Qualities of a Good Sales Person PDF

Chapter 4 : Characteristics of a Successful Salesperson  Learning Objectives Review fundamental characteristics and behavioural patterns necessary for sales people to be successful. Appreciate why sales persons must have a passion for their job and be good listeners. Compre...

Chapter 4 : Characteristics of a Successful Salesperson  Learning Objectives Review fundamental characteristics and behavioural patterns necessary for sales people to be successful. Appreciate why sales persons must have a passion for their job and be good listeners. Comprehend the importance of communication skills in excelling as a retail sales person. Know the importance of product knowledge in creating an impression on the prospects and sales maximisation Chapter 4 : Characteristics of a Successful 2 Salesperson  Characteristics of a Successful Salesperson – First Impressions – Communication Skills Verbal Skills Listening Skills Body Language Summarising – Knowledge – Empathy – Objection Handling – Being assertive – Handling Anger – Persuasion Skills – Negotiation Skills – Interpersonal Skills – Customer Service Skills Chapter 4 : Characteristics of a Successful 3 Salesperson  Characteristics of a Successful Salesperson The success of products or services depends on the sales team’s ability to sell them. The retail business will grow or fail based on the success of the products and services, and how well the sales team persuades the customers to buy them. Chapter 4 : Characteristics of a Successful 4 Salesperson  Characteristics of a Successful Salesperson To be successful, a retail sales person must have, or be able to adopt, a set of characteristics and behavioural patterns that are crucial to selling. These maybe cultivated and refined on the job by consciously applying them. Even an already well-established sales person must keep constantly perfecting the techniques, evaluating their performance in new selling situations and keep evolving their techniques to suit the dynamic market. Chapter 4 : Characteristics of a Successful 5 Salesperson  Characteristics of a Successful Salesperson Sales team can achieve great product sales by mastering a set of proven selling skills that focus on: Confidence Relationship-building Listening Persuasion Product knowledge Chapter 4 : Characteristics of a Successful 6 Salesperson  Skills required in Sales People Communication Presentation Confidence Knowledge Skills Skills Persuasion Negotiation Interpersonal Empathy Skills Skills Skills Customer Appearance Assertiveness Service Skills Chapter 4 : Characteristics of a Successful 7 Salesperson  First Impressions Most crucial step in the selling process is the initial contact with the customer. You must create a positive first impression. Making a strong first impression will help the sales person, develop customer relationships and make sales. From the moment you approach a customer, your behaviour, attitude and personal presentation will influence your customer's decision to buy. Chapter 4 : Characteristics of a Successful 8 Salesperson  First Impressions To do this you must communicate the impression of being alert, friendly, helpful, interested and responsive. This can be achieved by pleasant appearance, the appropriate approach and impressive first few words or sentences addressed to the prospect. Your customer will make early decisions about you - and how much time they'll give you - based on your appearance, your body language, mannerisms, tone of voice , facial expressions and words. Chapter 4 : Characteristics of a Successful 9 Salesperson  Appearance Appearance refers to the sales persons choice of wardrobe, accessories and personal style as being appropriate to the retail store they represent and the clients they service. Appearance is the image that is created in the minds of the consumer. Your appearance shows your customer that you respect them, your business and your products and services. Chapter 4 : Characteristics of a Successful 10 Salesperson  Appearance It means a pleasant personality, well dressed and well groomed person with a ready smile The sales person’s appearance reflects their personality as well as the retailer’s image. As a thumb rule, sales people should match their appearance to the product they are selling. Chapter 4 : Characteristics of a Successful 11 Salesperson  Appearance Dress sense : The way you dress can influence others. You have to convey confidence, approachability and sincerity. What you need to remember is that you can’t sell anything before you can sell yourself. Footwear : should match the dress worn. If the uniform or dress code is formals with a tie, then the footwear also has to be formal. Chapter 4 : Characteristics of a Successful 12 Salesperson  Appearance Personal hygiene : Neat appearance, cleanliness, body odour , combed hair. All of these elements bring about self- awareness, increase self-esteem and confidence. Chapter 4 : Characteristics of a Successful 13 Salesperson  Approach Approaching a prospect is not an easy job. The customer expects the sales person to be knowledgeable and forthcoming. Chapter 4 : Characteristics of a Successful 14 Salesperson  Meeting and Greeting Thus the first few words create an everlasting impression and can make or break a sale !! Here are some useful first-impression tips: – Make eye contact. – Give a nice, warm smile. – Open with a sincere, friendly greeting. – Pay attention to the customer - not to the product, your stock or a colleague. – Be sure your posture is straight, confident and relaxed. – Don't distract your customer with personal fidgeting and adjustments or by handling stock while you're talking to them. – Greet the customer and ask a useful opening question Chapter 4 : Characteristics of a Successful 15 Salesperson  Communication Skills Communication can be defined as an exchange of facts, ideas, opinions or emotions between two or more persons. It is a bridge of meaning between 2 people. It is the most vital ingredient of business operations in an organization. Chapter 4 : Characteristics of a Successful 16 Salesperson  Communication Skills The role of communication skills in the retail selling function cannot be emphasized enough. Words account for only 7% of the message being received, 38% is voice tone and modulation and a whopping 55% is the effect of body language. Verbal skills are just a very small part of the overall communication skills. Chapter 4 : Characteristics of a Successful 17 Salesperson Importance of various Components of Communication Skills Words 7% Oral 38% Body Language 55% Chapter 4 : Characteristics of a Successful 18 Salesperson  Verbal Skills Verbal communication skills determine your chances of a sale - from your opening pitch to your closing statements. Developing your speaking, questioning, vocal and conversational skills will help create a strong first impression by gaining trust and establishing credibility. Chapter 4 : Characteristics of a Successful 19 Salesperson  Verbal Skills Preferably , the sales person should know the local language as many customers may not be comfortable with another language. Chapter 4 : Characteristics of a Successful 20 Salesperson  Questioning Skills It is important is that you ask the RIGHT questions to get the right answers. It is a skill to be able to understand the right questions to ask. Asking the right questions makes the customer feel as though the sales associate understands the issue and is qualified to help. It helps to create the image of competence to the customer. Chapter 4 : Characteristics of a Successful 21 Salesperson  Questioning Skills Closed questions require a simple 'yes' or 'no' answer. For example: 'Are you looking for a TV today?' Closed questions reduce the chances of the conversation going forward. Closed questions are used to: – Find out facts – Limit or guide discussion – Gather basic information from the customer that you can use to generate an open question. – Narrow the focus of your conversation – Confirm that your understanding is correct Chapter 4 : Characteristics of a Successful 22 Salesperson  Questioning Skills Open questions require a customer to explain or elaborate. For example: 'What type of TV are you looking for?' Open questions increase chances of the conversation as they engage customer in a dialogue. Open questions are used to: – Gather specific information so you can determine your customer's wants and needs – Build relationships with customers so that they are comfortable dealing with you. Chapter 4 : Characteristics of a Successful 23 Salesperson  Questioning Skills Probing questions are about a specific topic to uncover more information than the open ended questions can garner. 'What type of television do you think would fit best on your wall?' Probing questions are used to: – Obtain more specific information in order to fully understand your customer's needs – Uncover and clarify your customer's perceptions and opinions. Chapter 4 : Characteristics of a Successful 24 Salesperson  Questioning Skills Confirming questions are check that your customer understands what you've said. Confirming questions are used to check that you've successfully communicated information to your customer. For example: 'Which of these features would benefit you most?' Chapter 4 : Characteristics of a Successful 25 Salesperson  Conversational skills Way to make a connection with their customer and build a conversation based on trust and understanding. Asking non-confronting questions to show you genuinely care about your customer's needs Talking knowledgeably about your product or service Adjusting to your customer's verbal style Chapter 4 : Characteristics of a Successful 26 Salesperson  Conversational skills Offering observations that show you understand Accepting and acknowledging your customer's opinions Watching for and responding to signs of discomfort or boredom Being diplomatic Making small talk Chapter 4 : Characteristics of a Successful 27 Salesperson  Vocal skills Use your voice to make an impact by: Adjusting your pitch to suit the conversation Adjusting your volume to ensure clarity and suit your customer's comfort and hearing needs Speaking in a steady tone of voice Slowing the speed of your speech so it is calm and clear Varying the inflection in your voice to suit your message - to show enthusiasm, common sense, interest, and gravity Varying the quality and intensity of your voice to hold interest Chapter 4 : Characteristics of a Successful 28 Salesperson  Listening Skills The most important skill for selling is the ability to listen. Very few sales people understand its importance. Most sales people are so engrossed in talking about their product/service and promotional offers that they fail to listen to the needs and wants of the customer. Listening to your customer to discover their needs helps you suggest appropriate products or services to meet those needs. Chapter 4 : Characteristics of a Successful 29 Salesperson  Listening Skills A good sales person must practice Effective Listening , which means not just hearing words but looking beyond at the meaning and emotions to be conveyed. This means listen with understanding their thoughts, feelings, emotions. Chapter 4 : Characteristics of a Successful 30 Salesperson  Listening Skills Active listening is the process of confirming what you think your customer has said, and meant, by observing their verbal and non- verbal cues. Active listening involves asking questions, seeking more info and clarifications. Chapter 4 : Characteristics of a Successful 31 Salesperson  Body Language It is transmission of meaning from one person to another using non-word symbols like gestures, signs, body movements , facial expressions and tone of voice. A sales person has to be aware of the body language the customer is displaying and at the same time has to display positive and friendly body language. Chapter 4 : Characteristics of a Successful 32 Salesperson  Body Language Salespeople can learn to practice their gestures, posture, eye contact and facial expressions. Doing so can only help improve your sales performance. The bottom line is that it doesn’t matter how exciting or innovating your sales pitch is, because your body language speaks louder than words. Chapter 4 : Characteristics of a Successful 33 Salesperson  Body Language Gestures, posture, movement, facial expressions Voice and sounds – voice volume, pitch Frown – displeasure, unhappiness Raised eyebrows – disbelief, amazement Drooping eyes – sadness, disappointment Chapter 4 : Characteristics of a Successful 34 Salesperson Components of Body Language Gestures Hands Posture Body Language Facial Eye Contact Expressions Chapter 4 : Characteristics of a Successful 35 Salesperson  Posture Salespeople are always giving presentations – whether they know it or not. Your posture is an important part of the presentation. Your objective is to be comfortable and controlled. You want your audience -- the client or prospect -- to see you relaxed and comfortable so you can put them at ease as well. Chapter 4 : Characteristics of a Successful 36 Salesperson  Posture Some ‘don’ts’ on posture are: Hands on hips – you look too condescending or parental Crossed arms – this is a very defensive pose , thus you are not conveying a look that says, “Let’s talk.” Hands crossed in front of you – also known as the “figleaf” stance, it makes you look weak and timid. Hands joined behind your back – this stance (the “parade rest”) makes you seem like you have no energy Leaning back in a chair, if seated – shows disinterest Putting your hands in your pockets – this makes you seem nervous and casual Chapter 4 : Characteristics of a Successful 37 Salesperson  Gestures Gestures are an important part of your visual picture. They are reinforcements of the words and ideas you are trying to convey. Gestures include hand, arm and head movements. Two gestures to avoid are: Using a pointed finger – this makes you look accusatory, even if that wasn’t your intent Fist raising – this is hostile or threatening Chapter 4 : Characteristics of a Successful 38 Salesperson  Eye contact When you make eye contact, you are relating to your audience, which will help get your message across and possibly close the sale. Eye contact with the customer conveys honesty and integrity of the sales person Chapter 4 : Characteristics of a Successful 39 Salesperson  Facial expressions “Your face speaks a thousand words” Be aware of your facial expressions. Watch your face when you are talking on the phone. Be aware of any artificial, unfriendly, or deadpan expressions you may be making. Do you squint, frown, make strange faces? Practice smiling and looking pleasant. That’s how you want to look when meeting clients or prospects. Some facial expression ‘don’ts’ include : Arching eyebrows – this makes you seem surprised or questioning Frowning – your moodiness will be the only thing the other person remembers Grimacing – your prospect will wonder where it hurts Chapter 4 : Characteristics of a Successful 40 Salesperson  Summarising Another vital communication skill required in an effective sale person is that of summarising or paraphrasing. This means getting the understanding authenticated by the customer to avoid any grey areas. “Sir to reconfirm my understanding you want a 52” LED TV of Samsung”. “Please correct me if I am wrong in my understanding ……” This summary will ensure both customer and the sales person are on the same page. It is suggested that summarising of the terms and conditions, guarantee, warranty, promotional offers and packing requirements also be done similarly. Chapter 4 : Characteristics of a Successful 41 Salesperson  Knowledge The knowledge required by a retail sales person can be classified as below : Product Knowledge Knowledge of Company or organisation Knowledge of that industry Competition Upcoming trends Knowledge of Selling Chapter 4 : Characteristics of a Successful 42 Salesperson Classifying Knowledge required by retail selling team Product Knowledge Knowledge Selling of Company knowledge or organisation Knowledge Upcoming Industry trends knowledge Competition Chapter 4 : Characteristics of a Successful 43 Salesperson  Product knowledge Product knowledge is an understanding of a good that includes details about its application, features, functions and benefits. In retail, the more product knowledge your employees have, the better equipped they are to cater to the needs of your customers. Product knowledge is an essential sales skill or competency, thus, an integral part of sales training. Product knowledge leads to confidence and helps sell the product better Chapter 4 : Characteristics of a Successful 44 Salesperson  Empathy Empathy is “ listening to others attentively, understanding their thoughts, emotions and feelings and adjusting your own moods and behaviour accordingly”. It is the capacity to understand another person’s state of mind or emotions and involves putting yourself in their shoes. The sales person is therefore able to see things from the customer’s perspective leading to constructive harmonious working relationship. Empathy enables sales people to elicit needs of the customer and deal with them more realistically. Empathy, integrity and drive for success are absolutely crucial for the success of a sales person. Chapter 4 : Characteristics of a Successful 45 Salesperson  Objection Handling A customer will have many questions and queries that need to be answered before he makes a purchase decision. This clearing of doubts is terms as handling objections and is a part of the daily life of a sales person. Even we as customers, often have objections. The sales person has to tackle these objections in a positive manner and still persuade the prospect to buy. Chapter 4 : Characteristics of a Successful 46 Salesperson  Being Assertive Assertiveness is a positive self-expression that conveys self-confidence. It means standing up for expressing your thoughts and feelings in a direct, honest and appropriate way without hurting another person. This skill is an asset in the sales field because when done correctly, it results in success. Being assertive is part of the sales process since it is the need to generate enough sales. Chapter 4 : Characteristics of a Successful 47 Salesperson  Being Assertive Being assertive does not mean that the sales person should oversell !! Moreover, they should never give up trying. They should know how to translate assertiveness into a resourceful sales tool. Chapter 4 : Characteristics of a Successful 48 Salesperson  Handling Anger Anger is an emotional state that varies in intensity from mild irritation to intense fury and rage. The sales team have to show emotional maturity. They should be able to cope with stress and difficult situations. When the prospect says something annoying, the sales person should not take it personally. They should not react to negative comments and should always stay in control Chapter 4 : Characteristics of a Successful 49 Salesperson  Persuasion Skills Persuasion is the art of getting people to do things that are in their own best interest that also benefit you. When selling products, the sales person must not be pushy, but rather persuasive. Persuasive selling skills require subtlety Chapter 4 : Characteristics of a Successful 50 Salesperson  Persuasion Skills Talk Losses, Not Gains Focus on building trust Point out the differentiators Lead prospects to a sale Chapter 4 : Characteristics of a Successful 51 Salesperson  Negotiation Skills A negotiation is a discussion, not a debate, where one side is trying to score over the other. The Collaborative strategy results in a win-win situation for both the parties involved. Negotiation process can be divided into 3 stages : – Pre-negotiation – Interaction stage – Post-negotiation Chapter 4 : Characteristics of a Successful 52 Salesperson  Negotiation Skills Success of a negotiation depends 80% on the preparation and 20% on tactics. Careful planning should be undertaken before starting the negotiation process. A number of aspects should be researched and analysed beforehand. Negotiation should start with understanding the customer Chapter 4 : Characteristics of a Successful 53 Salesperson  Interpersonal Skills Interpersonal sales skills build long lasting relationships built on value. As a salesperson, interpersonal skills are vital because you want the customer to feel comfortable enough to purchase what you are selling. Chapter 4 : Characteristics of a Successful 54 Salesperson  Customer Service Skills Customer service and customer handling is intended to ensure a positive customer experience and to strengthen the relationship between the retailer and its customers. A customer always remembers a store where it got a special treatment. It helps create new customers, generate word-of –mouth advertisement and improve the image of the store Chapter 4 : Characteristics of a Successful 55 Salesperson