Business trainingBy Anil Choudhari

June 2012

Marketing and sales module

Emotional intelligence

Understanding and monitoring our emotions and feelings

Dealing with frustrating and difficult people with patience and even tempered responses

Doing result producing activities despite difficulties

Internal motivation without need for external motivation

For sales persons – EQ is more important than IQ

Ways to increase sales - 1

Increase advertising

Trade shows and publications

Sponsorship

New product lines

Improve existing products

Increase stock

Increase sales people

Increase no. of locations

Reduce prices

Incentives

More training

Control, influence, concern

Things completely outside our control as well as influence– poverty, climate change, economy, crime etc.

Things I can influence but cannot control – Customers, colleagues

Things I can 100% control – My own attitude

Life is 1% what happens to you and 99% how you choose to respond

Ways to increase sales - 2

Pick up the phone more times

Work harder

See more people ( feet on street)

Learn more about my own product

Support my colleagues

Learn more about selling

Focus on what you can do rather than what they can do

Ways–2 are under control of sales engineer than ways-1

Control

As a sales person you call Mr. XYZ. His secretary asks who is calling? From which company? In what connection?...control is with the SECRETORY

Try ending all answers with a counter question…Then YOU are in control Who is calling?– David Yule. Is he in his office?

From which company? – GIT training. Is he available for a moment?

In what connection? – I wanted to arrange a meeting with him on future business strategies in the field of … Does he control his own diary or can I arrange that with you?

Near the end of presentation of your product or handling an objection, always end with a question. This way prospect is busy answering and not thinking ‘what should he do further’

The ‘suppose’ test

Some prospects do not tell you the true objection. Then try ‘suppose’ test Suppose….were not a consideration, then would you buy?

Suppose you felt good about…., then would you buy?

Suppose…., then would you make a ‘yes’ decision?

After this you can clearly decide if you can satisfy the objection or move on.

Give bad news in advance

Saying, ‘next month there will be a price increase’ is better than price went up last month.

Governments use this strategy – For conveying tax or petrol price proposed increase.

Go for small orders

80% of your customers produce 20% of your profit

Conversely 20% of your customers use up 80% of resources

Because it is easier to retain business than to get a new business therefore, these 80% are equally important

Reciprocity

It is seen that our need to reciprocate increases on the strength of what other person does for us.

A car buyer if offered to use the car over week end will most probably come back and buy it.

A sari shop sales man displays lot of work by opening a heap of saries in front of a lady expecting reciprocity

Selectively you can use a personal disclosure ‘ I shouldn’t really do this for you but…’

Rejection then retreat: propose a higher unacceptable price then give concession

Spare tire

For a prospect who is happy with existing customer, spare tire story might help

I am sure you are happy with existing customer. If you are getting good product and service, I would recommend you should continue but then you always keep a spare tyre for emergency punctures. I would like to be your spare tyre. In case of any problem with your existing customer, I would like to be of help to you.

Prospects of placing an order

1 2 3 4 5 6 7 8 90

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Orders received

83% of prospects place order on you after 8th contact80% of sales people give up after only 3 contacts

Tips worth remembering

Start with easy to settle issues than controversial issues

When 2 messages are to be sent, send desirable first

A message that calls for greater opinion change is likely to produce more change.

It is more effective to present both sides of an issue, than one side

Listeners remember the beginning and end of the presentation more than the middle

Repetition of massage leads to learning and acceptance

Conclusions should be explicitly stated

Take notes

People slow down when you take notes

People are more truthful when you note down

You appear to be professional and interested in longer term

It helps you to use silence because you cannot speak while writing

Review and write clarifying notes

Selling price or value

While tackling high price than other supplier Admit that you are more expensive but ‘total package’

makes you worth it

Better quality and reliability

Better references

Better processes – encourage factory visit

State of the art design for example no joint connectors

Large account management

Top management attention

Three levels of contacts with customer

Monthly reports / review of service level / relationship management

Special deals on Quick delivery and service

Lower costs

Training

End of presentation