Professional Basic Selling Skills

Professional Salesman Professional Sales call
Prepared by: Pharmacists_coffee magazine


Upon completion of the course, participants will be able to :
Understand the meaning of the sales call. Practice sales call planning. Identify buying motives. Practice sales call planning. Implement different approaches and presentation techniques. Transform features into benefits that satisfy partner¶s needs. Sharpen questioning techniques. Handle customer¶s responses and resistances. Develop various types of closes. Use visual aids. Utilize observation skills. Practice how to sell to a busy customer ( short call ).


‡ To sharpen the skills, abilities & behavior in selling for participants in order to sell better & improve professionalism.


What is selling?

Act of persuading another person.

- Process of inducing & assisting.

Selling a situation of persuasion Personal or Impersonal Based on WIN ± WIN situation
Personal : Face to Face communication. Impersonal : Involve no face to face communication.

Need / Motive
Need Need
Creation or Uncover



Is what causes people to act


Benefits: Value to the customer. Customer always buy Benefits 6 .Features / Benefits Features: Specifications of a product or service.

Buying Motives ‡ To buy = To satisfy a need. ASK QUESTIONS. not yours! 7 . ‡ To find out buying motives. ‡ We know 6 buying motives which are EQUAL IMPORTANCE. ‡ Let customer buy for HIS reasons.

worries. comfort .Gaining social approval.Avoiding a Loss Experience 3. prestige 8 .Buying Motives Possession 1. enjoyment.convenience 4.Having pleasure.Making a Gain 2.Avoiding pain. problems Recognition 5.Boosting self-satisfaction. pride 6.

Presentation 3. 2.Prospecting. During the call 1.Approach 2.Steps of a Sales Cycle Before the call 1.Close Post call 1.Responses 4.preparation.Analyze 9 .

classifying / categorizing them 10 .Before the call Prospecting Qualifying.

Before the call Preparation First part : Setting your objectives What do you want to sell? S M A R T Specific Measurable Ambitious Realistic Timely limited 11 Objective .

Benefits to satisfy needs 4.Approach 2.Questions to uncover needs & verify assumptions 3.Responses to possible reactions 5.Before the call Preparation Second part : Planning the call Prepare : 1.Ways of closing / gaining commitment Plan your work then work your plan 12 .Use of visual aid 6.

Customer Responses 4.During the call 1.Approach 2.Presentation Probing ( Open & closed ) Reinforcing 3.Closing 13 .

Why ? Secure access Gain attention Create positive interest Parts ? 1.Greeting / Introduction 2.Brings customer into presentation 3.To gain attention 2.Ask a questions Why Questioning in Approach? 1.Techniques Address buyer¶s needs Step 1 : Identify a known or presumed customer need Step 2 : Propose a feature & benefit that satisfy this need 3.To confront the customer with a topic of his interest 14 .Approach ( Opening ) What is Approach ? Skill of capturing the customer¶s attention & focusing on the sales call.

Presentation -The purpose of this step : To satisfy the customer¶s needs / buying motives with the features & benefits of our proposal ( product ). 15 . -Built on : Positive Two-Way communication.

Presentation First step of presentation : -To uncover customer¶s need by Effective use of QUESTIONS Second step of presentation : -To start matching product BENEFITS with customer¶s NEED / WISHES in order (Reinforcing) -To find the decisive BUYING MOTIVE 16 .

We look for: The customer¶s BUYING MOTIVE and match our benefit with his need. 17 . We define: As many BENEFITS of our product as needed or as enough ( 6 buying motives! ) ( What it can do ).Presentation We help the customer to make a buying decision! We know: The feature of our product ( What it is/has ).

What is probing? Probing is the skill of questioning To uncover customer needs & concerns 18 .

Closed probe : A question that can be answered in a single word.Type of Probes Open probe : A question that invites as extended explanation. often ³YES´ or ³NO´ Never start with closed probe 19 .

-Get precise. -Obtain information in breadth. quick response/decision. -Obtain decision if benefit appeals.Forms of probes Form Open-ended Objective -Find/Clarify needs. -Check assumptions. Construction Who Which Where When What How Careful with: WHY Closed-ended Yes / No I Do not know Closed-ended questions following one benefit Benefit-Tag 20 . -Demonstrate interest. -Give information. -Present one benefit matching a need. -Ask for information.

Probing Strategy With communicative customer Begin with an open probe With non communicative customer Need Input Customer signals No Need Input Switch to a closed probe To direct conversation to A presumed need Continue to use open probe Selling Skills Stated clear need Confirmation of presumed need 21 .

Check if specific benefit meets Benefit of Tag Questions Close .Sequence of Questioning Questioning phase discover customer needs/buying motives Open-Ended Questions Here you should know enough Closed-Ended Questions Presentation phase.Ask for order/Commitment If answer is NO ask another openEnded Question 22 .

Correlation Sales Success/ % of Questions Versus Statements 80% questions 20% statements 100 90 80 70 % 60 Sales 50 Success 40 30 20 10 0 Ideal for most successful sales calls! Average Most sales reps 0 10 20 30 40 50 60 70 80 90 100 % Questions (versus statements) Ideal composition of a conversation 23 .

Reinforcing Reinforcing is: The skill of satisfying customer needs with product features & benefits. 24 . Reinforcing firmly establishes you as a problem-solver and shows the customer why your product is needed.

Confirmation by the customer of a presumed need that was first expressed by you in a closed probe.Reinforcing What are the signals that tell you when to reinforce? . 25 . .A clear need stated by the customer in his own words.

Reinforcing Steps of Reinforcing : Step 1: Paraphrase the customer need -Express direct agreement -Restate the customer need Step 2: Propose a feature and benefit that satisfy this need. 26 .

Negative responses. 2.Positive customer responses. 3.Customer Responses 1. 27 .Positive / Negative customer responses.

Seller¶s reaction: Praise and show approval for ³Nice´ comment / answer Examples: .I¶m very glad you mentioned this.Positive customer responses A) Prospects voice inflections and positive comments.I¶m very pleased to hear that. 28 . .

Positive customer responses B) Statements which show hesitation Using terms or starting statements like: -´ I suppose that«´ -´ I probably should«´ -´ I hardly believe that«´ -´ May be«´ -´ Perhaps..´ These statements are not rejections of your proposal. 29 . then eliminate it and change to another benefit / advantage. They only express hesitation.misgivings .. Perhaps move on to another benefit..but are also signs to keep selling. doubts .´ -´ It seems. Seller¶s reaction: Isolates doubt by questioning. the prospect wants to know more about your product/proposal.

might also be an opportunity to close. Seller¶s reaction Let the prospect talk. If the prospect is still talking about the product.Positive customer responses C) Prospect continues talking. but makes statements not appealing to you That means he is talking without dissatisfaction. should be considered positive. he has some interest in it. 30 . then point out another benefit. Statements that do not directly state a dislike or a disapproval of your proposal or product.

If he is looking at your visual aid.He will often signal interest through body language while being verbally skeptical. .He makes a verbal positive statement and signals disinterest through body language. Or . approval. 31 . whether it expresses rejection.Keep an eye on body language. . plan.Positive customer responses D) Non-verbal customer behavior . sample. inquisitiveness.

³I like that. but«´ .³I agree although«´ .³Yes.³It¶s an excellent product. however«´ .Positive / Negative Customer response Statements with a positive and negative aspect Examples: . just ignore the negative portion! 32 . but«´ Seller¶s reaction: Pick up on the positive only use it.

.Negative response There is four types of customer resistance: .Misconceptions. . . 33 .Real objections.Skepticism.Lack of interest.

Negative response Definition Misconceptions An incorrect negative assumption about your product due to a lack of information or misinformation. Skepticism Disbelief that your product can 34 provide the stated benefits. Lack of interest Disinterest in your product because of satisfaction with a competitor product. Real Objections Legitimate shortcoming or disadvantage of your product. .

dissatisfaction with a competitor product into an area of need for your product. General Strategy Provide correct information. Skepticism Directly after a benefit statement . Reduce shortcomings and emphasizes benefits.Strategies for dealing with resistance Resistance Usually occurs.. after your initial open probe. 35 Misconceptions Anytime Real Objections Anytime Lack of interest At the beginning of Turn an area of the call. Offer proof.

Strategy for dealing with Misconceptions: Step 1: Probe to clarify the customer¶s concern. Step 3: Emphasize the positive information you have provided. due to a lack of correct information. 36 .Misconception A misconception is a customer¶s incorrect negative assumption about your product or company. Step 2: Tactfully provide the correct information to resolve the misconception.

Strategy for dealing with real objections: Shift the balance in favor of your product benefits. Step 2: Acknowledge the customer¶s concern. 37 . Step 3: Reduce the impact of the shortcoming on the customer. Step 1: Probe to clarify the customer¶s concern.Real objection A real objection is resistance based on a legitimate shortcoming or disadvantage of your product. Step 4: Emphasize the benefits of the product.

Turn an area of dissatisfaction with the competing product into an area of need for your product .Selling against the competition.Lack of interest Lack of interest in your product is almost always due to satisfaction with a competing product. 38 . Strategy for dealing with lack of interest: .Use series of closed probe to uncover areas of customer need. . you reinforce it. .When you uncover a customer need your product can satisfy. .

39 . Strategy for dealing with skepticism Step 1: Emphasize the benefit in question.Skepticism Skepticism is disbelief that your product can really provide a benefit that you say it can. Step 2: Prove the benefit. Step 3: Explain the benefit.

It¶s easy to apply. How much does it cost « 40 . Do I have to decide at once.Typical buying signals Yes. How about delivery. I like your product « I think I could use it « It sounds good to me « Who else is using it « I may need to order 100 packs.

Closing ( Gaining Commitment ) It¶s the skill of obtaining the customer¶s agreement to act by asking a closed ended question. Type of requests: Trial Use: to get the customer to use the product on a trial basis. Extended-Use: to get the customer to use more of the product. Continued-Use: to get the customer to continue using the product at the same level. 41 .

you'll get additional 5% discount´ 42 .Incentive close.Types of closes 1.Direct close. Help the customer to decide. Review by summery the accepted benefits only ( Don¶t add anything new ) 5. ³If you order now.Step-by-step close. ³ Do you want red or blue one?´ 3. ³ How many packs of this product do you need this month?´ 2.Either /or close. 4.Summery close.

Customer has the authority to buy. Win-Win Situation 43 . 6.The right timing.Six Prerequisites before closing 1. 2.Real buying motive found out and addressed.prospect completely understood your offer.Customer has confidence in you & company. 5.A well prepared close. 4. 3.

.To help you in your prospecting.Set sales call objectives for your next call.Post call analysis Main objectives of post-call analysis : . .To make a personal evaluation of your sales call. 44 . .To initiate action / follow through on promises.

Visual Aid We remember 10% of what we hear We remember 20% of what we see We remember 5% of what we see & hear simultaneously 45 .

Visual Aid 70% 60% 50% 40% 30% 20% 10% 0% We remember 46 65% Hearing only Seeing only 20% 10% Hearing & seeing simultaneously .

Make it coincide with what you say/want to stress.Illustrate one point only.Keep control of visuals. .Relate to prospect¶s needs.Visual Aid When using a visual aid: . Keep it clean & ready for use. 47 . . .

The Short Call Purpose: To male maximum use of limited time with the customer. Constraints: A time-pressured customer will want information. 48 . not conversation.

2.Present product features & benefits to meet known or presumed needs.The Short Call Strategy: 1.Attempt to expand the length of the call whenever possible. 3.Ask for action as soon as possible. 49 .

Practical steps for Short Call Introduce yourself Customer gives a time limit signal Open the call Present additional features & benefits Ask for action 50 .

. confidence.Fulfill promises promptly. . interest Methods : . 51 .Building Rapport Keys to success : Project competence.Be courteous and professional.Offer service.Be responsive to needs. .

and bridge smoothly and naturally from one subject to the next. Principles of Bridging: Avoid abrupt transitions. 52 .Bridging What is Bridging? The skill of managing the sales conversation by making a smooth transition between subjects.

The successful salesperson is not a ³Good´ or ³Fast talker´ the opposite is true ± he is a good listener. 2.The good salesperson does not sell to ³anybody´.The good salesperson does not present the product or services until he has learnt what the prospect¶s needs and buying motives are.The good salesperson looks for dialogue right from the start and therefore begins with an approach and question. 3.Putting it all together The 10 Golden Rules of Successful Selling 1. he first finds and qualifies the right prospect.The good salesperson does not go into a call ³blindfold". 4. he is carefully prepares the call by setting objectives and planning his strategy. 53 . 5.

54 . deals with real concerns. but to help his prospect buy and to arrive together with him at a Win-Win situation.All in all. 10. 7. he accepts it.The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy.If the prospect raises an" objection´ the good salesperson does not view it as resistance but rather as an opportunity to respond to the prospect¶s needs in more detail. the professional sales person¶s goal is not to sell. satisfies the customer¶s need.The good salesperson knows that the post call review is already the start of the next call.The good salesperson presents only those features and benefits of his product or services that relate to the prospect¶s needs. 9.Putting it all together The 10 Golden Rules of Successful Selling 6. 8. If it is a real concern. responds by picking up on anything positive.

Thank you 55 .

com 56 .Prepared by: Pharmacists_coffee magazine For all Arabian pharmacists Subscribe free to receive more presentations by sending empty message to: Pharmacists_coffee-subscibe@yahoogroups.