Employee Sales Training Manual: Module 3 PDF

Sales Training Manual: Module 3 Units 5 & Sales Training Manual: Module 3 6 Units 5 & 6 Human Resource and Administration Department Table of Contents Unit 5 – Member-centric Sales Focus....................................................................

Sales Training Manual: Module 3 Units 5 & Sales Training Manual: Module 3 6 Units 5 & 6 Human Resource and Administration Department Table of Contents Unit 5 – Member-centric Sales Focus......................................................................... 5 Identify the member’s needs................................................................................. 6 Empathy........................................................................................................... 6 Qualifying Questions......................................................................................... 7 Give Guidance.................................................................................................. 7 Know the Member’s Goals........................................................................................ 8 Create a road map for your member....................................................................... 8 Focus on the Seller................................................................................................ 11 Set Goals and reach them................................................................................... 11 Setting SMART Goals....................................................................................... 11 Tips to Achieving Goals....................................................................................... 12 Time Management................................................................................................. 14 Work Life Balance............................................................................................... 14 Take Breaks........................................................................................................ 14 Time Batching.................................................................................................... 14 Teamwork.............................................................................................................. 15 Grooming and Personal Appearance....................................................................... 16 Types of Business Attire.......................................................................................... 17 Business Attire Illustrations................................................................................. 18 References............................................................................................................ 21 MODULE 3 – Building Rapport and Member Relations UNIT 5 Module Three: Understanding Sales and the Sales Culture Unit Five: Member-centric Sales Focus Duration of Unit: 150 minutes Unit Objectives At the end of the unit employees should be able to: Identify elements of a member-centric approach to sales. Identify the difference between a member-centric versus a traditional sales approach. Examine the impact of a member-centric approach to sales on performance and competitiveness of an organization. Develop at least three (3) strategies in implementing a member-centric approach to sales. Commit to utilizing a member-centric approach in their sales approach. Accept their role and responsibility in providing member-centric service to all members. Unit 5 – Member-centric Sales Focus “In customer centric selling, you elevate the people who matter and create real, resilient relationships that anchor a sustainable revenue stream. You adapt to the specific circumstances of the customer by nurturing a two-way dialogue, adjusting to their timeline, and serving as their greatest problem-solving ally.”1 1 https://www.helpscout.com/blog/customer-centric-selling/ Identify the member’s needs There is a reason why people do business with each other and that is because they have a need. People may do business with you because they like you but ultimately if you are not fulfilling their need, they will go somewhere else. To identify the member’s needs means putting yourself in their place, and asking yourself how would you like to be treated by your credit union representative. This can be achieved by empathizing with the prospect/member, ask qualifying questions, align your actions to the credit union’s values, provide guidance not information. Empathy “Empathy is the ability to emotionally understand what other people feel, see things from their point of view, and imagine yourself in their place.”2 Instead placing your needs as the sales representative as priority, you place the prospect/member’s needs above your yours. 2 https://www.verywellmind.com/what-is-empathy-2795562 3 Qualifying Questions While asking questions may come across as rude or being nosy, in the business of sales it is an important tool. Questions bring clarification on what the prospect/member needs? How will this product or service impact their lives? How much time can you commit? How much can you invest at this time? Give Guidance Prospects are not clear about what they need, they require the help of a competent sales representative to guide them through the process. While it may be tempting to tell the prospect what to do, a more tactical and subtle approach is needed. Similar to the soft closing technique, which gives prospects the impression that they are making their own decisions. Offer recommendations instead opinion and allow the prospect/member to give feedback. Most times they will go with your recommendations. 3 https://www.brainyquote.com/quotes/zig_ziglar_381984 Know the Member’s Goals As a credit union we offer financial services and members tend to base the decisions that they take about their finances on their personal financial goals. It is critical that in your interactions with the prospect/member you know what those goals are. This information can increase the outcome of the sales experience in your favour with a prospect/member giving EduCom a larger size of their wallet. Knowing the member’s financial goals allows the sales representative to offer the ‘best fit’ product/service, to cross-sell and up-sell thus offer a personalized experience. While noting the prospect/member’s goal, in your conversion get to know their risk tolerance. While a product may seem ideal the member may not want to commit to a long-term plan, nor have their funds inaccessible to them in order to get a better interest rate. Create a road map for your member Sales representatives can help their members/prospects achieve their financial goals by painting a picture of the future their desire and showing them how to get there. As the saying goes “you can’t see the picture if you’re in the frame.” The sales representative must point the way for the member/prospect, showing step by step how the goal can be achieved. If the member is indebted the first step is to pay off debts and not incur any new loans or expenditure. The next step is to start saving and make incremental increases over time to reach the desired goal. Show the member how to create a budget and how to track and monitor expenditure. Here the member can see how much is spent on what on a monthly basis and make the necessary adjustment towards their goals. Develop time frames for achieving goals (break goals down into short, medium and long term). For each stage that they accomplish celebrate and move on to the next one. UNIT 6 Module Three: Understanding Sales and the Sales Culture Unit Five: Focus on the Seller Duration of Unit: 120 minutes Unit Objectives At the end of the unit employees should be able to: Define and explain the role of a sales representative in an organization. Develop and implement goal setting techniques. Define and elaborate on the benefits of time management. Determine how effective time management impact sales performance Evaluate the impact of team performance on service delivery Apply team building strategies to improve performance Personal grooming and appearance. Activities: Group Discussion Practice exercises Video Presentation Resources: PowerPoint presentation Video Presentation - -The Power of Teamwork – Funny Animation https://youtu.be/4duPBWzf46E - 2012 Olympics- Men’s 4x100m Relay Final 2012 Olympics - Mens 4 x 100m Relay Final - YouTube Focus on the Seller “A sales representative, quite simply, sells products or services for a company and represents their brand. They manage relationships with customers, serving as the key point of contact, from initial lead outreach to when a purchase is ultimately made. It’s a career that’s largely performance-driven, meaning how well you sell directly impacts how much money you earn. They’re responsible for identifying a customer’s needs, pitching relevant products or services, and ensuring they have a positive experience from start to finish.”4 Set Goals and reach them Goals can be seen as ambitions, something worthwhile to achieve or an expected outcome. Goals for sales representatives are usually set by the targets given or the personal ambitions of the individual." By achieving a goal consistently we can benefit in a number of ways – we will gain recognition, potentially advancement within the company, and frequently will benefit from financial incentives. Therefore, sales targets have a dual effect – the incentive of what happens if we reach them, and their simple presence both make us work harder than we ordinarily might.”5 Setting SMART Goals SMART goals are: Specific. Goals should be well-defined and clear to you and your coworkers. Measurable. Goals might include milestones that help you measure your progress and make sure you are on the right track. The goals themselves should also be measurable. Achievable. Goals should be based on a knowledgeable assessment of what is possible. Unattainable goals discourage rather than encourage. Relevant. Goals should reflect the basic values and mission of your organization, and they should be directly related to your vision of success. Timed. If you do not have a timetable for reaching goals, you will not feel a sense of urgency about them. It is natural for people to devote most of their effort on any given day to things that have due dates.6 Team members are to be careful of setting too many goals, this can be counter-productive. Instead, focus on goals that will have the greatest impact on achieving your vision of success or your assigned targets. 4 https://www.wgu.edu/career-guide/business/sales-rep-career.html#close 5 Atlantic Speakers Bureau, Sales Fundamentals 6 Atlantic Speakers Bureau, Sales Fundamentals Tips to Achieving Goals 1. Break down sales targets into weekly and daily targets. The smaller targets will make the target more achievable to you. 2. Create a weekly action plan – in order to open 10 new member accounts I must make 10 calls per day and make 2 face to face presentations per day. 3. Start the day with your greatest impact activity (GIA) – “this is the one activity that, should you do it consistently at high quality, will get you the greatest eventual return on your time investment.”7 4. Keep track of your progress – know where you are with your goals and make adjustments to your action plan where necessary. 5. Keep your sales funnel full – always have a steady stream of prospects new and existing who are able to purchase what you are selling. Sales Funnel 7 https://www.rainsalestraining.com/blog/setting-and-achieving-sales-goals Action Plan Sheet Time Management “Time Management refers to managing time effectively so that the right time is allocated to the right activity. Effective time management allows individuals to assign specific time slots to activities as per their importance.”8 We all have the same 24 hours its what you do with it. Energy levels fluctuate throughout the span of a work day. It is highly beneficial to prioritize your tasks based on these energy levels. These patterns are connected to the ability to use brain power, and think clearly. It is important to match the work that is of highest priority to your peak performance times, including those tasks that require critical thinking or problem solving. Likewise, you can assign your lesser complex tasks for the hours that you know you will be less engaged or focused. Knowing your energy will allow you to set the stage for how you perform your daily tasks, and seek better results.9 Work Life Balance Work-life balance includes prioritizing the demands in one’s personal life at home, as well as the demands in the workplace. Work time should be dedicated to tasks that are essential for your career, whereas home time should be dedicated to family time, or personal time. Be respectful of your time and other people’s time. Poor work-life balance will often lead to working longer hours, increased responsibilities, and a greater chance of experiencing burnout.10 Take Breaks Practicing good time management does not mean that you are endlessly working around the clock to meet a deadline. Those who are most efficient with their time will understand the importance of incorporating breaks into their schedules. Taking breaks will help you to increase your level of concentration, as well as avoid burnout. Skipping lunch breaks to complete extra work will only decrease your performance levels and increase your chances of making mistakes. Taking the time to care for your mind and body will have positive effects on workplace achievements.11 Time Batching Time batching involves grouping similar tasks together and organizing dedicated time periods to complete these tasks without interruptions. Time batching will provide concentration without breaking your workflow and will eliminate multitasking. Time batching is a simple 8 https://www.managementstudyguide.com/time-management.htm 9 Global Courseware, Time Management 10 Global Courseware, Time Management 11 Global Courseware, Time Management process to implement. To begin, start by establishing your to-do list. With this list, determine which tasks are related to one another and ‘batch’ them together on your schedule. It is important to remember that the time frames for these tasks should be realistic, and if necessary, longer projects can be divided into separate batching groups, to allow for renewal breaks or fresh air.12 Teamwork “A team is a group of people formed to achieve a goal. Teams can be temporary, or indefinite. With individuals sharing responsibility, the group as a whole can take advantage of all of the collective talent, knowledge, and experience of each team member.”13 Teamwork has a number of benefits to the individual as well the whole, these include. Improves efficiency and productivity – teams can do more in less time, they benefit from each other’s skills. Leads to creativity – collaboration of different minds bring about new and innovative ideas. Increases problem solving skills – a team approach leads to faster and multifaceted way to developing solutions to problems in the workplace. Creates healthy competition – inspires employees to work together to achieve a common goal. Sales teams/sales units tend to push each other towards success. Promotes strong working relationships – bonds are formed that turn into friendships which leads to trust and open communication, Reduces Burnout – tasks are shared and the burden isn’t solely on one individual which improves productivity. Promotes workplace synergy – teamwork develops cooperation and collaboration among employees thus creating a harmonious working environment.14 “Teamwork allows employees with diverse skills, experiences, and ways of thinking to combine their skills and efforts and create new concepts and fresh ideas for the same goal. Those diverse skills and shared experiences are what turn lone team members into a high-functioning team that can do remarkable things together.”15 12 Global Courseware, Time Management 13 Atlantic Speakers Bureau, Teamwork and Team Building 14 https://www.brighthr.com/articles/culture-and-performance/teamwork/the-importance-of-teamwork- in-the-workplace/ 15 https://www.brighthr.com/articles/culture-and-performance/teamwork/the-importance-of-teamwork- in-the-workplace/ Grooming and Personal Appearance “Personal grooming means being presentable to others, paying attention to body hygiene, personal cleanliness, groomed nails, hair, absence of body odour and dressing well. By paying a little more attention to how one dresses at work one could substantially influence one’s career path.”16 “Do looks matter?” That is a highly debated question, while ideally a person should not be judged based on their looks only, but the reality is that they are. Here are a few reasons why your appearance matters and this may impact your monthly sales. 1. Proper appearance gives the impression of professionalism and contributes to trustworthiness and respect. 2. Casual appearance indicates a casual approach to the prospect’s needs. 3. Proper grooming instils confidence in salespeople. 4. Grooming can impact the attractiveness of a person and swing the odds for all the reasons we discussed above.17 It is reported that well-groomed sales representatives earn 3%-4% more than their counterparts who are not well groomed.18 Tips to improve personal appearance: 1. Practice good personal hygiene, take regular showers, wear clean neatly ironed clothes, maintain clean hair, nails, teeth and shoes. 2. Dress appropriately for the occasion and always maintain a professional look. Remember you are a representative of your product and your company. 3. Drop habits that will impact your personal appearance such as smoking, vaping and chewing gum. 4. Avoid large and gaudy jewellery or accessories as these may detract from your professional look rather than complimenting it. 16 https://www.linkedin.com/pulse/how-pay-attention-personal-grooming-business-aspi-cawasji 17 https://www.peaksalesrecruiting.com/blog/how-important-are-looks-for-sales-professionals/ 18 https://www.peaksalesrecruiting.com/blog/how-important-are-looks-for-sales-professionals/ Types of Business Attire Casual Informal clothing that might be worn not only at work, but also outside of work Avoid wearing casual clothing with clients and during interviews Jeans, t-shirts, shorts, sandals, sneakers Smart Casual Another form of casual attire with a stylish twist Appropriate for more flexible offices Dresses, blazers, trousers, sports jackets, khakis, button-down shirts Business Casual Common in many workplaces Generally appropriate for interviews, client meetings, and office settings Good way to dress if you’re unsure of the setting since it isn’t too formal or too casual Pencil skirts, button-downs, khakis, blazers, sport coats Business Professional Traditional attire for more conservative settings or companies Well-fitted, tailored clothing Dresses, skirts, slacks, button-downs with blazers, dark-colored suits, ties Business Formal Usually reserved for the most formal settings such as award ceremonies, benefits, special dinners or other evening work events Similar to “black tie”, but reserved to maintain professionalism Pantsuit, skirt suit, dark suit and tie, black suit.19 19 https://www.mostnetwork.org/wp-content/uploads/Handout_Personal-Appearance.pdf Business Attire Illustrations Casual Wear Work Attire Casual Wear includes: Jeans Casual tops T-shirts Capri pants Athletic Shoes Flat shoes Smart casual work attire Business casual work attire Casual Wear includes: Dress shirts Suits (tie optional) Polo shirts Sports Jacket Dresses/skirts Loafers/Oxford shoes Business professional work attire Uniforms Include: Same outfit for everyone Worn everyday Assigned by the company Business formal work attire Business formal includes: Dress shirts Full suits Ties Stockings Closed toe shoes Jackets Dress shoes References Dutta, Bholanath (2011) Salesmanship https://www.himpub.com/documents/Chapter875.pdf Drucker, Peter (2007) Management Challenges for the First Century, New York. 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