Lecture 04: Personal Selling Skills PDF

Selling and Sales Managemen Lecture 04: Personal tSelling Skills Learning Objectives 1) Understand the opening, need and problem identification 2) Know the presentation and demonstration, dealing with objections and negotiation 3) Understand how to close the sale and follow up Custom...

Selling and Sales Managemen Lecture 04: Personal tSelling Skills Learning Objectives 1) Understand the opening, need and problem identification 2) Know the presentation and demonstration, dealing with objections and negotiation 3) Understand how to close the sale and follow up Customer Oriented Selling Desire to help customers make satisfactory purchase decisions Helping customers assess their needs Offering products that will satisfy those needs Describing products accurately Avoiding deceptive or manipulative Characteristics Desired by Buyers Expertise in their company’s products and the market Ability to solve problems Ability to understand and satisfy the buyer’s needs Thoroughness Ability to help in ensuring the reliable and fast delivery of orders Personal Selling Process Closing The Follow the opening sale up Need and problem Negotiati identificati on on Presentatio Dealing n and with demonstrati objection on s Need and Problem Identification Need Question Analysis and listen Approach Close Questi questions vs. Open on questions Presentation and Demonstration Reference 3 Major Selling Ways of Demonstratio Reducing ns Guarantees Risks Trial Order Demonstrat ion Make the process as brief as possible Make the process as simple as possible the approach to likely Rehearse objections with colleagues Know the product’s selling points The demonstration should not go wrong if it has been adequately rehearsed beforehand Objections Negotiations Start high, but be realistic Attempt to trade concession for concession Implement behavioral skills Ask lots of questions Maintain clarity by testing understanding and summarizing Give feelings Avoid counter –proposing Avoid the use of irritators Do not dilute your arguments Closing the Sale Closing the Sale Simply ask for the order Shall I reserve you one? Summarize and then ask for the order The concession close I am willing to offer an extra 2.5% discount The alternative close Would you like the red one or the blue one? The objection close If I can convince you that this model is the best, will you buy? Action agreement Follow Up Technology has made follow up easy Reassures the customer about the product Increases the chance of making sale Questions 1. If the product is right and the sales presentation is right,there is no need to close the sale. Discuss 2. Discuss the ways in which a salesperson can attempt to identify buyer needs 3. List and discuss four characteristics of an effective sales presentation or demonstration 4. What are the characteristics of a salesperson a customer desire ? 5. Discuss the personal selling process. 6. What are the ways and means a salesperson can deal with customer objections? Questions 7. What is Negotiation ? 8. Negotiation is an important part of the sales process, but it is sometimes said that this is a different skill to other skills needed by sales communicators. List and discuss some of the guidelines that could help a salesperson engaging in the negotiation process 9. List and discuss some of the behaviourial skills of an effective negotiator. 10.List and discuss some of the closing techniques which the sales person can use. ANY QUESTIONS?