• Put on video on projector

  • Introduce myself

    • Background

      • 20 years in management and senior management

      • Various industry experience – Retail, Civil engineering and construction

      • Sales / solutions provider

  • Introduce themselves and what you want to get out of this training – What is the problem you need solved?

  • Costs associated with marketing, advertising, CRM, measurement tools etc… are, just that, Costs unless you have the skills and tools to convert these opportunities into rewards.

  • Many small businesses spend an average of 11% of their time on what generate income in their business=sales. Over 80% of their time is spent on activities that don’t generate income. The reasons – too hard, unsure, difficult, comfort zone.

  • Please take notes and ask questions

    • Due to our time restrictions it may take longer to get through or send me email



Problem, Requirement or Request


Turnover, Profits, Productivity and costs


Growth, Culture, Initiative, and Market


Personal, Business, and Career


Money, Recognition, Motivation and Success

Everyone – Every time we request, ask, or require something. We are selling.

Top Entrepreneurs are incredible salespeople:

  • Richard Branson

  • Steve Jobs

  • Bill Gates

“Business does not start until there is a sale”

Sales is the function in your business that makes you money. Everything else is a cost. (Marketing, advertising, admin, accounts – still vital but usually don’t generate any income)

3 key important things required to sell. Prospect must love:

  • You - Expert

  • Your Product or service

  • Your company – values, standards and service

Who here has been sold to? Who here has been sold out of?






 “Sales is about giving information to the individual the way they need it in order to persuade or direct”.


In its purist form, a sale is about mastering several disciplines;


-Knowing who your customer is: Core beliefs, values and standards

  • Identifying their personality  - Knowing and adapting to personalities

-Reading people and adapting to guide the process

  • Creating relationships with different personalities

-Creating a relationship – Solutions Provider or Relations Manager


-Knowing the technical aspects of your product and/or service

-How its features and benefits would be valuable to your client.

-Provides credibility in a B2B and B2C scenario where you are considered the expert


  • Knowing how to get your message across to your client

  • What to say and more importantly what not to say.

  • Talk less, listen more and ask questions that guide you to then end result=Written sale


  • Written and verbal

  • “Make the complex simple”

  • Use your eyes and your ears – listen to what is being said and what is NOT being said

  • Use humour and bring out your personality

  • Choose the right place and time

  • Remove distractions

  • Be attentive and show that you are listening and interested

  • Use breathing and pauses

Non Verbal Communication

  • Body Language

    • human beings take in information about the world around us through our five senses Eyes 82%, Ears 11%, Other senses 7%
      Retention Verbal 10%        Retention Verbal – Visual 51%

    • Overall effectiveness of our communication in relaying our message to others.
      Words account for only 7%
      Tone of voice accounts for 38%
      Body language accounts for 55%

Presentation and Appearance

-        The importance of first impressions

  • Well dressed, groomed and professional

  • Having required stationary, information, material

Mind set and comfort zones

  • “To grow requires change and if you are not growing you are withering”

  • Embrace change as the catalyst to growth

  • Expand on your comfort zone. Practice brings comfort.

  • Mindset -Positive, confident, assertive, respectful, passionate, driven, integrity and mindful of others

  • Do not bring in your own objections, negativities or barriers by assuming a client’s objections

  • You don’t ask you don’t get


Relationship Manager

-Creating and maintaining a relationship

  • Knowing and calling them by their name

  • Remembering things about themselves – Hobbies, interest, plans, holidays, birthdays etc…

  • Goes back to rapport and appearance=your clients impression of you and your company

  • Perceived as the expert solutions Provider

  • “People buy off people”

Time Management and Organised

  • Use technology – IPad, tablets, website, phone, email, etc…

  • Being Organised

-Having the correct tools in place to aid the sale

  • Visual aids – samples, Brochures, catalogues, Price lists, testimonials

  • Sales figures, growth, demographical information, market research and trends.

  • Diary – bookings form.

  • Client Relationship Manager (CRM) – Measurement


-Knowing your competitors and market - Market research and market trends

  • Know your prospect – Industry, history, hierarchy, opportunities

-“Knowing a little about a lot”

  • Be the expert=Credibility

  • Knowledge allows for solutions to be found

Value Adder

-Adding value relevant to your clients / prospects problem that requires a solution

  • Not so much the technical features but the benefits and value added advantages

  • Contextualise to your client – How it would benefit and be valuable to them

  • Adding value to your product/ service that is relevant to the client


  • Do your research before starting negotiation talks

-Listening is sometimes more important than talking

  • Be assertive, don’t be afraid to ask what you want

-Take your time, you’re not in a hurry

-Aim high and be optimistic

-Don’t focus on your limitations; try to find the pressure points of your prospect – the problem

-Put yourself in your prospects shoes.

  • Always keep a card up your sleeve

-Don’t give away anything without getting something in return




Belief in your product

  • Be confident that your product and/or service will provide your client the solution

  • Quality, durability etc…

  • Know your features and benefits of what you are offering and how it would add value relevant to your client

Belief in yourself

  • Be confident but not arrogant – Positive and friendly Attitude

  • Bring energy and enthusiasm. Not monotone and apathetic.

  • Break through your comfort zone. Do not give yourself any limitations.

  • Dressing well (clean, ironed )and being well groomed will make you confident

  • Exercise, rest and focus on task at hand. Not about what you are doing on the weekend, hangover, personal problems=Stay focused

Motivated and goal driven

  • Stay motivated and excited

  • Setting goals (long and short term)and focusing on achieving

  • Inspired, impelled, driven, stimulate, trigger, arouse, mindset

Pay attention to timing

  • Do not bore your clients with irrelevant information, e.g. technical. They want to know how you can benefit them by what you are offering

  • Create relationship and get to the point – Features, benefits, value=Close

Listen to the customer and realize what they are saying is not necessarily the truth

  • Let them do the talking by you asking leading questions directed to the close of the sale

  • Listen! – Pay attention. Not just at what they are saying but what they are not saying

  • Observe their body language. Their eyes, hands, if they seem distracted, looking at their watch etc…=Re adjust your presentation to get them interested by reaffirming relationship - humour

Develop a sense of humour

  • Positive energy through humour creates strong relationships

  • Be professional but don’t seem too serious

Know how to build relationship – people prefer to do business with a friend

  • Can identify who they are dealing with. Same wavelength adapt to their personality

  • Be their friend

Identify the decision maker

  • Make sure you are spending your time that is going to optimise your opportunity

  • Deal directly with the decision maker. If not available reschedule to meet.

  • Do not offend or degrade non-decision makers. Make friends and leave with good rapport

Don’t tell when you can show

  • Retention Verbal 10%

  • Retention Verbal – Visual 51%

  • It is a fact the people respond stronger to visual aids.

  • Have your product, brochures, market information etc… Don’t baffle them with figures, just use it to reaffirm the features, benefits and value to your product.

Listen more than talk

  • Ask relevant questions to qualify, gather intelligence and find the pain points, or problem.

Ask everybody to buy

  • You don’t ask, you don’t get.

  • Never assume they don’t want to buy. The truth is you have not found the trigger or overcome the objection/s that are standing between you and the sale.

The Selling Process – Five Natural Steps

Preparation – Essential element for the job to be done

  • < >– Information that allows us to understand what we are doing. Such as: product knowledge, customer knowledge, competitor knowledge, company knowledge, and industry and market knowledge. This can be accomplished by formal learning (training, induction), observation, listening to others and colleagues etc…< > – Activities that allow us to complete specific tasks. Such as meeting and greeting, discovering needs, presenting the case, handling objections and closing< > – The way we feel. Our attitudes can represent as outward manifestations of our inner feeling. It reflects what is happening in our lives at any one time. This can be overcome by training the mind.

    Set the call objective

  • Plan what direction you are going to take the sale

  • Have available materials necessary (POS, Brochures, testimonials, charts, trends etc...)

  • Read the persons style and modify the way you communicate with them

Presentation – Once rapport has been established get down to business

  • Features – Describes what the product does, has or composed of

  • Benefits – Converts technical or observable information into how it would benefit them

  • Comments And Enthusiasm – Create interest and excitement through their own commitment and enthusiasm for their product and for the organisation – “Powerful”

  • Supportive Material –Make sure it supports your case works in the selling interview in terms of its flow.

Handling Objections – During the course of the presentation the customer will ask questions, throw statements and challenges and sometimes disagree with the proposition. Salesman sometimes become threatened and defensive (Stay in control). This can lead to salesman over-talk to justify the position, close up and look dumbfounded, or argue back. The salesman loses focus of the objective, driven by anxiety and weakens the position. A better response would be:

  • Keep Calm. Avoid taking objections personally

  • Put your point in a way that the buyer would better understand

  • Ensure the customer has grasped the point and you have cleared the objection, by them saying “YES”, then move along to path of the close.

  • Trial Close – This is part of the presentation where you might attempt to close but the buyer responds with another question or statement, telling you they are not quite ready or convinced. Keep answering and clear remaining issues.

Closing – It’s the matter of judgement, experience and sometimes courage. The worst thing that can happen is that you get another objection. Once closed, in order to overcome change of mind, steer conversation back to building and reaffirming rapport or re sell advantages relevant to prospect.