SELLING SKILLS MASTERY

Presented by: Tony Armstrong

BMD Global - Tel: +44 (0) 1202-570600

Email: info@bmd-global.com Web: www.bmd-global.com
 SECTION 1

OBJECTIVES AND AN
INTRODUCTION TO SELLING
 OBJECTIVES & INTRODUCTION

WELCOME & OBJECTIVES

During this whole programme we will:

- Discuss your sales role(s) within your company and understand what is
required to be even more successful as the business grows.

- Advance your skills set and give you some practical ideas to help you become
even more professional with customers and prospects.

- Agree key actions for implementation that will make a difference!

YOUR PERSONAL OBJECTIVES

A moment for self reflection – please feel free to make your own notes:

- Given your growth plans, what do you think is important to future success?

- Where are you now in your selling skills (score out of 10) /10

- Where do you want to be at the end of this programme? /10

- How will you be able to evidence that to yourself and others? Notes below..
 OBJECTIVES & INTRODUCTION

A FUNDAMENTAL BUSINESS MODEL

In conjunction with the video, please enter your notes on the following slide:

KEY POINTS

- Business dynamics and demands change all the time – so we need to be

adaptable and change with these too!

- We need to focus on what we do and what we know if we are to change the

future results for the business. Proactive vs. reactive?

- It is a cliché - but we must aim to work smarter, not harder in the key areas
of our activities! Plan for future results.. Cannot be 10 out of 10 all the time!
 OBJECTIVES & INTRODUCTION

FOUR STAGES OF LEARNING

In conjunction with the video, please enter your notes on the following slide:
 OBJECTIVES & INTRODUCTION

BUSINESS PARTNERSHIPS – SELLING TODAY

In conjunction with the video, please enter your notes on the following slide:

KEY POINTS
- The more we know about the customers’ real or perceived issues they have,
the more likely it is we can help them and sustain longer term sales!

- If we only focus on our product/service transaction, then we are more likely

to focus only on price differences, rather than service or support differences.

- In a competitive business, there is always one Unique Selling Point….YOU!

 OBJECTIVES & INTRODUCTION

CASE STUDY

- What do you think makes for an enjoyable and interesting sales call from the
customer’s point of view?

- How do customers view calls that are solely product or price orientated?

- Being proactive is not difficult! It is not an exact skill either, but as a general
rule we need to be asking more questions.

A STRUCTURED APPROACH

- A simple guide or ‘route map’ to make sure you maximise every sales call!

- A great way of keeping control and sounding even more professional!

- Consciously you know where you are – and it’s PERSONALISED to you!

- Introducing The Call Structure: B.M.D. G.L.O.B.A.L. (see next page)

 OBJECTIVES & INTRODUCTION

BMD GLOBAL SALES ACRONYM

B.

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D.

G.

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O.

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 SECTION 2

EXCEED9
SELLING SKILLS
 EXCEED9 SELLING SKILLS

BE PREPARED

- Call Objectives | Prepare to Win!| Link to Strategy | Know the Gaps |

- Get the basics right! Who? What? Where? Researched?

- Set Clear Objectives – SMART | Prepare your compelling introduction

- Objectives can be worked up in the following way:

 Define Objectives – What are YOU measured on?

 Main and Fall back – Wish list…prioritised
 Specific Call Objectives for today
 Overall longer term Account / Customer Objectives
 We should write them down!
 What would we really like - realistic!?
 …..If money was no object?......remove your own limits!
- Prepare and practice your introduction

- Prepare together!

- Gather together your (anticipated) support Materials

- Dress appropriately!
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MAKE AN IMPRESSION

- Stand Up – Speak Up!

- Be on time!

- Clean up your (Support) act! Equipment.

- Bright eyed and bushy tailed! Glasses | Hands | Hair etc…

- Get the basics right! Who? What? Where? Have you Researched?

- Bide your time and wait for your chance – you are in control!

- Time Check (point to your watch!)

- Opening Statement

- Go ‘Big Picture!’

- Avoid the ‘Lazy Buyer’ Syndrome

 EXCEED9 SELLING SKILLS

DRILL DOWN – EFFECTIVE QUESTIONING

At any time when we want to be more proactive and ask questions, perhaps
more so that we have ever done before – Or when compared to other
competitors of ours, we need to ‘sell them’ why!!!

Use a ‘Customer Preload Motivator’ - What might be the risk if we don’t?

EXAMPLES:

- So that I can make sure you are getting the best from us, I just need to gain
a bit more background first… Is it ok to ask you a few questions?

- To get the most from this meeting and so we can recommend the best
solution for you, I just need to get a little more detail first!

- You want a good price – we’re keen to win your business! So let me just ask
you a couple of questions first and let’s see how we can help you!

- So that we can propose the right solution for you, may I just get a bit more of
an understanding on ……….?

- …Best use of time and propose the right product for you..ok to ask questions?
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TYPES OF QUESTION

OPEN QUESTIONS:

 How, Which, When, Where, What, Who, Why?

CLOSED QUESTIONS:

 Can, Is, Have, Do, Would?

NOTE:

- There is no right and wrong question – just simply how you use them is most
important to your success! They help us stay in control and demonstrate an
interest in the customer!

CONSIDER:

- What key things are you measured on? .... Targeted on?

- What specific questions can we build on these areas - to help us sell more?

- Use Sweeper Questions, to tease out other issues!

 EXCEED9 SELLING SKILLS

WHY QUESTIONS?

Sales Person Your Customer

- Our experience, knowledge and skills are all very useful – but sometimes
these get in the way of effective selling/communication!

- The customer information is often based only upon their perception of what
they think you do!

- The most dangerous customer from our point of view is one who tells us what
he or she thinks we need to know!

- Whenever possible, given the time available (which we can make?!) and the
circumstances, we must try and make the customer think more!

- In this way we create needs that perhaps they have not thought of – Or, we
can influence what they need by building value.

- It is vital then that we control the call and ask good quality questions about
things we know we want to introduce - but as yet, the customer doesn’t
realise he/she needs!
 EXCEED9 SELLING SKILLS

GAIN UNDERSTANDING – WITH ACTIVE LISTENING

This again can be an undervalued skills set - and yet it is crucial to listen even
more intently to what customers are saying, the more proactive we become.

As we have seen, perceptions and experiences get in the way of effective

communication and we must try and be more open.

- Beware the ‘Double Tap Question’ syndrome.

- Allow them time to answer

- Avoid finishing for them!

- Keep an Open Mind

- Watch out for Verbal Hooks

- Listen for what is not said!

- Note taking!!!!!

- Use the Power of Silence

- Read Body Language

 EXCEED9 SELLING SKILLS

LINK SUMMARY | SWEEP

- Why Summarise?

 A natural link between selling and presentation phases

 Checks understanding – gains agreement
 Professional, compared to many salespeople
- How to Summarise

 A brief bullet point review - Employ their words!

 Get them to prioritise their needs
 Note taking flags
- Value of a Sweeper

 Guaranteed in most instances to provide more sales

 They may think they will feel daft for asking a ‘silly’ question!
 Catchall – ‘Is there anything else?’
- ‘Well, thanks for the information you have given me this morning…Before I
point out the best solution for you, is there anything that I have not asked
you about that you think we should have raised?...’

- This is just part of a conversation – customer won’t know you’re doing it!
 EXCEED9 SELLING SKILLS

OFFER YOUR PRODUCTS

- Satisfy the main Needs

- Appeal to the Wants

- Define the Features

- Express the Benefits

- Assume Nothing!

- Avoid the Feature Dump!

- Link to the Needs

- Present your NFB Package

 EXCEED9 SELLING SKILLS

BEST ANSWERS

- Check your Facts!

- Lack of Sweeper or Summary?

- Welcome an Objection

- Take the Emotion out

- Use the power of Silence

- Pace it! How you answer

- Know Your Objections

- Structure Your Reaction

- Selling Your Difference

 EXCEED9 SELLING SKILLS

ASK FOR THE BUSINESS

- Overcome the Buyer’s Fear

- Overcome the Sales Person’s Fear

- Try the Alternative Close

- Try the Reduction Close

- Hand up a Pricing Hook!

- Try the Investment Sandwich

- Use an Order Form Close

- Use a ‘Win:Win’ approach

- Use The Last Chance Close

 EXCEED9 SELLING SKILLS

LEARNING REVIEW

- Balance your Feedback

- Use your Sales Call Structure

- Accept that we are not Perfect

- Review Your Sales Call Objectives

- Ask for Feedback

- Keep an Open Mind

- Gauge Commitment

- Put yourself in someone else’s Shoes

 SECTION 3

YOUR
FOLLOW UP PLAN
 YOUR FOLLOW UP PLAN

CONGRATULATIONS!

See video message from Tony Armstrong

EXCEED9 ACCREDITATION

So, now is your chance to review how you have improved!

Quick Assessment:

- Revisit your scores out of 10 from the start.

/10
o Where were you?

o Where did you want to be now at the end? /10

o What did you achieve? Evidenced.. For You? | Others?

/10

Exceed9 Accreditation:

- Download the Exceed9 27 Point assessment and complete as guided. Then

submit your result to BMD Global for review and accreditation

- Be prepared to answer one or two additional emails from us based on your

submission, to clarify your understanding! If successful, you will receive a
personalise certificate of your success signed by Tony Armstrong himself.
SECTION 4

LATEST
MATERIALS
 LATEST MATERIALS

CHECK IT OUT!

Please check the relevant page on the www.exceed9.com Website for any additional
materials; guides; workbooks etc. We will be adding more over time!

FOLLOW UP ACTIONS

Please write down your own specific three point action plan here and then share
with us and your own Line Manager:

o Specific Skill improvement area 1 and by when?

o Specific Skill improvement area 2 and by when?

o Specific Skill improvement area 3 and by when?

 NOTES & FOLLOW - UP

NOTES: