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Preparation for Success in Selling
Learning Objectives: Study what type of information makes up the product
knowledge needed for success in selling. See how sales technology tools impact the salespeople
and how to use them to your advantage. Examine the various types of social media available. Understand the concept of product positioning. Identify the three types of motivation and how they
operate in affecting human behavior. Recognize the importance of setting and achieving
goals for personal success.
Chapter 6
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• Effective sales training involves:– Knowledge of the product or service– Information about the company– Motivation and goal setting– Sales force automation– Knowledge and application of the sales process
Preparing to Sell
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Areas of Product Knowledge The Product Itself Performance Manufacturing Distribution Channels Company Information Service Available Product Knowledge Application Knowledge of the Competition
Product Knowledge: Know Everything!
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Product Knowledge
The Product ItselfExternal characteristicsHow to useAll available optionsAdaptability
PerformanceLife expectancyTolerance to wear and stressMaintenance and supplies needed
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Product Knowledge
Service availableService policiesService personnel
Distribution ChannelsDistribution strategyPricing policiesMedia support
Manufacturing How is it made Quality control
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• Application of Product Knowledge– Know when to use it– Can be a hindrance if you talk too much– Don’t assume that it is solely the company’s responsibility to educate you
• Information About the Company– History – Product evolution– Present customers
• Benefits of Gaining Product Knowledge– Gives you pride and self-confidence in product– Allows you to diagnose customer’s problems– Enables better customer service– Gives you an air of competence
Product Knowledge
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Gain a Differential Competitive Advantage Through…
Product Superiority
Source Superiority People Superiority
Service SuperiorityVersatility Design
Efficiency Mobility Storage Packaging Handling Time Life ExpectancySafety Adaptability Appearance
Delivery InstallationInventory MaintenanceCredit MerchandisingTraining
Time EstablishedCompetitive StandingCommunity ImageLocationSizeFinancial SoundnessPolicies and Practices
Personal Knowledge and SkillsKnowledge and Skill of SupportPersonnelIntegrity and CharacterFlexibility of Call ScheduleInterpersonal SkillsMutual Friends
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Sales forces will become automated… they must to survive.
The virtual office is carried on a computer.
Sales Force Automation
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• Personal Productivity– Laptops and Handhelds
– Contact Management Software
– Mapping programs and GPS
– Customer Relationship Management (CRM) Software
The Impact of Technology Tools
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• Improved Communication– Smart Phones– Internet and videoconferencing– Telecommuting
• Transactional Processing– Electronic Data Interchange (EDI) for order
processing– Corporate contact management– Internet Database Development Technologies
The Impact of Technology Tools
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• CRM Software– CRM stands for Customer Relationship
Management– Used to manage relationships with customers
• Surado CRM Online– Cloud-based software– Use it from any web-based device– Maintain contact with your customers, even on
the road.
CRM Software
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• Social Media Sites– Facebook– Twitter– LinkedIn– Specific Niche Sites
Social Networking
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• Key Points for Developing a Powerful Market Position– Put together a marketing strategy built around
benefits that are important to your customers.– Remember the way you service your customers or
sell to them can be a powerful difference.– Recognize that focusing on the few attributes that
really set you apart means you can’t be all things to all people.
– Keep an eye on how your competitors are positioning themselves.
Product Positioning
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A Closed Loop Integrated Marketing Communication System
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• Using computer databases to coordinate all marketing functions
• A firm will use input from each functional area to deliver communications tailored to the needs of the market
Integrated Marketing Communication
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Motivation is the impetus to begin a task, the incentive to expend the necessary time,
and the willingness to sustain the effort until the job is done.
Motivation and Goal Setting
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• Motivation arises as a response to either an external or internal stimulus: – Fear motivation is external, temporary, and
negative.
– Incentive motivation is external and temporary.
– Attitude motivation is internal and permanent.
Designing Your Own Self-Motivation
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1. Crystallized Thinking. You must know what you want to achieve.
2. A Plan of Action with Deadlines. Develop a plan for achieving your goal, and a deadline for its attainment
3. Sincere Desire. Develop a sincere desire for the things you want in life
4. Supreme Confidence. Develop supreme confidence in yourself and your own abilities
5. Dogged Determination. Follow through on your plan, regardless of obstacles, criticism or circumstances, or what other people think, say, or do!
The Million Dollar Personal Success Plan
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Success is the progressive realization of worthwhile,
predetermined, personal goals.
Success and the Total Person
Success is……progressive throughout life.…different for different people.