DepEd Sales May2011 1 PDF

Strategic
Selling
Skills
Copyright 2011. Entrepreneurship

Sales Overview
• When does a sales transac.on happen?
Buyer + Seller = Sale!

REMEMBER
• Knowledge is power. Understanding

customers is key to a successful sales
career.

DO YOUR HOMEWORK!!!
• Research:
– Keep your ears to the ground
– Internet
– Friends and acquaintances
– Other salesmen
– Benchmark with other industries
– Be crea.ve (but crea.vity must be founded on
logic!!!)

The Art of Selling
• Salesmen today should be

become more like
physicians: they diagnose
customers needs and
prescribed appropriate
remedies…

The Art of Selling
• Make an effort to know the customers

in.mately
– Listen to how you customer talks to others (only
if it might concern your product or service)

The Art of Selling
• Learn their mo.ves:

– Remember: it’s the benefits not the feature!
– Look at the customer when they are not looking

The Art of Selling
• Understand customers needs

– iden.fy current needs and future needs

The Art of Selling
• Ask tacNul ques.ons

– Learn to listen
– Learn to listen to what the customer isn’t saying
– Some.mes, its beQer to ask the nega.ve

The Art of Selling
• What product add-‐ons and op.ons do they

want? -‐ CUSTOMIZATION

The Art of Diagnostic Selling
• Make understanding customers needs part of

the daily sales effort!!!

• How do we identify
potential customers?

Prospecting
• finding people who are likely to have the

need for what you offer
Don’t be pushy to Suspects! There is no

point trying to sell to non-‐qualified
prospects.
13
Prospecting
• The misunderstood step in marketing!

• Is a discipline that needs to be practiced!
• As vital as the actual sales transaction!
• Will not happen on its own!
14
Prospecting
• Anticipate the difficulty:!
It takes a lot of suspects to establish

a good base of prospects. It takes a
lot of prospects to arrive at a sale.!
15
How to start prospecting!
• By phone !
• Eyeballing!
• Cold-call !
• Recommendation!
• Affinity groups!
• Records!

How to start prospecting!
• Take stock of all inquiries - the best prospects are those
who are seeking your product!
• Make a list of companies/customers who fit your target

market profile. Who else have we not sold to?!
• Try direct marketing.!
• Offer incentives for referrals!!

Referrals is a goldmine!
• The Prayer Method!
• Ask and you will receive! (Don’t be shy)!
• You ask, You Follow-up!
• Refer yourself (build your own word of mouth)!
• Build a network!

4 Critical Prospecting Skills:
• Appointment setting!
• Manage your database!
• Manage your territories!
• Rate your prospects! in terms of volume

of business, likelihood to purchase, etc...!

Separating the Good
from the Bad Prospects
• Define and understand the target market!
• Assess the need, budget and buying authority!
• Weed out the “solid” nos.!
• Evaluate customer’s financial status!
• Develop a grading system for assessment: A, B, C, D,

Hot, Cold, etc.!

Qualifying Sales Prospects
• Real sales prospects have a need !
• Real sales prospects have a budget!
• Real sales prospects are the decision-makers (they have

the authority to buy)!

Tips and Advice in Prospecting
• Always be on the lookout for prospects!
• Spend time in areas where your prospects might

frequent.!
• Create “chance” encounters with your prospects!
• Call your former customers - they are still potential

prospects for your product!

Now what?
• Understand customer motivations!
• Remember: Why they buy is a more

important question than how you can sell

Why do customers buy?
Why do we buy Coke?
-‐ taste
-‐ refreshing quality
-‐ availability
-‐ etc

Why do customers buy?
Findings of Coca Cola Co (early 80s)
Pepsi tastes beQer than Coke

What do customers buy?
• They buy benefits

• They buy promises you make
• They buy promises that they want
personally fulfilled
• They buy your credibility
• They buy solu.ons to their problems

• They buy your service department

• They buy wealth, guarantee, reputa.on
and a good name
• They buy other people’s opinion about
their business
• They buy expecta.ons (based on your
marke.ng)

• They buy believable claims

• They buy hope for their own and their
company’s future
• They buy brand names over strange
names
• They buy consistency
• They buy the stature of the media in
which you market
• They buy value (not price)

• They buy selec.on
• They buy freedom from risk
• They buy acceptance by others
• They buy certainty
• They buy convenience (in buying and
paying)

• They buy respect

• They buy your iden.ty
• They buy clarity
• They buy style
• They buy neatness

• They buy honesty

• They buy comfort
• They buy success
• They buy good taste (and they know it
from bad taste)

Creating Effective Selling
Strategies
A Qen.on
I nterest
D esire
A c.on
A
Strategies
Qen.on
How do I get their aQen.on? The first eight seconds of
the presenta.on is the most important!
How can I pique their interest in the right areas (based
on your research)

A
Strategies
Qen.on
Men.on the referral
Make a startling statement (make sure you can fulfill!)
Men.on popular users of your product
Show your “clairvoyant capability”

I
Strategies
nterest
Ader geeng their aQen.on, how do I keep them

interested?
Time the release of informa.on: give bits of

informa.on at a .me -‐ enough to keep them glued but
not too much to make them decide without thorough
considera.on

I
Strategies
nterest
Product demos (make sure to focus on how customers

will benefit)
Make them interested by being genuinely interested (in

providing a solu.on to their problems)

D
Strategies
esire
How do I arouse desire and make them lust for the
product?
Timing: As you show the benefits begin outlining the

possible investments necessary

D
Strategies
esire
How can we make them think SULIT?

A
Strategies
c.on
How do I proceed to closing?
How can I lure them in and make THEM ini.ate the
closing?

A IDA
Strategies

Include the following in
your sales plan:
How to Build Rapport and Deliver
Compelling Presenta.ons
• First impressions can make or break a deal.
• Do your homework. Know your customer’s priori.es.
• Exercise cri.cal judgment before the presenta.on.
• Do not waste the customer’s .me.
• Review your agenda beforehand with the customer.
• Be flexible, make adjustments during the presenta.on if
needed.

your sales plan:
How will you reflect customer needs?
• Focus on what’s important to the customer before you talk.
• Outline:
– What is your understanding of the problem to be solved?
– How will your solu.on help the customer?
– How will your organiza.on’s capabili.es help the customer?
– Why will your customer benefit from your implementa.on plan?
– What are your customer’s needs for the delivery schedule?
– What is your service strategy?
– What is the financial investment involved for the client?
– What is the .me frame for comple.on?

your sales plan:
How will you reflect customer needs?
• How will you show how you can sa.sfy the
customer’s need
– Financial needs
– Performance needs
– Image needs
– specific needs?
• Be ready to be tested by the customer!

your sales plan:
How do you intend to communicate?

• Avoid technical jargon.
• Speak at your audience’s level of knowledge and
sophis.ca.on.
• Don’t try to impress with fancy words.
• Avoid cumbersome phrasing.
• Use appropriate communica.on tools.
• Keep graphics simple and relevant.
• Avoid data overload.

PRACTICE, PRACTICE, PRACTICE
• Maintain eye contact.
• Watch your body
language.
• Enunciate clearly.
• Smile.
• Consciously think
about what you’re
saying.

• Don’t overwhelm with
too much informa.on.
• Avoid memorizing your
presenta.on and over-‐
rehearsing.
• Be yourself.
• Prepare answers to
ques.ons you think your
audience might ask.
• Select the right
presenta.on strategy.
• Be crea.ve.
• ATTITUDE IS KEY.
• Use humor judicially.
• Offer your audience
something new.
• Take charge (but don’t
be overbearking).
STARTING OFF ON
THE RIGHT FOOT
• Know how to open a sales call.
• Know when to stop talking.
• Establish a comfortable tone at the start.
• Maintain openness throughout the call by
listening frequently.

PROCEED TO THE
PRESENTATION PROPER
• Avoid technical jargon.
• Speak at your audience’s level of knowledge and
sophis.ca.on.
• Don’t try to impress with fancy words.
• Avoid cumbersome phrasing.
• Use appropriate communica.on tools.
• Keep graphics simple and relevant.
• Avoid data overload.

ARE YOU REALLY
LISTENING?
• Effec.ve listening -‐ cri.cal to the successful
salesperson
• Listen not just for facts.
• Learn to ACTIVELY LISTEN.
– Draw out and mentally summarize as much
relevant informa.on as possible.
– Make this informa.on work for you and the
customer so you can make sound business
decisions together.

Become an active listener...
• Make a mental effort to overcome barriers

that interfere with listening and
understanding your customers.
• Put aside prejudices or preconcep.ons of

the customer.
Focus on what the customer feels is
important.
51
Listen for Understanding
• Listen for verbal clues, such as:

– I want... I need... I hope...
– It’s important to us that...
– Our objec.ve is...
– What we’re looking for is...
Don’t jump to conclusions while the customer is

talking! Analyze later.
52
• Be alert for non-‐verbal clues:

– tone and quality of customer’s voice
– long silences and pauses
– posture and body language
– When non-‐verbal and verbal clues contradict,

clarify the meaning.
Build a clear, accurate, complete picture of the
customer’s needs!
53
• When you listen aQen.vely to customers,

they’re more mo.vated to cooperate and
listen to you.
• Listening ac.vely helps you gain the

customer’s confidence and respect.
Salespeople now need to know how their product meets the needs
of the customer.
54
Listen up! More tips...
• Mental exercises to clear your mind helps

you be ready to listen.
• Be interested rather than interes.ng.
• Strike an aQen.ve pose.
• Take notes
55
Customers want salespeople to listen to them and almost
immediately understand their needs.
Ask the ques1ons that will help develop:
CLEAR COMPLETE MUTUAL

understanding understanding understanding
you and the
for each need, you you know all the
customer share the
know exactly what customer’s needs
same
customer wants and and their rank in
understanding of
why it’s important importance
the customer’s
needs
56
FRIEND MAKING!!
• The art of customer bonding

Keeping your friends
• Deliver what you

promise
• Stay Connected
• Keep the
communica.on lines
open

Customer Bonding
• Know Your Customer

• A rela.onship cannot be
built without knowledge

Friend Making
• Send newsleQers or e-‐zines
• Send ar.cles of interest
• Send birthday card (and gid)
• Send anniversary card

Friend Making
• Suggest and introduce to people who can be
helpful
• Give a referral
• Send survey or ask for feedback about your services
• Invite to lunch, breakfast, dinner or coffee

Friend Making
• Give .ckets to events
• Send email messages
• Phone to see how everything is going
• Drop by with a give-‐away

Friend Making
• Invite to be guest at event or mee.ng
• Send announcement of upcoming events
• Ask for advice/recommenda.ons

Friend Making
• Invite to an open house or other client
apprecia.on event
• Send a holiday gid for every holiday

(especially the more obscure ones)
• Send them a list of ideas that would help

their business.

Customer Complaints
• Listen
• Empathize
• Apologize
• React
• Now

SMB technology
“Iba’ng may
pinagsamahan”
Remember . . .
• While rela.onship
building is
fundamental to
selling, it merely
supports the close,
and does not
supersede it.

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Strategic

Copyright 2011. Entrepreneurship

• When does a sales transac.on happen?

Buyer + Seller = Sale!

Copyright 2011. Entrepreneurship

• Knowledge is power. Understanding

Copyright 2011. Entrepreneurship

Copyright 2011. Entrepreneurship

• Salesmen today should be

Copyright 2011. Entrepreneurship

• Make an eﬀort to know the customers

Copyright 2011. Entrepreneurship

• Learn their mo.ves:

Copyright 2011. Entrepreneurship

• Understand customers needs

Copyright 2011. Entrepreneurship

• Ask tacNul ques.ons

Copyright 2011. Entrepreneurship

• What product add-­‐ons and op.ons do they

Copyright 2011. Entrepreneurship

• Make understanding customers needs part of

Copyright 2011. Entrepreneurship

Copyright 2011. Entrepreneurship

• ﬁnding people who are likely to have the

Don’t be pushy to Suspects! There is no

• The misunderstood step in marketing!

• Anticipate the diﬃculty:!

It takes a lot of suspects to establish

Copyright 2011. Entrepreneurship

• Make a list of companies/customers who fit your target

• Try direct marketing.!

• Oﬀer incentives for referrals!!

Copyright 2011. Entrepreneurship

• Ask and you will receive! (Don’t be shy)!

• You ask, You Follow-up!

• Refer yourself (build your own word of mouth)!

Copyright 2011. Entrepreneurship

• Manage your database!

• Manage your territories!

• Rate your prospects! in terms of volume

Copyright 2011. Entrepreneurship

• Assess the need, budget and buying authority!

• Weed out the “solid” nos.!

• Evaluate customer’s financial status!

• Develop a grading system for assessment: A, B, C, D,

Copyright 2011. Entrepreneurship

• Real sales prospects have a need !

• Real sales prospects have a budget!

• Real sales prospects are the decision-makers (they have

Copyright 2011. Entrepreneurship

• Always be on the lookout for prospects!

• Spend time in areas where your prospects might

• Create “chance” encounters with your prospects!

• Call your former customers - they are still potential

Copyright 2011. Entrepreneurship

• Understand customer motivations!

• Remember: Why they buy is a more

Copyright 2011. Entrepreneurship

Why do we buy Coke?

Copyright 2011. Entrepreneurship

Findings of Coca Cola Co (early 80s)

Pepsi tastes beQer than Coke

Copyright 2011. Entrepreneurship

• What product add-‐ons and op.ons do they

• Be alert for non-‐verbal clues:

– When non-‐verbal and verbal clues contradict,

• Drop by with a give-‐away