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SELLING SKILLS BY PROF. RAHUL JADHAV & PROF. PRASHANT CHAUDHARY SINHGAD SCHOOL OF BUSINESS STUDIES, PUNE for VISHWAKARMA PUBLICATIONS (www.vpindia.co.in)

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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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Page 1: Selling Skills

SELLING SKILLS

BYPROF. RAHUL JADHAV &

PROF. PRASHANT CHAUDHARYSINHGAD SCHOOL OF BUSINESS

STUDIES, PUNEfor

VISHWAKARMA PUBLICATIONS (www.vpindia.co.in)

Page 2: Selling Skills

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 3: Selling Skills

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

Page 4: Selling Skills

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

Page 5: Selling Skills

Importance of Selling- value creation Value=Benefits-cost

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 6: Selling Skills

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

Page 7: Selling Skills

Principles & Process of effective selling

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 8: Selling Skills

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

Page 9: Selling Skills

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

Page 10: Selling Skills

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

Page 11: Selling Skills

FABV- Approach

Important ingredients while demonstrating and pitching the products are:

• Features

• Advantages • Benefits • Value

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 12: Selling Skills

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

Page 13: Selling Skills

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

Page 14: Selling Skills

Types of selling

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 15: Selling Skills

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

Page 16: Selling Skills

• 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

Page 17: Selling Skills

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

Page 18: Selling Skills

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

Page 19: Selling Skills

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

Page 20: Selling Skills

Derch Newton classification

• Trade Selling

• Missionary selling

• Technical selling

• New business selling

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 21: Selling Skills

Other Types of selling

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 22: Selling Skills

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

Page 23: Selling Skills

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

Page 24: Selling Skills

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

Page 25: Selling Skills

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

Page 26: Selling Skills

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

Page 27: Selling Skills

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

Page 28: Selling Skills

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

Page 29: Selling Skills

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

Page 30: Selling Skills

ATTRIBUTES OF GOOD SALES PERSON

Prof. Rahul Jadhav & Prof. Prashant Chaudhary,

Vishwakarma Publications

Page 31: Selling Skills

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

Page 32: Selling Skills

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

Page 33: Selling Skills

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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