 SALES MASTERY WITH RAVIN PAPIAH
Show 2 – What Can You Do for Me? Theme – The Relationship Advantage Talking Points – No. 1 reason customers buy from one company instead of another Welcome to the Second show of Season 4 Sales Mastery with….Ravin Papiah! Introduction Can Selling Be a genuine profession, like engineering or medicine? Or is it just an occupation, its success subject to so many buyer whims and depending so heavily on the innate personality traits of the salesperson that it cannot be classified as a profession? SEGMENT 1 Act 5 Sell the company Why are you a good match for this customer? “Let’s ASSUME that YOU as the salesperson, you did everything right in Acts 2,3 and 4, and your customer has made the first of his five major buying decisions: He has bought YOU. So now we move on to Act 5: YOU sell your company. After that, we will address your customer’s remaining buying decisions: product, price, and time-to-buy.” “Now , when Action Selling says that the customer has ‘bought’ the salesperson, it means the customer is genuinely open to doing business with you. He perceives you as trustworthy, a good listener, and sincerely interested in solving his problems. Once you have agreed on his needs, you both can move ahead to his second major buying decision, which is whether to buy your company.” “Up to this point,” as the salesperson, “you have done very little talking and a whole lot listening. In Act 5, the salesperson moves to center stage. Here’s where you start to do more of the talking. You make that move easily and naturally with a simple transition question: ‘How much do you know about my company?’ After the customer answers, you say, ‘Let me cover a couple of things that I think will be important to you.” When customers are deciding whether to ‘buy your company,’ they want to know three basic things: (1)What does it do? (2)What is it known for? (3)And are we a good match? Your company story is the main tool you have to position yourself in the marketplace relative to the competition. Since your competitors are always trying to unsell your company by telling their stories, yours has to be good. The parts of your company story that answer the customer’s first two questions can be pretty much standardized. “What does it do, and What is it known for? Your explanation of those things won’t change much, so you can rehearse your presentation and fine-tune it. For instance, I’ll bet you have a 30-second ‘elevator speech’ that explains who you are and what you do.” Listen to the live/podcast to learn more….. SEGMENT TWO Act 6 SELL THE PRODUCT Death to the data dump. So, you’ve sold yourself, and you’ve sold your company. Your prospect ought to be ready to consider his third buying decision. So now do you open Act 6 and sell your product?” As salespeople, we all obviously learned to sell the same way when we started out. We had a ‘pitch book.’ You use a PowerPoint presentation on your laptop, but it’s the same bad idea: ‘Indulge me, Mr Prospect, while I walk you through these 6,000 screens of bulleted points to tell you everything you never wanted to know about my company and these 8 billion things we sell.’ There’s a reason why salespeople keep on droning on their product pitch until the customer wishes they would go way and leave him alone – ‘They have never known what to do instead.” Salespeople are trained to think that two-thirds of their selling takes place in Act 6, when they describe their product features and benefits. That leads to a classic data dump like the one every salespeople dump on their prospects/customers. We call it ‘show up and throw up’. You shotgun the poor guy with product information until his ears bleed, blabbing away in the hope that eventually something you say will strike a chord. Like I told you before, in Action Selling two-thirds of the selling you do occurs in Act 3, when you ask the Best Questions and Back-Track Benefits to uncover high-yield needs – and when you listen a lot more than you talk.” “But now, when you present your product features and the benefits in Act 6, you can use a target rifle instead of a shotgun. Instead of boring the customer with a data dump, you aim at the needs you have already agreed on and explain how particular features and benefits will best serve those needs. That should be pretty easy to do, since you already uncovered the needs in the first place by Back-Tracking Benefits derived from your own product features.” Let’s NOW SEE how Act 6 works! Listen to the live/podcast to learn more….. SEGMENT THREE ACT 7 ASK FOR COMMITMENT Don’t leave a call without it. Welcome back! what do you think” “ Are we ready to close this sale?” “Action Selling calls it ‘Gaining Commitment,” “Depending on your commitment objective for any given call, that can mean a number of things – scheduling a proposal meeting with a group of decision-makers, for instance. Regardless, when you get to Act 7, you’ve reached the heart of every salesperson’s primary mission. Remember what that is? “ To gain commitment from others,” (this is what we learned in ACT 1) “ Since your commitment Objective is to get your customer to agree to buy your software, that’s the commitment you are after! But to get it, you’ll have to ask for it! “It’s amazing how many so-called salespeople don’t. One study found that 62 percent of all salespeople fail to ask for commitment when completing a call. They present their product, they quote a price, the client says something like, “ I’ll think it over and get back you,’ or ‘ Can I keep the brochures for a few days?’ and these salespeople Really?) say – For sure, here’s my card, thanks for your time, bye.’ - “ They’re strictly amateurs, no matter how long they’ve been selling for a living.” Every time you leave a call without gaining commitment, your chances of getting a commitment later drop by at least 50 percent. Just imagine all the chances you have let slip away in the past, NOT using Action Selling! “There are three main reasons why most salespeople don’t ask for commitment:
Since Action Selling begins with a commitment Objective for every call, from now on you will have to have a plan! Listen to the live/podcast to learn more….. SEGMENT FOUR Notice how far ahead of the game you are at this point? If 62 percent of the salespersons fail to ask for commitment even once, how many do you suppose ask twice?” “Now, what if your customer still doesn’t say yes this time too? So, don’t forget, a negative response will either be a stall or an objection,” “ As we mentioned before, if you ask for commitment the first time and don’t get it, most often you’ll hear a stall. If you handle the stall with a new TFBR and fail to get a commitment the second time, the odds are almost certain that you’ll hear an objection. They don’t like the price, they’re loyal to their current supplier, they don’t really need your product until next year, they are just not sure it’s a good match for them.” Let me tell you how Action selling defines an objection?” “ Action Selling defines an objection as a customer’s response to an unasked question. Every Objection you’ll ever hear will relate to one of the customer’s five buying decisions. And all of the objections you hear could have been uncovered during Act 3 instead of Act 7.” “ This is important, so listen carefully again! Listen to the live/podcast to learn more….. Act 3 is hugely significant – I cannot repeat that enough! It is THAT important! But we all make mistakes, so sometimes we face an objection in Act 7. How do we deal with it? Here’s another hint. Remember when we said that other sales-training systems throw you, the salespeople, outside the process when it’s time to handle objections? In Action Selling, you stay within the system.” Listen to the live/podcast to learn more….. ACT 8 - CONFIRM THE SALE How Pros fight FUD! FUD – Fear, Uncertainty, Doubt Let’s say that tomorrow you succeed with your customer. He makes all the five of his buying decisions in your favour, you gain his commitment and you make the sale. What feeling will start to creep over him as soon as you leave his office? Buyer’s remorse, isn’t it? Otherwise known as FEAR, UNCERTAINTY and DOUBT or FUD! And you would like to eliminate those bad feelings, right? You would much rather they feel good and confident about their decision to buy from you! You would want them to be happy even if this were a one-time sale, but their confidence is especially important if you hope to develop a long-term relationship with them. Above all, you don’t want them to sit there regretting their decision until they call you to cancel their order. Would you agree with all that? Listen to the live/podcast to learn more….. ACT 9 – REPLAY THE CALL Why Professionals keep getting better Act 9 is entirely for the salesperson’s own benefit. It is a BIG part of what separates professionals from Amateurs. After EVERY sales call, successful or not, PROS will review the call in their own minds to decide what they did right and what they could have done better. Was my initial Commitment Objective realistic? Should I have listened more and talked less in Act 2? Did I identify as many yields as I could have? Did I run into an objection in Act 7? If so, what question might I have asked in Act 3 that would have uncovered the issue earlier? If I could do Acts 5 and 6 over again, would I sell my company or my products any differently? That is how you improve your performance – A Professional salesperson will replay every single call – the whole drama! Which is why pros just keep on getting better at selling! Listen to the live/podcast to learn more….. “Welcome to the world of Action Selling,” IF YOU USE ACTION CORRECTLY, take the time to LEARN it and PRACTICE it, then I can assure you you’re going to make a lot of money” and you’re just one salesperson. Just imagine if you TEACH it to others now; even better: to your Sales Team members? Then, everyone can make great money at selling! CONTACT DETAILS : Name of Host : Ravin Souvendra Papiah E-mail : plcjmleadership@gmail.com
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See you Next Week, WHERE WE TALK ABOUT HOW TO DIFFERENTIATE OR DIE AND BEING A CONSULTANT WITH A PURPOSE!
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