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EFFECTIVESALES
PROCESS
Prepared By:Mohamed Salah El DeinMBA – Cairo University Learning & Development ManagerSalehiya Trade Est.
2
Learning Objectives1. Understand the meaning of the Selling Process.
2. Identifying the 8 steps of the selling process.
3. Mastering the different sources of prospecting.
4. Understand the meaning of pre-approach & the main objectives of it.
5. Identifying the different approach techniques.
6. How we can make a successful probing?
7. By which we sell : Feature or Benefit.
8. How to handle objections?
9. The professional ways for closing.
10. The importance of follow up.
M.S.
M.S. 3
IF ……. 5 + 3 = 28
9 + 1 = 810
8 + 6 = 214
5 + 4 = 19
THEN …. 7 + 3
= ????????????????
4
The selling process is essentially the series
of steps followed by a salesperson through
which he is offering to EXCHANGE an
item of VALUE for a different item.
Selling Process
M.S.
5
The original item of value being offered may
be either tangible or intangible.
The second item, usually money, is most
often seen by the seller as being of equal or
greater value than that being offered for sale.
M.S.
Selling Process
6
“Everyone lives by selling something.”
~Robert Louis Stevenson
“It used to be that people needed
products to survive. Now products need
people to survive.” ~Nicholas Johnson –M.S.
7
Customer Life CycleProspective Customers
New Customers or
Users
Active Customers or
Users
Repeat or Loyal
Customers or Users
Lapsed Customers or
Users
Inactive or Abandoned
Customers or Users
M.S.
8
Selling Process
Prospecting
Pre-Approach
Approach
Need assessment
Presentation
Meeting objections
Gaining commitment
Follow-up
M.S.
9
Prospecting / initial contact
New customers represent the life
blood of a vital, growing organization.
It’s a key selling skill and a critical
skill to develop if you want to
increase your sales and achieve long-
term success in sales.
M.S.
M.S.
10
Sources of Prospecting
Internal Sources
External Sources
Personal
Contact
11
A) Internal Sources
Company Records Lists and Directories Advertising Inquiries Telephone Inquiries Mail Inquiries Internet or World Wide Web
M.S.
12
B) External Sources
Referrals
Community Contacts (Centers of Influence)
Non-competing Salespeople
Distributors
Conferences
M.S.
13
C) Personal Contact
1
•Observation
2
•Cold Calls
3
•Trade Shows
4
•Bird Dogs (Spotters)
M.S.
14
Characters of the Ideal Prospect There are specific characteristics of the
ideal prospect that should be determined.
1. Specialty
2. Geography
3. hospital Size (No. of Patients)
4. Financial Details
5. Ownership Type
6. Current State
M.S.
15
Specialty
Identify the specialty that fits best with the products and services sold.
But in some cases, a product could be used by many or all specialties. It is very likely that there may be one or two specialties where the value proposition delivered is higher. When this is the case, identify what specialty match up best when developing sales strategy
M.S.
16
Geography
By focusing our sales
strategy in key geographic
areas, we can deliver better
results from the same
investment of Time ,
energy, and money.
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17
Hospital Size (Doctor Class)
Our business and our products might
not fit well with hospitals of all sizes
and even if they did, it would not be a
great strategy to go after all of them.
Identify what size of hospitals fits
best to receive the message,
products, and services when
developing sales strategy.
M.S.
18
Financial Details
It may make sense to look at a
hospital’s financial details when
identifying the target market.
Details such as growth, losses,
profitability, etc. could determine
if a hospital is an ideal prospect.
M.S.
19
Ownership Type
Ownership type in terms of private or
publicly traded could have an impact
how well a business fits as an ideal
prospect. This detail could also impact
how a seller attempts to communicate
with the prospect.
M.S.
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Current State
It can help to include
some details on the ideal
current customer state in
terms of systems,
processes, or current
agreements. M.S.
21
How to prospect ????
1. Allot a specific amount of time every
day/week or month.
2. Use a variety of methods to prospect for
new business.
3. Master all types of media including;
telephone, email, text, direct mail, social
media
4. Create a compelling value proposition.M.S.
22
Pre-Approach - Planning the sale
It’s a preparation to meet the
prospect.
By pre-approach, the salesman tries
to make successful presentation of
his goods and services before
meeting the prospect.
M.S.
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1. To provide additional information
2. To select the best approach to meet the
prospects
3. To avoid serious mistakes
4. To gain confidence and enthusiasm
5. To save time and energy
6. To be successful in the sales-interview
The main objectives of pre-approach
M.S.
24
To provide additional information
Prospecting provides salesman only the
names and addresses of prospects.
An additional information as: age,
education, social status, usual
habits, likes, dislikes, buying
practices, etc... , are collected during
this stage.
M.S.
25
To select the best approach to meet the prospects
All prospects are not equal in all
respects..
Their nature are different and hence
need different treatment by salesman.
The pre-approach aims at selecting the
best approach to meet each prospect.
M.S.
26
To avoid serious mistakes
By pre-approach, a salesman knows
before hand about the likes, dislikes,
taste and temperaments of the
prospects.
If he finds any fault with his pre-
approach, he corrects it immediately
to win the hearts of prospects.
M.S.
27
To gain confidence and enthusiasm
When a salesman acquires all
possible information of customers’
wants and desires to plan his sales
campaign intelligently, he develops
in the same time a status of self-
confidence and enthusiasm to
convert a prospect into a
customer.
M.S.
28
To save Time and Energy
Time and energy is valuable for all, but these
are more valuable for a salesman
The salesman consumes more of his energy
and times unnecessary when he meets both
fake buyers and genuine buyers as a result
of absence of Pre-approach.
M.S.
29
To be successful in the sales-interview
Buying is a mental process, therefore the
mind of a customer moves in a definite
direction from attention, interest , conviction
& action during the process of selling.
Any disturbance in this path will prevent the
customer to arrive to the desired conclusion.
M.S.
30
Exercise What business is the prospect's hospital in?
Who are its primary customers?
How big is this prospect's hospital?
Where does it rank in its industry?
Who is the actual decision maker?
Who handles the purchase process?
Who else influences the purchase process?
What are the backgrounds and personal
interests of each person in the buying process
Is the hospital's staff well informed?
Can we help this hospital's staff develop more
expertise?
Does any in my company know anyone in this
hospital?
How often does this hospital buy my type of
product or service?
Who is this hospital's competitor?
Does my company do business with that
competitor?
What plans does the hospital have that could
affect future need for my product?
How well is this hospital satisfied with its
present supplier?
Do we (or can we) use their product or service?
If I don't make the sale
Can I get a referral to another department?
Can I get a second appointment?
Will they seriously evaluate my proposal?
M.S.
31
Approach Approach means meeting of the
salesman and prospect in PERSON.
Approach aims
1) To gain favourable attention from
the prospect so that he is interested
enough to see the salesman.
2) Securing the willingness of the
prospect.
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Approach Techniques
The Instant Buddy
The Guru
The Consultant
The Networker
The Hard Seller
Different Approach Techniques
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The Instant Buddy
Salespeople who use this approach
are warm and friendly, asking
questions and showing interest in
their prospects.
They try to connect on an emotional
level with a prospective customer.
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The GuruSalespeople who prefer to become
an expert in anything and
everything related to their industry.
It requires plenty of work learning
the relevant information & keeping
up with changes in your industry.
You can use it to generate plenty of
referrals.
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35
The Consultant
Combines the best qualities of the
of the first two methods, it's
extremely effective.
It requires a great deal of time and
effort on a salesperson's part.
You must be both knowledgeable
and able to make an emotional
connection with your prospects.
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The Networker
With this approach, you'll spend a
great deal of time cultivating
people.
The dedicated networker sets up
and maintain a web of friends, co-
workers, salespeople from other
companies, customers and former
customers, and anyone else he
meets.
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The Hard SellerHard selling involves getting
someone to buy a product even though he doesn't want or need it.
Bullying (“Buy this now or you'll feel stupid tomorrow”)
Manipulation (“If you don't buy from me I'll lose my job”)
Outright deception (“This product has a much better safety record than the competition”).
M.S.
38
Need assessment (Probing)
Systematic process for
determining and addressing
needs, or "gaps" between
current conditions and
desired conditions or
"wants".M.S.
M.S. 39
Need assessment (Probing) During this step, the salesperson
will attempt to help the buyer
identify and quantify a business
need or a "gap" between where the
client is today and where they
would like to be in the future.
M.S.
40
Closed Ended Questions Open Ended Questions
Types of Probing
M.S.
41
Categories & Sequel of the questions
Confirmatory questions-
Solution value questions
Problem impact questions
Problem discovery questions
Situational questions
42
Situational questions
Deals with obtaining factual information
regarding the buyer’s current situation.
Example:-
Did you notice that the % of
diarrhea among children had been
increased this summer ?
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43
Problem discovery questions
During which the sales person trying
to discover the incidence of problem
with the customer.
Example:-
What’s the major causes of this
diarrhea, in your opinion ??
M.S.
44
Problem impact questions
The idea behind these questions is for the customer
to become aware of the underlying consequences
(cost and time) that could occur if such problems
went unsolved.
Example:-
What’s the general condition of the child during this
disease ?
How the families looked like while their kids are
sick ?
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Solution value questions
The salesperson’s objective is to
inform their customer about what
they could gain if presented with
the right solution to the problem.
Example :-
If we have an antibiotic that covers
the G (-) bacteria, How much this
will safe your patient & his family ?
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Confirmatory questions
Establishing that the buyer is
interested about the salesperson’s
products/services and would like to
continue to hear more about them.
Example:-
Would you be interested in our
product if it can cover to you most of
G (-) bacteria & parts of anaerobes ?
M.S.
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Presentation
Start your presentation by giving
a brief company history
It's better if this isn't too detailed
because businesspeople often have
limited time to listen to sales
pitches.M.S.
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Presentation
Design a presentation that best fits
the needs of your prospective
client.
For example, if you're selling a product,
bring a sample or prototype along with
you. If your product or service is very
detailed, use charts, pictures and
handouts to help emphasize your point.
M.S.
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Presentation
Tell the client how your
product fits his patient's
needs.
Identify several ways that your
product can fill a void or boost
profits for his patient.
M.S.
M.S.
50
Features Benefits
Characters of a product.
Example :-
Once daily
Rapidly absorbed
No significant drug
interactions
Explains what the customer has to gain by using the product
Example :-
Patient compliance
Rapid relief of pain
Provides the doctors and
the patients uninterrupted
therapy.
Features & Benefits
M.S.
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Features Benefits
Features & Benefits For your Own Product
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Presentation
Make a comparison between
your product and others that
are available.
By doing this, you answer some
questions the client may not feel
comfortable asking.
M.S.
AVOID……….
1. Mentioning the competitor’s TRADE name
2. Overwhelming your customer, show no
more than three products at a time.
3. Using unclear words such as nice, pretty &
fine.
53M.S.
M.S.
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Nobody counts the number of
ads you run; they just remember
the impression you make.
-William Bernbach
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Objections
Concerns, hesitations,
doubts, or other
honest reasons a
customer has for not
making a purchase.M.S.
56
Excuses
Reasons for not buying or not seeing
the salesperson.
Customers often use excuses when
they are not in the mood to buy or
when concealing their objections.
When faced with this, be polite and
courteously encourage the customer
to speak about his hidden objections.
M.S.
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Why does the prospect object
1. Fear of wrong decision
2. No enough information
3. No recognition of needs
4. Didn’t understand explanation
5. Need reassurance
6. Testing the beliefs of the sales man
M.S.
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Any of the previous reasons will lead to one of the following situations :-
Objections
Customer Indifference
Skepticism
Misunderstanding
Drawbacks
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Handling objections
FOUR basic steps to handle
objections:
1. Listen
(Be attentive, maintain eye contact, and let the
customer talk)
2. Acknowledge
3. Restate
4.ANSWERM.S.
60
Handling objections
Your answer can be done using one or
more of the following SEVEN methods:-
Question, Denial, Demonstration,
Superior-Point , Boomerang,
Third-Party and Substitution
M.S.
61
Question Method
Is a technique in which you question
the customer to learn more about
objections.
Never ask questions in an abrupt
manner; this may seem rude and
create a defensive atmosphere.
M.S.
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Denial Method
Is when the customer’s
objection is based on
misinformation.
You must back up the
denial with proof and
accurate facts.
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Demonstration Method
Involves showing the features of the
product.
This method can be quite convincing.
Conduct only demonstrations you
have tested, and make sure they work
before using them in a sales situation.
M.S.
64
Superior-Point method
Is a technique that permits the
salesperson to acknowledge
objections as valid, yet still offset
them with other features and
benefits.
The customer must evaluate the
different features and might see
additional reasons for buying.
M.S.
65
Boomerang Method
Brings the objection back to the
customer as a selling point.
When using this method, be
careful not to sound as if you are
trying to outwit the customer.
Use a friendly, helpful tone.
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Third-Party Method
Involves using a previous
customer or another neutral
person who can give a
testimonial about the product.
M.S.
67
Substitution method
Involves recommending a
different product that
would satisfy the
customer’s needs.M.S.
68
Closing
Closing is the art of gaining of commitment
It’s needed to obtain the commitment to
open the possibility of working together,
which is the first and most critical
commitment the salesperson must obtain.
M.S.
69
Closing
Closing is the first skill a salesperson
must possess to gain the
commitment to open the possibility
of working together, which is the
most critical commitment the
salesperson must obtain.
62% of Salespeople Fail to Ask
for Commitment
M.S.
M.S. 70
You don’t close a sale, you open a
relationship if you want to build a
long-term, successful enterprise.
-Patricia Fripp
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How to Close
1. Know Your Outcome
2. Close For What You Have Earned
3. Close For Something That
Creates Future Value for Your
Client
4. Kill the Yellow Book
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72
1. Know Your Outcome
Before any and every sales encounter, you have
to decide what you want the outcome of that
sales call to be.
Make a list of all of the agreements that you
have to obtain in order to effectively gain a deal.
Refer to this list before every sales call and
decide what commitment you are trying to
obtain.
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73
2. Close For What You Have Earned
We earn the right to ask for
commitments to move forward
together by creating value during
each and every sales encounter.
The way to create value on each and
every sales call is to leave the
prospect or client in a better position
that they would have been otherwise.
M.S.
74
2. Close For What You Have Earned
We can create values through answering:-
1) How does the client benefit from this
interaction?
2) How could they benefit even more?
3) What do I do on a sales call that earns
me the right to ask to advance towards a
deal?
4) What would create value for me if I were
sitting on the client’s side of the table?M.S.
75
3. Close For Something That Creates Future Value for Your Client When you have an ROI analysis in
hand, it is easy to explain the
value of moving forward
Now you need to make a list of
the benefits the client will receive
by agreeing to move forward in
the sale.
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76
3. Close For Something That Creates Future Value for Your Client
Answer these questions:
1. How does the client benefit from
agreeing to move forward to the next
stage of the sales cycle with me?
2. Even if they go no further in the
process, will it be worth their time?
3. What can I do to make sure it is
worth their time?
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77
4. Kill the Yellow Book
Closing and obtaining the commitment should feel natural to you and to your client.
Write down the language you use to ask for commitments & notice :
1. How does the language meet the criteria listed above?
2. How could you make the language both more natural and more effective?
M.S.
78
Did I Sell?
Did I hold the customer interest?
Did I emphasize benefits?
Did I sensationalize presentation?
Did I watch non-verbal sign?
Did I answer the objectives properly?
Did I manage the argument at the right time?
What will be my next call objective ??
Post Call Analysis
M.S.
79
Follow up
It’s an important aspect
of closing a sale.
Many businesses either
neglect it or do not
have an established
plan
M.S.
80
In fact, a customer management systems company, in
a recent special report indicated that most clients
need approximately 7 contacts to reach a
decision. The average follow up done by sales people
or small business owners usually stop after 3 follow
up attempts are made. In the article they go on to say
when you stop at 3, you have basically done most of
the work for the next sales person
Follow up
M.S.
M.S. 81
It is not your customer’s job to
remember you. It is your obligation
and responsibility to make sure they
don’t have the chance to forget you.
-Patricia Fripp
82
How we can Follow Up
During the first meeting with a potential
customer, find out what they want and
what it would take to close the deal.
Start by asking or telling your prospect
that you will follow-up on a specific day
or time.
M.S.
83
How we can Follow Up
Then tell him how you will
follow-up (telephone, email,
face-to-face) and record
this in your day planner or
time management system.
M.S.
84
Why don’t people follow-up
M.S.
1
•They don’t want to appear pushy.
2
•They forget.
3
•They make false assumptions.
4
•They have never been taught.
85
They don’t want to appear pushy
It may be true that following up too frequently will
come across as being pushy.
In fact, one the few times, a salesperson was
pushy was more because of his tone, rather than
fact he actually followed up.
A weekly call is more than enough to keep in
touch providing you make sure your call is short
and to the point.
If possible, provide some additional value during
your follow-up call.
M.S.
86
They forget
It’s easy to forget considering
how busy we are.
This is a common dilemma but
one that can be avoided by
considering the follow-up like a
scheduled appointment.
M.S.
87
They make false assumptions
Many companies think that if they do a good job
the customer will automatically call us back – we
don’t need to follow-up.
It’s pointed out that the average executive
receives dozens of phone calls everyday and often
hundreds of emails.
They are extremely busy which means they forget
and the more time that slips by, the less important
your product or service may be to them.
M.S.
88
They have never been taught
Many people have never received
formal sales training and have not
learned why they should follow-up
and how to make this happen.
You can easily differentiate
yourself from your competition by
making the effort to follow-up with
your prospects and customers.
M.S.
TO BE SUCCESSFUL REPRESENTATIVE
Collecting Data
Prepare yourself for sales call
Follow up the results 89
MS
90
1- COLLECTING DATA
About the field to be covered Geography Traffic Times of visits No. of each key Dr. in each specialty Drs. Behavior & attitude Your distributors The discount & bonus offered by your
company for each product You should maintain your product available You have to get full data about your
competitors
M.S
.
91
2- PREPARE YOURSELF FOR SALES CALL
Be sure of medical product knowledge
Review the objections that can be evoked &
prepare yourself to handle
Practice different product calls with your
either supervisor or friend.
Ensure the way of handling the brochures or
promotional materials
M.S
.
92
3- FOLLOW UP THE RESULTS
Day to day feedback if your product
prescribed or not
Weekly revision of sales figure supplied by
the distributors
Weekly revision for Dr. visit lists plan for not
visited Drs.
Analyze your call & visit if you targeting the
right product for each call or not.
M.S
.
93
A smart salesperson listens to emotions not facts.
-Unknown
Success is going from failure to failure without
loss of enthusiasm." - Winston Churchill
M.S.
Sales Quotes
94
http://emailmarketing.comm100.com/email-marketing-ebook/customer-life-cycle.aspx
http://www.coachingyou.org/identify-target-market-when-developing-sales-strategy-a-
117.html
http://www.eyesonsales.com/content/article/sales_prospecting_best_practices/
http://www.preservearticles.com/201103174606/7-essential-objectives-of-pre-approac
h-in-salesmanship.html
http://www.preservearticles.com/201103164586/method-of-approach-used-by-success
ful-salesmens.html
http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm
http://www.wikihow.com/Make-a-Sales-Presentation
http://www.imagacademy.org/warner%20lessons/3%20Selling/17%20Product%20Prese
ntation/PresentingtheProduct.pdf
http://thesalesblog.com/blog/2010/03/03/4-ways-to-be-a-better-closer/
http://EzineArticles.com/3711339
http://www.allbusiness.com/sales/selling-techniques/1975-1.html
http://entrepreneurs.about.com/od/salesmarketing/a/poweroffollowup.htm
M.S.
Sources
96
M.S.
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