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