Sales Workshop: Part 2

The first workshop we had on sales discussed the initial sales process, and this was continued in the workshop earlier this week. Steve Baker took us through potential objections, assessing features and benefits of a business and the importance of confidence when selling. Confidence is key!

www.marvo.gr/sales.html

Analysis and Qualification
One of the things I needed to know more about was ‘qualification.’ Assessing what my business can offer the client and how I will make a difference to them is something I wanted to develop. Targeting the right people and not wasting time selling to people who are not in the target market is pointless. So collecting as much information as possible is essential in order to, as harsh as it sounds, filter out ‘potentials’ from ‘time wasters.’

If I ask myself what questions I need to know about my customers I will work out how to engage with them better and what selling techniques will work the best for them e.g. finding out my customers buying habits, how internet friendly they are and how often they would go online.

Steve also suggested comparing 20 e-commerce sites and assess what works and what doesn’t so I can invest this in my website, e.g. when clothes shopping online I can guarantee that the store has tried to sell you something to complement what you were buying. This is something I could do on my site e.g. suggest a bag or shoes to go with what the customer has chosen, or suggest a whole outfit, styling tips etc. This has proven to lead to more sales.

Features and Benefits
Steve was really challenging when explaining that when selling my product I have to keep asking myself “so what?” until I highlight the benefits for the customer, not just the features of the clothes and business. Before this I just wasn’t looking at sales from the consumer’s side, but from the retailer's view. For example if the feature is extra sizing for curves what does that actually mean to the customer? The benefit to the customer is that it fits them better and flatters their figure. Another example is that I could advertise the quality of the clothing, but the reason the customer will buy it is because it will last and wash well etc. That’s why they want to buy it, so I have to push myself to keep asking “so what?” until I have the message the customer wants to hear.

Overcoming Objections
Every business is faced with objections and learning how to handle these is key to developing and maintaining a good reputation. As I will be an e-commerce retailer, some questions I think I will be asked regard the fit, colour and condition of the clothing when it reaches the customer. Steve got us to do an exercise to see how we would handle objections. An example for my business may be that the colour doesn’t look the same as online but I could overcome the objection by highlighting the free returns policy.

Conclusion
From the sales workshops I’ve seen the need for me to improve my confidence when selling my business idea and improve my ability to explain my different USP’s. Steve highlighted again and again that “confidence is key” to successful selling and being prepared to answer objections and questions will increase this confidence. If you don’t sell yourself then who will?

Thanks for reading and feel free to leave feedback,

Faith

NLP sales (Neuro-Linguistic Programming)

How much of sales should be considered ‘people reading’? Well, yesterday we were given a talk on how NLP or Neuro-Linguistic Programming is not only an interesting way of developing relationships in day to day life and in the office but more importantly, is a very useful component of selling and is being employed by an increasing number of businesses to advance their customer base! In short, NLP teaches you to “utilise everything that’s presented to you!” (Caroline Edwards) It can ultimately lead to an increase in sales and profits through better understanding of your customers.


So what exactly is NLP?

“Neuro-linguistic Programming is defined as the study of the structure of subjective experience.”

However, if like me you didn’t understand a word of that, then here it is broken down some more:

1. Neuro: Programs are arranged in such a way as to become Neural structures.

2. Linguistic: By using specific speech we can interact in a much more efficient way. This is obviously important because language is a central way of communicating with people.

3. Programming: According to science and the experts, we have ‘personal programs’ in our brains which can be altered or changed.

NLP was created in 1949 and developed further in the 1970s by R. Brandler and J. Grindler who studied psychotherapy professionals who had achieved loads by using communication as well as studying those who had excelled in their fields such as sportspeople, managers and scientists. They basically wanted to see what made them tick and gave them the drive to succeed. Their conclusion was that these people used motivational and self-motivational behavioural strategies that could be reproduced, and so from this concept NLP training was born! (www.nlp-london.co.uk)

I’ve always been extremely fascinated by how people interact and their psychology so when Caroline Edwards of Satsuma NLP presented a very persuasive argument for the benefits of NLP I have to admit I was really impressed. NLP is about assessing every one as an individual, regardless of how their behaviour has been learned, the importance is in the 'here and now' and how we interact, so you don’t need to know someone’s history in order to understand them! (This is one way which NLP differs from psychology)

Any potential customer/ client will fall into one of the following categories, but depending on time and place can change categories:

Visual: Those people who are visual tend to be dressed well and tend to breathe from high in the chest and stand up straight as this allows for quicker breaths as they often talk fast. Furthermore, this tends to be about what they 'saw' as they often remember through what they saw. If working with this group then I should use imagery to help sell my idea. I think that when people shop they will be engaging with their visual side, so if I can address this, e.g. have an amazing looking website, then there is the potential to increase sales.

I myself fall into this category; with an artistic and creative personality I find that I have a million different pictures running through my head as ideas, and when people describe an image, that’s when they really capture my attention! So I feel confident with what I need to do here!

Auditory: These people tend to use words like ‘tone’ and ‘sound’ etc. They often change tempo and the sound of their voice. (I personally find this much better than monotone!) If I want to sell to this group then I have to tell them about it, for example a phone call will get me far further than any email! Also, if I am speaking to an auditory client then I could try to match their pace, slow down if I speak faster than them, change my tone when they change theirs etc.

Kinaesthetic (feelings): Such individuals tend to be ‘slow sense.’ Indications can be slower speech, they wear more comfortable clothes, often sit or stand slouched and their physiology drops a bit. This can be very beneficial because if people feel comfortable in a situation, then they tend to be happier to talk. Often you will find that visual and auditory people become more kinaesthetic as a conversation progresses and they relax. I know I do!

Olfactory (sense of smell) and Gustatory (taste): Tend to be linked. It is however very rare to find someone who connects primarily or fully with these senses.

Building on this, a sales person can also create ‘rapport’ (an unconscious connection with someone). The ability to mimic this connection in sales can be of great advantage. There is both mirrored physiology and matching. However, the prior is more unconscious and therefore softer and less obvious than matching. An example of mirroring could be two people standing at a bar facing each other. If one person is resting on their right arm, the second person would be doing the same but with their left arm.

The importance of rapport should not be undermined as NLP teaches that the majority of communication is not actually based on words but rather reading someone’s body language and how they interact as well as their tone. (This obviously doesn’t work over the phone!) I would like to try this out when networking just to see if I could use it to my advantage!

Another aspect of NLP is Synaesthesia which is when inside feelings can be revealed on the outside and where two feelings overlap, for example a sigh, or even when a person sighs while recollecting a funny event. This would suggest that the person has more clouded emotions about the event than thought, or is currently not that relaxed. Using this I could potentially pick up if my approach is wrong when selling and marketing my idea. I think though that this is situational and would take more teaching and time to understand, and could be dangerous to assume (Although I do find it fascinating)!

An important thing to remember is that although body language gives a lot away, sometimes what we see and think to be happening isn’t always the case. For example I may fold my arms which is something in the past I have been told is a ‘closed off’ and uncomfortable reaction but the truth is I often fold my arms when I am the most comfortable! Everyone’s reactions cannot always be generalised, but instead depends on the person. That’s why, for example, if I am giving a presentation and people are slouching and looking bored as can be, I shouldn't take it personally but instead assume they are just tired. This positive approach will make me feel much more confident in my abilities. NLP teaches that if I chose to assume I was the cause for those peoples slouching then my negative belief would cause me to give a less enthusiastic presentation. This aspect of NLP is definitely something I need to remember when presenting ideas and I feel it will help me grow in confidence.

Understanding someone’s eye movements can also suggest what kind of person they are. For example if I were to ask a question such as where the client lived or how old they were I would see what direction they looked to access their memory; up would suggest a visual person, to the side suggests an auditory person and kinaesthetic if they look down. Of course to be completely accurate or understand eye movements completely training and practice would be necessary.

I think NLP is something that has great potential to help any business. NLP claim that using their methods means less stress and more effective communication, more creativity, more energy and bigger sales, fewer costly errors and can lead to customer retention and referrals from happy customers. (http://www.renewal.ca/communication.htm

I feel I have learned a lot already but am aware I still only know the basics and will probably never fully understand, however what I have picked up from the workshop and extra reading will give me a head start in business. Although much of my business will be conducted online, I still see the benefits of NLP as I will have to present my business ideas, meet with suppliers and manufacturers, network and understand my customers. I would recommend any one- in business or not- to check NLP out because it’s fascinating! I can’t help but think I am going to be analysing people a lot more!

For further reading check out http://www.nlp-london.co.uk/ as there is stacks of really interesting information and tips on the website. There are also seminars etc for those of you think this is something you would like to take further. Also check out http://www.renewal.ca/ .

Thanks for reading and I would also greatly appreciate any feedback.

Faith