Presentation on theme: "Professional Basic Selling Skills"— Presentation transcript:
1 Professional Basic Selling Skills المعلومات بالداخل موثوق بها لأنها مراجعه و معتمده منCertified fromPharmacists_coffee magazinePrepared by : Ahmed SamiProfessional Basic Selling Skils (5 days)-Prepared by :Ahmed Sami
2 Upon completion of the course, participants will be able to : Understand the meaning of the sales call.Practice sales call planning.Identify buying motives.Implement different approaches and presentation techniques.Transform features into benefits that satisfy partner’s needs.Sharpen questioning techniques.Handle customer’s responses and resistances.Develop various types of closes.Use visual aids.Utilize observation skills.Practice how to sell to a busy customer ( short call ).
3 ObjectivesTo sharpen the skills, abilities & behavior in selling for participants in order to sell better & improve professionalism.Professional Basic Selling Skils (5 days)-Prepared by :Ahmed Sami
4 What is selling? Selling a situation of persuasion Act of persuading another person.Process of inducing & assisting.Selling a situation of persuasionPersonal or ImpersonalBased on WIN – WIN situationPersonal : Face to Face communication.Impersonal : Involve no face to face communication.
5 Motive Need / Motive Need Need Is what causes people to act Creation or UncoverNeedSatisfactionMotiveIs what causes people to act
6 Features / Benefits Benefits Features: Benefits: Specifications of a product or service.Benefits:Value to the customer.BenefitsCustomer always buy
7 Buying Motives To buy = To satisfy a need. We know 6 buying motives which are EQUAL IMPORTANCE.To find out buying motives, ASK QUESTIONS.Let customer buy for HIS reasons, not yours!
8 Buying Motives Possession Experience Recognition 1- Making a Gain 2- Avoiding a LossExperience3- Having pleasure, enjoyment, comfort ,convenience4- Avoiding pain, worries, problemsRecognition5- Boosting self-satisfaction, pride6- Gaining social approval, prestige
9 Steps of a Sales Cycle Before the call 1- Prospecting. 2- preparation. During the call1- Approach2- Presentation3- Responses4- ClosePost call1- Analyze
10 Before the call Prospecting Qualifying, classifying / categorizing them
11 First part : Setting your objectives Before the callPreparationFirst part : Setting your objectivesWhat do you want to sell?SSpecificMMeasurableAAmbitiousRRealisticTTimely limitedObjective
12 Plan your work then work your plan Before the callPreparationSecond part : Planning the callPrepare :1- Approach2- Questions to uncover needs & verify assumptions3- Benefits to satisfy needs4- Responses to possible reactions5- Use of visual aid6- Ways of closing / gaining commitmentPlan your work then work your plan
13 During the call 1- Approach 2- Presentation Probing ( Open & closed ) Reinforcing3- Customer Responses4- Closing
14 Approach ( Opening ) Why Questioning in Approach? 1- To gain attention What is Approach ?Skill of capturing the customer’s attention & focusing on the sales call.Why ?Secure accessGain attentionCreate positive interestParts ?1- Greeting / Introduction2- TechniquesAddress buyer’s needsStep 1 : Identify a known or presumed customer needStep 2 : Propose a feature & benefit that satisfy this need3- Ask a questionsWhy Questioning in Approach?1- To gain attention2- Brings customer into presentation3- To confront the customer with a topic of his interest
15 Presentation -The purpose of this step : To satisfy the customer’s needs / buying motives with the features & benefits of our proposal ( product ).-Built on :Positive Two-Way communication.
16 Presentation First step of presentation : -To uncover customer’s need byEffective use of QUESTIONSSecond step of presentation :-To start matching product BENEFITS with customer’s NEED / WISHES in order (Reinforcing)-To find the decisive BUYING MOTIVE
17 Presentation We help the customer to make a buying decision! We know: The feature of our product ( What it is/has ).We define: As many BENEFITS of our product as needed or as enough ( 6 buying motives! ) ( What it can do ).We look for: The customer’s BUYING MOTIVE and match our benefit with his need.
18 What is probing? Probing is the skill of questioning To uncover customer needs & concerns
19 Never start with closed probe Type of ProbesOpen probe : A question that invites as extended explanation.Closed probe : A question that can be answered in a single word, often “YES” or “NO”Never start with closed probe
20 Forms of probes Form Objective Construction Open-ended Closed-ended -Find/Clarify needs.-Check assumptions.-Obtain information in breadth.-Demonstrate interest.Who WhichWhere WhenWhat HowCareful with: WHYClosed-ended-Get precise, quick response/decision.-Ask for information.-Give information.Yes / NoI Do not knowBenefit-Tag-Present one benefit matching a need.-Obtain decision if benefit appeals.Closed-ended questions following one benefit
21 Probing Strategy With communicative customer Customer signals Selling Skills
22 Sequence of Questioning Questioning phase discover customer needs/buying motivesHere you should know enoughIf answer is NO ask another open-Ended QuestionPresentation phase, Check if specific benefit meetsClose ,Ask for order/Commitment
23 Correlation Sales Success/ % of Questions Versus Statements 80% questions 20% statementsIdeal for most successful sales calls!%SalesSuccessAverageMost sales reps% Questions(versus statements)Ideal composition of a conversation
24 Reinforcing Reinforcing is: The skill of satisfying customer needs with product features & benefits.Reinforcing firmly establishes you as a problem-solver and shows the customer why your product is needed.
25 Reinforcing What are the signals that tell you when to reinforce? A clear need stated by the customer in his own words.Confirmation by the customer of a presumed need that was first expressed by you in a closed probe.
26 Reinforcing Steps of Reinforcing : Step 1: Paraphrase the customer need-Express direct agreement-Restate the customer needStep 2: Propose a feature and benefit that satisfy this need.
28 Positive customer responses Prospects voice inflections and positive comments.Seller’s reaction:Praise and show approval for “Nice” comment / answerExamples:I’m very glad you mentioned this.I’m very pleased to hear that.
29 Positive customer responses B) Statements which show hesitationUsing terms or starting statements like:-” I suppose that…”-” I probably should…”-” I hardly believe that…”-” May be…” -” Perhaps..” -” It seems...”These statements are not rejections of your proposal. They only express hesitation, doubts ,misgivings ,but are also signs to keep selling; the prospect wants to know more about your product/proposal. Perhaps move on to another benefit.Seller’s reaction:Isolates doubt by questioning, then eliminate it and change to another benefit / advantage.
30 Positive customer responses C) Prospect continues talking, but makes statements not appealing to youThat means he is talking without dissatisfaction.If the prospect is still talking about the product, he has some interest in it. Statements that do not directly state a dislike or a disapproval of your proposal or product, should be considered positive.Seller’s reactionLet the prospect talk, then point out another benefit; might also be an opportunity to close.
31 Positive customer responses D) Non-verbal customer behaviorIf he is looking at your visual aid, sample, plan.Keep an eye on body language, whether it expresses rejection, inquisitiveness, approval.He will often signal interest through body language while being verbally skeptical.Or- He makes a verbal positive statement and signals disinterest through body language.
32 Positive / Negative Customer response Statements with a positive and negative aspectExamples:“Yes, but…”“I agree although…”“I like that, however…”“It’s an excellent product, but…”Seller’s reaction:Pick up on the positive only use it, just ignore the negative portion!
33 Negative response There is four types of customer resistance: Misconceptions.Real objections.Lack of interest.Skepticism.
34 Negative response Definition Misconceptions An incorrect negative assumption about your product due to a lack of information or misinformation.Real ObjectionsLegitimate shortcoming or disadvantage of your product.Lack of interestDisinterest in your product because of satisfaction with a competitor product.SkepticismDisbelief that your product can provide the stated benefits.
35 Strategies for dealing with resistance Usually occurs..General StrategyMisconceptionsAnytimeProvide correct information.Real ObjectionsReduce shortcomings and emphasizes benefits.Lack of interestAt the beginning of the call, after your initial open probe.Turn an area of dissatisfaction with a competitor product into an area of need for your product.SkepticismDirectly after a benefit statementOffer proof.
36 MisconceptionA misconception is a customer’s incorrect negative assumption about your product or company, due to a lack of correct information.Strategy for dealing with Misconceptions:Step 1: Probe to clarify the customer’s concern.Step 2: Tactfully provide the correct information to resolve the misconception.Step 3: Emphasize the positive information you have provided.
37 Real objectionA real objection is resistance based on a legitimate shortcoming or disadvantage of your product.Strategy for dealing with real objections:Shift the balance in favor of your product benefits.Step 1: Probe to clarify the customer’s concern.Step 2: Acknowledge the customer’s concern.Step 3: Reduce the impact of the shortcoming on the customer.Step 4: Emphasize the benefits of the product.
38 Lack of interestLack of interest in your product is almost always due to satisfaction with a competing product.Strategy for dealing with lack of interest:Use series of closed probe to uncover areas of customer need.Selling against the competition.Turn an area of dissatisfaction with the competing product into an area of need for your product .When you uncover a customer need your product can satisfy, you reinforce it.
39 SkepticismSkepticism is disbelief that your product can really provide a benefit that you say it can.Strategy for dealing with skepticismStep 1: Emphasize the benefit in question.Step 2: Prove the benefit.Step 3: Explain the benefit.
40 Typical buying signals Yes, I like your product …I think I could use it …It sounds good to me …Who else is using it …I may need to order 100 packs.How about delivery.It’s easy to apply.Do I have to decide at once.How much does it cost …
41 Closing ( Gaining Commitment ) It’s the skill of obtaining the customer’s agreement to act by asking a closed ended question.Type of requests:Trial Use: to get the customer to use the product on a trial basis.Continued-Use: to get the customer to continue using the product at the same level.Extended-Use: to get the customer to use more of the product.
42 Types of closes 1- Direct close. “ How many packs of this product do you need this month?”2- Either /or close.“ Do you want red or blue one?”3- Step-by-step close.Help the customer to decide.4- Summery close.Review by summery the accepted benefits only ( Don’t add anything new )5- Incentive close.“If you order now, you'll get additional 5% discount”
43 Six Prerequisites before closing 1- prospect completely understood your offer.2- Real buying motive found out and addressed.3- Customer has confidence in you & company.4- A well prepared close.5- The right timing.6- Customer has the authority to buy.Win-Win Situation
44 Post call analysis Main objectives of post-call analysis : To initiate action / follow through on promises.To make a personal evaluation of your sales call.To help you in your prospecting.Set sales call objectives for your next call.
45 Visual Aid We remember 10% of what we hear We remember 20% of what we seeWe remember of what we see & hear simultaneously65%
46 Visual AidProfessional Basic Selling Skils (5 days)-Prepared by :Ahmed Sami
47 Visual Aid When using a visual aid: Illustrate one point only. Relate to prospect’s needs.Keep control of visuals.Make it coincide with what you say/want to stress.Keep it clean & ready for use.
48 The Short Call Purpose: To male maximum use of limited time with the customer.Constraints:A time-pressured customer will want information, not conversation.
49 The Short Call Strategy: 1- Present product features & benefits to meet known or presumed needs;2- Ask for action as soon as possible;3- Attempt to expand the length of the call whenever possible.
50 Practical steps for Short Call Introduce yourselfCustomer gives a time limit signalOpen the callPresent additional features & benefitsAsk for action
51 Building Rapport Keys to success : Project competence, confidence, interestMethods :Offer service.Be responsive to needs.Fulfill promises promptly.Be courteous and professional.
52 Bridging What is Bridging? The skill of managing the sales conversation by making a smooth transition between subjects.Principles of Bridging:Avoid abrupt transitions, and bridge smoothly and naturally from one subject to the next.
53 Putting it all together The 10 Golden Rules of Successful Selling 1- The successful salesperson is not a “Good” or “Fast talker” the opposite is true – he is a good listener.2- The good salesperson does not sell to “anybody”; he first finds and qualifies the right prospect.3- The good salesperson does not go into a call “blindfold"; he is carefully prepares the call by setting objectives and planning his strategy.4- The good salesperson looks for dialogue right from the start and therefore begins with an approach and question.5- The good salesperson does not present the product or services until he has learnt what the prospect’s needs and buying motives are.
54 Putting it all together The 10 Golden Rules of Successful Selling 6- The good salesperson presents only those features and benefits of his product or services that relate to the prospect’s needs.7- If the prospect raises an" objection” the good salesperson does not view it as resistance but rather as an opportunity to respond to the prospect’s needs in more detail. If it is a real concern, he accepts it, deals with real concerns, satisfies the customer’s need, responds by picking up on anything positive.8- The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy.9- The good salesperson knows that the post call review is already the start of the next call.10- All in all, the professional sales person’s goal is not to sell, but to help his prospect buy and to arrive together with him at a Win-Win situation.