL 1 LISTENING Total Active Listening thats without outside distractions and isfocused on communication from other participant

31. APPLYING LISTENING SKILLS If you really want to know what is on your customers mindsand what is really important to them, a structured approach to listening may help. By

developing a clear pre-call plan, you can have the preparedness to listen to the needs of

your customers. J. Stengel, A. Dixon, and C. Allen, Listening Begins at Home, Harvard

Business Review


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Patienceactive listening Not just taking in main ideasapplying back those main ideasNot being distracted and paying attention to total communication, including nonverbal cues

Suspending own thoughts and feelings32. WHAT EFFECTIVE LISTENING LOOKS

LIKE

33. SELLING CUSTOMER VALUE Usage Call Planning Closing Handling Objections SCVFeature/Benefit Evaluation/ Selling Trial Unawareness Opening Creating Dialogue Awareness

34. FEATURES & The Feature is the characteristics of the product or service.this ispresented after identifying the true Customer Value The Benefit does align tothe

Customer Value which helps address the customer predicament Customer Value should

appropriately have linkages to the features and benefits of the productBENEFITS

AFTER THE FACT

35. SELLING CUSTOMER VALUE Usage Closing Call Planning Handling SCV ObjectionsEvaluation/ Trial Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness

Misunderstandingcustomer is misinformed about information presented on a productDrawbackcustomer is not using your product because of existing negative feature

Skepticismcustomer doubts or behaves with incredulity regarding information

presented36. TYPES OF COMMON OBJECTIONS

37. HANDLING OBJECTIONS MODEL 1 Clarify: When appropriate, gather a betterunderstanding of the objection and obtain information and understanding 4 2 Expand:

Continue with call or close if appropriate Respond: After Clarity and understanding.

Provide information to handle objection 3 Check: Ensure you adequately addressed

customers objection


Awareness

Theres a GREAT call plan in place Engaging and Customer Value oriented openingCreation of dialogue that is based on Customer Value.and not product. Customer

Value has linkages to the feature39. CLOSING IS ONLY SUCCESSFUL IF & benefits

which are the solutions to the customers predicament

40. THE FINISH LINE..CLOSING The beginning Sales Process when done properlyautomatically presents the Close: The customers commitment is gained throughout the

sales process and the Close should be an expected occurrence between the sales rep &

customer. Closing is the agreed upon act that is based on Customer Value

Provide industry benchmarks/best practicesSelling Skills Optimization Team build anddevelop a selling skills training model to meet corporate business goals Voice of Customer

with Sales and Marketing 41. HELPING YOU BUILD CUSTOMER VALUE TOOL Our firm can

help you build a personalized Customer Value tool that meets the needs of your company

Project includes: Process Excellence project that will validate Customer Value tool


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SELLING CUSTOMER VALUE

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