This document provides tips and techniques for effective selling. It discusses understanding the customer's individual purchase process and needs. Key aspects of the sales process include preparing by researching the customer and product, presenting the value proposition to solve the customer's needs, handling objections, negotiating, and following up. Important elements are listening to the customer, controlling the flow of the presentation, asking for the order, and providing excellent customer service after the sale. Common mistakes include not listening, not asking for the order, and neglecting existing customers.

1. Selling Techniques
Making It Happen!
Bill Morland
Orange County SCORE

2. Individual Purchase Process
Love
Consideration
Shopping
Intention
Buying
Awareness

3. What Is Selling?
• The face to face meeting with your
prospect at the Intention or Buying level
• Getting there—right place, right time, right
person

4. What Do Customers Care About?
THEMSELVES!!
Wants, Needs, Desires

5. What Do They Buy?
SOLUTIONS!!

6. What You Should Know About Your
Customers
• Target – Who are they – decision maker?
• Needs, Wants – What do you need to
solve?
• Value Perception – Their perceived value
equation.

7. The Value Equation
Value = Benefit/Cost

8. Before You Do Anything Else…
• Sell yourself
• Know your product
• Know the value equation
• Know your competition
• Know why your customer should buy from
you instead of your competition

9. Getting In Position to Sell
• Target your customer
• Know who is the decision maker
• Execute your plan consistently
• If you can’t/won’t do it, hire it done

10. Prepare for the Sales Call
• Package yourself
• No negatives
• Research client
• Be on time
• Be observant

11. The Sales Presentation
• Approach
• Present
• Objections
• Negotiations
• Close

12. The Approach
• Eliminate possible distractions
• Lead with a question to involve client-and
don’t say “how are you?”
• State the purpose of call in terms of your
customers need
• Get agreement on the need

13. The Body of the Presentation
• Use all senses possible
• Be aware of clues—body language,
questions, etc
• Sell benefits not features
• Make it logical and end by filling the need

14. Objections-Your Best Friend
• Objections are the client telling you how to
sell them
• Restate the objection
• Answer in terms of your product’s benefits
• Move on

15. Negotiation
• End body of presentation with trial close
• If you get a “yes”--stop selling and start
writing
• If you get a “no” ask “why not”
• Answer objection, negotiate, and trial
close again

16. Close
• Either/or— ”would you like delivery on
Friday or next Monday”?
• “Is that the only thing that is stopping you
from buying”?
• Always, always ask for the order

17. Important Tips
• Listen—listen more than you talk
• Never, never talk over the client-listen to
what he says
• Control the flow
• Always ask for the order - if you do nothing
else ask for the order
• Ask for referrals

18. Follow-up
Sold:
• Thank
• Restate terms etc
• You’ll stay in the
loop
Didn’t sell:
• Thank
• Restate need and
feature/benefit
• Leave a way back
in

19. Keep Records
• Follow-up consistently
• Keep a tickler file
• Keep your promised dates
• Send correspondence about solutions to
their problems
• Follow-up, follow-up, follow-up

20. Keeping Your Customers
• Never take them for granted
• Stay in touch
• Stress benefits of your product
• Ask them if they are happy—if not, FIX IT
NOW

21. Customer Service
• Answer the phone
• No voice menus--no lengthy holds
• Resolve problems now
• Honor your time frames
• Complaints are your friend—you get to
show how good you really are

22. Handling Complaints
• Don’t argue
• Apologize even if you’re not wrong
• Restate problem
• Give time frame to resolution
• If you can’t meet time, call and extend
• Let them know you care and that you are
involved

23. The Three Most Common Sales
Mistakes
• Not listening to the buyer
• Not asking for the order
• Forgetting to sell existing customers

24. Questions and Answers
Want to get specific about solutions to
your selling challenges?
• Call SCORE at 714-550-7369 for a no-charge
counseling session
• Visit our local web site www.score114.org
• Visit our national web site www.score.org