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8/9/2019 4 Sales Professionalism
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Sales ManagementSales Management
For Session JanFor Session Jan--Mar 2008Mar 2008ByBy
Shirani Nayar Shirani Nayar
on Jan 28,2008 on Jan 28,2008
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Topics for PresentationTopics for Presentation
Sales Management Information SystemSales Management Information System
Relationship MarketingRelationship Marketing
Internet as an emerging selling techniqueInternet as an emerging selling techniqueInternational Sales ManagementInternational Sales Management
Different Sales StrategyDifferent Sales Strategy
Changing face of Personal SellingChanging face of Personal SellingWomen¶s PreWomen¶s Pre--buying Researchbuying Research
New breed of selling solutionsNew breed of selling solutions
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Topics for PresentationTopics for Presentation
CRMCRM
Major Account Management (MAM)Major Account Management (MAM)
Negotiation Approach to bargainingNegotiation Approach to bargainingSale Professionalism.Sale Professionalism.
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Sales ProfessionalismSales Professionalism
Sales Oriented ApproachSales Oriented Approach ± ± Transactional SellingTransactional Selling
± ± Formula SellingFormula Selling
± ± Reactive MarketingReactive MarketingCustomer Oriented ApproachCustomer Oriented Approach ± ± Relationship SellingRelationship Selling
± ± Suggestive SellingSuggestive Selling
± ± Adaptive Selling Adaptive Selling ± ± Consultative SellingConsultative Selling
± ± Proactive SellingProactive Selling
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THE SELLING PROCESS
Most sales trainers believe logical,sequential steps do exist that, if followed,
can greatly improve the chance of making a
sale.
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THE SALES
PROCESS
Prospect ing
P r e a p p r o a c h
( P r e c a l l P l a n n i n g )
A p p r o a c h
P r e s e n t a t i o n
T r i a l C l o s e
D e t e r m in e O b j e c t io n s
M e e t O b j e c t i o n s
Trial Close
Close
Follow-up and Service
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THE SALES PROCESS
Prospecting
Prea pproach
(Precall Planning)
A pproach
Presentation
Participation emonstration ramatization
Persuasive ommunication Proof
V isualization Trial lose
Determine Objections
Meet Objections
Trial
lose
Close
Follo w-up and Service
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Cold canvassingCold canvassing Public exhibitions and demonstrationsPublic exhibitions and demonstrations
Endless chainEndless chain customer customer
referralreferral
Center of influenceCenter of influence
Orphaned customersOrphaned customers Direct mailDirect mail
ales lead clubsales lead clubs Telephone and telemar etingTelephone and telemar eting
Prospect listsProspect lists ObservationObservation
Get publishedGet published Networ ingNetwor ing
POPULAR PROSPECTING METHODS
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Referrals are Popular
1. Leads
2. Referrals
3. Orphans
4. Customers
The prospect pool is a group of names gathered
from various sources. The prospect pool is
usually created from four main sources:
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THE PROSPECT POOL
Lea s
Orphans
s t o m
e r s R
ef er r al s
Prospect
Pool
Lea s
Orphans
s t o m e
r s R
ef er r al s
Prospect
Pool
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PREAPPROACH IS PRECALL PLANNING
During the preapproach, the salesperson
investigates the prospect in greater depth and
plans the sales call.
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Reasons for planning the sales call:
Helps build a salesperson¶s self-confidence.
Develops an atmosphere of goodwill andtrust with the buyer.
Helps create an image of professionalism.
Increases sales because people are prepared.
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STEPS IN PLANNING THE SALES CALL
Determination of
all Objecti v es
De v elopment of
stomer Profile
Determination of
stomer Benefits
Determination of
ales Presentation
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Developing a Customer Benefit Plan
Step One: Select the features, advantages, and
benefits (FAB) of the product to present.
Step Two: Develop the marketing plan.
Step Three: Develop a business proposition.
Step Four: Develop a suggested purchase order.
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The sales opener, or approach, is the first major
part of the sales presentation.
The first impression is critical to success.
THE APPROACH ± OPENING THE
SALES PRESENTATION
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Introductory approach.
Product approach.
Customer benefit approach.
Curiosity approach.
Approach Techniques are Numerous
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THE SALESPERSON¶S PRESENTATION MIX IS TYPICALLY
DEVELOPED BY SALES MANAGERS AND TRAINERS
Pers asi v e
omm nication
Dramatization
Demonstration
Vis al A ids
Proof
Participation
Salesperson
The Sales
Presentation
ix
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This method assumes that the prospect¶s needs can
be stimulated by exposure to the product or
already have been stimulated because the prospect
has sought out the product.
Stimulus-Response Method
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Some of the method¶s shortcomings are:Some of the method¶s shortcomings are:
± ± Talks about product features not important toTalks about product features not important tobuyer.buyer.
± ± Uses same ³pitch´ for different people.Uses same ³pitch´ for different people.
± ± Assumes salesperson is in total control. Assumes salesperson is in total control.
± ± Has little prospect participation, making itHas little prospect participation, making it
difficult to uncover needs.difficult to uncover needs.
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The salesperson may use a structured series of
steps such as the AIDAS approach.
Formula Method
Attention
Interest
Desire
Action
Satisfaction
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Need-Satisfaction Method
The need-satisfaction method is different from
the stimulus-response and the formula approach
in that it is designed as an interactive sales
presentation.
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THE TRIAL CLOSE
Salespeople may at any time use a trial close
like one of these:
How does that sound to you?
What color do you prefer?
If you bought this, where would you use it in your
business?
Are these features what you are looking for?
The trial close involves checking the prospect¶s
attitude toward the sales presentation.
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OBJECTIONS ARE SALESPEOPLE¶S
FRIENDS
An objection is opposition or resistance toinformation or a request.
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Types of Objections
Real objections are tangible. Prospects will
sometimes give an excuse to keep objections
hidden. Prospects will usually not purchase until
these hidden objections are answered.
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Techniques for Meeting Questions:
Postponing objections
Boomerang
Asking questions
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THE CLOSE
Closing is the process of helping people make a beneficial decision.
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Closing Techniques
The compliment
The summary
Minor decision
Assumptive
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RESEARCH REINFORCES CHAPTER¶S SALES
SUCCESS STRATEGIES
4. Recognize and handle negative customer
attitudes promptly and directly.
5. Use a benefit summary and an action plan
requiring commitment when closing.
continued
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ADAPTING TO GLOBAL
MARKETS
1. Be prepared and do your homework.
2. Slow down.
3. Develop relationships and trust before
getting down to business.
4. Learn the language and its nuances, or geta good interpreter.
5. Respect the culture.
Five rules for successful selling abroad:
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THE BOTTOM LINE
Sales training is now defined as part of a salesperson¶s overalleducational experience.
Training can be divided into two categories: operational and
behavioral.
Companies are using and teaching technology more frequentlythan ever.
Sales skills development includes two key elements: persuasive
communications and the selling process.
The selling process is usually seen as a series of steps.
The close is the last step in the actual selling process.