Selling Process (sales management)
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Transcript of Selling Process (sales management)
Sales Management: Shaping Future Sales Leaders
The Selling ProcessThe Selling Process
The Selling Process : 8 Steps
Qualifying & Preparing
Prospecting
Prospecting involves identifying potential customers involves identifying potential customers
for a particular product or service for a particular product or service
Not an easy jobNot an easy job
Can take longer Can take longer
FrustratingFrustrating
May face rejectionMay face rejection
Prospecting
Successful salespeople develop a strategy that involves an organized and active system to generate sales leads and qualify potential buyers.
Networking – an active process of acquiring new contacts and cultivating existing ones.
3 Step strategy Define Target Market
Generate Sales Lead
Qualify Prospect
Identifying Prospects
Sources Present Customer
Former Customers
Cold Calling (knocking the door)
Spotters (sales trainee, internship)
Directories & Mailing List (telephone, trade associations, professional associations)
Referrals (satisfied customers, center of influence, endless chain
Personal Contacts
Trade Shows
Direct Mailing
Sales Lead
Lead Management Program to generate better leads and more prospect
information
Telemarketing and direct mail to generate sales lead
20% of all sales lead and inquiries through advertising, promotion, trade shows & direct mail will result in sales with in six months.
Qualifying Prospects
Avoid selling to people who can not make a buying decision
MAN – MAD Approach
Money – Does potential homeowner have enough money to buy a new house or department manager has enough budget for new office furniture.
Authority – Has authority to buy
Need or Desire – Does the prospect want or need the good or service
Preparing
Pre-Approach - the salesperson tries to gather additional information about the prospect & his/her needs
Who is the customer Who is actual purchase decision maker
Who can influence the decision
Who is responsible for using good or service
With whom the salesperson must maintain a continuing favorable relationship.
Preparing
Pre-Approach - the salesperson tries to gather additional
information about the prospect & his/her needs
Who is the customer
W/S Retail selling – One or two decision makers
Medicines/Medical Equipment – Purchase Committee
Industrial Selling – Different Persons/Departments
Gatekeepers are helpful - secretaries, admin assistants & receptionists
Economic Buyers – CEOs, Users & Technical Personnel
Preparing
The salesperson tries to gather as many additional information about the prospect, as he can
Personal Information Required
• Family background, hobbies, membership of clubs & professional organizations, credit rating, product line, industry reputation
Some companies have developed standard questionnaire to compile relevant information about the customers
Specifying the objectives
Salesperson MUST establish objective of the call
Why am I going on this interview ?
What am I trying to make happen ?
What am I going to recommend ? (if customer agrees)
Developing Strategy
salesperson MUST develop a strategy or plan of actions to achieve his sales objectives
Make an appointment
The most professional way
Call Planning
Other planning preparation requires knowledge Product
Company
Industry
Competition
Prices
Call Planning
SSpecific
Sets a clear direction, where you want to go
MMeasurable compare your achievement versus planned
AAchievable –(yet challenging)
Keeps you motivated, you can do it
RRealistic
Makes you confident, you have some basis, grounds
TTime bound
Makes you organized, disciplined, you have to finish the task/job with in time limit
SMART objectives
Approach
Approach:Approach:
salesperson asks buyer for meetingsalesperson asks buyer for meeting
Presentation
First Impression First Impression
First Impression First Impression
Wear neat clean, conservative clothes
Be clean and carefully groomed
Know the prospect’s name and pronounce it correctly
Be alert and pleasant
Let the prospect offer to shake hands
Forget about your self and concentrate on the prospect
Avoid smoking or chewing gum
Switch off your mobile
Probing
To identify need - To identify need - Ask questions Ask questions • Open ended questionsOpen ended questions
• Reflective questionReflective question
• Directive/LeadingDirective/Leading
• Close ended questionsClose ended questions
Probing
Open ended questionsOpen ended questions• Tell me what you had in your mindTell me what you had in your mind
• Will you please tell me a little bit about your Will you please tell me a little bit about your investment portfolio investment portfolio
• What type of car do you want?What type of car do you want?
Directive/Leading questionsDirective/Leading questions• Designed to point the prospect towards area of Designed to point the prospect towards area of
agreementagreement
Close ended questionsClose ended questions• Put pressure on the prospect to make a Put pressure on the prospect to make a
decision decision
Presentation
salesperson describes the product and how it meets buyer’s salesperson describes the product and how it meets buyer’s needs. Applies feature benefit strategyneeds. Applies feature benefit strategy
FEATUREFEATURE – CHARACTERISTIC OF A PRODUCT – CHARACTERISTIC OF A PRODUCT
Provides/demonstrates evidenceProvides/demonstrates evidence
BENEFITBENEFIT – NEED SATISFACTION CUSTOMER GETS – NEED SATISFACTION CUSTOMER GETS
Gets agreementGets agreement
Presentation
Presentation: salesperson describes the product and how it meets buyer’s salesperson describes the product and how it meets buyer’s needsneeds
Feature Evidence
Benefit Agreement
Presentation
What is required to make an What is required to make an
effective presentation? effective presentation?
1-22
Presentation
Knowledge
- Company
- Customer
- Industry
- Products (Product expert)
- Competition
- Prices
Presentation Techniques
During presentation
- Eye contactEye contact
- Sales storySales story
- Visual aidVisual aid
- SamplesSamples
- ExamplesExamples
- GuaranteesGuarantees
- Testimonials Testimonials (Reports from satisfied customers)
- Demonstration Demonstration (check the product)(check the product)
Presentation
During presentationDuring presentation
- Body languageBody language
- Third party referenceThird party reference
- Ask questionsAsk questions
- Listen carefullyListen carefully
Buying Signal
• VERBAL VERBAL - Price, availability, delivery schedulePrice, availability, delivery schedule
• NON VERBALNON VERBAL- Facial expressions, physical action, gestureFacial expressions, physical action, gesture
- Positive actions- Moving forward, nodding head up & down, - Positive actions- Moving forward, nodding head up & down, open handed gestures, friendly gestureopen handed gestures, friendly gesture
- Arms crossed over the body, movement away from the Arms crossed over the body, movement away from the salesperson ?salesperson ?
Handling Objections
Sales resistance – Actions or statement by a prospect, customer, that postpone, hinder or prevent the completion of a sales
Reasons a buyer offers to not buy your product
Outward expressions of prospect, customer’s doubts or negative feeling about a sales proposal or product
Handling Objections
ObjectionsObjections Reasons a buyer offers to not buy
your product
Helpful to identify customer’s need
Can occur at any time
Salesperson should find out root of concern and resolve it
Type of Objections
Timing- Your proposal is ok but I have to discuss it
with my partner, give me some time - (SR should mention the advantages of the decision
right now)
Price (Prospect’s Financial Constrains)
- I think I can get a better deal elsewhere or X company is offering more economical price
- (additional benefits, durability, longer warranty, after sales service, convenience of repair)
Type of Objections
Source- Your company salesperson misled me about
your product’s performance record or I have heard that your company has a poor delivery record
- (SR should not be defensive or argumentative)
Competition
- I am doing business with abc company for many years and I like Saleem who has done good job for us. Why should I change?
- (ask questions, identify any dissatisfaction with supplier, emphasis competitive edge, guaranty warranty period, after sales service )
Handling Objections
Steps, Techniques, Methods Keep yourself cool
Listen carefully & show patience
Don’t interrupt
Ask questions
Use boomerang technique
Handling Objections
Respond to the objections
Use yes & but technique Boomerang method
(I can’t afford insurance policy)
Comparison method
Compensation method
Case history method
1-32
Customer Objection - Reasons
Why ? Poor sales presentation
Lack of knowledge
Customer need, not addressed
Needs more information
Previous experience
Salesman’s appearance
1-33
Handling Objections
Closing the Sale
Close When salesperson asks buyer for the order/business
“well planned and structured closing techniques move the prospect into making a decision after he convinced that he wants and needs the product”
When to close
Buying signals
Closing Techniques
Direct Close (Need identified, benefits thoroughly explained and
asking for decision)
Trial order close – How does this sound or In your opinion
Special offer (gift) close
Alternative proposal close Assumption close – Prospect will make a
commitment
Action close – SR take an action which will consummate the sale
Closing Techniques
One more yes close (SR restates the benefits & asks for order)
Balance sheet close (SR & prospect list the reason for acting now against
delaying)
Implementation/Follow-Up
Follow-UpFollow-Up After delivery, ensure that the customer
has good experience with product
Training, service, after sales service contract, annual maintenance contract, policies and procedures
Helps to build long term relations
To remove any post purchase doubt
1-38
Implementation/Follow-Up
Customer RelationsCustomer Relations Handle complaints promptly &
pleasantly
Maintain contact with customers
Keep serving the customer
Show appreciation
1-39
Implementation/Follow-Up
Self AnalysisSelf Analysis Were the planned sales objectives
achieved?
What could I have done better?
What did I learn from this call that will contribute to my future success?
The Selling Process : 8 Steps
Qualifying & Preparing
THANKS
Selling Approaches
Enterprise
Business-to-business (B2B) concept Based on not only person-to-person relationships
but on company-to-company relationships
Identify and solve a client’s problems Also called needs-satisfaction selling or
problem/solution selling
Problem Solvingor Consultative
Affiliative
Transactional
Based on the friendship between the salesperson and the individual buyer
Finish sale as quickly and as easily as possible Key to success is making as many calls as
possible to as many people as possible
Quiz - 1Field sales manager Rehan Nawaz knows that one of his salesperson has serious personal problem which has distracted the individual from selling. The poor sales performance may prevent the salesteam to achieve its goals for the quarter.This, in turn, may result in the loss of the yearend bonus for the entire sales team . What should Rehan do?
Sales Management (Mkt 403)