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Sales presentation


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Prepare for Selling with this presentation

Prepare for Selling with this presentation

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  • 1. Selling
      • The simplest way to think of the nature and role of selling is that its function is to make a sale.
        • This presentation has been shared with Donegal CEB by Stephen Friel of Friel Consulting
  • 2.  
  • 3.
    • Order takers
      • Inside order takers – e.g. retail sales assistant
      • Delivery sales people – Milkman
      • Outside order takers – visit customer to take orders (not selling), now being
    • replaced by telemarketing
    • Order creators
      • ‘ missionary’ sales people – selling task is to educate and build goodwill. E.g.
      • Architects or medical reps
    • Order getters
      • New business sales people – generate new business
      • Organisational sales people – look after existing customers
      • Consumer salespeople – double glazing salespeople
    • Technical support
    • Merchandisers
  • 4. Image of sales
      • Selling is not a worthwhile career
      • Good products will sell themselves and thus the selling process adds unnecessarily to costs
      • There is something immoral about selling, and one should be suspicious about those who earn their money from this activity
  • 5. Selling v Sales management
    • He / she needs to be:
      • Accountant
      • HR manager
      • Business planner
      • Marketing manager
      • Motivator
  • 6. Consumer and organisational buyer behaviour
    • The differences between consumer and organisational buying
    • Few organisational buyers
    • Close, long-term relationships between organisational buyers and sellers
    • Organisational buyers are more rational
    • Organisational buying may be to specific requirements
    • Reciprocal buying may be important in organisational buying
    • Organisational selling / buying may be more risky
    • Organisational buying is more complex
    • Negotiation is often important in organisational buying
  • 7. Consumer buyer behaviour
    • An understanding of customers can be obtained by asking:
    • Who is important to the buying decision
    • How do they buy
    • What are their choice criteria
    • Where do they buy
    • When do they buy
  • 8. Who buys
      • Engel described five roles:
      • Initiator
      • Influencer
      • Decider
      • Buyer
      • User
  • 9.  
  • 10.
      • Evaluate (choice) criteria. The dimensions used by consumers to evaluate purchase. Eg Cars – fuel consumption, style etc
      • Beliefs – these are the degrees to which, in the consumers mind, a product possesses various characteristics (eg Roominess)
      • Attitudes – These are the degrees of liking or disliking a product. (Dependent on 1 & 2)
      • Intentions – These measure the probability that attitudes will be acted upon.
  • 11. The buying situation
    • Three types identified:
    • Extensive problem solving – eg Car / House
    • Limited problem solving – Clothes
    • Automatic response – Mars bar
  • 12. Personal influences
      • Dominant – in face to face situations, dominance is the drive to take control of others
      • Submissive – submission is the disposition to let others take the lead
      • Warm – Warmth is having a regard for others
      • Hostile – Having
  • 13. Social influences
      • Major social influences on consumer decision making include social class reference groups, culture and family
  • 14.  
  • 15. Organisation buyer behaviour
      • Structure . The who factor. Who participates in the decision making process, and their particular roles
      • Process . The how factor. The pattern of information getting, analysis, evaluation and decision making which takes place as the purchasing organization moves towards a decision
      • Content . The what factor – the choice criteria used at different stages of the process and by different members of the decision making unit (DMU)
  • 16. Structure
      • Initiators. those who begin the purchase process
      • Users. those who actually use the product
      • Deciders. those who have the authority to select the supplier / model
      • Influencers. those who provide information and add decision criteria throughout the process
      • Buyers. those who have authority to execute the contractual arrangement
      • Gatekeepers. those who control the flow of information
  • 17.  
  • 18.  
  • 19. Sales Strategies
    • Key concepts
      • Branding
      • Budget
      • Promotional mix
      • Push and pull strategies
      • Sales forecast
      • Sales planning process
      • SWOT analysis
  • 20.
    • Sales responsibilities and preparation / Personal selling skills
  • 21.
      • The primary responsibility of a sales person is to conclude a sale successfully.
      • Personal selling
      • Secondary function:
        • Prospecting – obtaining market data
        • Maintaining customer records and info feedback
        • Self-management
        • Handling complaints
        • Providing service
  • 22. Preparation
      • Product features (and benefits!)
      • Knowledge of competitor products
      • Sales presentation planning
      • Setting sales objectives (short sales cycle selling mars bar (want to sell immediately), different if selling a jet airplane)
      • Understanding buyer behavior
  • 23. Preparation for sales negotiation
    • Assessment of negotiation
    • The number of options available to each party
    • The quality and quantity of information held by each party
    • Need recognition and satisfaction
    • The pressures of parties
  • 24.
      • Determination of negotiating objectives
    • Useful to consider two types of objectives:
      • Must have objects (bargainers minimum requirements)
      • Would like objectives (this determines the opening positions of buyers and sellers)
  • 25.  
  • 26.
      • Concession analysis:
        • Price
        • Timing of delivery
        • The product – spec., optional extras
        • Payment
        • Trade in terms e.g. cars
  • 27. The opening
      • Retail “ I see you are interested in our walkmans, what type had you in mind?”
      • Industrial “we have had extensive success in helping company’s like yours with stock control What SC method do you currently use?”
      • Trade “ Your window display is attractive, has it attracted more custom?”
      • ALWAYS AVOID – “Can I help you?”
  • 28. Need and problem identification
      • Open questions:
      • Why do you believe a computer system is appropriate?
      • What are the main reasons for buying the SF system?
      • Closed questions:
      • Who does the company buying?
  • 29. Presentation and demonstration
      • When needs have been identified, the presentation follows.
      • Sell benefits not features, link them by using the following phrases:
      • “ Which means that ..”
      • “ Which results in ..”
      • “ Which enables you to ..”
  • 30. Dealing with objections
      • Listen and do not interrupt. This creates the impression that:
      • The objection is obviously wrong
      • It is trivial
      • It is not worth the salesman’s time to let the buyer finish
  • 31.
      • Agree and counter (the yes.. but technique)
      • Straight denial – can be used when the buyer is seeking factual information
      • Question the objection – Buyer “I don’t like the look of the Machine”. Seller “ Could you tell me exactly what you don’t like?”
  • 32.
      • Forestall the objection. Sales preempts the concern eg. ”Our company is smaller than most in the industry but this means we can offer a very personal service..”
      • Turn the objection into a trial close. Eg “if I can satisfy you that the fuel consumption of this car is not greater than a Vauxhall Vectra would you buy”
  • 33.
      • Hidden objectives. – if a sales person believes that a buyer is unwilling to reveal their true objectives, they should ask questions such as:
      • “ Is there anything so far you are unsure off?”
      • “ Is there anything on your mind”
      • “ What would it take to convince you?”
  • 34. Negotiation
      • Start high but be realistic
      • Attempt to trade concession for concession eg.
        • “ if you are prepared to arrange collection of these goods at our premises, then I’m prepared to knock ten euro off.”
  • 35. Closing the sale
      • Why are some sales people reluctant to close sales – failure of rejection
  • 36.
      • Simply ask for order
        • Shall I reserve one for you?
        • Would you like to buy it?
      • Summarize and then ask for the order
  • 37.
      • The concession close – “if you are willing to place an order now, I’m willing to knock 2% of the price”
      • The alternative close – “would you like it in red or blue?”, “Would you like it delivered on Tuesday or Friday?”
  • 38.
      • The objection close – “If I can convince you that the model is the most economical in its class will you buy it?”
      • Action agreement – In some examples it is inappropriate to attempt to close the sale.
  • 39. Up-selling
      • Highly important!
      • Customers will value your opinion
      • Easier to sell up to a customer - they have already indicated a willingness to purchase
      • Ancillary sales – eg candle with candle stick or gift cards