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Sales training

  1. 1. 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 something. or Creating necessity to sell your product through value proposition .
  3. 3. 5 Types of Sales people The Instant Buddy The Guru The Consultant The Networker The Hard Seller
  4. 4. VIDEO -1
  5. 5. 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
  6. 6. 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 conflict. 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
  7. 7. 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 and analysis. 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
  8. 8. The Driver 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
  10. 10. 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.
  11. 11. 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
  12. 12. VIDEO 4
  13. 13. 2. Planning , Preparation & Communication What What, specifically,...? What else? Where Where else? Where, exactly...? When When, exactly, will you...? When will it start/end? When will I know? Why Why does that happen? Why not? (just keep asking 'why?' to find root cause - often around 5 times) How How many? How much? How does it work? Who Who will do this? Who else will do this? Who pays? Who benefits?
  14. 14. 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
  15. 15. 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 you in. 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 3. Approach–
  16. 16. 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: “WIIFM” 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 SO WHAT?
  17. 17. Example 1 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 Example 2 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 software available. 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
  18. 18. Questioning is an essential skill for being able to provide excellent customer service, follow the below questioning model to identify your customer's exact needs. 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 like: • 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?
  19. 19. 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 solution. 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?
  20. 20. 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
  21. 21. 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 week. Companion Close. Sell to the person with the client:
  22. 22. • 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.”
  23. 23. • 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.”
  24. 24. 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 and confidently. 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.
  25. 25. SOME IMPORTANT RULES #1: 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 CUSTOMER. #2: 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.
  26. 26. 7a..Follow ups 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 professional organisation?
  27. 27. VIDEO 2
  28. 28. 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 time. 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 system.
  29. 29. 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 department Here's how to make that happen: 1. Send relevant, valuable information to every prospect regularly, relentlessly and frequently. 2. Communicate with prospects efficiently, aside from the normal, time-consuming, one-on-one methods. 3. Log all communications between your office and the prospect in an organized fashion. 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.
  30. 30. Secret #4: You must have a living, breathing customer database. All your contact, prospect and customer data, order and billing information—everything—needs to be entered and stored in the database. 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.
  31. 31. 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 transformation
  32. 32. 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 New Customers 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. Everyone Else
  33. 33. 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
  35. 35. 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 Likeable- 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
  36. 36. VIDEO 3
  37. 37. 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 behalf 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.
  38. 38. 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 10 weeks. 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 the favour. 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 marketing. 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, e.g. discounts. 7. Thank-You:
  39. 39. 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
  40. 40. 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 conversation. 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: 1- Signpost 2- Question 3- Listen 4- Acknowledge
  41. 41. 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 conversation • Understands why they are being asked certain questions • Has confidence that we are taking them on the journey of answering their enquiry Questioning 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 conclusion
  42. 42. Acknowledge 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
  43. 43. 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 less tolerant,  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
  44. 44. 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.
  45. 45. The Customer is the RATER of your service: Customers evaluate the level of customer service to the following main criteria : 1-Reliability : Providing a consistent service level, delivering promises accurately. 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 and requirements?
  46. 46. Building Customer Rapport Smile 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 support Find commonality – try to find something you share with your customer to talk about and break all ice. Listen Carefully 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 creative solutions
  49. 49. VIDEO 5