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