The Art of Sales: Sales

Strategies
By:
Rosalie Sheryll T. Rosales, MBA,CMITAP
The old world of sales
The new world of sales
The old ABCs of selling

Make the sale

Always
Be
Closin
g
(no matter what it takes!)
The new ABCs of selling

A Attunement

B Buoyancy

C Clarity
Reference:
Daniel Pink: To Sell is Human
 A is for Attunement

Be attuned to your customers

needs and motivations.

Listen to your customers rather

than talking at them.
 A is for Attunement

The salesperson establishes the conversation topic

by asking one question.
E.g., Whats your biggest frustration in school?

After that initial question, the salesperson advances the

conversations in two ways:
1. Asking Why?
2. Asking for more detail.
 B is for Buoyancy

In sales, you will encounter

rejection more than success.

Remain buoyant (optimistic) by

understanding why some sales
leads work out, while others
dont.
 B is for Buoyancy

Leads:
There will be a lot of people
you assume will be
interested.
Prospects:
Test your assumptions by
interacting with leads.

Customers:
Convert prospects to customers by
answering all their questions.
 Filling the sales funnel

Inbound sales: Outbound sales:

The customers You go to the
come to you customers

Ideal for high-volume, Ideal for high-cost

low-cost products products (e.g., custom
(e.g., an app) computer systems, bulk
orders)
 C is for Clarity

Clarify who you are selling to,

and it will become much easier to
refine your sales approach.
 C is for Clarity

Who are you selling to?

Business to business Business to customer

(B2B) (B2C)
Selling to organizations Selling to individuals
Outbound sales Inbound sales
Goal: Secure bulk orders Goal: Attract large numbers
from a few large clients of individual customers
 C is for Clarity

Refine your message

Business to business Business to customer

(B2B) (B2C)
Customize the message to the Create universal messages for
unique needs of your large clients. different customer groups.

Demonstrate your willingness to Demonstrate the widespread

collaborate with the client. appeal of your product or service.
 SELLING

HE WORD SELL IS DERIVED FROM A Norwegian WORD SELJE

HICH MEANS TO SERVE

O SERVE YOUR PROSPECTS YOU MUST UNDERSTAND THEIR

EEDS.

EOPLE INVARIABLY BUY WHAT THEY WANT, EVEN ABOVE

HAT THEY NEED
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 The sales process
Process: a sequential series of
decisions and or actions.
BUYING PROCESS SELLING
PROCESS

NEED PREPARE
SEARCH FOCUS
IDENTIFY DEFINE
ISOLATE PROPOSE/PRESENT

SELECT HANDLE OBJECTIONS

BUY 15 CLOSE THE SALE
 THE SALES PROCESS
1. Prospecting & Qualifying
2. Pre approach (pre call planning )
3. Approach
4. Presentation & Demonstration
5. Overcoming Objections
6. Trial close / Closing the sale
7. Follow up and Service.
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 SELLING PROCESS
the Ziglar method

Focus on Prospects NEEDS and WANTS.

Sell by design, not by chance.
Follow a proven 4 step formula:
NEED ANALYSIS
NEED AWARENESS
NEED SOLUTION
NEED SATISFACTION
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 Prospecting
Process of identifying potential
buyers.
A prospect has a reasonable
probability of buying ,has sufficient
need to justify a profitable sale ,has
financial resources to buy and can be
classified as eligible to buy
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 Locating prospects
Lead generation a three step process.
1. Defining the target market :what it wants;
what it buys; where and when it buys;
what it buys; how it buys;
2. Using communication tools to gather leads
Advertising, Direct mail, Telemarketing,
Trade shows, buying data
3. Qualifying the Leads.
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 Selling first time to Prospects
(pre sale planning)

Adequate knowledge of the product to be sold,

company being represented, the market
competition ,category or segment of customers and
selling techniques.
Product knowledge: Evolution-Features-Benefits-
Uniqueness-Price
Company knowledge: History-Values-Achievements-
Management-Policies
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 Pre sale plan
Competitors knowledge :structure-
share-strategy-systems.
Customer knowledge :attitudes-
preferences- behavioural habits
Selling techniques :

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 Pre approach planning
Focus on understanding customer needs and
characteristics and preparing a proposal on how
the product or service offered can satisfy the
need.
Steps involved are:
Determining call objectives.
Development of customer profile.
Determine customer benefits.
Determine the flow and content of the presentation.
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 Understanding buyers
needs
Situational questions: questions about
prospects current situation. (who will decide? is it
the first time ? Changing source ?
Problem identification question: Questions to
uncover problems, difficulties or needs ( problems
on quality, delivery ?)
Problem impact questions: questions to make
the buyer realize the impact of the problem and
the need to solve it.( what will be the impact on
costs , on customer satisfaction ?)
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 Solution value questions
:questions to help the buyer asses
the value or usefulness of the
solution ( for x benefit how much
would you save ?
Confirmation questions: (how
would an error free system
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 Need awareness
At this stage you need to THINK
Prospect and Salesperson should
both be aware of the need. (remove
blind spots)

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 Need solution
Present your product
Time to stop asking questions and
start providing solutions.
People dont buy products, they buy
what the product does for them.

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 Questions are the answer
Thinking vs. feeling questions.
When you learn how the customer
feels you are more likely to find out
what the person thinks.( the seat
belt case)
Tying emotion to logic.
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 The questioning process
Three basic types of questions
enable us to discover the needs of
our potential customers.
1st The Open Door Questions.-allows
the prospect the freedom to go
where ever they like. the who,
what where ,when, how and
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 Questioning
The closed door question: would
you tell me more; what do you
mean byAnswers to these give
you information to helping the
prospect and building trust.

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 Questioning
yes or no questions demand a
direct response. do you
agree.. would my proposal..
are we in agreement..
They allow you to check on your
progress on the sales process.
trial close
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 Presentation methods
Stimulus response method: also called a
canned approach, a memorised sales
presentation .It assumes that if a right stimuli is
made it will get a favourable response.
Formula method: the AIDA process.
Need-satisfaction method: an interactive sales
presentation. The most challenging and creative
method. The FAB way.
Features, Advantages, Benefits.
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 The presentation
Attracting Attention
Creating Interest
Building Desire and conviction
Initiate Action to buy.

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 Presentation methods
Team selling method: a multi person sales
team deals with a multi person buying centre (or
buying committees)
Sales team consists of Account executive,
technical support engineer, logistics expert, IT or
systems executive and Finance executive.
Buying committee consists of materials exec.
manufacturing/operations exec. supply chain
exec. Materials manager and Finance exec.
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 Presentation methods
Consultative selling method:
problem-solution method.
Requirements are:
Knowledge of the industry, clients
company, awareness of key
members needs,
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 Objections
Objections , opposition , resistance to the
presentation typically happens during the
presentation or while asking for the order.
Objections should be welcomed.
Objections indicate that the prospect is
involved and not indifferent.
Objections reflect the prospects view.
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 Objections
1. Psychological ( hidden ) includes pre-
determined ideas or beliefs, preference
for established brands, dislike of making
decisions , anxiety or resistance to spend
money , suspect about quality etc.
2. Logical or practical or real delivery
schedule, high price , product availibility,

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 Handling objections
Listen

Understand

Negotiate

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 Methods of handling
objections
Ask questions: listen, rephrase, reconfirm
the objection and explain.
Turn objection into a benefit and trial close.
Deny objections tactfully. (arrogance and
sarcasm to be strictly avoided)
Testimonials, referals
Compensation for valid objections.
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 Negotiation
Plan pre determine firm and flexible
factors; define limits.

Ensure an atmosphere of trust ,

understanding and respect.

Define purpose and objective.

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 Negotiation styles
Win loose

Win Win

Loose - Loose

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 Closing the sale
Summarize
Advantage and disadvantage comparison
Opportunity benefit
Emotional appeal
Direct closure
A.A.F.T.O=Always Ask For The Order

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