Basic sales skills
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Transcript of Basic sales skills
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© Masters Associates Limited 2008
Basic Sales Skills in 10 minutes!
Richard Masters
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Sales skills are important
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Sales skills are not a gift!Professional sales
skills training takes 14 weeks plus a 2-day update annually!
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Takes time and practice!
Unconsciousincompetence
Conscious incompetence
Conscious competence
Unconscious competence
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An important distinctionSales Methodology
Overall approach to organising a sales campaign
Sales SkillsPersonal skills used in
individual sales situations
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Sales methodologies (examples)Strategic Selling
(Miller Heiman)
TAS (Target Account Selling)
Important for “complex” sales (not covered here)
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Sales skills areas1. Client buying process2. Call planning3. Call opening4. Questioning techniques5. Pre qualification6. Qualification checklist7. Establishing solutions8. Objection handling9. Negotiation skills10. SSO Review process11. Closing the sale
Pre-sales
Sales process
Securing profitable business
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1. The client buying processClient process Sales processAwareness of need Establish business aims
Define the need Establish the precise requirement
Needs become wants Establish any issues(e.g. authority/budget)
Shop for solution Propose solution(Address issues/ offer options)
Decision time Close and Implement
Seek reassurance Follow up and reassure
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2. Call planningNever, ever, try to
sell without planning
If the client calls you, make an excuse and call back
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2. Call planning guidelines1. Write down your
objectives2. Whose best
placed to respond
3. Opening statement
4. List of potential questions
5. Listen,Listen,Listen
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2. Call planning guidelines 6. Identify potential
objections7. How will you
handle them?8. Identify
references9. Make extensive
notes10.Stretch objective
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3. Call opening guidelines1. 1st impressions
are important2. Establish rapport3. Establish
personal & company credentials
4. Check client objectives
5. Ask client how much time he has
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4. Questioning techniques1. Decide your
questioning strategy2. Open questions to
establish real need 3. Needs = why client
wants to buy4. Closed questions to
confirm needs5. Don’t be afraid to
raise issues of authority, budget etc
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NO ISSUES = NO NEED
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7. The solutionIdentify the true needIdentify type of buyer
EconomicUserTechnicalCoach
Specify business benefit (for each) Value based( not cost+) pricing
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No objections =no interest =no sale
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8. Objection handlingType of objection Counter
Doubt Focus on business need
Misconception Don’t argue – clarify!
Competition Never knock competitors, sell them your solution
Price Talk about ‘value’ & ‘investment’
Stalling Probe to uncover real objection- Check all bases are covered - Stress loss of benefit if don’t act now
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Always “empty the bucket” before responding to objections
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11. The closeTrial closeAsk for the business
.... if yes, shut up!..if no, go back to
objection handlingSummary Close
Benefits against needs
Implementation closeMost natural &
successful
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and finally …Buyer’s regret
Keep in touch and reinforce benefits
Ask for more business straight away!
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Further informationwww.rjmasters.co.uk [email protected] http://uk.linkedin.com/in/richardmastersj