HKD Off the Mountain Sales Training

HKD Sales Support Manual 

Mission Statement

The Mission Statement

The Mission Statement

The Mission Statement states the goal or objective of your product or service. It is used as part of your introduction, your opening line in telephone cold calling or whenever you are asked about your business. 


The Mission Statement Should contain a compelling reason for the buyer to buy from you as well as a central theme or most compelling benefit you bring to the buyer. Done well, this statement brings the buyer to full attention. (Don't confuse this with your broader, more complex, and usually self serving, Company Mission Statement) 

Here are some questions that you should ask yourself and answer when creating your Mission Statement:

  1. What are we selling?
  2. What is our sustainable competitive advantage?
  3. What problems do we solve for the buyer?
  4. When we solve a problem for the buyer, what benefits do our solutions bring to them? 


Come up with a possible scenario, and provide the answers to the above 4 questions:

The Four "P's"

No matter what product you are offering, the Buyer is only concerned whether your product will provide one or more of the Four "P's". They are as follows: 

  1. Power 
  2. Prestige 
  3. Pleasure
  4. Profit

Which "P" describes the following statement? - "The HKD Tower's low air consumption will allow you to triple your water pumping capacity to 6,000 gpm, thus giving you the largest snowmaking system in your region."

  • Power
  • Prestige
  • Pleasure
  • Profit

Which "P" describes the following statement? - "Using only 50 or 100 cfm, HKD Technology can reduce your compressed air energy costs by 50 to 90%. These savings will contribute directly to your bottom line."

  • Power
  • Prestige
  • Pleasure
  • Profit

Which "P" describes the following statement? - "Since the HKD Tower pumps 2 times more water than your existing equipment, you can cut your snowmaking hours in half. This will allow you and your crew to allocate your valuable time elsewhere."

  • Power
  • Prestige
  • Pleasure
  • Profit

Which "P" describes the following statement? - "The HKD Tower will enable you to open 30% more terrain before Christmas, thus allowing you to capture an additional 5% market share."

  • Power
  • Prestige
  • Pleasure
  • Profit

Puffery and Representation

Puffery is an unproven claim about your product or service. 


Representation is provable, defendable and believable (quantifiable) 

Fill in the Correct Answer:

"The HKD Tower will save you 50 to 90% on your compressed air energy costs" is an example of  .

Fill in the Correct Answer:

"The HKD Tower is the best snowgun on the market today" is an example of .

RULE

Use REPRESENTATION, never puffery. Don't say anything you can't prove. Be able to prove everything you say! 

Features and Benefits

Features and Benefits

Features and Benefits are the tools of the selling trade. You will need to develop a clear understanding of what they are, and use them throughout your entire sales presentation. 

Features:

The Features of your product of service are it's product characteristics - facts, data, information, physical attributes, etc. 


Examples of Features: 

  • The HKD Tower converts between 20 and 90 gpm. 
  • The HKD Tower uses only 50 to 100 cfm. 
  • The air line is insulated by the water line. 

Benefits:

The Benefit is how your product of service affects the Buyer personally - makes them feel better about life; gives them power, makes them sexier, wealthier, smarter, more competitive, etc.


Examples of Benefits: 

  • Because the HKD Tower operates at a fixed location, you can work with shorter lengths of hose and this will reduce your annual hose expense by 25%.
  • By distributing snow more evenly, the HKD Tower will help you to reduce the howers and the wear and tear on groomers. 

Choose (Feature/Benefit) for each statement:

  1. The fast start-up and shut-down of the HKD tower will let you access additional hours of full capacity snowmaking. 
  2. Since the HKD Tower emits only 87 db, you will be able to make snow without detracting from the skiers' experience. 
  3. The HKD Tower is 8 to 10 times more efficient than the average air/water gun. 
  4. The HKD Tower allows you to provide a safer environment for skiers because they are permanently mounted at the side of the trails. 
  5. The HKD Tower has interchangeable, quick-disconnect nozzles. 

The 8 Selling Moves of Snow Economics

1. Mission Statement



You should have various Mission Statements prepared to suit the needs of different buyers. Here are some examples: 

  1. Efficiency: Snow Economics, Inc. produces the HKD Tower Snowgun System. The Tower will save you 50-90% on your snowmaking energy cost. These savings will return your investment in 2-3 seasons and contribute directly to your bottom line every year thereafter.
  2. System Expansion: Snow Economics, Inc. produce the HKD Tower Snowgun System. The HKD Tower uses 50 cfm to convert between 50 and 90 gpm of water into snow. This low level of compressed air usage will allow you to expand your water capacity 6 times without any additional investment in compressed air.  
  3. Quiet Operation: Snow Economics, Inc. produce the HKD Tower Snowgun System.Because the Tower emits only 87 db at the gun, you can make snow 24 hours a day without upsetting your paying customers. 
  4. Operational Simplicity: Snow Economics, Inc. produce the HKD Tower Snowgun System.The HKD Tower has no moving parts and requires no adjustment during operation. Thus the Tower will allow your snowmakers to operate 2-3 times the number of guns they normally operate without any additional maintenance. 

Write a Mission Statement towards a Buyer interested in Energy Savings:

2. Probes

Probes are questions ask by the seller to gain information regarding the buyers needs and problems. If asked correctly, the emphasis of the presentation is shifted to the buyer and he or she does most of the talking. 

Frontal Probes: Through experience, the buyer has become hardened by the constant onslaught of frontal probes (questions) by sales be people. For example: 

  • How many guns would you like the order this year?
  • Can you sign this purchase order today?
  • Does your snowmaking system have problems I can fix? 

Construction of the Flanking Probe

  • Ask questions in an open-ended, non-adversarial and tactful manner.
  • Don't imply poor past decision making, current stupidity, or future disaster if the buyer continues on the present course.
  • Don't leave negative implications.
  • Begin with "who, what, how, when why, where."
  • Require the buyer to stop, think, quantify, and make decisions.
  • Don't ask questions that can be answered with a simple "yes" or "no."
  • Allow the buyer to develop a thoughtful and expansive answer. 

Listed below are the 4 types of Flanking Probes:

Standard Probe 

These are the qualifying probes that are used on every new buyer to get aquainted and gather background information. 

  • How is your snowmaking system configured?
  • What is the biggest limitation to your snowmaking system?


Status Quo Probes

These are probes that are used when talking with a buyer who is happy with his or her present circumstances. The objective is to uncover areas of dissatisfaction with the buyer's current product or service.

  • What percentage does snowmaking represent of your total energy expense?
  • How would opening 30 additional acres before Christmas effect your profitability?


Best of All World Probes

These probes allow the buyer to dream; that is, design or imagine the perfect transaction. 

  • Ultimately, how much water would you like to be able to pump to open your mountain in a timely fashion?
  • How would you spend your time if you would spend half as much time making snow?


Emergency Probes

Use this probe whenever you are pressed, stressed, lost or confused. Use the emergency probe to make the buyer stop, think, quantify, and make decisions. 

  • What is your primary objection to the HKD Tower snowgun?
  • Do you smell smoke?


How much do you spend annually to maintain your on-hill snowmaking equipment?

  • Standard Probe
  • Status Quo Probe
  • Best of All World Probe
  • Emergency Probe

Where is your water source and do you have the ability to expand it in the future?

  • Standard Probe
  • Status Quo Probe
  • Best of All World Probe
  • Emergency Probe

Do you smell smoke?

  • Standard Probe
  • Status Quo Probe
  • Best of All World Probe
  • Emergency Probe

3. Listen

You must LISTEN with earnest to truly understand the problem that your buyer needs addressed. Let the buyer finish his or her answers to your probes. This can be the hardest part of the presentation because it is tempting to want to "tell" the buyer what you think he or she needs. Be patient and listen. 

4. Solution

After probing and listening you should be able to determine which of the buyer's needs you must sell into. when you know the need, then use the product benefits to offer a solution. 

5a. Agreement & 6a. Support

Agreement: If the buyer agrees with your solution, then support the buyer in that decision.


Support: By supporting the buyer in their decision, you will make him/her feel good about it. At this point you an begin to close the transaction. For example:

  • You are exactly right. By implementing HKD Towers on this trail and expanding your water capacity by 50%, you will have 15 more acres open by Christmas at a lower total energy cost.
  • That is an excellent idea. I will begin sourcing a buyer for your 5,000 cfm compressor. The money from the sale will help finance the new water pumps and Towers you plan to install. 
  • I agree with your strategy. By moving the Towers once during the season you will increase the equipments' utility an cover additional terrain. 

5b. Objection & 6b. Isolate

Objection: If the buyer objects with your solution/offer, you must clearly understand and isolate the objections


Isolate: Determine what type of objection the buyer is giving you. Either "easy" or "inherent." 

  • Easy objections are objections that can be answered by your product or service. When answered correctly, easy objections disappear from the transaction. Isolate the objection, answer it directly, and offer proof if necessary. 
  • Inherent objections are part of, or contained by your product or service - thus, inherent. They remain in the transaction before, during, and after completion. When addressing, you first isolate it, then minimize the objection. Finally, offer off-setting benefits to draw attention away and compensate for the objection. Essentially, you must prove your value. 

Write a response to this "easy" objection: Here at the our resort we do not have a facility to store equipment the size of the HKD Tower during the summer.

Write a response to this "inherent" objection: The HKD Tower's temperature range is not high enough for the way we operate at this resort.

Objections Fall into 7 Broad Categories

  1. Price - too expensive, not worth the money, etc. 
  2. Market - customers won't buy, bad economy, etc. 
  3. Terms - budget won't permit, wrong time of year, etc. 
  4. Budget - not open to buy, bad economy, no money, etc. 
  5. Won't Work - doesn't need it, never seen it, etc. 
  6. Reputation - based on poor past or present customers. 
  7. Status Quo - use another vendor, no time, no problems, etc. 

7. Close

Once you have reached agreement with your buyer it is time to ask for a commitment that did not exist prior to your arrival. This is what separates the professional sales person from the professional visitor. 90% of sales people never ask for the order!

There are several levels of commitment that require closure before the buyer actually agrees to purchase the equipment. For example: 


  • Obtaining a meeting to discuss a demonstration of our product.
  • Getting commitment to install a 4" post at a determined hydrant location. 
  • Conducting a successful demo and conveying the benefits to the buyer. 
  • Arranging a time for a technical meeting to discuss next years plans, answer any objections or support agreement. 

Before meeting with a buyer you should establish an objective or goal to close, or gain a commitment on. By doing this, you will establish the next step that you will take with your buyer as you move through the selling process. 


Constructing the close

Assume the sale is made, then - ask for the order: 

  1. Obtain technical information required to get your product and service into actual use of the buyer.
  2. Start the question with how, who, when, where or what. 

Write 3 questions to ask the buyer in order to construct the close.

Remember to start the questions with how, who, when, where or what! 

8. Cross Sell

You now have a qualified buyer. If you have more to offer - keep selling!

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