TGV © ra SP 4 BF I] ry) eS techniques What is Selling: the process of helping customers to buy the products and services that seller offers at a price that generates a profitable return for your Ute What are sales Techniques: Are methods used by a salesperson to persuade customers to buy, e.g., presentation of goods, demonstrations, and closing of 1 Direct selling: salespeople deal directly with customers Silom Kenic lac) Indirect selling: an intermediary intervenes (e.g., real estate agency, corporate reseller...) Retail selling: products are offered through a shop that customers can visit. (Small quantities are proposed) Wholesaling: B to B business in “bulk” from wholesalers to retailers; (e.g.: fresh food, IT material...) Sales techniques: - Tele sales: products and services are sold directly on the telephone without face-to-face contact - Door to door selling: salespeople visit potential customers in their homes or companies and sell to them directly - Mail order selling: customers buy directly from a catalogue without seeing the product firsthand - Online selling: products and services are sold Celie-rod Alam Cale (aleieat aad Skills and Attributes of a salesperson: ADs atieleygetsta ate virsvemitee-varr-reae-VaNi iaTEA 1c = Ty SPS Skills and Attributes of a salesperson: (2) Most important quality: listening ability AR elsiaeicien renee WIN-WIN Deal How to achieve Win-Win Deal? In a Win-Win deal the customer gain the advantage because they get what they ‘need’ and ‘want’ without baat -mocok\ Counsellor salespersons gain the advantage because they end up creating trusting relationship with the customer that competitors cannot replicate. STEP 1: prospecting and Pre-approach PROSPECTING Def: the process of identifying and contacting potential customer is called prospecting. Salespeople spend as much as 80% of their time prospecting. A) Targeting Qualifying: Gathering information about the potential LYON Tam KOM ttt] cla} fe Pa alo OLN am nals =m eeP-laalial axa etesy-1-core\ ag ras aaWea tei veal By Ty SPS [2)Discovery questions: These are the probing questions that help uncover the problems and dissatisfactions that the customer is experiencing and the salesperson may be able to solve. (The aim is: to find the pain point) i>e Telos Q. How often these machines breakdown? Q. What disadvantages do you see in the current process? [2] Activation Questions: The objective is to activate the customers interest in solving the problem and to make him/her realise the impact of not solving the problem and the significant consequence that he/she fale i> ele) Q. What effects (€ /$/€£...) do these equipment ley a-r-l colo WACM AN ROM Uel Tm Ute rN Q. To what extent are these increases in overtime v expenses affecting profitability? [2) Projection Questions: Encourage the customer to see the world without these problems, i.e., “projecting” what it would be like without the problems that have been previously discovered and activated. Q. If the supplier is never late with a delivery, what effects would that have on your operating structure? (OPM a- RU) ye)matal emo Mania dal Rodale nell your customers, what impact that have on your LDU TA [2] Transition Questions: Are used to smooth transition from needs-discovery into presentation and demonstration of the proposed solutions features and benefits. Transition questions are simple close end questions to confirm the customers desire to solve problems Q. So, having a supplier who is never late with deliveries is important for you? Pare 7 eee ee a a a a a eeWea tei veal By SPS < Bry | ry) (2) Transition Questions: Are used to smooth transition from needs-discovery into presentation and demonstration of the proposed solutions features and benefits. Transition questions are simple close end questions to confirm the customers desire to solve problems Q. So, having a supplier who is never late with deliveries is important for you? Q. Would you be interested in increasing capacity by 20% through a simple addition to your production process? Listening skills Listening is an important element of effective communication, but most people are poor listeners. Poor listening skills have been identified as one of the Yala Ae emer tse\- eee Salespeople must be able to listen to and understand |» “ A v what was said and what was meant. Bi -1e-e- le BoM Renae ma 1— Paying attention: Listen to understand, not to corel 2 - Monitoring Nonverbals: Making effective eye contact and checking constantly the body language. 3 — Paraphrasing and repeating: Confirm what the buyer is saying. Do that by paraphrasing and repeating. 4- Make no assumptions: Ask questions to clarify the meaning of what the buyer is communicating. 5 — Encourage the buyer to talk: Encourage the flow of information by giving positive feedback and help the buyer to stay on track by asking purposeful questions. 6 — Visualise: Maximise your attention and comprehension by thinking about and visualising what the buyer is saying. 2) Effective listening is a critical component in trust-based relational selling.13:18 & cece By Sean comprehension by thinking about and visualising what the buyer is saying. 2) Effective listening is a critical component in trust-based relational selling. Active Listening Involves conveying verbally and nonverbally that you are interested in and understand what the speaker is saying. Showing interest demonstrates that you think the speaker is an important person and worth listening to. (2) SIER MODEL of Active Listening The SIER model depicts active listening as a hierarchical, four step sequence of sensing, interpreting, evaluating and responding. 1- Sensing: Seeing and hearing 2 - Interpreting: “What meaning does the sender intend with this message...”. Both content and context are important. Cee aU Cinematic Mice Mi iieleelccatchd (elie (14-016) evaluated to sort fact from opinion and emotion. 4 — Responding: Responses provide feedback to other « @ party, emphasise understanding and encourage further Y elaboration. Customer’s motivations Security Sympathy What is customer concerned with? Innovation Economy Convenience AS-Tol Talay at =Me (=e) e+ FeV rated V AVE ar alWea tei veal By Ty SPS Security: the client fears. Lack of quality, danger, failures We can sell: security equipment (air bags). Extra NYT etl eem LATO Lesa eor Pride: clients want to be considered as “special” clients. We can sell. Limited editions. Ex: Highly visible luxury. Business class. Black credit card. Innovation: client want the last, the new product Ex: apple, Samsung. Cinema Literature Comfort: something easy to use > emer See a lel ice mem e-le( TL (Quechua...) Economy: client want the best opportunity Client buy from: trivago/ outlet shopping/ private showroom/ cashback/ promotions Sympathy: clients want to spend a good moment when shopping Ex: Citadium, concept stores, restaurants... S27 YI Se eee ae FAB/SAB Method Features: Tangible and intangible characteristics of the product. The salesperson is Lia it to ual tah om til) a an rr rr oT 7WSEAS SPS rece By YI F ee eee ae) FAB/SAB Method Features: Tangible and intangible characteristics of the product. The salesperson is trying to highlight to the customer “what is it?”. A figure, a brand, a famous name, price, trade mark Advantage: Explain what the features will do for the prospect. Compare the feature with competitors or previous products of your company. Better, stronger, more..., less..., 1%... Benefits: Favourable results the prospect will enjoy from the features, in other words “what’s in it for me”. You'll be able to... For you... For your family... A aa Step 5: Negociation and Objection Treatment Sales Resistance: Buyer’s objections to a product or service during a sales presentation A-Reasons Why Prospects Raise Objections: Major categories of objections [2] no need [2] product or service objection [2] company objection n= teWea tei veal By Ty SPS Step 5: Negociation and Objection fiezelell4 Sales Resistance: Buyer’s objections to a product or service during a sales presentation A-Reasons Why Prospects Raise Objections: Major categories of objections (aaa -x-1°] [2] product or service objection (2) company objection price is too high [2] time/delaying B- handling buyer resistance LAARC METHOD Listen= don’t interrupt the client Acknowledge= “I understand...” Assess= what do you mean by... Respond= use facts and figures Confirm= “does it answer your concern?” Facts? Opinions? or Emotions? - Facts are tangible features no one can deny (they’re figures, study results, client can read them in provider’s catalogue or technical sheets for instance) A - Opinions are commonly considered to be true by the majority of a large group (French in general, Women in general, young persons ...) - Emotions concern the person who expresses at this time and in this particular context only Fact: It’s 3°c outside today in Lille Opinion: It’s rather cold Emotion: I’m cold / I’m too hot C- Other Methods for Handling Buyer Resistance [sana mapaapansapnar ara vapeadl ee | ee ee ee eS rs are ee eeeUEP cl Ty Sean C- Other Methods for Handling Buyer Resistance Forestall — Introduce the source of the objection before the prospect brings it up. Direct Denial — A rather harsh response that the prospect is wrong. Indirect Denial — Softening the blow when correcting a prospect’s information. Translation or Boomerang — Turn a reason not to buy (the source of the objection) into a reason to buy. Compensation — Counterbalance the objection with an Lian) w LTA Question — Ask the buyer assessment questions to gain a better understanding of the what they are objecting to. Third Party Reinforcement — Use the opinion or data from a third-party source to help overcome the objection and reinforce the salesperson’s points. Feel-Felt-Found — Salesperson relates that others actually found their initial opinions to be unfounded. Coming-to-That — The salesperson tells the buyer that he or she will be covering the objection later in his or her presentation. D- Price protection Study your context so that you can calculate a targeted felateta Negotiate only if client asks. - Ast Reflex: Assess. Expansive? Compared to who? To what? when? Wi eotg Does the client use Facts? Opinions? Feelings? Adapt yourself to your client’s vocabulary! Pedal ee Te eee Ka lga oe mtg aT tara o Add up benefits - 3rd reflex: Avoid important rebates - Ath reflex: Write a simple offer (quotation), o clear, easy to read (1 page) - Sth refloeSenerevere=eeeterrert, exceptional13:18 & rin oo Sean - 4th reflex: Write a simple offer (quotation), o Clear, easy to read (1 page) - 5th reflex: Structural equipment, exceptional eH o divide your tariff (/ day, / unit ...) - 6threflex: Everything clients asks has a price - 7Zthreflex: You accept a rebate= Client increases We) Ty - 8threflex: You accept a rebate= client accepts to make concessions (payment or delivery time, defaults % ...) RYT A eee Eel Ce RRM ee Melee LCi} The main of objective of a sales presentation is closing the sale. This depends on the sales signal that buyer gives. This can be at the beginning, middle or the end lA dates] cele eae - Client uses immediate future (I / we will ...) - Client touches the product and acts as the product’s owner - Client stays silent - Client asks about a detail or / asks a question you already answered - Client negotiates price (2] The key to closing the sale is the salespersons ATTITUDE Sy Ee ey 1. Aska Closing Question: Once you have picked up a buying signal, often after a trial and close, ask for commitment using an appropriate closing method. <> Tips: - Direct Method (can be used any time) - Alternative Choice Method (when prospect seems interested and has narrowed his choice) - Buy Now method (when there is a time-objection)WSEAS SPS rece By Tips: - Direct Method (can be used any time) - Alternative Choice Method (when prospect seems interested and has narrowed his choice) - Buy Now method (when there is a time-objection) - Summary Method (when desire has been secured, and all problems are resolved). 2. Wait for a Response: Don’t be afraid of the moment of silence. The prospect is considering the Five Buying Decisions: a- ‘Do | need this product or service’ b- ‘Will this specific brand of product/service 1S AVAL st 10 c- ‘Is this the source whom | should buy’ d- ‘Is this the right price’ e- ‘Is it the right time to buy’ 2. Recommend and Order or an Action Plan: Depending on the objective of your sales call, is it to write an order or to sign a contract. 3. Reassure the Prospect and State your Follow VT are 4. Thank the Prospect and Exit. STEP 7: After sales After sales principles: Sa MII} - Explain what you'll do; and do what you explained - Regularly visit or communicate with your client ORI wae lal aaa) oleae edd] TUT aYe0"2 | - If client complains, use the same tool to answer him (a writing complain should be answered on writing a phone complains by phone etc ...) - Always apologizes SU YA TT SLA tcdWSEAS SPS Picn By e- ‘Is it the right time to buy’ 2. Recommend and Order or an Action Plan: Depending on the objective of your sales call, is it to write an order or to sign a contract. 3. Reassure the Prospect and State your Follow Te 4. Thank the Prospect and Exit. STEP 7: After sales After sales principles: - Nolie - Explain what you'll do; and do what you explained - Regularly visit or communicate with your client (1 visit /year at least and/or a satisfaction Taz -\"2) - If client complains, use the same tool to answer him (a writing complain should be answered on writing a phone complains by phone etc ...) - Always apologizes - Compensate the inconvenience if any (free product or service, price reduction for the next order ...) The 7 steps of selling Negociation Cees ud ic F.A.B/S.AB S.PL S Needs Analysis ‘unneling questions / ADAPT| Approach (1st contact) Be Polite ! Be Sympa. Be Prd internet - phone Lak atest) SeiekaR occa