smart strategies for small business.pdf

PNM Small Business Workshop 5

Selling Solutions

Smart Strategies for Small Business

Presentation Materials

Holly Hitzemann & Mary Ellen Merrigan

PNM Small Business Workshop 5

Selling Solutions 1

Overview – Seminar 5

“…Outdated sales messages fail to address the core issue of how we think about selling.

And unless we get to that core, and change it once and for all, we’ll go on struggling with the

same counterproductive sales behaviors. We’ll go on experiencing the same difficulties and

frustrations. And we’ll continue to believe that we’re always just one new sales technique

away from the breakthrough we’re looking for…”

--Ari Galpar, 7 Ways to Stop Selling and Start Building Relationships 2

www.UnlockTheGame.com

New thinking equals new results.

Seven new thinking solutions:

1. Identify customer needs.

2. Know your true business.

3. Focus on the target market.

4. Plan. Planned communications are key.

5. Maximize referrals; use loyalty programs.

6. Mine competitor and product intelligence.

7. Place selling activities in priority one daily.

New thinking solutions:

1. Identify customer needs.

a. Make existing customer relationships the priority.

b. Understand what your customer is looking to buy.

c. Create a solution by asking questions.

2. Know your true business.

a. What business are you really in?

b. Answer all customer questions truthfully.

3. Focus ONLY on the target market.

a. Top customers need daily care and attention.

b. Qualified prospects require continued follow up.

c. Identify your firm’s top three benefits.

d. Sell with innovation.

4. Plan. Planned communications are key.

a. Restructure your customer and prospect questions to leave out: “May I help

you?”

b. Practice every communication.

c. Have your website mirror your in-person dialogue.

d. Be conscious of having 12 words or eight seconds to make an impression.

e. Tell great stories that focus on results your firm has created for its customers.

2 Reprinted with permission of the author.

PNM Small Business Workshop 5

5. Maximize referrals; use a loyalty program.

a. Planning works: plan and then work your plan.

b. Methodical follow up produces results.

c. Loyalty programs can be implemented with simple tickler files.

6. Mine competitor and product intelligence.

a. Map your competition’s strengths and weaknesses.

b. Know your product; it creates credibility and dissolves objections.

7. Make sales communication priority one.

Unforgettables:

Dress professionally.

Always carry business cards.

Smile.

Be sincere.

Above all, enjoy your new results.

Know Your Market!

What business are you really in?

The only business we are all in

is the business to provide a solution

to a need or a problem.

Write below a statement about what business you are in:

_____________________________________________________________

Say “no” to traditional sales talk.

PNM Small Business Workshop 5

Focused Sales Strategy

In the grid below, identify your top three or four market segments. On the top

axis, mark the top products you sell. Now, with a check, mark which products

are directed to which target market. In other words, your chosen target

markets will be the customers most benefited from your products. Now

write the unique benefit (s) you offer in the checked squares to that specific

market.

PNM Small Business Workshop 5

Know your Competition!

Complete the grid for your top three competitors. Simply make copies.

Answer honestly!

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