Fundamental steps to master your selling skills. This document was created for the food delivery business, however, the knowledge is universal and apply for every business

1. The Sales
Handbook
How to be Killers in Sales

2. Why do we need Sales?
Visions
Fundamental missions
How to succeed in Sales?
The power of Ks
The Sales cycle
The skill set
In this handbook

3. Visions
As foodora, we want to bring the
best restaurant portfolio with the
highest quality and the
most diverse cuisine for
our customers.
With the right
mindset and
courage, we
want to reach
every customer
who sees our
potential and
believes in our
concept of our
target market.

4. FOODORAS
MISSIONS
Cooperate with high potential
restaurants and be able to satisfy
our customers with a bigger
selection of cuisine types.
Set goals and achieve them over
the course of mastering sales skills.
Fundamental
Missions
GENERAL
MISSIONS
Identify,
communicate
and provide the
values to the
customers.
Be aware of the
importance of
our relationship
to the partner
restaurants.

5. Product knowledge is
an essential sales skill
It’s always the core mission to identify what
the customers need. From there, you can
emphasized your product features and align
them to the customers demands.
Knowing your product features allows
you to be confident in front of the
customer.
The salesperson, who understands his product, knows its facts and figures and how they
affect the product owner.
Therefore, the benefits can be presented accurately and persuasively.
K.Y.P
Know your product

6. K.Y.C
Know your customer
Having a good understanding of your
customers and their desire is key to close a
sale.
Detecting their needs and demands,
and their intellectual and emotional stage is
important and a main approach to increase
sales.
Once you have this knowledge, you can use it
to persuade potential and existing customers
that buying from you is in their best interests
and win business from your competitors.
It’s also no secret that emotions are
powerful factors that move people into
action and cause them to make a purchase.
To increase your sales, you must understand
and appeal to them emotionally.
Building trust is very crucial and it’s
one of the reasons why your customers will
continue to buy from you and refer others
to you. They expect value in your products,
and they also want to feel valued.
Understanding why your customers are
really buying from you will enable you to
grow sales volume and create long-lasting
profitable relationships.
EMOTION
IMPACT

7. K.Y.M
Know your market
How to succeed in Sales
Certain products and services may appeal to
one audience but not to another, so
understanding the strengths, weaknesses,
opportunities and threats in your target market
is critical. Determine what kind of business we
are in and its requirements, in order to
define the target
market.

8. The Sales
Cycle
01
02
03
04
Prospecting
Finding new potential customers and
getting an image about them.
Qualified leads become new
prospects.
First contact
Pitching about your products or
services. Building first impressions
and connections with the customers.
Making deals &
closing
Making Win-Win deals for both
parties. Closing deals as fast as
possible without letting them have
second thoughts.
Demand
evaluation
Understand the needs of the
customer. Knowing how to provide
the values and align these values with
customer demands.

9. In 2015, Joana started at Volo, the precursor of
foodora now. One of her biggest successes
was building up her own team and signing
well-known restaurant chains after years of
intensive contact.
Empathy and
patience are her
secret weapons to
convince customers
to join Foodora.
“Success can be seen in the eyes of a satisfied customer””
My favorite things:
Food: Literally everything!
Music: Uplifting music
TV Series: Vampire Diaries
Hobbies: HIIT training, Ski
Hidden talent: Make noises
Most important in life: Family and friends
-Joana-29 - Cologne- Head of Sales West
She said, one of the most
memorable experience in
her job was the invitation
to one of her restaurant
partner’s, El Chango
restaurant. She really
enjoyed the food and had
so much fun.
How to succeed in Sales
Our sales team
The diversity of the
job and his
enthusiasm for
Sales are Calvin’s
Motivation.
“Turn a No into a Yes”
My favorite things:
Food: Italian
Music: HipHop
TV Series: Kitchen Impossible
Hobbies: Soccer
Hidden Talent: Learning languages
Most important in life: Having fun
Calvin said, one of the
biggest challenge in his job
is to turn a no into a yes.
Good preparation and a
structured work day are his
secrets of success.
-Calvin-24 - Hamburg - Head of Sales Nord
One of his biggest success was the exclusive
signing of a popular burger shop after long
negotiations.

10. Time
Management
In sales, a big advantage is flexibility. It’s up to
you to organize your week to achieve your goals
at the end of each month.
Nevertheless, being flexible goes hand in hand
with the responsibility to stay focused and
ambitious. Therefore, it is important to maintain
your discipline.
A consistent work routine can have a positive
effect on your performance. An appropriate
work routine can help you to distribute your
workload efficiently in your workweek.
Prioritizing
and planning
Goal setting is an important part of motivating
and holding yourself accountable.
While you must consider company needs when
setting sales goals, you also have to make sure of
the achievability with existing resources.
With overly optimistic goals you run the risk of
demotivating yourself.
Try to break down big goals into many small ones,
which are challenging enough but within reach.
Work Ethic and Routine

11. Mindset
Confidence
Selling with confidence is the ability to
separate the professional salespeople
and the beginner. The ability to
confidently deliver your pitch and
answer customers questions is one of
the most important skill to master on
the way to become a sales pro.
Every new customer will carry some
doubt, concern or worry when they
decide to buy a product. Your job as a
sales rep is to transfer the confidence
you have in your offer and your product
over to them so that they can be sure
about their decision. Confidence is not a
natural-born talent, but a skill that you
learn from practice. And through
successes and failures, you will have a
genuine and unbreakable confidence in
job and life.
Positive
Attitude
A good salesperson can be
excellent when he/she has the
positive mindset. Since sales is
one of the most challenging
jobs, the positive mindset will
help to set the right attitude,
work the right way and find the
correct direction towards the
goal. Salespeople have to
constantly be in contact with
customers, therefore staying
positive and authoritative and
acting genuine and
professional will help them a
long way. Customers tend to
buy from someone they trust
and believe, so salespeople
should always have integrity
and thrive for improvement.
How to succeed in Sales
The skillset

12. Mindset
Self
motivation
Facing constant ups and downs is very
common in the sales job. During times of
rejection, you must find motivation all by
yourself. Otherwise your competitors will
take your place.
How can you be self-motivated?
● Set specific and challenging,
but also realistic and achievable
goals
● Establish measurable
milestones to check off along
the way
● Gain autonomy over your work
● Celebrate your small successes
along the way
● Don’t get overwhelmed and
deflated by failures and focus
on lesson learned
● Hold yourself accountable and
check regularly with a mentor
Hungry
Mindset
At the office, you must
constantly deal with a
competitive work
environment, since the sales
job is performance-oriented
and very time critical.
Achieving your goals every
month can mean a lot of
pressure. Therefore, hunger
for success is a must have
character in every
salesperson. A successful
salesperson must always stay
hungry in their mind in order
to work with high-level
energy and cope with longer
work time. It’s a great source
of energy to stay motivated,
be focused and win the
game.

13. Active listening
is the only way to truly
understand your
customers and their
needs.
It shows how much you appreciate their opinions and you will
take them very seriously. When you listen actively, you
encourage and engage the customers to the conversation and
at the same time buy you more time to prospect and analyze
them.
When you lean slightly forward, listen attentively to what the
prospect is saying, nod, smile, and listen, the prospect will often
engage in the same behaviors. He or she will soon begin
speaking, asking questions, and listening more attentively as
well.
Communication

14. Handling
Rejection
Showing instant disappointments after being rejected is
the biggest mistake of any salesperson. It creates an
unpleasant experience for your customers and a higher
chance of being avoided next time when you try to
contact them.
You must show respect to your customers decisions but
also ask for their reason to reject your offer. Thank them
for the time they invested into meeting with you.
Customers decisions can be changed over time and you
can always do a follow-up after.
KEEP SMILING
Communication

15. Body language helps
everybody to make a
great first impression.
Nonverbal communication often referred to as body language
is very important to get what you want in life, especially when
selling.
Some small gestures can make your customers feel special.
Smile and truly welcome your customers. Exchange
pleasantries first, then you can start selling. Your attitude and
body language must reflect your friendly service and interest
in them. Here are some examples of a good non-verbal
gestures:
● Shake hands firmly and fully
● Sit with your shoulders and your spine straight.
Never lean against the back of the chair
● Always face the prospect directly
● Maintain eye contact
● Keep your hands open and on the table. Never sit
with your arms folded.
● Put your feet flat on the floor, ankles uncrossed.
Communication

16. Storytelling
Stories are a powerful connector which will
become a part of your product, and the buyer will
re-tell those stories when showing their purchase
to others.
Using storytelling in your sales pitches will capture
the audience’s attention and generate more
interest in your product or service.
Here are some storytelling techniques to work into
your next Sales pitch:
● Be entertaining, but keep it relevant
● Make It Personal, Relatable, and Real
● Have a Clear Sense of Purpose
● Balance out the narrative with the facts
Communication

17. Imprint
The Sales Handbook
How to be killers in
Sales
Foodora GmbH
Oranienburger Str.70
10178 Berlin
Minh Nguyen, Judith
Benthi, Chiara
Carroccia.n