EFFECTIVE

SALES
PROCESS

Prepared By:
Pankaj Goswami
Surjeet Raj
Dayalbagh Educational Institute

IF .

5 + 3 = 28

9 + 1 = 810

8 + 6 = 214

5 + 4 = 19

THEN

7 + 3 = ????????????????
M.S.

Selling Process

The selling process is essentially the series of steps

followed by a salesperson through which he is
offering to EXCHANGE an item of VALUE for a
different item.

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Selling Process

The original item of value being offered may be either

tangible or intangible.

The second item, usually money, is most often seen

by the seller as being of equal or greater value than
that being offered for sale.
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Everyone lives by selling something.

~Robert Louis Stevenson

It used to be that people needed products

to survive. Now products need people to
survive. ~Nicholas Johnson

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Customer Life Cycle

Prospective
Customers
Inactive or
Abandoned
Customers or
Users

New
Customers or
Users

Lapsed
Customers or
Users

Active
Customers or
Users
Repeat or
Loyal
Customers or
Users

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Selling Process

Follow-up
Gaining commitment
Meeting objections

Presentation
Need assessment
Approac
h
Pre-Approach
Prospecting
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Prospecting / initial contact

New customers represent the life

blood of a vital, growing organization.

Its a key selling skill and a critical skill

to develop if you want to increase your
sales and achieve long-term success
in sales.
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Sources of Prospecting
9

External
Sources
Internal
Sources

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A) Internal Sources

Company Lists and Advertising Telephone

Records Directories Inquiries
Inquiries

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Internet
Mail
or World
Inquiries
Wide
Web

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B) External Sources
Referrals
Community Contacts (Centers of
Influence)
Non-competing Salespeople
Distributors
Conferences
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C) Personal Contact

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Observation

Cold Calls

Trade Shows

Bird Dogs (Spotters)

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Characters of the Ideal Prospect

There are specific characteristics of the

ideal prospect that should be determined.

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1.

Specialty

2.

Geography

3.

Financial Details

4.

Ownership Type

5.

Current State

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Specialty
Identify the specialty that fits best with
the products and services sold.
But in some cases, a product could
be used by many or all specialties. It
is very likely that there may be one or
two specialties where the
value proposition delivered is higher.
When this is the case, identify what
specialty match up best when
developing sales strategy

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Geography

By focusing our sales

strategy in key geographic
areas, we can deliver better
results from the same
investment of Time , energy,
and money.

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Financial Details

It may make sense to look at a

hospitals financial details when
identifying the target market. Details
such as growth, losses, profitability,
etc. could determine if a hospital is
an ideal prospect.

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Ownership Type

Ownership type in terms of private or

publicly traded could have an impact
how well a business fits as an ideal
prospect. This detail could also impact
how a seller attempts to communicate
with the prospect.

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Current State

It can help to include some

details on the ideal current
customer state in terms of
systems, processes, or current
agreements.

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How to prospect ????

1.

Allot a specific amount of time every day/week or

month.

2.

Use a variety of methods to prospect for new

business.

3.

Master all types of media including; telephone,

email, text, direct mail, social media

4.

Create a compelling value proposition.

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Pre-Approach - Planning the sale

Its a preparation to meet the

prospect.

By pre-approach, the salesman tries

to make successful presentation of
his goods and services before
meeting the prospect.

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The main objectives of pre-approach

1.

To provide additional information

2.

To select the best approach to meet the prospects

3.

To avoid serious mistakes

4.

To gain confidence and enthusiasm

5.

To save time and energy

6.

To be successful in the sales-interview

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To provide additional information

Prospecting provides salesman only the

names and addresses of prospects.

An additional information as: age,

education, social status, usual
habits, likes, dislikes, buying
practices, etc... , are collected during
this stage.

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To select the best approach to meet

the prospects

All prospects are not equal in all

respects..

Their nature are different and hence

need different treatment by salesman.

The pre-approach aims at selecting the

best approach to meet each prospect.

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To avoid serious mistakes

By pre-approach, a salesman knows

before hand about the likes, dislikes,
taste and temperaments of the
prospects.

If he finds any fault with his preapproach, he corrects it immediately

to win the hearts of prospects.

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To gain confidence and enthusiasm

When a salesman acquires all

possible information of customers
wants and desires to plan his sales
campaign intelligently, he develops
in the same time a status of selfconfidence and enthusiasm to
convert a prospect into a
customer.

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To save Time and Energy

Time and energy is valuable for all, but

these are more valuable for a salesman

The salesman consumes more of his energy

and times unnecessary when he meets
both fake buyers and genuine buyers as a
result of absence of Pre-approach.

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To be successful in the sales-interview

Buying is a mental process, therefore the mind

of a customer moves in a definite direction from
attention, interest , conviction & action during
the process of selling.

Any disturbance in this path will prevent the

customer to arrive to the desired conclusion.

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Approach

Approach means meeting of the

salesman and prospect in PERSON.

Approach aims

1)

To gain favourable attention from

the prospect so that he is interested
enough to see the salesman.

2)

Securing the willingness of the

prospect.

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Different Approach Techniques

Approach
Techniques

The
Instant Buddy

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The
Guru

The
Consultant

The
Networker

The
Hard Seller

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The Instant Buddy

Salespeople

who use this approach

are warm and friendly, asking

questions and showing interest in
their prospects.
They

try to connect on an emotional

level with a prospective customer.

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The Guru
Salespeople

who prefer to become

an expert in anything and

everything related to their industry.
It

requires plenty of work learning

the relevant information & keeping

up with changes in your industry.
You

can use it to generate plenty of

referrals.

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The Consultant
Combines

the best qualities of the

of the first two methods, it's

extremely effective.
It

requires a great deal of time

and effort on a salesperson's part.

You

must be both knowledgeable

and able to make an emotional

connection with your prospects.
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The Networker
With

this approach, you'll spend a

great deal of time cultivating

people.
The

dedicated networker sets up

and maintain a web of friends, coworkers, salespeople from other

companies, customers and former
customers, and anyone else he
meets.
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The Hard Seller

Hard

selling involves getting

someone to buy a product even
though he doesn't want or need
it.
Bullying (Buy this now or you'll
feel stupid tomorrow)
Manipulation (If you don't buy
from me I'll lose my job)
Outright deception (This
product has a much better safety
record than the competition).
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Need assessment (Probing)

Systematic process for

determining and addressing
needs, or "gaps" between
current conditions and
desired conditions or
"wants".

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Need assessment (Probing)

During this step, the salesperson

will attempt to help the buyer
identify and quantify a business
need or a "gap" between where
the client is today and where they
would like to be in the future.
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Types of Probing
37

Closed Ended Questions

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Open Ended Questions

Categories & Sequel of the questions

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Situational questions
Problem discovery questions
Problem impact questions
Solution value questions
Confirmatory questionsM.S.

Situational questions

Deals with obtaining factual

information regarding the buyers
current situation.

Example:

Did you notice that the % of

diarrhea among children had been
increased this summer ?

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Problem discovery questions

During which the sales person

trying to discover the incidence of
problem with the customer.

Example:

Whats the major causes of this

diarrhea, in your opinion ??

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Problem impact questions

The idea behind these questions is for the customer

to become aware of the underlying consequences
(cost and time) that could occur if such problems
went unsolved.

Example:

Whats the general condition of the child during this

disease ?

How the families looked like while their kids are

sick ?

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Solution value questions

The salespersons objective is to

inform their customer about what
they could gain if presented with
the right solution to the problem.

Example :If we have an antibiotic that covers

the G (-) bacteria, How much this
will safe your patient & his family ?

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Confirmatory questions

Establishing that the buyer is

interested about the salespersons
products/services and would like to
continue to hear more about them.

Example:Would you be interested in our

product if it can cover to you most of
G (-) bacteria & parts of anaerobes ?

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Presentation

Start your presentation by giving a

brief company history

It's better if this isn't too detailed

because businesspeople often have
limited time to listen to sales pitches.

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Presentation

Design a presentation that best fits

the needs of your prospective
client.

For example, if you're selling a product,

bring a sample or prototype along with
you. If your product or service is very
detailed, use charts, pictures and
handouts to help emphasize your point.

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Presentation

Tell the client how your

product fits his patient's
needs.

Identify several ways that your

product can fill a void or boost
profits for his patient.

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Features & Benefits

47

Features
Characters of a product.

Benefits
Explains what the customer has to gain

by using the product

Example :-

Example : Once daily

Patient compliance
Rapid relief of pain
Provides the doctors and the patients

Rapidly absorbed
No significant drug

interactions
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uninterrupted therapy.

Features & Benefits For your Own Product

48

Features

Benefits

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Presentation

Make a comparison
between your product and
others that are available.

By doing this, you answer

some questions the client may
not feel comfortable asking.

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AVOID.
1. Mentioning the competitors TRADE name
2. Overwhelming your customer, show no

more than three products at a time.

3. Using unclear words such as nice, pretty &

fine.

50

M.S.

Nobody counts the number of

ads you run; they just remember

the impression you make.
-William Bernbach

51

M.S.

Objections
Concerns,

hesitations,

doubts, or other
honest reasons a
customer has for not
making a purchase.
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Excuses
Reasons

for not buying or not seeing

the salesperson.
Customers

often use excuses when

they are not in the mood to buy or

when concealing their objections.
When

faced with this, be polite and

courteously encourage the customer

to speak about his hidden objections.

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Why does the prospect object

1.

Fear of wrong decision

2.

No enough information

3.

No recognition of needs

4.

Didnt understand explanation

5.

Need reassurance

6.

Testing the beliefs of the sales man

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Any of the previous reasons will

lead to one of the following
situations :Customer
Indifference

Skepticism

Objectio
ns

Misunderstan
ding

Drawbacks

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Handling objections
FOUR

basic steps to handle

objections:
1.

Listen
(Be attentive, maintain eye contact, and let the

customer talk)

2.

Acknowledge

3.

Restate

4.ANSWER
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Handling objections
Your

answer can be done using one or more

of the following SEVEN methods:Question, Denial, Demonstration,

Superior-Point , Boomerang,
Third-Party and Substitution
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Question Method
Is

a technique in which you

question the customer to learn

more about objections.
Never

ask questions in an abrupt

manner; this may seem rude and

create a defensive atmosphere.
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Denial Method
Is

when the customers

objection is based on
misinformation.
You

must back up the

denial with proof and

accurate facts.
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Demonstration Method
Involves

showing the features of the

product.
This

method can be quite convincing.

Conduct

only demonstrations you have

tested, and make sure they work before

using them in a sales situation.

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Superior-Point method
Is

a technique that permits the

salesperson to acknowledge
objections as valid, yet still offset
them with other features and
benefits.
The

customer must evaluate the

different features and might see

additional reasons for buying.
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Boomerang Method
Brings

the objection back to the

customer as a selling point.

When

using this method, be

careful not to sound as if you are

trying to outwit the customer.
Use

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a friendly, helpful tone.

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Third-Party Method
Involves

using a previous

customer or another neutral

person who can give a
testimonial about the
product.
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Substitution method
Involves

recommending a

different product that

would satisfy the
customers needs.
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Closing

Closing is the art of gaining of commitment

Its needed to obtain the commitment to

open the possibility of working together,
which is the first and most critical
commitment the salesperson must obtain.

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Closing

Closing is the first skill a salesperson

must possess to gain the commitment
to open the possibility of working
together, which is the most critical
commitment the salesperson must
obtain.

62% of Salespeople Fail to Ask for

Commitment

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You dont close a sale, you open a

relationship if you want to build a
long-term, successful enterprise.
-Patricia Fripp

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How to Close
1.

Know Your Outcome

2.

Close For What You Have Earned

3.

Close For Something That

Creates Future Value for Your
Client

4.

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Kill the Yellow Book

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1. Know Your Outcome

Before any and every sales encounter, you have

to decide what you want the outcome of that
sales call to be.

Make a list of all of the agreements that you

have to obtain in order to effectively gain a deal.

Refer to this list before every sales call and

decide what commitment you are trying to
obtain.

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2. Close For What You Have Earned

We earn the right to ask for

commitments to move forward
together by creating value during
each and every sales encounter.

The way to create value on each and

every sales call is to leave the
prospect or client in a better position
that they would have been otherwise.

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2. Close For What You Have Earned

1)

We can create values through answering:How does the client benefit from this
interaction?

2)

How could they benefit even more?

3)

What do I do on a sales call that earns me

the right to ask to advance towards a deal?

4)

What would create value for me if I were

sitting on the clients side of the table?

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3.

Close For Something That Creates

Future Value for Your Client

When you have an ROI analysis

in hand, it is easy to explain the
value of moving forward

Now you need to make a list of

the benefits the client will
receive by agreeing to move
forward in the sale.

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3. Close For Something That Creates

Future Value for Your Client

1.

Answer these questions:

How does the client benefit from
agreeing to move forward to the next
stage of the sales cycle with me?

2.

Even if they go no further in the

process, will it be worth their time?

3.

What can I do to make sure it is worth

their time?

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4. Kill the Yellow Book

Closing and obtaining the
commitment should feel natural
to you and to your client.
Write down the language you
use to ask for commitments &
notice :
1. How does the language meet
the criteria listed above?
2. How could you make the
language both more natural
and more effective?

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Post Call Analysis

Did I Sell?

Did I hold the customer interest?

Did I emphasize benefits?

Did I sensationalize presentation?

Did I watch non-verbal sign?

Did I answer the objectives properly?

Did I manage the argument at the right time?

What will be my next call objective ??

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Follow up
Its

an important aspect

of closing a sale.
Many

businesses either

neglect it or do not
have an established
plan

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Follow up

In fact, a customer management systems company, in a

recent special report indicated that most clients need
approximately 7 contacts to reach a decision. The
average follow up done by sales people or small business
owners usually stop after 3 follow up attempts are made. In
the article they go on to say when you stop at 3, you have
basically done most of the work for the next sales person
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It is not your customers job to

remember you. It is your obligation
and responsibility to make sure
they dont have the chance to
forget you.
-Patricia Fripp
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How we can Follow Up

During the first meeting with a potential

customer, find out what they want and
what it would take to close the deal.

Start by asking or telling your prospect

that you will follow-up on a specific day
or time.

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How we can Follow Up

Then tell him how you will

follow-up (telephone, email,
face-to-face) and record this
in your day planner or time
management system.

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Why dont people follow-up

81

M.S.

They dont want to appear pushy.

They forget.

They make false assumptions.

They have never been taught.

They dont want to appear pushy

It may be true that following up too frequently will

come across as being pushy.

In fact, one the few times, a salesperson was pushy

was more because of his tone, rather than fact
he actually followed up.

A weekly call is more than enough to keep in

touch providing you make sure your call is short
and to the point.

If possible, provide some additional value during

your follow-up call.

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They forget

Its easy to forget considering

how busy we are.

This is a common dilemma but

one that can be avoided by
considering the follow-up like
a scheduled appointment.

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They make false assumptions

Many

companies think that if they do a good job

the customer will automatically call us back we

dont need to follow-up.
Its

pointed out that the average executive receives

dozens of phone calls everyday and often hundreds

of emails.
They

are extremely busy which means they forget

and the more time that slips by, the less important
your product or service may be to them.

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They have never been taught

Many people have never received

formal sales training and have not
learned why they should follow-up
and how to make this happen.

You can easily differentiate

yourself from your competition by
making the effort to follow-up with
your prospects and customers.

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TO BE SUCCESSFUL REPRESENTATIVE

Collecting Data
Prepare yourself
for sales call
86
MS

Follow up the
results

1- COLLECTING DATA
About the field to be covered
Geography
Traffic
Times of visits
No. of each key Dr. in each specialty
Drs. Behavior & attitude
Your distributors
The discount & bonus offered by your company
for each product
You should maintain your product available
You have to get full data about your competitors

87
M.S.

2- PREPARE YOURSELF FOR SALES CALL

Be sure of medical product knowledge

Review the objections that can be evoked & prepare yourself to

handle

Practice different product calls with your either supervisor or

friend.

Ensure the way of handling the brochures or promotional materials

88
M.S.

3- FOLLOW UP THE RESULTS

Day to day feedback if your product prescribed or

not

Weekly revision of sales figure supplied by the

distributors

Weekly revision for Dr. visit lists plan for not

visited Drs.

Analyze your call & visit if you targeting the

right product for each call or not.

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M.S.

M.S.

90

Sales Quotes

A smart salesperson listens to emotions not facts.

-Unknown

Success is going from failure to failure without loss of

enthusiasm." - Winston Churchill
M.S.
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Sources

http://emailmarketing.comm100.com/email-marketing-ebook/customer-life-cycle.aspx

http://www.coachingyou.org/identify-target-market-when-developing-sales-strategy-a-117.html

http://www.eyesonsales.com/content/article/sales_prospecting_best_practices/

http://www.preservearticles.com/201103174606/7-essential-objectives-of-pre-approach-in-salesmanship.html

http://www.preservearticles.com/201103164586/method-of-approach-used-by-successful-salesmens.html

http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm

http://www.wikihow.com/Make-a-Sales-Presentation

http://www.imagacademy.org/warner%20lessons/3%20Selling/17%20Product%20Presentation/PresentingtheProduct.pdf

http://thesalesblog.com/blog/2010/03/03/4-ways-to-be-a-better-closer/

http://EzineArticles.com/3711339

http://www.allbusiness.com/sales/selling-techniques/1975-1.html

http://entrepreneurs.about.com/od/salesmarketing/a/poweroffollowup.htm

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pankajgoswami478@gmail.com
surjeetraj5@gmail.com

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