PERSONAL SELLING PESE 212

LU 8 - 15

Discuss your understanding of the Basic Communications Model

Refer to the Communications Model and discuss briefly.

Barriers to Communication

Noise e.g.. Drilling, loud music, shouting Language, French and Greek Speech Problems e.g. Stammers, Slurring Affectivity of Medium e.g.. SMS or Letter

Non-verbal Communication can enhance your presentations

Body language Facial Expressions Gestures Dress

How can Culture be deemed as a barrier to effective Communication

Respect by means of Eye contact - Zulu Bowing - Japan

5. What types of questions would you ask your prospect if you had completed a Sales Presentation for an industrial vacuum cleaner.

What will the product be used for. How many hours a day would it be used. Technical and Specific Questions. Payment arrangements. Delivery.

6. Language Barriers in South Africa

Isi-Zulu English Afrikaans Xhosa

Learning Unit 9

Prospect Sources

Cellular Phone: Company Database, Internet, Directories, Word-of-mouth.

Gym Membership: Word-of-mouth, referrals, Directories, Internet data bases,

Internet Service Provide: Company database, word-of-mouth, referrals

Wheels and Tyres: Directories, company database, referrals, internet.

2. The profile of a good Prospect

M: The prospect has the Money (budget) to purchase.

A: The prospect has the Authority to purchase.

D: The prospect has the Desire to purchase.

3. Examples of Approach Techniques

Introductory Approach Referral Approach Product or Sample Approach Customer Benefit Approach

Page 87 of Module Guide

Types of Sales Presentations

Financial Software Package: Formal Presentation, Problem Solution Technique.

Toothpaste: Need-satisfaction technique.

Air-conditioners: Formal & Stimulus Response technique.

Under-floor heating: Need satisfying Technique.

A retirement annuity: Stimulus-response technique.

Learning Unit 10 Technical Specifications used for laptop

during a Sales Presentation

2. You have been appointed to sell laptops what information do you think you will need?

Product specifications Warranties Costing Extras

3. Sales technologies available to Salespeople

Internet Blackberry iPhone FAX Telephone Telecom Skype Web Seminar

The Sale Knowledge Process

Find out what knowledge is necessary. Availability, Reliability, & Validity of the Sales

Knowledge. Determine Knowledge Gap. Develop Sales Knowledge. Share Knowledge. Utilise the Knowledge. Evaluate the Knowledge.

Planning the Sales Call

Background research Internet Sources Peer-Review Company records

Learning Unit 11

What is a Sales Presentation: A meeting, appointment or a physical presentation of the product or service. (Adapted: Furtell, 2006: p.240)

Students to refer to page 100

The Purpose of Sales Presentations

To provide knowledge to the prospect – FAB. Allows buyer to develop an attitude for the

product. Generate desire for product. Stimulate Trail purchase. Educate Consumers.

** Student Manual Page 101.

Essential Steps within the presentation

Approach-Build Rapport - AIDA Fully discuss the product Present your marketing plan – How to resell Explain your business proposition – What’s in it for the

Customer “ Simpler, Better, Faster! Suggest purchase order Close – Ask for the Order Exit – Do not give up, Act as a professional!

***Students to refer to page 101 of Module

Sales Presentation Strategies

Salesperson to buyer – Discuss issues with prospect

Sales team to buyer group – Team gets to know Buyer group

Conference Selling – Market Co. Product and services at a conference.

** Students refer to page 102 of Module Manual

Sales Presentation Methods or Ways of selling

Memorised Selling / Structured Formula Presentation method / Semi-

structured Need Satisfaction Approach – Need

Awareness – Need fulfillment Problem-Solving Presentation

***Students to refer to Pages 102-105 for details

Persuasive Techniques during the sales presentation

How to be a better communicator. Ask Questions Keep the message Simple Create mutual Trust Listen Have a positive attitude

Persuasion through the art of suggestion

Suggestive Proposition – “ACT NOW!”

Prestige Suggestions – Celebrities

Auto Suggestion – Consumer Self Image

Direct Suggestion – Suggest prospect to purchase product

Indirect Suggestion – Buyer Influenced by sales presentation

Counter Suggestion – Let customer think why he needs the product. E.g. Education, Health Care.

**Students to refer to Page 106 of Module.

How to make a great presentation

Personalise it. Make it Fun. Build Trust. Be Diplomatic Keep Control over it.

Allowing the prospect to participate in the presentation will make it a winning presentation.

To encourage prospect participation

Ask Questions Allow the Prospect to use the product Do a demonstration Make use of Visual aids.

The Trail Close – an Element of the Sales Presentation

Trail Close? = Technique applied to determine buyer needs.

When? As soon as a strong selling point has been

made. After the presentation. After dealing with an objection. Before Closing the Presentation.

Cont…… Trail Close

Why Trail Close

To determine if the prospect likes FAB. Objection Success Rate. To determine hidden details. Customer readiness to buy.

Presentation Barriers

Interruptions – Repeat strong selling points, invite participation.

Competition – Attempt to avoid subject Follow-up – Evaluate performance.

REVISION EXERCISES P 109

1. Present Visual Aids, Do a demonstration, ask a question, go through research material.

2. Show materials, ask questions.3. A picture says a 1000 words.4. Personalise it, make it fun, encourage part capitation.5. Build customer loyalty, create mutual trust.6. Refer to page 101 – Essential Steps within a presentation.7. Presentation Methods – Memorised selling – formula selling –

need satisfaction – problem-solution.

LU-12 Handling Objections P. 110

Why do prospects object? To avoid the sales person Customer not properly qualified Lack of Technical Knowledge Financial constraints Social influences / Psychological beliefs

DID YOU KNOW:The +ve side to an objection is that the recipient is

concentrating to the sales pitch.

Preparing for Objections

Plan for objections: I cannot afford the product! Well Sir, we offer finance and your first installment

is free.

Anticipate forestall – Through experience you can improve your sales skill. Acknowledge objections: And validate objections with product

specifications or FAB. Handle objections to build mutual trust. Be positive Listen Understand objections and provide solutions Meet the objection Head on.

I think this product is a fake? No sir these are the warranties.

Try this milk? No milk is fattening! Don’t worry its low-fat.

Types of Objections

Hidden objection Stalling objection No-Need Objection Financial Objection Product Objection Company Objection

Objection Handling Techniques

Do not deny, dodge or ignore objections Rephrase objections to understand situation Ask questions Counter balance Objections – reinstate FAB Use product testimonial to re-sell strong points Attitude-Cool calm and collected, don’t get

personally involved.

** Student refer to page 114

Common techniques for handling objections

Direct Denial Indirect Denial Let it Go Compensation

Page: 115

REVISION EXERCISES LU 12

1. To re-iterate the features and benefits things such as quality & after sales service.

2. Explain the need to drill-down into the issues to better understand the situation.

3. Product Objection – Stalling Objections.

4. Financial Objection – Lack of Funds.

Raised Objections during the interview

5.1 Reschedule the meeting and leave.

5.2 State FAB

5.3 Explain that needs to be given more detail

5.4 Talk of quality and after sales service

5.5 Show customer testimonials

5.6 D.I.Y or training video provided

5.7 Agree but remember to follow-up

Closing the Sale - Learning Unit 13

Closing is the process of helping people make a decision that will benefit them.

Reading Buyer Signals

When the prospect asksHow soon can you deliver?Carefully examines product.Fills out an order form

** Students refer to page 119

Difficulties in Closing the Sale

Lack of Confidence Product does not meet customer needs Poor presentation skills Negative publicity Cultural bias

Completing the Sale

Keep the customer involved in the process. Reconfirm benefits Not to look for problems Help customer justify the decision Avoid interruptions

** Students refer to page 120.

Attributes of a Good Closer

A strong desire to close each sale Be Prepared Carefully understand the customer need Ask intelligent questions Earnestly listen to the customer The ability not to stop at the first “no” Ask for the order and remain silent The ability to get the order and move on

Essential Element in Closing

Be sure prospect has an understanding of the situation.

Present the complete story Tailor-make each presentation unique Consider prospect point of view Recognise buyer-signals Attempt Trail-Close Ask for the order Reconfirm Benefits Develop a positive and confident attitude of the Sale.

10 keys to successful Closing

Think Success Plan the Sales Call Confirm prospects needs Give a Great Presentation Use trail closes during and after the presentation Determine prospect real objectives Ask for the order Always be professional

Closing Techniques

Alternative Close: What colour would you prefer? Assumptive Close: Assume customer to buy Complimentary Close: Boost buyer ego with

compliments. Summary-of-benefits Close: Sell Benefits if the

product. Etc.

**Student to refer to page 123.

Closing Mistakes

Talks too much Over-Control Does not show benefits Over sight of prospect needs Weak Closing statements

Tupperware Case Study

1. How soon can you deliver?

Carefully examines product

Completes order form

2. Alternative Close – What colour or size do you prefer sir?

Negotiation Close – Style

Service and Follow-Up LU:14

Why Follow-up: To gain customer loyalty & Confidence.

Steps in the Follow-up:1. Make sure customer has the correct order.2. Thank the customer.3. Maintain high standard of service.

Service that Helps You to Keep Your Customers

Focus on continually improving customer service. Contact new customers often. Handle complaints promptly Do what you say you will do. Show appreciation for customer support Maintain accurate customer records Issue customer satisfaction surveys Make sure YOU provide Excellent Customer Service.

**Refer to page 126.

Way of Showing Appreciation

Send seasonal greeting cards Remember Birthdays Send newsletters Corporate gifting Thank-You E-mails SMS

How to deal with a loss of a Customer

Make personal contact – Understand why the customer was lost.

Maintain professionalism. Show you available in future.

Refrain from criticising – Never bad mouth the customer.

Keep in touch

Guidelines to follow when a customer complaint is Made

Obtain relevant details from customer Express regret about problem Show willingness to help Confirm sale through sales records Handle complaint quickly and positively Follow-up to make sure problem is resolved

Seven deadly sins of Business Selling

1. Lack of sufficient and proper knowledge2. Wasting time3. Poor planning of presentations4. Being over confident5. Lack of dependability and reliability6. To embarrass buyer7. Over-Selling

**Module Manual Page 127

Post-Purchase Dissonance

Expression of doubt as to their purchase decision. Ooo I should have had bought the bigger size.

Ways to change Dissonance into Consonance- Be realistic- Show the buyer how to use the product- Continue to reinforce buyer interest in the product- Ensure customer completely understand the agreements.

**Page 128 Module Manual.

REVISION EXERCISES LU: 14-Pg. 129

1. Size of item, Faulty product, Expired product.

2. To create Customer Loyalty, Builds customer confidence in brand.

3. Referrals, product knowledge

- sustainability

- profitability

- Loyal Customers are Heavy barriers to competition

Revision Exercises LU: 14 Conti….

Corporate Gifting Special Offers Demonstrations

4.2 Seasonal Greeting cards

Remember Birthdays

Loyalty SMS

Sales Management Functions

Function of the Sales Manager:- Planning and profitable sales force- Hire the right people- Provide sales training- Directing average people- Evaluate performance

Advantages and Disadvantages of Compensation Structures

Straight Salary Straight Commission Salary plus commission on all sales Salary + commission over quota

Benefits of Providing Training and Skills development to Sale staff

New techniques uncovered Motivation to sales team Clarify uncertainties Offers competitive edge Enhance team building Communications skills