INTRODUCTORY CHRISTIAN SALESMANSHIP I Presented by Howard F

INTRODUCTORY CHRISTIAN SALESMANSHIP I Presented by: Howard F. Faigao, Director Publishing Ministries Department General Conference of SDA

OBJECTIVES AND EXPECTED RESULTS q. The LE student will understand the threefold preparation needed for successful Literature Evangelism. q. The LE student will know the different types or styles of non-Christian selling practices to be avoided and the ideal and professional salesmanship to be followed. q. The LE student will be well acquainted with the progressive steps of the Sales Interview and the sales principles involved in each step. q. The LE student will be able to master a canvass talk, demonstrate a role-play, and do actual field sales interview.

NOTE TO INSTRUCTOR q. In order to accomplish the objectives of this course, the number of hours for each section of the training are recommended as follows: q. Required number of hours: q Lecture q Role Play q Field Work q Review q Total ------------------------------------------------------- 6 Hrs 2 Hrs 12 Hrs 4 Hrs ==== 24 Hrs

Introductory Salesmanship GENERAL OVERWIEW PROPER-SALES INTERVIEW A. Definition of Terms A. Attention B. Types of Selling B. Interest C. Sales Process C. Desire D. Preparation D. Action POST-SALES INTERVIEW A. Building Good Will B. Evaluation

FROM THE PEN OF INSPIRATION “More than one thousand will soon be converted in one day, most of whom will trace their convictions to the reading of our publications” (CM p. 151).

FROM THE PEN OF INSPIRATION “The press is a power; but if its products fall dead for want of men who will execute plans to widely circulate them, its power is lost. . . By judicious calculation they can extend the light in the sale of books and pamphlets. They can send them into thousands of families that now sit in the darkness of error. ” (Testimonies Vol. 4, p. 389)

FROM THE PEN OF INSPIRATION “We must carry the publications to the people and urge them to accept, showing them that they will receive much more than their money's worth. ” Ibid. , pp. 389, 390, 392

DEFINITION OF TERMS q. SALE - is the transfer of title or ownership of property, goods, service or idea from one person to another for a price. q. SALESMAN - is the person who brings about the above mentioned transfer. q. SALESMANSHIP - is the ability to convince or persuade people to buy or barter goods, property, idea or service according to what will best suit their needs.

FACTORS IN SELLING q. Producer - Publishing House q. Product - Books & Magazine q. Salesman - Literature Evangelist q. Market - People

Types of Selling Approaches q. INAPPROPRIATE SELLING PRACTICES q. CHRISTIAN AND PROFESSIONAL SALESMANSHIP

Inappropriate Selling Practices q. The Flatterer - keeps on flattering the prospect. q. The Liar - promises fantastic guarantees which are not so. q. The Beggar - uses begging as the way to selling. q. The Briber - promotes kickback, representation expenses, etc. q. The Intimidator - uses threat to intimidate the prospect. q. The Peddler - like a “walking store, ” bringing all items, allows the prospect to choose the item he prefers to buy. q. The Order-Filler - gives the costumer only what he asks for. q. The Unethical - exhibits unethical behavior to make a sale. q. High Pressure - uses force in selling.

Christian and Professional Salesmanship Satisfying Customer’s Needs q Professional salesmanship is a Christian and professional way of conducting his work. q It is primarily concerned with the satisfaction of the costumer’s needs. q He diagnoses the need of the prospect and presents his products accordingly and convincingly.

Christian and Professional Salesmanship LE as Missionary Salesman A literature evangelist is a Missionary Salesman. Therefore, he must choose only selling practices which are in accordance with Christian principles. “Canvassers need to be daily converted to God, that their words and deeds may be a savor of life unto life, that they may exert a saving influence” (CM, p. 48).

Phases of Sales Process q. PRE-SALES PREPARATION o The Literature Evangelist does his preparation before going out to work. q. PROPER-SALES INTERVIEW o The LE does his actual Sales Presentation in the presence of the prospect. q. POST-SALES EVALUATION o Accomplished after sale is consummated.

Pre-Sales Preparation SPIRITUAL UPLIFTMENT Literature Evangelism is a ministry of leading men and women to Jesus Christ. Therefore, it must be conducted from a spiritual standpoint, and the Literature Evangelist must be a deeply spiritual worker. He needs. . . o Complete Dedication o Soul-Winning as the principal objective in mind o Obedience to Heavenly Principles (tithe, offerings and others) o Study of the Bible and Spirit of Prophecy

Pre-Sales Preparation MENTAL PREPARATION q. Knowledge of the Book You Sell o A knowledge of the Facts - Know the number of pages, pictures, editions, languages, books sold, chapters and articles, type of binding, author & etc. o Knowledge of the Benefits - Identify the benefits provided by each book/literature he sells. q. Memorizing a Standard Sales Talk

Benefits of Memorized Canvass q. It provides the best approach and selling points used and proven effective by most successful LEs. q. It provides concise yet accurate facts and benefits about his books and magazines. q. It eliminates repetition and saves time for both the salesman and the prospect. q. It guarantees effective sales presentation by having the sales points arranged in a logical sequence. q. It gives self-confidence to the LE, especially to the new ones.

Pre-Sales Preparation CANVASSING TOOLS q. Well Illustrated Prospectus q. Presentable Briefcase q. Clean Book Samples q. Contract Forms and Receipts q. Nice Looking Pen q. Recommendation/Introductory Cards q. Prospect's Information

STEPS OF PROPER SALES INTERVIEW A - ATTENTION I - INTEREST D - DESIRE A - ACTION

Steps of Proper Sales Interview 1. Approach A - TTENTION 2. Bridging to the Heart 3. Bridging to the Mind I - NTEREST 4. Creating the Need

Steps of Proper Sales Interview 5. Product Presentation D - ESIRE 6. Handling Objections 7. Closing the Sale A - CTION 8. Sales Contract

Steps of Proper Sales Interview q. ATTENTION q. INTEREST q. DESIRE q. ACTION 1. Approach 2. Bridging to the Heart 3. Bridging to the Mind 4. Creating the Need 5. Product Presentation 6. Handling Objections 7. Closing the Sale 8. Sales Contract

Attention 1 - APPROACH q. Pre-Approach This begins the moment the prospect sees you. So, it is important to conduct yourself or act impressively even before you see the prospect. o o o Have proper attire and physical appearance. Exhibit a positive attitude. Walk briskly. The prospect may be observing you. Knock at the door firmly. Take a step backward as you wait for the door to open.

Attention 1 - APPROACH q. Approach Proper This is accomplished when the LE and the prospect meet each other, usually at the door. It is important to do this properly in order to gain entrance into the home. As the door opens, greet him and introduce yourself. Example: “Good morning, Mrs. ______? I am ______ of the Home Health Education Service. My visit is in the interest of your children, Mary and John. May I step in as I explain briefly? Thank you!”

Attention 2 - BRIDGING TO THE HEART This is a process of creating and building the confidence of the prospect: q. Establish good rapport and win the prospect’s confidence through respect, courtesy, and friendliness. Be enthusiastic. Enthusiasm is contagious. q. Know your prospect, together with the family members q. Mention favorable comments about them which you learned through “advance information” from previous customer.

Attention 2 - BRIDGING TO THE HEART Talk to the prospect about his interest or about things which he loves, like: i. Flower Garden ii. Wall Paintings iii. Children iv. Pets v. Hobbies

Interest 3 - BRIDGING TO THE MIND This is designed to alert the customer’s mind as you begin creating the needs. Approaches: A. Statement of Concern – By sharing your burden with honest and sincere interest in helping people cope with present and potential problems which is the main objective of your visit. B. Current Events – By mentioning current events, showing newspaper clippings and mentioning new from radio and TV. C. Use of Startling Facts – By using startling facts or statements to arouse the prospect’s curiosity.

Interest 3 - BRIDGING TO THE MIND q Statement of Concern - Example “Mrs. Johnson, there is a growing concern among parents today regarding the influence of the secular society upon our children. Drug abuse, television, and destructive literature, especially pornography, are taking their tool upon the youth of our country. Parents are asking what they can do to. . ”

Interest 3 - BRIDGING TO THE MIND q Current Events – Example “Mrs. Garrett, in these newspaper clippings that I gathered sometime ago, there is a story of a mother who gave birth to a baby having two heads coming out from one body. The newspaper said that the mother had been smoking and taking drugs during her pregnancy. ”

Interest 3 - BRIDGING TO THE MIND q Use of Startling Facts – Example “Mr. Edward, do you know that 56% of all deaths are the result of heart diseases? ”

Interest 4 - CREATING THE NEED (PROBLEM) q Most people are not aware of potential problems that may occur to him personally or his family. q It is the responsibility of the LE to Identify and Create the problem-need of the prospect in his conscious mind. q The Question is HOW ? ? ?

Interest 4 - CREATING THE NEED (PROBLEM) Use a well-arranged pictorial prospectus and newspaper clippings to accomplish the following: q For Character Building Books: 1. Show the evidences of increasing juvenile delinquency. 2. Show the dangers of using drugs and the evil effects of destructive literature and television. q For Spiritual Books - Point serious world condition. q For Medical Books - Explain the increasing number of illnesses and the excessive costs of medical treatments.

Interest 4 - CREATING THE NEED (PROBLEM) These problem-needs can be transformed into the different categories of Buying Motives. Why do people buy Books?

From Needs to Buying Motives q Fear and Security – Increasing juvenile delinquency; increasing number of illnesses; dangers of using drugs. q Pride – The aspiration of having successful, welltrained, and professional children; psychological satisfaction of being classified into families with complete educational and professional library. q Knowledge – The desire of housewives for knowledge on how to cook for their families; desire of husband wives to know the secrets of having good family relations.

Desire 5 -PRODUCT PRESENTATION (SOLUTION) The presentation of the books must be focussed on How they will meet the needs already created in the mind of the prospect. They must provide … “Solution” to the “Problem – Need” HOW?

Desire 5 -PRODUCT PRESENTATION (SOLUTION) q. Know all the facts of the book he is selling: o o Authorship Contents (chapters, colored pictures, pages, etc. ) Physical make-up (binding, cover, paper, size) Other features (number of editions, copies sold) q. Identify the benefits of each fact and present both of them in logical sequence.

Desire 5 -PRODUCT PRESENTATION (SOLUTION) Explain the following benefits before closing: o Character development o Medical savings o Good health and happy home o Peace of mind

Desire 5 -PRODUCT PRESENTATION (SOLUTION) Picture the benefits in terms of money! Example: “Mrs. Johnson, this volume of “Healing Wonders of Water” contains 45 practical ways of treating different illnesses. This book costs you only US 10. 00. That means only 22 cents per healing treatment. And you can use these ways over and over again! Isn’t such service a worthy investment for the health of your family, Mrs. Johnson? ”

Desire 6 – HANDLING OBJECTIONS q. What is an Objection? q. When do Objections Arise? q. Why do Prospects Make Objections? q. How do you Handle Objections?

Desire 6 – HANDLING OBJECTIONS WHAT is an Objection? Objection is a Reason or an Excuse given by the prospect for not buying or delaying his/her decision to purchase.

Desire 6 – HANDLING OBJECTIONS WHEN do Objections Arise? q At the Door Objections at the door may arise when the LE is slow in establishing a friendly contact. Sometimes the prospect had a bad experience in the past and is prejudice to any salesman. q During the Sales Presentation Objections occur at this stage of your Sales Interview when the prospect has no interest.

Desire 6 – HANDLING OBJECTIONS WHY Do Prospects Raise Objections? q Failure to Create the Need – Prepare the mind of the prospect by showing statistics or reports that will make him aware of his needs. q Failure to Identify Benefits – When the prospect doesn’t see the Benefits, he will object. Therefore, after successfully alerting the prospect of his needs, enumerate the benefits of your product and how they will meet those needs. q Monotonous Presentation – Conduct your presentation in a dialogue, inviting the prospect into the conversation by asking “pertinent questions. ”

Desire 6 – HANDLING OBJECTIONS Categories of Objections? q Pretense Objections The prospect raises objections based on pretentious reasons. q Self-Generated Objections The objection is caused by the poor performance of the salesman. q Valid Objections These types of objections caused by reasonable circumstances, like time element and emergencies.

Desire 6 – HANDLING OBJECTIONS HOW to Handle Objections Properly handled, Objections can be Friends and not Foe. q Be calm, appear relaxed, and smile. q Listen to the prospect. q Thank the prospect before attempting to explain. q Review the potential problem-needs and summarize the benefits again.

Action 7 - CLOSING THE SALE WHEN is the proper time to close? q Many Literature Evangelists make the mistake of trying to close too early before the prospect understands the benefits. q Others miss earlier opportunities of closing by waiting until the entire sale presentation is over. q An alert Literature Evangelist must be aware of Buying Signals.

Action 7 - CLOSING THE SALE Buying Signals Spoken Words Physical Actions The prospect may ask. . . The prospect may. . . q For the price q Raise his eyebrows q That you repeat some details q Give a nod q About delivery time q Or give you other verbal indications of interest. q Make positive looks q Keep on looking at the contract receipt q Get the book from you for personal examination.

Action 7 - CLOSING THE SALE Steps in Closing the Sale: q Always put God’s things first. q Picture future benefits. q Summarize the benefits in order to exalt the value and to minimize the price. q Be positive. Always have the attitude the prospect will buy.

Action 7 - CLOSING THE SALE Methods of Closing “Alternative Close” q“Which binding would you prefer the hard bound or paper bound? ” q“Which language is more favorable to you, the English edition or the local language or dialect translation? ” q“When would you like this book delivered to your home, on June 15 or July 15? ”

Action 7 - CLOSING THE SALE Methods of Closing “Ask for the Order Close” This is accomplished by simplying that the prospect will buy. Examples: q“When would you like your copy or this set delivered to you? ” q“Would you please write your complete name and address here, Sir? ” (Show the contract receipt).

Action 7 - CLOSING THE SALE Methods of Closing “Benefit Summary Close” This is done by summarizing all the benefits provided by your books or literature.

Action 8 – SALES CONTRACT CASH SALES In countries where the circulation of our literature is done on Cash basis, this process is quick and simple. All you need to do is to issue the sales invoice.

Action 8 – SALES CONTRACT ORDER BASIS After the contract for the order has been completed and signed, the LE has to request a Down Payment or a Deposit. WHY? q. To make the order contract more binding. q. To make it easier for the prospect to pay upon delivery. Ex “Mrs. Cruz, we still have one section here not filled up – the deposit. Usually, it is 50%, but we can arrange for you even 20% only. The bigger the deposit, the easier it will be for you to pay the balance during the delivery. How much will you prefer? ”

Steps of Proper. Sales Interview q. ATTENTION 1. Approach 2. Bridging to the Heart q. INTEREST 3. Bridging to the Mind 4. Creating the Need q. DESIRE 5. Product Presentation 6. Handling Objections q. ACTION 7. Closing the Sale 8. Sales Contract

Post-Sales Interview 1 - BUILDING GOOD WILL Commendation and Appreciation q. Commend the prospect for the good decision he made to buy. q. Re-assure him about the benefits of the book.

Post-Sales Interview 1 - BUILDING GOOD WILL Requesting for Advanced Information q. Advance information enhances the capability of the Literature Evangelist to gain entrance to the home and develop friendship with the prospect. a. Name b. Job c. Children and Age d. Religion e. Interest f. Special Problem q. Promise your costumer that this information will be kept confidential.

Post-Sales Interview 1 - BUILDING GOOD WILL Re-Establishing Friendship At the start of your presentation [Proper-Sales Interview], you already have established friendship with your prospect. Now he is your costumer. q. Re-assure him that you also are now his friend. q. Enroll him to the VOP Correspondence Course. q. Request to offer a prayer. q. Promise him to come back when new books are available.

Post-Sales Interview 2 – EVALUATION – (AT HOME) Review of Presentations (Canvass Talk) When home at night, it is beneficial to review your sales presentations done during the day. q. Analyze where you have succeeded, q. Where you have failed, and q. Why.

Post-Sales Interview 2 – EVALUATION – (AT HOME) Review of Objections q. Recall and analyze all the objections you met during the day. q. Study possible solutions and how to handle them efficiently next time. q. Endeavor to constantly improve your techniques.

Conclusion “The canvasser [Literature Evangelist] should not rest satisfied unless he is constantly improving” (Testimonies, vol. 5, p. 396). He should be “constantly improving in manners, in habits, in spirit, in labor” (Gospel Workers, p. 283).

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