This document outlines an introduction to sales and the basic sales cycle presented by Duane Weaver. It discusses overcoming sales fears, the definition of selling and professionalism. The basic sales cycle is explained as a 5 step process: 1) Needs analysis, 2) Recommendation, 3) Preparing the close by handling objections, 4) Closing, 5) Building repeat/referral business. It also covers listening skills and knowing your personality type using the True Colors assessment method.

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Presented by D. Weaver, 2Birds1Stone Media
1
Professional Selling
INTRODUCTION TO SALES
AND THE BASIC SALES CYCLE
WITH DUANE WEAVER

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OUTLINE
 Overcoming Sales Fears
 Selling
 Professionalism
 The Basic Sales Cycle
 Know Thyself

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Overcoming Sales Fears
 What are the typical fears you have of
sales?
 What is the primary purpose of selling?
 What is the most important skill a
salesperson can have?
 Why? Ethics
Match
?
Helping
Image
Professi
onal
$$$$

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SELLING
Personal Selling:
“…involves person-to-person
communication with a prospect. It is a
process of developing relationships;
discovering needs; matching the
appropriate products [and services] with
those needs; and communicating benefits
through informing, reminding, or
persuading.”
Manning and Reece, Selling Today: creating
customer value, Pearson Education, Inc., 2007

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Professional
“1.following an occupation as a means of livelihood
or for gain: a professional builder.
2. of, pertaining to, or connected with a profession:
professional studies.
3. appropriate to a profession: professional
objectivity.
4. engaged in one of the learned professions: A
lawyer is a professional person.
5. following as a business an occupation ordinarily
engaged in as a pastime: a professional golfer.
6. a business or constant practice of something not
properly to be regarded as a business: “A salesman,”
he said, “is a professional optimist.”
7. undertaken or engaged in as a means of livelihood
or for gain: professional baseball.”

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Professional “continued”
8. of or for a professional person or his or her place of
business or work: a professional apartment;
professional equipment.
9. done by a professional; expert: professional car
repairs. –noun
10. a person who belongs to one of the professions,
esp. one of the learned professions.
11. a person who earns a living in a sport or other
occupation frequently engaged in by amateurs: a golf
professional.
12. an expert player, as of golf or tennis, serving as a
teacher, consultant, performer, or contestant; pro.
13. a person who is expert at his or her work: You can
tell by her comments that this editor is a real
professional. ”
Retrieved January 11, 2007 from: http://dictionary.reference.com/browse/professional

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Some Characteristics of
Professional Selling
 Driven to make it a career
 Focus on the long term
 Desire to improve to become an expert
 Focus on matching vs. telling
 Strength in all aspects of the Basic Sales
Cycle

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The Basic Sales Cycle
 What is the first step in the sales process?

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The Basic Sales Cycle
 Listening/Observing - Needs Analysis

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The Basic Sales Cycle:
needs analysis
 How do we determine/analyze a
customer’s needs?

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The Basic Sales Cycle
 Listening/Observing - Needs Analysis
 Analyze/Recommend - Recommendation

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The Basic Sales Cycle
Recommendation
 When presenting information to a
customer or recommending an alternative
what is critical to our success?
 What will determine if it is the right
solution?
 How will you know?

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The Basic Sales Cycle
 Listening/Observing - Needs Analysis
 Analyze/Recommend – Recommendation
 Identify/Handle Objections – Preparing
the Close

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The Basic Sales Cycle
Preparing the Close
 What does this mean “preparing” the
close?
 Examples?

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The Basic Sales Cycle
 Listening/Observing - Needs Analysis
 Analyze/Recommend – Recommendation
 Identify/Handle Objections – Preparing
the Close
 Ask for the Sale – Closing

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The Basic Sales Cycle
Closing
 What is closing?
 Any suggestions/techniques/tips?

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The Basic Sales Cycle
 Listening/Observing - Needs Analysis
 Analyze/Recommend – Recommendation
 Identify/Handle Objections – Preparing
the Close
 Ask for the Sale – Closing
 Build Follow Up Opportunity –
Repeat/Referral Business

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The Basic Sales Cycle
Repeat/Referral Business
 This is the often forgotten step, yet it is the
easiest time in the entire sales cycle to get
new valid “hot” leads.
– THREE?
– Introduction

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The Basic Sales Cycle
1. Needs Analysis
2. Recommendation
3. Preparing the
Close
4. Closing
5. Repeat/Referral
Business
Recommend
Prepare
the Close
Repeat/Referral
Business
Close
Needs
Analysis

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KNOW THYSELF – Listening
Skills (TRUE COLORS)
Your True Personality Color
This exercise helps you to not only discover your
own personality, but helps you to recognize
others and the challenges and ways you can
relate with others. We exhibit each and all of
these personality colors, just some are more
prevalent in us and at different times in our lives.
Getting to know yourself and understanding how
you relate to the other personality types is a key
ingredient in learning to relate to others in sales.

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Thanks
 Next Week we will conduct the True
Colours assessment, you are to hand in
your assessment at the end of class for a
participation grade of 5/5.
 Next Class please start to read the “white
booklet” and Selling to Vito Chp.1, 2 and
17.