Chapter II: Selling Function

Prospecting and Qualifying

● A salesman has to prepare himself first. He has to be up-to-date on product

knowledge. He is aware of the market conditions. He knows about the competition.
He has mastered the technique of selling. Once prepared, he has to locate the
customers. For this, he has to decide the profile of his ideal prospect.
● He can get references from the existing customers, suppliers, distributors and
dealers, other salespeople and trade associations. And other organizations.
● Prospecting involves spending time.
● Poor leads must be eliminated skilfully. What is needed is qualification. Prospects
are qualified on the basis of some important factors – their employment, maritas
status, number of dependents, the products they use now.

A. Prospecting Techniques

● The foremost is to top the replacement demand.

○ Salespeople try to assess the replacement cycles for the product they sell. It
may be different for different products, and may show place variations. Even
the personality of the buyer matters most – impatient type buyers tend to
replace earlier than sober types.
○ Another way of prospecting is to service those buyers who have been the
business customers but have been left unserviced because the previous
salesman who used to service them has left.
■ Whenever an innovation has been introduced, the salesman can
contact all the company’s old customers with details of the
improvements made.
● Local newspapers and social clubs are a good source to get leads.
● The after-sales service department's records also provide the salesman with good
leads.
● A salesman shows certain consideration for his clients.
○ He is generous in sending thank-you notes, sorts out their problem, and
keeps up his promises. He returns the calls, and keeps in touch – by phoning
them, meeting them in person, and sending them things. Perhaps, a
 periodical newsletter is what the client would appreciate most. Even personal
letters can be sent.
● Prospecting is the bed-rock on which selling stands.

B. Telephone Prospecting

● One of the most useful tools for prospecting is the telephone.

○ Telephone prospecting should not just be a ritual. The salesman should have
got to be sincere about it; and an intense desire to succeed.
○ In telephone conversation, it is pleasant to talk to someone by name. The
caller has to introduce himself and the company. A brief conversation about
the possession and use of the product can take place. The selling points of
the present offer are introduced. At the end, the prospect is asked if he is
interested to have more details. Take down the name and address if
prospects show interest. If a personal appointment is taken, a sales
presentation can quickly lead to the closing of a sale.
● Telephone and courtesy are inseparable.
○ A person who takes the phone must know how to take messages - complete
and clear.

Pre-approach and Approach

A. Pre-Approach

● Before actually visiting the prospects, salespeople must know as much as possible
about the prospects. It is possible to know their present consumption and usage.
○ Several methods of approach — written communication, a telephone call,
or a personal visit.
○ The sales strategy is decided as part of pre-approach. The salesman must
have to take into consideration the calling times also.

B. Approach

● When a salesman is face-to-face with the buyer, he must know how to greet them.
The interview must have a cordial start. Much depends upon the personal
appearance of the salesman, his opening remarks, and his follow up conversation.
All this should be on a positive note, e.g., we should do everything possible to help
you and your company.
● When a salesperson calls on a prospect univinted often for the first time, it is called
cold canvassing.

Sales Presentation and Demo

● A typical sales presentation follows the AIDA approach — attract the attention of
the buyer, create an interest in the product, so that the buyer desires to possess the
product, which ultimately results in buying action.
● Sales presentation can be a ‘canned’ sales talk.
● A sales talk should not be boring. His presentation should be lively.
 ● A salesman has to be careful about his diction.
● Freshness of approach is the most important thing. It does not call for esoteric
words.
● It calls for a striking expression. It is good to shake people out of their known
positions by making striking revelations.

Handling Objections

● Objections are welcome because they indicate the buying intention of the prospects
and give him what is clue to the close of the sale. An objection is just a statement. Its
aim is to seek more information before making a buying decision.

A. Tips on Handling Objections

1. A salesman has to be positive. He cannot be argumentative. He is never
aggressive.
2. A salesman has to listen to the objection carefully.
3. A salesman has to be professional all the time.
a. In the working world, your professionalism encompasses the way you
carry yourself, your attitude and the ways you communicate with
others.
b. Make it a priority to be on time, don’t be a grump, dress appropriately,
stay positive and watch your mouth.

Closing

● Closing of the sale results in an order for the product or service.

● A salesman must have his closing material ready at all times and at all places.
○ As you might close the sale at many unimaginable places like a race course,
a restaurant, a swimming pool or a golf course.
○ These days, salesmen keep a small hand-held device.

Follow-up and Maintenance

● A sales follow-up and maintenance is what you do after your initial pitch to
encourage the prospective customer to take action. Sales follow-ups can be
conducted in a number of ways — the most common methods are telephone and
email.
○ It gives customers a chance to be heard and engage effectively.
○ Sometimes, the follow-up includes completing the logistics of a sale, such as
signing additional contracts, making deliveries or installing products.