Advanced Selling Workshop.pdf

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WORKSHOP

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Challe

Challenges

nges of M

of Modern

odern Sell

Selling (

ing (Sessi

Session1)

on1) ...

...

... 2

2 Posi

Positioni

tioning Agai

ng Against Co

nst Competi

mpetition (S

tion (Sessio

ession 2)

n 2) ...

...

... . 4

4 P

Partne

artnering W

ring With C

ith Custome

ustomers (S

rs (Session

ession 3)

3) ...

...

... . 7

7 Know

Know Y

Your

our Customer

Customer (Session

(Session 4)...

4)...

...

... 9

9 Prospecting

Prospecting For

For Profits

Profits (Session

(Session 5)...

5)...

...

.... 11

11 Personal

Personal Perfor

Performance

mance (Session

(Session 6)...

6)...

...

... 14

14 GAP

GAP Analysis

Analysis (Session

(Session 7)

7) ...

...

... 17

17 Building

Building Buying

Buying Desire

Desire (Session

(Session 8) ...

8) ...

... 20

20 Beating

Beating the

the Competition

Competition (Session

(Session 9)...

9)...

...

... 23

23 Po

Power

wer, P

, Politics and

olitics and Influence (S

Influence (Session 10)...

ession 10)...

...

... 26

26 The

The End

End Game

Game of

of Selling

Selling (Session

(Session 11)

11) ...

...

... 29

29 Leading

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In sales today

In sales today, there are no easy answers. Because , there are no easy answers. Because you are dealing with people one-to-one,you are dealing with people one-to-one, solutions will be as unique as each client you work with.

solutions will be as unique as each client you work with. Clients are looking for partners, not

Clients are looking for partners, not vendors. And the market demands mutually beneficialvendors. And the market demands mutually beneficial business relationships, not

business relationships, not one-time, profit-oriented transactions.one-time, profit-oriented transactions. “Ho

“How to build w to build better customer relationships” is one of the better customer relationships” is one of the specific techniques included inspecific techniques included in Brian Brian Tracy’s Advanced Selling Techniques.

Tracy’s Advanced Selling Techniques. These strategies will invariably lead to an increase in sales.These strategies will invariably lead to an increase in sales. If you practice and employ everything you lear

If you practice and employ everything you learn here, your sales effectiveness can more n here, your sales effectiveness can more thanthan double.

double.

The purpose of this workbook,

The purpose of this workbook, Brian Tracy’s Advanced Selling Workshop Brian Tracy’s Advanced Selling Workshop is to help you really is to help you really understand and develop your advanced selling techniques.

understand and develop your advanced selling techniques.

The exercises will encourage you to master the techniques that will enable you to flourish in the The exercises will encourage you to master the techniques that will enable you to flourish in the new world of sales. These exercises are practical, helpful and, in combination, form the basis for new world of sales. These exercises are practical, helpful and, in combination, form the basis for selling excellence.

selling excellence. Y

You have shown a deou have shown a desire to be the very best salesperson you can be—one who knosire to be the very best salesperson you can be—one who knows what thews what the market currently needs and who is willing to do the hard work, to make the tough decisions—and market currently needs and who is willing to do the hard work, to make the tough decisions—and this advanced selling training program is your

this advanced selling training program is your guide to continued improvement towardguide to continued improvement toward becoming the best.

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Although today’

Although today’s sales professional is challenged on many fronts, the opportunities affs sales professional is challenged on many fronts, the opportunities afforded him or herorded him or her are greater than ever.

are greater than ever. T

Today’oday’s sales professional s sales professional is the recipient or beneficiary is the recipient or beneficiary of the experiences of thousands of the experiences of thousands of salespeopleof salespeople before them, as well as

before them, as well as of their customers and independent researchers. Through them, many traits andof their customers and independent researchers. Through them, many traits and characteristics of successful salespeople have been identified, traits that can and should be integrated characteristics of successful salespeople have been identified, traits that can and should be integrated into your own approach to the

into your own approach to the challenging field.challenging field. As you begin this selling workshop, it would be

As you begin this selling workshop, it would be useful to know wheruseful to know where you currently stand in re you currently stand in relation toelation to these important characteristics and traits. For only when you

these important characteristics and traits. For only when you known where you are can you reach theknown where you are can you reach the point you would like to be.

point you would like to be.

The following exercise is a self-assessment designed to reveal the basis from which you begin your The following exercise is a self-assessment designed to reveal the basis from which you begin your advanced sales training. For each of the following traits, characteristics and skills

advanced sales training. For each of the following traits, characteristics and skills indicate whether youindicate whether you consider yourself excellent, good, average or poor.

consider yourself excellent, good, average or poor. Patient

Patient ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Industrious

Industrious ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Fair

Fair ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Empathetic

Empathetic ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Creative

Creative ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Ambitious

Ambitious ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Honest

Honest ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Aggressive

Aggressive excellent

excellent good good

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Curious Curious ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Cooperative

Cooperative ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Flexible

Flexible ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Grateful

Grateful ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Energetic

Energetic ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Persuasive

Persuasive ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Oral Communication

Oral Communication ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor W

Written Communicationritten Communication ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Listening

Listening ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Decision Making

Decision Making ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Research

Research ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Self-Esteem

Self-Esteem ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Integrity

Integrity ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Gracious in Defeat

Gracious in Defeat ____

____ excellent excellent ____ ____ good good ____ ____ average average ____ ____ poorpoor Polite

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In life, perception is important. It often

In life, perception is important. It often is not the reality but is not the reality but thethe perception perception of reality that determines how of reality that determines how people see you, how much they believe in you and to what extent they trust you.

people see you, how much they believe in you and to what extent they trust you. In selling, perception is absolutely critical. And critical to perception is positioning. In selling, perception is absolutely critical. And critical to perception is positioning. Before you can get to the top

Before you can get to the top of your field of your field or begin selling extensively, consider how you can positionor begin selling extensively, consider how you can position yourself, your company and your pr

yourself, your company and your products and services relative to your competition.oducts and services relative to your competition.

Because everything starts with positioning, the following exercises will help you identify who you are, Because everything starts with positioning, the following exercises will help you identify who you are, what you do and what you want to do in your selling ac

what you do and what you want to do in your selling activities.tivities. 1.

1. HoHow might a typicaw might a typical customerl customer/clien/client describe your cot describe your companympany?? 2.

2. HoHow wow woululd yod youu like like a typical customer/client to describe your company?a typical customer/client to describe your company? 3.

3. HoHow might a typiw might a typical custcal customer/omer/client declient describe you?scribe you?

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5.

5. What can yWhat can you do to make surou do to make sure that customers/clients e that customers/clients see you and see you and your company in the mostyour company in the most favorable light?

favorable light? 6.

6. What arWhat are the fe the five most frive most frequently given equently given objections to buying objections to buying your product your product or service?or service? a. a. b. b. c. c. d. d.

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7.

7. IdeallyIdeally, how , how should you respond should you respond to each of the to each of the above objections if your above objections if your purpose is to rpurpose is to reduceeduce perceived risk? perceived risk? a. a. b. b. c. c. d. d. e. e. 8.

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It’

It’s time to s time to look at yolook at yourself and your business in urself and your business in a different waya different way, one that shows you , one that shows you know how you canknow how you can become a partner-in-profit.

become a partner-in-profit.

Because partnering requires high-quality relationships based on trust,

Because partnering requires high-quality relationships based on trust, specialized knowledge of specialized knowledge of customers’ business (including sales, costs, profits and problems), the key question to ask yourself is customers’ business (including sales, costs, profits and problems), the key question to ask yourself is “How can I make a real difference in my customers’ business lives

“How can I make a real difference in my customers’ business lives ?”?”

Remember that your reputation is your greatest asset. To that end, the following exercises will help you Remember that your reputation is your greatest asset. To that end, the following exercises will help you define just what your

define just what your reputation currently is, what it can be and reputation currently is, what it can be and how to use it to how to use it to your advantage.your advantage. 1.

1. On a On a scale scale of 1 - 1of 1 - 10 (1 mea0 (1 meaning aning advedverrssaarial and competitive, 10 meaning friendly and cooperarial and competitive, 10 meaning friendly and cooperattiiveve)) rate your relationship or reputation with five of your mos

rate your relationship or reputation with five of your most important customers/clients.t important customers/clients. a.

a. CustCustomer/omer/ClientClient: _______: _________________________________ | — | — | — | — | — | — | — | — | — | — | | — | — | — | — | — | — | — | — | — | — |

1 2 3 4

1 2 3 4 5 5 6 7 6 7 8 9 8 9 1010 b.

b. CustomCustomer/Cler/Client: _____ient: ___________________________________ | — | — | — | — | — | — | — | — | — | — | | — | — | — | — | — | — | — | — | — | — |

1 2 3 4

1 2 3 4 5 5 6 7 6 7 8 9 8 9 1010 c.

c. CustCustomer/omer/ClientClient: ________: ________________________________ | — | — | — | — | — | — | — | — | — | — | | — | — | — | — | — | — | — | — | — | — |

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1 2 3 4 5 5 6 7 6 7 8 9 8 9 1010 d.

d. CustCustomer/omer/ClientClient: ______: __________________________________

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3.

3. Because Because satisfied customers arsatisfied customers are your best soure your best sources of new ces of new customers, list three customers, list three satisfied customerssatisfied customers whose testimonials might be used as part of your sales presentation. Also

whose testimonials might be used as part of your sales presentation. Also, briefly state what they , briefly state what they might be counted on to say and in what way that might be used with prospects.

might be counted on to say and in what way that might be used with prospects. a.

a. CustCustomer/omer/ClientClient: ______: ____________________________________ b.

b. CustomCustomer/Cler/Client: ______ient: ____________________________________ c.

c. CustCustomer/omer/ClientClient: : ____________________________________________ 4.

4. What thrWhat three things can you ee things can you do immediately to become a do immediately to become a better partner-in-prbetter partner-in-profit with your customers?ofit with your customers? a.

a. b. b.

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Selling today is a mental process based on communication, influence, negotiation and persuasion. Selling today is a mental process based on communication, influence, negotiation and persuasion. Remember that you are a knowledge worker. This knowledge, in fact, is all yo

Remember that you are a knowledge worker. This knowledge, in fact, is all yo u really have to sell. u really have to sell. TheThe outstanding salesperson is someone

outstanding salesperson is someone who can assemble and who can assemble and integrate the greatest amount of knowledgeintegrate the greatest amount of knowledge prior to taking action. With your eye on the five to seven critical success factors involved in each selling prior to taking action. With your eye on the five to seven critical success factors involved in each selling situation, stay focused on results supported by exceptional information.

situation, stay focused on results supported by exceptional information. The following exercises give you the

The following exercises give you the opportunity to open the opportunity to open the door on improved information gathering.door on improved information gathering. 1.

1. Use the Use the space provided space provided below to brbelow to brainstorm on paper aainstorm on paper all of the information you cull of the information you currently knorrently know andw and the kind of information yo

the kind of information you still need to u still need to know about five current customers or leading prospects.know about five current customers or leading prospects. This is a free form exercise, so let your mind go in whatever direction it may take. When you have isolated This is a free form exercise, so let your mind go in whatever direction it may take. When you have isolated the kind of information you need to gather, think about possible sources from which this information can the kind of information you need to gather, think about possible sources from which this information can be gleaned.

be gleaned. a.

a. CuCustostomermer/Pr/Prospospectect::

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c.

c. CuCustostomermer/Pr/Prospospectect:: d.

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There are no great secrets in selling. The more

There are no great secrets in selling. The more people you see, the more sales people you see, the more sales you will make. The quality you will make. The quality or profile of the people you see will determine the percentage of those people who will buy.

or profile of the people you see will determine the percentage of those people who will buy. Y

Your ability to clearly identify the ideal prospect and our ability to clearly identify the ideal prospect and manage your time to effectively meet moremanage your time to effectively meet more prospects is directly proportional to the quantity and quality of sales you will make.

prospects is directly proportional to the quantity and quality of sales you will make.

The key to being a good prospector is to learn how to do it and to learn how to do it in an excellent The key to being a good prospector is to learn how to do it and to learn how to do it in an excellent fashion. The following exercises will help you do just that.

fashion. The following exercises will help you do just that. 1.

1. On a scale of On a scale of 1 – 10 (1 meaning 1 – 10 (1 meaning poorly; 10 meaning with expoorly; 10 meaning with excellence) rate yourself on cellence) rate yourself on the following the following three aspects of prospecting.

three aspects of prospecting. a.

a. FiFindinding ng CuCustostomermerss

| — | — | — | — | — | — | — | — | — | — | | — | — | — | — | — | — | — | — | — | — |

1 2 3 4

1 2 3 4 5 5 6 7 6 7 8 9 8 9 1010 b.

b. SelSellinling g ProProducduct/St/Serverviceice

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4.

4. What arWhat are the strenge the strengths of the way that you cuths of the way that you currerrently prosntly prospect?pect? 5.

5. What arWhat are the weaknessee the weaknesses of the way that you currs of the way that you currently prospeently prospect?ct? 6.

6. Going further than Going further than merely naming your merely naming your product or service, product or service, what is it exactly what is it exactly that you sell?that you sell? 7.

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10.

10. For For the following two types of the following two types of questions that build trquestions that build trust, rapport and ust, rapport and credibilitycredibility, come up with , come up with fivefive examples of each that may help you with specific prospects.

examples of each that may help you with specific prospects. a.

a. PePersonrsonal Qal Quesuestiotionsns b.

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The fact is, it is not what you

The fact is, it is not what you do do that really counts in the field of sales; it is who youthat really counts in the field of sales; it is who you are.are.

Men and women successful in sales have found that they are unique personalities, a discovery made by Men and women successful in sales have found that they are unique personalities, a discovery made by spending extensive time developing themselves on the inside, as well as learning sales skills on the spending extensive time developing themselves on the inside, as well as learning sales skills on the outside.

outside.

Organization, self-knowledge and self-discipline are all

Organization, self-knowledge and self-discipline are all essential to making rapid progress toward joining essential to making rapid progress toward joining the top people in your field. The following exercises will prepare you to get the most out of yourself in the top people in your field. The following exercises will prepare you to get the most out of yourself in order to enhance your personal performance.

order to enhance your personal performance.

S I D E S I X

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h.

h. PersPersonal/onal/TimTime e ManagManagementement

| — | — | — | — | — | — | — | — | — | — | | — | — | — | — | — | — | — | — | — | — |

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1 2 3 4 5 5 6 7 6 7 8 9 8 9 1010 2.

2. Identify your Identify your major limiting step major limiting step with thrwith three of your ee of your current current customer/clients.customer/clients. a.

a. b. b.

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4.

4. What aWhat are yore your strur strengthengths as a sales as a salespersonsperson?? 5.

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When you have done your

When you have done your work, thought about your industry and market, positioned and work, thought about your industry and market, positioned and preparedprepared yourself, prospected and made a

yourself, prospected and made an appointment, you still have an important task to perform.n appointment, you still have an important task to perform. Y

You must now focus on the gap betwou must now focus on the gap between the real and the een the real and the ideal, the actual and what is desired. Yideal, the actual and what is desired. You mustou must help the customer visualiz

help the customer visualize this gap, one your product or service e this gap, one your product or service can narrow or close for them.can narrow or close for them.

Be prepared with solutions to specific problems by asking questions that reveal both the problems and Be prepared with solutions to specific problems by asking questions that reveal both the problems and the solutions. The following exercises mark the beginning of

the solutions. The following exercises mark the beginning of your gap analysis.your gap analysis.

S

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5.

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b

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S I D E E I G H T

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c.

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l.

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