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Selling skills
Prepared by Dr:Ayman Al-GhamryTABUK Pharmaceuticals
At the end the audience will be able to:
1-understanding the meaning of sales call2-practice sales call planning
3-identify buying motives4-practice sales call planning
5-implement different approaches and presentation techniques
6-transform features into benefits to satisfy partners need
7-sharpen questioning techniques8-handle customers responses and objections
9-develop various types of close10-use visual aids
11-utilize observation skills12-practice haw to sell to a busy customer(short call)
Objectives*to sharpen the skills, abilities and the
behaviors in selling for participants in order to sell better and improve professionalism
What is selling?-act of persuading another person-process of inducing and assisting
-selling situation of persuasionBased on win-win situation))Personal or impersonalPersonal: face to face communicationImpersonal: involve no face to face communication
Need or motive!!!!!!Need >>> creation or uncoverNeed >>>satisfactionMotive>>>is what causes people to act
Features/benefits-features: specifications of product or
service-benefits: value to the customer
Customers always buy>>>>> benefits
Buying motives*to buy= to satisfy need
*we know 6 buying motives which are equal importance
*to find out buying motives ask questions
*let customer buy for his reason not yours
Buying /motivesPossession:1-making a gain
2-avoiding a lossExperience:3- having pleasure,engoyment,comfort,convenience
4-avoiding pain.worrios,problemsRecognition:5-posting self-satisfaction,pride
6-gaining social aproval,pristige
Steps of a sales cycle1-before the call:
1-prospecting 2-preparation
2-during the call: 1-approache
2-presentation 3-responses
4-close3-after the call:
1-analyze
Before the call
ProspectingQualifying,classifying,categorising them
PreparationFirst part: setting your objectivesWhat do you want to sell?
S>>>>>specificM>>>>measurableA>>>>>ambitiousR>>>>>realisticT>>>>>timely limited
objective
Before the call
Second part: planning the callPrepare-:
1-approache2-questions to uncover needs ,verify
assumptions3-benefits to satisfy needs
4-responses to possible reactions5-use of visual aids
6-ways of close, gaining commitmentsPlan your work then work your plan
During the call
1-approache2-presentation:
- probing(open&closed)- reinforcing
3-customers responses4-closing
Approach(opening)
*what is approach?Skills of capturing customer attention and focusing on sales call
*why?-secure access-gain attention
-create a positive interest*parts-:
1-greeting/introduction 2-techniques:address buyers needs
Step 1:identefy a known or presumed customer needStep2:propose feature or benefit that satisfy this need
3-ask a question
presentation
-the purpose of this stepTo satisfy the customer need or motives with the features and benefits of our product
-built on>>>>>positive two way comunication
presentation
*first step of presentation:To uncover the customers need by effective use of questions
*second step of presentation:-to start matching product benefits
with the customers needs/wishes in order(reinforcing)
-to find the decisive buying motive
presentation
We help the customer to make buying decisionWe know: the features of our productWe define: as many benefits of our product as needed or as enough(6 buying motives)We look for: the customers buying motives and matching our benefits with this needs
What is probing?
Probing is the skills of questioning to uncover the customers needs
Types of probes
Open probe: question that invites as extended explanationClosed probe: a question that can be answered in a single word often yes or noNever start with closed probe
Forms of probe
Form objective construction
Open -ended -find, clarify needs-check assumptions
-obtain information in breadth
-demonstrate interest
Who whichWhere whenWhat hawCareful with why
Closed-ended -get precise ,quick response/decision
-ask for information-give information
Yes/noI don’t know
Benefit-tag -present one benefit matching a need
-obtain decision if benefits appeal
Closed ended questions following one benefit
Probing strategy
Confirmation of persumed need
Sequences of questioning
Questioning phaseDiscover the customer needs/buying motives
Here you should know enough
Presentation phase, check if specific benefits needs
If answer is no answer more open question
Close, ask for order or commitment
reinforcing
-reinforcing is:The skill of satisfying customers needs with the products features and benefits
-reinforcing: firmly establishes you as a strong problem solver and show the customer why your product is needed
reinforcing
-what are the signals that tell you when to reinforce?
*a clear need stated by the customer in his Owen words
*Confirmation by the customer of a presumed need that was first expressed by you in a closed probe
reinforcing
-steps of reinforcing-:Step 1:praphrase the customer need
- express direct agreement- restate the customer need
Step 2:propose a feature and benefit that satisfy this need
Customer responses
1 -positive customer responses2 -positive/negative customer
responses3-negative responses
Positive customer responsesA)Prospects voice inflections and positive commentsseller reactions:Praise and show approval for nice comments/answersExample:
-I am very glade you mentioned this-I am very pleased to hear that
B)Statement which show hesitations:Using terms or starting statement like-:
-I suppose that-I probably should
-I hardly believe that-may be,,,,,,,perhaps,,,,,,it seems
_these statements are not rejection for your proposal they only express hesitations,doubts,missgivings…….but are also signs to keep selling,the prospect want to know more about your product>>>>>perhaps move to another benefitSeller s reactions:Isolate doubts by questioning then eleminate it and change to another benefits
Positive customers responsesC)Prospect continuous talking, but making statements not appealing to you
**that mean he is talking without dissatisfaction **if the prospect is still talk about the product he
has some interest in it.statments that do not directly state a dislike or a disapproval of your proposal or product, should be considered positiveSeller s reactions:Let the prospect talk then point out another benefit: might also be an oppurtunity to close
Positive customers responsesD)non- verbal customer behavior:
-If he is looking for your visual aid,sample,plan
-keep an eye on body language,wheather it express rejections, approval
-He will often signal interest through body language while being verbally skeptical
-Or--he makes a verbal positive statement and
signals disinterest through body language
Positive negative customer response
Statements with a positive and negative aspectExamples:
-yes……but-I agree although
-I like that however!!!-it s an excellent product but!!
Seller s reactions:Pick up on the positive only use it,just ignore the negative portion
Negative responses
There are 4 types of customers resistance-:
1-misconceptions2-real objections3-lack of interest
4-skepticism
Negative responses
type Definitions
Misconceptions An incorrect negative assumptions about your
product due to lack of information or misinformation
Real objections Legitimate short coming or disadvantage of your product
Lack of interest Disinterest in your product because of satisfaction of
competitor product
skepticism Disbelieve that your product can provide the stated benefits
Strategies to deal with customers resistance
resistance Usually occurs general Strategy
Misconceptions Any time Provide correct information
Real objections Any time Reduce shortcoming and emphasizes
benefits
Lack of interest At the beginning of the call, after your
initial probe
Turn an area of dissatisfaction with competitor product
into an area of need of your product
skepticism Directly after a benefit statement
Offer proof
Misconceptions
A misconception is a customers incorrect negative assumptions about your product or company due to lack of correct informationsStrategy for dealing with misconceptions:Step1:probe to clarify the customer needStep2:tactfully provide the correct information to resolve the misconceptionStep3:emphasize the positive information u have provided
Real objections
A real objection is resistance based on legitimate shortcoming or disadvantages of your productStrategy for dealing with real objections:Shift the balance in favor of your product benefitsStep1:probe to clarify the customer s concernStep 2:aknowledge the customer s concernStep3:reduce the impact of shortcoming on the customerStep4:emphasize the benefits of the product
Lack of interest
Lack of interest in your product is almost always due to satisfaction of competing productStrategy for dealing with lack of interest
*use series of closed probe to uncover areas of customer needs
*selling against the competition*turn an area of dissatisfaction with the
competing product into an area of need for your product
*when you uncover a customer need your product can satisfy, you reinforce it
skepticism
Skepticism is disbelieve that your product really provide a benefit that you canStrategy for dealing with skepticismStep 1:emphasize the benefit in questionStep2:prove the benefitStep3:explain the benefit
Typical buying signals
-yes I like your product-I think I could use it
-it sounds good to me-who else is using it?
-I may need to order 100 pieces-haw about delivery?
-it s easy to apply-do I have to decide at once?
-haw much does it cost?-ill try it on the first 5 cases
-haw much your stock in the pharmacy?
Closing>gaining commitmentIt’s the skill of obtaining the customer agreement to act by asking a closed ended questionType of requests:
1-trial use: to get the customer to use the product on a trial basis
2-continued use: to get the customer to continue use the product at the same level
3-extended use: to get the customer to use more of the product(advocate)
Types of closes
1 -direct close:>> haw many of this product you will prescribe this week?
2-either /or close:>> do you like once or twice /day?...............you will prescribe the 50 mg or 100 mg?
3-step- by step close:>>help the customer to decide
4-summery close>>review by summery the accepted benefits only(don’t add anything new)
5-incentive close>>if you order now you will get additional discount
>>>if you start to prescribe now you will have time to conclude the first 25 cases
6 pre-requisites before closing
1-customer completely understood your (offer,detaling)
2-real buying motives found out and addressed
3-customer has confidence in you and your company
4-a well prepared close5-the right timing
6-customer has the authority to buyWin- win situation
Post call analysis
Main objectives of post- call analysis:*to initiate action/follow through on
promises*to make a personal evaluation of your
sales call*to help you in your prospecting
*set sales call objectives for your next call
Visual aids
We remember 10% of what we hearWe remember 20% of what we seeWe remember 65% of what we see and hear simultaneouslyWhen using a visual aid:
-illustrate one point only-relate to customer needs
-keep control of visuals-make it coincide with what you want to say/or
want to stress-keep it clean and ready for use
-Be sure that you know every thing and every data
The short call
Purpose: to make maximum use of limited time with the customerConstraints: a time pressured customer will want information not conversationStrategy:
1-present product features and benefits to meet known or persumed needs
2-ask for action as soon as possible3-attempt to expand the length of the call
whenever possible
practical steps for short call
(1)Introduce your self(2)Customer gives a time limit signal
(3)Open the call(4)Present additional features and
benefits(5)Ask for action
Building rapport
Keys to success:Product competence, confidence, interestMethods:
-offer service-be responsive to needs-fulfill promises promptly
-be courteous and professional
bridging
What is bridging?The skill of managing the sales conversation by making a smooth transition between subjectsPrinciples of bridging:Avoid abrupt transitions, and bridge smoothly and naturally from one subject to the next
The 10 golden rules for successful selling
1 -be good listener2-find and qualifies your customers(not every body)
3-set your objectives and plan your strategy4-the good sales man looks for dialogue right from the start and
therefore begins with approach and questions5-don’t present the product until you know the customer needs and
buying motives6-post features and benefits of your product that relate to the
customer needs7-whenever there is objections>>> its oppurtunity to respond to
the customer needs and pick up on any thing positive in your product(objection is an oppurtunity)
8-close the call when you hear or see a buying signals9 -the post call analysis is the start of the next call
10-your goal not to sell but to help your customer to buy and to arrive together with him at a win –win situation
My theory
Trust your selfTry to learnAsk for helpDo your best
As there is a second chance this mean The end not yet
With my best wishes and best regards