Access Sales Program Institutional Sales
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The document provides guidance on an ACCESS sales program for B2B sales. It discusses understanding the institutional buying process, which involves meeting with different roles like the King (decision maker), Evaluator (filter), and User. It emphasizes entering the buying process early, addressing each buyer's issues, and convincing all parties. The document also covers developing a research orientation, handling objections, and using closing skills like asking for the order to finalize the sale.
Access Sales Program Institutional Sales
- 1. The ACCESS Sales Programdesigned for B to B Sales SituationsByDirection One Consulting
- 2. Objective of the ProgramTo get inspired.To understand how & why an institution buys.To evolve and practice a sales process that links successfully to the institutional buying process.All the above leading to better productivity and higher salesDirection One Consulting
- 3. Setting personal stretch goalsNeed to be an internal.Have self belief. Be careful of outside opinions and influences.Be prepared to work hard.Become a powerful influence on others.If you think you can or you think you can’t, either way you are rightDirection One Consulting
- 4. And aligning them to organizational goalsTherefore how can I maximize my income and learning!To achieve my long-term goals, how do I need to work?Why should I meet my organization goals.Direction One Consulting
- 5. How does an institution buy?KingIs the only one who can say YES.
- 6. Usually a owner or Business Head.
- 7. Has profit center / SBU responsibilities.
- 8. Is & behaves like a King. Decides on his own, sets scope for others.
- 9. Looks at both sides of the menu card.EvaluatorUser Evaluates and shortlists.
- 10. Is like a filter, can say No but cannot say yes.
- 11. Looks at only right side.
- 12. Works within boundaries defined by others.
- 13. Uses the service on the job.
- 14. Has good influencing power.
- 15. Looks at the left side of menu card.
- 16. Has boundaries to work within, though occasionally thinks beyond.Direction One Consulting
- 17. KingEvaluatorUserWhat is our probability of success if we talk only to Evaluators? Most price sensitive person in the company.
- 18. Comes into buying process late, when requirements have already been set.
- 19. May operate on his own without any need established.
- 20. Unlikely to recommend any vendor, because of risk in role.
- 21. Not very influential with King, high need to impress, tends to be therefore unreasonable & aggressive.
- 22. Going bottom – up is difficult.Direction One Consulting
- 23. KingEvaluatorUserHow does an institution buy? Where does the buying process start? Where is the need for the service felt first?
- 24. How does the buying process advance?
- 25. When does Evaluator enter the picture?
- 26. How long does this process take for the institution?Direction One Consulting
- 27. KingEvaluatorUserWhy does an institution buy?Why do people of an institution buy?Direction One Consulting
- 28. KingEvaluatorUserTherefore what should be the philosophy of the institutional sales process? Enter buying process as early as possible.
- 29. Address the institution’s issues. Clarify business value add.
- 30. Meet every buyer. Address each buyer’s issues. Clarify personal value add.
- 31. Speed up the process?
- 32. Convince all.Direction One Consulting
- 33. How does the King decide?KingDirection One Consulting
- 34. Who decides the budget?Obviously the King.In consultation with Users.Direction One Consulting
- 35. Becoming a Great Sales ProfessionalThe difference between servicing demand & creating demand.Great salespeople create demand for their products & services.What exactly is creating demand? It is creating awareness of areas for improvement in our customer’s business processes.Any fool can sell at a discount and most fools do exactly that!!!!Direction One Consulting
- 36. Where are you?Great Sales person – identifies problems, provides solutions Good Salesperson – sells on benefitsAverage Salesperson – sells products & servicesDirection One Consulting
- 37. The ACCESS Sales ProcessClarify value add through diagnosticsEducate about service features and benefitsAcquire a research orientationSummarize & close on winning noteSettleobjectionsCapture a high positionDirection One Consulting
- 38. Acquire a research orientationOur company knowledge
- 40. Research target industry.
- 41. Research target company.
- 43. Where do we quickly get all this information from?
- 44. How do we know we have done this well?Direction One Consulting
- 45. Using a CatalystAcquiring information about an institution is a complex activity & too difficult to be done alone.Need a Catalyst who:knows the account.wants you to succeed in that account.does not gain financially from your success.Direction One Consulting
- 46. The Concept of the CatalystWho can be a catalyst:Existing Kings.Friends.Non-competitive suppliers to the same account.Ex-employees at the account.Consultants.Press / PR professionals.Direction One Consulting
- 47. Capturea high positionUse catalysts to approach the King.
- 48. However, DO NOT SELL TO KING.
- 49. Use king to only gain access to the institution.
- 50. Move to next stage - Seek to Clarify value add through in-depth diagnostics.
- 51. How do we know we have done this well?Direction One Consulting
- 52. Clarifyvalue through diagnosticsStudy business processes – Identify waste, inefficiencies, areas for improvement.
- 53. Learn current business challenges for King (through KRAs).
- 54. Learn growth plans for company.
- 55. Anticipate future challenges.
- 56. Understand our competitive position.
- 57. How do we know we have done this well?
- 58. Derive Business Value Added.
- 59. Clarify personal value add for each buyer.Direction One Consulting
- 60. Energizeby educating about service features and benefitsPresent to different buyers as follows: Your understanding of the current situation.
- 61. Your assessment of the future challenges likely to be faced & the risks.
- 62. Your solution.
- 63. Your BVA & PVA
- 64. How do we know we have done this well?Direction One Consulting
- 65. A way of working which is….Research oriented, not push but pull.Not dependent on one individual or department.Relationships are built first by sound needs analysis, the sale automatically follows.Discounting, if at all, happens only AFTER the business is confirmed!Direction One Consulting
- 66. SettleobjectionsNote – If ACCE of ACCESS is done well, this stage would be skipped by customer altogether.
- 67. Anticipate likely objections.
- 69. How do we know we have done this well?Direction One Consulting
- 70. ObjectionsYou are highly unlikely to ever meet a customer who says – wow, where were you, I was waiting for you, what amount do I write on the cheque?…….
- 71. Why do customers object?Direction One Consulting
- 72. Handling objectionsLook at them as a buying signal - think of what would happen if your customer said nothing!!!.Probe – use open questionsThe power of knowledge!Never argue – agree with feeling, not necessarily with the statement.Direction One Consulting
- 73. Give discounts / your price is highGood things are not cheap, cheap things aren’t good.Nobody gives discounts because their products are selling too well.Are they so desperate?What would be more important to you - price or cost? Then elaborate on cost.Give examples of other premium products where the customer has paid more – eg for men / women.Direction One Consulting
- 74. Give discounts / your price is high“Maybe I did not explain the value of my product well!”People who give discounts generally cut corners elsewhere in areas where customers do not notice (especially in service).Reduce the excess price over life of the product.Reduce the profile of product being offered.Actually our product is not meant for everybody….“xxxx” customers cannot be wrong (give national sales data).Direction One Consulting
- 75. Let me think over itIs there something about my product or company that you are unsure of?Is there something about me that you are unsure of?Quite simply, your business is important to me & you will not regret your decision to purchase this product. Could we start the paperwork now?Direction One Consulting
- 76. (You come to know) I am not the decision-makerStop selling immediately.Besides you, who else would be involved in the decision?Do not sell through, use relationship to map account.Plan to meet the King directly – going top-down is faster.Direction One Consulting
- 77. I’m happy with my service providerDefinitely, lots of xxx owners……Share examples from similar profile.The best time to look for a new supplier / job is when you are happy with your old job.Single supplier relationships sometimes lead to complacency from the supplier’s side. Give us 20% of the business, both of us would stay alert to providing good service. Direction One Consulting
- 78. Previous bad experience with your serviceFind out why. Then tell the truth to customer. Show you are sweating.Say – “thanks, your feedback helped us…………”. Explain how things are different now.Close.Direction One Consulting
- 79. On the phone – I’m not interestedThe worst that would happen is that both of us would have made a new acquaintance. Ask for references.Ask for permission to call later.Direction One Consulting
- 80. Summarize& close on a winning noteAsk for PO / close.
- 81. Ask for cheq?
- 82. Use closing techniques.
- 83. How do we know we have done this well?Direction One Consulting
- 84. Win with Closing Skills Ask for the order.Balance Sheet CloseDirection One Consulting
- 85. Ask for the Order The ABC of sales.The simplest most effective way to close.And the most powerful.Direction One Consulting
- 86. Balance Sheet Close To be used during competitive sales pitches.Take a blank sheet of paper, draw a line down the center.On the left, list down advantages of yr product. Atleast 7.On the right side, put ONLY the heading – advantages of “competition product”.Pass sheet to customer. Ask customer to fill up the right column. DO NOT HELP THE CUSTOMER AT THIS POINT.Customer will most likely struggle. After some time say “Our product really would be the most suitable for your needs………” Direction One Consulting
- 87. A way of working which is….Smart & matured.Relationships defined as knowledge, are built first, the sale automatically follows.Discount, that too much less - only AFTER the business is confirmed!Direction One Consulting
- 88. 7 steps to action!1. Visualize what you want in personal and professional life.2. Select one activity – implement the 21 day rule.3. Be like the deer in commitment.4. Announce your action plan to all.5. Use the help of other people - appoint a buddy/ nagger.6. Write it down, send to buddy / nagger.7. Discuss with manager.Direction One Consulting
- 89. Maneesh KonkarEmail: maneesh@directiononeonline.comWeb:www.directiononeonline.comBlog: http://youngleadersateverylevel.blogspot.com/Facebook: http://www.facebook.com/pages/Young-Leaders-at-Every-Level/189572801069334?v=wallTel: +91 – 98205 03710Direction One Consulting