The art of selling by Zig Ziglar
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Transcript of The art of selling by Zig Ziglar
WHAT EVERY SALES PROFESSIONAL NEEDS TO KNOW
The Art of Selling
Presentation by:Varun NigamMBA, Marketing
ZIG ZIGLAR
IMPORTANT SKILLS FOR TODAY’S SALES PROFESSIONAL
TRUST LISTENING
DEPENDABILITY AND CREDIBILITY
EVEN THE TINIESTMATTERS BECOMEDEAL SHATTERING
TALKING IS SHARING,BUT LISTENING IS CARING
RECIPROCITY
LISTEN TO THEM,THEY’LL LISTEN TO YOU
YOUR DEPENDABILITY GIVES YOU CREDIBILITY, AND BELIEVABILITYBECOMES CONFIDENCE, AND WITH CONFIDENCE COMES SUCCESS
IMPORTANT SKILLS FOR TODAY’S SALES PROFESSIONAL
COMMUNICATION SPECIFICS
WHENEVER POSSIBLE, ADJUST YOUR SPEECH PATTERNS TO CONFORMTO THOSE OF THE PROSPECT
When anger enters the picture,Lower your voice and slow yourRate of speech
Keep your languageClean and professional
The prospect will not work as hardTo understand you as you will toUnderstand him
Make some adjustment in the directionof the prospect’s speech pattern
Never conform to speech accents,Bad grammar, slang, or speech impediments
FINDING SOMEONE WILLING TO BUY
WHEN YOU REPLACE A LOST PROSPECT WITH SEVERAL MORE, YOU HAVEACTUALLY WON TWICE
WHAT? WHEN?
HOW? WHO?
WHAT IS A PROSPECT?
You SPEND time with suspects.You INVEST time with prospects
WHEN SHOULD YOU PROSPECT?
All the time!
HOW SHOULD YOU PROSPECT?
Display a genuine interest in the otherperson
WHOM SHOULD YOU SELL FOR?
DO NOT sell for such organizationsThat encourage you to sell friendsAnd relatives and then drop you likeA “Hot Potato”
DEALING EFFECTIVELY WITH CALL RELUCTANCE
BUILDING CONFIDENCE THE PROPER FOCUS TELEPHONE TERROR
Remember the timesYou were successful
Successful sales professionalsMake a sales call with theProspect as the center of theirfocus
Determine why are youmaking the call
SELL BY DESIGN, NOT BY CHANCE
THE FOUR-STEP FORMULA
STEP 1 - NEED ANALYSIS
Develop the skill and talents necessary to look withinthe customer and find the needs of the customer
Ask questions that combine emotions and logic
Emotion makes the prospect take action now, and logic them to justify the purchase later
THE PROPER QUESTIONING PROCESS
Open-Door Questions Closed-Door Questions Yes or No Questions
SELL BY DESIGN, NOT BY CHANCE
THE FOUR-STEP FORMULA
STEP 2 - NEED AWARENESS
QUESTIONS TO BE ASKED SHOULD BE BASED ON
Product Knowledge Industry Knowledge Pricing Knowledge
Application Knowledge Competition Knowledge
The sales person must have identified one or more specific needs that can be clearly articulated and theprospect must understand that there is a need and the specifics of the need
SELL BY DESIGN, NOT BY CHANCE
THE FOUR-STEP FORMULA
STEP 3 – NEED SOLUTION
Begin presenting solutions to needs. None of us buy products. We all buy products of the product – calledbenefits or need solutions.
Lead with the need and the difference in features, functions and benefits
SELL BY DESIGN, NOT BY CHANCE
THE FOUR-STEP FORMULA
STEP 4 – NEED SATISFACTION
A.A.F.T.O. – Always Ask For The Order
WHAT IF THEY SAY “NO”?
Ask questions to understand and identify the objection
Find out if it is a true objection and not Gorilla Dust
Two tests can be used to identify the difference between Gorilla Dust and True Objection
The SUPPOSE test ISOLATE and VALIDATE test
Suppose ….. then would you buy today? Is there something else?So you are telling me that if …… and …… werenot the issues you would buy today?
THANK YOU