the selling process - 3 stages source potential customers opening the sale building the sale closing...
TRANSCRIPT
The Selling Process - 3 Stages
Source Potential
Customers
Opening The Sale
Building The Sale
Closing The Sale
Follow Up Sale
Prospecting The Sales Presentation After Sales Service
Rules of Selling• Adopt a Win – Win approach• Know your product – features, benefits & USPs• Sell the benefits, not the features• Research prospect• Know your customers’ needs/wants• Listen to the buyer• Relate what you are selling to the buyer’s wants and needs• Plan your sales and be prepared• Have clear and well prepared sales presentations,
demonstrations and telephone calls • Make sure you know who the decision maker is
• Money• Authority• Need
Look
for th
e
MAN
• Internal Sources:– Enquiries to
advertising– Phone/mail
enquiries– Internet enquiries– Customer records
Sourcing Customers/Prospecting
• External Sources:– Following leads– Referrals/introductions– Community contact– Other organisations– Networks– Newspaper– Directories
• Personal Contact:– Business contacts– Social networks– Formal networks– Networking– Word of mouth– Personal observation– Cold canvassing– Trade shows– Conferences– Sales seminars
Contacting Prospects – Planning your Approach
How
• Telephone• Person to
person• E-mail• Letter• Visit
What to say
Resources required
Objective Next steps
• Make an appointment
• Create an interest
• Immediate sale
• Set an agenda• Opening statement• Sales pitch• Qualifying questions• Answers to objections• Reponses to
questions• Build confidence &
rapport
• Business cards• Customer
testimonials• Brochures• Portfolios• Diary• Writing materials
• Obtain an appointment
• Send information
• Follow up
Sales Presentation Structure
• Opening the sale• Body/building the sale• Closing the sale
Opening the Sale• Make an opening statement
• Introduce yourself/your business
• State the purpose of the presentation quickly (within 15 seconds)
• Ask qualifying questions
Body/Building the Sale
• Provide information on you/your business and your product/service
• Relate to the buyer’s needs/wants
• Highlight unique selling points (USPs)
• Focus on the benefits to the customer
• Follow a logical sequence
FAB
FeaturesFeatures High speed processor
AdvantageAdvantage
BenefitBenefit
Can compute twice as fast
Provides customer with
more productive time
Focus of
sales pitch
Why Objections Occur• Disbelief/not convinced• Budget/money issues• Satisfaction with a competitive product• Previous negative experience• Fear of making the wrong decision• Misunderstanding
Handling Objections • Prepare responses in advance
• Listen to the objection
• Check you have understood the objection
• Answer the objection
• Advance the sale
Buying Signals
• Requesting a sample
• Requesting names of other customers
• Commenting positively
• Indicating problems with previous vendors
• Asking specific questions re: price, features, availability, options
• Negotiating
Closing Methods
• Assumptive close• Alternative choice close• Immediate gain close• Fear close• Direct request close• Summary close• Negotiation close• Small decision close
Follow Up• Explain level of service at the time of the sale• Make a courtesy call after the sale• Give customer contact numbers etc• Stay in touch• Use a database• Send customers information on offers etc
Benefits of Customer Care• Satisfied customers will recommend you to
others• Encourages repeat sales• Dissatisfied customers will complain on
average to 10 other people• Demonstrates professionalism• Poor customer care will damage your image
and reduce your profits