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Selling HR & SHRM July 17, 2015. http://wastatecouncil.shrm.org/. Agenda. 1) Introductions 2) Diagnosing 3) Selling in the Service Industry 4) Building Relationships 5) Overcoming Objections 6) Elevator Speeches ( i f time allows). Introductions.
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Selling HR & SHRM July 17, 2015 • http://wastatecouncil.shrm.org/
Agenda 1) Introductions 2) Diagnosing 3) Selling in the Service Industry 4) Building Relationships 5) Overcoming Objections 6) Elevator Speeches (if time allows)
Introductions • Tell us something, anything about yourself GET OUR ATTENTION • Things I have sold in my career: • Handmade Huckleberry chocolates • Office & library furniture • SBA loans • Staffing & professional recruiting services • SHRM • WSHRC Employment Law & Legislative Conference
Doctor Diagnosis • Does a doctor give you a prescription first and ask questions later? • NO!! How can you prescribe something without diagnosing the problem first? • Selling is like a doctor‘s diagnosis • Find out their critical need then cater to it • First goal should be to find out if the customer even needs your product
Service Industry • Time to land a member: • New client (non SHRM members) =20 touches • Increase sales to current client (at large) =10 touches • (these are example numbers, they vary depending on industry) • Where should you focus your time? • Renewing Members (Megan Shover) • At-Large Members (Tracy White) • HR Professionals non-SHRM members (WSHRC) • Business Professionals with HR duties (WSHRC) Members
Service Industry • Where should you focus your time on Succession Planning? • Current Board Members • Committee Members • General Membership • New Members
Building Relationships • What do you already know • Name • Where they work • Certified/Non certified • Title/position Members • 2. What do you want to learn • Level of knowledge & experience about SHRM/local chapter • Ever held a board position • Where do they go for HR Resources?
Building Relationships • Get out of HR mode • Always concerned with legal issues-STOP IT! • Build rapport by getting to know them • Ask about their kids, what church they attend, where their husband works. • 4. Evaluate this information and approach them • WIIFM!!!!! • How should we approach them? • Do we know and understand their critical concerns and needs? Members
Building Relationships • Use power questions • What is your most common headache at work? • What do you spend most of your day working on? • What’s your area of expertise? Ask the above question instead of the normal question: What topics would interest you most at our meetings?
Overcome Objections • What are the most common objections? • Time • Due to duties of job, or does boss say no? • Money • Who is paying for membership? • The chapter does not meet my needs. • Do you mean the topics at the meetings? • You meet on days that are not convenient for me. • What day would be most convenient for you? • Program topics were not beneficial to my job. • What type of HR duties encompass most of you day?
Elevator Speech • Wikipedia definition: A short summary used to quickly and simply define a product, service, or organization and its value proposition. The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.
Elevator Speech Include key points of information so people understand what you do in a very short amount of time. Needs to include: Name Company Name 2 key benefits for them (catch their attention) 2 key points about your business
Examples Hi, I’m Theresa Chow of the WA State HR Council. We support our state members with activities and communications which enhance Chapter leadership and address state-wide issues in human resource management. Hi, I’m Theresa Chow, Director of the WA State HR Council. We anticipate human resource related issues state-wide and provide guidance to our state members on possible action plans. This enables your HR department to reduce research time and penalty and legal fees from noncompliance. Hi, I’m Theresa Chow, Director of the WA State HR Council. We support state members with inexpensive continuing education credits and we guarantee only four emails per year on state-wide HR issues.
