Selling Skills for CSF - Training Presentation

Sales Program for CSF 1

About the Program • The sales attitude • Goal-setting and Planning • Steps of the Call • Winning Clients for the Order • Market Knowledge • Customer Relationship Manager • Managing the Self • Managing Upwards 5/27/2009 Learn - Energize - Inspire 2

Setting Standards for Today 1. What setting you want today? • Formal or Informal? 2. What learning environment would you prefer? • Lecture-based or interactive? 3. Would you like others to talk on the phone during the program? 4. Would you like to receive rewards for good performance? 3

The Selling Attitude 4

“Sales is the only profession where the attitude counts for more than the aptitude” 5/27/2009 Learn - Energize - Inspire 5

Must have targets – must have them broken down 5/27/2009 Learn - Energize - Inspire 6

Numbers are in the volume – just do the Math 5/27/2009 Learn - Energize - Inspire 7

“kabhi kay din bare – kabhi kee raatain” Law of Averages 5/27/2009 Learn - Energize - Inspire 8

Help those who can’t help you 5/27/2009 Learn - Energize - Inspire 9

Market Knowledge Winning CRM Clients Steps of the Self Call Management Goal-setting CSF Skills Managing and Planning Framework Upwards 5/27/2009 Learn - Energize - Inspire 10

Market Knowledge Winning CRM Clients Steps of the Self Call Management Merchandising Goal-setting Managing Skills and Planning Upwards Framework 5/27/2009 Learn - Energize - Inspire 11

The Columbus Syndrome • He left but he didn’t know where he was going • When he got there he didn’t know where he was • When he got back he didn’t know where he had been • ….. And he did this three times in seven years 5/27/2009 Learn - Energize - Inspire 12

IMPORTANCE OF SETTING GOALS In the words of Zig Ziggler – video

Start with the end in mind • Start with your monthly target • How many days does a “salesman month” have? • Work your way backwards • Front loading Vs Back loading 14

S • Specific M • Measurable A • Actionable R • Realistic T • Time bound

Using SMART as a Sales Planning Tool • Select a store from your territory / route that underperforms its potential • Set a specific & measurable target with timeline • Identify specific actions that will help you achieve the target • Make sure the actions are also specific, measurable and time bound 16

Steps of the Call 18

Steps of the Call Planning Revising Presenting Shelf Checking Store / Recording Analyzing Checking Merchandising 5/27/2009 Learn - Energize - Inspire 19

Step 1 - Planning • Prepare SMART – Daily visit plan for Modern Trade stores • Prepare the needed tools (POS, Notepad, Calculator etc.) • Prioritize your actions – Musts to Coulds – Stocking or talking? • Review SMART for the store – Very easy to forget the specific objectives you set for a particular store 20

Step 2 – Shelf Checking • Distribution – All SKU available • “Jo dikhta hai – who bikta hai” • Pricing – Correctly displayed – Covering any product info? 21

Step 2 – Shelf Checking • Shelving – Product location • ‘Eye level is the Buy Level” – Shelf share • As per the agreement with the client • Ours? Competitions? Category’s? – Range selling • All SKU availability? – Product Display • “Dust will Bust” 22

Step 2 – Shelf Checking • POS Material – Where applicable • Competitor‟s Activities – You are the ‘eyes’ – the ‘ears’ – the ‘hands’ – the ‘nose’ – the ‘tongue’ of the company – Properly document on Competitive Activity Report • Opportunities – Identify new opportunities to enhance your sales 23

Step 3 – Store Checking • Check the store for OOS / LOS – Compare with previous order / delivery record – Note down fast moving Vs slow moving SKUs • Check for damaged items if any – Are they really damaged? – If not, separate them from the damaged items 24

Step 4 – Revising • Based on store check / shelf check – Your priorities may change • Red Alert – OOS SKUs • Yellow Alert – LOS SKUs – As per the monthly targets • Green Alert – Opportunities – Increased order? – New SKU introduction? – New shelf space? 25

Step 5 – Presenting • Use Step 1 thru 4 to present – New order • Present your case positively • Use data from shelf and store visit – Trade offer • Communicate new trade offer if any • New pricing if any • Settle previous trade offers – Promotion • Suggest any promotions you are planning against increased order – Damaged items • Accept only as per the agreement 26

Step 6 – Recording • Note the order properly – Write it there and then – Eliminates any incorrect orders • Note opportunities discovered – In case you have missed some opportunities during shelf visit • Next Call items – Note down actions you need for the next call • POS material 27

Step 7 –Analyzing • Quality of the call – Analyze measurably • On a scale of 1 to 10 – 1 is bad, 10 is best – Start – Stop – Continue • What should I start doing at this store? • What should I stop doing at this store? • What should I continue doing at this store? – Plan for the next call • Today you can set your plan for the next visit • Revise them on the day of the visit 28

Breakout Sessions 29

How to Win Clients? Discover Show Handle Close their Needs Benefits Objections Positively 5/27/2009 Learn - Energize - Inspire 31

Discover Needs – The APA Method • Ask – If you ask generic questions – you will get generic answers – Ask specifically about a particular problem • Probe – Probing is a method to further zoom in on the customer’s response • Associate – Relate customer ‘s responses to selling opportunities 32

Show Benefits • Feature Vs Benefits – Features are what you offer to the customer • A trade offer or a discount offer e.g. 2+1 offer – Benefits are customer’s ‘take home’ from your offer • The take-home for the customer if the order of a certain quantity is sold off the shelf • E.g if the customer sells 10 cartons of 1.5 Lt First water bought @ 17 Rs and sold @ 22 Rs then his take home would be 600 Rs • 3-step Process – Tell the trade offer for a certain size of order – Tell the buying price per single unit – Tell the take-home profit per the entire order 33

Truth About Objections • Objections are good – They tell you what changes you need to make to make your offer more profitable for the customer • Objections WILL come – Anticipate them. Don’t get surprised. Customer want you to clear their objections so they could have a psychologically satisfying purchase • Never get defensive – Some salespeople make a mistake of getting offended when a customer offers an objection. Don’t! 34

Handling Objections • Price objections – Show value – remind them about the ‘benefits’ customers will get from the offer • Slow off-take objections – Tell them about ongoing promotions for consumer awareness – Share success stories from other stores in the area – Explain ways off-take could be improved • Service / distribution objection – Show support and work to resolve the objections 35

Close Positively Additional Incentive The Urgency Appeal to of Now Emotions Inspire Prevent Focus on 1 Action Negative Consequences NOW! 5/27/2009 Learn - Energize - Inspire 36

Collect Data • What different ways you can collect data? – The usual revenue picture – The customer • Ask the store manager • Ask the floor person – They will have different points of view – the manager will filter the info to safeguard his interests – The floor person might give a true picture but with a limited perspective • Ask the customer who you are very close to 5/27/2009 Learn - Energize - Inspire 38

Collect Data • What different ways you can collect data? – Ask the shopper/consumer • As you stock – as you visit the store – outside the store etc. – Ask your other colleagues • Friends in other companies – General trends in the market • From News • From social circle • From family and friends 5/27/2009 Learn - Energize - Inspire 39

Collect Data • What data to collect? – The ‘usual numbers’ – Consumer buying trends • What flavor are they buying more? – Frequency of stocking • How soon you stock? – Demographics • The consumer profile in the store neighborhood – Competition • How they have shelved their products? • What flavors are they stocking up front? • What promotions they are offering? 5/27/2009 Learn - Energize - Inspire 40

How Are The Expectations Of Your Customers Rising?

Bring 'Gurr' Know More than Under Promise, Their Name over Deliver Quality of Interactions CRM Commit to Committment

Quality of Interaction • Make every visit counts • Bring warmth in your interactions • Appear genuine – You may not feel it – but “Act as If” 44

Know More than their Name • What do you know about „haji saab‟ • Personalize your relationship • At least for the key clients – The guys who pay your salary 45

Know More than their Name • What is „gurr‟ for your client – Attractive trade offer? – Sales girl promotion? – Other store’s activities? – A joke? – An update on news? 46

Under promise – Over deliver • Manage customer‟s expectations • Always try to leave something for the „ah haaa‟ effect – Better trade offer? – Sample product? (Masaala pack for home?) – New POS material • When deliver, “set it up” 47

Commit to Commitment • Remember what you committed and deliver it – On time – With quality • If you can‟t – Apologize ‘before’ he asks 48

CRM – Top 10 • Greet the customer by his /her name 1 • Address the outstanding issues first 2 • Present „WIIFM‟ in new offers / promotions 3 • Empathize – side with the customer 4 • Show you care – especially when listening to 5 complaints 5/27/2009 Learn - Energize - Inspire 49

CRM – Top 10 • Develop a personal connection with the client 6 (store manager / supervisor) • Have periodic „feedback‟ sessions with the 7 customer • Share success stories from other stores / 8 promotions • Practice active listening when talking to the 9 customer • Leave your ego behind 10 5/27/2009 Learn - Energize - Inspire 50

Managing the Self 1 • Daily route planning 2 • Personal hygiene / clean outfit 3 • Sales call paperwork and toolkit 4 • Managing the time well 5 • Managing personal health 5/27/2009 Learn - Energize - Inspire 52

What We Will Cover • Communication process • Common problems with communication • Typical communication flows @ work • Tips for speaking • Tips for listening 5/27/2009 Learn - Energize - Inspire 54

What We Will Cover • Communication process • Common problems with communication • Typical communication flows @ work • Tips for communication 5/27/2009 Learn - Energize - Inspire 55

COMMUNICATION SKILLS Communication Process – 5 components • Sender • Receiver • Message • Context • Feedback Team Ex: Draw the process of communication showing the role of each component in it 5/27/2009 Learn - Energize - Inspire 56

Communication Process

Communication Goal • Objectives – For the speaker • To be able to make the listener / audience understand the content in the same manner as you understand it – For the listener • To be able to understand the message content in the same manner as the speaker understands it in his/her mind 5/27/2009 Learn - Energize - Inspire 58

We need to improve communication... as 70 % of our communication efforts are: misunderstood misinterpreted rejected distorted or not heard

Listening and Speaking are used a lot… 50% 45% 45% 40% 35% 30% 30% 25% 20% 16% 15% 10% 9% 5% 0% Writing Reading Speaking Listening

… But not taught enough 50% 45% 45% 40% 35% 30% 30% 25% 20% 16% 15% 10% 9% 5% 0% Writing Reading Speaking Listening

Workplace Communication Flow Boss Peers – Customers - You Colleagues You 5/27/2009 Learn - Energize - Inspire 65

General Tips Communication is a two way process! In order to have good communication: • Listen to Understand • Understand before speaking • Speak to be understood • Seek understanding before proceeding • Repeat

Reasons We don’t Listen Well Finishing others’ sentences Preparing our response before someone has completed speaking Multitasking while ‘listening’ Filtering content or meaning based on the speaker Speaking for others (we…)

Tips for Listening Attentive body language Understand Ask the questions perspective Active Listening Suspend Paraphrase judgment

THANK YOU 5/27/2009 Learn - Energize - Inspire 70

Selling Skills for CSF - Training Presentation

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