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Professional Basic Selling Skills: Professional Salesman Professional Sales Call
Professional Basic Selling Skills: Professional Salesman Professional Sales Call
Selling Skills
Professional Salesman
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Upon completion of the
course, participants will be
able to the
- Understand : meaning of the sales call.
- Practice sales call planning.
- Identify buying motives.
- Practice sales call planning.
- Implement different approaches and presentation
techniques.
- Transform features into benefits that satisfy partner’s
needs.
- Sharpen questioning techniques.
- Handle customer’s responses and resistances.
- Develop various types of closes.
- Use visual aids.
- Utilize observation skills. 2
3
What is selling?
- Act of persuading another person.
- Process of inducing & assisting.
Personal or Impersonal
Based on WIN – WIN situation
Need Satisfaction
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Features / Benefits
Features:
Specifications of a product or service.
Benefits:
Value to the customer.
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Buying Motives
Possession 1- Making a Gain
2- Avoiding a Loss
Post call
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1- Analyze
Before the call
Prospecting
Qualifying, classifying / categorizing them
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Before the call
Preparation
First part : Setting your objectives
What do you want to sell?
S Specific
M Measurable
A Ambitious
R Realistic
T Timely limited
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Objective
Before the call
Preparation
Second part : Planning the call
Prepare :
1- Approach
2- Questions to uncover needs & verify assumptions
3- Benefits to satisfy needs
4- Responses to possible reactions
5- Use of visual aid
6- Ways of closing / gaining commitment
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Approach ( Opening )
What is Approach ?
Skill of capturing the customer’s
Why Questioning in
attention & focusing on the Approach?
sales call.
Why ? 1- To gain attention
Secure access
Gain attention 2- Brings customer
Create positive interest into presentation
Parts ?
1- Greeting / Introduction 3- To confront the
2- Techniques customer with a
Address buyer’s needs
Step 1 : Identify a known or topic of his interest
presumed customer need
Step 2 : Propose a feature &
benefit that satisfy this need 14
3- Ask a questions
Presentation
-The purpose of this step :
To satisfy the customer’s needs / buying
motives with the features & benefits of
our proposal ( product ).
-Built on :
Positive Two-Way communication.
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Presentation
First step of presentation :
-To uncover customer’s need by
Effective use of QUESTIONS
Second step of presentation :
-To start matching product BENEFITS
with customer’s NEED / WISHES in
order (Reinforcing)
-To find the decisive BUYING MOTIVE 16
Presentation
We help the customer to make a buying decision!
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What is probing?
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Type of Probes
Open probe : A question that invites as
extended explanation.
Customer
signals
Selling
Skills
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Sequence of Questioning
Questioning phase
discover customer
needs/buying
motives
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Reinforcing
What are the signals that tell you when
to reinforce?
- A clear need stated by the customer in
his own words.
- Confirmation by the customer of a
presumed need that was first expressed
by you in a closed probe.
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Reinforcing
Steps of Reinforcing :
Step 1: Paraphrase the customer need
-Express direct agreement
-Restate the customer need
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Positive customer
responses
A) Prospects voice inflections and
positive comments.
Seller’s reaction:
Praise and show approval for “Nice”
comment / answer
Examples:
- I’m very glad you mentioned this.
- I’m very pleased to hear that.
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Positive customer
responses
B) Statements which show hesitation
Using terms or starting statements like:
-” I suppose that…”
-” I probably should…”
-” I hardly believe that…”
-” May be…” -” Perhaps..” -” It seems...”
These statements are not rejections of your proposal.
They only express hesitation, doubts ,misgivings ,but
are also signs to keep selling; the prospect wants to
know more about your product/proposal. Perhaps
move on to another benefit.
Seller’s reaction:
Isolates doubt by questioning, then eliminate it and
change to another benefit / advantage. 29
Positive customer
responses
C) Prospect continues talking, but makes
statements not appealing to you
That means he is talking without dissatisfaction.
If the prospect is still talking about the product,
he has some interest in it. Statements that do
not directly state a dislike or a disapproval of
your proposal or product, should be
considered positive.
Seller’s reaction
Let the prospect talk, then point out another
benefit; might also be an opportunity to close.
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Positive customer
responses
D) Non-verbal customer behavior
- If he is looking at your visual aid, sample,
plan.
- Keep an eye on body language, whether it
expresses rejection, inquisitiveness,
approval.
- He will often signal interest through body
language while being verbally skeptical.
Or
- He makes a verbal positive statement and 31
Seller’s reaction:
Pick up on the positive only use it, just ignore
the negative portion!
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Negative response
There is four types of customer resistance:
- Misconceptions.
- Real objections.
- Lack of interest.
- Skepticism.
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Negative response
Definition
Misconceptions An incorrect negative
assumption about your product
due to a lack of information or
misinformation.
Real Objections Legitimate shortcoming or
disadvantage of your product.
Lack of interest Disinterest in your product
because of satisfaction with a
competitor product.
Skepticism Disbelief that your product can
provide the stated benefits.
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Strategies for dealing with
resistance
Resistance Usually General Strategy
occurs..
Misconceptions Anytime Provide correct information.
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Real objection
A real objection is resistance based on a
legitimate shortcoming or disadvantage of
your product.
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Visual Aid
When using a visual aid:
- Illustrate one point only.
- Relate to prospect’s needs.
- Keep control of visuals.
- Make it coincide with what you say/want
to stress.
Constraints:
A time-pressured customer will want
information, not conversation.
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The Short Call
Strategy:
1- Present product features & benefits to
meet known or presumed needs;
2- Ask for action as soon as possible;
3- Attempt to expand the length of the call
whenever possible.
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Practical steps for Short Call
Introduce yourself
Methods :
- Offer service.
- Be responsive to needs.
- Fulfill promises promptly.
- Be courteous and professional.
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Bridging
What is Bridging?
The skill of managing the sales
conversation by making a smooth
transition between subjects.
Principles of Bridging:
Avoid abrupt transitions, and bridge
smoothly and naturally from one subject
to the next.
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Putting it all together
The 10 Golden Rules of
Successful Selling
1- The successful salesperson is not a “Good” or “Fast
talker” the opposite is true – he is a good listener.
2- The good salesperson does not sell to “anybody”; he
first finds and qualifies the right prospect.
3- The good salesperson does not go into a call
“blindfold"; he is carefully prepares the call by setting
objectives and planning his strategy.
4- The good salesperson looks for dialogue right from
the start and therefore begins with an approach and
question.
5- The good salesperson does not present the product
or services until he has learnt what the prospect’s
needs and buying motives are.
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Putting it all together
The 10 Golden Rules of
6-Successful Selling
The good salesperson presents only those features and
benefits of his product or services that relate to the prospect’s
needs.
7- If the prospect raises an" objection” the good salesperson
does not view it as resistance but rather as an opportunity to
respond to the prospect’s needs in more detail. If it is a real
concern, he accepts it, deals with real concerns, satisfies the
customer’s need, responds by picking up on anything positive.
8- The successful salesperson tries to close whenever he hears
a buying signals indicating that the prospect could be ready to
buy.
9- The good salesperson knows that the post call review is
already the start of the next call.
10- All in all, the professional sales person’s goal is not to sell,
but to help his prospect buy and to arrive together with him at
a Win-Win situation. 54
Thank you
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