Post on 22-Nov-2014
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SELLING PROCESS
SALES MANAGEMENT
Balram ChaudharyAsst ProfessorJVW University, Jaipur
THE SELLING PROCESS
It is a process by which a salesperson identifies and locates the prospects, separates the prospects from suspects, approach them and makes a sales presentation, handles their objects and closes a sale.
STAGES IN THE SELLING PROCESS
PRE-SALE PREPARATION
PROSPECTING
Prospecting is the process of identifying potential buyer who have:
Need of the productAbility to pay for itAuthority to buy it
A successful salesperson utilizes his/her time in distinguishing suspects from prospects
A sales person faces three sets of customer at the time of prospecting:
Lead CustomersProspect CustomersQualified Customers
METHODS OF PROSPECTING
Cold Canvassing Customer Referrals Observation Friends and Acquaintances Lists and Directories Direct Mail Telemarketing Trade shows and Demonstrations
PRE-APPROACH
Before approaching to the customers
salespersons must prepare themselves about
Knowledge about the customer
Knowledge about the final decision maker
Queries that are expected to be asked
Know how the product can benefit the
customer
Take the appointment
Prepare all the required data, documents etc
APPROACH
In this step the salesperson tries to get the customer’s attention and generate interest in him for the sales presentation
The goals of any sales approach can be
Getting the prospect’s attention
Removing any inhibition
Gaining the prospect’s respect and confidence
Probing for the benefit most wanted by the
prospect
Arousing their interest for hearing the presentation
VARIOUS APPROACHES USED
Benefit Approach: Focusing on customer
benefits
Referral Approach: Focusing on a third
party’s recommendation
Introductory Approach: Focusing on the
selling company and the salesperson,
focusing on the physical elements of the
products
SALES PRESENTATION
In this step the salesperson presents his products and
services before the prospects and makes effort to
create and modify their interest into sales realization
for the company
Approaches to sales presentation
Attracting customer attention (Appearance)
Creating Interest (benefit approach)
Arousing Desire and Building Conviction
Methods of Sales Presentation
Oral Presentation
Written Presentation
HANDLING CUSTOMER OBJECTIONS
Customer makes many objection during or after the presentation
Many a times these objections are excuses for not buying
It is the duty of the salesperson to clear the doubt of the customer
Customer may have doubt, he could not understand the presentation, product or service is new etc
TEN EXCUSES CUSTOMER USE ON THE SALES PEOPLE
Denial Blaming Minimizing I have no choice Reframing Reality Alibi Justification Derogation Helplessness Yes……But
METHODS OF HANDLING CUSTOMER OBJECTIONS Superior Feature Method Yes…..but method Reverse English Method Indirect Denial Method Pass Out Method Comparison Method Direct Denial Method Another angle method Narrative Method Testimonial Method Question or Why Method
CLOSING THE SALE It is the main objective of the salesperson and comes
after handling the objection Many salespersons are scared to ask a question like
‘Will you buy?’ Salesperson use indirect methods for closing the deal Methods of Closing the Deal
Salesperson may ask customer to fill the form, ask for address etc
Sales may give offer like price is likely to increase Ask question which answers ‘Yes only’ Like ‘Will you give cheque or cash?’ or ‘Which color of the
product will you like?’ or ‘What is your address for the billing etc?’ etc
FOLLOW UP
Keep yourself in touch with customer It will help you in cross-selling and reference
selling It helps in maintaining goodwill in the market
SUGGESTED READING
Chapter-3 ‘The Selling Process’ of Sales
and Distribution Management by ‘Tapan K
Panda and Sunil Sahadev’