Precision Selling Basics

Precision Selling
Just the Basics….
Patrick McClure, CEO

What we need from You
 Willingness to Change
 Open to Trying New Ideas
 Defined Goals & Objectives
 Your Commitment to Success

Our View of Sales
 Selling equals Service
 Sell with Honesty, Integrity and
Compassion
 It’s not Hard Sell, it’s Heart Sell
 It’s leading people to take the
actions that they want to take

Barriers to Learning
 Contempt Prior to Investigation
 You know it all
 Previous Training
 Unpleasant Experiences in the Past
 Not “Really Here” mentally
 Not committed and purposeful

The LAWS of Precision Selling
 Becoming a Rainmaker
 The 4 Biggest Mistakes all
Salespeople make
 Sell Value, not Features
 The 4 C’s
 Failure is Hard Work…KISS

Precision Selling Precepts
1. A Confused Customer Never Buys
2. Remember WIFT, not WIFM
3. Complexity Equals Failure
4. Irresistible & Compelling
5. Simple wins the Day

Your Biggest Competitor
INTERTIA

The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value

The Sales Ladder
 Each Step in Sequence
 Sales Process Stalls when previous
steps are incomplete or missed
 Each Step has an Objective
 When push too hard, problems arise
 Rarely can you “fast flow”
 The precise effort at the precise time

Features & Benefits
 Features
 Objective Characteristics
 Attributes of a Product or Service
 Tangible
 Answers the question “We Have”
 Benefits
 Subjective Characteristics
 Advantages/Improvements derived from a
product or service
 Answers question “It Will”

 Value
 Individualized characteristics
 Recognized improvement from a
product or service
 3 Types of Value
 Intangible (not quantified)
 Tangible (a number)
 Concrete (a dollar amount )
 Answers question “Which Means”

FBV Chart
Feature
We Have
Benefit
It Will
Value
Which Means

Missing out on Benefits
Benefit The Opposite
Dilemma
Make a Profit Miss out on Profit
Improved Marketing Results Losing Market Share
Better Visibility & Sales Missing Potential Sales
More Durable Product Less Shrinkage
New Business Not getting new business

Unique Value Proposition
1. Who you Are, Where you Work
2. What do you do and what value do
you bring to the table?
3. What’s important (unique) about
that and WIFT
4. Your typical customer
5. Why Companies hire you/do
business with you
Simple, Short and Memorable

Your Company or Group
4 Key Vertical
Markets Industries

Create Delighted Clients
 80% of new clients come from
existing Client Referrals!
 What’s your Client Retention &
Satisfaction Strategy?
 How are you helping
your customers become
more successful?

Tips to Expand
your Existing Business
 80% of New Business comes from your
existing satisfied clients
 Provide Services & Help
 Give WARM Referrals and Introductions
 Become the “Godfather”
 Regular contact (Newsletters, calls,
emails)
 Stay CONNECTED and ADD VALUE

Find your YES Crowd
 Your Ideal Clients are
already at YES
 Market Map by
Territory and Industry
 Region, or Clusters of Opportunity
 Work with Marketing and PR to
precisely target campaigns

Let your YES Crowd Find You
 Stop PUSHING them away with:
 Confusing Messages
 Negative Behavior
 Invalidation
 Failure to Listen
 Failure to acknowledge their ideas
 Lack of Understanding

Market Mapping Exercise
 Total Account Listing (includes
Roundtables and others)
 Divide into Qualified Leads and
existing Customers
 Top 3 Target (s) by Industry
 Top 3 Target(s) by Location

Why Should they Meet?
 You’re Interrupting their Day
 They have Gatekeepers
 They have Work to Do
 They don’t remember you
 They told you to call and they didn’t
mean it
 You are not a priority

Focus on the Customer
 People do things for their
reasons, not yours
 Be Aware of their Environment
 Focus your attention and interest.
 Ask Intelligent Questions & Listen
 Courtesy, Persistence, and Timing

The Four Primary Motives
 Gain
 Pride
 Pleasure
 Profit
 Security
 Avoid
 Criticism/Ridicule
 Pain
 Loss
 Fear/Anxiety
Everything that has EVER been bought
was due to one or more of these:

Building Trust & Rapport
 Rapport is the cornerstone of the
sales process
 People buy from people they like
and they trust
 Their perspective, not yours
 Common Shared Realities
 Match their Energy & Emotion
 Interested, not Interesting

Artful Questioning
 Your job now becomes asking intelligent questions and
learning how to listen and probe for more.
 Types of Questions:
 Open
Encourages customer to talk
General Information
Prospect provides detailed information
Avoids a simple yes or no answer
“Who, What, When, Where, Why or How”
 Closed
Finishes the conversation
Narrows down choices
Controls the sales call
Generates a short answer (“yes” or “no.”)

The 4 C’s
 Curious
 Find out as much as possible about their business. Ask many open-
ended questions and show you are interested.
 Change
 Find out what has changed in the past few months. Who transferred
out, who got promoted, what are the new product lines, how their
business has changed, who’s the new manager?
 Concerns
 What are the biggest issues they’re dealing with? What are they
worried about? What are they constantly having trouble with?
 Consequences
 What are the consequences if (Problem X) is not solved? What
impact are they feeling from (Issue Y)? What would happen if
(Problem Y) does not get solved? How have they tried to solve
it in the past?

Connect the Dots
Their Problems
 Concerns
 Worries
 Issues
 Their “Ruin”
Your Solution
 Your Unique Value
Proposition


Sharing the Benefits
 Testimonials & References
 Avoid diving into too much detail
 Focus on the Business Benefits
 Stress Value, Value, Value

Stories
 A Powerful form of Invisible Selling
 Move people emotionally
 Increase Rapport
 Suspend Time
 Can be used to
 Set Appointments
 Handle Objections
 During the Close
 Sharing Benefits

Testimonials
 Use Liberally
 Social Proof
 Technical Proof
 Pictures, Video, Quotes
 These can seal the deal

Preparing the
Sales Presentation
 Needs Analysis Completed
 Decision Making Process Understood
 Who is in the Audience? WIFM?
 Possible Objections to Anticipate
 What are your Objectives?
 What are your Client’s Objectives?

Sales Presentation: Delivery
 Trust and Rapport
 Open with Key Issues
 3-5 “Chunks” delivered:
 Their Pain
 Your Story
 Objection Handled
 Recap Benefits and Value
 Deliver your Offer
 Close

Proposal Guidelines
 Executive Background
 Clear Objectives
 Deliverables are Specified
 Timelines
 Performance Metrics
 Pricing
 Terms & Conditions

Objections: the REAL Buying
Signs
 Resistance can be handled by identifying the customer’s
concern. There are 4 common types of objections:
1. A question – A Request for more information
Solution: Provide an Answer
2. A Stall – need for urgency does not exits
Solution: Provide information that is quantifiable
3. A Reason – attempt to remain in current comfort zone,
unsure what we offer
Solution: Make prospect comfortable with us and
what we offer.
4. A Turndown – prospect does not see value
Solution: clarify using data gathering and move to
Objection Handling System.

Objection Handling System
1. Actively Listen with Empathy
2. Paraphrase/Restate
“Thank you, I think I understand, but let me just
repeat to be absolutely certain…”
3. Question/Clarify the Objection
“Do you mind if I ask a couple questions just to
clarify in my mind…..”
4. Answer it with a Benefit
“Now I understand what you’re saying and why it’s
so important. I think the following might help….”
5. Confirm it’s handled

Handling Objections
 Anticipate and Plan for Objections
 Objection Handling is part of the
sales negotiation
 No objections = No Sale
 The True Objection is often hidden
 Beware the Invisible Objection

Common Objections
 I need to think about it
 Money/budget/finance issues
 Need to talk it over with ___
 Fax me some information
 Call me later
 There’s not enough Proof/Research/Data
 Your price is too high
 We tried it and it didn’t work
 I never buy at first exposure (trade show special)
 I want to do more homework

Don’t Give Up
 Every “no” brings you closer to a “yes”
 48% of all sales people give up after the
first contact
 25%/12%/5% give up after 2nd, 3rd and
4th contact
 Totals 90%…so only 10% are left *
 That’s where 80% of Sales Happen !
 *Source: Dartnell Corporation, Chicago IL

The Close
“The Close is the natural conclusion to a
well delivered sales presentation.”
Eric Lofholm

The Irresistible Offer
 Clear and Compelling
 Summarize Unique Benefits
 ROI for their Company
 Pricing and billing options
 Guarantees
 Any special Bonuses
 Create Urgency
 Ask for the Order

Key Closing Rules
 A Satisfied Customer Will Never Buy
 Why would they ?
 A Confused Customer Never Buys
 What ????
 Only ask for the Order when they’ve
completed the rest of the steps
 When you ask a Closing Question, Shut
UP!!!
 Part of the Language of Persuasion is
Silence

Closing Principles
 It must be beneficial to both parties.
 It meets a critical business need
 Customer recognizes the problem must be solved.
 It concludes the deal and finalizes the transaction.
 3 Reasons why People Avoid the Close:
 Fear of Rejection
 Thinking it’s personal (“No” is not a personal rejection)
 Waiting, and waiting, for the perfect time

How to Close and Win a Client
 Close the Right Person
 Part of qualifying (an earlier step in the sales process) is to ensure you are dealing
with the decision maker.
 Close at the Right Time
 Only do a final close when the time is right and you’re almost positive the decision
maker is ready to say “yes.”
 Remember to Listen
 Customers will many times indicate to you they are ready to proceed and finalize
the transactions. If you aren’t listening, you will miss these clear buying signs.
 Allow your Customer to Close
 If the decision is correct and the time is right, they will literally close themselves.
Listen and allow this to occur.
 Confirm the Close
 Validate the customer and confirm the transaction. Reinforce the correctness of
the decision and broadcast the decision as wide as possible.

7 Closing Techniques
 Ask for Agreement to Proceed.
 “I’ve enjoyed talking with you. It looks like we’ve covered just about everything, so I’d like to
recommend we proceed….” (the direct approach)
 Assumptive Close (most common)
 Simply assume that the customer will buy your product/service and is ready to move forward.
Hand them the order form, or ask for their credit card # in a matter-of-fact voice.
 Turn a question into a Close
 Customer asks if you can deliver it by next Wednesday. “If I can get your order processed today,
that shouldn’t be a problem.”
 Trial Close
 Customer asks if your product/service can do something and you know it’s important to them. “If
we could do ______, are you ready to move forward?”
 Recap Benefits, then proceed
 Summarize the benefits and the final item is their agreement to proceed.
 Schedule of Events/Timeline
 They have a deadline for delivery/implementation. The order must be placed today to meet that
deadline.
 Either/Or
 Would you like delivery Friday, or would next Tuesday be acceptable/

Deliver a Great Service
 Monitor the Delivery
 Ensure all is smooth and on time
 Capture the Success Stories
 Get Testimonials
 Arrange for Referrals
 Remember to Upsell

To Your Success!
Patrick McClure
patrick@connexiagroup.com
Office:(949) 858-0755
Cell: (949) 683-7144
www.connexiagroupcom
Author of
“Precision Selling: 21 Winning Strategies to Achieve Peak
Performance,” and “Find Lost Revenue: Uncover Hidden Causes
to Common Sales & Marketing Problems.”

Precision Selling Basics

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