This document summarizes the key changes between old and 21st century selling approaches. Relationship building, identifying customer needs, and closing sales now emphasize trust, consultation, and long-term relationships over hard-selling tactics. The document also outlines seven key areas of 21st century selling: prospecting, establishing trust, identifying needs, effective presentations, handling objections, closing the sale, and gaining referrals.

1. 21st Century Selling
Thank you, Brian Tracy
8.10.2010 Ville Saarikoski

2. 1. Old vs. 21st Century Selling:
Relationship
10% Building Trust 40%
Qualifying 20% Identify Needs 30%
Presenting 30% Presenting
20%
Closing the Sale 40% Closing the
Sale 10%

3. 2. Key Result Areas
1. Prospecting
2. Establishing Rapport and
trust
3. Identifying Needs
4. Presenting Solutions
effectively
5. Answering Objections
6. Closing the Sale
7. Getting Resales and
Referrals

4. 1. Prospecting
• Definition of a good prospect: ”someone who can and
will buy and pay within a reasonable period of time”
• Qualities of a good prospect:
– Genuine need that your service or product ca fill
– Prospect knows you, likes you, respects your business
– Prospect values the results/benefits of what you sell more
than amount you charge
– Prospect is willing and able to make buying decisions in the
near future
– Prospect is a good potential source of further sales and
referrals
• Only goal for prospecting: getting appointments and
• 9/10 says ”not interested”, 1/1 0 will eventually buy  if
you believe this, more competent you will be

5. 2. Establishing Rapport and
trust
• Relationship selling : it’s not manipulating, it’s not
tricks, it’s not offensive  it’s showing care
• Because of your service complexity, the relationship is
more important than what you sell.
• Goal: the decisison to purchase is the decision to
enter into a long term relationship
• The longer and more you are listening, the better
business you do as a long term.
• The key to relationship building is asking questions
• Rule: listening builds trust

6. 3. Identifying Needs
• Questioning is the key identifying needs accurately
• Be a student; let the customer be the teacher
• Finding the need – ask probing questions to understand the
customer’s situation
– 1. ”What are you doing now in this area?”
– 2. ”How is that working for you?”
– 3. ”What are your plans for the future in this area?”
– 4. ”If your situation was ideal in every way, how would it be
different from today?”
– 5. ”If the price was no object, what would you do in this area?”
– 6. ”What would you have to be convinced of to go ahead with our
product or service”
• Take notes so that prospect can see!

7. 4. Presenting Solutions
effectively
• The golden triangle of selling:
– Relationship selling – position yourself as a friend with the
prospect
– Consultative selling – position yourself as a problem-solver and
advisor
– Educational selling – position yourself as a teacher
• Plan your presentation thoroughly in advance.
• Best presentation method?  Show, tell and ask questions
• Get the prospective involved, active in the presentation
• Use the Trial Close throughout: ask for feedback and ”units of
commitment”
• ”Because of this:_______________”
• ”You can: ____________________”
• ”Which means:__________________”

8. 5. Answering Objections
• Successful sales have twice as many objections as unsuccessful sales
• Hear the objection out completely
• Compliment the objection, encourage more
• ”Obviously you have a good reason for sayng that. Do you mind if I ask
what it is?”
• ”In understand exactly how you feel”
• ”Others felt the same way”
• ”But this is what they found”
• Dealing with price objections:
– why do you say that?
– Why do you feel that way?
– Is price your only concern?
– How far apart are we?
• That’s the best part! If it’s not exactly right for you, there’s no charge!
• Answer the the objection, provide proof, ask for confirmation and then
proceed with your presentation

9. 6. Closing the Sale
• Products and services are sold, not bought.
• Preparing to ask for the order:
– a. Does this make sense to you so far?
– B. Do you have any questions or concerns that I haven’t
covered?
• ”I want to to think it over” –close:  ”That’s a good
idea. This is an important decision. Obviously you
have a good reason for wanting to think it over. Do
you mind if I ask what it is; is it the price?”
• The most important word in professional selling is
”Ask”

10. 7. Getting Resales and
Referrals
• Your job?  To create and keep a customer
• The sale begins when the customer says ”yes”
• Customers often go through a motivational dip after buying
• Respond quickly to customer questions and concerns
• At the end, always ask for two or three referrals to other
prospects
• Ask for referrals from people who don’t buy at all
• Continually give good service to your customers and then ask for
more referrals
• A resale to a satisfied customer is ten time easier than a new
sale to a new customer
• A referral is 15 times easier to sell to tha a cold call.