Selling & Salesmanship So you want to be a success at selling?

Art of Selling Need to combine a number of skills Persuasion Negotiation Influence Assertiveness Planning & organization Presentation This requires research Know your customer Know your product/service

Three stage process Preparation Presentation Customer Care Research Setting Objectives Asking questions Presentation Explaining the benefits Meeting objections Closing the sale Customer Care After sales service

The Preparation

Do Research Research the customer Find out the name of the customer Make it your business to know your customer’s business Keep records of previous meetings & orders Study the customer’s company Annual reports News articles Their web site

Do research cont Research your product Research the relationship Know what it is that you are selling Know the styles, colours, sizes, quantities Research the relationship Know what the customer has bought or asked about Know if there are any previous/current problems

Set Objectives Know what you want to sell, how many? Plan A Have a fall back option, Plan B I want to sell five cases OK two cases OK sale or return OK, here is a free sample (& order form) Objectives must be realistic with viable alternatives If you cant sell to this customer, then does your customer know anyone else Or does your customer want other products

Ask Questions Ask the right type of question Ask open-ended questions They start with what, when, where, how, who Not Why? Better to say “for what particular reason?” Keep control Answer a question with a question Rather than give answer which will kill the deal

Discussion points What should you do to organize your sales area? What information should you keep on your customer? How can you get an appointment? Should all sales be by appointment?

Discussion cont Should you have sales literature? Should you take samples? What techniques can you use to keep control? What should you know about your products? Where can you find leads to new customers – cold calling?

The Presentation

Explain the benefits Look at your product from the customers point of view Describe the benefits Not the features How does your product meet what your customer wants? Fashionable, trendy, modern Does your product match what your customer needs? Hard wearing, low cost, comfortable, nutritious, easy to maintain, functional

Meet objections Be cool, when the customers raises a query or objection to buying your product Never get emotionally involved Never argue Never take it personally Get your customer to be specific about why he does not want to buy your product Put objections into context of the use they want to make of your product Consider compensating factors to explain how your product meets their requirements

Close the sale Watch for buying signals Ask for the order Shut up As soon as your customer looks like he might buy, then ….. Ask for the order Bring out an order form Complete the form for the customer Get the customer to sign, then …. Shut up Don’t say anything that would make the customer think again Politely say goodbye, and leave

Discussion Points What techniques can you use to close a sale? How to handle a price objection? Discuss the differences between “features” and “benefits” How can objections be met and overcome? How to conclude a sales meeting that does not end in an order? How to ask open ended questions to find out what the customers wants?

Art of presenting Introduce yourself & the subject Who am I? Where do I come from? What do I want to say? Explain the background Why am I giving this presentation? Conclude What were the important points? What message do I want to leave with the customer? Be brief, finish on time

I Believe in Speaking Clearly Art of presenting cont Introduction Background Substance Conclusion I Believe in Speaking Clearly

Ready now here is my delightful speech Art of speaking cont Make sure you are relaxed Be natural Make sure you are heard Be interesting Be methodical & logical Dress appropriately Have spirit Ready now here is my delightful speech

Discussion points How to dress for a presentation? What is the best method of communication? What to do if you are not good at speaking? What is the best type of literature to use? Which medium is best: e mail, sms, web sites, letters, telephone, skype, YM What other ways of selling can I use? What are the benefits of seminars, workshops or conferences?

Customer care

Benefits of customer care Differentiates you from competition Improves customer image of you Minimizes any price sensitivities Improves profitability Increases customer satisfaction & retention Enhances your reputation & standing Develops customer – supplier relationship Repeat purchase & word of mouth sales

Customer relations management Identify what the customer needs Manage the delivery of the product/service Manage the customer expectations Manage after care service Service is necessary immediately after delivery Manage problems Is what you are selling what your customer needs to buy to fulfill his wants? Everyone in the business serves the customer

The purpose of a business is to create a customer Customers The purpose of a business is to create a customer Remaining in business is a function of your competitiveness and ability to win customers from the competition The customer is the foundation of the business and keeps it in existence Peter Drucker

Customer loyalty? 16% of customers stop buying each year for the following reasons: 1% die 3% change jobs or move away 5% develop other relationships 9% change for better prices 82% customer dissatisfaction

Why customers get unhappy? Customers have a choice & can choose your competitor! Types of issues: Products not delivered on time Parts missing/not in stock Service takes too long Product does not meet the need Lack of urgency or understanding No follow-up of sales people

Customer perception Your customer’s perception is your barometer of your success Often totally intangible Service improvement is often your only way to differentiate yourself from the competition Customer is only aware of failure & dissatisfaction Not success & satisfaction

Customer complaints Don’t expect the customer to be in a rational mind Maintain a professional approach Complaints are an opportunity to demonstrate high standard of professionalism Take responsibility to solve the problem Don’t pass the buck Show you really care

Responding to complaints Listen, listen & listen Remain calm Check your body language Let customer get complaint of chest Never interrupt, respond when appropriate Ask appropriate questions This is a way of showing real interest

Responding to complaints Ignore insults, wait for calmness Summarize the issues Find areas of agreement State them Demonstrate empathy Show that you understand their point You don’t have to agree to it Agree an action Thank the customer

Discussion points Why should customer care be so important to your business? How can you retain your customers? How do you steal customers from your competition? How does your business instill the importance of the customer to the workforce? Apart from good service, how else can you win &/or retain your customers?