Therese Jerrard, a gifted sales trainer at Deluxe Corp, gives a presentation that has great value for Small Business Sales – regardless of your comfort with selling or your type of business.

1. The Evolution of the
Sales Process
REV

2. Would you be interested in...
• Being a more successful sales
consultant?
• Increasing your number of sales?
• Decreasing the number of
objections you get?
• Doing the right thing for your
clients?

3. Solve sales the Puzzle
1. Market your 2.
POV Research
3. Present your
POV
4. Recommend

4. IT’S NOT WHAT YOU SELL, IT’S HOW YOU SELL
The sales experience offers the greatest opportunity for driving loyalty—by delivering insight.
Impact of Customer Loyalty Drivers
Key Differentiators in the
Sale
• Offers unique, valuable
Percentage of Contribution to Customer Loyalty
perspectives on the
53% market
• Helps me navigate
alternatives
• Helps me avoid potential
9% land mines
19% • Educates me on new
issues and outcomes
19%
Company and Brand Product and Service Value-to-Price Ratio Sales Experience Insight
Impact Delivery
n=5,000+
© 2011 The Corporate Executive Board Company. All Rights
Reserved.

5. A Unique Point of View
• Why not stick with the status quo?
– Why is your product/solution worth it?
– How will you make it easy to implement your solution/add your product?
• Are YOU ―valuable‖?
– How do you define your ―value?‖
• What makes you different and better than your competition?
• Have you helped others like me?

6. Step 1. Market Your POV
• How should you broadcast your POV?
• Traditional marketing/prospecting still works
(to some extent)
• Show up online. (on page and off page)
– Your website or pop site is the backbone of
your online presence
– Social media is the new word of mouth
• Educate vs. product push

7. Step 2. Research
Have you invited all of the key decision makers to your meeting?
What do you know about my industry? Why
1 Industry should I talk to you?
2 Business What are my goals, problems, or desires?
Will implementing your product/solution
Role
3 affect my role? How? Will it be easy for
me? What can I expect during the sales
process? What can I expect after the
sale? What results can I expect?
How will this affect my position? Could
Person
4 this help me? Could this hurt me?

8. Step 3. Present your POV
• Virtually or face-to-face
• Internet access, screen share
application, Use of
PPT, Whiteboards, Websites, Graphs, PDFs
• Lead the conversation (set expectations for
meeting time, defer the price question)
• 3. Match vs. product pitch (WHY do they
Educate and
Present the
need to make a change?)
Solution
• Ask questions designed to engage prospect
in meaningful conversation for the Sale
4. Ask
and Answer
• Ask budget questions early in the sales
process Objections

9. Step 3. Present your POV
Lead the conversation
• Set expectations regarding time when
setting up your meeting but prepared to
adjust ―on the fly.‖
“Can we set up a 30 minute meeting in the next
couple of days? Will 10:00 am or 2:00 pm on
3. Match and
Tuesday work better for you? Who else will be
Present the
involved in making a buying decision that we
Solution
should invite?”
4. Ask for the Sale
and Answer
Objections

10. Step 3. Present your POV
Lead the conversation
• How many calls will it take you to close
the sale? Set a timeline with your
prospect to make the process more
efficient.
“There are three things we need to
accomplish.3. Match and a better
I’d like to get
Present the
understanding regarding how I can help
you. Next, I’ll give you a couple of options.
Solution
Then, you can decide what will work best for
you. If everything makes sense, I 4. Ask for the Sale
can
schedule your first shipment next week, Answer
and
sound good?” Objections

11. Step 3. Present your POV
Lead the conversation
• Defer the price question.
Prospect: “How much will this cost?”
Sales Consultant: “We’ll get to that soon. I don’t
want to make a recommendation until I
understand your needs. and talk about your
3. Match Let’s
business/your operation/your timeline.”
Present the
Solution
4. Ask for the Sale
and Answer
Objections

12. Step 3. Present your POV
Educate vs. product pitch
• Ask questions designed to engage prospect
in meaningful conversation. WHY do they
need to make a change from the status quo?
“You mentioned that your sales are down 15%
this year. If this continues, what impact will that
have on your business next year?”
3. Match and
“Help me understand,the options are you
Present what
considering to fill the gap?”
Solution
“How important is it to make this change? How Sale
4. Ask for the
does it rank in your list of priorities?” and Answer
Objections

13. Step 3. Present your POV
Ask budget questions early in the sales
process
“Is your plan to use money currently
allocated to another program/product to
pay for this? How will that affect the
timeline?”
“How many months are left on your
3. Match and
contract with <competitor>?”
Present the
Solution
4. Ask for the Sale
and Answer
Objections

14. Step 4. Recommend.
• Ask for the sale.
– There are several
effective ways to do
this...
3. Match and
Present the
Solution
4. Ask for the Sale
and Answer
Objections

15. What would it sound like? EFA
EASY
• ―In 3 simple steps you could have a website that compels people to
contact you. And it can be up and running in as little as 3 days!‖
FAST
• ―Your email marketing campaign can be generating new customers
in just 24 hours!‖
AFFORDABLE
• ―Did you know that an average of $42 dollars of business is
generated for every $1 invested in email marketing. That’s a great
Return On Investment (ROI) and our solution is only $<x>.‖

16. What would it sound like? Ben Franklin
Technique
"One of my favorite Americans is Benjamin
Franklin. I’m sure that you’ll agree with me
Yes No
that he was one of the wisest men in our
nation’s history. Do you know what old Ben
did whenever he confronted a difficult
situation such as your facing right now?
He’d get a plain sheet of white paper and
draw a line down the middle. Franklin
would write Yes on one side and No on the
other side. Then he’d list all the reasons
favoring the decision in the Yes column and
he’d put down anything that was against in
the No column. What do you say that we
do the same thing?‖

17. What would it sound like? Alternative
Technique
―Mr. or Mrs. Customer I know
that you had mentioned that
the monthly investment was a
little high; therefore, would you
feel more comfortable having
full color, which jumped out to
you, or would you like to
remove the color, which would
reduce your monthly
investment.‖

18. What would it sound like? Contract
Technique
Draw up a contract and present it to the
prospect.
Stress the Positive Points:
• Reminding the prospect of the benefits
of the components on the proposed
contract.
Be prepared to make one or two
concessions:
• If the prospect objects to the price, ask
them to cross out the components they
don’t want.

19. Implementation
Always set clear expectations.
• How long will it take to implement your
solution?
• What’s the process if the customer
want to make changes/additions?
• What type of support/customer service
should the customer expect?
• How will you be involved going
forward?

20. Solve sales the Puzzle – Questions?
1. Market your 2.
POV Research
3. Present your
POV
4. Recommend