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Más de Miodrag Kostic, CMC(20)


Sales training key account managers selling skills workshop

  1. Miodrag Kostić, CMC Sales training
  2. Living and working in USA for 16 years
  3. Working for the best!
  4. Training: “Japanese model for business in Serbia” 18.03.2014 - Belgrade Chamber of Commerce
  5. Public training: Business improvements using lean methodology – Belgrade Chamber of Commerce - March 2016
  6. Training “B2B - Key Account Sales Strategy” 9.5.2013 in Belgrade Chamber of Commerce
  7. Miodrag Kostić
  8. To help you see which is the bigger carrot
  9. “To know what you know and what you do not know, that is true knowledge.” ― Confucius – 511 BC How much do we really know what we know? Challenge No. 1
  10. “Any fool can know. The point is to understand.” ― Albert Einstein How much do we understand what we know? Challenge No. 2
  11. “Easy to understand, hard to apply!” -- Marshal Goldsmith How do we apply what we understand? Challenge No. 3
  12. Placed in all Japanese schools “only” 1 % better
  13. How is it on the global marketplace? Why do we need to be better?
  14. What happens if you don’t get better?
  15. What are your opportunities and challenges?
  16. Tell us how do you sell to your clients? What are the steps of your selling process?
  17. CRISIS challenge opportunity Challenge presents opportunity for improvement
  18. Who are your customers and clients?
  19. Why should you know your clients? To understand their needs and wants
  20. How you see your clients determines your behavior and your success in sales
  21. Is every client a “good client”?
  22. What do you sell to your clients?
  23. FEATURES of products Solve the PROBLEM BENEFITS of solution Features tell, benefits sell!
  24. What are your product features?
  25. What is the benefit for the client? Benefit shows how the feature helps the client
  26. PRODUCT feature benefitproblem Why they need the product? Without this feature Measurable
  27. Why do people buy from you?
  28. “People buy from people they love!” -- Harvey Mackay
  29. What do you do for your clients? What is the cost of serving your clients?
  30. = P + ... + What is your extended offer? What your client gets from you?
  31. Is your customer aware of all the benefits? Do they see how much of everything you have done?
  32. How to influence other people?
  33. What do you do during the sales call? Asking questions and giving answers!
  34. “The most effective way of influencing people is asking questions and active listening” -- Antony Robins
  35. Frequently Asked Questions List of questions and answers
  36. How to prepare for the sale?
  37. NCR - National Cash Register Book of arguments 200 page manual: How I sell National Cash Registers? -- John H. Patterson
  38. “Prepared battle is half won!“ -- Napoleon Bonaparte
  39. Why do we need to plan? "In preparing for battle I have always found that plans are useless, but planning is indispensable." -- Dwight D. Eisenhower
  40. “Chance favors only the prepared mind!” -- Louis Pasteur
  41. How do you learn in sales – in life? When do you learn from errors ? Trial and error NOT
  42. Who was the first to research why clients buy?
  43. How clients experience the sales process? Why should I buy?NOT
  44. What are the steps during the sale?
  45. 1. Opening the sale process preliminaries 2. Discovering & developing needs investigating 3. Demonstrating capacity presenting 4. Obtaining comitment closing SALES PROCESS = A = I = D A=
  46. 1. Preliminary phase A - Attention
  47. First impression How much time do you need to make the first impression?
  48. “A smile is the shortest distance between two people” -- Harvey Mackay
  49. 3 ways to influence people 1. Words % what we say, verbal communication 2. Tonality % rhythm, gusto, tempo 3. Body language % face, movement, breathing
  50. 7% 38% 55% What influences people? Body language Tonality Words
  51. “You must sell trust first and then your product” -- Ron Martin
  52. 2. Discovering and developing client needs I - Interest
  53. What is the greatest challenge in sales? How much are clients aware of their needs? How can we develop needs? How can we discover needs?
  54. How do clients decide to buy? I feel perfect! I am a little dissatisfied! I have a big problem! I have to react right now! No need Undecided Urgent need
  55. What do we ask clients to develop needs? Problem questions Solution questions Implication questions
  56. 1. What problem he has if he doesn't buy from you? 2. What are the implications of this problem? 3. What he sees as the best solution of the problem? Problem Implication Solution Why questions? To say it with his own words What do you think is the best solution for you? What happens if you buy poor quality product? What are the consequences of poor quality? What do we ask our clients?
  57. 1. What are the PROBLEM questions
  58. What do the problem questions discover? 1. What are his problems if he doesn’t buy the product? 2. What are his problems if he doesn’t buy it from you? Product / Extended offer Feature – Problem - Benefit
  59. 2. What are the IMPLICATION questions
  60. How implication questions affect the client? Discover what are the implications if he doesn’t solve his problem? They develop clients dissatisfaction Develop customer needs in the direction where they are solved by your product IMPORTANT
  61. 3. What are the SOLUTION questions
  62. What do the solution questions discover? The client discovers •Benefit – for him •Value – for him •Importance – for him of solving the problem
  63. Problem - Implication PIS questions Problem Solution Implication SolutionImplication Problem Giving you the solution the client further develops the need Question that will make him discover the need for your product Is to buy from you If he doesn’t buy from you
  64. “When the best leader's work is done the people say, 'We did it ourselves'!“ -- Lao Tzu (seller's) (bought it)
  65. 3. Demonstrating capacity phase D - Desire
  66. 1853 - Elisha Otis – the first elevator pitch What is elevator pitch?
  67. “When I dined with Mr. Wild, I felt as though he was the smartest man in England. But when I dined with Mr. Disraeli, I felt as I was the smartest woman in England.” -- Sara Bernar
  68. Don’t talk about yourself, talk about your client! IMPORTANT Features tell, benefits sell!
  69. What should you present to the client? What benefits should you present? Your competitive advantages
  70. How can you differentiate your products? What is micro and what is macro differentiation? Macro - marketing Micro - sales
  71. What are hard and soft differentiators?
  72. How can you turn soft differentiators into hard? QUALITY = +Expiration date ingredients +
  73. PRODUCT EXT. OFFER feature benefit problem benefitproblem feature Reason to buy the product Reason to buy it from you What do you present to your client?
  74. Why should clients choose you? How do you differentiate yourself from other sellers?
  75. What are your competitive advantages? Advantage Disadvantage Advantage Your company Feature 1 Feature 2 Feature 3 Competitor 1 Competitor 2 Disadvantage Disadvantage Advantage Advantage Disadvantage Advantage How do you differentiate yourself from other sellers?
  76. 4. Obtaining commitment phase A - Action
  77. Why sale processes fail? More than 50% of sales are lost because sellers don’t ask buyers for the sale 3 frogs on a lily pad
  78. How to answer client complaints?
  79. What is complaint or objection? Statement on unfulfilled expectations
  80. “Your most unhappy customers are your greatest source of learning!” -- Bill Gates
  81. What is the cause of your clients complaints? Hidden concerns Hidden dissatisfaction Misunderstandings
  82. Why they tell you they don’t like your products? They don’t see or understand your extended offer? They are not aware of your competitive advantages
  83. You find out the truth about them How do you handle client objections? You answer it by asking a question IMPORTANT
  84. How to start answering client objections? ReplyHOW Reaffirm REAFFIRM – You are saying ... Your question is ... REPLY - Sorry I didn’t hear you well … … can you please repeat your question...
  85. Use WHAT instead of WHY VERY IMPORTANT What is the most important rule?
  86. Objections on the price of your product
  87. “Price is what your client is willing to pay you and how much your competition will allow you!” -- Publilus Syrus What is the price?
  88. Is your client aware of the LOW PRICE risks? PRICE TRAP
  89. Why he complains about the products price? He is not aware of your extended offer He doesn’t know how much it costs him if he doesn't buy the product from you IMPORTANT
  90. Buyers must understand that the sum of your products benefits is more than it’s price.
  91. This is only a short version of our full presentation 50% of our innovation training contains interactive exercises and case studies from domestic companies IMPORTANT
  92. THANKS :)

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