An analytical, process-based approach to selling that focuses on understanding the specifics of customer behavior and then uses that knowledge to leverage future activity.
2. Pyrametrics
"An analytical, process-based approach to
selling that focuses on understanding the
specifics of customer behavior and then
uses that knowledge to leverage future
activity."
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3. Pyrametrics
"What is past is prologue." William Shakespeare
Understanding why a
customer purchases
is infinitely more
valuable than simply
knowing that he has
purchased.
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4. Pyrametrics
Understanding Pyrametrics begins with recognition
of the following:
People buy from those they know, like and trust.
Establishing a favorable relationship with the customer is
the foundation for all future success within that account.
The actions of the sales representative determine what
type of relationship eventually evolves within the
account.
Optimal sales representative performance (knowing how
to build relationships) is therefore critical for success.
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5. Pyrametrics
People buy from those they know, like and trust...
• Building the foundation starts BEFORE the first
sales call.
• CONFIDENCE is gained by taking the time to
learn about the customer in advance of the first
meeting.
• RESPECT is shown by aligning your interests
with those of your customers.
• TRUST is earned through keeping your word.
• FRIENDSHIP is attained by doing all the above.
• Sales success is a BYPRODUCT of strong
relationships.
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6. Pyrametrics
Relationship Building
• Relationships begin with finding COMMON
Ground
• C-H-E-W your way in...
– Children
– Hobbies
– Education
– Wife (spouse/S.O.)
• Starting points for most new relationships
• DIFFERENTIATION results from shared
experiences
• Success is built on favorable differentiation
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7. Pyrametrics
Optimal sales rep performance is critical to success
• The Sales Representative is the FIRST exposure most customers have to
the company/products. Therefore...
• The Sales Representative MUST:
– Truly care about forming relationships
– Be persistent
– Thrive on challenges
– Exude confidence
– Relish interaction & dialogue and advance them
– Get a charge from winning
– Demonstrate independence
– Command & demonstrate respect
– Know their customers well
– Exhibit honesty & integrity in all things
• Metrics MUST be in place to insure all the above.
• A lack of any of the above will invite failure.
• Management is compelled to foster and retain these skills in their sales
force.
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8. Pyrametrics & The SALEs Process
• The SALEs Process
– SURVEY
– ALIGN
– LEVERAGE
– EXTEND
• A simple mnemonic that packs a punch
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9. Pyrametrics & The SALEs Process
• Survey
– Extensive pre-call preparation
– Due diligence
– Learn as much as possible BEFORE the initial
meeting
– Never make an "Introductory Call - waste of time
– Each call should have an objective that is pre-
determined
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10. Pyrametrics & The SALEs Process
• ALIGN
– Establish the foundation for the future relationship
– It begins with homework (SURVEY)
– Then - formulate the initial impression
– Then - find common ground (CHEW)
– Next - construct customer profile
– Finally - Align message to person
– Advance to product phase (LEVERAGE)
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11. Pyrametrics & The SALEs Process
• LEVERAGE
– Position products/services to advance the relationship
– The customer has problems - offer solutions
– Use all resources available to reinforce message
• Collaterals
• Management team
• Factory support
• Experts & consultants
• Thought leaders
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12. Pyrametrics & The SALEs Process
The effective use of collaterals
• Data from political campaigns show that voters
require 13 contacts (on average) to recall a
candidate.
• As with politics, sales too, is a message-
dependent activity.
• An aggressive collateral program is essential for
success and should be implemented.
• Various methods - email, calls, data sheets,
webinars, personal visits, white papers, etc.
• A successful collateral campaign requires
creative & frequent use of all modalities.
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13. Pyrametrics & The SALEs Process
• EXTEND
– Ask for the order
– Advance the process to the next level
– Obtain a commitment
– Further the agenda
– New business referrals
– Testimonials
– Start anew and apply the SALEs Process again
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14. Applied Pyrametrics
Direct Demand
Understanding Pyrametrics begins with the pyramid.
Level 3
Level 2
Level 1
Level 1 - Differentiating yourself
Level 2 - Differentiating your company
Level 3 - Differentiating your product
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15. Applied Pyrametrics
• Once differentiation
has occurred at the
individual level the
relationship can then
be leveraged to
differentiate the
company and finally
the product/service.
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