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The ACCESS Sales Program designed for ALL RETAIL SALES FORCES By Direction One Consulting

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This is the sales training we run for retail sales teams.

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Page 1: Access Trng   Retail Sales

The ACCESS Sales Program

designed for

ALL RETAIL SALES FORCES

By

Direction One Consulting

Page 2: Access Trng   Retail Sales

Objective of the Program

• To get inspired.• To understand how & why buyers buy.• To evolve and practice a sales process that

links successfully to the buyer’s buying process.

• All the above leading to better productivity and higher sales

Direction One Consulting

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Setting personal stretch goals

• Need to be an internal.• Have self belief. • Be careful of outside opinions and

influences.• Be prepared to work hard.• Become a powerful influence on others.

• If you think you can or you think you can’t, either way you are right

Direction One Consulting

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And aligning them to organizational goals

• Therefore how can I maximize my income and learning!

• To achieve my long-term goals, how do I need to work?

• Why should I meet my organization goals.

Direction One Consulting

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Why do we buy the following?

Direction One Consulting

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Why do we want the following?

Direction One Consulting

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So what do we all really want?

Direction One Consulting

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Why do people buy products and services?

Direction One Consulting

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Lets see an example: Standard Home Ad

• The brokers ran typical, standard ads in New York Times - “Cozy six-room home, with fireplace, garage, tile baths, all hot water heat, close to campus, stadium, golf courses, and primary school.” 

• Five brokers were trying to sell this house for three months!!!

• Why was the owner Mrs Lowe selling the house? - to buy a larger one since space was becoming a problem. 

• Her analysis of the ad - Those are facts, but people do not buy facts or even benefits unless they can see those benefits translated to their own personal use. 

Direction One Consulting

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Mrs Lowe’s Ad: • The owner Mrs Lowe, was a housewife with a background in advertising.

She designed another ad which contained her feelings for her home, combined with her sense of what makes good advertising

• Here’s the way the ad ran:

We’ll Miss Our HomeWe’ve been happy in it but two bedrooms are not enough for us, so we must

move.  If you like to be cozy by a fire while you admire autumn woods through wide windows, protected from the street, if you like a shady yard in summer, a clear view of winter sunsets, and quiet enough to hear frogs in spring, but city utilities and conveniences, you might like to buy our home.  We hope so.  We don’t want it to be empty and alone at Christmas.

• Out of the six responses the next day, one person bought the home.

Direction One Consulting

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Advertising does this all the time

Direction One Consulting

• First show the problem.

• Then provide the solution.

• First show the problem.

• Then provide the solution.

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Therefore what should be the philosophy of the sales process?

Direction One Consulting

• Understand needs and wants.

• Link product and service to needs and wants.

• What else should be a part of the organization’s sales process?

• Understand needs and wants.

• Link product and service to needs and wants.

• What else should be a part of the organization’s sales process?

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Direction One Consulting

Research process

Lead generati

on process

KYC process

Presentation

process

Follow – up

process

Organization’s Sales Process

Measures & targets at each stage

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Becoming a Great Sales Professional

• The difference between servicing demand & creating demand.• Great salespeople create demand for their products &

services.

What exactly is creating demand?

It is creating awareness of areas for improvement in our customer’s business processes.

• Any fool can sell at a discount and most fools do exactly that!!!!

Direction One Consulting

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Where are you?

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Average Salesperson – sells products & services

Average Salesperson – sells products & services

Good Salesperson – sells on benefitsGood Salesperson – sells on benefits

Great Sales person – identifies needs & problems, provides solutions

Great Sales person – identifies needs & problems, provides solutions

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The ACCESS Sales Process

A C C E S S

Acquire a research orientation

Acquire a research orientation

Capture a high position

Capture a high position

Clarify value add through diagnostics

Clarify value add through diagnostics

Educate about service features and benefits

Educate about service features and benefits

Settle objections

Settle objections

Summarize & close on winning note

Summarize & close on winning note

Direction One Consulting

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Acquire a research orientationAcquire a research orientation

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• Knowledge of our properties?

• How do we measure the efficiency of the Research sub-process?

• Knowledge of our properties?

• How do we measure the efficiency of the Research sub-process?

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Using a Catalyst

• Acquiring information about a customer is a complex activity & too difficult to be done alone.

• Need a Catalyst who:– knows the customer.– wants you to succeed with that customer.– does not gain financially from your success.

Direction One Consulting

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The Concept of the Catalyst

• Who can be a catalyst:– Existing Customers.– Friends.– Non-competitive suppliers to the same customer –

what else do rich people buy?– Community service.– Batchmates / alumni– Six degrees of separation.– Linked in / Facebook

Direction One Consulting

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Using Catalysts as a multiplier

• Who gives references?• On every call, ask “could you connect me to friends and

colleagues of yours who may be having some investible funds?”

• Call friend, say “need to discuss possibilities, do KYC”.• After meeting call back original source, keep source

informed, thank the person.• Send sms, connect on FB / LI.

Direction One Consulting

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Capture a high positionCapture a high position

• Use catalysts to approach potential customers.

• Move to next stage - Seek to Clarify value add through in-depth diagnostics.

• How do we know we have done this well?

• Use catalysts to approach potential customers.

• Move to next stage - Seek to Clarify value add through in-depth diagnostics.

• How do we know we have done this well?

Direction One Consulting

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Clarify value through diagnosticsClarify value through diagnostics

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• Understand lifestyle, needs, pain areas. Eg drive to work, sports, recreation, movies, shopping, eating out, children’s activities, schools, hospitals for old parents, party lifestyle, idea of relaxation, books, music, theaters.

• Any other?

• How do we measure the efficiency of the KYC process?

• Understand lifestyle, needs, pain areas. Eg drive to work, sports, recreation, movies, shopping, eating out, children’s activities, schools, hospitals for old parents, party lifestyle, idea of relaxation, books, music, theaters.

• Any other?

• How do we measure the efficiency of the KYC process?

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Energize by educating about service features and benefitsEnergize by educating about service features and benefits

Direction One Consulting

Present to customer the different options you have:

• How do we know we have done this well?

Present to customer the different options you have:

• How do we know we have done this well?

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A way of working which is….

• Research oriented, not push but pull.• Not dependent on one individual or department.• Relationships are built first by sound needs analysis,

the sale automatically follows.• Discounting, if at all, happens only AFTER the business

is confirmed!

Direction One Consulting

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Settle objectionsSettle objections

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• Note – If ACCE of ACCESS is done well, this stage would be skipped by customer altogether.

• Anticipate likely objections.• Prepare responses.

• How do we know we have done this well?

• Note – If ACCE of ACCESS is done well, this stage would be skipped by customer altogether.

• Anticipate likely objections.• Prepare responses.

• How do we know we have done this well?

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Objections

• You are highly unlikely to ever meet a customer who says –

wow, where were you, I was waiting for you, what amount

do I write on the cheque?…….

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Why do customers object?

Just fishing for discounts – be

prepared.

Doubt – offer proof, data,

references.

Misunderstanding – clarify.

Drawback – if true, admit

the drawba

ck, refocus attentio

n on plus

points.

Direction One Consulting

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Handling objections

• Look at them as a buying signal - think of what would happen if your customer said nothing!!!.

• Probe – use open questions• The power of knowledge!• Never argue – agree with feeling, not necessarily

with the statement.

Direction One Consulting

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Give discounts / your price is high

• Good things are not cheap, cheap things aren’t good.• Nobody gives discounts because their products are

selling too well.• Are they so desperate?• What would be more important to you - price or

cost? Then elaborate on cost.• Give examples of other premium products where

the customer has paid more – eg for men / women.

Direction One Consulting

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Give discounts / your price is high

• “Maybe I did not explain the value of my product well!”

• People who give discounts generally cut corners elsewhere in areas where customers do not notice (especially in service).

• Reduce the excess price over life of the product.• Reduce the profile of product being offered.• Actually our product is not meant for everybody….• “xxxx” customers cannot be wrong (give national

sales data).

Direction One Consulting

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Let me think over it

• Is there something about my product or company that you are unsure of?

• Is there something about me that you are unsure of?• Quite simply, your business is important to me & you

will not regret your decision to purchase this product. Could we start the paperwork now?

Direction One Consulting

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(You come to know) I am not the decision-maker

• Stop selling immediately.• Besides you, who else would be involved in the

decision?• Do not sell through, use relationship to map

customer.• Plan to meet the decision maker directly – going top-

down is faster.

Direction One Consulting

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I’m happy with my service provider

• Definitely, lots of xxx owners……• Share examples from similar profile.• The best time to look for a new supplier / job is when

you are happy with your old job.• Single supplier relationships sometimes lead to

complacency from the supplier’s side. Give us 20% of the business, both of us would stay alert to providing good service.

Direction One Consulting

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Previous bad experience with your service

• Find out why. Then tell the truth to customer. Show you are sweating.

• Say – “thanks, your feedback helped us…………”. • Explain how things are different now.• Close.

Direction One Consulting

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On the phone – I’m not interested

• The worst that would happen is that both of us would have made a new acquaintance.

• Ask for references.• Ask for permission to call later.

Direction One Consulting

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Summarize & close on a winning noteSummarize & close on a winning note

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• Ask for cheq?• Use closing techniques.

• How do we know we have done this well?

• Ask for cheq?• Use closing techniques.

• How do we know we have done this well?

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Win with Closing Skills

• Ask for the order.• Balance Sheet Close

Direction One Consulting

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Ask for the Order

• The ABC of sales.• The simplest most effective way to close.• And the most powerful.

Direction One Consulting

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Balance Sheet Close

• To be used during competitive sales pitches.• Take a blank sheet of paper, draw a line down the center.• On the left, list down advantages of yr product. Atleast 7.• On the right side, put ONLY the heading – advantages of

“competition product”.• Pass sheet to customer. Ask customer to fill up the right

column. DO NOT HELP THE CUSTOMER AT THIS POINT.• Customer will most likely struggle. After some time say “Our

product really would be the most suitable for your needs………”

Direction One Consulting

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A way of working which is….

• Smart & matured.• Relationships defined as knowledge, are built first,

the sale automatically follows.• Discount, that too much less - only AFTER the

business is confirmed!

Direction One Consulting

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Getting things right the first time, always!!

Direction One Consulting

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7 steps to action!

1. Visualize what you want in personal and professional life.2. Select one activity – implement the 21 day rule.3. Be like the deer in commitment.4. Announce your action plan to all.5. Use the help of other people - appoint a buddy/ nagger.6. Write it down, send to buddy / nagger.7. Discuss with manager.

Direction One Consulting

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Maneesh KonkarEmail: [email protected]: www.directiononeonline.comFacebook:

http://www.facebook.com/pages/Young-Leaders-at-Every-Level/189572801069334?v=wall

Tel: +91 – 98205 03710Connect with us on &

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