Sales Management and sales promotion MMS III

Prof M.R.Koshti Session no.3 46 slides**

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Last session in brief

The Selling functions

1. Importance of system selling

2. selling of services 3. Selling Process**

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Todays topic
Selling Process (Continued)**

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Selling process
Prospecting Pre-approach Appointment Sales Presentation Handling objections / Negotiation Closing 5. Follow up**
1. 2. 3. 4.

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Prospecting
Process of identifying potential buyers

(probably have need, will to buy ,and power to buy)**

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Methods of prospecting
Neighbors / Relatives / Friends / Acquaintance References from satisfied customers Cold calling (Gate crashing, without appointment,

without prior analysis of the customer) Centre of influence method references from politician, actors. Personal observation method Direct mail or telephone method (Directories) Company record old/lost/current customers Newspapers (tenders) (Too late?) Retailers Trade fairs, Exhibitions**
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Pre - approach
Select a prospect to be approached

Make research about that prospect

Exact name and designation Needs, preferences, problems Habits, nature, behavior Economic and social status Likes, dislikes, social style**

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Social Style
Merrill and Reid believe that a persons Social

Style is a way of coping with others. People become most comfortable with that style, in themselves and others. (Source http://www.eyesonsales.com/content/article/h ow_to_negotiate_with_the_four_personality_t ypes/ Accessed on 17/7/2011) Components of social style (2)?**
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1) Assertive
People who are assertive are confident and know

what they want. They are not afraid to put forward opinions and are willing to listen to the opinions of others. They are not afraid of conflict and will be more than happy to argue their case. People who are highly assertive can be seen as being aggressive while people who lack assertiveness are often passive and get taken advantage of. And 2nd component is.**

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2) Responsiveness
Responsiveness means the extent to which

people are willing to respond to us and our questions. Some people are highly responsive and will give lots of information about themselves, their problems and needs. Others are unwilling or unable to respond in this way and we see these people often as being negative or difficult. Different social styles.**
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Four Social Styles

Hi (Emote, Relationship oriented, open, warm Amicable (The Supporter), Expressive (Socializer), Phlegmatic Sanguine

Responsive

Analytical (The Clinician), Melancholic

Driver (Director), Choleric

Lo (Control, Disciplined, Serious)

Lo (Passive, can be taken advantage of Assertive
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Hi (Aggressive)
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Driver: The Director.

0 A

Assertive but not responsive Task rather than people oriented. Decisive and determined Controlled emotions Set on efficiency and effectiveness. Likes control, often in a hurry (No time waster). Firm, stable relationships Stubborn, tough. Impatient. Inflexible poor listener.**
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To Negotiate With Drivers:

0 A

Plan to ask questions about and discuss

specifics, actions and results. Use facts and logic. When necessary, disagree with facts rather than opinions. Be assertive. Keep it business-like, efficient and to the point. Personal guarantees and testimonials are least effective . better to provide options and facts. Do not invade personal space.**
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Expressive: The Socializer.

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Assertive and responsive.

Reactive, impulsive, decisions spontaneous, intuitive Placing more importance on relationships than tasks Emotionally expressive, sometimes dramatic. Flexible agenda, short attention span, easily loved. Enthusiastic. Strong persuasive skills, talkative and gregarious. Optimistic; takes risks. Creative.**
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To Negotiate With Expressives:

0

Seek opinions in an area you wish to

develop to achieve mutual understanding. Discussion should be people as well as fact oriented. Keep summarizing- work out specifics on points of agreement. Try short, fast moving experience stories. Make sure to pin them down in a friendly way. Remember to discuss the future as well as the present. Look out for the impulse buy.**
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Amiable: The Supporter.

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Not assertive but responsive.

Dependent on others. Respectful, willing and agreeable. Emotionally expressive. Everyones friend; supportive; soft-hearted. Low risk taker, likes security Group builder. Over sensitive. Not goal orientated.**
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To Negotiate With Amiables:

0 A

Work, jointly, seek common ground.

Find out about personal interests and family. Be patient and avoid going for what looks like an easy pushover. Use personal assurance and specific guarantees and avoid options and probabilities. Demonstrate low risk solutions. Dont take advantage of their good nature.**
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Analytical: The Clinician.

0 A

Not assertive, not responsive.

Precise, orderly and business-like. Rational and co-operative. Self-controlled and serious. Motivated by logic and facts. Not quick to make decisions. Distrusts persuasive people. Like things in writing and detail. Security conscious. Critical, aloof, sceptical. Excellent problem solver. Likes rigid timetables.**
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To Negotiate With Analyticals:

0 A

Take action rather than words to demonstrate

helpfulness and willingness. Stick to specifics. Analyticals expect salesmen to overstate. Their decisions are based on facts and logic and they avoid risk. They can often be very co-operative, but established relationships take time. Consider telling them what the product wont do . they will respect you for it, and they will have spotted the deficiencies anyway. Discuss reasons and ask why questions. Become less responsive 46 and less assertive yourself Of 19 (Hand over brochure n lots of information).**

Appointment?
2 options technique

I will like to explain how you could save material

cost. Will you like me to meet you at 4 pm or 2 pm will be better? Your desired option (generally) should be put second Openers well thought of (about the prospects problem- better) If queries Answer query but immediately follow it with appointment question. **
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The sales presentation (One or more meetings)

Close the sale 7 6 4 Start 1 A
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3 B
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Stage 1 Getting yourself accepted

Be well groomed and dressed

Establish some common ground

Get to know your prospect Sell yourself Dont overdo Dont waste peoples time Read your prospects body language and

asses the type of person (Social Style) you are dealing with**
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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Stage 2 Opening prime desire statement

You must say something to elicit a positive

response from your client Get him to think I want to hear what you have to say Mr Prospect, we have a training course that I believe will certainly increase your sale, but may I ask you a few questions before telling you about it in detail?**

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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Stage 3 Ask the right questions

Major part of the presentation

Ask questions
One at a time. After asking a question

Shut up!!!
Now let the customer spaek. Take some notes This is consultative selling, as physician would do,

diagnosis**

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.
Dont provide any solution and most of all dont do

any selling. Ask until you are absolutely certain and remember that your questions should lead your prospect towards your unique selling points Questions which demand YES as answer create a good buying environment FOBCAT - Finance, Opportunity, Basis, Competition, Access to decision makers, Time
Qualify the prospect (He will buy / not buy)**
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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Stage 4 Check and pre-close

This is the professional really at work

making sure you have got all the relevant information, you will be playing by the buyers rule book Mr Prospect, is there anything else that we have not discussed that you may be looking for? Mr Prospect, have I got all the information or is there anything else we have not discussed?**
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Stage 4 Check and pre-close

Prospect No, every thing is covered

You Mr Prospect, If our product or service

will do all the things we have just discussed, will you be placing the business with me?... Now I am not Mr Prospect saying it will, or that I can provide the service. What I am asking is if I can match up to what you are looking for, will you give me the order (Trial Close) ? Proceed if YES, go to step 3 if NO.**
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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Stage 5 The Marriage

At this stage, and only at this stage, you

should start to sell Sell your product, its features, its benefits Benefits to the customer, and of course the results (Demonstration) Sell your unique selling points. Dont tell about the features they not interested in. Dont oversell (Dont overpromise)**
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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Step 6 The Final check

Mr Prospect, how does that sound from what

I explained to you? Mr. Prospect, are you satisfied with what I discussed? Mr Prospect, we seem to have covered all the points. Is there anything else we havent looked at? Is that OK? Are you happy with that?**

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Proposal
Complete in all respects

Technical configuration
Price Terms and conditions Payment, Warranty,

After sales service**

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The sales presentation

Close the sale 7 6 4 Start 1 A
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3 B
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Close - Customer issues the purchase order to you

Ask for the order straightforwardly Most prospects find it easier to slide away

from hints than from frank requests for an order Please call us if you require the product Yes, 100% They never call**

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The closing techniques

Do you want to buy?

Yes / No
The above approach is not advised. Summery close We have done What else

you will like us to do to get your order today?**

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The closing techniques

Assumption close -How many should I

book for you When will you like to have delivery? Assumption /options close - Will you pay by cash or cheque? Which color would you go for red or blue? What LOC bottle you will go for, half liter or one liter?**

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Close
Sense and dont miss the clues to close

(The product looks interesting) After asking for the order.. Shut up!!! Many sales people can not tolerate silence and start speaking. One who opens mouth looses What if customer raises objections?**
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Tackling objections
Objections may not come up if the

presentation process is followed Objections are not hurdles They are opportunities No objection, no interest, NO SALE**

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Handling objections (Role play)

Get full basket from the prospect (What

else?) Trial close (To check whether you got all the objections) Answer the objections and ensure that prospect is happy with that Close Negotiate / Trade the offers**

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What after getting order?

You are at customers place, you received the

order, what should you do? Thank the customer for the order and.. GET OUT!!! The order is the climax of the selling situation, so the possibility of anticlimax should be avoided customer sometimes unsell themselves and the salesperson should not linger after taking the order**

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Few dos and donts

Opening statement needs to be prepared and

practiced End the meeting only after summarizing Quit when high Sell benefits, not features Respect (Dont insult) your product To be in control, ask questions. (What colors you have.What color you want?) Try 2-3 closes. Surrender gracefully if it is clear that no sale will be made (Express to be open for business in future) Dont beg for order Behave as if it is your own business **
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Follow up
Process the purchase order in the office

Coordinate for timely delivery

Coordinate installation and acceptance Collect payment**

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Building satisfaction
The customer must be left with the impression that

the salesperson merely helped in deciding

Reassure the prospect that the decision was correct

Give best service on delivery, installation, training, maintenance, etc**

View the following link on Youtube for participating in the discussion in the next session. http://www.youtube.com/watch?v=f61tt1luMiI
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