2. Key Terms
Personal Selling – a person-to-person business
activity in which a salesperson uncovers and
satisfies the needs of a buyer to the mutual, long-
term benefit of both parties.
Customer Centric – making the customer the
center of everything the salesperson does.
Relationship Marketing – the focus of marketing
activities on establishing, developing, and
maintaining cooperative, long-term relationships.
3. Key Characteristics of
Modern Sales
Sale is customer driven, not salesperson driven
Presentation is customized, not canned
Client talks, salesperson listens
Focus is on long-term, win-win relationships
Greater emphasis on customer retention vs. new
customer acquisition
Salesperson is business focused, not product
focused
4. Steps in the Selling Process
Prospecting
Precall Planning
Approach
Presentation
Trial Close/Close
Overcome Objections
Close
Follow Up
5. Prospecting Methods
Networking
Promotional Activities
Public Speaking
Authoring Articles
Use of Lists/Directories
Telemarketing
Letters
6. Prospecting Sources
Satisfied Customers, Referrals
Center of Influence
Endless Chain
Networking
Competitors
Internet
Trade Shows
Company Promotional Activities
7. Precall Planning
Research, Research, Research
Prospect
Prospect’s Business/Organization
Prospect’s Industry
Your Competition
Prospect’s Competition
Prospect’s Target Market
Create a Personal Prospect Profile!
8. Finding the Need Gap
Need Gap: the difference between a prospect’s
actual state and their ideal state.
9. Pre-Call Objectives
S = Specific What am I trying to accomplish
on this particular sales call? A demo, a
facility audit, verify decision makers?
M = Measurable You will be able to
determine success by the end of time
frame.
A = Attainable Is it realistic to meet this
measurement in the time frame allotted?
R = Relevant Is your goal something that will
lead to a long-term relationship with the
client?
T = Time Bound Exactly when would you like
to meet your specifically stated goal?
11. Initial Benefit Statement
Example: “If I can show you how our organized
payroll services will save you time and allow you
to spend more time focusing on your store and
employees, is that something you would be
interested in?”
12. Go Above and Beyond!
Find out their needs first!
Presentation Enhancers:
- Utilize Multiple Senses
- Offer Proof
- Demonstrate
- Charts/Graphs
- Models, Samples, Gifts
- Catalogs, Brochures
- Testimonials
- Visual Aids
- Handouts
- Quantify the Solution
- Profit margin
- ROI
- Payback Period
- B-E Analysis
- Cost-Benefit Analysis
- Opportunity Cost
13. Completing the
Presentation
Summarize their needs (which they already should
have given you)
Establish Success Criteria (how your
product/service satisfies their needs)
Set Up Next Step – The Close
14. Overcoming Objections
5 Steps to Handling Objections
1. Identify the true concern and clarify
2. Acknowledge the concern (empathize)
3. Handle the concern
4. Confirm that the objection was handled
5. Close for the Sale
15. Closing for the Sale
Direct Close: Are you ready to order?
Assumptive Close: Should I put you down for 20
units?
Alternative Choice Close: Would you like to meet
Monday or Tuesday?
Ben Franklin Close: List all pros and cons (for low risk
takers)
Pilot Close: Close for less than what they really need
(should never be your first close… for very hesitant
buyers)
Summation Close: Summarize key needs and
benefits
16. Closing for the Sale
cont’d.
Agree on the details
Get signatures
Assure client of the benefits
Arrange follow up plans
Thank the Client
17. Resources
Seiler, Christine. "Professional Selling." Bowling Green
State University. Bowling Green, OH. Lecture.
Castleberry, Stephen B., and John F. Tanner, Jr.
Selling. Eighth ed. New York: McGraw Hill,
2011. Print.