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When Sandler Sales Institute founder David Sandler was developing his selling system, he chose the imagery of a submarine to communicate his vision. He was inspired by watching movies about World War II: when submarines were attacked, to avoid disaster the crew moved through each compartment, closing the hatch of the previous compartment behind them. The Sandler Selling System requires the same procedure to avoid “disaster”, to move completely through each compartment, or step of the selling system, to arrive “safely” at a successful sale.

Types of "Sales People"

Sandler Submarine

* David Sandler categorizes sales people based on the level of trust they have with a customer. They are broken down into four major categories.

1) Peddler -

2) Vendor -

3) Consultant -

4) Trusted Adviser -

* Have Todd fill in the blanks.

A Trusted Adviser must manage all touches with customer to ensure prosperous relationship.

Comprehensive Energy Services, Inc. is "Relationship Based and Performance Driven."

All our current relationships in Tech Services are in the first two compartments of the Sandler Submarine.

Bonding and Rapport

Fulfillment & Post Sell

Qualification

Questioning

1) Not every prospect is qualified to be a customers.

- Customers must have pain, a budget, and a clear decision making process.

2) Determine prospect is willing to invest: Money, Time, & Resources

- Address common "Road Blocks" of a conceptual & technical nature.

*Be prepared: every solution is over of every prospect's budget.

- Reaffirm pain points, "bracket budget" or "Monkey Paw" technique.

4) Identify the prospect's decision making elements.

- Who, What, Where, When, How, and Why questions.

* NEVER provide solutions or pricing to part of a team.

* Schedule additional meetings with Up Front Contracts to present a solution to the identified pain.

1) People buy from people they like and are alike.

- People that like each other typically trust each other.

2) Commit with words, and words must commit action.

- Actions demonstrate honesty and gain trust.

3) Be a real person, be compassionate, & show flaws.

- Will help show you are human, but are working hard for them.

4) Do not be afraid to show hard work or difficulties.

- Demonstrating perseverance improves trust.

5) Do not shy away from difficult situations or people.

- A willingness to work through conflict shows and earns respect.

6) Do NOT be a "YES" man.

- Telling prospect NO or their request is unreasonable can earn respect. Be upfront, don't fail later. Decision maker vs order taker.

7) Be proactive and treat everything with a sense of urgency.

-It proves you care about their business and shows respect.

1) Prevent Buyer's Remorse.

- Do the job to the best of your ability and as described.

- Address any changes in the scope directly with the decision makers. Do not allow project manager.

- Communicate and address any problems quickly and directly. Do not allow project manager.

* The Customer Service is the Sales Person's top responsibility.

2) Ask for referrals and future business.

3) Thank customer for business at every stage of the project.

1) Identifying "Dummy Curve."

- Uninformed prospect - do not over inform, sell first.

- Amateur prospect - spill some candy in the lobby.

- Expert prospect - establish knowledge, then listen.

2) Gather more information, than you provide.

- "Sell First, educate later." - David Sandler

3) Ask unasked questions. Do not answer any or mind read.

4) Reversing rules - answer questions with questions

- Typically takes 3 or more reverses to clear smoke.

- 1st two questions are typically intellectual.

- 3rd question usually emotional and shows trust intent.

5) Use " Stroke - Repeat - Reverse Technique."

6) Good reverses combine questions & softening statements.

Closing Sale

Finding Pain

Up Front Contracts

Presentation Required Sales:

Presentation Should:

1) Be structured, accurate, and easily read.

- Confusion can stall a decision.

2) Address pain points.

- Reaffirm why you are presenting.

3) Address budget.

- Money can create a Road Block.

4) Recap upfront contracts.

- If I provide this, you will pay for it.

5) Have a clear time frame.

* If a Presentation not required, then go to Fulfillment Stage.

1) Prospects buy for a reason or a specific pain.

- Pain has to be genuine & not be provided by Sales Person.

- NO Pain, NO Sale

2) ID Buying Emotion: Pain Present, Pain Future, Pleasure Present, Pleasure Future, and Curiosity (will this work).

3) ID Pain Elements: Surface Problems, Business Reasons, and/or Personal Impact.

4) Use pain funnel (see example).

5) Quantify pain.

* The first problem the prospect provides is rarely the real one.

* Pain must be uncovered or discovered.

* Do NOT solve or promise to solve pain during this process!

* People buy emotionally and only make decisions intellectually.

Five Elements for successful "Up - Front Contract"

1) Purpose for meeting - strong agenda, ask prospect for help.

2) Identify prospects agenda & expectations - what do they gain.

3) Identify your agenda & expectations - what do you gain.

4) Time allotment - Their time is valuable and show is yours.

5) Final outcome - what is to be accomplish by meetings end.

* Necessary to accomplish pain and qualification stages.

* Reaffirms respect for prospects time and your own.

* Has clear final out comes. Moving forward or not.

* Leave room for both parties to say YES or NO.

* Address any "road blocks" prior to meeting.

* MUST be used prior to: Meetings, Sales Steps, Sales, and Conclusions of Meetings or Sales.

Pain Funnel

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