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Everyone in the

company is a sales
person – only some of
us have it as ppart of our
job title! :-)
Introductions

1.
1 Introduction
2. Selling Basics
3
3. Th Sales
The S l C Cyclel
4. Essential Selling Skills
5. Conclusion & Action Plan
1 - Introduction
Module Objectives
• Gain a good understanding of sales & selling
especially in the context of the cellular environment
• Understand the sales cycle
• Understand the essential skills required by sales
people
• Understand some of the essential skills required to
be an effective sales person
• Put
P t together
t th a personall action
ti plan
l tot improve
i your
sales ability
2 Selling Basics
2.

The basic truths about selling &


sales in the PTCL context
Selling Basics - What is Sales?
In simple words…
“The exchange of a Product or Service for
Money”y
Selling is a function of Marketing, whereby the
seller tries byy effective communication,, to
persuade a customer to take a certain
positive action, adopt an attitude or agree to a
particular
i l id idea.

Wh is
Why i S
Sales
l IImportant?
t t?
Selling Basics

• Sales = Business – No sales – no business –


no jobs – no salary!
• No need no sale!
• Customers are people!
• People buy benefits
• People buy from people
• Customer always has a choice – especially in
today’s cellular market in Pakistan
Selling – The PTCL Context

• OSS
• PTCL Franchise Strategy
• Franchise retail outlets
• Retail channels – shops etc.
• Direct & Indirect sales

In the PTCL context –


mostly
tl th
the customer
t will
ill come tto you
Selling Excellence – Key
Success Factors

• People skills
• g
Product & service knowledge
• Understanding of sales & the sales process
• Communications skills
• Sales skills
• Motivation and hard work

You need ALL the above to


succeed in selling
Product Knowledge

To be successful
successful, one must have detailed
knowledge about the product one selling

C
B SME
•C
•C •B •M
•C •B •A
•C •A
•S •T
•D •C

Price-hunters
3 The Sales Cycle
3.

The generic sales process


Stages of Sales Cycle

1. Prospecting
g needs
2. Discovering
3. Presenting
solutions
4. Handling
Objections
5. Closing
6. Admin & Follow-up
PROPSECTING

ƒ Identifying potential customers


• Targeting the right customers
• Segmenting/Categorizing
S ti /C t i i customers
t
According to different PTCL packages for
proper allocation
ll ti off titime and
d resources

PROSPECTING IS NOT IMPORTANT IN YOUR CASE SINCE


MOST PROSPECTS WILL COME TO YOU!
Discovering
g Needs

Finding out what the customer needs


and how these needs can best be
mett

N G
No Guessing!
i !
ƒ Many sales people guess
about…
b t
ƒ Which ppackageg customer reallyy want
ƒ what problems they are trying to solve
ƒ g solution
the exact right
ƒ what the specific decision criteria are
ƒ what other products they might need
ƒ the level of urgency
If you do not fully understand the
Customer needs – you cannot give them a solution
Presenting
g Solutions

Help customer to make a buying decision by


addressing identified customer needs and
matching g them with yyour Product Features – the
end result is benefits for the customer from your
solution

Remember! People buy benefits


S presentt the
So th benefits
b fit
Handling Objections

• Spending money is a painful experience for most


people
• As
A the
th prospectt heads
h d ttowardsd making
ki a d decision,
i i
they start to express their concerns – these are
objections
j
• Objections can be real (misunderstanding, genuine
concern) or simply emotional
• Objections
Obj ti are actually
t ll buying
b i signals!
i l !

The ability to handle objections well


Is a key skill for sales people
Closing

• Eventually, once the customer is satisfied, he/she will


start to move towards a yes decision and give
distinctive “BUYING
BUYING SIGNALS”
SIGNALS
• You must learn to recognise these signals and move
into a “closingg the sale mode”
• Closing simply means asking for the business!
• There are many different types of closing strategies –
we will
ill di
discuss th
them llater
t

It does not matter how good a sales job


You have done – if you cannot close it!
Admin & Follow Up
• After you have closed the sale (the customer has
said yes) you will have to process the sale
• You need to complete the formalities – forms etc. and
enter into the computer
• After the sale, it is important to follow up – call the
customer after 2-3 days, thank them and ask them if
everything
thi isi OK
• Follow is important for referrals and further sales
opportunities as well customer satisfaction

The sale does not end with the order!


It is
i simply
i l ththe start
t t off a relationship
l ti hi
4 Essential Selling Skills
4.

The skills you need to succeed in


g
selling
The Essential Selling Skills –
Consultative Selling
1.
1 Communications skills
2. Questioning & listening skills
3
3. P
Presenting
ti solution
l ti skills
kill
4. Objection handling skills
5. Closing skills
Communications skills -
Audience Impact
Your Impact on Audience

60%

50%

40%

30%

20%

10%

0% What you say Say Visual


7% 38% 55%
The Triangular Communication
Process/Model

Your Guide to be Successful:

Reflect/Think/Empathise

Strategy

Tell/respond Ask/Question
The Typical
yp Sales Interaction

• Opening the interaction


– Friendly greeting with a smile
– Focus on building rapport
• The main body of the interaction
– Questioning & listening to discover needs
– Presenting solutions
– Handlingg objections
j
– Closing
• Closing the interaction
– Thankingg the customer
– Agreeing next actions
– Follow Up
Questioning & Listening Skills
Communication Skill - Effective
Listening

We are blessed with two ears


and one mouth - a constant
reminder that we should listen
t i as much
twice h as we talk
t lk
Listening
g takes. . .

• Concentration and Energy

• Curiosity and Open-mindedness

• Analysis and Understanding

Poor listening
g is costly
y
Effectively
y Listening
g Stages
g

1 Setting the stage (your counter/desk etc)


1.
– Choose an appropriate physical environment
– Remove distractions
– Be open and accessible
– Listen with empathy
2. Insuring mutual understanding
– Reflect feelings
– Paraphrase main ideas
– Interrupt to clarify
– Confirm next steps, Look ahead to see where the
customer is going
Effective Listening
g Stages
g

3. Listen to non – verbal signals


g
– Observe position and posturing
– Make eye contact
– Consider expression and gestures
4. Suspending judgment
– Concentrate
– Keep an open mind
– Hear the person out
– Weigh what is being said against what you know
Communication Skill - Asking
Questions

The quality of your


questions…
Will determine
d t i the
th
quantity of your sales!
Questions

Skillful q
questioning
g will help
p you....
y

ƒ Uncover client wants, needs, and expectations.


ƒ Clearly define the problem to be solved.
ƒ Determine the costs of not solving the problem.
ƒ Build your credibility and earn your client’s trust...
Questions

ASK QUESTIONS IN ORDER TO


IDENTIFY PTCL PACKAGES SO YOU
CAN OFFER THE RIGHT PACKAGE
C
B SME
•C
•C •B •M
•C •B •A
•C •A
•S •T
•D •C

Price-hunters
Activity

Discovering customer needs

Questioning & listening role play


Presenting Solutions

• Once you have understood the customer


needs, you are ready to present solutions
• Help p customer to make a buying
y g decision by
y
addressing Identified Customer Needs and
Wants with appropriate Service Features and
identify the benefits to be gained by them
• It is important to remember that people buy
benefits
• How will yyou convert features into benefits?

PRESENT BENEFITS NOT FEATURES


PRESENTING SOLUTIONS

A greatt sale
l is
i achieved
hi d whenh we can exactly
tl match
t h
our customer’s needs to our product’s features,
advantages
d t andd benefits
b fit
EXAMPLE – Features to Benefits

“You can receive an email alert through this


service on your mobile”
So What?
“ You need not to be in front of computer to check
email”
So What?
“ It will save your time and increase your mobility”
mobility
Activity

Presenting Solutions

Role Play
Handling Objections

Objections Give you More Time


Time, Use it
• Rephrase every objection
–to Ask and Rephrase
–to
to be Polite and Listen
–to buy Time
–Remember triangular comms skills model
Activity

Objection Handling Skills

Role Play
Closing Skills
BUYING SIGNALS

– VERBAL
• “I think I can use it.”
• “It sounds good.”
• “How much does it costs?”
• “How is the distribution network?”

– NON – VERBAL
• Nodding of head in agreement
• Thumbs up signal
• Positive facial expression
• Leaning forward
• Writing down notes about product
NOW IS THE TIME TO MOVE TOWARDS A CLOSE
Closing Skills

• DIRECT CLOSE
– Where you get a strong buying signal you simply ask for
commitment
• SUMMARY CLOSE
– Briefly summaries key points and repeat accepted benefits and
ask for commitment.
• CHOICE CLOSE
– Offering
Off i two t or more options
ti to
t an indecisive
i d i i customer
t
• INCENTIVE CLOSE
– When the seller is in the position to offer something more, e.g.
promotional
ti l sales
l d deals.
l

REMEMBER - DON’T TALK YOURSELF OUT OF A CLOSE


Activity

Closing Skills

Role Play
Maximizing the Last Moment –
Closing the sales interaction
• The power of Thank You
• Some other last minute memory makers
– Invitation
I it ti back
b k
– Additional service
– Guarantee
G
– Repeat name
– Etc……
Objective Achievement Check

• G
Gain
i a good d understanding
d t di off sales l & selling
lli especially
i ll iin
the context of the cellular environment
• Understand the sales cycle
• Understand the essential skills required by sales people
• Understand some of the essential skills required to be an
effective sales person
• Put together a personal action plan to improve your sales
ability

Have we achieved our objectives?


Action Planning

Time to Get into Action


How will you ensure continuous
improvement in your sales skills?
Thank You