selling effectively

Selling EffectivelySelling EffectivelySelling EffectivelySelling Effectively

Irteza A KhanIrteza A KhanHead of Sales & Marketing, PFD

You are what you do …

“You are where you are and what you are because of yourself. Everything you are today, or ever will be in the future, is up to you. Your life today is the sum total result of your choices, decisions and actions up to this point.

You can create your own future by changing your behaviors. You can make new choices and decisions that are more consistent with the person you want to be and the things you want to accomplish with your life.”

Definition of Success

“Success is the ability to live your life the way you want to live it, doing what you most enjoy, surrounded by people who you admire and respect.”

In a larger sense, success is the ability to achieve your dreams, desires, hopes, wishes and goals in each of the important areas of your life.

Four Common GoalsFour Common Goals Healthy & Fit Excellent Relationship Do what you love Achieve Financial Independence

Favorite Quotes from Brian Tracy

All successful people are big dreamers. They imagine what their future could be, ideal in every respect, and then they work every day toward their distant vision, that goal or purpose.

Develop an attitude of gratitude, and give thanks for everything that happens to you, knowing that every step forward is a step toward achieving something bigger and better than your current situation.

If what you are doing is not moving you towards your goals, then it's moving you away from your goals.

Invest three percentthree percent of your income in yourself (self-development) in order to guarantee your future.

All successful people are big dreamers. They imagine what their future could be, ideal in every respect, and then they work every day toward their distant vision, that goal or purpose.

Develop an attitude of gratitude, and give thanks for everything that happens to you, knowing that every step forward is a step toward achieving something bigger and better than your current situation.

If what you are doing is not moving you towards your goals, then it's moving you away from your goals.

Invest three percentthree percent of your income in yourself (self-development) in order to guarantee your future.

Difference between Marketing & Selling?

Marketing is a complete business philosophy. It is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. (CIM)

In order for people to buy your products or services they need to know about you. Therefore you need to communicate with them in the most effective way possible. You can do this through numbers of promotional tools such as Advertising Direct mailPress Relations ExhibitionsSeminars Personal Selling (both tele and face to face)

Difference between Marketing & Selling?

Selling is one of the promotional tools available for you to target your prospects and convert them into customers.

Selling is all about solving customers problem.

S - Set the stage A - Analyze needs

L - Link to solutions E - Establish commitment

Understanding Buyer Behavior

People generally buy for two reasons :

• Objective reasons - basic physiological needs as hunger, thrust, security and safety etc are the objective reasons why people buy

• Subjective reasons- Personal based psychological reasons involve in buying * will the car suit my lifestyle ? * will it make me look good to my peers, friends? * does this car fit my role as director, father, mother, husband? * will it give me the sense of satisfaction ?

Remember you need to satisfy the bothRemember you need to satisfy the both

Selling a Service

Product is tangible tangible where as Service is intangibleintangible

With a service it is the people who deliver it and therefore the maxim “people buy people”“people buy people” is even more relevant and vital here.

With your service, customers are buying all the people who work for that organization – their attitude, their attitude, personality, level of expertise and ongoing personality, level of expertise and ongoing relationship.relationship.

To selling a Service is highly PERSONAL, you need to be both personally acceptable and have expertisepersonally acceptable and have expertise.

Understanding Buying Motivations

When people buy they always ask :

“ Why should I ?” “ What’s in it for me ?”

You need to satisfy those questions if you are going to secure the sale and come away with the business.

There are two sets of Buying Motivations. These are

- Positive Motivations

- Negative Motivations

Understanding Buying Motivations Contd.

Negative Buying Motivations Your prospective customer’s negative motivations can be summed up as follows :

I don’t trust you.. I don’t need you No, I don’t think you can help me I am no hurry to buy – I will think about it- I will get back to you

If you don’t switch switch that customer over to the Positive Buying Motivations you will have lost the sale.

Positive Buying Motivations You need to switch your prospective customer through convincing him/her that

He/she is important You will consider his/her needs Your idea will help them You have expertise to solve their problems

Switching from Negative to Positive

Make your prospect feel important

Address them by their correct name and title Use their name in your conversation, particularly at the beginning of the sales interview Listen them throughout the whole of the sales process People like to talk about two things : themselves and if they are in business, their company Ask them the right questions to find out what they need Demonstrate that you have prepared for the sales interview

Know Your Product or Service

In order to be an effective salesperson you need to have

Good Product Knowledge

Need to know the features of what you are offering and the benefits of those features

You need to examine this ( F&B) on two levels - firstly your company level (why should I buy from you?) - secondly in individual product or service level

Need to convince your prospect on your F & Bs which will - solve the problem - fulfill the need - make someone happy or feel good

Know Your Marketplace & Competitors

Do your pre-sales research Have knowledge about your marketplace & competitors and what they are offering (List at least five key competitors) Prepare comparative analysis between competitors and your company Build up an understanding and knowledge of your prospects needs and wants Read newspapers, trade journals, business magazines Increase your awareness about your prospect’s marketplace If possible collect company info of your prospects Please consider yourself as “CONSULTANT” who provides expert opinion and service which will be reflected in your actions with prospects

Sales Interview Approach

The “ADDIN” selling structure will add in your product or service to the prospective client’s business, home or lifestyle.

It stands for :

Approach

Discussion

Diagnosis

Interpretation

Needs

Approach

Where I am going ? Who am I seeing ? What do I wear ? What impression I give to prospects about me and my company ?

55 % of the impression you make on other people is based on your appearance and your body language, so take time to get this RIGHT.

Make sure your attire is formal, clean & presentable, well shaved & combed, shoes are clean and socks are matched, trousers should have belt loops, wear a belt, tie should be neatly knotted Arrive early for an appointment and try to collect info about the company waiting at the reception lobby Greet your prospect, shakes hands and only sit when you will be asked to sit. Keep your body language open and sit back in the chair. Do not keep any object at prospect’s desk before asking permission. Exchange your business cards and always ask for the prospects. Look for few seconds of the card before speaking •Ask neutral questions / courteous questions such as “how is the prospect”. Give him the reason why you are visiting, briefly discuss about your company and explain prospect that how he/she will be benefited from the discussion. Share the USP of your products. •Try to understand the need of the prospect and accordingly explain that how your product can solve the problem.

Discussion

In order to make people feel important, we need to get them to talk, to open up and we need to listen and interpret what they are saying.

• Ask open questions – that can’t be answered “yes” or “no” – How many staff do you have ?

•Avoid close questions started with is/are, shall/should, do/did etc. “Did you go out last night ?)

•Beware of asking multiple questions, value loaded questions (what do you think about the AL Politics ? ans may be I am one of the AL) and leading questions (You do not think this will work then..ans will be obviously no”

Save your literature until the end of the sales process or at the interpretation Stage.

Diagnosis

To diagnose a prospects needs you require to ask problems and needs questions.

• Comparative Questions

Open questions which can help explore different angels.

“How does our proposal stands compare to those outlined in your letter from the competition?” The above questions can often be followed up by more open probing questions.

From this discussion, we can now diagnose what the prospect is buying and interpret the need.

Interpretation & Needs

Summarizing or reflecting skills in the sales process helps the prospects to see that we have listened, interpreted and understood his/her situation and identified their needs.

Tell them what they need by selling in the relevant feature and benefit which will help them to solve their problems/fulfill their needs.

Having done the above you will then need to close the sale ie ask for the business.

Following up and Servicing the AccountFollowing up and Servicing the Account

Closing the SaleClosing the Sale

Demonstrating Capabilities of the ProductDemonstrating Capabilities of the Product

Recommending a Way to Satisfy ThemRecommending a Way to Satisfy Them

Determining Customers’ Needs and WantsDetermining Customers’ Needs and Wants

Locating Prospective CustomersLocating Prospective Customers

Closing the SaleClosing the Sale

Demonstrating Capabilities of the ProductDemonstrating Capabilities of the Product

Recommending a Way to Satisfy ThemRecommending a Way to Satisfy Them

Determining Customers’ Needs and WantsDetermining Customers’ Needs and Wants

Locating Prospective CustomersLocating Prospective Customers

Personal Selling Responsibilities

SurveyingSurveying MapmakingMapmaking

GuidingGuidingFire Starting (driving the Customer to a solution)Fire Starting (driving the Customer to a solution)

Guiding (bringing incremental value to the customer by identifying problems & opportunities)

Guiding (bringing incremental value to the customer by identifying problems & opportunities)

Mapmaking (Laying out

a plan and a solution) Mapmaking (Laying out

a plan and a solution) Surveying (Learning more about consumers)Surveying (Learning more about consumers)

New Roles for Salespeople

Selling Activity Limited to Order-taking

Selling Activity Limited to Order-takingProvider StageProvider Stage

Attempting to Persuade Customer to Buy

Attempting to Persuade Customer to BuyPersuader StagePersuader Stage

Seeking Out Buyers Perceived to Have a Need

Seeking Out Buyers Perceived to Have a NeedProspector StageProspector Stage

Buyers Identify Problems to Be Met by Goods

Buyers Identify Problems to Be Met by Goods

Problem-solver Stage


Seller Determines Buyer Needs and Fulfills Them (creating unique offerings to mach buyers’ needs)

Seller Determines Buyer Needs and Fulfills Them (creating unique offerings to mach buyers’ needs)

Procreator StageProcreator Stage

Buyers Identify Problems to Be Met by Goods (Matching available

offerings with needs/want)

Buyers Identify Problems to Be Met by Goods (Matching available

offerings with needs/want)



Seeking Out Buyers Perceived to Have a Need (Seeking Prospects for

available products)

Seeking Out Buyers Perceived to Have a Need (Seeking Prospects for

available products)Prospector StageProspector Stage

Attempting to Persuade Customer to Buy (Attempts to convince anyone

to buy the product)

Attempting to Persuade Customer to Buy (Attempts to convince anyone

to buy the product) Persuader StagePersuader Stage

Selling Activity Limited to (Application-taking & deliver to

buyers)

Selling Activity Limited to (Application-taking & deliver to

buyers)Provider StageProvider Stage

Stages of Personal Selling Evolution

This Is Essentially a Support RoleThis Is Essentially a Support RoleThis Is Essentially a Support RoleThis Is Essentially a Support Role

Requires the Most Skill and PreparationRequires the Most Skill and PreparationRequires the Most Skill and PreparationRequires the Most Skill and Preparation

Must Assess Situation, Determine NeedsMust Assess Situation, Determine Needs

This Role Is Much More CasualThis Role Is Much More Casual

Often Involves Straight RebuyingOften Involves Straight Rebuying

May Not Actually Take the Order (but introduce new products, new promotions and/or new programs)

May Not Actually Take the Order (but introduce new products, new promotions and/or new programs)

Often Involves Straight Re-sellingOften Involves Straight Re-selling

Must Assess Situation, Determine NeedsMust Assess Situation, Determine Needs

This Role Is Much More CasualThis Role Is Much More Casual

Types of Sales Jobs

Creative Selling

Creative Selling

Re-sellingRe-selling

Missionary Sales Rep

Missionary Sales Rep

Reach May Be Very Limited




Message Can Be Tailored to Recipient




Two-way Interaction With Prospect




Prospect Isn't Likely to Be Distracted




Cost Is Often Extremely HighCost Is Often

Extremely HighCost Is Often

Extremely HighCost Is Often

Extremely High

Personal Selling Advantages and Disadvantages

Possible Management-Sales Force Conflict


Messages May Be Inconsistent


Seller Involved in Purchase Decision


Source of Research Information

Source of Research Information Potential Ethical ProblemsPotential Ethical Problems

AdvantagesAdvantages DisadvantagesDisadvantages









Effective Tips for Successful Sales People

NetworkingNetworking

Polish your image Polish your image

Focus on Learning Focus on Learning

Learn or Increase Your Self-discipline Learn or Increase Your Self-discipline

Adopt a Servant AttitudeAdopt a Servant Attitude

Don’t be Afraid to Make Mistakes Don’t be Afraid to Make Mistakes

Adopt a Winning AttitudeAdopt a Winning Attitude

Learn to Delegate Learn to Delegate

Learn to Renew Learn to Renew

Think PositiveThink Positive

NetworkingNetworking

Polish your image Polish your image

Focus on Learning Focus on Learning

Learn or Increase Your Self-discipline Learn or Increase Your Self-discipline

Adopt a Servant AttitudeAdopt a Servant Attitude

Don’t be Afraid to Make Mistakes Don’t be Afraid to Make Mistakes

Adopt a Winning AttitudeAdopt a Winning Attitude

Learn to Delegate Learn to Delegate

Learn to Renew Learn to Renew

Think PositiveThink Positive

Who makes a good sales person ?

A good sales person is :

•Someone who prepares well, who does his research before the visit

•Someone who knows the marketplace and the competition

•Someone who knows his products or services

•Someone who is a good listener, who does not always have a desire to talk about himself

•Someone who likes people, understands them and can develop an empathy with them

•Someone who finds pressing customer problems, identify the customer’s priorities for solving those problems, and help customers solve them in a way that is convenient, cost effective, innovative and timely.

Don'ts For Sales People

DON'T give up after one or two calls

DON'T rely solely upon one person who may leave for another job

DON'T let your mind wonder.

DON'T speak in a monotone.

DON'T call just to check in.

DON'T randomly send out expensive literature.

DON'T leave your name and phone number only once.

DON'T give up after one or two calls

DON'T rely solely upon one person who may leave for another job

DON'T let your mind wonder.

DON'T speak in a monotone.

DON'T call just to check in.

DON'T randomly send out expensive literature.

DON'T leave your name and phone number only once.

Don'ts For Sales People contd.

DON'T try to fake like you know the answer to a question you don't DON'T assume you have it until the paperwork is signed DON'T assume an air of familiarity DON'T mumble your message

DON'T try to fake like you know the answer to a question you don't DON'T assume you have it until the paperwork is signed DON'T assume an air of familiarity DON'T mumble your message

Do’s For Sales People

DO match and mirror the speed, tone and volume of the other person's voice.

DO call for a specific reason such as to provide some information of value.

DO go the prospect's web site first to see if they fit your ideal prospect profile.

DO tell the truth even if you do not have the answer to a question at that moment.

DO ask for the business.

DO match and mirror the speed, tone and volume of the other person's voice.

DO call for a specific reason such as to provide some information of value.

DO go the prospect's web site first to see if they fit your ideal prospect profile.

DO tell the truth even if you do not have the answer to a question at that moment.

DO ask for the business.


DO use good manners

DO speak clearly and slowly when leaving a message.

DO leave your name, company name and phone number twice in a row DO get the person's name right before speaking with them or leaving a voice mail DO use direct questions or statements such as "Maybe you can help me."

DO write down an assistant's name if they provide it to you.

DO use good manners

DO speak clearly and slowly when leaving a message.

DO leave your name, company name and phone number twice in a row DO get the person's name right before speaking with them or leaving a voice mail DO use direct questions or statements such as "Maybe you can help me."

DO write down an assistant's name if they provide it to you.


DO develop different forms of marketing materials such as a one page Key Benefits sheet.

DO leave a voice mail for of "What's In It for them" compelling benefits.

DO listen to and concentrate on what's being said.

DO identify all the buyers and influencers.

DO be polite yet respectfully persistent.

DO develop different forms of marketing materials such as a one page Key Benefits sheet.

DO leave a voice mail for of "What's In It for them" compelling benefits.

DO listen to and concentrate on what's being said.

DO identify all the buyers and influencers.

DO be polite yet respectfully persistent.

Happy SellingHappy Selling Happy SellingHappy Selling

selling effectively

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