RD Associates - Selling Skills Version 1.5

8/8/2019 RD Associates - Selling Skills Version 1.5

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A program on Selling SkillsA program on Selling Skills


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ROLE DEFINITION

My role as sales person is to ensure GROWTHMy role as sales person is to ensure GROWTH

and PROFITABILITYand PROFITABILITY

of organization by providing appropriateof organization by providing appropriatesolutions to all customers on time everysolutions to all customers on time every

timetime


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Sales Highlight

Every sales manager has a success story ..What is your story .?

It just happened!Or

You made it happen


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Does your success story reflect this ..

Senior Mgtexpectation &

approval

Sales PlanningExpected

performance

Lead Mgt Team Mgt

ProspectingCall

execution

Formulation ofPlan

Implementation of Plan Review of Plan


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Steps in Sales Process

Sit ati alysis

Developing the plan

Implementing the plan

Rev

iewing the Plan

Flexibility of the plan


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SALE

y S - Set the stage

yA-Analyze needsy L - Link to solutions

y E - Establish commitment


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Pre - Req

uisites F

orSelling

C - Company knowledge

P - Product knowledge

C - Competition knowledge


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SALES EFFECTIVENESS THE CORE SKILLS

Understanding the Customer Needs

WHAT HOW

GENERAL INFORMATION- Where does he live

- His background

- Type of person

PAST BUYING-

-

-

HIS EXPECTATIONS & MOTIVES

HOW DOES HE MAKE THE DECISIONS

- On his own

- Consults others


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Sales Planning

(Funnel Exercise)


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Sales Planning

Its a number game.


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Decision Pointsy Qualifying in : Deciding who to nudge in the funnel

y Marketing funnel : Sourcing mix- impacting profile

and quality of customer.y Funnel Shape: Broader the funnel, higher the input,

greater probability of output

y Flow Mgt: Speed effort equation

y Bottlenecks

y Productivity parameters


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Stages of a funnel

Lead /suspect

Prospect

Customer

Cross selling, website, directmkt, networking, telesales, advt

etc.


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Why do all funnels look different?

Barriers to entry

Power of customers Power of suppliers

Current

BusinessStatus

ultiple ServicesProvi ers

Service QualityPro uct fferin

Choice of serviceprovi ers

InvestmentCapacity

Deman V/sSupply chan in

policies


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Needs of a Customer

Economic Factors

Growth Aspirationor

Value for Money

CompetitionAnalysis

Legal, Technological,Political Forces

CUSTOMER

MARKET

Need Solution


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Relationship / Consultative Selling

A sales process wherein you become a partner and anintegral part to the customer's decision makingprocess, adding value at each step by helping thecustomer to make a mature buying decision by

developing and exploring options


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Relationship Sales Process

Pre Call

Planning

Prospecting

Opening

Probing

Recommending

Closing


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Prospecting

Suspect : Someonewho fits your targetmarket/shows some

interest in offerings

Prospect: refinedsub-set of suspects

who has inclinationto become your

customers

Potential Customer


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Brain Storming on Prospecting

y Case I :You have been assigned the job ofrecruiting a CFO for a large MNC. How would you

do the prospecting?

y Case II:You have been assigned to get theagreement forCorporate Gift hamper from

Software Companies located inDelhi?


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Prospecting.few important Tips

yView prospecting as an integral part of the salesprocess

y Prospect systematically

y Prospect dailyy Create a sense of urgency in the minds of prospects

y Keep cold calls simple and polite

yAsk for referrals

y Be persistent

y Pursue only qualified suspects


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Pre-Call PlanningThe four steps toClient Learning

Market/Economy

Client

Organization/ Family

Industry/Culture

Understanding ofClient needs gets refined as onemoves up the steps


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Know the market

Key Economic Indicators

y Inflation and its impacty Interest rates

y New legal enactments

y Major political happening and its impact on economy


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Know the industry, culture

Key focus Areas

y Size of the industryy Major players, entry of new players

y Trends, Industry reports

y Culture to which the individual belongs to community, state


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Know the organization, family

Key focus Areas

y Promotions and their backgroundy Nature of business

y Regional preferences

y Potential needs & possible solutions

y Family transaction/purchases


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Know the client/individual

Key focus Areas

y The concerned individual to be mety Background

y Earlier interaction with the organization

y Knowledge about the individual shall help understandhis preferences


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Call Execution

OPEN

Probe

Meeting withCustomer

CLOSE

PROBE

RECOMMEND

Be ready with SALES kit before opening the call


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Pr bi g to u rst cli t s

Objective :- Uncover these needs & satisfy them with

your product offerings

Probing is the process of querying to understandclient needs.


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What pro ing leads to..

Probe to Assess Establish

Can he buy?

Is dissatisfied with his/hercurrent situation

Would like an opportunity toimprove upon his/her currentsituation

Perceives a potentialdeterioration of his/her currentsituation

Will he buy?

Is dissatisfied with his/hercurrent situation

Why shouldhe buy?

Qualifying anaccount

Build arelationship

Uncovercustomer needs


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Role play on probing


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You can do this with the

Programme


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Are there special skills that makes

someone successful in large

sales?

Or is selling just selling whether

the sale is small or large?


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ADVANCED SKILLS


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THEMOS

TIMPOR

TANTSET

OFSKILLS THATTHESE PEOPLE

HAVE INCOMMONARE

S P I N SKILLS


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NOW WRITEDOWN FIVETYPICAL QUESTIONS YOU

MIGHTASK ONA SALES

CALL


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HOW MANY WERE FACTUAL?e.g. How many calls do you get

per day?

HOW MANYABOUT PROBLEMSDESIRES

e.g. What effect might that haveon your customer response time?


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SUCCESSFUL SALESPEOPLE ASK THEMECONOMICALLY.

THEY DO THEIR HOMEWORK

THE MORES

ENIOR THE BUYER THE LESS

THEYLIKE ANSWERING FACTUAL QUESTIONS


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y IMPACT: Least powerful of the SPIN questions. Can benegative. Most people ask too many.

SOELIMINATE UNNECESSARYQUESTIONS

DO YOU HOMEWORK THOROUGHLY


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yWhat prevents you from achieving that objective?

A PRODUCT ISSOMETHING WHICH SOLVES APROBLEM

A TRANSPORT PROBLEM OR AN EGOPROBLEM

THINK OF FIVE PROBLEMS THAT YOURPRODUCT SOLVES


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y IMPACT: More powerful than Situation Questions.People ask more as they become more experienced.

THINK OF YOUR PRODUCTS IN TERMS OF THETHE PROBLEMS THEYSOLVE FOR BUYERS- NOTTHEIR FEATURES.


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y PROBLEMS

y PROBLEMS

y PROBLEMSy PROBLEMS

yPROBLEMS

BUYER

. . . but what are the implications?


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???

INEXPERIENCEDSELLER


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Solution

Solution

Solution

Solution

Many experiencedsellers link solutionsto problems too soon


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Through implication questions

the buyer must be ready to

perceive that he has a need andthat his problem is serious

enough to justify the cost and

hassle of finding a solution.


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So the seller must establish and buildthe pain by Implication Questions


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y IMPACT: Most powerful of all SPIN questions. Top

salespeople ask lots of them..

THESE ARE THE HARDEST TO ASK AND MUST BEPLANNED CAREFULLY BEFORE KEY CALLS


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y UNLIKE THE OTHER 3 THEY FOCUS ON SOLUTIONS.

y THEY GET THE BUYER TO TELL YOU ABOUT THEBENEFIT YOURSOLUTION OFFERS

y YOUR FINAL PRESENTATION CAN BE FOCUSSED ON

ACKNOWLEDGED NEEDS


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y IMPACT: Constructive questions always used by top

sales people and have positive affect on buyer.

BUYERSHOULD DO THE TALKING AND BEALLOWED TO CONVINCE HIMSELVE


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THE SPIN PROCESS

WHAT IS YOUR

G:SRATIO?


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SEEKING IS MORE PERSUASIVE THAN GIVING.

SEEKING MEANS

ASKING QUESTIONS

GETTING TO KNOW YOUR CUSTOMER NEEDS

UNDERSTANDING CUSTOMER PROBLEMS

UNDERSTANDING HOW YOU CAN SOLVE HIS PROBLEMS

UNDE

RSTAND H

OW YOUCAN BENE

FIT H

ISNEED

S


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Set the stage - Preliminaries

Analyze the need INVESTIGATING

( Probing)

Link to solution - DemonstratingCapability

Obtaining

Commitment


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INVESTIGATING!!

Has direct influence on your success

T

his stage will most impact your success The key purpose is to uncover implied needs

Investigating is done through questions


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The objective is toMove

ImpliedN

eedsinto

Explicit Needs


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HOW?


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Grow that need!


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Needs

Need to

Outweigh c o s ts!


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BuyDont Buy

Explicit Need

Explicit Need

Explicit Need

Perceived value

Buyer

Hassle

Risks

Hidden Extras

Cost

The cost of the

solution



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FEATURES

A Feature is any fact about the Product or Service

BENEFITS

A Benefit is what the Customer gains when a Feature or Features

meet the Requirements


Understanding the Customer Needs

The Requirement, Feature, Benefit

Requirements

The customers needs and wants which the product or service

could fulfill


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Features!

They are the characteristics of your

product

They are neutral

Not very persuasive

They create low impact

to be used restrictively!


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Advantages!

Show how your product or service can

help the customer

Are more persuasive than features

Can have high impact early in the cycle

Impact dilutes with the sale progress

to be used with caution!


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Benefits!

Show how the product meets an explicit

need

It is the final step in the need developmentprocess

The most powerful of sales behavior

To be used only after need

has been expressed


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FEATURES.ADVANTAGES. BENEFITS.

Hi

Impact on

Customer

(high impact always)

(initially high but

quickly falls off)

(low impact always)

Benefits

Advantages

Features

Contact ContactHi

Lo


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S.P.I.N. Skill

in

funnel technique



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Encouraging the Conversation - The Funnel Technique

A POWE

RFULTOOLTOENCOURAG

E

THE

FLOW OFCONVERSATION

CustomerNeeds

2. Open neutral questions to get

unbiased information

3. Open leading questions to exploremore deeply

4. Closed questions to pinpoint

precise requirements

1. Motivate theCustomer to talk

5. Summary to gain customersacceptance of requirements

1. 2.

3.

4.

5.

1.


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The Art and Science of Asking Questions

Key WordsWhat ; Where ; Why ; How ; Who ; When ; Which

OPENNEUTRALQUESTIONS

Likely to give long uninfluenced answers

OPENLEADING QUESTIONS

Likely to giv

e long influenced answersKey WordsWhat ; Where ; Why ; How ; Who ; When ; Which

CLOSEDQUESTIONS

Likely to give short influenced answers .

Often just yes or no.Key Words :Are ; Can ;Do ; Have ; Is ; Am


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What Have I got in my pocket?

(Activity)



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The Art of Listening

THEBETTER WELISTENTHE MORE WELEARNHOWLITTLE WEKNOW

The better we listen ,the better the otherswill listen

1. Making assumptions2. Prejudices3. Mentally criticizing delivery of speech4. Prove ones point5. Over-stimulated / Over-enthusiastic

6. Something else in mind7. Too busy to listen8. Too tired to listen9. Lack of interest / boredom10. Impatience

11. Ego12. Day dreaming

THE OBSTACLESTHE OBSTACLES

THE

NEE

DTHE

NEE

D


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Activity

Active Listener


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A Road Accident!

A car was travelling from Delhi to Agra. A

bus was coming from the opposite

direction. The bus hit a culvert and then

the car on its right side. The car went offthe road and hit a electric pole. The driver

fractured his left leg. The bus hit a truck

coming from the other side. The bus

driver died on the spot. The truck driverwas rushed to hospital.


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Activity Market Makers

SALES EFFECTIVENESS DEALING WITH CUSTOMER RESISTANCE


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The Resistance The Best Possible Answer We are happy with ABC

Company. There is really no

reason to change.

What can XYZ company offers

which is different

ABC settle claims more liberally

Your size is too small, how will

you manage

Your claim settlement is not

handled well

No timely services It is too inconvenient to change

to a new service provider

What can be the different Resistances



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Pause Gains us thinking

time Customer may offermore information

Shows respect forcustomers objection

Tell Me More (ProbeGently)

Customer expandson his objection

Gains us even morethinking time

Customer emptieshimself may feelbetter

Customer mayprovide leads for thesolution sometimes

OBJECTION

1. Pause

2. Tell Me More (Probe Gently)

3. Apart from this, is there anything else that is ofconcern to you, Sir?

4. If I can take care of this to your satisfaction could weproceed forward (would you consider our services), Sir ?

5. Give Your Best Possible Solution

6. Are you satisfied with my answer, Sir?

No Answer thisfirst Yes

Yes Answer thisFirst or may be No

The six step process of handling resistance



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4. If I can take care of this to your satisfaction could weproceed forward (/ would you consider our services), Sir?

Resistance

1. Pause

2. Tell Me More (Probe Gently)

3. Apart from this, is there anything else that is of

concern to you, Sir?

5. Give Your Best Possible Solution

6. Are you satisfied with my answer, Sir?

No Answer thisfirst Yes

Yes Answer thisFirst or may be No

Yes

No

The six step process of handling resistance[contd]


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SALES EFFECTIVENESS THE PROCESSTheCriteria for an Effective SalesVisit

If I have 8 hours to cutIf I have 8 hours to cut

a tree, I will take 6 hoursa tree, I will take 6 hours

to sharpen my axeto sharpen my axe

Prepare well for each and every visit0) ______________________________________________

1) Have a clearly defined objective for eachvisit.

2) Work with decision makers / influencers / informers

3) Use questions rather than statements. Avoid making assumptions.

4) Base any presentation on the real situation as the customer sees it.

5) Prove that your product or service is of benefit to the customer.

6) Find out all objections and handle them.

7) Agree on a commitment.8) Keep the initiative.

SALES EFFECTIVENESS GAINING COMMITMENT


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Why we may notclose well

What prevents me from

closing effectiv

ely

When to Close

Different ways of askingThat all important question

TooEarly Too Late Too meek Too aggressive Customers objections not

resolv

ed completely Sales process not followed Salespersons inability to

deal with TOP management

Fear Uncertainty Doubt

Customer has understood our offer completely Prospect has developed TRUST in our company Prospect has desire for the benefits. You are prepared for the next action, if the

prospect says NO

The Four Aspects of AClose


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Close

It starts with a CC stands for conviction

Take

Cout and you have Lose

SALES EFFECTIVENESS STRUCTURED SALES CALLING


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GAINCOMMITMENT

ARE YOU SATISFIED WITH MYANSWER?PRESENT BEST POSSIBLE ANSWER

LOCKTHECUSTOMER IF. ?

EMPTYTHECUSTOMERAPART FROM THIS?

TELLME MORE

PAUSE

OBJECTIONCLOSING QUESTION

PRESENTATION OF SOLUTION

SUMMARY OF CUSTOMERS NEEDS & REQUIREMENTS

OPENLEADING AND / ORCLOSEDQUESTIONS

OPENNEUTRALQUESTIONS

MOTIVATETHECUSTOMER

OWN INTRODUCTION, PURPOSE OF THE MEETING


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S l s ti s

y Be sincere with people.y It is vitally important to constantly hone your sales and

communications skills.y First listen to your customer, understand his or her wants and needs,

and only then try to determine whether or not you can deliver theproduct or services to meet those wants and needs.

y The best sales people ask a lot of questions and genuinely listen to theanswers before speaking again.

y Your prospects and customers are all different so you should treatthem differently.

y The best sales people listen much more than they talk.y Find out what your prospects want and then give it to them.y If you cannot give your prospects what they want, tell them so and help

them find what they are looking for elsewhere.y If you think that you cannot make it in sales as a profession, then you

probably should not even try.


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Decide to be on top the situation

rather than be part of the mess

Wish you all the Best


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www.rda.co.in

Mail to [email protected] - 09313503203

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RD Associates - Selling Skills Version 1.5

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