Critical Selling Skills for Small Businesses Innovative Selling
Critical Selling Skills for Small Businesses Innovative Selling Skills that Pay-off in Increased Sales and Satisfied Customers
Core Functions • Marketing • Sales • Product/Services • Cash Flow 1
What’s Critical • Focus – beware of distractions • Business and marketing plans – implementation critical • Create value added (not only price) – identify your “sweet spot” • key benefits –differentiation - know your competition! 2
The Basics • Establish credibility – knowledge, language, professionalism • Be consultative – sell solutions • Strategize with associates – what works, what doesn’t • Measure results • Provide high quality customer service repeat business, referrals 3
The Basics • Don’t chase bad business! – use sweet spot as a barometer • Be concise • Don’t assume • Be yourself! • Dress appropriately 4
Prospecting • Define greatest strengths – uniqueness • Define target audiences – establish criteria; identify key contacts and titles • References 5
Prospecting • Where are the prospects? – Competitive sites, Google alerts, industry directories, conferences/directories, associations, social media/Linked. In, local online news sites and print • Provide legitimate reasons to contact somebody – Current events, new products/services, special “deal” • People invaluable to get to right people • Monitor quality and quantity of leads • Use contact management software 6
Prospecting • • • Google Alerts Conferences Referrals In person networking groups Associations Social Media Website Directories Print Competitive sites Webcasts 7
Prospecting • Research company/people before contacting 8
Prospecting • e. Mail – Generate interest as early as possible – two or three benefits – Mention references in same type of business – Be concise – short and sweet – Use some graphics – Close with action item – Monitor opens and click thrus 9
Prospecting • Phone – Generate interest as early as possible – two or three benefits – Have additional benefits ready, if needed – Mention references 10
Prospecting • Phone – Be concise – short and sweet – Be yourself, use conversational tone – Be respectful of prospect’s time – Close with action item – NEVER! – sound canned, confrontational, arrogant 11
Effective Follow-up • Two messages in five business days, then once a week • Keep it conversational, never get arrogant or upset, use humor if appropriate 12
I Understand …… • How salespeople might be afraid to ask “difficult questions” • Ask questions that might upset the prospect 13
Need to Know • How you can not know how a decision is made • Who is involved in making the decision • Who you are competing with • When a decision is going to be made • If there is a compelling or impending event 14
Probing/Qualifying • Identify needs - what is important to prospect – Top priorities, consequences if not met • Listen, ask questions, control the discussion – Avoid reacting, ask more questions if not satisfied – Start broad and narrow down • Define influencers, time frames, budgets 15
Probing/Qualifying • Stress benefits in context of prospect’s needs • Limit number of benefits – avoid “laundry lists • Stress differentiation • Plant seeds to establish buying criteria – set traps for competition 16
Probing/Qualifying • Avoid negativity – address competitive weaknesses in context of your strengths • Do up front selling • Create action plan with prospect • Confirm next appointment 17
Presentation Skills - The Basics • Be concise • Modulate your voice, appropriate posture, use gestures, walk around, be enthusiastic! • 4 to 5 bullets/slides – don’t read, no sentences • Include case studies, stories, references • Avoid the obvious, avoid clichés 18
Online Presentations • • Be concise Modulate your voice Be enthusiastic! Use video if applicable 19
Presentation Skills - The Basics • Get to the ‘meat” of presentation quickly • Check products/equipment beforehand • Turn off cell phone • Sense of humor helps, smile, have fun • Know roles of participants, have someone preview and critique presentation 20
Presentation Skills - The Basics • Address priorities of decision maker/s first • Audience involvement – what do they think • Use support people as needed, i. e. technicians, must know roles beforehand • Pacing • Practice! 21
Presentation Skills - Flow • Overview of your company • Restate needs and current situation – prioritize • Reiterate buying criteria • Focus on key, unique functions and benefits – avoid “laundry” lists 22
Presentation Skills - Flow • Reiterate benefits in different ways throughout presentation • Keep some benefits in reserve, if needed • Discuss investment and payback • Next steps, close • Control! 23
Objection Handling • Use up front selling to diffuse objections • Be quiet and listen, don’t overreact • Acknowledge, don’t agree - ask questions if objection is unclear, get at real concern • Agree on minor objections – establishes credibility 24
Objection Handling • Respond - don’t over complicate, answer directly, use analogies if appropriate • Go back to major benefits, put objection in perspective, see “Big picture” • Confirm –is customer okay? 25
Objections You’re too expensive! 26
Objections You’re a start up with no proven track record! 27
Objections You’re a start up with no proven track record! 28
Objections If you don’t reduce your maintenance cost I’ll give you a bad rating on Angie’s list 29
Follow-up and Closing • Use combination of email and telephone • Consequences of not moving forward, time line • Something new each time – scheduling issues, price change, product enhancement • Frequency of follow up - persistent but not annoying 30
Follow-up and Closing • Keep in touch - send appropriate articles, events that may affect them, i. e. competition, industry info, webinars • Don’t assume – constantly reinforce benefits • Ask for the order after outstanding issues have been addressed • “Are you okay? ” 31
Follow-up and Closing • Do not send proposal too early – pace deal • Coach - what is happening? • Negotiate face to face 32
Proposals • Customize within standardization • Concise – minimize boilerplate • Video or audio summary 33
Identifying Problem Areas • Marketing • Product or Service • Sales Skills • Lack of Focus • A combination of 34
Identifying Problem Areas • Customer Feedback Surveys • Sales Feedback -% of qualified leads • Won/Lost Analysis § Third Party Evaluations § Focus Groups 35
Sales Skills? • Prospects qualified, fit target market, budget • Decisionmaker involvement • Closing ratio • Overcoming objections • Deal breakers • Drop off points in sales process 36
Marketing? • • • Lack of feedback from salespeople Lack of qualified leads Lack of branding Not measuring results Marketing activities not synergized 37
Product or Service • Product does not function properly • Lack of functionality; incompatible with other products • Services don’t delivery what’s promised • Poor execution • Non competitive pricing 38
Customer Service • Not responsive • Not courteous • Caught in phone transfer hell • Issues not resolved 39
Customer Service • First Call Resolution • People Remember How Issue is Resolved • Your Value Added! 40
Customer Service RESULT! No referrals No repeat business Lousy reputation 41
A Combination of • Outside consultant – another set of eyes • Create a roadmap of potential problem areas – prioritize with milestones, test • Feedback from people involved 42
In Summary • It’s You! • It’s Your Company! • It’s Your Solution! 43
Contact Information Larry Matte - lmatte 213@gmail. com 201 -270 -8136 SCORE - www. bergen. score. org 44
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