• Promotional video               

This course focuses on the customer’s viewpoint. By completing this course, you will be able to maximise your existing sales skills. This course covers three main areas based on the acronym ASK – Attract, Serve and Keep.

• Introduction             

It is important to be of service to your customer rather than just sell them stuff. Look at things from the customer’s point of view.

• Don’t buy this unless…                     

In any sales situation, it is important to manage the expectations of the customer. This course is about your customer and their needs throughout the sales process.

• What are we, if not salespeople?         

We are professional salespeople whose job is to exchange products and services for cash. Customers should not have to participate in the jargon of salesmanship.

• Good and bad salespeople             

Find out what people do not like about salespeople, like being pushy or scripted. Learn what makes a good salesperson like enthusiasm.

• Commercial realities           

Any business must address four fundamental issues to stay in business, they must make money, save money, save time, and comply with the law.

• Dysfunctional selling has led to dysfunctional buying          

As businesses became more sophisticated over the years, so did the customer. Sales became a numbers game and customers became at odds with salespeople.

• Who is your ‘Avatar’?         

You must be sure you are targeting the right people to become your customers. A good place to start identifying new customers is by looking at your current clients. Build a profile for your ideal customer otherwise known as an avatar.

• Your customer’s journey                 

The customer is on a journey, a sale is rarely a standalone event, the customer goes from unaware to informed, to interested, to desire, to acting.

• Section 2 lecture 1: Introduction to ASK                      

We are going to look at the sales process in broad terms and understand the customer at each point and the ASK acronym will help us to understand the chronological order of that sales process.

• Section 2 Lecture 2: The Marketing Function                    

There are crucial differences between sales and marketing. Fundamentally marketing as a function provides leads for the sales team to follow up on.

• S2 L3 The Hunter                  

In common sales lingo, “the hunter” is a typical salesperson charged with bringing in new customers to the organisation.

• S2 L4 Referrals                      

Word of mouth can be the most powerful advertising tool so use a tangible referral system to encourage new customers.

• S2 L5 How your marketing ‘lands’ with your customer                      

Know your customer’s preferences such as being referred by someone they know and trust, or meeting an appropriate contact through networking.  

•  S2 L6 Leveraging your contacts              

A salesperson should exhaust their most likely target audience before moving on to the next network of customers.

• S3 L1             

Serve the customer by adopting a service mentality so that customers more easily trust you and are more likely to recommend you.

• S3 L2 The Decision Making Unit (DMU)                      

The DMU is based on the fact that rarely does a planned purchase happen without input from other interested parties.

• S3 L3 The value of VALUE                

What customers want you to know is that they seek value. Value is not just about price as we know customers are willing to pay more for high-end designer items.

• S3 L4 Consultative Questions         

You will need to identify what questions to ask, it is best not to use a statutory list or instead use relationship building questions in between.

• S3 L5 Customer Care – a conversation (not a ‘sale’)             

Make sure you understand the customer’s meaning. Get an understanding of how to engage your customer with this conversation example.  

• S3 L6 Brochure Use             

What really annoys customers is how salespeople rely on brochures, expecting the brochure to do much of the selling for them.

• S3 L7 Kit Bag            

A Kit Bag contains post-meeting gold including postcards to send to potential customers after you have met with them.

• S3 L8 How to get back IN with a client                      

Too many salespeople leave it to the customer to come back on their own, the customer may forget to come back so it is up to the salesperson to follow up.

• S4 L1 Introduction to the K or KEEP element                    

This next section is about keeping your customers, we must look after and nurture our customers by going the extra mile.

• S4 L2 Your authority            

Customers want you to reassure them with your authority. Here are some examples for reassurance and conveying authority.

• S4 L3 More Questions                      

Once the purchase has occurred you should recognise a shift in your relationship, cement your existing trust by congratulating their purchase.

• S4 L4 NON-sales contact                  

We want our existing customers to keep buying from us. Maintain and nurture that client relationship.

• S4 L5 Why ASKING for referrals works so well              

Referrals account for a large percentage of new business. Potential customers like receiving referrals and existing customers actually like giving referrals too.

• S5 L1 Bonus and Thank You

One last piece of advice, always assume your customers can hear what you are saying about them, this will change your attitude around your customers.