mastering sales call
DESCRIPTION
Sales ExcellenceTRANSCRIPT
EFFECTIVE SALES
Prepare By
HR DEPARTMENT CX - 01
Effective Sales Call for Success
Sales Call• A short interview to gain
commitment in favor of salesman’s product
Step 1. Prospecting Step 1. Prospecting
Step 2. Pre-approach/ Preparation Step 2. Pre-approach/ Preparation
Step 3. Approach Step 3. Approach
Step 4. Presentation/ Demonstration Step 4. Presentation/ Demonstration
Identifying and Screening For Qualified Potential Customers.
Analyze / Study Set Objective Plan.
Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start.
Telling the Product “Story” to the Buyer, and Showing the Product Benefits.
Basic Steps in Selling Process
Step 5. Response/ Handling Objections Step 5. Response/ Handling Objections
Step 6. Closing/ Gaining Commitment Step 6. Closing/ Gaining Commitment
Step 7. Follow-Up/ Post Call Analysis Step 7. Follow-Up/ Post Call Analysis
Seeking Out, Clarifying, and Overcoming Customer Objections to Buying.
Asking the Customer for the Order.
Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business.
Basic Steps in Selling Process
Prospecting
Pre-Approach
Response/ Handling Objections
Closing/ Gaining
Commitment
Approach
Presentation/
Demonstration
Follow-Up
Basic Steps in Selling Process
Prospecting
Finding qualified sales leads Using Referrals Qualify, Classify, Categorize Cold-calling Continuous Process; all changes must be known at all time
Steps in Selling Process
Pre-approach
Steps in Selling Process
The collection of information Researching the prospect Analyze/ Study/ Set Objective/ Plan/ Define Help salesperson in planning the initial presentation to the prospective customer
Pre-Call Planning
Setting Objectives; SMARTWhat do I want to accomplish?…know about the prospect?
Planning the callWhat am I going to say?
When; the best time?How to proceed?
Pre-Call Planning (cont’d)
Prepare- How you will approach Questions/ to uncover needs & verify assumptions Benefits to satisfy needs Responses to possible reactions Use of visual aid Ways of closing/
gaining commitment
Approach
Secure access & Gain attention The development of rapport with the customer The chance to make a good first impression Adapt to the potential customer’s social style
Steps in Selling Process
The Approach: Reducing Relationship AnxietyPropriety : Show respect; dress
appropriately
Competence : Know your product/service; references
Commonality: Common interests, views, acquaintances
Pacing : Control based on situation
Intent : Reveal purpose of call, process, ask questions and payoff to the buyer
Requires asking probing questions of the prospective customer to determine needs Ask open-ended questions Make sure that the customer’s needs and potential concerns are addressed
The Personal Selling ProcessThe Personal Selling Process
PresentationArise feeling of need
Questioning
Major Objectives: To uncover real needs of the prospect To ask for/ gain/ give information To lead towards successful commitment To conduct/ control sales call
Keep Questioning as-Positive & Futuristic
To try to address all 6 buying motives
QuestioningTypes: Open Ended Question (OEQ)
How are you; who, which… Closed Ended Question (CEQ)
Yes/No as answer Benefit Tag Question (BTQ)
1 Feature : 1 Benefit followed by a CEQ
Keep Questioning as-Positive & Futuristic
To try to address all 6 buying motives
Needs Discovery: Types of questions
1. Permission Close-ended
2. Fact-finding Factual information
3. Feeling finding Open-ended questions
4. Checking questions Confirm understanding
Presentation
Show how salesman’s propositions fills that need The focus on explaining of
how the features of the product provide “benefits” Presentation may be flexible or memorized provide documentation for any statements of fact that are made
Steps in Selling Process
Sales Proposals -- General Format
1. Problem Analysis
2. Solution
3. Product Specifications
4. Cost-benefit analysis
5. Contract Formalities
DemonstrateUse
showmanshipEnsure a logical
OrderEffective Figure
& Speech
Response/
Handling Objections
Steps in Selling Process
Failing to provide adequate information, or not demonstrating how the product meets the needs of the prospectProvide information that will ensure the prospect’s confidence in making the purchase
Four types of Customer• Acceptance• Objection• Skeptic• Indifferent
Handling ConcernsListen to the buyers feelings
Share concerns without judgment
Clarify _______________________
Problem-solve present options and solutionsSupport, praise
Ask for ACTION to determine commitmentPersonalize benefit
Pseudo-Concerns“I’ll have to talk it over with Mr. …”
“I’ll get back to you.”
“I’m too busy right now.”
“This is not possible.”
“We have no scope to do it”…
Closing/
Gaining Commitment
Steps in Selling Process
Commitment is gained when the prospect agrees to take the action sought by the salesperson The salesperson must ask for commitment
Direct Ask for the order in a straight-forward mannerSummary Summarize the benefits already
covered in the presentationSingle Asks for the order if last
Objection last obstacle is overcome
Assumption Assume readiness & focus on the transaction detailsChoice Focus on version to be ordered
Closing Techniques; Goal Oriented
Follow- Up
Steps in Selling Process
The salesperson complete any agreed upon actionsThe salesperson should stay in touch to the prospect to ensure the customer’s satisfaction It is a continuous process to succeed.
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© Performance Management Company, 1993 Not for Reproduction
Knowledge
SkillsAttitudes
Core Competence
Attempt may fail but Don’t Fail to Make an Attempt
Dream Think, Perform & Win