Advanced Steps in the Selling Process

Chapter 5

Sales Presentation Activities

1. 2. 3. 4. 5. 6. 7.

Approach Probe for need Convince the prospect Handle objections Negotiations Close Follow-up

Step 1:

APPROACH

 Selling step during which the salesperson obtains the      

prospects interest and attention. The sales person introduces himself / herself Outlines the purpose of his visit Establishes some sort of relationship with the customer Attempts to built interest in the material he will be presenting The first impression, attitude, presentation is very critical. A compliment, question can sometimes make a difference
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Adaptive Selling: It means adjusting a sales presentation to fit the customer . It is the way in which the salespeople modify their sales presentation during a sales call or use different approaches for different customers.

Step 2:

PROBING FOR NEEDS

 Most corporate sales programs emphasis asking

questions as a key part of the selling process.  Salespeople must learn how to probe for needs so that they will focus on those problems that are most important to the prospect.
    

Stimulus-Response Selling Need-Satisfaction Selling Problem Solving Approach to Selling Consultative Selling SPIN Selling
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(i) Stimulus-Response Selling

Salesperson Provides Stimuli

Buyer Responses Sought

Continue Process until Purchase Decision

(ii) Need-Satisfaction Selling

Uncover and Confirm Buyer Needs

Present Offering to Satisfy Buyer Needs

Continue Selling until Purchase Decision

(iii) Problem Solving Approach to Selling

Define Problem

Generate Alternative Solutions

Evaluate Alternative Solutions

Continue Selling until Purchase Decision

(iv) Consultative Selling

The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling organization

Three Primary Roles:

  

Strategic Partner Business Consultant Long-term Ally

(v) SPIN Selling An approach that teaches sales people to ask a logical series of questions to identify the needs of the prospect.
 

Situation questions to obtain the background Problem question to determine specific problem or need Implication question to help the prospect understand the seriousness of the problem or need Need payoff question to focus the prospect on the sales person solution to the problem
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Benefits for Questions

 Qualify the prospect  Learn about the prospects needs.  Empathy ability to project oneself into the

prospects position.  Good control of the sales presentation  Involve the prospect in 2-way communication  Build long-term relationship and trust
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Types of Questions
1.

Open ended question broad questions usually asked initially e.g: What type of car do u like? Reflective question questions asked in response to a prospects comments e.g: Our price is too high!!!!!? Directive question direct questions leading to sales objective e.g: Would you prefer Model A or B?
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2.

3.

Step 3:

CONVINCING THE PROSPECT

 After identifying the prospects needs, salesman

moves to convince the prospect that the good or service can satisfy his/her needs.
 Persuasion is the key here for example seller

outlining the items major features, citing its benefits, and concluding by reporting on the successful use of the product by others.
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 Feature-benefits selling: the sales person

emphasis on the benefits a prospect will receive from the features of a good or service.
 Presentation techniques visual aids,

testimonials (reports from satisfied customers) guarantees, and demonstration

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Step 4:

HANDLE OBJECTIONS

 All salesperson encounter sales resistance action

or statements, by which the prospects either delays, hinders or prevent the completion o the sales.  Sales person should not take objections negatively.  Sales objections can turn into opportunities if handled carefully.  Objections indicate that the prospect has at least some interest in the product.

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Types of Objections
 Timing for instance when the prospect delays the

decision because of lack of time or interest, sales person should find the reason for the delay and then point out the advantages of making an immediate decision.
 Price when the prospect feels that he/she has

financial constraints or can get a better price from the competitor. This can be a handled at pointing at the quality or added features/ benefits with the product.
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 Source for instance a past bad sales event or

dissatisfaction. In such a case the sales person should listen to the prospects complain, accept the past difficulties, and demonstrate how conditions have changed now.
 Competition a customer has been committed to

competing brand or service. Salesperson should point out additional facilities they can offer at a competitive price. This means the salesperson should also have complete knowledge about the competing products.
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Responding to Objections

 Listen carefully to the objection  Ask questions (clarify the objections so there

is no misunderstanding)  Respond to the objection (we shall be discussing the different techniques in detail).  Confirm your response make sure the prospect understands and accepts your response)

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Respond to the Objections!!

 Yes but method in which the salesperson

agrees with the prospects objection but then makes a statement that offsets the objection e.g: Yes, Mr. XYZ our prices are high, but we use high quality material oradditional benefits with the product..
 Boomerang method sales technique that

converts a prospects reason for not buying into a reason for buying e.g: life insurance policy can be a benefit for your family in financial constraints.
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 Comparison method sales technique that

minimizes prospects objections by comparing it with something that is acceptable e.g: buying the car in installments, today, will save Mr. XY money in the long run.
 Case History method sales technique in which a

salesperson uses an example of a satisfied buyer to offset the prospects objection e.g: we have been supplying our products to company X for the last couple of years..and meeting our commitments..
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Step 5:

CLOSING

 The entire sales effort is wasted unless the prospect

agrees to buy the product.  Trying to close a sale too early or too late can result in a lost sale.(Timing is a major factor here!!!!!!)  Salesperson should determine when to close by observing the buying signals or verbal/non verbal indications by the prospect.  Using a trial close it is asking the opinion of the customer or prospect before asking him/her to actually take a decision.
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Types of Closure
1.

Alternative proposal a salesperson offers the prospect a choice between details. e.g. would you prefer the 2-button suit or the jacket? Assumptive close close that assumes the prospect will make the commitment e.g. after receiving a positive buying signal and verifying this with a trial close, the sales person proceeds to write up the order. Gift close provides the customer an added facility to take immediate action.
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2.

3.

 Action close sales person will take an action which

will lead to sales for e.g. let me take you to the XYZ department for trial-test
 Balance sheet close look at both pros and cons of

the immediate sales and then helping the customer for a prompt action.
 Direct close ask the customer simply and clearly,

especially if there are strong positive buying signals.

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Step 6:

FOLLOW-UP

 After-sales activities.  Effective sales follow-up can reduces the buyers

dissonance, or doubt and improves the chance of repeat sales with the same customer in the future.
 To build long-term relationship by maintaining

frequent contact with the customer, updating him/her about any latest additions, getting referrals etc.

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