The document provides tips and advice for sales professionals. It discusses the importance of listening skills, dependability, credibility, and adjusting speech patterns to match the prospect. The document also addresses finding prospects, dealing with call reluctance, selling by design through a needs analysis and identification process, handling objections, and closing the sale.

1. WHAT EVERY SALES PROFESSIONAL NEEDS TO KNOW
The Art of Selling
Presentation by:
Varun Nigam
MBA, Marketing
ZIG ZIGLAR

2. IMPORTANT SKILLS FOR TODAY’S
SALES PROFESSIONAL
LISTENING
DEPENDABILITY AND CREDIBILITY
EVEN THE TINIEST
MATTERS BECOME
DEAL SHATTERING
TALKING IS SHARING,
BUT LISTENING IS CARING
LISTEN TO THEM,
THEY’LL LISTEN TO YOU
YOUR DEPENDABILITY GIVES YOU CREDIBILITY, AND BELIEVABILITY
BECOMES CONFIDENCE, AND WITH CONFIDENCE COMES SUCCESS

3. IMPORTANT SKILLS FOR TODAY’S
SALES PROFESSIONAL
WHENEVER POSSIBLE, ADJUST YOUR SPEECH PATTERNS TO CONFORM
TO THOSE OF THE PROSPECT
When anger enters the picture,
Lower your voice and slow your
Rate of speech
Keep your language
Clean and professional
The prospect will not work as hard
To understand you as you will to
Understand him
Make some adjustment in the direction
of the prospect’s speech pattern
Never conform to speech accents,
Bad grammar, slang, or speech impediments

4. FINDING SOMEONE WILLING TO BUY
WHEN YOU REPLACE A LOST PROSPECT WITH SEVERAL MORE, YOU HAVE
ACTUALLY WON TWICE
WHAT? WHEN?
HOW? WHO?
WHAT IS A PROSPECT?
You SPEND time with suspects.
You INVEST time with prospects
WHEN SHOULD YOU PROSPECT?
All the time!
HOW SHOULD YOU PROSPECT?
Display a genuine interest in the other
person
WHOM SHOULD YOU SELL FOR?
DO NOT sell for such organizations
That encourage you to sell friends
And relatives and then drop you like
A “Hot Potato”

5. DEALING EFFECTIVELY WITH CALL
RELUCTANCE
BUILDING CONFIDENCE THE PROPER FOCUS TELEPHONE TERROR
Remember the times
You were successful
Successful sales professionals
Make a sales call with the
Prospect as the center of their
focus
Determine why are you
making the call

6. SELL BY DESIGN, NOT BY CHANCE
STEP 1 - NEED ANALYSIS
Develop the skill and talents necessary to look within
the customer and find the needs of the customer
Ask questions that combine emotions and logic
Emotion makes the prospect take action now, and logic them to justify the purchase later
THE PROPER QUESTIONING PROCESS
Open-Door Questions Closed-Door Questions Yes or No Questions

7. SELL BY DESIGN, NOT BY CHANCE
STEP 2 - NEED AWARENESS
QUESTIONS TO BE ASKED SHOULD BE BASED ON
Product Knowledge Industry Knowledge Pricing Knowledge
Application Knowledge Competition Knowledge
The sales person must have identified one or more specific needs that can be clearly articulated and the
prospect must understand that there is a need and the specifics of the need

8. SELL BY DESIGN, NOT BY CHANCE
STEP 3 – NEED SOLUTION
Begin presenting solutions to needs. None of us buy products. We all buy products of the product – called
benefits or need solutions.
Lead with the need and the difference in features, functions and benefits

9. SELL BY DESIGN, NOT BY CHANCE
STEP 4 – NEED SATISFACTION
A.A.F.T.O. – Always Ask For The Order

10. WHAT IF THEY SAY “NO”?
Ask questions to understand and identify the objection
Find out if it is a true objection and not Gorilla Dust
Two tests can be used to identify the difference between Gorilla Dust and True Objection
The SUPPOSE test ISOLATE and VALIDATE test
Suppose ….. then would you buy today? Is there something else?
So you are telling me that if …… and …… were
not the issues you would buy today?

11. THANK YOU