Module 1: Nature of Salesmanship

Salesmanship
“The personal selling” and “salesmanship” are often used interchangeably, but there is an important difference.
Personal selling is the broader concept. Salesmanship may or may not be an important part of personal selling
and it is never ‘all of it. Along with other key marketing elements, such as pricing, advertising, product
development and research, marketing channels and physical distribution, the personal selling is a means through
which marketing programs are implemented.
The broad purpose of marketing is to bring a firm’s products into contact with markets and to effect profitable
exchanges of products for money. The purpose of personal selling is to bring the right products into contact
with the right customers and make ownership transfer.
Definition:
According to W.G Carter, “Salesmanship is in attempt to induce people to buy goods.” According to the
National Association of Marketing Teachers of America, “It is the ability to persuade people to buy goods or
services at a profit to the seller and benefit to the buyer.”
According to Knox, “Salesmanship is the power or ability to influence people to buy at a mutual profit, that
which we must sell, but which they may not have thought of buying until call their attention to it. Salesmanship
is the ability to persuade people to want they already need.”
According to Prof Stephenson, “Salesmanship refers to conscious efforts on the part of the seller to induce a
prospective buyer to purchase something that he had not really decided to buy, even if he had thought of it
favorably. It consists of persuading people to buy what you have for sale in making them want it, in helping to
make up their minds.”
According to J.C. Jagasia, “It is an ability to remove ignorance, doubt, suspicion and emotional objection
concerning the usefulness of a product.”
According to Holtzclaw, “Salesmanship is the power to persuade plenty of people to pleasurably and
permanently purchase your product at a profit.”
According to Carfield Blake, “Salesmanship consists of winning the buyers’ confidence for the sellers’ house
and goods, thereby winning regular and permanent customers.”
According to Sefred Gross, “Salesmanship is the art of increasing satisfaction by persuading those people who
should do so to buy specific goods or service.”
Thus, salesmanship is the process of persuading a person to buy goods or services. It does not mean that
salesmanship is applied only to personal selling; it can also be applied to advertising- printed salesmanship.
Salesmanship in its broader meaning, includes all types of persuasion means, by a seller, viz., advertising,
personal selling, and other methods.

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Modern Concept of Salesmanship:
In olden days, a salesman takes an order. He shows the goods. He waits for an order. Then he receives the
payment. He never attempts to guide or help or persuade the consumers. But the modern concept of
salesmanship is entirely different from the old concept of salesmanship. Modem concept is creative in approach.
He creates needs and converts them into wants. Customer satisfaction is the main problem of salesman. Mutual
profit is essential both for the buyer and the seller. Salesman guides the customer to buy things which satisfy his
want. Salesman motivates the feelings of the customers to act.
Importance of Salesmanship:
In the present day, salesmanship plays an important part. Salesman is the connecting link between sellers and
buyers at every step., i.e” from the collection of raw materials to the finished products. , Of all, customers are
the most benefited by salesmen. Present era is of large-scale production, which is in anticipation of demand.
The market expands along with competition. This makes distribution a difficult and a complex factor in the face
of still competition. The expansion of the market, growing competition etc., invite a better salesmanship.
1. Important to Producers:
Salesmanship is important to producers and manufacturers. For pushing products into the competitive market,
salesmanship is necessary. To capture new markets also salesmanship is very important. Salesmen increase the
sales volume. It brings larger profits to the manufacturers. Salesmen work as the “eye and ear” for the
manufacturers.
They improve their products according to the taste of the consumers. They improve their sales policies by
keeping in mind the suggestions, impressions, and complaints of the consumers. He is the creator of demand.
Hence it leads to increased production and increased business activity. As such it increases employment
opportunity as well as personal incomes.
2. Important to Consumers:
Salesman educates and guides the consumers. He gives them more satisfaction. ‘Consumers are right’ in the
marketing. As such, he gives more importance to them. Salesman helps the consumers in making the right
decision and proper selection of the products which they want to buy. Salesmanship increases the rate of
turnover, and hence reduces unsold stock. As such it minimizes the economic stagnation. Consumers can select
the best products according to their requirements, taste, and money.
Duties of a Salesman:
1. The principal duty is to make sales of products or services.
2. He must do the assigned duty (travelling).
3. He must make collection of bills relating to sale.
4. He must make report-Sales made, Calls made, Services rendered, customers lost, competition and any other
matters, relating to firm.
5. All complainants must be satisfied peacefully.
6. He must attend sales meetings.
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7. A salesman with his experience must supply information to solve problems relating to product or the firm.
8. He must maintain a good relationship with the customers.
9. He must assist the customers to make good selection.
10. He must develop a goodwill for the firm and the products.
11. He must have cooperative habits.
12 He takes periodic inventories of the stocks.

Characteristics or the Qualities of a Successful Salesman:

1. Establishing good relationship with a variety of people.
2. Learning quickly and adapting smoothly.
3. Planning ahead and efficiently managing his time and efforts.
4. Working hard to achieve his goals, dedicating himself to provide long-term service, rather than having a get-
rich-quick attitude.
5. Communicating clearly both in speech and in writing.
6. Thinking analytically and learning to break problems down to their basic components.
7. Producing constantly both in quality and quantity rather than performing erratically.
8. Persisting steadily his goal and not giving up easily.
9. Possessing and living up to high moral characteristics that enable people to admire, respect and trust him.
“Personality is the personal distinction or dynamic force which is felt by everybody who comes within the
radius.” Personality is the sum of the impressions made on people with whom one comes into contact. The
impression is the result of many qualities that one possesses. There are several qualities which make a salesman
successful.
To become a successful salesman, he must master all the traits. Several evidences as given by RG Walters, J.W.
Wingate, Russel etc., divide the qualities of a successful salesman into the following major factors. They are:
1. Personality of a salesman,
2. Knowledge of the product and,
3. Knowledge of the customers and their buying motives.

Type of Salesmen:
1. Manufacturer’s Salesmen:
(a) Missionary Salesmen:

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They are also known as Creative Salesmen or Pioneer Salesmen. They are employed by manufacturers and do
the work, of missionary nature. They create demand for the products. They usually develop goodwill. They call
on distributors- wholesalers, retailers, customers, to educate, train and induce them to promote the products.
Manufacturers of medical supplies use this type of salesmen to promote their products.
(b) Merchandising Salesmen:
They assist dealers by giving suggestions on display, store- layout, service facility etc. They arrange wide
publicity and conduct demonstration for dealer salesmen, by even working along with them. They are largely
involved in drugs, medicines, grocery etc. There is a wide scope for this category.
(c) Dealer-Servicing Salesman:
These salesmen call on retailers in their territory and visit them often. They bring samples of new products, take
orders, and make up window display.
(d) Sale Promotion Salesmen:
They are also known as Retail Salesman. They are specialized in promotional work. They are representatives of
medical firms or publishers. They may not take spot orders, but they try to convince people like doctors about
the new drug, research work, testing, result etc. They create demand by calling on customers,
(e) Technical Salesmen:
They are trained technically. They provide technical assistance to company’s customers on matter connected
with the product, its quality, its design, its installation etc. Generally, these types of salesmen deal with
computers, equipment’s, machinery items, chemical products etc.

2. Wholesaler’s Salesmen:
Products reach the hands of customers through several channels, the main channel being wholesalers. They are
the nerve-centers of distribution between manufacturers and retailers. These salesmen are mainly concerned
with retailers through whom the products are to be marketed.
Their main concerns are:
1. To guide the wholesalers in giving credit transaction to retailers,
2. To collect bills from retailers and customers,
3. To collect information of the market trend,
4. To help retailers to improve sales and
5. To take orders from retailers.

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3. Retail Salesmen:
They are of two types: 1. Indoor salesmen and 2. Outdoor Salesmen. Indoor salesmen work within the store—
counter sales over the counter. They do not need training as they must face only customers and not the
prospects. They deal with regular buyers. They are order filling salesmen.
They receive orders and execute them. They must have good manners and a helpful attitude. They must be able
to guide the customers and help them to make quick decisions. They must also be knowledgeable and honest.
Above all, they must maintain products in the shelves in an attractive manner.
Outdoor salesmen may also be called travelling salesmen. Their main job is to make regular travels, visit
customers, canvass orders etc. They must possess all the qualities of ideal salesmen.
4. Specialty Salesmen:
They are to sell specialty products-expensive durable goods, furniture, books, house furnishings, washing
machines, automobiles, refrigerators etc. People purchase these products only after a personal and careful
selection because they do not buy them frequently. Salesmen of this kind must be masters of the art of
salesmanship. They are representatives of manufacturers, who produce special items.

The Importance of Personal Selling

Advertising acquaints potential customers with a product and thereby makes personal selling easier. Personal
selling is a face-to-face sales presentation to a prospective customer. Sales jobs range from salesclerks at
clothing stores to engineers with MBAs who design large, complex systems for manufacturers. About 6.5
million people are engaged in personal selling in the United States. Slightly over 45 percent of them are women.
The number of people who earn a living from sales is huge compared, for instance, with the nearly 300,000
workers employed in the traditional advertising sector. Personal selling offers several advantages over other
forms of promotion:
 Personal selling provides a detailed explanation or demonstration of the product. This capability is
especially desirable for complex or new goods and services.
 The sales message can be varied according to the motivations and interests of each prospective
customer. Moreover, when the prospect has questions or raises objections, the salesperson is there to
provide explanations. In contrast, advertising and sales promotion can respond only to the objections the
copywriter thinks are important to customers.
 Personal selling can be directed only to qualified prospects. Other forms of promotion include some
unavoidable waste because many people in the audience are not prospective customers.
 Personal selling costs can be controlled by adjusting the size of the sales force (and resulting expenses)
in one-person increments. In contrast, advertising and sales promotion must often be purchased in fairly
large amounts.
 Perhaps the most important advantage is that personal selling is considerably more effective than other
forms of promotion in obtaining a sale and gaining a satisfied customer.

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The Selling Process
Selling is a process that can be learned. Experts have spelled out the steps of the selling process, shown in , and
professional salespeople use them all the time. These steps are as follows:
1. Prospecting and qualifying: To start the process, the salesperson looks for sales prospects, those
companies and people who are most likely to buy the seller’s offerings. This activity is
called prospecting. Because there are no surefire ways to find prospects, most salespeople try many
methods.
For many companies, the inquiries generated by advertising and promotion are the most likely source of
prospects. Inquiries are also known as sales leads. Leads usually come in the form of letters, cards, e-mail
addresses, telephone calls, or through social media sites. Some companies supply salespeople with prospect lists
compiled from external sources, such as Chamber of Commerce directories, newspapers, public records, club
membership lists, internet inquiries, and professional or trade publication subscription lists. Meetings, such as
professional conventions and trade shows, are another good source of leads. Sales representatives attend such
meetings to display and demonstrate their company’s products and to answer the questions of those attending.
The firm’s files and records can be another source of prospects. Correspondence with buyers can be helpful.
Records in the service department can identify people who already own equipment and might be prospects for
new models. Finally, friends and acquaintances of salespeople can often supply leads.
One guideline is that not all prospects are “true” opportunities for a sale. Just because someone has been
referred or has made an inquiry does not mean that the person is a genuine prospect. Salespeople can avoid
wasting time and increase their productivity by qualifying all prospects. Qualifying questions are used to
separate prospects from those who the potential does not have to buy. The following three questions help
determine who a real prospect is and who is not:
 Does the prospect have a need for our product?
 Can the prospect make the buying decision?
 Can the prospect afford our product?

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Exhibit 12.9 Steps in Making a Successful Sale 
Approaching customers: After identifying a prospect, the salesperson explains the reason for wanting an
appointment and sets a specific date and time. At the same time, the salesperson tries to build interest in the
coming meeting. One good way to do this is to impart an interesting or important piece of information—for
instance, “I think my product can cut your shipping and delivery time by two days.”
2. Presenting and demonstrating the product: The presentation and demonstration can be fully automated,
completely unstructured, or somewhere in between. In a fully automated presentation, the salesperson
shows a movie or slides or makes a PowerPoint presentation and then answers questions and takes any
orders. In today’s business world, in which relationships are most important for long-term sales, canned
or structured presentations are not well received, nor do they support the idea of building a great bond
with the customer. A completely unstructured presentation that has no set format is a much more
successful approach. It may be a casual conversation, with the salesperson presenting product benefits
and assisting the customer in solving his or her problems (like a partner on the client company’s team) in
a way that might interest the potential buyer.
3. Handling objections: Almost every sales presentation, structured or unstructured, meets with some
objection. Rarely does a customer say, “I’ll buy it,” without asking questions or voicing concerns. The
professional salesperson tries to anticipate objections so they can be countered quickly and with
assurance. The best way to counter objections is to have a thorough knowledge of the product offering
so that a solution can be found that overcomes the objection.

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Often employed in business, the “higher authority” objection is frequently used when one of the parties says,
“This agreement looks good, but I’ll have to run it by my committee” (or wife or any other “higher authority”).
The result is that that sales presentation turns out to be just a preliminary, nonbinding round. After the higher
authority responds, often disapproving the agreement, the sale goes into round two or starts all over again.
For example, when a customer wants to buy a house, car, or anything expensive, the salesperson will say, “If we
find the house (or car) that you really like, is there any reason you could not make the purchase today?” Once
they get the green light, the salesperson will spend whatever time it takes to find the right product for the
customer. However, if the client says his uncle must give the final approval because he will be loaning the
money, the salesperson will try and set up an appointment when the uncle can be present.
4. Closing the sale: After all the objections have been dealt with, it’s time to close the sale. Even
experienced salespeople sometimes find this part of the sales process awkward. Perhaps the easiest way
to close a sale is to ask for it: “Ms. Jones, may I write up your order?” One of the best techniques is to
act as though the deal has been concluded: “Mr. Bateson, we’ll have this equipment in and working for
you in two weeks.” If Mr. Bateson doesn’t object, the salesperson can assume that the sale has been
made.
5. Following up on the sale: The salesperson’s job isn’t over when the sale is made. In fact, the sale is just
the start. The salesperson must write up the order properly and turn it in promptly. This part of the job
may be easy for many consumer products, but for B2B products or services, it may be more complex.
An order for a complex piece of industrial equipment may include a hundred pages of detail. Each detail
must be carefully checked to ensure that the equipment is exactly what was ordered.
After the product is delivered to the customer, the salesperson must make a routine visit to see that the customer
is satisfied. This follow-up call may also be a chance to make another sale. But even if it isn’t, it will build
goodwill for the salesperson’s company and may bring future business. Repeat sales over many years are the
goal of professional salespeople.

ACTIVITY
A. Fill in the blanks with appropriate answers:
1. _________________________________is a personal communication, through the
exercise of salesmanship, with the prospective customers.
2. Personal selling starts with understanding _________________________of
prospects/customers.
3. Personal selling is focused on______________________________
4. Personal selling is the most _______________________as it builds up buyers'
preference, conviction, and action at much lesser cost than mass communication.
5. Personal selling provides '_________________________to the company buy building
relationship with the customer.

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6. Stanton writes, "Salesmen___________________ prospective customers, expedite
orders, coordinate deliveries, set-up displays, service their accounts, gather market
information’s, and must solve customers’ problems.
7. Today's salesman performs _________________________of sales roles.
8. Personal selling offers triple rewards by benefiting not only customer but also
_______________and __________________.
9. Personal selling is the only technique that ____________the product and generates
sales
10. Salesmen help to increase aggregate sales and production in the country thereby
increasing _________________________ opportunities.
B. State TRUE or FALSE for the following statements:
1. Threes around which selling function revolves are: self-interest, satisfaction, and self
motivation. For indeed, it revolves around three S''s, namely: service, satisfaction, and
self-interest
2. Two types of salespersons are: order takers and order getters.
3. Order takers are supposed to increase the total sales by increase in sales of new
products.
4. A salesperson should gracefully back off when the customer does not seem interested
in the product.
5. Order getter is a backline salesperson and is in a typical marketing job.
6. Order getter cannot persuade customers for making a purchase.
7. A merchandiser advice on product display in stores, implement sales promotions,
check stock levels and maintain contact with store managers.
8. Consumer salespeople sell to individual customer’s products and services and have to
be sensitive to customers’ time.
9. Order takers are expected to persuade customers to buy the company’s products or
increase their quantity of purchase
10. Order takers are replaced by the more cost-efficient telemarketing teams who call
customers and book their orders.

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C. Knowledge Assessment
1. Why personal selling is needed in modern era? Explain in brief along with
examples.
2. Explain the qualities require to be a successful salesperson.
3. Salespersons must perform various functions in the market?
4. Explain the different approaches to personal selling.
5. How do salespeople contribute to our society? Are there negative aspects of personal selling from a societal
perspective?
6. What are the primary contributions made by salespeople to their employee’s?
7. How are need satisfaction and problem-solving selling related? How do they differ?
8. How does the consultative selling approach differ from problem-solving and need satisfaction selling?
Explain the three key roles of consultative salespersons.
9. When do you think stimulus response selling would be most effective?

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Module 2: Developing Sales Personality
Salesperson Personality
For smooth and stress-free working of any business organization, it’s important to have a good lot of
employees, salespeople, and all other people who are involved somehow in the company.

Assessing the sales force is an important step in the operation of deciding how to grow your sales team. If your
prevailing sales force is fine and will be more than adequate to fuel future growth, you still might need some
additional drill or perhaps an updated compensation package. Other than that, your sales force may need to
grow by a few heads, or you may choose to stay the exact size but have different people filling the sales
positions.

Sales Personality 
A salesperson is responsible and has characteristics that bring sales success. They are steered by challenges with
a mission to close. People may see a person with a sales personality as friendly and outgoing but what they may
not recognize is that they are friendly and a people-person with a purpose to bring overall advancement.

Visit the links to understand more about sales personality.

Successful sales personality:

To know what makes a successful sales personality,

An effective salesman can be an asset for your business

A salesperson must be able to build empathy with competitors and clients.

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Development of sales Personality

In a business organization, it’s important to have a certain sales personality for the complete growth of the
corporation. They are an important part of any business world.

Developing a powerful sales personality:

In sales, your personality is more important than your product knowledge. It is more important than your sales
skills.

Developing sales personality:

There are number of traits or qualities that make up the sales personality. However, it is impossible for every
salesman to acquire all the personal development qualities. To know how to develop sales personality

Different types of sales personalities:

To know how to develop the 4 different sales personalities on your team.

Characteristics of Effective Salesperson

There are certain traits and characteristics of a salesperson. They are accepted to be in that way for their and the
company’s growth.

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Characteristics of an effective salesperson:

A sales personality encapsulates the positive characteristics that are correlated to selling success.
To know ten sales personality traits that will help you push the horizons of your selling career,

How to build a stellar sales Team:

Adding sales personnel and improving your existing sales staff are essential parts of growing your company. To
know how to build a stellar sales team.

Successful traits of an effective salesperson:

If you want to succeed at selling, it's important to emulate the traits of those who came before you.

The weakness of a Salesperson

Every individual has some weaknesses and strengths. In the same way, the salesperson has some weakness and
strength that help them in some way of other.

Activity
Answer the following questions.
1.What is an important step in the operation of deciding how to grow your sales team?
2.Who is the responsible and has characteristics that bring sales success?

3. What are the successful sales personality?

4. How can a salesperson develop a powerful sales personality?

5. What are the different types of sales personalities?

6. What are the characteristics of an effective salesperson?

7. How can a salesperson build a stellar sales Team?

8. What are the successful traits of an effective salesperson?

9.What is the weakness of a Salesperson?

10. What is the salesperson Personality?

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Module 3: Use of Social Responsibility in Selling

 In the past, selling had been profiting motivated alone. With money becoming the medium of exchange,
money madness developed in the minds and hearts of the people. Many rose to engage in trade with
the hope of becoming millionaires overnight. Greed nurtured in the people as they produced more and
more of their specialties aspiring to earn more and more.
Meaning of Social Responsibility
Resulting from the evaluation of various definitions of different authors, social responsibility may be
defined as a doctrine that expresses concern for the welfare of others. The doctrine further states that
any act aimed at stepping on another’s right is not social responsibility.
Being Socially Responsible to Prospects
The following is a list of things that a salesman must and must a not to do to promote a healthy
relationship with his prospects. By doing so, the salesman can make his prospect realize his good
intention of servicing his needs rather than having him as the source of income.

1. Be able to match the features of your product with the needs and problems of your prospect.
2. Express genuine interest to help you prospect.
3. Do not overprice the product you offer.
4. Any promotional item meant for the prospect must be given away by the salesman.
5. Be sure to fully explain the features and benefits of the product.
6. Keep your promises to your prospect in terms of delivery, installation, and other services.
7. Supplement your discussion with product demonstration to better educate your prospect.
8. Show courtesy and respect to your prospect.

Being Socially Responsible to Other Salesmen

You are not the only sales representative of your company. You work with other salesmen in helping
the company achieve higher sales and profits. Consequently, you must be socially responsible to your
co-workers or co-salesmen. Your working relationship with them should be to a point were harmony
and cooperation with each other is maintained.
Being Socially Responsible to Competitors
Everybody wants to be number one is anything and everything. However, not everybody can be number
one. Only one at a given time must be there on top. It is a world of competition that we are in,
therefore, we must face and accept the challenges.
Being Socially Responsible to Yourself
Who else will love you the most except yourself? You should be careful about your health, your good
name, your education, your total well-being, and your occupation or profession.
The Philippines as our market The Philippines is a huge archipelago said to be the largest archipelago in
the world it is composed of 7,100 islands of which 800 inhabited.
Filipino cultural heritage

The Filipino today shows the traces of many cultures principally Malay, Chinese, Arabic, Indian, Spanish,
Japanese, and American
1. His foundation
2. His heart
3. His mind

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Internal behavior factors

Studying the buying behavior of Filipinos usually involves complicated series of process. Since the
Filipinos are our prospects
1. Perception
2. Motives
3. Learning
4. Attitudes
5. Personality
Perception
– it is the process by which an individual thinks, believes, acts, and interprets information
through the various sense
Motives
- it is forcing that activities behavior
Learning
–it may describe as the variations in the behavior of the individual based upon past
experience
Attitudes
–may be defined as the predisposition to behave in a consistent way award a person or class
of object
Personality
– it is the sum of a person characteristics such as compulsiveness

Social Influence on Buying Behavior

1. Roles and family influences
2. Reference group
3. Social classes
4. Culture

Nature of prospects information Almost all people in the selling business require at least two types of
information about their prospects personal and business
Personal information consists of:
1. Name spelling and pronunciation
2. Age
3. Birthday
4. Home address and phone number
5. Education
6. Job
7. Social organization
8. Marital status
9. Traits
10. Mental type and quality
11. Hobbies and recreations

Business Information Includes

1. Name of the company
2. Type of company
3. Size of business or business facts
4. Location of business
5. Product line
6. Target market
7. Policies
8. Competition 15
9. Distribution system
10. Position of the company in the industry
11. Buying habits
Conditions which may affect prospects attitude
Consumers behave differently rationally or irrationally to different or even under the same condition a
salesman should take note of all these factors so that he can fit himself better to the situation.

Activity

Answer the following question.

1.What do you called a doctrine that expresses concern for the welfare of others?
2. What is the Social Responsibility?
3. What are the socially Responsibilities to a Prospects?
4. What is the Social Responsibilities to a Competitors?
5. What is the socially Responsible to Yourself?
6. What are the internal behavior factors?
7. What is the process by which an individual thinks, believes, acts?
8.What do the personal information consist of?
9.What are the social influence on Buying Behavior?
10. What are the business Information Includes?

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Module 4: Knowing the Product

Product knowledge is an essential sales skill. Understanding your products' features allows you to present their
benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about
their products and eager to share the benefits with them.
Get to know your products or services
Customers are more likely to trust salespeople who show confidence in themselves and what they are selling.
You can build this confidence by increasing your knowledge of your products or services.
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
 visits to manufacturers
 sales training programs
 competitor information.
Be honest about shortcomings
If your product or service has some shortcomings in certain situations, be honest about them with your
customers. Let them know early on if you don’t think your product or service is right for them and they will be
more inclined to trust you when they need something in the future.
Turn product features into benefits
As you engage customers, you can use your knowledge to lead your customer through the sales process, and
make their experience an enjoyable one that they'll want to revisit.
Successful salespeople know all their products' features and ui turn these features into benefits for their
customers.
To practice this skill, list your product's features, potential benefits, and all information up front for your
customers. Consider how you can communicate the potential benefits, for example:

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Product features Possible benefits for your customer

Its purpose It will meet your needs and save you time
and money

How it works It is easy to use so you won’t be frustrated

by complicated features

How it is developed or It supports local industry and helps the

manufactured environment

How it is checked for quality You can be confident it will work

How it is delivered You don’t have to worry about delivery —

we organize that for you

How it is maintained and serviced You can be assured that if it needs

maintenance, we will take care of it for you

How long it is likely to last You can be confident that if it has any
(including any warranties) problems, we will fix it or replace it while
under warranty

Its price You can comfortably afford it

How it compares to similar products You can base your decision on the good
the business offers reputation our business has earned for
selling other well-regarded products

How it compares to competitors' You are receiving quality and value for
products money

Its strengths and limitations (the You are buying a product that is well-
capability of the product to deliver matched to your needs
benefits to clients)

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 Product features Possible benefits for your customer

Other products that might Buying this companion product will allow
complement it you to meet the needs of your entire
household

Activity

A. Fact Checking
In the blank, write TRUE if the statement is a fact. Write FALSE if not.
__________ 1. An entrepreneur does not need to work hard in his business.

__________ 2. Products can be processed or grown and nurtured.

__________ 3. Entrepreneurs’ sale products and services to gain profits.

__________ 4. Food items are always in demand.

__________ 5. Your hobbies and interests are sources of good business ideas.

__________ 6. Checking on available products in the market cannot help an entrepreneur put up a business.

__________ 7. Buy rotten ingredients when making a food product to be sold.

__________ 8. Buyers are not attracted of the packaging of the product.

__________ 9. Being familiar with the procedure can improve your skills in producing a product.

__________ 10. In starting a business, produce big number of products to be sold.

B. Answer the following questions.

1. How it compares to competitors' products?
2. What is the importance to know your products or services?
3. What are the internal behavior factors?
4. What are the social Influence on Buying Behavior?
5. What are the Get to know your products or services?

C. Read and understand the questions. Write your answers in the blank before each item.

_____ 1. It is something that is manufactured following a process, grown or nurtured to be sold for profit. What is it?

a. product b. need c. service

_____ 2. What can help you decide on what product you are going to sell?

a. your hobbies b. interests of your friends c. both a and b

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_____ 3. Which is NOT a product?

a. vegetables b. suman c. hair cutting

_____ 4. Which of the following are things to consider in putting up a business?

a. Purchase ingredients in a store or market that sells fresh produce.

b. Packaging must be of good quality to affect its salability.

c. All of the above

_____ 5. How can you say that the product you produced is salable?

a. It is of best quality.

b. It is needed by other people.

c. All of the above

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Module 5: Knowing the Company
Knowledge management and business growth
What is knowledge in business?
Guide
Business knowledge is an important strategic asset. It is a sum of skills, experiences, capabilities and insight
which you collectively create and rely on in your business. It affects all the activities in and around your
business.
Types of business knowledge
Knowledge can exist in many forms, but usually falls under one of three main categories:
 Tacit knowledge - personal know-how or skills rooted in experience or practice (eg aesthetic sense or
intuition). Tacit knowledge is difficult to write down, visualize or transfer.
 Explicit knowledge - articulated knowledge recorded in documents, memos, databases, etc. Explicit
knowledge is easy to store, distribute and communicate.
 Embedded knowledge - skills and understanding locked in processes, products, rules or organizational
culture (eg informal routines, codes of conduct, organizational ethics).
Knowledge can belong to individuals or groups within your business or exist at the organizational level. You
can also share it with different organizations.
You can apply business knowledge in many organizational areas and competencies, from financial management
and organizational governance to market analysis, strategic planning, and human resources.
Examples of business knowledge
Examples of knowledge that already exists in your business include:
 the skills, competencies, and experiences of your workforce
 the designs and processes for your goods and services
 the industry or market data you've gained from research
 your files or documents (electronic or otherwise)
 your customer data or information on suppliers and stakeholders
 your plans for future activities, such as ideas for new products or services
Importance of business knowledge
Knowledge has great value since it is inherently unique to your organization. It shapes and drives your business
activity, your ability to sell or do more, and stand apart from your competitors.

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Individual knowledge is easily lost, especially when key employees leave. Make sure that your employees share
knowledge and skills and pass them on to their successors wherever possible. For example, you can:
 hold brainstorming sessions
 organize training courses
 maintain up-to-date documentation about processes and procedures
See more on sharing knowledge in business.
What is knowledge management in business?
Knowledge management is a systematic approach to capturing and making use of a business' collective
expertise to create value. Effective knowledge management makes it possible to create, transfer and apply
knowledge at different levels in a coherent and productive way.
Your understanding of what customers want, combined with your workers' know-how, can be regarded as your
knowledge base. Using this knowledge in the right way can help you run your business more efficiently,
decrease business risks and exploit opportunities to the full. This is known as the knowledge advantage.
Importance of Product Knowledge for a Salesmen
ADVERTISEMENTS:
Let us know, first why one needs product knowledge. In brief, they are:
1. Sales, a Pleasant Task:
A salesman should have up-to-date information relating to the products he deals with the customers. When one
possesses thorough knowledge, he feels joy to explain to others. Complete and useful knowledge of goods is
fundamental requisite of a salesman. These will increase the sales and render better service to buyers. Correct
ideas, not guess work, create self-confidence, which generate potential buyers through satisfactory dealings.
Knowledge makes the salesman’s job a happy one.
2. Technical Knowledge:
There are certain products, which needs complete information regarding their function. Generally, customers
ask questions to clarify doubts, or some may have thirst for increasing their knowledge. In such cases, the
salesman will be in trouble to face such prospects who feel that a particular salesman adopts deceitful attitude.
To overcome all these, salesman should have complete information of the products, which he deals with.
3. Product Knowledge Coupled with Personality:
ADVERTISEMENTS:
Product knowledge is a background on which salesman’s personality acts as a scooter-plug. Customers are
highly interested to see how a salesman explains the products and how he offers a helping hand for a proper
purchase. Sales personality, without the knowledge of product is like a dry water reservoir.

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4. Deep Self-confidence:
If a salesman lacks full knowledge of the products, it is a shame. The confidence grows when he can explain the
products’ capacities, performance, merits and limitations to the perspectives. His perfect knowledge of the
product will naturally increase the confidence in himself All types of queries can be satisfactorily met by such a
salesman. If a single question is unanswered or wrongly answered, there arises a doubt in the mind of the
consumers.
5. Winning Customers from Competitors:
At present, the products are of various types and the market increases. Competition is the order of the day. The
success in selling solely depends upon the ability of the salesman. The merits and demerits of the rival products
must be understood by the buyers, possibly with facts and figures. All these aids to win the customers from the
field of competitors.
6. Selling Points:
A proper understanding of a product has many advantages or selling points. Customers are highly concerned
with the selling points, such as, durability, attractiveness of product, its package, discount sales, selling terms,
designs, price reduction, convertibleness, easy operation etc. All these favors a sale and are related to buying
motives. A salesman must know all these to boost the sale at the counter.
What is a sales presentation?
Although the terminology differs from company to company, a sales presentation is not always the same thing
as a sales pitch.
A sales pitch is what your team of sales professionals does all day long, on the phone or in person with clients.
It’s usually one on one, and they’re comfortable doing it.
A sales presentation (although it’s still a sales pitch) is a bigger deal, figuratively and probably literally. It’s a
more complicated version of a sales pitch, and usually, it happens when your sales team is trying to close a
more lucrative deal. It’s not a simple phone call, as it often involves a meeting and a demo.
You’ll need to budget more time for a presentation, as you’ll need to account for prep time and testing. In many
cases, more than one person from your company will give the presentation, so there’s a need to coordinate with
other team members.
Even for a seasoned salesperson who cold calls and pitches all day on the phone, a presentation can be
unnerving, as you’re likely presenting to a group of senior decision-makers and executives.

Storytelling and your sales presentation

Statistics, facts and figures can help when you’re trying to persuade a prospect to become a customer, but
they’re more impactful if you can frame those statistics in a relatable way. For example, if you tell a story about
an existing customer who faced the same challenges as your prospect, and supplement that with powerful data,
they are more likely to listen and want to know more.
Human beings have a deep relationship with storytelling. Stories move us, teach us and, in a sales context,
persuade us. We remember stories more than we remember anything else.

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Chip Heath, a Stanford professor, and the co-author of Made to Stick, demonstrates the importance of
storytelling by doing an exercise with his students. He divides them into groups and asks them to deliver a one-
minute persuasive pitch based on data he’s just shown them.
After the pitches have been delivered and there’s been a break, he’ll ask the class to jot down everything they
remember about them. Although most students use stats rather than stories, 63% remember the stories, while
only 5% remember an individual data point.
The stickiness of stories makes them a useful tool for developing a sales presentation outline, as they help
prospects understand and remember the key points of the presentation and your product.
“Analogies or relatable stories are an extremely powerful technique to avoid using internal ‘jargon’ and allows
the customer to understand the product/service in the real world,” explains Thomas Dredge, sales manager at
Particular Audience.
“For example, explaining a display ad across the internet can be likened to a billboard on the side of a building.
Sellers often confuse clients by using complicated language. They may believe this makes them come across as
more knowledgeable, but it’s not a good way to sell. People buy things they understand. Help them
understand.”
Start with a problem (and a deadline)
Your presentation is about the solution you’re offering your prospects, but it shouldn’t start with that solution.
Instead, you should begin with the problem your solution was designed to solve, and the challenges you’re
solving for your customers.
“Value Selling is key,” says Bradley Davies, business development at Cognisa. “It is important to understand
your buyer and tailor their journey to what you can do for them.
“First you need to understand what is motivating them to have a discussion, which allows you to identify their
pains and present how your offering solves their pains. Everything presented to a prospect should be based on
the value for them specifically.”
The problem, their pains associated with it and your solution should be delivered with a story; a tale that
highlights the specific challenges faced by your customers.
You might also choose to tell a story that positions your product as the hero, helping the customer vanquish a
villain: their pain point.
Your story, which should be tailored to the prospects in the room, should focus on change rather than their pain
point. For example, on a change to their business, industry, or to the technology they use — something that
impacts and improves the way they do business.
“If an element of your offering is not relevant, then don't distract them from the important features. It will keep
them engaged and help to build their user story,” adds Bradley
Create a sense of urgency around your product: It’s a solution to their problem, but if they don’t act now, they
could miss an opportunity. Tell a story about what might happen if your prospect doesn’t change, framing the
consequences of not acting.

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Start talking about the solution
You’ve outlined the problem, and, if you’re doing your job, your audience is nodding along. Now it’s time to
start talking about the solution.
However, that doesn’t mean you should launch into the features and benefits of your product just yet.
Rather than presenting your product, a good sales presentation draws a picture of what life could look like for a
customer once they start doing things differently. How will their business or lives change for the better? How
will their world change? Importantly, how will they reduce spending and increase revenue?
Then you can start talking about your solution and the features that can make this brave new world
possible. Do this in a few ways:
Position your features against the old way of doing things
Present those features as “superpowers” that will solve your prospect’s problems
Compare those features to competitors’ features
Use a combination of some or all the above
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What to bring to your sales presentation?
Now that we’ve discussed the story elements of a sales presentation, what should you bring to a presentation?
Most sales presentations are in-person affairs and include visual elements, like a sales deck, handouts, or even,
for some products, an in-person demonstration of the physical products (think of the stereotypical door-to-door
vacuum salesperson, spilling dirt on the floor just to vacuum it all up).
The PowerPoint presentation
Most sales presentations include a slide deck to help deliver facts, figures and statistics that back up your
presentation and help your prospects embrace your solution.
While you don’t have to use PowerPoint, you should use a slide application (like Google Slides) to present your
sales pitch deck so that it’s clearly visible to everyone in the room and easy to move from slide to slide with the
click of a button.
The best sales decks have a few key elements:
A great cover image or opening slide. Like the story you open your presentation with, your cover slide should
grab your audience’s attention.
Data and key points. Charts, graphs, infographics, quotes, and other information back up your presentation.
Your slides should support your presentation by visualizing data, not repeating what you’re saying.
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You can get metrics from third-party sources, or (if it’s appropriate) from your own sales dashboard.
Testimonials and case studies from other customers. Quotes and success stories from or information about other
customers, preferably in the same industry as your prospects, will act as social proof and go a long way to
backing up your claims.
Customized content. While it might seem tempting to use the same content for every presentation, you should
personalize your presentation for each meeting. You might want to use your prospect’s brand colors, find data
specific to their market or industry, or reference an earlier exchange. There are many graphic design apps, such
as Canva, with customizable sales deck examples that you can use to create presentations.
A final slide with next steps. Your last slide should be a direct call to action, offering one or two next steps for
your prospects.
A note about text in your sales deck: Keep the slides simple and light on text. Your prospects don’t want to be
looking at a wall of words to read. According to data from Venn gage, 84% of presenters use visual data in their
presentations and there’s a good reason for that: as your audience is listening to you, looking at your sales deck
and watching the demo, you don’t also want to overwhelm them with text in your presentation.
Lastly, ensure your sales deck design has a font (and font size) that can be easily read by everyone listening to
your presentation.
The product
Nothing sells a product like seeing it in action.
Take the example of Scrub Daddy, a sponge that changes shape depending on the heat of the water. When
Aaron Krause, Scrub Daddy’s founder and inventor, presented the product on Shark Tank in 2012, he
demonstrated the sponge cleaning dirty kitchenware and greasy countertops. He also used bowls of water, and
two 10-pound weights to show the sponge’s amazing morphic abilities.
The tactic paid off for Krause: Scrub Daddy partnered with Lori Greiner for $200,000, in return for 20% equity
in the business and is now considered one of Shark Tank’s most successful products.
So how can you show off your product?
Figure out how to make your product portable
Not all products are easy to demo, so you may have to improvise.
With a physical product, think of the perfect environment for a demo? What would show the product at its best?
With a digital product, make sure you have the technology on hand to show what your product can do (and
check beforehand that the tech works). If it’s a mobile app, have your prospects download it. If it’s a platform, it
might be best to demo via a projector.
For some solutions, items that are too big to be brought in, or which are location-specific, you may have to rely
on a video as part of the presentation.
Handouts
Depending on the nature of your solution, you may need to hand out materials to the prospects in the room.

26
This can be as simple as contact information or sales literature, or it can be something that’s part of the
presentation, like a QR code that allows them to download the demo on their phones.
Make sure this material is simple, to the point and won’t overwhelm them. You may want to distribute any
handouts at the end of the presentation. After all, you want the people in the room listening to you, not reading
the information you just gave them.
Your team
If you’re doing a presentation, chances are you’re not going alone. You might be heading to the presentation
with another salesperson or two.
Whether you’re going solo or as part of a team, it’s important to prepare beforehand. Here are some sales
presentation tips for preparation. Here are some sales presentation tips for preparation:
Practice, practice, practice. You’ll need to get the timing right, especially if your presentation has a lot of
moving parts. Go through it to make sure your timing works, so that you can nail the meeting itself.
Make sure everything works. You don’t want to go into a meeting with a faulty PowerPoint presentation or a
broken sample – or find out there is no whiteboard when one is integral to your demonstration. Do your best to
make sure everything goes to plan.
Decide on everyone’s roles. This one is just for those presenting as a team. Will different sales reps speak
through each section? Will one rep talk while the others handle the sales deck and demo? Decide who will do
and say what ahead of time.
Great sales presentation examples (and why they worked)
Here are some sales pitch examples you can use to inform your next sales presentation; these examples range
from great sales decks to presentations, and we’ll explain why they worked so well.
The successful demo
Brian and Corrin Mullins of an organic cereal startup opened their elevator pitch on Canadian Dragons’ Den in
2015 by handing out samples of their cereal to the dragons. The couple barely had a chance to launch into their
stories and numbers before Jim Treliving, a few spoonsful into his sample, offered them a deal.
Why it worked: The Mullins’s knew the strength of their product and led with it, betting (correctly) that it
would sell itself.
The data-driven presentation
SEOmoz is an inbound marketing and marketing analytics SaaS. The sales deck the company used to raise
funds in 2011 told the business’s story up until then, including how it used the services it sells to boost business,
with charts, graphs, and other visually presented data.
Why it worked: The deck tells two stories, one about the company itself and another about the way the
marketing world has changed. Mos used data to show how it met the industry’s new pain points both for itself
and for other companies.
The presenters with overwhelming confidence
When Brian and Michael Special went on Shark Tank in 2017 to pitch their product, The Original Comfy, they
had very little – no numbers, no inventory; just a prototype of a big fleece blanket/hoodie and
27
video of that hoodie being worn everywhere from the couch to the beach.
What they did have was a good product and confidence in that product. Their presentation earned them an offer
of $50,000 for 30% from Barbara Corcoran.
Why it worked: Corcoran says she bought in because the Special brothers had a good idea, the guts to present it
and knew they had to strike while the iron was hot. While you probably should be more prepared for your own
sales presentation, the Original Comfy story shows just how important confidence is in a sales presentation.
Tailoring your sales presentation
It can be tempting to come up with the greatest sales deck template and use it over and over to pitch a particular
segment of your target audience, but remember, personalization is important in sales.
During lead generation, prospecting, and sales calls, you know that prospects are more interested in buying if
your pitches are tailored to them. It’s the same with your sales presentations, especially if you have an unusual
prospect.
Let’s say your product is a CRM that’s normally used by sales organizations, but a human resources department
has expressed interest in using it to create a recruiting pipeline.
You wouldn’t use a sales deck with sales-related examples to sell it during the presentation.
Instead, you’d do research about HR challenges, ask your product department to create a template or a demo
aimed at recruiting and build your sales deck around that.
Different industries have different challenges and opportunities. If you want to sell to them, you need to address
them, which means research, preparation and tailoring your value proposition and key bullet points accordingly.
“To craft the perfect sales presentation pitch,” advises Danny Hayward, Sales Manager at Unruly, “ensure you
take care of these three things:
Ask the right questions beforehand to understand the needs of the client, especially their flaws
Learn your product inside and out
“Asking the right questions before sculpting your sales presentation pitch allows you to tailor it directly to what
the client needs to help them meet their specific business objectives.
“Learning everything you need to know about your product ensures you know it inside and out, so no stone is
left unturned in case you get asked any sticky questions. Finally, rehearsing out loud is fundamental. Record
yourself, if need be, to uncover any sticking points.
“You’ll pick up on nervous ticks and words you might repeat over and over. Once you’ve ironed these out,
you’ll get every sale.”
How to nail the sales presentation
You’ve done all your prep and now it’s almost time for the presentation itself. Here are some ways to get the
presentation right and close the deal.
Practice confident body language
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Presentations usually happen in person, which is why you need to practice strong body language. You want to
look relaxed, confident and like you know you’re going to land this deal. (Even if you’re shaking in your
shoes).
Here are some ways you can improve your body language:
Eye contact. Make and maintain eye contact. This shows people you’re interested in them and invested in what
they have to say.
Stand up straight. Pull your shoulders back and straighten your spine; fixing your posture is an easy way to
convey confidence. You’ll also feel better if you’re not hunched over.
Chin up. It’s hard when you’re in front of people, but don’t look at the floor or your shoes. Face straight ahead
and make eye contact (or look at the back wall rather than the floor.)
Have a good, firm handshake. Some people judge others by their handshakes. Offer a firm handshake to make a
good first impression.
How you can engage your audience
Presentations often take a while, usually 30 to 60 minutes, so you need to be able to keep your prospects
interested. There are several ways to keep everyone on board, even if you’re talking for an hour.
1. Understand your audience’s attention span
These are the two important parts of every presentation: the beginning and the end. They are the most
memorable, so that’s where you want to use your strongest material.
Rather than leading with your product’s features, use the first few minutes of a presentation to briefly introduce
yourself, and then lead off the presentation with the compelling story we mentioned earlier, or if your demo
itself is compelling, lead with that.
Then talk about product features and pricing. This is important information, but your prospects might have
already researched it or can look it up afterward, so it’s fine that it’s occupying real estate in the middle of the
presentation, where not as many people will remember it.
Lastly, finish strong. Return to your story, sharing how your product solved an important problem. Then say
something like “I’m confident this product can solve your problem.”
2. Be funny
Humor can be tricky, so if you’re not comfortable making jokes or it feels forced, don’t make yourself be funny.
If, however, you’re comfortable with it, humor is part of your brand voice and you think it will be well-received
by your buyer personas, go for it. Humor can be a good way to connect with prospects, make your presentation
memorable and relax everyone in the room.
3. Use a little showmanship
The best thing about a sales presentation is that it lets you show off your product. Unlike a pitch, a presentation
lets you pull out the stops, make a splash and showcase your solution.
Use this to your advantage and be as memorable as you possibly can.

29
“Get public speaking coaching, even if you are a competent speaker,” recommends Sophie Cameron, Business
Development Representative at CAKE. “I once took an eight-week course, and it’s immensely helped my
communication skills during a pitch. Just to drive this home, I then coached someone who entered a Santander
start-up competition. They won.”
What to do after the sales presentation
So, you’ve made it to the end of the presentation. What now?
It’s time to wrap up some loose ends and then close the deal.
Taking questions
Sometimes your prospects will sit through your whole presentation and then ask questions. Other times,
prospects may want a question answered right in the middle of a presentation. That’s fine. It means they’re
engaged.
If that happens, stop the presentation, and take their questions head-on. You want them to know you’re listening
to their concerns and taking them seriously. You also should encourage them to share their thoughts and
concerns. This is a consultative selling approach that works to build a relationship with your prospects.
Following up
By the end of your sales pitch, your prospect should be ready to come along with you and start the next step of
your business relationship.
Outline the next steps of the process. The first could be offering a trial of your product, scheduling a follow-up
meeting, or sending over a proposal.
Whatever the next steps are, make sure they’re clearly defined. If you don’t hear from them soon after the
proposal, be sure to check back in. We have follow-up email templates that will help you do that quickly and
easily.
Final thoughts
It can be tempting to play it safe with a sales presentation by keeping it to a sales deck and a speech – but a
sales presentation should be a showstopper.
The best sales presentation tells your customer’s story, shows data, offers a demo and more. It’s a major
undertaking that shows the strength of your product. Done well, it keeps your prospects engaged and will make
them want to do business with you.
Tell a story, prove your value, show customers how they can change their business with your solution, and
you’ll have a winning sales presentation that sparks your customer’s interest and drives sales.

30
 Activity
Answer the following questions.
1. What is knowledge in business?
2.What are the Importance of Product Knowledge for a Salesmen?
3. What is a sales presentation?
4. Why one needs product knowledge?
5. How you can engage your audience?
6. What are the types of business knowledge?
7. What are the examples of business knowledge?
8. What are the elements of best sales decks?
9. How you can engage your audience?
10. What is the final thoughts?

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Module 6: Knowing the Prospect
A Customer’s Purchase Decision Process
The purchase decision process is essentially the stages that the customer goes through before he completes a
purchase, as well as what happens after the transaction. 
It comes in many terms. Some call it the purchasing cycle, buyer journey, or buyer funnel. The process comes
in five stages (most of the time). These are:
1. Need Recognition
As the name itself suggests, this is when the person realizes that there is a need that he must satisfy. It doesn’t
matter if it is a real need, or just a perceived one.
 
A consumer becomes aware of this need based on two types of stimulants:
 Internal trigger - this comes from physiological signals from the body such as hunger, cold, pain and
thirst, and emotional signals such as loneliness or envy. When you feel hungry, you would look for
something to eat to satisfy this need. When you feel lonely, you would seek companionship through
social media or physical meetups.
 
 External trigger - this is an outside event that influences your physiological or emotional needs. For
instance, you don’t really feel hungry, but when you see a video of your favorite food, you suddenly feel
your mouth watering. This is where advertisements come into play.
2. Information Search
Once you’ve recognized that there’s a need, the next step is to search for information. When doing so, the
consumer aims for any of the following things to be answered:
 How can he satisfy the need;
 What product or service can he use;?
 When can he take hold of the solution to his need?
 Who provides the product or service?
 Where can he find the product or service?
 
Sometimes, the person refers to memory for information. If he cannot find the answer based on what he knows,
he then refers to external sources of information by asking his peers, scrolling through social media, and of
course, researching through search engines.

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3. Consideration
During his research, the consumer realizes that there are several ways to satisfy his needs. One alternative may
also present different brands or providers to choose from. 
This is the time when the consumer needs to weigh in on the advantages and disadvantages of going for one
product, as well as the benefits and features that the product (or service) presents.
The person evaluates the alternatives based on rational and emotional reasons.
 
4. Conversion or Purchase Decision
The user has finally narrowed down his options and chose one winning offer. This is the time when he proceeds
with the purchase, or what we marketers call conversion.
Once the customer has decided, there is very little that can sway him, except of course if you make it hard for
him to proceed with the purchase.t7u
The usual reasons for cart abandonment are:
 Excessive steps needed to be taken to make the purchase
This includes too many fields to be filled out, too many pages to go through (checkout page, billing page,
shipping page, payment page, etc). 
Make it easier for the customer by minimizing the number of fields and pages, and preventing duplicate forms.
For instance, provide the option to mark the billing and shipping address as one and the same so that the
customer would not need to provide the same information.
If you need to upsell, make sure to use One-Click Upsells so that you’ll get better purchase value with minimal
friction.
 Very little payment options
Providing several options for your buyer to complete the purchase is best to ensure that they will be able to
choose at least one. 
If you only provide one payment option, like for example if you accept just Visa and Mastercard credit cards,
then you may miss out on customers who want to pay via American Express cards or PayPal.
 The high cost of fulfillment
This is one of the biggest obstacles to conversion. The high cost of shipping can make the buyer feel like he has
been duped. It would be best to include the shipping cost in your product price, or you can discuss the cost of
shipping on the product page so that the customer will not be surprised at the charge.
Some companies provide free shipping options with a minimum purchase amount. This not only improves the
average sale of the company but also improves the purchasing experience.
 

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5. Post-Purchase Evaluation
The customer has proceeded with the purchase and is now in possession of the product or has already used the
service. Now is the time for him to evaluate the result of his action.
 
Does he like the product? 
Did it fulfill its promise? 
Is he satisfied with his purchase?
There are two ways for which this evaluation can go about: satisfaction and dissatisfaction. This is where he
may experience Cognitive Dissonance if there is a disconnect between his expectations and actual experience.
If the customer is satisfied, he will consider the product or service again in the future in case he encounters the
same need again. If he is very satisfied, he might even recommend the product to his peers or to the public (with
the help of a review).
If his experience is unsatisfactory, he will not feel good about himself and would need to express this feeling of
resentment by rating the product as one star in a review or posting his discontent on social media. This is
called Buyer’s Remorse.
Now typically, if you want to encourage the consumer to establish a connection with you or to proceed with the
purchase, you will integrate the consumer buying process into your marketing funnel.
A marketing funnel allows you to deliver the right advertising message to your customer at the right time and
based on his previous actions. Check out our in-depth guide on what a marketing funnel is and how to create
one.
What is a Rational Purchase?
All purchases have some level of emotion attached to them. The difference between emotional purchases and
rational purchases is the amount of emotion or rationality placed on it.
If a purchase decision is heavily backed by logic, research, and evaluation, then it is a rational purchase.
A rational purchase follows the consumer’s purchase decision process strictly. The consumer goes through all
the stages of strict adherence. Some services and products fall under rational purchases by default because of
the care that one needs to make when choosing a provider or a brand for their specific needs.
Motives that Require Logic and Rationality
Here are some objectives that will typically fall under rational purchasing. But keep in mind that skilled
advertisers know how to trigger a person’s emotions to make supposedly rational purchases into emotional
ones.
Health
This is a serious matter and should therefore be addressed seriously. We only have one life, which is why when
it comes to matters related to health, we would rather not decide haphazardly. Products and services that fall
under this category include health insurance and choice of hospitals or care providers. 
 
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  Investments
If it involves a lot of money (based on your capacity), then it will usually be a rational purchase. Even people
who don’t know how to budget think twice when they see a price that is beyond their means. 
If they intend to buy such an item, they will typically read more about the product, look for reviews on the
service, search for a warranty, or possibly inquire about a money-back guarantee. Some would even go as far as
reading the fine print (who reads those things? Extremely cautious individuals do.)
If possible, a consumer would seek the assistance of an expert in the field or someone they trust. They also
search for other alternatives to see if they can get a better deal elsewhere.
Some examples of products that fall under this category are real estate, financial services, and digital currencies
(Bitcoin and Ethereum). Take note that expensive purchases do not automatically fall under investments; some
fall under luxury, which is an emotional purchase.
 Security
Much like health, one’s security should not be taken lightly. Even if security plays on emotion, which is the fear
of losing something, a person seeking security will not base his choices on feelings. He will likely choose
properly based on the alternatives presented to him and would seek advice on what best to use.
For instance, if a guy is looking for a replacement padlock for his outdoor shed filled with his prized tools, he
will likely ask a hardware representative about which padlock is the strongest and most durable. He will then
weigh his options based on the features and benefits, against the price.
 Utility
These are things that we don’t care much about even though we need them. You don’t attach much emotion to
them because you don’t have an attachment to them.
For instance, you are building a DIY wooden table. There is a need for you to buy nails to attach the parts
together. Is there any emotion attached to buying nails? If you are a carpenter and this is your life’s work, then
it would matter. 
But if not, you will simply investigate the type and size of the nail that you need, check for additional features
(rust-proof, steel, or cast-iron material), choose based on the price and/or quality, then make a purchase without
so much as a second thought.
What is an Emotional Purchase?
There’s no need to explain this concept but let us dig deeper into what it means for marketing. 
An emotional purchase means the transaction is ruled by feelings. 
Sometimes, there is a reason or rationale behind the purchase, but if the main driving force is the emotion of the
consumer, then it is an emotional purchase.
All purchase decisions are backed by emotions, either majority or in part.
This means that no matter how hard we try to be logical, our emotions sneak in and influence our decisions
without us realizing it. 

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Conversely, emotional purchases can also be rational, meaning even if the motivation is rooted in feelings, the
process that the consumer went through is logical.
For instance, a customer may have an intense desire to subscribe to a video-on-demand service to watch a
specific movie. However, he does not want to subscribe immediately to the first one he saw because he worries
that he will not get the bang for his buck.
He will then go through the motions of researching whether the VOD service also includes other shows he is
interested in. He may even search for alternatives to the platform. Once he confirms that this is the right choice,
that is the time when he will proceed with the purchase.
In short, if the consumer followed the normal purchasing process, then the emotional purchase is also a rational
one.
Feelings that Affect Emotional Purchases
When emotion is your main driving force, then the objective is for that emotion to either be stopped or fulfilled.
Virtually any emotion can affect a purchase. However, when it comes to marketing, there are certain emotions
that advertisers can leverage. 
 

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These are:
 Envy
This is the most common emotion that advertisers leverage. It is based on the intrinsic characteristics of humans
to compare ourselves with others. 
There is a negative connotation to this emotion because, first off, it is included in the list of seven deadly sins.
However, no matter how hard you suppress it, it crops up from time to time.
What do they have that I don’t?
Are they happier than I am?
This emotion is the one that typically leads to impulse purchases, which we shall discuss later.
Envy is the root of the “Keeping up with the Joneses” attitude.
 Sentiment or Love
Many irrational purchases are made from love or sentiment. The buyer assumes that when he buys this item that
expresses his love, the recipient will understand his message without so many words.
We say it is an irrational purchase because there is not much benefit to the purchase except to display sentiment.
It does not alleviate hunger, provide warmth or shelter, or anything else necessary for survival.
Buying jewelry for your loved one or buying a camera for someone else so he/she can document important
events in their lives fall under this category. 
Another great example would be Hallmark Greeting Cards. There is no real value to this product except to show
you care during celebrations such as birthdays, anniversaries, Mother’s Day, Father’s Day, Thanksgiving,
Christmas, and most especially Valentine’s Day. People still buy them to this day.
 Pride
Having an edge over other people or positioning yourself as being better is one of the main drivers of emotional
purchases.
Many people feel like possessing specific items can give them a certain sense of prestige. This is true for
expensive items such as diamonds, luxury bags, and race cars. A particular brand that comes to mind is Apple.
 
 Imitation
This is the main driving force of brands that use celebrities in their commercials. They are borrowing from the
prestige of celebrities so that people will associate the brand with the celebrity. And fans like following the
footsteps of celebrities. If your idol uses a particular brand of perfume, you will want to use that perfume as
well.
People like imitating people they look up to because it gives them a feeling that they are becoming closer to that
person, or at the very least, they are being brought to the same level.
 

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  Fear
There are several types of fears that marketers can play around with when using this emotion to stimulate
purchase. It could be:
 
 The fear of missing out - others are doing it but he is being left behind. Being part of a group and doing
what they do is part of our survival instincts.
 
 The fear of loss - nobody wants to lose something important to them, may it be a loved one, a valuable
possession, or even something as simple as a discount!
Remember the flash sales and countdowns in product pages? That’s your fear of losing something that
the Principle of Urgency is playing into. 
The fear of losing something makes a bigger impact than the prospect of gaining something.
 
 The fear of getting hurt - whoever wants to be hurt? (Unless you’re a masochist, in which case, there’s a
different marketing strategy for you). Advertisers play into this fear by showing what can potentially
happen, and then saying there is a way to prevent it from happening.
This is how brands that sell protective gear for sports market their products. Don’t want scraped knees
that will bleed and eventually ooze with pus? Get a knee pad.
Pleasure
We all want to be happy and satisfied with our lives. To achieve this goal, we buy items or subscribe to services
that promise pleasure. 
Products that fall under this category are those that are related to:
o Entertainment - music, films, literature, sports, and similar recreational stuff.
o Food - cakes, ice cream, pizza, or virtually any food. Going back to our original example of McDonald’s
burger. Seeing a person bite into a cheesy and meaty burger while looking extremely satisfied with the
taste makes the watcher feel like it is something he wants to experience as well.
o Sex - this includes dating sites, male enhancement products, and porn sites. 
What are Impulse Buys?
Impulse purchases rely on both emotion and urgency. These two factors push a person to purchase right now.
There is no urgent need for products that fall under impulse buys because the need established here are just
perceived needs. You were merely influenced by what you’ve seen.
It is an extreme version of emotional purchase that is used by marketing experts on a day-to-day basis. It relies
on people’s tendency for instant gratification.
Impulse buys do not follow the normal stages of the buying process; instead, it skips the Consideration stage.
Sometimes, even the Information Search stage is ignored, and both stages are replaced with a brief period of
self-indulgence.
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Marketers count on people to realize a need, then quickly move them along the next stages so that they
immediately arrive at the Purchase Stage. Also, the pre-shopping intention is usually absent.
Impulse buys are the main culprits to Cognitive Dissonance, wherein the buyer regrets his decision to purchase
or would feel a bit of guilt.

Activity
Answer the following questions.
1.What are the feelings that affect emotional purchases?
2. What are Impulse Buys?
3. What is a Rational Purchase?
4. What are the Motives that Require Logic and Rationality?
5. What is an Emotional Purchase?
6. What is the difference between a key account and a target account?
7. Why is a precall planning worksheet completed?
8. Why are customer demographics important in B2B selling?
9. What is the best source of prospects?
10. What is the role of trade journals in researching your prospects?
11. What are some important pieces of information you should learn when you are researching a prospect?
12. List and explain at least three sources of information you would use when researching your prospect.
13. Should you filter your ideas during the brainstorming process? Why or why not?
14. Name two techniques of effective brainstorming.
15. Name at least one thing you should do to prepare for your presentation to a prospect.

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Module 7: Prospecting, Pre-Approach and
Approach
What is Prospecting?
Prospecting is the first step in the sales process, which consists of identifying potential customers, aka
prospects. The goal of prospecting is to develop a database of likely customers and then systematically
communicate with them in the hopes of converting them from potential customer to current customer.
Historical Reference
The original use of the term “prospector” refers to the efforts of individuals to find gold by visually scanning
creek beds and rock formations. When flecks of gold were spotted, the prospectors would spend time sifting
through dirt to find the valuable nuggets and flecks that were left behind when dirt was washed away.
That’s what modern day sales prospectors do – sift through large lists of potential customers to try and uncover
those who are interested and ready to buy.

Steps in the Sales Process

Unless someone has previously done business with you, it’s a guess as to whether they might be interested in
your products or services. They are potential customers at that point, falling into one of two categories: suspects
or prospects. The difference between the two groups is:
Suspects - Individuals or companies you believe may have a need for your products or services but who may
not be aware of your business or its offerings. You suspect they could become customers, but you’re not sure.
To find out, you need to increase their awareness of and familiarity with your business. Once they are aware,
it’s time to determine if they might buy in the future.
Prospects - Prospects are suspects you have made contact with and who have confirmed that they might be
interested in buying from you at some point. For example, the owner of a 10-year-old car with 200,000 miles
could be a hot prospect for your auto dealership, as long as they are aware of it. Or the husband of a woman
whose 40th birthday is fast approaching could be a prospect for your jewelry store, as long as he knows where it
is and is invited to come shop – perhaps with some incentives offered.
A customer is a prospect who has spent money with you.
Prospecting Tactics
To contact sales suspects – buyers who may or may not be potential customers for your business – there are
several popular tools and tactics you can use, including:
 Phone calls – designed to initiate a discussion with the individual who answers the phone
 Automated voicemail messages – designed to try and persuade the listener to take action to get more
information, such as by visiting a website or making a phone call
 Email – designed to share information and entice the recipient to take an action that will identify them
as a prospect
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  Direct mail – sent in the mail as flyers, postcards, or catalogs, for example, designed to share
information that may entice you to consider buying
The primary goal of these marketing efforts is to qualify a recipient as a prospect, or someone who may have a
need for your business’ products or services, or not. Knowing that someone does not anticipate having a need
for your offerings – and is not a prospect - helps you refine your prospect database so you can focus your
marketing dollars on those people most likely to turn into customers.
No matter what type of industry, there exists many types of prospecting to find qualified leads.  Salespeople
need to prospect continually-the real question is how?  Here’s a list of several common types of prospecting:
 
Warm Calling
Warm calling remains the most effective way to set up appointments with the right decision makers in your
target accounts.  If you want to get your prospects attention you need to have something compelling to say, so
dig deep to understand them when your gathering sales insights. So much great information can be found on
your prospect’s social media profiles and website – be sure to look through them before reaching out. Find the
common connections, such as a person, a group, an interest, or anything you and your prospect have in
common.
A great way to increase your response rate when making warm calls is to implement the Double
Whammy method. This refers to following up a call with another touchpoint to the same prospect – whether
that be an email, LinkedIn message, text message, or video. The Double Whammy shows persistence and
tenacity, which buyers say will get their attention!
 
Referrals
Referral prospecting simply means prospecting through people that you know, your existing contacts, clients or
business partners.  Start with a list of people that may know the people you want to talk with (example: business
associates, strategic partners or clients, etc.) and ask for an introduction.
 
Content Marketing
Content marketing is the art of communicating with your customers and prospects without selling.  Instead of
pitching your products or services, you are delivering information that makes your buyer more intelligent. By
providing valuable and educational information to your customers you create a level of trust.
 

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Networking
Networking, like sales prospecting, is a process and not an event.  It takes time to develop a network, especially
if you’re new to the working world or still trying to establish yourself in your industry.  Identify your reasons to
network. Is it to find new business, contacts or introducers, or is it to retain and build existing relationships? 
Identify the people you should network with. Do you know the names of the people you need to develop better
relationships with? If you haven’t already met them, can you arrange to meet them?
 
Email Marketing
Email is free, fast, and available to most anyone.  By sharing information about your business through emails,
you help customers see how valuable your product or service is.  Email marketing will help your product or
business remain top of mind to your consumers.  You can use emails to establish and nurture a relationship with
your customers by providing informative pieces.
It is important for your email to stand out in a prospect’s inbox to earn an ‘open’. To do just that, consider the
first ten words of your email. These words are often visible in an inbox, without clicking the email open. Craft
a strong, intriguing first sentence that will make your prospect want to read more.
Main Difference – Approach vs Method
Approach and method are two important concepts in performing any task. These two factors can decide the
success of your task. Approach is the way you are going to approach the project. Method is the way in which
you are going to complete the project. This is the main difference between approach and method. These two
meanings can be confusing since they are overlapping. But we hope you’ll get a clear understanding of these
terms after reading this article. Difference Between Approach and Method -infographic

What is an Approach
Approach is the way in which you are going to approach a project or task. It refers to the angle you are using or
the direction you are going to take. There can be a more than one way to approach a task. In academic field,
approach can refer to the theoretical framework you are going to use in a project.
For example, if a teacher gives her students a piece of literature, and ask them to write an analysis, there will be
different approaches. Some students will approach the work by analyzing the language while some students will
focus on themes. There will be others who approach the work through an analysis of structure.
Similarly, in analyzing a work of literature, students will use different angles and theories. For example, Jean
Rhys’ White Saragossa Sea can be approached by using Postcolonial theories or feminist theories; a
combination of the two theories can also be used.
Once you have decided how you are going to approach the task, you can decide the methods you are going to
use.

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Main Difference - Approach vs Method
What is a Method
Method is the way in which something is done. Method is always organized, structured and systematic. It can
refer to a step-by-step description of tasks to be completed to perform a task. For example, if you are writing a
critical essay on a novel, method would be the areas you are going to analyze and the way in which you
analyze. If you are conducting research, method is the way in which you gather data and analyze them. Method
basically explains how to do something and how something is done.
If we are looking at a mathematical problem, the basic theory, formula we are going to use will be the approach.
The step-by-step way which we use to solve the problem is our method.

Activity
Answer the following question.
1. What is the main difference of approach and method?
2. What is the prospect?
3. What are the steps in the Sales Process?
4. what are the prospecting tactics?
5. What do you call the individual or companies you believe may have a need for your products?
6. Which of the following is a SMART goal for your first sales call on a prospect to sell car insurance? Rewrite
each of the other goals to be SMART.
7. Assume you are a financial advisor, and you are meeting with a prospect for the first time. Identify a SMART
objective that you would set prior to your first meeting.
8. Describe the difference in the sales cycles between selling jeans to a college student compared to selling a
home to a newly married couple. What impact will that have on your SMART objectives?
9. You are a sales rep for medical supplies and just took on a new prospect, Springfield Nursing Homes, a
regional chain of twenty-two nursing homes. You have a contact, but you are not clear if he is a decision maker.
In the past, the company has allowed each nursing home to make its own purchasing decisions, but it is moving
toward a more centralized approach. This is an excellent opportunity for you to present your comprehensive
product line. You are preparing for your first call, and your sales manager has asked you to review your
SMART objectives for the call with him. What are your SMART objectives for the call? How you will present
them to your sales manager?
10. What is a content Marketing?

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Module 8: Sales Presentation and Dramatization
(Effective Strategies and Formulas Used)
Here is a seven P marketing strategy formula you can use to continually evaluate and reevaluate your marketing
and sales activity. These seven are: Product, price, place, packaging, positioning, and people. Products and
services, as well as markets, customers, and needs change rapidly, so you must continually revisit these seven
P’s to make sure you are on track and achieving the maximum results possible in today’s market.
1. Product
To begin, develop the habit of looking at your products and services as though you were an outside marketing
consultant having been brought in to help your company decide whether or not it is in the right business at this
time. Ask critical questions such as, “Are my current products and services appropriate and suitable for the
market and the customers of today?”
Need Help With Your Sales Presentation?
Get my done for you sales presentation templates for free!
2. Pricing
The second P in a successful marketing strategy has to do with price. Develop the habit of continually
examining and reexamining the prices of the products and services that you sell to make sure they are still
appropriate to the realities of the current market. Sometimes you need to lower your prices. At other times, it
maybe appropriate to raise your products. Many companies have found that the profitability of certain products
and services does not justify the amount of effort and resources that go into producing them. By raising their
prices, they may lose a percentage of their customers, but the remaining percentage generates a profit on every
sale. Could this be appropriate for you?
3. Promotion
The third habit in marketing and sales is for you to develop the habit of thinking in terms of promotion all the
time. Promotion includes all the ways you tell your customers about products and services and how you then
market and sell to them. Small changes in the way you promote and sell your products can lead to dramatic
changes in your results. Experienced copywriters can often increase the response rate from advertising by 500
percent by simply changing the headline on the advertisement.
4. Place
The fourth P in the marketing strategy mix is the place where your products and services is actually sold.
Develop the habit of reviewing and reflecting upon the exact location where the customer meets the
salesperson. Sometimes a change in place can lead to a rapid improvement in marketing and sales.

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5. Packaging
The fifth element in a successful marketing strategy is packaging. Develop the habit of standing back and
looking at every visual element in the packaging of your products and services through the eyes of a critical
prospect. Remember, people form their first impression about you within 30 seconds of seeing you or some
element of your company. Small improvements in the packaging or external appearance of your product or
service can often lead to completely different reactions from your customers. This is a simple solution to
increasing your marketing and sales initiative.
6. Positioning
The next P in a successful marketing strategy is positioning. You should develop the habit of thinking
continually about how you are positioned in the hearts and minds of your customers. How do people think about
you and talk about you when you are not present? How do people think and talk about your company? What
positioning do you have in your market, in terms of the specific words that people use when they describe your
products and services to others?
7. People Are Everything
The final P to a great marketing strategy is people. Develop the habit of thinking in terms of the people inside
and outside of your business who are responsible for every element of your marketing and sales activities. Your
ability to select, recruit, hire, and retain the proper people, with the skills and abilities to do the job you need to
have done, is more important than everything else put together.

It doesn’t matter what you’re selling or what industry you’re in…or if you’re selling online or offline…you can
only stay in business if you’re making a profit. That profit comes from either increasing sales or reducing
your expenses…
This blog is about both, because when you make your marketing materials more effective—you’ll increase your
bottom line.
I’m a big believer in systems, formulas and concepts—anything that’s proven to produce positive results. Here
is a basic formula that you probably have heard of, or at least are familiar with if you’ve ever read any good
sales material.
It’s called the AIDA Formula.
A – Attention (Awareness): attract the attention of the customer. Stand out!
I – Interest: raise customer interest by demonstrating features, advantages, and benefits.
D – Desire: convince customers that they want and desire the product or service and that it will satisfy their
needs.
A – Action: lead customers towards taking a specific and measurable action.
Gather up a few samples of your marketing materials or view your website and ask yourself these questions:
1. What’s the PURPOSE for the specific marketing piece or web page? Again, the AIDA formula applies
to your website, print materials and Radio or TV advertising too!

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 1. Is it to provide information and support the sale? Is it to help prospects gain knowledge? Or…
2. Is it to get the prospect to take immediate action? – For selling and promotion?
2. Is there an attention getting headline? Sub-head?
3. Is there a clear Benefit Message?
4. Who is Your Target Audience?
5. Is it designed with Your Prospect in Mind?
6. How would you score this piece on effectiveness from 1 to 5 stars with 5 being very effective-and 1
being boring and a cure for insomnia?
7. Always ask yourself: “Does this convey the message I want my reader to get?”
Action Step:
Review all your materials and see if they follow the AIDA formula, and then identify your super
stars! You might be surprised by what you find when you look at your materials through the AIDA formula.
This exercise will help you identify which pieces are designed well, and which ones need to be re-designed.
Of course, the best measurement for any marketing materials is the response it generates. But when you’re
planning your designs, you’ll have a head start when you follow the AIDA formula.
Now that you know what to look for, let’s see what you should do when planning new marketing
materials? Our goal is to follow the AIDA method. Remember, regardless of your role in the process, if you’re
the CEO, Marketing Director, or staff member, it’s important for you to understand and use these strategies
even if you’re only using desktop publishing or creating more elaborate materials.
Plan by answering the 5 W’s… This is very important.
Get focused on:
Who are you designing to? Who is the target prospect?
What do you want them to know or do?
Why should they care? Why should they pay attention?
Where can they get more info?
When should they respond or act?
It’s helpful if you create a Word Document or template with the 5W’s… Who, What, why, Where, and When?
This will help you and/or your designer understand the purpose of the piece.

The battle for customer attention

The challenge of most organizations is not capable of capturing and understanding customer attention with any
strategy today. Failing to capture customer attention is troubling; however, if you know why it’s happening, it
might be easier to revamp.

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The first big reason is the increase in distractions. Information overload makes a person’s attention a shrinking
span. The flood of information that swamps people daily seems to produce more pain than gain. It’s challenging
for businesses to take a position in customers’ attention and put them at the helm.
That content becomes more and more important in driving customer behaviors requires brands to be creative
and inimitable to make it stand out among an ocean of content out there. And winners are those who produce
content that mostly relates to ideal prospects and appeals to them to act.
The passive actions of businesses to reach customers also refrain them from being attracted by customers.
You can’t just sit there, and people will come to find your brand. A customer survey finds out that the customer
attention span is just around 8 seconds. So, if you don’t market your brand and increase your brand awareness,
nobody will know who you are.
Customers have many choices today, and businesses that go after customers will be more likely to thrive. You
need to be proactive and add power to your brand every day so that it’s easier to be noticed.
One more thing that loses brands in this battle is the poor understanding of their target audiences. They did
implement strategies that take a huge amount of money but do not understand what the audience needs. Poor
research on the target market leads them to a wrong chain of not delivering messages that prospects need to hear
to act.
It’s a battle because it’s getting harder to get customer attention.
But you still have time to turn things around.
The following sure-fire ways and tips will help you get customer attention and make your life easier. Keep on
reading to uncover useful techniques to attract customers to your business.
10 killing steps to get customer attention
1. Build your unique value proposition
Among many established brands out there, one of the most important things to make you survive is originality.
If you can’t offer unique benefits, you have no room to compete with those brands.
A business with no pitch and appeals to compete with existing solid competitors will be flatlining with no
attention. It is imperative to design a unique value proposition for your business. Answer some questions to
make it easier: “How can you help the people you want to be customers solve their problems and achieve their
goals?”, “What can you do for your customers while your competitors can’t?”
It’s imperative that you focus on your unique value instead of claiming vague promises on the Internet.
An example: Apple iPhone - The experience is the product.
Even in today’s oversaturated electronic marketplace, Apple remains the leading brand in the industry,
recording the company’s total net sales amounted to 2274.52 billion U.S. dollars in their 2020 financial year.
So, what makes Apple The company firmly reiterates its value proposition in the copy about its iPhone range of
products. The company builds its value proposition by creating unique experiences for customers.
Why is there nothing quite like iPhone?
“Every iPhone we’ve made - was built on the same belief. That a phone should be more than a collection of
features. That, above all, a phone should be simple, beautiful, and magical to use.”
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2. Build trust
Never lie to your audience even if they haven’t become your customers yet.
People can read a message you write on social media, but the only thing keeping them to continue following
you is the incredibility you engage in their minds. Be honest when communicating with your audience. If you
can build trust with your audience from the first time they see you, half the battle is won.
Because customers’ time is valuable, make them feel fulfilled when spending time with you by providing
valuable information and resources that address their needs.
You can build trust in the audience by becoming an expert in your industry, provide them with valuable
resources and make them confident when using your product.
In short, here are some tips to gain the trust of your audience that you can use right now:
 Get to know your audience
 Be credible and helpful
 Show successful results (real case studies)
 Be human
3. Have a crystal-clear plan
Never wrong to plan on how you can attract customers to your business. Getting customer attention is a journey,
and a feasible plan will guide you on each step of this journey.
You can’t plan everything, but when drawing a plan, you will need to anticipate the most important things to do
to capture customers’ interest. You will find out more ways and opportunities to attract your potential
customers.
A crystal and thorough plan will help you get customer attention in a systematic approach and know what to do
next step by step. In your plan, you can test different techniques to select what works best for your business.
4. Figure out who the right customers are
The goal is getting customers doesn’t mean you will build relationships or talk with everyone. It’s crucial to
decide whom you will spend your time with and the ones that you expect to spend their time with your business.
In other words, find the right target market in which you can focus on a specific group of customers.
Therefore, don’t target your customers too generally. You need to identify a specific market segment that you
are going to chase. Choose those who will benefit from what you offer. For example, if you open a pick-up fast-
food restaurant, your customers will be those who don’t have time to cook or can’t sit in the restaurant to eat.
Then, you will know your products should be customized to make it convenient for these customers to fulfill
their meal without consuming too much time.
5. Understand prospects
There are dozens of ways to get customer attention, but one of the critical steps is to understand people from
whom you need attention. Before you want someone to give you attention, you need to understand them to
know what they need or what can really include in their circle of interest.
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It’s essential to understand your audience prior to delivering your message to them because of many reasons.
When you really know your audience, you’ll know exactly what to say in your message to make people want to
read, listen, and pay attention to find out more about your brand.
Besides the common information about the demographics, locations, or hobbies, here are some questions you
may ask to get a clear understanding of your audience:
 What are the problems they are trying to solve?
 What features do your target audience need?
 How did you hear about us?
6. Create connections with potential customers
Any brand needs to create connections with customers. If you think that the connection is only essential after
someone has become your customer, it’s totally wrong. It’s critical to show the human side of your business that
will help you get closer to your customers.
Think of the situation when you can talk with your customers like you are talking to your friends. A connection
needs to be built between you and your potential customers to make them become more involved in what you
say. You can gradually come closer to your prospects by inquiring more about their hobbies and interests.
Make sure you are hitting the spot as it would help you create an emotional connection between your business
and your prospects. In the long run, it will help in building brand loyalty that solidifies a long-term connection
with your customers.
Here are some tips to connect with your audience:
 Be empathetic and show that you care about your audience
 Be genuinjmgely interested in what your audience is saying
 Build your self-confident
 Make sure the conversation you have with your audience is two-way street
7. Reach prospects via different communication channels
Your prospects can be everywhere online today, so proactively reach them through different channels to grab
the high chance to get customer attention. In other words, you will leverage omnichannel marketing to get
customer attention.
If you want to know which channel is the most effective option for your business, test them out to choose the
best. According to a study by Small Business Trends, the list of marketing channels you can use to attract
customers are up to 50 options. You can use traditional channels such as TV ads, Newspaper ads, radio ads,
flyers, public speaking, billboard advertising, or digital marketing channels such as Google Ads, social media
platforms (Facebook, Instagram, YouTube, Twitter, etc.).
Social media is essential today, so don’t forget to create an excellent online presence for your business on the
social media platforms that your customers are most active. Using different social media channels is giving
customers more choice to reach you in a user-friendly way that would be convenient for them.

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For example, if your audience is the most of Gen Z - the most powerful generation on social media. Therefore,
you have multiple opportunities to test different platforms, from Facebook, Instagram, to Twitter, because they
have a “home” on all these platforms.
An example: Nike - Gather customers’ attention across social media platforms.
The brands also execute many different viral campaigns on Facebook or YouTube in different forms of content.
Nike is successful in touching people’s hearts and making them become the hero in the story.
Here’s the “You Can’t Stop Us” campaign on YouTube from Nike:
8. Inform customers about vital information
What really makes you different from others or what’s the secret you want to share with your customers to
make their life better? Share with them if you already have answers to these questions. This information should
be what they want to hear most and what makes them immediately want to open the door to your business.
The risk of doing this is that your competitors might discover you and copy your work. But sometimes, you
need to take the risk to gain a competitive advantage in the market and get customer attention.
9. Don’t copy others, be unique
Remember that your potential customers are too fed up with the flood of information they come across every
day in their newsfeeds, so be unique to bring fresh air to your potential customers.
If your competitors did well with their marketing strategy, you could learn from them to create a successful one
for your business. But don’t copy them. Your uniqueness is the most important way to attract your potential
customers.
Choose your own voice and create your own inimitable and add reputation to your brand by consistently using
this tone of voice. Don’t be afraid to let the “real you” shine.
Uber is an excellent example of the uniqueness in what they deliver to their customers. The Uber brand voice is
considerate, simple, bold, and consistent. It expresses exactly what the brand is and what it stands for.
An ideal example of Uber. They create their own tone of voice and consistently use it for any content or
information they deliver to the customers.

50
10. Be enthusiastic to get attention
You will get customer attention if you pay attention to their problems. So don’t stop if you haven’t got a “like”
from your prospects. It may take time. But if you give your potential customers dedicated attention, it’s more
likely that they will, in turn, give you more attention you want.
Communication is of the utmost importance to get customer attention. So if you are not excited about your
products, service, and messages you convey, how can you expect others to give their attention? Express that you
are always willing to listen to their concerns and have solutions to deal with.
Useful tricks from experts to get of customer attention
Tell a compelling story brand
Storytelling is an art to attract customers.
Because it connects people and gets people engaged and interested.
Whether you are selling cars, training tools, or clothes, storytelling can bring your business alive.
A compelling story will keep your audience engaged and marks your brand in their minds more vividly. When
done right, a story will help you win customer attention and keep them coming back.
There are some techniques to help you become a good storyteller.
 Personalize your story
 Study your audience
 Keep your stories short
 Keep your stories character-centered
 Keep your stories visual
 Say the truth
 Put emotional factors in your story
An example of genius brand storytelling is MouthFoods. The company tells its brand story through indie
creators of everything from artisanal chocolates and hand-made cookies, to candy with the combination of
hand-roasted peanuts, silky dark chocolate, and a sprinkling of sea salt.
The company sells these products as gift packages and subscriptions on their eCommerce site. By posting
personal stories of the small businesses, Mouth Foods adds more value to what they sell.

51
MouthFoods’s Instagram
Leverage content marketing
Content marketing is a powerful marketing channel that you can use to attract potential customers. Content is
about creativity, so you can use content marketing in different creative ways to make it work for your business.
1. Create a viral content strategy
The best way to earn customer attention is by making something viral.
So what makes things go viral while others not? Jonah Berger, Associate Professor of Marketing at the Wharton
School indicated that practical content that evokes high arousal emotions gets shared most. If you are using
social media, you will know the fact that people will be more likely to share the content that entertains them and
make them laugh.
However, keep in mind that the value you provide to your customers is the most important.
2. Use snackable content
Snackable content is straightforward, short-form, and easily digestible content. It tends to be visually engaging,
can be posted consistently, and easy for customers to share, especially on social media.
Snackable content is usually used to offer immediate entertainment, enrichment, prompt social interaction, and
of course, attract new customers. So if done right, it can help you get tons of customer attention.
3. Use memes in content
This is a trick that you can use to attract people to what you post on social media. Memes that create a sense of
humor will make people more engaged and there’s a high chance that they will share your content. One thing to
keep in mind is that the memes you use are suitable for the messages you are going to deliver and not offensive
to the audience.
4. Create interactive content
Interactive content is the content where the audience actively participates instead of just passively reading,
watching, or listening. This kind of content is more likely to be noticed by the audience because the feeling of
being involved in the content stimulates them to become a part of it.

52
5. Follow a trend
You should check out a trend or hot topic that people are viral on the Internet and can be applied to what you
are talking about. This content is not just sharable, but also easy to attract customer attention because it relates
to what they are already talking about.
Brand out with influencers
Influencer marketing is developing stronger than ever across social media platforms. It is a great way to get
customer attention. By collaborating with well-known industry influencers, you can effectively notice people
and increase their awareness of your brand.
You should choose the influencers that have followers who match your target audience and can bring your
brand to more audiences. Instagram is one of the most important and impactful channels for influencers,
where ⅔ of marketers spend the most money on Instagram for influencer marketing.

Understanding Delivered Duty Paid (DDP)

Delivered duty paid (DDP) is a shipping agreement that places the maximum responsibility on the seller. In
addition to shipping costs, the seller is obligated to arrange for import clearance, tax payment, and import
duty. The risk transfers to the buyer once the goods are made available to the buyer at the port of destination.
The buyer and seller must agree on all payment details and state the name of the place of destination before
finalizing the transaction.1
DDP was developed by the International Chamber of Commerce (ICC) which sought to standardize shipping
globally; hence, DDP is most commonly used in international shipping transactions. The benefits of DDP lean
in favor of the buyer as they assume less liability and fewer costs in the shipping process, this, therefore, places
a great deal of burden on the seller.2

Seller's Responsibilities
The seller arranges for transportation through a carrier of any kind and is responsible for the cost of that carrier
as well as acquiring customs clearance in the buyer's country, including obtaining the appropriate approvals
from the authorities in that country. Also, the seller may need to acquire a license for importation. However, the
seller is not responsible for unloading the goods.3
The seller’s responsibilities include providing the goods, drawing up a sales contract and related
documents, export packaging, arranging for export clearance, satisfying all import, export, and customs
requirements, and paying for all transportation costs including final delivery to an agreed-upon destination.3
The seller must arrange for proof of delivery and pay the cost of all inspections and must alert the buyer
once the goods are delivered to the agreed-upon location. In a DDP transaction, if the goods are damaged or lost
in transit, the seller is liable for the costs.3

Managing Customs
It is not always possible for the shipper to clear the goods through customs in foreign countries. Customs
requirements for DDP shipments vary by country. In some countries, import clearance is complicated and
lengthy, so it is preferable if the buyer, who has intimate knowledge of the process, manages this process.

53
If a DDP shipment does not clear customs, customs may ignore the fact that the shipment is DDP and delay the
shipment. Depending on the customs' decision, this may result in the seller using different, more costly delivery
methods.

Special Considerations
DDP is used when the cost of supply is relatively stable and easy to predict. The seller is subject to the most
risk, so DDP is normally used by advanced suppliers; however, some experts believe that there are reasons U.S.
exporters and importers should not use DDP.4
U.S exporters, for example, may be subject to value-added tax (VAT) at a rate of up to 20%.5 Moreover, the
buyer is eligible to receive a VAT refund. Exporters are also subject to unexpected storage and demurrage costs
that might occur due to delays by customs, agencies, or carriers. Bribery is a risk that could bring severe
consequences both with the U.S government and a foreign country.
For U.S. importers, because the seller and its forwarder are controlling the transportation, the importer has
limited supply chain information. Also, a seller may pad their prices to cover the cost of liability for the DDP
shipment or markup freight bills.
If DDP is handled poorly, inbound shipments are likely to be examined by customs, which causes delays. Late
shipments may also occur because a seller may use cheaper, less reliable transportation services to reduce their
costs.
Since DDP is an important aspect of customer relationship management (CRM) for delivery companies, it's
important for businesses to invest in the best CRM software currently available.
What Does DDP Mean for an Exporter?
DDP indicates that the seller (exporter) assumes all the risk and transportation costs. The seller must also clear
the goods for export at the shipping port and import at the destination. Moreover, the seller must pay export and
import duties for goods shipped under DDP.
What Is the Difference Between DDP and DDU?
In the world of shipping, delivered duty unpaid (DDU) simply means that it's the customer's responsibility to
pay for any of the destination country's customs charges, duties, or taxes. These must all be paid for customs to
release the shipment after it arrives.
On the other hand, delivered duty paid (DDP) means it's the shipper's responsibility to pay any of the customs
charges, duties, and/or taxes required to send the product to the destination country.

54
 Activity

Answer the following questions.

1. What are the problems they are trying to solve?
2. What features do your target audience need?
3. What are the seven Ps of marketing?
4. What Is the Difference Between DDP and DDU?
5. What Does DDP Mean for an Exporter?
6. What is the AIDA Formula?
7. What are the battles for the customers attention?
8. What are the tips that will help you to get the customer attention?

9. What are the seller's Responsibilities?

10.What are the special Considerations in DDP?

55
Module 9: Handling Objectives
Sales objections
What are customer sales objections?

Customer objections are doubts about the worthiness of the purchase. Even if the customer is really
interested in buying, they will raise some objections one way or the other. Thus, dealing with objections in sales
is a natural stage that indicates that the seller is on the right track and is nearing closing the deal successfully.
The objection phase cannot be skipped because:

 An objection is the customer's normal response to having to decide (especially in the case of an
expensive purchase). It's also a test of the seller’s expertise.
 A customer who does not raise any objections is not willing to buy under any circumstances. He will
probably leave as soon as the presentation is over. That is why, unless the objection stage comes on its
own, it must be provoked.

56
 Reasons for objections

The customer does not always raise a true objection. It may sound veiled, but always implies one of the
following reasons:

 The seller has misidentified the customer's need and the customer does not have the right need to buy.
 The customer did not see the benefits of the product that would suit them.
 The customer is not satisfied with the terms (both the terms of purchase and the goods, for example,
their characteristics).
 The product does not fit into the customer's budget.
 The customer does not trust the brand.
 The customer does not trust you personally (you were unable to make contact in the first phase of the
sales process).
 The customer expects a better offer or terms (e.g. a discount).
 The customer does not make the decision on their own, so they need to discuss the offer with someone
else.
 The customer is not ready to buy right now (bad mood, little information, uncomfortable shopping
environment, etc.).

Types of objections in sales

57
What are the main types of sales objections? They can be divided into three categories:

 True and false

These objections differ in the degree of objectivity and reliability of the information. For example, an
overpricing claim can be both true (justified) and false (unjustified) in different situations, for different
types of goods and different customers.
If the price is too high for all factors, you should tell the customer about the other advantages of the
product. That is, you are offering the same true information but from the opposite position. In the case of
a false claim, you should explain why the objection has no factual basis. Say, by giving an example of
the price of similar products or the prices given by your competitors.
 Explicit and implicit
Explicit objections are laid out loud and open. They are hardly ever a problem as the salesperson
immediately identifies them and knows what to do. Hidden objections are most often the reason why
customers leave. In this case, the objections may sound like "I need more thinking about it" or "I will
come back later”.
Explicit objections are worked out according to the classical scheme, while implicit ones must be
revealed first. This is done by asking clarifying and leading questions during the dialogue with the
customer.
 Assertions and questions
These objections differ only in the form they are expressed in. If an objection sounds like a question, it
is easier for the seller to react and to bring a counterargument. In the case of an assertion, the buyer
sounds more aggressive and generally shows a firmer position. However, there is no significant
difference between them in terms of how to deal with them. The seller responds to them both in the
same way.

Learning by topic

Course
Gaining Customer Trust. Online and Offline Sales

Ways of identifying needs and client motivation, behavioral triggers and lead magnets, digital transformation

$35 
More details

58
Course
Incredible Seller. How To Sell Anything to Anyone

Successful salesmen principles, client types and communication techniques, question types and handling
objections

$59 
More details

Overcoming objections in sales

Overcoming sales objections, also known as "overcoming customer objections," is the salesperson's activity in
resolving a customer's doubts and removing their conscious and unconscious barriers to closing a deal.

59
How do I deal with customer sales objections? The same algorithm is always applied to deal with objections
(including those raised during a phone call). This algorithm always consists of the following steps:

 Taking note of the objections. It is necessary to listen to all the objections of the customer. Do not
interrupt and let the customer express all their emotions and thoughts. Do not rush them or try to
anticipate possible answers.
 Understanding the objection. The seller should not immediately rush into a dispute. It is important to
let the customer know that you understand their position and, if you were them, would also have the
same doubts. Here, you need to show empathy. To solve an objection, first, you must understand it and
try it on yourself.
 Starting a dialogue. An objection is always a specific issue. You need to discuss all the customer
doubts with the customer and think about what can be done to resolve the issue. Let the customer offer a
way out of the situation – who better knows how to solve his objection than the client.
 Counterargument Ing. When the customer's true pain becomes clear, the seller's task is to eliminate it
with an accurate and precise counterargument. The salesperson should not give answers to the customer
sales objections before this stage.
 Closing the deal. You should now check if the objection is closed. To do this, ask the customer to move
on to the purchase. If they still do not agree, move on to the next objection (normally, there are more
than one). The seller must work through each of the objections, each time starting from the first step.

Handling objections in sales: supporting techniques

You can use the following universal scripts to handle objections:

 Mitigating objections with the "but" construction. For example: "Yes, the price is high, but it is better
to buy a product that will serve you for years than one that will have to be repaired every six months for
extra pay."
 Comparing offers. For example: "You can buy this product with low fuel consumption and wide
functionality. Or you can consider buying this product. You will have the one with the amount of fuel
enough for one use and limited functionality…"

60
  Reducing the issue to nothing. For example: "Yes, the price is significant, but compared to the sum
this problem may cost you, if you don't solve it now, it's little money."
 The right to choose. Example: "What arguments can convince you that you are making the right
decision? Or "What do you think the product lacks to be perfect for you?"
 Partial empathy-based consent. This technique is based on the development of the customer's mind,
on its discussion in a sharply positive way. For example: "Yes, I accept that it is expensive, and at the
same time it guarantees quality and high post-sales service."

Activity
Answer the following questions.
1. What are customer sales objections?
2. What are types of objections in sales?
3. What is the Explicit and implicit objections?
4. What are the techniques in handling objections?
5. What are the overcoming objections in sales?
6. What are the main types of sales objections?
7. How do I deal with customer sales objections?
8. What are the following universal scripts to handle objections?

9. How to gain your customers trust, Online and Offline Sales?

10.What are you going to do if the customer is angry or irritated?

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Module 10: Closing Sales and Sales Follow
through
Closing the Sale
Closing the sale is obtaining positive agreement from the customer to buy, all your efforts up to this
step of the sale has involved helping your customer make buying decisions. So, closing the sale for you
by saying, “I’ll like it.”
In many sales situations, however, the customer waits for you to initiate the close.
That is why it is important for you to learn when and how to close a sale.
Timing the Close
You close the sale when your customer is ready to buy. Since some customers are ready
to buy sooner than others, you must be flexible. You may show a customer one product and almost
immediately detect an opportunity to close the sale. At other times, you may spend an hour with
customer and still find that he or she is having difficulty deciding.
In either case, do not feel obligated to complete an entire sales presentation just because you have planned it
that way. Remember, the key to closing the sale is customer readiness.
Buying Signals
To direct an opportunity to close the sale, look for buying signals. These are things a customer does or says to
indicate a readiness to buy. They include facial expressions, actions,
and comments. Fox example, a customer who is holding merchandise and smiling is usually sending you
buying signals. So is a customer who has removed a jacket from a hanger and draped the garment over
his arm. Comments that imply ownership are also buying signals. You know a ready to buy when you
hear comments such as “This is exactly what I was looking for.”
Trial Close
To test the readiness of the customer and your interpretation of a positive buying signal, you can attempt a trial
close. This is an initial effort to close a sale.
Trial closes are beneficial for two reasons.
First, even if the close does not work, you will probably learn from the attempt. The customer will most likely
tell you why he or she is not ready to buy.
Second, if the trial close does work, you will reach your goal of closing the sale. Thus, in both
situations you
retain control of the sale and are in an excellent position to continue with sales process. The rule, then, is always
be ready to close.
Rule 1
If you think the customer is ready to make a buying decision, stop talking about the product.
Continuing to sell to a customer who ready to make a purchase may have a negative effect or even
cause you lose the safe.
Rule 2
When a customer is having difficulty making a buying decision, stop showing additional merchandise.
You should also narrow the selection of items by removing those things that are no longer of interest to
the customer. You can do this by asking. “Which of these items do you like the least?”once you get the
selection down to two, you can concentrate on helping the customer make a decision.

62
Rule 3
Help a customer decide by summarizing the major features and benefits of a product.
You can also tell the advantages and disadvantages of the item being considered. Both methods help you to
focus the decision making on important considerations.
Rule 4
Don’t rush a customer into making a buying decision.
Be patient, courteous, polite, and helpful. Always remember that your primary interest is in customer
satisfaction.
Rule 5
Use words that indicate ownership, such as you and yours.
When presenting selling points, say such things as, “You’ll enjoy using this camera on your vacation.
Rule 6
Use major objections that have been resolved to close the sale.
The effect of having a major obstacle removed usually makes a customer receptive to buying the product or
service.
Rule 7
Use effective product presentation to close the sale. Dramatic product presentations
often prove important selling points and get a customer excited about owning the product. Take
advantage of high customer interest at these times and attempt to close. Ask questions such as,
“Those walking shoes are comfortable, aren’t they?”
In general, if you get positive reactions from the customer throughout the sales process, that same
positive frame of mind will help make the closing natural.
Specialized Methods for Closing the Sale
Once you recognize a buying signal, you should attempt to close the sale. How you go about
this depends on the selling situation. Certain selling situations warrant the use of specialized
methods. Such as the which, standing room only, direct, and service closes.
Which close The which close encourages a customer to make a decision between two means. To accomplish
that goal, follow these three steps.
1. Removed unwanted items to bring the selection down to two.
2. Review the benefits of each item.
3. Ask the customer, “Which one do you prefer?” This method makes it easy for a customer because only one
simple decision must be made.
Standing Room Only Close
The standing room only close is used when product is in short supply or when the price will be going up in the
near future. Because it can be perceived as a high pressure tactic, this close should be used infrequently
and only when the situation honesty calls for it. For example, a shoe salesperson might say, “This is the last
pair of shoe I have in your size.”
Direct Close
The direct close in method in which you ask for the sale. If you followed the rules for closing the sales, you
have already obtain agreement from the customer of some selling points. So, it should seem natural to get
confirmation on more point.
However, it is sometimes necessary to ask non threatening questions or to make statements
to get the customer ready for the close. Here are a few; “Based on what I’ve shown you, how you feel about this
product?” if the customer answers in a positive way, you should be ready to take the order.
“Can I assume that we’re ready to talk about the details of your order?” or “It appears that you’re pleased with
what you’ve seen. Am I correct? Well, then, shall we get started? “you would use these statements if a buying
signal is very strong.

63
In other instances, a simple statement such as “That should wrap it up” might be all that is necessary to see if
the customer is ready to make decision. Positive statements by the customer in any of the above situations let
you know that the direct close is in order.
You can continue the closing with few questions that relate directly to the purchase. Start with simple
questions regarding the shipping address and delivery dates. Then get down to the specifics of the order
such as styles, colors, and quantities of each. In a retail situation, you might simply ask a question
regarding payment, such as “How would you like to pay for this purchase cash, check, credit card or COD?
Service Close
Sometimes you run into obstacles or instances that require special services in order to close the sale. The
service close explains services that overcome obstacle or problem. Such services include gift wrapping, a
return policy, special sales arrangements, warranties and guarantees, and bonuses or premiums.Offering
something special can also be an effective closing technique, particularly if the customer will save
money and/or time as result. Some enticements might include a free roll of film with a purchase of camera or
free alterations on a dress.
When your business offers the same quality merchandise at the same price as your competitors, your
service may be the only factor that affects the buying decision. In such a case, promising better service that the
customer is presently getting may help close the sale.
Number of Close Attempts Before Quitting
1. 46% close
2. 24% closes
3. 14% closes
4. 12%closes
5.4% closes
Figure above.
More than 60% of all sales follow four or more attempted closes. Given this information, what does the pie
chart suggest about the selling technique of the surveyed salespeople?
Failure to Close the Sale
Don’t despair if your initial attempts to close a sale are unsuccessful. You will have more opportunities
particularly if you treat your customer with courtesy and respect. Research suggests that perseverance is
the way to succeed.
In retail settings, invite the customer to shop in your store again. In industrial selling, ask if you may call
again. In both situations, remember that every sales contact has the potential to become a sale in the
future.

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 Activity
Step 1: Choose the item you want to practice on
 It is much easier to create a set of closing strategies when you have a specific product or service in
mind. Pick a product or service that you try and sell frequently. It should also be one where you may
feel that you struggle to create as many sales as you should do.

Write down the product or service that you will use for this exercise.


Step 2: Create urgency
 Why should a customer buy this product or service right now? What is it that makes it important to
buy today? Here are some of the reasons why deciding to buy may become more urgent:

o You may need sufficient time to produce an item in order to deliver it to the client when
they require it
o You may need to order materials by a certain date
o You may run an offer that finishes on a particular date
o You may have created scarcity that encourages people to buy now

You may have some other ideas. This list is intended to kick start your thoughts.

 Write down at least one reason to create urgency for your product/service Step 3: Create scarcity
How can you make your product or service limited? What will make a customer want to buy now for
fer of missing out? Here are some ways you can make your product or service appear more scarce:

o Availability of capacity
o Availability of materials
o Availability of schedule
o Limited materials at this price
o Creation of false scarcity (I cover this in the video)
 You may have some other ideas. This list is intended to kick start your thoughts.

Write down at least one reason to create scarcity for your product/service

Step 4: Decide where to promote this

 How many different ways do you communicate with your customers? Remember that they will need
constant reminders about the need to buy now. Even if you speak to someone on the phone, they
will need reminding on other channels if they do not buy straight away.

Make a note of the typical buying journey that a prospect makes. It is important to mention your
chosen urgency or scarcity at each point:

o With all the information that they receive before the actual encouragement to buy
o During the buying message
65
o In any follow up communication they receive if they do not buy straight away
 Each of these stages will typically use a different communication channel.
Here is a list of places where you should consider mentioning urgency or scarcity before the buying
message:

o Brochure
o Website information page
o Direct mail
o Sales letter
o E-mail footer
o Quotation document

 Here is a list of places where you should consider mentioning urgency or scarcity during the buying
message:

o During a phone or video conversation o Website buying page (if e-commerce)

Here is a list of places where you should consider mentioning urgency or scarcity in follow up
messages:
o During a phone or video conversation
o E-mails

 Write down the answers to these questions

 What is the typical buying journey for this product/service?
 Which channels do you use at each stage?

Step 5: Create your scripts

 Each stage of the buyer journey needs a message created for it. Here are some example scripts you
might use:
 In order to receive [item] by [date] you MUST order by [date]
 This price will/must rise at [time] on [date]
 Remember, we only have capacity for a further two clients for service right now
 My diary is getting full: if you want to work with me in [month] I would advise confirming very soon
 We have extremely limited suppliers of [material] (at this price)
 Use these ideas as templates to create your own scripts.
 Create your urgency and scarcity scripts Step 6: Share your success!
 This exercise is one that you will want to repeat on different services and products. So you should
 repeat this across your range of offerings. It is important to become used to encouraging prospects
 and customers to make a purchasing decision more swiftly.

For this task, your goal is as follows:

o Practice this on one product or service

o List at least ten prospects that you will use your closing techniques on
o Expect to raise your successful closing rate by 25%

 Fill in the table on the next page to make sure that you complete this task successfully. You may
prefer to make a copy of it or create a spreadsheet. Remember, it is important to fill this in this is
your way to check that you are on track with this exercise and are acting.

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  How did you find this exercise? Please share your results with us at
circle@ProfitablePrintRelationships.com If you come across any challenges, you will be able to raise
them on the monthly group call. If you are a gold member you can ask any questions privately on
your exclusive e-mail address.

PRODUCT/SERVICE

PROSPECT NAME SCARCITY/ SUCCESSFUL SALE

URGENCY USED

1.

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Republic Colleges of Guinobatan, Albay

Professional Salesmanship

Mrs. Cristina Catalina Flores

Submitted to:

Glenn John P. Camba

Submitted by:
The course will put selling on a professional basis- that
considers the demands of changing times, advanced
technologies, new products, and sophisticated buyers.

Objectives:
Upon completion of this course, students will be able
to:
1. Identify the various career paths available to
professional salespersons.
2. Identify strategies for successful time management
and organization in selling.
3. Recognize and overcome customer objections by
creating win-win situations for buyers and sellers.
4. Identify and define elements of the purchasing
process.
5. Identify and define strategies for expanding customer
relationships.