Precision SellingJust the Basics….

Patrick McClure, CEO

What we need from You

Willingness to Change Open to Trying New Ideas Defined Goals & Objectives Your Commitment to Success

Our View of Sales

Selling equals Service Sell with Honesty, Integrity and

Compassion It’s not Hard Sell, it’s Heart Sell It’s leading people to take the

actions that they want to take

Barriers to Learning

Contempt Prior to Investigation You know it all Previous Training Unpleasant Experiences in the Past Not “Really Here” mentally Not committed and purposeful

Precision Selling

The LAWS of Precision Selling

Becoming a Rainmaker The 4 Biggest Mistakes all

Salespeople make Sell Value, not Features The 4 C’s Failure is Hard Work…KISS

Precision Selling Precepts

1. A Confused Customer Never Buys 2. Remember WIFT, not WIFM 3. Complexity Equals Failure4. Irresistible & Compelling5. Simple wins the Day

Your Biggest Competitor

INTERTIA

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

The Sales Ladder

Each Step in Sequence Sales Process Stalls when previous

steps are incomplete or missed Each Step has an Objective When push too hard, problems arise Rarely can you “fast flow” The precise effort at the precise time

FBV

Features & Benefits

Features Objective Characteristics Attributes of a Product or Service Tangible Answers the question “We Have”

Benefits Subjective Characteristics Advantages/Improvements derived from a

product or service Answers question “It Will”

Value Individualized characteristics Recognized improvement from a

product or service 3 Types of Value

Intangible (not quantified) Tangible (a number) Concrete (a dollar amount )

Answers question “Which Means”

FBV Chart FeatureWe Have

BenefitIt Will

ValueWhich Means

Missing out on Benefits

Benefit The Opposite Dilemma

Make a Profit Miss out on Profit

Improved Marketing Results Losing Market Share

Better Visibility & Sales Missing Potential Sales

More Durable Product Less Shrinkage

New Business Not getting new business

Unique Value Proposition

Unique Value Proposition

1. Who you Are, Where you Work2. What do you do and what value do

you bring to the table?3. What’s important (unique) about

that and WIFT4. Your typical customer5. Why Companies hire you/do

business with you Simple, Short and Memorable

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Your Company or Group

4 Key Vertical Markets Industries

Create Delighted Clients

80% of new clients come from existing Client Referrals!

What’s your Client Retention & Satisfaction Strategy?

How are you helping your customers becomemore successful?

Tips to Expand your Existing Business

80% of New Business comes from your existing satisfied clients

Provide Services & Help Give WARM Referrals and Introductions Become the “Godfather” Regular contact (Newsletters, calls,

emails) Stay CONNECTED and ADD VALUE

Find your YES Crowd

Your Ideal Clients are already at YES

Market Map by Territory and Industry

Region, or Clusters of Opportunity Work with Marketing and PR to precisely

target campaigns

Let your YES Crowd Find You

Stop PUSHING them away with: Confusing Messages Negative Behavior Invalidation Failure to Listen Failure to acknowledge their ideas Lack of Understanding

Market Mapping Exercise

Total Account Listing (includes Roundtables and others)

Divide into Qualified Leads and existing Customers

Top 3 Target (s) by Industry Top 3 Target(s) by Location

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Why Should they Meet?

You’re Interrupting their Day They have Gatekeepers They have Work to Do They don’t remember you They told you to call and they didn’t

mean it You are not a priority

Focus on the Customer

People do things for their reasons, not yours

Be Aware of their Environment Focus your attention and interest. Ask Intelligent Questions & Listen Courtesy, Persistence, and Timing

The Four Primary Motives

Gain Pride Pleasure Profit Security

Avoid Criticism/Ridicule Pain Loss Fear/Anxiety

Everything that has EVER been bought was due to one or more of these:

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Building Trust & Rapport

Rapport is the cornerstone of the sales process

People buy from people they like and they trust

Their perspective, not yours Common Shared Realities Match their Energy & Emotion Interested, not Interesting

Artful Questioning

Your job now becomes asking intelligent questions and learning how to listen and probe for more.

Types of Questions: Open

Encourages customer to talk General InformationProspect provides detailed informationAvoids a simple yes or no answer“Who, What, When, Where, Why or How”

ClosedFinishes the conversation Narrows down choicesControls the sales callGenerates a short answer (“yes” or “no.”)

The 4 C’s Curious

Find out as much as possible about their business. Ask many open-ended questions and show you are interested.

Change Find out what has changed in the past few months. Who transferred

out, who got promoted, what are the new product lines, how their business has changed, who’s the new manager?

Concerns What are the biggest issues they’re dealing with? What are they

worried about? What are they constantly having trouble with? Consequences

What are the consequences if (Problem X) is not solved? What impact are they feeling from (Issue Y)? What would happen if (Problem Y) does not get solved? How have they tried to solve it in the past?

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Connect the Dots

Their Problems Concerns Worries Issues Their “Ruin”

Your Solution Your Unique Value

Proposition

Sharing the Benefits

Testimonials & References Avoid diving into too much detail Focus on the Business Benefits Stress Value, Value, Value

Stories

A Powerful form of Invisible Selling Move people emotionally Increase Rapport Suspend Time Can be used to

Set Appointments Handle Objections During the Close Sharing Benefits

Testimonials

Use Liberally Social Proof Technical Proof Pictures, Video, Quotes These can seal the deal

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Preparing the Sales Presentation

Needs Analysis Completed Decision Making Process Understood Who is in the Audience? WIFM? Possible Objections to Anticipate What are your Objectives? What are your Client’s Objectives?

Sales Presentation: Delivery

Trust and Rapport Open with Key Issues 3-5 “Chunks” delivered:

Their Pain Your Story Objection Handled

Recap Benefits and Value Deliver your Offer Close

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Proposal Guidelines

Executive Background Clear Objectives Deliverables are Specified Timelines Performance Metrics Pricing Terms & Conditions

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Objections: the REAL Buying Signs

Resistance can be handled by identifying the customer’s concern. There are 4 common types of objections: 1. A question – A Request for more information

Solution: Provide an Answer2. A Stall – need for urgency does not exits

Solution: Provide information that is quantifiable 

3. A Reason – attempt to remain in current comfort zone, unsure what we offer

Solution: Make prospect comfortable with us and what we offer.

4. A Turndown – prospect does not see valueSolution: clarify using data gathering and

move to Objection Handling System.

Objection Handling System

1. Actively Listen with Empathy 2. Paraphrase/Restate

“Thank you, I think I understand, but let me just repeat to be absolutely certain…” 

3. Question/Clarify the Objection“Do you mind if I ask a couple questions just to clarify in my mind…..” 

4. Answer it with a Benefit“Now I understand what you’re saying and why it’s so important. I think the following might help….” 

5. Confirm it’s handled

Handling Objections

Anticipate and Plan for Objections Objection Handling is part of the

sales negotiation No objections = No Sale The True Objection is often hidden Beware the Invisible Objection

Common Objections

I need to think about it Money/budget/finance issues Need to talk it over with ___ Fax me some information Call me later There’s not enough Proof/Research/Data Your price is too high We tried it and it didn’t work I never buy at first exposure (trade show special) I want to do more homework

Don’t Give Up

Every “no” brings you closer to a “yes” 48% of all sales people give up after the

first contact 25%/12%/5% give up after 2nd, 3rd and 4th

contact Totals 90%…so only 10% are left * That’s where 80% of Sales Happen !

*Source: Dartnell Corporation, Chicago IL

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

The Close

“The Close is the natural conclusion to a well delivered sales presentation.”Eric Lofholm

The Irresistible Offer

Clear and Compelling Summarize Unique Benefits ROI for their Company Pricing and billing options Guarantees Any special Bonuses Create Urgency Ask for the Order

Key Closing Rules

A Satisfied Customer Will Never Buy Why would they ?

A Confused Customer Never Buys What ????

Only ask for the Order when they’ve completed the rest of the steps

When you ask a Closing Question, Shut UP!!!

Part of the Language of Persuasion is Silence

Closing Principles

It must be beneficial to both parties. It meets a critical business need Customer recognizes the problem must be solved. It concludes the deal and finalizes the transaction. 3 Reasons why People Avoid the Close:  

Fear of Rejection Thinking it’s personal (“No” is not a personal rejection) Waiting, and waiting, for the perfect time

How to Close and Win a Client

Close the Right Person Part of qualifying (an earlier step in the sales process) is to ensure you are dealing

with the decision maker.  

Close at the Right Time Only do a final close when the time is right and you’re almost positive the decision

maker is ready to say “yes.”

 Remember to Listen Customers will many times indicate to you they are ready to proceed and finalize

the transactions. If you aren’t listening, you will miss these clear buying signs.

Allow your Customer to Close If the decision is correct and the time is right, they will literally close themselves.

Listen and allow this to occur.

Confirm the Close Validate the customer and confirm the transaction. Reinforce the correctness of

the decision and broadcast the decision as wide as possible.

7 Closing Techniques Ask for Agreement to Proceed.

“I’ve enjoyed talking with you. It looks like we’ve covered just about everything, so I’d like to recommend we proceed….” (the direct approach)

Assumptive Close (most common) Simply assume that the customer will buy your product/service and is ready to move forward. Hand

them the order form, or ask for their credit card # in a matter-of-fact voice.

Turn a question into a Close Customer asks if you can deliver it by next Wednesday. “If I can get your order processed today,

that shouldn’t be a problem.”

Trial Close Customer asks if your product/service can do something and you know it’s important to them. “If

we could do ______, are you ready to move forward?”

Recap Benefits, then proceed Summarize the benefits and the final item is their agreement to proceed.

Schedule of Events/Timeline They have a deadline for delivery/implementation. The order must be placed today to meet that

deadline.

Either/Or Would you like delivery Friday, or would next Tuesday be acceptable/

The Sales Ladder

Qualified Prospect

Set Appointment

Needs/Opportunity

Building Value

Sales Presentation

Proposal

Handle Objections

Closing

Delivery

Lead

Value

Deliver a Great Service

Monitor the Delivery Ensure all is smooth and on time Capture the Success Stories Get Testimonials Arrange for Referrals Remember to Upsell

To Your Success!

Patrick McClurepatrick@connexiagroup.com

Office:(949) 858-0755Cell: (949) 683-7144

www.connexiagroupcomAuthor of

“Precision Selling: 21 Winning Strategies to Achieve Peak Performance,” and “Find Lost Revenue: Uncover Hidden Causes to

Common Sales & Marketing Problems.”