Selling Techniques For Capital Equipments

By: Sanjeev SharmaRegional Business Head

• Sales is the act of meeting prospective buyers &providing them with a product or service inturn of money or other required compensation.

� Starts with an Enquiry or Generation of need.

� Proceeds with Understanding the exact requirement andoffering a technically suitable, cost effective solution.

� Taken further with discussions, presentations, technicalqueries and bringing prospective buyer in confidence loopabout meeting his requirement.

� Offering right terms and

conditions to make buyer comfortable

in taking a decision.

� Closing the deal by documenting.

Enquiry

Understanding the requirement

Tech Discussions for technical

clearance

Right commercial terms &

conditions/Competitors activities

Closing deal by documentation

Sent for Execution

• Offering right solution in the very beginning is most

important otherwise buyer may not even consider

the solution being given to him or will have a

negative image about product/organization/sales

professional/skills/intentions involved.

• This comes from understanding the requirement

thoroughly and having a clear understanding of own

products/strength’s/limitations and matching them

with client’s requirement

• Once done, half of the job is almost done as client

has a faith that he is in right hands.

• Example: A past example of case: Case Study.

• Helps in removing any of the doubts in clients mind about product/application feasibility/after sales & support/servicing.

• Makes buyer inclined towards product/organization offering right technical solution in advance manner.

• Helps client in taking a final decision about your product.

• Helps in creating a brand image about product/company/sales person.

�Offering right terms & conditions helps client in taking aquick decision in your favor.

�While doing so, companies policies, interests andprocedures should always be kept in mind and matchedwith buyer’s requirement without affecting any side.

�Remember, here it is imperative that client must get a truefeeling that “SALES PERSON IS ON HIS SIDE AND WANTSHIS LONG TERM BENEFIT BY OFFERING “ A RIGHTSOLUTION AT A RIGHT PRICE”.

�Seller and buyer are like two rails of a track which willnever meet each other (In terms of price & conditions)but should never part with each other also and go side byside in exact tuning to achieve a common target(Sales/Purchase).

• Having done all above, it is very important to

bring the entire discussion/agreement in Black &

White clearly or document all as this avoids lots

of unnecessary hassles later on and side by side

completes legal formalities required at both

ends.

• Above all becomes more relevant and applicable when it comes toCapital Goods/High Tech equipments as sale is influenced/guidedby many factors as these being major decisions, can not be reversedor changed taken. Few constraints for a sales professional could be-

• Highly technical and experienced people to deal with.

• Bigger companies with large turnover, better infrastructure inclient’s arena as well as competitors also.

• Higher designation of people to deal with like MD/VP/Tech Directoretc.

• Inclination of prospective buyer towards a particular brand basedon recommendations/previous experience/market credibility.

• Technical feasibility/price compatibility of product w r t othercompetitors.

• Drive & Zeal to succeed and achieve targets

• Effective use of time & resources available

• Constant watch on all cases being handled and touch withclients.

• Proper and effective verbal & written communication

• Ability to dig out required information from client whichcan be used in influencing decision in his favor

• Honesty with himself/organization/client

• Quick response to all (be it internal or external customer).

• Easily available/approachable to all.

• Be ready for new opportunities w r t his tools/presentationand response time

• Not to be a victim but take charge and lead from front.

• Effective and convincing representation at each step,

be it introduction, offer, finalization stage.

• Technically oriented, aware of happenings in market

and related areas wrt product, applications, new

launches, competitors activities.

• Open communicator with realistic projections with

internal and external clients

• Polite and affirmative with VISIBLE WILLINGNESS to

help/serve clients

• Aggressive/Non compromising when it comes to

targets, decision related to business welfare.