Sell the Outcome and Close More Sales by WeddingWire

Take Alan’s Sales Survey www.SurveyMonkey.com/s/wwsales

What is your business category? Other (please specify) Marketing/Advertising Wedding/Event Planner Wedding Favors/Supplies Videographer Reception Venue/Caterer Photographer Photobooth Jewelry Invitations/Stationery Hair/Makeup Flowers/Floral Decorator Event Decorator Dress & Gown Shop Disc Jockey Ceremony Officiant Cake/Baker Bridal Show Producer Band/Ceremony Musician

8.4%

2.1%

16.2%

1.0%

0.5% 0.5% 1.6% 1.0%

6.3%

8.9%

15.2%

3.7%

1.6% 2.6%

2.6% 2.1% 3.1%

7.9%

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15.7%

How long have you been selling your current product or service? 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Less than 1 1-5 Years year

6-10 Years 11-15 Years 16-20 Years 21+ Years

How long have you been selling any product or service? 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Less than 1 year

1-5 Years

6-10 Years 11-15 Years 16-20 Years 21+ Years

What is your age? 35.0% 29.5%

30.0%

29.5%

25.0% 19.5%

20.0%

14.2%

15.0% 10.0% 5.0%

4.7% 1.6%

1.1%

0.0% 18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 to 74 75 or older

Do you like the sales process? Not Sure, 11.6% No, 24.9%

Yes, 63.5%

Listen to the language

Listen to the language • doesn’t like to sell… “I feel "naked" having to pitch my own stuff. I'm much better selling others'.” • likes to sell… “Since I am selling myself, and I get to control the outcome of what I am selling, it's fun and easy.”

It’s not the same as it used to be… get over it and adapt to the new reality

Rejection “Rejection is always bad, but a rejection is a step closer to a sale in the sense that at least I am taking meetings.”

How long is the average sales cycle for your business from the initial inquiry to the sale? 10.2%

Other (please specify)

3.4%

At, or after a third appointment

7.8%

After their second appointment, via phone or…

8.3%

At their second appointment

36.6%

After their first appointment, via phone or email

22.9%

At their first appointment

8.8%

On their first inquiry, whether in person, on…

2.0%

Without speaking with me/us

5% 10% 15% 20% 25% 30% 35% 40%

What’s the question? • sales is about asking lots of better, open-ended questions • make them feel that it’s all about them

#1 skill you need to close more sales… …listening

#2 skill you need to close more sales…

…shut up

What really makes you different? Your bullet point lists all look similar

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Sell the outcome, not the process

What is your closing ratio? 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 0

What’s the right closing ratio?

Being the best value does not mean having the lowest price

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“…so we could decide if we need to raise the budget but ultimately choose what we thought was the best value for our money.” - quote from a real bride in an email -

When do you have pricing power?

When to ask for the sale • what are the buying signals?

Buying Signals • “Asking for more details about a certain service or product.” • “Asking about payment information”

• “Nodding heads, approval – like ‘yes, yes’. ‘That's what I am looking for’ ” • “They start talking about placement, timing, details, see themselves in our setting.”

Buying Signals • “The more questions they have... the more I have a shot at them.” • “When they ask what the deposit is to hold a date or if they ask about having a tasting with us.” • “They start to speak as if the contract has already been signed and make detailed plans that include me.” facebook.com/AlanBerg1 © 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

Buying Signals • “Who do I make the check out to?” • “Do you accept Visa, MC or Amex?” • “Do you have a contract ready now or can it be ready?” • “How soon can you get started?”

Buying Signals • “The first buying signal is an online inquiry, which shows their interest in our service.” • “A response directly from our website generally means the couple is interested.”

When to ask for the sale • assume the sale: “We always assume the sale, so all of our conversations with the couple are about what we're going to do for them and how.” “I like to ‘assume’ the sale, and often will walk the prospect through the process of their purchase, and then ask for pre-payment that meets both our terms.” facebook.com/AlanBerg1 © 2013 AlanBerg.com • Left of Center Mktg. & Pub. LLC

don’t sell them… help them buy!

Make them feel like they’ve already bought

How to ask for the sale • just ask

How to ask for the sale • just ask • ask about payment method or terms

How to ask for the sale • just ask • ask about payment method or terms • choice/alternative close

follow up if they don’t buy today

handling objections • this is selling, not order taking

handling objections • this is selling, not order taking • are they interested?

handling objections • this is selling, not order taking • are they interested? • what happens when they say “no”?

handling objections • this is selling, not order taking • are they interested? • what happens when they say “no”? • you’re the first one we’ve seen

handling objections • this is selling, not order taking • are they interested? • what happens when they say “no”? • you’re the first one we’ve seen • “it’s too much money”

Don’t assume they can’t or won’t hire you because they ask about price

“We’re paying for this ourselves” - is a statement, not a negotiation

feel – felt - found

if when they come back…

Thanks for listening

FlashMob #WWWorld @alanberg

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