Basic sales skills

© Masters Associates Limited 2008

Basic Sales Skills in 10 minutes!

Richard Masters


Sales skills are important


Sales skills are not a gift!Professional sales

skills training takes 14 weeks plus a 2-day update annually!


Takes time and practice!

Unconsciousincompetence

Conscious incompetence

Conscious competence

Unconscious competence


An important distinctionSales Methodology

Overall approach to organising a sales campaign

Sales SkillsPersonal skills used in

individual sales situations


Sales methodologies (examples)Strategic Selling

(Miller Heiman)

TAS (Target Account Selling)

Important for “complex” sales (not covered here)


Sales skills areas1. Client buying process2. Call planning3. Call opening4. Questioning techniques5. Pre qualification6. Qualification checklist7. Establishing solutions8. Objection handling9. Negotiation skills10. SSO Review process11. Closing the sale

Pre-sales

Sales process

Securing profitable business


1. The client buying processClient process Sales processAwareness of need Establish business aims

Define the need Establish the precise requirement

Needs become wants Establish any issues(e.g. authority/budget)

Shop for solution Propose solution(Address issues/ offer options)

Decision time Close and Implement

Seek reassurance Follow up and reassure


2. Call planningNever, ever, try to

sell without planning

If the client calls you, make an excuse and call back


2. Call planning guidelines1. Write down your

objectives2. Whose best

placed to respond

3. Opening statement

4. List of potential questions

5. Listen,Listen,Listen


2. Call planning guidelines 6. Identify potential

objections7. How will you

handle them?8. Identify

references9. Make extensive

notes10.Stretch objective


3. Call opening guidelines1. 1st impressions

are important2. Establish rapport3. Establish

personal & company credentials

4. Check client objectives

5. Ask client how much time he has


4. Questioning techniques1. Decide your

questioning strategy2. Open questions to

establish real need 3. Needs = why client

wants to buy4. Closed questions to

confirm needs5. Don’t be afraid to

raise issues of authority, budget etc


NO ISSUES = NO NEED


7. The solutionIdentify the true needIdentify type of buyer

EconomicUserTechnicalCoach

Specify business benefit (for each) Value based( not cost+) pricing


No objections =no interest =no sale


8. Objection handlingType of objection Counter

Doubt Focus on business need

Misconception Don’t argue – clarify!

Competition Never knock competitors, sell them your solution

Price Talk about ‘value’ & ‘investment’

Stalling Probe to uncover real objection- Check all bases are covered - Stress loss of benefit if don’t act now


Always “empty the bucket” before responding to objections


11. The closeTrial closeAsk for the business

.... if yes, shut up!..if no, go back to

objection handlingSummary Close

Benefits against needs

Implementation closeMost natural &

successful


and finally …Buyer’s regret

Keep in touch and reinforce benefits

Ask for more business straight away!


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