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Sales Skills Training
Objective:
At the end of the training Trainees should be able to:
Identify and demonstrate sales techniques in script
delivery, finding decision makers, getting pass the gate
keeper.
Enumerate techniques in building rapport and apply
them in role plays.
Differentiate the two kinds of probing questions and use
them to identify customers need.
Differentiate features from benefit/ value from product
and use them to identify customers need.
Effective Objection Handling.
Identify and demonstrate closing techniques.
MEET the minimum requirement of 85 % to pass the
training.
Topic Outline:
Culture and Geography
American Culture Vs. Filipino Culture
State Abbreviation
Time Zones
QA Parameter (Telemarketing Law)
Deceptive Telemarketing Act
Abusive Telemarketing Act
QA Parameter and Guidelines
Identifying Customers, Why they Buy and Why they don’t
Buy
Basic Behavior Style
Three Personality Types
Features and Benefit
4 Basic Principle Why Customer Buy
4 Reasons Why Customer DON’T Buy
Identifying Decision Makers and Passing the
GATEKEEPER
Effective Script Delivery
Components of Script Delivery
Communication Guidelines
The Sales Cycle
Probing Skill and Rapport Building
Open-Ended
Close-Ended
How to Effectively Establish Rapport
Objection Handling, Listening and Rebuttal Skills
Reasons Why Customer Don’t Buy
Process of Handling Objection
Categories Of Objection
Elements of Handling Objection
Tips on overcoming anxiety of selling
Effective Listening Skills
Closing Techniques
Buying signals
The Sales Pyramid
How and when to close a Sale
Common Closing Techniques
Feature and Benefit/ Values over Product
Identifying Customers Need
Features and Product VS. Benefit and Values
Role Play
Real time Script Delivery and Objection Handling
Role Play
Phone Simulation
Day 1.1 Sales Training Skills Introduction
American Culture versus Filipino Culture
Communication Style
AMERICAN VALUES FILIPINO VALUES
Belief Expression
Help OthersDo Good
Act with Decency
BraveHelpful
Compassionate, Cause Oriented
Belief Expression
Self ProprietyAcceptance
Walang hiya is a Social sin
ShyTimidConservative
Free to Live Life as an individualChooses as long as others are not harmedTakes Care of Self
IndividualisticTolerant, Democratic Self Reliance
Freedom
Goodness Hiya
Freedom
Get along with othersLoyal to group then Self
Conformist
Be like others
Equality Bahala Na
Equal Right under LawEqual Chances at SuccessEqual accountable for action
Impatient
Hardworking
Perfectionist, Do things right the first time
Repay from those whom you receive favorThings will take care of themselves, God’s Will
Loyal to kin and friends, Sacrifice self interest for othersRespectful to Elders, Spiritual, wait for things to happen
STATE ABBREVIATION AND TIME ZONE
(Refer to hand outs)
Day 1.2 Telemarketing Law and QA Parameters
Deceptive Telemarketing Acts
It is deceptive telemarketing act or practice and a violation of this
RULES for any seller or telemarketing to engage in the following:
Failure to disclose all information in a clear manner
Misrepresenting, directly or by implication, in the sales of goods
or services
Causing billing information to be submitted for payment without
the customer expressing verifiable AUTHORIZATION.
Abusive Telemarketing Act
Americans
ConfrontationalAcceptable to show DisagreementBlunt- Get straight to the pointPrecise about fact, time, date, sense of humor
Filipino
Non-ConfrontationalAvoids open DisagreementPolite small talk firstVague, leeway’s in accuracy of factSense of humor though humor is different
It is an abusive telemarketing act or practice and a violation of this
RULE for any seller or telemarketer to engage in the following
conduct:
Threats, Intimidate, or uses profane or obscene language
Causing any telephone to ring, or engaging any person in
telephone conversation, repeatedly or continuously with intent
to annoy, abuse, or harass any person at the called number.
Denying or interfering in any way, directly or indirectly, with the
persons right to be placed on any registry of names and/or
telephone numbers of persons who do not wish to receive
outbound telephone calls.
Abandoning any outbound telephone calls.
Day 1.3 QA Parameters and Guidelines
3 Steps in Handling Irate Customer
1. Identify emotion – through tone, inflection
2. Acknowledge emotion
3. Give an action statement
How to Handle Abusive Customer
1. Warn the caller for transfer to higher ups
2. Act (transfer call)
3. Document
4. Inform higher ups for action taken
(Still waiting for QA materials)
Day 1.4 Identifying Customer and Why Customer Buy
Basic Behavior Style
Expressive- Social, Talkative, Fun
Drivers- Aggressive, Competitive
Amiable- Quiet, Likeable, Cooperative
Analytical- Quiet, Technical, Logical Thinker
3 Personality Types
Visual – Sees Picture ( How does it look)
Auditory- Hear sound ( How does it sound)
Kinesthetic- Instinctively Feel ( How does it Feel)
Features and Benefit
What is a FEATURE?
It is a characteristic of a product or service
It is describing and object, product or service
What is a Benefit?
How these features satisfy the customer’s need
It is what you get out of having a feature
Example:
Microwave- Rotating Platter for a “Feature”, “Benefit” Food is
cooked equally on all sides
Air conditioner- has a timer for a “Feature”, “Benefit” saves
money and energy.
ACTIVITY LET’S PRACTICE
4 Basic Principles Why Customers Buy
Customer wants to feel special
Customer has strong feeling about their time and money,
they’ve made an investment
Customer wants solution
Customer wants to deal with people who are like
themselves.
Day 1.5 Getting Past the Gatekeeper
Gatekeepers could be:
Receptionists
Assistants
Secretaries
Customer themselves
How to pass gatekeepers
Be polite and courteous
Don’t sound like a stranger
Pronounce their names right
Ask the right questions
Qualify the decision maker
Be confident and relaxed
State the purpose of your
call clearly
Make the gatekeeper your
friend
Respect your customer’s
time
“Hi! How are you? I would like to speak with John, is he in?”
“Oh, John isn’t around? Perhaps you could help me, is there any
other manager who is in charge of the phone bill?”…”And his name
is?”…”May I speak with him please?”…”Thank you.”
“Hi! My name is Celine and I’m calling on behalf of ABC Co. I would
like to speak with John Smith please?”
“You have been a great help! Thanks!”
Day 1.6 Effective Script Delivery
Components of Script Delivery
TONE- Should have the right rising and falling
intonation pattern. Should sound Polite and Courteous.
Sound VERY PROFESSIONAL.
PACE- Should mirror the pace of the customer. Words
should be clear and well enunciated and pronounced
VOLUME- Should be loud enough only for your
customer to hear. Do not disturb others. NEVE shout
at your customer.
Energy- Should always sound Enthusiastic. Make
every call a pleasant and enjoyable experience for
your customer. Let the customer hear the smile in your
voice.
Communication Guidelines
Avoid fillers like uhm, ahh, excessive “and, ok, alright,
Actually etc”
Pronounce word correctly and clearly
Be conversational
Do not use words or phrase that change the meaning
of the script.
Exude assertiveness, assumptiveness and confidence
in your delivery.
Day 1.7 Probing Skills and Rapport Building
PROBING IS QUESTIONING WITH A PURPOSE .
Two probing techniques:
Open-Ended Probes
Closed-Ended Probes
Note: Use probing questions to find a customer’s need or interest to give you an edge in making a
sale OR Use probing questions to establish rapport.
OPEN-ENDED PROBES (questions) cannot be answered with just a
“yes” or “no”.
Use open-ended when you want to gather information from the
customer.
Example:
“How long have you been in the business?”
“What are your strategies for advertising?”
“What have you been doing lately to get more customers to
walk into your store?”
“What interests you and your family?”
“What activities do you and your family does for fun?”
CLOSED-ENDED PROBES require only a yes or no or one-word
response.
Use Close-Ended probes:
• When you want to get the customer in a “YES” frame of mind.
• When you want to direct the customer to a purchase decision.
“Is getting more and more customers walk into your store a priority for
you?’
“Is more savings in your bank account something that you consider
every time you take your checkbook out?”
8 Key Question Type
Factual – Get info and stimulate who, what, where
people to talk when, why, how
Explanatory – Get specific info Can you explain what
or develop statement happen?
Leading – To plant a seed in the Most people prefer this
Customer’s mind don’t you think you
Would to?
Hypothetical – To develop a new idea What if
Alternative possibility
Alternative – To give a customer a A or B?
Choice
Clarifying – Confirm Info Are you saying you’d
Like to place the order now?
Verifying – Check conclusion,
Data or fact
Probing – Allow you to gather more Can you tell me more
Info on a topic about the product?
Establishing Rapport
• ESTABLISH common ground
• FIND common interests
• SHARE similar experiences
Other ways to build rapport:
Say your customer’s name. Don’t say ma’m or sir
Say “How are you doing?” sincerely!
Be sincere!
Have a smile in your voice.
Say your customer’s name. Don’t say ma’am or sir
Be sincere!
Have a smile in your voice. Show enthusiasm.
Listen and respond appropriately! Do not ignore the
customer. Be genuinely interested in what they are
saying!
Today we were able to:
Learn the geography and culture of the Americans
Explain Telemarketing rules and learned the Standard Quality
Guidelines
Identify types of customer and the reasons why they buy and
why they don’t buy
Learn the difference of the feature and benefit
Know when and how to use Probing questions and use them to
create need and establish rapport.
Identify and demonstrate sales techniques in script delivery,
finding decision makers, getting past the gatekeeper.
Enumerate techniques in building rapport and applied them in
role-plays.
DAY 2.1 Objection Handling, Listening and Rebuttal Skills
4 Reasons Why Customer DON’T Buy
No Value
Possible Solution
• Value is personal and subjective
• No Money “ Costs-to-much Concern are usually no
Value concern
• AGENT must Focus on direct benefit to the
customer
• Educate about product/services benefits
No Need
Possible Solution
• A meaningless Concern
• Must probe to determine why customer does not
perceive need
• Probe to discover real reason and to uncover needs
No Trust
Possible Solution
• Does not trust you/ the Company you represent
• Ask question and determine needs and establish
rapport.
• Educate Customer on who you are and who you
represent and what they could benefit from your
product and services
• Be a good listener
No Help
Possible Solution
• Focus on benefit / matched needs
• Understand the company and product’s weakness
and strength
• Learn how to highlight strength
Process of Handling Objection
Step 1 Acknowledge- Show the customer
that you heard and understand the objection.
Step 2 Isolate- isolate and analyze the
problem.
Step 3 Diffuse Objection- Give proper
rebuttal for the objection
Step 4 Confirm- Verify if you have
addressed their concern
Step 5 Gain Agreement- customer must
agree if you have answered the concern.
Tips
• Must always sound calm and professional
• Address the concern
• Avoid long pauses
• Return to the point of interruption
Elements of Handling Objection
Transitional Phrases- tie that binds idea together
in communicating. Provides unity by helping the
customer to understand the relationship between
ideas, and they act as a signposts that help the
reader follow the movement of the discussion.
Scripted response- planned action
SPR- Stimulus – Pause – Response used in
delivering rebuttals
RPI – Return to the Point of Interruption a term
used to go back to the script or contact guide.
Effective Listening Skills
3 Common Techniques
• Affirming- They made a good decision
• Acknowledging- recognizing customers statement
to demonstrate that you understand and actively
listening
• Paraphrasing- says the same thing in a different
way.
Kinds of Listening
• Active listening- listen as a willing act with open
mind
• Appreciative- Listening for aesthetic
• Comprehensive- Listen to learn
• Defensive- listen to discover argument
• Dichotic- listening to two things at once
• Emphatic- Listen to understand but not necessarily
agreeing
• Reflective- listen to verify
• Selective- Listen to what one want to hear
Closing Techniques
• Conducting Needs Analysis - Uncover the customer’s basic needs• Transition - Offering products to satisfy the customers’s needs• Overcome Objections - Respond to the objection and re-state the benefits• Closing The Sale - Ask for a buying decision
Conducting Needs Analysis• What are the three types of questions we can ask to determine the customer’s
needs?
– Closed-Ended– Open-Ended– Direct agreement
Offering The Product (Transition)
The first step in offering the product is called the Transition.– An effective transition is offering the appropriate product(s) based on clues.
Conducting
Needs Analysis
Closing The Sale
Handling Objections
Offering The
Product
Tips for making our transitions well connected:
– Pace and tone– Building rapport – State a benefit
Offering The Product (Transition)
The next step in offering the product, as well as the scripting, is the Presentation .
• Informs what our products are, with emphasis on what the products do.
Three necessary elements: Features and benefits Required sales policy information Accurate product details
Offering The Product - Features and Benefits
• What is a feature?– Characteristic – What it is
• What is a Benefit?– Advantage – What the feature does
• What is a feature benefit statement?– Combining both the feature and the benefit
Features tell, benefits sell!
Handling Objections
Why should we welcome objections?Consider an objection not as a “no”, but as feedback
• What does “No” mean?– “I don’t know enough to make a decision” – “Maybe”– “I wasn’t really listening”– “I don’t understand” – “No”
• The standard three-step approach to handling objections is:
– Clarify/Verify
– Acknowledge
– Offer Information
Closing The Sale
• What is closing?– Asking – Motivating
“A terrible thing happens when we do not ask for the sale… Nothing!” –Unknown
• When do we close?– Closing may happen several times in one call– Closing script options follow the presentation and the objection
Attributes of a successful close:– Belief – Urgency– Confidence – Planning– Directness– Pausing
Buying Signals
• Shows interest
• Starts listening
• Asking Question
• Sharing experience
How and when to close a Sale
CLOSE – statement of agreement between a seller and a
buyer.
CLOSING – process practice of bringing an activity or
discussion to a conclusion.
When to Close
1. Close whenever you believe it’s appropriate
2. If a customer wants something prior to your call even before
creating needs, close immediately
3. If you think what the customer could purchase might change
based on the need.
Why Do People Have Trouble Closing
1. Poor listening skills
2. They were never trained properly
3. Limited needs based on selling skills
4. Lack of self-confidence
5. Fear of failure
6. Fear of customer rejection
7. Inexperience closing sales
8. Poor attitude or “can’t do”
9. Dislike for the customer
10. Dislike for the agent position
11. Trouble communicating over the phone
12. Focus of feature not the benefit
13. Trouble responding to customer question and objection
6 Steps of Sales Process
1. Introduction
2. Rapport
3. Uncover Needs (Probe)
4. Present Features and Benefit
5. Overcoming Objection (Rebuttal)
6. Close sale
4 Common Closing Techniques
1. ASSUMPTIVE CLOSE- assumes that the sale will happen.
2. Direct Close- assist the customer in making a decision by
asking a question.
3. Forced choice - leads the customer by giving option and
alternative to choose from.
4. Trial close- Ask for an opinion, a closing question that asks
for a decision.
Three Attitude When Closing a Sale.
Confidence- A feeling of assurance or self assurance; a state
or quality of being sure to certain.
Assumptive- acceptance as real or true without proof; having
the sale; assuming the sale.
Assertive- unflagging energy.
Understanding Your Goal
1. Understand your goal
2. Understand that goal gives vision of where we want to go
3. Remind yourself of your goal on a daily and hourly basis
4. Know goals require measurement on how much we achieve
5. Appreciate sales manager, peer or team of goals achieve
6. Anticipate that goal achievement maybe more challenging
based on the type of customer need and other nuances
7. Look for your sales manager for coaching guidance to help you
reach your goal
8. Constantly work toward enhancing your skill
Transitional Phrases
• That’s great
• That’s a good question
• I’m glad you feel that way
• I’m glad where speaking about this
Up selling – The act of guiding the customer toward a higher-
priced item
Cross-selling – The act of helping customer’s recognized
additional needs
THE PLEDGE
Prepare
Review all products/services
Know your customer’s need
Know why customers buy products/services
Know why customers don’t buy product/services
Listen
To what was said
To what was not said
To what was meant
For buying signal
Every customer must have their key question answer
WIIFM “What In It For Me”
Am I getting a “return” on my investment
Am I getting my money’s worth
What is my money buying
Deliver consistent, customer focused messages
Focus on how they can benefit from that product/service
Focus on educating them about product/service benefit
Go ahead and ask for the order
If you don’t ask you won’t get
If you don’t ask you’ll never know
If you don’t ask you’ll never sell
If you ask, you may sell
Every contact can impact a sale!
TIPS
1. Make sure script is ready
2. Summarize benefit and feature of product
3. Know the benefit of products
4. Know commonly use objection
5. Share experience with others