Clay:
Welcome to today’s webinar: Three Sales Techniques to Amaze your Customers and Prospects!
Reminder: please be sure to use the “CHAT” area to share your thoughts and questions.
Welcome, Pam.
Pam: Thank you, Clay.
As the opening quote says, so much of buying is about how we make our customers feel. In each of today’s techniques, the objective is to make the customer feel understood.
These three techniques could give you, our listeners, that little advantage over the competition – it only takes a few ideas to knock it out of the park.
CLICK
Pam: I would like to start with a letter sent in by one of my clients. Suzanne is a seasoned salesperson. She asked for my thoughts where she could modify her approach with a prospect she met with - as she felt she had NOT made the Connection she was hoping for.
She wrote: “I really hit it off with the prospect, or so I thought. The prospect shared an interest in replacing his current supplier … Without hesitation I felt an opening and leaped in to ask what he was looking for in a replacement service.
The prospect mentioned that ‘they never listened’. I reassured him I would always listen.
Then, knowing I had a better service, began sharing the benefits, features, and functions of my company’s services. I answered the few questions he asked.”
Suzanne continued, “the prospect took the brochure I handed to him promising a response soon. It’s been weeks & nothing has happened. Pam, what happened?”
Clay: In the Chat area: let’s ask our audience what Suzanne may have done differently …CLICK
Clay: CHAT: What do you suggest Suzanne should have done differently?
(As they weigh in Clay fields suggested ideas)
(Pam makes some comments regarding input from listeners, and then segues to Tip #1.)
Pam: I have a confession, when I read Suzanne’s letter I saw myself easily doing much the same thing. However, I now know how to avoid – let me show you a proven method to avoid the situation all together or at least make a mid-call correction to save the potential sale.
Pam: TIP #1 The Five Most Important Questions for your sales call: The Ones You Never Asked!
Clay: (protesting) Suzanne did ask questions.!
Pam: She did, But, she didn’t hear the opening for the really critical questions. CLICK
Pam: When Suzanne heard, “they never listened!” - she needs to realize this is a flat assertion. It says ‘there are no exceptions!” --- hardly true.
Rather than probing, Suzanne answered with a flat assertion I’ll always listen! Equally impossible a promise.
Suzanne’s flat assertion is MEANINGLESS to the prospect.
Clay: By meaningless, you mean that it tells the prospect nothing?
Exactly – in fact, the questions you ask not the answers you have put you in the driver’s seat or control of the conversation.
Clay: ( Check the chat area – comment or question to Pam)
Pam: The prospect’s flat assertion was Suzanne’s chance to ask questions.
CLICK
Pam: Here are some ideas for replacing the flat assertion with questions –
1. more depth will come with another question
2. a slightly different angle: probe the flat assertion by surfacing when they did listen,
3. Uncover hidden obstacles early
4. communication styles may have been in conflict
5. timing could have been off … we’ll never know as these questions, and others, were not asked!
CLICK
Should we skip Clay?????
Pam: (summing it up) Tip #1: The Five Most Important Questions
(center and bold)
Are the ones you did not ask!
(With cool visual – types of questions)
Clay: (in the chat) area ) Our next technique deals with the disgruntled customer. Listeners, What technique do you use to calm an angry/upset customer? CLICK
Read answers for Pam to respond to …
Clay: (comment on the quote) - Pam, I noticed the number of positives needed to overcome a negative experience has quadrupled! Any ideas why?
Pam: (reply) I think the power of the ‘social media voice’ and influence of our ‘network friends’ amplifies the messages.
We cannot un-anger the customer, but we can do a few things to handle it effectively.
CLICK
Pam: This technique really has universal application, but I chose to demonstrate it when you have an angry, upset customer. What is suggested is:
(TIP #2) Make it Personal, but don’t take it personally
Let’s find out more … CLICK
Pam: Anger surfaces when your customer is experiencing dissatisfaction. The emotional reaction of the customer is aimed at telling you “they are fear they have or will lose something. “
Examples: Afraid of not being heard, or being taken advantage of, or worse being lied to. Fearful they may, suffer what a friend suffered … the list goes on.
The source of their fear is not the issue. The point is that you need to let them vent their feelings without YOU taking it personally.
This can be hard for a new sales person or customer service folks.
But, understand, the customer is more than likely NOT talking about you per se.
What they are trying to say is:” I have needs not met. Needs such as: a bruised ego, loss of control, lack feeling heard, and not feeling important!”
Clay: What about bad language or an unrelenting rant?
Pam answers: Neither is appropriate; realize that it is coming from a place of fear … so follow these next ideas to handle … CLICK
Pam: your objective is to calm the customer so they can hear you …
Acknowledge their emotions – “you’re angry!” What if I try to help?
Reassure, “I will do everything in my power to make this right for you.”
“Let’s start with, what happened?”
Each of these statements/questions is staged to begin raising the person’s receptivity [ability to hear & think about what is said] by making them feel better.
Clay: No solutions? Pam: not until you understand the situation!
CLICK
Pam: take a chance and ask the customer how they would like it resolved!
Asking does not imply having to give them what they ask for, it means – I am listening, now let’s work it out!
Clay – [read me some comments]
Pam - comment …
Let’s move forward with the third technique
CLICK
Pam: Technique #3 – Do your customer a favor --- Cross-sell!
I mention this today, because I think cross-selling can make your customers feel very positive.
Let me show you how.
Clay: Polling question
“What is your frequency of using cross-selling for your customers?
- Always on my mind
- I listen for my customer to ask me
- Wish I was more confident to doing it more
- I don’t’ do it, it feels too pushy
Clay: display the responses, comment on the answers that come in. Pam can chime in.
Pam: Let’s look at ways that cross-selling advantages your customers
Pam: Sales people often see cross-selling as self-serving , and
thus feel awkward engaging in the practice.
Others are not sure how or when it is appropriate. All reasonable concerns, but they should not stop you from cross-selling.
1st, there are advantages that your customers know – [enumerate]
They know you
It is efficient as you are already in the conversation
The rapport you share makes it easier
Your approach should SCREAM: You are looking out for your customer; enriches the relationship
Pam: How to make this happen … CLUCK
Pam: to make cross-selling work – you have to do your homework
Know your customer to know when to introduce, what to introduce, etc
Know the products and services and how they complement each other
3. You have to listen for needs expressed, openings to segue into introducing something else.
Clay: what should I be listening for?
Pam: a. issues related to the solution discussed; for example: a statement in response to, What other issues should I know about? And they say, the IT area could use this and MORE … before you know it … there is an additional opportunity on the table What is harmful about that? NOTHING
Pam: Another suggestion is to work on your wording … CLICK
Pam: how we say things counts as much or more than what we say. What is given here are merely ideas, a launching point. If need be, practice with a colleague if you are really new to sales.
Otherwise, as you prepare for your sales call … review what might be eligible for cross-selling to that particular client/customer.
Pam: tips to make this work [CLICK]
Pam: As our listeners look over these last tips …
Clay, I would like to answer a couple more questions before we close.
After questions w/answers …
Pam: to summarize .CLICK
Pam: - questions almost always trump talking
- personal really matters, goes to feelings
- cross-selling does benefit your customers!
Clay: [close and move to the workshop info]