SUMMARY OF MODULE 4-5 ( PROFESSIONAL SALESMASHIP ).docx.pdf

‘’SUMMARY (b) product knowledge so that she would understand the various products and CHAPTER 4: COMMUNICATION SKILLS services she was hired to sell. _____...

‘’SUMMARY (b) product knowledge so that she would understand the various products and CHAPTER 4: COMMUNICATION SKILLS services she was hired to sell. _____ ‘‘The 5 Keys to Successful Selling.’’ CAPTURING THE POWER OF COLLABORATIVE COMMUNICATION IN Key #1: Everybody needs a financial SALES CONVERSATIONS Reporter: Nalog, Cassandra Mae planner! Make your daily calls, demonstrate the benefits of our products, The basic nature of trust based sales communication. and ask for the appointment. Building on this preliminary understanding, Key #2: Prospective buyers do not know the text breaks down trust-based sales what they need in terms of financial communication into its component and subcomponent parts to facilitate study, products and services! At the application, and mastery. appointment, follow the standard selling The verbal dimension of message showing each of our products, communication and ask for the order each time until the buyer makes a choice. (1) developing effective questioning methods for use in uncovering and diagnosing buyers’ needs and Key #3: Always be closing! If you don’t expectations, ask for the order, nobody will buy! (2) using active listening skills to facilitate the interchange of ideas and information, Key #4: Success in selling is simply a and numbers game! Contact enough prospects and you will make your quota. (3) maximizing the responsive dissemination of information to buyers to Want to sell more? Make more contacts! explain and bring alive the benefits of proposed solutions. Key #5: Product knowledge is the key! the nonverbal dimension of Have a good opening, explain the interpersonal communication products, handle objections, and close the sale by leading the buyer where you want is examined with an emphasis on its application and meaningful interpretation. them to go. SALES COMMUNICATION AS A VERBAL COMMUNICATION: COLLABORATIVE PROCESS Reporter: Nalog, Cassandra Mae QUESTIONING. Reporter: Balaoing, KatrinaJoy L. An ethical dilemma She describes the training program as There are two ways to dominate or control being primarily concerned with a selling conversation. (a) legal and industry issues in order to get (1) A salesperson can talk all the time, all the necessary licenses and or  (2) the salesperson can maintain a Probing Questions are designed to more subtle level of control by penetrate below generalised or superficial asking well thought out questions information to elicit more articulate and that guide the discussion. precise details for use in needs discovery and solution identification. questions can be typed into two basic categories: (1) Requesting clarification: (‘‘Can you share with me an example of (1) Amount of information and level of that?’)’ specificity desired and (2) Encouraging elaboration: (‘‘How (2) Strategic purpose or intent. are you dealing with that situation now?’ ) and Types of Questions Classified by (3) Verifying information and Amount and Specificity of Information responses: (‘‘That is interesting, Desired could you tell me more?”) Open-end questions, also called non Evaluative questions use open- and directive questions, are designed to let the closed-end question formats to gain customer respond freely. That is, the confirmation and to uncover attitudes, customer is not limited to one- or two-word opinions, and preferences held by the answers but is encouraged to disclose prospect. personal and/or business information. Tactical questions are used to shift or Closed-end questions, are designed to redirect the topic of discussion when the limit the customers’ response to one or discussion gets off course or when a line two words. This type of question is of questioning proves to be of little typically used to confirm or clarify interest. information gleaned from previous responses to open-end questions. Reactive questions are questions that refer to or directly result from information previously provided by the other party. Dichotomous questions and multiple-choice questions are directive forms of questioning. This type of question Guidelines for Combining Types of asks a customer to choose from two or Questions for Maximal Effectiveness more options and is used in selling to discover customer preferences and move the purchase decision process forward. Types of Questions Classified by Strategic Purpose  emphasize the important points within a buyer–seller exchange. (5) Show Interest. In response to statements from buyers, salespeople ask related questions and paraphrase what the buyer has said to demonstrate their interest. (6) Gain Confirmation. The use of simple and ___ direct questions allow STRATEGIC APPLICATION OF salespeople to check back QUESTIONING IN TRUST-BASED with the prospective buyer SELLING to confirm the buyer’s Reporter: Erica Aryll G. Santos understanding and gain his commitment to move Effective questioning skills are forward. indispensable in selling and are (7) Advance the Sale. used to address critical issues Effective questions are throughout all stages of the selling applied in a fashion that process. guides and moves the (1) Generate Buyer Involvement. selling process forward in a Rather than the salesperson logical progression from dominating the conversation and initiation through needs interaction, purposeful and planned development and through questions are used to encourage needs resolution and prospective buyers follow-up. (2) Provoke Thinking. Innovative and effective solutions To help salespeople achieve these require cognitive efforts and objectives, systems like SPIN and ADAPT contributions from each participant. have been developed. These systems use (3) Gather Information. a logical sequence of questions, starting Good questions result from with broad, non threatening ones and advance planning and should be gradually narrowing down to clarify the directed toward gathering the buyer's needs, ultimately guiding the information required to fill in the selling process toward presenting gap between ‘‘What do we need to solutions and their benefits. know?’’ and ‘‘What do we already know?’’ The SPIN Questioning System consists (4) Clarification and Emphasis. of four types of questions—situation, Rather than assuming that problem, implication, and the salesperson need-payoff—designed to uncover the understands what a buyer buyer’s current situation and problems, has said, questions can be highlight the consequences of those used to further clarify problems, and guide the conversation meaning and to further toward proposing a solution.  fully develop, clarify, and (1) Situation Questions - This type of understand the nature of the question solicits data and facts in buyer’s problems. the form of general background (3) Activation Questions - The information and descriptions of the objective is to ‘‘activate’’ the buyer’s existing situation. customer’s interest in solving (2) Problem Questions - Problem discovered problems by helping questions follow the more general him or her gain insight into the true situation questions to further probe ramifications of the problem and to for specific difficulties, developing realise that what may initially seem problems, and areas of to be of little consequence is, in dissatisfaction that might be fact, of significant consequence. positively addressed by the (4) Projection Questions - As a salesperson’s proposed sales natural extension of the activation offering. questions, projection questions (3) Implication Questions - Their encourage and facilitate the buyer purpose is to assist the buyer in in ‘‘projecting’’ what it would be like thinking about the potential without the problems that have consequences of the problem and been previously ‘‘discovered’’ and understand the urgency of ‘‘activated.’’ resolving the problem in a way that (5) Transition Questions - As a motivates him or her to seek a natural extension of the activation solution. questions, projection questions (4) Need-Payoff Questions - Based encourage and facilitate the buyer on the implications of a problem, in ‘‘projecting’’ what it would be like salespeople use need-payoff without the problems that have questions to propose a solution been previously ‘‘discovered’’ and and develop commitment from the ‘‘activated.’’ buyer. VERBAL COMMUNICATION LISTENING The ADAPT Questioning System follows Reporter. Jahn Heven B Paraiso a logical funnelling sequence, starting with broad questions to assess the buyer's Listening is the other half of effective situation. As more information is gathered, questioning additional questions are used to explore - Improving customer experience: the buyer's needs in detail. Listening to customer feedback, both positive and negative, helps you identify (1) Assessment Questions - This areas for improvement and enhance the initial phase of questioning is overall customer experience. This builds designed to be non threatening brand loyalty and encourages repeat and to spark conversation that business elicits factual information about the. customer’s current situation that 1. Pay attention—Listen to understand, can provide a basis for further not to reply. Resist the urge to interrupt exploration and probing. and (2) Discovery Questions - Discovery receive the full message the buyer is questions should drill down and communicating. probe for further details needed to 2. Monitor nonverbals—Make effective. This involves using all your physical eye contact and check to see if the senses to receive the message being buyer’s communicated. body language and speech patterns match what is being said. 2. Interpreting 3. Paraphrase and repeat—Confirm your correct understanding of what the buyer is The second stage is interpreting, where saying by paraphrasing and repeating you analyze the information you have what you have heard. sensed in the first stage. 4. Make no assumptions—Ask questions to clarify the meaning of what the buyer is 3. Evaluating communicating. 5. Encourage the buyer to The third stage is evaluating, where you talk—Encourage the flow of information critically assess the messages you have by giving positive received and interpreted. Again, it's feedback and help the buyer stay on track essential to wait until the speaker has by asking purposeful, related questions. finished their message before forming an 6. Visualize —Maximize your attention opinion. and comprehension by thinking about and visualizing what the buyer is saying 4. Responding.Using Different Types of Listening The final stage is responding, where you Communications research identifies communicate your understanding of the twoprimary categories of listening: social speaker's message. By this point, you and serious. should have a clear grasp of their intended meaning. Your responses should Social listening is an informal mode of be both verbal and nonverbal, aimed at listening that can be associated with moving the conversation forward, dayto-day conversation and demonstrating your understanding, and entertainment. Social listening is connecting with the speaker's emotional characterized by low levels of subtext. cognitive activity and concentration and is typically used in conversation with a friend COMMUNICATION: GIVING or a store clerk or listening to music, a INFORMATION concert, a television program, or even a Reporters : Alfonso, Laurice Anne N. & play. Jalop, Kyla However, serious listening is associated Verbal Information - refers to statements with events or topics in which it is of fact, opinion, & attitude that are important to sort through, encoded in the form of words, pictures, interpret, understand, and respond to and numbers in order for the receiver to received messages. The serious form of get the information. listening Understanding the superiority of pictures The Four Stages of the SIER Hierarchy over words The verbal message should be 1. Sensing constructed in a manner that  generates a mental picture in the NONVERBAL COMMUNICATION receiver’s mind. Rather than abstract words that Placement and movement of hands, convey only a broad general arms, head and legs. understanding, use words and - Smooth and gradual movements phrases that convey concrete and denote calm and confidence, detailed meaning. whereas jerky and hurried Integrate relevant visual sales aids movements are associated with into verbal communication. Ex: nervousness and stress. sales support materials that explain and reinforce the verbal Body posture and orientation. message will aid the receiver’s - Fidgeting and shifting from side to understanding and enhance recall side is generally considered to be of the message. ( E.g. brochures ) a negative message associated with nervousness and Impact of grammar and logical sequence apprehension. Leaning forward or sitting forward on the edge of a Proper grammar and logical chair is a general sign of sequencing are crucial in increasing interest and a communication. positivedisposition in regard to Organizing facts and details in a what is being discussed. coherent order enhances clarity Proxemics and helps the customer follow your - Proxemics refers to the personal message. distance that individuals prefer to keep betweenthemselves and In its absence, the receiver of the other individuals and is an message tends to exhibit three closely important element of nonverbal related behaviours: communication. Variations in characteristics. The meaning and credibility of the message are significantly downgraded. PERSONAL SPACE AND The receiver begins to focus on the INTERPERSONAL COMMUNICATION. sender rather than the message, which materially reduces the probability of effective communication. The receiver dismisses the sender and the sender’s organization as being unqualified to perform the role of an effective supplier and partner.  PERSONAL ZONE INTIMATE ZONE To improve organization, advance SOCIAL ZONE planning and preparation are key. Creating PUBLIC ZONE an outline with a logical flow serves as an agenda and helps ensure that the presentation stays on track.  SPEAKING RATES AND PAUSE 3. Buyers may have their own ORIENTATION. deadlines on other issues, and - Within normal speaking they are not in a receptive mood to rates, faster speakers are see any salespeople. generally evaluated more 4. Buyers are constantly getting calls favorablythan slower from salespeople and do not have speakers. time to see them all. PITCH OR FREQUENCY. 5. Gatekeepers in any organization - Voice pitch carries a great screen their bosses’ calls and deal of information to the sometimes are curt and even rude. receiver. Varying pitch and frequency during the Strategic prospecting course of a message is - is a process designed to identify, used to encourage qualify, and prioritize sales attentiveness of the listener opportunities, and whether they and to accent certain forms represent potential new customers of statements. or opportunities to generate INTENSITY AND LOUDNESS. additional business from existing - Dominance, superiority, customers. intensity, and aggression Sales Funnel or Sales Pipeline are commonly associated - The funnel is very wide at the top withloud voices, whereas as salespeople typically have a soft voices characterize large number of potential sales submission and uncertainty opportunities. Generating Sales Leads USING NONVERBAL CLUSTERS - The first step in the strategic -Nonverbal clusters are groups of related prospecting process is to identify expressions, gestures, and movements. sales leads. Sales leads or Similar to a one-word expression. A single suspects are organizations or isolated gesture or movement should not individuals who might possibly be taken as a reliable indication of the true purchase the product or service intent or meaning of a message. offered by a salesperson. Determining Sales Prospects - The most productive salespeople MODULE 5: evaluate sales leads to determine which ones are ttrue prospects for PROSPECTING: IMPORTANCE AND their product or service. This CHALLENGES evaluation process is usually called Reporter: Janel J. Reyes qualifying sales leads. A sales prospect is typically an individual Several reasons that buyers may or organization that: not take the time to see a salesperson: Has a need for the product 1. They may have never heard of the or service. salesperson’s firm. Has the budget or financial 2. They may have just bought the resources to purchase the salesperson’s product category, product or service. and there is presently no need.  Has the authority to make information about the lead. Cold the purchase decision. calling is the most extreme form of cold canvassing, because Prioritizing Sales Prospects salespeople merely ‘‘knock on - The most productive salespeople doors’’ or make telephone calls to create an ideal customer profile organizations or individuals. and they analyze their sales 2. Networking Salespeople can use prospects by comparing them to various types of networking as this ideal customer profile. Those effective methods for prospecting. that fit the profile the best are Many salespeople join civic and deemed to be the best sales professional organizations, country prospects. clubs, or fraternal organizations, - Another approach is to identify one and these memberships provide or more criteria, evaluate sales the opportunity for them to build prospects against these criteria, relationships with other members. and either rank all of the sales 3. Company Sources Company prospects based on this evaluation records can be a useful source of or place the sales prospects into A, prospects, as illustrated in this B, and C categories with A sales module’s opening vignette. The prospects representing the best use of a company database by sales opportunities. Foster’s Promotional Goods shows Preparing for Sales Dialogue how salespeople can use company - The final step in the strategic records to generate qualified sales prospecting process. The prospects. information accumulated to this 4. Published Sources A variety of point in the process is helpful, but sources published in print and additional information is usually electronic form can be very useful required to increase the chances of in prospecting. Published lists and success in the initial sales directories (also often available in dialogue. electronic form) offer an inexpensive, convenient means of LOCATING PROSPECT identifying leads. Reporter: Keith Esler Locating Prospect Directories are a gold mine of information - Locating Prospects or Sales prospecting if they are used correctly. A salesperson is the process of identifying and engaging must remember that the day these lists potential customers who may be are published they start to become interested in purchasing a product or obsolete. service offered by a business. STRATEGIC PROSPECTING PLAN Reporter: Maricar Tesoro Method in Prospecting: The most productive salespeople use a 1. Cold Canvassing occurs when variety of prospecting methods and follow salespeople contact a sales lead the strategic prospecting process by unannounced with little if any generating leads, qualifying them to identify true prospects, and then PREPARING FOR SALES DIALOGUE prioritizing these prospects so that they (GATHERING AND STUDYING pursue the best sales opportunities. The PROSPECT INFORMATION) use of a stra- tegic prospecting plan can Reporter: Mark Aldrian O. Castardo help salespeople continuously improve their prospecting effectiveness. A strategic prospecting plan should fit the individual Identifying potential customers involves needs of the salesperson. collecting information about the prospect, including buyer needs, motives, and As illustrated in Figure 5.2 situation details. Understanding communication styles helps salespeople adapt interactions and enhance relationships. Accumulating knowledge about the prospect increases the chances of selling, and the information needed varies with the type of prospect. Salespersons should know basic customer FIGURE 5.2 information like name, spelling, and Prospecting Plans Are the Foundation pronunciation. Over time, they can learn for Effective Prospecting more by collecting data, organizing it, and creating personalised presentations. SET GOALS: Establish daily, weekly, and monthly quotas for acquiring new prospects. ALLOCATE TIME: Establish a regular daily schedule for conducting prospecting activities. KEEP RECORDS: Track your results from using the different prospecting methods. EVALUATE: What is working for you? Compare results and use the methods that work best for you. STAY POSITIVE: Develop confidence by knowing your Obtaining Information on the Buyer products and believing that you offer the best solutions. Salesperson conducts preliminary research on potential clients, focusing on individual prospects and answering questions to understand buyer behavior, as illustrated in Exhibit 5.4. Gatekeepers may restrict salesperson access to buyers if they mispronounce their names or send incorrect mail. Precall information should be used to build rapport and tailor presentations to buyer needs. Establishing a relationship with prospects through mutual interests like college affiliations or athletic team support can help. Information gathering should be thoughtful and take time, as illustrated in "An Ethical Dilemma." Gathering Information on the Prospect’s Organization Understanding a prospect's company helps salespeople better understand their environment. Exhibit 5.5 outlines questions to gather information about the prospect's organization, such as if the prospect is currently buying from a single supplier and how long they have been doing so. If the prospect is satisfied, the salesperson should move on to other accounts. Sources of Information