CAROLINE ESTERSONMARTYN KINCH

Sales Masterclass – July 2014

Business Rules

• Know your Product or Service!• Understand how your customer buys– On a Whim– Reviews and Articles– Research

• We need to be wherever they go• Ensure you are in their top 3 • Target a competitor you want to beat!

The Zulu Principle..

1

If you can’t draw it with a crayon you can’t sell it..

2

Focus on your key product or service and use this as

your ‘arrow’

•80% of your profits come from 20% of your customers•80% of your complaints come from 20% of your customers•80% of your profits come from 20% of the time you spend•80% of your sales come from 20% of your products•80% of your sales are made by 20% of your sales staff

Pareto’s Law3

the thing that fuels us, that motivates us, that keeps us engaged and interested in life

The main thing isto keep the mainthing, the main thingat all times…

4

What would your potential buyer type in on a search engine to find you?

People and Personality Styles

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Inspiring People, Delivering

Results

Guess the colour preferences

CompetitiveDemandingDeterminedStrong-willedPurposefulDriver

SociableDynamicDemonstrativeEnthusiasticPersuasiveExpressive

CaringEncouraging

SharingPatient

RelaxedAmiable

CautiousPrecise

DeliberateQuestioning

FormalAnalytical

Cold CallingGet Set up to start calling:Brochures, web site, email addressBusiness cards, Letter heads

• Be Polite at all times• Be in a good place – calm and at ease• Start early• Know what you are selling• Keep it simple• Practice to be perfect• Get on your feet!• Start the day with a good call – team member or friend• Enjoy the positives• Learn from the negatives• Be organised and always always follow up

Finding Leads

• Membership organisations • Associations, Special Interest Groups• Build on any existing verticals• Training Managers Yearbook• Same for Purchasing, Marketing etc• Linkedin• Google• Chamber of Commerce/Network groups• UKTI

What is a Value Proposition

“A business or marketing statement that summarises why a consumer should buy a product or use a service. This statement should convince a potential customer that one particular product or service will add more value or better solve a problem than other similar offerings. ”

Example Value Propositions

• “Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60% off.”

• “Winners is an off-price department store owned by TJX that employs international sourcing and buying power.”

What is it?, For whom?, Values?

“Winners is a department store that offers fashion conscious consumers the latest brand names for up to 60% off.”

Example Value Propositions• “A1 Industries has developed an economical and

easy-to-use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products

• “A1 Industries has discovered a chemical isomer additive that allows for a reduction of VOC emissions.”

What is it?, For whom?, Values?

“A1 Industries has developed an economical and easy-to-use chemical additive that allows paint manufacturing companies to reduce the environmental impact of their products

Example Value Propositions• “Google is the world’s largest search engine that allows

internet users to find relevant information quickly and easily.”

• “Google uses a patented page- ranking algorithm to make money through ad placement.”

What is it?, For whom?, Values?

Consumers:

“Google is the world’s largest search engine that allows internet users to find relevant information quickly and easily.”

Corporates:

“Google is the world’s largest search engine that automatically provides advertisers with potential customers tailored to the ad

content, increasing click-through rates and conversion rates.”

What would Ryanair’s VP be?

Ryanair Value Proposition

• We guarantee to give you the lowest airfare. You get a safe flight. You get a normally on-time flight. That’s the package. We don’t and won’t give you any more on top of that. We care for our customers in the most fundamental way possible – we don’t screw them every time we fly them

USP SamplesMind Mapping organisations – examples of their USP

• 1. MindMeister – “The leading online mind mapping software. (no signup required for the demo)”

• 2. Xmind – “Professional & powerful. World’s coolest mind mapping software, best way to brainstorm, most efficient solution for saving time.”

• 3. MindGenuis – “Designed to meet your business needs. Thousands of people worldwide have been using MindGenuis for more than 10 years.”

• 4. Visual Mind – “Improves effectiveness and productivity. Every day.”

• 5. Mindomo – “Mind Mapping Made Easy. Thousands of people are using Mindomo to organize their work, solve problems and find the next big idea.”

• 6. Bubbl.us – “2 million mind maps created, 1.5 millions users and counting.”

• 7. MindJet – “83% of the Fortune 100 use Mindjet to be work inspired. (move ideas to execution quickly and confidently)”

Social Media Explained

• Twitter – I am eating a #doughnut

• Facebook – I like Doughnuts

• Foursquare – This is where I eat Doughnuts

• Instagram – Here's a vintage photo of my Doughnut

• You Tube – Here I am eating a Doughnut

• Linkedin – My skills include eating Doughnuts

• Pinterest – Here's a Doughnut recipe

• Last FM – Now listening to ‘Doughnuts’

• G+ - I am a Google employee who eats Doughnuts

Scoop It

Social Media Explained

The Sales CorridorSome Rules!

If more than one of you be clear of the roles

Do not jump in!

Remember the Lollipop Rule!

The Sales Corridor (example)

Budget

Timescale

AuthoritySolution

Run through and confirm the requirement of the customerListen – Listen – Listen – confirm

The Sales Corridor

So we understand the budget or sign off details

What is the Number of people that will be using x?Do you have a budget that you are working to?If you decide to proceed, what is the decision process?

The Sales Corridor

They are happy that the solution we are proposing meets their requirements

Demonstrate or show your product or service Ensure you cover all the points the customer raised

The Sales Corridor

We can meet your timescale

The Sales Corridor

And you are able to sign this off if you are happy with the proposed solution

The Sales Corridor

So given we can meet your requirements when would it be possibleto get an order from you so we can get everything organised?

The Sales Corridor

“yes – we like your proposed solution however I have to get sign off from My manager before we can proceed

Exit!