slide 1best in class 1 field sales the contact phase the closing phase the persuasion phase the...

Best In Class 1 Field Sales

The Contact Phase

The Closing Phase

The PersuasionPhase

The Information Phase

The Aim of the Meeting -

- Fulfill the planned expectations

The Structured Sales Approach

Pg. 28


“Seek first to understand, then to be understood. First the diagnosis, then

the prescription.”

- Stephen Covey


Implicit and Explicit Needs

CORK


Pg. 28


“We keep a double stock of all spare parts in case something goes wrong with the delivery time”

“We need to decrease our stock, therefore we want to implement JIT production, which requires a 24h delivery service”

Implicit needs:statements of slight

problems,difficulties,

dissatisfaction

Explicit needs:statements of strong interest

or desire for solutions

Customer Needs

Pg. 29


C: Circumstance

O: Obstacle

R: Repercussion

K: Key To Solution

CORK

Pg. 30


Circumstance Questions

Obstacle Questions

Repercussion Questions

Key to Solution Questions

Implicit Needs

Explicit Needs

The questioning technique should not be treated as a “sales trick”. It is part of the Structured Sales Approach that allows better control and understanding of the customer’s behavior.

CORK

Pg. 31


Tips when asking questions

1. Keep them open-ended - Use TED formula - Avoid “Do you…”

2. Pre-Plan questions to have good organization and flow

3. Use Impact words -words that grab attention- Time sensitive, Disrupt, Confusion, Headaches

Questions

Pg. 32Impact Words pg. 32-35


Definition Finding out facts and figures about the customers existing

circumstances

Example “What are your departments objectives for 2006?” “Walk me through your order process”

Impact Least powerful of the four types of questions…most people ask too

many & the customer gets bored

Advice Eliminate unnecessary circumstance questions by doing your

research and qualifying in advance

CORK – Circumstance Questions

Pg. 39


Company specific•Business and Personal Questions

What facts and figures will

help us understand their

business?

Shipping specific•Facts, figures and the shipping profile

– Qualifying Information

– Pricing Information

– Shipping details

What facts and figures will help us

understand their shipping

characteristics?

Two Types of Circumstance Questions

The key is to strike a balance in each of these categories

Pg. 40


Tip: Keep some questions memorized

1. “Explain to me your shipping process?”

2. “Explain the process for shipping goods to your customers? What

type of automation is used?”

3. “Besides yourself, who is involved in the decision for selecting a

shipping partner?”

4. “Explain how your company/department is organized?”

5. What are 3 things you look for in a shipping partner?”


Pg. 41


b

Supply Chain

GOODS COME IN - DO SOMETHING WITH GOODS - GOODS GO OUT

Question…. Question… Question…Question… Question… Question…Question… Question… Question…

CORK - Circumstance Questions

Pg. 42


1. “How did you come to work here?”

2. “What separates you from your competition?”

3. “What are your department objectives?”

4. “What criteria do your customers judge you on?”

5. “Explain to me your current shipping process?”

6. “How do your good come in?”

7. “What do you do with them once here?”

8. “Where do you ship your explain?” Elaborate….

9. “What is the decision making process for selecting a shipping partner?”

10. “Explain how your company/department is organized?”

11. “How do you measure quality?”

12. What are 3 things you look for in a shipping partner?”

Remember you are leading the customer to potential problems or needs



The second type are Obstacle questions:Definition

Asking about concerns, difficulties or dissatisfactions that the customer is currently experiencing.

Examples “Where are the bottlenecks in your current process?” “Where do you lose the most time in transit on your international

shipments?” “If there was anything you could change about your current supplier, what

would it be?Impact

Powerful question type. Focuses customer’s mind on their concerns. Usually identifies with customer’s priorities/needs. Develops a more worthwhile conversation with customer.

Advice Think of DHL services and how they solve problems for clients. Think of all possible concerns/obstacles this customer might have

before you go into the call, write them down, but stay flexible.

CORK – Obstacle Questions

Pg. 43


What are obstacles our customers may have?


Pg. 43


Magic Wand

“If you could change anything about your current situation, what would you

change?”

How to Structure Obstacle QuestionsHow to Structure Obstacle Questions

Pg. 44


Questioning Triad

Helps transition from Circumstance questions to Obstacle questions

How to Structure Obstacle Questions – pg. 45

Where are they now?

Where do they want to be?

What’s stopping them?

C

O

O


Question Triad Examples

Example 1:

C: What are 3 things you look for in your shipping partner?

O: You mentioned reliability in service to international destinations, what challenges do you face when servicing your international destinations?

O: What’s stopping you from getting this issue resolved?

Example 2:

C: What do you want to Accomplish in your department this year?

O: What do you want to Fix in the department?

O: What are you trying to Avoid?

How to Structure Obstacle Questions

Pg. 45


Exercise

Time = 10 minutes

Work in your team challenge groups

Use the flipcharts posted around the room

Chose an obstacle from the flipchart

Create at least (1) circumstance and (2) obstacle questions

You may any of the 3 techniques taught

Magic Wand Question Triad Accomplish, Fix, Avoid

We will review together as a group



We’ve determined an obstacle. Normally we jump to offering a solution…

FIRST we need to determine the effect that the problem has on the customer!



The third type are Repercussion questions:Definition

Asking about the repercussions or effects the concerns, difficulties

or dissatisfactions have, or may have on their business or themselves.

Examples “What effect will that have on your clients?” “Could that lead to added costs?” “What happens if you do not achieve that goal?”

Impact The most powerful question type as it identifies with the reality

of something not happening. Focuses the customer’s mind on reaching for a possible solution.

Advice Having planned the Obstacle questions, think of their effect to the

customer and their business. Plan these questions - write them down if necessary.

CORK – Repercussion Questions

Pg. 46


Company

Customer

Department

You

“What effect does that have on….”


Pg. 47


Uncover HARD and SOFT Costs

Cost of the problem must outweigh the Cost of the solution

What are examples of Repercussion questions that find costs?


Pg. 48


The fourth type are Key to solution questions:Definition

Asking the customer what they think a good solution might be promotes

a platform for your solution. Gaining commitment from them on the usefulness of a proposed solution

from you.

Examples “How would faster customs clearance be an advantage to your department?” “What would you gain if you did it this way?” “What savings would be had if this process was implemented?”

Impact Positive impact on customers who now see a solution or an improved

method. Clients see this as helpful and result-orientated.

Advice Use these questions to get the customers to tell you the benefits that

your solution can offer.

CORK – Key to Solution Questions

Pg. 49


Guidelines for Key to Solution Questions:

Keep them open-ended - How?- What?

Future based Problem solving Avoid “If we could show you a way…”

You are asking them to “dream” of doing things differently.

The customer’s positive answer to this question is your only green light to the persuasion phase – presenting DHL.


Pg. 50


Circumstance Questions

Obstacle Questions



Implicit Needs

Explicit Needs

CORK

The Key To Solution question allows the customer to state their explicit need

Pg. 51


Exercise

Time = 10 minutes

Work in your team challenge groups

Use the flipcharts posted around the room

Work from the C, O, and R questions you created as a team

Create 2 Key To Solution questions

We will review together as a group

CORK – Key To Solution Questions


Circumstance

Understand the Business

Obstacle

Find a problem

Repercussion

What’s it worth?

Key To Solution

How much better would

they be without it?

Pg. 52

Aim to uncover at

least 3 problems

CORK


C: What new destinations are you targeting this year?

O: What challenges are you facing in reaching those destinations?

R: What effect is this having on your ability to establish new customers in these

areas?

K: How would it benefit you to simplify that process?

CORK


1. Where do you ship to?

2. What happens when your department gets a call from an angry customer?

3. How much more could you send out if your pick up wasn’t so early?

4. How many people work here?

5. What is the effect of this on your customers?

6. What happened to the shipments?

7. What challenges do you face with import shipments?

8. Where are your fastest growing markets?

9. Where would you expand if you were confident with the delivery process?

10. What’s the key criteria you look for in an air express supplier?

CORKCORK Team Exercise


11.What are the difficulties in working with numerous suppliers?

12. If you could change anything about your current situation, what would you change?

13. What would you do with the added warehouse space if you had it?

14. How many countries will you be expanding to this year?

15. What happens if a package doesn’t get there on time?

16. What would be the impact on productivity if the parts were held up because of the late arrival of this package?

17. How would you re-allocate resources from your department if the shipment paperwork were reduced?

18. What are some of your dissatisfactions with your current shipping situation?

19. What challenges would you like to see resolved this year?

20. How is the decision made on which shipping supplier you partner with?

CORK Team Exercise CORK Team Exercise


Talking vs. Listening

The Contact Phase

80% Listen 20% Talk

The Closing Phase

10% Listen90% Talk

The PersuasionPhase

25% Listen75% Talk


80% Listen20% Talk




The Contact Phase

The Closing Phase

The PersuasionPhase




Best in Class The Structured Sales Approach

Pg. 53


Features, Advantages and Benefits

Presenting Proposals

The Persuasion Phase – pg. 54


“In order to sell to John Smith and for John Smith to buy, you need to see the world through John Smith’s eyes.”

- Anonymous


The Contact Phase

The Closing Phase

The PersuasionPhase




Best in Class The Structured Sales Approach


Before we move into the Persuasion Phase we need to summarize our understanding of the customers needs.

“Mr. Smith, from what I understand from our last meeting, you want to reduce the time your products get held up in customs, you want to reduce your overall costs and you wish to look at alternative ways of getting your products to your customers quicker and with less damage.”

Get agreement.“Is that right?”

Summarize before moving on

Pg. 55


Your customer will require satisfactory answers to four major concerns:

1. What your proposal will do.2. How will it do this.3. What effect it will have on him/her.4. What effect it will have on his/her organization.

And as a background to all this:

PROOF that your claims are justified.

Persuasion Phase

Pg. 56


AF

B

Describe facts, data, products, service characteristics

Demonstrate how the product or service may match the needs of the average customer

Demonstrate how the product or service meetsthe Explicit Needs expressed by the customer

FAB – Pg. 57

Because of

You can

Which means to you


What it IS…Feature

What it DOES…Advantage

What it MEANS TO THE CUSTOMER…Benefit

FAB

Offer Analysis Sheet Pg. 58

slide 1best in class 1 field sales the contact phase the closing phase the persuasion phase the...

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field sales tips

field sales que

stephen covey slide

cork obstacle questions

personal questions

field sales n implicit

headaches questions

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