Nova Southeastern University
May 12, 2011
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Time
Topics:
Some stereotypes of salespeople
Problems many salespeople face
Possible solutions to these problems
The importance of a healthy self-perception/
concept
◦ A ‘free’ advertisement
◦ Questions/Comments
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Salespeople assume customer desires
◦ Talk generic features or maybe features and
benefits
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Customers use the salesperson
◦ Free information/price leverage
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Salespeople are afraid to talk money
Customers won’t give decisions
◦ Stall, give objections
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Salespeople engage in self-delusion
Salespeople are afraid
Develop a System of Selling
The Sandler Selling System
Relationship:
Bonding & Rapport
Up-Front Contracts
Qualifying:
Pain
Budget
Decision
Closing:
Fulfillment
Post-Sell
The Dance and the Up-Front-Contract
The Buyer-Seller Dance
Conflicting Strategies in the Sales Arena
The Salesperson’s Traditional Strategy for
Developing Selling Opportunities
Vs.
The Prospect’s Strategy for
Controlling Buying Opportunities
When Strategies Collide
Appear
Interested
Act Motivated
Obtain
Information
Avoid
Commitment
Disappear
Fact Finding
Analysis
Job Spec
Demo
Presentation
Proposal
Commitment
Close
Contract
Handle
Stalls &
Objections
Follow Up
Track Down
Chase
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“VMOLIM”
 Voice mail
 Out-to-lunch
 In a meeting
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Wandering
Wasting time and effort
False hope
Procrastination
Other
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4 positives of a sales call:
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Yes
Clear future
NO
Lesson Learned
No fear of rejection – go for a NO.
DISQUALIFY
The Up-Front Contract
Adding Control and Predictability
Up-Front means— In advance of the event.
Contract means— An agreement regarding the objectives
for the meeting, the role each participant will play in meeting
those objectives, and the intended outcome of the meeting.
Pain and Questioning
Pain
Pain exists when there is a gap…
between
where your
prospect
is…
and where
your
prospect
wants to
be…
and your product or service can bridge the gap.
© 2006 Sandler Systems, Inc.
Pain
The Pain Puzzle
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Move the buyer from intellectual to emotional
(WIIFM)
Budget
Uncovering the Prospect’s Investment
Expectations or Limitations
Before
You Begin Working on Proposals or
Presentations
Decision
Identifying the Prospect’s Decision-Making Process
You must uncover the following elements—
Who?
What?
When?
Where?
How?
Why?
The Prospect is Qualified
Now What?
You’ve uncovered pain, the prospect is willing/able to make investments;
you know and can meet the prospect’s decision process, it’s time to close
What is your closing objective?
To close the sale or to close the file!
BUYING DECISION!
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Resources analyzing information
Resources in developing a ‘possible’ solution
Resources in developing presentation
◦ Materials
◦ Demonstrations
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Resources in making presentations
◦ Drive
◦ Number involved
◦ Time delivering
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3 causes of losing the sale:
◦ You received inaccurate information regarding the
prospect’s needs, wants, problems, PAIN.
◦ Circumstances might have changed and you are not
aware of it.
◦ The prospect has not been totally honest
Fulfillment
Present
• Prospect prioritizes aspects of the Pain
• Start with highest priority item
• Obtain prospect verification
• Continue with next item
• Complete ¾ of the presentation
Fulfillment
Confirm
• What would you like me to do now?
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1. Preventing the loss of the sale from:
◦ Buyer’s remorse
◦ Going to the competition
◦ Cancelling to go to the incumbent
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2. Establishing ground rules for the future:
◦ ANOTHER UFC
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3. Obtaining future business and referrals
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Never manage your number, manage your
behavior.
Identity / Role Theory
What you “R” is Not Who You “I”
Identity
Role
10
9
WINNER
8
7
6
AT-LEASTER
5
4
3
2
NON-WINNER
1
0
Identity / Role Theory
Are You Trapped in Your Comfort Zone?
Sandler Rule: You can only perform
in your roles in a manner that is
consistent with how you see
yourself conceptually.
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Salespeople are professionals.
The prospect must qualify for the sales
professional’s time and efforts.
Developing a business opportunity should not be
hysterical activity.
Some prospects won’t qualify for your time.
Stalls and objections should not be part of the
selling process.
Wishing and hoping is not part of the selling
process.
There should be a start and finish to every selling
opportunity.
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Separate the Sales ROLE from the person –
◦ Do not allow buyers to control the salesperson’s
self-image
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Lead the DANCE – control the process
Focus on the buyer – we are NOT for everyone
Ask questions to identify buyer’s PAIN
Work toward self-discovery and selfeducation.
Don’t present prematurely
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Make the buyer qualify for the salesperson’s
time.
◦ Do they have the money and are they willing to
spend?
◦ How do they make decisions?
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Sell ONLY to resolve pain, don’t sell generic
features
Present ONLY what’s necessary
Keep the product sold
Focus on customer satisfaction
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H.S.I. program is based on the Sandler model.
Focuses on consultative business-tobusiness sales.
Undergraduate and Graduate Programs in
Sales and Sales Management.
MKT 5110 Proven Sales Concepts and
Sales Leadership
 MKT 5120 Practical Approaches to
Customer Relationship Management
 MKT 5130 Streamlined Market
Development & Selling Strategies
 MKT 5140 Award Winning Concepts
for Business Negotiations
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MKT 5210 Breakthrough Sales Force
Leadership and Strategy
 MKT 5220 Career Climbing Sales
Executive Management
 MKT 5230 State-of-the-Art Sales
Planning and Analysis
 MKT 5240 Real World Management of
Sales Systems
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Charlie Pettijohn
Director of the Huizenga Sales Institute