PRELIM PS REV.pdf

TRUST BUILDERS organization and the support that they - Trust means different things to different bring to the buyer. people. Trust can be developed by using any of the trust builders....

TRUST BUILDERS organization and the support that they - Trust means different things to different bring to the buyer. people. Trust can be developed by using any of the trust builders. DEPENDABILITY Dependability centers on the predictability - T. Kearney, trust is defined in many ways. of the salesperson's actions. Buyers define trust with such terms as openness, dependability, candor, honesty, The salesperson should take notes during confidentiality, security, reliability, fairness, all sales calls for later review. and predictability. The salesperson must also demonstrate WHAT IS TRUST an ability to handle confidential - Trust is earned when an industrial buyer information. believes and can rely on a salesperson's claims or promises when the buyer is CANDOR dependent on the salesperson's honesty Deals with the honesty of the spoken and reliability. word. - The trust described here is beyond the I wont always have all the answers to typical transaction-oriented trust schema. questions; sometimes I have to say I know but I'll find out and get back right back to - One of the keys to a long-term relationship you. Tom Simpson with any client is to create a basis of trust between the sales representative and the CUSTOMER ORIENTATION client organization. Customer orientation means placing as much emphasis on the customers HOW TO EARN TRUST interests as you would on your own. EXPERTISE Salespeople must be fully committed to Expertise is the ability, knowledge, and representing the customers interests. resource to meet customer expectations. COMPATIBILITY/LIKABILITY Training to gain knowledge on company Customers generally like to deal with sales products and programs, industry, representatives they know, they like, and competition, and general market with whom they can feel a bond. conditions are typical subjects covered in most sales training programs. Gary Schliessman of Gary Schliessman and Associates states that his best friends Not only are salespeople selling their are his clients. knowledge, but also the entire KNOWLEDGE BASES HELPS BUILD TRUST Promotion and Price Knowledge AND RELATIONSHIP These are knowledge tools that the salesperson must understand. The ability KNOWLEDGE BASES: to use this knowledge often makes the 1. Industry difference between a well-informed buyer 2. Company who is ready to make a decision and 3. Service another buyer who is reluctant to move the 4. Product sales process forward. 5. Price Promotion 6. Market/Customer Knowledge Market and Customer Knowledge 7. Competitors These are crucial to the success of today’s 8. Technology salesperson. For a salesperson to be effective, he or she must learn what the Industry and Company Knowledge client needs, what benefits the client is Salespeople should be familiar with their seeking, and how the salesperson’s own company’s operation and policies. products satisfy the buyer’s specific Knowing the company’s policies prevents needs. a misunderstanding. Competitor Knowledge Product Knowledge They must have knowledge of their It includes information on the competitor’s strengths and weaknesses to manufacturer of a product and knowing better understand their own products’ whether or not the company has position when comparing. up-to-date production methods. Technology Knowledge Service Today’s salesperson has the luxury of The effective salesperson must be ready smartphones, facsimile technology, the to address service issues such as: Does world- wide-web, voicemail, and e-mail. the price include service or will there be a Unlike twenty years ago, salespeople had service charge when service is needed? to know where a reliable pay phone was located in each of the cities they visited. Service Superiority 1. Delivery Technology in selling (GPS Tracking System) 2. Inventory GPS Tracking Systems are intended for 3. Training tracking both automobiles and 4. Field Maintenance salespeople. 5. Credit and Financial Consideration 6. Installment ETHICS 7. Guarantees and Warranties - Ethics refers to right and wrong conduct 8. Others of individuals and the institutions of which  they are part. Personal ethics and formal set of principles that outline minimum codes of conduct provide a basis for requirements for professional conduct. deciding what is right and wrong in a given situation. Deceptive Practices - Deceive - Ethical standards for a profession are - Hustle based on society’s standards, and most - Scam industries have developed a code of behaviors that are compatible with Non - Customer - Oriented Behavior society’s standards. - Pushy - Hard sell Unethically according to customers - Fast talking 1. Lie about competitors 2. Lie about availability to make sale Illegal Activities 3. Exaggerate benefits of product - Defraud 4. Falsify product testimonials - Con 5. Withhold information - Misuse company assets Deceptive Practices Express Warranty Buyers have been turned off by all A way a salesperson can create product salespeople because of experience with liabilities by giving a product warranty or only a few unscrupulous salespeople. guarantee that obligates the selling organization even If the salesperson does Illegal Activities not intend to give the warranty. Misusing company assets has been a long-standing problem for many sales Basis of the Bargain organizations. When a buyer relies on the seller’s statements in making a purchase decision. Sales and Marketing Executives International has been concerned with the image of Misrepresentation salespeople and has developed a code of False claims made by a salesperson ethics as a set of principles that outline the minimum requirements for professional Negligence con-duct. False claims made by a salesperson about the product or service he or she is SMEI Certified Professional Salesperson Code trying to sell of Ethics The SMEl Certified Professional Salesperson (SCPS) Code of Ethics is a THE 5 TYPES OF BUYERS NEEDS  1. Situational needs – are the specific THE BUYING PROCESS needs that are contingent on, and often a result of, conditions related to the specific environment, time, and place. TYPES OF PURCHASING DECISION 2. Functional needs – represent the need Straight Rebuys for a specific core task of function to be A purchasing decision resulting from an performed – the functional purpose of a ongoing purchasing relationship with a specific product or service. supplier. 3. Social needs – are the need for New Task acceptance from and association with A purchase decision that occurs when a others, a desire to belong to some buyer is purchasing a product or service reference group. for the first time. 4. Psychological needs – reflect the desire Modified Rebuy for a feeling of assurance and risk A purchase decision that occurs when a reduction, as well as positive emotion and buyer has experience in purchasing the feelings such as success, joy, excitement, product in the past but is interested in and stimulation. acquiring additional information regarding alternative products/and or suppliers. 5. Knowledge needs – represent the desire for people's development, information, and knowledge to increase thought and UNDERSTANDING COMMUNICATION STYLE understanding as to how and why things happen. Assertiveness Definition. Assertiveness is how strongly a TWO TYPES OF BUYERS person expresses opinions and tries to control situations. 1. Consumer Market High Assertiveness. A market in which consumers purchase goods Fast-paced and opinionated. and services for their own use or consumption Quick to speak out and confront others. and are highly influenced by peer group behavior, aesthetics, and personal taste. Low Assertiveness Slower in pace and more reserved. 2. Business Market Let others take charge and communicate Business markets are composed of firms, in a deliberate manner. institutions, and governments. Responsiveness  Definition: Responsiveness shows how openly someone displays feelings and MULTIPLE BUYING INFLUENCES sociability. High Responsiveness. Users - those who will use the product or Relationship-oriented and emotional. services. Friendly, informal, and willing to express feelings. Decision Maker - the individual or group with the authority to make final purchasing Low Responsiveness Decision. Task-oriented and controlled with emotions. Gatekeeper - these are the individuals who Tends to be formal and impersonal. control the flow of information, such as administrative assistants, procurement officers, or COMMUNICATION STYLES IT personal who manage the product Information. Amiable Influencers - people who provide information, Values personal relationships and expertise, or personal opinions that can teamwork. affect the buying decision. Easygoing and friendly, interested in others’ lives and interests. Buyers companion - people that sometimes professional that suggest opinion to buyers Expressive about their personal experience about the Animated, communicative, and seeks products or items. close relationships. Competitive but warm; dislikes being alone. VERBAL COMMUNICATION: QUESTIONING May become confrontational when upset. Questions can be typed into two basic categories Analytical according to; Focuses on gathering facts before making decisions. Types of Questions Classified by Amount Logical, meticulous, and disciplined. and Specificity of Information Desired Withdraws in stressful situations. 1. Open- End Questions Driver - Also called non directive questions, are Competitive and independent, often designed to let the customer respond detached in relationships. freely. Values results over personal connections. Formal, impatient, and highly organized.  - It encourages buyer's thought processes 3. Tactical Questions and delivers richer and more expansive - Tactical questions are used to shift or information than closed- end questions. redirect the topic of discussion when the discussion gets off course or when a line 2. Closed- End Questions of questioning proves to be of little interest - Are designed to limit the customers' or value. response to one or two words. 4. Reactive Questions - This type of question is typically used to - These are questions that refer to or confirm or clarify information gleaned from directly result from information previously previous responses to open- end provided by the other party. questions. Robert Jolles, senior sales training consultant for 3. Dichotomous/ Multiple- Choice Xerox Corporation, cautions against the natural Questions tendency to use closed-end questions rather than - Are directive forms of questioning. open-end questions. - This type of question asks a customer to SPIN QUESTIONING SYSTEM choose from two or more options and is used in selling to discover customer Situation Questions - Solicits data and faces in preference. the forms of general background information and descriptions of the buyer's existing situation. Types of Questions Classified by Strategic Purpose Problem Questions - Follow the more general situation questions. 1. Probing Questions - Designed to penetrate below generalized Implication Questions - Follow and relate to the or superficial information to elicit more information flowing from problem questions. articulate and precise details for use in needs discovery and solution Need- Payoff Questions - To propose solutions identification. and develop commitment from the buyer. - get the buyer to think about the positive benefits derived 2. Evaluative Questions from solving the problem. - Use open and closed-end question formats to gain confirmation and to ADAPT QUESTIONING SYSTEM uncover attitudes, opinions, and preferences held by the prospect. Assessment Questions - These questions do not seek conclusions; rather they seek information that describes the customer and his or her business environment.  3.) Paraphrase and repeat - Confirm your Discovery Questions - are questions to uncover correct understanding of what the problems or dissatisfaction the customer is buyer'ssayingby paraphrasing and experiencing that the salesperson's product or repeating what you have heard. company may be able to solve. 4.) Make no Assumptions - Ask questions to Activation Questions - are used to show the clarify the meaning of what the buyer is impact of the problem, uncovered through communicating. discovery questions, on the customers' entire operation. 5.) Encourage the buyer to talk - Encourage the flow of information by giving positive Projection Questions - help the customer to feedback and help the buyer to stay on "project" what life would be like without the track by asking purposeful, related problems and dissatisfactions uncovered through questions. activation questions. 6.) Visualize - Maximize your attention and Transition Questions - are simple closed- end comprehension by thinking about and questions that confirm the customer's desire to visualizing what the buyer is saying. solve the problem(s) uncovered through the previous question. USING DIFFERENT TYPES OF LISTENING Communications research identifies two VERBAL COMMUNICATION: LISTENING primary aspects of Listening : Listening is the other half of questioning. Effective Listening is rated among the 1.) Social Listening - is an informal mode of most critical skills for successful Listening. Listening that can be associated with day Poor Listening skills have been identified to day conversation and entertainment. as one the primary cause of salesperson Social Listening is characterized by low failure. levels of cognitive activity and concentration. SIX FACETS OF EFFECTIVE LISTENING 1.) Pay Attention - Listen to understand, not 2.) Serious Listening - is associated with to reply. Resist the urge to interrupt and events or topics in which it is important to receive the full message when the buyer is sort through, interpret, understand, and communicating. respond to receive messages. 2.) Monitor nonverbal - Make effective eye The serious form of Listening is often referred to contact and check to see if the buyer's as active listening, as it requires high levels of body language and speech patterns concentration and cognition about the messages match what is being said. being received. ACTIVE LISTENING VERBAL COMMUNICATION: GIVING in a selling context is defined as "is a INFORMATION cognitive process of actively sensing,interpreting, evaluating, and Verbal Communication responding to verbal and nonverbal Refers to statements of fact, opinion, and messages from buyer and prospects." attitude that are encoded in the form of words, pictures, and numbers in such a SIER MODEL OF ACTIVE LISTENING way that they convey meaning to a ( Sensing, Interpreting, Evaluating and receiver. Responding ) However, many words and symbols mean Provides a useful framework for evaluating different things to different people. communication accuracy and pinpointing the sources of problems. Understanding the Superiority of Pictures over words Sensing - the first activities in active listening are sensing ( hearing and The verbal message should be seeing)and receiving ( paying attention) constructed in a manner that generates a the verbal and nonverbal components of mental picture in the receiver's mind. the message being sent. Rather than abstract words that convey only a broad general understanding, use Interpreting - After the message is words and phrases that convey concrete received, it must be correctly interpreted. and detailed meaning Interpreting addresses the question " what Integrate relevant visual sales aids into meaning does the sender intend?" verbal communication. Sales support materials that explain and reinforce the Evaluating - active listening requires the verbal message will aid the receiver's receiver to decide whether he or she understanding and enhance recall of the agrees with the sender's message. message. Evaluating can improve concentration and thoughtful consideration of the full Impact of Grammar and Logical Sequencing message. Grammar and Logical Sequencing are also important in the process of giving Responding - is both an expectation and information to others. requirement for active Listening to be effective. Collaborative, two- way The use of proper grammar is a given in communication requires that the listener business and social communication. respond to the sender. The facts and details must be organized and connected in a logical order.  Outline becomes the agenda to be covered and can serve as an aid for staying on track. Nonverbal Communication Nonverbal behaviors have been recognized as an important dimension of communication since medieval times. As early as 1605, Francis Bacon focused on the messages conveyed by manual language. Nonverbal communication is the conscious and unconscious reactions,movements and utterance that people use in addition to the words and symbols associated with language. PROXEMICS Proxemics refers to the personal distance that individuals prefer to keep between themselves and other individuals and is an important element of nonverbal communication. The distance that one places between oneself and others implies a meaningful message and affects the outcome of the selling process.