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