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15 - Sales

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					15. Sales


     We’ve	
  talked	
  about	
  the	
  importance	
  of	
  ge7ng	
  
     customers,	
  it’s	
  :me	
  to	
  explore	
  how.	
  Sales,	
  
     Marke:ng	
  and	
  PR	
  are	
  the	
  trifecta	
  of	
  skills	
  that	
  will	
  
     bring	
  you	
  customers	
  and	
  help	
  you	
  maintain	
  them.


     Sales	
  is	
  simply	
  an	
  exchange	
  of	
  value.	
  Marke)ng	
  is	
  
     the	
  art	
  of	
  ge7ng	
  people	
  interested	
  in	
  that	
  exchange	
  
     of	
  value.	
  PR	
  is	
  about	
  building	
  awareness	
  and	
  
     legi:macy	
  around	
  your	
  product	
  or	
  service.


     The	
  goal	
  of	
  Marke:ng	
  and	
  
     PR	
  is	
  to	
  generate	
  more	
  
     sales.	
  Sales	
  is	
  the	
  most	
  
     important	
  of	
  the	
  three,	
  but	
  
     probably	
  the	
  hardest	
  to	
  
     master.


     In	
  this	
  chapter	
  we	
  break	
  
     down	
  the	
  sales	
  process	
  to	
  it’s	
  
     most	
  fundamental	
  steps.
The 5 Step Sales Process

When	
  someone	
  iden:fies	
  himself	
  as	
  a	
  salesperson,	
  you	
  probably	
  feel	
  
an	
  almost	
  knee-­‐jerk	
  reac:on	
  of	
  dislike.	
  That’s	
  because	
  we	
  think	
  of	
  
salespeople	
  as	
  schemers	
  who	
  want	
  to	
  swindle	
  us	
  out	
  of	
  our	
  money	
  in	
  
exchange	
  for	
  a	
  crappy	
  product.


The	
  reason	
  that	
  people	
  are	
  so	
  averse	
  to	
  sales	
  is	
  because	
  too	
  oHen	
  
salespeople	
  try	
  to	
  sell	
  us	
  something	
  we	
  don’t	
  need.	
  They	
  don’t	
  know	
  
our	
  desires,	
  or	
  take	
  the	
  :me	
  to	
  understand	
  what	
  we	
  really	
  want.	
  


Sales	
  in	
  it’s	
  purest	
  form	
  is	
  an	
  
exchange	
  of	
  value.	
  If	
  you	
                  The 5 Step
have	
  something	
  of	
  real	
  value	
               Sales Process




                                                                                                             Chapter 16: Sales
to	
  your	
  customer,	
  they	
  will	
  
always	
  find	
  the	
  money	
  for	
  it.	
  
Nobody	
  has	
  everything	
  they	
  
                                                        1. Gain Interest
want.	
  People	
  constantly	
  
spend	
  money	
  on	
  a	
  variety	
  of	
  
                                                        2. Establish Credibility
things;	
  clothes,	
  memberships,	
  
food,	
  entertainment...
                                                        3. Establish Need

The	
  5	
  Step	
  Sales	
  Process	
  is	
            4. Offer a Solution
about	
  discovering,	
  
establishing,	
  priming	
  and	
                       5. Have a System for an
selling	
  people	
  what	
  they	
                        Easy Transaction
actually	
  want.
Gain	
  Interest

Before	
  you	
  start	
  proposing	
  an	
  exchange	
  of	
  value,	
  it’s	
  important	
  that	
  
you	
  gain	
  the	
  interest	
  of	
  the	
  poten:al	
  customer.	
  If	
  you	
  lose	
  or	
  fail	
  to	
  
establish	
  interest,	
  your	
  conversa:on	
  has	
  essen:ally	
  ended	
  before	
  it’s	
  
begun.


The	
  easiest	
  way	
  to	
  garner	
  interest	
  is	
  to	
  talk	
  about	
  what	
  people	
  are	
  
most	
  interested	
  in:	
  themselves.	
  Listen	
  to	
  what	
  they	
  say,	
  and	
  offer	
  
                          posi:ve	
  feedback	
  to	
  ac:vely	
  show	
  you	
  are	
  paying	
  
                                aOen:on	
  to	
  them.	
  


                                      It	
  can	
  also	
  be	
  as	
  simple	
  as	
  complimen:ng	
  
                                        them,	
  or	
  commen:ng	
  posi:vely	
  on	
  




                                                                                                                    Chapter 16: Sales
                                            something	
  they’ve	
  accomplished.	
  This	
  
                                            fosters	
  an	
  instant	
  sense	
  of	
  rapport.


                                                                                   Most	
  people	
  think	
  
                                                                                    and	
  worry	
  about	
  
                                                                                    three	
  main	
  
                                                                                    things:	
  health,	
  
                                                                                   love	
  and	
  money.	
  
Learn more about                                                                    You	
  can	
  almost	
  
gaining interest                                                                    always	
  grab	
  
with this handy                                                                     their	
  aOen:on	
  
eBook and lecture                                                                   by	
  resona:ng	
  
on the art of                                                                     with	
  one	
  of	
  these	
  
persuasion.                                                                      three	
  deep-­‐seated	
  
                                                                                 concerns.
Establish	
  Credibility


In	
  order	
  to	
  cul:vate	
  trust,	
  you	
  need	
  to	
  establish	
  a	
  sense	
  of	
  credibility.	
  
Only	
  do	
  this	
  aHer	
  you’ve	
  gained	
  interest;	
  don’t	
  start	
  off	
  by	
  talking	
  
about	
  your	
  accomplishments	
  or	
  experiences.


Once	
  the	
  person	
  is	
  interested,	
  however,	
  you	
  can	
  establish	
  credibility	
  
one	
  of	
  two	
  ways.	
  


1. The	
  first,	
  is	
  through	
  past	
  accomplishments	
  or	
  past	
  experiences	
  
   that	
  jus:fy	
  your	
  competence	
  in	
  that	
  area.	
  




                                                                                                                       Chapter 16: Sales
2. Aside	
  from	
  your	
  achievements	
  (and	
  possibly	
  even	
  more	
  
   importantly)	
  is	
  your	
  certainty	
  and	
  confidence.	
  So	
  much	
  of	
  
   someone’s	
  success	
  can	
  be	
  defined	
  by	
  their	
  transparency,	
  
   trustworthiness	
  and	
  confidence.


If	
  sales	
  is	
  an	
  exchange	
  of	
  value,	
  think	
  of	
  your	
  certainty	
  as	
  a	
  form	
  of	
  
currency	
  that	
  you	
  can	
  trade.	
  People	
  find	
  incredible	
  value	
  in	
  someone	
  
certain	
  and	
  genuine.	
  


If	
  you	
  have	
  yet	
  to	
  achieve	
  many	
  relevant	
  experiences,	
  your	
  certainty	
  
in	
  what	
  you	
  can	
  offer	
  or	
  accomplish	
  is	
  worth	
  almost	
  more	
  than	
  that.
                                                 Establish	
  Need

                                  In	
  some	
  ways,	
  women	
  are	
  much	
  beOer	
  at	
  this	
  
                       step	
  than	
  men.	
  There	
  are	
  excep:ons,	
  of	
  course,	
  but	
  in	
  
                      my	
  experience	
  I’ve	
  found	
  that	
  women	
  are	
  beOer	
  at	
  
                     understanding	
  and	
  establishing	
  need.

Think	
  about	
  when	
  you	
  have	
  a	
  rough	
  day,	
  and	
  you	
  just	
  want	
  somebody	
  
to	
  listen	
  to	
  your	
  experience	
  and	
  show	
  that	
  they	
  understand	
  your	
  
frustra:on.	
  Men	
  will	
  usually	
  immediately	
  try	
  to	
  fix	
  a	
  problem,	
  
some:mes	
  before	
  they	
  truly	
  understand	
  the	
  situa:on.

When	
  you	
  don’t	
  believe	
  the	
  person	
  you’re	
  speaking	
  with	
  truly	
  
understands	
  where	
  you’re	
  coming	
  from,	
  you	
  will	
  lose	
  interest	
  in	
  the	
  
conversa)on	
  altogether.	
  




                                                                                                                         Chapter 16: Sales
“Understanding”	
  can	
  be	
  as	
  simple	
  as	
  listening	
  closely	
  to	
  someone,	
  and	
  
then	
  repea)ng	
  what	
  they’ve	
  told	
  you.	
  Don’t	
  say	
  “I	
  understand.”	
  Don’t	
  
try	
  to	
  offer	
  advice,	
  or	
  try	
  to	
  fix	
  it.	
  Simply	
  respond	
  by	
  saying	
  “It	
  sounds	
  
like...”	
  or	
  “it	
  seems	
  like...”	
  and	
  reiterate	
  their	
  feelings	
  and	
  thoughts	
  
back	
  to	
  them.	
  

In	
  that	
  moment,	
  the	
  person	
  you’re	
  listening	
  	
  to	
  will	
  feel	
  a	
  sudden	
  weight	
  
off	
  their	
  shoulders,	
  and	
  think	
  “finally,	
  somebody	
  understands	
  me!”

It	
  is	
  only	
  at	
  this	
  point	
  that	
  people	
  will	
  actually	
  listen	
  to	
  your	
  solu:ons,	
  
and	
  you	
  can	
  establish	
  their	
  need	
  for	
  your	
  product.	
  You	
  may	
  know	
  from	
  
the	
  get-­‐go	
  what	
  a	
  person	
  needs,	
  but	
  un:l	
  they	
  feel	
  like	
  you	
  truly	
  
understand	
  them,	
  what	
  they	
  want,	
  and	
  how	
  they	
  feel,	
  it	
  doesn’t	
  maOer.
  Offer	
  a	
  Solu:on

Once	
  you	
  feel	
  like	
  you	
  really	
  understand	
  somebody’s	
  need,	
  you	
  simply	
  
offer	
  a	
  product	
  or	
  service	
  that	
  fulfills	
  that	
  need.	
  You	
  should	
  not	
  be	
  
pushing	
  your	
  product	
  on	
  somebody,	
  you	
  should	
  be	
  presen:ng	
  a	
  
solu:on	
  that	
  you	
  can	
  confidently	
  say	
  fulfills	
  their	
  needs.




Have	
  a	
  System	
  for	
  an	
  Easy	
  Transac:on

 The	
  only	
  other	
  step	
  which	
  can	
  prevent	
  a	
  sale	
  is	
  a	
  difficult	
  transac:on.	
  
 Once	
  the	
  person	
  is	
  convinced	
  of	
  the	
  value	
  of	
  your	
  product	
  and	
  ready	
  




                                                                                                                 Chapter 16: Sales
 to	
  purchase,	
  make	
  sure	
  to	
  immediately	
  facilitate	
  the	
  transac:on,	
  
 simply	
  and	
  effec:vely.	
  Here	
  are	
  some	
  approaches:



    Online                                Over the Phone                           In Person

    Make sure the                         “Great, let’s get                       “Let’s step into
    amount of                             your credit                             my office and
    steps to the                          card number                             sign some
    credit card                           now, so we                              papers, and I’ll
    page is                               can have this                           get you out of
    minimal, and                          shipped to you                          here with your
    very easy to                          within the next                         (item) right
    follow.                               24 hours.”                              away.”
Prospecting


   Create	
  a	
  Sales	
  Funnel

The	
  goal	
  of	
  sales	
  is	
  to	
  match	
  people’s	
  needs	
  with	
  appropriate	
  
solu:ons,	
  but	
  everyone	
  has	
  different	
  needs.	
  So	
  it	
  logically	
  follows	
  that	
  
not	
  everybody	
  will	
  have	
  a	
  need	
  for	
  your	
  product	
  or	
  service.	
  
Prospec)ng	
  is	
  simply	
  a	
  process	
  of	
  discerning	
  who	
  your	
  poten:al	
  
customers	
  are,	
  and	
  crea:ng	
  a	
  flow	
  for	
  offering	
  your	
  product	
  to	
  those	
  
people.


Your	
  goal	
  as	
  a	
  salesperson	
  is	
  to	
  create	
  a	
  wide	
  enough	
  funnel	
  to	
  keep	
  




                                                                                                                              Chapter 16: Sales
this	
  influx	
  of	
  poten:al	
  customers	
  growing.	
  It	
  may	
  require	
  phone	
  calls,	
  
crea:ve	
  marke:ng,	
  emailing,	
  in-­‐person	
  ques:ons—whatever	
  it	
  takes,	
  
be	
  sure	
  to	
  keep	
  that	
  funnel	
  of	
  poten:al	
  customers	
  wide.



1	
  out	
  of	
  10	
  Qualified	
  People	
  Will	
  Buy

The	
  reason	
  your	
  sales	
  funnel	
  needs	
  to	
  be	
  wide	
  is	
  that	
  	
  only	
  1	
  out	
  of	
  10	
  
of	
  the	
  people	
  who	
  need	
  your	
  product	
  will	
  actually	
  buy	
  it.	
  This	
  is	
  true	
  
across	
  mul:ple	
  industries,	
  no	
  maOer	
  what	
  approach	
  you	
  take	
  to	
  
marke:ng.
It	
  will	
  be	
  difficult	
  pu7ng	
  in	
  a	
  lot	
  of	
  work	
  only	
  to	
  hear	
  “no”	
  9	
  :mes	
  out	
  
of	
  10,	
  but	
  if	
  you	
  are	
  confident	
  your	
  product	
  matches	
  people’s	
  needs	
  	
  
and	
  you	
  keep	
  this	
  ra:o	
  in	
  mind,	
  it	
  will	
  get	
  beOer	
  moving	
  forward.


If	
  you	
  s:ll	
  dislike	
  the	
  idea	
  of	
  sales,	
  it’s	
  probably	
  because	
  of	
  one	
  of	
  the	
  
following	
  reasons:




  The 2 Reasons People Dislike Sales

 1. You are forcing a product on customers

      If	
  you’re	
  a	
  decent	
  person,	
  it	
  feels	
  wrong	
  to	
  tell	
  people	
  they	
  
      should	
  buy	
  a	
  product	
  that	
  they	
  actually	
  don’t	
  need.	
  If	
  they	
  don’t	
  




                                                                                                                             Chapter 16: Sales
      need	
  it,	
  you	
  shouldn’t	
  be	
  selling	
  it	
  to	
  them.

 2. You don’t believe in your product or service

     Once	
  you	
  iden:fy	
  what	
  somebody	
  needs	
  and	
  know	
  that	
  your	
  
     product	
  offers	
  a	
  viable	
  solu:on,	
  you	
  should	
  be	
  eager	
  to	
  offer	
  it	
  to	
  
     them.	
  If	
  not,	
  you	
  don’t	
  believe	
  in	
  the	
  usefulness	
  of	
  your	
  product.




Nobody	
  would	
  outsource	
  sales	
  if	
  customers	
  simply	
  said	
  “I’m	
  interested	
  
in	
  your	
  product,	
  how	
  much	
  do	
  you	
  want	
  for	
  it?”	
  Then	
  you’d	
  love	
  sales!	
  
It	
  sounds	
  outrageous,	
  but	
  if	
  you	
  prove	
  that	
  you	
  understand	
  what	
  
people	
  need,	
  and	
  offer	
  a	
  great	
  solu:on	
  for	
  it,	
  they	
  will	
  start	
  to	
  do	
  this.
Resources Recap

 • 	
  Sales	
  Techniques:	
  From	
  Pitch	
  to	
  Close	
  (course)


 • 	
  Sales	
  Process
        • 	
  5	
  Step	
  Sales	
  Process	
  (video)
     • 	
  Sales	
  Templates	
  (legal	
  document	
  Package)
     • 	
  How	
  to	
  Persuade	
  People	
  (eBook)
     • 	
  How	
  to	
  Persuade	
  People	
  (lecture)
     • 	
  Sell	
  Ideas,	
  Not	
  Products	
  (video)




                                                                          Chapter 16: Sales
     • 	
  The	
  Importance	
  of	
  Hiring	
  Salespeople	
  (video)
     • 	
  Don’t	
  Hire	
  Salespeople	
  too	
  Fast	
  (video)


 • 	
  Prospec:ng
        • 	
  Prospec:ng	
  Sales	
  Ques:ons	
  (video)
     • 	
  How	
  to	
  Triple	
  Sales	
  (video)
     • 	
  How	
  to	
  Enjoy	
  Prospec:ng	
  (video)

				
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