Qualities of a good sales personnel

1. Able to understand customer needs

2. Good presentation skills
3. Good communication skills
4. Knowledge of own and competitor’s products
5. Query and complaint handling capability
6. Knowledge of current market trends
7. Good negotiating skills
 Selling products

Selling solutions

Changing role of sales personnel

 Functions of sales personnel

Prospecting Selling

Sales
Generating leads Servicing customer
personnel

Collecting market
information CRM

CRM – Customer Relationship Management

 Structure of Sales force

 Function based approach

- lead generation, sales, customer care

 Product base approach

- different salesmen for different products

Territory based approach

- different salesmen for different territories / markets
 Selling propositions

Industrial Consumer Service

Markets Markets Markets
Selling propositions in industrial markets

1. Product quality / functionality / efficiency /

technology used
2. Degree of customization
3. Price / discounts
4. Terms & conditions of delivery
5. After sales service
6. personal goodwill
7. Resale value of product
 Selling propositions in consumer markets

1. Product quality / functionality

2. Price / discounts / freebies
3. Product and packaging aesthetics
4. Brand image of company / product
5. Emotions
6. Customer convenience
7. After sales and service
8. Resale value
Selling propositions in service oriented markets

1. Company image
2. Service benefits
3. Pricing / promotional offers
4. Reliability, Assurance, Tangibility, Empathy,
Responsiveness
5. Customer convenience
Steps in effective selling

1. Prospecting and qualifying

2. Pre-approach
3. Approach
4. Sales presentation
5. Solving queries
6. Negotiating the deal
7. Feedback on product performance
8. Follow up on future orders
 The art of “Negotiations”

 Work towards “win – win” situation

 Sales force management

1. Recruitment & Selection

2. Training
3. Supervising
4. Motivating the sales team
5. Appraisal