2. Sales Part 1| Inhaltsverzeichnis
Table of Contents
Table of Content
Page 2 - Telemarketing
Page 3 - Telemarketing Do´s
Page 4 - Telemarketing Dont´s
Page 5 - Common Questions & Objections
Page 6 - Qualifying a Customer
Page 7 - Qualifying a Requirement (RFQ)
- List of Question to Qualify a RFQ
Page 8-9 - Cold Calls
Page 10 - Follow-Up Calls
Page 11 - Market Dominance
3. Sales Part 1 | Telemarketing
Telemarketing
Telemarketing
Also known as inside sales or telesales in the UK and Ireland, is a method of direct marketing
in which a salesperson solicits prospective customers to buy products or services, either over
the phone or through a subsequent face to face or Web conferencing appointment scheduled
during the call.
Goals
• Generating new business contacts with potential customers called „leads“.
• Building a business and personal relationship
• Mind-share
• Getting RFQs
• Preparation of „Quotations“ or „Offers“
• Following-up on offers and customer service
• Vertragsabschlüsse
• Preliminary Qualification and visiting client
4. Sales Part 1 | Telemarketing do´s
Telemarketing Do´s
Does the company buy electronic components directly for their own product……
1. Authenticity and Natural –
• „i am new in the company and could use your help?“
• „i am not a technician, what is your end-product?“
2. Differentiate yourself
3. Ask when/if something is unclear
4. Be vigilant
5. Smile even though the person on the end of the line cannot see you
6. Sit up straight for better blood circulation, stay confident and breathe deeply and slowly
7. Speak clearly
8. Listen to the person on the end of the line
9. Pay attention to „Intonation“, see number 9
10. End your sentences with questions „we stock active, passive und electromechaical parts, for which product are you
responsible for?“
11. Try to have a „Dialogue“ instead of a „Monologue“
12. Try to imitate person on the other line (example: when a client tries to be funny or speaks slowly, try to do the same)
13. Get to know who you are speaking to ( Hobbies, Children, Birthday, Family, etc...)
14. Stellen Sie dinge bildlich dar z. bsp. bei einem Kunden aus dem Automotive Segment „ ich fahre gerade in meinem Auto,
welchen Knopf muss ich drücken um Ihr Produkt zu nutzen ?“
15. Nutzen Sie bekannte Phrasen „ Die Kuh kriegen wir schneller vom Eis mit Schlittschuhen“- welchen Preis benötigen Sie ?
Helpful Words:
Thank you, New, Confident, Security, Money, Time, Health, Nature or natural, Promise, Gladly, Simple, Result
And always remember: Ask as many questions as possible!
6. Sales Part 1 | FAQ
Common Questions & Objections
• Are you a Broker?
• 1. Depending on how you define „Broker“
• 2. We are an Independent Distributor with our own warehouse and quality department
• 3. Yea, one of the worst
• Where do you purchase your electronic components?
• From the „Open Market“
• World-wide Authorized Distributors
• OEM XS
• Qualified Broker World-wide
• Manufacturer Direct
• Why can you not send a quotation for a calculation?
• 1. Because the open market thus prices change daily und Nachfrage täglich ändern können
• 2. Because I can only loose. If my offer is too expensive, you will not send me future RFQs. If my offer is too low,
you might want same parts in 2 months for example, but parts will not be available then.
• How fast may you ship parts?
• Depending on the availability, but the normal lead-time to us is 2-3 days. In urgent cases, it could be faster!
• Do parts come with a guarantee?
• A guarantee of 30 days is always issued for parts.
• What are the RMA procedures?
• Discrepancies in parts may be returned with a „Testing-Report“. Either replacements or a credit note will be
issued.
7. Sales Part 1 | Qualifying a Customer
Qualifying a Customer
THE 8 STEPS
1. RESEARCH
2. INTRODUCTION
3. QUALIFY
4. SUMMARY
5. FEATURES & BENEFITS PRESENTATION
6. SUMMARY
7. PRE-CLOSE
8. CLOSE
1. Research
• Before making contact with a prospect you need too gather basic information on the target company.
• The Internet is one tool that can provide detailed information.
Size of Company, number of employees, number of locations, what they manufacture / sell, who are their key
competitors, some executives names.
• Other departments such as Sales, Receptionist and other clerical or support departments can provide information.
Do they have a purchasing department, do they manufacture at this location? who is in charge of Purchasing etc.
8. Sales Part 1 | Qualifying a Customer
2. Introduction
• Now that you have a better understanding of what the company does and have the name of person to
contact in their procurement department you need to make your first call.
• Before you call you need to have a clear goal – what do you truly hope to accomplish with the call. If your
goal for each call is to get a requirement you will be consistently disappointed. More realistic goals are:
• To gather more information
• To provide information about yourself and CHIP 1 EXCHANGE
• To make an appointment for another phone call
• To make an appointment for a visit
• Once you have a clear goal in mind you need to make sure what you will say in the first 10 seconds of your
call. The old cliché that “you don’t get a second chance to make a first impression” is very accurate.
9. 3. Qualifying the Account
• We are assuming you have done your research in step one and that you already have a basic understanding
of the account. This is important for several reasons. Once of the easiest ways to annoy a prospect is to ask
him mundane questions about his company and this will also make you sound like each and every other
broker that has called him.
• You need to find out several things for this prospect:
• Where did he/she work before?
• How long has he/she been there?
• What is their primary role and level of responsibility?
• What is the purchasing structure of their company or location?
• If you are talking to a manager how many people work for him/her and who are they?
• Do they buy parts from brokers?
• If a CM – Who do they build for? If an OEM what projects are they working on?
• Do they have an approved vendor list/program, if so who is responsible for it and what is the criteria
for becoming one?
• If an OEM What CM(s) do they use, can they give you a point of contact?
• What does he/she like about the current suppliers they are using?
• Do they have certain requirements for being a supplier to them (I.e. ISO)?
• What commodities do they (or the individual) purchase the most of?
• Cannot be asked “machine gun style” – The conversation must flow naturally.
Sales Part 1 | Qualifying a Customer
10. 4. Summary
• As you have been taking notes during your conversation you need to make specific note of key points the prospect makes.
We call these HOT BUTTONS.
• The purpose of the summary is to take a break from the questioning to recap what has been discussed so far.
• This will show the prospect a few things. One it shows you were listening and that you take what he/she said seriously.
• Second, it opens up the possibility of the prospect adding new information to the info you are summarizing. You will be
surprised how often they will expand on an initial statement they made when you summarize.
5. Features & Benefits
• Like any other company or product, CHIP 1 EXCHANGE and you as an individual have Features and Benefits that make us
unique.
• A Feature is a real or perceived attribute that describes a particular service or product we offer.
• A Benefit (again – real or perceived) is a description of how the feature can actually add value to the customer.
• The goal of a F&B Presentation is to take the information you gathered during the qualifying (the HOT BUTTONS) step, and
describe to the customer how CHIP 1 EXCHANGE’s Features can Benefit them as a customer.
• RULE OF 5 – It has been proven that people retain 5 things they are told. Out of the five things they remember the first and
last thing they hear the most.
• There your F&B Presentation should be limited to 5 Key items and you should make the most important points first and last.
The most important things will be based on the customers HOT BUTTONS you uncovered during qualifying.
• Good HOT BUTTON questions are like those that I listed in bold on the Qualifying page. The answers you get to these should
be addressed in your F&B Presentation.
• Most Account Managers make the mistake of stating a Feature and then describing the Feature instead of actually stating a
Benefit.
Sales Part 1 | Qualifying a Customer
11. 6. Summary
• The goal of this step is to again recap all that has been discussed to this point.
• Specifically recap the HOT BUTTON point.
• For example: “Mr. Johnson you mentioned it was a requirement that in order to be a supplier to your
company that we would need to be ISO Certified. As we discussed is ISO 9001 certified, so the benefit to
you is that we obviously meet this requirement.”
• You don’t necessarily need to summarize all 5 items, just touch on the two or three most important.
7. Pre-Close
• The purpose of the pre-close is to make sure that you have addressed any of the customer’s key concerns
before moving onto the close. In the case of a cold call or follow-up call a “close” is defined as reaching the
goal you set for the call.
• The pre-close question I recommend you use can be, “Mr. Johnson you mentioned at the beginning of our
conversation that you were not really familiar with CHIP 1 EXCHANGE. Do you still feel that way?”
• If the answer is YES that you have more work to do. You have left questions unanswered or objection
unresolved, you would need to ask what specifically you could address and go back and qualify some more.
• You need to eliminate any objections or hurdles to getting a YES at the close before you proceed to step 8.
Sales Part 1 | Qualifying a Customer
12. 8. Close
• Again, a close in this case is defined as “reaching the goal you set for the call”
• Goals again should be:
• Gathering key information or a specific piece of information about the account.
• Giving more information about CHIP 1 EXCHANGE
• Gaining a commitment for another call
• Getting an appointment to visit the customer
• Getting a requirement
Keep in mind if at any time you get a requirement, stop the 8 step Process and Qualify the RFQ fully. On your
next call you can continue to qualify the account.
Sales Part 1 | Qualifying a Customer
13. Sales Part 1 | Kundenqualifizierung
Summary
• Do your research before making your first phone call – professionals are prepared. Have a goal for each
and every call you make.
• The goal of the 8 Steps is to differentiate yourself form the other brokers calling on your accounts.
• Make your intro is good – “you don’t get a second chance to make a first impression”
• Use the PAUSE in your opening – it really works.
• Listen more than you talk – if you dominate the call it is not a good call. Avoid Verbal Diarrhea.
• TAKE YOUR TIME – the more time you spend on the phone the more you will learn.
• Link Features with benefits if you want them to be remembered.
• Use the Pre-Close; eliminate possible objections before you try to the close.
• Use the Pre-Close; eliminate possible objections before you try to the close.
• Keep good notes so when you call back you know where you need to pick up from. Make sure info is in
Outlook.
14. Qualifying a Requirement
(RFQ)
If the requirement comes via email and is missing any or most of this information it is
imperative that you pick up the phone and call the customer to get the remaining questions
answered. If you cannot get the prospect or customer on the phone then attempt to collect
the information via email. This is never the ideal and less effective than talking to them
directly. It is nearly impossible to get all the information you need or get a commitment from
the customer via email. But sometimes there is little or no choice. Make that the exception
rather than the rule.
• 90% of the work in closing a deal is done up front when qualifying the requirement.
• Every requirement has a story, there is a reason the customer needs the part.
• A properly qualified requirement results in an order an average of 30-40% of the
time:
• Even if you do everything correctly there are factors that will lead to you not getting
the order.
• Proper qualification and pre-closing will reduce that chance and improve that closing
ratio. A
• Above average Account Managers close at a rate of 50% or better.
Sales Part 1 | Qualifying a Requirement
15. List of Questions to Qualify a (RFQ)
Below is the list of questions you must ask every customer when receiving a requirement:
1. Manufacturer‘s Part Number (MPN)?
This is the complete part number they are looking for
2. AVL / Alternate Part Numbers?
More often than not they customer can use more than just one part number for the application, make
sure you ask what other parts they can use, so you can broaden the search and increase your chance of
finding parts for them
3. Internal Part Number?
Nearly every customer uses their own internal part numbering system. This is how they identify the parts
in their system and it is important you keep track of this information and use it to help them reference
the part.
4. Quantity (QTY)?
This is the amount of product they need.
Sales Part 1 | Qualifying a Requirement
16. 5. Additional Quantity they can use?
a. How long will this quantity last?
b. what is your monthly or annual usage?
c. if i can locate more, would you be willing/able to take them?
6. Date Code (D/C)?
Do they have a specific date code requirement or restriction; common answer may be that parts must be
within 2 years Date Code.
7. Delivery Date?
What date does the customer need the parts to arrive in their warehouse?
8. Historical or Standard Price
What price does the cutomer usually pay for these parts and their current target price?
9. Packaging?
Are there any packaging restrictions?
a. Tape & Reel: Is Third party reel acceptable or only factory reel?
b. Bulk: Tube, Bag, Tray, Ammo Pack, etc…?
c. Factory Sealed or open or re-sealed package ok?
Sales Part 1 | Qualifying a Requirement
17. Items 1 – 9 are the minimum requirements for any RFQ from a customer. Requirements without
this basic and important information should not be submitted to purchasing to be sourced.
10. Why? What is the reason for this requirement?
a. EOL part
b. De-commitment on delivery from primary supplier
c. De-commitment on delivery from another broker
d. Pull-in that can’t be supported by primary supplier
e. Increase in quantity that can’t be supported by primary supplier
11. Competition?
Who else has this requirement, how many other suppliers, brokers, franchise etc…?
12. Pre-close question?
If I could, would you? The idea here is to get some sort of commitment from the customer. If you can find
what they are looking for at the price and within the parameters they have given you, would they give
you the PO?
Sales Part 1 | Qualifying a Requirement
18. Sales Part 1 | Cold Calling
Cold Calling
Cold calling is the initial contact of a potential customer.
Introduction
Always introduce yourself and introduce the company. „Good afternoon“, my name is XY from the company Chip
One Exchange in Neu-Isenburg. Give yourself time for this entry, make sure to speak loud and clear, so that the
person on the other side of the phone can understand who he is talking with. Always note the name and the position
of the person you are speaking with
Most important
• Speak in short sentences and conclude with a question
• Listen to the customer and let him finish without interrupting
• Beware of the tone of the conversation
• Note all the important things
• Adapt to the volume and the tempo of your customer
• Ask questions in the right way for gathering information
ex:. „ How often do you purchase from the open market?“ instead of „do you buy from the open market?“
• Make closed questions to get a straight/confirmed answer
ex:. „Will I get the order if I meet your target?“
• Make alternative questions to force an answer
ex: „ when can I call you back? Wednesday of Thursday?“
• Show interest in their product
• Smile even though they cannot see you
19. Sales Part 1 | Cold Calling
Cold Calling
At the end of the conversation
• Repeat the important points
• Ask what they need to purchase at the moment
• Ask if there is anything else you can do for the am at the moment
• Thank them for their time
• Arrange the next call
• Send all the data/information that you have also via Fax or Mail ( not email)
Mr. XY thank you very much for you time on the phone.
Surely we can intensify these issues in the upcoming weeks.
I would just need your e-mail address so I can send you a brochure with some information
about our company.
20. Sales Part 1 | Follow-up calls
Follow-up Calls
Most of the orders will start only after the 7th till the 12th call. Stay persistent, you need to earn the
trust of the Company/Contact Person first. With that your chances will rise.
Goals
• Always bring yourself back in memory
• Exchange information
• Intensify the contact with the customer
• Never let a requirement go
Hallo Mr. XY, my Name is XY with the company Chip 1. “I sent you a couple of days ago my contact
details and an informational Brochure about our company, did you receive it?”
