Mais conteúdo relacionado Semelhante a Social Sales Training Intensive Part 1 (20) Mais de Shane Gibson (20) Social Sales Training Intensive Part 13. The A B C’s of Targeting
CATEGORY
High Yield
& Larger
Investment
USERS
RETAIN
DEVELOP
NON-USERS
REGAIN
A
Absolute
GAIN
Pro-active &
High
Relationship
Selling
B
Beneficial
Lower Yield
& Smaller
Investment
Passive &
Lower
Relationship
Selling
C
Convenient
D - Detach
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
4. Sales Conversion Ratio
(100 Competitor’s Clients Converted)
Calls
Converted
Percentage
1st
2 of 100
2%
2nd
3 of 98
3%
3rd
4 of 95
4%
4th
10 of 91
10%
5th &
Onward
81 of 81
81%
“It could take 25 calls to convert # 81”
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
5. Targeting Criteria Examples
• Number of staff that work for the company
• The volume of income that company
generates annually
• Number of staff in a particular division
• Business stage or cycle
• Web presence
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
6. Targeting Criteria Examples
• Organizational attitude toward education,
development and training
• Number of locations outlets
• Their geographical location
• Familiarity with our brand
• Access to senior executives
• Industry/sector
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
7. Targeting Criteria Examples
Individual
•
•
•
•
•
•
•
By industry
Geography
Stage of Career
Stage of Life
Age of children
Need for our offering
Financial situation or access to finance
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
8. Targeting Criteria Examples
Individual
•
•
•
•
•
•
•
•
Referral or influence power
High value buyer
History of purchases
Time commitments or availability
Decision making style
External Influences
Career Aspirations
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
9. Criteria
1.
Potential Funds to Invest
A. $300,000 +
B. $50,000 - $299,999
C. Under $50,000
2.
Cycle of Life
A. Married with or without dependants and / or Within 10
years of retirement
B. Single with responsibility – dependants
C. Single and no responsibilities
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
10. Criteria Continued…
3.
Geographic Location
A. Vancouver (within 30 minutes from home or office)
B. Metro Vancouver (more than 30 minutes from home or office)
C. Outside of Metro Vancouver
4.
Acceptability and/or Natural fit (Relationship, Culture, Gender,
Social Styles, Politics, Ethics)
A. Easy to approach/Excellent natural fit
B. Somewhat easy to approach/Some fit
C. Awkward to approach/Not a good fit
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
11. Criteria Continued
5.
5.
Financially Responsible
A. Very
B. Somewhat
C. Impulsive, Bad Credit, not a planner at all
Level of Maintenance Needed:
A. Busy, calls for updates/with questions once in a while, tends to followthrough on mutually agreed upon strategies. Light monitoring of
portfolio.
B. Calls us with quite a few questions, is somewhat in-decisive at times,
does value our opinion most of the time. Regularly checks their
stocks and investments.
C. Lots of spare time, calls us constantly, changes their mind and
investment strategy a lot. Usually second guesses us, doesn’t value
our time. Full time job is to make sure we’re on track.
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
12. Criteria Continued
7.
Profession, Occupation, Job Position
A. Graduate & professional people, senior executive, successful
entrepreneur, realtors, public figure, producers etc.
B. Middle manager, supervisor, trades person, small business owner,
teacher, civil servant,
C. Support staff, admin staff, clerical workers, etc.
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
14. Retention Facts
In banking, a 20 Year customer is
worth 85% more in profits than a 10
year customer
In most businesses, boosting retention
by 2% has the same effect on profits
as cutting costs by 10%
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
16. Retain Strategy – Risk List
•
•
•
•
•
•
•
•
•
Political differences between two companies
Poor service
Competitors are aggressively pursuing them
Turned down for finance etc.
Unhappy with price, rate or policy
Hasn’t been visited for quite some time
Change in their management
Change in our sales representative handling them
Not enough personal attention
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
17. Develop Strategy
• Needs analysis
• Add-on, up selling and cross sell
strategies
• Pro-active selling & servicing
• Relationship marketing
• Special Treatment
• Frequency of contact
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
18. Regain Strategy
Renewing of the relationship strategies
• Presenting something new
• Correcting situations and being humble
where the relationship ended due to
problems
• Frequency of calling
• Making them part of the VIP strategy
once they are on side
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
19. Gain Strategy
• “Be seen” where these potential clients are
• Utilise frequency of contact and be of real
help
• Build a funnel through social media
engagement
• Treat these potential A-group clients as if they
are already a heavy user of your services
• Utilise your network for introductions and
referrals
• Continual prospecting (CCIC)
• Be a “pro” at rapport building
• Be unique
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
20. Corporate
Group
A
Page
Most Wanted List
1 of 1
Date :
Product : Social Selling System
Main Criteria :
50 or more sales people in the company. Person/company responsible for handling training for the company.
Secondary
Criteria :
Actually changing from passive to pro/active marketing and selling. Invests more than 100,000
annually in sales training. Volume – 50 million annually/person/company excellent contacts
Heavy Users
Retain
Ford
ACL
CMA
CGA
Corning
Light Users
Develop
Liberty Life – SA
Sage Life – SA
Homenet – SA
Wakefileds – SA
Max Prop – SA
Aida – SA
Fraser Real Estate – Canada
Sask Ins Corp - Canada
Justin – Avon – SA
NBS Bank – SA
First National Bank – SA
IBM
Sales Person : Shane Gibson
Non – Users
Regain
Seaboard
Management Recruitment – USA
Triple A Employment – USA
Remax – Canada
Ind Ins Agents of Michigan
Toronto Dominion Bk – Canada
Royal Bank – Canada
C/B of Canada
Hong Kong Bank of Canada
California Credit Union League
Social Selling Intensive
Non – Users
Gain
Sanlam – SA
Old Mutual – SA
Fedlife – SA
ABSA Brokers – SA
Century 21 – Canada
SA Breweries
Douglas Green
Persetel
Mecedes - SA
Toyota - SA
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
21. Successful Sales and Personal
Marketing
“Creating an environment where an
act of faith can take place.”
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
22. Credibility
• Being seen as a peer and business person not
simply transaction focused.
• Asking intelligent questions
– Doing our research
– Having a “natural” process for needs analysis
• Being passionate and confident in:
•
•
•
•
Our self
Our company
Our industry
Our solution
• Keep Commitments
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
23. In Most Transactions
“If two people do not like and
respect each other ... the details
won’t
matter because there probably
won’t be a transaction”
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
24. Myth
“Use relationship
skills
to get the deal”
Today’s Truth
“The relationship
is the deal!”
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
25. What “do you” or “would you”
expect, or want, from
someone close to you in a
long term relationship?
e.g. Spouse, significant other,
boyfriend, girlfriend, son,
daughter, business partner
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
26. What do you expect or want in
your own personal banking
relationships for you to be
very happy in the long term as
a customer?
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
27. The 5 Relationship
Development Stages
A Stranger
An
Acquaintance
An
Associate
A Friend
A Best
Friend
1.
Attraction
Stage
2.
Exploration
Stage
3.
4.
Commitment
Stage
5.
Unity
Stage
Flirtation
A Few Dates
Development
Stage
Steady Dates
Engagement
Social Selling Intensive
Marriage
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
28. The 5 Relationship
Development Stages
Potential
Supplier
Short Term
Supplier
Developing
Supplier
1.
Attraction
Stage
2.
Exploration
Stage
3.
Watching
Testing
Development
Stage
Bonding
Trusted Long
Term Supplier
Trusted Advisor
& Partner
4.
Commitment
Stage
5.
Unity
Stage
Trusting
Social Selling Intensive
Entrusting
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
29. Frequency Selling (Data Base)
Reach 50 of the Right Potential
Clients
20 Times with the Right Methods
Rather than
1000 Potential Clients ONCE
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
30. Sales Conversion / Retention
Ratio
(100 Competitor’s / Our Clients Converted)
Calls
Converted
Percentage
1st
2 of 100
2%
2nd
3 of 98
3%
3rd
4 of 95
4%
4th
10 of 91
10%
5th & Onward
81 of 81
81%
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
31. Why Frequency Works
• 48% of all sales people make one call and
after a solid “NO” from a potential client they stop calling
• 25% make two calls and stop
• 15% make three calls and stop
• 12% make three calls and continue.
These people are responsible for 80% of
all sales
–
Social Selling Intensive
National Dry Goods Assoc. USA
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
32. Primary Tools
• Personal sales calls
• Personal lunches / dinners / etc
• Invitations to functions and
events
• Co-incidental encounters
• Telephone calls
• Web conference / Skype /
Hangouts
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
33. Secondary Tools
•
•
•
•
•
•
Team member contact
e-mail
Text
Twitter, Facebook, Linkedin,
Personal thank you’s
Gifts or promotional items
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
34. Other Tools
•
•
•
•
Congratulations
Greeting Cards
Post Cards
Articles written by you or articles of
interest
• Your/Company blog posts
• Curated relevant content
• Endorsements
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
37. “I have never heard
someone listen
their way out of a
deal…”
- Zig Ziglar
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
38. Needs Analysis Approach
•
•
•
•
•
•
Forces you to listen
It makes the client think and explore
Pertinent questions are not missed
It leads the client
Sufficient information is gathered
Sales points are suggested and tied to the
answer
• Adds Value
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
39. Needs Analysis Approach
• Really get to know their
Likes
Problems
Objectives
Dislikes
Achievements
Values
Fears
Dreams
Goals
Beliefs
Challenges
Motivations
No fit = referral = credibility = referral
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
40. The Power of Interviewing
Questions
• If they are asked correctly, 80 % of
your vital information should come
from 20% of your questions
• The other 80% help to build flow and
rapport
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
41. The Power of Interviewing
Questions
• Intelligent questions:
– Demonstrate you are a professional
– Show you are competent
– Build trust
– Prove you are concerned about the
client’s needs
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
42. The Needs Analysis
Questionnaire
In the
beginning
General Standard
Easy Questions
More focused
opinions that begin
to tell a story
At the end of the questionnaire
Confidential
Personal
Financial 20 % of the questions
80% of the vital
information
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson
43. Remember When Asking
Questions
• The use of a mixture of types of questions
will make it more comfortable for the
client, allowing variation in their style of
answering
• Some times it is not the words you say
when asking questions but how you say it
that will determine its effectiveness.
Social Selling Intensive
@SocializedTeam
© (Sales Models and Process) Bill Gibson and Shane Gibson