3 Learning Objectives: Describe the basic types of selling models. State the skills utilized in the pre-interaction phase.List the skills involved in the interaction phase.Explain the skills involved in the post-interaction phase.
11 Pre-Interaction Phase: Setting Objectives: What do I want to Accomplish?
12 Pre-Interaction Phase: Knowledge Management: What do I know about the Customer?
13 Pre-Interaction Phase: Information Gathering: Where Can I find the information?
14 Pre-Interaction Phase: Rehearsal: What Am I Going to say?
15 Customer Interaction Pre-Call Planning What do I want to accomplish? What do I know about the prospect?Where can I find the information?What am I going to say?
16 Customer Interaction What is the size of the business? What product lines do they sell and what markets do they serve?Where, how, when, why, and by whom will the products be used?Who are the prominent executives and other key personnel?Who are their competitors and on what basis do they compete?Do they have any previous experience with our company?What are the prospects for future sales volume and what is the upside potential?Figure 5-2: Some Important Pre-transactional Information
17 Customer Interaction Anticipate Buyer Questions What are you selling? Why do I need it?Who is your company?How much will it cost?Who else is using it? Are they satisfied?What kind of person are you?How does your solution compare to alternatives?Is price competitive?Why do I need it now?Your record for support & service?8
18 Customer Interaction Successful Salespeople Research prospect backgroundUse referrals for prospectingOpen by asking questionsUse needs-satisfaction type presentationFocus on customer needsLet prospect make purchase decisionLess Successful SalespeopleDo little background researchUse company generated prospect listsOpen with a product statementUse standard presentationsFocus on product benefitsClose by focusing on the most important customer objectionFigure 5-3: Successful Versus Less Successful Salespeople
20 Gaining Access: Direct Personal Contact. Phoning Ahead. Personal Letters.Messages.
21 Relating Skills: Help the customer buy wisely. Reduce relationship anxiety.Formulate a good initial impression.
22 Means of Reducing Relationship Anxiety Customer InteractionMeans of Reducing Relationship AnxietyPROPRIETYShow buyer respect; dress appropriatelyCOMPETENCEKnow your product/service; third-party referencesCOMMONALITYCommon interests, views, acquaintancesINTENTReveal purpose of call, process, and payoff to the buyer
27 Advocating Skills:Advocating skills refers to the ability to clearly and fully present a solution that customers can see helps to address their needs.Presenting a specific solution to a problem.Addressing customer concerns regarding the solutions being proposed.
28 Customer Interaction Handling Concerns Listen to the buyers feelings Share concerns without judgmentClarify real issue with questionsProblem-solve present options and solutionsAsk for ACTION to determine commitment15
29 Closing Skills:Closing occurs when a sales person asks for a commitment from the customer.When to Close?Trial Closes?Buying signals?
30 Customer Interaction Closing Techniques Selling Technique Direct Ask for the order in a straight-forward mannerSummarySummarize the benefits already covered in the presentationSingleObjectionAsks for the order if last obstacle is overcomeAssumptionAssume readiness to buy and focus on the transaction detailsChoiceFocus on version to be ordered17
31 Figure 5-8: Servicing the Sale: The Four Pillars of Sales Support Post-Interaction Phase:Post-Interaction Phase Skills:SupporttheBuyingDecisionManageimplementationDealwithdissatisfactionEnhanceRelationshipFigure 5-8: Servicing the Sale: The Four Pillars of Sales Support1
32 Customer Interaction Pillars of Sales Support Reduce buyer anxiety Make a follow-up callAsk for feedbackSupport Buying DecisionAssist w/ approval processIntroduce support resourcesMonitor & report progressManage the Implementation18
33 Customer Interaction Pillars of Sales Support Deal with DissatisfactionEmpathize with the buyerRespond to problems – use objection handling techniquesAnticipate buyer concerns and expectationsReinforce the Benefits19
34 Customer Interaction Pillars of Sales Support Enhance the Relationship Be availableArrange continued personal communicationsMaintain quality of products/servicesProvide ongoing updates and progress reportsBe a resource for info, help and ideasGrow the business internallyAsk for referrals20
35 Customer Interaction Ways to Anger Customers Constant Selling Neglecting Customer ProblemsTalking Too MuchStretching the TruthNo Thank-Yous
36 Customer Interaction TRANSACTIONAL RELATIONSHIPS CONSULTATIVE AND ENTERPRISE RELATIONSHIPSPractices:Focuses on closing salesLimited call planning investmentSpends most contact time telling account about productsConducts “product-specific” needs assessment“Lone wolf” approach to the accountProposals and presentations based on pricing and product featuresSales follow-up is short-term, focused on product deliveryFocuses on customer’s bottom lineConsiders call planning a top prioritySpends most contact time attempting to build a problem-solving environmentConducts discovery in the full scope of the account’s operationsTeam approach to the accountProposals and presentations based on profit-impact and on strategic benefits.Sales follow-up is long-term, focused on long-term relationship enhancementFigure 5-6: Key Differences in Practices Between Relationships