Seminar #6 – Selling Distinctive Value
Hello, it’s Victoria Revay here again blogging from the seminar. As always I am trying to get the most important points across, so some things might be in point form. Don Linder from Major Client Selling is first up. Don say don’t try to sell your product and listen to more than you speak. 80/20 rule. After we’ve identified the customer and other factors, the customer won’t buy if the amount that you are selling for is too high. He lists 5 major things we need to understand in terms of customer relations and product. The Business Case. Names a check-list that we need to go through to calculate the benefits and business case. You need a diagnostic approach to selling and easy usability. Does that customer have a customer? Let’s write this down. Help you customer identify the problem. Unrecognized Problems. Unanticipated Solutions. What do you need? You need to understand critical customer issues, outcomes/results, use business technology, and refer to metrics. “Going for the No.” This means to understand if your customer will benefit. You need to diagnose the problem. Use questioning system: SPIN selling. Stages of Sales conversations: What is most important? Obtaining the sale, investigating? Depends on what you’re trying to do. How often do I demonstrate before we agree on a business case?
Question from audience: Do you give it away for free or charge for example as a software as a service? People believe you demonstrate more and the product should sell itself.
BREAK
Complex Sales
First Impressions
“Seven Deadly Mistakes That Cause You to Lose Large Sales”
Don is going over some buyer profiles, having a coach (because 90% of the selling occurs while you are not around), structured strategy planning process helps you succeed and optimize efforts. Right now, we’ve spent 15 minutes discussing how to leave a voice mail, so I won’t go into it. People are asking how you get through secretaries on the phone. First Impressions are important, so you need to assess the competition. Create initial communications. Establish credibility: referral, triggering events, research. Some deadly mistakes: failing to confront reality, no business case, wasting resources, letting customer define solution amongst others.