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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
and at home. or else you will get hurt. but is much more profitable and sets the stage for longer contractual relationships. true. testing. etc. partner in electronics distribution. and necessary. Franchise was listed as old world and the Internet would quickly eliminate the need for Franchise to exist. If “your” attitude becomes. do not say it. then what they are currently doing. “What do you do to make that money”? In essence. it comes back on you in many different ways. your customer and your employer. Good notes help you get back on track. Franchise Distribution (Franchise) has done an excellent job of establishing itself as a vital. Customers must live like this. they provide much greater value: “The sum is greater than the parts”. by helping 2 . Why are you here? Most likely you answered to make money. and the company. Using the CRM consistently will help you. accomplish its long-term goals of keeping track of all products/services quoted as a company. training meetings. Staying Organized: A Critical Component In sales it very easy to get lost with the large volume of work that is required. and provide a greater overall value proposition. Why? We do not make. customer base to call on. etc. Selling services requires you to paint a picture of how the services you provide will take care of them better. or manufacture anything. do not even imply it”! No one gets away with lying. follow-up on calls and orders. however.people. and it became clear brick-n-mortar was necessary. not parts. and with minor change in focus made a tremendous dent in the market share of the leading brick-n-mortar companies it faced. Keeping written notes during/after a call will allow you easily remember what you need to input into your CRM tracking software. staff meetings. “what can you do to help them satisfy their needs. and any other method is bad. because they focus on themselves and what they get out of the sale. especially when you need to follow-up and you cannot remember the previous phone call with that prospective customer. stocking. must become part of who you are and needs to be continually cultivated in your entire life: at work with employer and fellow employees. Selling In Action Selling a Service World Electronics sells services. This is an attitude that many do not have. Services is a harder sell. when you communicate clearly it’s relative value in relationship to the other services then a picture begins to take shape showing that together. Selling a service is different then selling a product. Customer Service – A Servant’s Heart Many take this for granted. 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. Would you like to fly in a plane. One of the ways we will do this is to go about helping to change perception. Changing Perception In our situation as a company there is a very clear way the industry operates historically. which is necessary to unlock a large portion of Franchises’ existing customer base. Recently. who act in this way. Our goal is to explain the “Myth of Franchised Distribution”. but true customer service. and the industry is locked in this business model. Taking good notes is imperative. Often one aspect of the services you provide appears to have no relative value on a stand-alone basis. such as sourcing. and attacks the heart of trust in any relationship. But Dell Computers faced a very similar competitive landscape. you serve the needs of someone else. but now ask yourself. then your needs will be met”. or the relationship. The customer needs parts. credit issues. orders to process. because many suppliers demonstrate they are not trustworthy. but it is the services we provide that enabled them to acquire parts through us. which did not materialize. and you must guard yourself around them. Products require a run down of features and benefits in relationship to a price proposition. such as the “Gray Market or Brokers”. whom you think will certainly remember you. with your customer. We are here to do the same.
The call must be distinctive to help people remember you and make you stand out in the crowd. A degree of excellence”. we will open many more doors with prospective customers. you need to locate the right person to talk with. or meeting. The Essential Sales Process 1. or else you will get lost fast. 2. or meeting must have a purpose that you know ahead of time in your mind. Then you have to actually contact them. and leave a perception that what you do. that is “tied” to the selling process. Find and Qualify Quality Calls versus Quantity Every call to a customer. or prospective customer. your friends think you can do this. vigorously. and communicate the value of the “Hybrid Distribution Model” we provide. The definition of Campaign is – 1. Credibility. that is “tied” to the selling process. Each call. and potentially a better way. confuse the customer and yourself. This is the most tedious part in the whole process. If we become good at doing this. 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. each call. and waste your valuable time. it will be a hard sell if you try. A special. 7. must have a purpose that you know ahead of time in your mind. Try to locate real companies who really need your services. or else you will get lost fast. or essential character: 2. 2. and qualify. needs to have the essential element of quality. has excellence and is a qualified professional organization. Qualified Leads Locate qualified leads. waste valuable time. which means you can do this. Your time is slowly wasted on bunny trails. To help accomplish this.people understand what the “Open Market” really is (not the Gray Market or Broker). prepare to campaign them. and you leave a perception in the mind of someone who has no purpose and wasted their time. or obtrusively to gain an end. you can do that. which gives us much greater flexibility in sourcing real solutions. Fred will be developing this part of the manual through interactive lesson plans. and open the door to another way. The more you understand the life of the buyer. Find and Qualify Introduction Develop Trust. 1. qualify. and lower cost options for our customers. Quality is defined as: “1. 5. This means you will need to locate prospective customers. Then you will need to qualify them. and the company you represent. 4. Go slowly and learn the ropes as you botch quite a few calls and meetings while you learn. etc. 6. To exert oneself continuously. It’s okay!!! Campaign Process Once you have targeted your “prospective” companies. and the life they live each day. When we are effective in doing this we change the way people view the approach to how they go to market. Do they really need your service? My son does not need a car at his age. Qualify. A series of actions undertaken to 3 . confuse the customer and yourself. you can do that. Buyers and Potential Customers One major key in sales is to really understand your buyer. distinctive. Watch out for creep. 3. the more you can offer solutions to their needs. You waste a lot of time chasing the wrong fish.
and give them a reason to stay on the line and keep talking with you. professional and always know “where you want to take them” if a crack opens in the door. every time you call someone. people pick up on the little things. and are very professional when you do this. If you are anxious. friendly. Re-emphasize the compelling points mentioned above. You will need to establish some level of credibility at this first call and compelling reason for them to listen to you. Build a script for this and practice off line. A sale rarely happens on the first call. 3. Try not to deviate from this. Outside Sales If your in Outside Sales. or answer your questions. You need to really stay focused without coming off as a pest. because it helps you stay comfortable and on track. You have to say something that is compelling enough to justify their time for you. in a compelling way. Introduction and Compel Compel them to Listen to You You must get the attention of the person you are talking with. or when you can call them again. but understandable given the volume of calls they receive from all kinds. upbeat. 4 . Many buyers just hang-up…rude yes. and cannot sell over the phone. If you pick up that the person is busy. and both of you will want the call to end quickly. This will require being creative. which lends itself to establishing credibility. ask them when a good time would be and make a commitment to call them at that time. do whatever you can to get the meeting. When you stay comfortable. and are not considerate of the people they are talking with and their needs. or rule a real prospective customer out that has been qualified. 2. If you cannot get a meeting this time. This will open more doors. This shows you care about them. then go for a meeting in the first call and at all subsequent calls. because most salespeople have their agenda. Telling someone why you are calling them is very professional and communicates to them that you have a purpose in your call. threaten them. but you need to let it become natural in how you say it. Big key is to keep in front of them without driving them nuts. Be prepared for at least 5-10 solid calls before anything happens.achieve a large-scale objective”. professional. polite. If not. are respectful to their situation. tell them – just kidding. the essential element in building a relationship. Don’t minimize little things like this. and all subsequent calls and interactions. “ask them if this is a good time to talk”. and you need to continue to develop credibility throughout the call. etc. in a hurry. and friendly and stay that way! After the initial contact and very brief introduction you start the qualification process. ask for a future time when they may be free to meet. Transition After making the introduction and seeking to establish credibility and trust. Develop Trust and Credibility Establish Trust – See Section on Trust Above Establish Credibility Be “very” relational. Never quit. not polite. persistent. offer bribes or chocolate. This becomes your primary goal and you need to keep coming back to this in a friendly way. Type it. You will have to help the prospect understand why it is important to meet. Memorize it. enough for them to want to listen to more of what you have to say. this is okay and normal for the type of sales we do at World Electronics. you help the person you talk with relax. This is “critical”!!!!! This should initially be done in a brief introduction. 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. Often the toughest will be your best customer. you need to move quickly to explain why you called. Credibility is the backbone of building Trust. forcing yourself.
or close go for a meeting in the first call and at all subsequent calls. You need to really stay focused without coming off as a pest. or else your dead. This is very important in trying to establish a point of reference with your customer. your on a discovery mission at this point and with many. it should show and it will be easy from this point. 3. “Never” send information via the mail. Questions are key at this point. If not. and their unique situation and needs. this is an absolute waste of money and time for everyone because the buyer rarely will read it. This is why it is the most awkward. If they are genuinely interested a second meeting/call is almost automatic. but you do not want to put them off. You will have to help the prospect understand why it is important to meet. If there is genuine interest. Don’t be a scripted telemarketer at this point. but which questions will vary from call to call. because they are your tools to help you understand the customer. 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. From this contact you will send email information and/or point to a website during the call. or why it will not work. 6. Jeffrey Gittomar lists 37 questions that are excellent in taking you. Remember. 4. 8. Needs Analysis After your introduction your goal is to try to understand the customer needs. 9. If you cannot get a meeting this time. what would you change? 5 .This is the most awkward moment for you once you have the right person. this is where it gets tough as you need to determine what would work for the customer. 12. Questions You want feedback at this point from the customer as to whether your product/service would work for him. ask for a future time when they may be free to meet. Re-emphasize the compelling points mentioned above. threaten them. but if it is local. You will need to try and understand what/if any objections might exist. or when you can call them again. and always follow-up a few days later to make sure they received what you sent them via mail. Must build credibility and trust by this stage. or it is hopeless. 4. Stay open and do not lock yourself in a box. 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. 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. or via email. where you need them to go: 1. If you can sell over the phone go for it. you need to stay relaxed and be friendly. tell them – just kidding. and into understanding what he does. do whatever you can to get the meeting. If you do not transition okay you will be very grateful when you finally get off the phone. 5. As a rule. or set the stage to come back with what they want at a second call/meeting. because you need to transition from the initial introduction. 11. because on the fly you will need to determine which way you need to go and what to ask. 13. or what his need is and how he is currently satisfying this need. and the customer. 2. or via e-mail. and have them remember you. However. Questions accomplish this. If you can discover some of these. Questions are also a tremendous tool that demonstrates your professionalism. you have an opportunity to reposition yourself at the next call/meeting. 7. send it. if a customer demands something in print. it is a fun point for both of you. offer bribes or chocolate. You will need to explore. and tailor a response to these in how World Electronics can meet these needs. if you transition okay. 10.
or a price. Sometimes people think you have to be some “Slick Willy” to be a good salesman. 24. 33. 34. then you have a logical question they need to answer. but if they are not willing to make a commitment. if you have not done your homework and are just throwing out an offer. 35. Tailor Solution(s) to Meet the Need Once you have identified the needs. ultimately. 19. It is easy to have a “hope-so” mentality at this point. without the ability to position it for change. 17. By continuing to “ASK”. 6 . sort of like the ultimate vitamin. or an offering. then you should make the sell. “Why not? What would keep you from going forward?’ This will help you identify objections. and speak to these in your offer. They are usually professional and knowledgeable about their products. 30. By doing your homework. 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. and again. you need to create a compelling solution(s) to meet the need. 18. You should be aware of most of the requirements around the order. If objections come out. 25. 21. are persistent and consistent on the task at hand. 20. and open the door to them responding favorably. It is important you understand the strengths and weaknesses related to the customer’s other options. it allows you to position your offering with confidence. 27. 26. and hopefully the real reason they cannot make a commitment. 15. They are courteous and service oriented. you have the ability to change it based on “I thought you needed. or a gifted orator. and again. If you look at a lot of good salespeople. or are winging it. The customer knows if you have done your homework. nor is it magic. 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. 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. you should be able to uncover most of the objections. One simple key to always remember is always “ASK” for the order. then the buyer can simply dismiss it for a myriad of reasons. or product to make you feel good and heal all your woes. They work hard and smart. 31. many are just people like all of us. If you just throw out a price. or from my understanding” comments. 36. service. 29. which your company can perform on. there is a lot of hype out there. or solution for.14. 28. will be involved in making the decision? On a scale of one to ten. and if it a reason you have an answer. and industry. 22. Do not wing it at this point. 16. Closing: Not as Hard as You Think Selling is not rocket science. 6. and highlighting the value points to the customer again. and your stuck with nothing to try and re-position it. 23. Sometimes you do not know what you are competing against. This is where Fred’s “massage” is so important. because how you present your offering is vitally important. The more valuable the solution to the customer. the more compelling it will be for the customer to choose you. 37. 32. When it comes to closing. besides yourself.
com <http://www.com> Global Spec: www. or your companies’ ability to perform.purchasing.eem. because it builds trust and confidence. and be to them as if you were an excellent employee.asp> Electronics Business Magazine: <http://reed-electronics. and the industry you work in. The follow-through is just as important as the selling process. communicate.7.com> Digitimes IT News: www. with excellence. the buyer you working with fails. This is okay. be honest and let them know. and yours. will go along way in building trust and credibility. Your not trying to force someone to buy something they do not need.globalspec. If you make a mistake. You cannot get by just winging it. Blaming someone internally on the failure shoots the company’s reputation. Perform and Serve With Excellence Once you make a sale.com> Intel Processor Information: <http://processorfinder. that may have happened in school. accurately understanding their need. your customer. and make it right. but in the world where you need to be successful. Keep the communication honest and wide open with the customer.com/scripts/default. Following are some places on the Internet that provide opportunities to gain knowledge. 5. or want – Used Car Salesman. Do not lie!!! We all fail!! The big companies fail. Many times we will not be able to take care of the customer’s requirements due to the nature of our business model. If you make a mistake. even when you do not perform. Self Education and Industry Knowledge Every salesperson must become the most proficient knowledge source in the products/services they sell.digitimes.com <http://www. Be consistent with this. and trying to really understand the industry. Summary In summary. When you really understand what you are doing.purchasing. or will. If you are not studying constantly. and communicate we “TRIED”. If you don’t let them know you could not perform in positive way. Do not try to hide it or deflect it. vs. you will be looked at as a failure. 6. You will go a long way in establishing trust when you can admit your mistakes. and products you will not become the top in your field and continually be frustrated. Do not minimize this element.“Would you buy it if someone sold it to you?” You need to be sold yourself. Selling is the process to establish a relationship with a buyer. The buyer then needs to make his own decision.my-esm. Let the people know you are working and have exhausted every avenue to try and meet their need. being honest about it. then it is Wisdom when you accurately apply the knowledge gained in practical everyday situations to benefit yourself. they do not like black holes where they send the request and never hear back. why you’re the person/company. The Electronics Buyers News www.com <http://www. 2. and if you are not confident on your ability. admit it and make it right. don’t sell it. selling is simply helping someone buy something they need.digitimes. and communicate. People like people who “TRY” and give their best shot. Ask yourself . and we look forward to the next opportunity. serve them. competitors. We just need to be honest and let people know. you have presented what you have in such a way it is compelling enough for them to choose you. 7.my-esm. Own these steps yourself. and do not let anyone else drop the ball. Communicate. But the ones that do.com Electronic Engineers Master: www. it will require you to really know what you are doing. then perform on everything you said you would. 3. because not every mistake affects the customer.com/eb-mag/> 7 . and the company you work for. one who gave their best shot.eem.intel.com> Purchasing Magazine www. Tools to Help Train/Educate Yourself in Electronics and Sales 1. Hopefully.com <http://www. If you cannot perform on what you are representing. admit it. and finally asking them to buy it from you. and communicating how your product/service will take care of their need. 4. you are lying to the customer. Work with them. This requires wisdom.
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