Sales

Monika Khatwani
Content

• Basic Of selling –Qualities of Sales Person, Customer Needs

• Sales Process-Overview Of sales Process, Spin Model, Situation and
problem specific questions
• Advanced Concept of sales Process- How to Analyse the customer’s
needs , Obtaining Commitment
• Concept to Practice- How to prevent the objections,Fab ing
• Post sales Process- How to use post-sales evaluation sheet , Call
Outcome Categorisation, Finalisation of the sales process
• Role Playing
What Is Sales?

1. the exchange of a commodity for money; the action of selling

something

2. a period during which a shop or dealer sells goods at reduced

prices.
 Qualities of Sales persons

Kash Gives More Cash 1 Physical

1. Knowledge 2 Social
2. Attitude
3. Skills Mental
4. Habits
3

4 Moral
Physical Qualities

Appearance

Groomed

Clean and Tidy

Cheerful

Good Health

Good Posture
Social Qualities

Good Manners

Polite

Respectful

Courteous

Cooperative

Extrovert
Mental Qualities

Good Memory

Observation

Imaginative

Empathetic

Creative Mind

Initiator
Moral Qualities

Honesty

Integrity

Perseverance
Understanding Customer needs

• Beliefs,Values,attitudes,habits
Cultural Needs • Nationality,race, geography,Religion
• Social Class-Middle, Upper ,Lower

• Family
Social Needs • Social , economic , professional need
• Role played –wife , brother ,sister

• Age,lifestyle , Personality, ecomonic Circumstances

Personal Needs
• Motivation , perception
Psychological Needs
Essentials Of Effective Selling-K(C3P2S)

• Know Your Customer,

• Know your Company
• Know your Competitor
• Know Your Product
• Know Process Of selling
• Know your Self
Sales Process -8 Steps

Prospecting
Pre-aaproach
Approach
Presentation
Handling Objection
Closing
Follow up
Prospecting- Seeking Potential Customer

One who has unsatisfied Needs

Has ability To Buy
Prospect Willingness To buy
Pre-Approach: Finding Cx needs , problems.

On what basis product has to pitched

Needs
Problem solving personal Habits
Nature
Behaviour
Approach-Facing the cx

It includes introduction for which you should

1.KYC-Know your Customer

2.KYC-Know your Company
Sales Presentation-AIDAS, 4cs

A-Gain Attention
I-Create Interest
D-Create Desire / Urgency to buy
A-Action to customer queries ,pitching price.telling benefits
S-Satisfy customer against his doubts and queries

Presentation should be 4c
• Complete
• Concise
• Remove competition
• Win confidence of cx

Note-Empathy is the important Quality of the salesman

Objection Handling-Rebuttals

The Four-Step Process for Handling Objections

Acknowledge
Acknowledge Restate Answer
Listen the Restate Answer
Listen the the
the the
the
Carefully
Carefully Customer's
Customer's Objections Objections
Objections Objections Objections
Objections
 Closing- ABC
• A-Always / Attunement- The “salesperson” establishes the
conversation topic by asking question.
• B-Be Buoyancy-Remain buoyant (optimistic) by understanding why some sales
leads work out, while others don’t.
• C-Closing/Clarity-Clarify who you are selling to, 1. Show understanding but don’t
and it will become much easier to refine your agree
2. • Clarify the objection
sales approach. 3. • Convert the objection into
question.
4. • Answer the objection in a
form of question
5. • Trial Close
Follow Up-Post sale

• Solve the problems after sale if any.

• Take feedback of product and services
• Maintain Relations with Customer
• Help them with their queries .
SPIN Model
Why Customer Won’t Buy MTNUT

No
Time

No No
money Need
Customer

No No
Trust Urgency
Examples-Situation Questions

• 1. Do you have any problems with your current office coffee

system?
• 2. Do you ever have people waiting in line to get their coffee?
• 3. Do you currently ever run out of office coffee supplies before
your next delivery?
• 4. Do any of your coffee supplies currently cost more than what
you would like?
Example –Problem Questions

• 1. How long does it take for your current service provider to

respond when you have a breakdown?
• 2. How often does your coffee machine break down?
• 3. Who usually has to deal with the problem when you run out of
supplies?
• 4. When did you receive the significant price increase?
Example-Implication

• . How has the problems with your office coffee system affected
your staff?
• 2. Has having people wait in line for coffee affected your
teams ability to respond to client calls?
• 3. Has running out of coffee supplies before a sales meeting ever
caused a sales meeting with a prospective client to get off to a
bad start?
• 4. Has a visitor to your office ever been left with a bad image of
your company because your coffee did not taste very good?
Example –Need Pay off

• 1. How much time could you save if you used a coffee service company that
looked after your ordering for you?
• 2. Would it be useful to have a coffee machine that brewed a cup of coffee in
15 seconds instead of 2 minutes?
• 3. If you could decrease the number of missed prospect calls from sales staff
waiting in line for coffee, how many additional sales do you think you could
make in a year?
• 4. Could the single cup brewing system we are suggestion also reduce waste as
no stale coffee would need to be poured down the drain?
• 5. Would you receive positive recognition from your management by going to a
a coffee system that is environmentally friendly?
 Customer Need Analysis- 10

Who- are your When –then Why-the

What-they do
customers want want.

How Much How much What makes

How-they buy Money they money they them feel good
have. have about buying.

What they What they think

expect of about you and your
you competitors
What Customers Want
 Specialized Methods of Handling Objections:
BQSDDT

• There are six specialized methods for handling objections:

• Boomerang- Use a friendly, helpful tone to explain how the objection is really a selling
point.
• Question-Question the customer—but never in an abrupt manner—to learn more about the
objections.
• Superior point- Admit disadvantages in certain products but then present superior points to
offset or compensate for them
• Denial-When a customer's objection is based on misinformation, provide proof and accurate
information to answer the objection.
• Demonstration- Demonstrate a product's features
• Third party- Use a testimonial from a previous customer or another neutral person
Obtaining Commitment

• Getting an agreement to proceed to a further stage of the sale.

• First check that you've covered all of the prospect's key concerns.
• Then summarize your benefits.
• Finally, propose the next appropriate level of commitment.
Kinds of Commitment Objectives
Primary Commitment Objective. Secondary Commitment Objective

A strategic step of action you ask

The ideal outcome for the sales call,
the buyer to take that moves them
usually, but not always, agreeing to
forward in the deal. An advanced
the deal. A closed sale.
sale
Closing with FAB

• The FAB model can help you to focus on your customer´s needs. It
will help you look at your service or product from three angles:

• Features – facts about the product/product label

• Advantages – what are the advantages to the customer of using
your product or service?
• Benefits – what personal benefits does the customer get from the
purchase?
SELL –FAB excercise

• S- Show Feature
• E-Explain advantage
• L- Lead into benefit
• L-Let customer talk-
Evaluation of Sales-1

Performance
Evaluation

Quantitave Qualitative

Output factors: Input Factors:

Salesman
• Sales quotes Calls per day knowledge,relation
• Orders • Selling expenses vs with cx,
sales volume Appearance,attitude
• accounts
• Meeting with
dealers
Evaluation of Sales-2 (Calls)

• Busy – Call Back Later – the prospect is busy, but wants you to call back at an unscheduled
time
• Interest – Call Back Later – the prospect is interested and wants you to call back at an
unscheduled time
• Interest – Send Information – the prospect is interested, and requested additional
information
• No Interest – Reason Given – the prospect is not interested, and provided a reason
• Incorrect Contact – Referral – the prospect is not responsible for your product, and referred
you to one of their co-workers
• Incorrect Contact – No Referral – the prospect is not responsible for your product, and
provided no referral
• Meeting Scheduled – the prospect commits to a meeting, with a confirmed date and time
• Sale – prospect is interested in evaluating your product
Summary

9 Counter strategies
1Know Your Walkaway
Your price. Your terms. Your deliberables
3.Keep the Cx talking
The least you will accept New info will room for movement
More the variable ‘U’ have. More the options
The better your options to close the deal Listening without defending will defuse anger
Focus on price & If ‘U’ are listening you’re not making concessions
‘U’ increase animosity. .

2.When under 4.Recap Frequently

attack listen
If customers have locked into a position
summarise helps maintain momentum
New issues are not raised at the last moment
Your brilliant arguments are of no good It reassures customers ‘U’ are listening
When under attack.
Do no defend or counter attack.
It will generate heat.
5.Assert your 7.Save the hardest for
Company’s need
Too much focus on customer needs the last
It can work against you Don’t start with the toughest
Bargaining requires dual focus Resolve the easy issues it creates momentum
Solve the problem to satisfy both parties Discussing easier issues will cover additional
Failure to assert company needs leads to unnecessary variables
concessions Customer may see value of exploring new approaches
.

6.Commit a solution if 8.Don’t get

it is certain to work emotionally
Don’t dig into a position. Suggest hypothetically blackmailed
Buyers use anger
Invite customers to search for the solution together
3 ways to counter
Don’t definitely agree unless overall deal make sense
Withdraw
… agree to ‘X’ provided ‘U’ agree on ‘Y’ & ‘Z’
Listen silently but do not reinforce
React & shift to non emotional issue
9.Start high concede slowly
Start with something ‘U’ can afford to lose.
Let them win. Praise his skill
Don’t be candid ‘U’ will get cleaned out
For every concession given get something in return
Begin by giving what customer values highly
but incremental cost to ‘U’ is low
Customisation. Quality. Convenience.
Preferred treatment. Credit. Service.
Concede in small increments. Take time.
Not taking time is money