Selling Skills

Basic-AdvancedBY : Dr.Taleb Hammad

Selling SkillsSelling Skills

SELLING IS ……SELLING IS ……

• ““Getting someone to do what Getting someone to do what you want them to do the way you want them to do the way they want to do it” well & they want to do it” well & willingly” ! ! ! !willingly” ! ! ! !

V Vh.F.De BOESTh.F.De BOEST

Selling conceptsSelling concepts

• Helping people achieve their needsHelping people achieve their needs

• Matching what you have to offer with Matching what you have to offer with

what the buyer wantswhat the buyer wants

Selling?Selling?

C U S T O M E RC U S T O M E R

S A L E S R E P.

Selling processSelling process

• PreparationPreparation

• Business-like IntroductionBusiness-like Introduction

• PresentationPresentation

– Help the buyer recognise opportunityHelp the buyer recognise opportunity

– Use open questions to gather information and Use open questions to gather information and identify what they need: What, Where, When, identify what they need: What, Where, When, How , Who, Why.How , Who, Why.

– Closed questions to confirm clarity:Closed questions to confirm clarity:

Is , Was, DoesIs , Was, Does

THE MARKETING MIXTHE MARKETING MIX

THE CONSUMER’S ENVIRONMENTINSTITUTIONS

LEGAL SYSTEM

COMPETITION

PRODUCT PRICE

PROMOTIOND

IST

RIB

UT

I0N

PERSONALSELLING

PRODUCT LIFE CYCLE PATERN PRODUCT LIFE CYCLE PATERN TYPICL SALES CURVES TYPICL SALES CURVES

INTRODUCTION GRWOTH MATURITY SATURATION DECLINE

TIME

SALES

( $ OR UN)

BICYCLE ANALOGYBICYCLE ANALOGY

BACKBACK WHEELWHEEL

PRO.KNOWLEDGE

EXPERIENCE

TASK COMPETENCES ETC.

POWER

FRONT WHEEL

PEOPLE KNOWLEDGE

RELATIONSHIP SKILL

MKT. INTELLIGENCE/INF.ETC…

DERECTION

OBJECTIVESOBJECTIVES

TERRITORYTERRITORYTERRITORYTERRITORY TIMETIMETIMETIME

ACTION PLANNERACTION PLANNERACTION PLANNERACTION PLANNER

How to succeedHow to succeed

PreparationPreparation

Preparation Means Preparation Means

Selling skills also used Selling skills also used in……..in……..

• Marketing yourselfMarketing yourself

• IdeasIdeas

• Internal customersInternal customers

• Public sectorPublic sector

CustomerCustomer

Marketing and selling begins and Marketing and selling begins and ends with the CUSTOMERends with the CUSTOMER

Not your productNot your product

MarketingMarketing

• Product - benefitsProduct - benefits

• PlacePlace

• PricePrice

• Promotion – stand, posters, flyers, Promotion – stand, posters, flyers,

tables, relationship marketingtables, relationship marketing

Why should a Why should a customer buy from customer buy from

you?you?• fulfil a needfulfil a need

• fashionfashion

• imageimage

• salesmanshipsalesmanship

• advertisingadvertising

• peer pressurepeer pressure

• impulse impulse

• priceprice

• locationlocation

• valuevalue

• healthhealth

• fearfear

• legislationlegislation

• quality & reliabilityquality & reliability

• reputationreputation

• after-sales serviceafter-sales service

Do not tell the customer about Do not tell the customer about your product and service until your product and service until

you have found out which you have found out which company they are from and company they are from and what sort of cake they are what sort of cake they are

interested in.interested in.

Selling skills Selling skills

• Present the solution, while Present the solution, while overcoming customer concerns.overcoming customer concerns.

• Consider your competitionConsider your competition

• Ask for the businessAsk for the business

• EvaluateEvaluate

SkillsSkills

• NetworkingNetworking

• CommunicationCommunication

– active listeningactive listening

– summarisingsummarising

• PersuadingPersuading

• InfluencingInfluencing

• NegotiatingNegotiating

REMEMBERREMEMBER

• Prepare your marketing and costingPrepare your marketing and costing

• Stress (adapted) benefits to customer, Stress (adapted) benefits to customer, not just the featuresnot just the features

• Draw attention to the strengths of your Draw attention to the strengths of your productproduct

• Ask for the businessAsk for the business

• Keep motivatedKeep motivated

He who whispers down a well,He who whispers down a well,

about the things he has to sell,about the things he has to sell,

will not make as many dollars aswill not make as many dollars as

he who climbs a tree and hollers.he who climbs a tree and hollers.

Sharpen Your Selling Sharpen Your Selling SkillsSkills

Competing with Competing with CompetitorsCompetitors

• Two things to remember:Two things to remember:

• Selling Skill of employees determine success Selling Skill of employees determine success or failure of businessor failure of business

– skills to provide service and generate salesskills to provide service and generate sales

• To customers the salesperson is the To customers the salesperson is the businessbusiness

– good or bad in the mind of customersgood or bad in the mind of customers

– focus turn salesperson into motivated sales focus turn salesperson into motivated sales forceforce

Six Steps Toward Selling Six Steps Toward Selling SuccessSuccess

• 1. Lay out the groundwork1. Lay out the groundwork

– KnowledgeKnowledge

– AttitudeAttitude

– TechniquesTechniques

• 2. Approach and relate2. Approach and relate

– Sell the relationshipSell the relationship

– Help customers buy the right thingHelp customers buy the right thing

ContinuedContinued

• 3. Make the Presentation3. Make the Presentation

– Know the features Know the features

– Sell the benefits - by answering “What is Sell the benefits - by answering “What is in it for me?”in it for me?”

– Sell the advantages- by answering “Why Sell the advantages- by answering “Why should I buy from this person?” and “Do should I buy from this person?” and “Do you knock the competition?” you knock the competition?”

• 4. Overcome the Objections4. Overcome the Objections

ContinuedContinued

• 5. Close and Supplement5. Close and Supplement

– Always be closing- help customer decide how -not whether Always be closing- help customer decide how -not whether they will buy.they will buy.

• Can you see how this would meet your needs (or solve your Can you see how this would meet your needs (or solve your problem)?problem)?

• Since I haven’t heard any objections, I’m assuming you Since I haven’t heard any objections, I’m assuming you agree with me? Right?agree with me? Right?

• Are you ready for us to talk about the final details?Are you ready for us to talk about the final details?

• Shall we go ahead and get started with your order?Shall we go ahead and get started with your order?

– Ask for the saleAsk for the sale

– Suggest additional products after initial decision has been Suggest additional products after initial decision has been made.made.

ContinuedContinued• 6. Follow up and Make them Customers for 6. Follow up and Make them Customers for

LifeLife

– Contact customers after saleContact customers after sale

– Send a “customer satisfaction” surveySend a “customer satisfaction” survey

– Prove your dependabilityProve your dependability

– Handle complaints promptlyHandle complaints promptly

– Add customer names to mailing list and keep Add customer names to mailing list and keep regular contactregular contact

– Ask for referralsAsk for referrals

Visualize SuccessVisualize Success• Selling is people-serving-people process Selling is people-serving-people process

that should include the following:that should include the following:

– Training you staff to care about serving Training you staff to care about serving customerscustomers

– Learning to listen to customers in order to Learning to listen to customers in order to zero in on their needszero in on their needs

– Practicing courtesy in every situationPracticing courtesy in every situation

– learning about your products and services so learning about your products and services so you can point out the benefits and advantagesyou can point out the benefits and advantages

Visualize Success- Visualize Success- ContinuedContinued

– Suggesting additional items that will save Suggesting additional items that will save your customers time and additional your customers time and additional expenseexpense

– Making every customer feel welcome and Making every customer feel welcome and appreciatedappreciated

– Following up sales with a thank you and a Following up sales with a thank you and a satisfaction surveysatisfaction survey

Selling SkillsSelling Skills

Effective sellingEffective selling

3 basic sales approaches3 basic sales approaches• StandardStandard

– Pat statements and refined sales pitchPat statements and refined sales pitch

– Good for rookies, uniform for mgmtGood for rookies, uniform for mgmt

– No listeningNo listening

• Need SatisfactionNeed Satisfaction

– Lots of careful questions to find opportunityLots of careful questions to find opportunity

• Problem-SolutionProblem-Solution

– Full analysis of customer needsFull analysis of customer needs

Always be prepared Always be prepared Before the CallBefore the Call

• Know your product inside out.Know your product inside out.

• Be knowledgeable about this industry.Be knowledgeable about this industry.

• Know your competitionKnow your competition

• Know the basics of the customers needs.Know the basics of the customers needs.

• People in common.People in common.

• Believe in yourself, your company, and Believe in yourself, your company, and product or DON’T be there.product or DON’T be there.

The pre-call PlanThe pre-call Plan• Always have a written planAlways have a written plan

– Flowers for receptionist, get 2 names, name impressionFlowers for receptionist, get 2 names, name impression

• Always have a list of objectives for you/customerAlways have a list of objectives for you/customer

– Free product trial, competitors terms, secure lunch dateFree product trial, competitors terms, secure lunch date

• Always have a goal of learning something new about the customerAlways have a goal of learning something new about the customer

– Equipment, ancillary products, 2Equipment, ancillary products, 2ndnd tier suppliers tier suppliers

– Their “go to market strategy” and unique advantagesTheir “go to market strategy” and unique advantages

• Always try to have an actionable item for you and Always try to have an actionable item for you and your customer after the callyour customer after the call

– Price on equipment, tech specs, trial in plant, customer Price on equipment, tech specs, trial in plant, customer volume per monthvolume per month

Before intro…Before intro…

• Read the “sign in sheet”. Always. Consider Read the “sign in sheet”. Always. Consider whether to write your name/company whether to write your name/company legibly or not.legibly or not.

• Extra effort with reception. Always. Extra effort with reception. Always.

• Never talk in car in lot, elevators, lobby, Never talk in car in lot, elevators, lobby, bathroom, etc.bathroom, etc.

• Review your written plan briefly.Review your written plan briefly.

• Look very relaxed in the lobby. (even if not)Look very relaxed in the lobby. (even if not)

First few minutes First few minutes matter…matter…

• Nonverbal visual cuesNonverbal visual cues

– Your dress. Plan it.Your dress. Plan it.

– Look them in the eye and shake firmly. Look them in the eye and shake firmly.

– Smile broadly.Smile broadly.

– Show personal enthusiasm in body Show personal enthusiasm in body language.language.

– Pace yourself by customer…watch them Pace yourself by customer…watch them approach approach

The opener…The opener…• ““I’m Cliff Brooks, How are you?”I’m Cliff Brooks, How are you?”

• ““Nice looking kids. I’ve got a few just about that age, Nice looking kids. I’ve got a few just about that age, pretty darn busy around our place.”pretty darn busy around our place.”

• ““How’s your day so far?”How’s your day so far?”

• ““How goes the battle today?”How goes the battle today?”

• ““Got your name from Joe…thanks for seeing me. He Got your name from Joe…thanks for seeing me. He thought this might make sense for us to get together…”thought this might make sense for us to get together…”

• ““Couldn’t help seeing those tanks on the side of the Couldn’t help seeing those tanks on the side of the building…I’d bet you are pretty happy with those H&K 2 building…I’d bet you are pretty happy with those H&K 2 ton stainless auto top loaders?”ton stainless auto top loaders?”

Needs DiscoveryNeeds Discovery

• After closing this is the key selling skill.After closing this is the key selling skill.

• Question and listen. Really listenQuestion and listen. Really listen

– What’s not being said?What’s not being said?

– What are they trying to say but “can’t”What are they trying to say but “can’t”

– What’s the real need? What’s the real need?

• Sometimes the needs are “just those of Sometimes the needs are “just those of the buyer, and not actual”. You the buyer, and not actual”. You understand!understand!

Questions…Questions…

• Open probes…Open probes…

– How are the new regulations from OSHA How are the new regulations from OSHA hurting your business?hurting your business?

oror

– ““OSHA’s sure got our industry in a bind OSHA’s sure got our industry in a bind right now. You guys seem to be doing so right now. You guys seem to be doing so well how are you doing it?”well how are you doing it?”

Closed Probes…Closed Probes…

• Is delivery a problem for you?Is delivery a problem for you?

– OrOr

• Given the shortage of trucking with the Given the shortage of trucking with the strike could our dedicated fleet of strike could our dedicated fleet of company owned delivery trucks help company owned delivery trucks help with those delivery delays?with those delivery delays?

• Would extended payment terms help?Would extended payment terms help?

Concerns/ObjectionsConcerns/Objections

• Typically a natural part of any callTypically a natural part of any call

• An opportunity for more dialogueAn opportunity for more dialogue

• Helps both parties in buying process.Helps both parties in buying process.

– ““this is a buying process”this is a buying process”

• Customer “indifference” is the killer not Customer “indifference” is the killer not active objectionsactive objections

Handling ObjectionsHandling Objections

• ListenListen

• Agree/restate without prejudiceAgree/restate without prejudice

• Get clear about the real issueGet clear about the real issue

• Discuss solutionsDiscuss solutions

• Ask for a commitmentAsk for a commitment

Closing…Closing…

• Trial closes might uncover more Trial closes might uncover more issues/needsissues/needs

– Is this what you had in mind?Is this what you had in mind?

– Would this do the job for you?Would this do the job for you?

– How does this look?How does this look?

• If still no…If still no…

– What specifically doesn’t seem as though it What specifically doesn’t seem as though it meets your needs?meets your needs?

Look for buying cues…Look for buying cues…

• Nonverbal yes’sNonverbal yes’s

• Sounds good…Sounds good…

• Focus on delivery and terms in Focus on delivery and terms in discussiondiscussion

• TimelinesTimelines

• Pulling out PO formsPulling out PO forms

• Looking up stock/inventoryLooking up stock/inventory

CloseClose

• Alternative closeAlternative close

– Which would you prefer the single case or Which would you prefer the single case or pallet quantity?pallet quantity?

• Summary closeSummary close

– With the 10% gain in factory efficiency and With the 10% gain in factory efficiency and unique new volume price program lets get unique new volume price program lets get this on the books. When would you like this on the books. When would you like delivery?delivery?

Post SalePost Sale

• Service, service, service.Service, service, service.

• Know your company’s abilityKnow your company’s ability

• Don’t ever oversellDon’t ever oversell

• Call and write.Call and write.

• Creative thanks.Creative thanks.

• Visit again soon after product delivery.Visit again soon after product delivery.

Five reasons salespeople Five reasons salespeople lose saleslose sales

• ApathyApathy

• Misjudging you customer’s intent to Misjudging you customer’s intent to buybuy

• Lack of product knowledgeLack of product knowledge

• RudenessRudeness

• Failure to suggest other itemsFailure to suggest other items

Dr . Taleb Hammad Dr . Taleb Hammad

B.Sc Pharmacy , MBAB.Sc Pharmacy , MBA

taleb@mortar-and-pestle.nettaleb@mortar-and-pestle.net