Added Value

Power Selling

Planning

Focus

Self 
  Actualisation
 

Last month we looked at the concept of added value, this month we look at the “nuts & bolts” of selling.  Hokaai! I hear all the consultative types saying, “we’re into relationships not power”.  Wrong!  As an added value sales professional, you have a responsibility to bring home the bacon.  Let’s face it, it’s tough out there.  In the hurly burly of today’s competitive market, the sales guys are continually being brow beaten.  Always an objection, a new competitive product or simply a difficult buyer.  Well maybe its time to stop expressing wind from the alimentary canal, and rediscover the basic process of, arguably, the oldest profession in the world – SELLING.  As time has evolved, so too have products and markets, but the art of selling remains as simple today as it was in the times of the ancient Greeks.  By sticking to the process, you learn to defend yourself against the constant knocks and develop the POWER to become irresistible.

THE 6 STEP POWER SELLING PROCESS

1. APPROACH
2. ESTABLISHING NEEDS
3. PRESENTATION  F.A.B
4. CLOSE
5. OVERCOMING  OBJECTIONS
6. FOLLOW-UP

1. Approach
Too often sales people begin their presentations without first making the customer comfortable with themselves and the environment.  Failure to do this leads to excessive probing and discussion about the business and the buyer feeling as if he/she is being interrogated and the discussion does not appear to him to be going in any particular direction.  There is a real risk that the buyer will loose interest in the meeting, and that the sales person’s credibility will be irreparably tarnished.

When meeting with customers it is important to establish a climate of trust and friendship.  This will ensure an open exchange of information.  The beginning part of a meeting is normally taken up with pleasantries and the exchanging of small talk, regarded as the building of report.  However at some point in time it is important to focus on the business and the real reason for the meeting.  This is achieved through the following 3 steps:
a) Introduce yourself and state your position
b) Determine the customers immediate concerns and state the sequence of events
c) Check for understanding and acceptance

First impressions are lasting.
You only get ONE chance to make a first impression !!!!!

During the first 4 minutes a customer will form 90% of their impressions of you, after that they will change their minds if required to do so.  The first 4 minutes are for free!  Make them count in your favour. During this period it is your ATTITUDE, ENERGY and APPEARANCE that will make a difference.
 

2. Establish Needs
In order to start the selling process you need to have a clear, complete and mutual understanding of what the customer wants and why it is important.  You also need to uncover the key- motivating factors (KMF) related to the particular buying decision the customer is making.  It is important that your understanding of these needs and motivating factors is the same as those of the client.
WHAT ARE NEEDS?
Needs are the only reason a customer will buy from you, be sure to qualify your prospects.  Needs are never fully satisfied, there is always an opportunity to improve on the current supplier.  New needs emerge as old needs are satisfied, customers seek constant innovation.  Basic needs are things like money and time.  Actual needs (values) are things like value for money and convenience.  Customer’s actual needs are their Key Motivating Factors (KMF’s), it is these needs that we must satisfy.  People don't buy books they buy  -  Knowledge, ideas and entertainment. 

Needs are established through questioning, which in itself is an art. Questioning begins the flow of information, redirects the flow of information and checks for understanding.  A delicate balance of open and closed questions will ensure that the customer parts with vital information about his KMF’s without feeling interrogated or even being aware that he is being questioned.  Questioning should be a process of “opening him up” and “closing him down”.

Open questions are designed to get the customer to respond at length, they cannot be answered with a simple Yes or No.  Open questions typically begin with what or how; they are good for drawing out general feelings, attitudes, likes and dislikes.

Closed questions seek specific answers; responses should be limited, direct and to the point.  Closed questions redirect the conversation and checking for understanding, they are intended to determine the facts.  Closed questions give you something to aim the rest of your presentation at.
 

3. Presentation - FAB
Once the customers needs have been established, you are in a position to present your products and organisation to the customer. The sales person who is able to translate product features into "peoples benefits", will find customers buying faster and returning again and again.  You should present the Features, Advantages and Benefits by providing relevant information. You must demonstrate how you are able to satisfy the customers needs.

FEATURES - A feature is a "real" quality in the product or service, irrespective of whether the customer buys it or not.  A feature is normally a tangible part of the products physical makeup.  Features may also be intangible, such as company policy, delivery or price.
SO WHAT ?

ADVANTAGES - An advantage explains what a feature does, it describes the purpose or function of the feature.  Certain features have a "perceived" advantage, i.e., low fat.

BENEFITS - A benefit is the value or worth the CUSTOMER derives from the product / service.

The “SO- WHAT ?”  test will prevent the sales person from presenting only features and benefits.  Unless features and benefits are related to users needs, no benefit can be demonstrated!  Make constant use of benefit statements and sales tools to show your customers what you can do for them, a benefit undemonstrated remains of no benefit at all.
 

4. Close ?
Many sales people make the fatal mistake of not asking for the order. Mostly because they are afraid of upsetting the customer, however exactly the opposite is true.  At the end of any sales presentation it is necessary to reach agreement with the customer on what has been achieved and what the next steps are.  The trick is to remember the ABC (Always Be Closing).  Buying signals and the trial close are the MIND GAMES part of the sales process.  Buyers and sellers are constantly using “subconscious” signals to indicate their readiness to do a deal. The more aware you are of these subconscious signals, the more aptly you can respond to them.  You can also give off “signals” that influence the buying decision, through the use of the trial close.  Potential buyers will often signal their readiness through positive comments, periods of quiet or drawing likeness with other favourable products.

The trial close is intended to get commitment without forcing a yes-or-no buying decision, it is appropriate to attempt the trial close continually through-out your presentation, particularly when you start to receive buying signals. A trial close will reveal objections or an unmistakable opportunity to close, by indicating whether the customer has in fact accepted your features, advantages and benefits.  The trial close is a subtle way of testing the prospect's temperament; the customer will have the opportunity to raise certain objections, which will indicate that they are not entirely satisfied with your presentation.

Even though the buyer may be convinced that you are able to address their needs, it is unlikely that they will take the initiative and sign the order without some further prompting.  The following are some of the closes you can try:

• Direct – just ask for the order.
• Summary - Summarise the discussion while taking out your order book.
• Balance sheet - do a list of pro’s and cons.
• Minor point close – agree to the order pending confirmation of a “minor” point.
• Trial order – ask for the opportunity to demonstrate your value.
• Plea & guarantee – put your head on the line.

The close should be seen as the natural progression and logical end to a win-win meeting.  The sales person should not view the close as a victory.
 

5. Handling Objections
Sometimes things don’t always go according to plan and customers become difficult by raising objections.  Well there’s always an easy answer, just RELAX.

Relax, objections are normal and are an indication that the buyer is still interested.
Evaluate, listen to what the customer really says. Objections often hide more personal fears or dislikes.
Like, agree with his feelings. Do not argue, bulldoze or become arrogant.
Ask, who-what-where-when-why and how. Help the customer to outline their objection, often it is more manageable than it seems.
eXplain, how you will meet their conditions (FAB) and define the action steps.

Objections are requests for more information, antagonism is far better than indifference.  Objections are a normal part of any sale and should be treated as signposts that the customer is interested in what you are offering.  Buyers who raise objections are showing real interest and it is necessary that you understand what they are thinking.
 

6. Follow-up
The foundation for future sales begins with departure. Let the customer know the order is appreciated and depart as soon as possible, without appearing rude or ungrateful.  Thank the customer for the order and allude to next meeting.  Follow-up to ensure that the commitments, from both sides are kept and check all admin details personally.  Give the customer a courtesy call a few days after the sale to ensure that you stay abreast of things and maintain top of mind awareness.

Remember the job's not done till the paper work is finished and the customer must still feel like a king after he has parted with his money!

Next month we look at how to remain focused stay driven. Good luck and keep the power turned on.