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SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeacademy/
MODULE 5: SALES REPRESENTATION
Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach3. Needs Analysis4. Product/Service Presentation - 1:1 and to Groups5. Handling Objections6. Negotiation7. Closing8. Follow-Up9. Merchandising and Promotion10. After-Sales Service
MODULE 5: SALES REPRESENTATION
3. Needs Analysis After greeting the customer, the most important step is to
understand what they really need Although you can play a guessing game with them by
offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer
We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles
Now, let’s apply all this towards better understanding our customer’s needs and to serve them best
MODULE 5: SALES REPRESENTATION
Digging in… By qualifying the customer – OBSERVE
“Personal Packaging” Be aware of how your customer “put themselves
together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc.
Yes, this will involve some stereotyping but never prejudice!
Behavior Recall what we covered in non-verbal
communication
MODULE 5: SALES REPRESENTATION
Digging in…What They Say Be sincerely interested in what your customer is saying Focus on the conversation – don’t let your mind wander Body language counts – don’t look at your watch or elsewhere in the store.
Instead look directly at your customer Don’t interrupt your customer or try to finish their sentences Do not try to influence what your customer is trying to say. There will be
time to “work the decision-making process” Do not worry about asking the customer to repeat if necessary so that you
clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying
Avoid “selective hearing” – hearing only the parts that suit you In your mind summarize what the customer is saying Be patient, even if your customer is having a hard time “getting it out” Be quiet, when they speak, even if you are tempted to speak
REVIEW HOMEWORK
Activity 5.4.1Who Are You? Observing CustomersBACKGROUND1. See link to Activity 5.4.1 on class web site2. Read the situations in the document focusing
on customer behavior. Find the different non verbal cues and suggest likely interpretations of these cues, which you will then be able to use throughout the sales process with them
MODULE 5: DETERMINING CUSTOMER NEEDS
Digging in… More ways to OBSERVE customers
Dominant Communication and Learning Styles Let’s Look at our Communication Styles again:
Directive18% of Customers
Analytical14% of Customers
Expressive28% of Customers
Amiable40% of Customers
Tasks & Results Focused
People & Feelings Focused
Extroverted
Introverted
MODULE 5: DETERMINING CUSTOMER NEEDS
Buying Patterns by Dominant Communication Type
The Directive
Commonly Asked Questions• What? What will is bring me?• How much time will it take?
Verbal Cues• Speaks loud• He is brief and to the point• Understands quickly and
demonstrates it• Seeks to control the
conversation
Non-Verbal Cues• Quick movements• Confident walk,
energetic• Holds themselves
stright, upright• In control of their
emotions
Buying Behavior• Shops alone• Buys quickly and
impulsively because doesn’t care about details and little analysis
• Buys results• Doesn’t dwell on pricing
MODULE 5: DETERMINING CUSTOMER NEEDS
Buying Patterns by Dominant Communication Type
The Expressive
Commonly Asked Questions• Who else bought this?• Is this a popular item?
Verbal Cues• Speaks a lot and says “I” or
“me” a lot• Often off-topic, many
directions at once• Not a good listener
Non-Verbal Cues• Large movements• Seeks physical reassurance.• Likes to touch people• Frequently changes position
or posture
Buying Behavior• Shops alone or
accompanied• Buys impulsively and
spontaneously… and often according to the popularity of an item
• Doesn’t dwell on pricing• Seeks “something
different,” not run-of-the-mill
MODULE 5: DETERMINING CUSTOMER NEEDSBuying Patterns by Dominant Communication Type
The Analytical
Commonly Asked Questions• How? Why? • Prove it• Are you sure I’m making the
right decision?• Can you provide more
details?
Verbal Cues• Speaks in an even tone,
authoritatively and sure• Doesn’t like being
interrupted
Non-Verbal Cues• Stays in one place, not
moving much. Moves slowly• Doesn’t like to be touched;
keeps a distance• Shows little emotion
Buying Behavior• Shops alone• Brings printed
information• Wants technical details• Likes to analyze and
compare products• Asks many questions,
take a long time to decide because doesn’t want to make a mistake
• Wants the price justified• Does not tolerate lying• Buys the assurance that
they are making the right decision
MODULE 5: DETERMINING CUSTOMER NEEDS
Buying Patterns by Dominant Communication Type
The Amiable
Commonly Asked Questions• Why? Is it safe?• What do you think?
Verbal Cues• Speaks softly and calmly• Utilizes nice and polite
words• Let’s the other person
speak before providing their own thoughts
Non-Verbal Cues• Favors physical contact and
warm, visual cues• Moves slowly, not in a rush• Attentive but discreet
Buying Behavior• Sometimes alone but often
accompanied• Often looks for support and
approval• Unsure at decision-making
time• Buys confidence
NOW, YOU DO IT!
Activity 5.4.2Spot the Buyer!
1. For each of the following scenarios, determine the communication style or learning style. Prove it by identifying their corresponding cues
2. See web site or handout for scenarios
MODULE 5: APPROACHING THE CLIENT
How-To1. Getting to a Yes – Already saw this. Now, some
examples
2. AIDA – Attention, Desire, Interest, Action
3. The Four Twenties – First 20 seconds, First 20 moves, First 20 words, First 20 cm
MODULE 5: APPROACHING THE CLIENT1. Getting to a Yes – Already saw this. Now, some
examples
“Do you need to reduce costs to make your company budget balance, this quarter?”
“Do you want better insurance coverage at a lower cost?”
“Would you like to save 25% on your next purchase?”
“We just received some new items this morning. Let me show you.”
MODULE 5: APPROACHING THE CLIENTHow-To2. AIDA – Attention, Desire, Interest, Action
Attention – Get customer’s attention
Interest – Hold their interest. Get them to talk about themselves and be interested. Get them invested in the interaction. Suggest items that meet the needs the describe
Desire – In the following section we will dig deeper into this
Action - Bring the customer towards a decision-making process once the selection is close enough. Look for verbal and non-verbal cues
MODULE 5: APPROACHING THE CLIENTHow-To3. The Four Twenties
The First 20 seconds Within 20 seconds, customer decides if they stay or they go. Make them
stay! Greet the customer. Get them at ease Engage as appropriate
The First 20 Moves During the first 20 seconds, customer is consciously or unconsciously
checking you out. How you dress, stand, move, express yourself convey feelings of approachability and confidence
The First 20 Words They must get the customers attention Positive, Accessible, Understandable Language
The First 20 cm Not to be taken literally. Simply refers to respecting distances
and using this distance effectively
NOW, YOU DO IT!
Activity 5.4.3Attention-Grabbing Openers
1. Download Activity 5.4.3 scenario sheet from class web site of receive handout from teacher
2. Follow instruction on the sheet
MODULE 5: APPROACHING THE CLIENT
Summary
Qualifying and approaching a client is done through: Observation – sociodemographics and behavior Listening – what is their learning type? Motivators?
Interests? Decoding – non-verbal cues Captivating – consider appropriate openers
MODULE 5: SALES REPRESENTATION
Determining Needs
Analyzing customer needs is a life-long pursuit for many people and many institutions. Aside from deep marketing research that your company may or may not perform, we are concerned with the basic, “front-line,” immediate determination of what the person or people immediately in front of you require at this moment.
To accomplish this, this section will cover: Basic “level-set” on what brings customers to a sales
representative How to ask the right questions Working in a professional manner
MODULE 5: SALES REPRESENTATION
Maslow’s Hierarchy of Needs
Abraham Maslow, a leading psychologist, defined, in the 1940’s, a model for understanding human needs.
Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion
Body, employment, resources, morality, health, family, property
Love/Belonging – Friendship, Family, Sexual Intimacy
Self-Esteem, Confidence, Achievement, respect of and by others
Morality, creativity, spontanaity, problem solving, lack of prejudice, acceptance of facts
CHAPTER 5: SALES REPRESENTATION
Applied to Sales These 5 levels of needs can translate to the
field of sales in several ways. Marketing experts have utilized them for decades in building just the right messages, images, sounds, and smells to sell products and services
Using this hierarchy in face-to-face, tactical, situations is just as common
MONDULE 5: SALES REPRESENTATION
Activity 5.5.1Mapping Maslow to Buyer Profiles
1. Looking at communication and learning styles, how would we incorporate each of the 5 levels of Maslow’s hierarchy?
Basic Visual DirectiveSecurity Auditory AnalyticalSocial Kinesthetic ExpressiveEsteem AmiableSelf-Actualization
MONDULE 5: SALES REPRESENTATION
Activity 5.5.1 (Continued)Mapping Maslow to Buyer Profiles
2. For each of Maslow’s 5 levels, let’s build some profiles. Let’s take a client profile and a product. Can we derive a possible motive for the customer’s desire to purchase such a product or service. Explain your answer
Basic Security Social Esteem Self-Actualization
Format for answerCustomer: _________________________Product or Service: _________________________Maslow psychological need and motive for purchase: __________________________Explanation: _________________________
MODULE 5: SALES REPRESENTATION
Asking Qualifying QuestionsTypes Open Closed Directed Alternatives (Choices)
MODULE 5: TYPES OF QUESTIONS
OpenExamples• What does the bathroom of
your dreams look like?• Why are you considering a
new game console?• Why do you need this type of
stroller?
Resulting Answer Types• Longer more complete
answers that enable customer to more fully express themselves and, therefore, provide you with maximum information
Benefits• Offers open dialog and
thereby permits better determination of needs and motives for client purchase
• Requires active participation in the conversation, by the customer
When are they useful?• When you need a lot of
information and it’s not practical to ask a multitude of closed questions
MODULE 5: TYPES OF QUESTIONS
Closed
Examples• Do you often eat home fries?• How many dogs do you have?• Do you like the color pink?
Resulting Answer Types• Short answers, only a few
words
Benefits• Require a response but
no room to expand• Alternatively utilized
with other types of questions
When are they useful?• When you need specific
information
MODULE 5: TYPES OF QUESTIONS
Directed
Examples• The price is right, isn’t it?• Do you agree with me that an
in-ground pool would add value to your home?
Resulting Answer Types• “Forced” answers that may or
may not reflect customer’s true thoughts
Benefits• Answers are virtually
included in the questions
• They exert influence and suggest a response
When are they useful?• When you want to insist
on a particular aspect• Limit objections• Dictate a thought
MODULE 5: TYPES OF QUESTIONS
Alternatives (Choices)Examples• Will you take 50 or 100
copies?• Do you prefer manual or
automatic transmission?• Would you like the technician
to come in the morning or the afternoon?
Resulting Answer Types• Shorter answers, providing
customer with feeling that they are the ones deciding and in control
Benefits• Funnel choices down to
two• Can be open or closed
types
When are they useful?• When you want to bring
customer to a close