The Sales Cycle
Market Research & Segmentation
Cold Calling
& Networking
Set a Meeting
Sales Pitch
Close the Deal
Ask for Referrals
Market Research and Segmentation
Cold Calling and Hot Leads
Set a Meeting
Sales Pitch
Close the Deal
Ask for Referrals
RULE 1: Know your product
Before you even attempt calling or following up on leads, make sure you know the ins and outs of your product. What is AIESEC? What is the Global Internship Program? What are our prices, processes and legal procedures like? How does our supply look like? Check the AFT on myaiesec.net.
RULE 2: Know your market
Secondly, you need to know the NEEDS of your market. Research on their vision, values, new projects, employment opportunities, etc. Can we, as an organization, add value to them? If so, how?
COLD CALLS
The most common way of finding new partners is through cold calls. This means calling a company or institution that you have had no prior contact with. When doing cold calls, make sure to befriend the gatekeeper. Introduce yourself, be polite, ask to be connected to the person you need to talk to (HR) and NEVER EVER make an enemy out of your gatekeeper (secretary). He/she is your only hope of getting connected to the DECISION MAKER.
For beginners, have a script with you. Remember, you are representing AIESEC as an organization, not just your LC.
HOT LEADS
First degree or second degree contacts are the most effective ways of establishing partnerships. These HOT LEADS mean that you already have one foot in the door. You have access to someone who can refer you to the decision maker and possibly put in a good word for you. You can get these hot leads through accessing your first degree network (friends, family and colleagues), your second degree network (friends of family members, friends of friends, etc.) or even through networking events. Always have a business card with you! You never know when you'll meet an important person.
The objective of your cold call or networking is to be able to...
SET A MEETING.
You must never attempt to sell AIESEC and the Global Internship Program over the phone. Tell them enough to get their interest and to get an idea of what their needs are but ask to meet in person so that you can have a personal conversation. Remember, people buy from people.
This is the CLIMAX of your sales cycle and is probably the most important step in your sales cycle.
According to studies, you only have a person's full attention for about a minute or less. Most people only hear the first three or four words of what you’re saying before they start formulating what they are going to say back to you. This means you need to catch their attention in the FIRST 30 SECONDS. Remember the elevator pitch.
TELLING ISN'T SELLING.
Your customers place more value in the words that come out of their own mouths compared with anything they hear from yours. Your customers place more value in the things they ask for, rather than the things you freely offer them which they didn’t ask for.
The Minor Point Close
"If we can get a native English speaker, Gabriela, do you agree that this would be good for your company?"
The Opinion Close
"How much time would you give AIESEC to find a candidate?"
The Alternate Choice Close
“Would you like to start with one or two trainees”
The Summary Close
“Maria, we agreed that AIESEC is just as qualified and is half the price of your current headhunter, shall we start with 2 or 3 trainees?”
The Direct Close
“Let’s get the details of this Job Description.” (Take out a JQ on the spot)
Most people neglect this last step and that's a BIG MISTAKE.
If you're wondering how you can get more hot leads, this is the way. After your meeting, assess the situation and if the environment is right, politely ask if they know of other institutions that would be interested in a product like yours. Do they have partner institutions or sister companies that have similar needs? Ask them to connect you.
At this point, you go back to the first stage of the sales cycle, MARKET RESEARCH AND SEGMENTATION.