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


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

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

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

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

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

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

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