Sales Part 1

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Sales Part 1

  1. 1. THE SALES PROCESS Part 1  NEED SATISFACTION  FEATURES and BENEFITS  SALES POINTS  HANDLING OBJECTIONS  CONTROLLING BY QUESTIONS
  2. 2. THE SALES PROCESS 3 Theories  STIMULUS - RESPONSE  SELLING FORMULA  NEED SATISFACTION
  3. 3. NEED SATISFACTION Purchases are made to satisfy needs The salesman must  Discover his prospect ’s needs  Show how his products fit those needs ...so  He monitors feedback  He controls the interview using  QUESTIONS  SUMMATION
  4. 4. YOUR CUSTOMER  Active not passive  Wants to influence the salesman  A unique individual
  5. 5. 3 PHASES  NEED DEVELOPMENT  The salesman asks questions to get the customer to talk about his needs  NEED AWARENESS The salesman recognizes the customer ’s needs He gets the customer to see those needs more clearly The customer feels a mutual understanding is reached  NEED FULFILMENT The salesman shows how the product meets the needs He makes a personalized presentation
  6. 6. USING NEED SATISFACTION 3 Tools  Feature-Benefit table  Sales Points  Handling Objections
  7. 7. FEATURE-BENEFIT TABLE 1 What do I sell ?  List all sales points  Label each point as  a FEATURE (refers to the product itself)  a BENEFIT (derived from using it)  List features & benefits in 2 columns  Cross-reference features & benefits see worksheets 1 and 2
  8. 8. FEATURE-BENEFIT TABLE 2 You will notice  A feature may provide more than one benefit  A benefit may come from several features now you can  give a clear picture of your product  match sales points to buyer needs  communicate better to your prospect
  9. 9. SALES POINTS 1 Now you want to  Identify sales points that fit buyer needs so you need to ask questions  The questions must meet certain criteria *  They must relate to sales points but  Avoid making positive statements ! * we ’ll see what these are a little further on
  10. 10. SALES POINTS 2 When you ’ve identified the 3 or 4 key needs  Review the conversation to see if the buyer agrees (need awareness)  if yes, proceed to need fulfilment phase  if no, go back to need development phase  The buyer ’s realization that the salesman understands his needs is the best basis for credibility !
  11. 11. NEED FULFILMENT Now it ’s time to  Make positive statements  State each point more than once  Use alternate phrasings  Use repetition and summation (more about these techniques later)
  12. 12. HANDLING OBJECTIONS 1 You ’ve avoided making positive statements until the need fulfilment phase, to prevent the buyer objecting Now you can expect those objections ! Look on them as positive - they tell you :  The buyer has been listening  He is showing interest in the product
  13. 13. HANDLING OBJECTIONS 2 Remember these assumptions  A buyer is more likely to believe what HE says than what view the salesman says  A buyer is more likely to accept data HE requests than data shoved on him … so  Reply with a question that will induce the buyer to answer his own objection  If he can ’t answer the question, he ’ll ask for the information
  14. 14. HANDLING OBJECTIONS 3 When an objection is made  Mentally formulate an answer  Don ’t verbalize it  Ask a question that leads the buyer to  answer his own objection  request the information (We ’ll come back to handling objections later)
  15. 15. CONTROLLING THE INTERVIEW There are 2 ways to do this  Talk louder and faster than the prospect  Introduce topics by asking questions The tactical objective is to control the interview without seeming to. This is a technique that requires  Resourcefulness plan in advance  Confidence let him talk until an opportunity for a question comes up  Self Control avoid interrupting the prospect  Maturity work for long-range objectives
  16. 16. CONTROL BY QUESTIONS  Build a list of questions  design them to reveal specific information  Try them out  and revise them if necessary  Review the list before each sales call  choose suitable ones to open The technique requires frequent practise !
  17. 17. PHRASING YOUR QUESTION Remember these 5 rules  It shouldn ’t be answerable by ‘ yes ’ or ‘ no ’  It should be open  It should be indirect  It should be short  It should have only one part
  18. 18. OTHER USES OF QUESTIONS Questions can be used to  Determine what he already knows  so you can concentrate on areas where data is lacking  Identify his need for more data  so you can get him to ask for it  Disturb his complacency  so you can make him evaluate your proposal  Bring out his needs and values  so you can close with appropriate features and benefits
  19. 19. NEED DEVELOPMENT QUESTIONS They should be related to sales points Don ’t develop needs you can ’t fill ! Before asking a question :  Make sure the purpose is clear  to identify sales points for the need fulfilment phase  Define what it ’s not supposed to do  so you don ’t waste time eliciting non-useful answers Questions should enable you to determine if a sales point is related to a need
  20. 20. NEED AWARENESS QUESTIONS You will recognize the buyer ’s needs before he does ! When you ’ve identified the needs and are satisfied you can fill them  Summarize the interview  Get confirmation of your understanding
  21. 21. REMEMBER WHERE YOU ARE As a salesman, always keep sight of your objective  Need development  You want to get information  Need awareness  You want the buyer to know you understand his needs  Need fulfilment  You want to show how the product will meet those needs

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