INITIALISATION SALES CONVERSATION

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Customer Centric Selling

What is selling?
Selling is taking an idea, planting the idea in your customers minds and making them feel they thought of it..but do it ethically.

Why do we need Professional selling skills ?

Systematic approach to selling, leading to :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.

When does a customer Buy? When there is need and when the product or service offered by the seller 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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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

Need Satisfaction selling 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
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Need Satisfaction selling 1. Uncover the need - Example a. Open ended probe What are your expectations from your new car? What are you looking for in your new car? b. Close ended probe Would you want installment facility or pay in cash? We have three colours, red, white & blue. Which colour would you book please?
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Need Satisfaction selling 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 fuel efficiency of 20 Kmpl for a car..

Support is: Our cars have MPFI engines, which are more efficient than the normal engines and provide 20 Kmpl even in the city driving conditions.

Selling is the transfer of enthusiasm! .

The more enthusiastic and knowledgeable you are about your product, the more effectively you can communicate.

80% OF SELLING IS PSYCHOLOGICAL AND 20% IS TECHNICAL

Seven Steps of Successful Selling

Consumers rate these issues as important

when purchasing a large ticket item.

Quality of the product Brand recognition

Follow-up support (trouble-free ownership, e.g. Lexus and Infiniti)

Reputation of the product and the company that makes it Terms Delivery and installation: dependable Price

Seven Steps of Successful Selling

Consultative Selling is the process

of asking the consumer questions throughout the sale to reach agreement on each aspect of the purchase. When you learn to do that effectively, closing is a natural progression in the sale. In essence you are acting as a consultant rather than a salesperson.

Seven Steps of Successful Selling

Prospecting and Getting Customers

Build Rapport and Trust Identifying Customer Needs

Presenting Solutions
Answering Objections Get A Commitment

Follow Through/Follow Up

Seven Steps of Successful Selling

Prospecting and Getting Customers

Identify your target market and structure your offering to the consumer accordingly.

Seven Steps of Successful Selling

Prospecting and Getting Customers

Identify your target market and structure your offering to the consumer accordingly.

Old Model of Selling

10% Establishing Rapport

20% Qualifying

30% Selling (Presenting)

40% Closing

New Model of Selling

40% Developing Trust and Rapport

30% Defining Needs & Problems

20% Describing Features & Benefits
10% Closing

Seven Steps of Successful Selling

Identifying Customer Needs

Get to know your customer by asking questions. Remember the person asking the questions is the one in charge of the conversation. Establish an investment figure. Establish a customer timetable.

Need Satisfaction selling 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 :- Sir, you were looking for a car which has good milage, has metallic colours, is available on easy 36 month installments and easy to service. Our Maruti 800 give 20 Kmpl even in city roads, has a choice of 6 metallic colours, available on even 48 installments to reduce your payment burden and has Over 3500 authorised service station. Would you like to book one now?
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Recap - What is the selling process?

Uncover customer needs

2. Support the customer need with specific benefits. 3. Close the sale.

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Uncovering customer needs

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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Tips :- What is a feature?

It is a property of the product.

Customer need not be able to clearly understand what benefit a feature will provide. For example :- Intellflo is a feature, what will a customer understand.

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Tips :- What is a benefit?

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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Tips :- How to convert a feature to a benefit ? What is intellflo ? Mechanism which helps you control the flow of cold air in different parts of the refrigerator.
Depending on the need of the situation, you can adjust the airflow and cool the right areas effectively. This keeps food fresh longer and saves on electricity consumption.

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Tips :- Feature - Advantage or Disadvantage?

Depends on how you explain it to the consumer.

For example - The plastic trays in refrigerators are good looking but for a customer looking for sturdiness, the metallic wire shelf is more beneficial. It also helps in better airflow.

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

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When a customer doesnt accept a 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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Closing a sale

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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When a customer doesnt accept a 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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THANKS
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