Present, Secure and Support Sales Solutions Present, Secure and Support Sales Solutions 1. Prepare For Sales Presentation

Present, Secure and Support Sales Solutions

Elements and Performance Criteria
1. Prepare for sales presentation
1.1 Obtain and organize products, ideas and services for use within sales presentation
1.2 Review product information to ensure familiarity with products
1.3 Identify sales tactics, and assess and choose options that meet needs and preferences of the
prospect
1.4 Consider variety of sales solutions and prepare to meet buyer needs
1.5 Identify and select sales aids
1.6 Identify alternatives for prospects and assess in relation to anticipated buyer needs
2. Present sales solution
2.1 Use gestures, posture, body language, facial expressions and voice to create a supportive
selling environment
2.2 Use listening skills and open-ended questions to identify buyer needs, preferences, motives
and objections
2.3 Adjust presentation to match needs and preferences of buyer
2.4 Use persuasive communication techniques to secure buyer interest
2.5 Ensure presentation demonstrates and communicates key features of product and emphasizes
benefits in relation to identified buyer needs
2.6 Obtain and present proof of benefits through product purchase
2.7 Use sales aids to build buyer understanding of how product aligns with needs
3. Respond to buyer signals
3.1 Identify and assess verbal and non-verbal buying signals
3.2 Use probing to identify source of buyer resistance
3.3 Identify strengths and limitations of buyer resistance strategies
3.4 Select and implement strategy for managing buyer resistance
3.5 Use trial closes strategically during different stages of sales process
4. Negotiate and finalize sale
4.1 Initiate formal close to sales process following one or more trial closes
4.2 Select strategy to close sale, and use supportive and confirming language to support closure
4.3 Negotiate conditions of agreement, outline a summary of agreement to buyer, and confirm
buyer’s decision
4.4 Provide advice on financing arrangements, if required
4.5 Prepare and complete sales documents, and process and monitor client order
4.6 Identify and present cross-selling opportunities to buyer
5. Support post-sale activities
5.1 Ensure contact is made with buyer post-sale to ensure agreed expectations have been met
5.2 Provide technical assistance or advice and assist clients to access appropriate after-sales
support
5.3 Use feedback solicitation regarding sales process and product satisfaction
5.4 Address and resolve service problems and difficulties identified through feedback
5.5 Develop and implement client loyalty strategies to secure buyer loyalty and facilitate ongoing
contact
5.6 Offer and implement additional sales solutions and benefits to clients when opportunities
arise
Mekonnen Yimer Page 1

Learning Element One

1. Prepare for sales presentation
In selling technique, a sales presentation or sales pitch is a line of talk that attempts to persuade
someone or something, with a planned sales presentation strategy of a product or service
designed to initiate and close a sale of the product or service.
The quality of your sales presentation will often determine whether a prospect buys from you or
one of your competitors.
1.1 Obtain and organize products, ideas and services for use within sales presentation
The basic structure of any sales presentation includes five key points.
 Build rapport with your prospect,
 Introduce the business topic,
 Ask questions to better understand your prospect's needs,
 Summarize your key selling points, and
 Close the sale.
Here are the strategies that will help you for effective presentation
i. Make the presentation relevant to your prospect.
One of the most common mistakes people make when discussing their product or service is to
use a generic (general or common) presentation. They say the same thing in every presentation
and hope that something in their presentation will appeal to the prospective customer.
The discussion of your product or service must be adapted to each person; modify it to include
specific points that are unique to that particular customer. If you use PowerPoint, place the
company’s logo on your slides and describe how the key slides relate to their situation. Show
exactly how your product or service solves their specific problem. This means that it is critical to
ask your prospect probing (searching) questions before you start talking about your company.
ii. Create a connection between your product/service and the prospect.
In a presentation to a prospective client, you need to prepare a sample of the product they would
eventually use in their program. The customers then can see exactly what the presented product
looks like and examine it in detail. They can also ask more questions about the product and
services. Also, remember to discuss the benefits of your products, not the features. Tell your
customer what they will get by using your product versus your competitors.

iii. Get to the point.
Make sure that you know what key points you want to discuss and practice verbalizing them
before you meet with your prospect.
iv. Be animated (active/ energetic).
The sales presentations should not be boring. If you really want to stand out from the crowd
make sure you demonstrate enthusiasm and energy. Using a voice recorder to tape your
presentation is important during the presentation.
v.. Use showmanship.
A showmanship is a person's skill at performing or presenting things in an entertaining and

dramatic way. It is important to realize that showmanship is used every time an exhibitor enters
into a quality presentation. The purpose of using a salesmanship is to present your products and
services at the highest standard level.
vi. Use a physical demonstration.
It is advisable to use the whiteboard or flipchart during presentation. Instead of telling the client
what he/ she will do, just stand up and deliver a short presentation by writing down facts and
figures, drawing pictures, and recording certain comments and statements from the discussion.
This approach will help your customer to make a purchase decision.
vii. Believe in your product/service.
This is the most critical component of any presentation. When you discuss solutions, you should
become more animated and energetic. Your voice and body language need to be consistent. So,
you have to be confident about your products and services.
1.2 Review product information to ensure familiarity with products

Product Information means any details or descriptions of products that relates to a particular
product. Product knowledge is the proficiency of giving the customers information about
products. As a company or brand or business, you must provide insight to your customers,
information related to the products and any update about it. As a salesperson, it is crucial to
communicate with your customers effectively and in a convincing manner.

Importance of Product Knowledge
a. Product knowledge helps businesses to respond to any objections appropriately.
Be it price or any comparison with the competitor about a specific product. Knowing about your
product is essential so that you can explain why it stands out of the crowd. It will surely help you
in either way.
b. Product knowledge can help businesses respond better to experts.
It can be easy if you are selling to typical prospects. But when you’re dealing with buying
agents, or other professionals, then they’re more likely to test your knowledge. So, it’s better to
understand everything about it.
c. Product knowledge gives customers self-assurance.
Yes, it indeed boosts up your confidence. Once you gain a certain amount of knowledge
regarding a product, you will be more prepared for any situation. Product knowledge helps
customers understand the competition better.
d. Product Knowledge Enhances Mission and Vision
Excellent product knowledge strengthens the mission and vision of a business. It helps the
company achieve it to the best levels and put it out there for the world to know. The mission and
vision generally address the reasons behind making a specific product and its description in
detail.
e. Product Knowledge helps in Troubleshooting and Customization
Every customer has different requirements and different problems with one particular product.
Product knowledge will help the salesperson explain its troubleshooting and customize the
product according to the user requirements.

f. Product Knowledge gives Additional Offers
Most of the products can be combined with some other products for a better and wholesome
experience of their usage. Product knowledge offers ways to convince the user to accept the
additional offers. That helps in growing the business and increasing sales and profits.
g. Product Knowledge helps in Brand Establishment
A brand is not built overnight. It takes toiling through days and nights to achieve success. An
efficient team with excellent product knowledge and its application can pave the way to brand
establishment.
To sum up, product familiarity is measured by having an adequate information about the

products and services based on experience, knowledge, and word of mouth communication.
1.3 Identify sales tactics, and assess and choose options that meet needs and preferences of
the prospect
Effective selling tactics include the following.
i. Avoid "What to Buy" Choices

Promote only one product or service at a time. It limits your prospect's buying decision to a
simple "yes" or "no". Don't complicate your customer's decision making process by including a
"which one" option. Some customers will have difficulty making a clear choice. They will avoid
the risk of making a wrong choice and you will lose a sale unnecessarily.
ii. Offer Many "How to Buy" Options

Offering choices of WHAT to buy reduces your sales. But offering choices of HOW to buy
increases your sales. Offer many different ways for customers to buy from you. The same
method is not convenient for everybody. Prospective customers are more likely to act
immediately when their favorite way of ordering is available.
For example, many online marketers only accept orders online. They could easily increase the
number of sales they get by including options to order by phone, fax and postal mail.

iii. Use A Simple Buying Procedure

You can get more sales by making it easier for customers to buy from you. Look for ways to
make your buying procedure easier and faster. For example, many online marketers use a
shopping cart to process their orders - even when they are selling only 1 or 2 items. Don't force
your customers to endure (suffer) the complicated process of a shopping cart just to order 1 item.
Some of them will abandon the process... causing you to lose sales unnecessarily.
iv. Follow Up Every Sale With Another Offer

Customers are very receptive (open/ accessible) to more offers immediately after they buy from
you. Offer them another product or service related to the one they have just bought. Many will
accept your offer, producing an easy sale for you.
1.4 Consider variety of sales solutions and prepare to meet buyer needs
Use conventional and creative sources of information to learn about your products or services,
including:
 your own experiences using the products.
 product literature such as brochures and catalogues.
 online forums.
 feedback from customers.
 trade and industry publications.
 internal sales records.
 your team members.
A sales solution is an activity of a salesperson characterized by diagnosing the prospects’ needs,
then recommends the right products or services to accommodate them. It is a sales methodology
where a salesperson holistically considers a prospect's needs, so they can recommend specific
products or services that will best accommodate their individual problems and concerns.
Use this three-step plan to begin solution selling:
 Identify common pain points- (strong desire of the customer and service problem)
 Develop questions related to products and services
 Practice selling value- do not miss customers.

1.5 Identify and select sales aids
Sales aids are resources sales representatives/ agents that distribute to prospects offering product
information or enhance sales presentations. Sales aids are visual in nature, generally supported
by concise copy, and often presented in face-to-face meetings. Some are as simple as individual
slides, while others are more interactive. Sales aids refer to any item which helps in the selling of
a product or service, for example leaflet, DVD, promotional video, presentation, or free sample,
visual aids are items of a visual manner, such as graphs, photographs, video clips etc. used in addition
to spoken information.
Visual aids are chosen depending on their purpose, for example, you may want to:
 Summarize information,
 Reduce the amount of spoken words, for example, you may show a graph of your results
rather than reading them out,
 Clarify and show examples,
 Create more of an impact,
 Emphasize what you're saying,
 Make a point memorable,
 Enhance your credibility,
 Engage the audience and maintain their interest,
 Make something easier for the audience to understand.
1.6 Identify alternatives for prospects and assess in relation to anticipated buyer needs
Customer needs are defined as the influential factors that trigger (activate/ cause) them to buy
your product or service. In order to identify customer needs, it is important to understand the
reasons behind their decision making.
In order to understand customer needs better, it is very important to know who your customers
are. By defining your target audience and segmenting them based on their industry or other
attributes, you not only get a clear view of what is your selling proposition but also identify their
needs.

Here are simple steps to follow in order to meet customer needs successfully.
 Identify – follow customer needs analysis via surveys, interviews, focus groups, or social
listening.
 Distribute – once identified the needs, you can distribute it across the right teams and
departments.
 Create – tailor (adapt/ fit) product features, create detailed content that speaks about
customer needs.
 Collect – obtain customer feedback regularly to learn how your efforts meet their
expectations.
Why is it important to identify customer needs?
Prior to your business promotions or product launch, it is vital to know your customer needs and
wants. Conducting market research can greatly help you to understand your potential customers.
The more you know about your customers, it helps you define your brand positioning around
their needs and help your business in the following ways:
 Provide faster solutions – One of the common things customers want is real time support.
By identifying the needs of your customers you can provide faster and effective support.
 Improve your products & services – Customer research helps understand the motives
behind the buying process. You can learn about the areas you are missing out and create
an effective unique selling proposition (USP). Unique Selling Proposition is the one
feature or the perceived benefit of a good which makes it unique from the rest of the
competing brands in the market.
 Enhance the products or services to satisfy customer needs.
 Preparing the product and services considering the needs of the target customers ensures
effective solutions to customer issues.

Learning Element Two
2. Present sales solution

2.1 Use gestures, posture, body language, facial expressions and voice to create a supportive
selling environment
As most sales professionals know, presenting their sales solution is a very important part of the
sales process and a very important part of finding sales success. If you are looking to more
effectively present your solution; there are a number of things that you will want to do and keep
in mind to make sure that you are providing the best presentation possible. So, the following
steps will help salespersons to present sales solutions effectively.
 Prepare
 Beginning the solution presentation with a review
 Invite the prospect to speak
 Make sure your prospect is satisfied
 Closing
Once you have finished presenting your solutions; close with a summary that reviews everything
you have talked about and ask them if they have any other concerns or questions so you can
move forward into hearing their verdict (decision) on your solution presentation.
In presenting sales solution, you need to use gestures, posture, body language, facial expressions
and voice to create a supportive selling environment
2.2 Use listening skills and open-ended questions to identify buyer needs, preferences,
motives and objections
Listening is the ability to accurately receive and interpret messages in the communication
process. Listening is key element to realize effective communication. Without the ability
to listen effectively messages are easily misunderstood. It is one of the most important skills you
can have. The following techniques can use to develop active listening skills:
 Pay attention.
 Show that you are listening.
 Provide feedback.
 Defer (accept) judgment.
 Respond appropriately.

Here are the top 5 questions you would ask your customers

 What can my company do to better serve your needs?
 How satisfied are you with our products/services?
 What value do we provide?
 What are your biggest challenges?
 Why did you choose us over the competition?
2.3 Adjust presentation to match needs and preferences of buyer
i. Identifying customer needs
Before you start promoting your business you need to know what your customers want and why.
Good customer research helps you work out how to convince your customers that they need your
products and services.
ii. Identify your customers
The first step of customer research is identifying your customers. Your market research should
help you understand your potential customers. Further customer research can help you develop a
more detailed picture of them and understand how to target them. It will also highlight key
characteristics your customers share, such as: gender, age, occupation, disposable income,
residential location and recreational activities.
iii. Understand why they shop
Once you have identified who your customers are, you can find out what motivates them to buy
products and services. For example, consider if they make decisions based on:
 work demands
 family needs
 budget pressures
 social or emotional needs
 brand preferences.

iv. Identify preferred shopping methods
As well as understanding why they shop, you will also want to understand how they shop. To
learn about your customers' preferred method and means of shopping, consider if they:
 shop online, over the phone or in stores
 make spontaneous or carefully considered buying decisions.
v. Consider their spending habits
Different types of customers will be willing to spend different amounts. Find out what financial
capacity and spending habits your customers have. For example, consider:
 their average income
 the portion of their income they spend on the type of products or services you sell
 if they budget.
vi. Find out what they think of you
Learn about your customers' views and expectations of your business and rivals. For example,
find out what they think of your:
 products and services

 customer service
 competitors.
2.4 Use persuasive communication techniques to secure buyer interest
The ability to persuade is crucial in the business world. On a day-to-day basis, you need it to
convince employees to work toward company goals or to persuade colleagues or clients to
consider your ideas and suggestions. If you can master the art of persuasive communication,
you can win the support of others, unify your team and encourage them to work together.
Audiences respond better to persuasive communication when they feel the person speaking is
similar to them in some way, whether it's in age, occupation or socio-economic status.

As a salesperson, you should improve your communication skill. These skills consist of the
ability to convey information both efficiently and effectively. A good communicator will have
good verbal, non-verbal and written communication skills.
 Verbal communication consists of delivering your information by the use of the spoken
word. If you can give clear and easy to follow directions over the phone, then you are a
good verbal communicator.
 Non-verbal communication includes the use of body language and facial expressions.
Actors are masters of this style of communication; because they have been trained to
portray emotions or deliver whole messages simply by the way they hold their body and
position their facial expressions.
 Written communication is simply the conveyance of information or instruction by
utilizing the written word. This type of information exchange is often the easiest,
especially for people who are uncomfortable with face to face encounters.
Persuasion skills are extremely important as it helps marketing professionals to change

preconceived notions of their potential clients and make them believe in them.
Another effective way of persuading clients is to understand their needs and expectations from a
particular product and also address their queries.
Communication Techniques
 Pay attention
 Accepting/ receiving feedback whether it is positive or negative

 Giving recognition to clients
 Offering self-reflection
 Giving broad openings for discussion and comments
 Active listening
 Seeking clarification
 Placing the event in time or sequence.

2.5 Ensure presentation demonstrates and communicates key features of product and
emphasizes benefits in relation to identified buyer needs
Product features are new and upgraded functionality that deliver value to your customers. They
refer to capabilities, components design, and performance upgrades.
The main characteristics or essential features of a product are as follows:
 Tangible attributes.
 Intangible attributes.
 Exchange value.
 Utility benefits.
 Differential features.
 Consumer satisfaction.
 Business need satisfaction.
 Product is the center of all marketing activities.
2.6 Obtain and present proof of benefits through product purchase
Product benefits are the things a product offers to satisfy the needs, desires and wants of a
consumer. They are what a consumer hopes to get, feel or achieve when he/she uses
a product. Product benefits can either be actual or perceived. Perceived benefits include:
 the products popularity,
 its image or
 its reputation.
Benefits describe how product features will be useful to the customer. When salespeople focus
on benefits, they speak the customer's language. Benefits lead people to think “I want this!” The
right benefits can justify the purchase.
2.7 Use sales aids to build buyer understanding of how product aligns with needs
Tips for successful sales presentation include:
 Address customers’ need.
 Explain the use or benefit product and services
 Use all forms of presentation including verbal and nonverbal communication
 Make visual aids and keep interactive

Learning Element Three

3. Respond to buyer signals
Buying signals are behavioral cues that indicate the intentions of prospective or existing
customers in terms of their readiness to buy. They can help make the sales process more efficient
and higher-yielding.
Buying signals include:
 Inquiring about pricing,
 Asking about modes of payment,
 Questions about after-sales services,
 Repeating questions and confirming information,
 Rambling on about two choices,
 Questions about product specifics,
 Talking as if they are customers, and
 Asking about what's next.
3.1 Identify and assess verbal and non-verbal buying signals
A prospect who is interested will show the following positive buying signals.
i) Nod and look genuinely interested: if a prospect is nodding, maintaining eye contact, and
paying attention, you are on the right track of selling tour products and services.
ii) Encourage prospects to ask questions: make sure to leave time for questions throughout the
sales presentation. Questions from prospects are a clear verbal buying signals and indicators that
someone is paying attention to the details rather than counting down the minutes left in the
meeting.
iii) Share information about their needs: when prospects share their problem and if they think
your product or service solve it, they make a complete purchase decision. When they do it that is
a great verbal buying signal.
iv) Share information about issues they may be having with their current solution: if they
complain or share frustrations about their current provider or service, that is a clear indicator they
are looking for a new and better solution.

v) Keep the conversation going: any verbal indication that they want to speak with you or a team
member again is a very good buying signal. Be prompt in your response to this, and make sure to
schedule the next sales presentation as soon as possible.
A prospect who isn’t interested will show these negative buying signals:
i) Hesitate to schedule time with you in the first place: if they are not interested in your products
and services, they will not ask you about the next schedule of sales presentation.
ii) Provide alternative products and services to meet buyers need: prospect may need more
preferences and options to make a purchase decision.
iv) Prospects may not be interested to tell their purchase decision: if a prospect doesn’t mention
his/ her purchase decision, just leave a room for them to decide.
v) Say they aren’t interested: when prospects say they are not interested, do not take it as a
challenge. One of the most important lessons a salesperson can learn is when to thank someone
for their time and say goodbye. Leaving the conversation on a good, respectful note might even
play to your favor later on, but when a prospect says no, respect their decision.
3.2 Use probing (searching) to identify source of buyer resistance
Buyer’s resistance is referring to a concern a prospect has regarding the product (or company)
and how it will work for their situation. Customers may not buy your product, because they do
not understand the value of your product. When looking for a reason to purchase a particular
service or product, most customers are searching for “benefits” not features. In other words,
they're looking for a solution to their existing problem or something that can make their life
better in some way.
Use the following steps to overcome sales objections and move closer to the sale.
 Listen fully to the objection. By doing so, you can respond and clarify the objection in a
convincing manner.
 Understand the objection completely.
 Respond properly.
 Confirm whether your customer is satisfied with the response to the objection or not.
Here, the salesperson's job is to uncover the objections and answer them to the prospect's or

client's satisfaction. In doing so, the salesperson strengthens the long-term relationship and
moves the sales process closer to commitment.

3.3 Identify strengths and limitations of buyer resistance strategies

Methods to overcome resistance:
i) Be Empathetic: the customer has to be convinced by our response to go ahead. So, share
customer’s concerns and deal with them to come up with viable (practical) solution.
ii) Change your tactics: If your customers are not convinced, change your response. If they
challenge your response they are at least interested, once you have been convinced, they will
probably become your best /loyal customers.
iii) Back up and clarify: the prospect needs more information. Their doubts may be based on
misunderstanding about your product or service. They don’t understand what’s in it for them.
This is especially true when the customer has no previous experience of your product or service.
You may need to focus on features and benefits in more depth.
iv) Bypass the objection: not all objections require an answer. The customer maybe voicing an
opinion and simply wants you to acknowledge it.
v) Listen and respect what the buyer says: If you genuinely put their needs before your own, you
will know what is right for the customers and they will trust you to offer the appropriate solution.
vi) Avoid argument: you are trying to persuade your customer to buy, not start a fight! Keep the
objection in perspective. Remember that it is a request for information and you will be able to
offer a reasonable response.
vii) Let the customer finish: encourage your customer to let him tell you the whole story behind
their concern. If you only get half the story you might select the wrong response to change his/
her feelings about the proposition. If you interrupt and jump in, you could answer the wrong
concern.
viii) Use persuasive words: use words that have a positive convincing effect on customers.

3.4 Select and implement strategy for managing buyer resistance

To handle sales objections, follow these steps:
a. Encourage and question: Encouraging and questioning, on the other hand, lets the prospect
know you are truly interested in their point of view. It also helps you truly understand the
objection and your prospect’s concerns.
b. Confirm understanding: once you have asked one or two clarifying questions, restate the
objection. This is called "confirming." Taking this step ensures you understand where the
prospect is coming from, and shows you’re listening, which further enhances your credibility.
Plus, you implicitly get permission to move to the next step.
c. Address the concern: you need to know how to justify your solution and help your prospect
prioritize this solution against the others under consideration.
d. Check: Make sure that you have provided an appropriate response to the objection arising
from the buyers.
3.5 Use trial closes strategically during different stages of sales process
Steps of the sales process
1. Approach the client: begin by introducing yourself and explaining why you are
contacting them.
2. Discover client needs: the client should do most of the talking in this step. You should
ask questions that will help you understand them, but ensure you spend your time more
listening.
3. Provide a solution: now that you know the client’s needs. So, you can provide a solution
to their problem.
4. Close the sale: by the end of this step, you will have completed a successful sale. You
and the client should have a mutual understanding of what happens next (delivery or
other fulfillment).
5. Complete the sale and follow up: in this final step, fulfill their order and touch base with
the client. Ensure the client gets their product as planned and that they are satisfied with
their purchase.

Learning Element Four

4. Negotiate and finalize sale
4.1 Initiate formal close to sales process following one or more trial closes
Below are some of the most effective strategies to help close your sales faster:
 Identify the decision maker
 Be real
 Create a sense of urgency
 Overcome objections
 Know your competition
 Watch what you say
4.2 Select strategy to close sale, and use supportive and confirming language to support
closure
A sales closer finalizes a sales deal with a client. Your duties are to find prospects, follow sales
leads, discuss terms with potential customers, and convince them to sign a contract. In this
career, you work closely with other salespeople and managers to address short- and long-
term sales goals and strategies.
The closing strategies include:
i. The assumptive close: talk about the sales deal as if you’re sure it’s going to close. Voicing
positive expectations about the deal closing can help both you and your prospect feel more
confident about moving forward.
ii. The gauge technique: this sales closing technique can give you a better idea of how close
your prospect is to purchase and what barriers may still stand in the way. Give your prospect a
scale from 1 to 10 with clear starting and end points, and let the prospect tell you exactly where
they stand.
iii. The summary close: summarizing various points you have discussed with your prospect can
give you a good opening to solidify the deal

4.3 Negotiate conditions of agreement, outline a summary of agreement to buyer, and

confirm buyer’s decision
A buyer and seller agreement is a document that two parties agree to before engaging in a
transaction. ... Buyer and seller agreements ensure that everyone involved agrees to the same
terms and understands the details of the transaction.
It is a written pact signed between the buyer and the seller at the time of a property transaction.
Also known as agreement to sell, this document ensures there is no default on part of the parties
involved in the deal.
4.4 Provide advice on financing arrangements, if required
Financing arrangements refer to the documentary evidence related to the funding received by
your company from third parties to run or expand your operations. These include funding
agreements with different financial institutions such as banks and institutional investors and
exclude any agreements for equity funding.
4.5 Prepare and complete sales documents, and process and monitor client order
Sales document means the first document which a seller or any retailer uses to evidence an order
for deposit towards, or contract for the purchase by a customer of a motor vehicle, optional
equipment, or service repair contract. Sales documents help salespeople conduct each step in a
sale.
4.6 Identify and present cross-selling opportunities to buyer
Cross-selling occurs when you sell customers offerings that complement or supplement the
purchases they've already made. ... Businesses in every industry should be exploring upsell
and cross-sell opportunities to increase customer lifetime value and foster repeat purchases,
brand loyalty, and brand advocacy.
The main benefits of cross-selling include increased sales revenue, improve customer
satisfaction. It is a deeper integration in a customer's business. When it works, cross-selling is
great for both you and for your customers.

Learning Element Five

5. Support post-sale activities
5.1 Ensure contact is made with buyer post-sale to ensure agreed expectations have been
met
After-sales or post-sales service refers to the processes that ensure your customers are satisfied
with the products and services that have been supplied. ... If the customer has received a broken
or damaged product they should be refunded or offered an exchange.
After-sales service includes what you do at the point of sale, including your customer service and
selling techniques. It also includes how you follow up after the customer has left, such as
providing follow-up contact and effectively dealing with complaints
As the name suggests, after-sales support is a service provided after a customer has purchased a
product. Some examples of after-sales service are extended warranty, upgrade in the product,
training, discounts or a gift hamper. After-sales service is a part of a company's overall
marketing and retention strategy.
5.2 Provide technical assistance or advice and assist clients to access appropriate after-sales
support
Technical assistance is non-financial assistance provided by local or international specialists. It
can take the form of sharing information and expertise, instruction, skills training, transmission
of working knowledge, and consulting services and may also involve the transfer of technical
data. In general, technical support provides help regarding specific problems with a product or
service.
5.3 Use feedback solicitation regarding sales process and product satisfaction
In a balanced feedback culture, leaders also recognize when a team member has done something
well, and they offer praise for it. This practice helps to identify where each team member excels
and encourages them to further develop their skill set.
5.4 Address and resolve service problems and difficulties identified through feedback
The business owner or the service provider is responsible to listen to the customer and show
genuine empathy. The first step is to simply listen to the customer. Regardless of the channel on
which they contact a business, an agent must patiently welcome a full explanation of the issue
and then show genuine empathy for the customer’s frustration. It’s critical to show customers
that a brand values their customers as people, not just buyers.

So, applying the following tips will help the salesperson address and solve service problems.
 Assess the situation,
 Ask for the customer's needs and preferences,
 Offer a solution and give options whenever possible,
 Deliver the solution,
 Follow up with the customer,
 Address the issue within the company.
5.5 Develop and implement client loyalty strategies to secure buyer loyalty and facilitate
ongoing contact
Customer loyalty is an ongoing positive relationship between a customer and a business. It's
what drives repeat purchases and prompts existing customers to choose your company over a
competitor offering similar benefits. One way to look at loyalty is in the context of brand.
5.6 Offer and implement additional sales solutions and benefits to clients when
opportunities arise
Solution selling is a type and style of sales and selling methodology. Solution selling has a
salesperson or sales team use a sales process that is a problem-led (rather than product-led)
approach to determine if and how a change in a product could bring specific improvements that
are desired by the customer.
Benefits of solution selling:
You elevate the conversation: the conversation you have with customers when selling a product
will always change when talking solutions.
i) You focus on your value: For your business talking about value creation is about presenting
a complete set of services to customers. It’s about talking business impact and emphasizing
outcomes and capabilities.
ii) You differentiate your business: Focusing on value, and acting as a true solutions provider, is
essential for standing out from the competition. Armed with a complete set of services, you’re
better prepared to:
 Answer any customer questions

 Respond to their specific needs
 Support their long-term aspirations

iii) You build deeper engagement: Offering a comprehensive range of services is the ideal way
to help develop long-term user and end-customer relationships. Why? Because when selling
products, most interaction typically ends the moment the on-switch is pressed.
Solution selling on the other hand is about maintaining on-going dialogue, of being considered
a valued opinion, and a company that can be relied upon to match business goals with the right
refrigeration options each and every time.
iv) You become a trusted advisor: Being considered a trusted advisor means building a
reputation with any customer on the strength of your expertise – whether that’s vehicle
insulation, connected solutions, or advice and fleet consulting.
With solution selling, you also get to show your expertise at work – which is the perfect way
to strengthen customer relationships.
v) You make more money: Bringing all the above points together should lead to a significant
increase in revenues for your business. This is the ultimate value of solutions selling, and its
ability to stimulate recurring revenues – and any number of cross- and up-sell opportunities.
vi) You secure the future of your dealership: Investing in the expertise of solution selling is the
ideal way to ‘future-proof’ your dealership. The new skills and capabilities gained can
help extend the range of customer services you offer – thereby optimizing overall capacity within
the business.

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Present, Secure and Support Sales Solutions

Present, Secure and Support Sales Solutions

Mekonnen Yimer Page 1

Learning Element One

ii. Create a connection between your product/service and the prospect.

Mekonnen Yimer Page 2

iii. Get to the point.

iv. Be animated (active/ energetic).

v.. Use showmanship.

A showmanship is a person's skill at performing or presenting things in an entertaining and

vi. Use a physical demonstration.

vii. Believe in your product/service.

1.2 Review product information to ensure familiarity with products

Mekonnen Yimer Page 3

Importance of Product Knowledge

a. Product knowledge helps businesses to respond to any objections appropriately.

b. Product knowledge can help businesses respond better to experts.

c. Product knowledge gives customers self-assurance.

d. Product Knowledge Enhances Mission and Vision

e. Product Knowledge helps in Troubleshooting and Customization

Mekonnen Yimer Page 4

f. Product Knowledge gives Additional Offers

g. Product Knowledge helps in Brand Establishment

To sum up, product familiarity is measured by having an adequate information about the

i. Avoid "What to Buy" Choices

ii. Offer Many "How to Buy" Options

Mekonnen Yimer Page 5

iii. Use A Simple Buying Procedure

iv. Follow Up Every Sale With Another Offer

Use this three-step plan to begin solution selling:

Mekonnen Yimer Page 6

1.5 Identify and select sales aids

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Why is it important to identify customer needs?

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Learning Element Two

2. Present sales solution

Mekonnen Yimer Page 9

Here are the top 5 questions you would ask your customers

i. Identifying customer needs

ii. Identify your customers

iii. Understand why they shop

Mekonnen Yimer Page 10

iv. Identify preferred shopping methods

 shop online, over the phone or in stores

 make spontaneous or carefully considered buying decisions.

v. Consider their spending habits

 their average income

vi. Find out what they think of you

 products and services

Mekonnen Yimer Page 11

Persuasion skills are extremely important as it helps marketing professionals to change

 Accepting/ receiving feedback whether it is positive or negative

Mekonnen Yimer Page 12

Mekonnen Yimer Page 13

Learning Element Three

Mekonnen Yimer Page 14

Here, the salesperson's job is to uncover the objections and answer them to the prospect's or

Mekonnen Yimer Page 15

3.3 Identify strengths and limitations of buyer resistance strategies

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3.4 Select and implement strategy for managing buyer resistance

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