Selling skills

Prepared by Dr:Ayman Al-Ghamry TABUK Pharmaceuticals

At the end the audience will be able to:

1-understanding the meaning of sales call 2-practice sales call planning 3-identify buying motives 4-practice sales call planning 5-implement different approaches and presentation techniques 6-transform features into benefits to satisfy partners need 7-sharpen questioning techniques 8-handle customers responses and objections 9-develop various types of close 10-use visual aids 11-utilize observation skills 12-practice haw to sell to a busy customer(short call)

Objectives *to sharpen the skills, abilities and the behaviors in selling for participants in order to sell better and improve professionalism

What is selling? -act of persuading another person -process of inducing and assisting -selling situation of persuasion Personal or (Based on win-win situation) impersonal Personal: face to face communication Impersonal: involve no face to face communication

Need or motive!!!!!! Need >>> creation or uncover Need >>>satisfaction Motive>>>is what causes people to act

Features/benefits -features: specifications of product or service -benefits: value to the customer Customers always buy>>>>> benefits

Buying motives *to buy= to satisfy need *we know 6 buying motives which are equal importance *to find out buying motives ask questions *let customer buy for his reason not yours

Buying /motives Possession:1-making a gain 2-avoiding a loss Experience:3- having pleasure,engoyment,comfort,convenience 4-avoiding pain.worrios,problems Recognition:5-posting self-satisfaction,pride 6-gaining social aproval,pristige

Steps of a sales cycle 1-before the call: 1-prospecting 2-preparation 2-during the call: 1-approache 2-presentation 3-responses 4-close 3-after the call: 1-analyze

Before the call

Prospecting Qualifying,classifying,categorising them Preparation First part: setting your objectives What do you want to sell? S>>>>>specific M>>>>measurable A>>>>>ambitious R>>>>>realistic T>>>>>timely limited objective

Before the call

Second part: planning the call Prepare:1-approache 2-questions to uncover needs ,verify assumptions 3-benefits to satisfy needs 4-responses to possible reactions 5-use of visual aids 6-ways of close, gaining commitments Plan your work then work your plan

During the call

1-approache 2-presentation: -probing(open&closed) -reinforcing 3-customers responses 4-closing

Approach(opening)
*what is approach? Skills of capturing customer attention and focusing on sales call *why? -secure access -gain attention -create a positive interest *parts:1-greeting/introduction 2-techniques:address buyers needs Step 1:identefy a known or presumed customer need Step2:propose feature or benefit that satisfy this need 3-ask a question

presentation
-the purpose of this step To satisfy the customer need or motives with the features and benefits of our product

-built on>>>>>positive two way comunication

presentation
*first step of presentation: To uncover the customers need by effective use of questions

*second step of presentation: -to start matching product benefits with the customers needs/wishes in order(reinforcing) -to find the decisive buying motive

presentation
We help the customer to make buying decision We know: the features of our product We define: as many benefits of our product as needed or as enough(6 buying motives) We look for: the customers buying motives and matching our benefits with this needs

What is probing?
Probing is the skills of questioning to uncover the customers needs

Types of probes
Open probe: question that invites as extended explanation Closed probe: a question that can be answered in a single word often yes or no Never start with closed probe

Forms of probe
Form objective construction Who which Where when What haw Careful with why Yes/no I don t know Open -ended -find, clarify needs -check assumptions -obtain information in breadth -demonstrate interest Closed-ended -get precise ,quick response/decision -ask for information -give information Benefit-tag -present one benefit matching a need -obtain decision if benefits appeal

Closed ended questions following one benefit

Probing strategy
With comunicative customer
Begin with an open probe

With non comuincative customer

Need input

Customer signals

no need input
Switch to a closed probe to direct conversation to a personal need
Con

Continue to use open probe

Selling skills

Sequences of questioning
Questioning phase Discover the customer needs/buying motives
Open- ended question

Here you should know enough Presentation phase, check if specific benefits needs

Closed ended question Benefits of tag question

If answer is no answer more open question

Close, ask for order or commitment

reinforcing
-reinforcing is: The skill of satisfying customers needs with the products features and benefits -reinforcing: firmly establishes you as a strong problem solver and show the customer why your product is needed

reinforcing
-what are the signals that tell you when to reinforce? *a clear need stated by the customer in his Owen words * Confirmation by the customer of a presumed need that was first expressed by you in a closed probe

reinforcing
-steps of reinforcing:Step 1:praphrase the customer need -express direct agreement -restate the customer need Step 2:propose a feature and benefit that satisfy this need

Customer responses
1- positive customer responses 2- positive/negative customer responses 3-negative responses

Positive customer responses

A)Prospects voice inflections and positive comments seller reactions: Praise and show approval for nice comments/answers Example: -I am very glade you mentioned this -I am very pleased to hear that B)Statement which show hesitations: Using terms or starting statement like:-

Positive customers responses

C)Prospect continuous talking, but making statements not appealing to you ** that mean he is talking without dissatisfaction ** if the prospect is still talk about the product he has some interest in it.statments that do not directly state a dislike or a disapproval of your proposal or product, should be considered positive Seller s reactions: Let the prospect talk then point out another

Positive customers responses

D)non- verbal customer behavior: If he is looking for your visual aid,sample,plan -keep an eye on body language,wheather it express rejections, approval He will often signal interest through body language while being verbally skeptical Or -he makes a verbal positive statement and signals disinterest through body language

Positive negative customer response

Statements with a positive and negative aspect Examples: -yes but -I agree although -I like that however!!! -it s an excellent product but!! Seller s reactions: Pick up on the positive only use it,just ignore the negative portion

Negative responses
There are 4 types of customers resistance:1-misconceptions 2-real objections 3-lack of interest 4-skepticism

Negative responses
type Misconceptions Definitions An incorrect negative assumptions about your product due to lack of information or misinformation Legitimate short coming or disadvantage of your product Disinterest in your product because of satisfaction of competitor product Disbelieve that your product can provide the stated benefits

Real objections Lack of interest skepticism

Strategies to deal with customers resistance

resistance Misconceptions Real objections Lack of interest

Usually occurs Any time Any time At the beginning of the call, after your initial probe

general Strategy Provide correct information Reduce shortcoming and emphasizes benefits Turn an area of dissatisfaction with competitor product into an area of need of your product Offer proof

skepticism

Directly after a benefit statement

Misconceptions
A misconception is a customers incorrect negative assumptions about your product or company due to lack of correct informations Strategy for dealing with misconceptions: Step1:probe to clarify the customer need Step2:tactfully provide the correct information to resolve the misconception Step3:emphasize the positive information u have provided

Real objections
A real objection is resistance based on legitimate shortcoming or disadvantages of your product Strategy for dealing with real objections: Shift the balance in favor of your product benefits Step1:probe to clarify the customer s concern Step 2:aknowledge the customer s concern Step3:reduce the impact of shortcoming on the customer

Lack of interest
Lack of interest in your product is almost always due to satisfaction of competing product Strategy for dealing with lack of interest *use series of closed probe to uncover areas of customer needs *selling against the competition *turn an area of dissatisfaction with the competing product into an area of need for your product *when you uncover a customer need your

skepticism
Skepticism is disbelieve that your product really provide a benefit that you can Strategy for dealing with skepticism Step 1:emphasize the benefit in question Step2:prove the benefit Step3:explain the benefit

Typical buying signals

-yes I like your product -I think I could use it -it sounds good to me -who else is using it? -I may need to order 100 pieces -haw about delivery? -it s easy to apply -do I have to decide at once? -haw much does it cost? -ill try it on the first 5 cases

Closing>gaining commitment
It s the skill of obtaining the customer agreement to act by asking a closed ended question Type of requests: 1-trial use: to get the customer to use the product on a trial basis 2-continued use: to get the customer to continue use the product at the same level 3-extended use: to get the customer to use more of the product(advocate)

Types of closes
1- direct close:>> haw many of this product you will prescribe this week? 2-either /or close:>> do you like once or twice /day?...............you will prescribe the 50 mg or 100 mg? 3-step- by step close:>>help the customer to decide 4-summery close>>review by summery the accepted benefits only(don t add anything new) 5-incentive close>>if you order now you will

6 pre-requisites before closing

1-customer completely understood your (offer,detaling) 2-real buying motives found out and addressed 3-customer has confidence in you and your company 4-a well prepared close 5-the right timing 6-customer has the authority to buy Win- win situation

Post call analysis

Main objectives of post- call analysis: *to initiate action/follow through on promises *to make a personal evaluation of your sales call *to help you in your prospecting *set sales call objectives for your next call

Visual aids
We remember 10% of what we hear We remember 20% of what we see We remember 65% of what we see and hear simultaneously When using a visual aid: -illustrate one point only -relate to customer needs -keep control of visuals -make it coincide with what you want to say/or want to stress

The short call

Purpose: to make maximum use of limited time with the customer Constraints: a time pressured customer will want information not conversation Strategy: 1-present product features and benefits to meet known or persumed needs 2-ask for action as soon as possible 3-attempt to expand the length of the call whenever possible

practical steps for short call

(1)Introduce your self (2)Customer gives a time limit signal (3)Open the call (4)Present additional features and benefits (5)Ask for action

Building rapport
Keys to success: Product competence, confidence, interest Methods: - offer service -be responsive to needs -fulfill promises promptly -be courteous and professional

bridging
What is bridging? The skill of managing the sales conversation by making a smooth transition between subjects Principles of bridging: Avoid abrupt transitions, and bridge smoothly and naturally from one subject to the next

The 10 golden rules for successful selling

1- be good listener 2-find and qualifies your customers(not every body) 3-set your objectives and plan your strategy 4-the good sales man looks for dialogue right from the start and therefore begins with approach and questions 5-don t present the product until you know the customer needs and buying motives 6-post features and benefits of your product

My theory
Trust your self Try to learn Ask for help Do your best As there is a second chance this mean The end not yet With my best wishes and best regards