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Professional Selling: The Art and Science Behind
It All
By Steven Tulman
Email: [email protected]: @StevenTulmanLinkedIn: ca.linkedin.com/in/stevetulman
About Me
• MenuPalace.com • Dealfind.com • The Biz Media• SEOlogist• Info-Tech Research Group• ICM Consulting & Media Corp.• One Core Media E-Commerce Solutions
Why a Career in Sales?
1. Do you want to have unlimited income potential?
2. Do you want to run your own company or be the CEO of another organization?
3. Are you good at managing your finances?
4. Are you ready to work hard and have fun?
5. Almost Recession-Proof
The Evolution of Sales
Providing Solutions
Mid 70’s to late 90’s
Building Relationships
1950 to 70’s
Building Partnerships Late
90’s to Now
Art Form OR Science
What do you think?
VS
Art Form OR Science
The Art
• The art of listening & communicating
• The art of presenting• The passion for helping
*Suggested readings: - How to Win Friends and Influence People- by Dale Carnegie- The Seven Habits of Highly Effective People – by Stephen Covey- Presentation Zen – by Garr Reynolds
Art Form OR ScienceThe Science
• A strategic sales process• The product knowledge• The industry knowledge
*Suggested readings: - What the Customer Wants You To Know – by Ram Charan- Mastering the Complex Sale – Jeff Thull
The 2 Breeds of Sales ProfessionalsAre you a hunter or a farmer?
2 Kinds of Sales JobsInside Sales
VsOutside Sales
Choosing Your First Corporate Sales Job
• What are your options – BIG or small?
• Where do you look?• How today’s choice will
affect you tomorrow?• What to expect when
you start?
Landing Your First Sales Job1. Interviewing is a Sales job in
itself and perception IS reality2. Perfect your LinkedIn, Resume,
and Cover Letter – Quantify and Story tell
3. Clean up your Facebook, Twitter, and other social media profiles
4. Use your local resources and networks
5. Use jobsites and job boards like Monster, Workopolis, even Craigslist
6. Prepare, prepare, prepare!!!7. Find the right opportunity and
right culture
*Suggested reading: The Essential Guide to Hiring & Getting Hired – by Lou Adler
The 10 Step Sales Process
What’s the point of having a sales process?
Inspired by the Quota Professional Sales Program
The 10 Step Sales Process
1. Prospecting Stage
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage 3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee
Approves
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee
Approves9. Purchasing Approves
The 10 Step Sales Process
1. Prospecting Stage2. Qualifying Stage3. Initial Meeting4. Needs Analysis5. Product/Service Demo6. Proposal/Quotation Presentation7. Influencer Approves8. Key Decision Maker or Committee
Approves9. Purchasing Approves10. Product/Service Delivered &
Payment Received
• Define your target market and decision makers
• Start with the top decision maker – The VITO• Choose methods to prospect• Prepare prospecting scripts and templates• Follow a prospecting schedule• ALWAYS finalize specific next steps
Step 1 – The Prospecting Stage
* Suggested reading: Selling to VITO, the Very Important Top Officer - by Tony Parinello
Step 2 – Qualifying Stage
N.U.B.I.T.
• Need• Urgency• Budget• Influence• Timeline
Step 3: Initial Meeting
7% Verbal
55% BodyLanguage
38% Tone of Voice
1. Brief intro about you and your company
2. Ask about customer’s business and challenges
3. Demonstrate product features and
benefits relating to their needs
* Professor Albert Mehrabian’s Communications Model
Step 4: Needs Analysis
B.C.H.U.B.S. • Background• Core Challenges Questions• History of Critical Events
Questions• Urgency Questions• Benefits Questions• Solutions Questions
*Suggested reading: SPIN Selling - by Neil Rackham
Step 5: Product/Service Demo
* Remember to secure the nest-step
F.B.I • Features• Benefits• Improvements
Step 6: Proposal/Quotation Presentation
• Verify spelling and grammar of EVERYTHING• Verify ALL calculations• Don’t forget promises made• Review with contact before sending final
version• Check, Check, Check!!!
Step 7: Influencer Approves
• Review contract with your prospect• Suggest meeting with influencer & DM or
deciding committee to present• Determine timeline• Book next step-date
Step 8: Key Decision Maker or Committee Approves
Decision Making Criteria
• Reliability• Relevance• Quality• Cost• Continued Service• Don’t celebrate just yet..• Potential roadblock from
Purchasing or Finance• Present to the Roadblocker• Perform mini sales cycle• Get their buy-in
Step 9: Purchasing Approves
• Purchasing can still stall or vito sale• Present to Purchasing if necessary• Learn, Repeat, Teach
Step 10: Product/Service Delivered & Payment Collected
SOLD!!!
WOOOOHOOOO!!!
• Closed 1st Deal• Celebrate & Thank• Learn, Repeat, Teach
Post Sale: Customer Onboarding, Engagement, and
Experience• Educate and train customer on using
product or service• Follow up and continued support• Ensure customer satisfaction• Probe for further needs• Discover upsell opportunities• Present upsell options
How to Excel in Sales:
The 6 Main Attributes that Will
Make You Successful1. Empathy (EQ)2. Product and Industry
Knowledge3. Focus4. Accountability5. Enthusiasm6. Ego-drive*Suggested readings:
- Coaching Sales People into Sales Champions: A Tactical Playbook For Manager and Executives by Keith Rosen
Q & A
The End
By Steven Tulman
Email: [email protected]: @StevenTulmanLinkedIn: ca.linkedin.com/in/stevetulman