Selling & Selling & SalesmanshipSalesmanship

So you want to be a So you want to be a success at selling?success at selling?

Art of SellingArt of Selling

Need to combine a number of skillsNeed to combine a number of skills PersuasionPersuasion NegotiationNegotiation InfluenceInfluence AssertivenessAssertiveness Planning & organizationPlanning & organization PresentationPresentation

This requires researchThis requires research Know your customerKnow your customer Know your product/serviceKnow your product/service

Three stage processThree stage process

PreparationPreparation ResearchResearch Setting ObjectivesSetting Objectives Asking questionsAsking questions

PresentationPresentation Explaining the benefitsExplaining the benefits Meeting objectionsMeeting objections Closing the saleClosing the sale

Customer CareCustomer Care After sales serviceAfter sales service

The PreparationThe Preparation

Do ResearchDo Research

Research the customerResearch the customer Find out the name of the customerFind out the name of the customer Make it your business to know your Make it your business to know your

customer’s businesscustomer’s business Keep records of previous meetings & Keep records of previous meetings &

ordersorders Study the customer’s companyStudy the customer’s company

Annual reportsAnnual reports News articlesNews articles Their web siteTheir web site

Do research Do research contcont

Research your productResearch your product Know what it is that you are sellingKnow what it is that you are selling Know the styles, colours, sizes, Know the styles, colours, sizes,

quantitiesquantities Research the relationshipResearch the relationship

Know what the customer has bought or Know what the customer has bought or asked aboutasked about

Know if there are any previous/current Know if there are any previous/current problemsproblems

Set ObjectivesSet Objectives

Know what you want to sell, how many?Know what you want to sell, how many? Plan APlan A

Have a fall back optionHave a fall back option, , Plan BPlan B I want to sell five casesI want to sell five cases OK two casesOK two cases OK sale or returnOK sale or return OK, here is a free sample (& order form)OK, here is a free sample (& order form)

Objectives must be realistic with viable Objectives must be realistic with viable alternativesalternatives If you cant sell to this customer, then If you cant sell to this customer, then

does your customer know anyone elsedoes your customer know anyone else Or does your customer want other productsOr does your customer want other products

Ask QuestionsAsk Questions

Ask the right type of questionAsk the right type of question Ask open-ended questionsAsk open-ended questions

They start with They start with what, when, where, how, what, when, where, how, whowho

NotNot Why?Why? Better to sayBetter to say “for what “for what particular reason?”particular reason?”

Keep controlKeep control Answer a question with a questionAnswer a question with a question Rather than give answer which will kill the Rather than give answer which will kill the

dealdeal

Discussion pointsDiscussion points

What should you do to organize What should you do to organize your sales area?your sales area?

What information should you What information should you keep on your customer?keep on your customer?

How can you get an How can you get an appointment?appointment?

Should all sales be by Should all sales be by appointment?appointment?

Discussion Discussion contcont

Should you have sales literature?Should you have sales literature? Should you take samples?Should you take samples? What techniques can you use to What techniques can you use to

keep control?keep control? What should you know about What should you know about

your products?your products? Where can you find leads to new Where can you find leads to new

customers – cold calling?customers – cold calling?

The PresentationThe Presentation

Explain the benefitsExplain the benefits

Look at your product from theLook at your product from the customers point of viewcustomers point of view

Describe the benefitsDescribe the benefits Not the featuresNot the features

How does your product meet what How does your product meet what your customer wants?your customer wants? Fashionable, trendy, modernFashionable, trendy, modern

Does your product match what your Does your product match what your customer needs?customer needs? Hard wearing, low cost, comfortable, Hard wearing, low cost, comfortable,

nutritious, easy to maintain, functionalnutritious, easy to maintain, functional

Meet objectionsMeet objections Be cool, when the customers raises a Be cool, when the customers raises a

query or objection to buying your query or objection to buying your productproduct

Never get emotionally involvedNever get emotionally involved Never argueNever argue Never take it personallyNever take it personally

Get your customer to be specific about Get your customer to be specific about why he does not want to buy your why he does not want to buy your productproduct

Put objections into context of the use Put objections into context of the use they want to make of your productthey want to make of your product

Consider compensating factors to explain Consider compensating factors to explain how your product meets their requirementshow your product meets their requirements

Close the saleClose the sale Watch for buying signalsWatch for buying signals

As soon as your customer looks like he As soon as your customer looks like he might buy, then …..might buy, then …..

Ask for the orderAsk for the order Bring out an order formBring out an order form Complete the form for the customerComplete the form for the customer Get the customer to sign, then ….Get the customer to sign, then ….

Shut upShut up Don’t say anything that would make Don’t say anything that would make

the customer think againthe customer think again Politely say goodbye, and leavePolitely say goodbye, and leave

Discussion PointsDiscussion Points What techniques can you use to close What techniques can you use to close

a sale?a sale? How to handle a price objection?How to handle a price objection? Discuss the differences between Discuss the differences between

“features”“features” and and “benefits”“benefits” How can objections be met and How can objections be met and

overcome?overcome? How to conclude a sales meeting that How to conclude a sales meeting that

does not end in an order?does not end in an order? How to ask open ended questions to How to ask open ended questions to

find out what the customers wants?find out what the customers wants?

Art of presentingArt of presenting

Introduce yourself & the subjectIntroduce yourself & the subject Who am I?Who am I? Where do I come from?Where do I come from? What do I want to say?What do I want to say?

Explain the backgroundExplain the background Why am I giving this presentation?Why am I giving this presentation?

ConcludeConclude What were the important points?What were the important points? What message do I want to leave with What message do I want to leave with

the customer?the customer? Be brief, finish on timeBe brief, finish on time

Art of presenting Art of presenting contcont

IIntroductionntroduction BBackgroundackground SSubstanceubstance CConclusiononclusion

II BBelieve in elieve in SSpeaking peaking CClearlylearly

Art of speaking Art of speaking contcont

Make sure you are Make sure you are rrelaxedelaxed Be Be nnaturalatural Make sure you are Make sure you are hheardeard Be Be iinterestingnteresting Be Be mmethodical & logicalethodical & logical DDress appropriatelyress appropriately Have Have sspiritpirit

RReady eady nnow ow hhere ere iis s mmy y ddelightful elightful sspeechpeech

Discussion pointsDiscussion points How to dress for a presentation?How to dress for a presentation? What is the best method of What is the best method of

communication?communication? What to do if you are not good at What to do if you are not good at

speaking?speaking? What is the best type of literature to use?What is the best type of literature to use?

Which medium is best: e mail, sms, web sites, Which medium is best: e mail, sms, web sites, letters, telephone, skype, YMletters, telephone, skype, YM

What other ways of selling can I use?What other ways of selling can I use? What are the benefits of seminars, What are the benefits of seminars,

workshops or conferences?workshops or conferences?

Customer careCustomer care

Benefits of customer Benefits of customer carecare

Differentiates you from competitionDifferentiates you from competition Improves customer image of youImproves customer image of you Minimizes any price sensitivitiesMinimizes any price sensitivities Improves profitabilityImproves profitability Increases customer satisfaction & Increases customer satisfaction &

retentionretention Enhances your reputation & standingEnhances your reputation & standing Develops customer – supplier Develops customer – supplier

relationshiprelationship Repeat purchase & word of mouth salesRepeat purchase & word of mouth sales

Customer relations Customer relations managementmanagement

Identify what the customer needsIdentify what the customer needs Manage the delivery of the product/serviceManage the delivery of the product/service Manage the customer expectationsManage the customer expectations Manage after care serviceManage after care service Service is necessary immediately after Service is necessary immediately after

deliverydelivery Manage problemsManage problems Is what you are selling what your customer Is what you are selling what your customer needsneeds to buy to fulfill his to buy to fulfill his wants?wants?

Everyone in the business serves the Everyone in the business serves the customercustomer

CustomersCustomers

The purpose of a business is to create The purpose of a business is to create a a customercustomer

Remaining in business is a function of Remaining in business is a function of your competitiveness and ability to your competitiveness and ability to win win customerscustomers from the competition from the competition

The The customercustomer is the foundation of the is the foundation of the

business and keeps it in existencebusiness and keeps it in existence

Peter DruckerPeter Drucker

Customer loyalty?Customer loyalty?

16% of customers stop buying each 16% of customers stop buying each year for the following reasons:year for the following reasons:

1% die1% die 3% change jobs or move away3% change jobs or move away 5% develop other relationships5% develop other relationships 9% change for better prices9% change for better prices 82% customer dissatisfaction82% customer dissatisfaction

Why customers get Why customers get unhappy?unhappy?

Customers have a choice & can Customers have a choice & can choose your competitor!choose your competitor!

Types of issues:Types of issues: Products not delivered on timeProducts not delivered on time Parts missing/not in stockParts missing/not in stock Service takes too longService takes too long Product does not meet the needProduct does not meet the need Lack of urgency or understandingLack of urgency or understanding No follow-up of sales peopleNo follow-up of sales people

Customer perceptionCustomer perception

Your customer’s perception is your Your customer’s perception is your barometer of your successbarometer of your success

Often totally intangibleOften totally intangible Service improvement is often your Service improvement is often your

only way to differentiate yourself only way to differentiate yourself from the competitionfrom the competition

Customer is only aware of failure & Customer is only aware of failure & dissatisfactiondissatisfaction

Not success & satisfactionNot success & satisfaction

Customer complaintsCustomer complaints

Don’t expect the customer to be in a Don’t expect the customer to be in a rational mindrational mind

Maintain a professional approachMaintain a professional approach Complaints are an opportunity to Complaints are an opportunity to

demonstrate high standard of demonstrate high standard of professionalismprofessionalism

Take responsibility to solve the Take responsibility to solve the problemproblem

Don’t pass the buckDon’t pass the buck Show you really careShow you really care

Responding to Responding to complaintscomplaints

Listen, listen & listenListen, listen & listen Remain calmRemain calm

Check your body languageCheck your body language Let customer get complaint of chestLet customer get complaint of chest

Never interrupt, respond when Never interrupt, respond when appropriateappropriate

Ask appropriate questionsAsk appropriate questions This is a way of showing real interestThis is a way of showing real interest

Responding to Responding to complaintscomplaints

Ignore insults, wait for calmnessIgnore insults, wait for calmness Summarize the issuesSummarize the issues Find areas of agreementFind areas of agreement

State themState them Demonstrate empathyDemonstrate empathy

Show that you understand their pointShow that you understand their point You don’t have to agree to itYou don’t have to agree to it

Agree an actionAgree an action Thank the customerThank the customer

Discussion pointsDiscussion points

Why should customer care be so Why should customer care be so important to your business?important to your business?

How can you retain your customers?How can you retain your customers? How do you steal customers from your How do you steal customers from your

competition?competition? How does your business instill the How does your business instill the

importance of the customer to the importance of the customer to the workforce?workforce?

Apart from good service, how else can Apart from good service, how else can you win &/or retain your customers?you win &/or retain your customers?