The document provides guidance on improving self-confidence and sales skills. It includes a self-assessment test to evaluate one's sales abilities. Key areas covered are developing empathy, research, and communication techniques with customers. Customer needs, presenting effectively, and checking performance are also addressed. The assessment scores sales skills as: needing improvement (32-63 points), progress made but room for growth (64-95 points), or skilled and effective but should continue improving (96-128 points).

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Accessing Yourself Self-Confidence
Answer “true” or “false” to these statements
My mind is my own.
I can control my feelings.
I can motivate myself.
I do not need the approval of others.
I follow my own principles of conduct.
I do not complain if things go wrong.
I have high self-esteem.
I am not dependent on others.
I do not blame and find fault.
I do not worry about the future.
I do not procrastinate.
I do not get angry.
I learn lessons from my failures.
I treat others as I would expect to be treated myself.
Your answers should be “true”. If not, works on the areas concerned until all your answers arepositive. This will provide
a firm foundation for your self-confidence.
Learning from a master
These ten maxims are derived from the Golden Rules of Customer Care written by top American car seller, Carl Sewell:
Ask customers what they want and give it to them again and again;
Have systems that ensure you do the job right first time ,every time;
Under-promise, over-deliver;
The answer to a customer is always “yes”;
Give every employee who deals with clients the authority to handle customer complaints;
No complaints? Something is wrong;
Measure everything;
Pay people like partners;
Show people respect;
Learn best practice, imitate it,and then improve it.
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RELATING TO THE CUSTOMER’S POSITION
POSITION SIGNS PROGNOSIS
GROWTH Typically uses would like “more”, A good likelihood of sales success
The customer perceives a gap “better”, and “improve”. This if you concentrate on showing
between current and desired person is prepared to accept a that you can fill the perceived
business performance. proposal. gap.
TROUBLE Will not admit to the difficulty The easiest type to sell to, if you
The customer is aware of a gap directly, but may be prepared to can really fill the gap. Buyer is
between required results and discuss circumstantial problems. eager to say “yes” to somebody’s
those that are achieved. proposal.
EVEN KEEL May use phrase such as “Don’t May switch to the Growth or
The buyer believes that the rock the boat”. Your proposal is Trouble position due to
current position is satisfactory, seen as threat, not an circumstances or persuasion- a
and is unreceptive to change. opportunity. hard sell otherwise.
OVER CONFIDENT Will make it clear that “business Difficulties are almost certain to
This buyer thinks performance is has never been better”, and that arise, but until they do, the
satisfactory, rejects change, but any change can only be for the chances of selling to this buyer
may well be mistaken worse. are negligible.
USING COMMUNICATION TECHNIQUES
TECHNIQUES KEYS TO ACHIEVEMENT
EMPATHY Ask for as much information as possible about the
Put yourself in the customer’s shoes to help you other person in a genuine, straightforward manner.
understand the issues from his or her point of Use questions that encourage openness.
view. Be supportive in your pose, nodding or making
approving noise to show that you are listening.
RESEARCH Ask the customer open questions to draw out as
Find out about the facts surrounding a customer’s much information as possible.
situation to understand why they think as they do. Keep the emphasis on fact-finding.
Listen to the answers carefully for clues that will help
you understand more about the other person.
SYNTHESIS Make statement that will encourage the other party
Aim to resolve any conflicts and guide the to respond constructively.
discussion towards a desired objective. Show by your responses that you value what they
have said and that their responses have influenced
your actions
NEURO-LINGUISTIC PROGRAMMING(NLP) While listening intently, match your spoken language
Use this technique to attain conversational and body language to that of the customer.
harmony with the customer. Mirror the customer’s imagery, phraseology, posture,
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3. Sale UNLEASHED 2012
and gestures, modifying any that are
counterproductive.
BODY LANGUAGE Keep an open posture-relax your arms, lean forward,
Use positive body language to encourage the slightly tilt the head. And avoid slouching.
customer to move towards a commitment or to Maintain eye contact and keep smiling.
adopt your ideas. Respond with reassuring gestures if the customer
betrays signs of nervousness or negativity.
CLEAR REACTIONS Listen for any concerns that may be underlying a
Show that you have listened to and understood discussion and seek to resolve them.
the other person by responding directly to their Follow up requests promptly; if you cannot deliver
concerns and requests. the full promise will be kept.
MEETING CUSTOMER NEEDS
QUESTIONS TO ASK ACTIONS TO TAKE
BRAND AND IMAGE Find out if the customer has a high opinion of the
Does your company and its products have a strong brand and the company.
rating in the marketplace? Check if the customer feels that they are buying the
right product from the right company
SALES TECHNIQUE Provide yourself or your salespeople with training in
Is the sales process being conducted so that the customer care and communication skills.
customer likes doing business with your company? Establish that buyer is being helped make the right
decision and is not being put under pressure.
KEEPING COMMITMENTS Deliver the right products to the right place at the
Is your company doing what it says it will, when it right time at the right quantity.
says it will? Live up to your word, and avoid making promises that
you may not be able fulfill.
ADMINISTRATION Ensure that invoices and other documents are clear
Is the sale being handled with efficiency and and accurate and easy to use correctly.
without unnecessary bureaucratic procedures Encourage your company to be flexible in drawing up
and interpreting terms and conditions.
REPONSIVENESS Clarify any ambiguous communication with customer
Is the customer being answered and responded to as soon as possible.
swiftly and effectively at all times? Deal with the customer complaints by acknowledging
mistakes and rectify errors immediately.
INFORMATION Make sure that you your salespeople are
Does the customer know everything that they knowledgeable about the product or service.
need to know about the product or service they Provide the customer with all the information and
are buying? assistance needed to use the product or service.
PRODUCT OR SERVICE Ensure that agreed specifications are met, including
Does the purchase live up to or exceed the any special concessions made when negotiating the
customer’s expectations? sale.
Check that the customer is happy with the
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performance of the service or product.
AFTER-SALES SERVICE Make sure that the customer enquiries or complaints
Is the customer relationship being looked after are always dealt with promptly and courteously.
successfully post-sale? Be proactive in contacting the customer to monitor
how satisfied they feel with their purchase
PLANNING YOUR PRESENTATION
Although each sales presentation needs to be tailored to both customer and product, there is a basic sequence that
will ensure that the audience’s initial interest results in action:
Explain the unique advantage of your particular product or service;
Emphasize all the successes that the product has achieved, and back up your claims with up-to-date
statistics and endorsements from other customer’s;
Explain that it would be dangerous to lag behind in the marketplace;
Aim to persuade the audience that the purchase of your product or service will improve their status in the
market;
Finally, encourage the audience to act immediately to guarantee fulfillment of their order.
ACHIEVING IMPACT
Effective messages are easy to recall, convincing and distinctive and are stimulus to action:
Be emphatic about the benefit you offer, and start with an arresting statement;
Follow the golden sales rule of addressing solutions not problems, and introduce your product or service
(visually and aurally) at the earliest possible moment;
Repeat the company or brand name frequently.
Never knock the competition: explain that your excellent offer improves on their good solution;
Do not overemphasize technology, which can lose a non-technical audience;
Sincerely mean what you say, and only what you mean;
Finally, end with a repeat image of the product or service and the company.
CHECKING PERFORMANCE
For maximum profits and competitive strength, constantly monitor these success factors:
Realized prices;
Gross profit margins;
Company market share;
Selling costs as a proportion of company income;
The number of successful sales made by your team.
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ASSESSING YOUR SKILLS
Selling is the foundation of success in many areas of management. Your sales skills need to be kept strong and up to
date by practicing and learning. This questionnaire will test the quality of your present performance as a salesperson
and show where you need to improve. To assess your sales skills, add the scores together and refer to the analysis. If
your answer is “never”, mark option 1; if it is “always”, mark option 4, and so on. Use your answers to identify the areas
that need most improvement.
I make sales plan before I develop sales strategies and I make a point of learning new
approaching prospective check activities against a master sales skills and techniques.
customers plan.
1 2 3 4
1 2 3 4 1 2 3 4
I use information technology to I keep a record of how I spend I identify the customer’s needs so
help organize myself and aid my my time in order to improve its that I can vary my approach
selling. use. accordingly.
1 2 3 4 1 2 3 4 1 2 3 4
I prepare myself carefully before I approach companies knowing I use research to build my
going into sales meeting or exactly who is the right person to knowledge of the industry and
interview. contact. the customers.
1 2 3 4 1 2 3 4 1 2 3 4
I keep meetings with customers I know and use the best I take great care over my letter-
friendly, brisk and focused. techniques for getting sales result writing and develop writing skills
by telephone. to aid selling.
1 2 3 4
1 2 3 4 1 2 3 4
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I put myself in the customer’s I end sales presentations on a I ask for feedback on my
shoes when preparing for positive note, inviting a definite presentations so that I can
negotiations. action. improve my effectiveness.
1 2 3 4 1 2 3 4 1 2 3 4
I adapt my selling approach to I search for the key sales point I tell the truth, even if the truth is
match the way the customer that will persuade customers to not what I want the customer to
reacts to me. buy. hear.
1 2 3 4 1 2 3 4 1 2 3 4
I endeavor to get the other party I stress value for money in When I complete a sale, both
to name their price objectives negotiations, rather than price sides are satisfied with the deal.
first. alone.
1 2 3 4
1 2 3 4 1 2 3 4
I try to anticipate any objections I respond quickly to enquiries or I get feedback to ensure that my
the customer may present to me. complaints from any customer. customers are very satisfied with
purchase.
1 2 3 4 1 2 3 4
1 2 3 4
I keep other salespeople free I use teaching methods to I act to transfer the techniques of
from bureaucratic restrictions. develop my own skills and top sellers to those who do less
improve those of others. well.
1 2 3 4
1 2 3 4 1 2 3 4
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I let junior salespeople take the I revise sales targets regularly to I only intervene in sales problems
lead during customer visits. raise people’s sights and when it is really necessary.
performance.
1 2 3 4 1 2 3 4
1 2 3 4
I talk to my staff as equals and I do everything in my power to I talk to my staff as equals and
treat them as such. see that people are rewarded for treat them as such.
good work.
1 2 3 4 1 2 3 4
1 2 3 4
Analysis:
Now you have completed the self-assessment, add up your total score and check your performance by the
corresponding evaluation
32-63: Your lack of sales skills and good practice must be affecting your performance and, possibly, putting your job at
risk. Begin at once to master the lessons in this book, and apply them in the office and the field.
64-95:You have made considerable progress and are probably performing well, but you have not raised your sights
high enough. Make renewed efforts to Improve in the weaker areas revealed by your assessment answers, and
continue until your scores take you to the next level.
96-128: You are skilled and effective salespersons. Continue working to improve your abilities, however, to
stay at the top.
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