effective sales campaigns and sales calls
DESCRIPTION
Techniques for planning effective sales campaigns and for making great sales callsTRANSCRIPT
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William FreemanCambridge Associates
www.cambridge-associates.co.uk
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Decide the outcome youwant and make a planto get there
OUTCOME OPTIONS:
• make a specific sale or,
• progress the ‘sales campaign’
FACE TO FACE SALES CALLS
© William Freeman: www.cambridge-associates.co.uk
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• Wanting it• Preferring it• Favouring it• Considering your idea• Sees possible value• Prepared to listen• No requirement
SALES CAMPAIGN MILESTONESviewed as how the prospective client
‘feels’ after your meeting
Work out how you want the ‘buyer’to feel after every sales activity andplan for that outcome
© William Freeman: www.cambridge-associates.co.uk
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SALES CALL PLANNING
BEFORE YOUR MEETING...
• identify the outcome you want
• plan your opening conversation
• plan your question topics
• note your typical selling benefits
• work out how you will ‘close’
© William Freeman: www.cambridge-associates.co.uk
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OPENING
PROPOSAL
CLOSE
OBJECTIONS
NEEDS
ACTIVE
LISTENING
THE SALES CALL MODEL
• Not all phases are equal
• It’s OK to jump around, but know where you are
© William Freeman: www.cambridge-associates.co.uk
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YOUR OPENING MESSAGENeeds
Opening
Proposal
Close
OBJECTIONS
1. SOCIAL PLEASANTRIES(‘Meet, Greet & Seat’)
2. OPENING CONVERSATION(To establish your ‘Competence, Credibility & Intent’)
• Have a natural conversation• Move on to business when customer is ready• Outline your proposed ‘agenda’• You may have to offer a ‘teaser’ of value
LISTENING
© William Freeman: www.cambridge-associates.co.uk
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‘ACTIVE LISTENING’Needs
Opening
Proposal
Close
OBJECTIONS
LISTENING
• Involves summarising & paraphrasing• Important throughout the sales call
• It shows you are listening• It checks understanding• It gives you time to ‘digest & reply’• It reinforces key points• It gives the customer more ‘air time’
© William Freeman: www.cambridge-associates.co.uk
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ESTABLISHING NEEDSQuestioning & Listening to discover:
• Current Situation
• Issues / Problems
• Problem Implications
• Potential ‘Value’
Needs
Opening
Proposal
Close
OBJECTIONS
LISTENING
© William Freeman: www.cambridge-associates.co.uk
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SELLING BENEFITS
Showing the value of your approach orsuggestion
Defining a ‘next step’ that will help andinvolve the customer
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
© William Freeman: www.cambridge-associates.co.uk
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CLOSING THE SALES CALL
• SUMMARISE - restate benefits - clarify (questions?)
• ASK - for the ‘order’ - for commitment to next stage
• WAIT - for the reply
Needs
Opening
Proposal
Close
OBJECTIONS
LISTENING
© William Freeman: www.cambridge-associates.co.uk
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HANDLING ‘OBJECTIONS’
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
Think of objections as being natural sales resistanceand understandable uncertainty
Expect them / want them
Treat them seriously and with respect
© William Freeman: www.cambridge-associates.co.uk
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HANDLING ‘OBJECTIONS’
LISTEN, CLARIFY, VERIFY
ISOLATE / TEST
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
Understand the customer concern BEFORE you tryto answer it
Understand its significance from the customer’s pointof view
© William Freeman: www.cambridge-associates.co.uk
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HANDLING ‘OBJECTIONS’
LISTEN, CLARIFY, VERIFY
ISOLATE / TEST
EXCUSE MISUNDERSTANDING VALID
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
3 ‘types’ of sales resistance comment
© William Freeman: www.cambridge-associates.co.uk
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HANDLING ‘OBJECTIONS’
LISTEN, CLARIFY, VERIFY
ISOLATE / TEST
EXCUSE MISUNDERSTANDING VALID
Return to ‘NEEDS’Correct with Sensitivity
Agree &Outweigh
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
© William Freeman: www.cambridge-associates.co.uk
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HANDLING ‘OBJECTIONS’
LISTEN, CLARIFY, VERIFY
ISOLATE / TEST
VALID
Agree &Outweigh
Opening
Proposal
Close
OBJECTIONS
LISTENING
Needs
• acknowledge the concern• test the significance of it• check for other areas of concern• accept that you must address the concern• re-stress benefits that put ‘concern’ into context• consider if you have alternatives• you wont win every time but leave the door open
Contact us to organise workshops on this topic for you
© William Freeman: www.cambridge-associates.co.uk
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• Wanting it• Preferring it• Favouring it• Considering your idea• Sees possible value• Prepared to listen• No requirement
SALES CAMPAIGN MILESTONES
Each campaign step (e.g. sales call) mustmove you up this scale. Assess where you areto work out next best step in the salescampaign© William Freeman: www.cambridge-associates.co.uk
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ON-SITE SUPPORT
Breakfast meetings, workshopsand ‘booster sessions’ toreinforce techniques and to giveyou the impetus
REMOTE SUPPORTAssistance with all aspects ofyour sales planning. FromTeddington to Timbuktu.Geographic distance no object
enquiries to [email protected]© William Freeman: www.cambridge-associates.co.uk
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For more information about courses,workshops & seminars:
Visit www.cambridge-associates.co.ukEmail: [email protected]
Sessions from one hour upwards
© William Freeman: www.cambridge-associates.co.uk