selling techniques for capital equipments
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Tips and Techniques for Selling Capital Equipments/High Tech Industrial MachinesTRANSCRIPT
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By: Sanjeev SharmaRegional Business Head
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• Sales is the act of meeting prospective buyers &providing them with a product or service inturn of money or other required compensation.
� Starts with an Enquiry or Generation of need.
� Proceeds with Understanding the exact requirement andoffering a technically suitable, cost effective solution.
� Taken further with discussions, presentations, technicalqueries and bringing prospective buyer in confidence loopabout meeting his requirement.
� Offering right terms and
conditions to make buyer comfortable
in taking a decision.
� Closing the deal by documenting.
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Enquiry
Understanding the requirement
Tech Discussions for technical
clearance
Right commercial terms &
conditions/Competitors activities
Closing deal by documentation
Sent for Execution
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• Offering right solution in the very beginning is most
important otherwise buyer may not even consider
the solution being given to him or will have a
negative image about product/organization/sales
professional/skills/intentions involved.
• This comes from understanding the requirement
thoroughly and having a clear understanding of own
products/strength’s/limitations and matching them
with client’s requirement
• Once done, half of the job is almost done as client
has a faith that he is in right hands.
• Example: A past example of case: Case Study.
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• Helps in removing any of the doubts in clients mind about product/application feasibility/after sales & support/servicing.
• Makes buyer inclined towards product/organization offering right technical solution in advance manner.
• Helps client in taking a final decision about your product.
• Helps in creating a brand image about product/company/sales person.
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�Offering right terms & conditions helps client in taking aquick decision in your favor.
�While doing so, companies policies, interests andprocedures should always be kept in mind and matchedwith buyer’s requirement without affecting any side.
�Remember, here it is imperative that client must get a truefeeling that “SALES PERSON IS ON HIS SIDE AND WANTSHIS LONG TERM BENEFIT BY OFFERING “ A RIGHTSOLUTION AT A RIGHT PRICE”.
�Seller and buyer are like two rails of a track which willnever meet each other (In terms of price & conditions)but should never part with each other also and go side byside in exact tuning to achieve a common target(Sales/Purchase).
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• Having done all above, it is very important to
bring the entire discussion/agreement in Black &
White clearly or document all as this avoids lots
of unnecessary hassles later on and side by side
completes legal formalities required at both
ends.
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• Above all becomes more relevant and applicable when it comes toCapital Goods/High Tech equipments as sale is influenced/guidedby many factors as these being major decisions, can not be reversedor changed taken. Few constraints for a sales professional could be-
• Highly technical and experienced people to deal with.
• Bigger companies with large turnover, better infrastructure inclient’s arena as well as competitors also.
• Higher designation of people to deal with like MD/VP/Tech Directoretc.
• Inclination of prospective buyer towards a particular brand basedon recommendations/previous experience/market credibility.
• Technical feasibility/price compatibility of product w r t othercompetitors.
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• Drive & Zeal to succeed and achieve targets
• Effective use of time & resources available
• Constant watch on all cases being handled and touch withclients.
• Proper and effective verbal & written communication
• Ability to dig out required information from client whichcan be used in influencing decision in his favor
• Honesty with himself/organization/client
• Quick response to all (be it internal or external customer).
• Easily available/approachable to all.
• Be ready for new opportunities w r t his tools/presentationand response time
• Not to be a victim but take charge and lead from front.
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• Effective and convincing representation at each step,
be it introduction, offer, finalization stage.
• Technically oriented, aware of happenings in market
and related areas wrt product, applications, new
launches, competitors activities.
• Open communicator with realistic projections with
internal and external clients
• Polite and affirmative with VISIBLE WILLINGNESS to
help/serve clients
• Aggressive/Non compromising when it comes to
targets, decision related to business welfare.
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