The Art of Selling Chapter 1 Dr Senem

The Art of Selling Chapter 1 Dr. Senem SÖNMEZ SELÇUK

2 Key rules of salesmanship 3 dimensions of selling Selling stages INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

3 Salesmanship is negotiating, negotiating emphasizing, inducing and inducing making the prospective buyer to take a decision in favor of making take a decision going for the product being offered to him. In the words of W. G. Carter, “salesmanship is an attempt to induce people to buy goods”. s” INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

4 Key rules of Salesmanship Relation building Straight thinking Presentation INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

5 1) Relation building Building rapport with the customer is a crucial matter which helps the salesman in achieving high sales. How ? Smile – smile and the world will smile with you. A good smile Smile will give you an opportunity for smooth discussion Greeting - Always greet and empathize. Greeting General discussion – Don’t straight away jump to sales. General discussion Always start with a general discussion. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

6 2) Straight Thinking Logical – Be logical and don’t deviate. Logical Organized – Organize your presentation and Organized demonstration Valid evidence – Your facts and figures should be Valid evidence ready. Benefits of your product should show up. 1 1 2

7 3) Presentation matters a lot. It is the way a salesperson expresses himself, his company and his product. There is no specific presentation approach which will be successful in all cases. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

8 3 Dimensions of Selling [KATEGORİ ADI]Customer Competitors [KATEGORİ ADI] INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

9 1) The Customer Every great business is built on friendship. What does the salesperson need to know about the customer? The problem / need / requirement ? INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

10 How ? Uncover the customer’s need and then satisfy this need with the your product benefits Convert a need into a want. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

11 Need… To convert a need to a want for a specific product, you should demonstrate your product benefits in a way your product benefits that makes the customer realize the importance of your product. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

12 INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

13 Customer Buying Motives Convenience Appearance Safety Efficacy / Performance Economy Pride / Pleasure INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

14 2) 2) The Product knowledge is essential for the success of Product knowledge sales. It helps the salesperson show the customers what they will gain by buying his product. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

15 Why knowledge is important ? Because it gives the salesmen the three key elements of successful selling. Confidence Enthusiasm Professional selling KNOW LEDGE POWER

16 - Confidence Can you imagine a successful salesperson who is not fully aware of his product? ? You will feel confident if you know every details about your product and competitors. Gives you power for objection handling. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

17 - Enthusiasm Good product knowledge helps salesperson to make the customer see the product as he sees. Enthusiasm is contagious, let the customer catches it. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

18 - Professional Selling The knowledge of why a customer should use a certain product is as important for a salesperson as knowledge of what he has to sell. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

19 Gather and Provide General Information Understanding the need Introducing your product Advantages and Benefits INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

20 Introducing your product? Uncover the features of your product INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

21 Features ; They are the characteristics of the product. This is what the producer puts into a product to produce useful effects. A Feature is an ingredient or description of an aspect of the product. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

22 Introducing your product? Tell what action the feature will perform INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

23 Actions / Advantages ; They are the result of the feature. This is the way the product works, the effect of the feature is the most important thing. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

24 Introducing your product? Let know the consumer the benefit of the action performed INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

25 Benefits ; They are how the end user is improved. These are the final result of the action of the feature. Benefits state how the user is improved or getting better. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

26 Talking too much about the product features. Instead of selling product features, you should sell the effects and results of the product (benefits) INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

27 “Features never change but benefits do. do Depending on the needs. ” INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

28 DON’T ASSUME A benefit that’s important to one customer will be important to another customers Your customer on his own will translate your product features into benefits and buys it. Remember that is your role. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

29 Organizing The Presentation Feature action benefit (FAB) In this method, you start with the feature and explain its action and then come up with the benefit Benefit action feature (BAF) In this method of organization, you start with the benefit and then prove it with the action and relate this action to the feature. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

30 3) The Competitors INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

Competition - You have to accept the competition because there is no other choice. The basis of handling competition is to Sell The Difference - The difference may be in the product features, design and price. Or - May be in the salespersonality, presentation, and knowledge.

32 Importance of Competition Knowledge of competition provides the salesperson with a broad background for better handling of his job. What should we be aware of ? What are the products recommended to the customer’s by the competitive salesperson, and whether the specifications of these products recommended meet the customer’s requirements or not. How does the representative tell his story and demonstrations. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

33 Knowledge About Competition Includes: 1. Product comparison; The salesperson should be fully aware of the information about his product and the competing products, so as to discover the strong and weak points of competitors. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

34 2. Competitor selling activities; What are the products recommended to the customer by the competitive salesperson, and whether the specifications of these products recommended meet the customer’s requirements or not. How does the representative tell his story, the visual aids used, the give - away, models, charts, samples, reports, and demonstrations. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

35 What to Avoid: Do not include any reference of competitor in your sales presentation unless it is strictly needed. Never initiate the subject of competition, let the customer make the first reference. Do not allow the situation to take you away from the primary task, which is to explain your product. Never make a statement about the competitor before checking its accuracy. Never criticize competitors since criticism can be interpreted as poor salesmanship. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

36 Selling stages INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

37 Selling stages 1) Connection: Good personal relationship may positively Connection: affect customer receptivity. 2) Need: Identifying customers needs will help you get Need: the customer FOCUS. 3) Solution: Introduce your product, FAB ( Solution: FAB Feature, action, benefit). Let the customer evaluate and benefit determine whether the product would satisfy their needs. 4) Closing: Objection handling. Building trust. Closing: 5) Relationship: Provide post sales assistance. Relationship: INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

38 Important Objection handling ? He is not yet prepared to accept your product He is expressing a competitor’s counter-claim and wants to know whether this counter-claim is justified. He does not understand your explanation for an important point. He is interested in your story and wants it to be reassured. He wants to test your belief in your product. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

39 Objections can be turned into assets and opportunities by the skillful salesperson. Lets understand generic objections and what can be done to encounter them. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

40 Types Of Customer Resistance As a professional salesperson, you have to be able to identify and respond to these four types of customer resistance: 1) Misconception 2) Real objection 3) Lack of interest 4) Skepticism INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

41 1 - Misconception An incorrect negative assumption about your product due to a lack of information or the misunderstanding of information. Action : Provide the correct information to satisfy the customer INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

42 2 - Real Objection A legitimate shortcoming or disadvantage of your product. Action : Use the YES…BUT technique. Minimize the objection by maximizing the other great benefits of your product. Try to position your product in an indication in which its disadvantage is not of great importance INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

43 3 - Lack Of Interest Disinterest in your product because of satisfaction with a competitor product. It is the most common situation in the field. It is a challenging situation and when you pass it, you will enjoy success. Action : Express your product advantages and benefits over the competitor. Support this step with more benefits. Note Fully detailed knowledge about the competitor is essential.

44 4 - Skepticism Disbelief that your product can provide the stated benefit. It occurs after you reinforce the suspected benefit. Action : Restate what you have just said using strong and confident words. Voice tone provides you with 50% of success. Offer documents such as trials, journals…. etc. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

45 Accept the decision Customers take decision to accept or accept refuse products. Greet and start focusing on next customer INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

46 Why We Use Visual Aids? 1) Attract attention 2) Increase retention 3) Improve comprehension INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

47 We remember 10% of what we hear We remember 20% of what we see We remember 65% of what we see & hear simultaneously INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

48 When using a visual aid: Illustrate one point only. Relate to prospect’s needs. Keep control of visuals. Make it coincide with what you say/want to stress. Make it seen by your audience not you. Keep it clean & ready for use Use pen or marker. INTF 356 - International Sales & Negotiation Techniques INTF 356 - International Sales & Negotiation

49 The 10 Golden Rules of Successful Selling 1) The successful salesperson is not a “Good” or “Fast talker” the opposite is true – he is a good listener 2) The good salesperson does not sell to “anybody”; he first finds and qualifies the right prospect 3) The good salesperson does not go into a call “blindfold"; he is carefully prepares the call by setting objectives and planning his strategy. 4) The good salesperson looks for dialogue right from the start and therefore begins with an approach and question. 5) The good salesperson does not present the product or services until he has learnt what the prospect’s needs and buying motives are

50 The 10 Golden Rules of Successful Selling 6) The good salesperson presents only those features and benefits of features and benefits his product or services that relate to the prospect’s needs 7) If the prospect raises an" objection” the good salesperson does not view it as resistance but rather as an opportunity to respond to the prospect’s needs in more detail. If it is a real concern, he accepts it, deals with real concerns, satisfies the customer’s need, responds by picking up on anything positive. 8) The successful salesperson tries to close whenever he hears a buying signals indicating that the prospect could be ready to buy. 9) The good salesperson knows that the post call review is already the post call review start of the next call. 10) All in all, the professional sales person’s goal is not to sell, but to help his prospect buy and to arrive together with him at a Win-Win situation. his prospect buy

Great things are not done by impulse, but by a series of small things brought together. Vincent Van Gogh