8/8/2019 Selling Skills & Selling Strategies
1/35
Selling Skills & Selling
Strategies
8/8/2019 Selling Skills & Selling Strategies
2/35
Oxford University Press 2005, All rights reserved. 2
Selling and buying styles
9
8
7
6
5
4
3
2
1 2 3 4 5 6 7 8 9
( , )9 People Oriented ,am customer s friendwant to understand himnd respond to hiseelings and interests so.hat he will like me Its the personal bond that
eads him to purchase.rom me( , )5 Sales techniqueOrientedhave tried an effectiveoutine for getting a.ustomer to buy Itotivates through a
lended personality androduct emphasis, )1 Take it or Leave itplace the productefore the customer andt sells itself as and.hen it comes
( , )1 Push the productOrientedtake challenge of theustomer and hard sell,im polling on all theressure it takes toake him buy
( , )9 Problem SolvingOrientedconsult with the customero as to inform myself ofll the needs in hisituation that my products.an satisfy We work towardssound purchase decision on
,is part which yield himhe benefits he expects from.t
8/8/2019 Selling Skills & Selling Strategies
3/35
Selling and Buying Styles
8/8/2019 Selling Skills & Selling Strategies
4/35
Selling Situations
The Sales Task and Function
Maintenance Selling
Developmental Selling
8/8/2019 Selling Skills & Selling Strategies
5/35
Selling Skills
The good The bad The Ugly
HonestLoses a sale graciouslyAdmits mistakesPossesses problem-
solving capabilitiesFriendly but professionalDependableAdaptableKnows my businessWell-preparedPatient
Does not follow upWalks in without appointmentBegins call by talking sportsPuts down competitors
productsHas poor listing sillsMakes too many phone callsMakes lousy presentationsFails to ask about needsLacks product knowledgeWastes my time
Has a smart ale attitudeCalls me dear or sweetheart(I am a female)Gets personal
Does not give purchasingpeopleCredit for their intelligenceWhinesLiesWines and dines mePlays one company againstanotherActs pushySmokes in my office
8/8/2019 Selling Skills & Selling Strategies
6/35
Oxford University Press 2005, All rights reserved. 6
Selling skills
ellingSkills
isteningSkills
onflict managementnd resolutionskills
egotiationnd argainingskills
roblemolvingskillsffective ommunicationskills
8/8/2019 Selling Skills & Selling Strategies
7/35
Communication Skills
8/8/2019 Selling Skills & Selling Strategies
8/35
Oxford University Press 2005, All rights reserved. 8
Communication process
Noise
Channel
FeedbackntendedMessage
ent Message
Encoding
erceivedMessage
eceivedMessage
Decoding
Sender Receiver
8/8/2019 Selling Skills & Selling Strategies
9/35
Managing Body Language
Personal Appearance
Posture
Gestures Facial Expressions
Eye Contact
Space Distancing
8/8/2019 Selling Skills & Selling Strategies
10/35
8/8/2019 Selling Skills & Selling Strategies
11/35
Oxford University Press 2005, All rights reserved. 11
Process of listening
AttendanceInterpretation
Evaluations
Remembrance
esponseAction
8/8/2019 Selling Skills & Selling Strategies
12/35
Oxford University Press 2005, All rights reserved. 12
Levels of listening
FeedbackParaphrasing
mphaticlistening
Clarifications
ctive Listening!arriers to Listening
8/8/2019 Selling Skills & Selling Strategies
13/35
Barriers to Listening
8/8/2019 Selling Skills & Selling Strategies
14/35
Oxford University Press 2005, All rights reserved. 14
Conflict managementskills
vModels of conflictvComponents of conflictvThe conflict resolution process: - lumping - avoidance - coercion - meditation - conciliation - arbitration - adjudication - negotiation
8/8/2019 Selling Skills & Selling Strategies
15/35
Conflict Management Skills
8/8/2019 Selling Skills & Selling Strategies
16/35
Models of Conflict
8/8/2019 Selling Skills & Selling Strategies
17/35
Components of Conflict
8/8/2019 Selling Skills & Selling Strategies
18/35
Oxford University Press 2005, All rights reserved. 18
tage Iotential ppositionrIncompatibility
tage II&ognition
Personalization
tage IIIIntentions
tage IVBehaviour
tage VOutcomes
ntecedentConditionsCommunicationersonalVariables
Structure
erceivedConflict
eltConflict
onflictandlingIntentionsCompeting
CollaborationCompromising
AvoidingAccommodating
vertConflictarty s
ehaviourthersreaction
ncreasedroupperformance
ecreasedroupperformance
Conflict management process
M th d f C fli t
8/8/2019 Selling Skills & Selling Strategies
19/35
Methods of ConflictResolution
Competing: Each party pursues is owninterests, regardless if the impact on thee other party.
Collaborating: Both parties in a conflict
try to satisfy fully the concerns of bothparties.
Avoiding: one party withdraws from orsuppresses the conflict.
Accommodating: One party aggresses toplace the opponents interests above itsown.
Compromising: Both the parties agree togive up something.
8/8/2019 Selling Skills & Selling Strategies
20/35
8/8/2019 Selling Skills & Selling Strategies
21/35
Nadir and Todd in their book The disputingprocess Law in Ten Societies have identified 8
procedures used to handle conflict:
Lumping
Avoidance
Coercion
Mediation
Conciliation
Arbitration
Adjudication
Negotiation
8/8/2019 Selling Skills & Selling Strategies
22/35
Negotiation Skills
Si i d Ti i f
8/8/2019 Selling Skills & Selling Strategies
23/35
Situation and Timing forNegotiations
Seller s reservation(price seller wants
)s or more
Buyer s reservation(price buyer wants
)b or less
Seller s surplus
Buyer s surplus
Seller wants tomove c up
Buyer wants tomove x down
one ofagreement
F l ti f B i i
8/8/2019 Selling Skills & Selling Strategies
24/35
Formulation of a BargainingStrategy
8/8/2019 Selling Skills & Selling Strategies
25/35
The Theory & Strategy ofPrincipled Negotiation
Separate the people from the problem
Focus on interests,not on positions
Invent options for mutual gains
Insist on objective criteria
8/8/2019 Selling Skills & Selling Strategies
26/35
Negotiation Tactics
Acting Crazy
Auctioning
The Good guy-Bad guyroutine
Big Pot Budget Bogey
Get a prestigious ally
Escalation
The Well is Dry
Limited authority Whipsaw/auction
Divide and Conquer
Reunion
Deadline
Sticks and Stones
Get lost/Stall for Time
Take it or leave it
Wet Noodle Veiled Threat
Lets split the difference
Play the devils advocate
Trial balloon
Surprises
Whats the rock bottomprice
Adversarial negotiationtactics
8/8/2019 Selling Skills & Selling Strategies
27/35
Oxford University Press 2005, All rights reserved. 27
Problem solving skills
Habit I: be proactive Habit 2: begin with an end in mind
Habit 3: put first things first
Habit 4: think winwin Habit 5: seek first to understand, then to
be understood
Habit 6: synergize Habit 7: renewal
Characteristics of
8/8/2019 Selling Skills & Selling Strategies
28/35
Characteristics ofIneffective/effective
problem solverCharacteristics Ineffective problem-solver Effective problem-solverAttitude Thinks nothing can be done; gives upeasily
Believes the problem can be solvedActions Lies back and expects that a solution
will come naturally; unable to re-describe the problem; jumps toconclusions very fast
Re-evaluates the problem several timesto look at the issue from different angles;Re-describes the problem; asks himselfquestions; creates a mental picture,draws sketches, and writes equations
Accuracy Does not check Checks and rechecksSolutions procedures Does not break the problem, lets it be as
it is.Does not know where to start from; failsto identify key concepts; relies on guess;does not use any special plan; quits orwithdraws
Breaks the problem into smaller
problems leading to the larger problem;starts at a point where he understandsbetter; uses a few fundamental conceptsas building blocks; uses decisionheuristics; perseveres when held up orstruck; uses quantitative formula andequations to solve the problems; keeps a
track of changes and progress
8/8/2019 Selling Skills & Selling Strategies
29/35
Oxford University Press 2005, All rights reserved. 29
Problem Solving Process
efine the problemenerate alternative solutions
ecide the solutionmplement the solutionvaluate the solution
ro em e n t on
8/8/2019 Selling Skills & Selling Strategies
30/35
Oxford University Press 2005, All rights reserved. 30
roblem efinitionTechniques
ind out origin of the problemxplore the problem
resent desired state analys
luate problem statement
atement and Restatement unker s diagram
ro em e n t ontechniques
1
2
35
4
6
8/8/2019 Selling Skills & Selling Strategies
31/35
Oxford University Press 2005, All rights reserved. 31
Dunkers Diagram
chieve theesired stateossible path to theesired state
ath 1 ath 2 ath 3&olutions to implement paths to
esired solutions
olution 1 olution 2 olution 3
eneralSolution
unctionalSolution
pecificSolution
Statement Restatement
8/8/2019 Selling Skills & Selling Strategies
32/35
Oxford University Press 2005, All rights reserved. 32
Statement RestatementTechnique
FuzzyMess
erceived problems
e Statement
e Statementinal problemStatement
elaxConstraints
ake an ppositeStatement
Generalize
f d i i
8/8/2019 Selling Skills & Selling Strategies
33/35
Oxford University Press 2005, All rights reserved. 33
Components of a decisionon a future course of action
ituation analysis
roblemanalysisPasthat is thefault
ecisionanalysisotentialroblemAnalysis
Futureow to preventfuturefaults?
8/8/2019 Selling Skills & Selling Strategies
34/35
8/8/2019 Selling Skills & Selling Strategies
35/35
Evaluate the Solution