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Pro Selling Exam 2

Terms in this set (86)

Prospecting
process of locating potential customers for a product or service
What is the most important activity a salesperson does?
prospecting
Prospect:
potential customer once we have qualified them
characteristics of a good prospect:
1. does a want or need exist?
2. does the lead have the ability to pay? -(a client is not a real prospect without resources to pay for the product)
3. does the lead have the authority to buy?
4. can the lead be approached favorably?
5. is the lead eligible to buy? (volume, geographic location?)
What is the most effective source for leads?
satisfied customers -- current and previous customers are contacted for additional business and leads.
how to keep in touch with customers?
send hand written notes
how to maximize usefulness of satisfied customers:
make a list of potential references from most satisfied customers, decide how each customer can help, ask for the names of leads and the specific type of help needed
referral events:
gathering designed to allow current customers to introduce prospects to the salesperson, to generate leads -- ex: career fairs
selling deeper to satisfied customers:
additional sales to satisfied customers who provide leads
endless chain method:
sales reps attempt to get at least one additional lead from each person they interviewed. Works best when the source is a satisfied customer and partner.
networking:
establishing connections to other people and then using those networks to generate leads, gather information, generate sales, and so on.
center of influence:
sales person cultivates well known, influential people in the territory who are willing to supply lead information
practical suggestions for networking:
calling at least 2 people a day and going to 1 networking event a week. Mingle at events. Thank your contacts for leads. Follow up with new contacts on a reg. basis. Learn about your prospects business and non business interests.
Social media:
go to the prospects website, go to linkedin and search the company and the person you want to call on, follow the prospect on twitter, use facebook to connect to add special features to your website.
Ads and direct mail
Send out ads and direct mail to leads and through the process of them engaging, you can start the prospect quest
shows, fairs, and merchandise markets
salespeople use these venues for lead generation. At many tradeshows all attendees are customers -- ECRM
Seminar and Webinars
salespeople use both for prospects to generate leads. Appeal to a speacialized market, invite good prospects, be involved.
list and directories:
like the yellow book, put in a target prospect and they will give you a list for who to contact.
data mining:
consists of artificial intelligence and statistical tools, to discover insights hidden in the volumes of data in their databases
cold calling:
salesperson tries to generate leads by calling on totally unfamiliar organizations
spotters:
salesperson pays someone for lead information. Also called bird dogs.
Telemarketing:
systematic and continuous program of communicating with customers and prospects via. telephone
reasons for reluctance:
worrying about worst-case scenarios, being overly concerned with looking successful, being fearful of making group presentations, appearing too pushy, losing friends or family approval
overcoming a reluctance to prospect:
identify and evaluate excuses not to call, engage in sales training and role playing activities, make prospecting contacts with a supporting partner or sales manager, set specific goals for all of your activity.
why should we plan the sales call?
time is valuable, planning must fit into the salespersons goal for the account
why should we obtain pre call information:
the more information the salesperson has about the prospect, the higher the probability of meeting the prospects need and developing a long term relationship.
what goes in to obtaining pre call information
costs are involved to gather information, dont assume your knowledge of the account is automatically up to date
setting call objectives:
review what has been learned from the precall information, understand what relationship the firm wishes to have with the prospect.
when should call objective be developed?
while taking into account: the firms goals, the sales teams goals, the salesperson goals
all objectives should be:
specific, realistic, measurable. Set objective that require a buyers response
when goal setting, make things ___
tangible; write it down,
primary call objective:
the actual goal the salesperson hopes to achieve
minimum call objective:
the minimum a salesperson hopes to achieve
optimistic call objective:
the most optimistic outcome the salesperson thinks could occur
secondary call objective
remaining objectives after the primary objective
what buyers look for to increase value:
on time delivery, competitive pricing, proper packaging/paperwork, technical support service, quality sales calls, good emergency response time
introduction:
the content of an actual sales call depends on the specific situation and the extent of the established relationship
The 4 A's selling process:
acknowledge, acquire, advise, assure
waiting for the prospect
be on time or call if you're going to be late, make good use of your waiting time (prep, review), 15 minute rule (after 15 minutes if they're not there, go to the gatekeeper to reschedule), when to reschedule
first impressions
a good first impression usually results in a prospect who is willing to listen
- how you dress & how you look
selecting a seat:
be aware of your surrounding, read the prospects nonverbal cues, never just take a seat, wait for them to tell you to.
how many minutes do salespeople have to get credibility with the client?
less than 6.
introduction opening:
simply introduce yourself
referral openings:
tell about someone who referred you to the buyer.
benefit opening
start by telling some benefits of the product
Mr. Penny, i would like to tell you about a color copier that can reduct your copying costs by 15%
benefit opening
Mr. _______, i appreciate you seeing me today. Im here at the suggestion of _____ of (company).
Referral opening
Ms. Hallgren, thank you for seeing me today. My name is ________, and I am with (company)
Introduction opening
Product opening:
actually demonstrate a product feature and benefit as soon as you walk up to the prospect
Carrying a tablet PC into an office Ms. Hemming, you spend alot of time on the road as an investigative lawyer, let me show you how this little handheld item can trasform your car into an efficient, effective office
product opening
compliment opening:
start by complimenting the buyer of the buyers firm
I was calling on your customer, ______ , last week, and the owner couldnt say enough good things about your service.
compliment opening
Question opening
start the conversation with a question
Ms. ______ what is your reaction to the brochure I sent you about our new telemarketing service
question opening
developing a rapport:
should be the goal of every salesperson.
small talk, office scanning, consider cultural and personality difference, share goals or agenda.
rapport:
in selling is a close, harmonious relationship founded on mutual trust.
what to do when things go wrong?
maintain the proper perspective and a sense of humor, apologize, think before you speak
Identifying prospect needs, the power of asking questions:
identify needs, use transition sentences, dont be surprised if the buyer is reluctant to product confidential information, discovering needs is part of qualifying the prospect
open questions:
require the prospect to go beyond the simple yes-or-no
closed questions
require yes, no, or short "fill in the blank" type responses
SPIN technique
situation, problem, implication, need pay off
situation questions:
general data-gathering questions. Many situation type questions can be answered through precall information gathering and planning
problem questions:
questions about specific difficulties, problems, or dissatisfaction
implication questions:
help the prospect recognize the true ramifications of the problem. Motivate the prospect to search for a solution to the problem.
Need payoff questions:
questions about the usefulness of solving a problem.
Solution centered.
Do you ever send work out for typesetting?
situation question
is the cost of sending work out a burden?
problem question
do you get fast turn around?
problem question
what happens if you miss a deadline for your customers because the turnaround is slow?
implication question
if i can show you a way to eliminate outside typesetting without having to increase your staff, would you be interested?
needs payoff
purpose of the spin technique:
encourages the prospect to define the need, the prospect views the salesperson more as a consultant trying to help than as someone pushing a product.
feature
quality or characteristic of a product or service
benefit
the way in which the specific feature will help a particular buyer
FAB
feature, advantage, benefits
examples of feature:
organic, only 90 cals, 100% of daily needs for vitamin C
examples of benefits:
you want organic products, and this product is organic certified.
verbal probing:
Allows the salesperson to stop talking and encourages two way conversation.
Lets the sales person wee whether the buyer is listening and understanding what is being said.
May show that the prospect in uninterested.
How to make adjustments based on reactions:
changing direction, collecting additional information, developing a new sales strategy, altering the style of the presentation
selling to groups
discover who: has member status within the group, authority, perceptions about the urgency of the problem, receptivity to ideas, knowledge, likely resistance and ways to handle it
How many people usually come? (SPIN)
situational
are you happy with the arrangement? (SPIN)
problem question
Does this lead to anxiety for your staff? (SPIN)
Implication
If i can show you a way to reduce that anxiety would you be interested? (SPIN)
need payoff
Does this ______, does it _______, do you _________? (SPIN)
implication
If i can show you __________ (SPIN)
need payoff
resources for information while prepping for calls:
resources within your company, the internet, secretaries and receptionists, noncompeting salespeople, traditional secondary sources, the prospects, tradeshows, lists/directories, center of influence, outside consultants, US gov. export portal, US commercial service market research library.
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