PREPARING FOR SALES SUCCESS 11 January, 2012
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PREPARING FOR SALES SUCCESS 11TH January, 2012 GrowingGrowing the success of Irishoffood & horticulture the success Irish food & horticulture Creating Brands and Driving Sales through building emotional bonds with customers Conor O’Connell TMI Ireland. Growing the success of Irish food & horticulture On- Brand Selling Connect Explore Reveal Resolve Conclude Growing the success of Irish food & horticulture On- Brand Selling Objective is to help the customer Selling is helping If you can help with what they need, then they will buy Growing the success of Irish food & horticulture Connect people buy from people they like people like people like themselves Growing the success of Irish food & horticulture How to Connect Trust and Likeability OK / Not OK Visual Auditory Kinesthetic Personality Types / Social Styles Growing the success of Irish food & horticulture Tools to Connect Non-Verbal Communications Rapport and Pacing Active Listening Strokes Growing the success of Irish food & horticulture Active Listening Attending Nods, eye contact Paraphrasing so what you’re saying… Summarising Recap on items covered Reflecting Emotions and Behaviours Growing the success of Irish food & horticulture I AM OK YOU ARE OK YOU ARE NOT OK I AM NOT OK Growing the success of Irish food & horticulture Words 7 38 55 Body Language Growing the success of Irish food & horticulture Way NON-VERBAL COMMUNICATION •Voice level/intonation •Speech rate •Vocabulary/jargon •Breathing •Body posture •Facial expression •Eye movements Growing the success of Irish food & horticulture •Gestures •Dress •Status symbols •Eye contact •Size of pupils •Territories Others can be seen from two points of view, concentrating on: DIFFERENCES SIMILARITIES Growing the success of Irish food & horticulture RAPPORT F Concentrating on similarities F Being open F Feeling free F Having confidence F Mutual respect F Like-mindedness Growing the success of Irish food & horticulture When people are in rapport, they pace one another unconsciously. Growing the success of Irish food & horticulture Social Styles Deliberate Indirect Deliberates / Thinks Indirect / Asks Spontaneous Indirect Deliberate Direct Directs / Tells Spontaneous / Feels Growing the success of Irish food & horticulture Spontaneous Direct Four Styles Deliberate Indirect Direct Spontaneous Growing the success of Irish food & horticulture Panther • Drivers • Directive • Bias for action • Go-getters and ambitious • Aggressive & fast moving • Competitive, can make others tense Growing the success of Irish food & horticulture Peacock • Expressive • Emotional • Networkers and socialisers • Colourful • Dramatic • Centre of attention • Heart on sleeve Growing the success of Irish food & horticulture Dolphin • Supportive • Amiable • Friendly, empathic • Team player • Diplomat • Peacemaker • Avoids confrontation Growing the success of Irish food & horticulture Owl • Reflective • Analytical • Fact finders, objective • Wise, patient • Risk averse • Clear thinker, eye for detail Growing the success of Irish food & horticulture Explore People buy for their reasons, Not your reasons They buy to solve a problem, a pain or concern Growing the success of Irish food & horticulture Explore their emotions Pain in the present / future Pleasure in the present / future Interest or curiosity Growing the success of Irish food & horticulture Exploring the Pain Surface problems……revealed Business reasons……needs work Personal Impact ……. With trust Growing the success of Irish food & horticulture Ask the “dummy” questions Tell me more about… I don’t understand…. Have I got this right… Can you be more specific… How did that work out… What has been tried already.. I don’t suppose …. Growing the success of Irish food & horticulture Ask the “dummy” questions Would you have an example… How did that come about… What was the effect on sales.. How much did that cost you… How did your customers react… talk less than 30% listen more 70% Growing the success of Irish food & horticulture Maintain your rapport Is that a big concern for you? I understand … I am glad you asked that.. That makes a lot of sense.. A lot of people ask the same… That sounds important to you.. You must have a reason for asking Growing the success of Irish food & horticulture Reveal Your pitch is based on their needs Use your Grid as a guide Strong opening and closing Keep them involved Rule of Three Illustrate with examples and anecdotes Have your support evidence Natural delivery style Control your stress Growing the success of Irish food & horticulture Reveal Open with a “grab” Establish credibility and likeability Set out an agenda for the presentation Give them an idea of the timing Suggest how you’ll deal with questions Growing the success of Irish food & horticulture Reveal Close as follows Summarise what you have covered Deal with Questions Call to action Finish strong. Perhaps a link to the “grab” Growing the success of Irish food & horticulture Reveal •Generic agenda •Introduction •Our understanding of your needs •What we propose •How this would work •The benefits to you •What this will cost, T&C’s, ROI •Summary •Call to action with a strong finish Growing the success of Irish food & horticulture INCOMPETENCE 1 Unconscious Incompetence 3 4 Unconscious Conscious Competence Competence COMPETENCE Growing the success of Irish food & horticulture UNCONSCIOUS CONSCIOUS 2 Conscious Incompetence MESSAGE UNDERSTOOD BUYERS ENGAGED Growing the success of Irish food & horticulture MAIN MESSAGE USP SELLING BUYER ISSUES CONCERNS Growing the success of Irish food & horticulture BENEFITS CVP ACTION NEXT STEPS TITLE OF PITCH INTRO. CLUSTER TITLE 1 CLUSTER TITLE 2 etc. Growing the success of Irish food & horticulture CLOSE DEMONSTRATION COPY - PREPARING A GRID YOU GRAB 1 USES COLOUR COLOUR USES 2 COLOUR CODE FOR PRIORITY PREPARATION OF NOTES PROMT HEADINGS BLACK “MUST INCLUDE” WHILE POINTS SHOULD INCLUDE POINTS NICE TO INCLUDE PRESENTING REPORTS PERSONALISE BENEFITS INTERVIEWS PERSONALISE ADAPT TO YOUR NEEDS BOXES UNDERLINE “ QUOTES ISUALS GRAPHICS FLIP CHART MAP HIGHLIGHTING “ INTRO SESSION 2 £ MUST KNOW BENEFITS CLOSE OVERVIEW SUM UP END Tell them what you’re going to tell them “END WITH A BANG NOT A WHIMPER” Tell them Tell them what you’ve told them TIMING FLEXIBILITY CONFIDENCE “A speech is like a love affair - any fool can start one - but to end it requires considerable skill” Lord Mancroft ARTICULACY PROFESSIONAL KNOW 3 KNOW 2 10 15 Growing the success of Irish food & horticulture 20 25 100% * PRIMACY RECENCY AMOUNT RECALLED 0 TIME Growing the success of Irish food & horticulture 2 HOURS * A question An anecdote ????? A quotation Remark on a local event Comment on an issue of great valueto the listener! Statement that arouses curiosity A joke - about yourself! “” An unanticipated statement Just start !!!!!!! Growing the success of Irish food & horticulture HA! ha! ! Daily News HIGHLIGHTING Growing the success of Irish food & horticulture HIGHLIGHTING Growing the success of Irish food & horticulture THE ARGUMENT FOR INVOLVEMENT The Statistics on Retention: 10% of what we read 20% of what we hear 30% of what we see 50% of what we hear and see 70% of what we say 90% of what we say and do Growing the success of Irish food & horticulture DELIVERY SKILLS Pace/Pause Speech / Pitch Non Words Body Movement Eye Contact Growing the success of Irish food & horticulture Resolve people don’t have objections they are rightly sceptical people like to be convinced that what they are doing is right Growing the success of Irish food & horticulture Resolve Support your argument with evidence, data and case studies Use relevant examples Have your testimonials ready Growing the success of Irish food & horticulture Know your product and service Iceberg knowledge Maintain rapport Never get angry Your job is to help Growing the success of Irish food & horticulture Conclude Summarise what you have learned Their pain, decision process and budget Is this correct, has anything changed? Growing the success of Irish food & horticulture Conclude Recap on your solutions for each issue No new material Take an assessment “On a scale of 0 to 10, where are you? Growing the success of Irish food & horticulture Conclude Less than 5 5 to 7 I get the sense you have no interest. Am I correct? You still need convincing 8 What would it take to be a 10? 10 So what is our next step? Growing the success of Irish food & horticulture Conclude Key influencers Bob Cialdini Social proof others are doing it… Scarcity the less there is …. Consistency why not try it Liking we say yes to those we like Reciprocity return the favour Authority we defer to those in power Growing the success of Irish food & horticulture Conclude Confirm and agree the next actions “Let’s get samples in place and the dates for roll out agreed.” Growing the success of Irish food & horticulture
