Category Archives: Drinks Industry Sales Training

The Wright Brothers Version of Advanced Sales Training

Marketing guru Perry Marshall tells a great story regarding the difference in thought process that led to the success of the Wright Brothers and the failure of all the others who were trying to achieve the same aim.

He explains the main reason that Orville and Wilbur Wright were the first guys to build an air-worthy vehicle, was that they focused on making the most elegant, efficient and aerodynamic plane.

What they didn’t do was focus on creating the most powerful engine.

At that time, everyone was obsessed with powerful engines. But powerful engines, especially back then, were really, really heavy.

And of course “heavy” is not a quality you want when you’re trying to defy gravity.

So, Orville and Wilbur concentrated on designing a machine that would stay in the air…ride the wind…float. They knew that once they achieved that goal, they could strap a good engine to their bird and the thing would stay up.

Meanwhile their engine-obsessed competitors were building powerful, heavy machines…and crashing back to earth.

What’s that got to do with sales training?

Well quite a lot actually.

You see, the sales model and mind-set your team work with, needs to be an aerodynamic plane…if they thoroughly understand the motivations behind peoples buying decisions, have the ability to uncover opportunities and turn those opportunities into recognisable needs and then keep moving every genuine prospect forward during each call or meeting…then by all means, you should go ahead and take it to the next level by helping your sales team to improve their overall effectiveness with some advanced sales skills and techniques.

To be extremely successful, both are crucial.

Skills and techniques that genuinely work and are useful within your industry, together with a foundation in buying motives, effective questioning, presentation skills and a real understanding of how and when to close.

A strong engine and a wind-worthy plane.

Unfortunately strapping those skills and techniques onto a team that can’t fly is just a waste of time.

When you next decide to invest in sales training for your team, ask yourself the following questions and work out whether or not you’re being sold an engine that doesn’t go anywhere, or a plane that’ll take you wherever it is you want to go – and can continuously be improved.

  • Put yourself in the customer’s chair – If these techniques were used on you, would you buy from the salesperson using them?
  • If you answered yes to the first question, following the purchase, would you feel – in any way – that you had been manipulated or bullied?
  • Does the training sound like a collection of techniques for selling AT someone or a toolbox that can be dipped into, to help your customers make great buying decisions?
  • Does the title involve the word advanced? If so, how much of the non-advanced training have your team already completed previously?
  • Also, which bit of the content allows this particular training to call itself advanced?
  • Is the training focused mainly on helping the salesperson sell or the prospect to recognise why they should buy?
  • Has this training been built to achieve the specific requirements of your team and business – or is this the same training they do for everyone?

Until next time, have a great summer

Chris

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PS – My new book The Extremely Successful Salesman’s Club is getting rave reviews and I am humbled by the number of people who have already discovered it – thanks for all your support. If you haven’t read it yet, you can download the first four chapters for free by clicking on this link.

New Varda Kreuz Case Studies HERE and Video Testimonials HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London

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Filed under Advanced Sales Training, Business Development, Drinks Industry Sales Training, Personal Development, Sales Training, Self Improvement

Why Salespeople Should Learn How to Sell Lemonade

Lemonade

So, this weekend, my nine year old daughter decides to set up a lemonade stand at the front of the house as her first commercial enterprise.

To be fair, she’s been nagging me to help her do it for over a year – since she saw that bank advert with a similar age girl doing the same thing.

I only realise now, that right up until the point she set up her tiny table and chair (sandwiched between her hand-drawn poster and little plastic till) – that I was acting like your typical “don’t go into business” advisor.

I recognised it, because I heard so many myself before I set up my first company.

Are you sure you want to do this? What happens if no one comes? You might end up looking stupid? Is what you make really good enough for someone else’s money?”

But, like all good entrepreneurs and pioneers, she appears to be able to phase all that nonsense out, and crack on with what she knows to be right.

Here are a couple of things that a nine year old girl selling home-made lemonade could teach a few salespeople I’ve met along the way.

1. She sat down and worked out her USP

So why is anybody going to be buy this, honey?”

Why wouldn’t they?”

Well, there’s a lot of competition, we live not far from the local pub and a can of fizzy drink from the shop is only 50p – why would they stop and buy yours?”

So she sat and she thought about it – then redesigned her poster to explain why it was worth stopping and giving her your money – in fact she had five reasons why her Lemonade was worth stopping for.

Question: What are the 5 reasons people buy your product or service instead of the competitions?

2. She knew why it was worth the money

So – it would have been really easy, to spend £10 on ingredients and plastic cups and then just let her play shop – but she wanted to do this properly.

We put all the costs down on paper, she realised what price we couldn’t go below and why, and we justified it with facts.

Question: When someone raises a price objection do you feel uneasy, mixed with the need to knock a little off, or can you justify the value and the cost?

3. She was ready for objections

We sat down together – and I was an awkward customer – I gave her every reason I could think of why I wouldn’t buy lemonade off the side of the road, from a 9 year old girl.

We then came up with conversation pieces that overcame drawbacks, misunderstandings and scepticism.

I don’t think I’ve ever been so proud.

Question: What 5 objections do you regularly get? Have you sat down and worked out how to overcome each one so they’re no longer a problem?

4. She was passionate about the work

Two days she sat out there.

She wanted to be out there, setting up her stand straight after breakfast – we had trouble getting her in for lunch or dinner.

She chatted, she poured, she went and got complimentary bowls of water for customers with dogs.

Admittedly, it seemed to come quite naturally to her – but she wasn’t daunted by anything or anyone, intelligently delegated most of the grunt work to me (concentrating on the actions that would bring in the most money) and she really, really enjoyed it.

Question: When was the last time you sprang out of bed and went looking for new customers? If those who work with you were asked, what would they say to the question – does that salesperson spend most of their time on actions that only achieve their goal?

Until next time, best regards

Chris

***************************************************

PS – My new book The Extremely Successful Salesman’s Club is getting rave reviews and I am humbled by the number of people who have already discovered it – thanks for all your support. If you haven’t read it yet, you can download the first four chapters for free by clicking on this link. Also, make sure you take advantage of these great summer offers for the book – some are extremely time sensitive.

New Varda Kreuz Case Studies HERE and Video Testimonials HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London

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Filed under Business Development, Drinks Industry Sales Training, Personal Development, Price Objections, Product Launch, Sales Training, Self Improvement

The Best Way to Ensure More People Buy What You’re Selling

The ExtremelySuccessful Salesman's Club

 

Do you know one of the most infuriating things about modern life?

Nobody wants to help?

You must feel it too sometimes.

Everything from the guy who’s in too much of a rush to let you out of that junction (would it kill you to leave a space?), to the time that you just wanted to exchange an unwanted gift at the customer service desk, or when you needed someone from another department to drop in a good word to get you that promotion.

And your customers recognise it more than anyone else.

Those prospects, the ones you called on last week those successful business people did you know that they spend some time, virtually every day, wishing that someone or something would just make their lives a little easier, to shine a little light down a seemingly endless tunnel, take some weight off their shoulders.

Do you know why?

Because nobody EVER does!

Those people might look brave and bold – hey, it’s part of their DNA, their personality types but, on the whole, you’ll find thats just a mask hiding a gritty reality.

  • The boss who’ll break her back trying to keep the balance of pleasing both customers and staff;
  • The small business owner who spends every day trying to keep a roof over his family’s heads and continue to help pay the mortgages of everyone he employees;
  • The CEO who wakes up at 3.00am worrying about problems that no one else in her organisation even realises exist.

And then, every single day, some schmuck walks in or rings up just to try to take some money off them.

Without fail, everyday, a sales person will desperately try and flog a $50 box that isn’t required and wasn’t asked for and after the box is politely declined, theyll try a sure-fire, never-fail closing technique to win them over.

And the reason it just feels like bad selling is because that’s what it is – no one ever tries to help them to make great buying decisions just sell them stuff.

So, if you want to stand out from that majority group of sales people, you need to start understanding why people buy your stuff and then work out how it helps.

From the word go you try to help selling should become a bi-product of helping, not the other way round – at Varda Kreuz we call it Earning the Right

Once they know you’re there to help, you’ve got to be ready to accurately diagnose the problem and present the solution in such a way that they can follow every particle of your explanation – and then you deliver the original promise – and you help them.

No one else is doing that no one else wants to do that no one else cares enough to do that.

Let your competition continue carrying in that $50 box you, my friend, are walking in holding the answer to your prospects sleepless nights.

Until next time, best regards

Chris

PS – My new book The Extremely Successful Salesman’s Club  is getting rave reviews and I am humbled by the number of people who have already discovered it – thanks for all your support. If you haven’t read it yet, you can download the first four chapters for free by clicking on this link.

New Varda Kreuz Case Studies HERE and Video Testimonials HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London

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Filed under Advanced Sales Training, Business Development, Cold Calling, Drinks Industry Sales Training, Sales Training

5 Alternatives to Simply Wading In with PowerPoint

Can You Imagine a Life without PowerPoint?

What would you do if you couldn’t take a ‘deck’ into your next sales appointment?

In the nineties my team launched a product into the UK market and we each received one of those triangular presenters that open up into a little stand for you to flip your plastic covered photocopies over in front of the customer.

I’d never had anything like it before – amusingly, back then, it was cutting edge – it also meant for the first time in my career I could just speak AT the customer rather than having a conversation about what they actually wanted – you know, cut out all that unnecessary selling stuff, go straight in with the opportunity and price.

Trouble is, telling ain’t selling!

Recently, with an extremely senior sales team, I mentioned that they were probably over reliant on their 120-slide brand presentations – which nearly got me carried out and burnt at the stake.

But I reckon you probably know better.

So ask yourself this – Do you simply go in and TELL customers what you’ve got; or do you FIND OUT what they want and then help them achieve it with what you’ve got?

Subtle difference, enormously different results.

Listen, I’m not going to take away your wonderful presentation, carefully created by marketeers who have never had to stand in front of customers and then be measured for their results – but just try this out for me.

Think of 5 open questions you could ask before you give your presentation – 5 open questions that will lead to a conversation about their needs, gaps in the market, unexplored opportunities – which then give answers that require a presentation about your product or service.

If you do – and you get it right – you don’t just talk AT them, you spend your time showing them why your presentation actually MATTERS while you’re going through it – you even know which bits are no longer relevant and – god forbid – can miss some out.

Your Mission – by the time you’ve finished presenting they’ve recognised the value of your product or service because it was aligned with a set of needs and requirements that they’d pointed out at the beginning of the meeting.

Or – if you’re really good

Your Mission – During the conversation about their needs and requirements they’ve already started to recognise the value of your product or service and don’t need to see the presentation at all.

Just imagine….

Until next time

Chris

New Case Studies HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London

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Filed under Business Development, Drinks Industry Sales Training, Product Launch, Sales Training

The Procrastination of the Sales King – A Modern Fairy Tale

Once upon a time there was a Sales King who had two beautiful children, Prospect and Customa.

Both gave him enormous joy, great fortunes were spent on them and many songs were sung.

One night they were put to bed while the Sales King filled his time with inconsequential nonsense and although he’d promised to tuck them in, he knew they would always be there waiting for him whenever he found the time to pass by and give them a bit of attention.

Sales King

Time watched on, laughed at his stupidity and then just to be mean, decided to suck all recognition of the passing of hours from the room.

When the spell was eventually broken, the Sales King jumped from his chair in horror, realising his foolishness.

He shouted for the cleverest man in the land to come and give him guidance.

“What shall I do?” He wailed “How do I make this right?”

“Pull yourself together you muppet,” said the old man wisely, “get up and go and see them before it’s too late; you really have no idea how precious Prospect and Customa are to everyone in the kingdom – not least of all to your enemies who’d happily steal them away and treat them extremely badly.”

“Well that would never do,” said the King “we need a plan.”

“Here’s a plan,” said the wise old sage, “make sure you look after them like the royalty they are, protect them like your most valuable possessions and then keep every promise you ever make; because once they’re gone, they probably won’t be coming back.”

So the King followed his advice diligently and because he did such a good job with those two, the Gods blessed him with many, many more.

And they all lived just a little bit happier..

“Customer experience is the next competitive battleground.”
Jerry Gregoire, CIO, Dell Computers

Until next time

Chris

New Case Studies HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

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Filed under A Bit of Fun, Drinks Industry Sales Training, Sales Training

It’s Not THIS One You’re Trying to Sell – It’s the Next One

Whenever great marketeers write amazing advertising copy the idea of the first line is always to get you to read the second.

Well, here’s my sales version and if you adopt this mindset it can have a huge impact on the results you’re currently getting – and by the way – it doesn’t matter which industry you’re in.

Instead of focusing on whatever it is you’re selling now try to concentrate on achieving the sale after that.

What would it do to your style and presentation content if you went in thinking;

I know you want to buy this one – that’s a given – so that’s not what I want to concentrate on. I’m just going to try and help you make the best choice possible and then deliver it to the best of my ability. I’m going to do such a good job for you with this sale and during all our meetings that you will be so impressed you will definitely buy the next one off me.”

You see concentrating on customer satisfaction to that extent, matching their needs with benefits that really matter, focusing completely on their desired outcomes, delivering 100% of your promises and being there afterwards to make sure there’s nothing left that needs sorting out – that’s how you get the next sale.

Funny thing is – that’s how you stand the best chance of getting this one too. 

Now listen – I get it, you’re all young, thrusty individuals living in the NOW – it’s all about the next big win.

Fair enough.

But I can promise you this, when you start selling to ensure the future sale, when you help people to buy rather than just selling at them, when you set your sights on the long term – then the customer will start to get something really special and you my friend will end up with a sensational career. 

Until next time

Chris

New Case Studies HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Leave a comment

Filed under Business Development, Drinks Industry Sales Training, Sales Training, Self Improvement

3 Reasons Why Launching a New Product is like…..Starting University

1. You haven’t found out who you really are

When you start at university, you’re just working out exactly who ‘YOU’ – ‘IS’.

There are a million references you’re tapping into, a sense of humour to fully develop; you’re recognising who you want to spend time with and how you want to be perceived.

You go through a couple of fads and crazes – you try on and discard personalities like cheap, charity-shop shirts.

When a product is launched all the testing in the world can’t prepare you completely for how it’s really going to move in the market when it goes live.

On launch week, there’s a big Fresher style stream of parties, people get all hyper and excited, but the morning after – just like the newbie stumbling hung over through campus in week one – it’ll be a few star performers in the sales team who find their way round and discover what’s really useful.

A brand new company, product or service never knows how it truly helps when it enters the world blinking into the sunlight – the successful ones work it out really quickly, but it doesn’t happen on launch day 1.

However, that doesn’t stop the hierarchy throwing this newborn at the sales force and expecting them to work it out before their first client presentation – and then possibly blaming its slow climb to success on the sales team not trying hard enough.

2. Making the most of the opportunity depends on your approach

Don’t judge people and assume they don’t want to speak to you.

Try to be open-minded.

Meet as many people as you can.

Go in with a positive attitude and take everything you can from it.

3. Blowing your budget feels stupid

There are always inventive ways of doing things a bit more cost effectively.

Some people never grow out of thinking that it’s the amount they’re spending that makes them look cool. Most are frequently hungry

It’s those who always seem to have more than everyone else with change still clinking in their pockets that become popular and get to feel really smug.

Until next time

Chris

New Case Studies HERE

This year, I want to help you and your sales team become more successful than they’ve ever been before – call my office now on
0844 293 9777 or request a call back by going to our Contact Page HERE.

You and I can work out a sales training programme that suits your requirements perfectly – foundation level sales training, field sales training, account management training, selling value over price, FMCG sales training, customer service training, whatever it might be – but it’s a big old world out there and if you don’t take two minutes to invite me over, I may never know you need me.

We create bespoke sales training days from as little as £228 per person, so give my office a call today and we can get a date in the diary to start working on tailoring something just for you.

Chris Murray

0844 293 9777

By the way, if someone has forwarded you this newsletter, you can sign up to receive it directly from Varda Kreuz here

Varda Kreuz Sales TrainingManchester, Leeds, Birmingham, Liverpool, London

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Filed under Business Development, Drinks Industry Sales Training, Product Launch, Sales Targets, Sales Training