Diageo Way of World-Class Selling Quiz & Flashcards

Questions and Answers

What are the three key phases of DWWS?

Plan-Do-Review

What is the Diageo Way of Selling Wheel?

Wheel info

What are the 7 steps of the Diageo Way of Selling?

Understanding my market, plan, check, review, presentation, close, measure.

What is the first step in the Plan phase?

Understand my market Signup and view all the answers

How do we identify the needs of the customer?

We use the hierarchy of needs tool. Signup and view all the answers

What are the tips for using the hierarchy of needs?

Select one or more needs from each level and refine them based on customer feedback. Signup and view all the answers

How do you identify the most important market trends?

Using the SWOT tool. Signup and view all the answers

When completing a SWOT, what should strengths and weaknesses focus on?

Things that are relevant and in control of the customer. Signup and view all the answers

What steps should be taken after completing a SWOT analysis?

Summarize the situation, state the idea, explain how it works, reinforce key benefits, and suggest an easy next step. Signup and view all the answers

What is the likely customer reaction during the 'Summarize the Situation' phase?

The customer reaction is unlikely to be an actual reaction; use it as a check for yourself. Signup and view all the answers

How do you plan how to achieve your objectives?

Define your objectives, develop the features and benefits, identify potential barriers, and plan to overcome them. Signup and view all the answers

How do you define your objectives?

Based on the changes we want to make that will deliver improved execution. Signup and view all the answers

How do you define 'Features and Benefits'?

Connect our objectives with the needs of the customer by describing what the change will deliver. Signup and view all the answers

When completing SWOT, what should opportunities and threats focus on?

Things that are external to the customer. Signup and view all the answers

What are the three main reasons for barriers?

It's not enough money, I don't have the time, space or resources, I don't believe it will work. Signup and view all the answers

How does one overcome the barrier, 'It's not enough money'?

Show evidence of the financial benefits. Signup and view all the answers

How does one overcome the barrier, 'I don't have the time, space or resources'?

Ensure that the actions required by the customer are as simple as possible. Signup and view all the answers

How does one overcome the barrier, 'I don't believe it will work'?

Gather evidence from other sources to support your position. Signup and view all the answers

How should one respond to barriers?

Calmly and logically. Signup and view all the answers

Study Notes

Diageo Way of World-Class Selling Overview

Plan-Do-Review: Framework consisting of three key phases in the Diageo Way of Selling (DWWS).
Diageo Way of Selling Wheel: A visual representation detailing the components of the DWWS.

Seven Steps of Selling Process

Understanding My Market (Plan): Identify customer needs and market trends.
Plan: Develop a strategic approach based on market understanding.
Check (Do): Verify the plan's effectiveness during execution.
Review (Do): Assess the outcomes of sales activities.
Presentation (Do): Showcase product or service to the customer.
Close (Do): Finalize the sale with the customer.
Measure (Review): Evaluate the success of the sales process.

Understanding Customer Needs

Use the Hierarchy of Needs Tool to identify:
- Success metrics (e.g., profit, market value).
- Delivery methods (e.g., frequency, spending).
- Customer incentives (e.g., career advancement, information).

Hierarchy of Needs Insights

Select multiple needs from each level and adapt based on customer feedback through the sales process.

Identifying Market Trends

SWOT Analysis: Assess Strengths, Weaknesses, Opportunities, and Threats relevant to the customer's market.
Focus on emerging trends that might impact the customer.

SWOT Analysis Essentials

Strengths and Weaknesses: Should reflect factors within the customer’s control (e.g., location).
Opportunities and Threats: Focus on external factors affecting the customer (e.g., economic conditions).

Post-SWOT Steps

Summarize the findings and articulate the suggested actions.
Emphasize key benefits and propose an easy next step for the customer.

Customer Reactions

Likely to be passive during the "Summarize the Situation" stage; ensure relevance to their business for effective engagement.

Planning Objectives

Clearly define objectives aimed at improving execution and performance.
Develop features and benefits aligned with customer needs while anticipating potential barriers.

Defining Features and Benefits

Link objectives to customer needs by illustrating the expected outcomes of proposed changes to boost sales for Diageo and customers.

Addressing Opportunities and Threats

Recognize external factors that can influence market positioning and strategy decisions.

Common Barriers in Sales

Lack of budget.
Time, space, or resource constraints.
Doubts about effectiveness.

Overcoming Barriers

Financial Concerns: Present clear evidence of financial advantages.
Resource Limitations: Simplify actions required from the customer.
Doubts About Effectiveness: Compile supporting evidence from other successful cases.

Responding to Barriers

Approach objections calmly and logically to facilitate constructive discussions.

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Description

Test your knowledge of the Diageo Way of World-Class Selling with these informative flashcards. Each card covers key concepts, steps, and definitions to enhance your understanding of the selling process. Perfect for both new and experienced sales professionals looking to refine their skills.

Diageo Way of World-Class Selling Flashcards