Training for sales

1. Sales
Monika Khatwani

2. Content
• Basic Of selling –Qualities of Sales Person, Customer Needs
• Sales Process-Overview Of sales Process, Spin Model, Situation and
problem specific questions
• Advanced Concept of sales Process- How to Analyse the customer’s
needs , Obtaining Commitment
• Concept to Practice- How to prevent the objections,Fab ing
• Post sales Process- How to use post-sales evaluation sheet , Call
Outcome Categorisation, Finalisation of the sales process
• Role Playing

3. What Is Sales?
1. the exchange of a commodity for money; the action of selling
something
2. a period during which a shop or dealer sells goods at reduced
prices.

4. Qualities of Sales persons
Physical
Social
Mental
Moral
1
2
3
4
Kash Gives More Cash
1. Knowledge
2. Attitude
3. Skills
4. Habits

5. Physical Qualities
Appearance
Groomed
Clean and Tidy
Cheerful
Good Health
Good Posture

6. Social Qualities
Good Manners
Polite
Respectful
Courteous
Cooperative
Extrovert

7. Mental Qualities
Good Memory
Observation
Imaginative
Empathetic
Creative Mind
Initiator

8. Moral Qualities
Honesty
Integrity
Perseverance

9. Understanding Customer needs
• Beliefs,Values,attitudes,habits
• Nationality,race, geography,Religion
• Social Class-Middle, Upper ,Lower
Cultural Needs
• Family
• Social , economic , professional need
• Role played –wife , brother ,sister
Social Needs
• Age,lifestyle , Personality, ecomonic Circumstances
Personal Needs
• Motivation , perception
Psychological Needs

10. Essentials Of Effective Selling-K(C3P2S)
• Know Your Customer,
• Know your Company
• Know your Competitor
• Know Your Product
• Know Process Of selling
• Know your Self

11. Sales Process -8 Steps
Follow up
Closing
Handling Objection
Presentation
Approach
Pre-aaproach
Prospecting

12. Prospecting- Seeking Potential Customer
One who has unsatisfied Needs
Has ability To Buy
Prospect Willingness To buy

13. Pre-Approach: Finding Cx needs , problems.
On what basis product has to pitched
Needs
Problem solving personal Habits
Nature
Behaviour

14. Approach-Facing the cx
It includes introduction for which you should
1.KYC-Know your Customer
2.KYC-Know your Company

15. Sales Presentation-AIDAS, 4cs
A-Gain Attention
I-Create Interest
D-Create Desire / Urgency to buy
A-Action to customer queries ,pitching price.telling benefits
S-Satisfy customer against his doubts and queries
Presentation should be 4c
• Complete
• Concise
• Remove competition
• Win confidence of cx
Note-Empathy is the important Quality of the salesman

16. Objection Handling-Rebuttals
The Four-Step Process for Handling Objections
Listen
Carefully
Acknowledge
the
Customer's
Objections
Restate
the
Objections
Answer
the
Objections

17. Closing- ABC
• A-Always / Attunement- The “salesperson” establishes the
conversation topic by asking question.
• B-Be Buoyancy-Remain buoyant (optimistic) by understanding why
some sales leads work out, while others don’t.
• C-Closing/Clarity-Clarify who you are selling to,
and it will become much easier to refine your
sales approach.
1. Show understanding but don’t
agree
2. • Clarify the objection
3. • Convert the objection into
question.
4. • Answer the objection in a
form of question
5. • Trial Close

18. Follow Up-Post sale
• Solve the problems after sale if any.
• Take feedback of product and services
• Maintain Relations with Customer
• Help them with their queries .

19. SPIN Model

20. Why Customer Won’t Buy
Customer
No Time
No
Need
No
Urgency
No Trust
No
money

21. Examples-Situation Questions
• 1. Do you have any problems with your current office coffee
system?
• 2. Do you ever have people waiting in line to get their coffee?
• 3. Do you currently ever run out of office coffee supplies before
your next delivery?
• 4. Do any of your coffee supplies currently cost more than what
you would like?

22. Example –Problem Questions
• 1. How long does it take for your current service provider to
respond when you have a breakdown?
• 2. How often does your coffee machine break down?
• 3. Who usually has to deal with the problem when you run out of
supplies?
• 4. When did you receive the significant price increase?

23. Example-Implication
• . How has the problems with your office coffee system affected
your staff?
• 2. Has having people wait in line for coffee affected your
teams ability to respond to client calls?
• 3. Has running out of coffee supplies before a sales meeting ever
caused a sales meeting with a prospective client to get off to a
bad start?
• 4. Has a visitor to your office ever been left with a bad image of
your company because your coffee did not taste very good?

24. Example –Need Pay off
• 1. How much time could you save if you used a coffee service company
that looked after your ordering for you?
• 2. Would it be useful to have a coffee machine that brewed a cup of
coffee in 15 seconds instead of 2 minutes?
• 3. If you could decrease the number of missed prospect calls from sales
staff waiting in line for coffee, how many additional sales do you think
you could make in a year?
• 4. Could the single cup brewing system we are suggestion also reduce
waste as no stale coffee would need to be poured down the drain?
• 5. Would you receive positive recognition from your management by
going to a a coffee system that is environmentally friendly?

25. Customer Need Analysis- 10
Who- are your
customers
What-they do
When –then
want
Why-the
want.
How-they buy
How Much
Money they
have.
How much
money they
have
What makes
them feel good
about buying.
What they
expect of
you
What they think
about you and your
competitors

26. What Customers Want

27. Specialized Methods of Handling Objections:
BQSDDT
• There are six specialized methods for handling objections:
• Boomerang- Use a friendly, helpful tone to explain how the objection is really a
selling point.
• Question-Question the customer—but never in an abrupt manner—to learn more about
the objections.
• Superior point- Admit disadvantages in certain products but then present superior
points to offset or compensate for them
• Denial-When a customer's objection is based on misinformation, provide proof and
accurate information to answer the objection.
• Demonstration- Demonstrate a product's features
• Third party- Use a testimonial from a previous customer or another neutral person

28. Obtaining Commitment
• Getting an agreement to proceed to a further stage of the sale.
• First check that you've covered all of the prospect's key concerns.
• Then summarize your benefits.
• Finally, propose the next appropriate level of commitment.
Kinds of Commitment Objectives
Primary Commitment Objective. Secondary Commitment Objective
The ideal outcome for the sales call,
usually, but not always, agreeing to
the deal. A closed sale.
A strategic step of action you ask the
buyer to take that moves them
forward in the deal. An advanced
sale

29. Closing with FAB
• The FAB model can help you to focus on your customer´s needs. It
will help you look at your service or product from three angles:
• Features – facts about the product/product label
• Advantages – what are the advantages to the customer of using
your product or service?
• Benefits – what personal benefits does the customer get from the
purchase?

30. SELL –FAB excercise
• S- Show Feature
• E-Explain advantage
• L- Lead into benefit
• L-Let customer talk-

31. Evaluation of Sales-1
Performance
Evaluation
Quantitave
Output factors:
• Sales quotes
• Orders
• accounts
Input Factors:
Calls per day
• Selling expenses vs
sales volume
• Meeting with
dealers
Qualitative
Salesman
knowledge,relation
with cx,
Appearance,attitude

32. Evaluation of Sales-2 (Calls)
• Busy – Call Back Later – the prospect is busy, but wants you to call back at an
unscheduled time
• Interest – Call Back Later – the prospect is interested and wants you to call back at
an unscheduled time
• Interest – Send Information – the prospect is interested, and requested additional
information
• No Interest – Reason Given – the prospect is not interested, and provided a reason
• Incorrect Contact – Referral – the prospect is not responsible for your product, and
referred you to one of their co-workers
• Incorrect Contact – No Referral – the prospect is not responsible for your product,
and provided no referral
• Meeting Scheduled – the prospect commits to a meeting, with a confirmed date
and time
• Sale – prospect is interested in evaluating your product

33. Summary
9 Counter strategies

34. 3.Keep the Cx talking
New info will room for movement
Listening without defending will defuse anger
If ‘U’ are listening you’re not making concessions
.
4.Recap Frequently
summarise helps maintain momentum
New issues are not raised at the last moment
It reassures customers ‘U’ are listening
1Know Your Walkaway
Your price. Your terms. Your deliberables
The least you will accept
More the variable ‘U’ have. More the options
The better your options to close the deal
Focus on price &
‘U’ increase animosity.
2.When under
attack listen
If customers have locked into a position
Your brilliant arguments are of no good
When under attack.
Do no defend or counter attack.
It will generate heat.

35. 5.Assert your
Company’s need
Too much focus on customer needs
It can work against you
Bargaining requires dual focus
Solve the problem to satisfy both parties
Failure to assert company needs leads to unnecessary
concessions
.
6.Commit a solution if
it is certain to work
Don’t dig into a position. Suggest hypothetically
Invite customers to search for the solution together
Don’t definitely agree unless overall deal make sense
… agree to ‘X’ provided ‘U’ agree on ‘Y’ & ‘Z’
7.Save the hardest for
the last
Don’t start with the toughest
Resolve the easy issues it creates momentum
Discussing easier issues will cover additional
variables
Customer may see value of exploring new approaches
Buyers use anger
3 ways to counter
Withdraw
Listen silently but do not reinforce
React & shift to non emotional issue
8.Don’t get
emotionally
blackmailed

36. 9.Start high concede slowly
Start with something ‘U’ can afford to lose.
Let them win. Praise his skill
Don’t be candid ‘U’ will get cleaned out
For every concession given get something in return
Begin by giving what customer values highly
but incremental cost to ‘U’ is low
Customisation. Quality. Convenience.
Preferred treatment. Credit. Service.
Concede in small increments. Take time.
Not taking time is money