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The Selling Process, A Sales Manual

The Selling Process, A Sales Manual

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Published by: dmac4185 on Jan 22, 2012
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The Sales Process A Training Manual

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 Dell Computers faced a very similar competitive landscape. Often one aspect of the services you provide appears to have no relative value on a stand-alone basis. true. do not say it. The customer needs parts. and necessary. partner in electronics distribution. orders to process. etc. with your customer. which did not materialize. “What do you do to make that money”? In essence. 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. Customers must live like this. Franchise was listed as old world and the Internet would quickly eliminate the need for Franchise to exist. however. but now ask yourself. or manufacture anything. credit issues. they provide much greater value: “The sum is greater than the parts”. and the industry is locked in this business model. because many suppliers demonstrate they are not trustworthy. but is much more profitable and sets the stage for longer contractual relationships. staff meetings. Using the CRM consistently will help you. or the relationship. Selling In Action Selling a Service World Electronics sells services. Why? We do not make. but it is the services we provide that enabled them to acquire parts through us. customer base to call on. Changing Perception In our situation as a company there is a very clear way the industry operates historically. and with minor change in focus made a tremendous dent in the market share of the leading brick-n-mortar companies it faced. Our goal is to explain the “Myth of Franchised Distribution”. such as sourcing. must become part of who you are and needs to be continually cultivated in your entire life: at work with employer and fellow employees. Products require a run down of features and benefits in relationship to a price proposition.people. because they focus on themselves and what they get out of the sale. when you communicate clearly it’s relative value in relationship to the other services then a picture begins to take shape showing that together. “what can you do to help them satisfy their needs. Selling services requires you to paint a picture of how the services you provide will take care of them better. whom you think will certainly remember you. Recently. your customer and your employer. If “your” attitude becomes. and the company. and attacks the heart of trust in any relationship. then your needs will be met”. Taking good notes is imperative. who act in this way. and you must guard yourself around them. Would you like to fly in a plane. do not even imply it”! No one gets away with lying. This is an attitude that many do not have. Good notes help you get back on track. etc. Staying Organized: A Critical Component In sales it very easy to get lost with the large volume of work that is required. Franchise Distribution (Franchise) has done an excellent job of establishing itself as a vital. stocking. testing. accomplish its long-term goals of keeping track of all products/services quoted as a company. and at home. Why are you here? Most likely you answered to make money. not parts. but true customer service. Selling a service is different then selling a product. Keeping written notes during/after a call will allow you easily remember what you need to input into your CRM tracking software. and it became clear brick-n-mortar was necessary. training meetings. which is necessary to unlock a large portion of Franchises’ existing customer base. Customer Service – A Servant’s Heart Many take this for granted. such as the “Gray Market or Brokers”. it comes back on you in many different ways. We are here to do the same. then what they are currently doing. Services is a harder sell. follow-up on calls and orders. One of the ways we will do this is to go about helping to change perception. and any other method is bad. or else you will get hurt. you serve the needs of someone else. especially when you need to follow-up and you cannot remember the previous phone call with that prospective customer. and provide a greater overall value proposition. by helping 2 .

and qualify. 4. Qualified Leads Locate qualified leads. prepare to campaign them. A special. Each call. distinctive. Do they really need your service? My son does not need a car at his age. or essential character: 2. must have a purpose that you know ahead of time in your mind. Then you have to actually contact them. has excellence and is a qualified professional organization. Try to locate real companies who really need your services. 1. or obtrusively to gain an end. Fred will be developing this part of the manual through interactive lesson plans. confuse the customer and yourself. you need to locate the right person to talk with. A degree of excellence”. The call must be distinctive to help people remember you and make you stand out in the crowd. and communicate the value of the “Hybrid Distribution Model” we provide. Watch out for creep. This is the most tedious part in the whole process. we will open many more doors with prospective customers. The Essential Sales Process 1. and open the door to another way. To exert oneself continuously. If we become good at doing this. Credibility.people understand what the “Open Market” really is (not the Gray Market or Broker). Find and Qualify Introduction Develop Trust. Your time is slowly wasted on bunny trails. or prospective customer. or else you will get lost fast. Quality is defined as: “1. and the company you represent. 7. you can do that. which gives us much greater flexibility in sourcing real solutions. Go slowly and learn the ropes as you botch quite a few calls and meetings while you learn. and you leave a perception in the mind of someone who has no purpose and wasted their time. needs to have the essential element of quality. waste valuable time. qualify. 2. that is “tied” to the selling process. or meeting must have a purpose that you know ahead of time in your mind. confuse the customer and yourself. that is “tied” to the selling process. It’s okay!!! Campaign Process Once you have targeted your “prospective” companies. each call. The more you understand the life of the buyer. and lower cost options for our customers. You waste a lot of time chasing the wrong fish. The definition of Campaign is – 1. Buyers and Potential Customers One major key in sales is to really understand your buyer. 5. or else you will get lost fast. it will be a hard sell if you try. To help accomplish 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. your friends think you can do this. 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. or meeting. A series of actions undertaken to 3 . the more you can offer solutions to their needs. Qualify. 6. 3. and potentially a better way. Then you will need to qualify them. you can do that. vigorously. which means you can do this. Find and Qualify Quality Calls versus Quantity Every call to a customer. This means you will need to locate prospective customers. etc. 2. and waste your valuable time. and leave a perception that what you do.

Never quit. tell them – just kidding. forcing yourself. and are not considerate of the people they are talking with and their needs. in a compelling way. This shows you care about them. etc. not polite. you help the person you talk with relax. are respectful to their situation. and friendly and stay that way! After the initial contact and very brief introduction you start the qualification process. then go for a meeting in the first call and at all subsequent calls. Many buyers just hang-up…rude yes. You have to say something that is compelling enough to justify their time for you. You need to really stay focused without coming off as a pest. 3. This will open more doors. If not. and are very professional when you do this. Re-emphasize the compelling points mentioned above. If you cannot get a meeting this time. persistent. and both of you will want the call to end quickly. people pick up on the little things. Be prepared for at least 5-10 solid calls before anything happens. work it to the point that it really says what you think would be the best thing to say. and cannot sell over the phone. because most salespeople have their agenda. but you need to let it become natural in how you say it. Credibility is the backbone of building Trust. This will require being creative. Develop Trust and Credibility Establish Trust – See Section on Trust Above Establish Credibility Be “very” relational. Often the toughest will be your best customer. professional and always know “where you want to take them” if a crack opens in the door. threaten them. or rule a real prospective customer out that has been qualified. This is “critical”!!!!! This should initially be done in a brief introduction. You will need to establish some level of credibility at this first call and compelling reason for them to listen to you. in a hurry. but understandable given the volume of calls they receive from all kinds. 4 . When you stay comfortable. enough for them to want to listen to more of what you have to say. friendly. the essential element in building a relationship. 2. Outside Sales If your in Outside Sales. this is okay and normal for the type of sales we do at World Electronics. Big key is to keep in front of them without driving them nuts. A sale rarely happens on the first call. do whatever you can to get the meeting. ask for a future time when they may be free to meet. upbeat. offer bribes or chocolate. Type it. because it helps you stay comfortable and on track. and give them a reason to stay on the line and keep talking with you. then you will get this back from the potential customer. and you need to continue to develop credibility throughout the call. ask them when a good time would be and make a commitment to call them at that time. “ask them if this is a good time to talk”. or when you can call them again. If you are anxious. Memorize it. You will have to help the prospect understand why it is important to meet. or answer your questions. polite. If you pick up that the person is busy. which lends itself to establishing credibility. every time you call someone. professional. Try not to deviate from this. This becomes your primary goal and you need to keep coming back to this in a friendly way. Build a script for this and practice off line. Telling someone why you are calling them is very professional and communicates to them that you have a purpose in your call. you need to move quickly to explain why you called.achieve a large-scale objective”. and all subsequent calls and interactions. Transition After making the introduction and seeking to establish credibility and trust. Don’t minimize little things like this. Introduction and Compel Compel them to Listen to You You must get the attention of the person you are talking with.

if you transition okay. or via e-mail. Don’t be a scripted telemarketer at this point. You will have to help the prospect understand why it is important to meet. 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.This is the most awkward moment for you once you have the right person. and the customer. because they are your tools to help you understand the customer. you need to stay relaxed and be friendly. this is an absolute waste of money and time for everyone because the buyer rarely will read it. and tailor a response to these in how World Electronics can meet these needs. or it is hopeless. If they are genuinely interested a second meeting/call is almost automatic. 11. Questions accomplish this. you have an opportunity to reposition yourself at the next call/meeting. Re-emphasize the compelling points mentioned above. because you need to transition from the initial introduction. Remember. threaten them. or what his need is and how he is currently satisfying this need. If you do not transition okay you will be very grateful when you finally get off the phone. If you cannot get a meeting this time. 8. As a rule. what would you change? 5 . or why it will not work. This is why it is the most awkward. This is very important in trying to establish a point of reference with your customer. 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. send it. 6. if a customer demands something in print. but if it is local. but you do not want to put them off. However. You will need to try and understand what/if any objections might exist. 2. If you can sell over the phone go for it. or when you can call them again. or set the stage to come back with what they want at a second call/meeting. 9. because on the fly you will need to determine which way you need to go and what to ask. or close go for a meeting in the first call and at all subsequent calls. “Never” send information via the mail. You will need to explore. Jeffrey Gittomar lists 37 questions that are excellent in taking you. 4. 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. or via email. 13. it is a fun point for both of you. If not. and their unique situation and needs. 12. If there is genuine interest. Must build credibility and trust by this stage. 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. ask for a future time when they may be free to meet. Needs Analysis After your introduction your goal is to try to understand the customer needs. tell them – just kidding. or else your dead. where you need them to go: 1. and always follow-up a few days later to make sure they received what you sent them via mail. Questions are key at this point. 4. it should show and it will be easy from this point. and have them remember you. but which questions will vary from call to call. 3. and into understanding what he does. 7. 10. If you can discover some of these. your on a discovery mission at this point and with many. Questions are also a tremendous tool that demonstrates your professionalism. do whatever you can to get the meeting. You need to really stay focused without coming off as a pest. offer bribes or chocolate. Stay open and do not lock yourself in a box. 5. From this contact you will send email information and/or point to a website during the call.

6. 27. 25. One simple key to always remember is always “ASK” for the order. besides yourself. They work hard and smart. and again. 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. 34. many are just people like all of us. If you just throw out a price. 24. sort of like the ultimate vitamin. It is important you understand the strengths and weaknesses related to the customer’s other options. without the ability to position it for change. and open the door to them responding favorably. or solution for. Closing: Not as Hard as You Think Selling is not rocket science. are persistent and consistent on the task at hand. and speak to these in your offer. 31. will be involved in making the decision? On a scale of one to ten. and highlighting the value points to the customer again. then you should make the sell. You should be aware of most of the requirements around the order. 32. 17. if you have not done your homework and are just throwing out an offer. If objections come out. Do not wing it at this point. it allows you to position your offering with confidence. 37. Sometimes people think you have to be some “Slick Willy” to be a good salesman. 23. 33. you need to create a compelling solution(s) to meet the need. When it comes to closing. They are usually professional and knowledgeable about their products. which your company can perform on. or a price. and hopefully the real reason they cannot make a commitment. 22. the more compelling it will be for the customer to choose you. 21. 18. then the buyer can simply dismiss it for a myriad of reasons. or a gifted orator. By continuing to “ASK”.14. 16. there is a lot of hype out there. ultimately. The customer knows if you have done your homework. you should be able to uncover most of the objections. service. then you have a logical question they need to answer. The more valuable the solution to the customer. you have the ability to change it based on “I thought you needed. 36. 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. By doing your homework. It is easy to have a “hope-so” mentality at this point. 30. 20. 6 . 26. and if it a reason you have an answer. nor is it magic. If you look at a lot of good salespeople. because how you present your offering is vitally important. 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. Sometimes you do not know what you are competing against. This is where Fred’s “massage” is so important. 29. They are courteous and service oriented. 28. and industry. 35. or an offering. 19. 15. Tailor Solution(s) to Meet the Need Once you have identified the needs. or product to make you feel good and heal all your woes. and your stuck with nothing to try and re-position it. but if they are not willing to make a commitment. and again. or are winging it. or from my understanding” comments. “Why not? What would keep you from going forward?’ This will help you identify objections.

one who gave their best shot. communicate. Do not minimize this element. don’t sell it. Tools to Help Train/Educate Yourself in Electronics and Sales 1. When you really understand what you are doing. and communicate we “TRIED”.globalspec. 4. Perform and Serve With Excellence Once you make a sale. Your not trying to force someone to buy something they do not need. or want – Used Car Salesman.intel. and products you will not become the top in your field and continually be frustrated. You will go a long way in establishing trust when you can admit your mistakes.eem. This is okay. Hopefully. you have presented what you have in such a way it is compelling enough for them to choose you.“Would you buy it if someone sold it to you?” You need to be sold yourself. This requires wisdom.com <http://www.purchasing. admit it and make it right. because it builds trust and confidence. then it is Wisdom when you accurately apply the knowledge gained in practical everyday situations to benefit yourself. that may have happened in school. will go along way in building trust and credibility.com <http://www. You cannot get by just winging it. 6. or will. 5. If you make a mistake. Selling is the process to establish a relationship with a buyer. accurately understanding their need.my-esm. Own these steps yourself. and be to them as if you were an excellent employee.com <http://www. your customer. Ask yourself .7. and communicating how your product/service will take care of their need. Let the people know you are working and have exhausted every avenue to try and meet their need. and if you are not confident on your ability. People like people who “TRY” and give their best shot. 7. Do not try to hide it or deflect it. Many times we will not be able to take care of the customer’s requirements due to the nature of our business model. Do not lie!!! We all fail!! The big companies fail. Keep the communication honest and wide open with the customer.asp> Electronics Business Magazine: <http://reed-electronics. The follow-through is just as important as the selling process. Self Education and Industry Knowledge Every salesperson must become the most proficient knowledge source in the products/services they sell. The Electronics Buyers News www.com/eb-mag/> 7 . being honest about it. But the ones that do. and do not let anyone else drop the ball.com Electronic Engineers Master: www. competitors. the buyer you working with fails. and yours. If you cannot perform on what you are representing.com> Purchasing Magazine www. admit it. Work with them.digitimes. and we look forward to the next opportunity. because not every mistake affects the customer.com/scripts/default. vs.com> Intel Processor Information: <http://processorfinder. but in the world where you need to be successful. they do not like black holes where they send the request and never hear back. 2. why you’re the person/company. and finally asking them to buy it from you.com> Global Spec: www. If you make a mistake. serve them. Be consistent with this. selling is simply helping someone buy something they need.digitimes.purchasing. and trying to really understand the industry. and make it right. Communicate. Following are some places on the Internet that provide opportunities to gain knowledge. even when you do not perform. you will be looked at as a failure. 3. it will require you to really know what you are doing. The buyer then needs to make his own decision. We just need to be honest and let people know.eem. Summary In summary. and the company you work for. If you are not studying constantly. then perform on everything you said you would. be honest and let them know. and communicate. If you don’t let them know you could not perform in positive way.com> Digitimes IT News: www. Blaming someone internally on the failure shoots the company’s reputation. and the industry you work in.com <http://www. or your companies’ ability to perform. with excellence.my-esm. you are lying to the customer.

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