The document provides guidance on effective sales techniques. It discusses the importance of being outgoing, polite, helpful, self-confident, well-organized, and able to think quickly and clearly express thoughts tactfully. Salespeople should aim to understand customers' needs, make recommendations, overcome objections, and follow up after sales. The AIDA model of gaining attention, interest, desire and action is also described as a logical sales sequence. Finally, tips are given such as preparing, developing people skills, making a good first impression, building relationships through listening, selling benefits not features, not rushing sales, keeping promises, and positioning oneself as an expert.

1. SELLING TECHNIQUE
TGTA/DTM

2. Sales Techniques
• Selling technique is the body of methods used in the
profession of sales, also often called personal selling.
• Techniques in use in selling interviews vary from the highly
customer centric consultative selling to the heavily pressured
"hard close".
• All techniques borrow a bit from experience and mix in a bit
of guesswork on the psychology of what motivates others to
buy something offered to them.

3. The Salesman
A salesman is a person who must be able to influence
people into buying a product. To do this effectively he must be
fully familiar with the product he is selling and have certain
qualities, which anyone can acquire with a certain amount of
personal effort, some practice and sometimes the
constructive criticism of others.

5. The travel consultant should aim at acquiring
the following qualities:
• He should be outgoing, polite and helpful and be able to
imagine himself in the client as place;
• He should be self confident, well organised and give full
attention to what he is doing;
• He should think quickly and clearly, and express his thoughts
in a comprehensible manner while using tactful persuasion.

6. The travel consultant should aim at acquiring
the following qualities:
Now let us take these qualities one by one and establish why they are so
important in contacts with people in general but more particularly with
prospective clients, imagine a real-life situation:
 A person walks into the agency. You give him / her a friendly look, greet him /
her and ask if you can help. This is being outgoing, polite and helpful.
 This person is a prospective client. So imagine yourself in his place as he is
getting his first impression of you.
 A neat appearance-sober clothes, well-groomed hair and hands a clean and
tidy desk with pad and pencil near at hand and a cheerful and attentive look will
give the client confidence that he will receive full attention to his needs. As he
outlines his plans or asks advice, you will need to exercise a combination of the
above qualities including gentle persuasion to lead him to conclude his visit by
actually buying the services offered by the agency.
• Try to carry a lighter or a matchbox with you even when you are a non-smoker.
• Keep brochures and literature with you for immediate release when asked for.

7. Here are a few tips for being well organised:
• Use a diary to plan your work and to keep a record of clients' visits;
• Always have a scratch pad and pen ready to take down notes;
• Write down any relevant information; your memory may fail when
such information is needed. Keep all information pertaining to the
client is trip in an organised manner. Using a standardised; printed
itinerary form or work sheet will help;
• Keep your desk tidy and keep reference material within easy reach;
• Question your working habits periodically and see if they can be
improved for greater efficiency.

8. Clients should be given undivided attention, so
remember the following:
• Give up private conversations or reading, even though
they may relate to your work when a client walks in;
• Concentrate on his particular case and take your mind off
other business or private problems.
• If the conversation with the client must be interrupt e.g.
because of a telephone call give the client a change to
finish his thought and apologies for the interruption.
Then ask a colleague to answer the phone or if this is not
possible advise the caller that you will call him back as
soon as possible.

9. The steps to follow in any sales operation are:
• Obtain the necessary information to determine what the client really
wants
• Make a recommendation (Presentation/explanation/demonstration)
• Propose additional services
• Overcome sales resistance (Overcoming objections/negotiating/fine-
tuning)
• Close the sale (Close/closing/agreement/commitment/confirmation)
• Follow-up if necessary (Follow-up/after-sales/fulfil/deliver/admin)

10. If you remember that these steps are components of
every sale and use them, you will soon find that:
• You will have saved time thanks to your efficiency.
• You will accomplish more sales and in most cases, no further
"follow-up" action will be required.

11. A salesperson must have the following
skills and attributes:
• Job satisfaction.
• Product knowledge.
• Enthusiasm.
• Formal and up-to-date sales technique training.
• The ability to ascertain the customer's needs.
• The ability to fit the product to the customer.
• The ability to recognise the customer's problems, e.g. shortage of money,
shortage of time.
• The ability to recognise the time to close the sale.
• A likeable and friendly manner.
• Last, but by no means least, a clean and smart appearance.

13. Before we go any further let me hit you with a
few 'don'ts':
• Don't be aggressive, avoid the hard sell.
• Don't talk about yourself; it holds no interest for the
customer.
• Don't approach the customer smelling of alcohol, cigarettes or
anything that the customer may find the slightest bit
offensive.
• Don't ever argue with the customer, simply ask questions.
• If you get a positive buying signal from the customer, cease
your sales presentation - to continue can lose you the sale.
• Don't criticise others or don’t `criticise other manufacturers'
products.

14. AIDA
• AIDA is a logical sequence through which the
salesperson and the customer must travel to
reach a successful sale.
• Attention
• Interest
• Desire
• Action

15. Attention
• Give the customer your attention. Allow enough time for the
customer to show interest in a particular product group, but
remember that allowing too much time can lead to the
customer leaving the shop through lack of salesperson
attention. Verbally highlight a sales feature.

16. Interest
• Show interest in the customer's needs. Verbally list the sales features and
at the same time begin to establish the customer's needs by questioning.
For example:
• What type of vacuum cleaner do you use, is it an upright type or a cylinder
type?
• Do you have a large or small house?
• Do you have any pets in your house?

17. Desire
The desire for the customer to own the product builds as the
salesperson marries the product sales features to the needs of
the customer. For example:
• You mentioned you had two dogs - the selection of tools
provided with the machine will make light work of the hair
they leave on your carpet.
• As your home is on three levels the comparatively low weight
of this product makes it a good choice for you.

18. Action
It's crunch time, the point at which you have to ask the
customer to purchase the product, the point of no return and
the peak of all the work, time, effort and money that is now at
risk. A simple mistake can ruin the sale, so what do you do?
How do you bring the sale to a successful conclusion?

20. Top 10 Sales Techniques
1) Prepare
Before you make your first initial contact with the potential client, make sure you
research their business thoroughly, understand their industry and take a look at what
their competitors are doing. Also, do a little web research on the person you’re going to
be talking to.
2) People skills
Some people find meeting new people easy as it comes naturally to them, but others
find it difficult. Remember you’re face and personality of your company. There are
many courses that can help develop your people skills and cover many aspects such as
questioning and listening skills, giving and receiving criticism and praise and using
assertive behavior.
3) First impressions really count
If you are having your first meeting, first impressions are really important. Majority of
people make their first impression in 15 seconds of meeting you. To feel confident, you
need to look confident. Make sure you look you clean, tidy and are dressed
appropriately. Do not wear jeans to your first meeting; even if they are a casual
company, the first meeting is always about looking and appearing smart

21. 4) Starting a client relationship
Once you’ve made the first contact, you need to build on the relationship. It is important to
listen and understand their business needs. Once you’ve built that relationship, shown you
understand, and earned their trust, you are on the right track to making them a regular
customer.
5) Relationship Building
To build on the relationship it is important to maintain regular contact with the client. If you
don’t then they will either go to your competitor or lose trust in you. Make sure they know
that they can contact you on your email, work number and mobile.
6) Listening to your client
Your client might mention a problem that they are currently experiencing at work. If you can
solve this problem, don’t be afraid to give them your professional advice, even if they don’t
ask for your help. You have to be confident in finding solutions to their work.
7) Sell the benefits
Sell the benefits of your product or service. Remember that your product or service is
benefiting their business needs. You are helping them gain a flexible work schedule to make
their work life a little easier on them.
Top 10 Sales Techniques

22. 8) Don’t rush the sale
Never let your customer feel like they are being rushed into a sale. This is
important especially if you’re still building the relationship. If you can make
them feel that they are in control of the relationship, you won’t risk losing the
client to a competitor.
9) Remember a promise is a promise
If you promise to do something, perhaps a favor relating back to your
services/product, make sure you follow through. If there is a deadline, make
sure it reaches your client at least a day before. If you’re forced to extend the
deadline, contact the client straight away and let them know.
10) You’re the expert
Never forget that you’re the expert in your field, make sure the client knows
that they can turn to you for advice. You understand the industry and have the
knowledge to provide expert advice and share good practice.
Top 10 Sales Techniques

23. THANK YOU