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It’s Not Up-Selling It’s Selling Right. Presented By: David Parker. First, You Must Be Strategic. Critical questions you must answer: What market forces will most influence the success of your business? How do you capitalize on these drivers?
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It’s Not Up-SellingIt’s Selling Right Presented By: David Parker
First, You Must Be Strategic • Critical questions you must answer: • What market forces will most influence the success of your business? • How do you capitalize on these drivers? • How do you build strategies today that will prepare your business for emerging opportunities? • What external factors will most threaten your success moving forward? • How do you adjust and react most effectively to these issues? • How can you proactively address these concerns? • In what ways are you vulnerable to competition? • How will you overcome these issues? • How can you focus your efforts to minimize current and potential weaknesses? • How can you add value to your customers while remaining profitable? • How do you best leverage your core strategic assets? • Which core strategic assets are sustainable, and will differentiate you moving forward? • How can you develop an additional competitive advantage?
Steps To Up-SellingBeing Consultative • Understand your customer’s environment • Identify and clarify the customer’s felt needs • Suggest and evaluate potential solutions • Help the customer choose the best solution • Support implementation
Understand Your Customer’s Environment • Explore trends • Understand issues, challenges, and opportunities The result: • Customers see you as a valued resource and a preferred solution provider
Identify And Clarify The Customer’s Felt Needs • Determine what your customer needs and values through effective listening and probing skills • Use your business understanding to help the customer clarify and sharpen the focus of their need The result: • A precisely defined need allows you to craft a better, more successful solution
Open questions. When you want information. Probing questions. When you want added detail. Direct questions. An instruction, using the name. Hypothetical questions. Create a scenario you can deliver on. Get commitment to it. Reflective questions. To get the person on track. Closed questions. For agreement or commitment. The Right Order: The Question Funnel
Productive Listening • Listen for facts • Listen for feelings • Watch for non-verbal cues
Suggest And Evaluate Potential Solutions • Confirm the specific problem to be solved • Confirm the desired outcome • Ask the customer what solutions they are considering • Add your input about possible solutions The result: • Your eventual solution is more likely to hit the mark of satisfying the customer’s need
Help The Customer Choose The Best Solution • Customers know they have to make tradeoffs between: • What they want • What they need • What they can invest • What return they can expect The result: • The customer owns the solution decision, not you
5. Support Implementation • After receiving agreement to proceed, clearly establish next steps and accountabilities • Confirm and communicate implementation plan to all involved parties • Ensure that customer objectives are fully addressed
Product +/- Service +/- Attitude/Image - Price = Value What is Value?
What is Value? • Why would you use a travel agent rather than calling yourself? • Why do some airline seats cost more than others? • What factors do you consider in determining which type of hotel to stay in? • What causes you to be loyal to a service provider?
Seven Key Points About Value • Value is perception-dependent • Value is more than price • Salespeople are responsible for uncovering value factors • Every customer values something • Value is always changing • Value is a relative phenomenon • The price you charge must be influenced by customer value at least as much as by cost
How is Value Provided? What about you?
How Do You Show Up Different? • Six differentiation strategies • Product • Service • Personnel • Channel • Price • Image