Ebook How To Sell Your Value and Your Price 49p

Jan Flamend
How to sell your value and your price
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How to sell your value and your price
© 2012 Jan Flamend & bookboon.com
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How to sell your value and your price Contents
Contents
What is a good sales conversation 6
The five steps of the sales meeting 10

Opening of the conversation 10
Discovery 15
Presentation 20
Handling Objections 24
Closing 29
Price techniques 34
Sales Call
360° 38
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360°
thinking . 360°
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How to sell your value and your price Contents
Evaluate your selling skills 40

Basic professional attitude 40
Selling and influencing skills 42
Planning 43
Managing the customer 44
Sales call observation sheet 45
Coaching Guidelines for the sales manager 47
Some power phrases 48
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5
How to sell your value and your price What is a good sales conversation
What is a good sales conversation

What to do in front of a customer? Even the most experienced sales person is not always sure if he or she is doing the
right thing. In the sales seminars that we teach to sales organizations all over the world, the delegates are always surprised
to see how much they can still learn. They very often know what to do and even know how to do it, but when it comes
to the point they just don’t do it. In these trainings they learn to really do it and get credit for it. When they return to
their customers, suddenly the latter are being listened to, getting a better idea of the value of what they are being sold,
and they tend to give their business easier to those smarter sales people.
Sales people also asked me ‘How can I remind myself to do what I need to do in front of a customer?’ They say they
often forget the tips and tricks they learned during the seminars, and they want a good reminder. A quick way to get up
to speed again when they prepare for an important meeting. Their sales managers also want something like that, a handy
tool they refer their guys to. ‘If you don’t know how to open that conversation, have a look at this. If you don’t know what
questions to ask, have a look at this. If you don’t know what arguments to use, have a look at this. If you don’t know how
to respond to the objection that you are too expensive, have a look at this. If you don’t know how to close that deal, have
a look at this.’
That is how this workbook The Valueselling Toolkit was born. Sales people, whether they are in field sales, telesales, key
account management, customer service, whether they sell insurance, pharmaceutical products, complex IT solutions,
industrial goods, they all want a practical, quick, pleasant tool that will tell them what to do in front of a customer.
Sales is what makes the world go round. Without sales there is no production, no employment. In recent years the sales
profession has radically changed. It is no longer the hard selling way that works, we now talk of smart selling, solution
selling, value selling. The sales person him or herself adds value by linking the buying process to the selling process. That
takes a lot of intelligence, empathy and business sense.
Like in this example.
A good sales pitch
He had called in advance, asking whether he might also present his projectors, next to the usual PC products. A modern
company like PolyChem surely needed decent presentation peripherals. The nice Hewlett Packard- salesman had suggested
this so politely that I couldn’t possibly say no. Besides, he was right: we did need decent presentation peripherals badly. We
have an ancient overhead projector that can never be found when you need it, a big Mitsubishi beamer in the auditorium
that doesn’t work half of the time, and one portable projector that is constantly in use. A smart projector salesman could
have a field day with PolyChem.
‘I am extremely grateful for this opportunity to present our projectors to you, Mr Davis.’
The same politeness, smart suit, winning smile. Looks like someone you might trust to keep your wallet for you when
you go for a swim.
6
‘I would like to start by asking you a few questions, Mr Davis, so I can establish your specific needs and then suggest
which projectors in our range would be best suited for PolyChem. Would that be acceptable to you, Mr Davis?’
‘Go ahead. I’m listening and I’ll answer your questions.’ ‘How many meeting rooms does PolyChem have, Mr Davis?’
‘About ten in our headoffice, and one or two in each of our international branches. We have fourteen of those.’
‘And how many projectors do you have for those thirty-eight meeting rooms?’
‘Just the one.’
‘And what are the consequences of this lack of projecting equipment in the thirty-seven other rooms?’
‘You hunt for hours for that one overhead projector, people are reduced to sketching out their pitch on flipcharts, and
everybody’s grumbling that we need projectors urgently. One of the business unit managers has bought a small one out
of his own budget. He is as happy as Larry.’
‘How many sales representatives do you employ that need to give presentations for customers?’
‘We have twenty account managers who are on the road most of the time. Our customers are based all over the world.’
‘These sales representatives are all equiped with a laptop?’
‘And they hope the customer has a projector, so they can set up shop comfortably.’
‘How often is that the case, that they can use the customer’s equipment?’ ‘About one in ten.’ ‘What do your sales people
have to say about this?’
‘They’ve been whingeing for weeks that they need a portable projector. Hewlett-Packard is our IT-standard, and they have
one of those in their range, nice design as well. At least once a week I get somebody saying they want one.’
‘So if I understand you correctly you waste a lot of time and energy because of this. Could you give me an estimate of the
amount of time and energy you lose here?’
‘God, that has to be millions per year.’
‘Would you say the purchase cost for a few of these products outweighs the millions lost in productivity, not to mention
demotivation and the unprofessional impression the company makes this way?’
‘Of course I think we should buy them, but our CFO, Roberti Smith-Jones, doesn’t agree. We’ve managed for years without,
so there’s no reason to buy them now.’
7
‘Let us suppose, Mr Davis, that we fit every meeting room in your headoffice with a designated projection system, that
each of your international offices receives a portable version, and that every sales representative gets a projector as a
companion to their laptop when they’re on the road—what do you think the effect would be?’
‘I’m convinced we’d be operating a lot more efficiently and a lot more professionally. The customers would also notice that
we’d made it into the 21st century. But that would cost a great deal of money.’
‘In fact it won’t cost you a cent, Mr Davis. It’ll save an enormous amount of time, it will increase your productivity, it will
improve your turnover. And just to remind you of maximizing your return, we’ll send you a bill.’
‘And what about Roberti?’ ‘Does he have any small children?’ ‘He has twins aged eight.’
‘I suggest we supply him with a portable projector he can use for his financial presentations at PolyChem, and which he
can set up as a ‘home theater’ outside work. He can project his kids’ Disney DVDs on the wall. He’ll be SuperDad, and
he’ll come to see the enormous potential of our products.’
‘That’s a good idea.’
‘Did you know projectors can run on wireless technology as well these days, and that you can configure them into a
network so you can download your presentations from a server?’
‘Interesting, but too complicated for Roberti. Let’s stick to Disney movies for now.
’So mister Davis, how many projectors shall we deliver to you then?
Is our polite, smart HP sales man doing the right thing?
How do you evaluate this sales call?
8
Balanced analysis
+ ↑
Learning points
9
How to sell your value and your price The five steps of the sales meeting
The five steps of the sales meeting

Opening
Discovery
Presentation
Objection handling
Closing
Opening of the conversation

Why is this important?
To establish a friendly, non-threatening atmosphere, lower tension, and check the buying climate. Your greeting should
be friendly and brief. Your appearance and smile should help establishing a friendly atmosphere. Watch your prospect
closely and you will recognize his/her behavioral style. The buying climate is usually very evident. It tells you where you
should be on the sales model. You may already have a sale. On the other hand, the prospect may not be tuned in at all.
He/she may either be very negative or just plain not listening to a word you are saying.
How to proceed?
Guideline for an effective introduction:
• Greeting: To naturalize the atmosphere

• IBS: initial benefit statemant: a power phrase that raises the attention of the customer
• Agenda: To add value to the meeting and gain the interest of the Customer/prospect.
• Agreement: Get commitment from the Customer to proceed the meeting.
Initial Benefit Statement
How to get the Customer’s attention?
By directly appealing to his concerns, requirements, his needs.
Some examples:
I would like to show you how our new solution can help you save costs
What is keeping you awake at night?
The aim of this meeting is to clarify how we help you improve the productivity of your employees.
Extending your market share, that is what we would like to discuss with you.
10
Write some examples of your own:
………………………………………….
………………………………………….
………………………………………….
Agenda
Every meeting with a Customer/prospect needs an objective. Probably, the Customer is not tuned in with your objective.
He/she may either be very negative or has his/her own objectives for this meeting. Therefore we have built a common
frame of objectives, summarized in an agenda.
Important in making an effective agenda:
Headlines: Be general rather than specific. Develop a minimum of three headlines that you feel comfortable with.
Be aware of the right level of abstract you use. To be effective, an agenda-point should evoke interest
without being specific. It is extremely risky being specific at this point of the process, since we have not
as yet uncovered any needs.
Add value: Why are these agenda-point interesting for the Customer? To gain interest, many successful professionals
use headlines to tantalize you. Example: ‘I would like to show you an exciting new service being introduces
in our industry, which can save you 20% production time’.
Be very careful in adding value. Do not say that you cannot back up at some point during your

presentation.
11
Make an agenda for your next meeting
Customer ……………………………………………………………………………………………
Objective for this ……………………………………………………………………………………………

meeting
……………………………………………………………………………………………
Agenda Agenda-point Added Value for the Customer
1 ………………………………… ……………………………………………
…………………………………… ……………………………………………
…………………………………… ……………………………………………
2 ………………………………… ……………………………………………
………………………………… ……………………………………………
………………………………… ……………………………………………
3 …………………………………… ……………………………………………
…………………………………… ……………………………………………
………………………………… ……………………………………………
12
Acceptance
Having heard the agenda-points, your positive client is now prepared to continue the meeting or presentation. But we are
not yet prepared to give one, since we have not yet uncovered any needs to deals with directly. We need our prospect’s
participation to accomplish this discovery.
A question which has been used successfully by others to delay presenting until there are specific needs to deal with is:
‘Before we discuss this, may I ask you a few questions?”
Very rarely will a prospect refuse this request. This key question helps lower tension, primes the prospect for his/her
participation, and delays the meeting until you have accumulated enough data. It should give you the ability to involve
your prospect in the most critical area to be addressed.
Value proposition
The Value Proposition technique helps you to sumarise your sales pitch into one sentence. You can use this sentence as
the first slide of your presentation
• For (target Customer)

• Who (key qualifier)
• Our product is a (product category)
• That provides (key benefit)
GOT-THE-ENERGY-TO-LEAD.COM
We believe that energy suppliers should be renewable, too. We are therefore looking for enthusiastic
new colleagues with plenty of ideas who want to join RWE in changing the world. Visit us online to ﬁnd
out what we are offering and how we are working together to ensure the energy of the future.
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• Unlike (reference competitor)

• Our product (key point of differentiation)
Example:
• For Edgetec
• Who produces edge protectors for the packaging industry
• Our product is a ready for use adhesive in bulk deliveries/tankers
• That provides a safer production and environment without waste
• Unlike own mixed adhesives
• Our product has batch to batch consistency - the same viscosity, solids content and gives consistent adhesion
every time, which reduces waste and contamination in production dramatically.
example For KBC Bank
Who launches a web site for on line stock trading
MultiSecure is a security middleware
That provides a full proof security solution that will attract new customers
(Unlike Scorpio)
MultiSecure guarantees safe authentication, complete data integrity and reliable non-repudiation
Value Proposition
Assignment
Make a Value Proposition for your three most important products!
• For ________________________________________________________
• Who _______________________________________________________
• Our product is a ______________________________________________
• That provides ________________________________________________
• Unlike ______________________________________________________
• Our product _________________________________________________
• For ________________________________________________________
• Who _______________________________________________________
• Our product is a ______________________________________________
• That provides ________________________________________________
• Unlike ______________________________________________________
• Our product _________________________________________________
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• For ________________________________________________________
• Who _______________________________________________________
• Our product is a ______________________________________________
• That provides ________________________________________________
• Unlike ______________________________________________________
• Our product _________________________________________________
Discovery
Discover the Need Behind The Need
We need to find out the needs, the reqyirements of our customers. Therefore we need to be able to ask well directed questions.
Every Customer need has a reason behind it. Usually that reason is another need, or a need behind the need, that represents
a strategic goal the Customer wants to accomplish.
It might help to think of the Customer’s range of needs as an onion. The first layers represents the need initially described
by the Customer. The next represents the reason for that initial need the need behind the need. By peeling away the layer
of each need, the salesperson eventually uncovers the core, or strategic need.
The salesperson who understands the full range of Customer’s needs is in a much better position to provide his/her
product or service solution that helps the Customer progress more efficiently and effectively toward achieving his/her
organization’s goals.
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15
Usually, a need behind the need falls into one of the three categories:
Financial: Improving monetary results or controlling costs.

Image: Maintaining or improving prestige.
Performance: Maintaining or improving productivity.
The question funnel
FICS is a questioning technique that helps you to lead the customer to the solution you want to sell
Facts questions
What are you doing now in the area of … ?

What’s important to you in a relationship?
Which are your biggest Customers?
What is the value of the work in progress?
How long does it take to enter an order?
When do you get month end reports?
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Issues Questions
What problem does that cause you?

Whch are the areas that can be improved?
Do you have system crashes?
Is your current supplier always on time?
How stable is your current environment?
What kind of quality problems have you had lately?
Consequence questions
What will happen if the problem is not fixed?

What will happen if this situation deteriorates?
What is the consequence if things do not improve?
What is the impact of bad response time?
What will your Customers say if they can’t reach you?
What is the impact on your staff ’s morale?
Solution Questions
Suppose we succeed in solving this issue, what would be the consequence for you?
Would it be helpful if we accelerate the delivery?
Would your Customers be happier if they had a secure delivery?
Would it benefit you if your system had the highest availability?
Make your own FICS
Fatcs Questions
Issue questions
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Consequence questions
Solution questions
Areas To Discover
Through all the Discovery process you want to identify a few pieces of critical information. In addition to your industry-
specific areas, here is a list of the most critical areas to discover.
They are in no particular order, however, it is suggested that you use your best judgment with every Customer to determine
what and how many questions to ask. (Asking too many questions can also get you in trouble.)
• Organizational Structure: additional locations or departments, management structure, etc.

• Decision-making Process: as it relates to your products and services.
• Financial Status or Condition: what is the budget?
• Technical Aspects: as they relate to your products and services.
• Their Customers: so you can understand their business better.
• Your competition: current purchasing patterns.
• Their competition: how they stack up against their competition.
• Personal likes and dislikes: as they apply to your products and services.
• Personal interests: outside of work.
A checklist
Customer’s business profile
General information
1. Customer’s name and divisions

2. Customer’s business and customers
3. Customer’s prospect and services
4. Organization structure and locations
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Customer’s application – uses of our services and products
1. Present uses
2. Customer’s activity cycle
3. Future projects
4. Technical expertise
Decision – making - access to funds
1. Who are the decision makers with access to funds and influencers?
2. Who are the influencers?
3. How are decisions made?
4. Number of contacts (people) within the DMU (Decision Making Unit)
Financial condition
1. Payment record
2. Discount structure
3. Financial stability
4. Stock price & analyst reports
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Competition
1. Use of other suppliers?

2. Their market share?
3. What are competitor’s strategies?
4. What are their strengths/weaknesses? (facts)
Current situation
1. How much are we doing today by volume/margin/mix?

2. How will this develop if nothing is done?
3. Resources being used?
4. Successes/failures?
5. Stability indicators score (re-buying rates)?
Potential
1. How much future potential is there

- On existing projects?
- On future projects?
2. How sure are we of securing this business?
What’s the ‘Compelling Event’ for each opportunity
Presentation
What are you selling?
1. Imagine you are talking to a friend who knows nothing about the products or services you sell. What would
you say your company is selling?
____________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
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2. Imagine what your colleagues would say:

____________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
Features - Advantages – Requirements - Proof
1. Features are facts about the product or service.

You need good product knowledge.
Example: ___________________________________________________
2. Advantages are what a Customer can gain from the features and to which extend these meet his/her
requirements.
You need commercial language: “This means for you …!”
Example: ___________________________________________________
3. Requirements are the Customer’s needs and wants which a product or service could fulfill.
You need: Me, Myself & I, Customer Information.
Example: ___________________________________________________
4. Proofs are the Customer’s experiences and perceptions on how the product or service will fulfill their needs
and wants.
Make the FARP of your company and of your most important product or service.
21
FARP
Features Advantages Requirements Proofs
BUSINESS HAPPENS HERE.

www.fuqua.duke.edu/globalmba
22
FARP
Features Advantages Requirements Proofs
Customers have four fundamental needs:
Certainty (guarantees for continuity)

Performance (to maintain or improve productivity)
Finance (to maintain or improve monetary results, to control costs)
Convenience (ease of use, no worries)
Indicate in whate areas you can satisfy these needs:
Certainty
Performance
Finance
Convenience
23
Handling Objections
Objection handling is crucial for every sales person.
Experienced salespeople love objections. They know that if they can satisfy a Customer’s true concerns, then they have
moved closer to making the sale.
It is a sales man’s job to turn no’s into yesses.
Eighty percent of all objections come from eight basic classifications:
1. Price
2. Quality
3. Service
4. Competition
5. Application
6. Delivery
7. Experience
8. Reputation
Typical objections
You’re too expensive

Your quality is no good
Your system is incompatible
You can’t deliver on time
You have a bad reputation as far as customer service is concerned
You have no innovative products
Your company is not financially stable
You’re a niche player with poor market covering
Your sales people are arrogant
Nobody believes in your technology
A complaint is not an objection
An objection is basically a perception of the customer which prevents him from buying. It’s like a mental blockage. A
complaint, on the other hand, concerns a real problem that occurred: something happened that should not have happened,
or something didn’t happen that should’ve happened.
You deal with objections and complaints differently. To refute an objection, you use questions and arguments but a
complaint needs to be solved. You listen, you apologise and you take measures so that it doesn’t happen again.
24
Why customers raise objections
Because I don’t see the benefit?

Because I am happy with my current supplier?
Because I have other worries, other priorities?
Because I don’t have the money.
Because I don’t need it.
Because I get money under the table from the competitor?
Because I expect a long learning curve with this new product. Because I am resistant to change.
Because I don’t know what exactly I’m going to get.
Because I don’t have the correct information?
Beware of self-inflicted objections:
We provoke more objections than a Customer can think of by himself/herself
Maria, you might think that this is all quite expensive, and I wouldn’t blame you if you did. It’s a lot of money.
You might think that the competition has a better product
Your people might need some time to get used to our product. It’s not easy to use. We hear that all the time.
25
How do you deal with objections?
Steps in handling objections:
• Listen to the objections

• Reduce tension
• Asks questions
• Distinguish between real and false objections
• Real disadvantage or misunderstanding
• Present new evidence
• Agreement
Listen
What exactly do you mean, Maria. Can you tell me more about your concern with the price?
Reduce tension
I can understand why you feel that way, Maria
Your point is well taken, Maria. And I’ll address that issue
Maria, it sounds as if you’re asking: ‘What extra value will I be receiving for the additional cost?
Ask questions
I see. In what way do you think we are too expensive, Maria?
Can you tell me more about your quality concerns?
Distinguish real from false objections
Now, suppose that the price were

the same. Whom would you choose, us or the competition?
Well, could you tell me what your biggest problem is then?
Real disadvantage
I understand your concern about the price, Maria. The difference is largely compensated by the superior quality and the
long life span of our products. You might pay a bit more at the time of purchase, but you will benefit much longer. You
wouldn’t want to get stuck with cheap stuff that falls apart, would you? What do you think, Maria? Quality has its price.
You people also bring value to your customers, don’t you?
26
Misunderstaniding
What makes you say that?
Do their prices include maintenance? Well, Maria, our prices include delivery and maintenance.
Present evidence
You will see that Professor Eco speaks very highly of our new technology, and the Gartner Institute has written a a very
favorable report.
Agreement
Is that a good answer to your question.
What is keeping your from making a positive decision
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Types of Objections
Exercise
Make a list of the most frequently heard objections in column one. Agree on the best answer for each of those objections
in column two.
Objection Your best reply
1.
2.
3.
4.
5.
6.
28
Closing
Assignment
Add a phrase to each closing technique
1. Act as if the deal has been closed
You don’t talk about the possibility of buying but you talk about the benefits when using the product,
or service. Don’t use the if- form:
“Maria, if you buy this solution from us, it would be a
win-win deal for the both of us.”
But use the when form
“Maria, when your people improve their productivity, they can always count on our service people to sup-
port them.”
In the when-sentence, you focus on the post sales, on the implementation, on the actual benefits your
customer will have.
Maria, what kind of training do you think we should give your people to make sure they make optimal
use of this solution?
Your example
…………………………
………………………….
29
2. The backward planning
You start by defining the moment when the new system needs to be fully operational, and then you
define all the preceding steps: testing, installation, architecture, legal papers, contract signature. In doing
so, you create a sense of urgency for the customer to make his decision.
Peter: So Maria, when do you want your system up and running?
Maria: We need to have it fully operational by the start of our next fiscal year.
Peter: So that’s January. Right?
Maria: Indeed.
Peter: It’ll take two months of testing and fine-tuning before the system can be released for full operation.
Right?
Peter: So, it needs to be ready for testing by November 1. In our experience the site prep and installation
takes about a month. You agree?
Maria: Sounds fair.
Peter: That brings us to October 1. Hardware architecture, software and network design take another
three months. Especially the software bit. This brings us to July 1. But before we can start, all the legal
papers and contractual issues need to be solved. That should keep us busy for another two months. So,
we need your decision and signature by May 1.
Maria: But, Peter, we’re already mid May.
Peter: There’s no time to waste, Maria.
Your example
………………………….
…………………………………..
30
3. The Opinion Close
There are times when we are not sure if the time is appropriate for the order (or whatever the call objective
may be). We may be uncertain whether or not we are truly observing buying signals. At these times it
is appropriate to use an opinion close.
• “Betty, do you feel this service will solve your delivery problems?”
• “In your opinion, do you feel this will benefit your company?”
• (Add a phrase)
4 The millon dollar question
It goes like this: ‘What do you like most about our solution?’
I have given you a presentation of our solution, Maria, based on our understanding of your requirements.
Now that you have the full picture, what do you like most about our solution?
5. How much chance do we have?
Maria, we are very keen to work with you and all our people are very motivated for this project. What
do think our chances are?
Maria: You mean in percentage terms? Peter: Yes.
Maria: Today, I would say that you have a 70 % chance of winning this deal.
Peter: What do we need to do to get to 100 %, Maria.
Your example
6. Minor Point
Closing on a minor point involves asking your prospect for a very minor decision rather than the major
one, which would be “Do you want to place the order?”
• “What day is better for delivery?”

• “Which colors do you prefer on your initial drop?”
• (Add a phrase) .........................................................
31
7. Alternate Choice
This technique offers your prospect choices - either one of which represents his agreement to purchase
your product or service.
• “Is Thursday or Friday best for delivery?”

• “Will this be invoice or cash?”
• (Add a phrase) .........................................................
8. Summary
A summary close involves summing up the benefits the prospect will receive, followed by a minor point
or alternate choice close.
• “John, we agreed that ... and … . Shall we start with 5000 or 10000 pieces?”
• (Add a phrase) .........................................................
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32
9. Direct
The direct close is just what it implies. It is a simple statement or question that asks for the order.
• “Bill, I’ll rush this order right in for you.”

• “Lois, I’ll call these specs right in.”
• (Add a phrase) .........................................................
33
How to sell your value and your price Price techniques
Price techniques
The sandwich technique
It simply means that you state your price while explaining the value of your product. You mention it casually when listing
the features and the benefits. Here’s an example:
This highly flexible infuse pump, with a throughput of 2%, comes to an investment of 2450 $. It will help you to decrease
your energy costs.
Moreover, our training guarantees you an efficient usage.
When shall we start to train your people?
Your example
.................................................................................................................................
.................................................................................................................................
.................................................................................................................................
The price of the smallest unit
For 30 $ a week, you will drive this wonderful car
Your example
.................................................................................................................................
.................................................................................................................................
.................................................................................................................................
Depreciation over time
We can give you a very attractive Tech Refresh proposal, that will decrease your costs substantially and it will guarantee
the latest technology updates
Your example
.................................................................................................................................
.................................................................................................................................
34
The comparison technique
‘Your product is more expensive than that of your competitor.’
‘Now, let’s suppose that the price would be the same, for which product would you choose?’
‘I am only interested in the price.’
‘If I understand you correctly, customer services and quality have no value to you?’
‘What, beside the price, is important to you?’
your example
.................................................................................................................................
.................................................................................................................................
.................................................................................................................................
Deferring the price issue
‘I agree with you that price is an important element. That is why I promise to come back to it, let’s have a look at your
requirements……’
your example
.................................................................................................................................
.................................................................................................................................
.................................................................................................................................
35
Calculating together
- More now/less later
For a one time investment of only 60 $ more, the consumption per day will be much lower. This means a cost reduction
for you of 3 dollar per day, or 90 $ per month.
Your example
.................................................................................................................................
.................................................................................................................................
- Cost/profit over time
The Reston pillow costs 600 euro, and it lasts for four years. This means an investment of 1.50 per year.
The other pillow costs 360 euro, and it will last for two years. That means a cost of 180 EURO per year.
Your example
.................................................................................................................................
.................................................................................................................................
Playing down the price as part of a broader whole
The price difference we are talking about is not more that 6.000 euro. Divided over 500 questionnaires, this is barely 2
euro per list. It is even much less than the postal costs.
Your example
.................................................................................................................................
.................................................................................................................................
36
Defending the total supply
‘Every company is entitled to a decent profit. This guarantees the quality and further development of our products, the
service to our customers and our long term commitment to you as a customer.’
Your example
.................................................................................................................................
.................................................................................................................................
Trading concessions in case of discounts asked
‘Suppose that I would be prepared to discuss the possibility of a discount, what are you prepared to do in exchange?’
your example
.................................................................................................................................
.................................................................................................................................
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37
How to sell your value and your price Sales Call
Sales Call
Groundwork Achieved
1. Main objective of that contact:

________________________________________________________
__________________________________________
Sub-objective(s)
________________________________________________________
__________________________________________
Retreat objective(s)
________________________________________________________
__________________________________________
2. The information we need to retrieve:

• _______________________________________________
3. The questions we want to ask:

• _______________________________________________
• _______________________________________________
• _______________________________________________
• _______________________________________________
4. The message we want to convey:

• _______________________________________________
Arguments in order to achieve this:
• _______________________________________________
• _______________________________________________
• _______________________________________________
5. Likely objections: My reaction:

• _______________________________________________ ..............................................
• _______________________________________________ ..............................................
• _______________________________________________ ..............................................
• _______________________________________________ ..............................................
• _______________________________________________ ..............................................
38
How to sell your value and your price Sales Call
6. Decisions which the customer has to take:

• _______________________________________________
• _______________________________________________
• _______________________________________________
7. To be well prepared, I also require:

• _______________________________________________
8. Action after the contact with the customer:

(what / by whom / deadline? / short-term plan)
• _______________________________________________
9. Information for the Customer File:

• _______________________________________________
• _______________________________________________
• _______________________________________________
39
How to sell your value and your price Evaluate your selling skills
Evaluate your selling skills

Basic professional attitude
1 2 3 4 5
• Representative representative/advocate of MyCo

-- Articulates the values of MyCo
-- Can operate independently from HQ
-- Can give a corporate presentation
• Personal charisma
-- Inspires trust
-- Inspires respect
-- Is being listened to
• Quality of personal contact

-- Creates positive atmosphere
-- Easy in social interaction
-- Always looks fro networking opportunities
The Wake
the only emission we want to leave behind
.QYURGGF'PIKPGU/GFKWOURGGF'PIKPGU6WTDQEJCTIGTU2TQRGNNGTU2TQRWNUKQP2CEMCIGU2TKOG5GTX
6JGFGUKIPQHGEQHTKGPFN[OCTKPGRQYGTCPFRTQRWNUKQPUQNWVKQPUKUETWEKCNHQT/#0&KGUGN6WTDQ
2QYGTEQORGVGPEKGUCTGQHHGTGFYKVJVJGYQTNFoUNCTIGUVGPIKPGRTQITCOOGsJCXKPIQWVRWVUURCPPKPI
HTQOVQM9RGTGPIKPG)GVWRHTQPV
(KPFQWVOQTGCVYYYOCPFKGUGNVWTDQEQO
40
• Expertise and credibility

-- Knows MyCo portfolio
-- Has industry background and knowledge
-- Works with active references
• Service orientation toward the customer

-- Wants to help the customer to buy the right solution
-- Provides all necessary support and info to the customer
-- Also active in the post sales period
• Supplier of information to MyCo

-- Regular feedback to HQ and staff functions
-- Signals market trends
-- Shares info with collegues
• Teamplayer
-- Works in team
-- Involves the necessary resources
-- Manages virtual deal teams to a good end
• Likeability
-- Sympathetic
-- Correct appearance
-- Apreciated by customers
41
Selling and influencing skills

1 2 3 4 5
Value proposition
Able to convey the essence in few words

Explicates intrinsic, extrinsic and strategic value
Links value offered to needs detected
Questioning
Asks open questions

Reveals essential info
Leads to customer through questioning to solution
Argumentation
Relates features and benefits to requirements

Uses proofs
Convincing
Objection handling
Stress resistant
Understands objections
Rebutes with right arguments
Closing
Collects yes’s
Leads the customer to the closing
Asks for the order
Reinforcing
Thanks customer for order

Follow up on invoicing and payment
Looks after customer interests in post sales
Identifying and dealing with negotiation tactics
Understands purchaser behaviour

Creates common ground for win-win
Gets positive outcome for MyCo
42
Selling value in stead of price
Uses price technics

Masters discount game
Creates sufficient margin
Planning
1 2 3 4 5
Planning work
Setting clear objectives,

Setting actions, milestones and review dates
Developing and implementing of the account plan
Number of account plans

Quality of account plans
Up to date – ness of account plans
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Producing long term and short term action plan of key accounts
Quality of vision on 18 months basis

Up sell and cross sell opportunities
Follow up on actions
Using quality standards in planning, reporting and information sharing
Reliability of data
Managing the customer

Understanding the compelling event
Understanding the customer’s business & customers
Understanding the customer’s business strategy
Understanding the customer’s implicit and explicit power structure and organisation
Understanding the customer’s information flow
Understanding the customer’s values and and agreeing the factors for a fruitful partnership
Linking the MyCo strategy to the customer’s business needs
44
How to sell your value and your price Sales call observation sheet
Sales call observation sheet

Name: SM Name: Date: Doctor:
STEPS OF THE SALE 1 2 3

NOTES
ELEMENTS TO CONSIDER
Step 0 Basic Message
Prepare Yourself Customer
& Product
Knowledge
Attitude and
Confidence
Step 1 IBS
Enter the Sale AGENDA
Client Focus
Step 2 Personal Needs
Discovery Product
Needs
Open
Questioning
Listening
Keyword
Questioning
Finance/Budget
Note Taking
Step 3 Features
Present Your Advantages
Solution
Benefits linked
to agreed Needs
Proofs
Step 4 Identify True/
False
Locate and Solve Refine/ Convert

Objections
convince
Step 5 Closing
Technique
Closing Timing
Silence
Step 7 Self Analysis
45
How to sell your value and your price Sales call observation sheet
Systematic Sales Self

Improvement Improvement
Knows Numbers
Sales Manager General Comments & Improvements From Comments and Action Plan: Salesman
Last Accompanied Visit:
46
How to sell your value and your price Coaching Guidelines for the sales manager
Coaching Guidelines for the sales

manager
GIVING:
1. Do It Now
2. Keep It Private
3. Recognise The Positives
4. Focus On Performance
5. Make It Two Way
6. Adopt The Appropriate Style
7. Agree An Action Plan
8. Use Active Listening Skills
9. Consider Questioning Techniques
10. Relate To Competencies / Behaviours / Numbers
I have also included some tried and tested rules for receiving feedback.
RECEIVING:
1. Always welcome positive feedback

2. Invite feedback regularly (it’s not so painful after the first few times!)
3. Thank them for the feedback!! (Yes - very hard)
4. Always listen to what is being said, don’t jump to conclusions
5. Try to understand why you are receiving feedback
6. Try not to be defensive or justify what you have done
7. If you do not understand what is being said, ask for clarification of what is meant
8. Ask them to give examples of your behaviour which give rise to the feedback
9. Look for solutions, or give suggestions - ask them for suggestions
10. Agree what happens next
47
How to sell your value and your price Some power phrases
Some power phrases

It is easier to file down the claws of tigers than to teach sheep to attack.
People don’t like to be sold, but they love buying.
Telling is not selling.
Sell first, negotiate later.
If you can make them laugh, you can make them buy.
Why is your best customer your best customer?
They don’t want your brochure, they want answers to their concerns.
If you offer no value, all that’s left is your price.
If the risk is price, then the compensation is value.
The most powerful person on your sales team is your customer.
Buying motives are more powerful than selling skills.
Plan your work and work your plan.
Failing is good as long as it doesn’t become a habit.
If the customer isn’t interested, it’s because you weren’t interesting.
The pleasure of a good price makes up for a deep disappointment because of poor quality.
Decision makers make the budget. Non-decision makers spend the budget.
Smile while you dial.
Price must never stand alone.
What’s the use of running if you’re on the wrong track?
48
How to sell your value and your price Some power phrases
Selling is helping your customer to buy the right thing.
An objection is an opportunity to close.
Never look for bargains in parachutes, brain surgeons, or my product.
Sell what the product does, not what it is.
Promise a lot and deliver more.
Every winner has a plan. Ever loser has an excuse.
Luck happens when preparation meets opportunity.
As long as you’re not satisfied with your past, you have a bright future.
God gave us two ends – one to sit on and one to think with. Success depends on the end that is used most often.
No one has ever drowned in a pool of sweat.
The sweetness of low price is soon forgotten, but the bitterness of low quality lingers on.
The sweetness of low price never equals the sourness of poor quality.
The size of the market is determined by the space between the sales professional’s ears.
Continuing education in the selling business is what sharpening an axe is to wood cutting.
A vital ingredient to success is a willingness to learn.
If you think education is expensive, try ignorance and pay forever.
49

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How to sell your value and your price

What is a good sales conversation 6

The five steps of the sales meeting 10

© Deloitte & Touche LLP and affiliated entities.

© Deloitte & Touche LLP and affiliated entities.

Discover the truth4at www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

Evaluate your selling skills 40

Sales call observation sheet 45

Coaching Guidelines for the sales manager 47

Some power phrases 48

Increase your impact with MSM Executive Education

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Executive Education-170x115-B2.indd 1 18-08-11 15:13

What is a good sales conversation

Like in this example.

A good sales pitch

‘Just the one.’

‘These sales representatives are all equiped with a laptop?’

‘God, that has to be millions per year.’

‘That’s a good idea.’

Is our polite, smart HP sales man doing the right thing?

How do you evaluate this sales call?

The five steps of the sales meeting

Opening of the conversation

Guideline for an effective introduction:

• Greeting: To naturalize the atmosphere

Initial Benefit Statement

How to get the Customer’s attention?

By directly appealing to his concerns, requirements, his needs.

What is keeping you awake at night?

Write some examples of your own:

Important in making an effective agenda:

Make an agenda for your next meeting

Objective for this ……………………………………………………………………………………………

Agenda Agenda-point Added Value for the Customer

‘Before we discuss this, may I ask you a few questions?”

• For (target Customer)

• Unlike (reference competitor)

example For KBC Bank

Who launches a web site for on line stock trading

MultiSecure is a security middleware

Make a Value Proposition for your three most important products!

Financial: Improving monetary results or controlling costs.

The question funnel

What are you doing now in the area of … ?

Management Time Management

Project Management Goal setting Motivation Coaching

What problem does that cause you?

What will happen if the problem is not fixed?

Make your own FICS

• Organizational Structure: additional locations or departments, management structure, etc.

Customer’s business profile

1. Customer’s name and divisions

Customer’s application – uses of our services and products

Decision – making - access to funds

With us you can