Ronさんの営業、ステップ#5 プレゼンテーション

STEP #5 PRESENTING THE PRODUCT:　プレゼンを成功させるには？

機能ばかりでなく顧客価値を売る
A good product presentation makes negotiation easier. The better the presentation is, the easier the closing. The more value you can create of the product in the presentation, the more the customer will pay, as there is less chance he will ask for a big discount. Not only features should be presented, but also customer benefits should be explained, and the salesman should check to confirm that those benefits are important to the customer.

選定基準と意思決定者の明確化
『理詰めの営業』では、「競合分析」の際に選定基準の明確化を求めています。これを顧客から聞き出すのが営業の力です。
The salesman should determine what the customer's main decision making criteria are. Is he a person who makes his decisions based on logical data, or is he a person who very strongly bases his decisions on the impact it will have on the people around him?

あらかじめ顧客のニーズと購入意思を確認すべし
『理詰めの営業』の「会議設計」を活用して、「出席者の思い」を予想しましょう。
The presentation should be tailored to the customer's buying motive, and the product should not be presented until the needs, wants, and ability to buy are fully understood. Remember, showing is better than telling, and letting the customer do things is better than just showing him something.

よいプレゼンには練習が必要
A good presentation takes practice, just like an actor rehearses his lines, or a tennis player practices his serve. It is far better to practice on your own or with a coach than in front of the customer or a person you want to influence. Making mistakes in front of a coach can be very valuable. Making a mistake in front of someone you want to influence can be very harmful.

What I did in my vehicle seminars is first give a slide presentation of the vehicle in the seminar room. Later on in my career, I used PowerPoint presentations on the features of the vehicle. After that, we walked outside to the vehicle, and I walked around the vehicle presenting each feature. I put cards of features and benefits all over the vehicle where those features should be presented to the customer.

Then, I selected six people from the group to participate in a presentation contest. For each presentation one person was the salesman (the presenter), one was the customer (He only listened to the customer.) And the rest of the participants judged the contest with a feature check sheet. At all times, people were learning and hearing the features. As a matter of fact, they heard and saw the features as much as eight times. That exercise has been a huge success, even for the highly skilled, professional sales person. The repetition improved the skill level. You could very easily see it after the third contest presentation.

A salesman is like a teacher, if the customer (student) learns well, more loyalty will be built up, and the chance of selling will improve.

Ronさんの営業、ステップ#４ 製品の選択

STEP #4 SELECTING A PRODUCT:　製品の選択

何を顧客に提供するのか？
Before you can satisfy a person’s needs, you have got to know what you have to offer. You have got to know the features and user benefits of your product, service or value of your ideas. Therefore, before you can select a product (or make a suggestion on an issue) you have to have the appropriate knowledge. Product knowledge (or appropriate product information) is vital. Also, clearly knowing the requirements of the customer as explained above is vital.

顧客のニーズを把握
You can never select the right product for a customer if you do not thoroughly know the products' features and user benefits. Studying the product is essential. Knowing the customer through good qualifying and counseling is also vital to make a good product selection. A bad salesman/customer relationship is often created when a salesman selects a product and gets into a presentation before the buyer’s needs, wants and ability to buy is determined.

自分の会社の実情を知る‐『理詰めの営業』の「自社分析シート」を活用して自社の強み・弱みを分析し、対策を立てましょう。
Knowing the company’s ability to supply the product is also important. This includes knowing what specifications the company is ordering, knowing what is in the company now, knowing what is being delivered soon, and knowing what has been ordered. This is also necessary. Armed with that information you can select the correct product and the features that should be important to the buyer.



ステップ#5は、製品紹介のプレゼンですが、「会議設計シート」を用いて、準備をしましょう。誰が出席するのか、出席者はどのような考えで臨むのか、あらかじめ予想すべきです。

Ronさんの営業、ステップ#3 営業のあるべき姿。

STEP #3 QUALIFYING & COUNSELLING:営業のあるべき姿は？

質問力と傾聴
Asking questions and listening is extremely powerful! People often think talking, presenting and persuading is power. I think the opposite. We all have opinions we love to talk about. There is always the new theory that someone wants to kick around.

But if a person has the discipline to hold back on his own opinions and theories and get the other person (friend, customer, family member, whatever) talking, it can be very powerful. It gives you the data you need to know to learn what to say, when and how to say it.

Qualifying and counselling is all about determining what the other person wants. In a sales situation, it is determining his needs, wants and ability to buy. This step in the selling process is the most important and where most mistakes are made.

Too many people go right into their product presentation having no idea what the person is looking for, needs or if the person has the ability to pay for it. Sales people love to talk and at this stage, that is the last thing the salesmen should be doing. It does take discipline.

営業のタイプ
I know of three types of salesmen, the ORDER TAKER, the HARD SELLER and the CONSULTANT.　

The ORDER TAKER（御用聞き営業）treats people like shoppers and will process a purchase if requested. He does not know the customer, his own products that he sells or what the customer’s concerns are. In this case, for a very expensive product, the customer feels insecure. With a lack of information, there is fear that the wrong product is selected, which will badly affect his life or business.

The HARD SELLER（押しの強い営業） treats people like opponents and tries to win the sale at all cost. His only interest is making the sale, not solving the customer’s problem. In this case, the customer feels defensive. When pressure is felt, the customer responds with pressure. Both attack each other instead of solving the given problem.

The CONSULTANT（押しの弱い営業？？） treats people like clients, learns their needs and application. The salesman “qualifies” the person as a customer. Then he selects and presents the product, which will satisfy those needs. The result is satisfaction, even if the sale is not made. All effort is placed on solving the problem. This puts the customer at ease and his confidence builds with the information and advice received.

Before making any recommendation or giving a product presentation, first the salesman has to determine the customer’s needs wants and ability to buy.

He determines the customer’s dominant buying motives (the real reason he is there to purchase something). The dominant buying motive is the first response the customer gives when the salesman asks what he is looking for in the product. He may give several reasons, but his first response is usually the most important reason to buy for him.

顧客に語らせる。　　　そのための質問を設計するのが『理詰めの営業』の「会議設計」。

The sales person should ask open-ended questions (questions which require an explanation to answer, not with a simple “yes” or “no”). By using open-ended questions, he keeps the buyer talking about 80% of the time.

顧客を知る　　　　コンプレックスセールスの場合は、関係者も多い。それを整理・分析するのが『理詰めの営業』の「顧客関係分析」。

He should listen intently by trying to reduce all internal (other things he’s thinking about) and external distractions (noise, music, view of others, etc.). He should seek the person’s underlying attitudes and hidden motives, avoid premature judgements, give full attention to the person, and look for non-verbal clues to his feelings.

The sales person should determine what the buyer is mentally focused on. Does the person focus on great details or does he/she just want to know the overall concept of the subject at hand (your product, service or simple ideas)?

Armed with the information the sales person gets, he can determine in detail what to suggest or recommend.

Ronさんの営業、ステップ#２ 第一印象を良くする。皆さんにとっては当たり前でしょうが。

STEP #2 MEETING & GREETING:

「顧客を知る」最初のステップですね。
How do you make a good first impression? That is what this step is all about. Here are some things to think about:
1. Before you meet someone for the first time, drive all other thoughts, worries, or ideas from your mind. We are all thinking all the time. When we approach a stranger (or customer), or when someone approaches us, we should drop our own thoughts for a few seconds.
2. Pinpoint the concentration on the person (or customer). Doesn’t it feel good when someone gives you his or her undivided attention? That is the feeling you want to create in the people you meet.
3. Try to observe the person’s gestures, voice, posture, expressions and behaviour and determine if he is a talkative person or quiet person.
4. Then, match your behaviour to that person and make him feel comfortable.
5. Smile, hold eye contact, and listen to how he is feeling.
6. Determine the impression you want to make by your clothing, posture, what you say and how you say it.
7. Learn the person’s name and use it often.

Those are the things I recommended to salesmen when visiting customers. We all like to be free to act, talk and dress the way we like, but when it is business and someone is paying us to be there, it might be better to follow the above steps. You’ll be more successful.

Ronさんの営業、ステップ＃１ 見込顧客の発見と顧客管理。そしてOrder Takerとは？

情報デザインの齋藤です。

生産財の営業やマーケティングの話に飽きたという方々、私の知人Ron McFarlandが書いたトラック販売の販売の話です。

Ronさんは、いすゞ自動車の海外営業として世界80か国で販売活動や代理店のトレーニングをしていました。

自動車販売や海外営業のスキルアップに役立つ内容かと思います。

それとビジネスに必要な英語力を養うのにもお役に立てるかと思います。

では、しばらくお楽しみください。


STEP #1 FINDING PEOPLE:

見込客を見つける
No matter what the product is, if a sales person meets or makes contact in some form (telephone, email, visiting, whatever), with a lot of people with a need for that particular product his chances of selling will increase. He must have a steady schedule of contacting a lot of targeted people.

生まれながらのセールスマン
We have all heard the expression “a salesman is not made, he is born”, meaning a person has to be born with certain talent or character to be a good salesmen. In some ways that is true. I have run into many people, which do not have the personality to continually meet strangers every day. When they try, it simply exhausts them.

“Order Taker“と営業
Most sales people just respond to customer requests and don’t seek business. They put up a false front and take sales orders when they come in. They are only order takers and not sales people. These people only process orders as they come in. They do not seek sales or people who have needs for a particular product. They rely on advertising, showroom traffic, product reputation, etc.

乗用車販売とトラック販売の相違
Over my career, I have noticed a great deal of difference between car sales people and truck sales people. The car people are in the showroom waiting for the customer to come in. The truck people are out wondering around truck repair shops, delivery areas, and goods receiving spots, along major truck routes and in restaurants when truck operators eat. As I would present to groups as large as 25-30, I would always have a mixture of both in the room. Both are successful if they are meeting a lot of people. If they are not, some different action plan must be put in place. As my selling has always been international, with long distances between my customers and me, after learning who to contact from the Internet or other sources, my initial contact method has been through email or FAX. From there I followed up with a telephone call and then a personal visit.

顧客リストの作成・活用
So, my sales action plan was built on what I had taught for many years beforehand. It involves, finding a prospect list, using direct mail, telephone prospecting, building a referral source, setting up prospect planner files and setting up current customer files.
Setting up customer files has been a powerful activity. It sets the stage for activities from getting a prospect list right through maintaining contact with the customer long after he has bought the product. It has really made me organized, motivated and active every working day. In the early days, I used and taught a customer card system, but today there are excellent computer programs that can really do all the work for you. All you have to do is put in the data. It’s beautiful.

My prospecting activities (finding customers) have been so successful that I have at least twice outsold the production capacity available of Unika Company Limited which is the company I worked for after I left Isuzu Motors which I will talk about later in the book. On those occasions, my activities had to change from finding customers to apologizing to customers for delays in deliveries.



また、Ronさんの事情伝を最初からお読みになりたい方は、こちらを。