1. SAlES representation ANDREW ZIELINSKI, MBA

2. Module 5: sales representation
Objectives – 10 Steps to Professional Sales in 7 Weeks
Professional Sales Call Preparation – Pre-Approach
Professional Client Relations – The Approach
Needs Analysis
Product/Service Presentation - 1:1 and to Groups
Handling Objections
Negotiation
Closing
Follow-Up
Merchandising and Promotion
After-Sales Service

3. Module 5: sales representation
By the End of This Module, You Will:
Understand the details of the full professional sales cycle from preparation, though prospecting, presentation, negotiation, closing and after-sales service
Have worked all 10 steps to a level of “marketable” proficiency
Develop a working structure to get organized, build a sales pipeline, and begin the sales process with qualified prospects
Be proficient at sales presentation tools
Manage objections through verbal and non-verbal cues
Acquire negotiation and closing techniques
Develop a disciplined follow-up structure
Effectively manage merchandising and promotional events
Know how to obtain constructive customer feedback

4. Module 5: sales Representation
Week 1 – Initial Preparation – Pre-Approach, Approach
Getting into focus: It’s About Helping Them Choose
It’s too easy to fall into the trap of merely making the product available and taking orders or moving on
A sales person is a trusted partner to his/her customers
Customers come to value the choices that their sales representative offers
The reputation of a sales representative and the company or brands they represent are built on this choice, the service and the connection created between the sales person and the client
What kind of sales representative are you? Take the Test! Teacher will hand out the profile sheet after the test

5. Module 5: sales representation
Pre-Approach
Objectives
Articulate the goal of customer call
Research: your company’s values and style, customer, competitive environment, economic situation
Review Customer File or Create One
Appropriate Preparation of product file, required materials, sales presentation

6. Module 5: sales representation
Finding New Customers
Important for the salesperson to open new accounts to generate sales volume
Prospecting
“Build it and they will come” - Retail Sales – not relevant because the customers come into the store ?? (What if you own the store?)
Employer leads
Telephone Directories
Trade and Professional Directories
Newspapers
Commercial Lists
Customer Referrals
Cold Canvassing

7. Preparing for the call/visit
Industrial Sales
Analyze past sales records
View notes about the personal aspects of the customer
Qualify new customers
Inquire with other salespeople who are with non-competing lines
Ask questions in a pre-visit phone call
Make an appointment to see the prospect in order to have time to explain the features of your product

8. Preparing for the call/visit
Retail Sales
The customer comes to you, so most of the preparation is in the retail store
Stock-keeping and housekeeping duties are important
Learn about the merchandise and the prices of the merchandise – the Plan-o-gram

9. Approaching the Customer
First impressions count; if a customer is turned off by the approach, it will be difficult to win him or her over
Be alert to what interests the customer
Establish rapport

10. Now, you do it! Activity 5.1 Working from Handouts
Teacher will make handouts available on class web site: Class 21 – Handout on Preparation
Context: You are looking for new customers
Context: After finding a likely prospect, you need to prepare for a meeting at their office
Save as Assignment511_FirstName_LastName.docx
Bring a printed copy to next class and give to teacher

11. Module 5: sales representation
Objectives – 10 Steps to Professional Sales in 7 Weeks
Professional Sales Call Preparation – Pre-Approach
Professional Client Relations – The Approach
Needs Analysis
Product/Service Presentation - 1:1 and to Groups
Handling Objections
Negotiation
Closing
Follow-Up
Merchandising and Promotion
After-Sales Service

12. Module 5: sales representation
Approach
Objectives
Setting Appointments
Courtesy
Relevant Attention-Getting Techniques
Adjusting to Customer’s Pace
Developing a Relationship of Trust

13. Module 5: Sales representation
Approach
Be aware of the customer’s buying style
Follow good guidelines for establishing a positive relationship with customers
Setup an appointment during the pre-approach, and arrive early to the appointment
Introduce yourself, smile, and shake hands
Engage in small talk to build a relationship with the customer
Comment on important things to keep the customer interested

14. The Approach in Retail Sales
Service Approach Method
“May I help you?”
Appropriate when the customer is obviously in a hurry or you are simply an order taker
Ineffective in most situations; you lose control of the sales situation

15. The Approach in Retail Sales
Greeting Approach Method
“Good afternoon, Mr. Wright” or an appropriate personal comment
This approach begins conversation and establishes a positive rapport
Do not focus on the merchandise

16. The Approach in Retail Sales
Merchandise Approach Method
The salesperson makes a comment or asks questions about a product that the customer is looking at
Ask questions about the item
Usually the most effective approach because it immediately focuses attention on the merchandise

17. Starting from Pre-Approach
Product knowledge
Prepare merchandise work area
Prospecting for customers

18. The first face-to-face contact with the customer
Approach
The first face-to-face contact with the customer

19. How to approach the customer…
Be courteous and respectful
Establish good eye contact
Be enthusiastic
Show a sincere interest in the customer
Be friendly and genuine
Use the customer’s name
Time the approach appropriately

20. Approaches
Service Approach
Greeting Approach
Merchandise Approach

21. Salesperson asks the customer if he or she needs assistance
Service Approach
Salesperson asks the customer if he or she needs assistance
Example: “May I help you with something?”
*Ineffective because it elicits a negative response

22. Salesperson simply welcomes the customer to the store
Greeting Approach
Salesperson simply welcomes the customer to the store
Example: “Good afternoon, Austin.”

23. Merchandise Approach
Salesperson makes a comment or asks questions about a product that the customer is looking at
Example: “That shirt is made of a cotton and polyester blend, so it’s machine washable.”
*Most effective initial approach in retail sales because it focuses attention on the merchandise.

24. Determining the needs of customers
Observing
Listening
Questioning

25. Observing
Look for buying motives that are communicated nonverbally

26. Listening helps you pick up clues to the customer’s needs
Maintain good eye contact
Provide verbal and nonverbal feedback
Give your undivided attention
Listen with empathy and an open mind
Do not interrupt

27. Questioning Who? What? When? Where? How? Why?
Do ask open-ended questions to encourage customers to do the talking.
Do ask clarifying questions to make sure you understand customers’ needs.
Don’t ask too many questions in a row.
Don’t ask questions that might embarrass customers or put them on the defensive.

28. Module 5: sales representation
All this sounds great but HOW do I apply all this?
Three Step to Greeting the Customer:
The Salutation
Simple Hello with some sincere and appropriate level of energy
Can add something conversational depending on customer body language and tone
Establishing Contact
Look at customer in the eyes when greeting
Walk towards them but respect their personal space such as: “Those are nice shoes you are looking at” or “What brings you to our store today?”
Engage in some appropriate way
Taking Charge and Letting Go
Be careful not to over-do it. Do not smother customer with questions or a long list of what you offer
After you have adequately demonstrate that you are genuinely happy to see them and are of service to them, let them respond
How to take charge of customer depends on if this is a new or repeat customer

29. Module 5: sales representation
First-Time Customer
You can start a conversation that has nothing to do with their reason for coming into the store
This builds a communication bridge, broaden the contact
You can ask how they came to know about the store or if they live in the neighborhood, etc.
Listen attentively to their answer. It will guide on the rest of the sales process

30. Module 5: sales representation
Repeat Customer
You can somewhat rely on the confidence that customer has already built up in the company and, by extension, in you
You can ask about their last visit to the store, their satisfaction of last purchase, current sales, etc.

31. Step 3: Approaching the Prospect
Four strategies for approaching prospects include 4.
Product-related
approaches 3.
Consumer-directed 2.
Piquing-interest 1.
Non-product-related
Prospects
approaching
strategies

32. Non-Product-Related Approaches4.
Dramatic act 3.
Mutual acquaintance
or reference 2.
Free gift or sample 1.
Self-introduction
Non-product-
related
approaches
for example, setting carpet on fire to show safety
for example, free financial planning or lunch

33. Piquing-Interest Approaches1.
Curiosity
approach 2.
Customer-benefit
Piquing-interest
approaches
for example, “Would you be interested in learning about our high-tech steel smelter that has a low carbon footprint?”
for example, “Our computer will increase employee productivity.”
similar to F A B

34. Consumer-Directed Approaches1.
Question 3.
Survey 2.
Compliment
or praise
Consumer-directed
approaches
for example, “Can I be of any help?” (Best Buy)
“I am aware your company buys a lot of steel. Would you be interested in our high-tensile steel?”
for example, “I read about the award you recently received in the Star-Ledger. Congrats!!!”
for example, movers, home insurance, and security systems
environmental remediation costs based on amount of clean-up

35. Product-Related Approaches1.
Product
demonstration 2.
Product or
ingredient
Product-related
approaches
for example, demonstrate product or statistical software for CRM or data mining
for example, carry sample or catalog
show product

36. The FAB Approach FAB approach 1. Features 2. Advantages 3. Benefits
Identify the features of the products.
Enumerate the advantages relative to competitors’ products.
Identify the benefits of the product to the prospect.

37. Module 5: sales representation
Summary - Inspiring Confidence
Be present (close at hand) and visible!
Be available. If you are in the middle of a task, stop. Serve the customer above all else. If serving another customer, acknowldege second customer and let them know that you will be with them shortly
Don’t smother your customer
Keep the polite form always. In French, use “vous”

38. Module 5: sales representation
Review of initial customer approach…

39. The Personal Selling Process
Dr. Rosenbloom
Approach
The development of rapport with the customer
The chance to make a good first impression
The salesperson should adapt to the potential customer’s social style

40. Social Styles Fact-oriented Analytical Driver Risk Adverse Risk Takers
Dr. Rosenbloom
Fact-oriented
Analytical
Driver
Risk Adverse
Risk Takers
Amiable
Expressive
People-oriented

41. Social Styles Very fact-and-detail oriented
Dr. Rosenbloom
Fact-oriented
Analytical
Driver
Risk Adverse
Risk Takers
Amiable
Expressive
People-oriented
Very fact-and-detail oriented
Require time to make decisions
Not interested in socializing
The salesperson should inundate the analytical with facts and figures that can be supported with documentation

42. Social Styles Action-and goal oriented, and makes quick decisions
Dr. Rosenbloom
Fact-oriented
Driver
Analytical
Risk Adverse
Risk Takers
Amiable
Expressive
People-oriented
Action-and goal oriented, and makes quick decisions
Basic facts and not big on socializing
The sales person should provide the bottom-line information first and then work backward to fill-in essential details

43. Social Styles
Dr. Rosenbloom
Fact-oriented
Analytical
Driver
Risk Adverse
Risk Takers
Expressive
Amiable
People-oriented
A visionary with big ideas for the future but not a detail-oriented individual
Hesitant to make quick decisions and will seek consensus from others
Seeks to socialize with the salesperson
The salesperson should provide assurances that will reduce the amiable’s feeling of risk

44. Social Styles
Dr. Rosenbloom
Fact-oriented
Analytical
Driver
Risk Takers
Risk Adverse
Amiable
Expressive
People-oriented
Loves to socialize and will frequently base the purchase decision on the relationship with the salesperson
The salesperson should establish a personal relationship with the expressive by telling anecdotal stories, by socializing outside the office and by relating personal information

45. Activity Now, you do it! Situation Analyses
See web site or handout for Activity532

46. Module 5: sales representation
Needs Analysis
After greeting the customer, the most important step is to understand what they really need
Although you can play a guessing game with them by offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer
We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles
Now, let’s apply all this towards better understanding our customer’s needs and to serve them best

47. Activity 5.4.0 Now, you do it! Case Analysis BACKGROUND
Loraine Desrosiers arrives at the Three Margarites Garden Center with her sister Mathilda. The ladies collaborate every spring to make up their parents’ garden. This season, after spending the winter reading many gardening magazines, they have a plan in mind and know exactly what type of perennials they want to purchase
At the same time, Mr. Laviollette enters the garden center. He is also looking for perennials to dress up his small balconies, He and his wife, Murielle, sold their home last winter and moved into a condominium. Murielle, who always had a beautiful garden, mentioned last week, that she misses her beautiful flowers and plants. That comment did not fall on deaf ears…
When Matt Dubois and Jackie Durand also drop into the garden center, during a half hour break from work, to quickly pick up some seeds. This year, they want to try their hand at cultivating a vegetable garden at their home in the suburbs

48. Activity 5.4.0 (Continued) Now, you do it! Case Analysis REQUIREMENT
You are now at the point of working on customer qualification
Think about how to approach each of the customers described on the previous slide and what would motivate them to buy at your garden center
DO THIS:
What do you recall from what you read, with regards to the requirements, above?
Write down your thoughts and observations for each set of customers: Loraine and Mathilda Desrosiers, Mr. Laviollette, Matt and Jackie
Save your responses in a document as: Activity540_FirstName_LastName.docx

49. Module 5: sales representation
Digging in…
By qualifying the customer – OBSERVE
“Personal Packaging”
Be aware of how your customer “put themselves together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc.
Yes, this will involve some stereotyping but never prejudice!
Behavior
Recall what we covered in non-verbal communication

50. Module 5: sales representation
Digging in…
What They Say
Be sincerely interested in what your customer is saying
Focus on the conversation – don’t let your mind wander
Body language counts – don’t look at your watch or elsewhere in the store. Instead look directly at your customer
Don’t interrupt your customer or try to finish their sentences
Do not try to influence what your customer is trying to say. There will be time to “work the decision-making process”
Do not worry about asking the customer to repeat if necessary so that you clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying
Avoid “selective hearing” – hearing only the parts that suit you
In your mind summarize what the customer is saying
Be patient, even if your customer is having a hard time “getting it out”
Be quiet, when they speak, even if you are tempted to speak

51. Activity 5.4.1 Now, you do it! Needs Analysis BACKGROUND
See link to Activity on class web site
Read the situations in the document focusing on customer behavior\Find the different non verbal cues and suggest likely interpretations of these cues, which you will then be able to use throughout the sales process with them