This information provided by Bill Hoopes, Grass Roots
Training/Consulting
www.trainandkeeppeople.com
Blog: www.trainingchamp.wordpress.com
Sales Fundamentals
Sales Fundamentals
Integrity Selling – Focus is on values and ethics
•Selling is not something you do to someone…it is something
you do with and for someone…an exchange of value
•Understanding wants and needs always precedes any
attempt to sell something
•Sales ‘techniques’ give way to ‘selling principles’
•Integrity and high ethics are the basis of long term success
•Sales pressure is exerted, not by the seller but by the
prospect, when they feel they want or need the item in
question
•Closing is a victory for both the sales person and
customer
Sales Fundamentals
•Do you know the difference between winning and losing in
sales…or in life???
1. Talent/ability
2. Preparation
3. Desire
4. DISCIPLINE!
•Succeeding involves lots of
give and take.. most aren’t willing
to give what it takes!
Sales Fundamentals
•As the seller, you need to control these thoughts,
feelings….by answering the BIG question….
•“WIIFM”….?
•Every question, concern, hesitation is there for one reason…
Guys…I haven’t
decided that I want the
service!
•So, whadda we do?
Sales Fundamentals
•We recognize that we must deliver….
•What the service will do for our prospect….
•We’ve got to communicate…PB’S
I’m glad you have
discounts and great
products … but it’s
the “PBs” that matter!
•Personal Benefits!!
Sales Fundamentals
•How do we ‘sell the benefit’ or WIIFM”….?
•Convert the program “feature” to a PB by saying…
“this is what we do…and HERE’S WHY IT’S
IMPORTANT TO YOU”!
•Homeowners expect gimmicks!
I’ve had lawn services
before…and I think you
guys are all alike!
•We simply must DIFFERENTIATE!!
Sales Fundamentals
•Let’s understand what benefits the buyer really does want!
•Reduce my stress – Remove the worry about MY lawn
•Make it easy for me – Show me a simple, risk free plan
•Make me look successful/smart – Picture a great lawn!
•Make me feel secure – Convince me you are trustworthy and
reliable.
Folks…THESE ARE THE FEELINGS THE WORLDS BEST
SALES PEOPLE CREATE IN THEIR PROSPECTS!
Sales Fundamentals
•Without differentiating, all you have to offer is…
Sales Fundamentals
Prospects see the price in terms of…
Money … but what else is seen as a cost???
Hassle related to change
Fear of making a mistake
Need to trust a new provider
Sales Fundamentals
Price is rarely the sole deciding factor
Price is not HIGH or low, it’s relative!
If benefits not communicated, any price is too high!
Buyers want to know they got ‘the best price’, not lowest!
Overcome price resistance by using all your tools to
differentiate and communicate value!
Sales Fundamentals
•Build continuity - ‘Sales/Service Chain’….
Service = Satisfaction
Sales = Conversion
Marketing = Awareness
Sales Fundamentals
Deliver great
Service!
Close [confirm
sale] at ‘buying
signal’
With benefits
communicated,
questions/concerns
handled….
Leads = 1st opportunity
Sales Process
Differentiates
Use qualifying
opener and probes
to ID ‘wants’
Customized
message
differentiates
with unique
value
proposition
On lawn or phone…
same day follow up !
Sales Basics
•Learn to use the ‘Sales/Service Chain’….
Quality Leads
Free analysis
and price quote
•Run em’ real fast! You close more!
•Knock on the door..you might get a
sale!
•Measure and price accurately
•Be property specific
•Be a problem solver/helpful
•Be unique
•Be personal and professional
•Include urgency
Sales Basics
•Learn to use the ‘Sales/Service Chain’….
Quality Sales
Sales tools at your desk
include….???
•Lawn analysis with property
specific notes
•Sales program/benefits sheets
•Competitor info sheets
Anything else???
Sales Basics
•Learn to use the ‘Sales/Service Chain’….
We need Content plus Quality
Quality Sales
You have 15 seconds to make a
positive impression..enthusiasm,
tone, urgency and message..all
important
You must make a good connection,
plug in before you turn
on…personalize, shared interest, etc
Sales Basics
•Learn to use the ‘Sales Chain’….
Quality Sales
Telephone Tips
Use measured pace [125 wpm]
Limit call to 5 minutes!
Really try to smile!
Sales Fundamentals
It takes place in the Sales “INTERVIEW’ where important
questions are asked and answered.
•Name 4 questions each prospect will answer before buying:
1. “Do I want it”?
2. “Do I want this one [product or service]”?
3. “Is the price fair for what I will receive”?
4. “Should I say yes today”?
Sales Fundamentals
The Sales “INTERVIEW’
•Four basic steps are always included:
1. “Opener” – who, why, qualify
2. “Probing Questions” – identify “wants”
3. “Features and Benefits” – Fill “wants”/remove concerns
LOOK FOR THE BUYING SIGNAL….NOW!
4. “Close” the sale!
Sales Fundamentals
•THE OPENER
Who – ‘Hello, Mr/Mrs ______, this is _____ with ……..’
Why – ‘I’m calling to let you know I stopped by today to inspect the lawn
[landscape] and have some important recommendations I believe will
really help you out this season…did you find my packet at the door’?
Qualify – ‘I have just a couple of quick questions to ask you…about your
property’?
Sound reasonable? Got a better opener?
Sales Fundamentals
•PROBING QUESTIONS [ID ‘needs/wants’]
‘Mr/Mrs._____, to help me focus on your lawn, I need just two pieces of
information:
First, may I ask how you took care of the lawn [landscape] last season?
Second, what would you most like to improve on this year’? [weeds, color,
better service]
‘Mr/Mrs_____, I appreciate the information about the lawn and your goals
…here’s how I can help’…[recommend appropriate program and
benefits]
Let’s hear from you…comfortable with the ‘probes’?
Sales Fundamentals
• Provide BENEFITS [to fill ‘needs/wants’]
• Benefits are our way of answering every
homeowner’s question.. ‘WIIFM’ ?
‘Mr/Mrs______, from your comments, it sounds like what
you are really interested in is _____, I recommend
the Super Duper program with aeration…here’s why
it’s important to you’.
‘Check back’ to confirm ‘buying signals’: ‘Sound OK to you’?
If yes, you have a buying signal…CLOSE!
Sales Fundamentals
•Spotting “Buying Signals”
•You will hear the prospect take ownership of the buying
decision…
•“If” changes to “When”, “Yours” becomes “Mine”, “Would”
becomes “Will”…
•Time to close or ‘confirm’ the sale!
Sales Fundamentals
•NOW, closing or “confirming” the sale is actually EASY
•We’ll detail closes shortly…but they include:
-The ‘Assumption’ – “OK, let’s do it’ !
-The ‘Choice’ – “Decide which program makes sense” ?
-The ‘Check Back’ – “Make sense? All righty…it’s a deal” !
Sales Fundamentals
•‘Roadblocks’/ ‘Detours’ [potential]
•“Too much money, period”! – No desire
•“X service is cheaper” – No unique perceived benefits
•“I’m just not ready to decide now” – No hurry
•“Gotta talk to the husband/wife” – No ability [if true]
•“We don’t think this stuff is safe” – No agreement
Sales Fundamentals
Summary: Tips on how to get YOUR price:
Don’t assume you can sell everyone! Sell to those who
want YOUR benefits
Avoid talking price until benefits understood
Communicate benefits vs. any other choice
Reduce price to lowest common denominator
Sales Fundamentals
•Removing ‘sales resistance’ [questions/concerns]
1. Understand the question/concern – “May I ask
why you feel that way”?
2. Acknowledge the concern – “I can understand
your conern/question about X…but”
3. Remove it with benefits – “Think about this”
[provide answer or benefit]
Check back…“Does
that make sense to
you”?
If yes ? If no ?
Sales Fundamentals
•NOW, closing or “confirming” the sale is actually EASY!
Closes you can use include:
•The ‘Assumption’ – “OK, since we both agree this
makes good sense, let’s get the first visit set up”
-The ‘Choice’ – “All we need to decide is which program will
work best for you…”
-The ‘Check Back’ – “Make sense? OK, with your approval,
we’ll set up your first visit”
Sales Fundamentals
OK, let’s Role Play a few situations:
Common Sales Resistance situations/objections
•‘Your price is too high’
•‘I think I’ll just do it myself this year’
•‘I can’t afford any lawn service’
•‘I don’t think your products are really safe’
•‘I don’t need all that..how about just a spring weed and feed’
•‘My wife/husband makes all those decisions’
•Other favorites???
This information provided by Bill Hoopes,
Grass Roots, Training/Consulting
This information provided by
Bill Hoopes, Grass Roots Training/Consulting
www.trainandkeeppeople.com
Blog: www.trainingchamp.wordpress.com
www.trainandkeeppeople.com
Blog: www.trainingchamp.wordpress.com