PROFESSIONAL SELLING AND MARKETING

Transcription

1 PRODUCTS AND SERVICES Part 4: Boot Camp Mastery of Selling 2 SESSION 1: WHO NEEDS YOU? BETTER PROSPECTING! YOU HAVE 2,000 HRS A YEAR AVAILABLE! PLAN TO PRODUCE $ FOR EVERY WORKING HOUR. WHAT REVENUES CAN YOU ACTUALLY PRODUCE? 3 1

2 BETTER PROSPECTING! HOW CAN YOU INCREASE SALES AND GROW YOUR BUSINESS FASTER AND EASIER THAN YOU DO NOW? WORK LONGER HOURS INCREASE FACE-TO-FACE SELLING TIME INVEST TIME WHERE IT COUNTS MOST INCREASE YOUR OWN SELLING EFFECTIVENESS (WORK SMARTER) AND THIS STARTS WITH: SMARTER TIME MANAGEMENT SMARTER GOAL SETTING SMARTER PROSPECTING SMARTER SURVEYING - TO DISCOVER OPPORTUNITIES, - NOT A DISPLAY TO SHOW YOU VE PROJECTS ON GO! FYI: BE IN CONTROL, SO YOU FEEL GOOD ABOUT WHAT YOU RE DOING, AND YOU CAN HAVE FUN! 4 BETTER PROSPECTING! USING YOUR TIME SMARTER REDUCE TRAVEL TIME 1. BY DAILY CALL ROUTING TO AVOID BACKTRACKING 2. BY USING GEOGRAPHIC HUBS TO GUIDE YOU 3. SELECTING LOGICAL PATHS AND PLANNING 4. USING MAPS, INTERNET OR GETTING DIRECTIONS GPS? 5. TRAVEL IN OFF-PEAK HOURS - START EARLIER USE GAP TIME WISELY 1. FORM HABITS BASED ON WORK ETHICS 2. MORE CALLS IMPROVE YOUR LUCK -KEEP WORKING 3. FORGET BAD WEAR BLUES 4. DON T PROCRASTINATE 5. BRING A PROJECT WITH YOU 6. LIVE A BALANCED LIFE FYI: BE IN CONTROL, USE DILIGENT SCHEDULING, REMAIN FLEXIBLE, AND JUST GET TO IT! 5 GOAL SETTING AND A TERRITORY BUSINESS PLAN! KEEP WHAT YOU HAVE, AND SELL MORE! YOU NEED A TERRITORY BUSINESS PLAN! BACK-BONE OF. INCLUDES: BUSINESS AND PROFESSIONAL GOALS ACCOUNT MANAGEMENT/FINANCIAL PLANNING NEW BUSINESS DEVELOPMENT PLANNING GOALS PERFORMANCE TRACKING - BENCHMARKS NOTE: BRAINSTORM FIRST. PLAN MUST HAVE WELL-STATED GOALS. DISCUSS WITH PEERS FOR VALIDITY. REVIEW IN 2-3 DAYS BEFORE FINAL! 6 2

3 GOAL SETTING AND A TERRITORY BUSINESS PLAN! CRITERIA FOR EFFECTIVE GOALS: GOAL MUST BE IMPORTANT TO YOU PERSONALLY CONGRUENT WITH YOUR COMPANY S GOALS ATTAINABLE YET INVOLVE STRETCH HAVE TARGETED COMPLETION DATE/TIME-LINES HAVE ACTION STEPS AND MONITOR PROGRESS TIME MANAGEMENT IS SELF MANAGEMENT!!! NOTE: PRODUCE YOUR PLAN IN SECLUDED PLACE NO DISRUPTIONS! GET STARTED NOW! MODIFY AS CONDITIONS CHANGE. KEEP IT WITH YOU! 7 BETTER PROSPECTING! SALES FUNNEL, PIPELINE, AND PYRAMID JUNK OVER- FLOWS! POTENTIAL PROSPECTS GO INTO FUNNEL MANAGE PIPELINE SOLD! (10) Considering Prospects (10) Interested Prospects (20) Qualified Prospects (50) IT SHOUL D LOOK LIKE THIS! All Other Prospects (100) QUESTION: HOW MUCH NEW INVOICED BUSINESS SHOULD YOU AIM FOR EACH YEAR? (NET $) 8 BETTER PROSPECTING! SURVEYS: REAL OBJECTIVES: POSITIONING TECHNICAL INFORMATION TO SELL USE CREATIVITY TO FIND FLAWS RE S ALWAYS SOMETHING WRONG, OR ALTERNATIVE OPTION STEPS: OBTAIN EQUIPMENT DATA & WATER/UTILITY FLOWS EVALUATE WATER CHEMISTRIES DETERMINE TECHNICAL/HEALTH/COST/ENVIRO GAPS OBTAIN HISTORICAL TRENDS/RESULTS/COSTS UNDERSTAND CURRENT PROGRAM: TECH/ POLITICAL/ ADMIN/BUSINESS MANAGEMENT, ETC. ONLY OFFER OPTIONS AND PROPOSAL WHEN TIME IS RIGHT AND YOUR SERVICES ARE VALUED! FYI: FIND BUDGET/ DEFICIENCIES/ CHANGES AMMUNITION YOU NEED TO WIN! 9 3

4 SESSION 2: SALES SCORECARD 10 A REMINDER: SELLING TRIANGLE AGAIN! COMPANY CULTURE PERCEIVED VALUE YOUR BEHAVIORAL CHARACTERISTICS BRAND IMAGE ATTITUDE, ENTHUSIASM, AND GOALS COMPETITORS 11 HOW DOES YOUR COMPANY SCORE AT SELLING? DO YOU HAVE A SALES PLAN, BY COMPANY, DISTRICT, TERRITORY/REP? IS IT USED? DO YOU HAVE A DOCUMENTED PROTOCOL FOR ALL ASPECTS OF SELLING PROCESS? DO YOU HAVE CUSTOMER MINIMUM SERVICE STDS? DO YOU USE ONLY CERTIFIED LABS FOR ANALYSIS? ARE YOU HITTING YOUR SALES GOALS AND GROWING AT OVER 15-20% PER YEAR? IS EVERY SALES REP ADDING AT LEAST $70-80K OF NEW, NET INVOICED SALES BUSINESS YEARLY? DO YOU HAVE A CUSTOMER COMPLAINT PROTOCOL? FYI: SAY WHAT YOU DO AND DO WHAT YOU SAY! 12 4

5 SALES SCORE CARD HOW DO YOU SCORE? CAN T GET OFF FIRST BASE? Y DON T RETURN PHONE CALLS OR S? WHO YOU ARE, WHAT YOU DO, WHAT YOU WANT, IS NOT IMPORTANT TO WHO YOU ARE CALLING! WHAT DO YOU THINK KEEPS YOUR CUSTOMER UP AT NIGHT? WHAT CAUSES IR STRESS? CAN YOU FIX IT? WHAT VALUE DID YOU GIVE UP FRONT? WHAT CARROT DID YOU DANGLE? BOTTOM LINE IS CONVERSION. YOU HAVE TO CONVERT A LACK OF TRUST, CONFIDENCE, OR PERCEIVED VALUE INTO A SALE! ARE YOU VALUABLE? HAVE YOU BUILT TRUST? 13 SESSION 3: MARKETING WARFARE QUESTION: HOW DO I BEAT MY COMPETITORS? 14 WINNING WATER TREATMENT MARKETING WAR WATER TREATMENT IS A MATURE BUSINESS WITH PLENTY OF COMPETITOR SOLDIERS OUT RE. IF YOU WANT TO WIN, YOU LL HAVE TO BEAT M YOU DON T REPRESENT NALCO OR GE BETZ, - SO YOU D BETTER UNDERSTAND RULES! PRINCIPLES OF DEFENSIVE MARKETING WARFARE: PRINCIPLES OF OFFENSIVE MARKETING WARFARE: PRINCIPLES OF FLANKING MARKETING WARFARE: PRINCIPLES OF GUERRILLA MARKETING WARFARE: QUESTION: WHAT RULES DO YOU PLAY BY? 15 5

6 MARKETING WARFARE 1. PRINCIPLES OF DEFENSIVE MARKETING WARFARE: ONLY MARKET LEADER SHOULD CONSIDER PLAYING DEFENSE BEST DEFENSIVE STRATEGY IS COURAGE TO ATTACK YOURSELF STRONG COMPETITOR MOVES SHOULD ALWAYS BE BLOCKED 2. PRINCIPLES OF OFFENSIVE MARKETING WARFARE: MAIN CONSIDERATION IS STRENGTH OF LEADER S POSITION FIND WEAKNESS IN LEADER S STRENGTH AND ATTACK RE LAUNCH COMPETITOR ATTACK ON A VERY NARROW FRONT QUESTION: ARE YOU STRONG ENOUGH TO TACKLE NEW SIX-PACK? HOW DO YOU DO IT? WHAT S YOUR WAY? 16 MARKETING WARFARE 3. PRINCIPLES OF FLANKING MARKETING WARFARE: MAKE GOOD FLANKING MOVE INTO UNCONTESTED AREA TACTICAL SURPRISE IS IMPORTANT ELEMENT OF SALES PLAN PURSUIT OF COMPETITOR IS AS CRITICAL AS ATTACK ITSELF 4. PRINCIPLES OF GUERRILLA MARKETING WARFARE: FIND A SEGMENT OF MARKET SMALL ENOUGH TO DEFEND NO MATTER HOW SUCCESSFUL, NEVER ACT LIKE LEADER BE PREPARED TO BUG-OUT AT A MOMENTS NOTICE QUESTION: WHAT SPECIFIC AND VALUABLE STRENGTHS DOES YOUR COMPANY HAVE, TO HELP YOU PENETRATE ON A NEW SALES FRONT? 17 WINNING WATER TREATMENT MARKETING WAR WHAT MARKET SECTORS/WAR ZONES DO YOU OPERATE IN? WHAT SECTORS/WAR ZONES DO YOU WANNA DEVELOP? WHO ARE YOUR COMPETITOR ENEMIES? DO YOU KNOW M? WHAT STRATEGIES MUST YOU ADOPT TO GAIN MARKET SHARE AND PROFITABILITY IN YOUR MARKET SECTOR? WHAT SPECIAL PRODUCT/SOLUTION WILL YOU BE PROMOTING TO DETER ENEMY AND WIN VICTORY ACCOUNTS? ARE YOU GOING TO LEAD EACH BATTLE? DO YOU NEED HELP? WHAT OR SUPPORT IS NEEDED TO FIGHT? DO WE HAVE SUPPLY LINES AND TROOPS TO ENGAGE (NALCO/GE BETZ/CHEMTREAT/ASHLAND) ENEMY? HOW AND WHEN WILL YOU MAKE A PUSH FOR TOP? COMMENT: IT S A WAR GAME, BUT IF YOU HAVE NO BATTLE PLAN N YOU LL LOSE! 18 6

7 IS YOUR MARKETING WARFARE WORKING? CAN YOU SMELL BLOOD IN WATER? WHAT DO WE DO NEXT? MAKE COMPETITION FEAR YOU. BEST DEFENSE IS AN AGGRESSIVE OFFENSE! 19 MAKE COMPETITION FEAR YOU. BEST DEFENSE IS AN AGGRESSIVE OFFENSE! 20 SESSION 4: CHAMPION CLOSING ART OF PERSUASION NOTE: UNDERSTANDING PSYCHOLOGY BEHIND CLOSING IS MORE BENEFICIAL THAN LEARNING ALL DIFFERENT CLOSES BY ROTE! 21 7

8 CHAMPION CLOSING: IT S PSYCHOLOGY! CLOSING IS A SALES SPECIALTY AND NIGHTMARE, WHICH HIGHLIGHTS PROBLEM FOR MANY -- AFTER ALL EFFORT OF PERSUASION AT SOME TIME YOU HAVE TO ASK FOR SALE AND RISK PAIN OF REJECTION TRICK IN CLOSING IS TO FIND RIGHT TIME - WHEN PERSON IS SUFFICIENTLY WOUND UP THAT ALL YOU NEED TO DO IS TIP SCALES AND Y FALL EASILY INTO CLOSURE OF AGREEING WITH YOU, AND BUYING WHAT YOU ARE SELLING - WHER IT IS A DRUM OF CHEMICAL OR IR SALVATION! IF YOU BUILD TENSION IN ANOR PERSON, Y WILL SEEK CLOSURE. THIS IS A CORE PRINCIPLE IN PERSUASION COMMENT: TAKE MY MEDICINE MR. CUSTOMER. SAY YES, - IT LL MAKE YOU FEEL BETTER! 22 CHAMPION CLOSING: IT S PSYCHOLOGY! PRINCIPLE WE SEEK CLOSURE AS A RELEASE FROM TENSION HOW IT WORKS CLOSURE IS RESOLUTION OF TENSION ANTICIPATION OF CLOSURE CREATES PLEASURE ANY CLOSURE CAN HELP ANY TENSION CLOSURE CLOSES DOORS OF PAST TWO TYPES OF CLOSURE: AHA (CLIENT UNDERSTANDS) AND YES (CLIENT DECIDES) CLOSURE IS BRAIN'S WAY OF SAYING THANKS CLOSURE CAN BE ADDICTIVE ONCE SOLD, CLIENTS MAY KEEP BUYING AND BUYING. QUESTION: DO YOU READ BODY LANGUAGE? CAN YOU INDUCE AND CONTROL TENSION? CAN YOU PUT AN END TO PROCRASTINATION? 23 SESSION 5: WHY YOU LOST SALE! AND OVERCOMING OBJECTIONS/CONCERNS COMMENT: WHATEVER WAY YOU PUT IT, IF YOU DIDN T GET SALE, YOU WERE OUTSOLD! 24 8

9 WHY YOU LOST SALE! 1. NOT BEST PRODUCT: GENUINE REASON OR POOR MATCHING TO NEEDS? 2. YOU/PRODUCT DOESN T STAND OUT: POOR MARKETING? 3. PROCRASTINATION: FEAR OF LOSING FACE! POOR SELLING! 4. WON T SPEND MONEY: NO MONEY OR A POOR VALUE SELL? 5. YOU/PRODUCT NOT TRUSTED: DID YOU SELL YOUR SKILLS? 6. PREVIOUS BAD EXPERIENCE: POOR RELATIONSHIP SELLING! 7. INDECISION: DID YOU CREATE DESIRE? CAN YOU DELIVER? 8. POOR TIMING: TOO QUICK/SLOW? FIND SILVER LINING! 9. HAPPY WITH CURRENT VENDOR: WHY? DID YOU CONDUCT A DECENT SURVEY AND FIND PROBLEMS? WERE YOU OUTSOLD? 10.YOU NEVER ASKED FOR SALE: DON T DO THIS AGAIN!!! QUESTION: DID YOU FOLLOW THRU ON PROPOSAL, DID YOU GET TO SEE EB., AND, AT LEAST GET THIS FAR? 25 SESSION 6: RELATIONSHIP MANAGEMENT: - REVIEWING CUSTOMER REVIEWS MOST OF THIS COURSE IS ABOUT SELLING MORE. THIS SESSION IS ABOUT KEEPING WHAT YOU HAVE! 26 REVIEWING CUSTOMER REVIEWS: DO YOU REMEMBER RELATIONSHIP MANAGEMENT? - MONITORING/PLANS/COMMUNICATING UP AND DOWN LINE/BUILDING RELATIONSHIPS, ETC. YOUR BUSINESS MIGHT BE AT RISK! HOW WOULD YOU KNOW? THINK! WHY DO WE LOSE BUSINESS? - FOR SAME REASONS WHY OUR COMPETITORS LOSE BUSINESS TO US! QUESTION: ARE YOU LIVING UP TO PROMISE? 27 9

10 RELATIONSHIP MANAGEMENT: REMEMBER 5 WARNING SIGNALS? CHANGE IN DECISION MAKER CHANGE IN SALES/SERVICE REP CHANGE IN RESULTS - REAL OR PERCEIVED CHANGE IN CORPORATE INFLUENCE - BIDS CHANGE IN SERVICE QUALITY COMPLACENCY - PRICE NOW EXCEEDS VALUE! IF ANY 2 OF SE ARE OCCURRING AT SAME TIME, YOUR ACCOUNT IS IN EXTREME JEOPARDY! FYI: WE NEED A CUSTOMER BUSINESS REVIEW! 28 REVIEWING CUSTOMER REVIEWS WHAT IS A CUSTOMER BUSINESS REVIEW? A FORMAL, PRESCHEDULED MEETING WITH ECONOMIC BUYER (EB) FOR PURPOSE OF DISCUSSING VALUE YOU AND YOUR COMPANY ARE PROVIDING TO HIM AND HIS COMPANY, FOR MONEY Y PAY YOU! USE REVIEW TO FIX PROBLEMS, HEAD OFF COMPETITOR, AND SEEK MORE BUSINESS OPPORTUNITIES ITS SELLING! QUESTION: HOW FREQUENTLY DO YOU CONDUCT FORMAL REVIEWS? 29 REVIEWING CUSTOMER REVIEWS WHEN DO YOU HOLD A BUSINESS REVIEW? ANY ACCOUNT IN YOUR TOP 20! AT LEAST ONCE PER YEAR/MINIMUM LARGER ACCOUNTS MAY NEED MORE FREQUENT MULTI LOCATION ACCOUNTS AND OR MORE COMPLEX ACCOUNTS MAY ALSO NEED MORE THAN ONE BUSINESS REVIEW/YEAR WHEN EVER RE IS CHANGE TAKING PLACE IN ACCOUNT! QUESTION: DO YOUR ACCOUNTS FOLLOW PARETO PRINCIPLE : 80% OF YOUR BUSINESS COMES FROM 20% OF YOUR CUSTOMERS 30 10

11 REVIEWING CUSTOMER REVIEWS WHAT SHOULD BE INCLUDED IN REVIEW? REVIEW OF SERVICE GAME PLAN (SGP) - HAVE YOU BEEN USING YOUR SGP? - YOU HAVE TO HAVE DONE SOMETHING OR RE ISN T ANYTHING TO REVIEW! SYSTEM BY SYSTEM REVIEW SGP FOR EACH LOCATION/SYSTEM PROGRAM COSTS SHOULD BE AT END OF REVIEW. RESELL M ON YOUR VALUE BEFORE GETTING TO COSTS! ADDRESS ANY AND ALL ISSUES. Y WILL NOT GO AWAY! RE IS NO PROBLEM THAT WE CAN T SOLVE/RESOLVE IF WORK TOGER QUESTION: WHAT WATER TREATMENT SKELETONS ARE HIDING IN YOUR CLOSET? 31 REVIEWING CUSTOMER REVIEWS REMINDER: WHY DO YOU NEED A REVIEW? WHENEVER RE ARE ACCOUNT WARNING SIGNS PRIMARY PURPOSE IS TO RE-SELL ACCOUNT! THIS IS CRITICAL IF YOU HAVE A NEW EB UNCOVER NEW BUSINESS OPPORTUNITIES! UNCOVER UNDERLYING ISSUES SERVICE GAME PLAN - WHERE DOES CUSTOMER WANT US SPENDING OUR TIME? ITS OUR REPORT CARD AND A GREAT WAY TO TALK WITH EB! QUESTION: YOU DO TALK TO ECONOMIC BUYER REGULARLY DON T YOU? 32 REVIEWING CUSTOMER REVIEWS REMINDER: WHY DO YOU NEED A REVIEW? WHENEVER RE ARE ACCOUNT WARNING SIGNS PRIMARY PURPOSE IS TO RE-SELL ACCOUNT! THIS IS CRITICAL IF YOU HAVE A NEW EB UNCOVER NEW BUSINESS OPPORTUNITIES! UNCOVER UNDERLYING ISSUES SERVICE GAME PLAN - WHERE DOES CUSTOMER WANT US SPENDING OUR TIME? ITS OUR REPORT CARD AND A GREAT WAY TO TALK WITH EB! QUESTION: YOU DO TALK TO ECONOMIC BUYER REGULARLY DON T YOU? 33 11

12 SESSION 7: WINNING! ATTENTION: LOOK FOR 5-WARNING SIGNS OF ACCOUNT DANGER IN YOUR COMPETITORS ACCOUNTS 34 STRATEGY FOR WINNING! KNOW 5 ACCOUNT WARNING SIGNALS BY HEART! CHANGE IN DECISION MAKER CHANGE IN REP CHANGE IN RESULTS CORPORATE INFLUENCES COMPLACENCY PRICE NOW EXCEEDS VALUE! LOOK FOR SIGNS WHEN YOU MAKE SALES CALLS! DISTRICT MANAGERS: - REVIEW THIS STRATEGY WITH YOUR TEAMS FREQUENTLY. THIS APPROACH REALLY DOES WORK! 35 STRATEGY FOR WINNING! KNOW 5 ACCOUNT WARNING SIGNALS BY HEART! CHANGE IN DECISION MAKER CHANGE IN REP CHANGE IN RESULTS COMPLACENCY CORPORATE INFLUENCES LOOK FOR SIGNS WHEN YOU MAKE SALES CALLS! DISTRICT MANAGERS: - REVIEW THIS STRATEGY WITH YOUR TEAMS FREQUENTLY. THIS APPROACH REALLY DOES WORK! 36 12

13 WINNING! WHEN YOU HAVE IDENTIFIED 2 OR MORE WARNING SIGNALS AT A COMPETITOR'S ACCOUNT.. YOU PUT ON AN ALL-OUT ASSAULT! BECAUSE RE WILL BE A CHANGE IN SUPPLIERS AND IT HAD BETTER BE YOU! LIVE IN ACCOUNT! OUT-HUSTLE COMPETITION! FOCUS IN FOR KILL! 37 WINNING! WHEN YOU HAVE IDENTIFIED 2 OR MORE WARNING SIGNALS AT A COMPETITITOR S ACCOUNT.. YOU PUT ON AN ALL-OUT ASSAULT! BECAUSE RE WILL BE A CHANGE IN SUPPLIERS AND IT HAD BETTER BE YOU! LIVE IN ACCOUNT! OUT-HUSTLE COMPETITION! FOCUS IN FOR KILL! 38 SESSION 8: SUMMARY To: Part 4: Boot Camp Mastery of Selling SELL & MARKET YOUR SKILLS AND EXPERIENCE PROFESSIONALLY. DON T SELL YOURSELF CHEAP AND MAKE SURE YOU WIN!!! 39 13

14 BETTER PROSPECTING! SALES FUNNEL, PIPELINE, AND PYRAMID JUNK OVER- FLOWS! POTENTIAL PROSPECTS GO INTO FUNNEL MANAGE PIPELINE SOLD! (10) Considering Prospects (10) Interested Prospects (20) Qualified Prospects (50) IT SHOULD LOOK LIKE THIS! All Other Prospects (100) QUESTION: HOW MUCH NEW INVOICED BUSINESS SHOULD YOU AIM FOR EACH YEAR? (NET $) 40 WINNING IN WATER TREATMENT SELLING TO WIN IN WATER TREATMENT ARENA IS A SKILL, AND IT NEEDS EXPERIENCE, A PASSION FOR BUSINESS, AND A WILLINGNESS TO MAKE MISTAKES. ALSO, IT NEEDS AN ABILITY TO MAKE FRIENDS AND INFLUENCE BUSINESS PEOPLE, BUT MOST OF ALL, A PROFESSIONAL APPROACH TO EVERY PRINCIPLE! IF YOU HAVE NOT MASTERED EVERY PRINCIPLE. GO BACK AND STUDY, MAKE A GAME PLAN, AND N IMPLEMENT EACH AND 41 EVERY ONE! FINAL REALITY CHECK FOR YOU - PROFESSIONAL SALES PERSON! IF YOUR TERRITORY IS <$200K/YR. YOU RE NOT PAYING FOR YOURSELF! FIX IT BEFORE YOU RE HISTORY! IF YOU WANT BIG MONEY, GET A >$600K TERRITORY AND SELL $100K OF NEW BUSINESS EACH YEAR IF YOU DON T WANNA BE 2 ND RATE GET PROFESSIONAL IF YOU WANT TO BE PROFESSIONAL, GET A CWT, GET PERSONAL BRAND RECOGNITION, TAKE CHANCES, FIX YOUR MISTAKES, BUILD RELATIONSHIPS, FOLLOW THRU, KEEP ON TOP OF EVERYTHING, BE DIFFERENT, AND GO FOR BIG ACCOUNTS! FYI: BE SOLUTIONS GO-TO PERSON! NOTE: IT S THAT EASY!!! 42 14