ACTION SELLING - Fluid Mechanics

ACTION SELLING A framework for professional sales

OVERVIEW Overview of Action selling Work through the 9 steps Role plays

ACTION SELLING - PART 1 INTRODUCTION, ACTS 1 AND 2

LEARNING OBJECTIVES Explain the role of a salesperson Describe the buyer decision process Know the 9 steps of the Action Selling Process Develop appropriate commitment objectives Differentiate between a call and commitment objective Describe the importance of selling yourself in a sales call

SALES “CONSULTANT” Consult with the customer. Fit a “solution to a need”. Identify ways to improve the customer experience.

SALES “ORCHESTRATOR” Leverage resources Coordinate activities Demonstrate solutions “Start together and end together”

LONG TERM SALES RELATIONSHIPS Continually provide solutions ensure quality Follow up and support Long term value

MUST-HAVE SELLING SKILLS

CREATE A PLAN

Odd 1-6 7-12 Even

ACT 1 - COMMITMENT OBJECTIVE Definition of a Commitment Objective It is a goal we set for ourselves to gain feedback from the customer, in the form of an agreement, which moves the sales process forward. Consider the Commitment Objective to the the plan of action for the sales call. It is an objective that requires the customer to make a decision that moves your sales process to the next level. They are milestones that occur through the sales process. It may take several before attaining your final objective.

ACT 2 PEOPLE SKILLS Focus on the people. People buy from people they like.

WHAT IS MOST IMPORTANT? 1. 2. 3. 4. 5. Do I like you or trust you? Is your company a good match for mine? Does your product/service meet my needs? Is your product/service a good value? When should I make a decision?

LISTENING EXERCISE Pair with a partner. One person talks for 3 minutes The other person listens and CAN NOT talk Then the pair switches and does the same thing

WHAT ARE GOOD LISTENING SKILLS? Eye Contact Taking Notes Body Language Your attitude Your Vocabulary Your Questions Your Sales Pitch Your Attention Your Brochures

SELLING YOURSELF The more generic the product, the more important you become in the sales process. The FIRST decision the buyer makes is whether or not they will buy from you. Customers subconsciously ask themselves “Do I want to see you again?” If salespeople are ineffective in selling themselves, everything else such as product or price becomes more difficult. So how do you sell yourself?

SELLING YOURSELF All companies and salespeople fall into the same category UNTIL you differentiate yourself The sales call follows the same flow every time. You must differentiate yourself from your competition throughout the entire call

PEOPLE SKILLS Positive Attitude Give Sincere Compliments Use Names Be Customer Centered Make everyone feel important Show Interest in their Business Listen—take notes

BUYER TYPES Who are your customers? “SPECIALIST BUYER” “USER BUYER” “ULTIMATE DECISION MAKER”

ROLE PLAY Development

LEARNING OBJECTIVES You should now be able to: Explain the role of a salesperson Describe the buyer decision process Know the 9 steps of the Action Selling Process Develop appropriate commitment objectives Differentiate between a call and commitment objective Describe the importance of selling yourself in a sales call

ACTION SELLING - PART 2 INTRODUCTION, ACTS 3 AND 4

LEARNING OBJECTIVES Develop and use effective open-ended questions Develop and use leverage questions Demonstrate how to use back-tracking benefits to construct questions Demonstrate the ability to gain agreement in a sales call

Better Medicine Staff Productivity and Efficiency Client Value and Loyalty Healthier Growth and Profits CRITICAL AREAS FOR QUESTION DEVELOPMENT

EXAMPLE QUESTIONS How do you see your swimmer gaining from this coaching? What type of time commitment are you able to make? How do you see this coaching adding to your long term swimming goals?

Broad Specific Leverage High Yield Needs 70% OF SELLING OCCURS IN ACT 3

Who What When Which of these open-ended questions, produce the most lengthy answers? Where Why How OPEN-ENDED QUESTIONS

ASKING THE BEST QUESTIONS Uncovering your customers position revealing your position are they looking at competition? What is thier level of urgency to buy? who/what are thier buying influences? Best Practice: have a line of questioning prepared But be ready for anything on the call.

USING YOUR SALES CALL QUESTIONS

FISHING FOR NEEDS The unique needs you uncover that can be tied back to differentiating benefits of your product or service are fish. Once you have caught at least 3-5 “fish” you can move on! If you ask a question that does not identify a need–who cares! Throw that fish back!

UNCOVERING NEEDS Quality of the needs established is critical Uncovering more needs increases success rates Quality needs are needs that the customer has that can be solved by your product or service. When you have different capabilities in your product or service offering and your customer agrees that they have a need for that differential you are in a much stronger position to win the sale Customers are emotionally drawn to solutions.

AGREE ON NEED As I understand it you are looking for something that will? , , . Is this correct? A FEATURE is NOT a BENEFIT, if it doesn’t give a SOLUTION to a NEED

FEATURES VS. BENEFITS The following represents a way that I can be better than a competitor: FEATURE: (one of my greatest strengths is): BENEFIT: (what this means to the customer): BUYERS NEED: This will be helpful when my customer’s needs include the following: ASKING QUESTIONS FIRST OEQ: (determine if the need exists): LEVERAGE QUESTION: ( further clarify the urgency of the need):

FOR YOUR ROLE PLAY Feature: Benefit: Buyer’s Need: First OEQ: Leverage Q:

ACT 3 ROLE PLAY Create 2-3 broad open-ended questions to start act 3 Use the “ Funnel” to then filter down to more specific questioning. Take them down your path. Include Leverage Questions Remember to tie these back to your commitment objective!

ACTION SELLING - PART 3 INTRODUCTION, ACTS 5 AND 6

LEARNING OBJECTIVES Construct a positive company story Develop and use TFBRs in a sales call

ACT 5 SELL THE COMPANY What does FM do? What is makes FM unique? Why is FM a good match for the customer? Selling the company should be included in EVERY sales call. Remember, every time you sell the company a competitor comes along and “un-sells” it.

ACT 6 SELL THE PRODUCT Act 6 is where you present the features and benefits of your solution to the customer During Act 6, you will be doing most of the talking! TFBRS will help you maximize your time in Act 6!

FEATURES VS. BENEFITS What’s in it for me? (WIFM) - or the So what conscience. Who is your audience? What’s in it for them if they use/buy your product or service? What is the appeal?

ACT 6 – Selling the Product - TFBR Tie-back: Remind the customer of his/her needs Feature: What is it? Benefit: What will it do for the customer? Reaction question: Confirm its importance

TFBR - Set schedule Mrs. Jones, you mentioned the need to get the Tie-Back “biggest bang for your buck” to try out the FluidMechanics expertise. The “set schedule” - 13 classes held once per week Feature on a designated day - is our least expensive investment. Your child will receive the same world class coaching staff from Fluid Mechanics, and you are able to Benefits recognize the cost savings “bang for your buck” that you mentioned. Reaction How would the “set schedule” investment fit your need for a budget conscious option? Question

ACTION SELLING - PART 4 INTRODUCTION, ACTS 7, 8 AND 9

LEARNING OBJECTIVES Explain the importance of asking for commitment on every call Demonstrate the ability to handle stalls and objections Explain the need to confirm the sale Explain the importance of replaying the call List the 6 key checkpoints in the Action Selling process

ACT 7 ASKING FOR COMMITMENT 60% of sales people don’t ask for a commitment Why? They don’t have a plan They went too fast They haven’t gained agreement

BUYING SIGNALS How much is it? When can we expect it? This looks really good. When do we have to make a decision on this? How can I find out more information about it?

ACT 7 - Asking for commitment. Summarize your sales features and quote your price “Do you have any questions that we haven’t covered?” Ask “How do you feel about what we’ve covered?” Ask “Would you like to go ahead with it? If no return to Act 3 – Ask the best questions

ACT 7: Close, Close, Close. Make the decision makers tell you exactly where they are in the sales process. What is your next commitment objective? How do you know if the customer is saying “NO” because he is stalling or has a real objection?

Identifying a stall. Why don’t you leave the information and I will get back with you. Can you call me back later next week? Let me discuss this with my family and I will get back to you. I will need to check with my spouse and get back to you. I don’t make snap decisions, I’ll sleep on it.

HANDLING STALLS Stalls should not be challenged. The customer may not have a specific reason for hesitating. If you challenge the stall, you run the risk of setting up an adversarial situation with the customer. You will force the customer to delay.

Handling Stalls cont. Say ––– “I Understand” Review–––– Restate the features they liked ACT 6 –––– Add saved TFBR ACT 7 –––– Ask for Commitment

Handling Objections: Close, Close, Close 1st time the customer does not commit is usually a stall I need to meet with my family 2nd time is usually an objection I am worried that we won’t be able to find the time to use this enough 3rd time is always an objection I can not make it from work to that pool in time for the “set schedule.”

ACT 8: YOU HEAR “YES”!!! Fear Uncertainty Doubt

ACT 9: REPLAY THE CALL “Never discourage anyone.who continually makes progress, no matter how slow.” -Plato

Most important take-away points! 1. 2. 3. 4. 5. 6. Commitment Objective Asking Questions Agreeing on Need Use the Company to transition to the product TFBRS Ask for Commitment

Overview of Action selling Work through the 9 steps Role plays. ACTION SELLING - PART 1 INTRODUCTION, ACTS 1 AND 2. LEARNING OBJECTIVES . List the 6 key checkpoints in the Action Selling process. ACT 7 ASKING FOR COMMITMENT 60% of sales people donÕt ask for a commitment Why? They donÕt have a plan