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By Dr. Hisham Hussein Zaher
After Completing This Training Program You Should Be Able To :
• When you want to encourage customer to talk freely, use open probe. • When you want to limit the customer’s response to ‘’yes or no’’ or to ‘’a choice among alternatives’’ that you supply, use closed probe.
After Completing This Training Program You Should Be Able To :
2- Support When you have uncovered and clear understanding of customer need : a. Acknowledge the need. b. Introduce the appropriate benefit (s) that satisfies the need.
b.Close When the customer gives a buying signal : a. Summarize the benefit (s) that the customer accepted during the call. 4 . Propose an action plan and request customer commitment.After Completing This Training Program You should Be Able To : 3.
After Completing This Training Program You Should Be Able to : 4.Handling Skepticism When the customer express skepticism : offer proof. 5 .
Handling Indifference When the customer express indifference : Probe again to uncover unrealized need. 6 .After Completing This Training Program You Should Be Able to : 5.
After Completing This Training Program You Should Be Able to : 6. b. 7 . Probe to confirm the need.Handling Objection When the customer objection is due to misunderstanding : a. Make a support statement to clear up the misunderstanding.
If necessary.After Completing This Training Program You Should Be Able to : 6.Handling Objection When the customer objection is due to drawback : a. 8 . b. Remind the customer of the benefit (s) already accepted. probe for needs.
What Is Selling ? • Selling is the process of inducing and assisting a prospective customer to buy goods or services to act favorably on an idea that has a commercial significance for the seller. 9 .
activates and satisfies the needs or wants of the buyer to a mutual and continuous benefit for both parties ( buyer and seller ).What Is A Personal Selling ? • Personal selling is the process of whereby the seller ascertains. 10 .
e.What Is A Suspect ? • A Suspect is potential prospect i. a person or an organization that might have a need for a sales person products or services. 11 .
12 .What Is A Prospect ? • A prospect is a person or an organization that has a real need.
How Can We Qualify A Prospect ? • To qualify a prospect means to find out if he has the ability and the authority to make the purchasing decision. 13 .
• Develop the presentation plan. • Make an appointment if possible.Steps Of Sales Presentation • Obtain pre call information. • Develop an approach to get customer attention. 14 . • Set specific objectives for each call.
• Recognizing the opportunities. 15 .Steps Of Sales Presentation • Plan your appearance. • Recognizing the need.
Supporting c. Handling Objection d.Steps Of Sales Presentation • Satisfying the customer need by : a. Probing b. Closing 16 .
Steps Of Sales Presentation 1.Obtain Pre-call Information 17 .
18 . • Educational background. Information About The Customer Himself Such As : • The name. • Marital status and number of children (if any). its proper pronunciation and its proper spelling.a. • The address and telephone number.
• Attitudes towards sales people. your company and competition. 19 .a. • Hopis and aspiration. Information About The Customer Himself Such As : • Club membership and communication styles.
• Volume • Budget • Suppliers 20 .b. Information About Customer Or Organization Such As : • Nature.
b. Information About Customer Or Organization Such As :
• Satisfaction with present competitors. • Approach to this organization. • Key person (s) in buying decision. • Current problems in the organization.
2. Set Specific Objective (s) For Each Call.
• Introducing your product and its cost effectiveness. • Getting information. • Getting an order. • Follow up visit. • Giving a gift or a give away. • Inviting your customer for a conference.
3. Develop The Presentation Plan.
• What are you going to say? • How are you going to say ? • The methods and the aids. • Supporting material (s) you will use to emphasize specific benefit (s). • And finally the mental roll playing of the above.
24 . Develop The Presentation Plan. • Build trust in the sales person. • Assist sales person.3. • Increasing the sales. • Save time for both parties. Benefits of Planning The Sales Presentation: • Increasing the effectiveness of the presentation.
4. Make An Appointment If Possible. 25 .
5. • You start by mentioning a benefit of your products. Develop An Approach To Get Customer Attention. • You are coming to him with a recommendation from one of his friends. • Stating an interested fact in the form of question. ‘’ The approach is the first few seconds with the customer’’ such as : • Introductory approach • Referral approach • Your name and your company. • Question approach • Benefit approach 26 .
Develop An Approach To Get Customer Attention. • Attractive premium. organizer or any other gift . ‘’ The approach is the first few seconds with the customer’’ such as : • Product approach • Free gift approach • Is the real product itself. pen. • It is an unexpected approach which is a question or action that would raise or increase the interest of the customer. • Calendar. • Curiosity approach • Gimmick approach 27 .5.
28 .6. • Dress like your customer if possible. Plan Your Appearance. grey. blue and white) and classic style. use basic colors (black.
• What is a need ? A need is the customer want or desire that can be satisfied by your product or service. • Selling is the process of uncovering and satisfying customer needs. 29 . • So you must first be able to recognize the need (s).7. Recognizing The Need (s). For your product or service.
.g.g. The key words that customers tend to use when expressing needs include : • • Need Interested e.7. We need to find a way to…… e.g. We are looking for a solution to…. I want to….. • • • • Like Looking for Want Wish e. Recognizing The Need (s)..g. I would like to deal with…… e.g. e. What we are interested in…. e.g. I wish to have a way to…… 30 .
• Opportunities differ from needs in that : opportunities do not contain a clear statement of the customer’s want or desire to solve the problem with this dissatisfaction. Recognizing Opportunities.8. 31 .
What Is An Opportunity ? An opportunity is a customer problem or dissatisfaction that could be solved by your product or service.8. Recognizing Opportunities. 32 .
8. For Example : • I use an answering machine which is quit efficient. but I do get some complaints from people who do not like talking to a machine. 33 . Recognizing Opportunities.
• In order to satisfy customer needs more effectively and more efficiently than the competitors. 34 . it is very important to understand the difference between features and benefits.9. Satisfying Customer Needs.
• Feature : Is a characteristic of your product or service. 35 . Satisfying Customer Needs.9. • Benefit : Is the value of a feature to the customer.
Need Satisfaction Selling Skills • The need satisfaction selling process involves three basic selling skills : I.Probing Probing is to gather information and uncover customer need (s). 36 .
Need Satisfaction Selling Skills
• The need satisfaction selling process involves three basic selling skills : II- Supporting Supporting is to satisfy customer need (s).
Need Satisfaction Selling Skills
• The need satisfaction selling process involves three basic selling skills : III- Closing Closing is to obtain customer commitment. (business)
• Probing is the skill of asking questions to gather information and uncover customer need (s). • There are two types of probes : - Open Probes - Closed Probes
) 40 . • Some key words used in making an open probes include : ( Who – What – When – Where – Why – How – Tell me….etc.Open Probes • Open probes encourage customer to talk and respond freely.
Why do you think it had happened ? .How does the system been working ? 41 .Example for open probes .Where did it begin ? .Who handle this system for you ? .When did you begin to notice the problem ? .
etc. • Some key words used in making closed probes include : Do – Did – Does Have – Has – Are – Which….Closed Probes • Closed probes limit a customer response to ‘’yes or no’’ or to a choice among alternatives that you supply. 42 .
Examples For Closed Probes • Do you have to make repairs on your current equipment ? • Does that happen often ? • Is there any one else who will be involves in the decision ? • Are you concerned about the turn over rate ? • Which one do you prefer. the red or the blue ? 43 .
needs and attitudes freely. 44 .When To Use Open Probes And When To Use Closed Probes ? • Generally. you provide your customers with more chance to reveal problems. it is a good idea to keep your probing as open as possible ? • By doing so.
45 .When To Use Open Probes And When To Use Closed Probes ? • The type of probes you use depends largely on what your customer says or does not say.
For Example • If a customer is responsive ( talkative ) and is providing you with useful information. 46 . you should use as many open probes as possible.
47 . your probing will have to become more closed. is not providing you with useful information.For Example • While if your customer is unresponsive or although talkative.
48 .Open Probes To Uncover Customer Need (s). and should encourage such customers to reveal their needs freely. • Many customers have a good understanding of what they are looking for. • Open probes are particularly useful for this purpose.
For Example • What exactly are you looking for ? • Could you tell me about your requirement? • What improvement are you interested in ? • What are you trying to achieve ? 49 .
• By nature customers always do not express their needs.Closed Probes To Confirm Need (s). 50 . • Often. they describe what we have called before opportunity.
• Closed probes are particularly useful for this purpose. 51 . if you are not sure that the customer is expressing a need.Closed Probes To Confirm Need (s). • In other word. probe to confirm the need.
For Example • ‘’I Got a lot of products and some of my customers complain that they are frequently not available’’ 52 .
Are you looking for a way to solve that problem ? . are you looking for a way to make sure the availability of the products ? 53 .If I understand you correct.For Example • You could use a closed probes to confirm this opportunity as a need as follow : .
Would you be interested in a way to prevent those complaints from recurring ? 54 .For Example .Would it help you if you had a way to prevent that from happening ? .
you are now dealing with a need.For Example • If as a result of the probes. the customer express a desire to solve the problems. • You could then go on to support the need with the suitable benefit of your product or service. 55 .
you also have to obtain a certain amount of background information for each account or customer you call on. 56 .Using Of Open And Closed Probes To Uncover Background Information • In addition to uncovering customer needs.
or person you are calling on.The company. .Current products or services used.For Example : • You may need information about : . departments. 57 .
Competitive products or services under consideration.For Example : • You may need information about : .The decision making process for what you are selling and the people involved in that process. 58 . .
most probes for background information tend to be opened.For Example : • Since you want to encourage the customer to respond freely with relevant information. 59 .
For Example : • If the customer is unresponsive or if open probes do not provide you with the information you want. your probing will have to become closed. 60 .
Supporting • When to support ? 1.When you feel that you have a clear understanding of the need. 2. 61 .When you have uncovered customer need.
Acknowledge the customer’s need.Introduce the appropriate benefit (s) that will satisfy the need. 2. 62 .Supporting • How to support ? When you support you should do two things : 1.
For Example • Need Customer : ‘’What I want is someone who can tell me what kind of plants to put and where. 63 . so that they can get their right amount of light and so on’’. ‘’I mean it does not look very good if you have a lot of half dead plants in an office’’.
For Example • Acknowledgement Sales Person : ‘’You are right. 64 . correct selection and positioning of plants can make all the difference in the world’’.
and where to put them given the available light’’.For Example • Benefit ‘’Our staff will look at your whole office and give you an advice on what types of plants would be best. 65 .
For Example • Benefit You will find that right plants will live longer and look healthier. 66 .
. • You are right about… • I can see how that could be a problem… • Exactly…. • I can understand why that is important to you…. 67 . • Absolutely right….Acknowledgement Phrases For Supporting Include : • I agree with you. you need….
Overcoming Objection • Why People Object ? 68 .
Fear of making decision .Why People Object ? 1.Fear of unknown or strangers .Fear of hurting competitors 69 .Negative Psychological Factors : .Fear of pain or punishment .
70 . shortness. e. tallness etc.Suffering disapproval of others . loud voice.Negative Psychological Factors : .Disliked of personal characteristics i.Why People Object ? 1. fatness.
The Desire To Get Red Of The Sales Person : Customers might not have time or interest or mood to listen. or they might have happy incidence.Why People Object ? 2. 71 .
No Money : This is for a suspect who deems a need. 72 .Why People Object ? 3.
Why People Object ? 4.Do Not Need Product Or Service : Unqualified prospect 73 .
Why People Object ? 5. 74 .Unrecognized Need : Either the customer does not able to recognize the need and/ or the sales person.
75 .Why People Object ? 6.The customers are not fully understanding the presentation or they may want to receive assurance or points about which they are doubtful.The Need For More Information : .
76 .The Need For More Information : .The customers have some emotional conflict between reasons or between you and competitors.Why People Object ? 6.
Why People Object ? 7. natural reservation…etc. 77 .Habit Or Custom : Out of fear. ignorance.
Value Does Not Exceed Cost : -The value received must be compared with some other sacrifice. i. one has to sacrifice something to buy anther. 78 .e.Why People Object ? 8.
.Product Efficiency of the product e. I prefer…. e. My expectation…. 79 .g.Price Price is usually makes or hide the real reasons for reluctance.Common Objections 1.g. 2.
Financial stability. 80 .Company .Common Objections 3.Not satisfactory or not available . personnel.Personnel 4. policies and/or product i.Service .e. one of the area of objection.
People hate to do it now. 6.Common Objections 5.Acting Now .Sales Person .Clashing personality. 81 .
7- Other Objection - I always buy from friends….. - My partner must be consulted….. - I am not interested…… - Or any other excuse.
• The main objections usually concentrate on quality, price or services and they are called objective objection.
When Do Buyers Object ?
Approach or Presentation
Preparations Required To Handle Objections • 1.Build up a skill 85 .
.Answer sincerely.Develop the attitude of helper or advisor and.Develop a positive attitude . 86 . .Refrain from arguing or contradicting. . . not that of providing that customer is not right.Listen carefully and positively.Preparations Required To Handle Objections 2.Welcome the objection.
Preparations Required To Handle Objections 3. Be ready for objections 87 .Forestall objections i.Anticipate objections i.e. Expect objections 4.e.
Evaluate objections .Which are classified as real objections and excuses. 6. 88 .Answer the objection before its arising or immediately after it or later on.Time the answer .Preparations Required To Handle Objections 5.
89 . 4.Skepticism : Questions or doubts a benefit.Objection : Opposes something about your product or service. 3.Acceptance : Approves of or agree with benefit. 2.Indifference : Perceives no need for benefits.Recognizing Customer Attitudes In Objections • A customer attitude towards your product will usually fall into one of four categories : 1.
effort and money.It is hard to believe we would achieve the level of saving you are suggesting. . 90 .It sounds as if you can save us a time. . • Skepticism skepticism is a customer statement that questions or doubts whether your product will provide the benefit you say it well.Attitude Example • Acceptance Acceptance is a customer statement of agreement with or approval of benefit.
91 .Attitude Example • Indifference Indifference is a customer statement of lack of interest in your product because of no perceived need for its benefits. I am quite happy with what I have got. Your price is far too high. • Objections Objections is a customer statement of opposition to your product. - We are definitely not going to buy this. - I see no reason to change brands at the moment. it is 20% more expensive than that of your competition. The customer dislikes something about your product.
92 .Stalling • There are times when a customer will attempt to hide a negative attitude by stalling.
Why do not you come back in about four months ? We are very busy now. . 93 .Look ! Why do not you leave me a brochure ? I will contact you when we want to take it further.Stalling For Example : .
94 .Stalling • If you think that a customer is attempting to hide a negative attitude by stalling. You should continue to probe to uncover that attitude.
95 .Handling Skepticism • When a customer questions or doubts whether your product will provide the benefit you say it. you make a proof statement.
• A proof source is any reference or piece of information that proves the benefit in question. 96 .Handling Skepticism • You make a proof statement by giving a proof source.
Specification sheets 4.Data from research studies 5.Brochures 2.Photographs 3.List Of Commonly Used Proof Sources 1.Trade journals 6.Demonstration 7.Third-Party references 97 .
N. 98 . • You should know the proof source for each of your products or services.B. • You should also know which proof source are best for each benefit and for different types of customers.
We have done some research on the subject of……. Ahmed.I can understand why you are interested in….Let me explain further how we…….You may be interested in what we have done… 99 . . .Dr. . you will achieve……… .Proof Statement Examples It is usually a good idea to begin a proof statement with phrases like : .
Be Careful • Once you have offered proof. you may also found it is useful to explain to the customer how the proof relates to his situation. 100 .
So we can also expect…….Proof Statement Examples Use phrases to personalize a proof statement as follow : What this means in your situation…….. As you can see……… Therefore your patient……… 101 .
Be Careful • You have to be careful not to agree with customer skepticism and make it more difficult to handle. 102 .
What To Do When Your Proof Fails ? 103 .
you should carefully evaluate your customer’s attitude towards your proof. 104 . • Did the customer accept your proof and thus the benefit ? • Or.What To Do When Your Proof Fails ? • After you make a proof statement. is the customer still skeptical ? • If you are not sure what the customer’s attitude is. you should probe to determine attitude.
105 . you should go on to offer a second proof.What To Do When Your Proof Fails ? • If you find that the customer has rejected your proof source and you have a clear understanding of why it was rejected. or a more acceptable one.
Perceived no need for your type of product or service.Satisfied with a competitive product or service. . 106 .Satisfied with an internally developed system or procedure.Indifference • The problem with an indifferent customers is that this type of prospects are : . .
Handling Indifference • Probe to uncover unrealized need. 107 . • The easiest way to understand the strategy for uncovering unrealized needs is to ask yourself the following questions when handling indifference.
Do I have enough background information about the customer to know which opportunity to probe for ? . . 108 .No. probe to gain background information.Handling Indifference 1.Yes. probe to gain whether or not the opportunity exists.
go on to question 3 109 .No. go back to question 1 .Handling Indifference 2.Yes.Does the opportunity exists ? .
Yes. probe to gain clear understanding.Do I have a clear understanding of the opportunity ? . go on to question 4 110 . .No.Handling Indifference 3.
Yes. 111 . support the need. .Handling Indifference 4. go on to question 5.No. probe to confirm the need.Has the customer expressed the opportunity as a need ? .
Handling Indifference 5.Was I able to confirm the need ? .No. 112 . go back to question 1 . support the need.Yes.
N. • The previous strategy can be used in any sales call where you feel that you are unable to uncover enough customer needs to close. 113 . • In most situations you will use ‘’Closed Probes’’ to uncover opportunities.B.
Drawback of your product or service.Handling Objections • There are two types of customer objections : 1. 114 .Misunderstanding of your product or service due to lack of information. 2.
Handling A Misunderstanding Objections • You handle the misunderstanding objections in the same way as an opportunities. 115 .
Make a support statement to clear up the understanding. you should : 1.Probe to confirm the customer’s need. once you have a clear understanding of the reason for the customer’s objection. 2.Handling A Misunderstanding Objections • So. 116 .
Handling A Drawback Objections • Your strategy in handling a drawback objections is to minimize the importance of the drawback to the customer and magnify and highlight the benefits of your product or service. 117 .
you are dealing with a drawback. • You should handle this objection by making the customer aware of the benefits of your product that would out weigh the importance of the price.Example Of Handling A Drawback Objections • If a customer objects the price of your product and you are unable to lower your price. 118 .
119 . probe to uncover the needs. 2.If necessary.Remind the customer with the benefits already accepted.Example Of Handling A Drawback Objections To outweigh drawbacks you should : 1.
Reminding • One way to outweigh a drawback is to remind the customer with the benefit (s) already accepted. 120 . • The benefits you can use are those accepted during the call or on previous call (s) with the customer.
you help the customer to remember what he previously agreed was important. 121 .Reminding • By doing this. so you have to be able to remember the benefit (s) that the customer accepted.
122 .Reminding • You do not have to remind the customer with every accepted benefit (s) but remind him only with those benefit (s) you feel will help to minimize the importance of the drawback.
123 .Reminding • You should restate benefits in relation to the nature of the drawback.O. saving.. • For example: With the drawbacks due to price. you could restate the accepted benefits emphasizing economics. ……etc.I. R.
in detail. let us review all the factors involved in your decision. • Well. 124 . let us take a look at costs.Introductory Phrases Or Remarks To Begin To Outweigh The Importance Of Drawback : • Well. let us review the return on your investment. • Well. let us consider your overall requirements • Well.
or if the accepted benefits are not strong enough to overcome the objection. you will have to probe to uncover further needs that will outweigh the drawback. 125 .N. • If you do not have any accepted benefits to reintroduce.B.
N. 126 .B. • The strategy you will use in this situation is the same strategy you use for handling indifference.
Closing • Closing is the climax and the most important step in the sales presentation. • It is the point at which the buyer agrees to purchase the product or service. • It is a meeting of mind between the buyer and the sales person. 127 .
facial expression. 128 .Closing When To Close ? • You can close when the customer gives you a buying signal subtle or obvious. • A gesture. word phrases or question can be cues that your customer is ready to close.
Closing • You do two steps in close : 1-Summarize the benefits that the customer accepted during the call. 2-Propose an action plan request customer commitment. 129 .
Closing • Summarizing accepted benefits can be of great value because it takes into account how will your customer listens. 130 . you help the customer remember what he agreed was important. • Most people are not effective listeners. • By summarizing.
• If at the end of a call you can not remember the benefit (s) that the customer accepted.Closing • However you will have to depend on your active listening ability in order to remember those benefits. 131 . you can be sure that your customer would not remember it either.
Closing • Summarizing accepted benefits also increase the likelihood that the customer will agree to the action plan you suggest because the benefit (s) supply reasons to the customer for making commitment. 132 .
133 .. Let us summarize…………… Let us go over what we have talked about so far………. • We have already talked about……...Phrases You Can Use To Begin A Benefit Summary Include : • • • • Let us review what we have agreed…… We have agreed that……….
Attending a demonstration. Agreeing to a follow up meeting. Introducing you to the decision maker. 134 . Allowing you to make a presentation.Key Events You Can Ask The Customer To Commit Himself Include : • • • • • Signing an order.
Wrong Attitude The sales person fear to close or great eagerness to close or unwanted excitement when seeing the readiness of the customer to buy. 135 .What Causes Difficulties In Closing Sales ? 1.
136 .What Causes Difficulties In Closing Sales ? 2. • The customer does not see the benefit. • The presentation has been wrongly timed.Poor Presentation • The customer does not understand the presentation.
• Some sales people become so fascinated by the sound of their own voices that they talk themselves out of the sales that has already been made.What Causes Difficulties In Closing Sales ? 3. • A presentation that turns into a monologue is not likely to retain the buyer’s interest.Poor habits and Skills Talking too much or listening too little. 137 .
138 . Unsatisfactory handling of objection. Misinterpretation of a closing signals.What If Trial Close Fails ? This means that you did one or more of the following : • • • • • Premature attempt to close. Appealing to wrong buying motives. Incomplete presentation.
N. I need more information. you should probe to find out why.……etc. • If the customer does not accept your close. 139 . When a buyer says no : this means not now.B.What To Do When Your Close Fails ? • You close when the customer gives you a buying signal. I do not know.
Maintain A Positive Attitude. 140 . • Having a confidence in your self and the attitude of ‘’I will make this sale’’. • It becomes the question of ‘’how or when will the prospect buy ?’’ not the question of ‘’will the prospect buy or not ?’’.How To Close Successfully ? 1.
give him a chance to buy. • Let him set the pace.Put The Customer At Ease.How To Close Successfully ? 2. some customer react very slowly and need much time to buy. 141 . others are quick deciders.
How To Close Successfully ? 3. 4.Keep some Selling Point IN Reserve. 142 .Sell The Right Item In The Right Amount.
Dr. Hisham Hussein Zaher would like to thank all of you very much and see you later. Good Luck 143 .
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