Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Published in: Education


  1. 1. Professional Basic Selling Skills Prepared by : Ahmed Sami المعلومات بالداخل موثوق بها لأنها مراجعه و معتمده من Certified from Pharmacists_coffee magazine
  2. 2. Upon completion of the course, participants will be able to : <ul><li>Understand the meaning of the sales call. </li></ul><ul><li>Practice sales call planning. </li></ul><ul><li>Identify buying motives. </li></ul><ul><li>Practice sales call planning. </li></ul><ul><li>Implement different approaches and presentation techniques. </li></ul><ul><li>Transform features into benefits that satisfy partner’s needs. </li></ul><ul><li>Sharpen questioning techniques. </li></ul><ul><li>Handle customer’s responses and resistances. </li></ul><ul><li>Develop various types of closes. </li></ul><ul><li>Use visual aids. </li></ul><ul><li>Utilize observation skills. </li></ul><ul><li>Practice how to sell to a busy customer ( short call ). </li></ul>
  3. 3. Objectives <ul><li>To sharpen the skills , abilities & behavior in selling for participants in order to sell better & improve professionalism . </li></ul>
  4. 4. What is selling? <ul><li>Personal or Impersonal </li></ul><ul><li>Based on WIN – WIN situation </li></ul>Personal : Face to Face communication. Impersonal : Involve no face to face communication. <ul><li>Act of persuading another person. </li></ul><ul><li>Process of inducing & assisting. </li></ul>Selling a situation of persuasion
  5. 5. Need / Motive <ul><li>Need </li></ul>Creation or Uncover Need Satisfaction Motive Is what causes people to act
  6. 6. Features / Benefits <ul><li>Specifications of a product or service. </li></ul>Features: Benefits: Value to the customer. Customer always buy Benefits
  7. 7. Buying Motives <ul><li>To buy = To satisfy a need. </li></ul><ul><li>We know 6 buying motives which are EQUAL IMPORTANCE. </li></ul><ul><li>To find out buying motives, ASK QUESTIONS. </li></ul><ul><li>Let customer buy for HIS reasons, not yours! </li></ul>
  8. 8. Buying Motives <ul><li>Possession </li></ul>Experience Recognition 1- Making a Gain 2- Avoiding a Loss 3- Having pleasure, enjoyment, comfort ,convenience 4- Avoiding pain, worries, problems 5- Boosting self-satisfaction, pride 6- Gaining social approval, prestige
  9. 9. Steps of a Sales Cycle <ul><li>Before the call </li></ul><ul><li>1- Prospecting. </li></ul><ul><li>2- preparation. </li></ul><ul><li>During the call </li></ul><ul><li>1- Approach </li></ul><ul><li>2- Presentation </li></ul><ul><li>3- Responses </li></ul><ul><li>4- Close </li></ul><ul><li>Post call </li></ul><ul><li>1- Analyze </li></ul>
  10. 10. Before the call <ul><li>Prospecting </li></ul><ul><li>Qualifying, classifying / categorizing them </li></ul>
  11. 11. Before the call <ul><li>Preparation </li></ul><ul><li>First part : Setting your objectives </li></ul>What do you want to sell? S M A R T Objective Specific Ambitious Measurable Realistic Timely limited
  12. 12. Before the call Preparation Second part : Planning the call Prepare : 1- Approach 2- Questions to uncover needs & verify assumptions 3- Benefits to satisfy needs 4- Responses to possible reactions 5- Use of visual aid 6- Ways of closing / gaining commitment Plan your work then work your plan
  13. 13. During the call <ul><li>1- Approach </li></ul><ul><li>2- Presentation </li></ul><ul><li>Probing ( Open & closed ) </li></ul><ul><li>Reinforcing </li></ul><ul><li>3- Customer Responses </li></ul><ul><li>4- Closing </li></ul>
  14. 14. Approach ( Opening ) <ul><li>What is Approach ? </li></ul><ul><li>Skill of capturing the customer’s attention & focusing on the sales call. </li></ul><ul><li>Why ? </li></ul><ul><li>Secure access </li></ul><ul><li>Gain attention </li></ul><ul><li>Create positive interest </li></ul><ul><li>Parts ? </li></ul><ul><li>1- Greeting / Introduction </li></ul><ul><li>2- Techniques </li></ul><ul><li>Address buyer’s needs </li></ul><ul><li>Step 1 : Identify a known or presumed customer need </li></ul><ul><li>Step 2 : Propose a feature & benefit that satisfy this need </li></ul><ul><li>3- Ask a questions </li></ul><ul><li>Why Questioning in Approach? </li></ul><ul><li>1- To gain attention </li></ul><ul><li>2- Brings customer into presentation </li></ul><ul><li>3- To confront the customer with a topic of his interest </li></ul>
  15. 15. Presentation <ul><li>-The purpose of this step : </li></ul><ul><li>To satisfy the customer’s needs / buying motives with the features & benefits of our proposal ( product ). </li></ul><ul><li>-Built on : </li></ul><ul><li>Positive Two-Way communication. </li></ul>
  16. 16. Presentation <ul><li>First step of presentation : </li></ul><ul><li>-To uncover customer’s need by </li></ul><ul><li>Effective use of QUESTIONS </li></ul><ul><li>Second step of presentation : </li></ul><ul><li>-To start matching product BENEFITS with customer’s NEED / WISHES in order (Reinforcing) </li></ul><ul><li>-To find the decisive BUYING MOTIVE </li></ul>
  17. 17. Presentation <ul><li>We help the customer to make a buying decision ! </li></ul><ul><li>We know: The feature of our product ( What it is/has ). </li></ul><ul><li>We define: As many BENEFITS of our product as needed or as enough ( 6 buying motives! ) ( What it can do ). </li></ul><ul><li>We look for: The customer’s BUYING MOTIVE and match our benefit with his need. </li></ul>
  18. 18. What is probing? <ul><li>Probing is the skill of questioning </li></ul><ul><li>To uncover customer needs & concerns </li></ul>
  19. 19. Type of Probes <ul><li>Open probe : A question that invites as extended explanation. </li></ul><ul><li>Closed probe : A question that can be answered in a single word, often “YES” or “NO” </li></ul><ul><li>Never start with closed probe </li></ul>
  20. 20. Forms of probes Closed-ended questions following one benefit -Present one benefit matching a need. -Obtain decision if benefit appeals. Benefit-Tag Yes / No I Do not know -Get precise, quick response/decision. -Ask for information. -Give information. Closed-ended Who Which Where When What How Careful with: WHY -Find/Clarify needs. -Check assumptions. -Obtain information in breadth. -Demonstrate interest. Open-ended Construction Objective Form
  21. 21. Probing Strategy With communicative customer Customer signals Selling Skills Begin with an open probe Need Input No Need Input Continue to use open probe Stated clear need Switch to a closed probe To direct conversation to A presumed need Confirmation of presumed need With non communicative customer
  22. 22. Sequence of Questioning Close ,Ask for order/Commitment If answer is NO ask another open-Ended Question Here you should know enough Questioning phase discover customer needs/buying motives Presentation phase, Check if specific benefit meets Open-Ended Questions Closed-Ended Questions Benefit of Tag Questions
  23. 23. Correlation Sales Success/ % of Questions Versus Statements % Sales Success Average Most sales reps Ideal for most successful sales calls! % Questions (versus statements) Ideal composition of a conversation 80% questions 20% statements
  24. 24. Reinforcing <ul><li>Reinforcing is: </li></ul><ul><li>The skill of satisfying customer needs with product features & benefits . </li></ul><ul><li>Reinforcing firmly establishes you as a problem-solver and shows the customer why your product is needed . </li></ul>
  25. 25. Reinforcing <ul><li>What are the signals that tell you when to reinforce? </li></ul><ul><li>A clear need stated by the customer in his own words. </li></ul><ul><li>Confirmation by the customer of a presumed need that was first expressed by you in a closed probe. </li></ul>
  26. 26. Reinforcing <ul><li>Steps of Reinforcing : </li></ul><ul><li>Step 1: Paraphrase the customer need </li></ul><ul><li>-Express direct agreement </li></ul><ul><li>-Restate the customer need </li></ul><ul><li>Step 2: Propose a feature and benefit that satisfy this need. </li></ul>
  27. 27. Customer Responses <ul><li>1- Positive customer responses. </li></ul><ul><li>2- Positive / Negative customer responses. </li></ul><ul><li>3- Negative responses. </li></ul>
  28. 28. Positive customer responses <ul><li>Prospects voice inflections and positive comments. </li></ul><ul><li>Seller’s reaction: </li></ul><ul><li>Praise and show approval for “Nice” comment / answer </li></ul><ul><li>Examples: </li></ul><ul><li>I’m very glad you mentioned this. </li></ul><ul><li>I’m very pleased to hear that. </li></ul>
  29. 29. Positive customer responses <ul><li>B) Statements which show hesitation </li></ul><ul><li>Using terms or starting statements like: </li></ul><ul><li>-” I suppose that…” </li></ul><ul><li>-” I probably should…” </li></ul><ul><li>-” I hardly believe that…” </li></ul><ul><li>-” May be…” -” Perhaps..” -” It seems...” </li></ul><ul><li>These statements are not rejections of your proposal. They only express hesitation, doubts ,misgivings ,but are also signs to keep selling; the prospect wants to know more about your product/proposal. Perhaps move on to another benefit. </li></ul><ul><li>Seller’s reaction: </li></ul><ul><li>Isolates doubt by questioning, then eliminate it and change to another benefit / advantage. </li></ul>
  30. 30. Positive customer responses <ul><li>C) Prospect continues talking, but makes statements not appealing to you </li></ul><ul><li>That means he is talking without dissatisfaction. </li></ul><ul><li>If the prospect is still talking about the product, he has some interest in it. Statements that do not directly state a dislike or a disapproval of your proposal or product, should be considered positive. </li></ul><ul><li>Seller’s reaction </li></ul><ul><li>Let the prospect talk, then point out another benefit; might also be an opportunity to close. </li></ul>
  31. 31. Positive customer responses <ul><li>D) Non-verbal customer behavior </li></ul><ul><li>If he is looking at your visual aid, sample, plan. </li></ul><ul><li>Keep an eye on body language, whether it expresses rejection, inquisitiveness, approval. </li></ul><ul><li>He will often signal interest through body language while being verbally skeptical. </li></ul><ul><li>Or </li></ul><ul><li>- He makes a verbal positive statement and signals disinterest through body language. </li></ul>
  32. 32. Positive / Negative Customer response <ul><li>Statements with a positive and negative aspect </li></ul><ul><li>Examples: </li></ul><ul><li>“ Yes, but…” </li></ul><ul><li>“ I agree although…” </li></ul><ul><li>“ I like that, however…” </li></ul><ul><li>“ It’s an excellent product, but…” </li></ul><ul><li>Seller’s reaction: </li></ul><ul><li>Pick up on the positive only use it, just ignore the negative portion! </li></ul>
  33. 33. Negative response <ul><li>There is four types of customer resistance: </li></ul><ul><li>Misconceptions. </li></ul><ul><li>Real objections. </li></ul><ul><li>Lack of interest. </li></ul><ul><li>Skepticism. </li></ul>
  34. 34. Negative response Disbelief that your product can provide the stated benefits. Skepticism Disinterest in your product because of satisfaction with a competitor product. Lack of interest Legitimate shortcoming or disadvantage of your product. Real Objections An incorrect negative assumption about your product due to a lack of information or misinformation. Misconceptions Definition
  35. 35. Strategies for dealing with resistance Offer proof. Directly after a benefit statement Skepticism Turn an area of dissatisfaction with a competitor product into an area of need for your product. At the beginning of the call, after your initial open probe. Lack of interest Reduce shortcomings and emphasizes benefits. Anytime Real Objections Provide correct information. Anytime Misconceptions General Strategy Usually occurs.. Resistance
  36. 36. Misconception <ul><li>A misconception is a customer’s incorrect negative assumption about your product or company, due to a lack of correct information. </li></ul><ul><li>Strategy for dealing with Misconceptions: </li></ul><ul><li>Step 1: Probe to clarify the customer’s concern. </li></ul><ul><li>Step 2: Tactfully provide the correct information to resolve the misconception. </li></ul><ul><li>Step 3: Emphasize the positive information you have provided. </li></ul>
  37. 37. Real objection <ul><li>A real objection is resistance based on a legitimate shortcoming or disadvantage of your product. </li></ul><ul><li>Strategy for dealing with real objections: </li></ul><ul><li>Shift the balance in favor of your product benefits. </li></ul><ul><li>Step 1: Probe to clarify the customer’s concern. </li></ul><ul><li>Step 2 : Acknowledge the customer’s concern. </li></ul><ul><li>Step 3 : Reduce the impact of the shortcoming on the customer. </li></ul><ul><li>Step 4 : Emphasize the benefits of the product. </li></ul>
  38. 38. Lack of interest <ul><li>Lack of interest in your product is almost always due to satisfaction with a competing product. </li></ul><ul><li>Strategy for dealing with lack of interest: </li></ul><ul><li>Use series of closed probe to uncover areas of customer need. </li></ul><ul><li>Selling against the competition. </li></ul><ul><li>Turn an area of dissatisfaction with the competing product into an area of need for your product . </li></ul><ul><li>When you uncover a customer need your product can satisfy, you reinforce it. </li></ul>
  39. 39. Skepticism <ul><li>Skepticism is disbelief that your product can really provide a benefit that you say it can. </li></ul><ul><li>Strategy for dealing with skepticism </li></ul><ul><li>Step 1: Emphasize the benefit in question. </li></ul><ul><li>Step 2: Prove the benefit. </li></ul><ul><li>Step 3: Explain the benefit. </li></ul>
  40. 40. Typical buying signals <ul><li>Yes, I like your product … </li></ul><ul><li>I think I could use it … </li></ul><ul><li>It sounds good to me … </li></ul><ul><li>Who else is using it … </li></ul><ul><li>I may need to order 100 packs. </li></ul><ul><li>How about delivery. </li></ul><ul><li>It’s easy to apply. </li></ul><ul><li>Do I have to decide at once. </li></ul><ul><li>How much does it cost … </li></ul>
  41. 41. Closing ( Gaining Commitment ) <ul><li>It’s the skill of obtaining the customer’s agreement to act by asking a closed ended question. </li></ul><ul><li>Type of requests: </li></ul><ul><li>Trial Use: to get the customer to use the product on a trial basis. </li></ul><ul><li>Continued-Use: to get the customer to continue using the product at the same level. </li></ul><ul><li>Extended-Use: to get the customer to use more of the product. </li></ul>
  42. 42. Types of closes <ul><li>1- Direct close. </li></ul><ul><li>“ How many packs of this product do you need this month?” </li></ul><ul><li>2- Either /or close. </li></ul><ul><li>“ Do you want red or blue one?” </li></ul><ul><li>3- Step-by-step close. </li></ul><ul><li>Help the customer to decide. </li></ul><ul><li>4- Summery close. </li></ul><ul><li>Review by summery the accepted benefits only ( Don’t add anything new ) </li></ul><ul><li>5- Incentive close. </li></ul><ul><li>“ If you order now, you'll get additional 5% discount” </li></ul>
  43. 43. Six Prerequisites before closing <ul><li>1- prospect completely understood your offer. </li></ul><ul><li>2- Real buying motive found out and addressed. </li></ul><ul><li>3- Customer has confidence in you & company. </li></ul><ul><li>4- A well prepared close. </li></ul><ul><li>5- The right timing. </li></ul><ul><li>6- Customer has the authority to buy. </li></ul><ul><li>Win-Win Situation </li></ul>
  44. 44. Post call analysis <ul><li>Main objectives of post-call analysis : </li></ul><ul><li>To initiate action / follow through on promises. </li></ul><ul><li>To make a personal evaluation of your sales call. </li></ul><ul><li>To help you in your prospecting. </li></ul><ul><li>Set sales call objectives for your next call. </li></ul>
  45. 45. Visual Aid <ul><li>We remember 10% of what we hear </li></ul><ul><li>We remember 20% of what we see </li></ul><ul><li>We remember of what we see & hear simultaneously </li></ul>65%
  46. 46. Visual Aid
  47. 47. Visual Aid <ul><li>When using a visual aid: </li></ul><ul><li>Illustrate one point only. </li></ul><ul><li>Relate to prospect’s needs. </li></ul><ul><li>Keep control of visuals. </li></ul><ul><li>Make it coincide with what you say/want to stress. </li></ul><ul><li>Keep it clean & ready for use. </li></ul>
  48. 48. The Short Call <ul><li>Purpose: </li></ul><ul><li>To male maximum use of limited time with the customer. </li></ul><ul><li>Constraints: </li></ul><ul><li>A time-pressured customer will want information, not conversation. </li></ul>
  49. 49. The Short Call <ul><li>Strategy: </li></ul><ul><li>1- Present product features & benefits to meet known or presumed needs; </li></ul><ul><li>2- Ask for action as soon as possible; </li></ul><ul><li>3- Attempt to expand the length of the call whenever possible. </li></ul>
  50. 50. Practical steps for Short Call Introduce yourself Customer gives a time limit signal Open the call Present additional features & benefits Ask for action
  51. 51. Building Rapport <ul><li>Keys to success : </li></ul><ul><li>Project competence, confidence, interest </li></ul><ul><li>Methods : </li></ul><ul><li>Offer service. </li></ul><ul><li>Be responsive to needs. </li></ul><ul><li>Fulfill promises promptly. </li></ul><ul><li>Be courteous and professional. </li></ul>
  52. 52. Bridging <ul><li>What is Bridging? </li></ul><ul><li>The skill of managing the sales conversation by making a smooth transition between subjects. </li></ul><ul><li>Principles of Bridging: </li></ul><ul><li>Avoid abrupt transitions, and bridge smoothly and naturally from one subject to the next. </li></ul>
  53. 53. Putting it all together The 10 Golden Rules of Successful Selling <ul><li>1- The successful salesperson is not a “Good” or “Fast talker” the opposite is true – he is a good listener. </li></ul><ul><li>2- The good salesperson does not sell to “anybody”; he first finds and qualifies the right prospect. </li></ul><ul><li>3- The good salesperson does not go into a call “blindfold&quot;; he is carefully prepares the call by setting objectives and planning his strategy. </li></ul><ul><li>4- The good salesperson looks for dialogue right from the start and therefore begins with an approach and question. </li></ul><ul><li>5- The good salesperson does not present the product or services until he has learnt what the prospect’s needs and buying motives are. </li></ul>
  54. 54. Putting it all together The 10 Golden Rules of Successful Selling <ul><li>6- The good salesperson presents only those features and benefits of his product or services that relate to the prospect’s needs. </li></ul><ul><li>7- If the prospect raises an&quot; objection” the good salesperson does not view it as resistance but rather as an opportunity to respond to the prospect’s needs in more detail. If it is a real concern, he accepts it, deals with real concerns, satisfies the customer’s need, responds by picking up on anything positive. </li></ul><ul><li>8- The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy. </li></ul><ul><li>9- The good salesperson knows that the post call review is already the start of the next call. </li></ul><ul><li>10- All in all, the professional sales person’s goal is not to sell, but to help his prospect buy and to arrive together with him at a Win-Win situation. </li></ul>