SALES TECHNIQUE

Selling Skills
Aim

What Is Selling?
Philosophy of Selling

Objectives of Greeting and Opening

Asking Questions
The Funnel Technique

DAPA Method of Selling

Significance of DAPA

Presenting the benefits of the Product

Handling Objections

Selling the Price

Closing A Sale
 AIM


To Create an Outstanding Success for Brookes Brands

 Understanding in depth, the role of Sales Team

 Developing a Framework for an Effective Sales Approach

 What Is Selling ?

To Satisfy a Need / Want with your Product for Mutual Benefits.

To Identify / Generate / Influence a Need or a Want.

 Philosophy Of Selling

SELLING IS MOTIVATING CUSTOMER COMMITMENT

SALESPERSON CUSTOMER

All good reasons

why a customer All the things that
should prescribe a Customer has to
your product Give Up

ASK QUESTIONS TO
CUSTOMER
 Famous Quotes

The difference between try and triumph

is just a little umph!
Objectives Of Greeting & Opening

POSITIVE ATMOSPHERE

EXCHANGE OF NAMES

START A GENTLE CONVERSATION

SIMPLY CONNECT
 Asking Questions

Questions are used to Probe the information out of the

customer.

Questions starting with WHAT, WHERE, WHY, HOW, WHO &

WHICH are very useful.
 Funnel Technique
Its a powerful Tool To Encourage the Flow of Conversation

1 Motivate the Customer to Talk

1 2
2 Open Neutral Questions to get unbiased Information
3

4 3 Open Leading Questions to explore more deeply

5
4 Closed Questions to pinpoint precise requirement

5 Summary to gain customer acceptance of requirements

 Famous Quotes

The best and fastest way to learn is to

watch and imitate a champion.
 DAPA Method Of Selling
D efine the customer's requirement for your product.

A cceptance by the customer of the requirements

P rove that your product can fulfill the customers requirement

A cceptance of the proof by the customer

 Significance of DAPA
D efine the customer's requirement for your product
Sales Person : Asks Open Active Questions
Customer : LISTENS and ANSWERS accordingly.

A cceptance by the customer of the requirements

Customer : ANSWERS and Acceptance
Sales Person : Does Active listening and makes notes

P rove that your product can fulfill the customers requirement

Sales Person : Offers a Product or Service
Customer : Does Active Listening and if things are not clear, asks questions

A cceptance of the proof by the customer

Sales Person : Does Relevant Answering
Customer : Accepts the product as his need
 Presenting the Benefits
NEED

What the Customer

Wants?

What the Customer

gains?

BENEFIT FEATURE/OFFERING

What do we offer?
 Famous Quotes

The important thing about a problem

is not the SOLUTION, but the
strength we gain in finding the
SOLUTION
 Handling Objections
Objection – An Obstacle Or An Opportunity!!!

When Do Objections come?


When D and A from DAPA is not done

It’s a tactic to get a discount

The customer is confused due to hidden cost or competition

A habit of asking questions

A strategy to postpone decision making

How do we tend to feel?

 Dejected
 Angry
Challenging
 Frustrated
 Defensive
 Handling Objections
Objection – An Obstacle Or An Opportunity!!!

How Should We React?


Pause

Stay Calm.
Don’t get aggressive.


Don’t get defensive
Do not disturb the customer. Let him/her speak first.
 Kinds Of Objections


Unspoken Objection


Objection that we hear and can answer.


Objection that we hear and cannot answer
 Handling the unspoken objection
 Customer Frowns

Customer Smiles (sarcastic)

Customer looks elsewhere

What do you do when such an Objection Comes?


PAUSE and then convert it into a SPOKEN OBJECTION by
asking the following Questions:
You are thinking something Sir?
 Anything particular Sir?
Handling the objections we hear and
can answer
When you hear an Objection, following would be the action

1) Pause

2) TELL ME MORE (Probe Gently)

3) APART FROM THIS, IS THERE ANYTHING ELSE

THAT IS OF CONCERN TO YOU?

4) IF I CAN TAKE CARE OF THIS TO YOUR

SATISFACTION, COULD WE PROCEED FORWARD
(would you consider our product)?

5) Give your best possible solution?

6) Are you satisfied with my answer?

Handling the objections we hear and
cannot answer

Features we offer Product Features

but customers do Features customers want,
not need that meet but we do not
Find Out: the have
Customers Find Out:

Why the customer Needs
may not need it?

Why does the customer
want it?

How long will the
customer not need it?

How important is it?
1) Essential 2) Desirable

Will the customer 3) Useful
ever need it in future? 
Can we explore an
alternative?
 Famous Quotes

Self respect is a question of

recognizing that anything worth
having has a PRICE
 Selling The Price Effectively

Psychological Aspects of Price:

 Price is the Only Weapon that the customer has.


Make sure you believe in your own pricing.

 Make the customer feel that you are there to help and

not to fight.
 Selling The Price Effectively
The right stage to present the Price:

NOT UNTIL THE CUSTOMER HAS REALISED THE BENEFITS OF

YOUR PRODUCT
What does a customer pay for?

QUALITY
BENEFITS
CONSISTENCY
RELIABILITY
REPUTATION
BRAND NAME
SERVICE
YOU
 Selling The Price Effectively
How to Postpone Revealing Price:

If the customer says, “ It must be Expensive” -- Initially Ignore it

If the customer asks a little later, “How Much” – Tackle him/her in the
following manner:

1) I am coming to that Sir  ask an Open Neutral Question

2) It depends on your requirement Sir  ask an Open Neutral Question
3) I am sure the Price is not your only consideration Sir
4) It depends on your order size
5) I will leave you with a full Price list Sir
6) First let me tell you the benefits that you are getting

IF PRESSED A LOT, TELL THE PRICE USING THE SANDWICH

METHOD AND CONTINUE
 Selling The Price Effectively
SANDWICH METHOD

STEP I: Present the BENEFITS of the product

STEP II: PUT THE PRICE IN FRONT OF THE Customer

STEP III: Just CONTINUE with explaining him/her the

features that he/she will
derive out of this Price
 Selling The Price Effectively
Handling Price Objection

STEP I: Customer Objects

STEP II:
Sales Person: What are you comparing with, Sir?
Customer : Competition, Perception, Budget, Past Experience

STEP III:
Sales Person: How much is the difference we are talking, Sir?
Customer : 20% (the faster he says this, its FALSE)

STEP IV: Express the Difference

STEP V: Demonstrate the benefits passable when compared to the difference

 Famous Quotes

To Finish First, you need to First

Finish
 Closing The Sale
What prevents a salesperson from closing EFFECTIVELY?


FEAR

UNCERTAINTY

DOUBT

Why a salesperson may not close well?

Too Early
Too Late

Too Meek

Too Aggressive
Customer’s objections not resolved completely
Sales process not followed
 Closing The Sale

When to close?

The Customer has understood our product completely

The PROSPECT has developed trust in our company
The PROSPECT has a desire for the benefits for his
patients
 Checklist
Steps to be followed?

STEP I: Greet the customer  further ask for his well being
STEP II: Give a small 15 seconds introduction on Brookes image.
STEP III: Listen to the customer and use the FUNNEL TECHNIQUE to get the
flow of conversation
STEP IV: Once you have understood the requirement, use the DAPA Method
of Selling so as to confirm there is no GAP between the need and the offering
STEP V: In case the passenger has a doubt/objection, then concentrate and
resolve that before moving ahead
STEP VI: In case the customer asks about the PRICE. Tell him/her that you
would give him/her the best price comparing others. (Use the price
postponement techniques)
STEP VII: In case the question still arises on PRICE, sue the SANDWICH
METHOD to answer it.
STEP VIII: Pleasantly Close the sale and confirm the prescriptions.