Gerry Moan Sales Workshop

1. Sales Planning
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2. Typical Day
Presume -
8 hour day
5 Day Week
42 Week Working Year = 210 days
= 1680 POTENTIAL HOURS
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3. Typical Day
Admin/Quotes, etc = 1 hr.
Phone = 1 hr.
Lunch = 1 hr.
Coffee/Tea = ½ hr.
(probably more) 3½ hrs. x 210 days
= 735 hrs.
= 44% of Total available
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4. Miles
• Presume -
• 50,000 km per year (average overall 80kmph)
• 715 hours (43% of total available)
• 90 days
• 18 weeks
• over 4 months of nothing but driving every year??
87% of our time NOT in front of customers
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5. Sales Person
Average Cost of Salesperson in
Ireland is €120,000
including Salary Fuel
PAYE/PRSI Insurance
Expenses General Selling Equipment
Bonuses Tyres
Holiday Pay Servicing
Car etc.
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6. How do you spend your time?
• Target in €
• How many customers for this target?
• How many visits / walk-ins do you need to create a new
sale?
• How many cold calls do you need to make to arrange
these visits?
• How are you going to allocate your time?
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7. Sales Process
• Prospect
• Interview
• Analyse Needs
• Present
• Negotiate
• Close
• Service & Follow-up
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8. Sales Platform
Targe t Mark e t
Mark e ti n g Pl atform
(pote n ti al cu stom e rs wh o are aware of you )
W ork i n g Pl atform
(con tacts wh o you 're de ve l opi n g)
B u yi n g Pl atform
(cu rre n t orde r book )
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9. Platform Explained
Stage Activity Key Indicators
Introducing products to Value (€s) of potential business
Market Platform customers, making sales Conversion rate (%) people
presentations spoken to, to serious enquiries
Making firm proposals to Value (€s) of quotations
Working Platform customers submitted
Customers deciding Conversion rate (%) of orders
received to quotations
submitted
Buying Platform Orders received Value (€s) of work in hand
Production
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10. Best Business
Without analysis and
{
thoughtful planning,
15 -20 % companies will continue to
grow, attracting all of its
customer segments.
50 % Success is often identified as
just increased turnover and
sales but without any attempt
to concentrate on the ‘Ideal
Customer’.
{
Sales targets are set and
reviewed joyfully when
achieved, without due regard
50 % to what type of customer has
15 -20 % been acquired.
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11. Best Business
Strategically planned
growth can achieve the
15 -20 % same or greater volume of
new business in this far
more desirable shape i.e.
50 % new business/growth that
suits the business better
and utilises the resources,
attributes and skills of the
company to their best. Life
is more enjoyable and
personal/ corporate
50 % objectives more likely to be
achieved.
15 -20 %
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12. Criteria for Best Business
Criteria Weighting /10
They pay on time 9
They take standard product 8
They take delivery when I can deliver 4
They buy other products 7
They do business locally 7
They refer other customers ……... 4
Now… do the same for your business!
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13. Some Other Criteria
• Volume of business/orders
• Margins
• Speed of payment
• Geographical location
• Acceptance of standard -v- off standard product
• Demands (The Hassle Factor)
• Risk
• Strategic Marketing impact
• Acceptance of product range
• Quality of representation
• Their services to subsequent customers
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14. Good to work
They respect
Off the Shelf
Refer others
Marketing
Demands
Payment
Speed of
Business
Volume
Repeat
Impact
Local
Total
with
Risk
us
Weighting 8 9 6 10 7 8 9 4 7 4 9 81
Customer A 7 8 4 10 7 8 5 4 6 4 8 71
Customer B 8 7 4 9 5 6 8 2 5 1 6
Customer C 6 9 5 8 7 8 5 4 6 4 8
Customer D 5 6 6 6 6 7 8 4 6 4 7
Customer E 4 4 3 7 5 6 8 2 5 1 6
Customer F 3 5 2 5 7 5 5 4 6 4 8
Customer G 2 3 2 4 6 4 8 4 6 4 7

15. The effect of price change
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16. Told / Sold Mapping
Products
A B C D
T S T S T S T S
1      
Clients
2    
3     
4      
5        
6    
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17. What can I do immediately?
1. Follow up on all existing leads
2. Sell more to existing clients
3. Ask for a referral
4. Test your script and questioning
techniques
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18. Role Play
Benefit questions
– You have identified the benefits of your products
and your business
– You have prepared questions that will uncover
what benefits the customer is looking for… 10mins!
– What does the customer want to gain?
– What is the customer afraid to lose?
– Now… let’s ask questions that can uncover the
customer’s needs!!
– Practice and check to see that you are sincere,
interesting and ‘to the point’…
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19. Questions
Open questions start with…
– What - How
– When - Where
– Who
Closed questions start with…
– Are - Would
– Do - Is
– Can
(Can you think of more…)
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20. Models of Selling
40 % Establish Trust
Identify Needs
30 %
20 % Present
Close
10 %
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21. Cold calling!
Introduce the business
Build trust through a couple of open questions that
can also help you to learn about the customer’s
needs
Can your offering benefit the customer and create a
desire? Use a couple of closed questions that the
customer will generally answer ‘yes’ to.
Can you arrange another point of contact.
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22. Cold calling! (Script)
Introduce the business (Mission Statement)
Build trust through a couple of open questions that
can also help you to learn about the customer’s
needs (Short, easy to answer)
Can your offering benefit the customer and create a
desire? Use a couple of closed questions that the
customer will generally answer ‘yes’ to.
Can you arrange another point of contact. (Meeting,
Send info – and follow up)
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23. Cold calling! (Script)
The outcome of a cold call is usually to arrange
another point of contact!!
Some business to business sales may take around
6-8 points of contact before a sale is made.
Eg.
Establish trust – 1 call, 1 email
Identify needs – 1 visit, 1 call
Present – 1 visit, 1 call, 1 email
Close – 1 visit
(What is your ROI?)
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24. The Sales Presentation
The Approach Use Attention Getters
– To gain attention – Referrals
– To simulate interest – Compliments
– Remember your goal – Mutual interests
– Understanding his business
Hold Attention – Understand his problems
– Pre-call check – People like to feel important
– How to introduce yourself – Ask questions to get
prospect involved
– Use of name / title
– Show interest in him / her
– Be courteous, not over friendly
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25. SALES ADMINISTRATION / INFORMATION
• Company Literature
• Price Lists
• Business Cards
• Daily Report Sheet
• Weekly Advance Plan
• Client Profile
• Company Information
• New Account Information
• Sales Call Log
• Seasonal Indexes of Sales
• Sales Presenter
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26. Thank you
Contact details: www.gerrymoan.ie
email: gerry@gerrymoan.ie
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