Professional selling


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  • Pause to show the customer you are giving it some thought when you handle and objection! Customers feel their objections are important- no matter how large or small they seem to you. Always acknowledge an objection
  • Professional selling

    1. 1. Business-to-BusinessPROFESSIONAL SELLING
    2. 2. Personal Selling Important part of marketing  Creates, communicates, and delivers value to customers and manages customer relationships in a way that benefits the organization and its stakeholders Sales used to be – persuasive sales „pitch‟ Sales today is – consultative, collaborative dialogue with focus on customer‟s needs
    3. 3. Sales Professionalism  Customer-oriented approach  Uses truthful, non manipulative tactics to satisfy long-term needs of customer and selling firm  Sales person- no longer presenter of info but must respond to customer needs before during and after the sale
    4. 4. Professional Selling CareersFocus on offering Services Equipment Machines Supplies Parts & finished goodsFor use in business operations or for the manufacture of other products
    5. 5. Sales OccupationsRequire in depth Examples: knowledge of:  Account Exec Target customer needs  Broker Business competitors  Industrial Sales and products Manager Pre-sales activities  Marketing sales consultant Sales processes and techniques  Sales agent Servicing after the  Sales representative sale  VP of Sales  District, Regional, National Sales Manger
    6. 6. Pre ApproachProduct Info Customer Info Preparation- develop  Conduct pre-visit research expertise in the  customer‟s product or service markets/products being sold  customer‟s competitors  competitor‟s offerings)  Formal training  Determine sales  Direct experience strategies  Written publications  Book appointments with prospective clients  Prepare sales presentation
    7. 7. Know Your Competition!!! Who are the major competitors? What are their strengths & weaknesses? How do competitive products compare to yours?
    8. 8. Profile of Customer/Buyer  Name(s) of person you‟re calling on  What is their position in the firm?  Company name  Type of business  Where are they located?  How is your product relevant to them?  What brands/suppliers are currently being used?
    9. 9. Determine Needs / WantsWhat types of customer problems might be discovered in working with prospect?What advance info/intelligence do you have?
    10. 10. APPROACH:ADAPT Questioning TechniqueAssessment -Assess the situationDiscover y -Discover needs, problems, prioritiesActivation -Activate buyer‟s interest in solving problem or realizing an opportunityProjection Questions -Project how value can be derived from a purchaseTransition - Transition into the full sales presentation
    11. 11. Feature – Benefit SellingFeature BenefitEx. Running Shoes  Increased stride Lightweight→  Reduced race time  Lowers fatigue  Faster –no wasted Cinch Lacing time (good for Tri‟s)  Holds longer than normal laces  Improves runners time
    12. 12. Feature – Benefit SellingProof Providers Visual Aids Statistics  PowerPoint & images Consumer Reports  Graphs Testimonials  Illustrations Case Histories  Models  Printed materials  Videos
    13. 13. Handing Customer Objections Customers often display sales resistance This is not a “NO” it is the 1st step in the negotiation process
    14. 14. Types of Objections Real Objections Excuses Concerns/hesitations  To delay purchase Based on merchandise  Seldom related to “It seems hard to product/service repair”  “We can‟t afford it” “I can‟t operate that it‟s  “We won‟t be making too complicated” a decision today- “Are there other we‟re just shopping styles?” around”
    15. 15. Buying Decision Objections5 Categories Salesperson should Product  Know merchandise and sell the benefits Place  Highlight seller‟s company/brand reputation Price  Show the price is right for product & worth it Time  Reassure NOW is time to buy Quantity  Point out benefits of quantity needed so there are necessarily supplied
    16. 16. To answer objections…1. Listen to the customer‟s objection2. Pause before answering3. Show empathy for your customer4. Restate the objection5. Answer the objection
    17. 17. Special Techniques Yes, But Method  Acknowledge objection then give answer to objection  “Yes the price does seem high, but…” Direct-Denial Method  (worst method)  “You don‟t seem to understand what I‟m talking about”
    18. 18. Special Techniques cont‟d… Superior Point Method  Admit that customer has made a good point; then offer a superior reason to buy Boomerang Method  Turn objection into selling point  Customer ”I don‟t like the seats in the truck”  Salesperson “They are a unique design, but because of the contour and adjustment feature you get the more options than any other truck on the market.”
    19. 19. Special Techniques cont‟d Question Method  Ask more questions that may isolate the objection  “So you are telling me that if we could meet your needs with price, we would have your commitment?” Demonstration Method  Show that the objection is wrong without having to say it  (most effective) – have customer try it
    20. 20. Special Techniques cont‟d… 3rd Party Method  Testimonial – written or verbal example of someone who has used product/service and found it satisfactory to exceptional
    21. 21. Follow-up / EnhancingCustomer Relationships Provide useful info Expedite orders (faster) Monitor delivery Monitory installation Train customer‟s employees Correct billing errors Remember customer (call, email, visit) Resolve complaints / problems