EFFECTIVE SELLING SKILLS

SELLING & NEGOTIATION SKILLS

SELLING
Selling is the art of persuading the consumer that buying the
product or service will benefit him or her.
Simply putting it selling is the art of closing the deal.
The objective is to build a relationship that provides long-term
benefits to both parties.

Selling involves helping customers identify problems,
offering information about potential solutions, and providing
after-the-sale service to ensure long-term satisfaction.

The Marketing concept holds that the key to achieving
its organizational goals consists of the company being
more effective than competitors in creating, delivering,
and communicating customer value to its chosen target
market

The selling concept holds that customers and businesses,
if left alone, will ordinarily not buy enough of the
organizations products. The organization must, therefore,
undertake an aggressive selling and promotion effort
MARKETING CONCEPT
VS
SELLING CONCEPT
Marketing

Sales

Approach: determine future needs and has a strategy in
place to meet those needs for the long term
relationship.
makes customer demand match the products the
company currently offers.
Process: One to many Usually one to one
Focus: fulfill customer's wants and needs thru
products and/or services the company can
offer.
fulfill sales volume objectives
Orientation Customer-oriented Profit-oriented
Horizon: Relatively Longer term Short term
Scope: Identifying customer needs (research),
creating products to meet those needs,
promotions to advertise said products.
Once a product has been created for a customer need,
persuade the customer to purchase the product to
fulfill her needs
Strategy: Pull Push
Priority: Marketing shows how to reach to the
Customers and build long lasting relationship
Selling is the ultimate result of marketing.
Prospectin
g &
qualifying
Pre-
approac
h
Approac
h
Presentation
&
demonstratio
n
Handling
objection
s
Closing
Follow-
up
Identify
qualified
potential
customers
Learn as
much as
possible
about
customer
Make a
relationship
Tell the product story &
focus on customer
benefits
Overcome
customer
objections
Ask for
an
order
To ensure customer
satisfaction &
repeat business
PROSPECTING AND QUALIFYING
This is the first step in selling i.e. identifying and
qualifying the prospects.

How to Generate Leads??
Examining Data Sources
Putting up a booth at trade shows to encourage drop bys
Inviting current customers to suggest the names of prospects
Contacting the organizations and associations where the
prospect belong.
Using telephone, mail, and internet to find leads.
Dropping in unannounced on various offices.
Cultivating other referral sources, such as suppliers, dealers,
non competing sales representatives, bankers etc.


PRE APPROACH
The sales person has to learn as much as possible
about the prospect company or the buyer

The sales person should always set his call
objectives
To qualify the prospect
Gather Information
Make an immediate sale


APPROACH
Always be prepared Before the call
Know your product inside out.
Be knowledgeable about the industry.
Know your competition
Know the basics of the customers needs.
People in common.
Believe in yourself, your company, and product or DONT be
there.

PRESENTATION AND DEMONSTRATION
The sales person now tells the product STORY
to the buyer
Follow the AIDA Formula
Gaining Attention
Holding Interest
Arousing Desire for purchase
Obtaining Action from the customer
PRESENTATION AND DEMONSTRATION
Use FABV Approach to sell

Features are the obvious characteristics of the product.

Advantages are the performance traits of the product that show
how it can be used to help the customer better solve a problem
than present products can.

Benefits are what the customer wants from the product.

Value addition is focuses on providing customers with extra, or
value-added benefits over those offered by competitors.

OBJECTIONS
Customers almost always pose objections during
the sales pitch or when asked for order.

There are 2 kinds of resistance

Psychological Resistance
This includes resistance to interference, preference for
established brands, reluctance to give up something,
unpleasant associations created by sales rep, predetermined
ideas, et al.

Logical Resistance
It consists of objection to price, delivery schedule, product
features, et al

CLOSING
Look for buying cues
Nonverbal yess
Sounds good
Focus on delivery and terms in discussion
Timelines
Pulling out PO forms


FOLLOW UP
Service, service, service.
Know your companys ability
Dont ever oversell
Call and write.
Creative thanks.
Visit again soon after product delivery.



USING SELLING SKILLS IN ACQUIRING A JOB
1-14 1-14
Identify potential employers.
Analyze employers needs.
Demonstrate your ability to satisfy their needs.
Ask and answer questions during interviews.
Possibly negotiate over starting salary.
Request commitment (a job) from the employer.
WHAT ARE THE VARIOUS METHODS THAT CAN
BE USED TO COMMUNICATE WITH CUSTOMERS?
Impersonal Personal
Advertising/
Sales Promotion
Personal Selling/
Internet Web Site
Publicity Word of Mouth
P
a
i
d

U
n
p
a
i
d

WHAT ARE THE STRENGTHS & WEAKNESSES OF
THE VARIOUS COMMUNICATION METHODS?
Communication
Method
Control Flexibility Credibility Cost
Personal Selling
Internet Web Site
Mass media/
Advertising
Publicity
Word of mouth
Moderate to
High
High Low High
High
Moderate to
High
Low
Moderate to
High
High Low Low Moderate
Low Low High
Low to
Moderate
Low Low High Low
1-16
TYPES OF SALESPEOPLE
Distinguished by:

Selling or distribution channel
Business-to-Business
Directly to the end consumer

Customer-firm relationship- New or Continuing

Salesperson Role- Taking orders or creating new solutions
What is a job title for people just take orders and/or answer
product questions?

Importance of the Purchase Decision- Is it a low dollar or
high dollar sale? What differences might you see in the sales
effort between high dollar and low dollar sales

Location of your customer contact- Is the salesperson in the
office mostly or always out in the field?
WHAT ARE THE CHARACTERISTICS OF
SUCCESSFUL SALESPEOPLE?
Self starters
Use time efficiently
Motivated to learn
Dependable and trustworthy
Ethical
Have product knowledge
Good communicator
Adapt to their customer
Have emotional intelligence