FYI
(characterized by)
OBJECTIVES
EXPECTATIONS
IMPORTANT
OVERVIEW
SUMMARY
INDIVIDUAL
ACTIVITY
PAIRS
ACTIVITY
GROUP
ACTIVITY
DEFINITION
EXAMPLE
HOME SESSION
COMPLETED
MODULE
ROLE PLAY
OBJECTIVE
Individuals will learn:
• The tools to assist them in executing sales calls successfully
• The acceptable guidelines for the Sales Script, as approved by QA.
OVERVIEW
The Sales Excellence Theory is built around the concept of BASIC:
•
•
•
•
•
B – BUILDING RAPPORT
A – ASKING QUESTIONS
S – SELLING
I – IDENTIFY CONCERNS
C – CLOSE
EXPECTATIONS
• What are your expectations of this program?
• What do you individually hope to gain by attending this program?
• Big picture – why do you think you are here?
INDIVIDUAL ACTIVITY
WHAT IS YOUR DEFINITION OF SALES?
Selling is the art of asking questions, listening openly and
intentionally, and gaining information, not giving it……..
So we need to Sell, don’t Tell!!
PRODUCT
KNOWLEDGE
SELLING
SKILLS
PEOPLE
SKILLS
1) OPEN ENDED QUESTIONS
6Ws & 1H:
WHO · WHAT · WHICH · WHERE · WHEN · WHY · HOW
CHARACTERIZED BY :
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•
•
•
•
•
•
•
Invite a lengthy reply
Very useful for obtaining information
Very useful if you want clarification on an issue
Very useful if you want to encourage the customer to talk
Generally identified by “How, what, where, when and why”
Gather information
Allows for elaboration
Allows customer to explain
EXAMPLES :
• How may I help you?
• Who will benefit most from R50 000?
• What would you do with R50 000?
INDIVIDUAL ACTIVITY
• Come up with open ended questions (1 of each) you can or
have used when selling
PAIRS ACTIVITY
• Take turns asking these questions to your partner and await
answers
2) CLOSE ENDED QUESTIONS
WOULD YOU · COULD YOU · HAVE YOU · WILL YOU · DID YOU ·
CAN YOU
CHARACTERIZED BY :
• Encourage short answers
• “Yes” or” no” or one word replies to options that have been
offered
• Generally identified by “will, did, can and have”
EXAMPLES :
• “Did you…?”
• “Will Tuesday be suitable? ”
INDIVIDUAL ACTIVITY
• Come up with 3 closed ended questions you can or have
used when selling
PAIRS ACTIVITY
• Take turns asking these questions to your partner and list
the possible outcomes
PAIRS ACTIVITY
Complete the list below by asking for the same information
but using Open & Closed ended questions…
OPEN ENDED QUESTIONS
CLOSED ENDED QUESTIONS
Where are you employed?
Are you employed? Yes
At X Company / No, I do not work.
Where? At X Company
OPEN ENDED QUESTIONS:
• Provide more information in less questions
• Allows you to move further in your call at a quicker pace
• More Effective in building rapport
CLOSED ENDED QUESTIONS:
• Are effective but for specific questions where one-word answers or
Yes/No answers apply
• Don’t assist much in building rapport
3) LEADING QUESTIONS
DEFINITION:
• Steering a customer into a direction you want them to go
• A question phrased in a manner that tends to suggest the
desired answer (www.thefreedictionary.com)
CHARACTERIZED BY :
• A positive statement followed by an open ended question
EXAMPLES:
• “Most of my customers accept the highest Loan Amount they
qualify for?” What amount will suit you?
• “Most of my customers have taken a loan to secure the Tertiary
Education costs of their children”
• Which dream will your realise once this Loan Amount is paid into
your Bank Account?”
• “Mr. Jones, you said that you spend R1500 per month on debt.
When you settle your debt with this Loan Amount your instalment
is R1200 – What will you do with the R300 saving?”
• “Most of our customers pay via debit order how would you like to
pay, debit order or EFT?”
INDIVIDUAL ACTIVITY
• Come up with 2 leading questions you can or have used
when selling
PAIRS ACTIVITY
• Take turns asking these questions to your partner and list
the possible outcomes
SPIN is an Acronym for:
S – Situation
P – Potential Problem
I – Implication
N – Need
Direct way of selling:
• List all features at outset of call & customer either says yes or no
• Can result in a sale but it’s not a reliable or consistent method
• If a customer says no the business is impacted:
o You burn leads
o You are not servicing our customers correctly
o You are not satisfying customer needs
SPIN
• Minimizes impact on business:
• It allows you and customer to engage and build rapport
• It allows opportunities for you to gather valuable information and
create a need for what you are selling
• What is the customer’s current situation?
• How much do you spend on monthly debt repayments?
• If you qualified for R50 000 – What would you do with it?
IMPORTANT
• DO NOT sell your product at this point, i.e. don’t mention features or benefits
Examples
• S - How much do you spend on monthly debt repayments?
• S – When last have you been on Holiday?
• S – If you qualified for R50 000 – What would you do with it?
INDIVIDUAL ACTIVITY
• Come up with 3 open ended questions to help establish
the customer’s current situation
• What are the potential problems that could arise from a
customer’s current situation?
• What if they are about to lose their business?
IMPORTANT
• HIGHLIGHT the customer’s potential problem based on the answers from the open
question in STEP 1
• Blow it out of proportion
• Get the Customer to start thinking of it as a real problem
• DO NOT sell your product at this point
• Draw on plenty of emotion, emphasis & inflection during this SPIN Step
• A level tone of voice will not be useful to you at this point
Example
S – How much do you spend on monthly debt repayments?
R1 500 per month
P – Wow Mr. Jones! That’s a lot of money. That could pay for a
really good Education or be spent on a really nice
vehicle
PAIRS ACTIVITY
Select one of your open ended questions used in STEP 1
• Role play with your partner
• Based on the answer from your Question, highlight the
potential problem to the customer (played by your partner)
• What are the implications of the potential problems?
IMPORTANT
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•
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HIGHLIGHT the IMPLICATION of the customer’s potential problem
DO NOT sell your product at this point
Draw on plenty of emotion, emphasis & inflection during this SPIN Step
A level tone of voice will not be useful to you at this point
Draw a picture in the customers mind that shows the possible implications
Example
S – How much do you spend on monthly debt repayments?
R1 500 per month
P – Wow Mr. Jones! That’s a lot of money.
I - Imagine what you could do with the money we
could save you?
PAIRS ACTIVITY
• Continue where you stopped in previous pairs activity
• Role play with your partner emphasizing the negative impact
of the potential problem
• What needs have the customer and the agent identified
based on potential problems and implications identified?
o To save money
o To have the security/peace of mind of knowing your family is secure financially
after you leave
o The status of having Peace of Mind when so many others do not
o What needs have you identified?
IMPORTANT
• Start Selling at this point
• Customers ONLY buy benefits not features
S – Establish the current Situation
P – Emphasize
I –Emphasize and Exaggerate
N – Start Selling
PAIRS ACTIVITY
• Role play a SPIN sale with your partner using the guidelines and tools
previously explained in STEPS 1- 4
SITUATION
1
2
POTENTIAL
PROBLEM
IMPLICATION
NEED
House was burgled a few
months ago and client has
no insurance and a family
of 6. Stolen items were
beds, a fridge and a TV
No finance to replace
stolen items
- No fridge to keep meat and essential
food stuff fresh.
- Client asking to store food and watch
favourite TV programs at neighbour’s
house.
- Family sleeps on the floor.
- Health impacted: bodily aches and
pains / stiff muscles/ lack of energy /
constantly tired
Need money to
replace stolen
items due to
Zero Insurance
Outstanding child
maintenance (previous
relationship). This issue is
causing unnecessary
stress/conflict in marriage
Could go to jail
- Bank will repossess house should
client be jailed for outstanding
child maintenance
- Marital problems
- Might not be able to see children
- Criminal record
- Job loss
- Negative payment profile should
client lose job
Need money to
settle
outstanding child
maintenance
SITUATION
IMPLICATION
NEED
Wedding
Fiancé not happy with
with honeymoon
arrangements
- Honeymoon is the highlight for
any bride
- Prices are adjusted frequently
during the year, this could result
in couple not being able to go on
honeymoon.
- Unnecessary strain in the
relationship
Client needs
money to
finalise wedding
Arrangements
and to keep
partner happy
Upgrading of business (hair
salon). Not enough
equipment to attend to
customers efficiently
owner might lose
customers – not enough
hair dryers/GHD’s etc
- Losing customers means a loss in
revenue
- Business might close down
- Customer will not attract new
clients (less traffic through the door
means less revenue)
- Negative word of mouth
advertising (long queue’s which
impacts customer negatively)
Customer needs
a loan to expand
business which
will result in
more traffice,
more
money in the
bank and a
happy customer
base
3
4
POTENTIAL
PROBLEM
SITUATION
Education
5
POTENTIAL
PROBLEM
Opportunities at work
for development,
however tertiary
education is a
requirement. Client is
also a single mom and
struggling financially
IMPLICATION
- Without tertiary education
customer will not be able to
grow personally and
professionally and earn more
money
- Not having a tertiary education is
affecting clients’ confidence
Levels and decreasing their opportunies
to grow professionally
NEED
Customer needs
finance for
studies.
Should customer
qualify for more
than
what is required
for registration,
she can close all
existing accounts
(balances on all
accounts is +/R4000) and a
saving of R600
monthly
DEFINITION
• The FEATURE is the real, physical, tangible part of the
product
• The BENEFIT is what it does for the customer
IMPORTANT
• Customers DO NOT BUY FEATURES
• THEY BUY THE BENEFITS
GROUP ACTIVITY
Under the table below ONLY list all the features of the MTN packages
currently being sold at Summer Mobile
FEATURES
BENEFITS
5 BENEFITS PEOPLE BUY
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PEACE OF MIND
CONVENIENCE / COMFORT / LUXURY
STATUS
SAVING MONEY
SAVING TIME
IMPORTANT
• Two words turn a feature into a benefit: “ … , which means … “
Summary of presenting Features & Benefits :
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•
•
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Customers buy Benefits not Features
Learn how to turn you product’s Features, into Benefits
Two magic words – “which means…”
SPIN only works if you sell Benefits not Features
GROUP ACTIVITY
Under the table below list all the features & matching benefits of the DA
Loan products currently being sold at Direct Axis
FEATURES
BENEFITS
DEFINITION
• Objections are an integral part of the sales process, and as such need to be
professionally handled. The job of a telemarketer / sales person is to
understand the objections of their customers, and to work through them.
• Objections are one single part of the sales process
• An objection is nothing more than a question, a need for more information
and does not mean a NO
TYPES OF OBJECTIONS
• Valid Objections = a valid reason why the sale cannot go ahead
• Minor Objections = a need for more information
WHAT PREVENTS PEOPLE FROM BUYING?
• No need or desire
• No money or access to money
• Not enough information or motivation
4 STEPS FOR OVERCOMING OBJECTIONS
• Listen to the objection - Listen to customer without
interrupting
• Question the objection - Question the objection and feed it
back. This must be done seriously and without sarcasm
• Answer it - The only effective way to answer any objection is
to sell the major benefits against that objection
• Clarify that it is out of the way - Once we have answered the objection,
we must move smoothly and logically into the close
I’m not sure. I have to think about it
I understand that you need to think about it, but perhaps there
is something I did not explain clearly enough, is there anything
you would like to go over one more time?
OR
I know when it comes to making a commitment over the phone
that it is easy to become lost in the confusion of everything that
has to be done and understood, is there anything I can go over
with you one more time?
I have to ask my spouse
Is your spouse available right now, I would be happy to speak
with him / her?
OR
Is there any more information I can give to you when you do
this, also if your spouse has any questions he / she is more than
welcome to give me a call to discuss it. Would tomorrow
afternoon at 3 pm be a suitable time to contact you again?
Why do you tempt me into more debt when I am trying to avoid it?
We are offering this loan to many people and were not aware of
how you feel. We would rather offer you the opportunity to see
how this could benefit you than leave you out.
OR
I do understand your frustration; we are all feeling the pinch. If you
are thinking this then maybe I have not given you enough
information to recognize that we are not trying to increase your
debt, rather to give you the opportunity to consolidate some of your
debt with our product which could put cash back
in your pocket. Would you be interested in investigating this a bit
further to see if we could save you some money?
I am not interested
Thank you, if in the future you do require a Personal Loan would
you consider using Direct Axis? If yes – that’s great!
Would you be open to me giving you a call again in xxxx date
time?
If no – May I ask what the reason is please – for marketing
analysis purposes? (This will get to the root of the problem).
Listen to the customers answer and if you feel they are open to
discussion try to overcome the objection.
If not, thank the customer for their time.
Refers to one of the many objection handling techniques:
• Respond to a negative buying signal, which is a smokescreen
and shows an interest by the customer and/or is a request for
more information
• Common Goal of ANY objection handling technique is to
move forward in the sale by handling the objection by providing a rebuttal
DEFINITION
• LET THE CUSTOMER OFF THE HOOK
Take the pressure off the customer
E.g. It’s ok Mr. Jones, perhaps I didn’t explain myself clearly
E.g. Customer is not interested.
Instead of asking why, rather ask: What is it you are not interested Mr. Jones?
Is it X or Y? (options)
• MAKE A POSITIVE STATEMENT/PRESENT REBUTTAL
Provide Benefits of the Product/Service
• MOVE FORWARD IMMEDIATELY
Using an open ended question or close the sale
PAIRS ACTIVITY
• Practice the Fish Hook Model with your partner using any of the
objections given or one you may have been given by a customer before
DEFINITION
• Allows you to steer the customer in the direction you want them to go
3 STAGES
• INTRODUCTION
• PRESENTATION (OF PRODUCT)
• CLOSE
• Planning a Call Presentation is vital
• Visualizing a Sale is Key
• Analyzing a Sales and Non Sales Calls are Compulsory
• Rejections are inevitable
• Do not force a No – Worst part about sales (Close Quest)
• You’re not playing 20 Questions
• Boy meets Girl Scenario
• Persistence
• Don’t shout or talk too quietly
• Mirror your Customer
• Avoid Anger
• Don’t sound too nice
• Body Posture & Language
• Men and Women
• Listen Actively
• Restate and summarize
• Resolve
• Personalize the Call
• Concentrate
• Shepherd your Customer
• Build “Yes Temple”
• Objections are Buying Signals
• Smile While you Dial
• Stay Super Fired Up and Focused!!
The following are 4 Techniques that you can use to close your sales:
ALTERNATE CLOSE
• Give the customer ONLY 2 options/choices.
Examples:
• “Most of my customers accept the maximum Loan Amount offered Mr. Jones, which
amount would you prefer today?
• “Most of our customers pay via debit order monthly, how would you like to pay,
debit order or EFT?”
ASSUMPTIVE CLOSE
• Positive Expectancy
• However, FEAR can stop one from having positive expectancy
F - FALSE
E - EVIDENCE
A - APPEARING
R - REAL
HOT BUTTON CLOSE
• Generally used with SPIN
• Play on a need throughout the call
BENJAMIN FRANKLIN CLOSE
• Weigh the Positives and Negatives with the Customer
• Ultimately the positives should outweigh the negatives
(+) POSITIVES
(-) NEGATIVES
Ask the customer to list this with you Ask the customer to list this with you
on the phone
on the phone
Assist them by mentioning the
benefits of the package
DO NOT provide assistance –
• Difference between “Listening” & hearing
• Listening well = a two street
• Listening requires conscious practice
• Listening creates atmosphere of trust, honour & respect
• Listening achieves a win-win communication
• Listening well helps with establishing rapport with customer
Why be a good listener?
Needs of the customer….
• To be recognized and remembered
• To feel valued
• To feel appreciated
• To feel respected
• To be understood
• To feel comfortable about a want or a need
• Listening is the most powerful form of acknowledgement – a way of saying
“you are important”
• Listening builds stronger relationships – it creates a desire for customer to
co-operate because they feel accepted and acknowledged
• Listening promotes being heard - ”Seek first to understand, then to be understood”
……(Steven Covey)
• Listening creates acceptance and openness - conveys the message “ I am
not judging you”
• Listening leads to learning - openness encourages personal growth and
learning
• Listening reduces stress and tension - minimizes confusion and
misunderstanding, eliminating related stress and tension
• Listening is critical in conflict resolution - much conflict comes from the
need to be heard
Barriers to listening
• External noise
• Mentally preparing the response
• Language / Culture differences
• Pre-occupied or pre-conceived ideas
• Own personal concerns
• Day dreaming
• Listener thinks they know more than the speaker
• Listener is anxious to input their own ideas
Bad listening habits
• Criticizing the subject or the customer
• Only listening to the facts
• Allowing emotional words to block the message
• Allowing or creating distraction (listening music etc)
• Not taking notes or outlining everything
Active listening
1.
2.
3.
4.
Listen (actively)
Question
Reflect – Paraphrase
Agree
Step 1 - Listen
• Listen to feelings as well as words
• Demonstrate that you are listening
• Gather information – makes notes
• Clarify
Step 2 - Question
• Ask open-ended questions
“Tell me more”
“When did it happen”
“What information was given to you”
Step 3 - Reflect - Paraphrase
• Reflect what was said in your own words
• Clarify
• Ask customer to confirm once you have paraphrased
• Capture the essence of the communication
• Move towards problem solving (be honest/transparent)
Step 2 - Agree
• Agree on what you can do & time-line
• Be open, honest & transparent
• Don’t over promise and under deliver
• Inform customer of the “next steps”
Why is communication important?
DEFINITION
“It is the art and technique of using words effectively to impart information or ideas”
• It allows people to share ideas & interests
• It develops & strengthen relationships
• It allows for common understanding between people
• Without communication businesses cannot operate
• It allows you to share your thoughts, feelings and ideas
• It is like a bonding agent (glue)
HOW WE COMMUNICATE
CAUSES OF COMMUNICATION DIFFICULTIES
Studies indicate that 70% of mistakes in the workplace is a direct result of
poor communication.
Possible Causes:
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Lack of information & Knowledge
No explanations offered to customers
Not understanding fully and failing to ask questions
Not listening
Mind is made up – preconceived ideas
Not understanding others’ needs
Jumping to conclusions
Bad mood
Failing to explore alternatives
RESULTS OF POOR COMMUNICATION
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Loss of business
Mistakes, inefficiencies
Lowers productivity
Poor co-ordination and co-operation
Damaged personal or company image
Frustration and hostility
Dissatisfaction with others
Low morale
Conflicts & arguments
Relationship failures (customer & business)
Drop in self esteem and confidence
BASIC COMMUNICATION PRINCIPLES
• Everything we do is communication
• The way we begin our message determines
the outcome
• The way is delivered – affects the way message
is received
• Real communication is message received –
not message intended
• Communication = 2 way street (You have to give & gather)
THE SIX C’S
• Use precise, memorable and powerful
words
• Support your words by painting a
mental picture with your customer
• Give a demonstration by using a
hypothetical or actual example
• Provide examples if necessary – refer to an ex customer of yours
• Use the “other” persons language
POSITIVE PRINCIPLES FOR GOOD COMMUNICATION
• Say what you do want, not what you don’t want
• Focus on the future – not the past
• Share information – do not argue or accuse
Assertive Communication:
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•
•
•
•
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Make statements that are honest, clear, brief and to the point
Use the “I” statement : “I’d like”, “I appreciate”, “I think”
Ask – don’t tell
Offer suggestions – don’t command
Ask questions to find out thoughts and feelings of others
Respect the rights of others
ASSERTIVE COMMUNICATION
Manage your body language:
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•
•
•
•
•
Use open gestures and body language
Focus your attention exclusively on the customer
When at credit counter, lean slightly forward to show interest
Maintain appropriate eye contact while listening
Do not cross your arms – gives impression you are not interested
Come across as relaxed and balance – makes communication easier
Gather information with your EARS
E - Explore by asking questions
A - Affirm to show that you are listening
R - Reflect your understanding
S - Silence – listen more
BASIC is applicable throughout the call at all stages of the Sale Shepherd
BASIC will form part of the coaching done in the live environment to ensure that you
incorporate all the tools you have learnt here today.
BUILDING RAPPORT
COMMUNICATION
EFFECTIVE LISTENING
ASKING THE RIGHT QUESTIONS
OPEN ENDED QUESTIONS | CLOSED ENDED
QUESTIONS | LEADING QUESTIONS
SELLING & SERVICE
FEATURES
BENEFITS
IDENTIFYING CONCERNS
OBJECTION HANDLING | FISH HOOK MODEL
REBUTTALS
CLOSING
ALTERNATIVE CLOSE | ASSUMPTIVE CLOSE
HOT BUTTON CLOSE | BENJAMIN FRANKLIN CLOSE
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•
•
•
You will be provided with A STORYBOARD
This DOES NOT CONTAIN TEXT ONLY GRAPHICS
It is meant to be used as a guide to assist you with the flow of your Sales Call
Your imagination and understanding of SPIN will help you become successful
INDIVIDUAL EXERCISE
• Review the STORYBOARD and raise any concerns or
questions with the facilitator
ROLE PLAY
• Role play the STORYBOARD with your chosen partner and provide any
feedback to the group, especially objections that you may have come up
with
• Take the STORYBOARD home and personalize it so that you are ready to adapt it in your
session tomorrow.
The Ideal Agent has 3 core behaviors that drive their daily performance.
Here are the behaviors that we are driving towards:
• Asks Probing Questions to gain an understanding of the customer’s needs and values.
• Answers the Customer’s Questions with confidence while still maintaining control of
the call.
• Shows the Customer Value in the Product based off the information provided from
the customer.
Here are the 5 steps to Effective Sales coaching:
1.
a)
b)
c)
Set an agenda that promotes engagement.
“What I want to get out of this session is…”
“What I want to do in this session is…”
“Gain permission to proceed”
2. Ask probing questions to promote self awareness.
“How do you feel you can improve…?”
“What would you like to improve today?”
3. Use 70/30 rule to keep agent engaged.
70% of the time the Associate should:
• Identify areas of opportunities.
• Create their own action steps.
• Collaborate with the manager on goals/expectations.
30% of the time the Manager should:
• Ask questions.
• Provide additional insight.
• Partner with agent to set goals/expectations.
4. Recap session (Associate reads)
5. Gain genuine commitment (Verbal or Written).
“Can we agree on…?”
“Can you commit to doing…?”
Greatness
Awaits YOU!