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Effective selling process presentation Effective selling process presentation Presentation Transcript

  • Prepared By: Mohamed Salah El Dein MBA – Cairo University Learning & Development Manager Salehiya Trade Est.
  • Learning Objectives Understand the meaning of the Selling Process. 2. Identifying the 8 steps of the selling process. 3. Mastering the different sources of prospecting. 4. Understand the meaning of pre-approach & the main objectives of it. 5. Identifying the different approach techniques. 6. How we can make a successful probing? 7. By which we sell : Feature or Benefit. 8. How to handle objections? 9. The professional ways for closing. 10. The importance of follow up. 1. M.S. 2
  • M.S. 3
  •  The selling process is essentially the series of steps followed by a salesperson through which he is offering to EXCHANGE an item of VALUE for a different item. M.S. 4
  •  The original item of value being offered may be either tangible or intangible.  The second item, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale. M.S. 5
  •  “Everyone lives by selling something.” ~Robert Louis Stevenson  “It used to be that people needed products to survive. Now products need people to survive.” ~Nicholas Johnson – M.S. 6
  • Customer Life Cycle Prospective Customers Inactive or Abandoned Customers or Users New Customers or Users Lapsed Customers or Users Active Customers or Users Repeat or Loyal Customers or Users M.S. 7
  • Follow-up Gaining commitment Meeting objections Presentation Need assessment Approach Pre-Approach Prospecting M.S. 8
  • Prospecting / initial contact 9  New customers represent the life blood of a vital, growing organization.  It’s a key selling skill and a critical skill to develop if you want to increase your sales and achieve long-term success in sales. M.S.
  • Sources of Prospecting 10 Personal Contact External Sources Internal Sources M.S.
  • Company Records M.S. Lists and Directories Advertising Inquiries Telephone Inquiries Mail Inquiries Internet or World Wide Web 11
  • B) External Sources Referrals Community Contacts (Centers of Influence) Non-competing Salespeople Distributors Conferences M.S. 12
  • M.S. 13
  •  There are specific characteristics of the ideal prospect that should be determined. 1. 2. Geography 3. hospital Size (No. of Patients) 4. Financial Details 5. Ownership Type 6. M.S. Specialty Current State 14
  • Specialty 15   M.S. Identify the specialty that fits best with the products and services sold. But in some cases, a product could be used by many or all specialties. It is very likely that there may be one or two specialties where the value proposition delivered is higher. When this is the case, identify what specialty match up best when developing sales strategy
  • Geography 16  By focusing our sales strategy in key geographic areas, we can deliver better results from the same investment of Time M.S. , energy, and money.
  • Hospital Size (Doctor Class) 17  Our business and our products might not fit well with hospitals of all sizes and even if they did, it would not be a great strategy to go after all of them.  Identify what size of hospitals fits best to receive the message, products, and services when M.S.
  • Financial Details 18  It may make sense to look at a hospital’s financial details when identifying the target market. Details such as growth, losses, profitability, etc. could determine if a hospital is an ideal prospect. M.S.
  • Ownership Type 19  Ownership type in terms of private or publicly traded could have an impact how well a business fits as an ideal prospect. This detail could also impact how a seller attempts to communicate with the prospect. M.S.
  • Current State 20  It can help to include some details on the ideal current customer state in terms of systems, processes, or current agreements. M.S.
  • How to prospect ???? 1. Allot a specific amount of time every day/week or month. 2. Use a variety of methods to prospect for new business. 3. Master all types of media including; telephone, email, text, direct mail, social media M.S. 4. Create a compelling value proposition. 21
  •  It’s a preparation to meet the prospect.  By pre-approach, the salesman tries to make successful presentation of his goods and services before meeting the prospect. M.S. 22
  • 1. To provide additional information 2. To select the best approach to meet the prospects 3. To avoid serious mistakes 4. To gain confidence and enthusiasm 5. To save time and energy 6. To be successful in the sales-interview M.S. 23
  •  Prospecting provides salesman only the names and addresses of prospects.  An additional information as: age, education, social status, usual habits, likes, dislikes, buying practices, etc... , are collected during this stage. M.S. 24
  •  All prospects are not equal in all respects..  Their nature are different and hence need different treatment by salesman.  The pre-approach aims at selecting the best approach to meet each prospect. M.S. 25
  •  By pre-approach, a salesman knows before hand about the likes, dislikes, taste and temperaments of the prospects.  If he finds any fault with his preapproach, he corrects it immediately to win the hearts of prospects. M.S. 26
  •  When a salesman acquires all possible information of customers’ wants and desires to plan his sales campaign intelligently, he develops in the same time a status of self-confidence and enthusiasm to convert a prospect into a customer. M.S. 27
  •  Time and energy is valuable for all, but these are more valuable for a salesman  The salesman consumes more of his energy and times unnecessary when he meets both fake buyers and genuine buyers as a result of absence of Pre-approach. M.S. 28
  •  Buying is a mental process, therefore the mind of a customer moves in a definite direction from attention, interest , conviction & action during the process of selling.  Any disturbance in this path will prevent the customer to arrive to the desired conclusion. M.S. 29
  • Exercise     What business is the prospect's hospital in? Who are its primary customers? How big is this prospect's hospital? Where does it rank in its industry?  Who is the actual decision maker? Who handles the purchase process? Who else influences the purchase process? What are the backgrounds and personal interests of each person in the buying process Is the hospital's staff well informed? Can we help this hospital's staff develop more expertise? Does any in my company know anyone in this hospital?                  M.S. How often does this hospital buy my type of product or service? Who is this hospital's competitor? Does my company do business with that competitor? What plans does the hospital have that could affect future need for my product? How well is this hospital satisfied with its present supplier? Do we (or can we) use their product or service? If I don't make the sale Can I get a referral to another department? Can I get a second appointment? Will they seriously evaluate my proposal? 30
  •  Approach means meeting of the salesman and prospect in PERSON.  1) Approach aims To gain favourable attention from the prospect so that he is interested enough to see the salesman. 2) Securing the willingness of the prospect. M.S. 31
  • Approach Techniques The The The The Instant Buddy M.S. The Guru Consultant Networker Hard Seller 32
  • The Instant Buddy  Salespeople who use this approach are warm and friendly, asking questions and showing interest in their prospects.  They try to connect on an emotional level with a prospective customer. M.S. 33
  • The Guru  Salespeople who prefer to become an expert in anything and everything related to their industry.  It requires plenty of work learning the relevant information & keeping up with changes in your industry.  You can use it to generate plenty of referrals. M.S. 34
  • The Consultant  Combines the best qualities of the of the first two methods, it's extremely effective.  It requires a great deal of time and effort on a salesperson's part.  You must be both knowledgeable and able to make an emotional connection with your prospects. M.S. 35
  • The Networker  With this approach, you'll spend a great deal of time cultivating people.  The dedicated networker sets up and maintain a web of friends, coworkers, salespeople from other companies, customers and former customers, and anyone else he meets. M.S. 36
  • The Hard Seller Hard selling involves getting someone to buy a product even though he doesn't want or need it.  Bullying (“Buy this now or you'll feel stupid tomorrow”)  Manipulation (“If you don't buy from me I'll lose my job”)  Outright deception (“This product has a much better safety record than the competition”).  M.S. 37
  •  Systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". M.S. 38
  •  During this step, the salesperson will attempt to help the buyer identify and quantify a business need or a "gap" between where the client is today and where they would like to be in the future. M.S. 39
  • Types of Probing 40 Closed Ended Questions M.S. Open Ended Questions
  • Categories & Sequel of the questions 41 Situational questions Problem discovery questions Problem impact questions Solution value questions Confirmatory questionsM.S.
  •  Deals with obtaining factual information regarding the buyer’s current situation.  Example:-  Did you notice that the % of diarrhea among children had been increased this summer ? M.S. 42
  •  During which the sales person trying to discover the incidence of problem with the customer.  Example:-  What’s the major causes of this diarrhea, in your opinion ?? M.S. 43
  •  The idea behind these questions is for the customer to become aware of the underlying consequences (cost and time) that could occur if such problems went unsolved.  Example:-  What’s the general condition of the child during this disease ?  M.S. How the families looked like while their kids are sick ? 44
  •  The salesperson’s objective is to inform their customer about what they could gain if presented with the right solution to the problem.  Example :-  If we have an antibiotic that covers the G (-) bacteria, How much this will safe your patient & his family ? M.S. 45
  •  Establishing that the buyer is interested about the salesperson’s products/services and would like to continue to hear more about them.  Example:-  Would you be interested in our product if it can cover to you most of G (-) bacteria & parts of anaerobes ? M.S. 46
  •  Start your presentation by giving a brief company history  It's better if this isn't too detailed because businesspeople often have limited time to listen to sales pitches. M.S. 47
  •  Design a presentation that best fits the needs of your prospective client.  For example, if you're selling a product, bring a sample or prototype along with you. If your product or service is very detailed, use charts, pictures and handouts to help emphasize your point. M.S. 48
  •  Tell the client how your product fits his patient's needs.  Identify several ways that your product can fill a void or boost profits for his patient. M.S. 49
  • Features & Benefits 50 Benefits Features  Characters of a product.  Explains what the customer  Example :-  Example :-  Once daily  Patient compliance  Rapidly absorbed  No significant drug interactions M.S. has to gain by using the product  Rapid relief of pain  Provides the doctors and the patients uninterrupted therapy.
  • Features & Benefits For your Own Product 51 Benefits Features         M.S.  
  •  Make a comparison between your product and others that are available.  By doing this, you answer some questions the client may not feel comfortable asking. M.S. 52
  • 1. Mentioning the competitor’s TRADE name 2. Overwhelming your customer, show no more than three products at a time. 3. Using unclear words such as nice, 53 pretty & fine. M.S.
  •  Nobody counts the number of ads you run; they just remember the impression you make. -William Bernbach 54 M.S.
  • Objections  Concerns, hesitations, do ubts, or other honest reasons a customer has for not making a M.S. purchase. 55
  • Excuses  Reasons for not buying or not seeing the salesperson.  Customers often use excuses when they are not in the mood to buy or when concealing their objections.  When faced with this, be polite and courteously encourage the customer to speak about his hidden objections. M.S. 56
  • Why does the prospect object 1. Fear of wrong decision 2. No enough information 3. No recognition of needs 4. Didn’t understand explanation 5. Need reassurance 6. Testing the beliefs of the sales man M.S. 57
  • Any of the previous reasons will lead to one of the following situations :Customer Indifference Skepticism Objections Misunderstandin g Drawbacks M.S. 58
  • Handling objections  FOUR basic steps to handle objections: 1. Listen (Be attentive, maintain eye contact, and let the customer talk) 2. Acknowledge 3. Restate 4. ANSWER M.S. 59
  • Handling objections  Your answer can be done using one or more of the following SEVEN methods:Question, Denial, Demonstration, Superior-Point , Boomerang, Third-Party and Substitution M.S. 60
  • Question Method  Is a technique in which you question the customer to learn more about objections.  Never ask questions in an abrupt manner; this may seem rude and create a defensive atmosphere. M.S. 61
  • Denial Method  Is when the customer’s objection is based on misinformation.  You must back up the denial with proof and accurate facts. M.S. 62
  • Demonstration Method  Involves showing the features of the product.  This method can be quite convincing.  Conduct only demonstrations you have tested, and make sure they work before using them in a sales situation. M.S. 63
  • Superior-Point method  Is a technique that permits the salesperson to acknowledge objections as valid, yet still offset them with other features and benefits.  The customer must evaluate the different features and might see additional reasons for buying. M.S. 64
  • Boomerang Method  Brings the objection back to the customer as a selling point.  When using this method, be careful not to sound as if you are trying to outwit the customer.  M.S. Use a friendly, helpful tone. 65
  • Third-Party Method  Involves using a previous customer or another neutral person who can give a testimonial about the M.S. product. 66
  • Substitution method  Involves recommending a different product that would satisfy the customer’s needs. M.S. 67
  • Closing  Closing is the art of gaining of commitment  It’s needed to obtain the commitment to open the possibility of working together, which is the first and most critical commitment the salesperson must obtain. M.S. 68
  •  Closing is the first skill a salesperson must possess to gain the commitment to open the possibility of working together, which is the most critical commitment the salesperson must obtain.  62% of Salespeople Fail to Ask for Commitment M.S. 69
  • M.S. 70
  • 1. Know Your Outcome 2. Close For What You Have Earned 3. Close For Something That Creates Future Value for Your Client 4. M.S. Kill the Yellow Book 71
  •  Before any and every sales encounter, you have to decide what you want the outcome of that sales call to be.  Make a list of all of the agreements that you have to obtain in order to effectively gain a deal.  Refer to this list before every sales call and decide what commitment you are trying to obtain. M.S. 72
  •  We earn the right to ask for commitments to move forward together by creating value during each and every sales encounter.  The way to create value on each and every sales call is to leave the prospect or client in a better position that they would have been otherwise. M.S. 73
  •  1) We can create values through answering:How does the client benefit from this interaction? 2) How could they benefit even more? 3) What do I do on a sales call that earns me the right to ask to advance towards a deal? 4) What would create value for me if I were sitting on the client’s side of the table? M.S. 74
  •  When you have an ROI analysis in hand, it is easy to explain the value of moving forward  Now you need to make a list of the benefits the client will receive by agreeing to move forward in the sale. M.S. 75
  •  1. Answer these questions: How does the client benefit from agreeing to move forward to the next stage of the sales cycle with me? 2. Even if they go no further in the process, will it be worth their time? 3. What can I do to make sure it is worth their time? M.S. 76
  • Closing and obtaining the commitment should feel natural to you and to your client.  Write down the language you use to ask for commitments & notice : 1. How does the language meet the criteria listed above? 2. How could you make the language both more natural and more effective?  M.S. 77
  •  Did I Sell?  Did I hold the customer interest?  Did I emphasize benefits?  Did I sensationalize presentation?  Did I watch non-verbal sign?  Did I answer the objectives properly?  Did I manage the argument at the right time?  What will be my next call objective ?? M.S. 78
  • Follow up  It’s an important aspect of closing a sale.  Many businesses either neglect it or do not have an M.S. 79
  •  In fact, a customer management systems company, in a recent special report indicated that most clients need approximately 7 contacts to reach a decision. The average follow up done by sales people or small business owners usually stop after 3 follow up attempts are made. In the article they go on to say when you stop at 3, you have basically done most of the work for the next sales person M.S. 80
  • It is not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you. -Patricia Fripp M.S. 81
  •  During the first meeting with a potential customer, find out what they want and what it would take to close the deal.  Start by asking or telling your prospect that you will follow-up on a specific day or time. M.S. 82
  •  Then tell him how you will follow-up (telephone, email, face-to-face) and record this in your day planner or time management M.S. 83
  • Why don’t people follow-up 84 M.S.
  •  It may be true that following up too frequently will come across as being pushy.  In fact, one the few times, a salesperson was pushy was more because of his tone, rather than fact he actually followed up.  A weekly call is more than enough to keep in touch providing you make sure your call is short and to the point.  If possible, provide some additional value during your follow-up call. M.S. 85
  •  It’s easy to forget considering how busy we are.  This is a common dilemma but one that can be avoided by considering the follow-up like a scheduled appointment. M.S. 86
  •  Many companies think that if they do a good job the customer will automatically call us back – we don’t need to follow-up.  It’s pointed out that the average executive receives dozens of phone calls everyday and often hundreds of emails.  They are extremely busy which means they forget and the more time that slips by, the less important your product or service may be to them. M.S. 87
  •  Many people have never received formal sales training and have not learned why they should follow-up and how to make this happen.  You can easily differentiate yourself from your competition by making the effort to follow-up with your prospects and customers. M.S. 88
  • TO BE SUCCESSFUL REPRESENTATIVE Collecting Data Prepare yourself for sales call 89 MS Follow up the results
  • 1- COLLECTING DATA About the field to be covered  Geography  Traffic  Times of visits  No. of each key Dr. in each specialty  Drs. Behavior & attitude  Your distributors  The discount & bonus offered by your company for each product  You should maintain your product available  You have to get full data about your competitors  M.S. 90
  • 2- PREPARE YOURSELF FOR SALES CALL  Be sure of medical product knowledge  Review the objections that can be evoked & prepare yourself to handle  Practice different product calls with your either supervisor or friend. Ensure the way of handling the brochures or promotional materials 91 M.S. 
  • 3- FOLLOW UP THE RESULTS  Day to day feedback if your product prescribed or not  Weekly revision of sales figure supplied by the distributors  Weekly revision for Dr. visit lists plan for not visited Drs. Analyze your call & visit if you targeting the right product for each call or not. 92 M.S. 
  •  A smart salesperson listens to emotions not facts. -Unknown  Success is going from failure to failure without loss of enthusiasm." - Winston Churchill M.S. 93
  •  http://emailmarketing.comm100.com/email-marketing-ebook/customer-life-cycle.aspx  http://www.coachingyou.org/identify-target-market-when-developing-sales-strategy-a-117.html  http://www.eyesonsales.com/content/article/sales_prospecting_best_practices/  http://www.preservearticles.com/201103174606/7-essential-objectives-of-pre-approach-insalesmanship.html  http://www.preservearticles.com/201103164586/method-of-approach-used-by-successful-salesmens.html  http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm  http://www.wikihow.com/Make-a-Sales-Presentation  http://www.imagacademy.org/warner%20lessons/3%20Selling/17%20Product%20Presentation/PresentingthePro duct.pdf   http://EzineArticles.com/3711339  http://www.allbusiness.com/sales/selling-techniques/1975-1.html  M.S. http://thesalesblog.com/blog/2010/03/03/4-ways-to-be-a-better-closer/ http://entrepreneurs.about.com/od/salesmarketing/a/poweroffollowup.htm 94
  •  m.mahmoud@salehiya.com M.S. 95
  • M.S. 96