And how do you feel when you
2000 2001 2002 2003 2004
But we’ve got only one option!
We must win.
FUCHS’ No. 1
Is there a short cut for Success?
Learn from other people’s
Successes and Failures.
No time for failure so
No need to put your self
Why We can’t sell?
Because customers don’t buy. Why?
Your offer doesn’t meet their expectations.
No OEM approval?
Poor after-sales services
Poor brand reputation?
Good relationship with current supplier.
They don’t see the benefits buying from you.
You offer what they don’t want.
We haven’t sell yet!
What is selling?
“Sales is helping the customers to buy”
Helping them to make up his mind based upon the
satisfaction of his needs. Sales is always going for “Win -
Win” or “No Deal”. That means that it is the salespersons
responsibility to ensure that both he and the customer wins
on the deal.
If the salesperson finds that he is about to conclude a deal
where he is winning but the customer is losing, the deal
should be scrapped.
Can we sell without selling?
MAKE THEM WANT TO BUY FROM YOU!
The first step is to start from a friendly perspective by getting to know who your customers
are and what they need and want by asking questions.
Next, prove that you understand and have empathy for their concerns by echoing their
frustrations. Share a personal story of your own experience with a similar problem and tell
them how you were able to solve that problem with the product you are about to endorse.
Above all, be honest. No product is perfect, so a 100% positive product endorsement will be
met with skepticism and resistance by your readers. So, be sure to point out any minor
shortfalls and limitations. Alternatively, consider comparing and contrasting two different
products to give your customers a variety of options from which to choose.
Why do people buy things?
Needs – some things you cannot live without.
Wants – some things you can live without.
Are we the only supplier in the market?
Why do they have to buy from us?
Why does the customer has to buy
Because you offer something different and better than your competitors.
Decision making Factors
Personal satisfaction/Good feeling to have
Price FIND OUT what are the key
decision factors of your customer
Ease of use
How the business deal is done?
This guy thought that
I think she likes me I like him. I actually
need his order.
How the business deal is done?
Both parties get benefits.
Customer get the good product at
the reasonable price with
additional other value added after-
Seller can sell product with
reasonable margin and reasonable
demanding on services.
How long does it take to close sales?
1 day 1 week 1 month 1 year or even longer?
Do you know what are the factors affecting sales cycle?
The right strategic sales approach will help shorten the sales cycle.
Identify who is your potential customer.
Evaluate the potential size of the business.
Collect information and identify needs.
Identify benefit offering that match prospect’s needs.
Put together proposal with measurable benefits.
Present your benefits to the prospect and seek for
the agreement on the benefit. Then ask for the order.
Pareto's Principle - The 80-20 Rule
If this is true you need more prospects in your bank account.
Remember First meeting is very important
How would you like your customer to remember you is
up to how you present your self to them.
First meeting first impression.
Presence in the professional manner
Make the customer know that you know their business
so prepare information about your prospect business
Sell the company first, your self as second and the
Preparation for the first meeting
Company profile information
Application information and reference customers
Customer business information
Questionnaires to explore for more information
Their success factors
Current products in use/Price/Supplier
Services from current supplier
Problem issue with current product/supplier
Customer production/machine info/application of
Customer decision making process (who is who in decision
Customer decision factors(price/quality/service/approval?)
Understanding Customer’s Needs
Re-check/re-confirm our understanding
Formulating the offer with customer need
Quantify the benefits and the profit
Re-confirm with the customer if the offer meets their
Finalize the offer
Convince for the order
Where to find customer info
Industrial estate office
Survey of your territory
You want to eat big fish or small fish?
Results of poor customer selection
Waste time and money for account maintenance
Lost of strategic business direction
Stock issue, high number of SKU with small volume
and extra effort to manage
High delivery cost
High service cost
Extra work load for invoicing and collecting money
cause extra operating cost low profit less bonus
Customer Selection Criteria
Sales cycle time? Too long?
Barriers? OEM a/pproval/very low price
Risk of bad debt
Fit with our strengths/expertise?
Have resources to support the business?
Product availability/volume/lead time?
Customer behavior/decision criteria?
Strategically fit? Low volume but good reference/high
Don’t waste your time with non-target prospect!
Customer Value Metrics Criteria
High Value Customer Medium Value Customer
Willing to Pay the Price Price is important
Products & Services Needs to justify everything
Looking for continual Improvement Does not necessarily want radical
Asks not tells change.
Long term focus Will listen to opportunities but is
Has Self Evaluation Metrics Subject to the opinion of upper
Pays the Bills management
Upper Management Participation
Low Value Customer Poor Selection Customer
Price is first evaluation
Enjoys the quoting process PS
Wants all of the benefits and Price & Price Only
Is not willing to pay for any
Of the benefits just wants it all Slow Pay
What have you done for me lately Looking for the next deal
What have you done for me lately
You need to make sure that you spend your time wisely
Know when to call for an order. Many customer could not
accept delivery after date 25th.
Some festive months have less number of working days.
Spare you time (few days/month) for surveying new
markets/prospects and make a sales call to new prospects.
Keep adding new prospects on the list.
Collect the checks on due dates.
You can manage some small accounts by telephone.
Spend more time with the key accounts and less time with
small accounts but you must meet or talk to all of them
Always ensure customer satisfaction
On time delivery
Consistent after-sales services
Fast respond to customer inquiry/problem
It is team effort activity not just sales function’s job
It requires efficient internal communication and
It is much easier to maintain and expand business with
existing customers than finding the new ones.
Team approach (sales/technical/logistic/finance)
Face to Face meeting/visit 2 times/month
Extra service (condition monitoring/training/joint develoment project)
Account info update to the team
Medium size accounts
Sales rep as team leader with team support
Face to Face meeting at least once a month
Account info update as necessary
Look for the expansion
Small size accounts
Sales rep and customer service rep follow up order
A short time visit or telephone follow up
Minimal or no on-site after-sales services
We all expect higher income every year.
Where the new volume come
Expanding: Existing customers
Re-gain: Lost customers
New opportunity: Prospects
It is much easier to sell more to existing accounts
Or to re-gain lost accounts than selling to the new
Check your bank account!
Do you have enough stock of prospect/projects?
Keep topping up the list.
Your Growth Your new businesses
Expectation • New prospects/existing accounts/lost accounts
• Keep adding new prospects
Get the top 10 projects move ahead
• Total potential net contribution of top 10 projects
must be at least 3 times larger than the gap
• Get helps from your supporters
Your Your Existing businesses
Ensure your customer satisfaction
Maintain your good service
base • Monitor sales by accounts by products on
• Monitor your competitor activity with your