4 sales professionalism

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Sales ManagementSales Management

For Session JanFor Session Jan--Mar 2008Mar 2008ByBy

Shirani Nayar Shirani Nayar

on Jan 28,2008 on Jan 28,2008



Topics for PresentationTopics for Presentation

Sales Management Information SystemSales Management Information System

Relationship MarketingRelationship Marketing

Internet as an emerging selling techniqueInternet as an emerging selling techniqueInternational Sales ManagementInternational Sales Management

Different Sales StrategyDifferent Sales Strategy

Changing face of Personal SellingChanging face of Personal SellingWomen¶s PreWomen¶s Pre--buying Researchbuying Research

New breed of selling solutionsNew breed of selling solutions



Topics for PresentationTopics for Presentation

CRMCRM

Major Account Management (MAM)Major Account Management (MAM)

Negotiation Approach to bargainingNegotiation Approach to bargainingSale Professionalism.Sale Professionalism.



Sales ProfessionalismSales Professionalism

Sales Oriented ApproachSales Oriented Approach ± ± Transactional SellingTransactional Selling

± ± Formula SellingFormula Selling

± ± Reactive MarketingReactive MarketingCustomer Oriented ApproachCustomer Oriented Approach ± ± Relationship SellingRelationship Selling

± ± Suggestive SellingSuggestive Selling

± ± Adaptive Selling Adaptive Selling ± ± Consultative SellingConsultative Selling

± ± Proactive SellingProactive Selling



THE SELLING PROCESS

Most sales trainers believe logical,sequential steps do exist that, if followed,

can greatly improve the chance of making a

sale.



THE SALES

PROCESS

Prospect ing

P r e a p p r o a c h

( P r e c a l l P l a n n i n g )

A p p r o a c h

P r e s e n t a t i o n

T r i a l C l o s e

D e t e r m in e O b j e c t io n s

M e e t O b j e c t i o n s

Trial Close

Close

Follow-up and Service



THE SALES PROCESS

Prospecting

Prea pproach

(Precall Planning)

A pproach

Presentation

Participation emonstration ramatization

Persuasive ommunication Proof

V isualization Trial lose

Determine Objections

Meet Objections

Trial

lose

Close

Follo w-up and Service



Cold canvassingCold canvassing Public exhibitions and demonstrationsPublic exhibitions and demonstrations

Endless chainEndless chain customer customer

referralreferral

Center of influenceCenter of influence

Orphaned customersOrphaned customers Direct mailDirect mail

ales lead clubsales lead clubs Telephone and telemar etingTelephone and telemar eting

Prospect listsProspect lists ObservationObservation

Get publishedGet published Networ ingNetwor ing

POPULAR PROSPECTING METHODS



Referrals are Popular

1. Leads

2. Referrals

3. Orphans

4. Customers

The prospect pool is a group of names gathered

from various sources. The prospect pool is

usually created from four main sources:



THE PROSPECT POOL

Lea s

Orphans

s t o m

e r s R

ef er r al s

Prospect

Pool

Lea s

Orphans

s t o m e

r s R

ef er r al s

Prospect

Pool



PREAPPROACH IS PRECALL PLANNING

During the preapproach, the salesperson

investigates the prospect in greater depth and

plans the sales call.



Reasons for planning the sales call:

Helps build a salesperson¶s self-confidence.

Develops an atmosphere of goodwill andtrust with the buyer.

Helps create an image of professionalism.

Increases sales because people are prepared.



STEPS IN PLANNING THE SALES CALL

Determination of

all Objecti v es

De v elopment of

stomer Profile

Determination of

stomer Benefits

Determination of

ales Presentation



Developing a Customer Benefit Plan

Step One: Select the features, advantages, and

benefits (FAB) of the product to present.

Step Two: Develop the marketing plan.

Step Three: Develop a business proposition.

Step Four: Develop a suggested purchase order.



The sales opener, or approach, is the first major

part of the sales presentation.

The first impression is critical to success.

THE APPROACH ± OPENING THE

SALES PRESENTATION



Introductory approach.

Product approach.

Customer benefit approach.

Curiosity approach.

Approach Techniques are Numerous



THE SALESPERSON¶S PRESENTATION MIX IS TYPICALLY

DEVELOPED BY SALES MANAGERS AND TRAINERS

Pers asi v e

omm nication

Dramatization

Demonstration

Vis al A ids

Proof

Participation

Salesperson

The Sales

Presentation

ix



This method assumes that the prospect¶s needs can

be stimulated by exposure to the product or

already have been stimulated because the prospect

has sought out the product.

Stimulus-Response Method



Some of the method¶s shortcomings are:Some of the method¶s shortcomings are:

± ± Talks about product features not important toTalks about product features not important tobuyer.buyer.

± ± Uses same ³pitch´ for different people.Uses same ³pitch´ for different people.

± ± Assumes salesperson is in total control. Assumes salesperson is in total control.

± ± Has little prospect participation, making itHas little prospect participation, making it

difficult to uncover needs.difficult to uncover needs.



The salesperson may use a structured series of

steps such as the AIDAS approach.

Formula Method

Attention

Interest

Desire

Action

Satisfaction



Need-Satisfaction Method

The need-satisfaction method is different from

the stimulus-response and the formula approach

in that it is designed as an interactive sales

presentation.



THE TRIAL CLOSE

Salespeople may at any time use a trial close

like one of these:

How does that sound to you?

What color do you prefer?

If you bought this, where would you use it in your

business?

Are these features what you are looking for?

The trial close involves checking the prospect¶s

attitude toward the sales presentation.



OBJECTIONS ARE SALESPEOPLE¶S

FRIENDS

An objection is opposition or resistance toinformation or a request.



Types of Objections

Real objections are tangible. Prospects will

sometimes give an excuse to keep objections

hidden. Prospects will usually not purchase until

these hidden objections are answered.



Techniques for Meeting Questions:

Postponing objections

Boomerang

Asking questions



THE CLOSE

Closing is the process of helping people make a beneficial decision.



Closing Techniques

The compliment

The summary

Minor decision

Assumptive



RESEARCH REINFORCES CHAPTER¶S SALES

SUCCESS STRATEGIES

4. Recognize and handle negative customer

attitudes promptly and directly.

5. Use a benefit summary and an action plan

requiring commitment when closing.

continued



ADAPTING TO GLOBAL

MARKETS

1. Be prepared and do your homework.

2. Slow down.

3. Develop relationships and trust before

getting down to business.

4. Learn the language and its nuances, or geta good interpreter.

5. Respect the culture.

Five rules for successful selling abroad:



THE BOTTOM LINE

Sales training is now defined as part of a salesperson¶s overalleducational experience.

Training can be divided into two categories: operational and

behavioral.

Companies are using and teaching technology more frequentlythan ever.

Sales skills development includes two key elements: persuasive

communications and the selling process.

The selling process is usually seen as a series of steps.

The close is the last step in the actual selling process.

4 sales professionalism

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