2.Selling and Negotiation Skills (Roll_nos 8-14)

7/29/2019 2.Selling and Negotiation Skills (Roll_nos 8-14)

1/39

Ashish Datta (8)

Vikram Deshmukh (9)Rakesh Dodoi (10)

Bharat Donga (11)

Atul Gaikwad (12)Shailesh Gajare (13)

Ameya Gondhalekar (14)


2/39

Assesing thebuyers

reactions andmaking

adjustments

Making a GoodImpression

Identifying andReiterating needs

Offering the solutionto the buyers needs

Credibility andTrust


3/39

Successful sales people realise the importanceof making a good impression.

Its difficult to build relationships and get deals

when- Fail to arrive on time.

- make a poor entrance.

- fail to gain the buyers interest.

- lack rapport building skills. IMPRESSION MANAGEMENT deals with

how to make a good impression.


4/39

Not only for the 1st call but is neededthroughout the calls on the prospect.

Be Prepared.

Make checklists.


5/39

Be present a few minutes earlier thanscheduled time.

Might have to wait till the prospect gets time to

see you. Many a times the prospect may be running

behind schedule

Might result in waiting for long time


6/39

Working on reports

Studying new product information

Planning and preparing for their next calls

Obtaining additional information about theprospect

Easier with the advent of laptops, palm PCs

and smartphones


7/39

Under normal circumstances- Not more than 15mins after the appointment time.

But there can be exceptions depending on

- Importance of the customer.

- Distance the salesperson has travelled.

Keep your time in perspective as well because

even your time is important.


8/39

Ill tell Mr. Jones that you are here

Ask how long the wait is going to be.

Might be possible the wait is excessive or you

have another appointment..

Explain the situation and ask for anotherappointment.

Be tactful.


9/39

1st two or three minutes are the mostimportant

Favorable impression = prospect willing to

listen. Negative impression might lead to barriers.

Maintain and build upon your exisiting

reputation and partnership


10/39

Entrance can occur anywhere.

Office setting, on the farm, on a constructionsite, in a shop, in a car, in the hotel lobby

ABSOLUTELY ANYWHERE. Key is to be adaptable and make an effective

entrance based on the scenario


11/39

Sales people make poor Impressions withoutrealizing it.

They might know everything about customers

and their needs but still lose the deal. Dress appropriately.

Physical Attractiveness can influence purchase

intentions. Sales people who sold to opposite sex have

more success than to people of their owngender.


12/39

Women not taken seriously as salesperson-

(Research says so.. Not me!!!)

Use the rule of 12 for business etiquettes.

Use thank you in the 1st twelve words.

Be well groomed 12 inches from shoulder up..

1st

twelve footsteps should reflect confidence.


13/39

Dont forget to smile..

99 out of 100 times the prospect will smile

back..

Dont forget the name of your prospect.

Pronounce the name in a correct way.


14/39

Dont automatically extend hand to a prospect.

Shaking hands should be a prospects choice.

If offered a handshake, respond with a firm

handshake while maintaining eye contact.. Bone crunching and limp handshakes are a

big no


15/39

Use handkerchief if you have sweaty hands.

Be careful while selling in international market.

Different cultures have different meanings for

handshakes. Chinese prefer to bow.

Arabs may shake hands vigorously for few seconds.

Hug in Mexico denotes a trusting relationship. But not allowed in Germany.


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Approach

It is a method designed to get the prospects attention and

interest quickly and to make smooth transition into next part

of presentation.

Halo Effect

If the salesperson is perceived by the prospect as effectiveat the beginning of the call, he will be perceived as effectiveduring rest of the call, and vice versa.


17/39

Introduction Approach

Referral Approach

Benefit Approach

Product Approach

Compliment Approach

Question Approach


18/39

Directly starts with the name and companys name.

It is most often in conjunction with other methods.

E.g.Mr. Bay, thank you for seeing me today. My name is JohnEmmerich, and Im with Urban Folks.


19/39

Using the name of satisfied customer or a friend.

Focus on relationship.

E.g.Mr. Bay, I appreciate you seeing me today. Im here at thesuggestion of Mr. Kennedy of Wall Associates. He thoughtyou would be interested in our new marketing and sales

productivity system.


20/39

Focus on product benefit.

Right to the point approach.

E.g.

Mr. Bay, I would like to tell you about copier that can reduceyour copying cost by 15%.


21/39

Involves demonstrating a product feature and benefit.

Appeals visually as well as verbally.

E.g.

[Handling the buyer the scarf made out of s new syntheticmaterial] Is it silk?


22/39

Compliment must be sincere and specific

E.g.

Mr.Smith, congratulation on the cost savings you achievedthrough the recent reorganization.


23/39

Beginning the conversation with question

Gets customers attention, motivates a response,initiates two-way communication.

E.g.

Ms. Garnett, what is your reaction to the brochure I sentyou on our new telemarketing service?


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Rapport : An emotional bond or friendlyrelationship between people based on mutualliking, trust and a sense that they understandand share each other's concerns

Pay attention to your appearance

Use Active Listening Skills

Adjust to the Prospect's Temperament Style Use a sincere complement

Look for Common Ground


25/39

Relax

Focus on the task at hand

Maintain sense of humor

Apologize


26/39

Ask Questions

Listen

Rephrase and confirm it with the customer

Try to identify the need behind the need

Start looking for issues or problems a typical

customer may face


27/39

Communicate effectively

Speak naturally while asking questions

Its a good idea to gain permission before beginning to ask questions

Two types of questions:-Open ended questions and close ended questions

Start with open ended question and move on to close ended questions

Summarize the prospects needs

Spin technique

First developed by Huthwaite inc.

Situation questions, Problem questions, Implication questions,

Need payoff questions

Useful for salespeople involved in the major sales

Situation questions:-

General data gathering questions about background and current facts

do not ask too many situation question

Eg:- how many people do you employ? Is the no. growing or shrinking?


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Situation questions:-

General data gathering questions about background and current facts

do not ask too many situation question

Eg:- how many people do you employ? Is the no. growing or shrinking?

Problem questions:-

These are the questions about specific difficulties, problems, or

dissatisfactions

Eg:- is your current machine difficult to repair?

have you experienced any problems with the overall quality of your

forklifts?

Implication questions:-Follow one or more problem questions and are designed to help the

prospect recognize the true ramifications of the problem.


29/39

Motivate the prospect to search for the solutions to the problem.

Set the stage so that the seriousness of problem outweighs the cost

of the solution.

Eg:- Does the slowness of your present system create anybottlenecks in other parts of the process?

Need payoff questions:-

These are the questions about usefulness of solving a problem.

These are solution centered questions.

Eg:- would an increase in the speed of your present system by 5

percent resolve the

bottlenecks you currently experience?

Advantages:-

Encourages the prospect to define the need

Salesperson does not talk about his own product so the prospect

think of his as a consultant trying to help


30/39

It includes the precall information gathering.

The Salesperson may fully identify the needs ofprospect before making the sales call.


31/39

Tell me about your business?

Describe the people in your organization?

What are your responsibilities?

What are the biggest challenges you face in agrowing business?

What are your priorities?

Ask a relationship question?


32/39

What do you like most about current supplier?

If you could change anything about yourcurrent supplier, what would you change?

Whats your criteria for making decision? Describe your decision making process?

How will you measure success when using our

products? What are the expectations for working with a

new supplier


33/39

Based on the needs identified, the salespersonshould develop a strategy.

Sort out the needs of Buyer and prioritize them.

Should make decision about concession.


34/39

After the Salesperson discovers the buyersneeds and develops a strategy, it is the time tomake a presentation that shows how they can

be addressed.

This step includes relating product or service

features that are meaningful to the buyer.


35/39

Whatever is tangible in a product is called asfeature.

What the product does is advantage.

What it means to the customers are benefits.

Example: car has antilock brakes (feature),

Which helps the car stop quickly (advantage),Which provides safety you said you werelooking for (benefit)


36/39

Channel Positive Mixed Negative

Body angle Upright,

direct to

salesperson

Leaning

away from

sales-

person

Leaning far

back or

thrusting

towards

salesperson

Face Friendly,smiling,

enthusiastic

Tense,displeased,

superior

Angry,determined,

shaking

head


37/39

Channel Positive Mixed Negative

Arms Relaxed,

Open

Closed,

tense

Tightly

crossed or

thrusting

outHands Relaxed,

open

Clasped,

fidgeting

with objects

Fist,

pointed

finger

Legs Uncrossed,

crossed

towards

salesperson

Crossed

away from

salesperson

Tightly

crossed

away from

salesperson


38/39

To build harmonious relationship, salesperson must bebelievable and reliable .

Steps to build credibility during the call

Accurately calculate the time needed for a call and stand by thepromise

Offer concrete evidence to back up verbal statements.

Be HONEST

Make balanced presentation i.e. to show all sides of the situation.


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When selling to groups :

Gather information about needs & concerns of each individualwho will attend the meeting.

Know status, authority , perceptions, subject knowledge of eachindividual in the group .

Develop special visual aids for specific individuals .

Learn the name of group members and use them whenappropriate.

Listen carefully and observe Non-verbal cues.

Documents

2.Selling and Negotiation Skills (Roll_nos 8-14)