What is the Major Skill Set?
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Churchill?
JFK?
Thatcher?
Luther King?
Hitler?
• Diana?
• Lenin?
• Marx?
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Mother Theresa?
Mandela?
Ghandi?
Geldoff?
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Bill Gates?
Newton?
Simon Cowell?
Dyson?
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The Lifeblood
• Show me anyone that has done anything
big in the world and I will show you a sales
person
• Sales is the lifeblood of all organisations
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Why Businesses Fail
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97% of businesses fail with 7 years.
80% of businesses fail with the first 5 years.
50% of businesses fail with the first Year!
This relates mostly to small businesses, owner
drivers if you like.
• Interestingly, this does not apply to Franchises,
why?
• Franchises mainly sell systems and processes.
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Most Businesses which are
successful usually have a system or
Process
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Weight Watchers, is it a diet or a process?
Atkins diet, is it a diet or a process?
Training for a marathon?
Rehearsing for a play?
Learning to play the guitar?
Top football teams?
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Sales Process
• A sales process enables an organisation
to replicate and duplicate sales at will.
• Repetition is the mother of skill
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Where does Marketing Fit In?
• Some things are out of the control of Marketing
• But many things aren’t
– Referrals
– Web enquiries
– Telephone Enquiries
– Footfall
– Telephone Enquiries
Marketing must generate QUALITY Leads which we
can convert
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Qualifying In
• GI-GO
• We can soon generate loads of leads, if
the offer is right
• Quality is important in Relationship selling.
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The Marketing Funnel
• A marketing Funnel is used to control what
goes into the sales pipline, then;
• A Sales pipeline is then used to control
leads so that we can maximise return on
marketing investment.
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Relationship V Mass Marketing
• FMCG
– Approach?
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Radio
TV
Newspaper
Some Magazines
• Relationship
– Approach?
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Direct Mail
Telephone
E-mail
Magazine
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Free Sales Training Slides
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Free Sales Training Slides
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Inefficient Opportunity
Management
• Without a structured process that manages leads into
the sales pipeline, everything simply falls into a pile.
• Things become hard to manage.
– What can be managed?
– Time, Money, Resources
• Its hard to understand what leads are productive or
worthwhile.
• Sales People get bored and dissillusioned
– Sales People Need Leadership!
– Put yourself in their shoes…
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The Sales Pipeline
• A sales pipeline is constructed by stacking
several layers of a process together.
• New opportunities (suspects) are put in
the top and worked through the funnel until
they either place an order, or become a
disqualified lead.
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The Sales Pipeline
• At any point of the sales pipeline
prospects drop out.
• From the large number of initially
interested persons only a fraction actually
place an order.
• The trick is to know and work the
numbers…
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Free Sales Training Slides
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SPANCO
• Suspects
– People you think may be interested in buying
a product from you.
– You take the initiative and approach the
person to see if there is something that you
can do for them; this approach includes meet
and greet on site, an inbound call or outbound
telephone prospecting.
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Free Sales Training Slides
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SPANCO
• Prospects
– After assessing the interest of the suspect and
finding that yes, they are interested in our
products or services, they become a prospect.
– It is sometime sknown as qualification.
– You start a discussion on what the prospect’s
needs are.
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Free Sales Training Slides
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SPANCO
• Analysis
– During your discussions you find out what
their specific needs are and they find out the
specifics on how you provide it.
– This is a fact find.
– You are still qualifying
– It incorporates product demonstration and
presentation.
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Free Sales Training Slides
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SPANCO
• Negotiation
– This is the bargaining stage of the sales
process, and no, it doesn’t mean "no sale"
here. It just means it is time for a refinement
of your proposal.
– You may use your manager to second face.
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Free Sales Training Slides
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SPANCO
• Close
– Every sales persons happiest stage, if it works
anyway. You make the sale or don’t.
– If you don’t, then go back to analysis and see
if you missed anything and try to refine your
approach.
– Second face is another must do here.
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Free Sales Training Slides
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SPANCO
• Order
– Just because you have a signed order form or have
heard “no” doesn’t mean the sale is over.
– If you were successful, you need to follow up and
make sure that buyers remorse does not creep in,
and you want to get a referal.
– If you weren’t, then you want to assess what went
wrong and try to fix it. You may even start over again
once you determine why you didn’t get the deal.
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The Sales Pipeline
• Knowing that it can take anything from a few days to
months to walk prospects through the funnel process
• We should always know what part of the pipeline the
customer is at.
• We should also know how many potential customers we
have at each stage.
• Multiple prospects at all the layers of the pipeline will
improve our productivity
• So the bottom line is pretty straightforward. Make sure
that we have action at all levels in the sales funnel and
you'll never be desperate for a deal to close again.
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Summary
• Dividing the sale into different stages can
really help you refine your approach and
up your chances for success.
• Whichever way you cut it, the more effort
which is put into converting the highest
ratio at each step, the more we will sell.
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