Sales and Distribution

Management, 2e

Dr Tapan K. Panda, Great Lakes Institute of Management, Chennai

Dr Sunil Sahadev, University of Sheffield, UK

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Chapter 3
The Selling Process

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Stages in the selling process

Pre-
Pre-sale approach Approach to
Prospecting before the
preparation the customer
interview

Handling
Follow up Closing the Customer Sales
action Sale Objections Presentation

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Prospecting

Successful prospecting

50 potential prospects 50 potential prospects

15 Qualified prospects 25 Qualified prospects

6 Interviews 17 Interviews

1 sale 7 sales

No Yes

Successful prospecting

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Process of prospecting

Identify and define prospects

Search for sources of potential

accounts

Qualify the prospects from the

suspects

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Methods of prospecting

 Cold canvassing
 Endless chain customer referral
 Prospect pool
 Centers of influence
 Non competing sales force
 Observation
 Friends and acquaintances
 Lists and directories
 Direct mail
 Telemarketing
 Trade shows and demonstrations

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Selling process

• Pre approach to selling

• Approach to the customer
• Sales presentation
- approach to sales presentation
- attracting customer attention
- creating interest
- arousing desire and building conviction
• Methods of sales presentation
- canned presentation
- organized presentation
- tailored presentation

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Handling customer objections

Suggested by SMITH

• Start with your highest expectations

• Avoid conceding first
• BE sure the customer understands the value of a
concession
• Make concessions in small amounts
• Admit mistakes and make corrections willingly
• BE prepared to withdraw a concession
• Avoid ‘split the difference’ strategy
• Do not advertise willingness to concede

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Methods of handling customer objections

 Superior feature method

 Yes…But method
 Reverse English method
 Indirect denial method
 Pass out method
 Comparison method
 Direct denial method
 Another angle method
 Narrative method
 Testimonial method
 Question or WHY method

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process

 Closing the sale

• Methods of closing the sale

• Follow-up action
• B2B selling

Copyright © 2011 Oxford University Press Chapter 3: The Selling Process