Selling Skills

Psychology of Selling
• Customer motivation to buy: conscious, pre-conscious, or
un-conscious need
– Show Feature
– Explain Advantage
– Lead benefit
– Let customer talk (trial close)
• Watch your communication (non-verbal)
• Trial close
• Customer perception
• Sales knowledge : Customer, Product, Market, competitor
etc.
• Your Attitude and believe in product
 Customer Personality
• Thinker,
– Detail orientated, neat desk, computer, calculator,
neat and conservative dress, think it over we will get
back to this…….
• Intuitor,: Ideas, innovation, concepts, theory,
Unrealistic, poor listener, abstract art, book case,
• Feeler, people oriented, emotional, personal
plaques, mementos, etc.
• Senser: Chaos, messy tables, high value on action,
brief presentation,
 Prospecting
• MAD principle
– Money to buy
– Authority to buy
– Desire to buy
 Prospecting Methods
• E-Prospecting on web
• Cold canvassing
• Endless Chain of referral
• Orphaned Customers
• Sales lead club
• Become an expert- Get published
• Public exhibition and demonstration
• Telephone and telemarketing
• Observation and networking
 Plan a Sales Call
• Tour plan
• Day Sales Call Plan
• Pre-approach
• Elements of sales planning
– Determine sales call objective
– Develop customer profile
– Develop customer benefits
– Develop sales presentation
 Sales Presentation Method
• Memorized method
• Formula presentation
• Need-Satisfaction Method
• Problem Solution approach
– Convince prospect to conduct analysis
– Make analysis
– Agree on problem and determine buyer wants
– Proposal for solution to prospect need
– Make sales presentation based on analysis and
proposal
 Elements of Great Sales Presentation
• Purpose of presentation, remember FAB
• Presentation Mix
– Persuasive communication: Suggestive proposition, prestige
suggestion, autosuggestion, countersuggestion, story telling, parable,
analogy,
– Participation is essential
– Proof builds believability: guarantee, independent research,
testimonial, company proof results
– Visual presentation – Show and Tell
– Dramatization and voice modulations, glass and hammer
• Presentation difficulties
– How to handle interruptions
– Should we discuss competition?
– Be professional
– Diagnose prospect
Uncover Needs
 Demonstration
• Demonstration checklist
• Participation in demo
• Use visual aids, drama, demo
 Categories of Objections
• Hidden objection
• Stalling objection
• No-need objection
• Money objection
• Product objection
• Source objection
Techniques of Handling Objections
• Dodge neither denies, answer or ignore
• Don’t be afraid to pass on objection
• Postpone objection for some time (profs’.
favorite)
• Send it back with boomerang
• Ask questions to smoke out objection
• Direct denial tactfully
• Indirect denial
• Third party answer
 After meeting objection – what to do
• First use trail close –ask for opinion
• Move back into presentation
• Move to close your sales
• If you can not overcome objection
 Closing
• What makes a good close?
• How many times to close?
• Difficulty and essential of closing
 Closing Techniques
• Alternative close
• Assumptive close
• Compliment close
• Summary of benefit close
• Continuous yes close
• Minor point close
• Standing room close
• Probability close
• Order blank close
 Service Follow up
• Importance of service follow up
• Build long term relationship
• Continuously measure satisfaction
• Turn follow up in sales
• Returned good can make you hero
• Handle complaints