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A presentation on Selling Skills by Prof. Rahul Jadhav & Prof. Prashant Chaudhary of Sinhgad School of Business Studies, Pune
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SELLING SKILLS
BYPROF. RAHUL JADHAV &
PROF. PRASHANT CHAUDHARYSINHGAD SCHOOL OF BUSINESS
STUDIES, PUNEfor
VISHWAKARMA PUBLICATIONS (www.vpindia.co.in)
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
An art of persuading the customer to believe that purchase of the product or service will actually benefit him or her. Such flow of products, services & information from seller to buyer in exchange of money is selling.
In simpler terms, it is the art of closing the deal.
SELLING
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Contrasting the two Concepts- Marketing and Selling
The MarketingMarketing concept holds that the key to achieve the organizational goals consist of company being more effective than competitors in creating, communicating and delivering customer value to it’s chosen target market.
Marketing shows how to reach to the Customers and build long lasting relationships.
The SellingSelling concept holds that customers and businesses, if left alone will ordinarily not buy enough of the organization’s products. The organizations must therefore, undertake an aggressive selling and promotion effort.
Ultimate result of marketing is selling.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Importance of Selling- value creation Value=Benefits-cost
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Role & skills of Modern sales managers- (in context of Survival & growth)
Modern sales manager have to play the role of a Team Leader in implementing strategic plans –By giving key inputs for developing long term
sales plansSales forecastingSales force managementEvolving sales & marketing strategiesBuilding long term relationship with key clients
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Principles & Process of effective selling
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Suspecting• Concept of selling is effectively understood when,
where to dig & what to look for, are recognized.
• Suspecting is finding prospects from different sources and out of diverse options available.
• One can reach them through:- - Blogs - Industrial
directories - Partner sites - Yellow Pages - Social Networks - Telephone
Directories
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Prospecting• A prospect is an individual or organization who seeks proposed
products or services, a sales person offers with an ability to pay for the same.
• Prospecting is process of segregating individuals or organization from the suspecting list who have actual requirement of the product or service and who are able to buy that product or service.
• How to reach prospects: - Direct phone calls - e-mail - Direct mail - Search marketing
• Prospecting involves the following approaches:
- Introductory Approach - Product approach -Customer benefit approach
- Question approach - Praise approachProf. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Presentation and demonstration
After reaching out to the prospects comes the next step of
communicating and demonstrating the details of the product.
• AIDA- Formula Attention - Gain Interest- Hold Desire - Arouse Action - Obtain
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
FABV- Approach
Important ingredients while demonstrating and pitching the products are:
• Features
• Advantages • Benefits • Value
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Handling Objections
Psychological Resistance-
Interference Preference for established
brands Reluctance to give up
something Pre-determined ideas; etc
Logical Resistance- Objection to price Delivery schedule Product features; etc
Resistances
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
How to pitch
• Listen• Agree/ restate• Get clear about the
real issues• Discuss solutions• Ask for commitments
• Non verbal Yes’s• Summarize• ExecutionSuccessful sales people
turn today’s customers into tomorrow’s by
reinforcing the purchase decision.
Closing
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Types of selling
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Intangibility is one of several unique challenges in selling a service versus a product. Consumers
buying a service can’t kick the tires- visit an accountant, dress designer, interior designer, lawyer, and hairdresser and so on – you can’t try out the
service before you buy it.
Service Selling- #1 Strategy- focus on customer need #2 Strategy- focus on your expertise #3 Strategy- focus on value
There are 6 stages to selling the service successfully
Product selling Vs Service selling (tangible Vs intangible)
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
• McMurry & Arnod’s Classification• Derch Newton Classification• Consumer Indirect Selling• Industrial Selling• Group Selling-• Telesales• Franchise Selling• International Selling• Concept Selling
TYPES & CLASSIFICATIONS OF SELLING
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
McMurry & Arnold’s classification
Group A (service sellingGroup A (service selling):-):-
1.Inside order sales- a salesperson who writes up sales orders at a sales counter, or those forwarded to the company by telephone, but is not required to sell persuasively to customers.
2.Delivery sales- mainly engages in delivering the products.
3.Outside order sales- works on the actual field and strikes a deal by meeting prospective customers.
4.4.Missionary Sales- Missionary Sales- A missionary type of sales job involves convincing someone who has never used a product to buy it.
5.5.Technical sales- Technical sales- emphasizes on the technical knowledge; the engineering sales person, who primarily acts as a consultant to the client companies/ customers.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Group B (Developmental sellingGroup B (Developmental selling) :-) :-
1) Creative selling (Tangibles) - Selling creative tangible content to the client. For ex- interior designers, architects, painters.
2) Creative selling (Intangibles) – Selling contents which are creative but intangible in nature. For ex- advertising agencies.
cont.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Group C- (Basically developmental selling but requiring unusual creativity) :-
1) Political, indirect, or back door sales person- Sells big ticket items particularly commodities or items with no truly competitive
features. Sales are consummated through rendering highly personalized services (which have little or no connection with the product) to key decision makers- In customer organizations;
2) Multiple sales - Involves the sales of big ticket items where the sales person must make
presentations to several individuals in the customer’s organization, usually a committee, only one of which can say “yes” but all of whom can say “no”; for ex. An account executive of an advertising agency who makes presentation to the agency selection committees of advertisers- even after the account is obtained, the sales person has to work to retain it.
cont.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Derch Newton classification
• Trade Selling
• Missionary selling
• Technical selling
• New business selling
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Other Types of selling
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Consumer indirect selling
Indirect selling is employed when a manufacturer markets his products through another firm that acts as the manufacturer's sales intermediary
Examples of indirect sales methods:- Wholesalers- Retailers (supermarkets, department stores, multiple stores,
independent retailers, consumer co-operatives)- Agents- Distributors and Dealers
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Advantages:- Allows a company to increase sales quickly without
having to hire more sales personnel Suitable for overseas market Channel is inexpensive- low per transaction cost Start up cost is less
Disadvantages:- Manufacturing firm has to give up control of marketing
activities to other firm. Sometimes it may lead to reduced control of the brand
message and poorer customer service Intermediary can easily discontinue handling a
manufacturer's product
cont.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Industrial selling• Industrial Selling (business to business selling) Selling of goods and services by one business to
another. Industrial goods are those an industry uses to produce an end product from one or more raw materials.
• Main features of B2B Selling:- This is one to one selling & relatively easy to identify
prospects Highly trained & professional people involve in the
process Buying process is complex & may includes many steps Long period required for process
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Missionary SellingA missionary type of sales
job involves convincing someone who has never used a product to buy it.
Selling financial planning or life insurance and other financial products typifies the missionary sales job.
The metaphor of a missionary involves educating someone about an idea or concept and convincing them to have faith in it.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Group selling• Group selling helps one to sell more• One to many and therefore more cost
effective• Many target customers together
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
TelesalesTelesales is a process that is followed to generate interest in
the products and services that your business offers and is used to provide information to consumers.
Telesales is a service activity that one uses to sell products and services to customers directly over the telephone. In telesales, no further contact is required and the entire selling process, including the payment transaction, can be completed during a single telephone call.
Challenge-"normal" sales presentation involves visual contact, which encompasses body language, facial expressions and other non verbal cues. There is also no time limit to a normal sales presentation allow the customer and sales person to work free of heavy time pressure whereas many telesales roles have an ACD (Average call duration) between 3 and 10 minutes on average.
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
International sellingo Identify what you are doing and why.o Understand and apply the basics of selling which is true all over
the o world.o Figure out which buying mode the prospect is in.o Identify and focus on real/actual decision makers and avoid
those o without approval power.o Find an advisor to help navigate through the rough waters of o international sales.o Distinguish between good customers and bad customers.
Challenges involved in International Selling:Challenges involved in International Selling: Cultural issues Language barriers Government regulations and tariffs
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Follow the following instructions while dealing in International Selling
Do researchVisit the land where you are selling productsCheck out competitionLearn the language if possibleFind the people to trustSeek out the niches (Concentrate on small ponds before
reaching to big oceans)Scale your knowledgeKeep abreast with global trendsTake advantage of stable market
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
ATTRIBUTES OF GOOD SALES PERSON
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
Qualities of Good Sales People
1. They don't think in terms of sales but rather in terms of concreting a business.
2. They listen more than they speak, getting an understanding of the needs of customers and then finding a solution.
3. They build their businesses - one customer at a time and then always influence the last customer into more and more customers.
4. They deliver more than the promise and always promise a lot.5. They invest their time in those things that positively affect their
income and avoid spending time on those things that are irrelevant. 6. They are always in quest of new, better and faster conduct to
increase their sales efforts. 7. They are willing to invest in community, relationships building and
networking8. They are zealous about selling
Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
9. They don't depend on market conditions for their outcomes and instead of that
rely on their own actions.10. They gather overachievers around themselves and have
little time for those who don't create opportunities. 11. They never accept adjustments12. They think that failure is the initial step of success13.They never give up on unsold patrons, knowing that someday
those customers will buy.14. They pinch hours out of minutes and weeks out of days.15. They invest in their education, skills development, and
personal motivation, knowing that these are the tools of the sales professional.
16. They invest in their businesses and their customers. 17. They decide their own performance standards that are
higher than even their management team.
18. They don't need others to hold them responsible.Prof. Rahul Jadhav & Prof. Prashant Chaudhary,
Vishwakarma Publications
This is not all. Read more, click on the below link and get yourself a copy of the book,
Selling and Negotiation Skills.
http://vpindia.co.in/library_store/Selling-and-Negotiation-Skills
Book availability – YESPriced - Rs 180
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