fyi (characterized by) objectives expectations important overviewsummary individual activity pairs...

SALES 101TALK YOUR WAY TO THE TOP

ICONS

FYI (characterized by) OBJECTIVES

EXPECTATIONS IMPORTANT

OVERVIEW SUMMARY

INDIVIDUALACTIVITY

PAIRSACTIVITY

ICONS

GROUPACTIVITY DEFINITION

EXAMPLE HOME SESSION

COMPLETEDMODULE ROLE PLAY

OBJECTIVE, OVERVIEW, EXPECTATIONS

OBJECTIVEIndividuals will learn:• The tools to assist them in executing sales calls successfully• The acceptable guidelines for the Sales Script, as approved by QA.

OVERVIEWThe Sales Excellence Theory is built around the concept of BASIC:

• B – BUILDING RAPPORT• A – ASKING QUESTIONS • S – SELLING• I – IDENTIFY CONCERNS• C – CLOSE

OBJECTIVE, OVERVIEW, EXPECTATIONS

EXPECTATIONS

• What are your expectations of this program?

• What do you individually hope to gain by attending this program?

• Big picture – why do you think you are here?

WHAT IS SALES?

INDIVIDUAL ACTIVITY

WHAT IS YOUR DEFINITION OF SALES?

DEFINITION

Selling is the art of asking questions, listening openly and intentionally, and gaining information, not giving it……..

So we need to Sell, don’t Tell!!

SALES TRICYCLE

PRODUCTKNOWLEDGE

SELLING SKILLS

PEOPLESKILLS

3 TYPES OF QUESTIONS

1) OPEN ENDED QUESTIONS 6Ws & 1H: WHO · WHAT · WHICH · WHERE · WHEN · WHY · HOW


CHARACTERIZED BY :

• Invite a lengthy reply• Very useful for obtaining information• Very useful if you want clarification on an issue• Very useful if you want to encourage the customer to talk• Generally identified by “How, what, where, when and why”• Gather information• Allows for elaboration• Allows customer to explain


EXAMPLES :

• How may I help you?

• Who will benefit most from R50 000?

• What would you do with R50 000?


• Come up with open ended questions (1 of each) you can or have used when selling

INDIVIDUAL ACTIVITY


PAIRS ACTIVITY

• Take turns asking these questions to your partner and await answers


2) CLOSE ENDED QUESTIONS

WOULD YOU · COULD YOU · HAVE YOU · WILL YOU · DID YOU · CAN YOU


CHARACTERIZED BY :

• Encourage short answers

• “Yes” or” no” or one word replies to options that have been offered

• Generally identified by “will, did, can and have”


EXAMPLES :

• “Did you…?”

• “Will Tuesday be suitable? ”


INDIVIDUAL ACTIVITY

• Come up with 3 closed ended questions you can or have used when selling

PAIRS ACTIVITY

• Take turns asking these questions to your partner and list the possible outcomes

OPEN VS CLOSED QUESTIONS

PAIRS ACTIVITY

Complete the list below by asking for the same information but using Open & Closed ended questions…

OPEN ENDED QUESTIONS CLOSED ENDED QUESTIONS

Where are you employed?

At X Company / No, I do not work.

Are you employed? Yes

Where? At X Company


OPEN ENDED QUESTIONS:

• Provide more information in less questions• Allows you to move further in your call at a quicker pace• More Effective in building rapport

CLOSED ENDED QUESTIONS:

• Are effective but for specific questions where one-word answers or Yes/No answers apply

• Don’t assist much in building rapport

OPEN VS CLOSED QUESTIONS: SUMMARY3 TYPES OF QUESTIONS


3) LEADING QUESTIONS

DEFINITION:

• Steering a customer into a direction you want them to go• A question phrased in a manner that tends to suggest the

desired answer (www.thefreedictionary.com)

CHARACTERIZED BY :

• A positive statement followed by an open ended question

EXAMPLES:

• “Most of my customers accept the highest Loan Amount they qualify for?” What amount will suit you?

• “Most of my customers have taken a loan to secure the Tertiary Education costs of their children”

• Which dream will your realise once this Loan Amount is paid into your Bank Account?”

• “Mr. Jones, you said that you spend R1500 per month on debt. When you settle your debt with this Loan Amount your instalment is R1200 – What will you do with the R300 saving?”

• “Most of our customers pay via debit order how would you like to pay, debit order or EFT?”



INDIVIDUAL ACTIVITY

• Come up with 2 leading questions you can or have used when selling

PAIRS ACTIVITY

• Take turns asking these questions to your partner and list the possible outcomes

SPIN

SPIN is an Acronym for:

S – Situation

P – Potential Problem

I – Implication

N – Need

SPIN

Direct way of selling:

• List all features at outset of call & customer either says yes or no• Can result in a sale but it’s not a reliable or consistent method• If a customer says no the business is impacted:

o You burn leadso You are not servicing our customers correctlyo You are not satisfying customer needs

SPIN

SPIN

• Minimizes impact on business:• It allows you and customer to engage and build rapport• It allows opportunities for you to gather valuable information and

create a need for what you are selling

SPIN – STEP 1S: SITUATION

• What is the customer’s current situation?• How much do you spend on monthly debt repayments?• If you qualified for R50 000 – What would you do with it?

IMPORTANT• DO NOT sell your product at this point, i.e. don’t mention features or benefits

Examples• S - How much do you spend on monthly debt repayments?• S – When last have you been on Holiday?• S – If you qualified for R50 000 – What would you do with it?

INDIVIDUAL ACTIVITY

• Come up with 3 open ended questions to help establish the customer’s current situation

SPIN – STEP 1S: SITUATION

SPIN – STEP 2P: POTENTIAL PROBLEM

• What are the potential problems that could arise from a customer’s current situation?

• What if they are about to lose their business?

IMPORTANT• HIGHLIGHT the customer’s potential problem based on the answers from the open

question in STEP 1• Blow it out of proportion• Get the Customer to start thinking of it as a real problem• DO NOT sell your product at this point• Draw on plenty of emotion, emphasis & inflection during this SPIN Step• A level tone of voice will not be useful to you at this point

Example

S – How much do you spend on monthly debt repayments?R1 500 per month

P – Wow Mr. Jones! That’s a lot of money. That could pay for a really good Education or be spent on a really nice vehicle


PAIRS ACTIVITY

Select one of your open ended questions used in STEP 1

• Role play with your partner• Based on the answer from your Question, highlight the

potential problem to the customer (played by your partner)


SPIN – STEP 3I: IMPLICATION

• What are the implications of the potential problems?

IMPORTANT• HIGHLIGHT the IMPLICATION of the customer’s potential problem• DO NOT sell your product at this point• Draw on plenty of emotion, emphasis & inflection during this SPIN Step• A level tone of voice will not be useful to you at this point• Draw a picture in the customers mind that shows the possible implications

Example

S – How much do you spend on monthly debt repayments?R1 500 per month

P – Wow Mr. Jones! That’s a lot of money.


I - Imagine what you could do with the money we could save you?

PAIRS ACTIVITY

• Continue where you stopped in previous pairs activity• Role play with your partner emphasizing the negative impact of the potential problem


SPIN – STEP 4N: NEED

• What needs have the customer and the agent identified based on potential problems and implications identified?

IMPORTANT• Start Selling at this point• Customers ONLY buy benefits not features

o To save moneyo To have the security/peace of mind of knowing your family is secure financially

after you leaveo The status of having Peace of Mind when so many others do noto What needs have you identified?

SPIN – SUMMARY

S – Establish the current Situation

P – Emphasize

I –Emphasize and Exaggerate

N – Start Selling

PAIRS ACTIVITY

• Role play a SPIN sale with your partner using the guidelines and tools previously explained in STEPS 1- 4

SPIN – SUMMARY

THE SPIN MODEL

SITUATION POTENTIAL PROBLEM

1

IMPLICATION NEED

2

House was burgled a fewmonths ago and client hasno insurance and a familyof 6. Stolen items werebeds, a fridge and a TV

Need money toreplace stolen items due to Zero Insurance

Outstanding childmaintenance (previousrelationship). This issue is causing unnecessarystress/conflict in marriage

No finance to replacestolen items

Need money to settleoutstanding childmaintenance

Could go to jail

- No fridge to keep meat and essential food stuff fresh.- Client asking to store food and watch favourite TV programs at neighbour’s house.- Family sleeps on the floor.- Health impacted: bodily aches andpains / stiff muscles/ lack of energy / constantly tired

- Bank will repossess house shouldclient be jailed for outstandingchild maintenance- Marital problems- Might not be able to see children- Criminal record- Job loss- Negative payment profile shouldclient lose job

THE SPIN MODEL


3

IMPLICATION NEED

4

Wedding Client needs money tofinalise weddingArrangements and to keep partner happy

Upgrading of business (hairsalon). Not enoughequipment to attend tocustomers efficiently

Fiancé not happy withwith honeymoonarrangements

Customer needs a loan to expand business which will result in more traffice, moremoney in the bank and a happy customer base

owner might losecustomers – not enoughhair dryers/GHD’s etc

- Honeymoon is the highlight forany bride- Prices are adjusted frequentlyduring the year, this could resultin couple not being able to go onhoneymoon.- Unnecessary strain in therelationship

- Losing customers means a loss inrevenue- Business might close down- Customer will not attract newclients (less traffic through the door means less revenue)- Negative word of mouthadvertising (long queue’s whichimpacts customer negatively)

THE SPIN MODEL


5

IMPLICATION NEED

Education Customer needsfinance for studies.Should customerqualify for more thanwhat is required for registration, she can close all existing accounts (balances on all accounts is +/-R4000) and a saving of R600 monthly

Opportunities at workfor development,however tertiaryeducation is arequirement. Client isalso a single mom andstruggling financially

- Without tertiary educationcustomer will not be able togrow personally andprofessionally and earn moremoney- Not having a tertiary education isaffecting clients’ confidenceLevels and decreasing their opportunies to grow professionally

FEATURES & BENEFITS

DEFINITION

• The FEATURE is the real, physical, tangible part of the product

• The BENEFIT is what it does for the customer

IMPORTANT

• Customers DO NOT BUY FEATURES• THEY BUY THE BENEFITS

GROUP ACTIVITY

Under the table below ONLY list all the features of the MTN packages currently being sold at Summer Mobile

FEATURES BENEFITS

FEATURES & BENEFITS

5 BENEFITS PEOPLE BUY

• PEACE OF MIND• CONVENIENCE / COMFORT / LUXURY• STATUS• SAVING MONEY• SAVING TIME

IMPORTANT• Two words turn a feature into a benefit: “ … , which means … “

FEATURES & BENEFITS

Summary of presenting Features & Benefits :

• Customers buy Benefits not Features• Learn how to turn you product’s Features, into Benefits• Two magic words – “which means…”• SPIN only works if you sell Benefits not Features

FEATURES & BENEFITS

GROUP ACTIVITY

Under the table below list all the features & matching benefits of the DA Loan products currently being sold at Direct Axis

FEATURES BENEFITS

FEATURES & BENEFITS

HANDLING OBJECTIONSAKA (-) BUYING SIGNALS

DEFINITION

• Objections are an integral part of the sales process, and as such need to be professionally handled. The job of a telemarketer / sales person is to understand the objections of their customers, and to work through them.• Objections are one single part of the sales process• An objection is nothing more than a question, a need for more information and does not mean a NO

HANDLING OBJECTIONSAKA (-) BUYING SIGNALS

WHAT PREVENTS PEOPLE FROM BUYING?

• No need or desire• No money or access to money• Not enough information or motivation

TYPES OF OBJECTIONS

• Valid Objections = a valid reason why the sale cannot go ahead• Minor Objections = a need for more information

HANDLING OBJECTIONS

4 STEPS FOR OVERCOMING OBJECTIONS

• Listen to the objection - Listen to customer without interrupting

• Question the objection - Question the objection and feed it back. This must be done seriously and without sarcasm

• Answer it - The only effective way to answer any objection is to sell the major benefits against that objection

• Clarify that it is out of the way - Once we have answered the objection, we must move smoothly and logically into the close

HANDLING OBJECTIONSEXAMPLE 1

I’m not sure. I have to think about it

I understand that you need to think about it, but perhaps there is something I did not explain clearly enough, is there anything you would like to go over one more time?

OR

I know when it comes to making a commitment over the phone that it is easy to become lost in the confusion of everything that has to be done and understood, is there anything I can go over with you one more time?


I have to ask my spouse

Is your spouse available right now, I would be happy to speak with him / her?

OR

Is there any more information I can give to you when you do this, also if your spouse has any questions he / she is more than welcome to give me a call to discuss it. Would tomorrow afternoon at 3 pm be a suitable time to contact you again?


Why do you tempt me into more debt when I am trying to avoid it?

We are offering this loan to many people and were not aware of how you feel. We would rather offer you the opportunity to see how this could benefit you than leave you out.

OR

I do understand your frustration; we are all feeling the pinch. If you are thinking this then maybe I have not given you enough information to recognize that we are not trying to increase your debt, rather to give you the opportunity to consolidate some of your debt with our product which could put cash backin your pocket. Would you be interested in investigating this a bit further to see if we could save you some money?


I am not interested

Thank you, if in the future you do require a Personal Loan would you consider using Direct Axis? If yes – that’s great!

Would you be open to me giving you a call again in xxxx date time?

If no – May I ask what the reason is please – for marketing analysis purposes? (This will get to the root of the problem). Listen to the customers answer and if you feel they are open to discussion try to overcome the objection.

If not, thank the customer for their time.

THE FISH HOOK MODEL

Refers to one of the many objection handling techniques:

• Respond to a negative buying signal, which is a smokescreen and shows an interest by the customer and/or is a request for more information

• Common Goal of ANY objection handling technique is to move forward in the sale by handling the objection by providing a rebuttal

THE FISH HOOK MODEL

DEFINITION

• LET THE CUSTOMER OFF THE HOOK Take the pressure off the customerE.g. It’s ok Mr. Jones, perhaps I didn’t explain myself clearlyE.g. Customer is not interested. Instead of asking why, rather ask: What is it you are not interested Mr. Jones? Is it X or Y? (options)

• MOVE FORWARD IMMEDIATELYUsing an open ended question or close the sale

• MAKE A POSITIVE STATEMENT/PRESENT REBUTTAL Provide Benefits of the Product/Service

PAIRS ACTIVITY

• Practice the Fish Hook Model with your partner using any of the objections given or one you may have been given by a customer before

THE FISH HOOK MODEL

SALES SHEPHERD

DEFINITION

• Allows you to steer the customer in the direction you want them to go

3 STAGES

• INTRODUCTION• PRESENTATION (OF PRODUCT)• CLOSE

TIPS FOR A SUCCESSFUL SALE

• Planning a Call Presentation is vital

• Analyzing a Sales and Non Sales Calls are Compulsory

• Visualizing a Sale is Key

• Rejections are inevitable

• You’re not playing 20 Questions

• Do not force a No – Worst part about sales (Close Quest)

• Persistence

• Boy meets Girl Scenario


• Don’t shout or talk too quietly

• Avoid Anger

• Mirror your Customer

• Don’t sound too nice

• Men and Women

• Body Posture & Language

• Restate and summarize

• Listen Actively


• Resolve

• Concentrate

• Personalize the Call

• Shepherd your Customer

• Objections are Buying Signals

• Build “Yes Temple”

• Stay Super Fired Up and Focused!!

• Smile While you Dial

SALES SHEPHERD DIAGRAM

FANTASTIC 4 CLOSING TECHNIQUES

The following are 4 Techniques that you can use to close your sales:

ALTERNATE CLOSE• Give the customer ONLY 2 options/choices.

Examples:• “Most of my customers accept the maximum Loan Amount offered Mr. Jones, which

amount would you prefer today?• “Most of our customers pay via debit order monthly, how would you like to pay,

debit order or EFT?”


ASSUMPTIVE CLOSE• Positive Expectancy• However, FEAR can stop one from having positive expectancy

F - FALSE

R - REAL

E - EVIDENCE

A - APPEARING


HOT BUTTON CLOSE• Generally used with SPIN• Play on a need throughout the call

BENJAMIN FRANKLIN CLOSE• Weigh the Positives and Negatives with the Customer• Ultimately the positives should outweigh the negatives

(+) POSITIVES (-) NEGATIVES

Ask the customer to list this with you on the phone

Ask the customer to list this with you on the phone

Assist them by mentioning the benefits of the package

DO NOT provide assistance –

EFFECTIVE LISTENING

• Difference between “Listening” & hearing

• Listening well = a two street

• Listening requires conscious practice

• Listening achieves a win-win communication

• Listening creates atmosphere of trust, honour & respect

• Listening well helps with establishing rapport with customer

EFFECTIVE LISTENING

Why be a good listener?

• To be recognized and remembered

Needs of the customer….

• To feel valued

• To feel respected

• To feel appreciated

• To feel comfortable about a want or a need

• To be understood

EFFECTIVE LISTENING

• Listening builds stronger relationships – it creates a desire for customer to co-operate because they feel accepted and acknowledged

• Listening is the most powerful form of acknowledgement – a way of saying “you are important”

• Listening promotes being heard - ”Seek first to understand, then to be understood”……(Steven Covey)

• Listening leads to learning - openness encourages personal growth and learning

• Listening creates acceptance and openness - conveys the message “ I am not judging you”

• Listening is critical in conflict resolution - much conflict comes from the need to be heard

• Listening reduces stress and tension - minimizes confusion and misunderstanding, eliminating related stress and tension

EFFECTIVE LISTENING

• External noise

Barriers to listening

• Mentally preparing the response

• Pre-occupied or pre-conceived ideas

• Language / Culture differences

• Day dreaming

• Own personal concerns

• Listener is anxious to input their own ideas

• Listener thinks they know more than the speaker

EFFECTIVE LISTENING

• Criticizing the subject or the customer

Bad listening habits

• Only listening to the facts

• Allowing or creating distraction (listening music etc)

• Allowing emotional words to block the message

• Not taking notes or outlining everything

EFFECTIVE LISTENING

1. Listen (actively)2. Question3. Reflect – Paraphrase4. Agree

Active listening

Step 1 - Listen• Listen to feelings as well as words• Demonstrate that you are listening• Gather information – makes notes• Clarify

Step 2 - Question• Ask open-ended questions“Tell me more”“When did it happen”“What information was given to you”

EFFECTIVE LISTENING

Step 3 - Reflect - Paraphrase• Reflect what was said in your own words• Clarify• Ask customer to confirm once you have paraphrased• Capture the essence of the communication• Move towards problem solving (be honest/transparent)

Step 2 - Agree• Agree on what you can do & time-line• Be open, honest & transparent• Don’t over promise and under deliver• Inform customer of the “next steps”

EFFECTIVE LISTENINGSUMMARY

COMMUNICATION

DEFINITION

“It is the art and technique of using words effectively to impart information or ideas” • It allows people to share ideas & interests• It develops & strengthen relationships• It allows for common understanding between people• Without communication businesses cannot operate• It allows you to share your thoughts, feelings and ideas • It is like a bonding agent (glue)

Why is communication important?

COMMUNICATION

HOW WE COMMUNICATE

COMMUNICATION

Possible Causes:• Lack of information & Knowledge• No explanations offered to customers• Not understanding fully and failing to ask questions• Not listening• Mind is made up – preconceived ideas• Not understanding others’ needs• Jumping to conclusions• Bad mood• Failing to explore alternatives

CAUSES OF COMMUNICATION DIFFICULTIES

Studies indicate that 70% of mistakes in the workplace is a direct result of poor communication.

COMMUNICATION

• Loss of business• Mistakes, inefficiencies• Lowers productivity• Poor co-ordination and co-operation• Damaged personal or company image• Frustration and hostility• Dissatisfaction with others• Low morale• Conflicts & arguments• Relationship failures (customer & business)• Drop in self esteem and confidence

RESULTS OF POOR COMMUNICATION

COMMUNICATION

• Everything we do is communication

• The way we begin our message determines the outcome

• The way is delivered – affects the way message is received

• Real communication is message received – not message intended

• Communication = 2 way street (You have to give & gather)

BASIC COMMUNICATION PRINCIPLES

COMMUNICATION

• Use precise, memorable and powerful words

• Support your words by painting a mental picture with your customer

• Give a demonstration by using a hypothetical or actual example

• Provide examples if necessary – refer to an ex customer of yours

• Use the “other” persons language

THE SIX C’S

COMMUNICATION

POSITIVE PRINCIPLES FOR GOOD COMMUNICATION

• Say what you do want, not what you don’t want• Focus on the future – not the past• Share information – do not argue or accuse

Assertive Communication: • Make statements that are honest, clear, brief and to the point• Use the “I” statement : “I’d like”, “I appreciate”, “I think”• Ask – don’t tell• Offer suggestions – don’t command• Ask questions to find out thoughts and feelings of others• Respect the rights of others

COMMUNICATION

ASSERTIVE COMMUNICATION

Manage your body language: • Use open gestures and body language• Focus your attention exclusively on the customer• When at credit counter, lean slightly forward to show interest• Maintain appropriate eye contact while listening• Do not cross your arms – gives impression you are not interested• Come across as relaxed and balance – makes communication easier

THE EARS MODEL

E - Explore by asking questions

S - Silence – listen more

A - Affirm to show that you are listening

R - Reflect your understanding

Gather information with your EARS

BASIC

BASIC will form part of the coaching done in the live environment to ensure that you incorporate all the tools you have learnt here today.

BASIC is applicable throughout the call at all stages of the Sale Shepherd

BASIC

BUILDING RAPPORTCOMMUNICATIONEFFECTIVE LISTENING

ASKING THE RIGHT QUESTIONSOPEN ENDED QUESTIONS | CLOSED ENDED QUESTIONS | LEADING QUESTIONSSELLING & SERVICEFEATURESBENEFITSIDENTIFYING CONCERNS OBJECTION HANDLING | FISH HOOK MODELREBUTTALSCLOSINGALTERNATIVE CLOSE | ASSUMPTIVE CLOSEHOT BUTTON CLOSE | BENJAMIN FRANKLIN CLOSE

INDIVIDUAL EXERCISE

• Review the STORYBOARD and raise any concerns or questions with the facilitator

THE SCRIPT AKA STORYBOARD

• You will be provided with A STORYBOARD• This DOES NOT CONTAIN TEXT ONLY GRAPHICS• It is meant to be used as a guide to assist you with the flow of your Sales Call• Your imagination and understanding of SPIN will help you become successful

ROLE PLAY

• Role play the STORYBOARD with your chosen partner and provide any feedback to the group, especially objections that you may have come up with

HOME SESSION

• Take the STORYBOARD home and personalize it so that you are ready to adapt it in your session tomorrow.

COACHING – COACH SELF 1ST

The Ideal Agent has 3 core behaviors that drive their daily performance.

Here are the behaviors that we are driving towards: • Asks Probing Questions to gain an understanding of the customer’s needs and values.• Answers the Customer’s Questions with confidence while still maintaining control of the call.• Shows the Customer Value in the Product based off the information provided from the customer.

Here are the 5 steps to Effective Sales coaching:

1. Set an agenda that promotes engagement. a) “What I want to get out of this session is…” b) “What I want to do in this session is…” c) “Gain permission to proceed”

2. Ask probing questions to promote self awareness. “How do you feel you can improve…?”“What would you like to improve today?”


3. Use 70/30 rule to keep agent engaged. 70% of the time the Associate should:

• Identify areas of opportunities.• Create their own action steps.• Collaborate with the manager on goals/expectations.

30% of the time the Manager should:• Ask questions.• Provide additional insight.• Partner with agent to set goals/expectations.

4. Recap session (Associate reads)

5. Gain genuine commitment (Verbal or Written). “Can we agree on…?”“Can you commit to doing…?”


GreatnessAwaits YOU!

fyi (characterized by) objectives expectations important overviewsummary individual activity pairs...

Documents

open ended questions

specific questions

types of questionsexamples

leading questions definition

asking questions s selling

definition of sales

sales script

sales calls