How to Run a Sales Call
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A walkthrough of the different components of a sales call including Needs Development and Objection Handling
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How to Run a Sales Call
- 1. How to Run a Sales Call Alex Salazar, @SalaTzar Founder & CEO, Stormpath
- 2. About Alex ? CEO and co-founder ? Former IBM Sales Exec Sales Rep of the Year $30M/year quota $200M+ career sales ? BS Comp Sci, Georgia Tech ? MBA Stanford University @SalaTzar
- 3. About Stormpath ? User Management Platform for your App ? Login & Registration as a Service ? Facebook & Google Integration ? Single Sign-on ? Oauth Key Management ? Free to Start
- 4. Agenda ? Objective of session: to take you through a sales call ? The buying and selling steps ? The sales call model ? Prepare ? Open ? Needs ? 9-block call model ? Handling objections ? Closing the call
- 5. Aligning the buying and selling steps Customer Buying Process Evaluate Environment Develop Business Strategy Recognize Need Evaluate Options Decide Customer Agreement/Alignment Vendor Selling Process Understand Customer Develop Account Plan Establish Buying Vision Articulate Benefits Close Sale
- 7. Preparing for the Call ? Research ? What we need to know about the customer, the industry, and our own company and products ? Set Objectives ? What we want to get out of the call ? Prepare to Manage ? How to ensure the call goes well ? What are possible objections/challenges
- 8. Example - Preparation ? Customer: William Shakespeare ? Famous Playwright ? Owner of Globe Theatre ? Product ? Mechanical Pencil ? Objective ? Sell a Pencil
- 9. Opening the Call ? Manage Your Behavior ? Appearance, sensitivity to customer behavior, reliability, responsiveness ? State Your Intent ? Reason for Calling ? Check Alignment with Client ? Confirm Your Competence ? Why the customer should speak with you ? Relevant reference stories are powerful
- 10. What is Need? Need An existing, unsatisfactory or unacceptable situation¡ Active Need ¡of which your client is aware and wants to do something about Understand Customer
- 11. Needs Question Types ? Open Questions ? What are your highest priorities ? Control Questions ? Leading Questions ? Do you have a problem with it¡? ? Quantifying and Qualifying Questions ? How much does this impact sales? ? Confirming Questions ? Yes or No Questions ? So you are most concerned about price?
- 12. 9-Block Call Model Reasons Impact Capabilities Open What is causing this (pain) Who else is impacted? How can you fix this problem? Control How much do you think (pain) is costing you What impact does this have on them? What if (capability vision)..? How much do you think you could save? Confirming So, the reason for your pain is ¡ and it¡¯s costing you $X? You¡¯re saying that division B would save $Y if you could solve this problem? So, if you could (capability vision) then you could (achieve goal) and save $Z Pain Buying Vision V V
- 13. Proposing Next Steps to Progress the Sale ? A future meeting ? A meeting involving other key players ? A chargeable consultancy/short study ? A demonstration or event ? Closing the deal
- 14. Handling Objections Objection False Genuine Clarify Empathize Test Return to Processing Vision Misunderstanding Disadvantage Confirm that Objection is Resolved
- 15. Closing the Call ? Outstanding Questions ? Summarize ? Compelling Reasons to Act ? Unique Business Value ? Key Selling Messages ? Gain Commitments to Next Steps ? Who, What, When ? Thank Your Audience
- 16. Follow Us on Twitter @SalaTzar @goStormpath