SALES SKILLS WORKSHOP
Part 1 - Basic skills

Caring for others
Family
Affection Hedonism
Sharing

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WHAT IS SALES ?

SALES IS HOW YOU (THE SELLER) WILL
ANSWER TO A MATERIAL MOTIVATION
(NEEDS AND WANTS) OF ANOTHER PERSON
OR ORGANIZATION.

ACT 1 : basic process

Opening •Welcome
•Build rapport
•Wants and needs

Needs
Something the customer
really needs to solve an
issue or a problem
Wants & needs
Wants
Something the customer
would like but may not
necessarily need

Closing • Sale is done
• Congratulate
• Reassure
• Invite back

Opening
Fe
Be atu
ne res
fit
s
Closing

FEATURES / BENEFITS
• Feature
•A unique feature (perceived such as) of a product or service
• examples : car, weight watcher, ...
• Benefit
•A unique benefit the customer will receive
• example : kids will have eat for tonight, savings, ...

ACT 2 : Sales process milestones

Closing
ne res
Be atu
s
fit
Opening Fe
Objections
Trail closes

WHAT TO LISTEN TO?

TRAIL CLOSE
•Testingthe water : correct
identification of wants and needs
•Paving the way to making the sales

REMEMBER ? EMOTIONS !

ACT 3 : Motivations

SALES
Sales is a success when the product /
service matches exactly the needs or
wants of the customer

ABOUT MOTIVATIONS
• Hedonist motivations : buy impulse coming from the
needs of obtaining pleasure from life
• Oblation motivations : buy impulse coming from the
desire to get some pleasure/good for itself and give something
to others, especially relatives.
• Self-expression motivations : buy impulse coming
from the need of expressing what we are to others.

ABOUT BUYING MOTIVES
Inside motivations which is the origin of the buying,
comes the buying motives.
Those are the reasons, the feelings, that will help the
customer to fulfill the buying process.

IDENTIFICATION OF SALES
MOTIVES
• Security : the need of being reassured by the brand, the seller or the
product.
• Pride : be fashionable, be or give the impression to be of a certain
standing
• Novelty : need of change
• Convenience : need of well being
• Money : Buying an economy. want to make a good deal
• Sympathy : Affection side, need of making gifts

UNDERSTAND THE MOTIVES

CONSCIOUSNESS
UNCONSCIOUSNESS

EMOTIONAL INTELLIGENCE

FROM EQ TO IQ

Global International Insurance Company relies on its network of nearly 12,500
independent agents
around the world to promote and sell its varied insurance products, including auto,
homeowners, renters and watercraft. With revenues of more than $250 million in
2008, Global International employs 175 at its Detroit, Michigan headquarters.
Because agents selling Global’s products also represent other insurance offerings,
the company
needed to increase channel support for its product lines by providing agents with an
efficient and easy way to promote and sell them. To satisfy its independent agents,
Global International cut lengthy transaction processing delays that often occurred
when agents completed dozens of manual forms and mailed them to headquarters,
where the data was rekeyed. Processing delays were sometimes weeks-long when
return mail trips from headquarters and back again were required so agents could
complete unfinished or correct inaccurate forms.
The XYZ product not only enhanced Global International’s agent services, but also,
reduced the
company’s application processing time by 68 percent, minimized the possibility of
data entry errors, improved accuracy of the company’s database and reduced annual
administrative costs by $750,000.

Project
The challenges The solution The results
champion
- Reduced administration
costs by 750,000 $
- Eliminated manual
- Lagging sales
entry
- Application errors - Shortened application
Mr Smith
Enterprise Sales processing time by 68%
- Repetitive manual
specialist
entry The Winner’s solution Minimized errors on
applications
Global international
- Inaccurate database
insurance company - Improved database
accuracy
- Excessive admin
costs - enhanced agent
services
- Increased sales

ACT 4 : Resistance

TYPE OF RESISTANCE
• Towards the product
• Fears: negative impulse caused by real or imaginary
difficulties.
• inhibitions
: negative impulse caused by devalorized buying
impulses on the customer side.

TYPE OF RESISTANCE
• Towards the point of sales / seller
• Fears based on the image of POS/seller.
• Fears of being perceived badly by another person
• Fear of lacking information or being misinformed.
• Fear towards other customers in the same environment
• Fear of going outside without buying anything.

EXERCISE
A person enters a shop to buy a hi-fi.
Motivation :
Hedonist
Justification :
Be able to listen
to music and get pleasure

EXERCISE
A doctor wants to buy a mobile phone.
Motivation :
Auto expression
Justification :
Be reachable everywhere

EXERCISE
A family dad with 2 children buys a PC.
Motivation :
Pride
Justification :
Be able to let the
children discover how
a computer works.

EXERCISE
A student wants to buy the latest
Abercombrie Sweatshirt
Motivation :
Auto expression
Justification :
Need to give a certain image
of him(her)self.

OBJECTIONS
• Don’t take it personally
• Customer is simply saying : “you have not
convinced me of the value yet”

DEALING WITH OBJECTIONS
Exercise

TYPE OF CUSTOMERS
• RUSHED customer : Act swiftly, in a hurry. seeking less
contacts with direct communication.
• IMPULSEcustomer : Will drive is buying patterns based
on an emotion spotted on a particular moment
• DESTINATION customer : the customer is entering the
sales process with a particular goal and will seek for most
of information he can get.
• BROWSING customer : the customer have an idea of
hat he is looking for but will not seek for particular
information.

ACT 5 : Environment

REMEMBER
• INFORMATION IS POWER
• EMOTIONS
• BUILDRAPPORT /
RELATIONSHIP
• MOTIVATIONS / MOTIVES
• LISTEN
/ UNDERSTAND /
ANSWER