1sales Process

8/8/2019 1sales Process

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Selling Processes

Dr. Sanjeev Prashar


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Introduction

This chapter builds upon following things:

steps of sales process

Interpersonal communication process

Sales negotiation process

Initial steps of the global selling process

Interpersonal communication and salesnegotiation processes interwoven into theglobal selling process


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The Sales ProcessEight basic steps of the Sales Process:1. Prospecting

2. The pre-approach3. The approach

4. Need identification

5. Presentation

6. Handling objections

7. Gaining commitment

8. Follow up


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Prospecting Qualified Sales leads- potential customers who have a need

for the salespersons product, the financial means to

purchase the product, and the authority to make the buyingdecision.

Referrals- obtained by the salesperson asking current

customers if they know someone else who might need the

product.


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Pre-approach and Planning

The pre-approach is the collection of information about the

potential customer and the customers company prior to

the initial visit.


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Approaching the Client

The approach is the development of rapport with the

customer

Four basic social style categories1. The driver

2. The analytical

3. The expressive

4. The amiable


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Identifying Client Needs Through

Probing Questions Success at the need-identification stage of the sales process

requires asking probing questions of the prospective

customer to determine needs.Organizational needs

Personal needs


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Presenting the Product

The presentation should be adapted to address the specific

customer needs.

Features versus Benefits Types of Presentations

Flexible (need-satisfaction) Presentation

Memorized (canned) Presentation


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Handling Objections

When faced with objections, the salesperson should

approach the objection as a sign of interest on the part of

the prospect, and provide information that will ensure theprospects confidence in making the purchase.


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Gaining Commitment

Commitment is gained when the prospect

agrees to take the action sought by the

salesperson.

The salesperson must ask for the order.


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Following Up and Keeping

Promises Follow-up requires that the salesperson

complete any agreed upon actions.

Salespeople should stay in touch after a sale

to ensure that the customers are still happy

with their purchase decisions.


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In Short


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THE SAL

ES PROCESSPersonal Selling ProcessPersonal Selling ProcessPersonal Selling ProcessPersonal Selling Process


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The Sales Process Prospecting: personal-

selling function of

identifying potentialcustomers

Qualifying: determining

that a prospect has the

needs, income, and purchaseauthority necessary for

being a potential customer

ProspectingProspecting

andand

QualifyingQualifying


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The Sales Process

Approach: salespersons initial contactwith a prospective customer

Precall Planning: use of informationcollected during the prospecting andqualifying stages of the sales process

and during previous contacts with theprospect to tailor the approach andpresentation to match the customersneeds

ApproachApproach


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The Sales Process

Presentation:

describing a products

major features and

relating them to acustomers problems or

needs

PresentationPresentation


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The Sales Process

A demonstration allows the

customer to experience agood or service

Even ads as well done as theone on the following slide

can not substitute for aneffective demonstration ridein a new automobile

DemonDemon--

strationstration


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The Sales Process

Objections: expressions of sales resistanceby the prospect

Example: A customers I don't like thecolor is probably their way of asking whatother colors are available

Objections are reasonable and professionalsalespeople are prepared to handle themappropriately

HandlingHandling

ObjectionsObjections


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The Sales Process

Closing: stages of personal selling

where the salesperson asks the

customer to make a purchase

decision

Nearly 80% of salespeople fail to

close when the buyer is ready

ClosingClosing


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The Sales Process

Follow-up: post-sales activities thatoften determine whether an individual

who has made a recent purchase will

become a repeat customer

Follow-up helps build mutually

beneficial long-term relationships

FollowFollow--upup


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Other functions of Sales Process Finding customers

Preparing

Relationship building

Product offering

Offer clarification Securing the purchase

Maintaining the relationship


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Relationship Building Making a favorable impression and gaining

trust of potential customer

Time required varies by culture

Number of ways to meet client:

Guaranteed introduction

Referral introduction Personal introduction

Benefit introduction


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Relationship Building Should know appropriate greeting and

phrases in customers language

Business cards in English and customers

language

Business cards have taken the place of personal

introductions in Japan


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What is a Buying Center?

One or more people in the B2B customerfirm that play different, but important, rolesin the buying process. They include:

Initiators

Users

Influencers

Buyer Gatekeeper

Salesperson must identify and interact correctlywith each group of clients playing specific roles


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Product Offering Salesperson must select an appropriate method to

offer the product to the client

This step normally includes one or more of thefollowing styles:

Stimulus response

Mental States

Need satisfaction

Problem solving

Consultative selling


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Stimulus Response Salesperson provides appropriate stimulus

through words and actions that will derive

desired response Utilized with canned sales presentations

Seen with low involvement products

Purchaser involvement limited

Often not flexible

Used for one-time interactions


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Mental States Salesperson attempts to move customer

through the purchase stages (attention,

interest, desire, action) Presentation must be well-planned

Limited purchaser involvement

Hard to know what stage customer is in

Difficult when used across cultures

Not well received by professional purchasers


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Buyer-Seller Meeting

Meet with customer at appointed time

Punctuality more important in some cultures

Make favorable impression

Sharing information through small talk

Presenting gifts

Begin meeting by restating last communication as

understood

Insure customers goals understood

No slick presentations

Explain how the solution solves goals and needs


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Offer Clarification Once presentation finished, expect

questions

Clarify offer or ask for price concessions

Remember that negotiations take place during

the entire process

May request test data or testimonials fromsatisfied customer

View this step as normal negotiations


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Securing the Purchase Simply asking the customer to purchase

Difficult to manipulate buyer into purchase

This is especially true in B2B interactions

Best approach is the direct one

Since our product addresses your need(s), shall

we agree to the purchase?

Some countries, like China, seller may await

the buyer to raise issue of purchase


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Maintaining the Relationship Final, but very important step in sales

process

Satisfied customers purchase again and again Customer wants supplier they can trust and who

will be there when problems arise

Customer satisfaction very important in Japan

B2B firms track customer satisfaction levels

Salesperson must have authority to keepcustomer satisfied


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Ethical Considerations Personal selling generates buyer complaints

Salespersons believed to have low ethical

standards

Some firms operate from a selling orientation

Most complaints attributable to management

Setting unrealistic sales goals/quotas Rewarding for sale even when questionable

behavior is involved


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Role of Salesperson That of a boundary spanner

Must bring buyer and seller together

Initial positions often far apart Seller wants: highest price, standard

product, longest delivery, and no service

Buyer wants: lowest price, custom product,shortest delivery, and service contract

Salesperson must mediate


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Role Conflict Salesperson experiences role conflict when

two or more parties want her to comply

with their expectations Each party can reward or punish salesperson

Sales manager can give or withhold raise

Customer can order or withhold purchase

Family can give or withhold love, approval

Salesperson must attempt to satisfyconcerns of all parties not an easy task!


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Summary The sales process is completed

Approach must be modified based upon culture

of buyer No tricks to selling; just hard work!

Salesperson may be viewed as being lessthan ethical because of role played

Role conflict can occur in B2B sales

Ethical behavior always the best approach

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1sales Process