chapter 11 sales skills.ppt

7/21/2019 Chapter 11 Sales Skills.ppt

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Copyright 2001 by Harcourt, Inc. All rights reserved.

THE E!!I"# $%&CE

'ost sales trainers believe logical,se(uential steps do e)ist that, i* *ollo+ed,

can greatly iprove the chance o* a-ing

a sale.


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FIGURE 11.2 THE SALES PROCESS

P r o s p e c t i n g

P r e a p p r o a c h( P r e c a l l P l a n n i n g )

A p p r o a c h

P r e s e n t a t i o n

P a r t i c i p a t i o n

D e m o n s t ra t i o nD r a m a t i z a t io n

P e r s u a s iv e C o m m u n i c a ti o n

P r o o fV i s u a l i z a t i o n

T r i a l C l o s e

D e t e r m i n e O b j e c t i o n s

M e e t O b j e c t i o n s

T r i a l C l o s e

C l o s e

o l l o ! " u p a n # $ e r v ic e


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alespeople can as- theselves three

(uestions to deterine i* an individual ororganiation is a (uali*ied prospect/

1. oes the prospect have the oney to

buy

2. oes the prospect have the authority

to buy

. oes the prospect have the desire tobuy


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3 Cold canvassing 3 $ublic e)hibitions and

deonstrations

3 Endless chain 4 custoer re*erral 3 "et+or-ing

3&rphaned custoers 3irect ail

3$rospect lists 3 Telephone and telear-eting

3 &bservation

TA5!E 11.2 POPULAR PROSPECTING METHODS


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FIGURE 11.3 THE PROSPECT POOL

% e a # s

O r p h a n s

C

ustom

ers

&

e

f

erra

ls

P r o s p e c tP o o l


7/26Copyright 2001 by Harcourt, Inc. All rights reserved.

$%EA$$%&ACH I $%ECA!! $!A""I"#

uring the preapproach, the salesperson

investigates the prospect in greater depth andplans the sales call.



%easons *or planning the sales call/

3Helps build a salesperson7s sel*8con*idence.

3evelops an atosphere o* good+ill andtrust +ith the buyer.

3Helps create an iage o* pro*essionalis.

3Increases sales because people are prepared.



FIGURE 11.4 STEPS IN PLANNING THE SALES CALL

D e t e r m i n a t i o n o fC a l l O b j e c t i v e s

D e v e l o p m e n t o fC u s t o m e r P r o ' l e

D e t e r m i n a t i o n o fC u s t o m e r e n e ' t s

D e t e r m i n a t i o n o f$ a l e s P r e s e n t a t i o n



eveloping a Custoer 5ene*it $lan

tep &ne/ elect the *eatures, advantages, and

bene*its o* the product to present.tep T+o/ evelop the ar-eting plan.

tep Three/ evelop a business proposition.

tep 9our/ evelop a suggested purchase order.



The sales opener, or approach, is the *irst a:or

part o* the sales presentation.

The *irst ipression is critical to success.

THE A$$%&ACH 4 &$E"I"# THEA!E $%EE"TATI&"



3Introductory approach.

3$roduct approach.

3Custoer bene*it approach.

3Curiosity approach.

Approach Techni(ues are "uerous



FIGURE 11.5 THE SALESPERSONS PRESENTATION MIX IS TYPICALLY

DEVELOPED BY SALES MANAGERS AND TRAINERS

PersuasiveCommunication

Dramatization

Demonstration

Visual Ai#s

Proof

Participation

$alesperson

The $alesPresentation

Mi)



This ethod assues that the prospect7s needs

can be stiulated by e)posure to the product oralready have been stiulated because the

prospect has sought out the product.

tiulus8%esponse 'ethod

oe o* the ethod7s shortcoings are/

3Tal-s about product *eatures not iportant to

buyer.

3;ses sae



The salesperson ay use a structured series o*

steps such as the AIA approach.

9orula 'ethod

Attention

Interest

esire

Action



"eed8atis*action 'ethod

The need8satis*action ethod is di**erent *ro the

stiulus8response and the *orula approach inthat it is designed as an interactive sales

presentation.



THE T%IA! C!&E

alespeople ay at any tie use a trial close li-e

one o* these/

3Ho+ does that sound to you

3>hat color do you pre*er

3I* you bought this, +here +ould you use it in your

business

3Are these *eatures +hat you are loo-ing *or

The trial close involves chec-ing the prospect7sattitude to+ard the sales presentation.



&5?ECTI&" A%E A!E$E&$!E7

9%IE"

An ob:ection is opposition or resistance to

in*oration or a re(uest.



Types o* &b:ections

%eal ob:ections are tangible. $rospects +ill

soeties give an e)cuse to -eep ob:ectionshidden. $rospects +ill usually not purchase until

these hidden ob:ections are ans+ered.



Techni(ues *or 'eeting @uestions/

3$ostponing ob:ections

35ooerang

3As-ing (uestions


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THEC!&E

Closing is the process o* helping people a-e abene*icial decision.


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Closing Techni(ues

3The coplient

3The suary

3'inor decision

3Assuptive


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%EEA%CH %EI"9&%CE

CHA$TE%7 A!E ;CCET%ATE#IE

1. As- (uestions to gather in*oration anduncover needs.

2. %ecognie +hen a custoer has a real need

and ho+ the bene*its o* the product or

service can satis*y it.

. Establish a balanced dialogue +ith

custoers.


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%EEA%CH %EI"9&%CE

CHA$TE%7 A!E ;CCE

T%ATE#IE

6. %ecognie and handle negative custoer

attitudes proptly and directly.

. ;se a bene*it suary and an action planre(uiring coitent +hen closing.

continued


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THE5&TT&'!I"E

ales training is no+ de*ined as part o* a salesperson7s overalleducational e)perience.

Training can be divided into t+o categories/ operational and

behavioral.

Copanies are using and teaching technology ore *re(uentlythan ever.

ales s-ills developent includes t+o -ey eleents/ persuasivecounications and the selling process.

The selling process is usually seen as a series o* steps.

The close is the last step in the actual selling process.

chapter 11 sales skills.ppt

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