How is the funnel sale successful

Sell ​​successfully

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1 Selling successfully Sales training Gert Schilling

2 Selling Successfully - Sales Training Author: Gert Schilling, Dipl.-Vocational Pedagogue and Dipl.-Ing. Freelance trainer and moderator Lecturer for social skills at the TU Berlin and the University of Bielefeld Subject editing: Nicole A. Schmölz, graduate pedagogue, business economist Lecturer in adult education Lecturer at BA Karlsruhe, BA Riesa and FH Hannover Cert. NLP trainer (DVNLP) Editor: Annette Trossehl Head of studies for vocational training and IT, nature and technology at the VHS Hagen Udo Schneidereit epz Xpert PBS of the State Association of Adult Education Centers of North Rhine-Westphalia e.v. 1st edition, POD-1.0 print version by the editor: Ralf Schlötel, Dipl.-Ing. Editing: Hannelore Dornhof, state-certified business economist; Elke-Heidrun Schmidt, Dipl.-Ök. M.A. Layout, typesetting and printing: Educational Consulting GmbH, Ilmenau Printed in Germany Cover design: Educational Consulting GmbH, Ilmenau Image source: shutterstock.com. Shutterstock Images LLC Illustrations by Sven Palmowski, EduMedia GmbH, Stuttgart All rights reserved, in particular the right to reproduction, distribution or translation. No part of the work may be reproduced in any form or saved, processed, duplicated or distributed using electronic systems without the written consent of the publisher. The publisher is not liable for any negative consequences resulting from the use of the material. Internet address: ISBN

3 Contents I Contents 1 What is your sales philosophy? Funnel sales The characteristics of funnel sales Consultant sales Characteristics of consultant sales Selling but not at any price Improving the preparation of the sales pitch Preparing conversations Guidelines for discussion Selling an appointment Setting goals Information about the product Information about the customer Creating a positive atmosphere for discussion The basic attitude The basics Friendliness Attention Praise and recognition Body language Eye contact Posture Gestures Facial expressions Parts of the conversation Ask about customer needs Why ask? Customers buy solutions to problems What does the customer want and what needs? Ask problem-oriented

4 I Table of contents Customer-oriented presentation I already know what the customer wants Advantages of asking The advantages of asking in a sales pitch Forms of questions Open-ended questions Closed questions Suggestive questions Alternative questions Listening Active listening Addressing emotional levels Presenting Explaining benefits and advantages Presenting clearly Addressing the senses Block-pencil method Minus method Formulate positively Example method Over-witnessing (!) The phantasy method Objection treatment Seeing objections positively Objections Preparing for objections Reaction to objections Forms of objections Actual objections Questioning objections Answer as a question Reinterpretation method Iso-method Objective-anticipating method Objecting-deferring method Yes-but, yes-certainly method

5 Table of contents I Apparent objections No interest I still have to think about it No When does the price negotiation start? Price negotiation Price quotation Self-confident price quotation Time of price quotation Name price units Sandwich technology Price negotiation Bazaar method Fixed price method Price objection too expensive Distance to price discussion Unique selling point Decision-making aid Successful sales transaction Buy signals Nonverbal buy signals Verbal buy signals Small hurdles as a buy signal Reaction trigger Positive summary Last argument / additional benefit Direct request Closing question Direct closing Double-P method Additional sale Confirm decision Conclude positive customer loyalty

6 I Contents 9 Customer loyalty and complaints Follow-up support Attention contact Complaints The anti-customer loyalty list Checklist: Important points for complaints Complaints as an opportunity The gentle principle Showing understanding Index of keywords

7 What is your sales philosophy? 1 In this chapter you will get to know two opposing sales philosophies and their characteristics and you will learn why an optimal mix of both philosophies leads to customer and seller satisfaction. Examples of good sellers are often those who sell refrigerators to people living in the Arctic, a drink of water to drowning people or sand to Bedouins. Everyone knows someone in their circle of acquaintances who can sell anything to anyone. The supposed natural sales talent. But is he really a good seller? Often the customers experience a sales pitch as a defensive fight against the salesperson's attempts to turn them on. Beware, he's just trying to sell you something, might be the well-intentioned advice of a friend before giving you the address of the used car dealership. When are you a good seller? Since almost everyone has had a negative buying experience, be it buying furniture, clothing or an apartment, the image of the rascal seller is firmly anchored. How does this picture come about? There are two opposing sales philosophies when it comes to selling: Funnel sales Consultant sales These two approaches are fundamentally different in terms of their approach, attitude and view of people. How do you go into a sales pitch? Is the customer more of an opponent to defeat or a partner with whom you develop a long-term sales relationship? Do you feel like a loser if you haven't sold anything to the customer, or do you specifically analyze the needs of your customers? 7th

8 1 Basis: What is your sales philosophy? 1.1 Funnel sales Many people have the insurance agent, the used car dealer or the vacuum cleaner salesman in mind as the negative prototype of the funnel salesman. At this point, a big apology to all advising representatives and sellers. You are probably also familiar with the negative associations listed above that you are faced with. Aim of the funnel sale The name funnel sale comes from the fact that the seller only steers towards one point during the sales talk, namely to sell. He doesn't really care about customer wishes, needs or ideas. These are the salespeople who always have a yes, but ... and don't forget ... ready, who shake an irrefutable argument up their sleeve in response to all questions and doubts of the customer and bring every sales pitch to a close with suggestive questions. Often the customer only buys to escape the unpleasant situation or because he has run out of counter arguments. Afterwards he realizes that something has been talked into him against his needs. Hopper sales are about winners and losers. The sales pitch is seen as a fight, or, to put it mildly, a game, but ultimately it's about defeating the customer, selling them something under all circumstances, no matter how. The customer is seen as an opponent who offers resistance and who has to be defeated. But the seller's victory is short-term. Later, the customer realizes that he has been ripped off and gossiped. Even if he has paid an objectively fair price, he feels subjectively cheated when he has bought something that he does not need. Funnel sale Seller does not ask about benefits for the customer Aim: Seller wants to sell at any price Consequences: Fig. 1.1: Funnel sale - dissatisfied customer - negative reputation of the seller and the sales company 8

9 Basis: What is your sales philosophy? 1 hallmark of funnel sales: customer needs are secondary. The goal is clear: sell, regardless of the means. Selling at Any Price The seller and the customer are opponents, and the seller always tries to prevail and win. If the seller sells, he is the winner. The sales success is short-term. A bad reputation often remains in the long term, especially due to negative multipliers. 1.2 Advisor sales The advisor sales are based on the attitude that the customer and the seller are partners. Of course, your customers have needs and like to buy something. The purchase serves to satisfy needs. Both are winners in advisor sales: the customer receives something that is tailored to their needs and the seller can sell something. And what is even more important: He gets a satisfied customer and the chance to retain the customer permanently. Aim of the advisor sale At the moment I cannot offer you an optimal solution for you. As a consequence, this means that in a sales conversation it can also be determined that the salesperson cannot meet the customer's current needs. It would be wrong here to sell anything and destroy the basis of trust with customers. That would be very short-term. The advisor sale is designed for long-term customer loyalty. When I buy a new pair of shoes, I'm always undecided. When I've finally decided to buy, I'm very relieved. It helps me most when I have someone who can support me in my decision without influencing me. Then afterwards I have the good feeling that I have made the right decision. Maybe you know how difficult it is to make up your mind when you want to buy something new. Be it the new bike, an item of clothing or a condominium. Sometimes you already get into a decision-making conflict when deciding on a pizza at the Italian restaurant or a movie. Task of the sales consultant The task of the sales consultant is to help the customer with his decision, to clarify his needs together with him in order to then be able to make him the best offer. The question is not what is best for the seller, but what is the best for the customer. The aim is to create a trusting atmosphere for discussion without pressure. Many people are justifiably very sensitive when they feel they are being manipulated or pressured. Inquire about customer needs 9

10 1 Basis: What is your sales philosophy? Sales of consultants The salesman asks about the needs of the customer Sales = satisfaction of needs Salesman Double-win ++ Customers Fig. 1.2: Sales of consultants The basis of long-term customer loyalty is that the customer has the feeling of being able to decide freely for or against something. Selling an advisor is not about one winning and the other losing, but about both winning. One also speaks of a double-win sale. Characteristics of the advisor sales: The customer needs are determined together. Equal interlocutors conduct a sales talk. The purchase serves to satisfy the customer's needs. Since salespeople and customers win, one also speaks of a double-win sale. The sales of consultants aims at long-term customer loyalty with positive multipliers. 1.3 Selling but not at any price You can think of the two sales settings as the endpoints of a scale. There is not only either / or, black or white, but all gradations and gray values ​​in between. One customer needs a little more pressure, the other a little less pressure as a decision-making aid. And of course selling an advisor cannot mean just advising the customer. Customer: OK, thank you very much for the good advice. I take the radio. The seller replies: Incidentally, you can get exactly this radio in the shop two streets away. You should think again about the purchase decision. And it's nice, by the way, that I was able to advise you so comprehensively. The customer probably felt that he was well advised and wanted to buy the radio. But now he is insecure and leaves the shop. 10

11 Basis: What is your sales philosophy? 1 Important Advisor sales Customer needs Mixed forms of funnel sales Unimportant Fig. 1.3: Sales philosophy Low Customer benefit High There is a saying: Some customers turn away when they feel pressured, but others do not buy anything if it is not sold to them. The crucial difference between funnel sales and advisor sales lies in the fulfillment of the customer's needs. Even a customer who has been helped with a purchase decision using tougher sales methods is a satisfied customer when they have received something that meets their needs. Targeting the customer Whoever advises without a degree, works for the competition. Karsten wants to buy a new video camera. In the first shop he meets a friendly salesperson who, after an intensive consultation, finds out with him that a more expensive camera best suits Karsten's needs. Karsten actually wanted to spend a little less money, but is very impressed with the advantages of the new model. I can't really make up my mind yet, although I like the VX2000 very much, he expresses his uncertainty. No problem, think about it one more time, the friendly salesman reacts. Karsten visits another shop. Here, too, he is well advised, and the VX2000 once again turns out to be the ideal model. From whom will Karsten buy the camera now? Is he going back to the first store again? Probably not. Obviously, as a seller you also want to sell, but not at any price and above all not at the price of a badly advised and dissatisfied customer. 11