This document provides guidance on effective selling techniques. It discusses defining success, common life goals, and quotes on dreaming big and self-development. It also contrasts marketing and selling, explains understanding buyer behavior and motivations, the importance of knowing your product and competitors, and provides a framework for sales interviews with approaches for discussion, diagnosis, interpretation and identifying needs. Follow-up and servicing accounts after closing the sale is also emphasized. The overall message is that to be an effective seller one must understand customers' objectives and problems to recommend appropriate solutions that satisfy their needs.

1. Selling EffectivelySelling Effectively
Irteza A KhanIrteza A Khan
Head of Sales & Marketing, PFD

2. You are what you do …
“You are where you are and what you are
because of yourself. Everything you are today, or
ever will be in the future, is up to you. Your life
today is the sum total result of your choices,
decisions and actions up to this point.
You can create your own future by changing your
behaviors. You can make new choices and
decisions that are more consistent with the
person you want to be and the things you want to
accomplish with your life.”

3. Definition of Success
“Success is the ability to live your life the way you
want to live it, doing what you most enjoy,
surrounded by people who you admire and
respect.”
In a larger sense, success is the ability to achieve
your dreams, desires, hopes, wishes and goals in
each of the important areas of your life.
Four Common GoalsFour Common Goals
 Healthy & Fit
 Excellent Relationship
 Do what you love
 Achieve Financial Independence

4. Favorite Quotes from Brian Tracy
All successful people are big dreamers. They imagine
what their future could be, ideal in every respect, and
then they work every day toward their distant vision,
that goal or purpose.
Develop an attitude of gratitude, and give thanks for
everything that happens to you, knowing that every
step forward is a step toward achieving something
bigger and better than your current situation.
If what you are doing is not moving you towards your
goals, then it's moving you away from your goals.
Invest three percentthree percent of your income in yourself (self-
development) in order to guarantee your future.
All successful people are big dreamers. They imagine
what their future could be, ideal in every respect, and
then they work every day toward their distant vision,
that goal or purpose.
Develop an attitude of gratitude, and give thanks for
everything that happens to you, knowing that every
step forward is a step toward achieving something
bigger and better than your current situation.
If what you are doing is not moving you towards your
goals, then it's moving you away from your goals.
Invest three percentthree percent of your income in yourself (self-
development) in order to guarantee your future.

5. Difference between Marketing & Selling?
Marketing is a complete business philosophy. It is
the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably. (CIM)
In order for people to buy your products or services they need to
know about you. Therefore you need to communicate with them in
the most effective way possible. You can do this through numbers of
promotional tools such as
Advertising
Direct mail
Press Relations
Exhibitions
Seminars
Personal Selling (both tele and face to face)

6. Difference between Marketing & Selling?
Selling is one of the promotional tools available for
you to target your prospects and convert them into
customers.
Selling is all about solving customers problem.
S - Set the stage
A - Analyze needs
L - Link to solutions
E - Establish commitment

7. Understanding Buyer Behavior
People generally buy for two reasons :
• Objective reasons
- basic physiological needs as hunger, thrust, security and safety etc
are the objective reasons why people buy
• Subjective reasons
- Personal based psychological reasons involve in buying
* will the car suit my lifestyle ?
* will it make me look good to my peers, friends?
* does this car fit my role as director, father, mother, husband?
* will it give me the sense of satisfaction ?
Remember you need to satisfy the bothRemember you need to satisfy the both

8. Selling a Service
Product is tangibletangible where as Service is intangibleintangible
With a service it is the people who deliver it and therefore
the maxim “people buy people”“people buy people” is even more relevant
and vital here.
With your service, customers are buying all the people
who work for that organization – their attitude,their attitude,
personality, level of expertise and ongoingpersonality, level of expertise and ongoing
relationship.relationship.
To selling a Service is highly PERSONAL, you need to be
both personally acceptable and have expertisepersonally acceptable and have expertise.

9. Understanding Buying Motivations
When people buy they always ask :
“ Why should I ?”
“ What’s in it for me ?”
You need to satisfy those questions if you are going to
secure the sale and come away with the business.
There are two sets of Buying Motivations. These are
- Positive Motivations
- Negative Motivations

10. Understanding Buying Motivations Contd.
Negative Buying Motivations
Your prospective customer’s negative motivations can be summed up
as follows :
 I don’t trust you.. I don’t need you
 No, I don’t think you can help me
 I am no hurry to buy – I will think about it- I will get
back to you
If you don’t switchswitch that customer over to the Positive Buying
Motivations you will have lost the sale.
Positive Buying Motivations
You need to switch your prospective customer through convincing
him/her that
 He/she is important
 You will consider his/her needs
 Your idea will help them
 You have expertise to solve their problems

11. Switching from Negative to Positive
 Make your prospect feel important
 Address them by their correct name and title
 Use their name in your conversation, particularly at the beginning
of the sales interview
 Listen them throughout the whole of the sales process
People like to talk about two things : themselves and if they are in
business, their company
 Ask them the right questions to find out what they need
 Demonstrate that you have prepared for the sales interview

12. Know Your Product or Service
In order to be an effective salesperson you need to have
 Good Product Knowledge
 Need to know the features of what you are offering and the
benefits of those features
 You need to examine this ( F&B) on two levels
- firstly your company level (why should I buy from you?)
- secondly in individual product or service level
 Need to convince your prospect on your F & Bs which will
- solve the problem
- fulfill the need
- make someone happy or feel good

13. Know Your Marketplace & Competitors
Do your pre-sales research
 Have knowledge about your marketplace & competitors
and what they are offering (List at least five key
competitors)
 Prepare comparative analysis between competitors and
your company
 Build up an understanding and knowledge of your
prospects needs and wants
 Read newspapers, trade journals, business magazines
 Increase your awareness about your prospect’s
marketplace
 If possible collect company info of your prospects
 Please consider yourself as “CONSULTANT” who
provides expert opinion and service which will be

14. Sales Interview Approach
The “ADDIN” selling structure will add in your product or service to
the prospective client’s business, home or lifestyle.
It stands for :
Approach
Discussion
Diagnosis
Interpretation
Needs

15. Approach
Where I am going ? Who am I seeing ? What do I wear ? What impression I
give to prospects about me and my company ?
55 % of the impression you make on other people is based on your appearance
and your body language, so take time to get this RIGHT.
 Make sure your attire is formal, clean & presentable, well shaved &
combed, shoes are clean and socks are matched, trousers should have belt
loops, wear a belt, tie should be neatly knotted
 Arrive early for an appointment and try to collect info about the company
waiting at the reception lobby
 Greet your prospect, shakes hands and only sit when you will be asked to
sit. Keep your body language open and sit back in the chair. Do not keep any
object at prospect’s desk before asking permission. Exchange your business
cards and always ask for the prospects. Look for few seconds of the card
before speaking
•Ask neutral questions / courteous questions such as “how is the prospect”.
Give him the reason why you are visiting, briefly discuss about your
company and explain prospect that how he/she will be benefited from the
discussion. Share the USP of your products.
•Try to understand the need of the prospect and accordingly explain that
how your product can solve the problem.

16. Discussion
In order to make people feel important, we need to get them to talk,
to open up and we need to listen and interpret what they are saying.
• Ask open questions – that can’t be answered “yes” or “no” – How
many staff do you have ?
•Avoid close questions started with is/are, shall/should, do/did etc.
“Did you go out last night ?)
•Beware of asking multiple questions, value loaded questions (what
do you think about the AL Politics ? ans may be I am one of the AL)
and leading questions (You do not think this will work then..ans will
be obviously no”
Save your literature until the end of the sales process or at the interpretation
Stage.

17. Diagnosis
To diagnose a prospects needs you require to ask problems and
needs questions.
• Comparative Questions
Open questions which can help explore different angels.
“How does our proposal stands compare to those outlined in your
letter from the competition?”
The above questions can often be followed up by more open probing
questions.
From this discussion, we can now diagnose what the prospect is
buying and interpret the need.

18. Interpretation & Needs
Summarizing or reflecting skills in the sales process
helps the prospects to see that we have listened,
interpreted and understood his/her situation and
identified their needs.
Tell them what they need by selling in the relevant
feature and benefit which will help them to solve their
problems/fulfill their needs.
Having done the above you will then need to close
the sale ie ask for the business.

19. Following up and Servicing the AccountFollowing up and Servicing the Account
Closing the SaleClosing the Sale
Demonstrating Capabilities of the ProductDemonstrating Capabilities of the Product
Recommending a Way to Satisfy ThemRecommending a Way to Satisfy Them
Determining Customers’ Needs and WantsDetermining Customers’ Needs and Wants
Locating Prospective CustomersLocating Prospective Customers
Closing the SaleClosing the Sale
Demonstrating Capabilities of the ProductDemonstrating Capabilities of the Product
Recommending a Way to Satisfy ThemRecommending a Way to Satisfy Them
Determining Customers’ Needs and WantsDetermining Customers’ Needs and Wants
Locating Prospective CustomersLocating Prospective Customers
Personal Selling Responsibilities

20. SurveyingSurveying MapmakingMapmaking
GuidingGuidingFire Starting (driving the
Customer to a solution)
Fire Starting (driving the
Customer to a solution)
Guiding (bringing
incremental value to the
customer by identifying
problems & opportunities)
Guiding (bringing
incremental value to the
customer by identifying
problems & opportunities)
Mapmaking (Laying out
a plan and a solution)
Mapmaking (Laying out
a plan and a solution)
Surveying (Learning
more about consumers)
Surveying (Learning
more about consumers)
New Roles for Salespeople

21. Selling Activity Limited to
Order-taking
Selling Activity Limited to
Order-takingProvider StageProvider Stage
Attempting to Persuade Customer
to Buy
Attempting to Persuade Customer
to BuyPersuader StagePersuader Stage
Seeking Out Buyers Perceived to
Have a Need
Seeking Out Buyers Perceived to
Have a NeedProspector StageProspector Stage
Buyers Identify Problems to Be
Met by Goods
Buyers Identify Problems to Be
Met by Goods
Problem-solver
Stage
Problem-solver
Stage
Seller Determines Buyer Needs
and Fulfills Them (creating unique
offerings to mach buyers’ needs)
Seller Determines Buyer Needs
and Fulfills Them (creating unique
offerings to mach buyers’ needs)
Procreator StageProcreator Stage
Buyers Identify Problems to Be
Met by Goods (Matching available
offerings with needs/want)
Buyers Identify Problems to Be
Met by Goods (Matching available
offerings with needs/want)
Problem-solver
Stage
Problem-solver
Stage
Seeking Out Buyers Perceived to
Have a Need (Seeking Prospects for
available products)
Seeking Out Buyers Perceived to
Have a Need (Seeking Prospects for
available products)
Prospector StageProspector Stage
Attempting to Persuade Customer
to Buy (Attempts to convince anyone
to buy the product)
Attempting to Persuade Customer
to Buy (Attempts to convince anyone
to buy the product)
Persuader StagePersuader Stage
Selling Activity Limited to
(Application-taking & deliver to
buyers)
Selling Activity Limited to
(Application-taking & deliver to
buyers)
Provider StageProvider Stage
Stages of Personal Selling Evolution

22. This Is Essentially a Support RoleThis Is Essentially a Support RoleThis Is Essentially a Support RoleThis Is Essentially a Support Role
Requires the Most Skill and PreparationRequires the Most Skill and PreparationRequires the Most Skill and PreparationRequires the Most Skill and Preparation
Must Assess Situation, Determine NeedsMust Assess Situation, Determine Needs
This Role Is Much More CasualThis Role Is Much More Casual
Often Involves Straight RebuyingOften Involves Straight Rebuying
May Not Actually Take the Order (but introduce new
products, new promotions and/or new programs)
May Not Actually Take the Order (but introduce new
products, new promotions and/or new programs)
Often Involves Straight Re-sellingOften Involves Straight Re-selling
Must Assess Situation, Determine NeedsMust Assess Situation, Determine Needs
This Role Is Much More CasualThis Role Is Much More Casual
Types of Sales Jobs
Creative
Selling
Creative
Selling
Re-sellingRe-selling
Missionary
Sales Rep
Missionary
Sales Rep

23. Reach May Be
Very Limited
Reach May Be
Very Limited
Reach May Be
Very Limited
Reach May Be
Very Limited
Message Can Be
Tailored to Recipient
Message Can Be
Tailored to Recipient
Message Can Be
Tailored to Recipient
Message Can Be
Tailored to Recipient
Two-way Interaction
With Prospect
Two-way Interaction
With Prospect
Two-way Interaction
With Prospect
Two-way Interaction
With Prospect
Prospect Isn't Likely
to Be Distracted
Prospect Isn't Likely
to Be Distracted
Prospect Isn't Likely
to Be Distracted
Prospect Isn't Likely
to Be Distracted
Cost Is Often
Extremely High
Cost Is Often
Extremely High
Cost Is Often
Extremely High
Cost Is Often
Extremely High
Personal Selling Advantages
and Disadvantages
Possible Management-
Sales Force Conflict
Possible Management-
Sales Force Conflict
Messages May Be
Inconsistent
Messages May Be
Inconsistent
Seller Involved in Purchase
Decision
Seller Involved in Purchase
Decision
Source of Research
Information
Source of Research
Information Potential Ethical ProblemsPotential Ethical Problems
AdvantagesAdvantages DisadvantagesDisadvantages
Possible Management-
Sales Force Conflict
Possible Management-
Sales Force Conflict
Messages May Be
Inconsistent
Messages May Be
Inconsistent
Seller Involved in Purchase
Decision
Seller Involved in Purchase
Decision
Source of Research
Information
Source of Research
Information

24. Effective Tips for Successful Sales People
NetworkingNetworking
Polish your imagePolish your image
Focus on LearningFocus on Learning
Learn or Increase Your Self-disciplineLearn or Increase Your Self-discipline
Adopt a Servant AttitudeAdopt a Servant Attitude
Don’t be Afraid to Make MistakesDon’t be Afraid to Make Mistakes
Adopt a Winning AttitudeAdopt a Winning Attitude
Learn to DelegateLearn to Delegate
Learn to RenewLearn to Renew
Think PositiveThink Positive
NetworkingNetworking
Polish your imagePolish your image
Focus on LearningFocus on Learning
Learn or Increase Your Self-disciplineLearn or Increase Your Self-discipline
Adopt a Servant AttitudeAdopt a Servant Attitude
Don’t be Afraid to Make MistakesDon’t be Afraid to Make Mistakes
Adopt a Winning AttitudeAdopt a Winning Attitude
Learn to DelegateLearn to Delegate
Learn to RenewLearn to Renew
Think PositiveThink Positive

25. Who makes a good sales person ?
A good sales person is :
•Someone who prepares well, who does his research before
the visit
•Someone who knows the marketplace and the competition
•Someone who knows his products or services
•Someone who is a good listener, who does not always
have a desire to talk about himself
•Someone who likes people, understands them and can
develop an empathy with them
•Someone who finds pressing customer problems, identify the
customer’s priorities for solving those problems, and help customers
solve them in a way that is convenient, cost effective, innovative
and timely.

26. Don'ts For Sales People
DON'T give up after one or two calls
DON'T rely solely upon one person who may leave for
another job
DON'T let your mind wonder.
DON'T speak in a monotone.
DON'T call just to check in.
DON'T randomly send out expensive literature.
DON'T leave your name and phone number only once.
DON'T give up after one or two calls
DON'T rely solely upon one person who may leave for
another job
DON'T let your mind wonder.
DON'T speak in a monotone.
DON'T call just to check in.
DON'T randomly send out expensive literature.
DON'T leave your name and phone number only once.

27. Don'ts For Sales People contd.
DON'T try to fake like you know the answer to a
question you don't
DON'T assume you have it until the paperwork is
signed
DON'T assume an air of familiarity
DON'T mumble your message
DON'T try to fake like you know the answer to a
question you don't
DON'T assume you have it until the paperwork is
signed
DON'T assume an air of familiarity
DON'T mumble your message

28. Do’s For Sales People
DO match and mirror the speed, tone and volume of
the other person's voice.
DO call for a specific reason such as to provide some
information of value.
DO go the prospect's web site first to see if they fit
your ideal prospect profile.
DO tell the truth even if you do not have the answer
to a question at that moment.
DO ask for the business.
DO match and mirror the speed, tone and volume of
the other person's voice.
DO call for a specific reason such as to provide some
information of value.
DO go the prospect's web site first to see if they fit
your ideal prospect profile.
DO tell the truth even if you do not have the answer
to a question at that moment.
DO ask for the business.

29. Do’s For Sales People
DO use good manners
DO speak clearly and slowly when leaving a message.
DO leave your name, company name and phone
number twice in a row
DO get the person's name right before speaking with
them or leaving a voice mail
DO use direct questions or statements such as "Maybe
you can help me."
DO write down an assistant's name if they provide it
to you.
DO use good manners
DO speak clearly and slowly when leaving a message.
DO leave your name, company name and phone
number twice in a row
DO get the person's name right before speaking with
them or leaving a voice mail
DO use direct questions or statements such as "Maybe
you can help me."
DO write down an assistant's name if they provide it
to you.

30. Do’s For Sales People
DO develop different forms of marketing materials
such as a one page Key Benefits sheet.
DO leave a voice mail for of "What's In It for them"
compelling benefits.
DO listen to and concentrate on what's being said.
DO identify all the buyers and influencers.
DO be polite yet respectfully persistent.
DO develop different forms of marketing materials
such as a one page Key Benefits sheet.
DO leave a voice mail for of "What's In It for them"
compelling benefits.
DO listen to and concentrate on what's being said.
DO identify all the buyers and influencers.
DO be polite yet respectfully persistent.

31. Happy SellingHappy SellingHappy SellingHappy Selling