The document discusses various skills and techniques for effective communication in sales, including fundamentals of communication, characteristics of top sales representatives, using NLP to improve confidence, customer relationship management, using the telephone efficiently to ascertain customer needs, setting goals and objectives, and questions that can be used in the sales process. It also provides information on communicating the sales message, types of questions that can be asked, and techniques for consultative selling and handling customer concerns.

1. Sales Excellence
How to
communicate
efficiently and
communication
skills
Fundamentals of
communicating
effectively
Characteristics
of a top sales
rep
NLP to improve
confidence
Customer
relations &
complaint
management
Telephone
efficiently in
sales &
ascertaining the
customer needs
and discovering
needs
Setting goals &
objectives
How to use
telephone
efficiently in
sales & the
telephone skills
Ascertaining the
customer needs
and discovering
needs

2. 2

3. 3

4. Name
Business/ Dept.
Role
Write down 3 facts about
yourself
One must be a lie
Present yourself to the
others
Others have to spot the lie

5. Ground rule games
Listen to others
Don’t put other people down
Respect Confidentiality & Trust
Show Respect
Don’t Interrupt others
Try to accept others views
Classroom Procedures and General
Information
The Bathrooms are where
The Break Refreshments include:
The Room for Lunch is where
Lunch menu
A vegetarian option is offered
Cell phones on off
Please don’t email or text during course

6. Individual Exercise (15 mins)
There are 4 flipcharts around the room
1. What are you leaving behind to be here
today?
2. What do you want to take away from
today?
3. What are you offering to the group
today?
4. How would we like to work together
today?
Visit each in turn & add your comments
15 minutes
End

7. 6-7
Communicating the Sales
Message
Situation Salesperson’s focus should be:
First meeting w/ customer
Listening (about 80% of the total
meeting time) to determine the
customer’s needs
Competitors trying to take
business away Restating the value proposition
Winning back lost customers Letting customers vent their frustration
Making the final presentation
before the order is given
Answering any last minute details for
the customer

8. 6-8
Categories of questions
Question Type Advantage Disadvantage
Unrestricted Encourages customer to speak Time consuming
Restricted Gets specific information Discourages dialogue
Data
Collection Uncovers relevant data Wastes customer time
Investigation Helps uncover customer needs Difficult to manage responses
Validation Provides customer buy-in Can derail presentation

9. To probe with close-ended
questions
Means of Reducing Relationship Anxiety
PROPRIETY Show buyer respect; dress appropriately
COMPETENCE Know your product/service; third-party references
COMMONALITY Common interests, views, acquaintances
INTENT
Reveal purpose of call, process, and payoff to the
buyer
9

10. 11-10
Types of questions used in conjunction
with consultative selling
Type of
Question
Definition When Used Examples
Information-
gathering
questions
General questions designed to
get the prospect to disclose
certain types of basic
information
Usually at the beginning of
a sales presentation
“Can you describe the
type of leasing plan you
envision?”
Probing
questions
More specific questions
designed to uncover and clarify
the prospect’s perceptions and
opinions
When you feel the need to
obtain more specific
information that is required
to fully understand the
problem and prescribe a
solution
“What type of image do
you want your advertising
to project to current and
potential customers?”
(newspaper advertising)
Type of
Question
Definition When Used Examples
Information-
gathering
questions
General questions designed to
get the prospect to disclose
certain types of basic
information
Usually at the beginning of
a sales presentation
“Can you describe the
type of leasing plan you
envision?”
Probing
Questions

11. 11-11
Type of
Question
Definition When Used Examples
Confirmation
questions
Designed to find whether or
not your message is
understood by the prospect
After each important
item of information is
presented
“Do you see the merits of
purchasing a copy machine
with the document
enlargement feature?” (office
copy machine)
Summary
confirmation
questions
Designed to clarify your
understanding of the
prospect’s needs and buying
conditions
Usually used after
several items of
information have been
presented
“I would like to summarize
what you have told me thus
far. You want a four-bedroom
home with a basement and a
two-car garage?” (real estate)
Type of
Question
Definition When Used Examples
Confirmation
questions
Designed to find whether or
not your message is
understood by the prospect
After each important
item of information is
presented
“Do you see the merits of
purchasing a copy machine
with the document
enlargement feature?” (office
copy machine)
Summary
Confirmation
Questions

12. 6-12
The SPIN selling approach
Situation Questions Finding facts about the customer’s existing situation
Problem Questions Learning about the customer’s problems
Implication Questions
Learning about the effects of the customer’s
problems
Need Payoff Questions
Learning about the value of a proposed customer
solution

13. Handling Concerns (LSCPA)
Listen to the buyers feelings
Share concerns without judgment
Clarify real issue with questions
Problem-solve present options and solutions
Ask for ACTION to determine commitment
To listen to client or listening
skills
13

14. 11-14
Key “active listening” practices
Are You Listening?
Ask one person to leave the room while the
rest of the participants come up with a well
known phrase, slogan or rhyme. Each
participant must take one word from the
phrase.
They call the person back into the room,
shout “1, 2, 3” and then all at the same
time shout out their word from the
phrase. The listener must make sense of the
words and identify the phrase.
Focus and
concentration
Paraphrase or
restate to
confirm
customer’s
meaning
Take notes

15. IMPORTANCE BY PRODUCT
Selling
Technique Industrial Consumer
Direct Ask for the order in a straight-forward manner 1 1
Summary
Summarize the benefits already covered in the
presentation
2 2
Single
Objection
Asks for the order if last
obstacle is overcome
3 4
Assumption
Assume readiness to buy and
focus on the transaction details
4 2
Choice Focus on version to be ordered 5 5
Get the truth from the client
and to get what was saidClosing Techniques
15

16. 16
Servicing the sale: The 4 pillars
of sales support
Selection of the product
Customer Interaction
Sales Support
Support
the
Buying
Decision
Manage
the
implement
ation
Deal
with
dissatisfa
ction
Enhance
the
Relations
hip
Match benefits with buying
motives
Configure a
solution
Make appropriate
recommendations

17. 11-17
Time used by salesperson and customer
during a consultative sales presentation
Need Discovery Product Selection Need Satisfaction
Time
Prospect
Salesperson
Part One Part Two Part Three
Involvement  Questioning Skills
 Presenting Benefits
 Demonstrating Skills
 Negotiating Skills
 Closing Skills
Consultative Selling Skills Required

18. To ensure smooth communication
and avoid tension
Presentation
Strategy
Focal Point of
Presentation
Talk/Listen Ratio
Memorized Product 90/10
Formula Product 70/30
Need satisfaction Customer 50/50
Problem solving Customer 40/60
18

19. 6-19
Customer
Public Space
Social Space
Personal Space
Intimate Space
12’4’2-3’
Territorial space

20. 20

21. T
E
R
R
I
T
O
R
Y
Filters
Distort
Delete
Generalise
Values
Beliefs
Language
Internal Map
Pictures
Sounds
Feelings
Smells
Tastes
Self-talk
State
Physiology
Behaviour
Results
21

22. Let’s try it
1. Eye Pattern Questions
2. Have a discussion about a recent holiday
or a favourite hobby
What did you do?
What did you see?
What sounds can you remember?
22

23. Neuro-Linguistic Programming
The study and application of subjective
experience, particularly that resulting in excellence
Developed in 1970s at University of Santa Cruz by
Richard Bandler & John Grinder
A set of psychological tools to improve personal
performance
Working with the connections between our mental
processes and the language we use
great rapport
decision-making
process
fresh
perspectives
effective
communicati
ons
powers of
observation
changed
meanings
conflict
resolution
influence
alignment with
values
new
behaviours
effective
goal-setting
new beliefs
state
management
23

24. TOWARDS
Think in terms of goals
Motivated to have, get, achieve
AWAY
What should be avoided
Motivated by problem to solve
24
Towards and Away from
SPECIFIC
Handle details better, treat
information in sequences
GENERAL
Work in overview or
conceptual level
General and Specific

25. TASK
Talks about process, systems,
things people become objects in
the process
RELATIONSHIP
Talks about people, relationships,
emotions, feelings
25
Task and Relationship
Rapport
 What is it?
 How would you define it?
 Where do you use it?
 Why is it useful?

26. 26

27. 27
Organisasi yang benar-benar percaya kepada kualiti produk dan perkhidmatan
membuat komitmen yang kuat kepada pelanggan mereka.
Komitmen mengatasi atau mengurus kebimbangan utama pelanggan dan perlu
bebas daripada apa-apa syarat yang mungkin melemahkan kepercayaan
dan keyakinan pelanggan, dan perlu dimaklumkan dengan jelas dan mudah
kepada pelanggan.
Kebanyakkan komitmen adalah dalam bentuk jaminan dan waranti.
1. Komitmen kepada pelanggan

28. 28
Piawai perkhidmatan ialah peringkat pretasi
atau harapan yang boleh diukur yang akan
menentukan kualiti kontek pelanggan.
Piawai perkhidmatan mungkin meliputi piawai
teknikal seperti masa bertindak (misalnya
menjawab telefon dalam dua deringan
sahaja) atau piawai gelagat/behavioral
standards (menggunakan nama pelanggan
jika boleh).
2. Piawai perkhidmatan yang fokus
pelanggan (piagam pelanggan)
Juga, kebanyakan pegawai kontek pelanggan
bergantung kepada pelanggan dalaman untuk
sokongan dan mereka ini perlu memahami peranaan
yang dimainkan dalam memenuhi piawai
perkhidmatan.
Faktor penting dalam meningkat kepuasan
pelanggan luaran ialah dengan meningkat
kepuasan pelanggan dalaman terlebih dahulu.
Akhir sekali, organisasi perlu melaksanakan satu
proses untuk mengesan perlaksanaan piawai dan
memberi maklum balas kepada semua kakitangan
untuk memajukan pretasi mereka.

29. 29
Syarikat yang komited kepada
pengurusan perhubungan mempastikan
pegawai kontek-pelanggan
(a) memahami produk dan
perkhidmatan dengan cukup bagi
menjawab mana-mana soalan,
(b) ada kemahiran mendengar
dengan baik, dan
(c) ada berkebolehan untuk
mengatasi masalah.
3. Latihan dan “empowerment”
Bagi kebanyakkan organisasi, latihan
perhubungan pelanggan melibatkan
semua kakitangan yang ada kontek
dengan pelanggan.
Pegawai kontek-pelanggan juga perlu
akses kepada berbagai jenis
maklumat organisasi untuk
melakukan kerja atau menjalankan
tugas mereka dan ini mungkin boleh
diperolehi daripada unit atau bahagian
Teknologi Maklumat.

30. 30
Penemuan kajian yang telah dilaksanakan oleh
syarikat bernama Technical Assistance Research
Programs, Inc., menunjukkan bahawa:
Organisasi tidak akan mendengar dari 96%
daripada pelanggan yang tidak atau kurang puas
hati.
Bagi setiap aduan yang diterima, 26 daripada
pelanggan ada masalah, dan enam daripadanya
adalah kes teruk.
Ridiculous Complaints
Simply provide the participants with the list of ridiculous complaints
on the following page and ask them to come up with the best response
possible by way of feedback.
You can place participants into groups or ask them to work alone.
Once they have spent some time working on their response to the
complaints, ask them to feedback to the whole group.
This activity can be completed as a written exercise or vocally. You
may even decide to create a role play scenario to add a bit more
realism to the practice.
It is wise to split the questions up between the groups, as otherwise
the activity can take too much time.
4. Pengurusan aduan
(complaint management)

31. 20 minutes
End 31
 A tourist at a top African game lodge overlooking a waterhole, who spotted a
visibly aroused elephant, complained that the sight of this rampant beast
ruined his honeymoon by making him feel "inadequate".
 A woman threatened to call police after claiming that she’d been locked in by
staff. When in fact, she had mistaken the “do not disturb” sign on the back of
the door as a warning to remain in the room.
 "The beach was too sandy."
 A guest at a Novotel in Australia complained his soup was too thick and
strong. He was inadvertently slurping the gravy at the time.
 "Topless sunbathing on the beach should be banned. The holiday was
ruined as my husband spent all day looking at other women."
 "We bought 'Ray-Ban' sunglasses for five euros (£3.50) from a street trader,
only to find out they were fake."
 "No-one told us there would be fish in the sea. The children were startled."
 "It took us nine hours to fly home from Jamaica to England it only took the
Americans three hours to get home.“
 My fiancé and I booked a twin-bedded room but we were placed in a double-
bedded room. We now hold you responsible for the fact that I find myself
pregnant. This would not have happened if you had put us in the room that
we booked."
Ridiculous Complaints
 ""I compared the size of our one-bedroom apartment to our friends' three-
bedroom apartment and ours was significantly smaller.“
 "The brochure stated: 'No hairdressers at the accommodation'. We're trainee
hairdressers - will we be OK staying here?"
 "There are too many Spanish people. The receptionist speaks Spanish. The
food is Spanish. Too many foreigners."
 "We found the sand was not like the sand in the brochure. Your brochure
shows the sand as yellow but it was white."
 "We had to queue outside with no air conditioning."
 "It is your duty as a tour operator to advise us of noisy or unruly guests
before we travel."
 "I was bitten by a mosquito - no-one said they could bite."
 "I think it should be explained in the brochure that the local store does not
sell proper biscuits like custard creams or ginger nuts."
 "It's lazy of the local shopkeepers to close in the afternoons. I often needed
to buy things during 'siesta' time - this should be banned."
 "On my holiday to Goa in India, I was disgusted to find that almost every
restaurant served curry. I don't like spicy food at all."
 "We booked an excursion to a water park but no-one told us we had to bring
our swimming costumes and towels."

32. Implikasi penemuan kajian
Pelanggan yang menghadapi masalah akan
memberi tahu 9 atau 10 pelanggan yang
lain.
Aduan pelanggan yang telah diatasi dengan
memuaskan akan hanya memberi tahu 5
pelanggan atau orang lain.
Mengatasi aduan dengan berkesan akan
meningkatkan kesetiaan dan langganan
pelanggan yang berterusan.
Pegawai kontek pelanggan perlu
mendengar dengan berhati-hati untuk
menentukan perasaan pelanggan dan
mengambil tidak secara sistematik, untuk
memastikan aduan difahami.
Aduan tersebut perlu diatasi secepat
mungkin.
Aduan adalah punca idea kepada
pemajuan produk dan perkhidmatan.
32

33. 33

34. 34
How to
Effectively
Communicate
over the Phone?

35. To use the best telephonic script and
to have structured conversation
Call Introduce
Yourself
Ask for/Find
Decision
Maker
Handle
Objections
Pitch Introduce
Yourself
Explain The
Call
Handle
Objections
Gather
Information
Ask
Questions
Build
Rapport
Record the
Information
Re-pitch
Determine
if we can
help
Re-pitch
Other
Services
Pitch from
Toolbelt
Book Time
to Call Back
End Call
Apakah produk dan perkhidmatan
yang dikeluarkan?
Siapa yang mengguna produk dan
perkhidmatan tersebut?
Siapa yang dihubungi oleh
kakitangan melalui telefon, surat atau
siapa yang bertanya?
Siapa membekal input-input bagi
semua proses yang terlibat? 35

36. 36
Answer call before the third
ring, calls beyond the
third ring indicates
inactiveness in your
office.
Greet the caller, for
example “Good morning”.
Good manners indicate
respect for the caller.
Give your name and the name of
the company/ Dept, for example ”
PKNP, This is Rahim”. This is a
courtesy statement that serve to
introduce and personalizes the
customer service experience.
Ask the caller if or how you can
help them, for example “PKNP, This
is Rahim, How may I assist you?”
Asking to help tells the customer
you are there to serve and solve
his/her
Focus your attention on
the caller.

37. 37
Customer care word search
E M P A T H I S E J F B
F A I S O L U T I O N S
F E L U F P L E H N F E
E M Q Q Q R X S N E L R
C O M M U N I C A T E V
T V W T A E U R H S X I
I A W A L Z S A Y I I C
V L V Y I F P T O L B E
E U U V T P S T I K L G
P E U Z Y R I A F O E C
D H L T R E A T M E N T
S A T I S F A C T I O N
E M P A T H I S E J F B
F A I S O L U T I O N S
F E L U F P L E H N F E
E M Q Q Q R X S N E L R
C O M M U N I C A T E V
T V W T A E U R H S X I
I A W A L Z S A Y I I C
V L V Y I F P T O L B E
E U U V T P S T I K L G
P E U Z Y R I A F O E C
D H L T R E A T M E N T
S A T I S F A C T I O N

38. 38

39. 39
Ask appropriate questions
Record customer response
Acknowledge and summarize customer needs
Select and recommend appropriate solution
Make appropriate presentation
Phase 5 -
Close the call
(Summarize)
Phase 4 -
Provide
Solutions,
Alternatives or
Information
Phase 3 -
Collecting/
Verifying of
Information
(Paraphrase)
Phase 2 -
Building
Rapport &
Identifying
Need
(Question)
Phase 1 -
Opening the
Call (Greeting &
Introduction)

40. How much of your communication do you
think these elements represent?
Your spoken words
Your tone
Your body language
40

41. How people judge you on the
phone
7%
38%
55%
Actual
words
Tone of
voice
Body
Language
41

42. People can "hear" your personality
through the tone of your voice?
87% of the opinions people form about
us, when speaking to us on the
telephone, are based on the tone of
our voice.
Only 13% is based on the actual
words you say!
13%
87%
Actual words Tone of voice
The person on call forms a mental PICTURE of you.
P – PITCH
I – INFLECTION
C – COURTESY
T – TONE
U - UNDERSTANDING
R – RATE
E - ENUNCIATION
42

43. ACCEPTABLE
PHRASES
UNACCEPTABLE
PHRASES
1. ”Thank you, I’ll check,” or “I’ll see”
2. “Yes ma/sir”.
3. “One moment please, I’ll find out”
4. “Yes, you may”.
1. ”You will have to wait”
2. “Yeah”.
3. “I do not know”
4. “No, we cant”.
43
o Avoid slangs
o Don’t eat, sip a drink, and chew gum while on phone.
o Listen very attentively.
o When transferring calls, whether in coming or out going, introduce both party to each other.
o Don’t keep the caller on hold for more than sixty seconds without communicating your
effort.
o When ending your call ensure there are no unfinished business.

44. 44

45. 45
Sales funnel
RM annual sales target
average contract value
no. new contracts
sales
output
sales
input
required value prospect base
average contract value
new prospects required
conversion
ratios
through
the sales
funnel
appointments
proposals
Sales is like any other business activity - it
needs planning. To achieve a required output
(annual target) you need an certain level and
quality of input (prospects). The numbers at
the top of the funnel must take account of
your anticipated - or preferably known -
conversion rates through the funnel.
Complete the sales funnel planner by
starting with the required sales results,
and work back through the funnel adjusting
the figures according to realistic expected
conversion rates

46. Asking the right question or
asking open-ended questions
CLOSING
HANDLING
OBJECTIVES
PRESENTATION &
DEMONSTRATION
FOLLOW UP
PROSPECTING
&
QUALIFYING
PREAPPROACH APPROACH
46
1) PERSONAL SELLING IS FLEXIBLE.
2) PERSONAL SELLING BUILDS RELATIONSHIPS.
3) PERSONAL SELLING PRODUCE IMMEDIATE RESPONSE.

47. Task Motives
PRODUCTIVITY MONEY
More Output
or Quality
Less Cost
Less Effort More Profit
Customer interaction
47
Needs discovery skills :is about understanding the other person’s
perceptions of his or her most important needs and help them to fully
understand these needs .its not easy to do so but when you really
help customers understand the total cost of their problem and the
extent of their opportunities , it makes it easier for them to choose
the best solution .
In selling to organizations , the situation is complicated because
both task and personal motives influence the purchasing decision.
Task motives can be defined as the logical ,practical , or functional
reasons for buying , they usually involve either money or productivity
. Typical financial motives include cost savings or profit increases ,
productivity motives may focus on increasing output ,increasing
quality , or reducing effort .
Organizations tend to emphasize different task issues in their
culture, so it is important fro salespeople to understand these.
Personal motives :are the individual preferences that spur a person
to buy , they are psychological in nature , and involve relationship
with other people . Personal motives include the need for respect,
approval ,power and recognition .
INTERACTION Phase:

48. Personal Motives
Respect Power
Approval Recognition
Need to go further by checking the
client needs and do assessment
48
Questioning :discovering a customer's perceived needs naturally
involves asking questions and actively listening to the customer’s
responses .
Note in asking questions in a way the does not irritate the customer
and helps them to better understand their own needs.
Questions may be classified as closed –ended or open-ended .
Closed-ended questions can be answered with a simple yes or no or
by selecting from a list of responses .
open-ended questions can not be answered by yes or no , and are
used to identify a topic .
In addition to these 2 types , there are other types like:
Permission : (closed-ended ) may l ask you questions about ?
Fact finding : focus on factual information about the business, who is
your current supplier of computers ?
Feeling –finding : (open ended) how do you feel about your current
inventory levels of computers ?
Checking : “ if I understand you correctly , you have said that you are
happy with the quality if your current supplier but feel that you may be
able to get the same quality at lower price from another supplier . Is
that accurate ?”

49. 1. Permission Close-ended
2. Fact-finding Factual
information
3. Feeling finding Open-ended
questions
4. Checking questions Confirm
understanding
Needs discovery:
Types of questions
49
Ask appropriate
questions
Listen and acknowledge
customer response
Establish buying
motive

50. Sales Excellence
How to
communicate
efficiently and
communication
skills
Fundamentals of
communicating
effectively
Characteristics
of a top sales
rep
NLP to improve
confidence
Customer
relations &
complaint
management
Telephone
efficiently in
sales &
ascertaining the
customer needs
and discovering
needs
Setting goals &
objectives
How to use
telephone
efficiently in
sales & the
telephone skills
Ascertaining the
customer needs
and discovering
needs

51. Each participant is handed pieces of paper
Each paper has the name of other participants
Each participant has to write “ I am glad I met XXX because…….”
The pieces of paper are distributed to the appropriate people & read
when they get home
Closing games

52. 3 things you have learnt today
2 things you are not sure about
1 way you can link what you have done today to your work place
Wrap up
52
Write Down

53. Learn Unlearn Relearn Evaluation
53
Please rate the following aspects of the course
excellent good not good poor
1. Organisation & domestics
2. Content
3. Notes
4. Presentation
5. Overall enjoyment
Other topics of interest
Course Date Name