Hints, tips and tricks for successful strategic sales activity for start ups and growing small businesses

1. Sales – more effective sales strategies
Stuart Hartley

2. Simple sales
Selling is crucial for business but it is amazing how many people are just to scared to do it.
1. Ask people to buy things – its easy to say but less easy to do
2. Don’t waste opportunities – if the customer starts asking tough questions then it often means that they
are ready to buy
3. Selling is not only about talking but about listening too. A good sales person is an active listener
4. Understand your customers journey and where they are on that road
1. Customer doesn’t know me
2. Customer has heard of me
3. Customer starts to listen
4. Customer becomes a buyer
5. Customer becomes a loyal buyer

3. Simple sales
5. Leaving brochures is a wasted opportunity. You may only have one chance to meet with them. Take
control and pre plan what you would like to achieve from the meeting
6. Asking about the past is always a good idea. The past is something you and your potential customer
can agree on and it’s a great icebreaker.

4. What is your customers buying behaviour?
People do not buy
products or services.
They buy solutions
to problems

5. What are their problems / needs
• Who are the main players and role do they play? Select a few key customers
• What are the main problems / issues the customer is facing? To uncover them discuss the following items
in group:
1. Information: What do they see and hear? Where is that information coming from?
2. Emotions: What do they think and feel?
3. Behaviour: What do they do?
• Based on your information map identify which are the customer’s problems and which are the solutions
(gains) the customer is trying the achieve.

6. Creating value

7. Quick challenge
Answer the question
“How are you different from all the other
competitors who offer similar things?”
Nb
Please provide evidence for your statements

8. Quick challenge
Answer the question
“How do we know that what you are offering is
the best value?”
Nb
Please provide evidence for your statements

9. What are the FAB elements of your products and services?

10. Features Advantages Benefits
Buy groceries online Saves going out to supermarket • Makes supermarket shopping
possible
• Don’t face the ordeal of shopping
with toddlers
• Keep your limited leisure time for
yourselves
Twenty four hours a day seven days a
week
Can shop outside of normal hours • Shop when feel like it
• Concentrate when kids are asleep
• Sort out at weekend with no
pressure
Remembers your previous list Can make amendments rather that
starting from a blank sheet
• Tend to need the same things
• Head start to make the job quicker
• Save lists for different occasions
Total price clear before getting to till Useful for budgeting • Save money –limited income
• Possible to delete a few treats
• Know exactly what’s going on the
credit card
Selling the benefits

11. Answer the little man
You said Little man asked You replied You elaborated
We use digital signal
processing in our hearing
aids
So what? Our product increases the
clarity of sounds
For example if you are at
a party you’ll be able to
hear what people are
saying to you
We provide 128 bit
encryption in a device in
a mobile phone
So what? Its harder to break into
our system
For example if you are in
a hotel room and want to
have a secure
conversation
A big name celebrity is on
our board
So what? What we are doing is
interesting enough to
attract top talent
For example she has
already opened doors for
us in the industry

13. Your value proposition

14. Types of sales process

15. The journey
Awareness
Interest
Desire
Action
Attract
Engage
Nurture
Close
ModernTraditional

16. Map out your journey
• Looking at the AENC or AIDA models can you
map out a journey using different media to
take your customers through each stage?

17. Different sales people

18. Which sales role are you?
• What sales roles do you need though
for your business?

19. Qualities of success sales people
• What are the qualities of successful
sales people?

20. Qualities of success sales people
Attitude
Appearance
Manners
• Natural
• Enthusiastic
• Confident
• Courteous
• Listener
• Smile

21. Know your customers
We can only sell our products to customers that like us. Therefore in order for them to like us, we must be
aware that most customers wants the followings things :
− They like compliments – so give them freely
− They want respect – show it openly
− They want ways to make their job easier – give them good service
− They like to talk about things that interest them – find out and talk about it
− Find out what motivates them to buy – do that every time you service them
− They only buy from sales people they like – make them like you

22. SALES PITCH
Page

23. What do you do? The one liner
First introduction
Hi, my name is……… I / we ……………
For example
• We help companies maximise their growth potential
• Companies say we help them to achieve their growth goals more quickly
• We support companies to develop and implement their growth

24. What are your one liners?

25. “Today, I want to talk to you about a super cool app that I built. This app is called SafeDrive and it helps
people stay awake while driving by using a sophisticated eye tracking algorithm. It is developed using
Objective C and uses OpenCV library”

26. Good or bad?

27. “Lack of sleep behind the wheels causes 50,000 accidents each year in Algeria, leaving more than 5,000
deaths. SafeDrive is an app that helps drivers drive safe by monitoring their state and sending alerts in case
of danger.”

28. Good or bad?

29. “Last year, my father’s life nearly ended in a car accident. You know why? Because he was too exhausted
that he slept on the wheel. Luckily he survived, but what about the 5,000 lives that roads claim every year?
Sleeping on the wheel is something that could happen to the best of us . This is why we thought of
SafeDrive, an app that constantly monitors you to make sure you are in your best shape to drive”

30. Good or bad?

31. Lets try
• Its your turn
• Create an initial 30 second sales pitch for
your idea that you are happy to present to
everyone.

32. Elevator Pitch
The next step
Prospect Pain / Capability Gap
• Many Companies are trying to grow and are experiencing difficulties with lack of finance, ability to
innovate or the internal capacity to deliver
What’s my role
• My role is to help companies to overcome these barriers by providing the support they need either in the
form of workshops or one to one coaching
Why it’s unique
• What’s different about this is we work with a wide variety of high quality coaches with a number of
different specialisms

33. What is your elevator pitch?

34. Quick challenge
Address the objection
“The price is to high”
Nb
Please provide evidence for your statements

35. 3 Steps to sales success
1. Set meaningful goals
− A big picture goal (long term)
− Three-year goals (medium term)
− Annual goals (short term)
2. Create crystal clear actions
− Weekly and daily actions
− Monthly actions
− Quality actions

36. 3 Steps to sales success
3. Change your habits
− Bad
−Checking email first thing, then getting sucked in.
−Mindless web surfing.
−Being reactive
− Good
−Starting your day with your greatest impact activities.
−Saying no to others when their requests will derail you.
−Becoming impossible to distract.

37. Secrets of selling success
• Be clear about the benefits
• Plan your selling before the meeting
• Ask questions and listen
• Empathise with the customer
• Welcome objections
• Ask for the sale
• Leave as soon as you can after closing the sale.