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Sales Process & Communication
The presentation outlines the essential elements of the sales process, emphasizing the importance of communication and teamwork in winning customers. It discusses the generic sales process (AIDA) and highlights common communication pitfalls that salespeople face, advocating for an 'outside-in' approach to understanding customer needs. Key messages include the necessity of listening, delivering on commitments, and fostering strong relationships to improve sales outcomes.
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Sales Process & Communication
- 1. Sales Process &Communication Rajesh Sengamedu 01 August 2006
- 2. Presentation Objectives • Whois a sales person? • What is the generic sales process? • Communication pitfalls • Improving communication • Summary
- 3. Disclaimer Statements &Request • I BELIEVE, contents of this presentation is NOTHING NEW to any one of you – I will only reinforce what each one of know about how to win more customers, gain customer satisfaction • Listen to this presentation with your gut-feel /instincts – This is practical & common-sense approach – I use it consciously most of the time • My objective is to share my experiences in sales – I am NOT intending to teach /preach – Anybody who wishes to take vigorous ‘notes’ is going to miss my point • REQUEST: Time is short, BE INTERACTIVE – This is NOT a one way traffic
- 4. Let’s begin withSIMPLE QUESTION • What business is your company into?
- 5. SIMPLE QUESTIONS, SIMPLEANSWERS Making Money!
- 6. HOW? • We haveto find ‘somebody’ who will give us money • In exchange for ‘something’ – They would value – They need • NOT in exchange for ‘something’ – We have – We can give • ‘Somebody’ = Customer • ‘Something’ = ? – Tough to define!! • Our Product? • Our Service? • Our Reputation? • Our Roadmap? – Usually it is a combination of all that wins us customers
- 7. ‘EXCHANGE’ • Exchange isa sale – Customer signing the PO!!! • SALE is the most important step – To get customers – To make money VIRTUOUS – To get our salaries – To invest in new products – To get more customers – To make more money • Ignore SALE – Reverse of the above!! VICIOUS
- 8. ALL OF USHAVE TO BECOME SALES GUYS!!!!! RIGHT / WRONG?
- 9. Who is asales person? WHO ? ACCOUNT MANAGER FAE CUST. SUPPORT ENGG./ MKTG. GM / CEO
- 10. Who is asales person? ACCOUNT MANAGER FAE CUST. SUPPORT ENGG./ MKTG. GM / CEO
- 11. Everybody is asales guy!! • Degree differs • Everything we do should focus on customer – Not engineering – Not technology – Not product • Winning and growing customer base is like – Playing football OR 4x100m relay race – Teamwork & Coordination is the key • Focus on ‘outside in’ rather than ‘inside out’
- 12. The Generic SalesProcess: AIDA • Attention • Interest • Desire • Action • Questions: – Is AIDA the responsibility entirely of a ‘sales’ guy? – How can the team contribute in the sales process?
- 13. Communication • Our onlytool for AIDA • Methods – Email < Telephone < IM <F2F – Other methods: web, tradeshows etc • (this is not focus of this presentation) • Understand customer needs by listening / active participation – ‘Outside-in’ approach – Helps in presenting our value appropriately Customer Your company
- 14. Six Critical RelationshipSkills • Presence – Communicate Energy, Interest • Relating – Build rapport, use ack, empathize • Questioning – Will talk in detail in next slides • Listening – Will talk in detail in next slides • Positioning – Demonstrate value and apply by customizing product knowledge to customer needs • Checking – Get feedback – Validate Assumptions • ASSUME: Remove ‘U’ and ‘ME’ and you will become one if you assume
- 15. Common pitfalls incommunication • One-way traffic – ‘I will dump all the info I have on to the customer’ – Let him sort, collate and make sense of the info • I have a short meeting, but SO MUCH to talk – Dump, dump, dump! • Not listening to what the customer is saying – No attempt to understand his problems – No attempt to understand seriousness of his concerns – Customer saying that he is going to be in a soup if we do not deliver that bug-fix by 3 days! • Not sticking to our simple committments – Ex: Customer expects response in 2 days and we don’t – Ex: Calling customer later than agreed time – Ex: Promising a customer he will receive our email by end of the day • Not communicating value appropriately – Value implies, solution meeting customer needs, not product that we have
- 16. BALANCE & SEDUCTION •Build – Personal Equity – Organisational Equity • People buy from people they respect – Attention to small things will increase their respect for you – Call customer when you don’t need him • Emotional bank balance – Debits /credits keep happening all the time – Trick is to increase credits for winning respect • Seduce your customer to go to bed with you!
- 17. Why are weafraid to ask questions? • No time • I will lose control • Customer may think I am not prepared • Customer will object • I risk offending customer • I have to answer • Worse of all, I know all his problems!!
- 18. Improving communication • RememberGanesha! – His ears are bigger than his mouth – Listen twice over: Talk Once / 2:1 rule Ask questions to understand customer needs 6 WIVES, 1 HUSBAND Use Open Ended Questions beginning with WHAT, WHEN, WHERE, WHY, WHICH, WHO, HOW Information sharing Each one of us knows some but not all aspect of customer needs Customer knows his needs better We have to team-work to learn his needs
- 19. KEY MESSAGES • LISTEN, LISTEN: TALK • TEAMWORK ALONE CAN SCORE GOALS • DELIVER YOUR SMALL COMMITMENTS • SET UP TO SCORE GOAL – PLAN, TIME IT, PASS THE BALL, SCORE THE GOAL
- 20. Call for Action •Request your feedback – Just email me your ‘A HA’: One liner, good enough • Jot down in a piece of paper – What are the top 3 things you would do differently?