This document discusses various aspects of managing sales and customer relationships for a company selling office equipment like printers and copiers. It begins by listing common business types that may need such equipment. It then discusses the different management levels within companies and their typical concerns. The document outlines techniques for prospecting for new clients, gathering information on their needs, identifying points of dissatisfaction, understanding the impacts of issues, demonstrating solutions, handling objections, and closing the sale. The overall aim is to provide guidance to salespeople on managing the entire sales cycle and customer relationship.

1. Selling Cycle

2. Places where copies, print -
scans are made….
 Accounting cos.
 Advt. Cos.
 Associations.
 Architects.
 Banks
 Telecom cos.
 Consultants
 Political Party office
 Govt. Deptt.’s
 PSU’s
 Insurance cos.
 Advocates/CA firms
 Schools( ICSC –CBSC-
KV)
 Colleges UGC spon +
Pvt
 /Universities: All
academic depts
 Computer inst

3. Places where copies, print -
scans are made….
 Manufacturing cos.
 Hospitals.
 Armed forces/Security
Depts
 Publishing cos.
 Research labs
 SOHO/Big Contractors
 Power Sector
 Infrastructure
 Justice Dept
 Libraries
 Gram Panchayats
 Print Shops ( RC m/c’s are
losing market)

4. Management Profiles
 Top Management
 M.D./Director/G.M/Company Secretary/ Chief Accountant.
 Middle Management
 Accountant./Works Manager/Management services/Purchase. &
Admn. Manager
 Lower Management
 Office managers/Print room
supervisor/Secretaries/Receptionists etc.

5. Management Concerns
 Top Management Concerns.
 Money – only in terms of company’s success
interested in anything that will impact favorably in any
of the following.
 Profitability/Efficiency/Staff Satisfaction /Cash
flow/Liquidity/Productivity/Better utilization of
resources, e.g. Men. Money, M/cs ets./Growth.

6. Top Management Functions:
 Is Accountable to Shareholders / Owners for
Performance of the Organization
 To lay down Policies & Objectives of the Organisation
 Strategising the Plans of the Enterprise & Align
Competent Managers to the Dept to carry out the
work
 Communication with Enterprise & Outside World

7. Middle Management
Concern
 Gate Keepers
 Cost Sensitive
 Wants to Hi-light Higer Managemnt on cost efficiency
& cost cutting.
 Does not see the bigger picture of the Organisation

8. Middle Management
Functions
 Semi Executive
 Departmental Managers/ Branch Managers
 Coordinate responsibilities Of the sub unit of
the firm
 Assess the efficiency of Lower Level Mgrs
 In Charge of Employment & Training of
Employees
 Communicator of High Level & Low Level
Managers

9. Lower Management Concern
 Not Brand specific
 Not concerned with cost.
 Can Specify Copy- Print – Scan Load
Production should be non stop
 Servicing of the equipment has to be proper for
smooth running
 Feels proud on getting a new equipment

10. Lower Level Management
Functions
 Supervisors looks after operative employees / workers
 Follows Instructions of Mid Level Mgr
 Ensure quality & production quantity
 Communicate the goals & objectives
 Instruct below people on day to day job
 Report Periodically.

11. Opening
A. For leads
 Intro. Of self & Co.
 Purpose of visit
 Agreement to ask
questions & take notes.
 B. For cold
calls
 Gain interest
(How to Gain Interest)
 Demonstrate your
understanding of his likely
need(s)
 Show our ability to meet
the needs
 Take Commitment

12. Probing
 Why?
 - To identify
DISSATISFACTION areas.
 - To build the
dissatisfaction into “CLEAR
WANTS & DESIRES”
 How?
 - Different types of
probes.
Types of
Probes.
 - Background
 - Dissatisfaction
 - Consequences
 - Solution
 BDCS

13. BACKGROUND PROBES
BUSINESS
 Industry type
 Turnover/Profit
 Branches/Dpmts
 No. of employees
 Key Successes
 Current Projects
 Track Record
 Collaborators.
EXISTING SYSTEM
 Manual
 Photocopiers/DTP
 Computers/Printers
 Central Print room
 Mail Delivery
 Document Presentation and
Preservation.

14. BACKGROUND PROBS
 BUYING PROCEDURE
 M A N
 Key influencers
 Key recommender
 Gatekeepers
 Budget limits
 Time Frames
 Purchase Committee
 Competitive
Quotations
 Tenders
 FUTURE
 Growth
 Expansion
 Diversification
 Strategic Objectives
 New Branches
 OA & IT Policy

15. Dissatisfaction Probes
 Questions about the Customers –
 Difficulties
 Concerns
 Problems
 Dissatisfactions
 … with the
existing
situation.

16. Dissatisfaction Probes
 Copy quality
 Image
 Cost per copy
 Capital cost
 Capitalization
 Confidentiality
 In house facility
 Convenience

17. SUMMARY
 Background probes warm – up the call or
Dissatisfaction probes.
 Dissatisfaction probes are more powerful than
background probes.
 Qualifying means identifying if there is a need for OA
solution

18. CONSEQUENTI
AL PROBE
WHAT DO MOST SELLERS DO THE MOMENT A CUSTOMER
SAYS –
“I AM UNHAPPY WITH COPY QUALITY”

19. RESPONSE TO PROBLEMS
 UNHAPPY WITH COPY QUALITY
 Offer Solution

20. Consequences of a Problem
People
Time
 Money

21. Consequential Probes
 Background Probes
 Dissatisfaction Probes
 Problem/Dissatisfaction Areas
 Consequential Probes
Clear Wants & Desires

22. Consequential
Probes
….. ARE QUESTIONS ABOUT THE CONSEQUENCES,
EFFECT OR IMPLICATION OF A CUSTOMER’S PROBLEM.

23. Consequential Probes
Bad Copy Quality leads to:
 Costs of re-copying
 Time Wastage
 EFFECT ON PEOPLE
 - customers - suppliers
 - public - boss
 - peers - subordinates - otherdepts.

24. Rule 1 :

CUSTOMERS ARE MORE LIKELY TO BUY DUE TO:
 - LOSS OF MONEY
 - DISRUPTION OF WORK FLOW
 - INCREASED EFFORTS/LOWER PRODUCTIVITY
 COMPARED TO
 - PROBLEMS
 - DISSATISFACTION
 - DIFFICULTIES
 “Skilled sellers help the customers see the
seriousness of the problems”

25. Solution center probe
 “…. Are probes to show the benefits to the customers
of solving his problems”
 Skilled sellers help the customers see to value of the
solutions.

26. Pitching
 Use features
- Characteristics of the product or service
Q. Is Price a feature?
 Advantages
- What a product’s features does?
- Tip : Because of a feature you can get an
advantage
 Benefits
- How a product’s feature or advantage meets
your customers WANTS or DESIRES.

27. Benefits
 Benefits can only be made after a clear want or desire
is expressed ( you cannot assume your customers
want)
 They are the most powerful of all sales behavior

28. PROSPECT VALIDATION
 Customer has Expansion Plan.
 Customer dissatisfied with existing
systems.
 Customer dissatisfactions can be built into
clear Wants & Desires.
 Customer has the Necessary
Sanctions/Budget.
 Your interaction is with the MAN.
 Customer has made a commitment –
Time, Money or People.

29. Prospect Hunting
 Use the formulae : MAN
 M=Money * A=Authority * N=Need
 FOR PATCH HOLDERS:
 The first door to knock? THE JOBBER/POST MAN.
 Pick similar business first – you’ll start speaking
their language.
 Visit existing customers.
 Create your own database.

30.  FOR A/C HOLDERS
 Collect mif data.
 Carry out doc. Survey.
 Map orgn. Structure for copier penetration.

31. (Money)
 Money: Ready cash/Loan( how much reqd)
 Authority: Are you meeting the right
person who understands the need of the organisation
and looking for a solution?
 Need: Does he have a need?

32. Elimination of Doubts
 …….specifically OBJECTIONS !!!
 Why Objections?
 They represent a MISMATCH :
between what you offer
Vs
what a customer needs

33. Types of Objections
 We should listen actively, test understanding, gain
agreement for advancement of sale, seek info. (time).
 DOUBTS:
- 3rd. Party ref./letter
- Press clippings
- Service response
- Examples of print outs (samples)
We should take this as an opportunity to
demonstrate our products visually & verbally
to support our claim.

34. SUMMARY
 Listen actively
 Test understanding
 Gain agreement
 Seek information
 Summarize benefits
 Gain agreement to order

35. CLOSE
 What you close for?
- You close for a commitment from a
customer which has
- Time
- Money
- People

36. Order
 Order has to be in writing
 Proforma Invoice signed with seal
 Sales Order Form filled up
 Terms & conditions clearly mentioned
 Preferably with full payment/advance.

37. Backend work:
 A) Check the Sales Order form properly & Log in the
order
 b) See to the delivery of the material and other
commitment given to the customer
 c) Make regular customer care call for furtherance of
business and long lasting relationship