This document discusses effective selling skills. It defines selling as persuading customers that buying a product or service will benefit them while building long-term relationships. Selling involves helping customers, offering solutions, and ensuring satisfaction. The marketing concept focuses on creating and delivering customer value, while the selling concept focuses on aggressive promotion to get customers to buy. Successful selling involves prospecting, learning about customers, presenting products to meet customer needs and benefits, overcoming objections, closing the sale, and following up.
This document discusses effective selling skills. It defines selling as persuading customers that buying a product or service will benefit them while building long-term relationships. Selling involves helping customers, offering solutions, and ensuring satisfaction. The marketing concept focuses on creating and delivering customer value, while the selling concept focuses on aggressive promotion to get customers to buy. Successful selling involves prospecting, learning about customers, presenting products to meet customer needs and benefits, overcoming objections, closing the sale, and following up.
This document discusses effective selling skills. It defines selling as persuading customers that buying a product or service will benefit them while building long-term relationships. Selling involves helping customers, offering solutions, and ensuring satisfaction. The marketing concept focuses on creating and delivering customer value, while the selling concept focuses on aggressive promotion to get customers to buy. Successful selling involves prospecting, learning about customers, presenting products to meet customer needs and benefits, overcoming objections, closing the sale, and following up.
SELLING Selling is the art of persuading the consumer that buying the product or service will benefit him or her. Simply putting it selling is the art of closing the deal. The objective is to build a relationship that provides long-term benefits to both parties.
Selling involves helping customers identify problems, offering information about potential solutions, and providing after-the-sale service to ensure long-term satisfaction.
The Marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target market
The selling concept holds that customers and businesses, if left alone, will ordinarily not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort MARKETING CONCEPT VS SELLING CONCEPT Marketing
Sales
Approach: determine future needs and has a strategy in place to meet those needs for the long term relationship. makes customer demand match the products the company currently offers. Process: One to many Usually one to one Focus: fulfill customer's wants and needs thru products and/or services the company can offer. fulfill sales volume objectives Orientation Customer-oriented Profit-oriented Horizon: Relatively Longer term Short term Scope: Identifying customer needs (research), creating products to meet those needs, promotions to advertise said products. Once a product has been created for a customer need, persuade the customer to purchase the product to fulfill her needs Strategy: Pull Push Priority: Marketing shows how to reach to the Customers and build long lasting relationship Selling is the ultimate result of marketing. Prospectin g & qualifying Pre- approac h Approac h Presentation & demonstratio n Handling objection s Closing Follow- up Identify qualified potential customers Learn as much as possible about customer Make a relationship Tell the product story & focus on customer benefits Overcome customer objections Ask for an order To ensure customer satisfaction & repeat business PROSPECTING AND QUALIFYING This is the first step in selling i.e. identifying and qualifying the prospects.
How to Generate Leads?? Examining Data Sources Putting up a booth at trade shows to encourage drop bys Inviting current customers to suggest the names of prospects Contacting the organizations and associations where the prospect belong. Using telephone, mail, and internet to find leads. Dropping in unannounced on various offices. Cultivating other referral sources, such as suppliers, dealers, non competing sales representatives, bankers etc.
PRE APPROACH The sales person has to learn as much as possible about the prospect company or the buyer
The sales person should always set his call objectives To qualify the prospect Gather Information Make an immediate sale
APPROACH Always be prepared Before the call Know your product inside out. Be knowledgeable about the industry. Know your competition Know the basics of the customers needs. People in common. Believe in yourself, your company, and product or DONT be there.
PRESENTATION AND DEMONSTRATION The sales person now tells the product STORY to the buyer Follow the AIDA Formula Gaining Attention Holding Interest Arousing Desire for purchase Obtaining Action from the customer PRESENTATION AND DEMONSTRATION Use FABV Approach to sell
Features are the obvious characteristics of the product.
Advantages are the performance traits of the product that show how it can be used to help the customer better solve a problem than present products can.
Benefits are what the customer wants from the product.
Value addition is focuses on providing customers with extra, or value-added benefits over those offered by competitors.
OBJECTIONS Customers almost always pose objections during the sales pitch or when asked for order.
There are 2 kinds of resistance
Psychological Resistance This includes resistance to interference, preference for established brands, reluctance to give up something, unpleasant associations created by sales rep, predetermined ideas, et al.
Logical Resistance It consists of objection to price, delivery schedule, product features, et al
CLOSING Look for buying cues Nonverbal yess Sounds good Focus on delivery and terms in discussion Timelines Pulling out PO forms
FOLLOW UP Service, service, service. Know your companys ability Dont ever oversell Call and write. Creative thanks. Visit again soon after product delivery.
USING SELLING SKILLS IN ACQUIRING A JOB 1-14 1-14 Identify potential employers. Analyze employers needs. Demonstrate your ability to satisfy their needs. Ask and answer questions during interviews. Possibly negotiate over starting salary. Request commitment (a job) from the employer. WHAT ARE THE VARIOUS METHODS THAT CAN BE USED TO COMMUNICATE WITH CUSTOMERS? Impersonal Personal Advertising/ Sales Promotion Personal Selling/ Internet Web Site Publicity Word of Mouth P a i d
U n p a i d
WHAT ARE THE STRENGTHS & WEAKNESSES OF THE VARIOUS COMMUNICATION METHODS? Communication Method Control Flexibility Credibility Cost Personal Selling Internet Web Site Mass media/ Advertising Publicity Word of mouth Moderate to High High Low High High Moderate to High Low Moderate to High High Low Low Moderate Low Low High Low to Moderate Low Low High Low 1-16 TYPES OF SALESPEOPLE Distinguished by:
Selling or distribution channel Business-to-Business Directly to the end consumer
Customer-firm relationship- New or Continuing
Salesperson Role- Taking orders or creating new solutions What is a job title for people just take orders and/or answer product questions?
Importance of the Purchase Decision- Is it a low dollar or high dollar sale? What differences might you see in the sales effort between high dollar and low dollar sales
Location of your customer contact- Is the salesperson in the office mostly or always out in the field? WHAT ARE THE CHARACTERISTICS OF SUCCESSFUL SALESPEOPLE? Self starters Use time efficiently Motivated to learn Dependable and trustworthy Ethical Have product knowledge Good communicator Adapt to their customer Have emotional intelligence