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Selling Skills

Basic-Advanced
BY : Dr.Taleb Hammad

Selling Skills

SELLING IS
Getting someone to do what you want them to do the way they want to do it well & willingly ! ! ! !
Vh.F.De BOEST

Selling concepts

Helping people achieve their needs Matching what you have to offer with what the buyer wants

Selling?

CUSTOMER

S A L E S

R E P.

Selling process
Preparation Business-like Introduction Presentation
Help the buyer recognise opportunity

Use open questions to gather information and identify what they need: What, Where, When, How , Who, Why.
Closed questions to confirm clarity: Is , Was, Does

THE MARKETING MIX


I N S T I T U T I O N S

THE CONSUMERS ENVIRONMENT


C O M P E T I T I O N

LEGAL SYSTEM

PRODUCT LIFE CYCLE PATERN TYPICL SALES CURVES

SALES

( $ OR UN)

INTRODUCTION GRWOTH

MATURITY

SATURATION

DECLINE

TIME

BICYCLE ANALOGY
BACK WHEEL PRO.KNOWLEDGE FRONT WHEEL PEOPLE KNOWLEDGE

EXPERIENCE

RELATIONSHIP SKILL
MKT. INTELLIGENCE/INF.

TASK COMPETENCES ETC. POWER

ETC

DERECTION

OBJECTIVES
TERRITORY TIME

ACTION PLANNER

How to succeed

Preparation

Preparation Means

Selling skills also used in..


Marketing yourself Ideas Internal customers Public sector

Customer
Marketing and selling begins and ends with the CUSTOMER
Not your product

Marketing

Product - benefits Place Price Promotion stand, posters, flyers, tables, relationship marketing

Why should a customer buy from you?


fulfil a need fashion image salesmanship advertising peer pressure location value health fear

legislation
quality & reliability

impulse
price

reputation
after-sales service

Do not tell the customer about your product and service until you have found out which company they are from and what sort of cake they are interested in.

Selling skills
Present the solution, while overcoming customer concerns.

Consider your competition


Ask for the business

Evaluate

Skills
Networking

Communication
active listening

summarising

Persuading

Influencing
Negotiating

REMEMBER
Prepare your marketing and costing Stress (adapted) benefits to customer, not just the features Draw attention to the strengths of your product Ask for the business

Keep motivated

He who whispers down a well,


about the things he has to sell,

will not make as many dollars as


he who climbs a tree and hollers.

Sharpen Your Selling Skills

Competing with Competitors


Two things to remember: Selling Skill of employees determine success or failure of business
skills to provide service and generate sales

To customers the salesperson is the business


good or bad in the mind of customers focus turn salesperson into motivated sales force

Six Steps Toward Selling Success


1. Lay out the groundwork
Knowledge Attitude Techniques

2. Approach and relate


Sell the relationship

Help customers buy the right thing

Continued
3. Make the Presentation
Know the features Sell the benefits - by answering What is in it for me?

Sell the advantages- by answering Why should I buy from this person? and Do you knock the competition?

4. Overcome the Objections

Continued
5. Close and Supplement Always be closing- help customer decide how -not whether they will buy. Can you see how this would meet your needs (or solve your problem)? Since I havent heard any objections, Im assuming you agree with me? Right? Are you ready for us to talk about the final details? Shall we go ahead and get started with your order? Ask for the sale Suggest additional products after initial decision has been made.

Continued
6. Follow up and Make them Customers for Life
Contact customers after sale Send a customer satisfaction survey Prove your dependability Handle complaints promptly Add customer names to mailing list and keep regular contact Ask for referrals

Visualize Success
Selling is people-serving-people process that should include the following:
Training you staff to care about serving customers Learning to listen to customers in order to zero in on their needs Practicing courtesy in every situation

learning about your products and services so you can point out the benefits and advantages

Visualize SuccessContinued
Suggesting additional items that will save your customers time and additional expense Making every customer feel welcome and appreciated

Following up sales with a thank you and a satisfaction survey

Selling Skills
Effective selling

3 basic sales approaches


Standard
Pat statements and refined sales pitch Good for rookies, uniform for mgmt No listening

Need Satisfaction
Lots of careful questions to find opportunity

Problem-Solution
Full analysis of customer needs

Always be prepared Before the Call


Know your product inside out. Be knowledgeable about this industry. Know your competition Know the basics of the customers needs. People in common. Believe in yourself, your company, and product or DONT be there.

The pre-call Plan


Always have a written plan Flowers for receptionist, get 2 names, name impression Always have a list of objectives for you/customer Free product trial, competitors terms, secure lunch date Always have a goal of learning something new about the customer Equipment, ancillary products, 2nd tier suppliers Their go to market strategy and unique advantages

Always try to have an actionable item for you and your customer after the call
Price on equipment, tech specs, trial in plant, customer volume per month

Before intro
Read the sign in sheet. Always. Consider whether to write your name/company legibly or not. Extra effort with reception. Always.

Never talk in car in lot, elevators, lobby, bathroom, etc.


Review your written plan briefly. Look very relaxed in the lobby. (even if not)

First few minutes matter


Nonverbal visual cues
Your dress. Plan it. Look them in the eye and shake firmly. Smile broadly. Show personal enthusiasm in body language. Pace yourself by customerwatch them approach

The opener
Im Cliff Brooks, How are you? Nice looking kids. Ive got a few just about that age, pretty darn busy around our place. Hows your day so far? How goes the battle today? Got your name from Joethanks for seeing me. He thought this might make sense for us to get together Couldnt help seeing those tanks on the side of the buildingId bet you are pretty happy with those H&K 2 ton stainless auto top loaders?

Needs Discovery
After closing this is the key selling skill. Question and listen. Really listen
Whats not being said? What are they trying to say but cant Whats the real need?

Sometimes the needs are just those of the buyer, and not actual. You understand!

Questions
Open probes
How are the new regulations from OSHA hurting your business? or

OSHAs sure got our industry in a bind right now. You guys seem to be doing so well how are you doing it?

Closed Probes
Is delivery a problem for you?
Or

Given the shortage of trucking with the strike could our dedicated fleet of company owned delivery trucks help with those delivery delays? Would extended payment terms help?

Concerns/Objections
Typically a natural part of any call An opportunity for more dialogue Helps both parties in buying process.
this is a buying process

Customer indifference is the killer not active objections

Handling Objections
Listen Agree/restate without prejudice Get clear about the real issue Discuss solutions Ask for a commitment

Closing
Trial closes might uncover more issues/needs
Is this what you had in mind? Would this do the job for you?

How does this look?

If still no
What specifically doesnt seem as though it meets your needs?

Look for buying cues


Nonverbal yess Sounds good Focus on delivery and terms in discussion Timelines Pulling out PO forms Looking up stock/inventory

Close
Alternative close
Which would you prefer the single case or pallet quantity?

Summary close
With the 10% gain in factory efficiency and unique new volume price program lets get this on the books. When would you like delivery?

Post Sale
Service, service, service. Know your companys ability Dont ever oversell Call and write. Creative thanks. Visit again soon after product delivery.

Five reasons salespeople lose sales


Apathy Misjudging you customers intent to buy Lack of product knowledge Rudeness Failure to suggest other items

Dr . Taleb Hammad
B.Sc Pharmacy , MBA

taleb@mortar-and-pestle.net