Professional Basic Selling SkillsProfessional SalesmanProfessional Sales callPrepared by:Pharmacists_coffee magazine

Upon completion of the course, participants will be able to :Understand the meaning of the sales call.Practice sales call planning.Identify buying motives.Practice sales call planning.Implement different approaches and presentation techniques.Transform features into benefits that satisfy partners needs.Sharpen questioning techniques.Handle customers responses and resistances.Develop various types of closes.Use visual aids.Utilize observation skills.Practice how to sell to a busy customer ( short call ).

ObjectivesTo sharpen the skills, abilities & behavior in selling for participants in order to sell better & improve professionalism.

What is selling?Personal or ImpersonalBased on WIN WIN situation

Personal : Face to Face communication.Impersonal : Involve no face to face communication. Act of persuading another person. Process of inducing & assisting.Selling a situation of persuasion

Need / MotiveNeedCreation or UncoverNeedSatisfactionMotiveIs what causes people to act

Features / BenefitsSpecifications of a product or service.

Features:Benefits:Value to the customer.

Customer always buyBenefits

Buying MotivesTo buy = To satisfy a need.We know 6 buying motives which are EQUAL IMPORTANCE.To find out buying motives, ASK QUESTIONS.Let customer buy for HIS reasons, not yours!

Buying MotivesPossessionExperienceRecognition1- Making a Gain2- Avoiding a Loss3- Having pleasure, enjoyment, comfort ,convenience4- Avoiding pain, worries, problems5- Boosting self-satisfaction, pride6- Gaining social approval, prestige

Steps of a Sales CycleBefore the call 1- Prospecting. 2- preparation.

During the call 1- Approach 2- Presentation 3- Responses 4- Close

Post call 1- Analyze

Before the callProspectingQualifying, classifying / categorizing them

Before the callPreparation First part : Setting your objectivesWhat do you want to sell?SMARTObjectiveSpecificAmbitiousMeasurableRealisticTimely limited

Before the callPreparation Second part : Planning the callPrepare :1- Approach2- Questions to uncover needs & verify assumptions3- Benefits to satisfy needs4- Responses to possible reactions5- Use of visual aid6- Ways of closing / gaining commitmentPlan your work then work your plan

During the call1- Approach2- Presentation Probing ( Open & closed ) Reinforcing3- Customer Responses4- Closing

Approach ( Opening )What is Approach ?Skill of capturing the customers attention & focusing on the sales call. Why ?Secure accessGain attentionCreate positive interestParts ?1- Greeting / Introduction2- Techniques Address buyers needs Step 1 : Identify a known or presumed customer need Step 2 : Propose a feature & benefit that satisfy this need3- Ask a questions

Why Questioning in Approach?1- To gain attention2- Brings customer into presentation3- To confront the customer with a topic of his interest

Presentation-The purpose of this step :To satisfy the customers needs / buying motives with the features & benefits of our proposal ( product ).

-Built on :Positive Two-Way communication.

PresentationFirst step of presentation :-To uncover customers need byEffective use of QUESTIONSSecond step of presentation :-To start matching product BENEFITS with customers NEED / WISHES in order (Reinforcing)-To find the decisive BUYING MOTIVE

PresentationWe help the customer to make a buying decision!

We know: The feature of our product ( What it is/has ).

We define: As many BENEFITS of our product as needed or as enough ( 6 buying motives! ) ( What it can do ).

We look for: The customers BUYING MOTIVE and match our benefit with his need.

What is probing?

Probing is the skill of questioning

To uncover customer needs & concerns

Type of ProbesOpen probe : A question that invites as extended explanation.

Closed probe : A question that can be answered in a single word, often YES or NO

Never start with closed probe

Forms of probes

Probing StrategyWith communicative customerCustomersignalsSelling Skills

Sequence of QuestioningClose ,Ask for order/CommitmentIf answer is NO ask another open-Ended QuestionHere you should know enoughQuestioning phase discover customer needs/buying motivesPresentation phase, Check if specific benefit meets

CorrelationSales Success/ % of QuestionsVersus Statements%SalesSuccessAverageMost sales repsIdeal for most successful sales calls!% Questions(versus statements)Ideal composition of a conversation80% questions 20% statements

ReinforcingReinforcing is:The skill of satisfying customer needs with product features & benefits.

Reinforcing firmly establishes you as a problem-solver and shows the customer why your product is needed.

ReinforcingWhat are the signals that tell you when to reinforce?A clear need stated by the customer in his own words.Confirmation by the customer of a presumed need that was first expressed by you in a closed probe.

ReinforcingSteps of Reinforcing :Step 1: Paraphrase the customer need -Express direct agreement -Restate the customer need

Step 2: Propose a feature and benefit that satisfy this need.

Customer Responses1- Positive customer responses.2- Positive / Negative customer responses.3- Negative responses.

Positive customer responsesProspects voice inflections and positive comments.Sellers reaction:Praise and show approval for Nice comment / answerExamples:Im very glad you mentioned this.Im very pleased to hear that.

Positive customer responsesB) Statements which show hesitationUsing terms or starting statements like:- I suppose that- I probably should- I hardly believe that- May be - Perhaps.. - It seems...These statements are not rejections of your proposal. They only express hesitation, doubts ,misgivings ,but are also signs to keep selling; the prospect wants to know more about your product/proposal. Perhaps move on to another benefit.Sellers reaction:Isolates doubt by questioning, then eliminate it and change to another benefit / advantage.

Positive customer responsesC) Prospect continues talking, but makes statements not appealing to youThat means he is talking without dissatisfaction.If the prospect is still talking about the product, he has some interest in it. Statements that do not directly state a dislike or a disapproval of your proposal or product, should be considered positive.Sellers reactionLet the prospect talk, then point out another benefit; might also be an opportunity to close.

Positive customer responsesD) Non-verbal customer behaviorIf he is looking at your visual aid, sample, plan.Keep an eye on body language, whether it expresses rejection, inquisitiveness, approval.He will often signal interest through body language while being verbally skeptical.Or- He makes a verbal positive statement and signals disinterest through body language.

Positive / NegativeCustomer responseStatements with a positive and negative aspectExamples:Yes, butI agree althoughI like that, howeverIts an excellent product, but

Sellers reaction:Pick up on the positive only use it, just ignore the negative portion!

Negative responseThere is four types of customer resistance:Misconceptions.Real objections.Lack of interest.Skepticism.

Negative response

Strategies for dealing with resistance

MisconceptionA misconception is a customers incorrect negative assumption about your product or company, due to a lack of correct information.

Strategy for dealing with Misconceptions:Step 1: Probe to clarify the customers concern.Step 2: Tactfully provide the correct information to resolve the misconception.Step 3: Emphasize the positive information you have provided.

Real objectionA real objection is resistance based on a legitimate shortcoming or disadvantage of your product.

Strategy for dealing with real objections:Shift the balance in favor of your product benefits.Step 1: Probe to clarify the customers concern.Step 2: Acknowledge the customers concern.Step 3: Reduce the impact of the shortcoming on the customer.Step 4: Emphasize the benefits of the product.

Lack of interestLack of interest in your product is almost always due to satisfaction with a competing product.

Strategy for dealing with lack of interest:Use series of closed probe to uncover areas of customer need.Selling against the competition.Turn an area of dissatisfaction with the competing product into an area of need for your product .When you uncover a customer need your product can satisfy, you reinforce it.

SkepticismSkepticism is disbelief that your product can really provide a benefit that you say it can.

Strategy for dealing with skepticismStep 1: Emphasize the benefit in question.Step 2: Prove the benefit.Step 3: Explain the benefit.

Typical buying signalsYes, I like your product I think I could use it It sounds good to me Who else is using it I may need to order 100 packs.How about delivery.Its easy to apply.Do I have to decide at once.How much does it cost

Closing ( Gaining Commitment )Its the skill of obtaining the customers agreement to act by asking a closed ended question.Type of requests:Trial Use: to get the customer to use the product on a trial basis.Continued-Use: to get the customer to continue using the product at the same level.Extended-Use: to get the customer to use more of the product.

Types of closes1- Direct close. How many packs of this product do you need this month?2- Either /or close. Do you want red or blue one?3- Step-by-step close.Help the customer to decide.4- Summery close.Review by summery the accepted benefits only ( Dont add anything new )5- Incentive close.If you order now, you'll get additional 5% discount

Six Prerequisites before closing1- prospect completely understood your offer.2- Real buying motive found out and addressed.3- Customer has confidence in you & company.4- A well prepared close.5- The right timing.6- Customer has the authority to buy.Win-Win Situation

Post call analysisMain objectives of post-call analysis :To initiate action / follow through on promises.To make a personal evaluation of your sales call.To help you in your prospecting.Set sales call objectives for your next call.

Visual AidWe remember 10% of what we hear

We remember 20% of what we see

We remember of what we see & hear simultaneously

65%

Visual Aid

Visual AidWhen using a visual aid:Illustrate one point only.Relate to prospects needs.Keep control of visuals.Make it coincide with what you say/want to stress.

Keep it clean & ready for use.

The Short CallPurpose:To male maximum use of limited time with the customer.

Constraints:A time-pressured customer will want information, not conversation.

The Short CallStrategy:1- Present product features & benefits to meet known or presumed needs;2- Ask for action as soon as possible;3- Attempt to expand the length of the call whenever possible.

Practical steps for Short CallIntroduce yourselfCustomer gives a time limit signalOpen the callPresent additional features & benefitsAsk for action

Building RapportKeys to success :Project competence, confidence, interest

Methods :Offer service.Be responsive to needs.Fulfill promises promptly.Be courteous and professional.

BridgingWhat is Bridging?The skill of managing the sales conversation by making a smooth transition between subjects.

Principles of Bridging:Avoid abrupt transitions, and bridge smoothly and naturally from one subject to the next.

Putting it all togetherThe 10 Golden Rules of Successful Selling1- The successful salesperson is not a Good or Fast talker the opposite is true he is a good listener.2- The good salesperson does not sell to anybody; he first finds and qualifies the right prospect.3- The good salesperson does not go into a call blindfold"; he is carefully prepares the call by setting objectives and planning his strategy.4- The good salesperson looks for dialogue right from the start and therefore begins with an approach and question.5- The good salesperson does not present the product or services until he has learnt what the prospects needs and buying motives are.

Putting it all togetherThe 10 Golden Rules of Successful Selling6- The good salesperson presents only those features and benefits of his product or services that relate to the prospects needs.7- If the prospect raises an" objection the good salesperson does not view it as resistance but rather as an opportunity to respond to the prospects needs in more detail. If it is a real concern, he accepts it, deals with real concerns, satisfies the customers need, responds by picking up on anything positive.8- The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy.9- The good salesperson knows that the post call review is already the start of the next call.10- All in all, the professional sales persons goal is not to sell, but to help his prospect buy and to arrive together with him at a Win-Win situation.

Thank you

Prepared by:Pharmacists_coffee magazineFor all Arabian pharmacists

Subscribe free to receive more presentations by sending empty message to:Pharmacists_coffee-subscibe@yahoogroups.com