Science and Psychology of Selling

In this seminar, participants will learn about the process of selling as an activity separate from the gear or project being sold. In today's competitive environment it's important that each opportunity be maximally exploited. Every individual involved in a project, from conception and specification to procurement and installation, is involved in the sales process. Attendees will be presented with a synopsis of various selling comfort levels and the best way to identify and leverage communication strengths. We will explore the effect of non-verbal communication on the sales presentation, learn to recognize the "receptor bias" of the client based on non-verbal and verbal cues, and learn to tailor the sales message to the client by using kinesthetic, visual and auditory communicative biases. If you've ever wondered why some of your best opportunities seemed to evaporate before a deal could be struck, you need to attend this exciting presentation.

Transcript

1. Today’s Webinar: The Science and Psychology of Selling Lastar Is A Leading Manufacturer Of Low-Voltage Connectivity and Cabling Solutions Presented to you by: C2G & Quiktron are sister companies of Lastar
2. Today’s Webinar: The Science and Psychology of Selling •Established In 1984 •More Than 800 Employees •Award-winning, RapidRun www.C2G.com www.Quiktron.com www.RapidRun.com Visit www.Lastar.com For The Complete Story
3. Phones are Automatically Muted. Questions? 1. Raise your hand by clicking on the “hand” icon 2. Use the chat function PowerPoint Slides & Recording are Available: Please send an email to sshomper@lastar.com if you would like a copy of today’s slides or the link to today’s recorded webinar
4. This course qualifies for: 1 AIA-General Learning Unit 1 CTS-Renewal Unit 1 NCSA-Learning Unit 1. At the end of the webinar, a test link will be emailed to you by WebEx 2. You have 2 months to take the test and can take the test up to 2 times 3. You must score 70% or higher to receive your certificate of completion 4. Once we score your test, we will email you a certificate of completion 5. You must submit your certificate to AIA, InfoComm, or NCSA to receive your credits
5. Today’s Webinar: The Science and Psychology of Selling Your Presenter Today is… Joseph Cornwall CTS-D, ISF-C, DSCE Technology Evangelist Email - jcornwall@lastar.com Twitter - @JoeCornwall LinkedIn - /in/josephcornwall
6. The Science and Psychology of Selling “The jungle is dark but full of diamonds...” Arthur Miller (1915 - 2005)
7. • The Case For Selling Skills • Thoughts on The Selling Process – Sales Communication Apart From The Product • The Sales Experience Continuum – From Beginner To Seasoned Expert • The Importance Of Non-Verbal Communication – What Words Don’t Say • Visual, Auditory And Kinesthetic Reception – Understanding Your Customer’s Communication Bias • Confirming The Message – The Importance Of Active Communication • The Close – The Point At Which You Should Stop Selling! Our Agenda…
8. “In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.” -David M. Ogilvy • Customer Sophistication ... Fierce Competition ... Commoditization ... Price Obsession ... Complex Sales Cycles ... Globalization ... Changes In Buying Behaviors… Even In The Face Of These Challenges, New Sales Opportunities Are Pursued And Won • Sales Skills Are Life Skills – Effective Communicator – Active Listener – Ability To Ask Useful, Probing Questions – Problem-Solving Ability – Organized And Analytic Thought Process – Self Motivated – Positive Self Image – Socially Adroit
9. What Are “Selling Skills”? • Leadership Through Persuasion • Persuasion Is A Form Of Social Influence. It Is The Process Of Guiding Oneself Or Another Toward The Adoption Of An Idea, Attitude, Or Action By Rational And Symbolic Means • Persuasion Is Different From Negotiation, Although Both Are Forms Of Influence – Negotiation Focuses On Coming To Agreement In Situations Where At Least One Party Sees A Conflict Of Interest – Persuasion Is Designed To Win The Other Person Over, Removing Obstacles To Create Alignment “When you encounter difficulties and contradictions, do not try to break them, but bend them with gentleness and time.” - Saint Francis de Sales (1567 - 1622)
10. The Key To Successful Sales – Understanding What Needs To Be Sold • Who Are You And What Is Your Natural • Who, Exactly, Is The Other Party And To Which “Channel” Is He Or She Tuned? • What Is The Optimal Influence Tool? • Do You Serve Clients Or Customers? – What’s The Difference?
11. Client Or Customer? • According To The American Heritage Dictionary, Both "Customer" And "Client" Can Be Defined As "One That Buys Goods Or Services." • The Dictionary Has Five Other Definitions For Client: • A Client "The Party For Which Professional Services Are Rendered, As By An Attorney" • A Client Is "One That Depends On The Protection Of Another" • The Main Difference Between A Customer And A Client Is That A Protective, Ongoing Business Relationship Is Formed With A Client, But Not Necessarily With A Customer • A Customer Can Be Just A Patron, While A Client Is A Patron Who Also Seeks Advice
12. Selling Has Little To Do With What Is Being Sold • Professional Sales Skills Are Built Upon A Bedrock Of Communication • A Professional Sales Person Will Listen 3X More Than They Will Talk! • The Client Will Tell You, In Words Or Actions, If You Are Satisfying Their Needs – Beware The Red Herring! • Buyers Evaluate Attributes Such As Product And Service First And Look For An Acceptable Price Range Second And The Act Of Selling Has Nothing To Do With Product!
13. THE FOUR STAGES OF COMPETENCE “Before rolling out specific training or initiatives that are aimed at improving some facet of your business, you need to ensure that your leaders and team members are equipped with fundamental communication and relationship management skills.” - Gordon Training International
14. The Sales Professional ‘Experience Continuum’ • Conscious Incompetent – “I Have No Idea What I’m Supposed To Do” • Unconscious Incompetent – “I Think I Know What I’m Supposed To Do And I Think I’m Doing It… Maybe” • Conscious Competent – “I Know What To Do And I Think Through, And Act On, The Steps Required To Accomplish The Task” • Unconscious/Conscious Competent – “I Know What To Do And It’s Second Nature”
15. Professional Selling Skills Demand An Ability To Communicate Nonverbally • Body Language – Posture – Clothing – Hand Gestures • Tone Of Voice – Volume – Pitch – Inflection – Timing And Cadence • Facial Expression • Proxemics
16. Characteristics Of Nonverbal Communication • Paul Ekman - Renowned Psychologist And Pioneer In The Study Of Emotions And Their Relation To Facial Expressions • Influential 1960s Studies Of Facial Expression Determined That Expressions Of Anger, Disgust, Fear, Joy, Sadness And Surprise Are Universal • Non-Verbal Messages Primarily Communicate Emotions, Attitudes. • Non-Verbal Cues May Substitute For, Contradict, Emphasize Or Regulate Verbal Messages • Non-Verbal Cues Are Often Ambiguous, But Are None-The-Less Reliable • Non-Verbal Cues Are Continuous • Many Non-Verbal Cues Are Culture Bound • Recent Studies Have Shown That Non- Verbal Cues May Have More Than 4X The Effect Of Verbal Cues
17. The Non-Verbal Message • NVC Is The Process Of Communication Through Sending And Receiving Wordless Messages • Gestures And Touch (Haptic Communication) • Body Language Or Posture • Facial Expression • Eye Contact • Speech Contains Nonverbal Elements Known As Paralanguage • Voice Quality • Emotion And Speaking Style • Prosodic Features Such As Rhythm, Intonation And Stress
18. LEARNING MODALITY Some like to see what you mean ..... Some like to hear your idea ..... Some like to experience or feel what you are talking about ....
19. Thoughts On Modality As They Apply To Selling Skills… • We “Learn” Through 3 Mechanisms – Visual – Auditory – Kinesthetic – Discussions Of Learning Modality Are Common In Educational Literature • Communication Is Enhanced When Material Is Presented In The Modality Most Consonant With The Target’s Learning Bias • NVC Will “Uncover” Modality Ineluctable Modality Of See, Acrylic On Paper by Soren James
20. Visual Modality • Ideas, Concepts, Data And Other Information Are Associated With Images And Techniques • Graphs, Graphic Organizers Such As Webs, Concept Maps And Idea Maps, Plots, And Illustrations Such As Stack Plots And Venn Plots • Visual Learners Usually Possess These Qualities: – Have Great Instinctive Direction – Can Easily Visualize Objects – Have Instinctive Sense Of Balance And Alignment And As A Result Are Excellent Organizers • Visual Learners Comprise 65% Of The Population How Can You Tell If Someone Has A Visual Learning Bias?
21. Auditory Modality • Auditory Bias – A Message Is More Easily Accepted Through Listening – Auditory Learners Learn Best By Listening And Talking Aloud • Auditory Learners Are Typically Good With Words And Language • Auditory Learners Often Exhibit Innate Skills In Public Presentation Or Speaking • Auditory Learners Make Up About 20% Of The Population How Can You Tell If Someone Has An Auditory Learning Bias?
22. Kinesthetic Modality • Kinesthetic Learners Receive Information Through Hands-on Experience – Touch People To Get Their Attention – Are Physically Oriented And Move A Lot – Learn By Manipulating And Doing – Memorize By Walking And Se – Can't Sit Still For Long Periods Of Time – Use Action Words – May Have Messy Handwriting – Want To Act Things Out – Like Involved Games “Cycle Of Learning” by David Colb
23. Identifying Learning Types It's easy to decipher the modalities of other people in your life by noticing what words they use when they are communicating. These words are called predicates, or "process words." When a situation is perceived in someone's mind, it's processed in whatever modality the person prefers; the words and phrases the person uses to describe it reflect that person's personal modality.
24. DELIVERING THE SALES MESSAGE “It takes tremendous discipline to control the influence, the power you have over other people's lives.” - Clint Eastwood
25. Crafting Your Message • Be Prepared To Tell Your Story In 30 Seconds Or Less • There Are Four Components To The Message – What Your Organization Offers – Why Your Client Needs To Listen – Benefits That Clients Receive – Reasons To Believe The Above • The Message Must Be “In The Can” • The Delivery Must Be Tailored To Take Advantage Of The Client’s Message Bias At That Moment – Use Words Or Media That Fit Your Analysis Of The Client’s Bias
26. Confirming The Message - Active Listening • When Interacting, People Often Are Not Listening Attentively – Distracted, – Thinking About Other Things – Thinking About What They Are Going To Say Next • Active Listening Requires The Listener To Understand, Interpret, And Evaluate What They Hear – Observe The Speaker's Behavior And Body Language – Paraphrase The Speaker’s Words • If Both Parties Share Full Understanding, An Atmosphere Of Cooperation Can Be Created – Cooperation Is The Foundation Of A Mutually Beneficial Outcome Thomas Gordon, who coined the term "active listening", states "Active listening is certainly not complex. Listeners need only restate, in their own language, their impression of the expression of the sender…”
27. The Myth Of The “Closer” • “Learn closing sales techniques from a professional keynote speaker... In a full action-packed day, *** will show your salespeople how to dramatically increase their sales and incomes” • A True “Closer” Only Knows Success On One-Time Sales – Examples Of Businesses That Profit From “Closers” • Time-Share Real Estate Transactions • Automobile, Boat And Big Ticket Sales • Impulse Purchase Merchandise • Is The Profitability Of Your Business Built On A Foundation Of Repeat Sales? "As you all know, first prize is a Cadillac Eldorado. Anybody want to see second prize? Second prize is a set of steak knives. Third prize is you're fired."
28. In Conclusion… • “Selling” As An Activity And Skill Set Is Completely Separate From The Product Being Sold. – The Same Skills May Be Used To Sell Electronic Products, Insurance Policies Or Political Affiliations • Selling Skills Are Learned And Practiced – Selling Skills Are Life Skills That Will Benefit The Apprentice In Many Varied Areas Of Negotiation • Mastery Of Selling Skills Improves Your Value To Clients – A Client Is A Customer Who Seeks Advice • Develop Awareness Of Your Progress Climbing The “Sales Experience Continuum” – Sales Professionals Are Very Aware Of The Act Of Selling And The Techniques Deployed • People Accept Information Through One Of Three Primary Learning Biases • Visual, 65% • Auditory, 20% • Kinesthetic, 15% • Non Verbal Communication (NVC) Has As Much As 4X More Effect On Communication Content As Verbal Messaging • NVC Consists Of Body Language, Tone, Pitch, Proxemics And Facial Expression • Have Your Pitch “In A Can” • Rehearse! Practice! • Employ Active Listening Techniques To Verify Understanding
29. Questions?
30. Thank You!