Terry Welch
April 8, 2017
SALES IS NOT A DIRTY WORD
WELCOME • Who is Welch & Pridmore Systems Ltd. and Terry Welch? • What’s in it for me to participate? • What’s the purpose of this session? • What will we be covering today?
TERRY WELCH • World sales leader for Philips Information Systems for seven years • Over 25+ years professional Sales/Marketing • Lectured at Yale -‐ School of Management Divinity College on… Sales/Customer Relations
WHAT’S IN IT FOR ME? More con7idence and control in the complete sales process
Less hassle, grief and frustration …building your client base …building your practices
PURPOSE Not to change you… but to take the mystery out of selling and…
To give you the Con7idence & Control that you are doing the right thing at the right time when it comes to…selling
PURPOSE How? By providing professional and proven techniques and methods that you can adapt to your style to build your practices.
WHAT WE WILL COVER • Knowing Job #1 • Five Marketing Methods • Being Consciously Competent • The Three Pillars of Business Success • Bene[it Statements for your business • What separates the Top 10% from the rest
When you think of … “Sales” or “Selling” what is the [irst words that come to mind?
Pushy… Ugh… Annoying… Slimy… Manipulative… Sleazy
When a salesman is coming to meet with you… who are you expecting to come through the door ?
Herb?
Jerry?
Maybe her?
What is Job #1 for you and your staff ?
Job #1 Create the environment where people want to do business/deal with…
YOU
Exercise -‐ Ten Professions
With a partner, stack rank the following in order of Respect & Importance … in your community
Ten Professions…
• • • • •
Clergy • Financial Consultant • Car Salesperson • Teacher • Door to Door Salesperson •
High Ranking Military OFC Computer Salesperson Lawyer Deputy Minister Doctor
Five Marketing Methods
Five Marketing Methods 1. Relationship (Comfort & Trust) 2. 3. 4. 5.
Needs Satisfaction Formula Stimulus Response Limited Time Offer
Five Selling Methods 1. Relationship (Comfort & Trust) 2. 3. 4. 5.
Needs Satisfaction Formula Stimulus Response Limited Time Offer
HOW TO EARN THE RIGHT What are the Three Pillars of your Sales/Business Success?
HOW TO EARN THE RIGHT The Three Pillars of Business Success
ATTITUDE
RELATIONSHIPS
PROCESS
CUSTOMERS WERE ASKED… What characteristics do you look for in a person you buy from? And weight the characteristics out of 100%...
CUSTOMER RESPONSE
RELATIONSHIPS ARE BUILT ON…
• Comfort • Trust
THE FOUR STYLES OF BUYERS
AN IMPORTANT POINT… Price Buyers 23% Value Buyers 77% But if you don’t/can’t show real value, it changes to 95%
7 Steps of Selling
7 Steps of Selling 1. 2. 3. 4. 5. 6. 7.
Product Knowledge Prospecting Gaining the Appointment Sales/Discovery Call Presentation Closing/Con[irming After Sales Services
PRODUCT KNOWLEDGE Feature -‐ What it is Advantage -‐ What it does Bene7it -‐ What it does for your speci[ic client
BENEFIT STATEMENTS They have also been called… Customer Language Power Messaging Value-‐Added Statements
PEOPLE BUY ON… EMOTION & LOGIC
BENEFIT STATEMENTS
1. Create a Positive feeling 2. Eliminate a Negative feeling 3. Show Exact Dollars… saved or earned …by using your product or service
So what? This is what your client thinks when you just talk about your vision solutions …without bene[its. Learn how to discuss what you’re offering/selling from a “So What ” perspective.
FOUR LEVELS OF COMPETENCE Unconscious Competent Conscious Competent Conscious Incompetent Unconscious Incompetent
FOUR LEVELS OF COMPETENCE In sales, at what level do you want to be and why?
FOUR LEVELS OF COMPETENCE Unconscious Competent
✓Conscious Competent Conscious Incompetent Unconscious Incompetent
BENEFIT STATEMENTS
✓Conscious Competent Customer discussions Presentations Proposals Handling Objections Closing
Let’s get to work!
Emotion (Don’t do) How will your clients feel when you don’t do what you say you’re going to do? When the product/service doesn’t perform the way the salesperson said it would? How would you feel?
Emotion (Do do) How will your clients feel when you do do what you say you’re going to do? When the product/service does perform the way the salesperson said it would? How would you feel?
Your Top Muscle What are your top advantages? How are you distinctly and competitively different?
Exercise – Selling Value ANSWERS – “SO WHAT” Using your competitive muscle incorporate words in your answers that will appeal to your client’s emotion -‐ articulate the… “So what!” • • •
Feature Advantage can offer a customer… Bene7it
ü Write a bene[it statement that creates a positive feeling ü Write a bene[it statement that eliminates a negative feeling
SELLING YOUR SOLUTION Use words to create statements that produce a positive feeling
You can… • • • •
feel comfortable feel con[ident feel secure feel safe
• • • •
feel in control feel proud rest easy relax
SELLING YOUR SOLUTION Use words to create statements that eliminate negative feelings
You won’t… • • • •
have the frustration have the hassle have the aggravation have the grief
• • • •
feel disappointed lose any sleep suffer the headaches relax
THE FOUR STYLES OF BUYERS
The bitterness of poor quality remains long after the sweetness of low price is forgotten.
Benjamin Franklin
TOP 10% What separates the Top 10% of practices from all the other clinics …and discount outlets?
YOU WANT TO BE IN THE TOP 10% •
Work on being consciously competent all the time
•
Work on keeping a positive attitude
•
Focus on Job #1 – create the environment
•
A willingness to grow and develop sales skills
•
Ask the right questions by running the bases
•
Sell value when presenting your solutions…by selling emotion
THANK YOU
How would we proceed … Meet with you…not to sell …only to explore the potential [it Conduct a Discovery Pro[ile Discuss [indings of the interviews …complete with your perceived needs & concerns
SALES IS NOT A DIRTY WORD
WELCOME • Who is Welch & Pridmore Systems Ltd. and Terry Welch? • What’s in it for me to participate? • What’s the purpose of this session? • What will we be covering today?
TERRY WELCH • World sales leader for Philips Information Systems for seven years • Over 25+ years professional Sales/Marketing • Lectured at Yale -‐ School of Management Divinity College on… Sales/Customer Relations
WHAT’S IN IT FOR ME? More con7idence and control in the complete sales process
Less hassle, grief and frustration …building your client base …building your practices
PURPOSE Not to change you… but to take the mystery out of selling and…
To give you the Con7idence & Control that you are doing the right thing at the right time when it comes to…selling
PURPOSE How? By providing professional and proven techniques and methods that you can adapt to your style to build your practices.
WHAT WE WILL COVER • Knowing Job #1 • Five Marketing Methods • Being Consciously Competent • The Three Pillars of Business Success • Bene[it Statements for your business • What separates the Top 10% from the rest
When you think of … “Sales” or “Selling” what is the [irst words that come to mind?
Pushy… Ugh… Annoying… Slimy… Manipulative… Sleazy
When a salesman is coming to meet with you… who are you expecting to come through the door ?
Herb?
Jerry?
Maybe her?
What is Job #1 for you and your staff ?
Job #1 Create the environment where people want to do business/deal with…
YOU
Exercise -‐ Ten Professions
With a partner, stack rank the following in order of Respect & Importance … in your community
Ten Professions…
• • • • •
Clergy • Financial Consultant • Car Salesperson • Teacher • Door to Door Salesperson •
High Ranking Military OFC Computer Salesperson Lawyer Deputy Minister Doctor
Five Marketing Methods
Five Marketing Methods 1. Relationship (Comfort & Trust) 2. 3. 4. 5.
Needs Satisfaction Formula Stimulus Response Limited Time Offer
Five Selling Methods 1. Relationship (Comfort & Trust) 2. 3. 4. 5.
Needs Satisfaction Formula Stimulus Response Limited Time Offer
HOW TO EARN THE RIGHT What are the Three Pillars of your Sales/Business Success?
HOW TO EARN THE RIGHT The Three Pillars of Business Success
ATTITUDE
RELATIONSHIPS
PROCESS
CUSTOMERS WERE ASKED… What characteristics do you look for in a person you buy from? And weight the characteristics out of 100%...
CUSTOMER RESPONSE
RELATIONSHIPS ARE BUILT ON…
• Comfort • Trust
THE FOUR STYLES OF BUYERS
AN IMPORTANT POINT… Price Buyers 23% Value Buyers 77% But if you don’t/can’t show real value, it changes to 95%
7 Steps of Selling
7 Steps of Selling 1. 2. 3. 4. 5. 6. 7.
Product Knowledge Prospecting Gaining the Appointment Sales/Discovery Call Presentation Closing/Con[irming After Sales Services
PRODUCT KNOWLEDGE Feature -‐ What it is Advantage -‐ What it does Bene7it -‐ What it does for your speci[ic client
BENEFIT STATEMENTS They have also been called… Customer Language Power Messaging Value-‐Added Statements
PEOPLE BUY ON… EMOTION & LOGIC
BENEFIT STATEMENTS
1. Create a Positive feeling 2. Eliminate a Negative feeling 3. Show Exact Dollars… saved or earned …by using your product or service
So what? This is what your client thinks when you just talk about your vision solutions …without bene[its. Learn how to discuss what you’re offering/selling from a “So What ” perspective.
FOUR LEVELS OF COMPETENCE Unconscious Competent Conscious Competent Conscious Incompetent Unconscious Incompetent
FOUR LEVELS OF COMPETENCE In sales, at what level do you want to be and why?
FOUR LEVELS OF COMPETENCE Unconscious Competent
✓Conscious Competent Conscious Incompetent Unconscious Incompetent
BENEFIT STATEMENTS
✓Conscious Competent Customer discussions Presentations Proposals Handling Objections Closing
Let’s get to work!
Emotion (Don’t do) How will your clients feel when you don’t do what you say you’re going to do? When the product/service doesn’t perform the way the salesperson said it would? How would you feel?
Emotion (Do do) How will your clients feel when you do do what you say you’re going to do? When the product/service does perform the way the salesperson said it would? How would you feel?
Your Top Muscle What are your top advantages? How are you distinctly and competitively different?
Exercise – Selling Value ANSWERS – “SO WHAT” Using your competitive muscle incorporate words in your answers that will appeal to your client’s emotion -‐ articulate the… “So what!” • • •
Feature Advantage can offer a customer… Bene7it
ü Write a bene[it statement that creates a positive feeling ü Write a bene[it statement that eliminates a negative feeling
SELLING YOUR SOLUTION Use words to create statements that produce a positive feeling
You can… • • • •
feel comfortable feel con[ident feel secure feel safe
• • • •
feel in control feel proud rest easy relax
SELLING YOUR SOLUTION Use words to create statements that eliminate negative feelings
You won’t… • • • •
have the frustration have the hassle have the aggravation have the grief
• • • •
feel disappointed lose any sleep suffer the headaches relax
THE FOUR STYLES OF BUYERS
The bitterness of poor quality remains long after the sweetness of low price is forgotten.
Benjamin Franklin
TOP 10% What separates the Top 10% of practices from all the other clinics …and discount outlets?
YOU WANT TO BE IN THE TOP 10% •
Work on being consciously competent all the time
•
Work on keeping a positive attitude
•
Focus on Job #1 – create the environment
•
A willingness to grow and develop sales skills
•
Ask the right questions by running the bases
•
Sell value when presenting your solutions…by selling emotion
THANK YOU
How would we proceed … Meet with you…not to sell …only to explore the potential [it Conduct a Discovery Pro[ile Discuss [indings of the interviews …complete with your perceived needs & concerns
