Beruflich Dokumente
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Closing
Objection Handling
Approaching
Product Presentation
Prospecting
Prospecting
involves identifying potential customers for a particular product or service
Not an easy job Can take longer Frustrating May face rejection
Prospecting
Successful salespeople develop a strategy that involves an organized and active system to generate sales leads and qualify potential buyers. Networking an active process of acquiring new contacts and cultivating existing ones.
3 Step strategy
Define Target Market Generate Sales Lead Qualify Prospect
Identifying Prospects
Sources
Present Customer
Former Customers Cold Calling (knocking the door) Spotters (sales trainee, internship) Directories & Mailing List
(telephone, trade associations, professional associations)
Personal Contacts
Trade Shows Direct Mailing
Sales Lead
Lead Management
Program to generate better leads and more prospect information Telemarketing and direct mail to generate sales lead
20% of all sales lead and inquiries through advertising, promotion, trade shows & direct mail will result in sales with in six months.
Qualifying Prospects
Avoid selling to people who can not make a buying decision
MAN MAD Approach Money Does potential homeowner have enough money to buy a new house or department manager has enough budget for new office furniture. Authority Has authority to buy Need or Desire Does the prospect want or need the good or service
Preparing
Pre-Approach - the salesperson tries to gather additional
information about the prospect & his/her needs
Preparing
Pre-Approach - the salesperson tries to gather additional
information about the prospect & his/her needs
Preparing
The salesperson tries to gather as many additional information about the prospect, as he can Personal Information Required Family background, hobbies, membership of clubs & professional organizations, credit rating, product line, industry reputation Some companies have developed standard questionnaire to compile relevant information about the customers
Call Planning
Specifying the objectives
Salesperson MUST establish objective of the call Why am I going on this interview ? What am I trying to make happen ?
Make an appointment
The most professional way
Call Planning
Other planning preparation requires knowledge
Product
Company Industry Competition Prices
SMART objectives
Specific
Sets a clear direction, where you want to go
Measurable
compare your achievement versus planned
Realistic
Makes you confident, you have some basis, grounds
Time bound
Makes you organized, disciplined, you have to finish the task/job with in time limit
Approach
Approach:
salesperson asks buyer for meeting
Presentation
First Impression
First Impression
Wear neat clean, conservative clothes
Be clean and carefully groomed Know the prospects name and pronounce it correctly Be alert and pleasant Let the prospect offer to shake hands Forget about your self and concentrate on the prospect Avoid smoking or chewing gum Switch off your mobile
Probing
To identify need - Ask questions
Open ended questions
Reflective question Directive/Leading Close ended questions
Probing
Open ended questions
Tell me what you had in your mind Will you please tell me a little bit about your investment portfolio What type of car do you want?
Directive/Leading questions
Designed to point the prospect towards area of agreement
Presentation
salesperson describes the product and how it meets buyers needs. Applies feature benefit strategy FEATURE CHARACTERISTIC OF A PRODUCT Provides/demonstrates evidence BENEFIT NEED SATISFACTION CUSTOMER GETS Gets agreement
Presentation
Presentation:
Feature
Evidence
Benefit
Agreement
Presentation
effective presentation?
Presentation
Knowledge
- Company - Customer
- Industry
- Products (Product expert) - Competition - Prices
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Presentation Techniques
During presentation - Eye contact - Sales story - Visual aid - Samples
- Examples
- Guarantees - Testimonials (Reports from satisfied customers)
Presentation
During presentation - Body language - Third party reference - Ask questions
- Listen carefully
Buying Signal
VERBAL - Price, availability, delivery schedule NON VERBAL - Facial expressions, physical action, gesture
- Positive actions- Moving forward, nodding head up & down, open handed gestures, friendly gesture
- Arms crossed over the body, movement away from the salesperson ?
Handling Objections
Sales resistance Actions or statement by a prospect, customer, that postpone, hinder or prevent the completion of a sales
Outward expressions of prospect, customers doubts or negative feeling about a sales proposal or product
Handling Objections
Objections
Reasons a buyer offers to not buy your product Helpful to identify customers need Can occur at any time Salesperson should find out root of concern and resolve it
Type of Objections
Timing
- Your proposal is ok but I have to discuss it with my partner, give me some time
- (SR should mention the advantages of the decision right now)
Type of Objections
Source
- Your company salesperson misled me about your products performance record or I have heard that your company has a poor delivery record
- (SR should not be defensive or argumentative)
Competition
- I am doing business with abc company for many years and I like Saleem who has done good job for us. Why should I change?
- (ask questions, identify any dissatisfaction with supplier, emphasis competitive edge, guaranty warranty period, after sales service )
Handling Objections
Steps, Techniques, Methods
Keep yourself cool Listen carefully & show patience Dont interrupt Ask questions Use boomerang technique
Handling Objections
Respond to the objections
Use yes & but technique Boomerang method
(I cant afford insurance policy)
Salesmans appearance
1-32
Handling Objections
Confirm your response Prospect stats objection
Listen carefully
Ask question
1-33
Closing Techniques
Direct Close
(Need identified, benefits thoroughly explained and asking for decision)
Closing Techniques
One more yes close
(SR restates the benefits & asks for order)
Implementation/Follow-Up
Follow-Up
After delivery, ensure that the customer has good experience with product
Training, service, after sales service contract, annual maintenance contract, policies and procedures
Helps to build long term relations
Implementation/Follow-Up
Customer Relations
Handle complaints promptly & pleasantly Maintain contact with customers Keep serving the customer Show appreciation
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Implementation/Follow-Up
Self Analysis
Were the planned sales objectives achieved? What could I have done better? What did I learn from this call that will contribute to my future success?
1-39
Closing
Objection Handling
Approaching
Product Presentation
THANKS
Selling Approaches
Transactional
Finish sale as quickly and as easily as possible Key to success is making as many calls as possible to as many people as possible Based on the friendship between the salesperson and the individual buyer Identify and solve a clients problems
Affiliative
Enterprise
Business-to-business (B2B) concept Based on not only person-to-person relationships but on company-to-company relationships