SELLING FOR RESULTS
- Masterclass
MICHAEL ABBIW
MGA CONSULTING GHANA LIMITED

OBJECTIVES
The participants should be able to;
1. Understand the Sales Process
2. Deliver Presentations that SELL
3. Handle Objections Effectively
4. Close the Sale
5. Follow-Up and Cross-Sell after the Sale
6. Manage their Pipeline
7. Develop Sales Action Plans
2

OUTLINEOFTHEPRESENTATION
1. The Sales Process
2. Lead Generation & Prospecting
3. Pre-Approach
4. The Approach
5. The Presentation & Handling Objections
6. Closing the Sale
7. Follow-Up after the Sale
3

THESALES
PROCESS
4

THESALESPROCESS
The Sales Process refers to;
“a systematic and tested approach that will help the sales
team close more deals and reduce the level friction
between introducing a customer to a product or services and moving
them through to a closed deal.”
5

THESALESPROCESS–FUNNEL/CYCLE
Prospecting and Lead
Generation
Pre-Approach
Approach
Presentation
Closing
the Sale
Follow-
Up
6

BENEFITSOF
DEFININGTHESALES
PROCESS
7
Integrate Integrate consistency and learning
Measure Measure sales performance adequately
Focus Focus sales efforts on the customer/prospect
Improve Improve Sales bottlenecks
Develop Develop more productive sales people
Increase Increase your overall sales

LEAD
GENERATION
&
PROSPECTING
8

LEADGENERATION
9
Lead generation involves identifying prospective customers and
qualifying their likelihood to buy in advance of making a sales call.
It is the process of;
i. Tempting clients to you
ii. Getting them interested in your offerings and
iii. Persuading them to willingly provide their personal
information.

WHOISALEAD?
A lead is a prospect that has some level of potential of becoming
a customer.
Not: Business Enquiry or List of Names
10

LEADGENERATIONPROCESS
1.INQUIRYGENERATION
• Set campaign objectives
• Analyze and select
campaign targets
• Select campaign media
• Develop a message
platform
• Develop a campaign offer
• Create communications
• Plan fulfillment materials
2. RESPONSE PLANNING
The effort you put into
ensuring your prospects’
responses are properly
handled and tracked.
3. RESPONSE CAPTURE
Internal processes must
be set up in advance to
capture and record the
key codes for later
analysis.
11

LEADGENERATIONPROCESS–cont’d.
4.INQUIRYFULFILLMENT
Inquiries ask for more
information, so prepare
and give it to them.
5.INQUIRYQUALIFICATION
Nothing is more
important than correctly
qualifying sales leads
before they are delivered
to the sales people.
6.LEAD NURTURING
When an inquiry is only
partially qualified and
does not make the grade
of readiness for the
sales team, it needs to be
nurtured.
12

LEADGENERATIONPROCESS–cont’d.
7.LEADTRACKING
Measuring the results of the lead-
generation campaigns.
Attributing a closed sale to a marketing
campaign.
8.MARKETRESEARCHFORLEADGENERATION
Lead generation is much improved with
the help of advance research, like any
marketing activity.
13

LEADGENERATIONACTIVITIES
OUTBOUND
•Display Ads
•Pay-per-Click Ads
•Content Syndication
•Direct Mail Advertisements
•Event Marketing
•Road Shows
INBOUND
•Content Marketing
•Social Media Marketing
•SEO
•Website Optimization
•Email Marketing
•Advertisement
14

PROSPECTING
The process of identifying
potential buyers.
Consistent prospecting is vital
to a sales professional’s success and the
success of the whole sales organization.
15

SOURCESOFPROSPECTING
•Friends, Relations and
Acquaintances
•Referrals – Endless
Chain
•Cold Calling
•Observation
•Non-Competing Sales
Force
•Direct Mail, Direct
response Adverts, Sales
Letters
•Educational Seminars
•Tradeshows and
Demonstrations
•Database
•Telemarketing
•Prospecting by Non-
Sales Employees
•Networking
•Centers of Influence
•Internet
•Lists and Directories
•Trade Publications
16

BreakOutSession-GroupAssignment&Presentation?
What are the three(3) key lead generation strategies that can be employed within
the organization at a manageable cost, which can help generate high level
quality leads for the sales staff?
Explain the basis of your selected strategy.
One team member will present and the rest of the team members will take
questions from the other teams and the facilitator.
17

PRE-
APPROACH
18

PRE-APPROACH
During the Pre-approach phase of the personal selling process, sales professionals
try to understand the prospect’s;
19

OUTCOMESOFTHEPRE-APPROACH
1. It should disclose the need and ability to buy.
2. It should provide information that will enable the seller to tailor the
presentation to the prospect.
3. It should provide information that may keep the sales person from making
serious tactical errors during the presentation.
4. It should increases the sales person confidence
20

GATHERINGINFORMATION
ABOUTTHECOMPANY
Demographics
Company News
Financial Performance
ABOUTTHECOMPANY’S
CUSTOMERS
Customer
Demographics
Size of Customer Base
What Customers are
Saying About Your
Prospects
ABOUTTHECURRENT BUYING
SITUATION
Type of Purchase
Competitor Current
Provider
Current Pricing
21

GATHERINGINFORMATION–cont’d.
ABOUTTHECONTACTPERSON
Title and Role in the Company
Professional Background
Personal Information
Essential Problem(s) your Contact Needs to
Solve
Motivation for Buying
ABOUTYOUREXISTINGCUSTOMERS
Your current customers are your best
prospects.
There’s no better place to increase your
sales than with your existing customers.
22

SOURCESOFINFORMATION
•Online Searches
•Business Directories
•Trade Journals
•Blogs, Social Networks, And Online
Forums
• Professional Organizations
• People
• Complementary Salespeople
• Competitive Salespeople
23

INDIVIDUALASSIGNMENT
Note down Five (5) information, one
each from the five areas of gathering
information as presented that you
usually obtain, before you approach a
client.
Also write down how one(1) the
information gathered has helped you in
your sales presentation.
24
Some selected write-ups will be
presented to the team.
Participants will be required to use a real
life experience of using the pre-
approach information gathered to make
a sales presentation .

THE
APPROACH
25

MAKEAGOODFIRSTIMPRESSION
You only get one chance to make a first
impression.
•Keep in mind that you are actually
introducing yourself.
26

THESIXC’SOFTHESALESAPPROACH
CONFIDENCE – Adequate
preparations builds confidence.
CREDIBILITY – show competence,
offer valuable solutions and exhibit that your
are trustworthy. Do you homework on the
customer.
CONTACT – Make every approach
personal, include an appreciative remark.
COMMUNICATION – Build good
rapport. Smile and respond to the prospects
body language and posture.
CUSTOMIZATION – Tailor the
approach to the individual prospect.
COLLABORATION – Create a
system where both you and your customer
get more out of the situation.
27

MAKINGAGOODAPPROACH
INTRODUCE YOURSELF
G: Greeting - “Hello, Good Afternoon”
N: Name - “I’m Michael…”
A: Affiliation - “…with MGA Consulting.”
P: Purpose - “I understand your sales
figures are not what you envisaged and are
looking to develop your team to achieve a
better performance this year, I have got the
solution for you.”
BE PROFESSIONAL
Salespeople should be;
o Clean
o Well dressed
o Make good eye contact
o Smile
o Appear confident
o Have a solid handshake, and
o Be on time for appointments.
28

MAKINGAGOODAPPROACH–cont’d.
GET THE CUSTOMER’S ATTENTION
Example:
“I Appreciate You Meeting
Me Today. I Wanted To
Share How We’re Able To
Cut 30 Percent From Your
Sales Cost, Whilst
Increasing Revenue.”
SHOW INTEREST
When you show interest
in others and take time
to listen to their
thoughts, concerns,
stories, and questions,
you put them at ease,
build rapport, and learn
more about what their
needs are.
DRESS THEPART
Appearance is an
important part of the
first impression, so
make sure to put
careful thought into
what you wear to your
sales call.
29

PRESENTATION
30

THREEMAJORPRESENTATIONFORMATS
STIMULUS-RESPONSE
The salesperson tries
one appeal after
another, hoping to "hit
the right button".
FORMULASELLING
Consists of information
that must be provided in
an accurate, thorough,
and step-by-step
manner to inform the
prospect.
Treats every prospect
the same.
NEED-SATISFACTION
Format emphasizes
probing and listening
by the salesperson to
identify needs and
interests of prospective
buyers.
31

PROCESSOFPRESENTATION
PREPARATION
Take time out to
consider your
message; tailor your
presentation to your
audience; and practice.
Research your
prospect.
MESSAGE
A persuasive message
is the most important
part of a sales
presentation.
Set clear objectives
for your
presentation.
STRUCTURE
Deliver a short
presentation, with a
clear structure
based around the
benefits you offer
for maximum
impact.
32

PROCESSOFPRESENTATION–cont’d
VISUALAIDS
Effective visual aids can be your most
powerful tool in a presentation.
They can more than double audience
recall rates.
DELIVERY
The only way to really prepare for a
presentation is to go over it several
times.
Practice by actually speaking out loud.
Don’t forget to close.
33

PRESENTATIONTIPS
 Be excited about the product.
 Relax while selling
 Allow the prospect to interact with
the product.
 Observe body language and facial
expressions
 Do not interrupt the customer
34
 Limit the choices a prospect sees.
 Adapt the sales presentation to the
prospect
 Look for opportunities for the
prospect to agree he or she will benefit
from owning the product.
 Follow through on promises.

THEOBJECTION
Objections are a common part of the
selling process.
THERE ARE NO SALES
WITHOUT OBJECTIONS.
35

COMMONOBJECTIONS
QUESTION OFVALUE
“I don’t have a need for
that.”
LACKOFURGENCY
“I need to think about it.”
PERCEPTIONOFALACKOF
QUALITY
“Your competitor has a
similar product, and I trust
that company more because
it’s been around longer.”
36

COMMONOBJECTIONS–cont’d.
LACK OFMONEY TOMAKE THEPURCHASE
“I’ve already spent my budget,”
CONFLICT WITHPRODUCT FEATURES
“It’s more powerful than I need for my work.”
37

TECHNIQUESTOHANDLEOBJECTIONS
ACKNOWLEDGEAND
CONVERTTHEOBJECTION
Use the objection as a
reason for buying.
"The price is too high." The
reply: "Yes, the price is high
because we use the finest
materials. Let me show
you...."
POSTPONE
When the objection will
be dealt with later in the
presentation.
"I'm going to address that
point shortly. I think my
answer would make better
sense then."
AGREE AND NEUTRALIZE
Salesperson agrees with
the objection, then
shows that it is
unimportant.
"That's true and others have
said the same. However, they
concluded that issue was
outweighed by the other
benefits."
38

TECHNIQUESTOHANDLEOBJECTIONS–cont’d.
ACCEPT THEOBJECTION
Sometimes the objection
is valid.
Accept it and attempt to
stimulate further
discussion on the
objection.
DENIAL
When a prospect's
objection is based on
misinformation and
clearly untrue, it is wise
to meet the objection
head on with a firm
denial.
IGNORE THE OBJECTION
This technique is used
when it appears that the
objection is a stalling
mechanism
39

STRATEGIESINELIMINATINGOBJECTIONS
• Use a Testimonial
• Interpret it as a Question.
• Make it Easy to Object
• Listen Carefully
• Be Polite and Respectful
The Law of Six
This law says that there are never more
than six objections to any offering.
You may have price objections, quality
objections, competitive objections,
capability objections, reputation
objections, or newness objections.
Develop a bulletproof answer for each
of your major objections.
40

GROUPEXERCISE–BREAKOUTSESSION
Each Group is to choose one of
following objection categories/clusters;
1. Price Objections
2. Quality Objections
3. Competitive Objections
4. Capability Objections
5. Reputation Objections
6. Newness Objections.
Each group is to come out with
Each group should write down three
(3)objections (questions, criticism or
complaints) you have heard.
You are to develop a bulletproof answer
for each of your major objections listed.
Each group will be required to make a
presentation of their objections and the
answers.
41

CLOSING
THESALE
42

CLOSINGBASICS
“A close is anything that puts the
customer in a position involving some
kind of commitment.”
A close is just a way to ask for the
order, their signature or the money.
43

WHYTHECLOSEISDIFFICULT
FEAR OF REJECTION
It is the fear of the prospect saying “no.’’
FEAR OF FAILURE
It is the fear of making a mistake, the
fear of buying the wrong thing, the fear
of paying too much, the fear of being
criticized by other people.
44

CLOSINGPRINCIPLES
• The right time to close is when the
customer is ready to buy
• Look for more than one opportunity
to close the sale
• Buyer resistance is natural and should
be expected
• Buyers seldom ask you for the order
45
• Closing the Sale is an integral part of
the sales process
• No salesperson ever closed every sale
• Selling is a `numbers game’
• Certain key ratios apply to your sales
activity

PREPARINGTOASKFORTHEORDER
The Ascending Close
Involves a series of questions, each of
which leads to the next, with all
questions requiring a “yes” answer.
Ask six questions that require a “yes”
answer to the benefits that your product
or service offers.
The Invitational Close
You simply issue a direct invitation to
buy what you have just described.
Ask, “Well then, why don’t you give it a
try?”
46

SIGNALSTHATAPROSPECTISREADYTOCLOSE
•Asking about availability, delivery, and
add-on services
•Asking about pricing and payment
options
•Asking about features or quality
•Asking questions to learn more about
the business
•Asking for samples or a repeat of the
demonstration
•Asking about other products the
business carries
•Asking for referrals of customers
47

BASICTECHNIQUESTOHELPCLOSESALE
1. End with a small choice
2. End with small “yeses”
3. End with a bargain
4. End with a “join the club” invitation
5. End with a payment method
6. End with a test drive
7. End by asking for the sale
48

INDIVIDUALASSIGNMENT
Participants would be called to share how they
closed a business with one of the technique
discussed.
Each presenter is to use a different technique.
The Race is on.
49

THE
FOLLOW-UP
ANDAFTER
SALES
50

THEFOLLOW-UP
Professional selling requires
customer follow-up.
The follow-up stage includes making
sure;
 Item or service purchased has been
delivered and installed
 Customer concerns are
addressed
51

SAMPLEFOLLOW-UPPROCESS
Day 1
Thank them for being a Customer. Send
a standard thank you email, letter or
message.
1 Month
Assess the overall experience.
3 Months
Elicit product feedback. Ask them to be
a reference.
6 Months
Secure referrals. Invite them to share
their experiences.
9 Months
Express gratitude. Warm them up for
renewal.
11 Months
Secure critical feedback to prepare for
renewal.
52

CROSS-SELLING,UPSELLINGANDDOWNSELLING
•It can cost four times as much
to sell to a new customer compared to
an existing one.
•If you are not effectively cross-selling
and up-selling, you are leaving money
on the table every time you close a
sale.
53

CROSS-SELLING
“Selling an additional product or
service to an existing customer.”
Concentrates on what you can to
contribute to their business and
organizational issues.
Not what you can sell to them.

UPSELLING
“…a sales technique whereby the
customer is prompted to purchase
more expensive items [or]
upgrades… in an attempt to make a
more profitable sale.”
Converting an initial order into a more
profitable order.

DOWNSELLING
Offering simpler and cheaper versions
of a product to customers who are not
going to buy the initially chosen product.
Down-Selling increases
1. Sales
2. Brand Loyalty
56

WHYITDOESN’THAPPENOFTEN
FEAR
The fear that “asking for more” raises
the risk of losing the sale.
It could increase revenues by 25% just
by improving the management of their
current clients.
WRONGMINDSET
The biggest reason is the wrong
mindset.

THETIMETOSTART
From the beginning of the sales process, you should be continually
looking for ways to get the most out of every sale.
The worst time to start thinking about cross-selling and upselling is at the end
of the sales cycle.
58

EFFECTIVECROSS-SELLINGPROCESS
 Identify cross-sell opportunities
 Develop the key characteristics of
your target customer
 Develop and execute a plan
 Compare and select key customers to
pursue
 Take action
 Monitor
 Solidify relationships
 Teach the cross-selling “service”
mindset
 Continuously communicate your
capabilities to customers
 Making a case for cross-selling

UPSELLINGTECHNIQUES
 Treat it like a normal sale.
 Be Prepared
 Show the Benefits
 Be Reasonable
 Empower Your E-Commerce
 Best Value
 Add Stimulus
 Use Instructions
 Mention on Early Stages
 Don’t Push It Too Hard

DOWNSELLING
Down-selling means offering simpler
and cheaper versions of a product to
customers who are not going to buy
the initially chosen product.
Can increase sales and brand loyalty.
You need to be very delicate when
down-selling as you need to find out
your customer's budget and offer
cheaper products without offending
the customer.
61

REVIVINGDORMANTACCOUNTS
Your company can lose customers for three main reasons:
1. The customers no longer need your company’s services.
2. Your customers prefer competitors’ offerings.
3. Your customers have had a poor experience with the company and no
longer wish to deal with you.

HOWDOYOUDOIT?
1. Records – identify dormant
accounts.
2. Reasons – understand reasons for
dormancy.
3. Respond - give clients a solution to
the reasons.
4. Incentives – Give customers more
reason to buy.
5. Loyalty – give them a reason to
always buy.

THEGROUNDISFERTILE
Cross-Selling and Up-selling can
 raise revenues,
 increase retention, and
 cut expenses.
Overall, applying the techniques
can increase profits attributable
to cross-selling by between 50 to
100 percent in the near term.
Management must be strongly
committed to improving cross-
selling performance.
It is a challenging initiative, but
great rewards can grow from this
very fertile ground.

65