Charts for Sales 101 session I did on behalf of SCORE. SCORE is a 501 nonprofit that provides free business mentoring services to small business owners .

1. Sales 101
Dec 19, 2018
Mike Macioci

2. Who Am I?
• 35 Years of Sales experience
• 1000 + Coaching Sessions
• CRPC Designation
• Advanced Sales Coaching - Foundations
• Digital Learning Transformation
• Masters, Human Resource Management
• Score Volunteer

3. Why am I here?
• Review basic sales principles
• Share best practices of highly successful sellers
• Inspire you to learn more about the science of sales

4. WHAT IS
SALES?
SALES/SELLING IS
THE PROCESS OF CONVINCING A
PROSPECTIVE BUYER THAT
YOUR PRODUCT OR SERVICE
FULFILLS
A PERCEIVED NEED OR A WANT

5. Marketing
BROAD RANGE
OF ACTIVITIES
GENERATE
DEMAND
LONGER TERM
PERSPECTIVE
BRAND IMAGE ONE ON MANY
INDIRECT
INTERACTION

6. TYPES OF SALES
Types of Sales
B 2 B
- Business to Business
B 2 C
Business to Consumer
B 2 I
Business to Influencer
All Enabled by:
Internet
Telesales
Face to Face

7. How has Sales Been Transformed?
• 75% of US Buyers research products and services
• 50 % of B2B buyers begin the buying process by conducting
informal research focused on business challenges
• Buyers are 66% to 90% through their buying journey before
they reach out to a vendor
• More Buyers are millennials
• Information Overload
• More Buyers involved and Buying Process is more complex
• Customers more vocal/social

8. BUYERS JOURNEY
Step 1
• Realization that a
need or want exists
Step 2
• Research
Step 3
• Option Identification
Step 4
• Assess Evidence
Step 5
• Compare Alternatives
Step 6
• Make Decision
Step 7
• Review decision and
outcome

9. What
Sales is
not about
• YOU
• Talking
• Making claims
• Focusing on what you have to sell
• Being manipulative

10. WHAT IS SALES ABOUT
Having a mutually beneficial conversation
Adding Value by solving customer problems/meeting challenges etc
Relationship Building

11. Decision
Making
Roles
Gatekeepers
Influencers
Decision Maker
Blocker
Reviewers

12. Qualifying Opportunities
Resources Authority Needs
Timeline
Decision
Criteria
Decision
Process

13. 7 C’s of Sales Communication
Clear Concise Compelling Correct
Courteous Confident Creative

14. WHAT SALES ABILITIES ARE ESSENTIAL
Trustworthiness
Confidence
Empathy
Active Listening
Concise communication and language appropriate for the audience
Strong Questioning Skills

15. VALUE PROPOSITION
Relevant
Quantified and
specific benefit
Unique
differentiation
promise of value to be delivered and a belief from the
customer that value will be delivered and experienced

16. How to Create A Value
Proposition
 Who is your target customer?
 What is the positive outcome that a
customer can expect to achieve?
 What makes whatever you are selling
unique and different from other
customer options?

17. ACTIVE LISTENING
Attentiveness
(Undivided
Attention)
Acknowledge what
they are saying
(verbally and body
language)
Show engagement
(verbally and body
language)
Test your
understanding
(question)
Provide Feedback
(summarize)
Defer Judgment
(don’t jump to
conclusions)
Respond
Appropriately
(relevant)

19. MAKING STORIES MEMORABLE
STRONG
IMAGERY
DEADLINES ABNORMALITY RISK

20. STORYTELLING ELEMENTS
Disruptive Event
- Causes action
Hero
- Achieving
something
Action
• - Obstacle
Outcome
• - Clear

21. THE POWER OF THE ?
Questions don't just get you
information. They can be used to:
• Inform
• Clarify
• Express interest/empathy
• Make a point
• Influence conversation
• Validate

22. • Closed Ended Questions
• Generates a limited amount of responses
• Example: Yes/No , More/Less
• Specific
• **** Be aware that you don't turn your closed-
ended questions into a leading question.
• Open Ended Questions
• Generates a wide range of responses
• Open questions deliberately seek longer answers
• Understand how your respondent thinks
Ask without knowing the answer (unlike closed-
ended questions, where all possible options are
given)
Will give you opinions and feelings, adding value
to the answer

23. Think like a
news
reporter

24. Embrace
Objections!
1. Seek first to Understand
2. Clarify
3. Validate
4. Address
5. Confirm

25. Know your
audience
(Millennial
Example)
Early adopters of new technologies
Bite size information
Social and Vocal
Ease, immediacy and convenience
Community-focused and socially interested
Responsive to sellers who are authentic,
relatable, and easy to reach

26. Negotiating
What is
important to
customer
What is
important to
seller
What
tradeables
exist
What
Standards
exist
Best
alternatives
Commitment

27. Negotiating Best Practices
✓ Goal: a mutually beneficial agreement
✓ Determine the client’s positions and underlying interests before trading
Then trade effectively by:
✓Making conditional propositions:
If I would offer you X; would you be willing to give me Y
✓Package tradeables together

28. Takeaways
• Pick One Best Practice to focus on
• Engage your Score mentors as appropriate
• My Contact Info
Linkedin: https://www.linkedin.com/in/mikemacioci
Twitter: @mikemacioci
Download Charts at :
https://www.slideshare.net/mmacioci