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True selling is developing a long-term relationship, whereby you, the salesperson, work to serve the needs of the customer, and your employer, by facilitating the supply of essential products and/or services the customer requires, and your company provides. A by-product of this is that you make a profit for the company you serve, and you make money that comes from this profit. In order to accomplish this a sales process is required to establish this relationship. Trust: The Essential Element in Establishing Long-Term Relationships Trust is a key factor in how people make decisions. Therefore it is important to understand how to build and maintain trust. The more you understand about your accounts and their unique situations, combined with an establishment of a positive working relationship, the easier it will be to build trust. Trust is defined as, “Firm reliance on the integrity, ability, or character of a person or thing.” Ten Ways to Establish Trust 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. People trust people who are honest about the truth even if it is uncomfortable. People who look and act professionally build trust. People trust people who ask good questions and are willing to listen. Trust comes from being able to demonstrate your knowledge or technical proficiency. Trusted professionals ask tough, thought-provoking questions, while reaching meaningful issues quickly. People trust other people who respect their values. People trust people who make them think. You create trust when you focus on what your accounts are trying to accomplish. People trust people who have had similar experiences to theirs. People trust people who have a genuine interest in what they have to say.
Slick words or trying to impress people with all the features of your solutions do not build trust they fuel skepticism, as does talking about your need for a sale. Being able to have proof readily available in the form of testimonial letters and phone or email references builds trust. Improve your trust building skills and you'll improve your sales. (Jeffrey Gittomar) Qualities of a Good Salesperson Persistent Hard Working Creative Honest Honesty and Integrity An interesting way to look at what Honesty means is to look at what “Dishonesty” means: 1: deceptive or fraudulent; disposed to cheat or defraud or deceive [syn: dishonorable] [ant: honest] 2: lacking honesty and oblivious to what is honorable [syn: unscrupulous] 3: lacking truthfulness; "a dishonest answer" 4: capable of being corrupted; Many are willing to say anything to get the sale, thinking that by lying or misrepresenting they win, but they really lose. First, their own integrity and character is compromised, and when difficult situations come again, they will compromise the truth again, even against their own employers, employees, and friends. You cannot trust Integrity Dependable Professional Faithful Positive Attitude Servant’s Heart
but is much more profitable and sets the stage for longer contractual relationships. “What do you do to make that money”? In essence. Customers must live like this. or manufacture anything. If “your” attitude becomes. or else you will get hurt. do not say it. do not even imply it”! No one gets away with lying. Taking good notes is imperative. Good notes help you get back on track. Services is a harder sell. follow-up on calls and orders. whose integrity has been compromised? A very successful Sales Manager of a major corporation has as one of his 5 mottos this saying: “If it is not true. whom you think will certainly remember you. Our goal is to explain the “Myth of Franchised Distribution”. and attacks the heart of trust in any relationship. stocking. it comes back on you in many different ways. by helping 2 . training meetings. Selling In Action Selling a Service World Electronics sells services. because many suppliers demonstrate they are not trustworthy. Why? We do not make. such as sourcing. Would you like to fly in a plane. and it became clear brick-n-mortar was necessary.people. and provide a greater overall value proposition. which did not materialize. Changing Perception In our situation as a company there is a very clear way the industry operates historically. such as the “Gray Market or Brokers”. but it is the services we provide that enabled them to acquire parts through us. Keeping written notes during/after a call will allow you easily remember what you need to input into your CRM tracking software. however. Products require a run down of features and benefits in relationship to a price proposition. Franchise was listed as old world and the Internet would quickly eliminate the need for Franchise to exist. with your customer. especially when you need to follow-up and you cannot remember the previous phone call with that prospective customer. but now ask yourself. We are here to do the same. you serve the needs of someone else. “what can you do to help them satisfy their needs. then your needs will be met”. then what they are currently doing. but true customer service. Recently. orders to process. not parts. they provide much greater value: “The sum is greater than the parts”. Staying Organized: A Critical Component In sales it very easy to get lost with the large volume of work that is required. and with minor change in focus made a tremendous dent in the market share of the leading brick-n-mortar companies it faced. Why are you here? Most likely you answered to make money. and you must guard yourself around them. and the company. etc. Often one aspect of the services you provide appears to have no relative value on a stand-alone basis. Customer Service – A Servant’s Heart Many take this for granted. and necessary. and the industry is locked in this business model. when you communicate clearly it’s relative value in relationship to the other services then a picture begins to take shape showing that together. staff meetings. Selling a service is different then selling a product. because they focus on themselves and what they get out of the sale. The customer needs parts. must become part of who you are and needs to be continually cultivated in your entire life: at work with employer and fellow employees. your customer and your employer. Selling services requires you to paint a picture of how the services you provide will take care of them better. customer base to call on. accomplish its long-term goals of keeping track of all products/services quoted as a company. This is an attitude that many do not have. One of the ways we will do this is to go about helping to change perception. and any other method is bad. which is necessary to unlock a large portion of Franchises’ existing customer base. who act in this way. credit issues. Using the CRM consistently will help you. and at home. But Dell Computers faced a very similar competitive landscape. etc. or the relationship. testing. true. partner in electronics distribution. Franchise Distribution (Franchise) has done an excellent job of establishing itself as a vital.
distinctive. the more you can offer solutions to their needs. vigorously. or meeting must have a purpose that you know ahead of time in your mind. Qualify. Buyers and Potential Customers One major key in sales is to really understand your buyer. and the company you represent. and Compel Needs Analysis Tailor Solution(s) based on Needs Closing: Perform and Serve with Excellence To go through the process you need to know what “you” are doing every step of the way. or essential character: 2. Find and Qualify Quality Calls versus Quantity Every call to a customer. The more you understand the life of the buyer. A series of actions undertaken to 3 . When we are effective in doing this we change the way people view the approach to how they go to market. which means you can do this. waste valuable time. or meeting. It’s okay!!! Campaign Process Once you have targeted your “prospective” companies. 7. you can do that. 1. your friends think you can do this. and open the door to another way.people understand what the “Open Market” really is (not the Gray Market or Broker). confuse the customer and yourself. 6. 4. and the life they live each day. To exert oneself continuously. needs to have the essential element of quality. 2. Try to locate real companies who really need your services. each call. and communicate the value of the “Hybrid Distribution Model” we provide. If we become good at doing this. Then you will need to qualify them. or else you will get lost fast. Fred will be developing this part of the manual through interactive lesson plans. and waste your valuable time. and leave a perception that what you do. Your time is slowly wasted on bunny trails. etc. which gives us much greater flexibility in sourcing real solutions. The call must be distinctive to help people remember you and make you stand out in the crowd. has excellence and is a qualified professional organization. This is the most tedious part in the whole process. Find and Qualify Introduction Develop Trust. or prospective customer. Credibility. To help accomplish this. that is “tied” to the selling process. Quality is defined as: “1. that is “tied” to the selling process. 2. you can do that. The Essential Sales Process 1. A degree of excellence”. 3. and potentially a better way. and qualify. prepare to campaign them. Qualified Leads Locate qualified leads. qualify. Do they really need your service? My son does not need a car at his age. or obtrusively to gain an end. 5. and you leave a perception in the mind of someone who has no purpose and wasted their time. or else you will get lost fast. The definition of Campaign is – 1. You waste a lot of time chasing the wrong fish. and lower cost options for our customers. Go slowly and learn the ropes as you botch quite a few calls and meetings while you learn. A special. This means you will need to locate prospective customers. must have a purpose that you know ahead of time in your mind. Then you have to actually contact them. Each call. we will open many more doors with prospective customers. you need to locate the right person to talk with. it will be a hard sell if you try. confuse the customer and yourself. Watch out for creep.
you help the person you talk with relax. enough for them to want to listen to more of what you have to say. You will have to help the prospect understand why it is important to meet. 3. and give them a reason to stay on the line and keep talking with you. and are very professional when you do this. and cannot sell over the phone. because most salespeople have their agenda. and both of you will want the call to end quickly. people pick up on the little things. and are not considerate of the people they are talking with and their needs. do whatever you can to get the meeting. This becomes your primary goal and you need to keep coming back to this in a friendly way. because it helps you stay comfortable and on track. A sale rarely happens on the first call. in a hurry. This will require being creative. Re-emphasize the compelling points mentioned above. this is okay and normal for the type of sales we do at World Electronics. forcing yourself. polite. You need to really stay focused without coming off as a pest. Many buyers just hang-up…rude yes. and you need to continue to develop credibility throughout the call. 4 . Try not to deviate from this. work it to the point that it really says what you think would be the best thing to say. then you will get this back from the potential customer. tell them – just kidding. Outside Sales If your in Outside Sales. ask for a future time when they may be free to meet.achieve a large-scale objective”. upbeat. in a compelling way. or rule a real prospective customer out that has been qualified. or answer your questions. If not. and all subsequent calls and interactions. You have to say something that is compelling enough to justify their time for you. which lends itself to establishing credibility. Don’t minimize little things like this. When you stay comfortable. Big key is to keep in front of them without driving them nuts. This will open more doors. Never quit. offer bribes or chocolate. the essential element in building a relationship. Be prepared for at least 5-10 solid calls before anything happens. Transition After making the introduction and seeking to establish credibility and trust. If you pick up that the person is busy. “ask them if this is a good time to talk”. you need to move quickly to explain why you called. persistent. This shows you care about them. Telling someone why you are calling them is very professional and communicates to them that you have a purpose in your call. This is “critical”!!!!! This should initially be done in a brief introduction. but you need to let it become natural in how you say it. Often the toughest will be your best customer. are respectful to their situation. but understandable given the volume of calls they receive from all kinds. Memorize it. If you are anxious. Build a script for this and practice off line. then go for a meeting in the first call and at all subsequent calls. not polite. Develop Trust and Credibility Establish Trust – See Section on Trust Above Establish Credibility Be “very” relational. Introduction and Compel Compel them to Listen to You You must get the attention of the person you are talking with. threaten them. Credibility is the backbone of building Trust. 2. professional. Type it. If you cannot get a meeting this time. friendly. or when you can call them again. professional and always know “where you want to take them” if a crack opens in the door. etc. You will need to establish some level of credibility at this first call and compelling reason for them to listen to you. ask them when a good time would be and make a commitment to call them at that time. and friendly and stay that way! After the initial contact and very brief introduction you start the qualification process. every time you call someone.
and tailor a response to these in how World Electronics can meet these needs. Questions are also a tremendous tool that demonstrates your professionalism. your on a discovery mission at this point and with many. If not. you need to stay relaxed and be friendly. it is a fun point for both of you. Questions are key at this point. because they are your tools to help you understand the customer. Needs Analysis After your introduction your goal is to try to understand the customer needs. Remember. If they are genuinely interested a second meeting/call is almost automatic. where you need them to go: 1. 3. 10. You will need to try and understand what/if any objections might exist. What is your main objective? How do you plan to achieve that goal? What is the biggest problem you currently face? What other problems do you experience? What are you doing to currently to deal with this? What is your strategy for the future? What other ideas do you have? What role do others play in creating this situation? Who else is affected? What are you using now? What do you like most about it? What do you like least about it? If you could change things any way you wanted. 7. or via email. or set the stage to come back with what they want at a second call/meeting. Don’t be a scripted telemarketer at this point. 5. ask for a future time when they may be free to meet. and always follow-up a few days later to make sure they received what you sent them via mail. or close go for a meeting in the first call and at all subsequent calls. 2. it should show and it will be easy from this point. 9. However. You need to really stay focused without coming off as a pest. or what his need is and how he is currently satisfying this need. but you do not want to put them off. or why it will not work. do whatever you can to get the meeting. and their unique situation and needs. You will need to explore. what would you change? 5 . Stay open and do not lock yourself in a box. 6. 12. If you can sell over the phone go for it. or when you can call them again. but which questions will vary from call to call. but if it is local. threaten them. because on the fly you will need to determine which way you need to go and what to ask. or via e-mail. because you need to transition from the initial introduction. this is where it gets tough as you need to determine what would work for the customer. Questions You want feedback at this point from the customer as to whether your product/service would work for him. This is very important in trying to establish a point of reference with your customer. From this contact you will send email information and/or point to a website during the call. If you cannot get a meeting this time. and into understanding what he does. 11. 13. if you transition okay. and have them remember you. If you can discover some of these. this is an absolute waste of money and time for everyone because the buyer rarely will read it. If you do not transition okay you will be very grateful when you finally get off the phone. Questions accomplish this. or it is hopeless. or else your dead. if a customer demands something in print. Jeffrey Gittomar lists 37 questions that are excellent in taking you. Re-emphasize the compelling points mentioned above. send it. 8. 4. If you need to meet in person before anything really happens this becomes your primary goal and you need to keep coming back to this in a friendly way. If there is genuine interest. 4. and the customer. you have an opportunity to reposition yourself at the next call/meeting.This is the most awkward moment for you once you have the right person. the prospect gets to talk about himself and you get the information you need and get to know something new about someone and their company. “Never” send information via the mail. offer bribes or chocolate. tell them – just kidding. Must build credibility and trust by this stage. You will have to help the prospect understand why it is important to meet. As a rule. This is why it is the most awkward.
If you look at a lot of good salespeople. 20. without the ability to position it for change. This is where Fred’s “massage” is so important. 6 . and speak to these in your offer. 18. 15. Sometimes you do not know what you are competing against. then you have a logical question they need to answer. will be involved in making the decision? On a scale of one to ten. By doing your homework. 25. and highlighting the value points to the customer again. They are usually professional and knowledgeable about their products. One simple key to always remember is always “ASK” for the order. 36. 26. 28. Tailor Solution(s) to Meet the Need Once you have identified the needs. The more valuable the solution to the customer. and industry. 32. When it comes to closing. sort of like the ultimate vitamin. 35. Sometimes people think you have to be some “Slick Willy” to be a good salesman. 19. or solution for. 24. 30. 37. or product to make you feel good and heal all your woes. By continuing to “ASK”. or from my understanding” comments. service. are persistent and consistent on the task at hand. ultimately. 27. and hopefully the real reason they cannot make a commitment. nor is it magic. If you just throw out a price. If objections come out. there is a lot of hype out there. It is important you understand the strengths and weaknesses related to the customer’s other options. 34. if things remained the same? Are you working within a budget? How do you plan to finance it? What alternatives have you considered? What benefit would you personally realize as a result? How would other benefit? How can I help? Is there anything I’ve overlooked? Are there any questions you’d like to ask? What do you see as the next step? Who else. 31. you have the ability to change it based on “I thought you needed. 6. the more compelling it will be for the customer to choose you. it allows you to position your offering with confidence. you need to create a compelling solution(s) to meet the need. and again. which your company can perform on. They are courteous and service oriented. You should be aware of most of the requirements around the order. then you should make the sell. but if they are not willing to make a commitment. or a price. and your stuck with nothing to try and re-position it. how confident do you feel about doing business with us? What would it take to get that up to a ten? Are you working against a participant deadline? How soon would you like to start? When would you like to take delivery? When should we get together to discuss this again? Is there anything else you’d like for me to take care of? 5. 29. Closing: Not as Hard as You Think Selling is not rocket science. besides yourself. The customer knows if you have done your homework. 23. and if it a reason you have an answer. It is easy to have a “hope-so” mentality at this point. many are just people like all of us. or a gifted orator. Do not wing it at this point. What effect would this have on your present situation? What would motivate you to change? Do you have a preference? What has been your past experience? How do you know? Is there anything else you would like to see? How much would it be worth to you to solve this problem? What would it cost. or are winging it. because how you present your offering is vitally important. “Why not? What would keep you from going forward?’ This will help you identify objections. or an offering. and open the door to them responding favorably. and again. you should be able to uncover most of the objections. 16. 22. They work hard and smart. then the buyer can simply dismiss it for a myriad of reasons. 33. if you have not done your homework and are just throwing out an offer. 17. 21.14.
you are lying to the customer. 6. and the industry you work in. but in the world where you need to be successful. Work with them. because it builds trust and confidence.com/eb-mag/> 7 . one who gave their best shot. vs. selling is simply helping someone buy something they need. and if you are not confident on your ability.com> Digitimes IT News: www. or want – Used Car Salesman. and do not let anyone else drop the ball.com Electronic Engineers Master: www. you have presented what you have in such a way it is compelling enough for them to choose you.com/scripts/default. This is okay. and make it right. 3. If you don’t let them know you could not perform in positive way.“Would you buy it if someone sold it to you?” You need to be sold yourself.digitimes.eem. 2. Be consistent with this.com <http://www. being honest about it. If you make a mistake.eem. even when you do not perform.com <http://www. Hopefully. Selling is the process to establish a relationship with a buyer. Do not lie!!! We all fail!! The big companies fail. they do not like black holes where they send the request and never hear back. don’t sell it. If you cannot perform on what you are representing. then it is Wisdom when you accurately apply the knowledge gained in practical everyday situations to benefit yourself. and be to them as if you were an excellent employee. Ask yourself . or will.intel. Summary In summary. Tools to Help Train/Educate Yourself in Electronics and Sales 1. If you are not studying constantly.asp> Electronics Business Magazine: <http://reed-electronics.my-esm. with excellence. 4. Keep the communication honest and wide open with the customer.globalspec. serve them. and communicate we “TRIED”. because not every mistake affects the customer. why you’re the person/company. Many times we will not be able to take care of the customer’s requirements due to the nature of our business model. The buyer then needs to make his own decision.purchasing. communicate. and communicating how your product/service will take care of their need. People like people who “TRY” and give their best shot. and we look forward to the next opportunity. that may have happened in school. If you make a mistake. Following are some places on the Internet that provide opportunities to gain knowledge. This requires wisdom.7.com <http://www. The Electronics Buyers News www. You cannot get by just winging it. and trying to really understand the industry.com> Intel Processor Information: <http://processorfinder. or your companies’ ability to perform. you will be looked at as a failure. and yours. We just need to be honest and let people know.com> Global Spec: www.com <http://www. Self Education and Industry Knowledge Every salesperson must become the most proficient knowledge source in the products/services they sell. Communicate. 7. But the ones that do.purchasing. You will go a long way in establishing trust when you can admit your mistakes. 5.digitimes.com> Purchasing Magazine www. then perform on everything you said you would. Let the people know you are working and have exhausted every avenue to try and meet their need. your customer. accurately understanding their need. admit it. The follow-through is just as important as the selling process. be honest and let them know. competitors. and finally asking them to buy it from you. Own these steps yourself. and products you will not become the top in your field and continually be frustrated. Blaming someone internally on the failure shoots the company’s reputation. and the company you work for. When you really understand what you are doing. Perform and Serve With Excellence Once you make a sale. and communicate. it will require you to really know what you are doing. the buyer you working with fails. admit it and make it right. will go along way in building trust and credibility.my-esm. Do not minimize this element. Your not trying to force someone to buy something they do not need. Do not try to hide it or deflect it.
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