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ByMartin Dr. Auer MBA

The 7 most important principles for active recommendation marketing

The 7 most important principles for active recommendation marketing

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The personal recommendation and recommendation marketing may be regarded as the most powerful and sustainable way of acquisition in sales.

However, a personal recommendation happens only in the rarest cases “just like that”.

As active and modern salespersons we should use this tool of recommendation marketing much more actively than before. The more structured we use use this, the better and the more goal-oriented it will be.

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Here are the 7 most important principles to be considered for active and successful recommendation marketing:

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1. Tip for active recommendation marketing:

Include the request for recommendation on your marketing materials, on your homepage, on your business card, on your offers and invoices, on your letters and on your newsletters.

This is the only way to make your business partners aware of your search for recommendations. This is the only way to ensure that your partners retain your appreciation for recommendations in their minds.

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2. Tip for active recommendation marketing:

Actively approach customers and ask them specifically for acquaintances, colleagues or business partners who might be interested in your service or product.

This is the only way to increase the reach of your recommendation marketing.

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3. Tip for active recommendation marketing:

If a recommendation is made, thank the recommendation partner appropriately. A little present as a reward is also very nice.

This underlines your own appreciation, increases the motivation of your partners for recommendation and makes them happy.

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4. Tip for active recommendation marketing:

“Utilize” recommendations actively: In customer meetings and presentations, mention your recommendations in an appropriate place and in the appropriate way.

It is very nice to recognize that there is only one reason why you are there at that specific day: and this is because there had been this recommendation some time before.

This makes it clear to your partners in an implicit and sympathetic way and without building up pressure already in the forefront that you yourself have already benefited from a recommendation, thus shows that this system is good.

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5. Tip for active recommendation marketing:

Use positive customer comments and references actively in your projects. Everyone prefers to opt for something that more people have already decided to do before them, maybe even some known people.

Attention: Don’t use unaudited and unproven references for large projects, because you don’t know whether a customer is still satisfied if you haven’t spoken to him or her since a year ago.

In this case, a brief contact should be made beforehand to check whether satisfaction prevails. On this occasion, it is also possible to obtain permission to use this one as a reference.

That is part of good behaviour and makes a professional impression.

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6. Tip for active recommendation marketing:

Document your recommendation marketing and collect the necessary information. Just ask:

Who recommended what and when to whom for what reason? Explore these social networks: Did these result in an order? Has the new customer recommended you again?

Knowing these channels of information flow is extremely important and can prove to be a decisive competitive advantage in any future project. Some CRM systems allow such documentation.

But a simple Excel spreadsheet is just as effective and perhaps easier to establish, to customize and to maintain.

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7. Tip for active recommendation marketing:

Consider agreeable wording for the daily business approach to avoid being a pushy buzzard and to avoid compromising the positive mood.

Practice these phrases again and again. Caution, despite all its effectiveness, these questions about references should always be used with caution in order not to endanger the current project.

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Just try it out – you’ll see: It’s very easy to practice recommendation marketing and you will sell easily sell more.

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Copyright © by Dr. Martin Auer, 2017

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Do you have any questions?

Just contact me.

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

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Your personal DISC test is available right here.

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That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

recommendation marketing

The 7 most important principles for active recommendation marketing (picture: Dean Mayers)

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DISC booklet

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DISC-profile

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ByMartin Dr. Auer MBA

The compromise-high art or disaster

The compromise – high art or disaster?

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To make a compromise means agreeing with the negotiating partner to meet halfway, whereby everyone has to move away from their actual position so far that it is possible to meet. At least that’s the common sense.

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I think this is the biggest nonsense.

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Because a compromise of this kind cuts everything. In the end, no one, I mean neither of the parties involved, gets what they actually and initially wanted and everyone finds themselves where they did not want to go after the compromise.

Such a compromise thus creates a situation which is characterised by the fact that in the end both parties involved not only do not get what they actually wanted, but such a compromise leads to the situation that both parties get something that benefits both of them less than they actually wanted or needed, maybe even nothing at all.

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I always ask myself:

Where exactly is the compromise? What kind of solution is that?

This is not a solution, it only leads to annoyance on both sides.

And that can hardly be the goal of a compromise.

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Admitted, in some situations there is simply no other way. But in others, there is.

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The following is a good, clear, striking and bad example of a compromise:

A family wants to go on holiday together. One of the children wants to go to Rome to see the Colosseum, the other child wants to go to Paris to climb the Eiffel Tower.

According to the classical approach for a compromise, you would meet in the middle, which in this case would be approximately somewhere in the Gran Paradiso National Park in Italy.

There are beautiful mountains, ibexes and even wolves. It’s all very nice.

However, the point is: It’s neither the Eiffel Tower nor the Colosseum. The result is that no one sees what they actually wanted and everyone is angry.

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Of course, this example is a little bit too striking, but as a model it does suffice.

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One possible solution to this dilemma would be:

If you increase the amount of negotiation, the subjects for negotiation, it will be easier to find solutions that appeal to both parties.

In this case, this would mean in concrete terms: Negotiate not only about this one holiday trip, but also about two, namely the next year’s holiday trip also.

And then it is much easier to say: this year we are going to Rome, next year to Paris. A much better compromise.

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Copyright © by Dr. Martin Auer, 2017

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Do you have any questions?

Just contact me.

.

Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

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Your personal DISC test is available right here.

.

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

compromise

The compromise – high art or disaster? (Picture: Iakov Filimonov)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

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ByMartin Dr. Auer MBA

Attention-close ahead

Attention – close ahead!

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As salespersons, our goal is to close a deal. However, we are often so busy and enthusiastic with our activity in selling – especially in the heat of the moment – that sometimes we do not recognize buying signals. Then we do not get out of this mode of selling. This is especially serious when we have already sold, so when our prospect already decided for us. In those cases, our prospective customers already have the time after the purchase in mind. They begin to send out buying signals.

From this point on, it is no longer about selling, but it’s about closing. We have to switch our mode of behaviour: from selling to closing.

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But how can we tell and decide how close we are to this point?

There are many signals, and here we are talking of buying signals, that announce the final phase:

  • The prospect begins to talk about the necessity of comparison offers to trigger the order process.
  • Our interestee talks about how it should go on from now. What are the next steps, or even better, how it should proceed after the purchase.
  • Fewer and fewer questions come up, but instead our prospect listens more and more.
  • Other decision makers or stakeholders are gathered for discussion and then – and this is important – our contact person begins to sell to them our product. Attention here: this is a very clear buying signal!
  • The questions about the processing of the order become ever more concrete: Delivery dates and delivery times, price conditions, installation options or additions to the offer are inquired.
  • The behavior of the interested party towards us as salesperson becomes “softer” and more benevolent (if that was not the case from the beginning). This means that our prospective customer is already prepared to build a relationship with us. So she or he internally already decided on our product.

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The closer we are to closing, the more we have to slow down our selling speed

Whenever we, as salespeople, notice these or similar signs, it means: open your eyes and ears! Be careful and slow down your selling speed. Because then we should switch our mode from selling to closing or from selling to bargaining.

In any case: We have to switch our mode!

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer

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Do you have any questions?

Just contact me.

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That could also be interesting for you:

Selling, negotiating, or haggling >>>

Sales presentation – an issue of perspective >>>

Hunter or farmer, what should a modern salesperson be? >>>

close

Attention – close ahead! (Picture: cate_89)

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Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

Hunter or farmer what should a modern salesperson be

Hunter or farmer, what should a modern salesperson be?

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Do you know the expressions hunter or farmer in terms of salespersons?

Some types of salespersons are referred to as hunter type whereas others are referred to as farmer type.

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The hunter type salesperson

The hunter type is – well – a hunter: good in acquiring new leads and converting them to customers.

This type is very successful in closing deals. Tunnel vision is characteristic for the hunter type, going directly to the target, which is: the closing of the deal.

Whereas maintaining, grooming and deepening existing customer relationships over a longer period of time is not much where the hunter type salesperson feels home.

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The farmer type salesperson

The farmer type on the other hand, is very easy and likes it more to build up long-term customer relationships and to maintain and to further intensify them; however, the farmer type does not feel very comfortable in cold acquisition and sometimes there is also a slight lack of so called closing strength or closing reliability.

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Hunter or farmer: In the old salesworld this question was easy to answer

In the former sales world, the hunter types were clearly more in demand when it came to a successful salesperson or the selection of a salesperson.

Today, however, the prevailing opinion is that a good and successful salesperson should have both behavioural patterns – hunter and farmer – in his or her repertoire, because both are equally important for long term success: You need to fill your sales pipeline, your sales funnel, initially with new leads and you need to convert those new leads to customers, of course.

But you also need to maintain, develop and groom existing customer relationships.

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Hunter or farmer: Different behavioural patterns

However, it should be kept in mind that the two of them, hunter and farmer, are fundamentally different behavioural patterns, which is an enormous challenge both in the selection as well as in the training of salespersons.

Therefore, it has always been difficult to combine both hunters and farmers in one single person.

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But perhaps it may even be easier today than in the past.

One reason for that could possibly be the following: The very initial business contact today in many cases takes place via the Internet, after the potential customer has already obtained a lot of information via various channels (social media, homepage, evaluation platforms, etc.).

One could also say that in many cases this hard, initial, personal cold cold acquisition contact with absolutely no contact beforehand, no longer takes place in this form, because in most cases there is actually already some relationship before the first personal contact, at least in the perception of the customer – and be it only on some social media or on the homepage.

Please refer to blogpost: The classic sale is dead – long live selling!

Even if we from our perspective as salespersons may not have noticed this yet.

This takes the hard tip out of the cold acquisition situation, so to speak, so that these situations are also easier for the farmers among the salespersons to perform. This means: The hunter or farmer salesperson question is not so much a question any more today.

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2018

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Do you have any questions?

Just contact me.

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.

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

Hunter or farmer

Hunter or farmer, what should a modern salesperson be? (Picture: Sarycheva Olesia)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

What is a politogram

The DISC-model and the question: What is a politogram?

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The so-called politogram is a very important and central instrument in modern key account management. It is a representation of all possible contacts and stakeholders for sales projects and procurement in the customer company.

In the politogram, you should find the personal information such as name, contact information, accessibility, function in the customer company, role for procurement and drivers. But also social, functional and hierarchical links between individuals should be documented in a politogram.

Thus, the politogram must not be missing in any key account plan. The politogram is an important and valuable data collection of customer information. This collection should grow and develop over time. New insights and new information from each individual customer contact must be implemented into the politogram on a regular basis.

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Politogram: Systematic approach

This systematic approach offers the advantage that as a salesperson or key account manager you are very aware of the missing information. This enables you to search for or ask for each customer contact specifically. You are regularly concerned with the overall document.

Good key account managers and salespersons are committed and strive to filling one more piece of information to this systematic structure of the politogram with each single customer contact.

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The behavioural preference as one important part of the politogram

The position, role and task in the customer company is the basis set of information, of course. But even as important is the personality type or the behavioral preference of the relevant stakeholder in the customer company.

This is because important factors are based on that:

  • Correct and appropriate customer approach.
  • Values.
  • Trustworthiness and ways to build up trust.
  • Own behavioural principles as a salesperson, which should be displayed in the communication with this stakeholder.
  • Decision-making criteria of the individual customer.
  • Assessment priorities.

By that, each individual contact can be prepared much better and more effectively.

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The DISC-model and the politogram belong together

The DISC-model is the medium of choice for the assessment and documentation of the behavioral preference. It is very practical and suitable for everyday use and allows a reverse application in everyday life – also and especially for persons who did not do the DISC-test.

Hence, the politogram is an indispensable precondition for modern, successful and sustainable key account management.

All information in the politogram represent the collected essence of the customer contacts and thus the customer’s knowledge of a company.

Therefore, the politogram represents the capital in sales and key account management.

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

 

Your personal DISC test is available right here.

 

Copyright © by Dr. Martin Auer, 2018

 

Do you have any questions?

Just contact me.

 

 

 

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

Like will to like >>>

Strategic sales in the life science market (part 1 of 6) >>>

politogram

The DISC-model and the question: What is a Politogram? (Picture: Wiley)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

What to do if customers ask for the price at a very early stage

What to do if customers ask for the price at a very early stage?

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Do you know this customer type who asks for the price at a very early stage? I am sure every salesperson already experienced this situation: We as salespersons just started with the demonstration of the product and immediately one of the listeners shoots the question for the price at us.

I mean, before we had any chance to present our product and possible configurations, options and alternatives.

In such situations, we do not feel very comfortable as a salesperson because at this point neither of the parties involved knows what is actually being said: the prospective buyer is not yet informed about possible product advantages or even important features that might be crucial to him.

So he can not yet know what we can offer him with our product. And we, as salespersons, are suddenly in a state of uncertainty because we do not know what is behind the question.

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If customers ask for the price at a very early stage: We need to establish clarity

One thing is clear: Clarity needs to be established here. But how?

The general rule is the following:

As a salesperson – if ever possible – we should avoid engaging in price negotiations too early, in any case before it is clear what possibilities are there and what we are actually talking about.

But, as always, there are exceptions.

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There may be several reasons if customers ask for the price at a very early stage. Here are three typical examples:

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1. There is, in fact, a strictly limited budget, and the prospective customer fears that we might be out of our budget with our solution.

In this case, it should be clarified as early as possible in the sales process whether there is a solution within the existing budget. If this is definitely not the case, the decision may be to make no further effort in this project.

But be aware: Is there any justifiable reason to believe that our own product could be more interesting to the customer for some reason than it might have thought in the beginning (maybe because not all necessary information was available in the beginning), it could be the case that our product is still what our customer would like to have.

In this case, probably other sources of funding could be found, or at least we can make our competitor’s life heavier or even prohibit their deal (if the result from our product demonstration is: “either your device or none”).

Important to note here is: This kind of clarification of the budget must not be confused with a price negotiation, since this is only about the clarification of a budget and not a price negotiation nor haggling.

Always be aware of that!

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2. Prices of the competitors are compared in a very early stage.

Here, the situation may look like the interested parties are somehow “in love” with a competitor product and / or they simply compare our product directly to that of the competitor because they assume that all specifications are the same.

Also here it means: We need to clarify what we are talking about!

Clarify why our own product is not directly comparable to that of the competitor.

Be well prepared here that you can apply the characteristics and specifications of your own product that are important to the interested parties and which the competitor can not offer.

Because then you have won!

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3. A prospective buyer does not directly address the price but rather discounts at a very early stage.

Then we as salespersons could assume that in our prospect’s mind the purchase has already taken place and that he is already thinking about the steps following his purchase decision.

This of course strengthens our position as a salesperson, because it is a clear purchasing signal.

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

.

Your personal DISC test is available right here.

.

Copyright © by Dr. Martin Auer, 2018

.

Do you have any questions?

Just contact me.

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That could also be interesting for you:

How to create customer loyalty by 5 simple statements >>>

B2b vs b2c sales: The 5 most important differences >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

ask for the price

What to do if customers ask for the price at a very early stage? (Picture: NinaMalyna)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

The sales story

The sales story

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The sales story provides a basic, attractive and appealing answer to the question “Why should I as a customer purchase your product?” – regardless of product specifications or technical features.

Each sales message is, in a sense, a sales story. In most cases unfortunately it is the wrong story. Often, the sales story is really bad.

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Which is why in most cases the sales story does not work or even does the opposite of what it is meant to do.

In such a poor sales story the sales company is glorified as a hero, the goal of the hero is that the salesperson makes the close and the customer in this sales story is a background actor, who supports the hero either to achieve his goal or fight against it.
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Such a concept of a sales story is fundamentally wrong.

In a good sales story, there is only one hero, and that is the customer – and not the salesperson and not the sales company. The hero’s goal in this sales story is exactly what the customer wants to achieve.

And the salesperson or the sales company in a good sales story is a background actor, who supports the hero, which means the customers, to reach their goal and to provide them the best available tool for this task.

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What makes a good sales story?

  • It is not focused on the product nor on the sales company, but rather on the answer to the question why as a customer you must choose this product in order to achieve their goal.
  • A good sales story always works with concrete and tangible statements and never with abstract ones.
  • It always addresses the emotional level and is not intellectual nor technical.

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One example:

The best example of a very good sales story is that of IBM in the 1980s. IBM as the largest company with the most patents, the highest turnover, most employees, etc. had lots of material for a normal, classical sales story.

Instead, their sales story was merely: “Nobody ever got fired for choosing IBM”.

This sales story can only be described as brilliant.

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Do you want to learn more about the power of sales history? Then just contact us, we will help you!

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Download now your personal DISC-booklet free of charge and find out more about the DISC-model and how it can revolutionize your workday in private as well as business area.

There is also a link to your personal DISC-test with your personal DISC-profile. Just click here beside me.

Have fun and I wish you a lot of success!

.

Your personal DISC test is available right here.

.

Copyright © by Dr. Martin Auer, 2018

.

Do you have any questions?

Just contact me.

.

.

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

Why in sales winning is so important >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

sales story

The sales story (picture: Vuk Kostic)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

The Monologue Tunnel The perhaps sweetest temptation for us salespersons

The Monologue Tunnel: The perhaps sweetest temptation for us salespersons. And how to resist it.

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As salespersons in our euphoria and self-assurance we sometimes tend to fall into some kind of monologue tunnel when presenting our products.

We then like to hear ourselves speaking when explaining our products in all their individual innovation, improvements and advantages to our competitors.

While we enjoy to shine in our familiar field – well, of course we want to show our knowledge – we often lose our customers quickly on our monologous one-way street, our monologue tunnel, instead of matching our line of argumentation as exactly as possible with the customer’s line of interests.

We then lose our customers in communication. And sometimes we do not even notice it, or just too late. This can have far-reaching consequences.

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But how can we resist this sweet temptation to fall into the monologue tunnel?

Our knowledge about our own product as well as our confidence to be able to present this knowledge is one strength and one asset for us salespersons, which could also be deceptive. Because, of course, expertise and detailed product knowledge are indispensable preconditions for a good salesperson.

However, we must not fall into the trap of only providing information to the customer in a one-direction mode of behavior.

Long monologues, descriptions of technical details and a large number of technical terms usually do not inspire customers and make no one enthusiastic about our product. On the contrary, all this rather increases the distance between salesperson and customer.

As good and modern salespersons, we should not merely transport information to our customers. Rather, we should actively conduct conversations. We should internalize our customer’s point of view and we should reflect as good as possible the expectation of our counterparts and not drown our customers in a flood of information, because this is something what today the internet can do much better.

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Active listening as one tool to prevent falling into the monologue tunnel

This includes – as one example – active listening. At all times we should pay attention to the conversation and keep an eye on the signs which our conversation partners send out to us.

From this active, proactive, interactive and, above all, adaptive way of conversation, we as salespersons are much better able to sense what issues arouse the interest of the customer.

In this way, the salesperson can bring his / her expertise and experience to the conversation in a targeted way – at the latest when the customer asks for that. Since the interests are not the same for every customer (and especially not for every type of customer), there is always different need for introduction of detailed and technical product knowledge.
Every situation is different. Every customer is different. Salespersons who in the conversation do not react sensitively to the customer will be less successful, totally independent from if they have detailed product knowledge or not. The less we match our argumentation line to the interest expectation of our customer, the worse for us.

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Targeted and customer-type tailor-made information is King and protects from falling into a monologue tunnel

Customers today want to hear from a salesperson only those information they perceive as relevant and which are not hidden between dozens of not interesting words and pieces of information. Because this is something they can also get out of the internet.

We as salespersons should permanently control our own behavior in our conversations. All the time. We should go through a checklist after each sales talk and ask ourselves:

  • Have I exactly recognized and identified the customer’s needs and have I adjusted exactly enough?
  • Did I correctly recognize the respective expectations of the different types of customers and their drivers?
  • Are the customer’s needs in the conversation met?

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Feedback is the most powerful training tool against our dangerous delight for the monologue tunnel

We can train and practice this. Feedback from colleagues “from the real life” is very helpful here.

Whenever we are not alone at the customer’s site anyway, but rather with a colleague, we can and should use this situation and ask our colleagues for qualified feedback. This peer-feedback is the most powerful tool to prevent us from falling into a monologue tunnel.

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer

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Do you have any questions?

Just contact me.

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.

That could also be interesting for you:

Conviction sells >>>

Sales presentation – an issue of perspective >>>

The Rule of Seven >>>

Monologue Tunnel

The Monologue Tunnel: The perhaps sweetest temptation for us salespersons. And how to resist it. (Picture: Nomad_Soul)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

What is the buying center

What is the buying center?

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Buying Center is the name for the complex of all persons and stakeholders involved in a purchase decision process on the customer side.

The term buying center describes not so much a fixed installed department of the customer company, as for example the purchasing department or marketing or accounting.

Rather, the term buying center is a theoretical construct. This means that there is not really a fixed body or a permanently installed department on the customer side, at whose door one could read Buying Center.

Rather, usually the personnel and functional composition of the buying center may vary, for example with the product group to be procured and purchased (e.g. small equipment, large equipment, capital goods, consumables, software platforms, etc.) or it may vary with the stage of the purchase project. All in all, we are talking of a situation which may become quite complex and perhaps also dynamic.

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Different buyer roles in a buying center

In the Buying Center, different buyer roles are present, such as users, decision makers, doorkeepers, purchasers, etc.. At the same time, decision-making at the buying center usually involves people from different functional areas, such as technicians, engineers, buyers, department managers and possibly also salespersons.

If you also consider the individual personalities and behavioral priorities of the members of the buying center, their social and hierarchical relationships, their own interests in the purchase, their drivers and their resulting evaluation criteria for the purchase, then the buying center will be a totally different formation in different companies, markets and even within single projects.

These are often heterogeneous and dynamic structures, which are sometimes difficult for the sales organization to look through and even harder to handle.

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Buying center is a term from b2b sales

Buying Center is a term used in relation with the purchasing behavior of organizations, companies and institutes. So we are talking of the b2b sector, the business sales sector. In the b2c area, there is no buying center. The presence of a buying center with all the associated complexity and professionalism at all levels and at all stages of the procurement process in the b2b area is thus probably the most important difference to the sales in the b2c area.

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Would you like to learn more about how to handle buying centers as a salesperson? Have a look at our trainings and seminars for strategic sales.

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2017

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buying center

What is the buying center? (Picture: Natashadub)

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ByMartin Dr. Auer MBA

The 5 basic rules for communication without misunderstanding

The 5 basic rules for communication without misunderstanding

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Communication without understanding – impossible? A big or a minor misunderstanding – has this ever happened to you?

Well, of course. You explained something to your counterpart and everything was perfectly clear.

At least you believed in that. Only afterwards you recognize by pure coincidence that nothing was clear at all and that your conversation partner has understood something totally different than what you have explained.

As specialists for one field that we are we are dealing with our own matter on a daily basis and as such we run the risk of too easily assuming that our conversation partners are on a similar level of experience and knowledge as we are – which of course is not always the case.

Especially in sales, very often it is of crucial importance that the facts which we as salespersons want to communicate arrive just as meant in a communication without misunderstanding in the mind of our conversation partner.

If what is said does not trigger the desired association in the receiver ‘s head or does not establish the intended image, the misunderstanding occurs: What is said is not correctly understood and develops questions and confusion.

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A communication without misunderstanding is important for us salespersons

For us as salespersons, the consequences may be serious: Either a completely wrong picture emerges in the head of the recipient or one loses his conversation partner in the communication, because some of the recipient’s thinking capacities are then used to resolve the misunderstanding and thus are no longer available for the actual communication.

In order not to get into such a situation and simply to communicate better, understandably and without misunderstanding, there are 5 simple basic rules:

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1. Basic rule for a communication without misunderstanding:

In the case of a conversation which is not conducted with technical specialists, as few technical terms and foreign words as possible should be used. By that misunderstandings are easily prevented.

It is important to focus on the customer and to structure the conversation well.

Specialists can tolerate more technical terms than persons who are not so much involved in the matter. Communication with people from a different cultural or social environment is, of course, more critical in terms of developing misunderstandings.

We should always bear in mind: It is not important to level out ourselves by using as many technical terms as possible, but it is much more important that what is said goes directly to the conversation partner without misunderstanding.

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2. Basic rule for communication without misunderstanding:

Comparisons and illustrative examples can help laymen or inexperienced people to better understand complicated facts. By that, a misunderstanding does not even begin and understanding problems are clarified faster.

 

3. Basic rule for communication without misunderstanding:

Not everyone feels safe and secure in one special language and perhaps the sales talk is also conducted with customers from abroad. Therefore, as less as possible abbreviations should be used. This also reduces the likelihood of misunderstandings.

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4. Principle of communication without misunderstanding:

In the case of long negotiations or presentations, it is very important to summarize briefly in between in stages and chapters what has been said.

By this all can follow the conversation and there is no misunderstanding.

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5. Basic rule for a communication without misunderstanding:

At the end of the conversation, the discussion should be briefly summarized again in order to bring all the participants to the same level.

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With these simple and fast-to-implement tips, communication is significantly improved during important conversations, the likelihood of misunderstandings is reduced, which will significantly improve the quality of each conversation. Higher chance for a communication without misunderstanding.

Just try it – it’s easy!

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer

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That could also be interesting for you:

Sales presentation – an issue of perspective >>>

Strategic sales in the life science market (part 1 of 6) >>>

Strategic sales in the life science market (part 2 of 6) >>>

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The 5 basic rules for communication without misunderstanding

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ByMartin Dr. Auer MBA

Why in sales winning is so important

Why in sales winning is so important

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Sales is competition. No one will contradict that. In sports, it is almost totally the same. And in fact, there are many similarities between sales and sports.
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The difference between sports and sales

However, there is also one significant and decisive difference – and we always should keep this in mind because it is important and has far-reaching consequences for our behavior in the competition in sales, in the context of our daily work as salespersons. At least it should have.

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What I mean is the following:

In sport, the so-called “second winner” is spoken of when the second place is mentioned. Personally, I have never really understood this term nor this concept. Because second place is the 2nd place and thus exactly not the winner. There is no doubt that this is a euphemism which is supposed to ease the frustration of the second. So far so good.

However, one has to say that in sports the second place has quite its value: Directly behind the winner, this performance is by no means bad at today’s performance levels.

In most cases this is also seen by people and acknowledged accordingly. The name of the second place in sports remains positive in the memory. And one or the other advertising contract will also be available for the second place.
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In sales, there is no second winner

This is totally different in sales: something like a “second winner” does not exist in sales. The deal can only be closed by one.

In sales, the so-called “second winner” is actually the biggest loser, the one who has lost most of all. Because he usually had the most effort – time, money, effort – he probably left the trousers at the bottom during the final negotiations, gave the most sensitive information about the competition, got the most out of all, played all his cards – but in the end: had to give away the deal to another one.

And with all its consequences, he has to leave the deal to the competitor to continue and intensify the relationship with the customer, the money goes to the competitor and what is left is nothing but expenses. Moreover, there is this bad feeling left that the customer – fully conscious of all possible arguments – has decided against oneself and for the competitor. And this is really bad.

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How to avoid this?

There is only one way to avoid this – and at this point it is just like in sports: Sales is competition. The better one wins. We must be better than our competitor.

And how do we get there? Well, this is quite simple: by regular training and daily practice! In sports, no one has won yet, just because he has talent without doing anything else. In sales, this is totally the same.
Start your success in sales today, call us and take advantage of our experience, we will make you fit for every competition!

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2017

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That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

sales

Why in sales winning is so important (picture: Piyaphat Detbun)

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DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

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Paradigm Shift in Sales

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ByMartin Dr. Auer MBA

The DISC-model Origin and evolutionary history

The DISC–Model: Origin and evolutionary history

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Today I would like to tell you a bit about the origins and the history of the DISC – personality model.

What are the origins of the DISC model – where did the DISC–model come from? Who developed it?

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Inventor of the DISC-model: William Marston

The DISC-model was formulated in its original principles already in the 1920s by a certain William Moulton Marston. This William Marston was a psychologist and has quite incidentally also invented the lie detector.

William Marston was interested in what emotions people can show outwardly. For this he wanted to develop an instrument which could show this as tangible as possible. He quickly came up with the model based on those 4 segments, as we still know it today as the DISC-model. At that time he called his 4 big main segments “Dominance”, “inducement”, “Submission” and “Compliance”.

By that, William Marston, already in the 1920s, laid the basic foundation for his later DISC–model. Important to note here is from that already from the very beginning William Marston in all his studies and in all his research work put great emphasis and priority on the practical side of his DISG–model.

Issues like practicability and ease of use for everyday’s life were very important from the beginning. This is a general principle of the DISC-model which is still valid until today and which, at the same time, generates the most important factor of differentiation to the many other personality models.

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Further development of the DISC-model

In due course, the DISC-model was further developed, adapted, expanded and refined. Today it is used many million times a year and has been successfully used in many different areas, especially everywhere where people are supposed to work with other people successfully, sustainably and respectfully. Examples are: In human resources, project management, sales, and in many other areas.

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DISC-model: Old roots

Interestingly, there are impressive similarities between the DISC-model and other older personality systems, such as the temperaments of the Greek physician Hippocrates (and that was 400 BC). Also in Yoga there is something very similar, and here it is even older.

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DISC-model: Easily available today

Today, the DISC-model is easily available to everyone in a very sophisticated and highly developed form. The personal DISC – test is the starting point and the basis for everything that has to do with personality, personality development, social skills and self-reflection – well, for everything that relates to work with people, interpersonal communication and social behavior – completely independent of whether we talk about the private or the professional life.

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The utilization of the DISC-model will revolutionize your life, in private and in your job! At least for me it did.

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So: When do you want to start with your own personal DISC – personality test?

Just click here! Have lots of fun with it!

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2017

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That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

DISC-model

The DISC–Model: Origin and evolutionary history

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

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All about DISC. Download now for free your personal DISC-booklet!

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Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

The 9 most important issues that make your roadshow a success

The 9 most important issues that make your roadshow a success

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A roadshow brings the trade fair to the customer. If everything goes well, then even directly to the right contact persons who have already decided in advance to listen to you. Otherwise they would not have come.

In many cases, classical trade fairs increasingly mutate into a meeting place for business partners. For end users, however, trade fairs are becoming less attractive.

And if so, it is often not the decision-makers who are on the trade fairs but the users. Another major disadvantage of a classic trade fair is the large number of exhibitors, which may water down your own exhibition presence in its effect.

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Roadshow: Alternative for classic trade fairs

Therefore, new ways and methods as an alternative for the classic trade exhibition for the first phase of the personal acquisition process are required. The roadshow concept offers many advantages and is therefore discovered by more and more companies as an effective alternative to the classic trade fair.

A roadshow is a very good way to introduce yourself to the prospective customer and to position yourself as an expert, to acquire new customers, to get to know existing customers better, to learn more about their questions and problems, to get into conversation and to talk and remember – all in a more informal atmosphere than in a personal acquisition situation.

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What should be considered to make your roadshow a successful one?

Here are the 9 most important issues you should consider to make your roadshow a success:

 

1. Issue to be considered to make your roadshow a successful one: The motto

The motto of the roadshow, the central theme, is important. It does not have to be carried out in a visible and demonstrative way, but rather should be used as an internal guideline to align the entire performance and all activities on this one topic. This creates a focused and streamlined appearance on your roadshow. Everything creates a straight and focused impression. Examples for one motto may be: new customer acquisition, increase sales, market shares, generate leads, etc ….

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2. Issue to be considered to make your roadshow a successful one: Target group

Be careful here! The central topic, the motto, already selects the target group!
It should be chosen in such a way as to provide incentives for the desired target group. Is the target group, for example, a user or a decision maker, or both?

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3. Issue to be considered to make your roadshow a successful one: Locality

In a roadshow, it is almost like in the real estate market: locality, locality, locality! A roadshow offers the unique opportunity to bring your company’s presentation directly into the realm of the customer. Take advantage of this!

Think about where your roadshow will take place. The locality should be easily accessible to all participants and should also be attractive and should have an appropriate ambience. The ambience should be adapted to the target group, because it creates an impression!

One roadshow with start-up companies as a target group can easily take place in the seminar room of a start-up center. Some companies or institutions for a small fee allow advertising campaigns in canteens and entrance areas. In the same way, a roadshow with top decision-makers as a target group should take place in an appropriate ambience. A suitable conference hotel would be a good example. Just inquire and research a little. It certainly does not hurt to invest a little research here.

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4. Issue to be considered to make your roadshow a successful one: Added value

Offer added value to the participants / visitors of your roadshow. In a roadshow in seminar form, this can be interesting knowledge and specific information. Small practical promotional gifts can do their job here.

A so-called keynote speaker may provide valuable services for a roadshow in seminar form. A well-known speaker for a partial area or a small talk create trust, attracts participants and helps you with positioning.

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5. Issue to be considered to make your roadshow a successful one: Timing

Look for trade fairs that take place at this time. These could steal your roadshow visitors. A roadshow just before a trade fair could fire back because the participants of your roadshow could get other information at the show shortly thereafter.

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6. Issue to be considered to make your roadshow a successful one: Strategy

Even with a roadshow: a single implementation, a single event does not make sense. A roadshow should be repeated at regular intervals. The motto may and should change. Just like the form: after a roadshow in the form of a small fair booth in the entrance hall of a large company, a few weeks later an information seminar could take place, to which you invite your visitors from the first roadshow.

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7. Issue to be considered to make your roadshow a successful one: Rework

Make sure you write down what you have learned at the roadshow. These are valuable first-hand customer information that should be documented.

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8. Issue to be considered to make your roadshow a successful one: Schedule

Do not plan the flow of your roadshow too closely. There should be no hectic rush. Leave enough time in between for conversation and space for personal exchange. For that is what matters in the main issue.

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9. Issue to be considered to make your roadshow a successful one: Participants’ lists

Even if the participation in your roadshow is free of cost for your visitors, you should at least note the contact information of your participants. For those are highest quality contact information! Make us of it!

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Do you have any questions?

Just contact me.

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Your personal DISC test is available right here.

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The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model. Also and especially for selling, negotiating and haggling, the DISC-model is of invaluable value. It will revolutionize your daily work.

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Copyright © by Dr. Martin Auer, 2018

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That could also be interesting for you:

Active Listening >>>

Strategic sales in the life science market (part 1 of 6) >>>

Strategic sales in the life science market (part 2 of 6) >>>

roadshow

The 9 most important issues that make your roadshow a success (Picture: Martin Auer)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

The classic sale is dead – long live selling

The classic sale is dead – long live selling!

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We must stop selling, only then will we sell successfully. Quite provocative, I know. Nevertheless, I am convinced that it is so.

There are many reasons for this, two of which seem particularly important to me.

For many sellers, especially for old school sellers, the most essential part of “selling” is still the personal acquisition of prospective customers and customers. But today it is in the vast majority of cases that you as a seller no longer find your prospects and customers, but that you are found. Your customers find you.

As an interested person today, as a potential customer or as a customer, you are researching for the product of your desire for yourself and in self-government, and finally find the one provider who is most credible as an expert.

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The initial business contact in selling today is taking place on the Internet

Search engines, discussion forums, social media and assessment platforms play an increasingly important role in our selling world. A large part of the selection and decision-making process on the client side takes place without us as salespersons even noticing it, and even long before we ever speak for the first time with our prospect or customer.

Now one could think that this makes our function as a seller and salespersons obsolete in selling – but far from it! It is possible that our field of responsibility will be shifted in sales, but it will not lose its importance.

On the contrary, the importance for success in the sales department continues to increase, only the demand spectrum has evolved. The direct personal contact will still be extremely important. Because selling still takes place between people. Here, I am only talking about the initial business contact.

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The classical selling

If we think of selling, then we usually very quickly come to the methods and procedures of classical selling, as they were already taught and applied in the 70s and 80s. But classic high-pressure selling is an anachronism, a relic of a long-gone era, something that is no longer part of our time. Something that doesn not belong into our time today.

As a customer today, no one wants to deal any more with a salesperson of this old school.

As prospective buyers, we want to decide ourselves today and our task as a salesperson is to support our prospects in their thoughts and provide them with the information they need and expect.

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What is behind?

How proud can you be as a customer when you say to your colleagues after the purchase: “Look, what this salesperson has sold to me!” This implies dependency, there is something in the air like “he has fallen on a salesperson”.

But – on the contrary – if the statement is like: “Look what great product I purchased!” Then it is self-determination, self-selection and independence. It was me who purchased this, even though perhaps the salesperson wanted me to buy something totally different.

As salespersons, we must anticipate this view and assist the prospective customer in it. Only then will he feel comfortable with us and come back. Only then will we as salespersons be successful in selling in today’s sales world.

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Do you have any questions?

Just contact me.

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Your personal DISC test is available right here.

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The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model. Also and especially for selling, negotiating and haggling, the DISC-model is of invaluable value. It will revolutionize your daily work.

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Copyright © by Dr. Martin Auer, 2018

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That could also be interesting for you:

Dr. Martin Auer MBA >>>

Paradigm shift in sales >>>

Strategic sales in the life science market (part 1 of 6) >>>

selling

The classic sale is dead – long live selling! (Picture: TsuneoMP)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

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ByMartin Dr. Auer MBA

The DISC-model How do I as a salesperson recognize a C-customer

The DISC-model: How do I as a salesperson recognize a „C“-customer?

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How do I recognize as a salesperson that I am dealing with a conscientious customer according to the DISC-model?

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Conscientious customers – according to the DISC-model – may show those behavioural aspects:

  • The C-types are very correct in appearance and behaviour.
  • Every smallest detail is of greates interest for them.
  • They quickly see relationships and establish cross-connections and links between them.
  • A very skeptical behaviour is typical for C-type customers.
  • And most important: A good decision takes time!

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What is the expectation of a conscientious customer according to the DISC-model to me as a salesperson?

  • The conscientious types requests a clear answer to the question: What is in it for me? (And they mean it in terms of quality, safety and security, high standards, but also efficiency and effectiveness).
  • They request a factual presentation based on facts, figures and numbers which are proven and that can be confirmed and that are backed.
  • High degree of competence and expertise is very important here.
  • Here, for a „C“-type, it is only clear facts and figures that count, the personal is not important at all.

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What should I as a salesperson avoid in any case when dealing with a conscientious customer (according to the DISC-model)?

  • Superficial and untested statements.
  • Technical incompetence.
  • Any emotionality.
  • Time pressure.

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It is quite easy to apply the DISC-model in daily practice, isn’t it?

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If you would like to learn more about the DISC-model and how to use it in practice, I recommend you to use your personal DISC-booklet. This can be downloaded free of charge right here. You will also find a link to your personal DISC test with your personal DISC profile as a starting point for all your employment and work with the DISC-model.

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2017

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That could also be interesting for you:

DISC – The Everything DISC Sales Profile >>>

DISC – Relationship is better than pressure >>>

Strategic sales in the life science market (part 1 of 6) >>>

DISC-model

The DISC-model: How do I as a salesperson recognize a „C“-customer? (Picture: Wiley)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

Sales presentation – an issue of perspective

The sales presentation – a matter of perspective – or:

The 5 most important questions that salespeople should ask themselves before every sales presentation

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A successful sales presentation must first of all be one thing: customer centric. This means that the customer’s problems need to be first priority. This requires a thorough preparation.

This sounds banal, but nevertheless is often ignored in practice. In particular greenhorns in sales often underestimate the importance of a good preparation for their sales presentation.

But also experienced salespeople sometimes tend to go unprepared into a sales presentation because they rely on their experience or just believe they have no time for it.

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What is the biggest and most widespread mistake that can be made in a sales presentation and how can you avoid it?

The biggest mistake is the wrong perspective, which may be described as the most fatal error in a sales presentation. Many salespeople believe that in a sales presentation the first part must necessarily be taken by relationship building, followed by a detailed presentation of their own company and their product.

This practice is often observed. Of course the part “relationship building” is a very important one and not to be underestimated and also a representation of the own company belongs into a sales presentation, because as a listener one wants to know with whom one has to deal.

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This approach in a sales presentation is a mistake

Nevertheless, this approach is based on an almost fatal mistake from our point of view as salespersons: Because in this approach not the problems, needs and interests of the customer are prioritized, but instead the salesperson, the sales organization and the product.

What is really interesting to the customer and for which problem the customer may want to find a solution, however, remains at the very least for the time being outside or is only briefly addressed.

In any case, the customer problem does not get the prioritization that it should. Therefore, this approach is fundamentally wrong.

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How to make a better sales presentation?

In order not to make this fatal mistake in a sales presentation, you should deal with the following 5 questions in advance of your sales presentation:

  1. What exactly is the problem perception on the customer side? How does my individual interlocutor perceive the problem for which I would like to offer him a solution within my sales presentation? It is important to note here that in the b2b area, several contact persons will be involved in the customer site. Each of them will play a certain role in the procurement process and therefore will also have their own view on the problem. There is no standard answer here. The answer to this question must be adapted to the respective buyer roles and decision types.
  2. Did I reflect on the question, which arguments are suitable for which contact persons? Which lines of argument are interesting for which contact person?
  3. The social structure in the buying center? Social networks: What role does the person play in the decision-making process in the customer company? Who is talking to whom?
  4. For the sales presentation: Are my own goals as a salesperson defined as well the goals for my company?
  5. What is my credibility based on with these people? And what can I do to further expand my credibility?

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These are the five questions

Anyone who answers these questions systematically before every sales presentation, and who implements the gained insights into the process, will be able to significantly increase the sales success.

 

This is the only way to avoid the biggest mistake possible in a sales presentation in particular and in sales generally: ignoring the customer and his needs.

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Do you have any questions?

Just contact me.

.

Your personal DISC test is available right here.

.

The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model. Also and especially for selling, negotiating and haggling, the DISC-model is of invaluable value. It will revolutionize your daily work.

.

.

Copyright © by Dr. Martin Auer, 2018

.

.

That could also be interesting for you:

Dr. Martin Auer MBA >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

Sales presentation

Sales presentation – an issue of perspective (picture: Diana Jahnke)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

Like will to like

Like will to like

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Like will to like. This is true. But of course this principle has more and far reaching consequences: persons who are very similar do usually understand themselves better, they build up trust more easily and they get along with each other better and smoother.

In sales, we as salespersons should therefore try to reflect our counterparts as best as we can.

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This has nothing to do with unpleasant currying favour with someone, but rather with the fact that we are adjusting ourselves to our counterpart – as good as we can and as far as we should according to our own type and character. This reflects interest and attention, it conveys seriousness – and this is something what usually all of feel pleasant with.

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The background is as follows:

As humans we are looking for conformation for ourselves – whether consciously or unconsciously.

If we find this confirmation because we see that our counterpart is thinking as we do, is dressing like we do, has the same hobbies and the same interests, then this increases our own feel-good factor.

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A few tips for the practice:

  • If, for example, you know that your customer likes to climb in his spare time, then direct the conversation to this topic and tell them about your last climbing tour. Your customer will thank you.
  • Or are there other similarities? Were you in the same company earlier, you come from the same place, like the same music, are you a fan of football or hate football in general? Speak it!
  • You should pay attention to the outer factor as well. For example, if you are visiting customers in a rather conservative company, dress appropriately. If, on the other hand, you visit the technicians in a factory, then leave the tie at home, because in this case it will make you rather not authentic and noncredible.

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In all of this, two issues are most important:

First of all, we should not twist and deform ourselves completely. We should only adapt in the direction in which we can contribute something ourselves, because we ourselves have, for example, the same hobby and can share a few stories here or because at least our own interest is in this direction. Everything else undermines our authenticity and this is at least as important for building up trust.

Secondly, we should always try to maintain a positive basic mood. Grumblings of all kinds should be avoided. That means: Better not talk of road traffic, train delays and political issues.

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Do you have any questions?

Just contact me.

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Your personal DISC test is available right here.

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The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model. Also and especially for selling, negotiating and haggling, the DISC-model is of invaluable value. It will revolutionize your daily work.

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Copyright © by Dr. Martin Auer, 2017

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That could also be interesting for you:

Strategic sales in the life science market (6 of 6) >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

The DISC-model: How do I as a salesperson recognize an “i”-customer >>>

Like will to like

Like will to like (Picture: Martin Auer)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

The DISC-model How do I as a salesperson recognize an S-customer

The DISC-model: How do I as a salesperson recognize an „S“-customer?

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How do I recognize as a salesperson that I am dealing with a steady customer according to the DISC-model?

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Steady customers – according to the DISC-model – may show those behavioural aspects:

  • The “S”-types usually are quite calm and prudent, also nice.
  • 100% security and safety is very important for them.
  • They need confirmation.
  • A personal relationship to the salesperson is much more important than for the other DISC-types.
  • “S”-types usually listen very attentively.
  • The S-types – according to the DISC-model – show respectful behavior.

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What is the expectation of a steady customer according to the DISC-model to me as a salesperson?

  • Steady-types requests a clear answer to the question: What is in it for me? (And they mean it in terms of safety and security, facilitation and relief of work, staying with the status-quo and appreciation and esteem for the colleagues).
  • A quiet and friendly presentation.
  • For confirmation purposes, they need many examples, warranties, references and representations.
  • Time to think things over is very important to them.
  • The prospect of personal care after the purchase is of higher importance here than for the other DISC-types.

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What should I as a salesperson avoid in any case when dealing with a steady customer (according to the DISC-model)?

  • Everything that leads away from the personal.
  • A presentation based only on facts and figures and numbers.
  • Too many options and alternatives.
  • High dynamics (risk of overrunning).

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It is quite easy to apply the DISC-model in daily practice, isn’t it?

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If you would like to learn more about the DISC-model and how to use it in practice, I recommend you to use your personal DISC-booklet. This can be downloaded free of charge right here. You will also find a link to your personal DISC test with your personal DISC profile as a starting point for all your employment and work with the DISC-model.

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Your personal DISC test is available right here.

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Copyright © by Dr. Martin Auer, 2017

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That could also be interesting for you:

The DISC model and Hippocrates >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

DISC – The Everything DISC Sales Profile >>>

DISC-model

The DISC-model: How do I as a salesperson recognize an „S“-customer? (Picture: Wiley)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

Selling negotiating or haggling

Selling, negotiating, or haggling?

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Selling, negotiating or haggling – these terms are often used synonymously. On the other hand, these terms also represent different stages in a sales process – at least when it comes to the two concepts of selling and negotiating.

To confuse both can jeopardize the success of a whole sales project, because different rules apply.

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Therefore, every salesperson should be aware of where she or he is: in the sales-stage or in negotiating.
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But what is what?
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What does selling mean?

There are certainly many definitions for the concept of selling. In my opinion, selling is always somewhere between demand, the person of the customer, product benefits, competition and adjustment of an offer to demand, competition and the customer.

Of course, perhaps as a salesperson, you first need to generate or find a need, or narrow it down. However, selling has something to do with needs on the customer side and benefits on the product side. It has something to do with solutions for problems, with competition and also with applications.

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Selling ​​or negotiating?

Therefore, it is the most important recognition feature that one is still selling and not yet negotiating, if the need still has not been clarified. Without clarification of the need, you cannot negotiate.

In other words, first of all, we have to know what to negotiate before negotiating. Put another way: Negotiating requires a goal and this goal is defined in selling.

It is then a question of finding and making an agreement which satisfies the interests of both parties and which therefore can be agreed upon by both parties.

Both selling and negotiating are important and essential parts of a sales process.

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Negotiating or haggling?

The following point is also an important one: when we talk about negotiating, this is not just and only about the price, but it is about much more. It is about the whole project, it is about technical configuration, it is about the customer relationship, customer satisfaction, customer loyalty, but also our own satisfaction as a salesperson and as a company.

The price, of course, will also be an issue. It will also be an aspect in practice in most cases.

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But – and this is the difference between negotiating and haggling – if it is only about the price, then we do not speak of negotiating but rather of haggling. And haggling has nothing to do with negotiation. Haggling is only about the price whereas the product, the configuration, the service stays totally the same..

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Do you have any questions?

Just contact me.

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Your personal DISC test is available right here.

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The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model. Also and especially for selling, negotiating and haggling, the DISC-model is of invaluable value. It will revolutionize your daily work.

.

.

Copyright © by Dr. Martin Auer, 2017

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.

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

Conviction sells >>>

Strategic sales in the life science market (part 1 of 6) >>>

Selling

Selling, negotiating, or haggling? (Picture: aurielaki)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!

ByMartin Dr. Auer MBA

Does a successful salesperson have to be extroverted

Does a successful salesperson have to be extroverted?

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Only a few years ago, the answer to this question would have been very simple and quite clear: “Anyone who wants to be successful in sales must first of all be one thing: Extroverted!”

However, the paradigm shift in sales does not stop also here even before the requirements to the salespersons themselves. Thus, the answer to this question must also be viewed more differently today.

Naturally extroverted people are very communicative, they openly approach people, are easy to get into conversation, like to talk, can spark enthusiasm and often appear energized.

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Still in today’s sales world, those traits of extroverted people will not harm sales success, but…

Of course, even today, in our new sales world, it is still helpful when a salesperson is capable of talking, and is an open person, when a salesperson can “produce” herself or himself and when a salesperson is able to project infectious enthusiasm to the outside world. The classic attitudes of extroverted people. Of course. Nobody will question that.

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Being extroverted is not enough any more today

However, if this extroversion is the only competence of the salesperson, then it will be even as difficult for a salesperson to be successful in the long term. Because for a long-term successful salesperson, it is at least as important to know when to be silent and to let others talk and, above all, when to listen well and exactly.

In a study in the journal “Psychological Science” with the title “Rethinking the Extraverted Sales Ideal: The Ambivalent Advantage” (Author: Adam M. Grant) (Link: http://pss.sagepub.com/content/24/6/1024) it is impressively described that the personalities of the most successful salespersons are by no means the ones with the most pronounced extroversion, but rather that they lie precisely in the middle between extroversion and introversion.

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Ambivalent salespeople are King!

The explanation is the following: These “ambivalent” salespeople are enough extroverted in order to be able to reach their customers enthusiastically, but at the same time these salespersons do not risk to overwhelm and overrun their customers by unbridled and overwhelming enthusiasm.

As a customer today more than ever you want to decide for yourself and as a conversation partner as a customer you feel comfortable with such people.

Good and modern salespersons, of course, must be able to talk, but they must also be able to listen and know how to focus not on themselves or on their products, but on their conversation partner.

This has far-reaching consequences for the selection and, above all, for the further development and training of salespersons. It is often the case that it is easier for a person, who is rather silent, to learn to talk in certain situations, than it is for an extroverted person to learn silence and, above all, to become a good listener.

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Being extroverted is not enough any more today to be a successful salesperson

Today we have very well-developed and mature methods and tools available (such as the DISC model) to help an extroverted person learn listening and to teach an introverted person the necessary degree of openness and enthusiasm.
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Do you have any questions?

Just contact me.

 

Your personal DISC test is available right here.

.

The DISC-booklet is free for download as your personal starting point in everything what has to do with the DISC-model.

.

.

Copyright © by Dr. Martin Auer, 2017

.

.

That could also be interesting for you:

Sales presentation – an issue of perspective >>>

How to deal with the purchaser opening: “You are too expensive!” >>>

Strategic sales in the life science market (part 1 of 6) >>>

extroverted

Does a successful salesperson have to be extroverted? (Picture: Zuzuan)

View blogpost as video

Always stay posted: Subscribe for free now to Science Sales Academy Youtube channel!

DISC booklet

All about DISC. Download now for free your personal DISC-booklet!

DISC-profile

Start now with your personal DISC-profile!

Paradigm Shift in Sales

Book available now on Amazon!