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Marketing


ack in the myths of time people bartered and exchanged goods and services. The word “selling” comes from Middle English sellen, from Old English sellan, to give, sell. The word “sales” come from Middle English, from Old English sala, from Old Norse. In the 1930ʼs the National Cash Register Company (NCR) with the growing need for cash registers had someone write a script for their salesmen. From this early script came the development of an early sales strategy. This same strategy has been used for some sixty plus years and is known as AIDA Attention ‒ do whatever it takes to get the buyer to listen Interest ‒ get the buyer interested in what you are selling Desire ‒ create a desire within the customer to own the product Action ‒ get the buyer to take action ‒ close the sale


B


This model is still largely taught to students of marketing. However it is no longer effective in to‑dayʼs business world of the complex sale. Buyersʼ to‑day enjoy a multiple choice, they have expertise, they compare, they are trained negotiators and they demand professionalism and satisfaction.


People love to buy but they hate to be sold, they want to be in control. Most customers work under the premise with sales people “you are guilty till proven innocent”


COMMON PROBLEMS OF THE COMPLEX SALE


Problem 1 ‑ POOR QUALIFYING


"Customers smile and say all the right things. Then when I try to close the sale, they pull the rug out from under me. I feel used and strung along. But what really hurts is that I should have seen it coming." We need to acquire the skill to qualify our customers before valuable time is wasted. Know what to ask to determine a customer's sincerity. Discover a system to reach the decision maker from the start every time. Become a Doctor and Do a House Call Often poor qualifying is the reason many sales fail. You need to act like a doctor and do a house call. a) Discover. You set the stage for a compelling engagement and a continuing relationship based on trust and respect. You push beyond the traditional boundaries of prospecting to create a solid foundation on which to build a long‑term, profitable relationship. b) Diagnose.


Understand the customerʼs problem as it relates to your solution. You maximise the customer's objective awareness of their dissatisfaction, whether or not that dissatisfaction supports your company's offerings. You assist the customer in understanding their situation and, as a result, reinforce your credibility by refusing to alter the customer's reality to fit your needs.


The changing role of selling by Colly Graham salesxcellence


Problem 2 ‑ PROSPECTS WON'T OPEN UP I know I'm dealing with qualified prospects, but they won't open up and give me the information I need to help them." Become a Valued Resource and a Trusted Advisor. Here's the truth: In the minds of customers, salespeople are guilty until proven innocent. Discover the subtle behaviours that may harm your credibility and keep you in the dark. Set yourself apart from 90 per cent of salespeople who reinforce the negative stereotype. Allow your customer to feel safe. How do you make your customers' lives better, easier, safer, more productive...? That's what will get your prospect's attention and that's what will enable you to have a good conversation. Discover how to establish trusting relationships that will provide an unrestricted flow of vital information.


Problem 3 ‑ WEAK TEAM SELLING All too often, the left hand doesn't know what the right hand is doing. We need to ensure our marketing is aligned with sales. Does marketing understand the ideal customer, do they understand the customers problems. Learn to use your internal people as a powerful support for your sales effort. Know how to judge when to bring in support people and when not to.


Problem 4 ‑ PRICING PRESSURE "Even though we provide a highly‑technical and complex solution, we find our prospects


and even our most knowledgeable customers are forcing us to compete as a commodity with severe pricing pressures and relentless negotiating." I keep hearing, "your price is too high” The answer is: focus on your value. If the value is worth it to the customer they will pay for it.


We need therefore to develop the knowledge and skill to effectively negotiate the complex sale.


Making the complex sale


1. Focusing on a total understanding of critical business issues faced by customers. 2. Demonstrate you capability of solving their business problems with your solution. 3. Develop potential value to be gained by your customers.


Understanding these three major issues in the complex sales will help you close more sales.


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