THE ART & SCIENCE OF THE ART & SCIENCE OF SELLINGSELLING

PROF. T. K. G. NAMBOODHIRIPROF. T. K. G. NAMBOODHIRI(Based on “How I raised myself from (Based on “How I raised myself from failure to success in selling” by Frank failure to success in selling” by Frank

Bettger)Bettger)

IDEAS FOR SUCCESSIDEAS FOR SUCCESS

• ENTHUSIASM

• SEEING PEOPLE

• PUBLIC SPEAKING

• GETTING ORGANIZED

ENTHUSIASMENTHUSIASM

• THE HIGHEST PAID QUALITY ON EARTH• RAREST BUT MOST CONTAGIOUS QUALITY• HELPS OVERCOME FEAR• BIGGEST SINGLE FACTOR IN SELLING• BASIS OF BUSINESS SUCCESS• TO BECOME ENTHUSIASTIC, ACT

ENTHUSIASTIC• FORCE YOURSELF TO ACT ENTHUSIASTIC

AND YOU WILL BECOME ENTHUSIASTIC

SEEING PEOPLESEEING PEOPLE

• MAKING CALLS-MEETING PEOPLE: THE FOUNDATION OF SELLING

• MEET 4 OR 5 PEOPLE EVERY DAY & TELL YOUR STORY, YOU CAN’T HELP MAKING GOOD

• KEEP RECORDS OF YOUR MEETINGS

• YOU CAN’T HIT THE BALL IF YOU DON’T SWING AT IT

PUBLIC SPEAKINGPUBLIC SPEAKING

• ABILITY TO SPEAK WELL IN PUBLIC: VERY ESSENTIAL FOR SALESMEN

• DESTROYS FEAR

• DEVELOPS COURAGE & SELF-CONFIDENCE

• BROADENS YOUR VISION

• STIMULATES ENTHUSIASM

GETTING ORGANIZEDGETTING ORGANIZED

• MUST BE WELL ORGANIZED TO SUCCEED

• RECORDS ESSENTIAL TO KNOW SUCCESS/FAILURE

• THINK & PLAN AHEAD YOUR ACTIVITIES IN ORDER OF THEIR IMPORTANCE

• SUCCESFUL PEOPLE ARE RUTHLESS WITH THEIR TIME

HOW TO SUCCEED IN SELLINGHOW TO SUCCEED IN SELLING

• SECRET OF SALESMANSHIP• HITTING THE BULL’S EYE• THE ART OF ASKING QUESTIONS• MAKING A SALE-BASIC PRINCIPLES• WHY SOMEBODY SHOULD BUY?• THE MOST IMPORTANT QUESTION:

“WHY?”• THE FORGOTTEN ART OF “LISTENING”

SECRET OF SALESMANSHIPSECRET OF SALESMANSHIP

• The most important secret of salesmanship is “TO FIND OUT WHAT YOUR PROSPECT WANTS,THEN HELP HIM FIND THE BEST WAY TO GET IT”

• More than a sales technique, it is a philosophy of life for a salesman.

HITTING THE BULL’S EYEHITTING THE BULL’S EYE

• YOU CAN’T HITT THEM IF YOU DON’T SEE THEM. SEARCH & FIND OUT WHAT IS THE CRUCIAL INTEREST

• THE ONLY WAY TO GET ANYBODY TO DO ANYTHING IS BY MAKING HIM WANT TO DO IT

• WHEN YOU SHOW A MAN WHAT HE WANTS, HE WILL MOVE HEAVEN AND EARTH TO GET IT

THE ART OF ASKING THE ART OF ASKING QUESTIONSQUESTIONS

• ASK QUESTIONS TO HELP YOUR PROSPECT RECOGNIZE WHAT HE WANTS & HELP HIM DECIDE HOW TO GET IT

• HELPS CRYSTALLIZE HIS THINKING• HELPS YOU TO FIND THE MOST VULNERABLE

POINT WITH WHICH TO CLOSE THE SALE• MEET OBJECTIONS BY ASKING QUESTIONS• GIVES HIM A FEELING OF IMPORTANCE, THE IDEA

BECOMES HIS• HELPS YOU TO AVOID ARGUMENTS AND TALKING

TOO MUCH

BASIC PRINCIPLES OF MAKING BASIC PRINCIPLES OF MAKING SALESSALES

• MAKE APPOINTMENT• BE PREPARED• ASK WHAT IS THE KEY ISSUE• KEY WORD NOTES• ASK QUESTIONS• EXPLODE DYNAMITE• AROUSE FEAR• CREATE CONFIDENCE• EXPRESS HONEST APPRECIATION OF YOUR

PROSPECT’S ABILITY• ASSUME A CLOSE- Be positive about the outcome.• PUT ‘YOU’ IN THE INTERVIEW

MAKE APPOINTMENTMAKE APPOINTMENT

• ALWAYS MAKE PRIOR APPOINTMENT

• BE EXPECTED

• GAIN ADVANTAGE BY APPRECIATING VALUE OF HIS TIME

• HE WILL VALUE YOUR TIME

• IT MAY NOT BE POSSIBLE TO MEET IMPORTANT POPLE WITHOUT APPOINTMENT

BE PREPAREDBE PREPARED

• EACH INTERVIEW IS IMPORTANT

• PREPARE WELL FOR EACH

• FIND OUT WHAT IS THE KEY ISSUE WITH THE PROSPECT

• WHAT IS HIS MOST VULNERABLE POINT

KEY WORD NOTESKEY WORD NOTES

• PREPARE KEY WORD NOTES ON

• 1. POINTS TO COVER

• 2. THEIR LOGICAL ORDER

• 3. BE BRIEF & ON THE MAIN POINT

ASK QUESTIONSASK QUESTIONS

• Don’t sell anything, let the other person buy it from you.

• Ask questions so that he gives the answers, don’t give answers.

• Asking questions- A new way of thinking-The Socrates way

• The most important word in selling is “why”. Ask why when a customer objects to buy to find out his real reason.

MORE ON ASKING QUESTIONSMORE ON ASKING QUESTIONS

• Asking questions helps to avoid argument

• Helps to avoid your talking too much

• Helps your customer to find out what he wants-Help him to decide how to get it

• Helps to crystallize your customer’s thinking & the idea becomes ‘his’

• Gives him a feeling of importance

• Helps you to find out the key issue

THE KEY ISSUETHE KEY ISSUE

• DURING INTERVIEW COME TO THE KEY ISSUE

• DWELL ON THE KEY ISSUE

• ASK QUESTIONS TO CRYSTALLIZE THE VULNERABLE POINT

• NEVER TRY TO COVER TOO MANY POINTS.

EXPLODE DYNAMITEEXPLODE DYNAMITE

• DO SOMETHING STARTLING TO AROUSE INTEREST AND STIR THE PROSPECT TO ACTION

• BE READY TO BACK UP THE EXPLOSION WITH FACTS

• AROUSE FEAR OF LOSS-FEAR IS THE MOST MOTIVATING FACTOR WHERE RISK OR DANGER IS INVOLVED

CREATE CONFIDENCECREATE CONFIDENCE

• BE ABSOLUTELY SINCERE• ADOPT METHODS LIKE;1. BE AN ASSISTANT BUYER- LET HIM BUY,

DON’T SELL2. SINCERELY TALK AS IF HE IS YOUR CLOSE

RELATIVE-” IF YOU WERE MY OWN BROTHER--------”

3. PRAISE YOUR COMPETITORS4. “I AM IN A POSITION TO DO SOMETHING

FOR YOU NOW THAT NO OTHER LIVING PERSON CAN DO FOR YOU”

APPRECIATE HIS ABILITYAPPRECIATE HIS ABILITY

• Express honest appreciation of your customers ability

• People hungry for praise

• People starve for honest appreciation.

• Be absolutely honest about his praise & appreciation

ASSUME A CLOSEASSUME A CLOSE

• Have a winning attitude.

• Assume a successful close of the sale & do the needful.

PUT “YOU” IN THE INTERVIEWPUT “YOU” IN THE INTERVIEW

• See things from your customer’s point of view.

• Talk in terms of his wants, needs and desires

• Remove the pronouns “I” or “We” and substitute “You” or “Your” wherever possible.

WHY SOMEBODY SHOULD BUY?WHY SOMEBODY SHOULD BUY?

• People buy because they need

• So find out what is his basic need

• Encourage your customer to talk, finally he will divulge his need.

• Then stick to that point only.

MOST IMPORTANT QUESTIONMOST IMPORTANT QUESTION

• WHY? –The most important question in selling

• In a majority of cases, the customer’s objection to buy may be due to reasons other than what he says.

• Use the phrase “in addition to-----” to elicit the real reason.

• Counter the real reason to win him over.

THE ART OF LISTENINGTHE ART OF LISTENING

• Your willingness to listen to your customer works like magic in selling.

• A good listener shows the other person that he is sincerely interested in what the person is saying.

• Give him eager attention & appreciation that he craves for.

• There is an art in silence, & there is an eloquence in it too- Cicero