Effective Selling Techniques

Everybody Sells!
 Each of us develops communication
techniques for trying to get our way in
life.
 You are involved in selling when you want
someone to do something.
 You use persuasion skills to persuade
someone to act.
The Buying Process / How do
People Buy?
 Recognition of the Need

 Information Search

 Evaluation of Alternatives

 Purchase Decision
Buying Considerations - FAB
 Features: Size, Colour, Price, Shape

 Advantages: Ease of use,

Comparison with competitor,
Durability

 Benefits: What’s in it for me?

Practical & Psychological
Benefits
From whom do people “buy”
People buy from:
 Firms they like or know
 Firms they like and trust
 Firms who have the best product or
service that satisfies their need, even if
they don’t like them
If people like you, they’ll listen to you, but if
they trust you, they’ll do business with
you.
– Zig Ziglar (Hilary Hinton)
American Author, Salesman, Motivational
Speaker
What is “Selling” in commercial
terms?
 It is nothing but “Exchange of a Product
or Service for Consideration (Money)”
 The three components of Sales:
1. The Product / Service
2. The Seller
3. The Buyer
Selling Styles
 Traditional – Guided by Self Interest –
Product Pusher

 Professional – Takes care of Customers

 Golden Rule – Customer’s Interest is

most important – Solution Provider
Selling Styles
The golden rule for every business man is
this: 'Put yourself in your customer's
place.‘

Orison Swett Marden

 Sales Trends
From To
Transactions Relationship
Individuals Teams
Sales Volume Sales Productivity
Management Leadership
Local Global
Common Selling Techniques
 Direct selling - salespeople deal directly with customers face to face.
 Retail selling - products are offered through a shop that customers can
visit.
 Agency selling - an agent sells products and services on behalf of the
supplier.
 Telesales - products and services are sold directly on the telephone
without face to face contact.
 Door to door selling - salespeople visit potential customers in their homes
and sell to them directly.
 Business to business selling - businesses sell directly to other businesses.
 Business to government selling - businesses develop solutions and sell to
government agencies and departments.
 Mail order selling - customers buy directly from a catalogue without seeing
the product firsthand.
 Online Selling - products and services are sold directly on the internet
The Sales Process
 Lead Generation / Prospecting
 Pre-call Planning
 Opening
 Probing / Need assessment
 Presenting
 Handling Objections
 Closing
The Sales Process – Post Sale
 Servicing / Transacting
 Post Call Analysis
 Documentation
 Referral
Lead Generation / Prospecting
 Lead generation is the process of generating
consumer interest or inquiry into products or
services of a business. A lead is a person that has
expressed some level of interest in your offerings.
 Lead generation is the key to sales success.
Without proper leads there can not be good
number of sales.
 The time spent for Lead generation should be
more than the sales presentations that you do,
because without proper leads there would be no
sale.
 Use all kinds of methods from direct marketing to
web marketing for lead generation.
Lead Generation Strategies
 Advertising
 Public Relations
 Database Lists
 Internet / Website
 Promotional items – Gifts, Stickers,
 Networking
 Cold Calling
 Referrals
Lead Generation Matrix
No. Strategy Expected No. of
Leads
1 Advertising 10
2 Website 5
3 Networking 5
4 Cold-calling 25
5 Referrals 5
Total 50
Lead Generation
 A qualified lead should fulfil following
criterion:
a) The person should have the “Authority”
to take decision
b) The prospect should have the “Budget”
to avail the product or service
c) And most important is the “Interest” or
“Need”
Pre Call Planning
 Take the time to plan your call
 Know your Product / Service inside out
 Research the customer & his needs
 Know your Competitors
 Determine the key questions that your should ask
 Prepare key points you want to make
 Keep your tools ready
 Have a contingency plan
 Anticipate Objections
 Prepare your opening statement
 Have back up objectives
 Don’t over-think
 Know that plans fail
Opening
 Be on Time
 Greet the prospect professionally
 Introduce yourself & your business
 Express Gratitude
 State the purpose of your call
 Explain how the call will proceed
 Start probing
Most people think "selling" is the same as
"talking". But the most effective
salespeople know that listening is the
most important part of their job.
– Roy Bartell
Probing
 Asking question to gather information
and understand the customer‘s needs
 Open Probe: to know the objectives,
need, current situation & personality
profile
 Close Probe: The answer can be “yes” or
“no” or a very limited response
Presentation
 Practice and Customize Your Presentation
 Build Rapport and Qualify
 Be Friendly, Enthusiastic and Professional
Looking
 Use Visual Aids
 Get the Prospect Involved
 Emphasize Customer Service and Long
Term Relationships
Use your FAB’s
 Feature – Physical Characteristic
o Buyer thinks “So What?”
 Advantage – Performance
Characteristic
o Buyer thinks “Prove It!”
 Benefit – Favorable result from
advantage
o Benefits are what people buy!
USP
 Unique Selling Point is nothing but that
strongest benefit which makes your
product or service better than the
competitors.
 Find out the USP for your product or
service & use it in your presentations
UPB
 Unique Perceived Benefit is the benefit
that the customers derives from the
product or service on offer.
Sell Sequence
 S – Show Features – Physical
Characteristics

 E - Explain Advantages - Performance

Characteristics

 L- Lead into Benefit – Result of Advantage

 L- Let Customer Talk – Ask for Opinion

Avoid These Mistakes...
 Lack of Preparation
 Information Purging
 Failure to include the customer in
presentation
Objections

Objections are not your

enemy
But an “Opportunity”
Resolve it & get a “Sale”
Objections
 Scepticism – Doubt about the product or
service

 Apathy – Not interested, Not needed

 Misunderstanding

 Drawback – the product doesn’t suit the

need
Objection Handling
 Hear them out & write it down
 Answer the objection & explain
 Don’t argue
 Don’t attack after overcoming the
objections
Closing
 Identify the buying signal – verbal or non
verbal
 Verbal – Which model or variant suits me
the best?
 An example of a non-verbal buying signal
is the customer holding or using a
product as if they already owned it
 Once your get the buying signal stop
“selling”
 You don't close a sale; you open a
relationship if you want to build a long-
term, successful enterprise.
Post Call Analysis
 What went wrong / right?
 Why / How it went wrong / right?
 What could have been done to make the
call better
Have Goals / Objectives
 Business without “Goals or Objectives” is
“Ship without Destination”.
 Set the SMART Goals for your business:
S – Specific
M – Measurable
A- Achievable
R – Realistic
T – Time Bound
Do Your Maths Right
 No. of Leads X Conversion Rate % =
No. of Customers

 No. of Customers X No. of Transactions

X Average Rupee Sale = Turnover

 Turnover X Margins % = Profits

Which is the best strategy?

Just because something has always been

done one way does not mean that it is
the best way to do it!
Challenges in Business
 Increasing Competition
 Reducing Margins
 Less Differentiation among Competitors
 Multiple Channels of Communication
with Customers
If you are not taking care of your customer,
your competitor will
Answer

CRM
Customer Relationship
Management
Customer Relationship Management
 Customer relationship
management (CRM) is a model for
managing a business’s interactions with
current and future customers. It involves
using technology to organize, automate,
and
synchronize sales, marketing, customer
service, and technical support.
CRM
 It costs 6 times more to sell to a new
customer than to an existing customer

 One dissatisfied customer will share his

experience with 8-10 others
Repeat Sale
 It is easier to sell to an existing
customer than to a stranger

 Building a relationship is important for

the success of a business
CRM
 Manual or Computerized
 Ready to use Software’s are available
 Simple way is to use the Google facilities
initially
CRM Contents
 Record of Customer names & Contact
details
 History of buying products or using
services
 Even if the lead has not been converted
into a customer it is better to have his
details as you can offer the products or
services in future
Benefits of CRM
 Increased customer satisfaction
 Growth in no. of customers who are loyal
to the business
 Reduced costs because the right things
are being done
 Maximisation of opportunities – Referrals
 The focus of the business is “Customer
Centric”
Goals of Effective Selling
 Create a win-win situation for Business &
Buyer
 Create a long lasting Relationship
 Achieve success & sustainability thereby
improve your cash flow & generate profit
`

Happy Selling
&
Thank You!