Selling

Skill
Why do we need Professional selling skills ?

Better success rate - increased turnover for the company.

Lesser time taken - more productive field force.
Satisfied customer - assuring future business.
Selling - not as salesperson but as consultant.

1
Buyer Seller Relationship Skills

 The elite sellers that

truly understand how to
"walk arm-in-arm with
their customer

2
Sales Call Planning
 This entire sales
process gains
momentum. We win
more business - at
higher margins - while
decreasing sell cycle
time.

3
Questioning Skills

 Poor Questioning
leads to
resistance in the
form of Objections
 Poor Questioning
doesn't allow
product or
company
differentiation
 Poor Questioning
leads to poor
sales strategy
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5
Gaining Commitment Skills

 The principle mission of

the salesperson is to
Gain Commitment.
That's the reason why
Metrohm value the
work that we do. So
why would more than
half of us skip this act?
 We don't set the right
kind of objectives for
sales calls.
 We miss buying signals
from the customer.
 We lack a procedure for
gaining commitment. 6
 Selling
Skill
When does a customer Buy?

When there is need and when the product or service

offered by us & we satisfies the need of the
customer the best (at least to an acceptable level).

Need – May or may not be very clear in the mind of

of the customer at least it should exist.

The best – In a lot of situations the buyer takes the best

alternative ( as per the evaluation criteria and
the choices available ) and is actually not the
exact product or service looked for.
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 Selling
Skill
Fundamental of our approach to selling

Need – Exists at least at some level of consciousness.

May or may not be very clear in the mind of
of the customer.

Satisfaction of the need (the best available to the customer)

will lead to the sale:

Need Satisfaction Selling

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 Selling
Need Satisfaction selling Skill
1. Uncover the need

Techniques available in the hand of the seller

is probing ( asking in a systematic manner ).

a. Open ended probe for broad / general answers.

b. Close ended probe for specific answers.

Cross check the exact identification of the need

by summarizing

9
 Selling
Need Satisfaction selling Skill
1. Uncover the need - Example

a. Open ended probe – What are your expectations from

Metrohm?
What are you looking for in Titraor /
IC?

b. Close ended probe Would like to have parallel titration?

Are you looking for regulatory
compliance?

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 Selling
Need Satisfaction selling Skill
2. Support the needs with specific benefits

Supporting is explaining the benefit provided by your

Product or service which will take care of the specific
need of the customer.

Example : Need is cost effective titration..

Support is: Parallel titration possibility

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 Selling
Need Satisfaction selling Skill
3. Closing the sale

Closing is asking for the order.This is attempted after

sufficient needs are uncovered and supported with
relevant benefits and the customer looks reasonably
convinced and inclined to say yes.

Example?

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 Selling
Recap - What is the selling process? Skill

• Uncover customer needs

2. Support the customer need with specific

benefits.

3. Close the sale.

13
 Selling
Uncovering customer needs Skill

Tips :-

You can not uncover all the needs of the customer, but you
need a reasonable fix to offer the right product.

Uncovering needs is an art, ensure that you are polite and

gentle, do not QUESTION but ask.

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 Selling
Tips :- What is a feature? Skill

It is a property of the product.

Customer need not be able to clearly understand what benefit

a feature will provide.

For example :- Dosino.

MIPT

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 Selling
Tips :- What is a benefit? Skill

What is the use of a feature in satisfying the specific need of

the customer.

Customers buy benefits and not feature.

– It means
While explaining a feature, always state it in such a way that
the benefit is clear to the customer.

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 Selling
Tips :- How to convert a
Skill
feature to a benefit ?

What is Feature ?

Example:

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 Selling
Tips :- Feature - Advantage or Skill
Disadvantage?

Depends on how you explain it to the consumer.

For example –

Try and explain the features which has the relevant benefit
for the particular consumer.

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 Selling
When a customer doesn’t accept a
Skill
benefit …..

The customer may not accept a benefit if

• The customer is skeptical of the claim made by you
• The customer objects to a claim made by you.

In both the cases there is a problem of credibility, which is

normally overcome by giving testimonial ( from a credible
source ) or furnish credible test reports

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 Selling
Closing a sale Skill

Tips:-

Attempt a close only when you have uncovered consumer

needs, supported them with relevant benefits and the
consumers have accepted the benefits.
Closing is done by summarizing all the benefits agreed to by
the consumer and then ask for commitment.
A sale is closed after the order is booked and the payment
made.

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 Selling
When a customer doesn’t accept a
Skill
closing …..

Ask the customer why he has not accepted the close.

Probe and uncover unidentified needs.

Support the needs with relevant benefits.

Attempt another closing.

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