Sales Professionals Presentation: How to sell more

Welcome to the Conference
Presentation for
Sales Professionals

Sales-Professionals-Presentation-Slideshare

© Healthcare Marketing Dr. Umbach & Partner

8Dec2013

www.umbachpartner.com

1

Your Input
Questions

Enter into dialogue



2

Opportunities



3

Topics
The will to prepare to win is more important than the will to win
Visit the right people
Create an informal atmosphere
It's all about providing value
Good ways to start a conversation with the doctor
How to make the other person curious
What the doctor is really interested in
Power questions
How to listen
How to use visual aids like folders
Magic words in any language
Words to avoid in business conversations
Effective calls to action


4

Goals
Communicate More Effectively
Convince Your Customers Faster
Sell more products



5

Tips
Advice
Suggestions
Recommendations
You choose


6

Let your ideas inspire you

Reservoir


7

Catalyst
If an idea occurs
to you, write it down
Personal
action plan

Get your
inspirations
on paper



8

Recipe
It's not important how much
you know, but how much
you actually implement
…

Knowing

Going



9

Your Attitude:
Your Frame of Mind



10

Think Positively
Half
empty
Half
full
Accentuate
the positive
© Healthcare Marketing Dr. Umbach & Partner, 2006


11

Positive Attitude
Be confident
Upbeat
wins

Show drive
Exude optimism

You are friendly and likeable


12

Some guiding principles that
you can adapt to your own style



13

Prepare
The will to prepare to win
is more important
than the will to win
Do research


14

Analysis
Know
Your
Target
Group
Find out where the
landing lights are


15

Targeting
Common mistake:
Focusing on the wrong target group
and chasing poor prospects
Do your home work
"Pre-Qualification"
Visit the right people


16

Wrong target group
=
poor Marketing and
ineffective Selling



17

Focus
Whom do you
want to convince?
Are you
on target or
off-track?


18

Classifying Customers
- Current impact
- Potential future impact
Type
Relevance

A
High


B

C

D
Low


19

Think Unmet Needs

Discover the customer's
real problems


20

Engage



21

Connect
Build a relationship
Establish Rapport
"Business is Relations"
"It's always personal"


22

Person
At a certain point, people
stop buying your products,
and start buying you:
You become the product
Daniel Levis

P2P

23

What you want to convey
to your customers?
A powerful and
convincing message



24

A Powerful Message

• Attention: Arouse interest for content
Benefit: Offer a fact-based solution
Superiority: Show unique value
Validation: Support with reference
Behavior: Ask for action


25

Attention
More
volatile
than

More
precious
than

ether

gold



26

First Step
Make the prospect
curious and interested
Irrespective of who the customer is,
it's important to grab their attention


27

The Sale Before the Sale



28

Capture the Prospect's Attention

Good ways to start a conversation:
Use words that arouse curiosity



29

First Man on the Moon?

Neil Armstrong


30

The Second Man on the Moon



31

Words That Spark Attention
Words you should use

First

...

New

This is special.
I should know.


Can you
justify them?

32

Give a Precise Number
Key
conclusions


The 3
key conclusions


33

Be brief
Keep it short and simple
Kiss
Keep it super short


34

A Powerful Message
Attention: Arouse interest for content

• Benefit: Offer a fact-based solution


35

Customers' Eternal Question

Why is this important to me?



36

What's-In-It-For-Me
Syndrome



37

Types of Human Needs
Official
- More knowledge
- Support / Cooperation

Personal
- Appreciation and Recognition
- Feeling safe
- More free time
- Entertainment
- Gifts or money


38

Impact

Message

4

Problem

1
Everything nice

Solution



39

Benefit: Make it worthwhile
It's all about providing value:
You have to have a strong
value proposition
The difference you will make:
You improve the client's condition
by …


40

Complaints by Sales Reps
The prospect did
not return my call

I cannot get any
appointments

Your recommendation …
…

Become more interesting
Provide more value



41

A Powerful Message

• Superiority: Show unique value


42

What would happen …
… if you started with

Superiority = Uniqueness
followed by
Benefit = Solution


43

Always start with
a Benefit
= Solution
= Value proposition



44

A Powerful Message

• Validation: Support with reference


45

Validate Your Claims
Give proof that your product
will perform as you say it will
Endorse your message
by reliable sources …


46

Testimonials
How many statements from satisfied
customers in your country do you use
in conversations with your customers?
0

1

2


3


47

Testimonials
Who is responsible for getting
those statements from satisfied
customers in your country?



48

Attention
Benefit
Superiority
Validation
…


49


• Behavior: Ask for action


50

Ask for Action
CTA = Call to Action
What do you want
people to do?



51

Ask for Action
After all the work you put in,
all the time, money and energy,
the decisive moment is:
Closing the sale



52

Best Point in Time



53

Give Options
Turn the customer’s question from
“Should
I act?”

“Which option
should I choose?”



54

Conclusion
Do what approximately 70 % of
all sales reps forget:
Always complete your talk
with an effective call to action!



55

Modes of Expression

With language you are playing
an incredibly dangerous game
Frank Luntz: Words that work


56

Some Words Transform
Your Text ...



57

Drop "Barbed Wire" Words
Avoid hazardous language
• Problematic
• Difficult
• Complicated
• Questionable
• Mistake


58

The Power of Words
Loose lips sink ships
Words can determine how
people feel and how they act
Be careful what you say


59

Zarathustra
Speak the truth, but
speak it pleasantly
Zarathustra, 1000 B.C.

Write the truth, but
write it pleasantly


60

Language

Choose words with
Positive interpretations
Optimistic connotations
Agreeable implications


61

-

+

unquestionable

accepted

You
misunderstood
me

Let
me
explain



62

problem

+
challenge
fascinating
problem



63

disappointing

+
informative
instructive
insightful



64

old

+
established
well-known
modern classic



65

Alternatives to "Prove"
Avoid
• Prove


Prefer
•
•
•
•
•
•

Validate
Document
Confirm
Highlight
Emphasize
Underline

66

Alternatives to 'Difference'
Case: Examplex is 20% better

20% improvement
20% increase
20% difference


67

The "Magic" Word
In any language is …
the other person's name



68

Key Words
Benefit
Value
Advantage

Use them


69

The Important Words

Forging an identity with
the right vocabulary



70

Number of Bullet Points

Uneven

Even

3
__
Make lists of three


71

Your 3 Core Messages
•
•
•



72

3 Questions and Your Answers
•
•
•



73

Calling the Other Treatment
 Control
 Standard therapy
 Conventional therapy
- Reference substance
- Gold standard


74

The Competitor
● Don't mention the other brand name
● Don't bad-mouth the competition
● Ask a question about an item where
your product is superior, for example
"How important is convenience?"
Your products are special, because …
Your service is better, because ...


75

Communication Channels

Choose the routes that
your target audiences prefer



76

Give Great Presentations
Rehearse
Polish
Refine



77

On Stage

You're on!


78

Think
Pep
Passion
Performance



79

Practice
Use every
opportunity
You don't get great
within one day, but
day by day


80

The

Experience
Economy
Work is Theatre
and Every Business
a Stage
B. Joseph Pine II
James H Gilmore


81

Start a Dialogue

2
= 1
Listen


82

The Testing Cycle
Prepare a draft
Test it = Ask questions
Get feedback
Adjust = Fine-tune
Adapt to feedback


83

Good Questions

Ask great questions
and you will get
great answers



84

Your prospect will evaluate you by
- how smart your questions are
- how well you can listen



85

Listen to Feedback
Rapid prototyping
Improve faster
Succeed sooner



86

Critical Success Factor

24
May

Speed


87

Follow-up

Effective follow-up is what
distinguishes the professional
from the amateur.


88

Network

Connect to people
Make lots and lots of friends


89

Electronic Business Platforms
www.xing.com
www.linkedin.com
www.viadeo.com
Local platforms



90

Combination

Lots of little things done well
can make a powerful difference
Richard Branson



91

Summary
Research and analyze
Customize
Test and adapt
Establish rapport
Ask questions
Listen
Ask for action


92

Live up to your
true potential



93

Stretch



94

Whatever you can do
or dream, begin it.
Boldness has genius,
power and magic in it.
William Murray:
The Scottish Himalayan Expedition
Quoting the German poet Goethe


95

Types of People

Make
things
happen

Watch
things
happen

Wonder
what’s
happening

Dare


96

The Big Secret

Get out and do it



97

WIN

Work it now



98

Have the courage …
… to take risks
Get comfortable
being uncomfortable



99

Wake Up
Alert
Morning

Act

Make every day count


100

You Can Achieve Mastery
You can choose
- preparation
- optimism
- action
- excellence


101

Rise to New Heights
No one can
predict to what
heights you
can soar
Even you will not know until
you spread your wings


102

Sales Professionals Presentation: How to sell more

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