Selling Techniques

Making It Happen!
Bill Morland
Orange County SCORE
Individual Purchase Process

Love
Buying
Intention
Shopping
Consideration
Awareness
What Is Selling?

• The face to face meeting with your

prospect at the Intention or Buying level
• Getting there—right place, right time, right
person
What Do Customers Care About?

THEMSELVES!!
Wants, Needs, Desires
What Do They Buy?

SOLUTIONS!!
What You Should Know About Your
Customers

• Target – Who are they – decision maker?

• Needs, Wants – What do you need to
solve?
• Value Perception – Their perceived value
equation.
The Value Equation

Value = Benefit/Cost
Before You Do Anything Else…

• Sell yourself
• Know your product
• Know the value equation
• Know your competition
• Know why your customer should buy from
you instead of your competition
Getting In Position to Sell

• Target your customer

• Know who is the decision maker
• Execute your plan consistently
• If you can’t/won’t do it, hire it done
Prepare for the Sales Call

• Package yourself
• No negatives
• Research client
• Be on time
• Be observant
The Sales Presentation

• Approach
• Present
• Objections
• Negotiations
• Close
The Approach

• Eliminate possible distractions

• Lead with a question to involve client-and
don’t say “how are you?”
• State the purpose of call in terms of your
customers need
• Get agreement on the need
The Body of the Presentation

• Use all senses possible

• Be aware of clues—body language,
questions, etc
• Sell benefits not features
• Make it logical and end by filling the need
Objections-Your Best Friend

• Objections are the client telling you how to

sell them
• Restate the objection
• Answer in terms of your product’s benefits
• Move on
Negotiation

• End body of presentation with trial close

• If you get a “yes”--stop selling and start
writing
• If you get a “no” ask “why not”
• Answer objection, negotiate, and trial
close again
Close

• Either/or— ”would you like delivery on

Friday or next Monday”?
• “Is that the only thing that is stopping you
from buying”?
• Always, always ask for the order
Important Tips

• Listen—listen more than you talk

• Never, never talk over the client-listen to
what he says
• Control the flow
• Always ask for the order - if you do nothing
else ask for the order
• Ask for referrals
Follow-up

Sold: Didn’t sell:

• Thank • Thank
• Restate terms etc • Restate need and
• You’ll stay in the feature/benefit
loop • Leave a way back
in
Keep Records

• Follow-up consistently
• Keep a tickler file
• Keep your promised dates
• Send correspondence about solutions to
their problems
• Follow-up, follow-up, follow-up
Keeping Your Customers

• Never take them for granted

• Stay in touch
• Stress benefits of your product
• Ask them if they are happy—if not, FIX IT
NOW
Customer Service

• Answer the phone

• No voice menus--no lengthy holds
• Resolve problems now
• Honor your time frames
• Complaints are your friend—you get to
show how good you really are
Handling Complaints

• Don’t argue
• Apologize even if you’re not wrong
• Restate problem
• Give time frame to resolution
• If you can’t meet time, call and extend
• Let them know you care and that you are
involved
The Three Most Common Sales
Mistakes
• Not listening to the buyer
• Not asking for the order
• Forgetting to sell existing customers
Questions and Answers

Want to get specific about solutions to

your selling challenges?

• Call SCORE at 714-550-7369 for a no-charge

counseling session
• Visit our local web site www.score114.org
• Visit our national web site www.score.org