Sales techniques new


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Sales techniques new

  1. 1. Sales concepts and Sales Techniques S.ANANTHARAMAN
  2. 2. LEARNING OBJECTIVES <ul><li>Understanding SALES </li></ul><ul><li>Sales Concept & Models </li></ul><ul><li>Sales Process & Techniques </li></ul>
  3. 3. SALES <ul><li>The Exchange of Goods or Services for an Amount of Money or Its Equivalent </li></ul>
  4. 4. Why Do We Buy Any Product? <ul><li>We buy products which solves our problem or satisfy our Need </li></ul><ul><li>None of us buy products. We all buy ‘ products ’ of the product – which are called Benefits or Need solutions </li></ul><ul><li>People buy what they Want when they want the product more than the money it costs </li></ul><ul><li>We do not buy what the product IS; We buy the Benefits that the use of product will bring to us </li></ul>
  5. 5. NEED, WANT, & DEMAND <ul><li>Problem/ discomforts /deprivation means presence of Need </li></ul><ul><li>Need May be Implied /dormant or Active </li></ul><ul><li>Active Need turns into Want/Desire </li></ul><ul><li>Want backed by Money Generates Demand </li></ul><ul><li>Remember ! salesperson don’t invent or create the Need; they make the Latent Need Obvious…How they do is their selling skill ! </li></ul>
  6. 6. UNDERSTANDING SALES <ul><li>Thus, SALES is basically a Need Satisfying Process or A Problem Solving Activity </li></ul><ul><li>Exchange : Need Satisfaction or Problem Solving by exchanging the Benefits/Solution that the Product or Services offer to money/considerations which the Customer part with </li></ul><ul><li>Products or services are Solutions to someone’s Problem </li></ul>
  7. 7. WANT Want & Need SALE: A process of Need Satisfaction Exchange Dormant /Implied Need Active Need Purchase Satisfaction
  8. 8. Problem Problem Problem Problem Problem Problem Solution Solution Solution ???? Solution…..? Buyer Buyer Seller Seller
  9. 9. Selling Theories <ul><li>AIDA Concept </li></ul><ul><li>SPIN Model </li></ul><ul><li>FABV Approach </li></ul><ul><li>Stimulus Response Theory </li></ul><ul><li>Product Oriented Selling </li></ul><ul><li>Need Satisfaction Theory </li></ul>
  10. 10. AIDA CONCEPT <ul><li>Gaining A ttention </li></ul><ul><li>Holding I nterest </li></ul><ul><li>Arousing D esire </li></ul><ul><li>Obtaining A ction </li></ul>
  11. 11. SPIN MODEL <ul><li>Selling by asking questions to understand customer need and to offer solutions </li></ul><ul><li>Selling by Understanding Rather Than Persuading </li></ul><ul><li>4 types of Questions </li></ul><ul><ul><ul><li>S ituation Questions </li></ul></ul></ul><ul><ul><ul><li>P roblem Questions </li></ul></ul></ul><ul><ul><ul><li>I mplication Questions </li></ul></ul></ul><ul><ul><ul><li>N eed-Payoff Questions </li></ul></ul></ul>
  12. 13. Feature-Advantage-Benefit-Value : FABV <ul><li>Feature : part of the product or service – or what the product/service IS. Physical characteristics of the product : Broadband through ADSL technology </li></ul><ul><li>Advantage describes why the feature provide an advantage to the customer : Faster download speed </li></ul><ul><li>Benefit describes the economic, technical, service, and social benefits delivered by the product offering: Time saving, more business, competitiveness, more options </li></ul><ul><li>Value : The worth (often in money term) of the offering. </li></ul><ul><li>Anyone buys when the value perceived is more than the money parted with </li></ul>
  13. 14. Mbps..?? Is this a new service????? What I will do with it ? Our Broadband service gives you 2mbps speed Customer Salesperson
  14. 15. Advantages Objections Objection Handling Implied Need Implication & Need Pay off Questions Explicit Needs Benefit No sale Success More Success Less Success SELLING ON ADVANTAGE Vs. SELLING ON BENEFIT
  15. 16. Seller FEATURES Buyer: OBJECTIONS that’s just what I need! I like it ! Seller BENEFITS Buyer: AGREEMENT Must be very costly… Seller ADVANTAGES Buyer: PRICE CONCERN Wait a minute…. But…. No way…. FEATURE , ADVANTAGE, & BENEFIT
  16. 17. Stimulus Response Theory <ul><li>If the salesperson uses right stimulus of an appropriate strength, the prospect will respond the way salesperson wants him to. </li></ul><ul><li>Role of prospect : Passive responder </li></ul>
  17. 18. Product Oriented Selling <ul><li>Based upon the assumption that the prospect is not aware of the new technological & scientific developments </li></ul><ul><li>Emphasizes on the presentation and explanation skill of the sales person </li></ul><ul><li>Used for cutting age technological products </li></ul><ul><li>80% of the interaction time is spent in presentation </li></ul><ul><li>Role of Prospect : Listener </li></ul>
  18. 19. Need Satisfaction Theory <ul><li>Salesperson should identify the prospect’s Need/problem before he presents the product, which will satisfy the Need. </li></ul><ul><li>Three stages </li></ul><ul><ul><ul><li>Need Development </li></ul></ul></ul><ul><ul><ul><li>Need Identification </li></ul></ul></ul><ul><ul><ul><li>Need Satisfaction </li></ul></ul></ul><ul><li>80% of the talking done by the prospect </li></ul>
  19. 20. What A Customer Want <ul><li>To feel ‘IN CHARGE’ </li></ul><ul><li>Respect </li></ul><ul><li>Fairness </li></ul><ul><li>Friendliness </li></ul><ul><li>Knowledge </li></ul><ul><li>Confidence </li></ul><ul><li>Approval & Appreciation </li></ul>
  21. 22. A Sales person : <ul><li>Should be… </li></ul><ul><li>Honest/trustworthy </li></ul><ul><li>Friendly/Pleasing </li></ul><ul><li>Interesting </li></ul><ul><li>Good listener </li></ul><ul><li>Polite </li></ul><ul><li>Flexible </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Empathizing </li></ul><ul><li>Should not be… </li></ul><ul><li>Arrogant/rude </li></ul><ul><li>Indifferent </li></ul><ul><li>Sarcastic/superior </li></ul><ul><li>Impatient </li></ul><ul><li>Aggressive/Pushy </li></ul><ul><li>Defensive </li></ul><ul><li>Negative </li></ul><ul><li>Lazy </li></ul>
  22. 23. Buying process-REED <ul><li>R- Recognize the need </li></ul><ul><li>E-Evaluate options </li></ul><ul><li>E-Eliminate Doubts </li></ul><ul><li>D-Decide to Buy </li></ul>
  23. 24. Selling Process -ODPEC <ul><li>O-Open a call </li></ul><ul><li>D-Develop the need </li></ul><ul><li>P-Propose a solution </li></ul><ul><li>E-Eliminate doubts </li></ul><ul><li>C-Closing the Sale </li></ul>
  24. 25. … And let me tell you another thing….. ZZZZZZ…….. Customer Salesperson
  25. 27. CLOSING <ul><li>ABC : A lways B e C losing </li></ul><ul><li>Closing Techniques </li></ul><ul><ul><li>Summary close </li></ul></ul><ul><ul><li>Alternate close </li></ul></ul><ul><ul><li>1-2-3 close : We will give you this, that and the other. </li></ul></ul><ul><ul><li>Assumptive Close :acting as if they are ready to decide </li></ul></ul><ul><ul><li>Best Time Close- emphasize how now is the best time to buy. </li></ul></ul><ul><ul><li>Now-or-Never Close - to hurry things up. </li></ul></ul><ul><ul><li>Trial Close- see if they are ready for a close. </li></ul></ul><ul><ul><li>Yes-Set Close- get them saying 'yes' and they'll keep saying 'yes'. </li></ul></ul>
  26. 28. <ul><li>You can take away my money and take away my factories, but leave me my sales staff and I’ll be back where I was in two years.” </li></ul><ul><li>Andrew Carnegie </li></ul>
  27. 29. Thank you