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Selling is the process of assisting and/or persuading a prospective customer to buy a commodity or a service or to act favorably on an idea that has commercial significance to the seller.
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Sales Excellence …..
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SELLING: Selling is the process of assisting and/or
persuading a prospective customer to buy a commodity or a service or to act favorably on an idea that has commercial significance to the seller.
Final outcome in the form of favorable action.
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BEST SELLERS’ SELLING APPROACH•Satisfied customers base•Long-term business relationships•Repeat business with your ‘ regular’ customers• Enthusiastic referrals to newprospects
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People buy for their own reasons, not for yours.
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3PHASES SALES CALL
Phase 1- Getting Information: Phase 2- Giving Information Phase 3- Getting Commitment
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PHASE 1: GETTING INFORMATION
Involves learning about you customer’s business to understand her situation- finding out customer’s reason for being interested in doing business with you.This is where every good sales call begins….
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Find out the Customer’s real pain. Learn to ask questions and stop “pitching.” Teach your sales people the 70/30
rule . . .your Customer should be talking70% of the time and the sales rep should be talking 30% or less.
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PHASE II: GIVING INFORMATION Involves describing and demonstrating
your product/service, but only in relation to the needs of customer.
Giving him the information he needs to make a sound decision.
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PHASE III : GETTING COMMITMENT
Resolving uncertainties so that the two of you share commitment to the buy/sell process.
No set order to these phases
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THE INDIVIDUAL DECISION PROCESS: J.P. GUILFORD
Book The Nature of Human Intelligence
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SALES REPS’ BIGGEST MISTAKES 138 customers, Business-to-business purchases, large North
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HANDLING OBJECTIONS:
Real Objections: related to company, product, price, time and quality..
Listen to the buyers’ feeling Share the concerns without Judgment Clarify the real issue with questions Present options and solutions Ask for action to determine the commitment.
Pseudo-Objections ???
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WHEN CUSTOMERS’ PLAY HARD BALL….
In sales as in diplomacy , never fear to negotiate and never negotiate out of fear…
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1. Knowing your walk away and building the variables you can work with:
Focus on variables – where customer’s interest and your own have more in common. Find WIN_WIN situation.
2. When under attack , listen:
No defense, No counter attack- The best response , is to keep customer talking, and for two good reasons:
a)New information- increase the room for movement and variables
b)Listening without defending- defuse anger
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3. Keep track of issues requiring discussion:
it reassure customers that your are serious , concern and listening to their arguments.
4. Assert your company’s needs:
Too much empathy- too much concessions
Win-Win
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5. Commit to a solution if it works for both parties:
Wrap up issues tentatively- It is difficult to take back a concession- ” we agree to do X , provided we can come up with a suitable agreement on Y and Z
6. Save the hardest issues for the last:
when a lot of points to negotiate- don’t start with the toughest.
1. resolving easier issues first creates momentum, confidence and trust on each others.
2. resolving easier issues may uncover additional variables.
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7. Start high and concede slowly:
customers want return on their negotiation investment – in the situation when customer wants to barter, start off with something you can afford to loose.
8. Don’t be trapped by emotional blackmail:
Two useful techniques- when customer uses anger-wittingly or unwittingly as a manipulative tactic
a. Withdraw: ask for recess, consult with the boss, reschedule time and venue can change the entire landscape of a negotiation.
b. listen silently until the tirade is over, than suggest a constructive agenda.
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SELLING STYLE
Low High
High
1C.R = HighC.S = Low-Not forceful- trouble in objection handling / Closing-Suitable for after sales
4C.R = HighC.S = High-True Professional- Keeps balance between objective of sales interview and importance of building customer relationship
Low
2C.R = LowC.S = Low-Not suitable in sales-Need to be pushed always
3C.R = LowC.S = HighControls sales call with little concern of customer-Not suitable for L.R Sales
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Concern
for Relationship
Concern for Sales
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NEGOTIATION SKILLS
Good negotiator -10 leading characteristics :1. Preparation and planning skills2. Knowledge of subject , matter being negotiated3. Ability to think clearly and rapidly under
pressure and uncertainty4. Ability to express thoughts verbally5. Listening skills6. Judgment and general intelligence7. Integrity8. Ability to persuade / convince others9. Patience10. Decisiveness
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“ There are two types of persons in an organization; one who works for company ; and those who derives it… “
Happy Selling
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