SALES ? WHAT IS IT
A sale is the exchange of a commodity for money or
service in return for money or the action of selling
Creating necessity to sell your product through value
Selling to different Personality styles (customers)
•The analytical buyer
1. The analytical buyer distrusts salespeople because they lack precision. Analyticals
like to analyse and compare things.
2. They take their time and are wary of making quick decisions.
3. They deal in facts, They tend not too confident in social situations and hate small talk.
4. avoid risk taking and like things to be put in writing and in detail.
5. They find salespeople to be intimidating especially if they feel under pressure.
6. Their main tactic for getting rid of salespeople is to stop replying to their voice mails.
How to Handle them
1. Don’t be pushy
2. Take your time
3. Action rather than words
4. Give details
5. Stick to specifics – and don’t overstate
6. Discuss reasons and ask `why?' questions
The amiable buyer
1. The amiable buyer is highly responsive, but not very assertive.
2. They are very friendly, good in social situations and prefer friendly relationships to
3. Amiable buyers lack assertiveness so will agree to appointments and meetings, but
are they wasting your time?
4. They tell you what the competition are up to, but what are they telling the competition
about you? Look after your amiable customers.
5. They are loyal and unlikely to move to a competitor because that involves a certain
degree of conflict and they hate giving bad news.
6. They are nice people to be around, but find difficulty saying no and in negotiations
tend to give everything away.
How to Handle them
1. Be friendly
2. Seek common ground
3. Find out about personal interests
4. Be patient
5. Give personal assurance
6. your time to be agreeable
7. Focus discussion on `how'
8. Demonstrate low risk solutions
The expressive buyer
1. The expressive buyer is highly assertive and highly responsive.
2. They are impulse buyers with low boredom thresholds and a short attention span.
3. They love to buy concepts and will make quick, if not always good, decisions.
They don’t want a lot of detail and will not read detailed proposals.
4. They are not good listeners and like brainstorming sessions.
5. They are confident and flamboyant, but not great when it comes to detailed thought
6. In negotiations they start off strong budget bored and will often make a concession
just to get things over with. Expressive are impulsive buyer.
7. Get some sort of commitment from them while you can. Once you have gone they
will be moving on to their next project and will have forgotten about you.
How to Handle them
1. Ask open questions
2. Keep the pace – don’t make them bored
3. Keep summarizing
4. Work out specifics on points of agreement
5. Try short, fast moving experience stories
6. Get commitment today
1. The Driver is highly assertive, but not very responsive.
2. This is the typical negotiator. Tough, uncompromising, doesn’t suffer fools
3. gladly and determined to be in charge.
4. Drivers want to be in control and can appear to be aggressive if you don’t give them
5. what they want.
6. They seem unfriendly at first and will impose time deadlines on meetings.
The Driver doesn’t want to be your friend, so the typical salesperson will irritate the
7. Driver, who will often bully the salesperson into submission.
8. The Driver drives a hard bargain and wants to win.
How to Handle them
1. Be assertive. Use eye contact
2. Discuss actions and results
3. Keep it to the facts
4. Get to the point fast
5. Tell him what’s in it for him up front
6. Learn how to say no
The 7 Stages of the Sales Cycle-
In order to succeed in sales you need to master each one of these stages-If you're
weak in one or more areas, you might survive as a salesperson but you won't thrive.
1. Prospecting –
Know all your products to know your customers to generate leads.
Types of customers, categorize age groups, Income level ,dependency ,occupation
How to Find your customers
Invest in time –Your neighborhood areas,( Mails, Letters, door-door)
Online- identify websites/app where your prospects might hang out,
become a member of organizations where your prospects can be found.
Investing Money –To buy leads
2. Planning , Preparation & Communication
When, exactly, will you...?
When will it start/end?
When will I know?
Why does that happen?
(just keep asking 'why?' to find root cause - often around 5 times)
How does it work?
Who will do this?
Who else will do this?
2 a. Qualify the Prospect
• Are They the Decision Maker?
• What Do They Have?/Own
• How Do They Feel About Their Current Product? Status Likes/Dislikes-
• What they want to become –career interest
• Are They Able to Switch ? Join/Buy –Most often that's a budget issue –
they simply can't afford to buy/join right now.
• Is Your Product Really Better Than What They Have? Differentiate
1. Set an Appointment –Cold call, Phone call , email, letters
2. How to Cold Call-
1. Get in Touch With the Decision Maker, It may take multiple calls before you even
find out who your target is.
2. convince the “gatekeeper” - the person who protects the decision maker – to let
3. Do not think of the gatekeeper as an enemy -He or she is a potential ally,
who can provide valuable information about the decision maker.
4. Don't ever lie to the gatekeeper Building trust is very important.
5. Sell the Appointment The point of your call is not to sell your product but to get an
appointment. (Make them laugh , Offer something valuable, solve their problems)
6. End on a Positive Note
4. Make Your Presentation
Sell the concept of buying the product. In other words, does it meet their business
and personal needs?
Sell their company as the natural choice of provider - Many salespeople fail because
they raise awareness about the need to buy a particular product, or service, then fail
to sell their company. This can lead to the customer shopping around for the cheapest
option, which may not actually be in their best interests.
When salespeople present information, they tend to present features of their
products or company:
Our company is a market leader, This product has flexible payment options.
Our company has been established for 100 years We offer a great service
1. This mobile phone has continuous access to your e-mails
2. Our calculator has a solar battery
3. Our computer has a xx GB Hard Drive
1. Because this mobile has continuous access to your e-mails you can keep in touch
with your business on the move.
2. Because it has a solar battery our calculator can run indefinitely in normal daylight.
3. Because our computer has a xx GB Hard Drive you can use the widest range of
Benefits are the most powerful way in which a seller can describe the product.
A benefit describes how a feature and advantage of a product can meet a specific need
the buyer might have for that product. By having a clear understanding of the buyers'
needs, we can sell the particular benefits of the product that meet those needs
Questioning is an essential skill for being able to provide excellent customer
service, follow the below questioning model to identify your customer's
1- Goal: Find out your customer’s ultimate goal.
In doing so it would be useful to ask questions like:
• Why are you shopping for a new mobile phone?
• What would you like the new phone to be able to do?
• What problems are you currently having with your mobile phone/service?
2- Reality: Examine the customer’s current reality and situation.
In doing so it would be useful to ask questions like:
• What type of service are you using now?
• Whom have you used in the past?
• How was your experience with the last product/service you used?
3- Options: Explore available options together.- match both his/her needs
After explaining all the different options it would be useful to ask questions
• Do you agree that our second option would be the most suitable to your needs?
• Do you wish us to customize this option further to better fit your need?
4- Will: Take responsibility and gain commitment from the customer.
In doing so it would be useful to ask questions like:
• Would you like me to go ahead and do this for you right now?
• When is a convenient time for you to go ahead and do this?
• What’s the best time for you to start this process?
OPEN Question Selling
OPEN Question selling is a unique selling technique that many professional
salesmen use . It’s all about asking questions in a particular order so that
you lead both yourself and the customer toward a mutually beneficial
Would it be useful to double your internet connection?
If we could improve the quality of this operation, would that help you?
Is it important to solve this problem?
Why would you find this solution so useful
Is there any other way that this could help you out?
So would you be interested in a way to control this cost?
Would it help you if ................?
Would you be happier if.................?
Cost: “You talked earlier about cost being a big factor, can you describe what
concerns you have had in the past with pricing?
5. Address the Prospect's Objections (Fear)
1. Listen to the Objection-Chance to explain, pick up valuable clues
2. Explore the Reasoning
3. Answer the Objection with options /solutions–Citing examples, story from
existing customer , statistics, hard facts to make your response stronger.
4. Check Back with the Prospect.
5. Redirect the Conversation. If you're in the middle of your presentation when the
prospect raises his objection, then once you've answered it quickly summarize what
you'd been talking about before you move on. If you've finished your pitch,
check if the prospect has any other objections, and then start
6. Close the Sale
Affordable Close-Ensure people can afford what you are selling: cost-benefit,
• 1-2-3 Close. Close with the principle of three: “It comes in green, red, or black;
which one would you like?”Tell Options.
• Assumptive Close. Act as if the client is ready to decide.
• Balance-Sheet Close. Add up the pros and the cons.
• Best-Time Close. Emphasize that now is the best time to buy.
• Bonus Close. Offer an incentive to clinch the deal.
• Middle Close. Make three offers—with the target in the middle: “We’ve got three
choices—the larger one is most likely too much for your needs, and the smaller
one doesn’t give you everything you asked for; the middle one, however, is exactly
the right solution, so let’s go ahead with the paperwork.”
• Calendar Close. Put it in the diary: “Okay we can get this installed early next
Companion Close. Sell to the person with the client:
• Compliment Close. Flatter the client into submission:
• Concession Close. Give the client a concession in exchange for the close: “I really
think this will work best for you, and we can reduce the delivery cost by 20 percent by
putting the order in today.”
• Demonstration Close. Show the client the goods
• Economic Close. Help the client pay less for your product or service: “I think if we put
this order through today, we can still get the discounted rate.”
• Emotion Close. Trigger identified emotions
• Golden Bridge Close. Make the only option attractive: “Everyone who has this system
agrees with your analysis; it’s the best on the market.
No-Hassle Close- Make it as easy as possible: “We’ve done the hard part—making the
decision; now all we have to do is complete the paperwork.”
Now-or-Never Close. Hurry things up: “We only have a few more in stock, so let’s get
the paperwork started.”
• Ownership Close. Act as if the client owns what you are selling: “When you take
delivery, you’ll wonder how you survived without it.”
• Quality Close. Sell on quality, not on price:
“Everyone who has purchased this system says it’s the very best on the market.”
• Repetition Close. Repeat a closing action several times: “To summarize, you’ve
agreed on the style, the size, and the colour, so let’s handle the paperwork.”
•Selective-Deafness Respond only to what youwant to hear
•Standing-Room-Only Close. Show how others are queuing up to buy
•Summary Close. Describe all the extras the client is going to receive
•Testimonial Close. Use a happy customer to convince the new customer
•Ultimatum Close. Show negative consequences of not buying
•Yes-Set Close. Get the client saying “yes” and the client will keep saying “yes”: “I
know you said yes to the benefits and yes to the solution; all we need now is a yes
on the terms.”
12 Commandments for Closing a Sale
1. Remain seated Going from a seating position to standing up suggests something
has changed and allows your prospect to exit and end the negotiations.
2. Always present a proposal in writing Anything offered or points of value that are
included should be written down to show buyers what they get when they make a
decision with you.
3. Communicate clearly. No one will trust a person who cannot communicate clearly
4. Make eye contact.
5. Always carry a pen. All agreements require signatures and that requires ink
6. Use humour. make people feel good, inspired, You will close more deals if you can
get your client to lighten up and laugh.
7. Ask one more time. It is not rude to persist; it is the sign of success and prosperity
8. Stay with the buyer. Each time you leave the customer to check on something, it
creates doubt and uncertainty in their mind. use an authority for a close, as this can
be very powerful as long as it is not overused
9. Always treat prospects like buyers
10. Stay confident. This mindset of knowing you will reach an agreement requires you
to eliminate all negativity from your environment
11. Be positive. No matter how the buyer responds, keep it light and maintain a can-do
attitude throughout the negotiations. Negativity always succumbs to positivity.
12. Always smile.
SOME IMPORTANT RULES
AFTER YOU CLOSE THE SALE WAIT FOR THE
RESPONSE THE FIRST ONE TO START A TALK WILL BE
THE LOSER AND MOSTLY IT HAS TO BE YOUR
AFTER GIVING A PRESENTATION NEVER HESITATE TO
ASK ABOUT CLOSING THE DEAL .INITIATE TO CLOSE
THE DEAL IMMEDIATELY
Anyone who believes they can go into a sales situation armed with '101 sure fire sales closes' and
make sales is seriously misinformed - and about 20 years behind the times.
DO YOU KNOW? 8% of sales people get 80% of the sales
Research suggests only one in 50 deals are struck at a first meeting
Only 2% of sales occur at a first meeting
The other 98% will only buy once a certain level of trust has been built up.
Research shows, amazingly, that only 20% of sales leads are ever followed up. In other
words, 80% of potential opportunities are lost without trace simply due to lack of follow-up.
People and companies who don't follow-up, who do nothing to build up that trust and
relationship, cannot succeed, especially in today's tough economic climate
Think about that. It takes at least five continuous follow up efforts after the initial sales
contact, before a customer says yes. FIVE!
There are some fascinating statistics on this:
44% of sales people give up after one "no"
22% give up after two "nos"
14% give up after three "nos"
12% give up after four "nos"
Introduce a five "nos" follow-up strategy
There's also the fact that 63% of people requesting information on your company today will not
purchase for at least three months - and 20% will take more than 12 months to buy.
What meaningful communication strategies do you have in place right now to maintain
top of mind awareness once someone has been in contact with you?
How do you nurture your clients so that they learn to trust you and see you as a
Secret #1: “Cherry picking” and the three types of leads.
1. Leads ready now (hot),
2. Leads that will be ready soon (warm—these leads are critical to
your success), and
3. Leads that may never be ready (cold or bad leads).
Secret #2: Timing is everything-People buy when they're ready to
buy, not when you're ready to sell.
1. You need to follow up with warm and even cold-that-may-warm
prospects consistently and frequently for an extended period of
2. You can't afford to leave this in the hands of your salespeople.
3. You need a system for follow-up and tools to implement the
Secret #3: Integrate sales and marketing
lead generation department (marketing) and a lead closing department (sales), but
they’re lacking a lead warming department.
To bridge the gap between marketing and sales, you need a lead warming
Here's how to make that happen:
1. Send relevant, valuable information to every prospect regularly, relentlessly and
2. Communicate with prospects efficiently, aside from the normal, time-consuming,
3. Log all communications between your office and the prospect in an organized
4. Arm yourself and your sales reps with an arsenal of specific information you can
send to prospects on request.
5. Track the progress of each lead through the sales pipeline, so you always know
where every lead stands.
Secret #4: You must have a living, breathing customer
All your contact, prospect and customer data, order and billing
information—everything—needs to be entered and stored in the
You need these people organized into meaningful groups
flexibility to sort through the database so you can easily pull up
prospects or customers who might bring you more business.
Secret #5: Education, repetition and variety.
1. Education. You need to provide valuable information. If you’re
showing up with no value, you’ll wear out your welcome fast
2. Repetition. It’s a proven fact that human beings have to hear the
same thing over and over before it sinks in Tell him again and
again and again.
3. Variety. direct mail, phone, email, fax, voice and other media.
If you combine all five of these not-so-secret secrets into one
cohesive, automated, fail-safe system, you won’t just see
incremental sales improvements—you’ll see revolutionary
7. Ask for Referrals Studies show that a salesperson is six times more likely to
close a sale to a referred lead as opposed to a cold lead. That means you can
generate six times as many sales if you focus on getting referrals than if you
spent that time cold calling!
Existing Customers The easiest and friendliest referral source
Prospects You Couldn't Close
A lot of sales fall through not because the prospect hates you or your product,
but because they just aren't a good fit. In that case, it's the perfect opportunity to
find out if they know someone who is a good fit.
7 Traits of Star Salespeople
They are Ethical -don't use deception or outright lies to secure a sale
They Put the Customer First
A star salesperson approaches sales from the mindset of 'What can I do for this
prospect today?' and not 'How can I close a deal?' Star salespeople are like
matchmakers. They find the right prospect and the right product and put them
together to make the prospect happy
They Own Their Mistakes –Ownership/Responsibility
They Make Themselves Available
They make it easy for customers to reach them with any questions or concerns,
follow up on a regular basis, continue to develop the business relationship
between themselves and their customers over time Which keeps the customer
happy, and guarantees future referrals and testimonials from satisfied customers.
They Do Their Homework
A star salesperson prepares for each and every appointment
He researches the prospect - as soon as he gets the lead
He takes notes during the cold call and the appointment to keep track of the
prospect's needs and questions, and uses this information to design just the right
sales approach for that person
They Have a Plan –Goal setting for short term and long term
They Are Organized –Plan –do –check -act
How to Sell Any Product
Know The Product, Brand , Company, Customers
Honor your prospects –Customer Delight
Be truthful –Building Trust ,Straightforward ,Honest,
Positive approach, Positioning Pro’s and con’s
If they don't like the person who's trying to sell them something, they're unlikely to
buy no matter how great the product itself is. But if they like and feel comfortable
with a salesperson, they're much more likely to take the plunge
Never Stop Growing –Updating info ,New tactics ,new strategies to meet
new people ,Talk to new people
Getting Good Referrals
Everyone operates by the law of “WIIFM” What's In It For Me. so if your
customer has nothing to gain, he's not going to make all that effort on your
Every prospect you approach will consider your pitch from the point of WIIFM.
So talk about benefits rather than features when you sell.
Features, on the other hand, are specific facts about a product. They don't
explain how the product will improve your prospect's life.
Example, let's say you're selling cars. If you tell a prospect that a specific
model accelerates from 0 to 60MPH in 7.4 seconds, that's a feature. It's nice to
know but it doesn't do much to persuade the prospect. But if you tell the
prospect that the car's high acceleration allows them to safely merge onto the
freeway, that's a benefit. You are telling the prospect WIIFM.
7 Sure-Fire Ways to Build Your Referral Business
1. Set A Target: In business, measure the results to improve performance. Set a
clear goal with a time line. Example, 10% increase in referral business over the next
2. Timing: Conventional sales wisdom claims the best time to ask for the referral is
immediately after the close. This tactic is far too aggressive. Give your clients time to
experience your service or product before asking for a referral. Ask for the referral at
close only if your client is already delighted with your business.
3. Top 20: Not all customers are referral candidates. Find the top 20% that are
ecstatic about your business and ask them for referrals. Make sure their network is
the type of client you want.
4. Give and You'll Receive: Give your clients extra service and follow-up support
before asking for referrals. When you give willingly to your customers, they will return
5. Type of Customer: Inform your referring clients of the type of customers you can
help. Provide a clear picture of the customer demographics will help your referral
6. Rewards Program: Provide special rewards to your referring customers on a
regular basis. If a customer provides you with 5 sales, offer them something special,
Selling consists of two main functions: tactics and strategy.
Strategic Sales Planning
Increased closing ratio by knowing clients hot buttons
Improved client loyalty by understanding needs
Shorten the sales cycle with outside recommendations
Outsell competitors by offering the best solution
8 Step strategic planning process
1. Getting prepared.
2. Clarify the mission and vision statements.
3. Perform a SWOT analysis
4. Agree on priorities.
5. Put the plan together.
6. Distribute tasks and assign actions
7. Roll-out the plan.-Effective communication
8. Hold everyone accountable. Review and check ,monitor performance
What is proactive customer management ?
Being efficient in conversations with customers is based around getting two
fundamental aspects right – the direction of the conversation and the control of
The direction of the conversation is about using specific questions to guide the
customer through the conversation, getting all of the relevant information from the
customer and cutting out anything that is irrelevant. Direction allows us to signpost
for the customer when we are taking their enquiry, influences what we are doing
and why we are asking them certain questions
The Proactive Customer Management cycle has four key elements:
What do we mean by Stating/signposting ?
If we signpost the conversation, the customer:
• Understands where the conversation is going and the direction of the
• Understands why they are being asked certain questions
• Has confidence that we are taking them on the journey of answering their enquiry
Every time we give the customer information, advice or respond to their question,
this should be followed by a question that will invite the customer to speak.
If we ask the right questions at the right time, the customer:
• Will be engaged to either provide information, think about what has been said or
confirm their understanding
• Will know when the right time for them to speak is
If we DO NOT ask the right questions at the right time, the customer:
• Is left to drive the direction of the conversation
• Has to think about what they need to know next
• Is not sure if they have been given all the right information
• May try to interrupt or talk over you as there is no clear place for them to speak
• May wait in anticipation to speak and there will be silences
• Will be on the phone for a longer period of time as it takes longer to reach a
It is important to acknowledge what the customer has said so they
know we have understood and that we are able to help them with their
enquiry. If we acknowledge what the customer has said, the customer:
• Will feel comfortable that we have understood what they have said
• Will feel confident that we can help with their enquiry
World Class Customer Service, What is it?
- Exceeding customer expectations
Customers want everything but don't necessarily want to pay for it and are much
they want more for their money, time and effort and surely nowadays
It's an established, known fact that it costs several times more to attract a new
customer than it is to keep the ones you already have. So it's much wiser to focus
on customers you already have however still the main concern of many companies
is to make a new sale rather than build long term relations
What is True Customer loyalty?
So going deeper into loyalty, first lets look at the 3 main components
of customer loyalty :
1- Customer Satisfaction – customers need to feel that what they get is
what they were both promised and expected.
2- Customer Involvement – a reflection of how much the customer has
invested in the relationship and how difficult it would be to sever the links.
3- Customer Affinity – how customers feel emotionally about the brand
Lets look at the daffy model and equation below :
Loyalty = Affinity x Satisfaction x Involvement.
The Customer is the RATER of your service:
Customers evaluate the level of customer service to the following main
1-Reliability : Providing a consistent service level, delivering promises
2-Assurance : Your ability to convey feeling of trust to customers, your
knowledge, competence and courtesy
3-Tangibles : The physical condition of your facilities, equipment and
your personal appearance.
4-Empathy : Having the capacity for understanding, being aware of
and sensitive to the feelings, thoughts and experiences of customers.
5-Responsiveness : How soon do you solve customer's issues, problems and
concerns in other words, how fast is your reaction to customers wants, needs
Building Customer Rapport
Genuinely Compliment your customer
Take a genuine interest in your customer-Choose the right time to ask about
their hobbies, family, interests, school, where they live, which sports team they
Find commonality – try to find something you share with your customer to talk
about and break all ice.
Speak your customer’s Language: Use clear and simple language to express what
you have to offer or explain
Don’t disagree immediately
Choose your battles You will not build lifetime rapport with customers by making
them feel that they’re not intelligent or that they’ve made poor choices. You will build
rapport by gently pointing out faulty thinking, sharing your expertise and offering
SETTING GOALS /TARGETS
GIVE ATTENTION TO DETAILS
CREATE STRATEGY & TAKE RISKS
MONITOR & MEASURE YOUR PERFORMANCE
LEARN AND SHARE
ACQUIRE NEW SKILLS
GIVE YOUR EFFORTS 100%
UNDERSTAND YOUR STRENGHTS
COMPLIMENT YOUR WEAKNESS WITH YOUR STRENGHTS
FOCUS YOUR EFFORTS TO GET RESULTS
BALANCE WORK AND PERSONAL LIFE
TRY TO KEEP YOURSELF ,FAMILY,EMPLOYESS AND CUSTOMER