SALES SKILLS WORKSHOPPart 1 - Basic skills

FamilyCaring for others

Sharing HedonismAffection

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WHAT IS SALES ?

SALES IS HOW YOU (THE SELLER) WILL ANSWER TO A MATERIAL MOTIVATION

(NEEDS AND WANTS) OF ANOTHER PERSON OR ORGANIZATION.

ACT 1 : basic process

Opening •Welcome

•Build rapport

•Wants and needs

Wants & needs

Wants

Something the customer would like but may not necessarily need

Needs

Something the customer really needs to solve an issue or a problem

Closing • Sale is done

• Congratulate

• Reassure

• Invite back

Closing

OpeningFe

atur

es

Bene

fits

FEATURES / BENEFITS

• Feature

• A unique feature (perceived such as) of a product or service

• examples : car, weight watcher, ...

• Benefit

• A unique benefit the customer will receive

• example : kids will have eat for tonight, savings, ...

ACT 2 : Sales process milestones

Closing

Opening

ObjectionsTrail closes

Featur

es

Bene

fits

WHAT TO LISTEN TO?

•Testing the water : correct identification of wants and needs

•Paving the way to making the sales

TRAIL CLOSE

REMEMBER ? EMOTIONS !

ACT 3 : Motivations

SALES

Sales is a success when the product / service matches exactly the needs or

wants of the customer

ABOUT MOTIVATIONS

• Hedonist motivations : buy impulse coming from the needs of obtaining pleasure from life

• Oblation motivations : buy impulse coming from the desire to get some pleasure/good for itself and give something to others, especially relatives.

• Self-expression motivations : buy impulse coming from the need of expressing what we are to others.

ABOUT BUYING MOTIVES

Inside motivations which is the origin of the buying,comes the buying motives.

Those are the reasons, the feelings, that will help the customer to fulfill the buying process.

IDENTIFICATION OF SALES MOTIVES

• Security : the need of being reassured by the brand, the seller or the product.

• Pride : be fashionable, be or give the impression to be of a certain standing

• Novelty : need of change

• Convenience : need of well being

• Money : Buying an economy. want to make a good deal

• Sympathy : Affection side, need of making gifts

UNDERSTAND THE MOTIVES

CONSCIOUSNESSUNCONSCIOUSNESS

EMOTIONAL INTELLIGENCE

FROM EQ TO IQ

Global International Insurance Company relies on its network of nearly 12,500 independent agents around the world to promote and sell its varied insurance products, including auto, homeowners, renters and watercraft. With revenues of more than $250 million in 2008, Global International employs 175 at its Detroit, Michigan headquarters. Because agents selling Global’s products also represent other insurance offerings, the company needed to increase channel support for its product lines by providing agents with an efficient and easy way to promote and sell them. To satisfy its independent agents, Global International cut lengthy transaction processing delays that often occurred when agents completed dozens of manual forms and mailed them to headquarters, where the data was rekeyed. Processing delays were sometimes weeks-long when return mail trips from headquarters and back again were required so agents could complete unfinished or correct inaccurate forms.

The XYZ product not only enhanced Global International’s agent services, but also, reduced the company’s application processing time by 68 percent, minimized the possibility of data entry errors, improved accuracy of the company’s database and reduced annual administrative costs by $750,000.

Project champion

The challenges The solution The results

Mr SmithEnterprise Sales

specialist

Global international insurance company

- Lagging sales

- Application errors

- Repetitive manual entry

- Inaccurate database

- Excessive admin costs

The Winner’s solution

- Reduced administration costs by 750,000 $

- Eliminated manual entry

- Shortened application processing time by 68%

Minimized errors on applications

- Improved database accuracy

- enhanced agent services

- Increased sales

ACT 4 : Resistance

TYPE OF RESISTANCE

• Towards the product

• Fears : negative impulse caused by real or imaginary difficulties.

• inhibitions : negative impulse caused by devalorized buying impulses on the customer side.

TYPE OF RESISTANCE

• Towards the point of sales / seller

• Fears based on the image of POS/seller.

• Fears of being perceived badly by another person

• Fear of lacking information or being misinformed.

• Fear towards other customers in the same environment

• Fear of going outside without buying anything.

EXERCISE

A person enters a shop to buy a hi-fi.

Motivation :

Hedonist

Justification :

Be able to listen to music and get pleasure

EXERCISE

A doctor wants to buy a mobile phone.

Motivation :

Auto expression

Justification :

Be reachable everywhere

EXERCISE

A family dad with 2 children buys a PC.

Motivation :

Pride

Justification :

Be able to let the children discover how a computer works.

EXERCISE

A student wants to buy the latest Abercombrie Sweatshirt

Motivation :

Auto expression

Justification :

Need to give a certain image of him(her)self.

OBJECTIONS

• Don’t take it personally

• Customer is simply saying : “you have not convinced me of the value yet”

DEALING WITH OBJECTIONS

Exercise

TYPE OF CUSTOMERS• RUSHED customer : Act swiftly, in a hurry. seeking less

contacts with direct communication.

• IMPULSE customer : Will drive is buying patterns based on an emotion spotted on a particular moment

• DESTINATION customer : the customer is entering the sales process with a particular goal and will seek for most of information he can get.

• BROWSING customer : the customer have an idea of hat he is looking for but will not seek for particular information.

ACT 5 : Environment

REMEMBER

• INFORMATION IS POWER

• EMOTIONS

• BUILD RAPPORT / RELATIONSHIP

• MOTIVATIONS / MOTIVES

• LISTEN / UNDERSTAND / ANSWER