This presentation covers the basics of selling skills:
1. Who is a salesman?
2. Sales cycle.
3. Handling customer objections.
4. Buying Signals.
5. Closing techniques.
6. Social styles.
7. Buying motives.
8. How to sell a value.
5. What is selling?
Personal or Impersonal
5
Personal: Face to Face communication.
Impersonal: Involve no face to face communication.
Selling a situation of persuasion
6. Steps of a Sales Cycle
6
Prospection
Preparation
Approach
Presentation
Handling
Objections
Closing
Analysis &
Follow up
7. Steps of a Sales Cycle
Before the call:
1. Approach.
2. Preparation.
7
11. Always be prepared Before the Call
Know your product inside out.
Know your competitors.
Know the basics of the customers needs.
Believe in yourself, your company, and your product.
or DON’T be there.
11
16. Possession
16
Experience
Recognition
1- Making a Gain.
2- Avoiding a Loss.
3- Having pleasure, enjoyment, comfort ,convenience.
4- Avoiding pain, worries, problems.
5- Boosting self-satisfaction, pride.
6- Gaining social approval, prestige.
Buying Motives
17. 17
During the call
2- Presentation.
• Probing (Open & closed).
What is probing?
Probing is the skill of questioning to uncover customer needs & concerns.
18. Correlation
Sales Success/ % of Questions
Versus Statements
0
10
20
30
40
50
60
70
80
90
100
18
s
ess Average
Most sales
reps
Ideal for most successful sales
calls!
% Questions (versus statements) Ideal composition of
a conversation
80% questions 20%
statements
19. 19
During the call
2- Presentation.
Probing Strategy
Begin with an
open probe.
Continue to use to
open probe.
Stated clear need.
Switch to use closed probe to
direct conversation to a
presumed need
Conformation of
presumed need.
Need input. No need input.
Customer signals
With non
communicative
customer
With communicative
customer
24. 1- Positive customer responses:
1. Non-verbal customer behavior
If he is looking at your visual aid, sample, plan.
Keep an eye on body language, whether it expresses rejection, curiosity, approval.
He will often signal interest through body language while being verbally skeptical.
Or
He makes a verbal positive statement and signals disinterest through body language.
24
25. 1- Positive customer responses:
2. Statements which show hesitation
Using terms or starting statements like:
-” I suppose that…”
-” I probably should…”
-” I hardly believe that…”
-” May be…” -” Perhaps..” -” It seems...”
These statements are not rejections of your proposal. They only express
hesitation, doubts ,misgivings ,but are also signs to keep selling; the prospect
wants to know more about your product/proposal. Perhaps move on to
another benefit.
Seller’s reaction:
Isolates doubt by questioning, then eliminate it and change to another benefit /
advantage.
25
26. 2- Positive-Negative Customer responses:
Examples:
- “Yes, but…”
- “I agree although…”
- “I like that, however…”
- “It’s an excellent product, but…”
Seller’s reaction:
Pick up on the positive only use it, just ignore the
negative portion!
26
27. 3- Negative customer responses:
There is four types of customer resistance:
1. Misconceptions: An incorrect negative assumption about your product due to a
lack of information or misinformation.
2. Real objections: Legitimate shortcoming or disadvantage of your product.
3. Lack of interest: Disinterest in your product because of satisfaction with a
competitor product.
4. Skepticism: Disbelief that your product can provide the stated benefits.
27
28. Resistance Usually occurs.. General Strategy
Misconceptions Anytime Provide correct information.
Real Objections Anytime Reduce shortcomings and
emphasizes benefits.
Lack of interest At the beginning of the call,
after your initial open
probe.
Turn an area of dissatisfaction with
a competitor product into an area of
need for your product.
Skepticism Directly after a benefit
statement
Offer proof.
28
Strategies for dealing with resistance
29. Typical buying signals:
- Yes, I like your product …
- I think I could use it …
- It sounds good to me …
- Who else is using it …
- I may need to order 100 packs.
- How about delivery.
- It’s easy to apply.
- Do I have to decide at once.
- How much does it cost …
29
32. Closing (Gaining Commitment)
It’s the skill of obtaining the customer’s agreement to act by asking a closed ended
question.
Type of requests:
Trial Use: to get the customer to use the product on a trial basis.
Continued-Use: to get the customer to continue using the product at the same level.
Extended-Use: to get the customer to use more of the product.
32
33. Types of closes:
1- Direct close: “ How many packs of this
product do you need this month?”
2- Either/or close: “ Do you want red or
blue one?”
3- Step-by-step close: Help the customer
to decide.
4- Summery close: Review by summery
the accepted benefits only ( Don’t add
anything new )
5- Incentive close: “If you order now,
you'll get additional 5% discount”
33
34. Six Prerequisites before closing
1- prospect completely understood your offer.
2- Real buying motive found out and addressed.
3- Customer has confidence in you & company.
4- A well prepared close.
5- The right timing.
6- Customer has the authority to buy.
34
36. Practical steps for Short Call
36
Introduce yourself
Customer gives a time limit signal
Open the call
Present additional features & benefits
Ask for action
The Short Call:
38. Why Train Salespeople?
82% of all sales people fail to differentiate themselves or their products from
the competitors.
86% of all salespeople ask the wrong questions and miss sales opportunities.
62% of all salespeople fail to earn to earn the right close.
15% is the improvement in winning deals due to continuous training.
Untrained salespeople lose twice as many sales to price objections compared
to trained reps
38
40. Putting it all together
1- The successful salesperson is not a “Good” or “Fast talker” the opposite is true,– he is a good
listener.
2- The good salesperson does not sell to “anybody”; he first finds and qualifies the right prospect.
3- The good salesperson does not go into a call “blindfold"; he is carefully prepares the call by
setting objectives and planning his strategy.
4- The good salesperson looks for dialogue right from the start and therefore begins with an
approach and question.
5- The good salesperson does not present the product or services until he has learnt what the
prospect’s needs and buying motives are.
6- The good salesperson presents only those features and benefits of his product or services that
relate to the prospect’s needs. 40
The 10 Golden Rules of Successful Selling:
41. Putting it all together
7- If the prospect raises an" objection” the good salesperson does not view it as
resistance but rather as an opportunity to respond to the prospect’s needs in more
detail. If it is a real concern, he accepts it, deals with real concerns, satisfies the
customer’s need, responds by picking up on anything positive.
8- The successful salesperson tries to close whenever he hears a buying signals
indicating that the prospect could be ready to buy.
9- The good salesperson knows that the post call review is already the start of the
next call.
10- All in all, the professional sales person’s goal is not to sell, but to help his prospect
buy and to arrive together with him at a Win-Win situation.
41
The 10 Golden Rules of Successful Selling:
