ObjectivesTo be able to know how to make a sales callTo be able to know how to identify the prospect’s needs by asking questionsTo be able to make the what is to be offered or what is being offered as the solution to the problem by offering its value.To be able to know how to build credibility during the callTo be able to know how to sell to groups.
Making the Sales CallWe will discuss how to makethe actual sales call.
Essential Elements of the Sales CallMaking a goodimpression AdjustingIdentifying or reiterating Assessing the buyer’sneeds reactions and making adjustmentsOffering the solution tothe buyer’s needsCredibility and trust
Making a Good ImpressionThis section discusseshow salespeople canmanage the buyer’simpression of the, aprocess often termedimpression management.
Waiting for the ProspectBeing on time for aschedule sales call iscritical to avoid givingthe buyer a negativeimpression.
Very First ImpressionMaking a favorable firstimpression usuallyresults in a prospect whois willing to listen. Anegative firstimpression, on the otherhand, sets up a barrierthat may never behurdled.
Selecting a SeatWhen selecting a seat, it is a good idea tolook around and start to identify theprospect’s social style and status.
Getting the Customer’s Attention Getting the customer’s attention is not a new concept. It is also the goal of many other activity you are familiar with, such as advertising, making new friends, writing an English composition, giving a speech, or writing a letter to a friend.
Developing RapportRapport in selling is aclose, harmoniousrelationship founded onmutual trust.
When Things Go Wrong The best line of defense when something goes wrong is to maintain proper perspective and a sense of humor.
Identifying the Prospect’s Needs: The Power of Asking Questions
If the buyer gives permission, the salesperson thenbegins to ask questions about the buyer’s needs.The experienced salesperson, however, attempts touncover the prospect’s needs and problems at the startof the relationship.There is an underlying reason for every customer need,and the salesperson must continue probing until he orshe uncovers the root problem or need.This process could be called “discovering the rootcause of the need.”
Asking Open and Closed Questions In the first method off needs discovery, salespeople are taught to distinguish between open and closed questions and ten encouraged utilizing more open questions.
Open QuestionsRequire the prospect to go beyonda simple yes-or-no response.They encourage the prospect toopen up and share a great deal ofuseful information.
Closed questions Require the prospect to simply answer yes or no to offer a short, fill-in-the-blank type of response.
SPIN® TechniqueSPIN®: situationquestions, problemquestions, implication questionsand need payoff questions.SPIN actually helps the prospectidentify unrecognized problemareas.
Situation QuestionsEarly in the sales call, salespeople ask situationquestions, general data-gathering questions aboutbackground and current facts.
Problem QuestionsWhen salespeople ask about specificdifficulties, problems, or dissatisfactions theprospect has, they are asking problem questions.
Implication QuestionsQuestions that logically follow one or moreproblem questions and are designed to help theprospect recognize the true ramifications of theproblem are implication questions.
Need payoff QuestionsWhen salespeople ask questions about theusefulness of solving a problem, they are askingneed payoff questions.
•Time•Confidentiality•Buyers do not know theanswers
Offering Value: The Solution to The Buyer’s Needs
RELATING FEATURES TO BENEFITS BENEFITS FEATURES Is the way which specificIs a quality or features will help acharacteristic of the particular buyer and isproduct or service. tried directly to the buying motives of the prospect.
EXAMPLE OF FEATURES AND BENEFITS FEATURES BENEFITS
FAB Salespeople discuss FEATURES features, advantage (why that feature would be important to anyone), and benefits. ADVANTAGE BENEFITS
FEBA (Features, evidence, benef its and agreement), Salespeople FEATURES mention the feature, provide evidence that the feature actually EVIDENCE does exist, explain the benefits (why that feature is important to the buyer) BENEFITS and then ask whether the buyer agrees with the value of the feature and AGREEMENT benefit.
ASSESSING REACTION ASSESSING REACTION VERBAL PROBING – How does this sound to you? Can you see how those features help solve the problem you have? Have I clearly explained our program to you? Do you have question?
probing question helps to achieveseveral things. Probing may show the Probing lets that It allows salesperson the see is the prospect whether the into stop salesperson buyer is uninterested what the listening and encourage talking and salesperson is talking understand what way two about. is communication being said.
SELECTIVE PERCEPTION Often we hear only what we want to hear, and everyone is guilty of it at times.
MAKING ADJUSTMENTS Salespeople need to continually adapt the situation at hand. Other adjustment might require collecting additional information about the prospect, developing a new sales strategy, or altering the style of presentation.
BUILDING CREDIBILITY DURINGTHE CALL CREDIBILITY – That is he or she must be believable and reliable.
HOW TO BUILD CREDIBILITY Salesperson should clearly delineate the time she or he thinks the call will take and then stop when the time is up.
HOW TO BUILD CREDIBILITY • Avoid making statement that does not have the ring of truth to them. • Offer concrete evidence to back up verbal statement.
HOW TO BUILD CREDIBILITY Balance Presentation – Shows all sides of the situation – that is to be honest. Recognizing sub cultural differences.A seller should never use aword if he or she doesn’tknow the exact definition.
SELLING TO GROUPS • It is important to develop not only objectives for the meeting but also objectives for what the seller hopes to accomplish with each prospect present at the meeting. • Must gather information about the needs and concerns of each individual who will attend.
SELLING TO GROUPS • Ego – involved audience member perceives the subject matter to be important to his or her own well being. • Issue – involved – Person considers the subject important even though it may not affect him or her personally.
Expect many more objections and interruptions.If the group members decide that the meeting isover, the salesperson should not try to holdthem.Most things you have learned about selling toindividual apply equally to groups.You should learn the names of group membersand use them appropriate.You should listen carefully and observe all nonverbal cues.