The document provides an overview of the selling process and outlines 10 key learning objectives related to selling, including understanding prospecting, pre-approach, different sales techniques, probing questions, presenting features and benefits, handling objections, and follow up. It discusses each step in the selling process in detail with examples.

1. Prepared By:
Mohamed Salah El Dein
MBA – Cairo University
Learning & Development Manager
Salehiya Trade Est.

2. Learning Objectives
Understand the meaning of the Selling Process.
2. Identifying the 8 steps of the selling process.
3. Mastering the different sources of prospecting.
4. Understand the meaning of pre-approach & the main
objectives of it.
5. Identifying the different approach techniques.
6. How we can make a successful probing?
7. By which we sell : Feature or Benefit.
8. How to handle objections?
9. The professional ways for closing.
10. The importance of follow up.
1.
M.S.
2

3. M.S.
3

4.  The selling process is essentially the series
of steps followed by a salesperson through
which he is offering to EXCHANGE an item
of VALUE for a different item.
M.S.
4

5.  The original item of value being offered may
be either tangible or intangible.
 The second item, usually money, is most often
seen by the seller as being of equal or greater
value than that being offered for sale.
M.S.
5

6.  “Everyone lives by selling something.” ~Robert
Louis Stevenson
 “It used to be that people needed products to
survive. Now products need people to survive.”
~Nicholas Johnson –
M.S.
6

7. Customer Life Cycle
Prospective
Customers
Inactive or
Abandoned
Customers or
Users
New
Customers or
Users
Lapsed
Customers or
Users
Active
Customers or
Users
Repeat or
Loyal
Customers or
Users
M.S.
7

8. Follow-up
Gaining commitment
Meeting objections
Presentation
Need assessment
Approach
Pre-Approach
Prospecting
M.S.
8

9. Prospecting / initial contact
9

New customers represent the life
blood of a vital, growing organization.

It’s a key selling skill and a critical skill
to develop if you want to increase
your sales and achieve long-term
success in sales.
M.S.

10. Sources of Prospecting
10
Personal
Contact
External
Sources
Internal
Sources
M.S.

11. Company
Records
M.S.
Lists and
Directories
Advertising
Inquiries
Telephone
Inquiries
Mail
Inquiries
Internet
or
World
Wide
Web
11

12. B) External Sources
Referrals
Community Contacts (Centers of
Influence)
Non-competing Salespeople
Distributors
Conferences
M.S.
12

13. M.S.
13

14. 
There are specific characteristics of the ideal
prospect that should be determined.
1.
2.
Geography
3.
hospital Size (No. of Patients)
4.
Financial Details
5.
Ownership Type
6.
M.S.
Specialty
Current State
14

15. Specialty
15


M.S.
Identify the specialty that fits best
with the products and services
sold.
But in some cases, a product
could be used by many or all
specialties. It is very likely that
there may be one or two
specialties where the value
proposition delivered is higher.
When this is the case, identify
what specialty match up best
when developing sales strategy

16. Geography
16

By focusing our sales
strategy in key geographic
areas, we can deliver
better results from the
same investment of Time
M.S.
, energy, and money.

17. Hospital Size (Doctor Class)
17

Our business and our products
might not fit well with hospitals of all
sizes and even if they did, it would
not be a great strategy to go after all
of them.

Identify what size of hospitals fits
best to receive the message,
products, and services when
M.S.

18. Financial Details
18

It may make sense to look at a
hospital’s financial details when
identifying the target market.
Details such as
growth, losses, profitability, etc.
could determine if a hospital is
an ideal prospect.
M.S.

19. Ownership Type
19

Ownership type in terms of private or
publicly traded could have an impact
how well a business fits as an ideal
prospect. This detail could also impact
how a seller attempts to communicate
with the prospect.
M.S.

20. Current State
20

It can help to include some
details on the ideal current
customer state in terms of
systems, processes, or
current agreements.
M.S.

21. How to prospect ????
1.
Allot a specific amount of time every
day/week or month.
2.
Use a variety of methods to prospect for
new business.
3.
Master all types of media including;
telephone, email, text, direct mail, social
media
M.S.
4.
Create a compelling value proposition.
21

22. 
It’s a preparation to meet the prospect.

By pre-approach, the salesman tries to
make successful presentation of his
goods and services before meeting the
prospect.
M.S.
22

23. 1.
To provide additional information
2.
To select the best approach to meet the prospects
3.
To avoid serious mistakes
4.
To gain confidence and enthusiasm
5.
To save time and energy
6.
To be successful in the sales-interview
M.S.
23

24. 
Prospecting provides salesman only the
names and addresses of prospects.

An additional information as:
age, education, social status, usual
habits, likes, dislikes, buying
practices, etc... , are collected during
this stage.
M.S.
24

25. 
All prospects are not equal in all
respects..

Their nature are different and hence
need different treatment by salesman.

The pre-approach aims at selecting the
best approach to meet each prospect.
M.S.
25

26. 
By pre-approach, a salesman knows before
hand about the likes, dislikes, taste and
temperaments of the prospects.

If he finds any fault with his preapproach, he corrects it immediately to
win the hearts of prospects.
M.S.
26

27. 
When a salesman acquires all possible
information of customers’ wants and
desires to plan his sales campaign
intelligently, he develops in the same
time a status of self-confidence and
enthusiasm to convert a prospect into
a customer.
M.S.
27

28. 
Time and energy is valuable for all, but these
are more valuable for a salesman

The salesman consumes more of his energy
and times unnecessary when he meets both
fake buyers and genuine buyers as a result of
absence of Pre-approach.
M.S.
28

29. 
Buying is a mental process, therefore the mind
of a customer moves in a definite direction
from attention, interest , conviction & action
during the process of selling.

Any disturbance in this path will prevent the
customer to arrive to the desired conclusion.
M.S.
29

30. Exercise




What business is the prospect's
hospital in?
Who are its primary customers?
How big is this prospect's hospital?
Where does it rank in its industry?

Who is the actual decision maker?
Who handles the purchase process?
Who else influences the purchase
process?
What are the backgrounds and
personal interests of each person in
the buying process
Is the hospital's staff well informed?
Can we help this hospital's staff
develop more expertise?
Does any in my company know anyone
in this hospital?

















M.S.
How often does this hospital buy my
type of product or service?
Who is this hospital's competitor?
Does my company do business with
that competitor?
What plans does the hospital have that
could affect future need for my
product?
How well is this hospital satisfied with
its present supplier?
Do we (or can we) use their product or
service?
If I don't make the sale
Can I get a referral to another
department?
Can I get a second appointment?
Will they seriously evaluate my
proposal?
30

31. 
Approach means meeting of the
salesman and prospect in PERSON.

1)
Approach aims
To gain favourable attention from the
prospect so that he is interested
enough to see the salesman.
2)
Securing the willingness of the
prospect.
M.S.
31

32. Approach
Techniques
The
The
The
The
Instant Buddy
M.S.
The
Guru
Consultant
Networker
Hard Seller
32

33. The Instant Buddy

Salespeople who use this approach
are warm and friendly, asking
questions and showing interest in
their prospects.

They try to connect on an emotional
level with a prospective customer.
M.S.
33

34. The Guru

Salespeople who prefer to become
an expert in anything and
everything related to their industry.

It requires plenty of work learning
the relevant information & keeping
up with changes in your industry.

You can use it to generate plenty
of referrals.
M.S.
34

35. The Consultant

Combines the best qualities of the
of the first two methods, it's
extremely effective.

It requires a great deal of time and
effort on a salesperson's part.

You must be both knowledgeable
and able to make an emotional
connection with your prospects.
M.S.
35

36. The Networker

With this approach, you'll spend a
great deal of time cultivating
people.

The dedicated networker sets up
and maintain a web of friends, coworkers, salespeople from other
companies, customers and former
customers, and anyone else he
meets.
M.S.
36

37. The Hard Seller
Hard selling involves getting
someone to buy a product even
though he doesn't want or need
it.
 Bullying (“Buy this now or you'll
feel stupid tomorrow”)
 Manipulation (“If you don't buy
from me I'll lose my job”)
 Outright deception (“This product
has a much better safety record
than the competition”).

M.S.
37

38. 
Systematic process for
determining and addressing
needs, or "gaps" between
current conditions and desired
conditions or "wants".
M.S.
38

39. 
During this step, the salesperson will
attempt to help the buyer identify
and quantify a business need or a
"gap" between where the client is
today and where they would like to
be in the future.
M.S.
39

40. Types of Probing
40
Closed Ended Questions
M.S.
Open Ended Questions

41. Categories & Sequel of the questions
41
Situational questions
Problem discovery questions
Problem impact questions
Solution value questions
Confirmatory questionsM.S.

42. 
Deals with obtaining factual information
regarding the buyer’s current situation.

Example:-

Did you notice that the % of diarrhea
among children had been increased this
summer ?
M.S.
42

43. 
During which the sales person trying to
discover the incidence of problem with the
customer.

Example:-

What’s the major causes of this diarrhea, in
your opinion ??
M.S.
43

44. 
The idea behind these questions is for the customer
to become aware of the underlying consequences
(cost and time) that could occur if such problems
went unsolved.

Example:-

What’s the general condition of the child during this
disease ?

M.S.
How the families looked like while their kids are sick ?
44

45. 
The salesperson’s objective is to
inform their customer about what
they could gain if presented with the
right solution to the problem.

Example :-

If we have an antibiotic that covers the
G (-) bacteria, How much this will safe
your patient & his family ?
M.S.
45

46. 
Establishing that the buyer is interested
about the salesperson’s products/services
and would like to continue to hear more
about them.

Example:-

Would you be interested in our product if it
can cover to you most of G (-) bacteria &
parts of anaerobes ?
M.S.
46

47.  Start your presentation by giving a
brief company history
 It's better if this isn't too detailed
because businesspeople often have
limited time to listen to sales pitches.
M.S.
47

48. 
Design a presentation that best fits the
needs of your prospective client.

For example, if you're selling a
product, bring a sample or prototype
along with you. If your product or service
is very detailed, use charts, pictures and
handouts to help emphasize your point.
M.S.
48

49. 
Tell the client how your product
fits his patient's needs.

Identify several ways that your
product can fill a void or boost
profits for his patient.
M.S.
49

50. Features & Benefits
50
Benefits
Features
 Characters of a product.
 Explains what the customer
 Example :-
 Example :-
 Once daily
 Patient compliance
 Rapidly absorbed
 No significant drug
interactions
M.S.
has to gain by using the
product
 Rapid relief of pain
 Provides the doctors and
the patients uninterrupted
therapy.

51. Features & Benefits For your Own Product
51
Benefits
Features








M.S.



52. 
Make a comparison between
your product and others that are
available.

By doing this, you answer some
questions the client may not feel
comfortable asking.
M.S.
52

53. 1. Mentioning the competitor’s TRADE
name
2. Overwhelming your customer, show no
more than three products at a time.
3. Using unclear words such as nice,
53
pretty & fine.
M.S.

54.  Nobody counts the number of ads
you run; they just remember the
impression you make.
-William Bernbach
54
M.S.

55. Objections

Concerns, hesitations, do
ubts, or other honest
reasons a customer has
for not making a
M.S.
purchase.
55

56. Excuses

Reasons for not buying or not seeing
the salesperson.

Customers often use excuses when
they are not in the mood to buy or
when concealing their objections.

When faced with this, be polite and
courteously encourage the customer
to speak about his hidden objections.
M.S.
56

57. Why does the prospect object
1.
Fear of wrong decision
2.
No enough information
3.
No recognition of needs
4.
Didn’t understand explanation
5.
Need reassurance
6.
Testing the beliefs of the sales man
M.S.
57

58. Any of the previous reasons will
lead to one of the following
situations :Customer
Indifference
Skepticism
Objections
Misunderstandin
g
Drawbacks
M.S.
58

59. Handling objections

FOUR basic steps to handle
objections:
1.
Listen
(Be attentive, maintain eye contact, and let the
customer talk)
2.
Acknowledge
3.
Restate
4. ANSWER
M.S.
59

60. Handling objections

Your answer can be done using one or
more of the following SEVEN methods:Question, Denial, Demonstration,
Superior-Point , Boomerang,
Third-Party and Substitution
M.S.
60

61. Question Method

Is a technique in which you question
the customer to learn more about
objections.

Never ask questions in an abrupt
manner; this may seem rude and
create a defensive atmosphere.
M.S.
61

62. Denial Method

Is when the customer’s
objection is based on
misinformation.

You must back up the
denial with proof and
accurate facts.
M.S.
62

63. Demonstration Method

Involves showing the features of the
product.

This method can be quite convincing.

Conduct only demonstrations you have
tested, and make sure they work before
using them in a sales situation.
M.S.
63

64. Superior-Point method

Is a technique that permits the
salesperson to acknowledge
objections as valid, yet still offset
them with other features and
benefits.

The customer must evaluate the
different features and might see
additional reasons for buying.
M.S.
64

65. Boomerang Method

Brings the objection back to the
customer as a selling point.

When using this method, be
careful not to sound as if you
are trying to outwit the
customer.

M.S.
Use a friendly, helpful tone.
65

66. Third-Party Method

Involves using a previous
customer or another neutral
person who can give a
testimonial about the
M.S.
product.
66

67. Substitution method

Involves recommending a
different product that would
satisfy the customer’s needs.
M.S.
67

68. Closing

Closing is the art of gaining of
commitment

It’s needed to obtain the commitment to
open the possibility of working
together, which is the first and most
critical commitment the salesperson must
obtain.
M.S.
68

69. 
Closing is the first skill a salesperson
must possess to gain the
commitment to open the possibility
of working together, which is the
most critical commitment the
salesperson must obtain.

62% of Salespeople Fail to Ask for
Commitment
M.S.
69

70. M.S.
70

71. 1.
Know Your Outcome
2.
Close For What You Have Earned
3.
Close For Something That Creates
Future Value for Your Client
4.
M.S.
Kill the Yellow Book
71

72. 
Before any and every sales encounter, you have
to decide what you want the outcome of that
sales call to be.

Make a list of all of the agreements that you have
to obtain in order to effectively gain a deal.

Refer to this list before every sales call and decide
what commitment you are trying to obtain.
M.S.
72

73. 
We earn the right to ask for
commitments to move forward together
by creating value during each and every
sales encounter.

The way to create value on each and
every sales call is to leave the prospect
or client in a better position that they
would have been otherwise.
M.S.
73

74. 
1)
We can create values through answering:How does the client benefit from this
interaction?
2)
How could they benefit even more?
3)
What do I do on a sales call that earns me
the right to ask to advance towards a deal?
4)
What would create value for me if I were
sitting on the client’s side of the table?
M.S.
74

75. 
When you have an ROI analysis in
hand, it is easy to explain the value of
moving forward

Now you need to make a list of the
benefits the client will receive by
agreeing to move forward in the sale.
M.S.
75

76. 
1.
Answer these questions:
How does the client benefit from
agreeing to move forward to the next
stage of the sales cycle with me?
2.
Even if they go no further in the
process, will it be worth their time?
3.
What can I do to make sure it is worth
their time?
M.S.
76

77. Closing and obtaining the
commitment should feel natural to
you and to your client.
 Write down the language you use
to ask for commitments & notice :
1. How does the language meet the
criteria listed above?
2. How could you make the language
both more natural and more
effective?

M.S.
77

78.  Did I Sell?
 Did I hold the customer interest?
 Did I emphasize benefits?
 Did I sensationalize presentation?
 Did I watch non-verbal sign?
 Did I answer the objectives properly?
 Did I manage the argument at the right time?
 What will be my next call objective ??
M.S.
78

79. Follow up

It’s an important
aspect of closing a
sale.

Many businesses
either neglect it or do
not have an
M.S.
79

80.  In fact, a customer management systems company, in a
recent special report indicated that most clients need
approximately
7 contacts to reach a decision. The
average follow up done by sales people or small business
owners usually stop after 3 follow up attempts are made. In
the article they go on to say when you stop at 3, you have
basically done most of the work for the next sales person
M.S.
80

81. It is not your customer’s job to
remember you. It is your obligation
and responsibility to make sure
they don’t have the chance to forget
you.
-Patricia Fripp
M.S.
81

82. 
During the first meeting with a potential
customer, find out what they want and what
it would take to close the deal.

Start by asking or telling your prospect that
you will follow-up on a specific day or time.
M.S.
82

83. 
Then tell him how you will
follow-up
(telephone, email, face-to-face)
and record this in your day
planner or time management
M.S.
83

84. Why don’t people follow-up
84
M.S.

85. 
It may be true that following up too frequently will
come across as being pushy.

In fact, one the few times, a salesperson was pushy was
more because of his tone, rather than fact he actually
followed up.

A weekly call is more than enough to keep in touch
providing you make sure your call is short and to the
point.

If possible, provide some additional value during your
follow-up call.
M.S.
85

86. 
It’s easy to forget considering how
busy we are.

This is a common dilemma but one
that can be avoided by considering
the follow-up like a scheduled
appointment.
M.S.
86

87. 
Many companies think that if they do a good job the
customer will automatically call us back – we don’t
need to follow-up.

It’s pointed out that the average executive receives
dozens of phone calls everyday and often hundreds
of emails.

They are extremely busy which means they forget
and the more time that slips by, the less important
your product or service may be to them.
M.S.
87

88. 
Many people have never received
formal sales training and have not
learned why they should follow-up
and how to make this happen.

You can easily differentiate yourself
from your competition by making the
effort to follow-up with your
prospects and customers.
M.S.
88

89. TO BE SUCCESSFUL REPRESENTATIVE
Collecting Data
Prepare yourself
for sales call
89
MS
Follow up the
results

90. 1- COLLECTING DATA
About the field to be covered
 Geography
 Traffic
 Times of visits
 No. of each key Dr. in each specialty
 Drs. Behavior & attitude
 Your distributors
 The discount & bonus offered by your company for
each product
 You should maintain your product available
 You have to get full data about your competitors

M.S.
90

91. 2- PREPARE YOURSELF FOR SALES CALL

Be sure of medical product knowledge

Review the objections that can be evoked &
prepare yourself to handle

Practice different product calls with your either
supervisor or friend.
Ensure the way of handling the brochures or
promotional materials
91
M.S.


92. 3- FOLLOW UP THE RESULTS

Day to day feedback if your product prescribed or
not

Weekly revision of sales figure supplied by the
distributors

Weekly revision for Dr. visit lists plan for not visited
Drs.
Analyze your call & visit if you targeting the right
product for each call or not.
92
M.S.


93.  A smart salesperson listens to emotions not facts.
-Unknown
 Success is going from failure to failure without loss of
enthusiasm." - Winston Churchill
M.S.
93

94. 
http://emailmarketing.comm100.com/email-marketing-ebook/customer-life-cycle.aspx

http://www.coachingyou.org/identify-target-market-when-developing-sales-strategy-a-117.html

http://www.eyesonsales.com/content/article/sales_prospecting_best_practices/

http://www.preservearticles.com/201103174606/7-essential-objectives-of-pre-approach-insalesmanship.html

http://www.preservearticles.com/201103164586/method-of-approach-used-by-successful-salesmens.html

http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm

http://www.wikihow.com/Make-a-Sales-Presentation

http://www.imagacademy.org/warner%20lessons/3%20Selling/17%20Product%20Presentation/PresentingthePro
duct.pdf


http://EzineArticles.com/3711339

http://www.allbusiness.com/sales/selling-techniques/1975-1.html

M.S.
http://thesalesblog.com/blog/2010/03/03/4-ways-to-be-a-better-closer/
http://entrepreneurs.about.com/od/salesmarketing/a/poweroffollowup.htm
94

95.  m.mahmoud@salehiya.com
M.S.
95

96. M.S.
96