Successfully Selling USPS®

“Boating is fun . . . . We’ll show you how!”

The Next Step

• O.K. The course is completed

• Everybody had a great time

• The instructor was fantastic, knew his/her stuff, the students are ready for more

• SELL ‘EM!

We’re The Best

• If you’ve got it, flaunt it

• This is who we are

• This is how we do it

7 Steps

• It won’t happen by accident• It won’t happen by blind luck• It will happen as the result of a diligent effort• It will happen with a commitment• It will happen with passion

The 7 Steps1. Introduce Yourself (again), then Shut-Up

and Listen

• It’s not about us, it’s about them• It’s a courtship to find out what they value• The only way to find out is to LISTEN!

The 7 Steps2. The offer is important to the individual

• Don’t assume they care about how we do something

• Don’t assume they care how long we’ve done it• Don’t assume we’re unique• They have a life with priorities, deadlines &

responsibilities of their own• Show them what aspects of our offer is important

to their perspective• You’ll only know this if you’ve listened!

The 7 Steps3. Get Confirmation, Then Explain the Details

• Get buy in from them that you’re on the right track• Ask them for feedback to confirm the focus is on

the appropriate facts or features• If they bring up other points (change the focus),

confirm these facts as well• Listen with intensity and restate their focus and

topics in short sentences• Restate each point that’s important to them• Then explain the details of our offer that support

all of their interests

The 7 Steps4. Credibility, Show Them Why You can be

Trusted

• If the offer is on target with what they want, then demonstrate the reasons that they should trust you

• What we offer fulfills their NEEDS!• Don’t take anything for granted

The 7 Steps5. What to Do and What It will Cost

• In addition to providing the price, also provide details of what needs to be done to complete the transaction and what will happen after the sale

• Keep them satisfied and confident by providing step-by-step explanations and expectations

The 7 Steps6. Schedule Next Steps

• IF you need a follow-up, make sure you confirm when

• Accommodate their schedule

The 7 Steps7. ASK FOR THE SALE

• Don’t assume they’ll ask• Ask for the sale to determine if it’s time to stop

selling and start processing• Don’t be so passionate that you keep promoting

long after they’ve made a decision to say YES• Stop pouring when the glass is full

SOME WORDS OF WISDOM

• The essence of selling is understanding your customer’s needs and convincing him/her you’re the best one to meet them

• It’s useless to be a creative original unless you can also sell what you create

• We don’t set the agenda for what the customer wants. The customer decides what’s important. Our job is to listen and respond!

What’s Central in the Decision Making Process?

“What Will It Do For Me?”

Handling Objections

• Think you’ll close the deal without objections?

• Think again!

Objection-Handling Process• There ‘s a 5 step process to handling

objections

1.Listen2.Question3.Think4.Handle5.Check

1. Listen• STOP!

• Don’t try to jump in at the beginning—this may cause further objection• When you interrupt them, you are objecting to their objection• If you refuse to listen, their next steps may well be towards

the door

• Use active listening methods, nodding and physically showing interest• They are trying to tell you something that will help you sell to

them, which is a gift from them to you

2. Question• Ask some questions

• This shows you are interested in them• It also gives you more information to make the

sale

• This is not an interrogation—giving them the 3rd degree will turn them off

• Keep your questions light and relevant

3. Think

• Before you dive into objection handling—think!

• What method will work best with them?• Direct (rebuttal)• Soft-soap (finesse the situation)

• Add a little pause into the proceeding—demonstrating how you are taking their objection seriously

4. Handle

• This may be a few seconds after they object or it may require more time

• Use the objection-handling method that works best for you (coming up)

5. Check

• Finally, check to find out whether your objection-handling worked

• Ask if you have answered their question• Ask if there are any more concerns

• Handle those concerns as they come up

Types of Objections

• There are many types of objections

• Here are a few of the main ones

• If you can classify how they object then you are on the first step to handling the objection

There are 5 Main Types of Objections

• Need• Price• Features• Time• Source

Need

• They say they don’t need us for some reason, or perhaps they have a need we can’t satisfy

• Examples• I just wanted to take the course• Sorry, I just don’t want to join

Price

• The objections here are about the price of the offering

• Examples• How much?• I haven’t budgeted for it• I can join another club for less money• I didn’t realize I had to join…….

Features• They object to some element of what we’re

selling, whether it’s aspects of our organization or the details of the product

• Examples• I don’t like to join clubs• It’s too complicated to work another meeting into

my schedule• What sort of guarantee do I get

Time• In this, the objection is around time, such as

the person not being ready to buy

• Examples• I don’t know, I need to think about it• I won’t have the money until next month• I’m moving, maybe then• I need to talk it over with my family first• I’m already maxed out with meetings

Source

• They question why USPS exists. This may include questions about you, too

• Examples• I don’t know anything about you (or USPS)• How do I know I’ll like you when I join

Objections Happen

• They can be transformed into an opportunity

• You can increase understanding of the other person’s circumstances

• You can get closer to them

• You can build a more trusting relationship

L A C E It

• Listen

• Accept

• Commit

• Explicit Action

Listen

• Before you act—understand• Understand the objection• Understand the emotion behind it—read between

the lines

• Probe—ask “what else” and “how come”• Is it a cover for the real objection. Ask--“is

there anything else”

Accept• Acknowledge the objection—and the person too• Accept the (1) person

• Accept they have the right to object• By accepting the person, you build their trust and

their sense of identity with you

• Accept the (2) objection• It means you understand it from their point of view• If you object to the objection, you will have a mutual

stalemate

Commit

• Now’s the time to get serious• You’ve created understanding and trust,

now’s the ideal opportunity for a trial close• If you’ve satisfactorily addressed their objections,

they will agree with you and make the purchase

• If they say no, then loop back and elicit further objections• Eventually, they’ll run out of objections

• “IT’S IN THE BAG”

Explicit Action

• Now’s the time to address the objections, to take explicit action on the commitments made

• Persuade—working to change the way they view the objections. • It’s no longer worth pursuing

• They have an ‘AHA’ experience

LET’S OVERCOME OBJECTIONS AND CLOSE THE SALE!

• Did you know a prospect will say NO on average 5 times before they actually buy?

• Maybe not to you, but in their mind.• Be positive• An objection is nothing more than a request for

additional information• The prospect is looking for 2 things

1.Do I need it?

2.Is it a fair price?

Steps for Addressing an Objection• Hear them out—give them your full attention and avoid the

temptation to think about your response while they’re speaking• Feed it back for clarification—feed their objection back in the

form of a question, it gives them the opportunity to expand upon their concerns

• Answer the objection—keep you eye on the big picture but be ready to provide details as necessary; verify the objection has been resolved

• ASK FOR THE ORDER—you might have to ask several times before you get it; remain patient and be persistent without becoming argumentative

Some Objections“Tip the Bucket”

• What you do is ask for more objections• Ask for all you can get, thus “tipping the bucket” of

objections that they have been thinking about

• Advantage—you now know all the reasons they have for not saying “YES”

• Examples:1. Are there any reasons why you’re not yet ready?2. What else is stopping you from joining?3. It sounds like you may have some other questions.

What else is on your mind?

Some ObjectionsThe “Boomerang Method”

• Turn them around by using what they say to prove they’re wrong• Use their own arguments like a boomerang, so they go around

in a circle and come back to persuade them

• Examples:1. Yes, it costs (your dues). Do you want to spend less and not

get what you’d hoped for?2. Yes, we do meet once a month. We all have other lives and we

all have other commitments. If you have scheduling conflicts from time to time, don’t worry about it! Would that be o.k.?

3. After you’ve attended a meeting and you’re dissatisfied, would you accept a refund?

A last thought on “Boomerang”

• By using what they say, you are saying that they are right

• And when you attach what you want to what they say, then by association, what you want is right

Pre-empting Objections• Tell them about a possible objection before they

object• Then handle the objection so it can’t be brought up again• Make the objection rather weak and the handling strong

• Examples1. I had one person who didn’t like the idea of a monthly

commitment, but once they realized the benefits of joining, they were satisfied and became a member

2. The cost of the course will be more than offset by the insurance premium savings

Last thought on Pre-empting

• If you answer the objection before they bring it up, then they are unable to voice the objection without appearing not to have heard you

Price ObjectionsYour Price Is Too High!

• This is the most used objection to a sale• It’s used because

1.We’ve all used it

2.We all know most salespeople can’t overcome this objection

• It’s probably not the main objection but we must deal with it

Price Objection

• Put price on the shelf

• It’s the last thing to bring up if you can’t close the deal

• You don’t know yet if price is the real objection

Price Objection

• Check for other objections

• Revisit the other benefits first

Price Objection

• Let’s visit the other benefits of joining the United States Power Squadrons

• Here’s some of the benefits we talked about:1.How easy it is to join

2.The courses you can take

3.The insurance premium savings

4.The knowledge we’re gaining

5.The added enjoyment we’re going to get

HERE’S SOMETHING VERY IMPORTANT

• We don’t sell features, we sell benefits!

• Remember: “which means”

• Which Means puts a warm touch on the feature

It’s Easy To Join

• We’ve talked about one low, annual payment every year on your anniversary date and all of our activities including our courses offered through our squadrons and USPS University.

• These courses give you everything you need to be a safe boater.

• “Which Means”1. You’re going to have more fun and

2. Save up to 25% on your insurance premiums

How does that sound to you? (do you know what

I’ve just done?)

It’s easy to join• We talked about the ways to take America’s Boating

Course: as an interactive on-line course, as a CD based course or as a classroom course• Either way you learn a lot—most of our members took their

first boating course in a classroom setting and they found they meet new friends, get to have active discussions and learn from each other

• No matter how you take it, you get this course-book to use as a handy reference guide whenever you need it

• Which way is most attractive to you? (do you know what I’ve just done?)

The Course Content

• The course is jam, packed full of great stuff! • The first 4 chapters contain everything you need to

know for your state licensing requirements and getting the most enjoyment out of your boat1. Safety and going boating2. Navigation rules and aids and state and local regulations3. Finding your way and communications4. Water sports safety, trailering your boat, PWC operations,

knots and lines• And the 5th chapter is a bonus chapter offered at no charge

about Introduction to GPS and Charts

The Course Content

• Are you going to go boating by yourself or do you plan to have family along? (I’m going for something here)• Your spouse will want to know how to handle the

boat as well as you do, not to mention what to do in case of an emergency

• Your children (if applicable) are one of these days going to ask you about PWC’s

• They can all take the course with you!!!!!!!!!!!!

• How does that sound? (I’ve done it again!)

Insurance Premium Savings• As soon as you get your certificate of completion

your boat owners insurance premium is going to reduce by at least 10%• That will more than pay for the cost of the course• As you take our advanced courses you’ll find your

premiums will reduce even more• As high as 25% (notice what I planted?)

• What do you think about that for a 1 time investment?

(Is this a set-up or what?)

The Knowledge We’ve Gained

• Can you imagine all the people you pass on the road every day not having a drivers license to operate their car?• To me that’s pretty scary! Yet every time we go

out on the water we see people who have absolutely no idea putting our lives and boats at risk

• What do you think about that? (again, I’m asking an open-ended question and setting them up)

The Added Enjoyment We’re Going To Get

• We’ve talked about knowledge, about saving money, about safety, about meeting new people and a bunch of other stuff• But why go through all of this?

• Why are you buying a boat? (I’m setting them up again)

• You’re right—to have fun with our leisure time

• Hangin’ out with people who like what you like is the whole idea, isn’t it

• NOTICE—I NEVER MENTIONED PRICE AT ALL!

The Close• It’s easy

• You’ve already done the hard work

• Ask for it

• Such as (just kidding)• “Do you like it?”• “Do you want to buy it?”

Examples of a Close

• Our next meeting is in 2 weeks. Will you be coming by yourself or should we hold seats for your family as well?

• Would you like to pay by check, cash or credit card?

• Would you like to take the course book with you so you can look it over before the next class starts? Great, that’ll be $---.--

More Closing Examples• Does your insurance agent know about the discount

you’ll be eligible for? USPS members receive up to a 23% premium discount with our insurance carrier partner. You’ll be eligible for a discount as soon as you complete the first course. When can you start?

• Do you know anybody that you boat with that would like to come with you? Would you like me to get in touch with them or do you want to bring them with you?

HAVE U SEEN THESE MOVIES?

• Sell America’s Boating Course 3rd Edition®?

http://www.usps.org/national/natsec/marketing/SellABC.htm

a 26 slide sales presentation that will convince boating course students to take the course. A narrated presentation that will take you through all the benefits of the course, overcoming objections and making the sale.

HAVE U SEEN THESE MOVIES?

• Sell USPS?http://www.usps.org/national/natsec/marketing/SellUSPS.htm

a carefully planned 56 slide presentation that will help you recruit new members to your squadron. The narrated presentations covers the skills from Successfully Selling ABC3 and will give you the tools to “ask for the commitment” to join.

BE READY TO SELL

• And have fun

• Enjoy yourselves

• “Boating is fun . . . . we’ll show you how!”