Key rules of salesmanship

3 dimensions of selling
Selling stages
Salesmanship
Key rules of Salesmanship

Relation building Straight thinking Presentation

RELATION

Building rapport with the customer is a crucial matter which helps us in

achieving high sales.

How ?
1. Smile – smile and the world will smile with you. A good smile will
give you an opportunity for smooth discussion

2. Greeting - Always greet and empathize.

3. General discussion – Don’t straight away jump to sales. Always

start with a general discussion.
Straight Thinking

Logical – Be logical and don’t deviate.

Organized – Organize your presentation and demonstration

Valid evidence – Your facts and figures should be ready. Benefits of

your product should show up.
PRESENTATION

Presentation matters a lot. It is the way you express

yourself, your company and your product.
3 Dimensions of Selling
Customer
The Customer - Every great business is built on friendship

What does the salesperson need to know about the customer?

The problem/need/requirement ?
How ?

Uncover the customer’s

need and then satisfy this
need with the your product
benefits

Convert a need into a want.

Need…

To convert a need to a want for a specific product, you should

demonstrate your product benefits in a way that makes the customer
realize the importance of your product.
Uncovering the need
Probing Function

1. It allows you to guide the customer

to reveal his needs.
2. With effective probing skills, you
take control of the sales.
 Product
Product knowledge is essential
for the success of sales.
 WHY ?

It helps the salesperson show the customers what

they will gain by buying his product.
Why knowledge is important

Because it gives you the two key elements of successful selling.

1. Confidence

2. Enthusiasm
 Confidence

Can you imagine a successful salesperson who is not fully aware of his product.

You will feel confident if you know every details about your product and
competitors. Gives you power for objection handling
 Enthusiasm

Good product knowledge helps salesperson to make the customer see the
product as he sees.
Always go in a flow
Gather and Provide general information

• Understanding the need

• Introducing your product
• Advantages and Benefits
Introducing your product?

Uncover the features of

your product
Tell what action the feature
will perform
Let know the consumer the
benefit of the action
performed
 Talking too much about the product features.

Instead of selling product features, you should sell the effects and results of
the product (benefits)
“”Features never change but benefits do. Depending
on the needs.””
 DON’T ASSUME
A benefit that’s important to one customer will be important to another customers

Your customer on his own will translate your product features into benefits and buys
it . That is your role
Organizing The Presentation

Feature action benefit (FAB)

In this method, you start with the feature and explain its action and
then come up with the benefit

Benefit action feature (BAF)

In this method of organization, you start with the benefit and then
prove it with the action and relate this action to the feature.
Competitors
Competition - You have to accept the competition because there
is no other choice.

The basis of handling competition is to

Sell The Difference

The difference may be in the product features, design and price.

Or
May be in the salesperson personality, presentation, and knowledge.
Importance of competition Knowledge
It helps in better objection handling.

What should we be aware of ?

 What are the products recommended to the customer’s by the competitive

salesperson, and whether the specifications of these products recommended
meet the customer’s requirements or not.

 How does the representative tell his story and demonstrations.

1. Do not include any reference of competitor in your sales
presentation unless it is strictly needed.
2. Never initiate the subject of competition, let the customer make the
first reference.
3. Do not allow the situation to take you away from the primary task,
which is to explain your product.
4. Never make a statement about the competitor before checking its
accuracy.
5. Never criticize competitors since criticism can be interpreted as
poor salesmanship.
Selling stages
Selling Stages
 Connection - Good personal relationship may positively affect
customer receptivity.
 Need - Identifying customers needs will help you get the customer
FOCUS.
 Solution – Introduce your product, FAB. Let the customer evaluate
and determine whether the product would satisfy their needs.
 Closing – Objection handling. Building trust.
 Relationship - Provide post sales assistance.
Important :: Objection handling ?

1. He is not yet prepared to accept your product

2. He is expressing a competitor’s counter-claim and
wants to know whether this counter-claim is
justified.
3. He does not understand your explanation for an
important point.
4. He is interested in your story and wants it to be
reassured.
5. He wants to test your belief in your product.
Objections can be turned into assets and opportunities by the skillful
salesperson.

Lets understand generic objections and what can be done to encounter

them
1- Misconception

An incorrect negative assumption about your product due to a lack of

information or the misunderstanding of information.

Action :
Provide the correct information to satisfy the customer
2. Real Objection

A legitimate shortcoming or disadvantage of your product.

Action :
1. Use the YES…BUT technique.
2. Minimize the objection by maximizing the other great benefits of
your product.
3. Try to position your product in an indication in which its
disadvantage is not of great importance
3. Lack Of Interest
It is a challenging situation and when you pass it, you will enjoy success.

Disinterest in your product because of satisfaction with a competitor

product.
It is the most common situation in the field.

Action :
Express your product advantages and benefits over the competitor.
Support this step with more benefits.
4. Accept the decision

Customers take decision to accept or refuse products.

Greet and start focusing on next customer

“”Best practice helps in great sales.””

Happy Selling.