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Basic and short training in Sales & Marketing

Basic and short training in Sales & Marketing

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  • 1. Business training By Anil Choudhari June 2012
  • 2. Marketing and sales module
  • 3. Emotional Quotient  Understanding and monitoring our emotions and feelings  Dealing with frustrating and difficult people with patience and even tempered responses  Doing result producing activities despite difficulties  Internal motivation without need for external motivation  For sales persons – EQ is more important than IQ
  • 4. Control, influence, concern  Things completely outside our control as well as influence– poverty, climate change, economy, crime etc.  Things I can influence but cannot control – Customers, colleagues  Things I can 100% control – My own attitude Life is 1% what happens to you and 99% how you choose to respond
  • 5. Ways to increase sales - 1  Increase advertising  Trade shows and publications  Sponsorship  New product lines  Improve existing products  Increase stock  Increase sales people  Increase no. of locations  Reduce prices  Incentives  More training
  • 6. Ways to increase sales - 2  Pick up the phone more times  Work harder  See more people ( feet on street)  Learn more about your product  Support your colleagues  Learn more about selling  Focus on what you can do rather than what they can do  Ways–2 are under control of sales engineer than ways-1
  • 7. Control  As a sales person you call Mr. XYZ.  His secretary asks who is calling? From which company? In what connection?...control is with the SECRETARY  Try ending all answers with a counter question…Then YOU are in control  Who is calling?– Mahesh. Is he in his office?  From which company? – GIT training. Is he available for a moment?  In what connection? – I wanted to arrange a meeting with him on future business strategies in the field of … Does he control his own diary or can I arrange that with you?  Near the end of presentation of your product or handling an objection, always end with a question. This way prospect is busy answering and not thinking ‘what should he do further’
  • 8. The ‘suppose’ test  Some prospects do not tell you the true objection. Then try ‘suppose’ test  Suppose ….was not a consideration, then would you buy?  Suppose  Suppose…., you felt good about…., then would you buy? then would you make a ‘yes’ decision?  After this you can clearly decide if you can satisfy the objection or move on.
  • 9. Give bad news in advance  Saying, ‘next month there will be a price increase’ is better than price went up last month.  Governments use this strategy – For conveying tax or petrol price proposed increase.
  • 10. Go for small orders  80% of your customers produce 20% of your profit  Conversely 20% of your customers use up 80% of resources  Because it is easier to retain business than to get a new business therefore, these 80% are equally important
  • 11. Reciprocity  It is seen that our need to reciprocate increases on the strength of what other person does for us.  A car buyer if offered to use the car over week end will most probably come back and buy it.  A shirt shop sales man displays lot of work by showing lot many shirts to a customer expecting reciprocity  Selectively you can use a personal disclosure ‘ I shouldn’t really do this for you but…’  Rejection then retreat: propose a higher unacceptable price then give concession
  • 12. Spare tire  For a prospect who is happy with existing customer, spare tire story might help  I am sure you are happy with existing customer. If you are getting good product and service, I would recommend you should continue but then you always keep a spare tyre for emergency punctures. I would like to be your spare tyre. In case of any problem with your existing customer, I would like to be of help to you.
  • 13. Prospects of placing an order Orders received 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 83% of prospects place order on you after 8th contact 80% of sales people give up after only 3 contacts 9
  • 14. Tips worth remembering  Start with easy to settle issues than controversial issues  When 2 messages are to be sent, send desirable first  A message that calls for greater opinion change is likely to produce more change.  It is more effective to present both sides of an issue, than one side  Listeners remember the beginning and end of the presentation more than the middle  Repetition of massage leads to learning and acceptance  Conclusions should be explicitly stated
  • 15. Take notes  People slow down when you take notes  People are more truthful when you note down  You appear to be professional and interested in longer term  It helps you to use silence because you cannot speak while writing  Review and write clarifying notes
  • 16. Selling price or value  While tackling high price than other supplier  Admit that you are more expensive but ‘total package’ makes you worth it  Better quality and reliability  Better references  Better processes – encourage factory visit  State of the art design
  • 17. Large account management  Top management attention  Three levels of contacts with customer  Monthly reports / review of service level / relationship management  Special deals on Quick delivery and service  Lower prices  Training
  • 18. End of presentation