Solution Selling training by Lemarco for Sodexo Incentive & Recognition salesteam (February 2012)

1. “Men are best convinced
by reasons that they themselves discover”
Benjamin Franklin
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2. Introduction
• Short round table presentation of participants
• Your personal experience with selling Salesprize
solutions
• Your personal expectations from this training
• Day 2 at 7h30: “The Mile”
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3. Exsellence Learning & Evolution Path
Nulmeting Workshop HR theorie +
Workshop problemsolving ...
problemsolving
2-daagse Coaching Coaching Certificatie
training
3

4. 649 €
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5. People buy perception
5% conscious Product, Most of our time & sales efforts
features are spent here,
& logical
& Pricing where it‟s LEAST EFFECTIVE
95% CUSTOMER‟S BUY THEIR PERCEPTION
OF YOU IN FIVE MINUTES OR LESS
Perception
They spend the rest of their time
Unconscious & with you justifying their
emotional decision with logic
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6. Top 7 habits of ineffective salespeople
1. They think they‟re selling a product
2. Practice Kung Fu demos
3. Sell too low in the organization
4. Talk too much (on average 84%)
5. Are afraid to quote large Euro amounts
6. Don‟t qualify their prospect
7. Think they don‟t need Sales Trainings
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7. THE BUYING CYCLE
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8. Three phases of the buying cycle
Risk
Define Evaluate
evaluation
needs alternatives
& action
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9. Exsellence Solution Selling Cycle
Closing
Recommendation
Discovery
Ouverture
Preparation
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10. “We have 413,000 employees worldwide”
“We are a reliable partner with years of
experience”
“We offer a customized solution”
“We have an online catalogue with thousands of
rewards”
… so what ?
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11. Align with shifting buying concerns
RISK
COST PRICE
Level
of concern NEEDS
SOLUTION
Define needs Evaluate alternatives Evaluate risk & price
Phase
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12. Recognize three levels of buyer need
Risk
Define Evaluate
evaluation
needs alternatives
& action
Latent Vision of
Pain
pain a solution
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13. 13

14. Recognize three levels of buyer need
Risk
Define Evaluate
evaluation
needs alternatives
& action
FITS YOUR
HOPE ! SOLUTION?
Latent Vision of
Pain
pain a solution
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15. Phase 1: Preparation phase
Closing
Recommendation
Discovery
Ouverture
Preparation
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16. Preparation
Before your first meeting
• Perform desk research about your prospect:
• Pre-qualify the prospect
• Define S.M.A.R.T. objectives
1. Specific
2. Measurable
3. Attainable
4. Relevant
5. Timely
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17. Preparation
Desk Research: useful sources
• Company web site
• Kruispuntbank van ondernemingen: check the
financial health!
• LinkedIn: check decision makers & their
connections
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18. Preparation
Pre-qualify your prospect as much as
possible
Cannot move beyond the sales process
without all of this information:
1. You have identified the Decision Maker
2. Has the budget and it fits your solution
3. Is going to make an investment within 6 months
timeframe
4. Has identifiable pain for which you have the
treatment (killer applications, driving
motivators)
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19. Preparation
THREE REVENUE BUCKETS
Low Hanging Fruit Medium Long Term
Buy in: 6 months or less 6 - 12 months 1 year or more
ACTION
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20. Phase 2 & 3: Ouverture & Discovery
Closing
FIRST MEETING Recommendation
WITH PROSPECT
Discovery
Ouverture
Preparation
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21. Discovery
“You never get a second
Ouverture
chance to make a first
impression”

22. Discovery 7 habits of highly effective
Ouverture
salespeople
1. Are prepared for the meeting
2. Arrive on time
3. Allow the prospect to talk 70% of the time
4. Ask the prospect to admit his pain
5. Do not offer recommendations until at least
40% of the sales call has elapsed
6. Present recommendations in terms of customer
benefits, not product features
7. Smile more than others
Source: Benchmarking by Ron Volper & Associates
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23. Discovery
Ouverture
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24. Structuring your first meeting
Discovery
Ouverture
• Step 1: Establish rapport
– be friendly and respectful
– After sitting down, shut up ! (4 seconds)
– Align with the buyer‟s „warm-up‟ rate
• Step 2: Present company
– Introduce yourself & the agenda of the meeting
– Shortly present your company
• Step 3: Uncover pains
– Relate to case story
– Let the prospect talk & admit his pain
– DON‟T SHOW YOUR PRODUCT!
• Step 4: Develop needs / create vision
– Use Vision Processing model
• Step 5: Close to next step
– Earn the right to go to next phase
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25. Discovery
Ouverture
Recognize three levels of buyer need
Risk
Define Evaluate
evaluation
needs alternatives
& action
FITS YOUR
HOPE ! SOLUTION?
Latent Vision of
Pain
pain a solution
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26. Vision Processing Model
Discovery
Ouverture
Diagnose reasons Explore impact Visualize capabilities
Kan u eens vertellen Naast uzelf, wie Wat zou volgens u een
Open over…? ondervindt er nog de mogelijke oplossing
Hoe is dat probleem gevolgen hiervan? kunnen zijn?
questions
eigenlijk ontstaan? Mag ik enkele suggesties
aanbrengen?
Is het omdat…? Is het ook zo dat dat Stel dat er nu een manier
Control onrechtstreeks impact bestond om … zou dat
heeft op …? helpen?
questions
Dus de reden is vooral Ik begrijp uit <HERHAAL> Dus, ik begrijp dat als u in
Confirm dat…? dat dat niet alleen staat was om <HERHAAL
gevolgen heeft voor, maar VISIE>, dan zou u het
questions
ook voor… probleem <HERHAAL
ekst
PROBLEEM> oplossen?
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27. Visualize capabilities
Discovery
Ouverture
“Let me give you some ideas...”
Quantitative
Stimulation of sales Member gets member-program
Motivation of workers Cross-selling Loyalty program
Motivation of distribution channels
Launch of new product/services Acquisition of market share
Mystery man Conquest
Internal Member gets member Development of visibility
External
Teamspirit Club
Rewards
Knowledge of product/services
Quality-programs
Company event Training
Birthday
Qualitative
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28. Identify DMU
Discovery
Ouverture
CEO ?
HR
Manager?
Sales
director?
Decision
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29. Discovery
Ouverture
Business Base „Agone‟
ROLE PLAY: FIRST MEETING
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30. Discovery
Ouverture
„People love to buy, but hate to be sold.‟
CONTROL THE PROCESS, NOT
THE BUYER
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31. Process control letter
Discovery
Ouverture
At the end of discovery phase, send the
customer a letter with following elements:
1. PAIN – “in our meeting ,you told me your primary critical issue is…”
2. REASONS – “the reasons we discussed are that the motivation of
your salespeople…”
3. VISION – “you said that a reward system could allow you to…”
4. AGREEMENT TO EXPLORE – “you agreed to take a closer
look at…”
5. PLAN NEXT STEP – “I would like to propose a meeting to
discuss how a solution…”
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32. Phase 4: Recommendation phase
SECOND MEETING
WITH PROSPECT Closing
Recommendation
Discovery
Ouverture
Preparation
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33. Closing
Recommendation
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34. Presentation skills
Closing
Recommendation
If you remember nothing else,
remember this:
• Pace
Projection of • Eye Contact
Confidence • Body Language
• Question Feedback
Sells • Audience Involvement
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35. Closing
The art of presenting
Recommendation
• Build rapport with the group
– Opening: find a news fact, an anecdote to start with
– Tell them what your agenda is
– Tell them your objective: what decision you want them to make at the end of
the presentation
• Story telling
– Prepare a story that will build a business case and keep their minds engaged
– Build bridges between your story and their own experiences
• Timing
– Keep the rythm
– Add pauses, surprises
– Not too many slides
• Involve the audience
– Prospect is totally involved, making suggestions, asking questions
– Use “we” not “you”
– Talk in terms of the groups interests and pain
• Direct close
– ask for what you want
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36. 36

37. Your story …
Closing
Recommendation
The Golden Circle
WHAT you do
HOW you do it
WHY you do
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38. Closing
Recommendation
You like
They like
We all like
STORIES!
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39. Features, advantages & benefits
Closing
Recommendation
FEATURE STATEMENT - “A folded piece of
absorbent material that is placed between
a baby's legs and fastened at the waist to
contain excretions.”
ADVANTAGE STATEMENT - “The baby will
remain dry all night.”
BENEFIT STATEMENT - “The baby will be
happier, which is the mother‟s main
concern.”
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40. Closing
Recommendation
Avoid Kung-Fu
demos!
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41. Closing
Return on investment
Recommendation
“Is this investment really cost justified?”
You should have 4 of the 5 the answers already!
1. What will be measured?
2. Who is responsible?
3. How much is possible?
4. What capabilities will be needed?
5. What is the payback period / ROI?
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42. Closing
What will be measured?
Recommendation
• Revenue increase?
• Cost reduction?
• Avoided costs?
• Customer satisfaction?
• Intangible benefits:
– Motivation?
– Team spirit?
– Better customer contact?
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43. Closing
Who is responsible?
Recommendation
Define ownership at customer’s side:
Who is responsible for achieving the
savings/revenues?
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44. Closing
How much is possible?
Recommendation
How much can costs be increased?
How far can costs be reduced?
…
What is this new solution really worth
to your organization?
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45. Closing
What capabilities will be needed?
Recommendation
“What if you had a solution that…?”
“What if you were able to…?
“Yes, that would certainly help.”
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46. Closing
When will this investment pay for
Recommendation
itself?
Use a spreadsheet and plot the potential savings /
revenue increases over time
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47. Exsellence Solution Selling Cycle
Closing
Recommendation
Discovery
Ouverture
Preparation
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48. Closing
Facts about closing
• Only 18% close WITHOUT discounting price
• 95% of customers say salespeople talk to much
• 66% talk themselves out of the deal at the last
minute
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49. Facing competition
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50. Closing
Making competition irrelevant
When facing competition, create a
Blue ocean
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51. Closing
Salesprize competitive analysis
Salesprize Competition Analysis
Portal customization &
functionalities
5
Company size Price
4
3
International coverage Catalogue size Accentiv
2
1 Swingroup
0 Ciloyalty
Catalogue logistics &
Quality of quote (offer)
after sales service Bemind
Collishop B2B
Needs
detection/consultancy Number of references
approach (face to face)
Completeness &
Professional attitude
transparence of services
(telephone)
offered
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52. Closing
Price negotiations
The buyer’s emotional
hurdle
“Am I really getting the
best deal?”
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53. Closing
Context for handling objections
RESPOND, don‟t react!
1. Make sure you understand the objection, before
attempting to solve it
2. If there is one, there is probably more
3. All objections can be addressed and handled
4. Probing: make sure the customer is satisfied
5. Think positive: It can indicate that they are
suffering pre-maturely from after sales buyers
remorse
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54. Closing
Watch for silent signals
• Arms crossing vs. open
• Legs crossed vs. open
• Head down vs. up
• Nodding vs. still
• Lean back in chairs. forward
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55. Closing
Recommendation
Business Base „Agone‟
ROLE PLAY: DELIVER COMPANY
PRESENTATION
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56. “Success is not final, failure is not fatal:
it is the courage to continue that counts.”
Winston Churchill
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