As part of the "Back2Basics" series this sales matercalss discuss routes to explore your competitive advantage

1. WELCOME

2. WHAT
HOW
WHERE
WHO
WHEN

7. Routes to competitive advantage
Reduce labour costs: Turnover divided by # of full time
equivalent employees = output per
capita. Low = labour intensive
business. High = knowledge
intensive business
Material costs reduced: Buying power + efficiency of material
utilisation
Production costs: ie, more out of the production
(increased yield : output from input)
cheaper ways of production
Marketing based route: ie, brand power & distribution
(internet for example)

8. Routes to competitive advantage
Research & development: Doing something that no body else
does or can offer at this moment in
time
Location advantage: Only one of its kind in the area
Service: Demand a higher premium for a
guaranteed level of service (DHL
deliver to your door come hell or
high water by the agreed time)
Applications engineering: Different products out of the same
materials, therefore producing the
vast bulk of your products using a
base of components eg; IKEA
furniture is made out of
combinations of the same
components, Subway sandwiches etc

9. EXERCISE
Unique Selling Position(s)
I.D Key USPs in your business that customers value
If not unique : Key positions that are high on customer’s values

11. Unique selling position(s)
Competitor one Competitor two Competitor three
Delivery time 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Available stock 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
Reliability 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
After sales 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

13. Lead generation PROSPECTS
The Funnel
SUSPECTS
ENGAGED
SEGMENTED
REFERRED RETAINED
BUSINESS BUSINESS

14. Skills matrix
Not applicable
Needs assistance
Good performance
Internal champ
Rapport Negotiation Product Actively Flexible Lead
knowledge listens generation
PERSON 1
PERSON 2
PERSON 3

16. People buy people
Talk is CHEAP
Action is VALUABLE

17. A : Always
B : Be
C : Closing

18. INTRO
DIAGNOSE
PROPOSE
SELL

19. Moments of Truth
[M.O.T]
“Any situation (however remote) where
ANYONE can form ANY impression on
your organisation”

20. INTRO [Objectives]
1. Gain personal credibility
2. Gain professional credibility
3. Form an agenda to move forwards

21. INTRO
DIAGNOSE
PROPOSE
SELL

22. Wants v Needs

23. Stage of change [motivation] cycle
Pre-contemplation
Contemplation
Prochaska and DiClemente 1982

24. Motivation / readiness to buy

25. INTRO
DIAGNOSE
PROPOSE
SELL

29. Stage of change [motivation] cycle
Pre-contemplation
Contemplation
Preparation
Prochaska and DiClemente 1982

30. INTRO
DIAGNOSE
PROPOSE
SELL

31. Stage of change [motivation] cycle
Pre-contemplation
Lapse Contemplation
Maintenance Preparation
Action
Prochaska and DiClemente 1982

32. “If we don’t take care of the
customer……..
somebody else will”

33. Steps to SUCCESS
Start with a clear view of what you are selling and why (benefits as well as
S features
Understand what the market (customers) REALLY WANT (it might be
U different to what they need...VALUE POSITION)
Competitor Analysis: What’s your competitive advantage and how can you
C defend it?
Centre your selling activity around the customer... match your proposal to
C what they value
Educate your people about selling. Everyone is selling regardless of their
job title or role in the business. Consider the Moments of Truth. Empathise
E with their perception of selling and then change it
Sincerity is the key to lasting customer relationships which can result in
repeat business and referred business. How would you like to treated as a
S customer?
Start all over again every time you sell...
S INTRO... DIAGNOSE... PROPOSE... SELL

34. w : www.expressionspartnership.com
e : s.thorpe@expressionspartnership.com