Group I

The selling process

Professional Selling

 "The holistic business system

required to effectively develop,
manage, enable, and execute a
mutually beneficial, interpersonal
exchange of goods and/or services
for equitable value."

Introduction

vSelling process


 “process by which a sales person

identifies and locates the prospects,
separates the prospects from the suspects,
approaches them and makes a sales
presentation, handles their objections, and
closes a sale ”

Stages in selling process

 Pre-sale preparation
 Prospecting
 Pre approach before the interview
 Approach to the customer
 Sales presentation
 Handling the customer objections
 Closing the sale
 Follow up action
Pre sale preparation

 Product knowledge
 Competitors knowledge
 Company knowledge

Prospecting

 Prospecting is process of identifying

potential buyers who have a need
for the products and services
offered by the company, the ability
to pay for it, and the adequate
authority to buy it.
Successful prospecting

50 potential prospects 50 potential prospects

15 qualified prospects 25 qualified prospects
6 interview 17 interview
1 sale 7 sale

No Yes

Successful Prospecting
The process of
prospecting
Identify and define the prospecting

Search for sources of potential accounts

Qualify the prospects from the prospects

The MAD Principle

1) Does the prospects have money to

buy?
2) Does the prospects have authority

to buy?
3) Does the prospects have desire to

buy?
v
Methods of Prospecting

 Cold Canvassing:
 In this method in which the
salesperson goes from door to door in
an identified area and tries to find out
prospects. It involves face to face
interviews with people.
  EndlessChain Customer Referral:
 It is another popular method in
which each customer is requested to
give a list of names who might be
interested in product.


Ex: Birla sun life insurance.


  Prospect pool
 It is a group of names gathered
from various sources like telephone
directory or mailing list. Main sources
are
ØLeads
ØReferrals
ØOrphans
ØCustomers
  Centres
of influences :
 There are the people who,
because of their position, responsibility,
accomplishments, or personality,
exercise more than ordinary influence.


Ex: Film personalities and celebrities.


  Non competing sales force:
 Observation
 Friends and Acquaintances
 Lists and Directories
 Direct mail

  Telemarketing:
1)Inbound telemarketing.
2)Outbound telemarketing.
3)
 Trade shows and Demonstrations



Pre-Approach Before
Selling
Ø Before approaching customers for sales, it is necessary to
develop a sale strategy, by collecting the customer data.
Ø Sales strategy, it is consist of identification of general need of
the customer and then matching with the product benefits.
Ø By repetitive selling, one can able to know about the
customers behavior & requirement.
Ø Different selling strategies for each type of customer.
Cont…

Ø Selling plans helps in building up selling strategy.

Ø Selling plan explains about the seasonality of the
business operators.


Benefits of Pre-sales planning are



ØCreates self-confidence.
ØQuick sales of product.
ØHelps in developing different selling
strategies.
Approach To The
Customer
ØNext Step.
ØAfter classifying prospects and
developing the selling strategy, the
salesperson directly comes in
contact with customer and makes
an attempt that the customer will
buy the product.
ØCold Calls.
ØProbing occurs during selling
process.
Cont…

ØProbing has two parts, collecting

primary data and carefully listening
customers answer.
 CLOSING THE SALE

 Closing the sales is an objective which

comes after the objections are
effectively handled, and the customer is
satisfied with the
 presentation and is ready to place the
order.


 It depends on the nature of the

product, number of competing products
available in the market, the elasticity
METHODS OF CLOSING THE
SALE
 Incaution method the sales person
first makes the customer cautious
about the availability of the
product or the period of availability
and then suggests the close or
requests the customer to place the
order.


 Inimplied consent method the

salesperson believes that the
customer is satisfied with the
  In special induced method the
salesperson reminds the customer
about the promotional schemes
offered by the seller and suggests the
customer to avail himself or herself of
the benefit by placing the order.


 In direct order method the customer

will forward to place the orders
without any further persuasion and
the salesperson takes the order.

 In choice narrowing method the
salesperson presents a product with
its various specifications so that the
  Inadvantages and disadvantages
comparison method, the
salesperson asks the customer to
compare his own products with that
of the competitors on objective
features.


 Inemotional method the salesperson

creates emotions on matters of social
interest.


 Inownership suggestion method,

the salesperson suggests the
customer that he should buy the
product to impress upon the social
standing he has in the social
 FOLLOW-UP ACTION

 It helps the salesperson to evaluate the

competitive sales moves, generate
additional leads from satisfied
customers, etc.
 It begins with thanking the customer
after the sale.
 It also help in maintaining the goodwill
of the company.
 After sales service is important part of
the selling process. It costs five times
as much to get a new customer as it
costs to retain an existing one for an
additional sale.

Cont…

Benefits of Pre-sales planning are



ØCreates self-confidence.
ØQuick sales of product.
ØHelps in developing different selling
strategies.
Approach To The
Customer
ØNext Step.
ØAfter classifying prospects and
developing the selling strategy, the
salesperson directly comes in
contact with customer and makes
an attempt that the customer will
buy the product.
ØCold Calls.
ØProbing occurs during selling
process.
Cont…

ØProbing has two parts, collecting

primary data and carefully listening
customers answer.
introduction
 There is need for two way communication
between salesperson and prospect during a
sales presentation.
 Here sales presentation presents his products and
services.
 While sales presentations, sales person should
always try to link the features and attributes
and features of products.
 Presentation should made by level of customer
interest, nature of product, time available for
presentation.
 In presentation, the sales person should presents
the benefits and the customer accepts,
objects, , counters, demands, explanation,
strays indifferent, doubts the potential of the
Approaches to Sales
presentation
A presentation covers summarization of
the situation of the situation ,
statement of the idea, description of
how idea works, statement of the
promised benefits, and the
recommended action for buying.
 Companies should provide sales aids
like brochures and information
literature, charts slides and movie
clips.
 There are 3 approaches:
 - attracting attention
 - creating interest
 - arousing desire and conviction
Attracting customer
attention
 It involves buyer’s mind and thought, & placing
the product information so that it matches
their mind.
 There are many factors influencing the level of
attention:
Ø the mechanical factors – showroom conditions,
illumination, & display of the products in
showroom, contrast of the colors, decoration
and exclusiveness of the product display.
Ø interest factors – includes the customer choices,
personal problems, expectations from buying.


 This helps the sales person to create a +ve

that the sales person is sensitive to the
costumer issues and it helps to know whether
customer needs the product or is an window
shopping spree.
Creating interest
According to Charles Fernard 3 features of term
interest appreciations:
 - people appreciate things of interest
 - Serviceability
 - Identification


 Creating interest further classified as:

 - benefit approach - curiosity approach
- Dramatic approach - ‘I AM HERE’
approach
- Opinion approach - praise approach
- Article feature approach - premium approach
- Visualization approach - information approach
- Service approach - problem solving
approach
- Factual approach
Arousing desire and
building conviction
 Thisapproach proposes that
salesperson has to take customer to
next level in decision making process.
 Sales person has to generate the
confidence in the product.
 Sales person has to identify the
consumer’s needs unmet by existing
product use and dissatisfaction
sources.
 He should make it clear that his
product will satisfy his need better
than the current one.
 Then he has to make it clear to
customer about advantage and
Continued…

 The salesperson will be able to generate

conviction when customer has confidence in
his words.
 Conviction can be built only if salesperson is
able to give answers to complaints and
objections.
 Salesperson will be able to build conviction

- by allowing inspection and demonstration of product
before consumer.
 - by giving reference of people known to consumers
using that product.
 - by the offer of warranty
 - by giving facts and arguments
 - by stating the goodwill and brand image of seller
 - by offering a right to consumer to claim
compensation against damages
Methods of sales
presentation
 Broadly there are two types of
presentation:
 - Oral presentation and written
proposal
 Written proposal combined with oral
presentation in solution and software
selling.
 Less expensive B-B selling involves
only oral presentation.
 Oral presentation motivate people for
verbal interchange between seller
and customer.
Continued

 Thethree 3 categories of sales

presentation
Ø Canned presentation
Ø organized presentation
Ø tailored presentation
Five qualities a sales
proposal should convey
 Tangibility
 Assurances
 Responsiveness
 Reliability
 Empathy
Handling customer objection

 Clarifythe customer’s doubts of new

product.
 Avoid conceding
 Make concessions in small amounts
 Admit mistakes and make
corrections willingly
 Avoid split the different strategy

Methods of handling customer objections

 Superior feature method

 Yes…but method
 Reverse method
 Indirect denial method
 Pass out method

Methods of handling price
objections
 Comparison method
 Direct denial method
 Another angle method
 Narrative method
 Testimonial method
 Question or why method
