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Mehdi Mahfoud

Mehdi
Mahfoud

Selling is ?

Definition of Selling!
“The PROCESS of:
▪ Developing customer relationships,
▪ Discovering customer needs,
▪ Matching appropriate products with these needs and
communicating benefits.”
Manning and Reece
Selling Today

Selling is a ‘PROCESS’ that:
 Facilitates the transfer of goods & services
 Persuades prospects to buy
 Occurs over various lengths of time
 Involves multiple steps (preparing, opening, presenting, closing, servicing),
although maybe not all on every call
 Is part of ‘marketing’ (promotion)
 Is customer (vs. product) driven
 Bridges the final 3 feet between the company and the customer

Selling (for Salesman)!
 Selling is problem solving
 Selling is a helping, caring activity
 A customer is a person to be served, not a prospect to be sold
 Treat people as human beings, not $ signs
 Unique products, relationships, cultures are important
 Be customer driven, not product driven
 Focus on customer needs
 The customer is the reason a salesperson exists
 Long-term success depends on pleasing others
 Selling is a ‘win-win’ activity
 A commitment to self improvement and life-long learning essential for long-
term success
 Adherence to a strict code of ethics emphasizing, among other things, mutual
trust, respect, and honesty is essential

Different titles, Same
purpose
 PMO
 PM
 CEO
 GM
 Chairman
 Rep
 Account executive
 Customer relations specialist
 Territory manager
 Consultant
 Technical assistant
 District manager
 Marketing specialist
Salesman!

Stereotyping!
Annoying
Arm twister
Arrogant
‘BS’er
Condescending
Dishonest
Fake
Fast talker
Greedy
Intimidating
Long-winded
Manipulative
Narrow-minded
Never give up
Phony
Pushy
Relentless
Show off
Smooth talker
Sneaky
Telemarketer
Tricky
Unthoughtful
Won’t take ‘no’

Sales is Intimidating
* Salesmanship: The art of selling someone
something that they don’t want, don’t need,
and certainly can’t afford. (Bob Sagett, America’s
Funniest Home Videos, March 14, 1993)
* Question: How can you tell if a salesperson is
lying?
Answer: His/her lips are moving.

Why People Buy?
The “Black Box” Approach!
Stimulus-response model of buyer behavior
Stimulus Black box Response
Sales Presentation
Buyer’s Hidden
Mental Process
Sale/No Sale
Time

What’s Known About Mental Process
 People buy for practical and emotional reasons
 Some thoughts can be determined

Psychological Influences on Buying
 Motivation to buy must be there
 Needs - lack of something desirable
 Wants - needs learned by the person
 Economic needs: The best value for the money
 Price, quality, convenience, and service

Psychological Influences on Buying!
 Awareness of needs: Some buyers are unsure
 conscious need
 preconscious
 unconscious

FAB Approach to Buyer’s Need Satisfaction
 Stressing benefits is a very powerful selling
technique
 FAB selling technique helps emphasize benefit
 Feature
 Advantage
 Benefit

The Product’s Features; So What?
 Feature – a physical characteristic
 Many salespeople emphasize features
 Examples:
 size
 color

The Product’s Advantages: Prove It !!
 Advantage - a performance characteristic
 The chances of making a sale are increased by
describing the product’s advantages
 How a product can be used
 How a product will help the buyer
 Examples:
 rapid
 copy on both sides

The Product’s Benefits: What’s in it for Me?
 Benefit –
 People are interested in what the product will do
for them
 Emphasizing benefits increases sales

People Buy Benefit(s)
 Notice national television commercials
 stress benefits

People Buy Benefit(s)
 High performing salespeople
 They know this increases their chances

What’s In It For Me?
 Stressing benefits in the sales presentation answers
the prospect’s question

Can Not Leave Out Features and Advantages
 In the sales presentation it is also important to
mention features and advantages
 Here is an example of how to stress a benefit while
including a feature and an advantage:

Ex: Sporting Goods Salesperson to Customer
 “With this ball, you’ll get an extra 10 to 20 yards
on your drives (advantage) helping to reduce
your score (benefit) because of its new solid core
(feature).”
4-22

Jordan Belfort!
 Jordan Belfort is most famous for running a notorious Wall Street
“Boiler Room” in the 1980s, he sold nearly $1 billion in penny
stocks,
 employing, training, and leading over 1000 sales professionals in
the process. After spending 22 months in jail and atoning for his
crimes, paying back more than $10 million in damages,
 bestselling memoir : The Wolf of Wall Street, which has since been
turned into a major motion picture,
 His story is literally straight from the movies,
 Jordan has amassed a world-class expertise in sales and
persuasion. He calls it
 Threshold
“The Straight-Line Sales Method”

JB’s Way of The Wolf!
“ From the moment you speak with a
potential client, you have 4 seconds to
build rapport by being excited, direct,
and building your authority. Then, for the
rest of the sale, when your customer
wants to go left, right, up, or down—your
job is to bring them back to the sale. Step
by step, you take
them directly from open to close”

The Straight-Line Method

The Straight Line Method
Building Rapport Improving Certainty

The Straight-Line Method
 STEP 1: GATHER INTELLIGENCE,
 STEP 2: AMPLIFY THEIR PAIN,
 STEP 3: PITCH LOGICALLY,
 STEP 4: PITCH EMOTIONALLY,
 STEP 5: CLOSE THE SALE BY ANSWERING OBJECTIONS
AND PAINTING A POSITIVE PICTURE OF THE FUTURE

The Straight-Line Method
STEP 1: GATHER INTELLIGENCE
- Company & Management Teams,
- Sale Decision Makers,
- Sector intelligence,
- Focus on their Needs!
Focus on their present and future Needs!

The Straight-Line Method
 STEP 2: AMPLIFY THEIR PAIN
- Implications on productivity,
- Implications on Time, Cost & Quality,
- Implications on Market’s share and growth ,
- Implications on Brand,
- Implications on annual turnover,
- Competitors and partners
- Focus on their Needs!
Focus on Consequences if sale is not made!

The Straight-Line Method
STEP 3: PITCH LOGICALLY,
 Remember the three Es!
 Numbers and hard facts,
 Provable facts,
 Hard metrics
 ROI, PBP, IRR
 Provable Success stories
Business, Market & Industry Logic!

The Straight-Line Method
STEP 4: PITCH EMOTIONALLY,
 Remember the three Es!
 Rely upon the "future-pacing” you do for them,
 picture you paint of their future success,
 Success stories for using your product or service,
 Product greatness and trust,
Trust and future image!

The Straight-Line Method
STEP 5: CLOSE THE SALE ,
 Remember the three Es!
 Rely upon the "future-pacing” you do for
them,
 picture you paint of their future success,
 Product greatness and trust,
Potential, Trust and future image!

The Straight-Line Method
The Three Ts:
In order to close a sale your prospect must be 10-out-of-10 certain of three things:
1. They like the product, idea, or concept
2. They trust and like you
3. They trust and connect with the company
(logically and emotionally)

The Reality of Rapport
 Most salespeople believe that building rapport looks and sounds
like “small talk,” but this couldn’t be further from the truth.
Rapport, instead, is about building certainty. And it starts from
the moment you open your mouth.
Focus on their present and future
Needs!

The Reality of Rapport
 In the first 4 (and if you fail, you have maybe 10 more to save
yourself ) seconds of an in-person interaction, you must prove to
your prospect that you’re worth listening to. You have to
demonstrate that you’re:
Smart , Enthusiastic and Expert at
your field

The Reality of Rapport
All must be done immediately in your style of approach. You must
stand tall, move boldly, smile wide, have energy, and be confident in
your tone of voice.
 Get to the point quickly
 Do not waste their time
 Have a solution to their problem
 Prove you’ll be a long-term asset

Closing the Sale
The point is that if you want to close a sale, a potential client must
be:
 Certain of all three: The product, You, and The Company. All
three!
 The 10 represents a scale from 1 to 10, 1 indicating they are
absolutely uncertain about the condition, and 10 indicating they
are absolutely certain about the condition.

Bottom Line!!
CLOSE THE DEAL !

BIG IDEAS TO CLOSE THE
DEAL
ANTHONY IANNARINO’s
10BIG IDEAS
“CLOSING THE DEAL”

BIG IDEA #1
ALWAYS/NEVER BE CLOSING
 KNOW THIS —
Rushing someone to close a deal is rarely successful,
but that’s not to say that closing isn’t crucial. Many
salespeople are so focused on finalizing the deal that
they overlook the process itself.
 WHAT TO DO —
Present yourself as a partner to a client, not a vendor.
Engage in an ongoing solution-focused dialogue by
securing ten commitments: time, explore, change,
collaborate, build consensus, invest, review, resolve
concerns, decide and execute.

BIG IDEA #2
TRADING VALUE
 KNOW THIS —
Every commitment you ask your lead to make must provide
value, and it is your job to explain what that value is.
 WHAT TO DO —
Be other-oriented by focusing on the people you
are trying to help. Trade future value for the commitments you
are asking your clients to make.

BIG IDEA #3
THE COMMITMENT FOR TIME
 KNOW THIS —
If a client sees that you respect their time, they are far more willing to
respect whatever it is you’re trying to sell.
 WHAT TO DO —
Always offer something in return for absorbing your client’s time. It
can be research, insights, testing, whatever — but it must be useful.

BIG IDEA #4
STOP TREATING CONCERNS AS OBJECTIONS
 KNOW THIS —
Buyers need help handling their fears and doubts
as they make major purchases.
 WHAT TO DO —
Do not leave a meeting without securing a commitment to resolve any
concerns that may come up as they think over moving forward.
Remember, you like to have your anxieties softened every time you
make a large decision..

BIG IDEA #5
CONTROL THE PROCESS
 KNOW THIS —
When you control the process, you control the nature of the client
relationship. If you lose control, you’ll probably lose the sale.
 WHAT TO DO —
Do not allow the client to skip steps. It is your
responsibility to remind the client of the value of each step they are
taking throughout the process.
Continue to nudge them forward!

BIG IDEA #6
BUILDING THE RELATIONSHIP
 KNOW THIS —
Once you’ve established a relationship and presented a solution, you
must build a foundation of trust so the lead transforms into an ongoing
opportunity.
 WHAT TO DO —
Secure a commitment that the client will change
vendors and evaluate the timeline. Customize your product so that it
fits the client’s needs which may require collaboration.

BIG IDEA #7
THE COMMITMENT TO BUILD CONSENSUS
 KNOW THIS —
Don’t be surprised if the authority figure isn’t actually your principal
decider.
 WHAT TO DO —
Ask your key point of contact when a good time is to bring other
people into the conversation. Identify and gain access to the
individuals who have sway in the significant departments affected by
your sale. Rally support.

BIG IDEA #8
THE COMMITMENT TO DECIDE
 KNOW THIS —
If you have secured every commitment so far, you should have an
easy time securing your prospect’s (now client) decision.
 WHAT TO DO —
Be direct about winning their business. Don’t get defensive, act
surprised or be unhappy if the client isn’t moving forward. Find the
reason and address it.

BIG IDEA #9
USE NATURAL LANGUAGE
 KNOW THIS —
Your clients should never feel uncomfortable
because your language choices make you appear amateurish.
 WHAT TO DO —
Use language that builds trust. Try to avoid language that would make
someone have to defend themselves. Remain other-oriented.

BIG IDEA #10
YOU ARE THE PRODUCT
 KNOW THIS —
If you prove yourself to be a problem solver, you’re
selling something much more important (and valuable) than your
product. Nothing is more valuable than you as a resource.
 WHAT TO DO —
Making yourself available is the best service a
client could hope for before, during, and after you close.

The Straight-Line Method

Thank You

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