UFI Open Seminar in Europe 2010 - Budapest - Sean McPheat

“How To Make It EASY For Your
Prospects & Clients To Say Yes!”

With Sean McPheat
(Managing Director – MTD Sales Training)

www.mtdsalestraining.com

Interesting Question

How would you currently rate the competency
of your sales staff?
A. Excellent – they exceed their targets
B. Good – they meet their targets
C. Below Average – they do not meet their targets
D. Poor Performance – they do not meet their targets
by a long way


Interesting Question

How many hours did you spend in up-skilling
your sales staff in 2009?
A. 12 days+ per person (84 hours)
B. 8-11 days per person (56 – 77)
C. 3-7 days per person (21 – 49)
D. Less than 3 days (<21)
E. 0


The Best Sales Person I’ve Seen...


Sales Person Of The Month
WINNER

46 MONTHS
RUNNING www.mtdsalestraining.com

Top Sales People (and Holly!)....
• Focus & Belief (She believes in what she’s selling & she knows her
outcomes!)
• Attitude (She expects a positive outcome and if she does hear a
“No” it does not put her off for next time)
• Understands needs (my need for a quiet life!)
• Communication & negotiation skills
• Sales process – she’s tried and tested several approaches and has
refined her approach perfectly!
• She uses emotion to sell & understands my “hot buttons”
• She makes the buying decision easy (Especially down the
doughnut isle of the supermarket)

In short, she makes it EASY for me to say YES!


Let’s Take A Look At...

• The DNA Of The Modern Day Buyer

• The Evolution Of Selling And What It Means
To You

• Time To Revisit Your USP’s?

• Is Your Offer Really Compelling?


Who/What Do You Think Of?


This Is The Modern Buyer Of Today!

Psst This includes you too!


The Modern Day Buyer...

• Wants “More” For “Less”
• They Want You To Practically Give It Away And
Still That’s Not Enough!
• Has More Choice Than Ever Before
• Can “Research” Quickly & Find Alternatives
• Plays You Off Against Other Alternatives
• Sees How Much They Can Get Your Price Down
• Is More Sales Savvy


The Result? Supply Chain Madness!

You’re all squeezing the life out
of your own margins!

A Thought:
Is it time that you all worked
together in a new model?

The Evolution Of The Modern Day Buyer


Redress The Balance Of Power!
• Review:
– Your sales process
– Your prospects wants
– How they buy from you
– Current skill levels of your people
– Understand the numbers of your business
– Your offer
– Opportunity cost solutions
– Look towards the internet and social media for
positioning and selling power
– Revisit the USP of your industry as a whole and for what
you sell


Time To Revisit Your USP?


Time To Reposition Exhibitions?

What makes you more unique, more valuable,
and more visible in the market?

Most USP’s are not USP’s, they’re “givens”

~ DEFINITIONS ~
• being the only one of a particular type; single;
sole
• without equal or like; unparalleled
• very remarkable or unusual


Time To Reposition Exhibitions?

• Repositioning within the industry

• Repositioning how a show is sold

• Is it time that you all worked together?

• Sometimes you just need to be different!

Unique Selling Proposition

EXERCISE

In Pairs, State What Your USP
Is To Your Partner

20 Seconds


USP Or Not USP – That Is The Question!

These are NOT USP’s
• “Our expertise”
• “Our experience”
• “Our reputation”
• “Our pricing”
• “Our levels of service”
• “Our quality”
• “Our performance”
• “Our people”
• “Our speed of response”
• “Our flexibility”
• “Our ability to solve problems”


AUDIENCE POLL

Did You Hear A
UNIQUE SELLING PROPOSITION
Or Not?

• being the only one of a particular type; single;
sole
• without equal or like; unparalleled
• very remarkable or unusual


THE MODEL LAYOUT FOR A USP!

“You get fresh, hot pizza delivered to your
door in 30 minutes or less -- or it's free”

Here’s Why It’s So Powerful:
benefit (fresh), benefit (hot), product (pizza)
delivered to your door (benefit) in 30 minutes
or less (benefit) or it's free (guarantee)


If You’re Not
Different
From The Rest
Then You’re
Invisible!


Action

• Brainstorm different USP’s when you get back
to the office

• Try the BENEFIT, BENEFIT, GUARANTEE USP


Your Offer


Just How Good Is Your Offer?

AUDIENCE POLL

How many of you believe
100% in your offer?


Just How Good Is Your Offer - REALLY?

AUDIENCE POLL

How many of you would be 100% comfortable
in selling your service, show, floor space,
offering etc to your parents/spouse at
FULL PRICE with NO DISCOUNT whatsoever?


Challenges With Your Offer

You have to assume that:
• No one believes you!
• No one trusts what you say!
• They believe a show costs too much
• They don’t like the costs of all of the extras
• Poor communications, training
• There are too many exhibitions
• They don’t like it that visitor attendance is
dropping


So What Could You Offer In Return?
• Make it easy for them to buy!

• “One Stop Shop”

• Help them to Budget their participation

• Make the order process easy there and then

• Avoid charging them after the show

• What guarantees can you offer?


Remember, Your Prospects Want A Magic Pill

QUESTION:
How can you make your offer so compelling that
it has next to ZERO risk in it for your prospects and clients?


Different Approaches For TAKE ACTION
NOT NOTES!


Remember There Are 3 Types Of People...

• Those people that WATCH things happen

• Those people that MAKE things happen

• Those people that say “What the *!”$
happened?”

Make THINGS Happen!

Thanks!

Some Useful Resources For You:

For A Copy Of These Slides Plus 20 FREE Sales Audios

www.mtdufi.com
Join Me On Facebook – www.facebook.com/seanmcpheat
Join Me On Twitter – www.twitter.com/seanmcpheat
Join Me On LinkedIn – www.linkedin.com/in/seanmcpheat


UFI Open Seminar in Europe 2010 - Budapest - Sean McPheat

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