7 Steps Sales Presentation
7 Steps Sales Presentation
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STEP 3: The Commitment
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
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Copyright © 2014 by Lloyd Lofton
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
In Step 3: The Commitment the goal is to help the prospect feel comfortable doing business with you by introducing your prospect to your company. Building the prospect relationship is crucial to securing the sale; most prospects don’t base their decision on the sales persona alone. Prospects want to feel confident about not only the Sales person, but also the products and the company that will be supporting the products. During The Commitment step you collected an appropriate amount of information needed to determine a prospect’s needs.
Step 3 Key Phrase: THE COMMITMENT “Are you familiar with [your company name]?” Regardless of their answer, complete the Step 3 Key Phrase: “Let me share a few things with you about [your company].” The Commitment step presentations are broken down into several parts: 1. 2. 3. 4. 5. 6. 7.
Your Company Your History Company Reputation Customer Service The product/service/plan Questions Review your solutions
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NOTES: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
As you build the commitment, keep the following guidelines in mind:
Know the content. Do not rush through the commitment building.
Use a conversational tone. Do not read your material word for word.
Go through the entire process. Do not short-change the prospect or yourself. The part you skip may be the part the prospect wants to know.
Let the prospect set the pace of the conversation. Give the prospect time to ask questions between pages. Ask close-ended questions to get buy in i.e.: “That makes sense, right?” or “That is important, right?”
Keep it simple. Stay on track and do not give long explanations. Make the presentation and answer any questions as they come up, which helps build your credibility.
How you speak is important. Monitor your tone, inflection and emphasis when speaking. Remember the information is new to the prospect regardless of how many times you have built commitment.
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NOTES: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
Handling Objections At any point during the 7 Steps Sales Presentation process, prospects may offer objections or signs of resistance. Recognizing how to respond to their resistance will help you move forward with the presentation and build the relationship. It is important to understand that not every question or apparent objection is an objection or does it have to be answered. When prospects make comments, particularly during Step 3: The Commitment, they are often in one of three forms: Statement: A reporting of a fact or opinion. Question: A statement that attempts to gain information. Objection: A statement based on fact or feeling of disapproval. Remember, as you go through building commitment, a statement from your prospect reports a fact or their opinion. A question asked by a prospect is an attempt to gain information, while an objection is a prospect’s method of disclosing an issue or concern. Example:
STATEMENT “I don’t like it.” OBJECTION “I won’t buy a [product/service] that has a [product/service].” QUESTION/STATEMENT “[Your industry] companies don’t [product/service problem].”
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You must handle the comment at once during this step. 1. Validate the statement, objection or question. 2. Restate/Isolate the statement, objection or question. 3. Begin effective questioning. © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
If the prospect makes a statement consistent with the information on the presentation make an appropriate acknowledgement such as: “That is correct.” “That is right.” “I can understand why you would say that.” It is important to validate the prospect’s comment because: 1. Demonstrates empathy. 2. Acknowledges prospect’s feelings. 3. Provides emotional concern. When the prospect asks a question or states an objection there are two key phrases that are essential to use when validating the prospect’s comment:
Rebuttal Key Phrases: THE COMMITMENT Rebuttal Key Phrase 1: “Obviously you have a reason for feeling that way. Do you mind if I ask what it is?”
Rebuttal Key Phrase 2: “I understand how you feel. A lot of my customers felt the same way when I first talked with them.”
Remember you are building commitment at this point. Make the appropriate response and be sure you have answered the question or objection or have acknowledged the statement then continue with the presentation. Your goal is to not to get into a power struggle or over-educate the prospect. You just want to gain a commitment so you can move to Step 4: The Presentation. You want to provide enough information for the prospect to make a buying decision, not become a [your product/service] expert. NOTE: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
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_______________________________________________________________________
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
Page
1
STEP 3: The Commitment
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
Page
2
Copyright © 2014 by Lloyd Lofton
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
In Step 3: The Commitment the goal is to help the prospect feel comfortable doing business with you by introducing your prospect to your company. Building the prospect relationship is crucial to securing the sale; most prospects don’t base their decision on the sales persona alone. Prospects want to feel confident about not only the Sales person, but also the products and the company that will be supporting the products. During The Commitment step you collected an appropriate amount of information needed to determine a prospect’s needs.
Step 3 Key Phrase: THE COMMITMENT “Are you familiar with [your company name]?” Regardless of their answer, complete the Step 3 Key Phrase: “Let me share a few things with you about [your company].” The Commitment step presentations are broken down into several parts: 1. 2. 3. 4. 5. 6. 7.
Your Company Your History Company Reputation Customer Service The product/service/plan Questions Review your solutions
Page
3
NOTES: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
As you build the commitment, keep the following guidelines in mind:
Know the content. Do not rush through the commitment building.
Use a conversational tone. Do not read your material word for word.
Go through the entire process. Do not short-change the prospect or yourself. The part you skip may be the part the prospect wants to know.
Let the prospect set the pace of the conversation. Give the prospect time to ask questions between pages. Ask close-ended questions to get buy in i.e.: “That makes sense, right?” or “That is important, right?”
Keep it simple. Stay on track and do not give long explanations. Make the presentation and answer any questions as they come up, which helps build your credibility.
How you speak is important. Monitor your tone, inflection and emphasis when speaking. Remember the information is new to the prospect regardless of how many times you have built commitment.
Page
4
NOTES: ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
Handling Objections At any point during the 7 Steps Sales Presentation process, prospects may offer objections or signs of resistance. Recognizing how to respond to their resistance will help you move forward with the presentation and build the relationship. It is important to understand that not every question or apparent objection is an objection or does it have to be answered. When prospects make comments, particularly during Step 3: The Commitment, they are often in one of three forms: Statement: A reporting of a fact or opinion. Question: A statement that attempts to gain information. Objection: A statement based on fact or feeling of disapproval. Remember, as you go through building commitment, a statement from your prospect reports a fact or their opinion. A question asked by a prospect is an attempt to gain information, while an objection is a prospect’s method of disclosing an issue or concern. Example:
STATEMENT “I don’t like it.” OBJECTION “I won’t buy a [product/service] that has a [product/service].” QUESTION/STATEMENT “[Your industry] companies don’t [product/service problem].”
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You must handle the comment at once during this step. 1. Validate the statement, objection or question. 2. Restate/Isolate the statement, objection or question. 3. Begin effective questioning. © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
If the prospect makes a statement consistent with the information on the presentation make an appropriate acknowledgement such as: “That is correct.” “That is right.” “I can understand why you would say that.” It is important to validate the prospect’s comment because: 1. Demonstrates empathy. 2. Acknowledges prospect’s feelings. 3. Provides emotional concern. When the prospect asks a question or states an objection there are two key phrases that are essential to use when validating the prospect’s comment:
Rebuttal Key Phrases: THE COMMITMENT Rebuttal Key Phrase 1: “Obviously you have a reason for feeling that way. Do you mind if I ask what it is?”
Rebuttal Key Phrase 2: “I understand how you feel. A lot of my customers felt the same way when I first talked with them.”
Remember you are building commitment at this point. Make the appropriate response and be sure you have answered the question or objection or have acknowledged the statement then continue with the presentation. Your goal is to not to get into a power struggle or over-educate the prospect. You just want to gain a commitment so you can move to Step 4: The Presentation. You want to provide enough information for the prospect to make a buying decision, not become a [your product/service] expert. NOTE: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
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_______________________________________________________________________
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 3: The Commitment 865-776-7632
