andrew zielinski, mba

SALES REPRESENTATION

ANDREW ZIELINSKI, MBA

www.accrongroup.com/fengyeacademy/

http://www.accrongroup.com/fengyeacademy

http://www.accrongroup.com/fengyeacademy

http://www.accrongroup.com/fengyeschool/

MODULE 5: SALES REPRESENTATION

Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach3. Needs Analysis4. Product/Service Presentation - 1:1 and to Groups5. Handling Objections6. Negotiation7. Closing8. Follow-Up9. Merchandising and Promotion10. After-Sales Service


3. Needs Analysis After greeting the customer, the most important step is to

understand what they really need Although you can play a guessing game with them by

offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer

We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles

Now, let’s apply all this towards better understanding our customer’s needs and to serve them best


Digging in… By qualifying the customer – OBSERVE

“Personal Packaging” Be aware of how your customer “put themselves

together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc.

Yes, this will involve some stereotyping but never prejudice!

Behavior Recall what we covered in non-verbal

communication


Digging in…What They Say Be sincerely interested in what your customer is saying Focus on the conversation – don’t let your mind wander Body language counts – don’t look at your watch or elsewhere in the store.

Instead look directly at your customer Don’t interrupt your customer or try to finish their sentences Do not try to influence what your customer is trying to say. There will be

time to “work the decision-making process” Do not worry about asking the customer to repeat if necessary so that you

clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying

Avoid “selective hearing” – hearing only the parts that suit you In your mind summarize what the customer is saying Be patient, even if your customer is having a hard time “getting it out” Be quiet, when they speak, even if you are tempted to speak

REVIEW HOMEWORK

Activity 5.4.1Who Are You? Observing CustomersBACKGROUND1. See link to Activity 5.4.1 on class web site2. Read the situations in the document focusing

on customer behavior. Find the different non verbal cues and suggest likely interpretations of these cues, which you will then be able to use throughout the sales process with them

MODULE 5: DETERMINING CUSTOMER NEEDS

Digging in… More ways to OBSERVE customers

Dominant Communication and Learning Styles Let’s Look at our Communication Styles again:

Directive18% of Customers

Analytical14% of Customers

Expressive28% of Customers

Amiable40% of Customers

Tasks & Results Focused

People & Feelings Focused

Extroverted

Introverted


Buying Patterns by Dominant Communication Type

The Directive

Commonly Asked Questions• What? What will is bring me?• How much time will it take?

Verbal Cues• Speaks loud• He is brief and to the point• Understands quickly and

demonstrates it• Seeks to control the

conversation

Non-Verbal Cues• Quick movements• Confident walk,

energetic• Holds themselves

stright, upright• In control of their

emotions

Buying Behavior• Shops alone• Buys quickly and

impulsively because doesn’t care about details and little analysis

• Buys results• Doesn’t dwell on pricing



The Expressive

Commonly Asked Questions• Who else bought this?• Is this a popular item?

Verbal Cues• Speaks a lot and says “I” or

“me” a lot• Often off-topic, many

directions at once• Not a good listener

Non-Verbal Cues• Large movements• Seeks physical reassurance.• Likes to touch people• Frequently changes position

or posture

Buying Behavior• Shops alone or

accompanied• Buys impulsively and

spontaneously… and often according to the popularity of an item

• Doesn’t dwell on pricing• Seeks “something

different,” not run-of-the-mill

MODULE 5: DETERMINING CUSTOMER NEEDSBuying Patterns by Dominant Communication Type

The Analytical

Commonly Asked Questions• How? Why? • Prove it• Are you sure I’m making the

right decision?• Can you provide more

details?

Verbal Cues• Speaks in an even tone,

authoritatively and sure• Doesn’t like being

interrupted

Non-Verbal Cues• Stays in one place, not

moving much. Moves slowly• Doesn’t like to be touched;

keeps a distance• Shows little emotion

Buying Behavior• Shops alone• Brings printed

information• Wants technical details• Likes to analyze and

compare products• Asks many questions,

take a long time to decide because doesn’t want to make a mistake

• Wants the price justified• Does not tolerate lying• Buys the assurance that

they are making the right decision



The Amiable

Commonly Asked Questions• Why? Is it safe?• What do you think?

Verbal Cues• Speaks softly and calmly• Utilizes nice and polite

words• Let’s the other person

speak before providing their own thoughts

Non-Verbal Cues• Favors physical contact and

warm, visual cues• Moves slowly, not in a rush• Attentive but discreet

Buying Behavior• Sometimes alone but often

accompanied• Often looks for support and

approval• Unsure at decision-making

time• Buys confidence

NOW, YOU DO IT!

Activity 5.4.2Spot the Buyer!

1. For each of the following scenarios, determine the communication style or learning style. Prove it by identifying their corresponding cues

2. See web site or handout for scenarios

MODULE 5: APPROACHING THE CLIENT

How-To1. Getting to a Yes – Already saw this. Now, some

examples

2. AIDA – Attention, Desire, Interest, Action

3. The Four Twenties – First 20 seconds, First 20 moves, First 20 words, First 20 cm

MODULE 5: APPROACHING THE CLIENT1. Getting to a Yes – Already saw this. Now, some

examples

“Do you need to reduce costs to make your company budget balance, this quarter?”

“Do you want better insurance coverage at a lower cost?”

“Would you like to save 25% on your next purchase?”

“We just received some new items this morning. Let me show you.”

MODULE 5: APPROACHING THE CLIENTHow-To2. AIDA – Attention, Desire, Interest, Action

Attention – Get customer’s attention

Interest – Hold their interest. Get them to talk about themselves and be interested. Get them invested in the interaction. Suggest items that meet the needs the describe

Desire – In the following section we will dig deeper into this

Action - Bring the customer towards a decision-making process once the selection is close enough. Look for verbal and non-verbal cues

MODULE 5: APPROACHING THE CLIENTHow-To3. The Four Twenties

The First 20 seconds Within 20 seconds, customer decides if they stay or they go. Make them

stay! Greet the customer. Get them at ease Engage as appropriate

The First 20 Moves During the first 20 seconds, customer is consciously or unconsciously

checking you out. How you dress, stand, move, express yourself convey feelings of approachability and confidence

The First 20 Words They must get the customers attention Positive, Accessible, Understandable Language

The First 20 cm Not to be taken literally. Simply refers to respecting distances

and using this distance effectively

NOW, YOU DO IT!

Activity 5.4.3Attention-Grabbing Openers

1. Download Activity 5.4.3 scenario sheet from class web site of receive handout from teacher

2. Follow instruction on the sheet

MODULE 5: APPROACHING THE CLIENT

Summary

Qualifying and approaching a client is done through: Observation – sociodemographics and behavior Listening – what is their learning type? Motivators?

Interests? Decoding – non-verbal cues Captivating – consider appropriate openers


Determining Needs

Analyzing customer needs is a life-long pursuit for many people and many institutions. Aside from deep marketing research that your company may or may not perform, we are concerned with the basic, “front-line,” immediate determination of what the person or people immediately in front of you require at this moment.

To accomplish this, this section will cover: Basic “level-set” on what brings customers to a sales

representative How to ask the right questions Working in a professional manner

http://youtu.be/2hXwhrbVDSk


Maslow’s Hierarchy of Needs

Abraham Maslow, a leading psychologist, defined, in the 1940’s, a model for understanding human needs.

Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion

Body, employment, resources, morality, health, family, property

Love/Belonging – Friendship, Family, Sexual Intimacy

Self-Esteem, Confidence, Achievement, respect of and by others

Morality, creativity, spontanaity, problem solving, lack of prejudice, acceptance of facts

CHAPTER 5: SALES REPRESENTATION

Applied to Sales These 5 levels of needs can translate to the

field of sales in several ways. Marketing experts have utilized them for decades in building just the right messages, images, sounds, and smells to sell products and services

Using this hierarchy in face-to-face, tactical, situations is just as common

MONDULE 5: SALES REPRESENTATION

Activity 5.5.1Mapping Maslow to Buyer Profiles

1. Looking at communication and learning styles, how would we incorporate each of the 5 levels of Maslow’s hierarchy?

Basic Visual DirectiveSecurity Auditory AnalyticalSocial Kinesthetic ExpressiveEsteem AmiableSelf-Actualization

MONDULE 5: SALES REPRESENTATION

Activity 5.5.1 (Continued)Mapping Maslow to Buyer Profiles

2. For each of Maslow’s 5 levels, let’s build some profiles. Let’s take a client profile and a product. Can we derive a possible motive for the customer’s desire to purchase such a product or service. Explain your answer

Basic Security Social Esteem Self-Actualization

Format for answerCustomer: _________________________Product or Service: _________________________Maslow psychological need and motive for purchase: __________________________Explanation: _________________________


Asking Qualifying QuestionsTypes Open Closed Directed Alternatives (Choices)

MODULE 5: TYPES OF QUESTIONS

OpenExamples• What does the bathroom of

your dreams look like?• Why are you considering a

new game console?• Why do you need this type of

stroller?

Resulting Answer Types• Longer more complete

answers that enable customer to more fully express themselves and, therefore, provide you with maximum information

Benefits• Offers open dialog and

thereby permits better determination of needs and motives for client purchase

• Requires active participation in the conversation, by the customer

When are they useful?• When you need a lot of

information and it’s not practical to ask a multitude of closed questions


Closed

Examples• Do you often eat home fries?• How many dogs do you have?• Do you like the color pink?

Resulting Answer Types• Short answers, only a few

words

Benefits• Require a response but

no room to expand• Alternatively utilized

with other types of questions

When are they useful?• When you need specific

information


Directed

Examples• The price is right, isn’t it?• Do you agree with me that an

in-ground pool would add value to your home?

Resulting Answer Types• “Forced” answers that may or

may not reflect customer’s true thoughts

Benefits• Answers are virtually

included in the questions

• They exert influence and suggest a response

When are they useful?• When you want to insist

on a particular aspect• Limit objections• Dictate a thought


Alternatives (Choices)Examples• Will you take 50 or 100

copies?• Do you prefer manual or

automatic transmission?• Would you like the technician

to come in the morning or the afternoon?

Resulting Answer Types• Shorter answers, providing

customer with feeling that they are the ones deciding and in control

Benefits• Funnel choices down to

two• Can be open or closed

types

When are they useful?• When you want to bring

customer to a close

andrew zielinski, mba

Documents

customer profilesnow

customer behavior

customer needsbuying

weeksprofessional sales

sales representationobjectives

sales process

communication styles

hard time