Smart Sales with Dave Scerbo

07/24/2023

Sale: a transaction between two or more parties that involves the exchange of tangible assets for money

• Create a consistent and easy to execute sales plan — it needs to include an accountability model that is simple to execute every day of the week
  

Dissecting a sale:

• Tree: $5700 sale for paving

  • Client saw work done at another site and was recommended to Tree to have work completed — through Word of Mouth

  • Best to give customers an incentive to return to your service - give the customer a feeling that they won and would like to come back to you again

  • Important to know your competition to see if you can do it better

If you can find your competitive advantage, then you do not have to discount your services. How to hold yourself accountable?

• Handing out business cards, not misisng opportunities

• Should always be talking about your business to everyone and everywhere.

How did you hear about us?

• People like to hear from successful businesses.

• Have to address all calls.

What could we have done to have gotten your business?

• Learn from your failures

• Ask the reasons why

• Learn from real life examples

• Follow up in 6 months to a year

Promote your value when communicating to the customer

• When you lose to competition based on price, consider if you have properly communicated the reasons why you charge more.

• Know your competition and get into the details of their decision making.

Be confident that you have won and you will start winning more SOS Training: Show, Observe, Shape

• watch employees sell, show how to sell, and try again

• practice makes perfect on sales

Focus Accounts

• accounts that can changes the year

• clients can also be a center of influence, not necessarily to make a sale

Planning Process

• Attack the high value items first

• Hold yourself accountable for the goals that you set for yourself

80-20 Rule

• 20% of the tops sales will produces 80% of the revenue

• Spending too much time trying to fix the problems and not giving enough energy and rewards to the top performers will result in the top performers being unrewarded.

Employee Appreciation

• Find out what is important to each employee outside of work

• Most people don’t live to work, they work to live — so helping them living a more fufilling life to support what is importnat for them

What should you do when you get your biggest sale?

• break down the sale:

  • how was the sale acquired?

  • what did you say that excited the buyer?

  • celebrate the victory

  • why did you choose me?

How do you nurture a customer to be a long lasting client?

• find out what is their preferred method of communication

• bring new products that you bring to the business back to the client base

How do you provide the client with the most value possible?

• did you listen to what they needed?

• what is the intrinsic value to them in the beginning?

How do you provide more value to someone that you are already providing value to?

• ask for referrals from those clients

How do you capture their attention if you do so much?

• have intention on the delivery

• pick something that is relevant to the customer

• ask a probing question to see what they are needing for their practice?

ITS ALL ABOUT THEM, NOT ABOUT YOU Tell a story:

• let me tell you why my last five clients bought from me

• what type of feedback are you getting from your patients are giving about their pharmacy? how could that be better? well let me tell how we can do it better?

• always have references in your back pocket

Dave Scerbo

Director, Private Equity & Venture Capital at ADP