SALES MANAGEMENT

SELLING PROCESS
Balram Chaudhary Asst Professor JVW University, Jaipur

THE SELLING PROCESS

It is a process by which a salesperson identifies and locates the prospects, separates the prospects from suspects, approach them and makes a sales presentation, handles their objects and closes a sale.

STAGES IN THE SELLING PROCESS

PRE-SALE PREPARATION

PROSPECTING

Prospecting is the process of identifying potential buyer who have:
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Need of the product Ability to pay for it Authority to buy it

A successful salesperson utilizes his/her time in distinguishing suspects from prospects A sales person faces three sets of customer at the time of prospecting:

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Lead Customers Prospect Customers Qualified Customers

METHODS OF PROSPECTING
Cold Canvassing Customer Referrals Observation Friends and Acquaintances Lists and Directories Direct Mail Telemarketing Trade shows and Demonstrations

PRE-APPROACH

Before approaching to the customers salespersons must prepare themselves about

Knowledge about the customer Knowledge about the final decision maker Queries that are expected to be asked Know how the product can benefit the customer Take the appointment Prepare all the required data, documents etc

APPROACH
In this step the salesperson tries to get the customer·s attention and generate interest in him for the sales presentation The goals of any sales approach can be

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Getting the prospect·s attention Removing any inhibition Gaining the prospect·s respect and confidence Probing for the benefit most wanted by the prospect Arousing their interest for hearing the presentation

VARIOUS APPROACHES USED

Benefit benefits

Approach:

Focusing

on

customer

Referral Approach: Focusing on a third party·s recommendation

Introductory

Approach:

Focusing

on

the

selling company and the salesperson, focusing on the physical elements of the products

SALES PRESENTATION

In this step the salesperson presents his products and services before the prospects and makes effort to create and modify their interest into sales realization for the company

Approaches to sales presentation
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Attracting customer attention (Appearance) Creating Interest (benefit approach) Arousing Desire and Building Conviction

Methods of Sales Presentation
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Oral Presentation Written Presentation

HANDLING CUSTOMER OBJECTIONS
Customer makes many objection during or after the presentation Many a times these objections are excuses for not buying It is the duty of the salesperson to clear the doubt of the customer Customer may have doubt, he could not understand the presentation, product or service is new etc

TEN EXCUSES CUSTOMER USE ON THE
SALES PEOPLE Denial Blaming Minimizing I have no choice Reframing Reality Alibi Justification Derogation Helplessness Yes««But

METHODS OF HANDLING CUSTOMER OBJECTIONS
Superior Feature Method Yes«..but method Reverse English Method Indirect Denial Method Pass Out Method Comparison Method Direct Denial Method Another angle method Narrative Method Testimonial Method Question or Why Method

CLOSING THE SALE

It is the main objective of the salesperson and comes after handling the objection Many salespersons are scared to ask a question like ¶Will you buy?· Salesperson use indirect methods for closing the deal Methods of Closing the Deal
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Salesperson may ask customer to fill the form, ask for address etc Sales may give offer like price is likely to increase Ask question which answers ¶Yes only· Like ¶Will you give cheque or cash?· or ¶Which color of the product will you like?· or ¶What is your address for the billing etc?· etc

FOLLOW UP
Keep yourself in touch with customer It will help you in cross-selling and reference selling It helps in maintaining goodwill in the market

SUGGESTED READING

Chapter-3 ¶The Selling Process· of Sales and Distribution Management by ¶Tapan K Panda and Sunil Sahadev·