Introduction to Professional Salesmanship PDF

Introduction to PROFESSIONAL SALESMANSHIP SALESMANSHIP SALES  SALES the exchange of a commodity for money; a period during which the action of selling a retailer sells goods at something. reduced p...

Introduction to PROFESSIONAL SALESMANSHIP SALESMANSHIP SALES  SALES the exchange of a commodity for money; a period during which the action of selling a retailer sells goods at something. reduced prices. SALESMAN  SALESMAN a person whose job involves selling or promoting commercial products, either in a store or visiting locations to get orders. SHIP  SHIP a skill or ability as someone or something.  Salesmanship can be defined as the skill required to convince people to buy or in persuading people to do something. Salesmanship SELLING PERSONAL SELLING PROFESSIONAL SELLING  Salesmanship SELLING is the process of transferring your enthusiasm for an idea, product or service to a customer or potential customer with a need to be satisfied.  Salesmanship PERSONAL SELLING is defined as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product  Salesmanship PROFESSIONAL SELLING Involves "salespeople" who tend to do prospecting, establishing rapport, identifying needs, presenting solutions, answering objections, closing the sale and getting resales and referrals. Relationship Selling Relationship Selling is a technique that prioritizes building a connection with customers and potential buyers to close sales. Rather than solely using the price and other details to sell a product or service, the salesperson focuses on the interactions they have with their customers.  Techniques for Relationship Selling 1. Connect on a personal level.  Connect on a personal level. Find their social media profiles and bring up any similarities during your conversation. For example, you are alumni of the same college or support the same sports team.  Connect on a personal level. Ask about where they live if it's different from your location. Try to mention any connections you have with the area or ask them if they have recommendations for a future visit.  Connect on a personal level. Listen to the background during phone conversations and take note of the sounds you hear, such as children or pets. You can use personal insights like those to start a friendly chat by asking about them. 2. Be a good listener.  Be a good listener. Paraphrase your customers' message back to them to show you clearly hear and understand what they are telling you.  Be a good listener. Ask open-ended questions— meaning, they cannot answer with just "yes" or "no"— related to what they have already shared, allowing you to get more specific insights on their wants and needs.  Be a good listener. Use positive non-verbal cues when possible, such as nodding your head, smiling and making sure to maintain eye contact. 3. Show expertise.  Show expertise. To establish yourself as a credible and trustworthy resource, display a strong understanding of your industry and your customers' industries. You should be able to answer customer questions about how your product or service compares to others in the industry, for example, because that can boost your sales pitch. 4. Add value to the customers' lives  Add value to the customers' lives If they mention a problem they have been having, find some helpful resources to email them.  Add value to the customers' lives Introduce them to someone valuable at your company, whether it is an individual who can resolve their needs or a member of management.  Add value to the customers' lives Offer something extra—for free— such as an upgrade, additional service or access to an event.  5. Be honest to your customers.  Be honest to your customers. Dishonesty can damage relationships, but you can maintain your customers' respect by always telling them the truth. You should not mislead customers by providing false information or withholding details. They will appreciate the fact that you told them the truth rather than finding it out for themselves later.  6. Show your authentic self.  Show your authentic self. Being genuine in your customer interactions will go a long way in building a connection with them—if you are passionate about and believe in your product, then this should be easy for you. 7. Prove that you are reliable.  Prove that you are reliable. To retain trust and loyalty with your customers, you must follow through on the commitments—both big and small— that you make to them. Falling through on those commitments could damage your reputation and the relationship between you and your customer.  8. Be patient during the sales cycle.  Be patient during the sales cycle. Being patient is especially important when selling high-ticket items, as these purchases usually require a lot of back- and-forth decision-making and follow- ups with the client. Remember that this may be a big decision for your customer and avoid rushing them or putting too much pressure on them. 9. Continue to provide value after the sale. Continue to provide value after the sale. Relationship selling does not end after the customer makes the purchase or signs the contract—you should continue to check in on them to maintain the relationship. Continue to provide value after the sale. By doing this, you are demonstrating to the customer that you see them as a valued member of your business, rather than just dollar signs. Try to reach out to your customers every few months to follow up on their feelings about your product and whether they have any questions or concerns.  Examples of Relationship Selling  Relationship selling for B2B sales Adam works for a company that sells cybersecurity learning solutions to companies and is currently discussing a potential $50,000 contract with a cybersecurity consulting firm. Before his call with the client, Adam reads up on the latest industry trends to prepare for questions about how his company is adapting to meet new demands.  Relationship selling for B2B sales During his first conversation with the client, Adam spent most of the call listening to their needs and answering questions. When he did not have the answer to all the questions during the call, he promised to find out and send a follow-up email by the following afternoon—which he did. He also took note of any personal information he gained about the client, including the fact that they lived in the Los Angeles area and had a child interested in computers.  Relationship selling for B2B sales During subsequent calls, Adam made sure to mention these personal details by asking whether they were affected by recent wildfires in the area. He also emailed the client information about a free beginner's computer safety course his company offered that might be of interest to the client's child.  Relationship selling for B2B sales After weeks of back and forth, the client signed the contract. Adam sent an appreciation note to the client, who replied that they appreciated Adam's effort and personalized service—including the recommendation for their child.  Relationship selling for Consumer Products Anna has been going to the same hairstylist for six years. She returns to this hairstylist because they do a great job on her hair, but the repeated visits over the years also created a significant relationship between the two. Their conversations during appointments include their interests and aspects of their personal lives, which makes the pair's relationship feel like a friendship rather than a business encounter.  Relationship selling for Consumer Products Through these repeat visits, the hairstylist also gains knowledge of Anna's hair needs or preferences and can make personalized recommendations or provide advice. Anna now feels a strong sense of loyalty to her hairstylist and trusts that they are looking out for her best interest. As a result, Anna will continue seeing them because they offer specialized services that hairstylists who don't already know Anna cannot. THEORIES OF OF SELLING "Everyone lives by selling something" Robert Louis Stevenson Some sell products to earn their livelihood whereas some sell their services in exchange of money.  SALES THEORY A.I.D.A.S. MODEL OF SELLING Figure 1: Selling Strategy Based on Consumer Psychology AWARENESS The aim of a salesperson is to generate the attention of the prospect before giving further details of the product. First few minutes are very important for getting the attention of the prospects. AWARENESS For this, the salesperson needs to take care of the following things: Create the first impression by a proper and suitable dress up. Always start with a smile. Be honest and professional. Do not let pressure spoil the situation. INTEREST The second step is to generate the interest of the prospect. The salesperson can achieve this either by convincing the prospect with his talk or by handling a sample to the prospect, so that the prospect can use and feel the product in reality. DESIRE The best way to handle these objections by the salesperson is to discuss all the objections beforehand while giving the presentation and give the solutions for the same, as well. If the prospect does not get satisfied, he will not buy the product. DESIRE The salesman needs to be very careful while discussing the answers to the objections. He should provide the answers by understanding the needs of the prospects and it would be imperative if the talks are conversed in the language of the prospect. ACTION After elaborating all the three stages, the salesperson should induce the prospect to place the order. The action of buying the product is not usual and therefore should be induced. Here, while doing so, the role of the salesperson is very important as well as critical. The salesman needs to sense when the prospect is ready to place the order. ACTION If he fails to sense this and ask the prospect to buy the product before he is ready, then chances are that the prospect will not place the order. Also, prospects like to have a direct conversation instead of an indirect conversation. So, the salesperson needs to ask directly for the order and avoid indirect ways of asking the same. SATISFACTION After placing the order, a salesperson aims for building customer satisfaction. It is natural on the part of the prospect to think whether he has taken a right decision by placing the order.  Figure 2: The Impact of Satisfied and Unsatified Customers Seven (7) Steps 1. Prospecting 2. Pre-Approach 3. Approach 4. Presentation/Demonstration 5. Handling Objections 6. Closing Sales 7. Follow-up Action/Feedback Step 1: Prospecting Leads/Connections/References Time Qualifications Step 1: Prospecting Qualifications What is needed is qualification. Prospects are qualified on the basis of some important factors – their employment, marital status, number of dependents, and the products they use. Step 2: Pre-Approach Before actually visiting the prospects, salespeople must know as much as possible about the prospects. It is possible to know their present consumption and usage. If it is a corporate organization, we can use stock exchange records about the company. A salesman has to set call objectives. Step 2: Pre-Approach There should also be some attempt to choose between several methods of approach – written communication, a telephone call, or a personal visit. The sales strategy is decided as a part of the pre-approach. We have to take into consideration the calling time also. Step 3: Approach When the salesman comes in actual contact with the prospect, the next stage approach is reached. The face-to-face contact with the prospect is termed an approach. Step 3: Approach It involves the use of different methods for seeking access to the prospect so that the product or service may be presented to him. Face-to-face conversation, know how to greet the prospect, cordial start, follow-up conversation. Step 4: Presentation and Demonstration The crucial task of selling is communicating the product story to the buyer. A typical sales presentation follows the AIDA approach – attract the attention of the buyer, create an interest in the product, so that the buyer desires to possess the product, which ultimately results in buying action. Step 5: Handling Objections Objections are welcome because they indicate the buying intention of the prospect and give him what is clue to the close of the sale. An objection is just a statement. Step 5: Handling Objections Its aim is to seek more information before making a buying decision. Objections could be psychological, say, for example, preference for established and reputed brands, or logical, say, for example, the poor performance of the product supplied in the past. Step 5: Handling Objections Minor objections are just a type of defensive behavior. Before making commitment, the prospect wants an assurance that he is taking a right decision. Step 6: Closing the Sale This is the most important step in the selling process. Closing the sale results into an order for the product or service. It is a climax of the whole game of selling. Several salesmen falter in closing. Step 6: Closing the Sale We have to strike the iron while it is hot. A salesman must have his closing material ready at all times and at all places. We might close the sale at many unimaginable places like a race course, a restaurant, a swimming pool or a golf course. Step 7: Follow-up Action/Feedback Sales are not an end in itself; post-sale activities lay the foundation of future business and contribute a great deal to the goodwill of the firm. Step 7: Follow-up Action/Feedback The post-sale service may involve installation, proper instruction for use, and operation, proper servicing should be provided in this stage. The buyer is constantly worried about the correctness of his buying decision. Step 7: Follow-up Action/Feedback It is the last step but equally important step of selling process. The salesman properly observed the order and executed it. Follow-up is also necessary to collect information from the customer regarding product use problems. Salesman tries to ensure feedback and encourages repeat purchases. END OF PRESENTATION