Greenlam Selling Skills Training 2023_v2.pdf

Greenlam Sales Excellence Day 1 Questions to answer Who are you? What will you cover? What Process you will follow? How Long will it be? Who are You ? Red...

Greenlam Sales Excellence Day 1 Questions to answer Who are you? What will you cover? What Process you will follow? How Long will it be? Who are You ? Red Question Mark Circle clip art Free vector in Open office drawing svg (.svg ) vector illustration graphic art design format format for free download 126.17KB Facilitator Introduction Learning Modules - Day 1 This program will help you set a strong foundation by knowing about 01 Role Clarity 02 Pres Sales Planning 03 Consultative Selling Skills 04 Probing Skills 05 Supporting - FAB Learning Modules - Day 2 This program will help you set a strong foundation by knowing about 06 Value-based Selling 07 Relationship Management 08 Objection Handling 09 Closing Skills 10 Skills Practice What Process you will follow? What Process you will follow? Enjoy! Ask Questions Make mistakes Curious Provide CONSTRUCTIVE FEEDBACK and receive the same WILLINGLY Discuss ENTHUSIASTICALLY and SHARE FREELY your experience Encourage others Interact with each other Take initiatives PRACTICE learned skills ON THE JOB What Process you will follow? Ice Breakers Group Discussion Games & Activities Role Plays Syndicate Presentation Training Videos Ground Rules Be punctual and adhere to timelines Actively participate in exercises Be open to feedback Do not use mobiles during the workshop How long will it be? Time : 10 AM to 6:00 PM Two Tea Breaks & One Lunch Break TEAM CHALLENGE Decide a Team Name Identify your Team Captain Slogan with group dance for Team Trainer Discretion Gained for Deducted for Team name / slogan Closing Video Role play Use of Mobile Participation Non-Adherence to time Adherence to time Late for session Help to the whole group HTTT Relating to real life situation with e.g On time for sessions Introduction Your Name Years of experience in Greenlam Total work experience One Secret about you! Your expectations from the program Video – Confusing Theatre ! Role Clarity MODULE - 1 Main Purpose of the Job To achieve and exceed assigned sales target – Topline & Bottom-line in a given territory and timeframe ensuring Customer Delight DIALO S no. Time Slot Tasks Key Activities 1 9 AM-10 AM 2 10 AM – 11 AM 3 11 AM – 12 AM 4 12 AM- 1 AM 5 1 AM-2 AM 6 2 AM-3 AM 7 3 AM-4 AM 8 4 AM -5 AM 9 5AM – 6 AM Critical Success Factors Critical Success Factors Critical Responsibilities and Activities S no. Critical Responsibilities Critical Activities 1.1 1 Market Intelligence 1.2 1.3 2.1 2 2.2 2.3 3.1 3 3.2 3.3 QBD Are your daily work activities aligned with your job role? List down the critical factors to be successful in your role. Pre-Sales Planning MODULE - 2 To exceed these expectations what tools we required? 01 02 03 04 Knowledge Winning Attitude Planning Selling Skills Knowledge - CPCM Knowledge Elements 01 Company Products 02 USP’s Customer 03 Customer needs & requirements Types & profile Market 04 Schemes Green Norms 1. KNOWLEDGE Reference Transfer of Buying Confidence and Repeat Conviction Behaviour Sales Life Lime Conviction Trust Sale Customer CPCM C P C M Company Product Customer Market CPCM C P C M Company Product Customer Market Activity- Complete the sentence.. Customers prefer Greenlam Customers prefer our because…….. Competitor because…….. __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ USP’s of Greenlam Products USP USP USP 1 2 3 CPCM C P C M Company Product Customer Market CPCM C P C M Company Product Customer Market Market Intelligence You are the eyes and ears of the organization  Competition  New Products  Price Points  Policies  Schemes 2. RIGHT MENTAL ATTITUDE Belief in self Pro activeness Solution centric Ownership and and brand and in approach mind-set Accountability product and Action Activity- Lets count till 20 Activity Things You Should Always Plan & Things You Should Never Plan PLANNING PJP Market coverage Plan Number of visits per month CALL PLANNING Call objective/s Customer Meets Marketing Activities-Events Marketing Tools to create visibility-samples, posters, danglers  YOUR TARGET POINT A WE WERE TRYING TO HIT THE TARGET BY STANDING AT A POINT.  SCHEME TRACKING BEAT PLAN ON TARGET NETWORK EXPANSION DEALER MEETS POINT A POINT B POINT C POINT D POINT E Permanent Journey Plan Follow your PJP strictly 1 In case, of any change in PJP, take prior approval from supervisor 2 The purpose of the PJP is to timely cover all outlets & Customers 3 Plan your PJP in a way that you stay ahead of your competitors 4 CALL PLANNING 1 Call objective should be clear 2 Target specific outcome at the end of the meeting 3 Personal Excellence 4 Proper sales kit 5 Latest schemes and offers 6 Action status of customer concerns discussed during the last meeting Event Planning Planning A Wedding ACTIVITY Learnings from the Game Let’s Discuss... Importance of a Planned Event ‘A well planned EVENT’ helps in attracting new customers, facing competition and boosting your numbers Steps 1. Understand Target Audience General idea of the area (Age, location, language etc.) Spending power (Economic Condition) Popular (segment wise) models in the area Life Stage–College students, new parents, parents of teens, retirees Steps 2. Goal of ‘Promotional Events’ Generate Qualified Leads Launch New Products Generate Dealership Awareness EVENT Steps 3. Budget Planning & ROIs (Indicative) Cost of Venue Cost of POP material Cost of Refreshments etc. Miscellaneous expenses Expected Sales Revenue – Total Event Cost X 100 = ROI Total Event Cost Consultative Selling Skills MODULE - 3 What is Selling?  So, what is consultative sales? Activity – Recall a Buying Decision Information Need Recognition Seeking Evaluation of Purchase Decision Alternatives Post Purchase Evaluation Buyer’s Psychology Recognizing Needs Evaluating Options Eliminating Doubts Decision Making to Buy Sales Process to Compliment the Buyer’s Psychology Opening The Sales Probing the Need Supporting - FAB Eliminating Doubts Closing the Sale Consultative vs. Traditional Sales – Draw on flipchart Role Play Opening the Sales Call Opening the Sales Call Why is Research Important? 8+1 Model MY OWN MY CUSTOMER’S Market Market Company Company Product/Service Product/Service Person Person YOU! QBD Who will create a positive impression in the mind of First Customers and Why? Impression is the lasting impression Our Anxiety level will be high at which place and Why? Grooming Standards Clothes Related image Shoes  Clean and Ironed  Clean and polished  Well-fitting  Formal leather shoes (preferably Black)  A light shirt and dark trousers Audit Sheet Socks Shave  Clean, Without holes, Well-fitting  Shave everyday  Matching the trouser color –Navy  Beard to be trimmed Blue / Black /Gray  Complete without keeping any side locks Hair Bathe  Clean and Dandruff free  Shower daily  Well combed  Brush teeth daily  Ideally Short Nails Belt and Shoe combination  Clean  Should not be too large or small  Cut and filed  Should match the leather color  Should be matching with the dress code Planning for the call Initial Call/Cold Call 2nd /3rd Call Repeat or Follow up call  65 What is the Goal of Opening a Call? Activity- Being a GUEST Steps in Opening a Call Introduce 1 Break the ICE 2 Propose an Agenda. 3 State the Value to the customer 4 Check For Acceptance 5 Rapport Building: Techniques to Connect Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction  Look for things the other person is saying that you can agree with Finding Agreement Points  Common technique used in hostage Appreciate others negotiations Mirroring their style  Agreements on any small point can help build rapport, even if it is not related to the Non verbal's to show you care problem Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Rapport Building Personalize the interaction Finding Agreement Points Appreciate others Mirroring their style Non verbal's to show you care Activity - Voice Modulation Tone Jargon Accent Emphasis Speed Volume Clarity Pitch Attitude Hesitations When should you start the Call? Opening Techniques Factual Question Reference Opening opening Opening Sales Aid Link opening opening General Benefit Statement ► A General Benefit Statement is a generic “Value Building” statement that explains how the customers will benefit from meeting the salesperson. It has 2 parts….. ► The first part mentions a generic need that the customer might be feeling ► The second part mentions how your product fulfills the customer's need Probing Skills MODULE - 4 Activity Different People…. …Different Needs How would you understand the needs of the customer? Discussion We need to ask the right questions Video 1 Video 1 Video 2 How do we ask the right questions? Video 2 Asking Relevant Questions Probing/Questioning They Uncover Questioning / Probing to discover the……….. Facts The customer's real needs and wants……….. Feelings Paraphrasing/Summarising key points……….. Information Type of Questions to Probe Open-Ended Questions Close-Ended Questions Probing Questions Leading Questions Probing Exercise Write sequential 20 probing questions of your product line Role Play FABing Skills MODULE -5 How to Support a Need Describe Acknowledge relevant Check for the need features and acceptance benefits Use FAB Technique to Sell FEATURES Obvious characteristics of the product ADVANTAGES Performance Traits of the product showing how Customer can use it to solve a problem better than the product that he is currently using BENEFITS This is what the customers want from the product Impact Of FAB high persuasive BENEFITS power low persuasive power FEATURES contact contract Types of Benefits Serving the Serving the Rational Needs Emotional Needs F-A-B Examples F-A-B Examples Mach-3 Havells 48” Fan F- 3 blades instead of 1 F- Longer blades F- A- More displacement A- Cuts all hair A- of air B- I get a smooth B- Feel more comfort ☺ B- shave ☺ Ways to Acknowledge Needs There are many ways to acknowledge needs. For example, you can : ► Agree that the need is worth addressing ► Mention the importance of the need to others ► Show that you recognize the consequence of not satisfying the need ► Demonstrate your awareness of the feelings that surround the need How to Acknowledge the Need Agree the need is worth Demonstrate your awareness of addressing feelings that surround the need ► “I think you’re right to make that a ► It’s difficult when you have to involve priority” so many people in the decision Mention the importance of the Show that you recognize the need to others consequences of not satisfying ► “I talk to many dealers who share the the need same concern” ► Definitely. You don’t want customer/retailers to have to keep calling back ► You don’t want to move ahead till you know your explanation was relevant and the benefits you described have been accepted ► Don’t have to always check verbally ► If you cant tell, as questions such as- ► How does that sound? ► Would those results help you to …? ► Is that what you had in mind? Types of Benefits BENEFITS Comfort Saves Money & Time Pride Reduce Effort Peace of Mind FAB- Activity Workbook Exercise - FAB Sno. Feature Advantage Benefit 1. 2. 3. 4. 5. Workbook Exercise - FAB Sno. Feature Advantage Benefit 1. 2. 3. 4. 5. Workbook Exercise - FAB Sno. Feature Advantage Benefit 1. 2. 3. 4. 5. Demonstrating the Product Probe and understand prospects’ need Summarize the needs of prospect State the product features State the advantage of the feature Explain the benefit of the features Role Play Role Play: FAB exercise with Architect Role Play Role Play: FAB exercise with Dealer WHAT IS UPSELLING & CROSS SELLING ? Up-Selling & Cross-Selling Up-Selling is when you try to sell an Cross-Selling is when you try to sell a item of greater quality and price to the related item to the customer that naturally customer who is buying from you. “goes” with the main product. Workbook Exercise Identify Cross Sell & Up Sell opportunities in your product category Can We Up-sell & cross-sell ? Day 1 Ends D Greenlam Sales Excellence Day 2 Learning Recap of Day 1 Value-based Selling MODULE - 6 Value based Selling Awareness, prior to solutions & action plans! Partners WHY? Value Proposition Customer Personalized service & Relationships support Personalized customer Sales & Marketing service & support team Timely & efficient responses Technical assistance & Operations team Technical expertise training Technical support Strong relationships & trust Consistent & reliable quality Identifying opportunities & supply Competitors & Strong Brand reputation & Current Options trust Revenue / Sales Who are the top 3 Strategic alliances competitors Revenue generation What are the through sales current options Activities available? Channels Customer / Customer Building strong relationships Segment Direct sales Understanding customers Architects Distributors requirements Builders & developers Retailers Identifying opportunities Individual customers Online sales for cross selling & Government contracts Infrastructure companies upselling Govt bodies for public projects What motivates our Channel partners & Customer? Attractive margins and commissions. ✓ Emotional Needs Access to a wide range of high-quality products or services. Strong brand reputation and recognition in the market. & Extensive marketing and promotional support. Incentives and rewards programs for achieving sales targets. ✓ Material Needs Training and support to enhance product knowledge and selling skills. Strong customer service and after-sales support. Collaboration and partnership opportunities for mutual growth. Transparent and efficient business processes. Opportunities for long-term growth and stability. BMC Understanding “VALUE” & Creating Value Value Added Value Value Created The relative worth of a Extra features that go Separate from the product based on beyond the standard product and unique to utility and importance product offering each buyer. to the buyer. Attracts buyer Magnifies buyer desire Secures long-term awareness and and may lead to action buyer/seller interest relationships. Delivered by the seller's Delivered by the company as a marketing Delivered by the seller product itself and how tool to incentivize buyers through the experience it meets the buyer's and to gain a competitive created in doing current needs edge. business with the buyer. All types of value must be relevant to the unique buyer. No value is "one size fits all." How can we enhance value & motivate our partners? Find 2 enhancers under each section (3 per team) Activity Attractive margins and Access to a wide range of high- Emotional Needs Material Needs commissions. quality products or services. Incentives and rewards Training and support to Strong brand reputation and Extensive marketing and programs for achieving sales enhance product knowledge recognition in the market. promotional support. targets. and selling skills. Strong customer service and Collaboration and partnership Transparent and efficient Opportunities for long-term after-sales support. opportunities for mutual growth. business processes. growth and stability. Head, Shoulder, Glass! Activity Key takeaways Activity Competition awareness Continual learning Sum-total of efforts can beat competition Being aware & prepared Losses & wins in each round Competition & Current Options available Competitor Awareness Who are the top 3 competitors? Why do customers choose them? What is their value proposition? What is different about their sales & relationship approach? Know the current options available to your customer What options are ALSO available to your customer? Why do customers choose these options Value selling mindset ✓ A sales approach that focuses on creating and delivering value to customers throughout the sales process. ✓ Involves understanding the customer's business and specific needs, and then tailoring the sales pitch and offering to meet those needs. ✓ Requires you to be a strategic partner to the customer, rather than simply trying to sell a product or service. ✓ You need to be knowledgeable about the customer's industry and competitive landscape and be able to provide insights and recommendations that can help the customer achieve their business objectives. Value based execution Focus on delivering value: Value based execution is a business strategy that prioritizes delivering value to the customer. It seeks to understand the customer's needs and provide solutions that meet those needs. Measures success by customer / Align your tasks & partner satisfaction: interactions with value: Value based execution measures success by Value based execution aligns business customer satisfaction. It recognizes that goals with customer value. It ensures customer satisfaction is the ultimate measure that all business activities are geared of business success and continually strives to towards delivering value to the improve customer satisfaction levels. customer. Empower yourself to make Drive innovation and decisions: continuous self-improvement: Value based execution empowers Value based execution drives employees to make decisions. It provides innovation and continuous employees with the tools and resources improvement. It encourages companies they need to make decisions that support to innovate and improve their products the delivery of value to the customer. and services to better meet customer needs. Why should… My customer continues to use my product My customer ASKS for me because… / service because… Role of Salesperson Buyer’s Psychology Recognizing Business Need Evaluating Options Eliminating Doubts Decision Making Value is in the mind of the Buyer Costs are what the customer attempts to minimize Tangible & Intangible benefits While achieving a goal 21122 Increased revenue or volume Costs Increased productivity Costs Improved profitability Price Reduced production cost Total cost of ownership Improved competitive advantage Inventory / Storage Enhanced Image Maintenance People Resource Security Deposits License cost Value Training Shelf Life Benefits Cost of Conversion The Value Equation Benefits help a customer Value = Benefits - Cost Compliance/Liability achieve a goal Opportunity Cost Time to Market Value based Selling Skills Opening The Sales Probing the Need Value Proposition Eliminating Doubts Closing the Sale Value based selling principles Principle #1: Focus on the Value of solving their problem (Value of Solution) Principle #2: Be specific about the value that you offer Principle #3: create and capture mutually meaningful value in every interaction Principle #4: facilitate their buying process, not your sales process Value Proposition What are the Benefit? What are the Costs? Improves What What is the ROI in financial for Whom? terms? Benefit V A Business Financial Solution Risk L Assessment Metrics Cost U E Which Products? What are the margins? Is the Risk acceptable? What is the liquidation plan? What is the monthly rotation? Lets Practice! Role-Play Activity Scenario based Sales Role Plays New Distributor Appointment Business expansion role plays Product based business Role Play Enabling Optimization of Distributors’ Profitability If dealer’s ROI is Low (less Please discuss in your group as to then Norm/Expected) “What will you advise the distributor for improving his ROI”? what are the actions Distributor might take ? Please discuss in your group and Please put down your points on a be ready with your flip chart and be ready to present recommendations on a flip chart to present to the large group Time : 15 minutes Time : 15 minutes Debrief - Why do we need a Channel Does having effective channel network make business sense? If yes, come up with at least 5 reasons for having a channel network Organization Viewpoint Extended organization Network – width & depth Connection to the customer Customer Viewpoint Relationship Convenience & Care Connection to the Brand Grow new and increase existing markets / partners Using the data available, as well as new ideas or suggestions, help Roshan in his 3 focus areas: Activity 1. Market Expansion How, what, where, why? Value? Budget? 2. Appointing New Dealers and Retailers Criteria for selecting? Experience / stability, etc.? Value? 3. Increasing Profit and ROI for Existing Dealers and Retailers Product bundling? Training? Marketing? Loyalty programs? Value-added services? Performance review? Present your ideas & suggestions Activity ✓ Market Expansion ✓ Appointing New Dealers and Retailers ✓ Increasing Profit and ROI for Existing Dealers and Retailers Start with DATA! How important is financial awareness to you in your role? (very, somewhat, not important) How often do you check your personal statements? How confident are you about your business financial statements? What are the most common financial terms you use or refer to in your business? How often do you make decisions based on financial data? Let’s all arrive at some common understanding of simple yet important financial terms Meet Chinta-money! Deposit = Rs.150000 Online training = Rs.5000 /month Activity Interest earned = Rs.6000 /month Cash in bank = Rs.80000 Mutual & shares = Rs.120000 Valued = Rs.400000 Credit card bill = Rs.7000 Monthly loan = Rs.5000 Car loan outstanding = Value = Rs.650000 Rs.350000 Monthly rental income= Rs.10000 Mortgage = Rs.12000 /month, Groceries = Rs.8000 per Outstanding mortgage = month Rs.350000. Movies, restaurants, etc.,= Rs.5000 Salary = Rs.50000/month Utilities fees =Rs.9000 Income Tax= Rs.5000/month /month Lets Help Chinta-Money! Income Amount (Rs.) Expenses Amount (Rs.) Net Salary Household House property Utilities Interest & Dividends EMIs Discretionary Surplus Insurance Total Income Total Expenses Chinta money Income Income Statement Income Amount Expense Amount Net Salary 45000 Household 8000 House Property 10000 Utilities 9000 Interest & Dividends 6000 EMIs 17000 Discretionary 10000 Surplus Insurance Total Income 61000 Total Expenses 44000 Surplus 17000 Net worth Statement Assets Amount Liabilities Amount Liquid Assets 80000 Short term liabilities 7000 Financial Assets 270000 Long term liabilities 700000 Personal Assets 400000 Primary residence 650000 Real estate investments Total Assets 1400000 Total Liabilities 707000 Net worth 693000 Know the top 3 financial statements Understand EBITDA Earnings Before Interest, Taxes, Depreciation, and Amortization Is a financial metric commonly used to assess a company's operating performance and profitability. Provides an indication of the company's operating profitability before considering interest, taxes, depreciation, and amortization expenses. It can be used as a performance measure to evaluate the company's efficiency and financial health. Let’s understand this from the context of your role to calculate EBITDA, using some financial data. Revenue from Cement Sales : ₹10,000,000 Cost of Goods Sold (COGS) : ₹6,000,000 Selling, General, and Administrative Expenses (SG&A) : ₹1,500,000 Depreciation Expense : ₹300,000 Amortization Expense : ₹100,000 Interest Expense : ₹200,000 Taxes : ₹500,000 Understand EBITDA To calculate EBITDA, we follow this formula: EBITDA = Revenue - COGS - SG&A - Depreciation Expense - Amortization Expense Using the given data: EBITDA = ₹10,000,000 - ₹6,000,000 - ₹1,500,000 - ₹300,000 - ₹100,000 EBITDA = ₹2,100,000 In this example, the EBITDA is ₹2,100,000. EBITDA provides an indication of the team, department and company's operating profitability before considering interest, taxes, depreciation, and amortization expenses. It can be used as a performance measure to evaluate the company's efficiency and financial health. You can also use this as a tool to help some or many of channel partners understand their own business from a better perspective, in case you identify they have low awareness of EBITDA. New insights to deliver greater Value & ROI Activity Make more informed decisions Set and achieve financial ✓ Existing customers & dealers? targets ✓ New partners? Analyze customer profitability ✓ New market? Be able to present value in an empathetic manner, using data and ROI Manage expenses Negotiate better deals. Relationship Management Relationship Boosters PUT A BIG HAPPY SMILE SHOW APPRECIATION BE CONSIDERATE LISTEN CAREFULLY SETTLE DISPUTES FITTINGLY EMPATHY COMMUNICATE CLEARLY Relationship Building Steps Call clients a week or two after the sale. Are they happy with the purchase? How was the service? An email, whatsapp, a meeting or Check in Do they have any questions? simply a call will tell the customer you have not forgotten them & are there for them Remember Keep in important touch days Send wishes on special days and festivals. (birthday/ Diwali) Send customer information of related products with different and Product Update the additional benefits for them. Offerings Customers Send helpful advice and information based on changes in product, new features, discounts Follow Up Importance of Follow - Up Improves opportunities to cross sell by offering more products Boost or services to the client. sales Increase Satisfied customers are more loyal and will come back customer retention Future clients will be more willing to trust you if you show them case studies Generate customer testimonials and referrals Follow ups give a felling of being special, valued & cared. This creates good ambassadors for more sales Builds Brand Loyalty Activity - Open my Fist COLLECTIONS Afraid to ask for payment? “What if” Apprehension?? Tone them down if required Payment IS Important no matter who it is COLLECTION MATRIX 1 2 Low Ability High Ability HIGH WILLINGNESS High Willingness High Willingness 3 4 Low Ability High Ability LOW Low Willingness Low Willingness LOW HIGH ABILITY Payment Collections at Channel Partners Make them adhere to company policies Handle Critical conversations successfully Make sure you stick to your topic : Payment collection Make it a Habit to Collect no matter how Small or Big it is. Objection Handling MODULE - 7 COMMON DOUBTS/OBJECTIONS From Channel Partners | From Customers A.I.R Model- Objection Handling A I R Acknowledge Identify Respond Be Aware of the Reasons of the Respond first & perspective Issue then react Types of Objection Misunderstanding Skepticism Real Drawback Price Closing Skills MODULE - 9 Closing Techniques Close when customer gives signal of strong need Assumptive close Suggestive Close Alternative Choice Close Limited Offer Close Balance Sheet Close Summary Close Skill Practice MODULE - 10 Role Play Action Planning Action Planning MY ACTION PLAN Name: Location Things I will START S. No. Things I will STOP Doing Things I will CONTINUE Doing Doing