Turning Conversations into Contracts

With

David Van Der Velde and

Lysa MorrisonDecember 2011

Aim of the workshop• To make staff aware of the CNE approach to

marketing services for spot purchases and their roles and responsibilities

• To develop the knowledge and ability of staff to communicate the CNE offer

• To develop the skills of staff in responding to sales opportunities and presenting information to customers

• To share information on how we can work together to develop the reach of our services.

Chief ExecutiveJeremy Cripps

Marketing strategyRight message to the right people at the right time.

Roles and responsibilities

Marketing in CNE East

Who?

What? Tools and resources

When? Sales pipe line or in the moment

How? Process and skills

Communicating the CNE offer

In pairs, discuss your hopes and fears with regards to

sales and marketing within CNE

…how - Sales Opportunities

Write each fear and each hope, on a separate post-it note.

What is sales in CNE?

• Forget about sales and selling!

• Forget about selling products and services!

What is sales in CNE?• Its about making relationships and

future clients • Its about meeting unmet needs• Its about plugging gaps in service

provision.• Its about making your services

accessible • Its about helping ALL children,

young people and families get the support they need.

Vision‘Every child has a happy and fulfilling childhood, and every

young person has the chance to develop their full potential.’

Mission/Aims‘To promote the rights of children and young people; and counter the effects of inequality on them, their families

and communities.’

About Children North East

What is important to you?In pairs, discuss a time when you made a big/important purchasing

decision.a) What information did you

need before you bought it?b) What was important to you

about buying it?c) What made you decide to buy

it from the place/person you purchased it from?

Responding to sales opportunities

Responding to sales opportunities

1.Prepare2.Rapport3.Information gathering4.Match needs5.Next steps

Responding to sales opportunities1.Prepare• Find out as much as you can about the

service and organisation before you visit

• Know your stuff and familiarise yourself with your resources

• Take with you all of the resources you need.

• Believe in your products, services and yourself

Responding to sales opportunities

2. Rapport

People buy people first• “she understood what I wanted”• “he listened to what I said”• “we were on the same wave length”• “he spoke my language”

He spoke my language!Rapport• Listen

• Your focus should be to be interested in them - not interested in selling a

service.• Ask questions to expand on what they

are saying • Feedback their words

Language and Behaviour PatternsRapport and information gathering

Language and behaviour patterns

Useful questions1. What would you like to have happen?

2. Why is that important to you?3. What is important to you about that?

4. Who will this affect?5. What do you think will happen?

Useful questions exercise Pt. 1In 3’s, person A observes and writes

down person B’s answers, person B takes on the role of a potential client whilst

person C asks :1. What would you like to have happen?

2. Why is that important to you?3. What is important to you about that?

4. Who will this affect?5. What do you think will happen?

Useful questions exercise Pt. 2

1) Person A and C spend a couple of minutes constructing the following:

2) How can you tell person B about one of your services using their language and

behaviour patterns.3) Person A or C feeds back to person B.

Responding to sales opportunities

3. Information gathering

Meeting unmet needsA need is the gap between what is and

what could be

Meeting unmet needs

Needs are driven by desire as well as discomfort

Information gathering

Generate new opportunities by increasing awareness of the gaps as well

as the opportunities.

Information gatheringOpening questions

• Can I ask you a question?• This may sound strange/obvious but

can I just ask…?• You mentioned something earlier, can

I just ask…?• That’s interesting, can I just ask…?

• I'm curious to know/explore…?• I’m wondering if…?

Useful questions• What do you want? What would you

like to have happen?• What do you want to achieve? What

do you want to achieve by…?• What would you need to achieve that?

• What do you want to get as a result?• What do you need that you don’t have

currently?• For what purpose…?

Information gathering

Values and motivations are the fuel that drives the engine of decision making.

Information gathering – What is important?

Responding to sales opportunities

4. Matching needs

Matching needs What is important?

Responding to sales opportunities

4. Matching needs• Tell them about your services using

their language Language and behaviour

preferences• Match Neurological levels

information • Use resources i.e. brochures, leaflets

etc.

Responding to sales opportunities4. Matching needs

Keep checking and clarifying that you’re on the right track using phrases such as…

Is that the kind of thing you mean? That would solve the problem wouldn’t it. That fits with what you’re looking for

doesn’t it. That fits with what you’re saying you need

doesn’t it.

Responding to sales opportunities

5. Next stepsUseful closing phrases and questions

Let me take your number and I will set up an appointment.

Why don’t I send you some further information and I will come and see you next week to sort out the

paperwork. What are the next steps that need to be taken

Is there anything else you need from me before I set up the paperwork?

That’s great, what needs to happen so we can go ahead?

Responding to sales opportunities

5. Next steps• Take any contact details

necessary• Fill in any necessary paperwork

Presenting InformationTop tips

• Be prepared• People buy people first• If you believe in your service that

will come through and they will believe in it too.

Presenting InformationTop tips

• Use both sets of language and behaviour patterns e.g. …what this/they will work towards and

what it/they will they avoidwhat are the benefits of doing it and

what are the risks of not doing ithow will it affect clients, organisation,

staff, community etc.

Presenting InformationTop tips

• Explain using the Neurological levels framework the various elements of the service

• Have fun and enjoy it!

Summary - Aims of the workshop• You're now aware of the CNE approach to

marketing services for spot purchases and your roles and responsibilities

• You have developed the knowledge and your ability to communicate the CNE offer using the resources provided

Summary - Aims of the workshop• You have now the resources you need to

develop your skills even further in responding to sales opportunities and presenting information

• Shared information on how we can work together to develop the reach of our services.

Questions and Feedback