rd associates - selling skills version 1.5
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A program on Selling SkillsA program on Selling Skills
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ROLE DEFINITION
My role as sales person is to ensure GROWTHMy role as sales person is to ensure GROWTH
and PROFITABILITYand PROFITABILITY
of organization by providing appropriateof organization by providing appropriatesolutions to all customers on time everysolutions to all customers on time every
timetime
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Sales Highlight
Every sales manager has a success story ..What is your story .?
It just happened!Or
You made it happen
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Does your success story reflect this ..
Senior Mgtexpectation &
approval
Sales PlanningExpected
performance
Lead Mgt Team Mgt
ProspectingCall
execution
Formulation ofPlan
Implementation of Plan Review of Plan
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Steps in Sales Process
Sit ati alysis
Developing the plan
Implementing the plan
Rev
iewing the Plan
Flexibility of the plan
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SALE
y S - Set the stage
yA-Analyze needsy L - Link to solutions
y E - Establish commitment
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Pre - Req
uisites F
orSelling
C - Company knowledge
P - Product knowledge
C - Competition knowledge
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SALES EFFECTIVENESS THE CORE SKILLS
Understanding the Customer Needs
WHAT HOW
GENERAL INFORMATION- Where does he live
- His background
- Type of person
PAST BUYING-
-
-
HIS EXPECTATIONS & MOTIVES
HOW DOES HE MAKE THE DECISIONS
- On his own
- Consults others
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Sales Planning
(Funnel Exercise)
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Sales Planning
Its a number game.
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Decision Pointsy Qualifying in : Deciding who to nudge in the funnel
y Marketing funnel : Sourcing mix- impacting profile
and quality of customer.y Funnel Shape: Broader the funnel, higher the input,
greater probability of output
y Flow Mgt: Speed effort equation
y Bottlenecks
y Productivity parameters
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Stages of a funnel
Lead /suspect
Prospect
Customer
Cross selling, website, directmkt, networking, telesales, advt
etc.
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Why do all funnels look different?
Barriers to entry
Power of customers Power of suppliers
Current
BusinessStatus
ultiple ServicesProvi ers
Service QualityPro uct fferin
Choice of serviceprovi ers
InvestmentCapacity
Deman V/sSupply chan in
policies
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Needs of a Customer
Economic Factors
Growth Aspirationor
Value for Money
CompetitionAnalysis
Legal, Technological,Political Forces
CUSTOMER
MARKET
Need Solution
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Relationship / Consultative Selling
A sales process wherein you become a partner and anintegral part to the customer's decision makingprocess, adding value at each step by helping thecustomer to make a mature buying decision by
developing and exploring options
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Relationship Sales Process
Pre Call
Planning
Prospecting
Opening
Probing
Recommending
Closing
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Prospecting
Suspect : Someonewho fits your targetmarket/shows some
interest in offerings
Prospect: refinedsub-set of suspects
who has inclinationto become your
customers
Potential Customer
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Brain Storming on Prospecting
y Case I :You have been assigned the job ofrecruiting a CFO for a large MNC. How would you
do the prospecting?
y Case II:You have been assigned to get theagreement forCorporate Gift hamper from
Software Companies located inDelhi?
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Prospecting.few important Tips
yView prospecting as an integral part of the salesprocess
y Prospect systematically
y Prospect dailyy Create a sense of urgency in the minds of prospects
y Keep cold calls simple and polite
yAsk for referrals
y Be persistent
y Pursue only qualified suspects
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Pre-Call PlanningThe four steps toClient Learning
Market/Economy
Client
Organization/ Family
Industry/Culture
Understanding ofClient needs gets refined as onemoves up the steps
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Know the market
Key Economic Indicators
y Inflation and its impacty Interest rates
y New legal enactments
y Major political happening and its impact on economy
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Know the industry, culture
Key focus Areas
y Size of the industryy Major players, entry of new players
y Trends, Industry reports
y Culture to which the individual belongs to community, state
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Know the organization, family
Key focus Areas
y Promotions and their backgroundy Nature of business
y Regional preferences
y Potential needs & possible solutions
y Family transaction/purchases
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Know the client/individual
Key focus Areas
y The concerned individual to be mety Background
y Earlier interaction with the organization
y Knowledge about the individual shall help understandhis preferences
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Call Execution
OPEN
Probe
Meeting withCustomer
CLOSE
PROBE
RECOMMEND
Be ready with SALES kit before opening the call
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Pr bi g to u rst cli t s
Objective :- Uncover these needs & satisfy them with
your product offerings
Probing is the process of querying to understandclient needs.
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What pro ing leads to..
Probe to Assess Establish
Can he buy?
Is dissatisfied with his/hercurrent situation
Would like an opportunity toimprove upon his/her currentsituation
Perceives a potentialdeterioration of his/her currentsituation
Will he buy?
Is dissatisfied with his/hercurrent situation
Why shouldhe buy?
Qualifying anaccount
Build arelationship
Uncovercustomer needs
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Role play on probing
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You can do this with the
Programme
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Are there special skills that makes
someone successful in large
sales?
Or is selling just selling whether
the sale is small or large?
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ADVANCED SKILLS
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THEMOS
TIMPOR
TANTSET
OFSKILLS THATTHESE PEOPLE
HAVE INCOMMONARE
S P I N SKILLS
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NOW WRITEDOWN FIVETYPICAL QUESTIONS YOU
MIGHTASK ONA SALES
CALL
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HOW MANY WERE FACTUAL?e.g. How many calls do you get
per day?
HOW MANYABOUT PROBLEMSDESIRES
e.g. What effect might that haveon your customer response time?
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SUCCESSFUL SALESPEOPLE ASK THEMECONOMICALLY.
THEY DO THEIR HOMEWORK
THE MORES
ENIOR THE BUYER THE LESS
THEYLIKE ANSWERING FACTUAL QUESTIONS
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y IMPACT: Least powerful of the SPIN questions. Can benegative. Most people ask too many.
SOELIMINATE UNNECESSARYQUESTIONS
DO YOU HOMEWORK THOROUGHLY
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yWhat prevents you from achieving that objective?
A PRODUCT ISSOMETHING WHICH SOLVES APROBLEM
A TRANSPORT PROBLEM OR AN EGOPROBLEM
THINK OF FIVE PROBLEMS THAT YOURPRODUCT SOLVES
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y IMPACT: More powerful than Situation Questions.People ask more as they become more experienced.
THINK OF YOUR PRODUCTS IN TERMS OF THETHE PROBLEMS THEYSOLVE FOR BUYERS- NOTTHEIR FEATURES.
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y PROBLEMS
y PROBLEMS
y PROBLEMSy PROBLEMS
yPROBLEMS
BUYER
. . . but what are the implications?
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???
INEXPERIENCEDSELLER
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Solution
Solution
Solution
Solution
Many experiencedsellers link solutionsto problems too soon
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Through implication questions
the buyer must be ready to
perceive that he has a need andthat his problem is serious
enough to justify the cost and
hassle of finding a solution.
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So the seller must establish and buildthe pain by Implication Questions
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y IMPACT: Most powerful of all SPIN questions. Top
salespeople ask lots of them..
THESE ARE THE HARDEST TO ASK AND MUST BEPLANNED CAREFULLY BEFORE KEY CALLS
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y UNLIKE THE OTHER 3 THEY FOCUS ON SOLUTIONS.
y THEY GET THE BUYER TO TELL YOU ABOUT THEBENEFIT YOURSOLUTION OFFERS
y YOUR FINAL PRESENTATION CAN BE FOCUSSED ON
ACKNOWLEDGED NEEDS
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y IMPACT: Constructive questions always used by top
sales people and have positive affect on buyer.
BUYERSHOULD DO THE TALKING AND BEALLOWED TO CONVINCE HIMSELVE
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THE SPIN PROCESS
WHAT IS YOUR
G:SRATIO?
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SEEKING IS MORE PERSUASIVE THAN GIVING.
SEEKING MEANS
ASKING QUESTIONS
GETTING TO KNOW YOUR CUSTOMER NEEDS
UNDERSTANDING CUSTOMER PROBLEMS
UNDERSTANDING HOW YOU CAN SOLVE HIS PROBLEMS
UNDE
RSTAND H
OW YOUCAN BENE
FIT H
ISNEED
S
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Set the stage - Preliminaries
Analyze the need INVESTIGATING
( Probing)
Link to solution - DemonstratingCapability
Obtaining
Commitment
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INVESTIGATING!!
Has direct influence on your success
T
his stage will most impact your success The key purpose is to uncover implied needs
Investigating is done through questions
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The objective is toMove
ImpliedN
eedsinto
Explicit Needs
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HOW?
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Grow that need!
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Needs
Need to
Outweigh c o s ts!
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BuyDont Buy
Explicit Need
Explicit Need
Explicit Need
Perceived value
Buyer
Hassle
Risks
Hidden Extras
Cost
The cost of the
solution
SALES EFFECTIVENESS THE CORE SKILLS
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FEATURES
A Feature is any fact about the Product or Service
BENEFITS
A Benefit is what the Customer gains when a Feature or Features
meet the Requirements
SALES EFFECTIVENESS THE CORE SKILLS
Understanding the Customer Needs
The Requirement, Feature, Benefit
Requirements
The customers needs and wants which the product or service
could fulfill
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Features!
They are the characteristics of your
product
They are neutral
Not very persuasive
They create low impact
to be used restrictively!
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Advantages!
Show how your product or service can
help the customer
Are more persuasive than features
Can have high impact early in the cycle
Impact dilutes with the sale progress
to be used with caution!
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Benefits!
Show how the product meets an explicit
need
It is the final step in the need developmentprocess
The most powerful of sales behavior
To be used only after need
has been expressed
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FEATURES.ADVANTAGES. BENEFITS.
Hi
Impact on
Customer
(high impact always)
(initially high but
quickly falls off)
(low impact always)
Benefits
Advantages
Features
Contact ContactHi
Lo
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S.P.I.N. Skill
in
funnel technique
SALES EFFECTIVENESS THE CORE SKILLS
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SALES EFFECTIVENESS THE CORE SKILLS
Encouraging the Conversation - The Funnel Technique
A POWE
RFULTOOLTOENCOURAG
E
THE
FLOW OFCONVERSATION
CustomerNeeds
2. Open neutral questions to get
unbiased information
3. Open leading questions to exploremore deeply
4. Closed questions to pinpoint
precise requirements
1. Motivate theCustomer to talk
5. Summary to gain customersacceptance of requirements
1. 2.
3.
4.
5.
1.
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SALES EFFECTIVENESS THE CORE SKILLS
The Art and Science of Asking Questions
Key WordsWhat ; Where ; Why ; How ; Who ; When ; Which
OPENNEUTRALQUESTIONS
Likely to give long uninfluenced answers
OPENLEADING QUESTIONS
Likely to giv
e long influenced answersKey WordsWhat ; Where ; Why ; How ; Who ; When ; Which
CLOSEDQUESTIONS
Likely to give short influenced answers .
Often just yes or no.Key Words :Are ; Can ;Do ; Have ; Is ; Am
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What Have I got in my pocket?
(Activity)
SALES EFFECTIVENESS THE CORE SKILLS
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SALES EFFECTIVENESS THE CORE SKILLS
The Art of Listening
THEBETTER WELISTENTHE MORE WELEARNHOWLITTLE WEKNOW
The better we listen ,the better the otherswill listen
1. Making assumptions2. Prejudices3. Mentally criticizing delivery of speech4. Prove ones point5. Over-stimulated / Over-enthusiastic
6. Something else in mind7. Too busy to listen8. Too tired to listen9. Lack of interest / boredom10. Impatience
11. Ego12. Day dreaming
THE OBSTACLESTHE OBSTACLES
THE
NEE
DTHE
NEE
D
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Activity
Active Listener
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A Road Accident!
A car was travelling from Delhi to Agra. A
bus was coming from the opposite
direction. The bus hit a culvert and then
the car on its right side. The car went offthe road and hit a electric pole. The driver
fractured his left leg. The bus hit a truck
coming from the other side. The bus
driver died on the spot. The truck driverwas rushed to hospital.
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Activity Market Makers
SALES EFFECTIVENESS DEALING WITH CUSTOMER RESISTANCE
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The Resistance The Best Possible Answer We are happy with ABC
Company. There is really no
reason to change.
What can XYZ company offers
which is different
ABC settle claims more liberally
Your size is too small, how will
you manage
Your claim settlement is not
handled well
No timely services It is too inconvenient to change
to a new service provider
What can be the different Resistances
SALES EFFECTIVENESS DEALING WITH CUSTOMER RESISTANCE
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Pause Gains us thinking
time Customer may offermore information
Shows respect forcustomers objection
Tell Me More (ProbeGently)
Customer expandson his objection
Gains us even morethinking time
Customer emptieshimself may feelbetter
Customer mayprovide leads for thesolution sometimes
OBJECTION
1. Pause
2. Tell Me More (Probe Gently)
3. Apart from this, is there anything else that is ofconcern to you, Sir?
4. If I can take care of this to your satisfaction could weproceed forward (would you consider our services), Sir ?
5. Give Your Best Possible Solution
6. Are you satisfied with my answer, Sir?
No Answer thisfirst Yes
Yes Answer thisFirst or may be No
The six step process of handling resistance
SALES EFFECTIVENESS DEALING WITH CUSTOMER RESISTANCE
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4. If I can take care of this to your satisfaction could weproceed forward (/ would you consider our services), Sir?
Resistance
1. Pause
2. Tell Me More (Probe Gently)
3. Apart from this, is there anything else that is of
concern to you, Sir?
5. Give Your Best Possible Solution
6. Are you satisfied with my answer, Sir?
No Answer thisfirst Yes
Yes Answer thisFirst or may be No
Yes
No
The six step process of handling resistance[contd]
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SALES EFFECTIVENESS THE PROCESSTheCriteria for an Effective SalesVisit
If I have 8 hours to cutIf I have 8 hours to cut
a tree, I will take 6 hoursa tree, I will take 6 hours
to sharpen my axeto sharpen my axe
Prepare well for each and every visit0) ______________________________________________
1) Have a clearly defined objective for eachvisit.
2) Work with decision makers / influencers / informers
3) Use questions rather than statements. Avoid making assumptions.
4) Base any presentation on the real situation as the customer sees it.
5) Prove that your product or service is of benefit to the customer.
6) Find out all objections and handle them.
7) Agree on a commitment.8) Keep the initiative.
SALES EFFECTIVENESS GAINING COMMITMENT
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Why we may notclose well
What prevents me from
closing effectiv
ely
When to Close
Different ways of askingThat all important question
TooEarly Too Late Too meek Too aggressive Customers objections not
resolv
ed completely Sales process not followed Salespersons inability to
deal with TOP management
Fear Uncertainty Doubt
Customer has understood our offer completely Prospect has developed TRUST in our company Prospect has desire for the benefits. You are prepared for the next action, if the
prospect says NO
The Four Aspects of AClose
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Close
It starts with a CC stands for conviction
Take
Cout and you have Lose
SALES EFFECTIVENESS STRUCTURED SALES CALLING
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GAINCOMMITMENT
ARE YOU SATISFIED WITH MYANSWER?PRESENT BEST POSSIBLE ANSWER
LOCKTHECUSTOMER IF. ?
EMPTYTHECUSTOMERAPART FROM THIS?
TELLME MORE
PAUSE
OBJECTIONCLOSING QUESTION
PRESENTATION OF SOLUTION
SUMMARY OF CUSTOMERS NEEDS & REQUIREMENTS
OPENLEADING AND / ORCLOSEDQUESTIONS
OPENNEUTRALQUESTIONS
MOTIVATETHECUSTOMER
OWN INTRODUCTION, PURPOSE OF THE MEETING
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S l s ti s
y Be sincere with people.y It is vitally important to constantly hone your sales and
communications skills.y First listen to your customer, understand his or her wants and needs,
and only then try to determine whether or not you can deliver theproduct or services to meet those wants and needs.
y The best sales people ask a lot of questions and genuinely listen to theanswers before speaking again.
y Your prospects and customers are all different so you should treatthem differently.
y The best sales people listen much more than they talk.y Find out what your prospects want and then give it to them.y If you cannot give your prospects what they want, tell them so and help
them find what they are looking for elsewhere.y If you think that you cannot make it in sales as a profession, then you
probably should not even try.
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Decide to be on top the situation
rather than be part of the mess
Wish you all the Best
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www.rda.co.in
Mail to [email protected] - 09313503203