Five Steps to Improve Your Sales Skills - from Ziglar Australia
Ziglar provides you with the skills and techniques to increase your sales productivity by equipping you with the tools necessary to sell with more confidence, competence and comfort.
Step One: Think ( prospecting )
The first step in the selling process is to THINK. The purpose of this step is to establish objectives from the sales call and to prepare for the call by gathering pertinent information about the company, the prospect, and any possible needs that exist. Preparation compensates for the lack of talent!
The better prepared you are, the greater your chances for success. Preparation is the activity required in gathering the information you need to assist in contacting and calling on the prospect. This includes the research, personal contact, and "third party" information that will assist you in making a successful sales call.
In selling, this step may also include the actual telephone contact to your prospect. This initial contact prepares you and the prospect for the sales interview. In addition, it allows you to position your company and yourself in the sales process and lay the foundation for Step Two. For example, you should know your products and services so well that you can easily recognize selling opportunities.
You need to know and do the following
1. The importance of using a well-planned selling process
2. Different methods of prospecting for customers.
3. How to identify my best prospecting source for leads.
4. How to qualify a prospect quickly.
5. How to develop and use a Competitive Advantage Sentence.
6. How to identify my Sales Call Objective.
7. How to communicate my General Benefit Statement.
Step Two: Relate (build trust, rapport and a valued relationship with your client).
To increase your sales effectiveness and productivity as a sales professional.
The purpose of this step is to RELATE to the prospect and build trust and rapport. This is accomplished by focusing on the prospect and communicating effectively. This requires you to demonstrate professionalism and sincere interest in the other person.
What you need to know and do:
1. How to create a positive, professional first impression.
2. How to use four styles of questions.
3. How to build rapport and gather information with POGO questions.
Step Three: Uncover the Needs (Questioning and understanding the needs)
The purpose of this step is to UNCOVER THE NEEDS and the real concerns and issues that are facing the prospect. This is accomplished by asking appropriate questions. By focusing on the need of the prospect from his/her point of view, you can better understand what is required to solve the prospect's problems.
Before you can recommend a solution, you, the salesperson, must be aware of the needs, issues and/or concerns. This is called "salesperson awareness." A "light bulb" must be fully illuminated in your mind, signifying that you understand what the prospect needs. The prospect must also have a "light bulb" fully illuminated in his/her mind before agreeing to your solution.
In other words, there must be awareness on the part of the prospect. This "prospect awareness" must exist in order for the prospect to take action on your recommendation.
The natural law of homeostasis states that an organism stays in perfect balance until and unless acted upon by an outside force. The outside force disrupts the status quo and pushes the organism out of balance.
Your prospect is affected by this same principle. Prospects rarely take action until they feel out of balance or dissatisfied. Prospects take action when they feel a need to correct the balance.
What you need to know and do
1. How to uncover the needs, issues, and concerns of the prospect.
2. How to upset the prospect's "balance".
3. How to verify need awareness before trying to sell the solution.
4. How to transition from uncovering the needs to making a presentation.
Step Four: Sell the Solution (present the solution)
The purpose of this step is to SELL THE SOLUTION by presenting your recommendation to the prospect.
This is accomplished by interpreting the benefits, values and advantages of your products and services.
This is your sales presentation and should occur only after the prospect becomes aware of the need.
What you need to know and do
1. How to vary presentations to appeal to the prospect’s specific needs
2. How to present features, functions and benefits
3. How to lead with needs instead of with products
4. How to recognize and respond to the prospect’s verbal and non-verbal communications
5. How to create a sense of urgency with vivid words
Step Five: Take Action (Closing )
The purpose of this step is to TAKE ACTION, that is, to close the sale. Closing the sale is accomplished by asking the prospect to purchase your product or service. You should enter this step only after the prospect has agreed that your recommendation is advantageous to him/her. This should be the logical conclusion to your sales activity.
What you need to know and do
1. When to deal with objections
2. How to differentiate between true and false objections
3. How to test objections with "suppose" and "isolate/validate" using the CETAA method
4. How to use trial closes for agreement
5. How to ask for the order and close the sale
Author Credits ::
This program provides you with the skills and techniques to increase your sales productivity by equipping you with the tools necessary to sell with more confidence, competence and comfort.
Throughout this program you will be developing specific strategies for your prospective customers and current accounts. Our goal is to prepare you to be more productive when you return to your selling activities.
Purpose of Ziglar Sales System:
To increase your sales effectiveness and productivity as a sales professional.
Ziglar Sales System Program Goals:
• Sell more
• Sell more people, more effectively, more ethically and more often
• Increase your existing skills and knowledge
• Build better sales relationships with prospects and customers
• Interpret the value of your products and services
• Implement a client-centered sales process
• Manage and overcome objections in a professional manner
• Develop greater confidence as a person and as a sales professional
Ray Schroder
PO Box 9481
Wynnum West
Queensland 4178
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