Selling-skills

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  • You have been very good a negotiating and fitting in with strategy, but now have to work out costs so don’t sell at a loss or even miss the chance to make profits Creatives making the stand look attractive Meeters and greeters Negotiators
  • Selling-skills

    1. 1. Selling Skills Basic-Advanced BY : Dr.Taleb Hammad
    2. 2. Selling Skills
    3. 3. SELLING IS …… <ul><li>“ Getting someone to do what you want them to do the way they want to do it” well & willingly” ! ! ! ! V h.F.De BOEST </li></ul>
    4. 4. Selling concepts <ul><li>Helping people achieve their needs </li></ul><ul><li>Matching what you have to offer with </li></ul><ul><li>what the buyer wants </li></ul>
    5. 5. Selling?
    6. 6. C U S T O M E R S A L E S R E P.
    7. 7. Selling process <ul><li>Preparation </li></ul><ul><li>Business-like Introduction </li></ul><ul><li>Presentation </li></ul><ul><ul><li>Help the buyer recognise opportunity </li></ul></ul><ul><ul><li>Use open questions to gather information and identify what they need: What, Where, When, How , Who, Why. </li></ul></ul><ul><ul><li>Closed questions to confirm clarity: </li></ul></ul><ul><ul><li>Is , Was, Does </li></ul></ul>
    8. 8. THE MARKETING MIX THE CONSUMER’S ENVIRONMENT I N S T I T U T I O N S LEGAL SYSTEM C O M P E T I T I O N PRODUCT PRICE PROMOTION DISTRIBUTI0N PERSONAL SE L LING
    9. 9. PRODUCT LIFE CYCLE PATERN TYPICL SALES CURVES INTRODUCTION GRWOTH MATURITY SATURATION DECLINE TIME SALES ( $ OR UN)
    10. 10. BICYCLE ANALOGY <ul><li>BACK WHEEL </li></ul>PRO.KNOWLEDGE EXPERIENCE TASK COMPETENCES ETC. POWER FRONT WHEEL PEOPLE KNOWLEDGE RELATIONSHIP SKILL MKT. INTELLIGENCE/INF. ETC… DERECTION
    11. 11. <ul><ul><li>OBJECTIVES </li></ul></ul>TERRITORY TIME ACTION PLANNER
    12. 12. How to succeed <ul><li>Preparation </li></ul>
    13. 13. Preparation Means
    14. 14. Selling skills also used in…….. <ul><li>Marketing yourself </li></ul><ul><li>Ideas </li></ul><ul><li>Internal customers </li></ul><ul><li>Public sector </li></ul>
    15. 15. Customer <ul><li>Marketing and selling begins and ends with the CUSTOMER </li></ul><ul><li>Not your product </li></ul>
    16. 16. Marketing <ul><li>Product - benefits </li></ul><ul><li>Place </li></ul><ul><li>Price </li></ul><ul><li>Promotion – stand, posters, flyers, </li></ul><ul><li>tables, relationship marketing </li></ul>
    17. 17. Why should a customer buy from you? <ul><li>fulfil a need </li></ul><ul><li>fashion </li></ul><ul><li>image </li></ul><ul><li>salesmanship </li></ul><ul><li>advertising </li></ul><ul><li>peer pressure </li></ul><ul><li>impulse </li></ul><ul><li>price </li></ul><ul><li>location </li></ul><ul><li>value </li></ul><ul><li>health </li></ul><ul><li>fear </li></ul><ul><li>legislation </li></ul><ul><li>quality & reliability </li></ul><ul><li>reputation </li></ul><ul><li>after-sales service </li></ul>
    18. 18. <ul><li>Do not tell the customer about your product and service until you have found out which company they are from and what sort of cake they are interested in. </li></ul>
    19. 19. Selling skills <ul><li>Present the solution, while overcoming customer concerns. </li></ul><ul><li>Consider your competition </li></ul><ul><li>Ask for the business </li></ul><ul><li>Evaluate </li></ul>
    20. 20. Skills <ul><li>Networking </li></ul><ul><li>Communication </li></ul><ul><ul><li>active listening </li></ul></ul><ul><ul><li>summarising </li></ul></ul><ul><li>Persuading </li></ul><ul><li>Influencing </li></ul><ul><li>Negotiating </li></ul>
    21. 21. REMEMBER <ul><li>Prepare your marketing and costing </li></ul><ul><li>Stress (adapted) benefits to customer, not just the features </li></ul><ul><li>Draw attention to the strengths of your product </li></ul><ul><li>Ask for the business </li></ul><ul><li>Keep motivated </li></ul>
    22. 22. <ul><li>He who whispers down a well, </li></ul><ul><li>about the things he has to sell, </li></ul><ul><li>will not make as many dollars as </li></ul><ul><li>he who climbs a tree and hollers. </li></ul>
    23. 23. Sharpen Your Selling Skills
    24. 24. Competing with Competitors <ul><li>Two things to remember: </li></ul><ul><li>Selling Skill of employees determine success or failure of business </li></ul><ul><ul><li>skills to provide service and generate sales </li></ul></ul><ul><li>To customers the salesperson is the business </li></ul><ul><ul><li>good or bad in the mind of customers </li></ul></ul><ul><ul><li>focus turn salesperson into motivated sales force </li></ul></ul>
    25. 25. Six Steps Toward Selling Success <ul><li>1. Lay out the groundwork </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Attitude </li></ul></ul><ul><ul><li>Techniques </li></ul></ul><ul><li>2. Approach and relate </li></ul><ul><ul><li>Sell the relationship </li></ul></ul><ul><ul><li>Help customers buy the right thing </li></ul></ul>
    26. 26. Continued <ul><li>3. Make the Presentation </li></ul><ul><ul><li>Know the features </li></ul></ul><ul><ul><li>Sell the benefits - by answering “What is in it for me?” </li></ul></ul><ul><ul><li>Sell the advantages- by answering “Why should I buy from this person?” and “Do you knock the competition?” </li></ul></ul><ul><li>4. Overcome the Objections </li></ul>
    27. 27. Continued <ul><li>5. Close and Supplement </li></ul><ul><ul><li>Always be closing- help customer decide how -not whether they will buy. </li></ul></ul><ul><ul><ul><li>Can you see how this would meet your needs (or solve your problem)? </li></ul></ul></ul><ul><ul><ul><li>Since I haven’t heard any objections, I’m assuming you agree with me? Right? </li></ul></ul></ul><ul><ul><ul><li>Are you ready for us to talk about the final details? </li></ul></ul></ul><ul><ul><ul><li>Shall we go ahead and get started with your order? </li></ul></ul></ul><ul><ul><li>Ask for the sale </li></ul></ul><ul><ul><li>Suggest additional products after initial decision has been made. </li></ul></ul>
    28. 28. Continued <ul><li>6. Follow up and Make them Customers for Life </li></ul><ul><ul><li>Contact customers after sale </li></ul></ul><ul><ul><li>Send a “customer satisfaction” survey </li></ul></ul><ul><ul><li>Prove your dependability </li></ul></ul><ul><ul><li>Handle complaints promptly </li></ul></ul><ul><ul><li>Add customer names to mailing list and keep regular contact </li></ul></ul><ul><ul><li>Ask for referrals </li></ul></ul>
    29. 29. Visualize Success <ul><li>Selling is people-serving-people process that should include the following: </li></ul><ul><ul><li>Training you staff to care about serving customers </li></ul></ul><ul><ul><li>Learning to listen to customers in order to zero in on their needs </li></ul></ul><ul><ul><li>Practicing courtesy in every situation </li></ul></ul><ul><ul><li>learning about your products and services so you can point out the benefits and advantages </li></ul></ul>
    30. 30. Visualize Success- Continued <ul><ul><li>Suggesting additional items that will save your customers time and additional expense </li></ul></ul><ul><ul><li>Making every customer feel welcome and appreciated </li></ul></ul><ul><ul><li>Following up sales with a thank you and a satisfaction survey </li></ul></ul>
    31. 31. Selling Skills Effective selling
    32. 32. 3 basic sales approaches <ul><li>Standard </li></ul><ul><ul><li>Pat statements and refined sales pitch </li></ul></ul><ul><ul><li>Good for rookies, uniform for mgmt </li></ul></ul><ul><ul><li>No listening </li></ul></ul><ul><li>Need Satisfaction </li></ul><ul><ul><li>Lots of careful questions to find opportunity </li></ul></ul><ul><li>Problem-Solution </li></ul><ul><ul><li>Full analysis of customer needs </li></ul></ul>
    33. 33. Always be prepared Before the Call <ul><li>Know your product inside out. </li></ul><ul><li>Be knowledgeable about this industry. </li></ul><ul><li>Know your competition </li></ul><ul><li>Know the basics of the customers needs. </li></ul><ul><li>People in common. </li></ul><ul><li>Believe in yourself, your company, and product or DON’T be there. </li></ul>
    34. 34. The pre-call Plan <ul><li>Always have a written plan </li></ul><ul><ul><li>Flowers for receptionist, get 2 names, name impression </li></ul></ul><ul><li>Always have a list of objectives for you/customer </li></ul><ul><ul><li>Free product trial, competitors terms, secure lunch date </li></ul></ul><ul><li>Always have a goal of learning something new about the customer </li></ul><ul><ul><li>Equipment, ancillary products, 2 nd tier suppliers </li></ul></ul><ul><ul><li>Their “go to market strategy” and unique advantages </li></ul></ul><ul><li>Always try to have an actionable item for you and your customer after the call </li></ul><ul><ul><li>Price on equipment, tech specs, trial in plant, customer volume per month </li></ul></ul>
    35. 35. Before intro… <ul><li>Read the “sign in sheet”. Always. Consider whether to write your name/company legibly or not. </li></ul><ul><li>Extra effort with reception. Always. </li></ul><ul><li>Never talk in car in lot, elevators, lobby, bathroom, etc. </li></ul><ul><li>Review your written plan briefly. </li></ul><ul><li>Look very relaxed in the lobby. (even if not) </li></ul>
    36. 36. First few minutes matter… <ul><li>Nonverbal visual cues </li></ul><ul><ul><li>Your dress. Plan it. </li></ul></ul><ul><ul><li>Look them in the eye and shake firmly. </li></ul></ul><ul><ul><li>Smile broadly. </li></ul></ul><ul><ul><li>Show personal enthusiasm in body language. </li></ul></ul><ul><ul><li>Pace yourself by customer…watch them approach </li></ul></ul>
    37. 37. The opener… <ul><li>“ I’m Cliff Brooks, How are you?” </li></ul><ul><li>“ Nice looking kids. I’ve got a few just about that age, pretty darn busy around our place.” </li></ul><ul><li>“ How’s your day so far?” </li></ul><ul><li>“ How goes the battle today?” </li></ul><ul><li>“ Got your name from Joe…thanks for seeing me. He thought this might make sense for us to get together…” </li></ul><ul><li>“ Couldn’t help seeing those tanks on the side of the building…I’d bet you are pretty happy with those H&K 2 ton stainless auto top loaders?” </li></ul>
    38. 38. Needs Discovery <ul><li>After closing this is the key selling skill. </li></ul><ul><li>Question and listen. Really listen </li></ul><ul><ul><li>What’s not being said? </li></ul></ul><ul><ul><li>What are they trying to say but “can’t” </li></ul></ul><ul><ul><li>What’s the real need? </li></ul></ul><ul><li>Sometimes the needs are “just those of the buyer, and not actual”. You understand! </li></ul>
    39. 39. Questions… <ul><li>Open probes… </li></ul><ul><ul><li>How are the new regulations from OSHA hurting your business? </li></ul></ul><ul><ul><li>or </li></ul></ul><ul><ul><li>“OSHA’s sure got our industry in a bind right now. You guys seem to be doing so well how are you doing it?” </li></ul></ul>
    40. 40. Closed Probes… <ul><li>Is delivery a problem for you? </li></ul><ul><ul><ul><ul><li>Or </li></ul></ul></ul></ul><ul><li>Given the shortage of trucking with the strike could our dedicated fleet of company owned delivery trucks help with those delivery delays? </li></ul><ul><li>Would extended payment terms help? </li></ul>
    41. 41. Concerns/Objections <ul><li>Typically a natural part of any call </li></ul><ul><li>An opportunity for more dialogue </li></ul><ul><li>Helps both parties in buying process. </li></ul><ul><ul><li>“this is a buying process” </li></ul></ul><ul><li>Customer “indifference” is the killer not active objections </li></ul>
    42. 42. Handling Objections <ul><li>Listen </li></ul><ul><li>Agree/restate without prejudice </li></ul><ul><li>Get clear about the real issue </li></ul><ul><li>Discuss solutions </li></ul><ul><li>Ask for a commitment </li></ul>
    43. 43. Closing… <ul><li>Trial closes might uncover more issues/needs </li></ul><ul><ul><li>Is this what you had in mind? </li></ul></ul><ul><ul><li>Would this do the job for you? </li></ul></ul><ul><ul><li>How does this look? </li></ul></ul><ul><li>If still no… </li></ul><ul><ul><li>What specifically doesn’t seem as though it meets your needs? </li></ul></ul>
    44. 44. Look for buying cues… <ul><li>Nonverbal yes’s </li></ul><ul><li>Sounds good… </li></ul><ul><li>Focus on delivery and terms in discussion </li></ul><ul><li>Timelines </li></ul><ul><li>Pulling out PO forms </li></ul><ul><li>Looking up stock/inventory </li></ul>
    45. 45. Close <ul><li>Alternative close </li></ul><ul><ul><li>Which would you prefer the single case or pallet quantity? </li></ul></ul><ul><li>Summary close </li></ul><ul><ul><li>With the 10% gain in factory efficiency and unique new volume price program lets get this on the books. When would you like delivery? </li></ul></ul>
    46. 46. Post Sale <ul><li>Service, service, service. </li></ul><ul><li>Know your company’s ability </li></ul><ul><li>Don’t ever oversell </li></ul><ul><li>Call and write. </li></ul><ul><li>Creative thanks. </li></ul><ul><li>Visit again soon after product delivery. </li></ul>
    47. 47. Five reasons salespeople lose sales <ul><li>Apathy </li></ul><ul><li>Misjudging you customer’s intent to buy </li></ul><ul><li>Lack of product knowledge </li></ul><ul><li>Rudeness </li></ul><ul><li>Failure to suggest other items </li></ul>
    48. 48. Dr . Taleb Hammad B.Sc Pharmacy , MBA [email_address]
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