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The Psychology Of Selling, Part 1 of 2

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Discussing the qualities of an extraordinary salesperson and looking at the "Buyers Plan" versus the "Sellers Plan" and the importance of following our plan to build the added value which in turn justifies the price. This introduces the complete selling cycle & reinforces the importance of controlling the buying experience.

Materials: Flip Chart, Open Mind
Time Needed: 25 – 30 Minutes
SME #1

Introduction for Psychology Of Selling - (5 Minutes)

• Introduce the topic by asking: “what does it take to be a strong sales person?”
• Through discussion & agreement with the class, determine what the characteristics of an extraordinary salesperson are: Courage, Enthusiasm, Empathy, Persistence, Product Knowledge…

The “Buyers Plan” vs “Sellers Plan” - (5 Minutes)

• Ask the group what the “Buyers Plan” is. List on the Flipchart what the Buyers Plan is, “Price first, Product second, with a foundation of excuses.”
• Ask the group what the “Sellers Plan” is. List on the flipchart what the Sellers Plan is, “Product first, Price second, handle or remove objections.”
• Ask the group: “what are customers afraid of?”. List on the flipchart what the customers are fearful of. Make sure they get :

• Fear of paying too much.
• Fear of not being looked after.

Express to the group that because of their fears, many customer use excuses to get information & price without commitment or time spent.”

Break-out - (10 Minutes)

• In small groups ask them to come up with ideas of how they could stick with the “Sellers Plan” rather than get caught in the “Buyers Plan”. Get them to list them on a piece of paper to be read out loud near the end of the break out session.
• Call the groups back and have one person from each group present aloud their ideas. On the flipchart list the ones the group agrees are important like: build the added value in the dealership, ie: the history, the service expertise, the community involvement. Build the added value in the product, ie: awards it has won, testimonials from current owners, improvements from the last model. Build added value in the salesperson, how long you’ve been selling cars, YOUR #1 JOB IS SELECTION, your job is to serve the customers needs & to control the customers buying experience.

Learning Point: Stress to your staff that the customer has already told them just by coming into the dealership:

• The Time Is Right, Your Dealership Is Right, and Your Product Is Right.
• They Are Looking For A Professional Salesperson, To Justify The Value/Decision.
• They No Longer Want Their Old Car, They Have A Need Or A Want.

PRODUCTS are simply SOLUTIONS to people’s NEEDS & WANTS

Coaching & Conclusion (5 minutes)

• Ask everyone to attempt to stick to the “Sellers Plan” for the following week. Express to everyone the importance of following our plan to build the added value which in turn justifies the price. This introduces the complete selling cycle & reinforces the importance of controlling the buying experience.
• Ask everyone to try the ideas that were written on the flip chart with regards to leading and controlling the buying experience.
• Ask the staff to note any changes in their performance to be discussed during the next meeting.
• Leave them with the following quote,

“The definition of insanity is doing the same thing
but expecting a different result”

 

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