Build powerful selling skills & win customers

(How To Sell)

John PatersonCEO, Really Simple Systems

A Salesman

Definition of “Selling”

• Getting the Purchase Order

• Closing the Deal

• Converting a prospect into a customer

• According to Wikipedia:

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“Sales, finance and operations are the only functions that are indispensable to a corporation”

“The top person at a company is usually the CEO, who is also the top salesperson”

Who can sell?

• Anybody can sell– But Type A personalities enjoy it!

• Personality Traits– Good interpersonal skills– Brave/Brash

• There’s a process, not magic

The Sales Process

• Qualification

• Fact Finding

• Demonstration

• Objection Overcoming

• Close

Qualification

Qualification

• Decision Maker?• Budget?• Product Fit?• Time scale?

Fact Finding

Fact Finding

• Does the prospect know what he or she wants?• Check that features you don’t have, aren’t deal

breakers– Or qualify out

• Suggest features that are your USPs• Confirm

Demonstration

Demonstration

• Make sure you cover all the key needs discovered in Fact Finding

• Don’t spend time showing unwanted features

• Confirm fit as you go along• Ask for feedback at the end

Objection Overcoming

Objection Overcoming

• Typical Objections– Price is too high– Not 100% Fit– Company too small– Prefer the competition

Close

The Close

• Direct Close– “Are you ready to go ahead?”

• Assumptive Close– “Let me fill out this order form and then you can get

going.”• Conditional Close

– “If we can meet all your requirements within budget, will you go ahead?”

• Alternative Close– “Do you want the red one or the green one?”

• Puppy Dog Sale– “Try it free for 30 days, no obligation!”

In Reality

• Qualification, Fact Finding and Closing happen all throughout the sales process– ABC – Always Be Closing

• Decision Makers suddenly need approval– “My boss just needs to rubber stamp

my recommendation”• Prospects change their minds

The Human Factor

• First sell yourself, then the company, then the product

• People buy from people– Body Language– Empathy & Credibility

• People have personal as well as corporate goals

• “People don't buy things for logical reasons, they buy for emotional reasons.” Zig Ziglar

Conclusion

• Selling is a fundamental life skill• Selling is just a process

– But you need people skills• Without Sales, nothing happens• With a good sales person, the prospect

should not notice that he or she is being “sold” to.

“Given a choice between a company with a great product and a poor sales team, and a company with a mediocre product and a great sales team, go for the latter” – John Paterson

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