chapter 1 intrduction

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Sales for Executives

By

Dr. Raafat Youssef Shehata


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Table of contents

1. Introduction to selling Customer typology Planning sales call

2. Communication principles

. !rgani"ational strategies and structure#. Recruitment$ Selection and inter%ie&ing s'ills

(. )oti%ating sales people to&ards high performance


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Chapter 1

Introduction to selling ,

Customer typology ,Planning sales call

By

r!"aafat #oussef Shehata


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*he great end of life is not 'no&ledge*he great end of life is not 'no&ledge

+ut action ,+ut action ,

Thomas Henry


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How to learn a new skill

Practice only one behavior at a time

Try new behavior at least three times

Quantity before quality

Practice in safe situations


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*- /0I3 B4C*

"easons for losing customers$

15 death

5 relocation

1#5 +etter offer

1#5 dissatisfaction &ith product specification$ design etc.675 poor ser%ice$ customer care


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Strategic triangle

Customer

CompetitorCompany

Cost

comparisons

Value

Value


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3olden rule

)icrosoft leads the mar'et +y follo&ing

the customers


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8 Ps91

Positi%e polite patient

Prepared planned punctual

Persuasi%e precise practical

9

Professional


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*as's of personal selling

1%Prospecting

: Searching for prospects

&%Targeting

: Deciding ho& to allocate time among prospects

'%Communicating

:Communicating information a+out the company;s products

or ser%ices


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(% Selling

:0pproaching $presenting $handling o+


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-o& to change the customer

attitude

Awareness InterestDesire

Action


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Planning the sales call


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0dapti%e selling


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CustomerCustomer

typologytypology


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Psychological classification

1:0ntisocial personality

2:0%oidant personality

:Borderline personality#:-istrionic personality

(:arcissistic personality

6:!+sessi%e personality

=:Paranoid personality

7:Schi"oid personality


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Business classification

1:Dri%er

2:0nalytical

:>pressi%e

#:0mia+le


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Dimensions of behavior

ssertiveness -dominance.$

*he degree to &hich a person attempts to control

situations or the thoughts and actions of others.

"esponsiveness -Sociability.$

*he readiness &ith &hich a person out&ardly displays

emotions or feelings and de%elops relationships.


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/ess assertive 0igh assertive

0s' oriented *ell oriented

3o along attitude *a'e charge attitude

Cooperati%e Competiti%e

Supporti%e Directi%e

Ris' a%oider Ris' ta'er

)a'es decision slo&ly )a'es decision fast

/ets others ta'e initiati%es *a'es initiati%e

/eans +ac'&ard /eans for&ard

Indirect eye contact Direct eye contact

Spea's slo&ly softy Spea's ?uic'ly intensely

)o%es deli+erately )o%es rapidly

)a'es fe& statement )a'es many statements

>presses moderate opinion >presses strong opinion

Indicators of assertiveness


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/ess responsive 0igh responsiveControls emotions Sho& emotions

Cool$ aloof @arm$ approacha+le

*al' oriented People oriented

4ses facts 4ses opinion

Serious Playful

Impersonal$ +usiness li'e Persona+le$ friendly

)o%es stiffly )o%es freely

Seldom gesture 3estures fre?uently

Aormal dress Informal dress

Disciplined a+out time 4ndisciplined a+out time

Controlled facial e>pression 0nimated facial e>pression

)onotone %oice )any %ocal inflections

Indicators of responsiveness


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6:2

Social Style atrix

McGraw-Hill/Irwin


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nalytical

Persistent systematic

*hey gather all facts attempt to ma'e decisions free of

personal emotional consideration

*hey are slo& ?uite

Conser%ati%e dress

/i'es solitary acti%ities e.g.$ reading$ indi%idual sports


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0nalytical

!rgani"ed des'

*he &all contains charts $graphs $


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0nalytical


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0nalyticals

Characteristics$

2acts

Thin3er4rderly

Cautious

eliberate

Indecisive

Slo5

isciplined6uestioning

Conservative dress

7eatSolitary activities

Closed door

8ant evidence9service

etails

Perfectionist

Better safe than sorry

Slo5

:nemotional"ational9logical

Scientific

Serious

7umber oriented

onotonic


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nalyticals


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-o& to deal &ith analytical

4se tas':oriented approach

Be &ell prepared &ith a carefully organi"ed

presentation

Stic' to specifics

Pro%ide enough rele%ant$ accurate data

/ist ad%antages disad%antages of all alternati%e

plans Put things into &riting


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-o& to deal &ith analytical

Su+mit factual$ &ell:documented$ detailed information.

4sually$ this is the only 'ind of Einterpersonal;

reassurance they re?uire.

Do not rush the decision process

0ssurance of follo&:up ser%ice prefera+ly in &riting is

also important to 0nalytical +uyers.


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Dri%er


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Dri%ers

*as' oriented

*hey li'e to control of people situations

*hey are insensiti%e to feelings

Fuic' decision ris' ta'ers

-is office is decorated &ith ?uality furniture


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Dri%ers

@all contains diplomas $a&ards

-andsha'e is po&erful his grasp is firm

-e may +e doing something else &hile tal'ing to you

Do not e>pect him to +e friendly

-e responds to recognition sa%ing time ma'ing

money


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rivers

Characteristics$

Decisi%e

Serious

!pinionated

Demanding

/oud

0sserti%e

ControllingPresent focus

o postersGslogansCompetiti%e

Political

Do it my &ay

Bold

Pushy

Determined

*as' oriented

Aran'

IntenseSee' po&er

)a'e o&n decisions

*echnical +ac'ground

Conser%ati%e dress

0chie%ement a&ards@ant optionsGpro+a+ilities


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Dri%ers


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-o& to deal &ith dri%ers

Be tas':oriented from the %ery start

eep relationship +usiness li'e

)a'e the most efficient use of their time E*hey tend to

+e +usy people &ith tight agendas;

Be +rief precise efficient

*hey &ant the


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Expressive


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Expressive

*hey are acti%e intuiti%e

*hey li'e to +e in%ol%ed &ith others

*hey li'e informality prefer a rela>ed informalrelationship

*hey ha%e charismatic characters are leaders +y nature

*hey lo%e to en


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Expressive

Seating friendly open time relation oriented nthusiastic -e is li'ed +y e%eryone -e greats you &ith &arm handsha'e sometimes t&o handed

one -is clothes are often attention getters $sometimes loud colors -e has fear of losing social appro%al -e is creati%e fle>i+le

-e hates rules -e lo%es to sa%e effort so con%enience is a +ig moti%ator forhim

/i'es group acti%ities e.g.$ politics$ team sports


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Expressives

Characteristics$

*al'er!utgoing

Ho'esGhumor

nergetic

Impulsi%e

RestlessInformal

Casual dressPeople oriented

Story teller

Aun lo%ing

>tra%ert

nthusiastic

0ct ?uic'ly

Big picture focus

Cartoons

!pen door

3roup acti%ities

/i'e testimonials


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-o& to deal &ith >pressi%e

Do not hurry the decision

Be competent and self:confident and sho& the a+ility

to sol%e their pro+lems.

Be entertaining fast mo%ing 4se testimonials

Specify details

Pro%ide them &ith recognition of their %isions andactions.

0ssure them that they can +e confident in the quality

of the product or ser%ices


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miable


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miable

*hey are highly responsi%e supporti%e )ost people feel %ery comforta+le &ith amia+les

*hey disli'e conflict

*hey are highly concerned &ith human relations

*hey are %ery slo& in ta'ing decisions try to

a%oid ris's

Des' displays family pictures personal items

*he &all contains family or group pictures Seating openly friendly

Relation oriented


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0mia+le

Shares personal feelings

-e is turned off +y fast tal'ing sales people

-e can not ta'e decisions alone +ut has to chec'&ith his +oss

Casual or flam+oyant dress

/i'es solitary acti%ities e.g.$ reading$ indi%idual

sports


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miables

Characteristics$

asy going@arm

0greea+le

o +ig ego

/ight hearted

Ris' a%oiderFuiet

Cooperati%e

Solitary acti%itiesAamily person

!pen door

Casual dress

Rela>ed

Ariendly

Sensiti%e to others Efeelings;3uarantee see'er

Soft spo'en

People oriented

ot competiti%e

Aamily pictures


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-o& to deal &ith 0mia+le

Aocus on the relation at first +efore focusing on your

product

Pro%ide assurance of +eing trust&orthy.

Reputation is important to them.

*hey shy a&ay from +eing rushed or high:pressured.

*hey hope that you &ill share their interests and

pro+lems.


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Sho& that you are interested in his personality

Discuss personal opinions not facts

4se guarantees and al&ays follo& through

Pro%ide them &ith guarantees and assurances during

the sales process. *hey are not asserti%e ris':ta'ers.

*hey are much more deli+erate$ and they &orry a+out

the correctness of the decisions they ma'e.

-o& to deal &ith amia+le

Pitfalls Summary


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Pitfalls Summary

0mia+les too much interaction$ too little content$ lac'sasserti%eness or ,edgeJ$ may focus on people to

e>clusion of tas'$ may omit details$ lac's dynamism

0nalytics too much detail$ too little audience adaptation$

too little enthusiasm or emotion

Dri%ers too little concern for audience$ too little

processing time$ fast$ impatient$ lac' of rich details$ too

oriented to o&n point of %ie&$ may ignore emotionalcomponents of presentation

>pressi%es too high a le%el of a+straction$ style &ithout

su+stance$ insufficient specific content$ li'es to +e the

center of attention$ lac' of audience inclusion


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0ctions Summary

0mia+les

Personal e>amples$ connections$ emotions

0nalytics

Aacts$ statistics$ accuracy$ sources$ proof ofthoroughness$ o+


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river Expressive nalytical miable

I &in I &in I lose I lose

*!S lose *!S &in *!S lose *!S &in

high results high results lo& results lo& results

lo& relations high relations lo& relations high relations

positional principled indifferent concessionary

competing colla+orating a%oiding accommodating

forcing issue sol%er &ithdra&ing yielding

hurried emotional Slo& pace passi%e

dominating friendly facts agreea+le

trophies pictures calendars family pictures

ris' ta'er ris' ta'er ris' a%oiding ris' a%oiding

Decide ?uic'ly decide ?uic'ly decide slo&ly decide slo&lyachie%e ?uestions open ?uestions info ?uestions !pen ?uestions

facts moti%ation conclusion assurance

!ptions incenti%e e%idence guide


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@ho are you K

& ti


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Quiet 1 2 3 4 Talative!low to decide 1 2 3 4 "ast to decide

#oin$ alon$ 1 2 3 4 Tain$ char$e

!upportive 1 2 3 4 %hallen$in$

%ompliant 1 2 3 4 Dominatin$

Deliberate 1 2 3 4 "ast to decide

&sin$ questions 1 2 3 4 'ain$ statements

%ooperative 1 2 3 4 %ompetitive

&voidin$ riss 1 2 3 4 Tain$ riss

!low( studied 1 2 3 4 "ast)paced

%autious 1 2 3 4 %arefree

Indul$ent 1 2 3 4 "irm*onassertive 1 2 3 4 &ssertive

'ellow 1 2 3 4 'atter)of)"act

+eserved 1 2 3 4 ,ut$oin$

Your total Score is: Divide by 15 =

&ssertiveness

+esponsiveness


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Your total Score is: Divide by 15 =

+esponsiveness

%losed 1 2 3 4 ,pen

Deliberate 1 2 3 4 Impulsive

-sin$ facts 1 2 3 4 -sin$ opinions

"ormal 1 2 3 4 Informal

-nemotional 1 2 3 4 .motional

/ard to now 1 2 3 4 .asy to now

%ool 1 2 3 4 0arm%alm 1 2 3 4 .citable

Poer)faced 1 2 3 4 &nimated

Tas)oriented 1 2 3 4 People)oriented

%autious 1 2 3 4 !pontaneous

*on)responsive 1 2 3 4 +esponsive

!erious 1 2 3 4 /umorous

'ethodical 1 2 3 4 Impulsive

Intense 1 2 3 4 i$hthearted


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Low

Assertiveness

High

Assertiveness

Low Responsiveness

i i

Categories of social style

1 2 3 4

1

&

'

(

Analyt

ical

Drive

rs

Amiabl

e

Expressi

ve

chapter 1 intrduction

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