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Segment 1: Merged Selling As It Relates to the Sales Process
Segment 2: Merged Selling As It Relates to the Seller/Client
Relationship
Segment 3: How to Develop Long-term Engagements With Larger Dollar
Commitments
Week 4: Dealing With Challenges and Obstacles to Merged Selling
Past Training Tips
Non-Verbal Communication
Negotiation Strategies That Win
Merged Selling
The Art of Renewing a Client
Time Maximization Strategies
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"Merged Selling"
How to Remove the Barriers Between Seller and
Client to
Forge Unique "Partnerships"
-By Greg Bennett
Segment 2: Merging the Relationship Between Seller and
Buyer
In our last segment we discussed how to merge the sales process --
instead of seeing two distinct sides of the sales call - the BEFORE
THE SALE and the AFTER THE SALE, with the seller focusing on the
BEFORE and the client on the AFTER, we want to merge these two into
one process. There are several reasons for this, mainly having
to do with "thinking like the client thinks" and "focusing where the
client focuses" -- both leading to more solid partnerships and
longer-term, more substantial sales.
We're now going to look at the relationship between seller and client
with "merged selling" in mind.
The Traditional
"Two-Sided" Approach to the Seller / Client Relationship:
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The way the selling world is
constructed, with salespeople wanting to present a product or
service to an outside entity, automatically lends credence to the
traditional paradigm of a two-sided situation...with seller and
services on one side and client and needs and wants on the other.
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Salespeople exist in their own
world...within their company, surrounded by fellow salespeople, a
sales manger, support staff, fulfillment people, etc. While
the client exists in his or her own world as well. The two
sides come together in this "event" known as the sales call.
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The sales call itself is typically
a two-sided affair, where sellers try to understand the needs of the
client, then present the product or services offered, and hopefully
the client is persuaded enough to see the value as it pertains to
what is going on in his or her world.
-
Usually, there is only a surface
understanding between the two sides, with salespeople gathering only
related information about a client, and the client understanding
only enough about the features and benefits of the seller, to
determine a potential "surface fit".
-
As was demonstrated in our last
segment on the two sides of the sales process, there are several problems
associated with this two-sided approach to the seller-client
relationship...and these problems stand in the way of forming much
more productive and longer-lasting relationships:
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PROBLEM #1:
If a seller doesn't know enough about the client's world, she won't
understand the core issues involved...she won't know the deep-seated
fears and concerns...she won't know the dreams and desires...and
without this knowledge, it's almost impossible to form a lasting
relationship.
-
PROBLEM #2: If a
client doesn't know enough about the seller and his or her product
or service...or if the client doesn't know all there is to know
about the skill-sets of the seller - for instance, the extra value
of the seller's background and experience -- the client won't
be able to tap the seller's vast knowledge base to make sure he's
getting the total value of the relationship.
The
sales process can thus turn into a "ONE NIGHT STAND", with both
parties focused on only the here-and-now, and not focused on a
long-term, lasting relationship.
The Merged Selling
Approach to the Seller-Client Relationship:
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Suppose we, as enlightened sellers,
approach the potential client right from the beginning with a
"long-term partner" mindset? What would we do
differently? How would that change our approach? What
would we say differently?
-
If you were to ask me, which I have
to assume you are or my writing this makes no sense, my suggestion
is that we change our entire approach from very first prospecting
call:
-
Changing the Prospecting Call:
-
We announce our intentions (to form
long-term relationships) early and often: (back to our "one night
stand" analogy, we're saying, "I am much more interested in a
long-term relationship...I want to get to know you and your goals,
ambitions, etc..."
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"Bob, just
so you know where I'm coming from, I place great value in forming
long-term relationships with clients...where we are truly in
partnership to maximize your investment with our organization"
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"Jerry, I don't even want to talk
about what you may or may not have available that I could bid on
right now until I get a better understanding of how I can impact
your business in the long-run"
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Change the Sales Call once you go
out to see the client:
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Learn my
"Going the Bank Selling System" (or one like it) that teaches and
values intense, advanced LISTENING over dynamic presenting.
And ALWAYS question about the client's condition before you "throw
up" your features and benefits.
-
Get into the client's Sales Process
-- no matter what you're selling...no matter if what you sell is
related to the sales process or not...take the time to question
about it and UNDERSTAND HOW THE CLIENT GENERATES REVENUE!!!!!!!
Why? Because this is at the core of every business...this is
what they think about...this is what they worry about...and from
this sales process comes the available budget to buy any item!
Over time (not necessarily in the first call), you'll want to
discover the following about the client:
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How do they go about creating
sales?
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Out of 10 potential prospects, how
many people buy one time?
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How much do they spend?
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Out of 10 one-time buyers, how many
become long-term customers?
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How much does a long-term, good
customer spend?
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Create a
Client Needs Analysis that reflects this mindset -- ask about where
the client is NOW and where THEY WANT TO GET TO.
-
Several years ago Harvey McKay
wrote a book called, "Swim With the Sharks". One of the
many great ideas in that book was the series of questions a
salesperson should ask a client in order to get to know about the
person's personal life. Even if you don't ask all 65, or
whatever he had, asking 10 basic ones would make sense...about the
client's spouse and kids...their hobbies...where they went to
college...etc etc...
If you will approach sales from this "merged sales" mindset, you'll
create the type of client relationships that will last from
year-to-year and create a greater base income with less "up and down"
months. It should also lead to lots of great referrals as
clients will be very comfortable recommending you to colleagues and
friends.
In our next segment on "Merged Selling", we'll cover how to develop
long-term engagements with larger dollar commitments.
Exercises for the Week:
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Tweak, or create, your Client
Needs Analysis so that it's "merged sales-friendly" (don't forget
questions about the sales process)
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Develop your "Core Questions
About the Client" we'd like to know -- it could be 10, or 15, or
65...it's up to you
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Greg
Bennett, a partner in the innovative brand expansion and
consulting organization, Altitude Premium Consulting, LLC, has been one of the top sales and sales management
trainers in professional sports and entertainment since 1988. He
has created and delivered training programs for over 80+ professional
sports teams and leagues, along with several Fortune 500
companies. Altitude Premium Consulting provides training as
well as the creation of premium-branded goods for pro sports teams,
entertainment companies and
corporate sponsors, and is in a
partnership relationship with Kroenke Sports Enterprises,
owners of the Denver Nuggets, Colorado Avalanche, Pepsi Center, the
Colorado Mammoth and several other sports and entertainment entities
throughout the United States. Bennett can be reached at (303)
405-6110, or you can email Greg directly at gbennett@pepsicenter.com
.
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Altitude
Premium Consulting,
LLC
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