• Successful sales people are enthusiastic.
They
Intro to Professional Salesmanship
“Best way to sell something: DON’T SELL ANYTHING. Earn
the awareness, respect and trust of those who might
buy.” – Rand Fishkin CEO and Founder, SEOmoz
WHAT IS SALESMANSHIP?
 It is also an art of persuading one to spent
money
 Art of persuading someone to buy good or
products that will give him a lasting satisfaction
sales•man•ship noun \-ˌship\: the skill of
persuading people to buy things or to accept or
agree to something
Full Definition of SALESMANSHIP
1: the skill or art of selling
2: ability or effectiveness in selling or in presenting
persuasively <political salesmanship>
SALESMANSHIP
✓ Art of helping your prospects or customer
achieve their goal.
✓ Art of solving CUSTOMER’s Problem
✓ Art of converting human wants into needs by
persuading and not compulsion
IT IS AN ART OF INLFUENCING OTHERS SO HOW CAN I BE
AN EFFECTIVE SALESMAN?
S Support the client’s need.
A Adjust to their need.
L Love their objection.
E Excite them with your answer.
S Serve them your solution
(PRODUCT/Service)
M Make a Strong Rapport/Relationship
A Aim for the best solution/answer to their needs
N NEVER! See them as “MONEY”
We usually think of SELLING PRODUCTS,
SERVICES OR BOTH
Why are some salespeople so successful?
• They sell the product people want. • They
convince people they want the product they
have to sell.
• 80% of Sales success is psychological.
• Top salespeople are OPTIMISTS.
• They have a positive mental attitude.
Qualities of Top Salespeople
1. They are Focused & Driven
• Successful sales people work hard. Most people
want to be successful, but they aren’t prepared
to work hard to achieve it. Sales superstars don’t
wait for
Business to come to them; they go after it. They have a
sense of urgency and a need to accomplish the task at
hand. They doesn’t get side-tracked and knows the final
destination.
1. They are Outgoing & Enthusiastic
are always in a positive mood - even during
difficult times - and their enthusiasm is
contagious. They seldom talk poorly of the
company or the business. When faced with
unpleasant or negative situations, they choose
to focus on the positive elements instead of
allowing themselves to be dragged down.
Projects a great first impression and is energized
by social interactions.
1. They are Relational
• Successful sales people keep in touch with their
clients. They know that constant contact helps
keep clients so they use a variety of approaches
to accomplish this. They are constantly on the
lookout for new and creative ways to keep their
name with their clients. Cares about the person,
not just the sale; effectively identifies customer
Needs.
1. They Listen and Ask quality
questions.
• Great sales people ask quality questions. They
know that the most effective way to present
their product or service is to uncover their
customer's goals, objectives, concerns and
hesitations. Successful sales people listen. Most
sales people will ask a question then give their
customer the answer, or continue to talk
afterwards instead of waiting for their response.
They ask questions and listen carefully to the
responses, often taking notes and summarizing
their understanding of the customers'
comments.
1. They are ambitious
• They have a strong desire to gain a particular
objective; specifically, the drive to succeed or to
gain fame, power wealth, etc. Successful sales
people are avid goal setters. They know what
they want to accomplish, and they plan their
approach. They make sure their goals are
specific, motivational, achievable yet
challenging, relevant to their personal situation,
and time-framed. They visualize their target,
determine how they will achieve their goal, and
take action on a daily basis.
1. They are courageous.
• Everyone is afraid. The best salespeople do it
anyway! Ask for the sale… The top people
confront their fears.
1. They are committed • Caring is the key element
in successful selling. They take responsibility for their
results. They do not blame internal problems, the
economy, tough competitors, or anything else if they
fail to meet their sales quotas. They know that their
 actions alone will determine their results and they
do what is necessary.
2. They engage in continuous learning •
Companies are investing more than ever into their
sales team training. We see the value in a new way
of training sales teams – and doing it more
effectively with less of a cost burden on businesses.
Easy access to and integration of a wide range of
media resources and it is fast and cost-effective
course development.
3. They are prepared
 A professional sales person prepares ahead of
time. They prepare their sales plan, sales goals,
and even themselves for their presentation.
They usually do research about
their clients/market and plan their
approach.
4. They Are Confident
 First and foremost, the very first thing you need
in sales and negotiations is your self confidence.
Creating confidence in sales at the top level is
going to be done over a couple of years. This is
not merely a fly by night kind of thing that you
must be doing to fill in time. Success is
something that needs to be created.
So get into a market that you have a passion for.
Master the SKILLS of a sales person
• Persuasion
• Negotiation
• Influence
• Assertiveness
• Planning and Organization
• Presentation
• Observation
Persuasion, Negotiation and Influence
• In business, persuasion is a process aimed at changing
a person's (or a group's) attitude or behavior toward
some event, idea, object, or other person(s). Good sales
skills include anticipating and dealing with any reasons
the customer may choose not to buy, known in sales
terms as 'objections'.
Assertiveness
• The quality of being self-assured and confident
without being aggressive. Anticipate objections.
Pay close attention to your customers’ reactions.
Facial expressions and body language can be a
big "tell" in the customer's attitude.
Planning & Organization
• Planning and organizing your workday keeps you
on task and reduces idle time at the office. Your
planning and organizational tools provide
direction for your work efforts, allowing you to
complete the most pressing tasks first. Learning
to prioritize your work responsibilities and use
efficient time- management skills enhances your
planning and organizational efforts.
Presentation
 Presentation skills can make or break a deal. If
you’re in front of a group of people, not only do
you have to sell your product or service, you
have to sell yourself. The great thing about this is
that, it not only for sales but virtually every type
of situation where you have to persuade people
to invest in your product, position, or belief.
Make it count.
Observation
 When you first meet someone (especially
someone who’s important to your success), note
how they behave. Are they loud or soft? Fast-
paced or slower? Immediately friendly or more
reserved? Learn how to deal with different king
of clients.
Being a salesman involves facing so many challenges.
You get to meet a lot of people of diverse characters.
Some prospects may be friendly, but others would
shop you away. Furthermore, being a salesperson
means you have to work long hours. There is also a
high turnover in the sales industry.
Nevertheless, if you are hardworking and truly
dedicated, being in sales would make you earn more.
MONEY, COMMISSIONS, INCENTIVES
Tips on becoming an EFFECTIVE SALESMAN
1. Believe in your product
- For you to be able to sell in confidence, you must first
have faith that the product you are selling will really
benefit your buyer. You also ought to have good
product knowledge, so you could answer all your
prospects’ questions.
2. Prepare your sales plan. - Write your sales objectives
for the week; include number of phone calls or
emails you have to send daily. Make a sales journal.
Forecast how much sales you would want to close
weekly, then monthly.
3. Target the right buyer.
- You must do your research, to find out who
makes the purchasing decisions in the company. Your
effort would prove futile if you fail to pinpoint who the
real buyers are in the company.
4. Know your competitor.
- Study your competitors’ products and look for
advantages you may offer over it.
5. Go where the buyers are.
- If your prospects are doctors, then go to the hospitals;
if you wish to sell to teachers, then go to different
schools. Some even join expensive golf clubs which
their potential clients patronize. Go where your target
customers are likely to be found.
6. Pay attention to your prospect. - Probe your
potential client. He might be able to verbalize some
concerns you may be able to address. Listen carefully,
and pay close attention to details.
7. Present some humor.
- Some of your prospects may be tired of the customary
sales pitch. If you make him laugh, he is more likely to
look forward to your next meeting. Make sure you do
not bore your customers. Prepare funny stories, but be
wary of delivering them at the right time.
8. Be polite.
- Show you are well mannered and always respectful, no
matter how bad the situation is.
9. Make your presentation short and simple. - Avoid
using terminologies and jargons that the buyer might not
understand. The simpler the presentation, the better.
10. Watch for buying signals. - If the prospect nods,
smiles, or agrees to use your free samples, consider
these as indications of interest to purchase your
products. Always be ready to close the sale by having
your sales contract on hand.
11. Ask for the sale.
- Both your prospect and your time are important.
Be direct to the point. If the buyer mentioned being
interested, seal the deal with a contract.
12. Ask for referrals.
- Your existing customers may suggest to you new
contacts. If your buyer has a good relationship with you,
or has a good buying experience with your company,
chances are, you will get referrals from him. You may
also ask your client if you can mention his company in
your website or include him in your portfolio of existing
clients.
13. Have a positive attitude.
- You may not be successful this time, but there is always
a next time. A good salesperson never gives up. The next
sale may be yours and may just be waiting around the
corner.
14. Know when to let go.
- Do your best in order to close the sale. However, if
every measure was already exhausted to no avail, then
this customer might not be worth your time and effort.
Look for other prospects and focus your energy where
you have better chances.
AFTER SALES KEY POINTS:
• Conduct follow ups every after sales.
• Assess yourself.
• Always ask for CLIENT’S feedback.
• Make sure you maintain stable communication with
your clients
SALES MANAGEMENT
Sales Management - is the process of hiring, training
and motivating sales staff, coordinating operations
across the sales department and implementing a
cohesive sales strategy that drives business revenues.
Sales - are the lifeblood of any organization and
managing the sales process is one of the most
important functions of any business.
Salesmanship - Is the art of convincing and persuading
people to buy the product.
Selling - Is just transferring the title in goods, service or
idea with a valuable consideration.
FORMS OF SELLING:
Personal Selling or Direct selling - Is a direct face to
face interaction between the buyer and the seller.
Non-Personal Selling - This is selling through the aid of
some forms of media like advertising, window displays,
samplings, and other form of promotion.
Ethics in Sales Management - refers to a set of
behaviors that ensure that every lead, prospect and
customer is treated with respect, fairness, honesty and
integrity. It means that, as a salesperson or marketer,
you put the people you sell to first. You respect their
choices and opinions instead of forcing your agenda on
them.
How important is ethics to sales and sales
management?
- Clearly defining and communicating a code of
ethics and code of conduct for selling will help your
business meet its ethical selling obligations.
- - Demonstrating ethical sales practices is good
business.
- it helps earn the trust and loyalty of your
customers and strengthens your reputation.
What are ethical sales issues?
- This brings us to some of the common ethical
issues that salespeople face in their professional
lives, which can include:
- Misuse of company credit cards or expense
accounts. Reporting inaccurate work hours.
Inflating sales data, number of contact calls made,
or sales history.
What are the three biggest ethical challenges in sales?
“Top eight” list of ethical concerns, below:
Gifts, gratuities, bribes (marketing and sales) Price
discrimination and unfair pricing (marketing and sales)
Dishonest advertising (marketing and sales)
Miscellaneous unfair competitive practices What is
unethical selling?
- Pushy, unethical sales practices. Perhaps one of
the most commonly cited unethical practices is
being pushy. Trying to. Close a sale at all costs is
not only unethical, it puts unnecessary pressure on
the customer, forcing them to make a quick
decision that could hurt their business.
What is an ethical behavior?
- is characterized by honesty, fairness and equity in
interpersonal, professional and academic
relationships and in research and scholarly
activities. Ethical behavior respects the dignity,
 diversity and rights of individuals and groups of
people.
Manners that a salesman ought to Observe: 1. Look
pleasant and neat
- Wear that smile always. Smile always win friendly
and develop confidence. Smile when you greet
your customer.
The term “grooming” often refers to the care of the face,
hair and hands. It actually involves more than merely
keeping them clean.
2. Wear simple clothes
a. Wearing clothes that are in good repair. This
means that there must be no missing buttons, no ripped
seams, no frayed collars or cuffs, and no run-down heels.
b. Wearing clothes that are clean and well pressed.
There must be no grease spots, no soiled collars or cuffs,
no baggy knees in trousers, no baggy elbows in coats, no
dirty shoes and no soiled handkerchiefs.
c. Wearing clothes that are conservative and
appropriate. The salesman should use extreme care in
the selection of clothing. As a rule, man must refrain
wearing bold stripes and extreme cuts. Expensive
clothes are not necessary.
3. Good voice and diction - It is of paramount
importance that the salesman cultivates good diction. An
effective voice commands attention.
According to J.W. Wingate, Fundamentals of Selling, a
salesman must observe the following principles:
1. The voice should be clear and crisp. The lips
should move freely in order to make each
syllable clear. Unnecessary sound and noises
must be avoided. On the other hand, syllables
should not be omitted or words run together.
Speak with moderate speed. If words are
spoken too rapidly, the customer will not able to
grasp what is said. If words are spoken too,
slowly, other ideas may creep, and he may “lose
the drift” of what the salesman is saying.
2. Speak reasonable loud. The voice must be
heard. A great deal of selling has to be done in
noisy places where a soft voice will not carry the
message. On the other hand, an excessively loud
voice takes the attention of the customer from
the sales message.
3. Emphasize key words and phrases. The
salesman emphasizes key words and phrases by
raising his voice, or by occasionally speaking very
softly, or by pausing before or after important
words and phrases.
Vary the pitch. A voice that is all in the same pitch is
monotonous. It gives an impression of lack of interest
on the part of the seller and may result in loss of
interest on the customer. If the voice is continually high
pitched, it may irritate the customer and may result in
his trying to get away from it.
Speak in a conversational tone. To create confidence,
the voice must be easy and friendly. The sales talk must
not sound like an oration or a “canned” speech.
Speak sincerely. Finally, the voice should give the
impression that the salesman really means what he
says.
4. Have a firm handshake. It should not be bone-
crushing or the “wet rag’ kind.
5. Avoid tapping the desk with the fingers or a
pencil.
6. Buttoning and unbuttoning one’s coat, and
annoying physical movements such as crossing
and uncrossing one’s legs or nervous tapping on
the floor with one’s foot.
7. Avoid repetitions of such phrases as “see what I
mean” and “you know,” or starting every
sentence with “Now or “And.”
8. Remember the names and surnames of
individuals you deal with. If you are careless in
this matter then people now will suspect that
they aren’t important to you, except for what
you get out of them.
9. Do not argue with customer. You will never win
an argument with a customer.
They are considers the “king.” Whatever will be
the outcome, customers are always right.
10. Avoid stepping sentences. This is an immature
behavior that a salesman ought to take note. It is
considered a communication killer. This happens
when a salesman finishes his line. He interrupts
the prospect and dominates the whole
conversation. Prospects are surely irritated and
chances are it may cause the prospect to
withdraw the welcome mat, both physically and
mentally.
Make the prospect the hero of the play, make
him feel that he is up on the pedestal. Encourage
him to talk about himself, his business, his
problems, his aims, his desires. Keep yourself in
the background as much as possible. While he is
talking- you listen.
11. Keep your promises. Your promise is a deciding
factor of your future. If you can’t keep your
promise, then don’t make them. If for some
reason or another you find that a promise made
be sure to notify your customer promptly. Call
them and tell them frankly and sincerely that
you made a mistake. Tell him why you cannot
make it on the date specified. Tell him when
shipment will be made.
12. Smile. It takes 72 muscles to frown, only 14 to
smile. A good warm, flashing and contagious
smile is a must in selling. A good salesman must
always wear a smile, one that is not artificial or
unnatural. It should not be to much or too little
of it. Only trough constant practice can salesman
 develop a pleasant facial expression that
captivates the prospect’s buying behaviour
13. Keep physically fit. Selling requires that you
keep yourself in good physical condition. Your
job will be visiting in and out of stores and
offices. You will be driving through all kinds of
weather.
Ten Commandments of Selling
1. Speak to people. There is nothing as nice as a
cheerful word of greeting.
2. Smile at people. It takes 72 muscles to frown,
only 14 to smile.
3. Call people by name. The sweetest music to
anyone’s ear is the sound of his or her name.
4. Be friendly and helpful. If you would have
friends, be friendly.
5. Be cordial. Speak and act as if everything you do
is genuine pleasure.
6. Be genuinely interested in people. You can like
almost anyone if you try.
7. Be generous with praise. Be cautious with
criticism.
8. Be considerate of the feelings of others.
9. Be thoughtful of the opinions of others. 10.Be
alert to give service. What count most in life is what
we do for others.
Selling as a Career - As the saying goes “Every man is
the architect of his fortune.” We acknowledge the fact
that the choices in one’s entre life, both during and
outside of working hours. So let’s examine what kind of
lives various sales lead.
1. Relatively high income. - According to some
studies, selling is considered to be one of the more
remunerative vocation.
2. Travelling - You can see the world by selling as a
salesmen.
3. Satisfaction of rendering service. - In selling you
get a feeling of satisfaction in knowing that you are
contributing to the financial independence, comfort,
and happiness of others.
4. Chance for advancement - There is no career
that promises a sure path for promotion to higher levels
of management other than selling.
5. Calls for job security - People in selling appear
to be well rewarded financially.
6. Managing to oneself - Salesmen are not subject
to direct supervision by someone else – the boss.
7. Meet challenges - People get bored with
routine jobs, if there is no challenges in their work, they
soon tire of it.
8. No need for academic laurels - A degree is not
needed in selling. A mere “product knowledge” can
make a salesmen survive the business field. Top
management positions
Sales Supervisor
Branch Manager
Zone Manager
Division or Regional Manager
Strategic Role of Sales Management - Is the process of
developing a sales force, coordinating sales operations
and implementing sales techniques that allow a business
to consistently hit, and even surpass, its sales target.
Strategic Role of Sales Management
1. Prospecting
2. Researching
3. Approaching the prospect
4. Presentation
5. Handling Objections
6. Closing the deal
I. Approach (Prospecting and getting the right
start) - One of the important tasks of a salesman
is to look for prospects. Success stories of
salesmen is always begin with right start of being
prospect-minded as well as sales-minded. A
salesman has already identified the ability of the
person to buy the product.
3 stages wherein a person is classified into a customer:
1. everybody is a suspect, in the sense that
everybody may have the need for the product
2. a person becomes a prospect after the salesman
as assessed the ability of the person to buy the
product offered.
3. a person is considered a customer when he
actually accepts and buys the product. REASONS
FOR BUYING - All individuals crave for
something. This something is an assortment of
many things. Oftentimes, people have more
desires than what they can afford. So they try to
evaluate consciously or unconsciously the
degree of satisfaction they derive from their
purchases.
It has been proved that before buying anything, people
must make five decisions:
1. The need for the product or service
2. The thing to fill the need.
3. The source from which to buy.
4. The price they are willing to pay.
5. The time to buy.
To understand why people buy, the salesman must
know the motives behind every purchase made by the
customer. A buying motive is an urge or influence
which prompts an individual to spend his money for a
particular product or service.
Universally, people are motivated by one or more of
the following reasons: 1. Profit and gain
2. Saving and convenience
3. Comfort and convenience
4. Safety
5. Happiness
6. Pride
7. Fear
8. Imitation
How and where to obtain prospects:
1. The cold-canvas method - In this method of
prospecting, the salesman may call on every individual
or company belonging to a certain group of people.
The salesman has no advance information to the needs
or financial status of each of these prospects.
2. The use of lists - Some individual salesmen
may develop prospects lists of their own by referring to
such sources, as public records, chamber of commerce
directories, trade association membership, and
religious membership lists. The most valuable
prospects list usually is the one that each salesman
develops for his own particular product or service.
3. Leads from sales managers - There are some
fields of selling where the salesman makes regular calls
on customers. Usually, the sales manager provides the
new salesmen with lists of their predecessor’s active
and inactive customers.
4. Leads from company advertising - Most
companies receive a steady supply of sales leads from
their advertising.
5. Friends and acquaintances - In many fields of
selling both consumer and industrial goods, the
salesman’s friend and acquaintances serve as the
nucleus of his source of prospects.
6. The endless-chain method - When a salesman
uses this method of obtaining prospects, he attempts
to obtain at least one additional prospect, from each
person whom he interviews.
7. The center of influence method - In this
method, the salesman cultivates a number of people in
the territories who are either his friends,
acquaintances, or customers and who are willing to
supply him with prospecting information.
8. Group prospecting - Many companies which
sell products such as aluminum ware, Tefal, pyrex, etc.
rely so much on group prospecting as a means of
stimulating sales.
9. Use of junior salesman or spotters - There are
companies which employ a junior salesman who makes
canvass or surveys to determine the needs of
prospects.
10. Public exhibit and demonstration - This
method of prospecting is a very effective one especially
when the product is new in the market.
11. Personal Observation - A salesman can make
his own personal observation as to the needs of a
particular community or individual.
II. Researching - Once you have drawn up a list of
prospects, the next step is to gather as much
information about them as possible before attempting
your approach. Research is an integral part of the
selling process. It serves a number of useful purposes,
foremost of which is to save you and your prospects a
lot of time and energy sitting through unnecessary
presentations. In other words, researching your
prospects helps you determine whether they truly
have the motivation, money and authority to buy.
- Aside from market research, big companies also devote
a lot of their time and resources to building a powerful
database of customer profiles. This should in fact be one
of your main goals if you seriously want to succeed in
sales.
RESEARCH ALSO HELPS YOU:
1. Discover the best way to approach your prospects by
providing you with relevant information about their
tastes, habits, and personal preferences.
2. Obtain vital information that can help you better
plan and execute your sales presentation setting it
up in a way that you will best suit your prospect’s
tastes and preferences.
3. Anticipate your prospect’s needs and wants and
prepare for these ahead of time.
4. Identify and anticipate possible objections the client
may makes.
5. Boost your confidence knowing that you are well-
prepared for your encounter with the prospect.
6. Impress the prospect be demonstrating your
professionalism and expertise.
CHECKLIST OF THINGS TO RESEARCH
- In order to develop your very own storehouse of
customers, profiles start by gathering pertinent
data on all your prospects and clients. Use the
following checklist to ensure that you get all the
information you will need when you finally
decide to approach your future buyers.
1. PERSONAL INFORMATION - This should include your
prospective customer’s full name.
2. FINANCIAL RESOURCES - It would be better if you
could get hold of financial documents such as income
tax returns for the last two to three years, statements
of assets and liabilities, cash flow positions, and articles
of incorporation which may be obtained from the
Securities and Exchange Commission (SEC).
3. BUYING PATTERNS - You should also try to find out
what kind of things your prospect buys or what services
he avails of.
4. PERSONALITY TYPE - You may know all the facts
about your prospect but you will not be able to deal
with him properly unless you know what kind of person
he is. More importantly, you should determine what
kind of buyer he is.
HERE ARE SOME OF THE MOST COMMON TYPES:
1) The discount-and-freebie grabber - This is the type
who would always demand something extra, like
discounts, rebates and free gifts. 2) THE EVASIVE
BUYER - This one is difficult to get hold of. He does not
reply to text messages or calls and keeps rescheduling
appointments. You might have to enlist the aid of his
secretary in order to get him to meet you.
3) THE COMPLAINING BUYER - This buyer always
something to say about your company and
merchandise, and even about you. Treat this one
with understanding, empathy and patience.
4) THE DOMINANT BUYER - This one is strong-willed
and powerful and difficult to get along with, but can
be a positive friend and ally once you gain his trust.
5) THE ANALYTICAL-SUSPICIOUS BUYER -
This type wants everything in writing and hates foul-
ups and inefficiencies. Be careful when dealing with
this sort.
Impress him by dropping names of trusted people and
companies.
5. SCHEDULE - Try to get hold of your prospect’s
complete name schedule so you know the best time to
approach him-whether before work in the morning,
during his lunch break or after office hours, for
instance.
6. COMPANY PROFILE - Gather as much
information as you can in the past and the kind of
relationship it has with them.
7. PRODUCT LINES - Make sure your do your
research on all the various products and/ or services
the company is offering.
8. DECISION MAKERS - Familiarize yourself with
the key personnel and department heads, particularly
those who have anything to do with sales. Get hold of
their work schedules, if possible.
9. BUYING PATTERNS - Find out the types of
products the company needs for its operations.
III. Approaching Prospects
COMMON METHODS OF APPROACHING PROSPECTS
1. By Phone or E-mail - The main goal of getting
prospects on the phone is to get an appointment with
them. There are two ways you can do this.
A. INCOMING CALLS OR E-MAILS - If you have placed
ads as part of your prospecting you can just wait
for people to call or e-mail you.
Follow the guidelines below:
Be cheerful
Get the name of the caller or the e-mail sender Ask
about his or her purpose in calling Try to get an
appointment.
Make sure to get his name, office address, and
contact number
Be courteous and assure the prospect that you will do
everything possible to make your meeting worthwhile
B. OUTGOING CALLS - Remember your list of
prospects and their contact number. Now is the
time to put into use. Call or e-mail each of the
people you have listed as a possible buyers. Follow
the guidelines below:
Be courteous and professional at all times Use the
name of the client introduce yourself and your
company.
Briefly state your purpose/offer emphasizing its
strong points, and clearly indicating why you think they
need/ want what you are offering, but not giving to many
details.
If you notice that the prospect is interested, waste no
time making an appointment.
2. By sending a Formal Sale Proposal - If you are
selling your product to accompany and must submit your
offer to an executive panel, it is best to use a formal sales
proposal.
Keep your words simple; avoid high- sounding
terminologies. Be as brief and concise as possible. Use
the following format when drafting your proposal.
ELEMENTS OF A FORMAL SALES PROPOSAL
a. Title page - Present an attractive, professional-
looking title page that clearly specifies the name of the
sender and the date.
b. Cover letter - Grab the reader’s attention by
briefly summarizing the sales offer. The cover the letter
should be long enough to cover the essential parts and
short enough to keep it exciting and interesting.
C. Table of contents - List all the tables and illustrations
in addition to all sections and subsections.
d. Body - Present an outline of the prospect’s
current situation prior to using the proposal system.
Highlight the features and benefits of the sales
offering. Show the cost-benefit ratio and the amount of
investment needed. Show proof that the offer will
result in tremendous savings and multiple benefits.
e. Summary - State your position in a single brief
and concise statement that can be easily and quickly
read and understood by those who will review your
offer.
F. Contract - Provide the prospect with a firm legal
document to sign or discuss.
3. By Meeting Prospects Personally - This maybe be
done by putting up a showroom and waiting for people
to drop by or waiting for a chance to introduce yourself
to the prospect face to face.
10 EFFECTIVE STRATEGIES IN APPROACHING PROSPECTS
1. Introducing Yourself - The most basic method
of approach is simply stepping up to the prospect,
making a standard greeting, and then politely
introducing yourself.
2. Introducing Your Product - You can take
another straightforward approach by directly offering
your product or service without preambles.
3. Emphasizing Consumer Benefit - After
introducing your product you can immediately state
what it can offer the prospect. 4. Picking the Prospect
Curiosity - You can try to capture the prospect’s
interest by delivering a line that will arouse his/her
curiosity. 5. Offering Premiums or Rewards - People
love getting freebies, discounts, and prizes. 6. Starting
with a Demo - You can also wow your prospect with an
impressive visual presentation before introducing
yourself and your merchandise.
7. Posing a Question - You may try asking a
suggestive or provocative question leading to the
introduction of your product and the prospect’s need
for it.
8. Obtaining a Referral - If you have previously
acquired a referral from someone the prospect trust
and knows, then you would have no problem
approaching him.
9. Paying a Complement - Sometimes the old
tactic of saying something nice about a person can
work to capture his or her attention.
10. Using Statistics - You can spout off survey
results that prove your product’s superiority in an
attempt to impress the prospect.
12 ESSENTIALS OF AN EFFECTIVE
APPROACH
1. Make sure you pick the proper place and time for
your approach.
2. Try to grab the attention of your prospect by
choosing an interesting opening statement or
question, or by using an interesting visual grabber.
3. Promptly hand over your business card.
4. Be brave and confident but courteous.
5. Gauge the mood of your prospect.
6. Strike up a conversation.
7. Ask questions
8. Make the prospect feel at ease.
9. Make sure you have the complete attention of your
prospect.
10. State your offer clearly and succinctly.
11Make an appointment
12. Keep your appointment and arrive on time.
IV. The Presentation - Keep in mind that the main goal of
the presentation is really to close a deal with the client,
to convince the client to buy, and to lead the client
towards the close. Always remember this when
preparing your presentation.
To do all these, the salesperson must take the AIDA
approach. He must capture the attention and interest of
the client so that he will desire the product/service
enough to prompt him to take action - that is buy the
product.
A – Attention
I - interest
D – Desire
A – Action
PLANNING YOUR SALES PRESENTATION
1. Product - State the product/service you are
offering and give a brief description of it.
2. Target Client - What type of person or company
are you planning to sell the product to? How many are
you planning to reach?
3. Call objective - What result/s do you want to
achieve after your client call?
4. Product Story - What is the main copy claim or
unique selling proposition of the product/service?
5. Product tag lines - What is the slogan/punch
line/ main talking point use to sell the product?
6. Opening Statement - An introduction to your
main presentation
7. Main presentation - A more detailed description
of your product, including its benefits and value-added
features.
8. Possible objections and counter objections - try
to anticipate possible objections so you can prepare your
counterarguments ahead of time
9. Source - Cite reprints, testimonials, publications
and other sources that the customer can check to
validate what you said or to know more about the
product.
10. Closing - Summarize your sales offer, then ask
the client if he would like to place an order.
THE ESSENTIALS OF AN EFFECTIVE
PRESENTATION
To deliver a clear and convincing presentation or
demonstration, following these guidelines:
1. Establish your legitimacy and demonstrate
your expertise - Prove to the client that you and your
company are reputable and trustworthy. If necessary,
cite your credentials, but be discreet about it. Don’t
brag.
2. Establish rapport - Whenever you can, strike
up an informal conversation with the client. Use what
you have researched about him to build trust and
friendship by focusing on things you have in common:
interests, characteristics, beliefs or even
acquaintances.
3. Mention all the benefits your product or
service offers - make sure you mention all the
outstanding features of your product, with special
focus on those that you think will appeal to this one
particular client.
4. Have conviction - You yourself should have
complete confidence in your product
5. Be clear, accurate and precise - Stick with the
facts and make the presentation as concise as possible
6. Be creative and give life to your presentation.
- Standard presentations that are canned or scripted
are easy to give, but they can be boring.
7. Customize your presentation according to the
personality, interests and needs of the client. - To
keep the client interested, try to speak his language
8. Try to keep the client interested and focus on
your presentation. - To do this you should be focused
on the client, constantly trying to gauge his moods and
keeping him centered in the presentation whenever
you feel his attention wandering away.
9. Give the client a chance to speak out and
listen to everything he has to say. - Although you are
giving a presentation, do allow the client to voice his
queries, opinions, comments and objections. Listen
attentively to what he has to say.
10. Provide the client with a printout of your
presentation - Provide the client with hard copies of
your presentation, highlighting the essential features
and benefits of what you are offering, so that he can
study the important points later.
11. Rehearse and critique your presentation -
Practice makes perfect, and can help increase both
your confidence and chances of effectively convincing
your client to buy.
V. HANDLING OBJECTIONS - Objections are a natural
part of the selling process. When they come up during
your presentation, it may mean the client is really
interested, interested enough to have seriously thought
of the offer and to want to know more about your
product/service.
OVERCOMING OBJECTIONS - There are many different
types of objections, some of which are quite valid, and
some just petty or insignificant. But all these have to be
addressed and addressed promptly.
8 COMMON SOURCES OF OBJECTION
Clients often resist or reject your offer because:
1. They do not trust you and/or your company.
2. They have doubts about the quality of the
product/service you are offering.
3. They are not convinced that they need the
product/service.
4. The product is not attractive to them or it does
not have what they are looking for.
5. They cannot afford the product/service or they
are not satisfied with the price package. 6. They are not
satisfied with the terms and conditions of the sale.
7. They are not satisfied with your de livery
services.
8. The product is new and unknown; no
demand yet.
10 EASY STEPS TO HANDLING OBJECTIONS OR
ADDRESSING CONCERNS
1. PREPARE READY ANSWERS TO POSSIBLE
OBJECTIONS- Before meeting the client for
your presentation, use the material you have
researched to try to anticipate the queries
and objections that might be raised during
the presentation and prepare answers and
explanations for these.
2. LISTEN TO ALL THE CLIENT’S COMMENTS,
QUERIES AND
OBJECTIONS - Practice the art of active
listening. Listen attentively to everything the
clients say during and after your
presentation. Let her speak her mind.
3. RESPOND PROMPTLY - Address the client’s
comments, queries and objections, if
possible, as soon as they are voiced. Identify
the source of the objection and try to
overcome it.
There are several ways to do this:
a. The direct approach - You can disagree
outright with the client’s allegations or objections.
This should be done politely but firmly.
b. The indirect approach - This method
involves initially agreeing with the client,
acknowledging that her observation is valid, then
qualifying your statement with a “but” or a
“however.
c. The boomerang approach - This method
requires a bit of skill.
d. The probing/questioning approach -
Respond to the client’s comments or objections by
asking your own questions that will uncover the
roots of her doubts, especially if the objection is
rather vague or out of context.
e. The compensation/offsetting approach -
offset valid objections with valid benefits.
f. The ignore approach - When the client
raises concerns that seem insignificant or petty,
tactfully ignore these.
4. Keep a cool head - While responding to the
client’s queries, be courteous and calm.
Never raise your voice to the client or show
any sign of anger or irritation.
5. Be friendly and pleasant - At all times you
should keep a positive attitude.
6. Always keep to the point - Try not to
complicate matters by magnifying a simple
issue or dragging in other topics not
relevant to the discussion.
7. Reassure the client - Whatever kind of
objection the buyer has, it is based on
doubts and fears.
8. Allow small concessions - If the buyer is
requesting something that will not cost the
company to much, give in.
9. Don’t hesitate to make a referral - If the
client has questions or requests that you
do not have the authority or capacity to
answer or provide, immediately set him up
for an appointment with the proper
person.
10. Don’t lose contact with the client. -
Don’t give up easily.
HANDLING DIFFICULT SALES SITUATION Following
are some helpful guidelines that should help you
in dealing with difficult sales situations.
1. Your first call
2. Facing the competition
3. The demanding customer
4. Customer tantrums (The hot-headed/difficult
customer) 5. Personal Favors
6. The elusive customer
7. Fear of rejection
VI. Closing the Deal - There are a number of tried
and tested methods of bringing a transaction to a
happy close for both parties. Each one is suited to a
different situation or to a different type of client.
1. A firm commitment – a signed order, a
verbal acceptance that the client will buy your
products/ services; or
2. A positive agreement – a promise that he or
she will buy in the immediate future.
CLOSING TECHNIQUES - When, during the course of
your presentation, you notice enough “buying
signals” and get the right number of “yes
responses” from your client, stop.
1. The Direct Close
2. The Positive Choice Close
3. The Boomerang Close
4. The Summary Close
5. Reference/Verbal Proof close
6. Concession Close
7. The Caution Close/Score Method
8. Isolation Close
9. The Ben Franklin Close
10. The Sharp Close
11. The Example Close
12. The Negative Close
13. The Puppy Dog Close
GUIDELINES FOR CLOSING A DEAL
1. If your client still seems unconvinced by your
presentation or he cannot seem to make up
his mind, even after you have tried to
neutralize his objections and after you have
attempted to close, try to offer a sample of
the product/service so that he will be
convinced.
2. After you have started to close, the clients
are likely to negotiate for a better deal.
Make sure he perfectly understands all the
terms of the sale.
3. As much as possible, don’t ask questions
that will give the client an opportunity to
answer with an implicit no.
4. When closing a sale, don’t exaggerate or
mislead a client about what a product can
do. Deceit violates a client’s trust and
respect.
5. When closing a deal, bear in mind the best
interest of your prospects.
FOLLOW-UP - Even after agreements have
been made. Money has been exchanged and
 contracts have been signed, but your job as
a salesperson is not yet done.

“Business opportunities are like buses. There’s

always another one coming.”
- Richard Branson