PROFESSIONAL SALES PROMO
MIDTERM-EXAM
Communication skills can be seen as
the foundation for all of the other
important skills that a salesperson
must have to succeed.
A sales conversation is a two-way
process where both the salesperson
and the prospect explore, work
together and co-produce solutions
anchored in their present challenges
and goals. Each sale conversation
word articulated may change the
results of the discussion. Good
salespeople look for a way to make a
connection with their customer, and
build a conversation based on trust
and understanding.
Envision an alternate reality, such as
win-win specific description of
outcomes and results, including
emotional and political states. He
needs to clarify benefits, make obvious
what is at risk and be concrete about
future situations.
Commit to feasible and actionable next
steps that entail important commitment
and movement on the part of each
party.
Trust is potentially the most powerful
driver of customer buying behavior.
A customer sales conversation could
be likened to a pendulum. In the
course of the conversation, in between
asking questions, listening, and
sharing insights, the process
Conversation Skills
asking non-confronting questions to
show you genuinely care about your
customer's needs talking
knowledgeably about your product or
service
displaying interest and warmth
avoiding bias or stereotyping
adjusting to your customer's verbal
style
telling the truth
offering observations that show you
understand
accepting and acknowledging your
customer's opinions
refraining from interrupting or
correcting unnecessarily
watching for and responding to signs
of discomfort or boredom
being diplomatic
making small talk — when it's called
for and to an appropriate degree.
Vocal Skills
regulating their pitch to go with the
conversation
regulating their volume to guarantee
clarity, and suit customer’s comfort
and hearing needs
speaking in a stable tone of voice to
demonstrate calm and self-reliance
dawdling the speed of speech so it is
calm and understandable
changing the intonation in voice to go
well with the message to prove
enthusiasm, common sense, interest,
and gravity speaking words plainly
changing the quality and intensity of
voice to seize the interest
expressing meaning using the sound
of the voice to strengthen message
Verbal Communication: Listening
Listening is the most sophisticated
form of communication. Listening is
both complex process and a learned
skill. It requires a conscious intellectual
and emotional effort. Listening to
customers to find out their need helps
sales people propose suitable
products or services to meet those
needs.
Three Levels of Listening
1.The Non-Listener- a person doesn’t
hear the other individual at all.
2.Marginal Listener- a person I hearing
the words but not listening.
3.Evaluative Listener- requires a lot of
attentiveness as the listener is keenly
attempting to listen to what the other
person is saying.
4.Active listener- process of validating
what salespeople think the customer
has said, meant, by watching their
verbal and non-verbal cues.
Non-verbal communication
When a people speak, the manner of
movement and look affects the way
listeners respond. Body language is as
important to conveying meaning as a
spoken language, so if a person listens
but does not look, he will ignore half
the message. In sales, confidence in
knowing body language is vital to a
successful interaction
Non verbal communication consist of
the use of
Space- salespeople should take in
consideration how to not violate a
person’s territorial space without
consent.
Appearance- clean appearance
implies efficiency.
Handshake- a firm handshake is
more intense and indicative of greater
fondness and warmer feelings.
Body Movements- Body language is
very important in all forms of
communication. It helps to break the
barrier of unfamiliarity and helps to
form a better connect with the recipient
of information.
Lesson 2: Knowing Buyers
understanding customers is the key to
giving them good service which in turn
results into
strong customer relationships and new
sales through positive word-of-mouth
recommendation.
Reasons for people buying.
1.Need - buying to satisfy one’s
deprivation.
2.Want - buying to satisfy one’s desire.
3.Conspicuous consumption - buying
to display one’s wealth or social status.
4.Snob effect - buying to acquire
something nobody else has.
5.Bandwagon effect - desire to obtain
something everybody has.
6.Economic - buying to enhance one’s
lifestyle or to fulfill two of Maslow’s
need; physiological and safety and
security
7.Psychological - the need to enhance
one’s well-being.
8.Sociological - the need to consume
products that will appeal to the chosen
group
9.Practical - consumers purchase a
product with the need of survival.
10.Impractical - opposite of practical,
as the consumer purchase product
that are not essential.
11.Rational - purchases are made with
logical, thought out reasoning
12.Irrational - products are made for
foolish or absurd reasons
13.Factual - purchases of products
based on research reports.
Emotional - purchase of products
based on feelings
Consumers purchase good not just
for personal consumption. There are
explanations certain groups of people
choose different items than other
groups. The black box model of
consumer behavior recognizes the
stimuli responsible for buyer behavior.
Consumer buying behavior is
affected by cultural, social, personal
and psychological factors. However,
they must be aware of them, in order
to describe their offerings in a way that
is striking from the viewpoint of these
factors.
Factors Influencing consumer Buying
Behavior culture Factors, It is the set
of basic values, perceptions, and
behaviors that distinguish one group
form another.
Subculture a cultural group within a
larger culture, often having beliefs or
interests at variance with those of the
larger culture.
Social class refers to a certain
permanent division in a society.
2. Social Factors
Reference groups is a collection of
people that we use as a standard of
comparison for ourselves regardless of
whether we are part of that group.
Family is often the most powerful
influence on consumer buying
behavior.
Roles and Status; roles refer to the
activities that the person is expected to
perform according to the group of
members, also roles carry a certain
status that reflect the general esteem
given to it by the society.
3. Personal Factors
Age and lifecycle stage
Occupation
Economic situation
Lifestyle
personality
4. Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes
Types of Buyers
Analytical Buyer distrust salespeople
because they lack precision. They
have the attention to detail and
tendencies towards perfectionism.
They like to analyze and compare
things.
Expressive Buyer are impulse buyers
with low boredom thresholds and a
short attention span. They do not want
a lot of detail and will not read detailed
proposals.
Amiable Buyer are very friendly and
good in social situations. They are
loyal unlikely to move to the competitor
because of it they have difficulty in
making big decisions.
Driver Buyer are the typical negotiator.
They want to be in control and can
appear to be aggressive if they
couldn’t get what they want.
Kinds of Purchasing Decisions
Based on Motivation
•Logical buying decisions, are rational
purchases which are mainly based on
objective criteria of profit, security,
utility, caution, and health
•Emotional buying decisions are highly
personal impact of love/sentiment,
envy, pride, entertainment, vanity
•Impulsive buying decisions are spur-
of-the-moment purchases usually
triggered with placement of products,
attractive display, purchasing capacity
and mode of payment, affinity towards
a brand, impulsive buying behavior
and human emotions.
Based on Effort
•Low-involvement buying decisions are
more straightforward, require little risk,
are repetitive, and often lead to a
habit. In effect, these purchases are
not very important to the consumer.
High-involvement buying decisions are
those that are important to the buyer.
These decisions are closely tied to the
consumer's ego and self-image. They
also involve some risk to the consume