Basics of Selling

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Basics of Selling

• Selling is the highest paid hard work and the
  lowest paid easy work.

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Sales or Sales Carrier ???
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Current conflict in the market
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Personal Selling

• It is a process where by the sales person
  ascertains, activates and satisfies the needs or
  wants of the customer to the mutual benefits of
  both parties

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Important Definitions

• Proposal
• Full information about your product
• Suspect
• Person or organization who might be able to buy
  your product
• Prospect
• Person or organization who probably has the need
  and the means to buy your product
• User
• Person or organization who has accepted your
  proposal and bought your product
• Customer
• Person or organization who frequently use or buy
  your product

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Personal Selling Plan

• It is a plan to achieve the personal selling
  function, it includes two parts
• The base which means all what should be
  performed before facing the prospect
• Product knowledge
• Prospecting
• pre-approach
• Presentation
• Time management

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Personal Selling Plan

• The heart which covers the face-to-face
  interactions with the prospects
• Approach
• Main idea
• Objection
• Close

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Personal Selling Process
Close
Handling objections
Main idea
Approach
Product knowledge Prospecting Pre-approach Presen
tation Time Management
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Product Knowledge

• Background
• Enough to support you in handling discussion
  about the industry or technology area of your
  product
• Product knowledge
• Composition, properties, functions, indications,
  procedures of application and usage, precautions,
  price, cost and warranty
• Competitive knowledge
• Similar products used for the same purpose as
  yours and are sold by your competitors

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Prospecting

• Prospecting means discovering new suspects who
  may become prospects i.e. finding potential
  customers, to qualify, classify and categorize
  them. Therefore it should be permanent process

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Prospecting

• Methods of prospecting
• Cold canvas Screening everybody in the area
• Printed material directories or lists
• Referrals Satisfied customers
• Field people Colleagues and pears
• Service personnel In factories and ministries
• Conferences
• Personal observations

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Prospecting Plan

• Can be achieved through two main steps
• 1st step
• In which you can record prospects, i.e. through
  determination of suspects needs
• 2nd step
• In which you qualify prospects, i.e. through
  finding out if he has the need and means (ability
  and authority) to accept your proposal

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Pre-approach

• Pre-approach means determining facts and data
  that will move the sale forward

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Pre-approach

• Procedure
• Obtain update information about your prospect
• Personal data Exact name, age range, residence,
  degrees, associations, interests, aspirations,
  best time for calling, attitude towards sales
  people, yourself, your products and your company
• Business data The need for your product, present
  product uses, decision making authority,
  purchasing procedures and buying motives

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Pre-approach

• Procedure
• Set objectives for each call
• An objective means what the prospect should do
  and not what the sales person will do
• Develop a plan to achieve the objective
• How your product will provide the benefits sought
  by your prospect
• What evidence will support you
• Outline possible approach and proofs
• Possible ways to handle objections
• Do mental role play

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Presentation
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Presentation

• Features/Benefits
• Collecting product information is never a waste
  of time. Sooner or later, the salesman will be
  asked for, or have an opportunity to use every
  bit of product knowledge he has
• However, the salesman should guard against
  talking too much about products features and too
  little about what it will do for the customer
• Instead of selling products features, he should
  sell the effects and results of the product that
  are its benefits. In all fields, the salesmen do
  not sell features but benefits

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Presentation

• Definitions
• Feature
• Is an inherent characteristic (fact) of a product
• Benefit
• How the user gains, i.e. what the product does
  for the buyer or the user

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Presentation

• Benefits can be shown during your call by
• Using visual aids
• Using some referrals who had previous successful
  history with your product
• Using feature to explain the benefit
• Gaining customers conviction of benefits by
• Proving benefits
• Taking the customers agreement after each
  benefit
• Tailoring the benefits to customers needs

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Features/Benefits

• Remember
• You are selling BENEFITS not features
• The customer buys your product because its sound
  BENEFITS not because its sound features

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Features/Benefits

• For your customer, which of the following are
  benefits and which are features?
• AcryliCon is heavily supporting its products (
  )
• Produced in Germany ( )
• Not toxic to people nor environment ( )
• Most used in Scandinavia ( )
• AcryliCon has many systems ( )
• Many colors ( )

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Presentation

• Presentation skills
• A natural reaction to presentation is fear. Fear
  is largely brought by the unknown. By reducing
  the area of the unknown, you can reduce fear. And
  reduce the unknown you need to prepare for your
  presentation

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Presentation Skills

• Non Verbal Skills
• Appearance
• Eye contact
• Mannerism
• Visual
• Detail

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Presentation Skills

• Verbal Skills
• Pitch Vary the pitch of your voice, beware of
  dropping your voice at the end of each sentence
• Pace Change the pace of your voice
• Power Breathe properly, avoid mumbling and use
  your nerve
• Pause Can punctuate your performance, do not
  confuse with undesirable hesitancy

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Presentation Skills

• Language
• Always use your own words
• Do not use jargon
• Avoid repetition of phrases
• Some words are better to use than others i.e.
  there are killer words

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Presentation

• Dramatization
• Good sale people are good actors

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Time Management
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Some Time Wasters
Lack of
Planning Thinking ahead Self control Delegation
Over
Working Involvement in details Controls
Unclear
Priorities objectives
Poor
Listening Communication
Wrong
Expectation Estimation Time usage
Others
Socialization Personal errors postponements
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Set a Plan of Action

• Check on your time index
• Actual face to face time
• Total working time
• Number of productive visits
• Total number of visits

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Approach

• The approach is the first face to face contact of
  the sales person with the prospect customer

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Approach

• Objectives
• To gain attention
• To awaken needs
• To qualify the prospect
• To prepare for the main idea
• N.B. Every approach should seek to reach one or
  more of these objectives

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Methods of Approach

• You should be prepared to use as many approaches
  as necessary to bring the sale to the next phase,
  the main idea
• Introductory approach
• Your name
• Your company
• Your purpose
• Product approach
• A unique product action
• Characteristic

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Methods of Approach

• Question approach
• Preference
• Practice
• Evaluation
• Survey approach
• FDA, CE etc
• From an organization or quality standard
• Referral approach
• Citing satisfactory experience of sound customers

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Methods of Approach

• Product benefit approach
• Compliance
• Aesthetics
• Longevity
• Shock approach
• A rate or percentage of incidence
• Research finding
• Flattery approach
• Flattering your prospect

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Approach

• Remember
• The approach is the first few minutes contact
  with your customer, if I his first impression is
  favorable, he will be willing to listen to you
• You can improve this first impression by your
  smile, your firm hand shake, your confidence and
  your appearance
• Remember to speak clearly, pronounce your name
  and his correctly

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Main Idea

• A main idea means complete explanation of the
  product selling points

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Main Idea Tools

• Product knowledge and interpretations into
  benefits
• Full involvement of the prospect through the use
  of all five senses
• Product tests and demonstrations
• Support material
• Presentation language
• Probing skill
• Listening skills
• Other tool handling objections and complaints

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The Art of Closing
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Closing

• What is a close?
• It is the climax of the sales presentation, i.e.
  the point at which the buyer agrees on your
  product and service. If you are a good salesman,
  you will determine what the prospect needs, build
  a value to a point higher than the price asked
  and climax the presentation by securing the order
• N.B. it takes skills, knowledge and courage to
  close sales successfully

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Buying Signals

• Buying signals are indications of interest of
  decision
• These signs appear during the face-to-face
  contact
• The signs give the indication that you are on
  your way to win this sale and the customer is
  interested in your product or service

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Buying Signals

• Buying signals maybe in the form of
• Positive sentence
• Great longevity
• Warranty sounds good
• Positive question
• What is the price for my area?
• What are the steps of application?
• Positive reaction
• Customer looks for pen and paper
• Customer gets moving towards you

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Buying Signals

• Typical buying signals
• Yes, I like your product
• Who else is using it?
• Are there any precaution to take care of?
• The procedure of application sound convenient

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Closing

• What if a close fails?
• Analysis for further actions
• Understand that NO means
• Not now
• Dont hurry me
• I need more information
• I dont understand

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Effective Methods of Closing

• Asking for the order
• Direct, most effective
• for this, will you take a decision to buy
  AcryliCon for the current project?
• Assume the sales is made
• Needs very good presentation and an experienced
  salesman
• so, for the project under negotiation now, you
  will use AcryliCon

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Effective Methods of Closing

• The yes-yes close
• Building a series of acceptance
• dont you agree that AcryliCon longevity matches
  your needs?
• do you agree that AcryliCon warranty protects
  your investment on the long term?
• do you see how AcryliCon will be more economic
  choice when you look to the future?
• Alternative close
• Giving prospect 2 choice both suits you
• You will take the Décor or the Flakes system?
• I will get the order on Monday or Tuesday?

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Effective Methods of Closing

• Summarize benefits close
• Give summary of all the benefits agreed on
• AcryliCon better hygiene will make it better
  option
• AcryliCon 10 years warranty assures you on floor
  quality and usability
• on the long term, AcryliCon will be more
  economic than any alternative
• The balance sheet close
• State in a tabular form the benefits of your
  product versus a competitor

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Effective Methods of Closing

• If..Close
• Begin with IF then satisfy and close
• Close on an objection

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Handling Objections

• It is the reason a customer raises for not buying
  your product. A successful salesman welcomes
  objections

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Handling Objections

• When do people object?

Approach
Presentation
Close
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Common Objections
Teasing
He is interested in your product but needs additional information I cant see how you charge so much for your product
Acting now
Buyers often object to make a decision now because he is not yet prepared to accept your work for a new piece of information you presented Passive style need time and reassurance Active style need additional encouragement Just leave me the catalogues
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Common Objections
Misunderstanding
He didnt understand an explanation for an important point I dont believe AcryliCon will give me money back warranty
Price objection
It is the most common objection. It is raised regardless of the price asked for a product. Sometimes it is raised to hide the real objection the price is too high the price is higher than that of the competitor I will use it only for small areas that are destroyed fast
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Common Objections
Product/Service
AcryliCon are not tough enough
Company
I dont like to do business with your company
Salesperson
I dont have anytime for you
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Methods of Handling Objections

• Compensation method
• The salesperson agrees with the prospects
  objection to the extent that does not weaken the
  salesperson position. Then introduce a new
  thought
• Some beginning phrases
• I can understand why you feel that way. On the
  other hand
• there is a lot of truth in what you say,
  however, have you considered this angle?
• I would have made that statement myself years
  ago, now let me tell you what I found out

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Methods of Handling Objections

• Boomerang method
• Turn the objection into a reason for buying

• Admit valid objections and offset
• Every product has some disadvantages when
  compared to competing products. We admit such
  objections then proceed to show the compensating
  advantages

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Methods of Handling Objections

• Postpone the answer
• If the prospect raises an objection early, the
  salesman can postpone the answer saying thats a
  good point, if you dont mind lets postpone the
  answer until later
• Deny the objection
• The objection occurs in case of incomplete or
  inaccurate information
• Direct denial can be used with caution. Salesman
  must have facts to back-up the denial
• Indirect denial where the salesman uses a proof

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Preparations Required to Handle Objections

• Listen Actively
• Assure the customer
• Clarify the objection
• Solve the objection
• Take a commitment

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Recommendations for Handling Objections

• Listen carefully
• Keep your temper on ice
• Dont argue
• Make the customer feel you care and you are
  interested
• Expect some objections and include in your
  answers before being provoked
• Get a commitment that the objection has been
  answered

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Handling Objections

• Remember
• Objections should be interpreted as requests for
  additional information. Therefore they should be
  welcomed. Unless you handle the objection on the
  customers mind, he will not buy your product
• The more you are prepared for the objections, the
  more it is possible for you to close sales and
  generate cash

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Handling Objections

• Remember
• A good method to prevent objections is to
  anticipate them and include the answer in your
  presentation
• Hidden objections are more serious than declared
  ones. The salesman must be able to identify them
  and to remove them from the customers mind

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How To Apply

• Develop your Qizen

• Loose your banana

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Thank you