Module 3: Sales Techniques.

Facilitator’s Guide

Module 1: SALES APPRECIATION

This module is titled “Sales Appreciation” We will learn more about selling and the
reason why some people have negative feelings about selling. We will also tackle A.S.K.

LEARNING OBJECTIVES:
Our learning objectives for this module are to learn to:

1. Define and explain the term selling

2. Explain why everyone sells?
3. Discuss the misconceptions about selling.
4. Understand that most people feel comfortable about the word “sales” and
“Selling”
5. Explain the reasons for choosing sales career.
6. Discuss the categories of Success: A.S.K. attitude, Skills, knowledge

I. What is selling?

How do we define sales? Perhaps everybody has their own idea about selling, but
one thing is for sure, it will lead only to one thing, serving the customer.

Based on the definition of “Charles Futrell” Selling refers to the personal

communication of information to persuade a prospective customer to buy
something, such as good, service, idea or that satisfies the individual needs.

This definition of selling involves a person helping another person. Most often
sales people examine customers need and their main task is to satisfy that need. It
also involves communication between the seller and the buyer. Both of them
discuss their needs and talk about the product relative to how it will satisfy the
person’s needs, and then the Sales agent will attempt to persuade the prospect to
buy.

“EVERYBODY SELLS” If you think about it, everyone sells, from an early age
you develop communication techniques for trying to get your way in life. You are
involved in selling when you want someone to do something. For example if you
want to get a date, ask for a pay increase, return merchandise, urges your
professor to raise your grade, or apply for a new job, you are selling. You use
your personal communication skills to persuade someone to act. Your ability to
communicate effectively is a key to success in life.

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*(DISCUSSION #1) But still there are still misconceptions about selling. Let see
how knowledgeable you are about selling. Below is a list of statements about
selling, identify whether they are myth or fact.

Good Sales people are:

a. Born, not made
b. Are good talkers
c. Can sell anything
d. Can sell to anyone
e. Never takes no for an answer
f. Selling is a bag of tricks
g. People don’t want to buy
h. Get rich quick
i.
Answer: all of it is myth.

II. What do people feel about selling?

In spite our efforts to help customers, still some reluctant souls tend to be
uncomfortable whenever they hear about selling. Why?

*(EXERCISE #1)
Think of one of your experiences with a bad salesperson. Describe the
situation, the specific negative characteristics of the salesperson, how the
sales person made you feel? And what the salesperson COULD have done
to guarantee a sales process.

“It seems that majority of our customers had a negative experience form
sales agents, that’s reason the why some customers feel indifferent from
sales agents or even from the word sales itself.” Our job as investment
counselor is to convert that negative to positive one.

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III. WHY SALES?

Five major reasons for choosing sales career:

1. Sales jobs always available

2. Gives you freedom and flexibility
3. Challenge is always there!
4. Opportunity for advancement
5. Rewards: Both Recognition and Commissions
6. Opportunity to help others.

There are millions of sales jobs and there is a high probability that one time
during your life, you will have a sales job. There are different types of sales
positions, “think about this” almost every good or service you know has a sales
person who sells it to one or more people in order to get the product to the final
user.

The second reason is the freedom it offers. A sales job provides possibly the
greatest relative freedom of any career. Experienced employees in outside sales
usually, receive little direct supervision and may go for days, even weeks without
seeing their bosses.

Nobody likes a boring job. Staying in an office doing the same thing over and
over again like a broken record. In sales you meet a lot of people, which means
different attitude for a different approach. Everybody knows that its not easy to
sell, that’s why there a lot of companies that invest much in training. Its very
challenging but very rewarding.

Successful sales people have many opportunities to move up into top management
positions. In many instances, this advancement comes quickly. *Show the career
path
There are two types of rewards, the non financial and of course the financial one.
Everybody would like to be recognized for their achievements, to feel total
satisfaction of a good job done, this gives us a feeling of accomplishment which
no amount of money can ever change.

Sales people are like missionaries, whose main objective is to help others, this is
true when your intention is very clear that you are not only after commissions but

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to serve others in satisfying their needs.hg

OPS MANAGER
SALES PERSON

MANAGER

SUPERVISOR

MGMT. TRAINEE

SALES PERSON

SALES TRAINEE

IV Love it Feel it!

SUCCESS IN SELLING-WHAT DOES IT TAKE?

I have asked thousands of sales people the question, what makes sales person
successful? The nine most frequently mentioned characteristics were:

1. Love of their job

2. Willingness to work hard
3. Need to achieve success
4. Optimistic outlook
5. Knowledge of their job
6. Careful use of selling time
7. Ability to ask questions and listen to customers
8. Customer service
9. Being physically and mentally prepared

“To be successful you need a very deep commitment to your product and what it will do”
(by John Young from Prudential life insurance USA)

“I have wonderful products that everyone needs” (by Bernice Hansen from Amway)

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“Love what you do” (by Carly Fiorina, CEO of the multibillion dollar, Hewlett-Packard)

“If you find a job you love, you’ll never work another day in your life” (by my father)

Truly, successful salespeople is an individual who loves selling, finds it exciting, and is
strongly convinced that the product being sold offer something of great value.

HOW DO YOU SPELL LUCK actually I spell it as W-O-R-K “The harder they work,
the luckier they get. The miracle magic word is work! A positive attitude toward work
works wonders! Successful people are often described as lucky.

“DID I DO MY BEST?” Being second best is not good enough, everybody should
always excel in their job “Second is not good enough, you should go beyond, think our of
the box. There is always the need to achieve success!! And we cannot do that without
PERSISTENCE AND PURSUASION the 2 P’s.

*(EXERCISE #2) THINK OUT OF THE BOX EXERCISE

Instruction: try to connect all the dots by using only 4 straight lines without lifting you
pencil

O O O
O O O
O O O

(EXERCISE #3)
Being Optimistic is really something else: here is an exerpt of a poem from Robert Frost
and what I would like you do is to sing it in front, by thinking the best tune. This is
group effort you got 5mins to prepare

Today is a new day

The sun is shining, the sky is blue
There is a new day dawning for me and you
With every dawning of the sun
New possibilities have just begun
With every breaking of the morn
Fresh opportunities are newly born
(By Robert Frost)

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Attitude is definitely important just as knowledge; successful salespeople place great

emphasis on being thoroughly knowledgeable in all aspects of their business. This helps
them to project a professional image and to build customer confidence.

BE RUTHLESS ABOUT TIME

Vilfredo Pareto, the 19th century economist who found that in any human activity, the
biggest results usually arise from a small number of factors. (example 80% is spent to
the least important and 20% is only allotted to their job.) successful salespeople define
the specific results that practically guarantee success. Then they ruthlessly arrange daily
priorities to invest 80% of their time behind the 20% of work with the greatest results
payout.

(Joe Gandolfo, sold more than $1billion of life insurance in a single year, has a sign on
his office that reads “God gave you two ears and one mouth, and he meant for you to do
twice as much listening as talking.) “ASK QUESTIONS AND THEN LISTEN TO
UNCOVER CUSTOMER NEEDS”!

SERVE YOUR CUSTOMER

(ROLE PLAY) GROUP EXERCISE

Group your participants and ask them to present a role play that portrays customer
service. After that let them explain their presentation

The most important characteristic for establishing a lasting sales relationship with a
customer is willingness to provide service. Customers must believe that you CARE
about them fairly, like them, and develop a good working relationship with them, like a
partnership. They provide outstanding service to each person.

Now that you have initial knowledge what sales is all about, we go now to the initial
stage of preparation, and that is:

BE MENTALLY AND PHYSICALLY PREPARED with physical comes mental

strength, do you remember the advertisement of Pharmaton? “WHAT THE MIND CAN
PERCIEVE, THE BODY CAN ACHIEVE”! sometimes being physically fit is not
enough, we should also exercise our mind and have proper conditioning so that when you
go to work, you can handle frustration or disappointment which sometimes are inevitable
in sales.

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When we are ready mentally and physically, we now check our success factors. How are
we going to know that we are already equipped of the things we will be needing as a
successful sales agent. Actually the answer is just A.S.K.

Attitude

Yourself
Work
Company
Product
Customers

Company
Selling Skills Product
Competitors
Communication Sales
Skills Customers

Skills Knowledge

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Attitude
• Towards yourself
– Knowing yourself
– Need to achieve
– Have an optimistic outlook
• Towards your work
– Love of Selling
– Willingness to work hard, smart then work some more
• Towards the product
– Love of the product
– Be knowledgeable
• Towards your customers
Slide A5-4

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Module 2: CUSTOMER ANALYSIS

MODULE 2 CUSTOMER ANALYSIS

This module is titled “Customer Analysis”. We will be learning the different types of
customers and how to deal with them, it also includes the rational and emotional
approach to motivate customers to buy.

LEARNING OBJECTIVES

Our learning objectives for this module are to learn to:

1. Discuss the four C’s Customers’ need and want, Cost, Convenience,
Communication
2. Explain the 4 behavioral types of customers
3. Know the reason why customers buy
4. How to deal with an irate customers

I. The 4 C’s

KNOW YOUR CUSTOMER How can you match up your product’s benefits with a
buyer’s needs if you don’t know your customers? If you are selling to someone you’ve
never seen before- you have to take an effective approach, but what approach are we
going to take? First you have to know whom you’re dealing with, observe, analyze and
listen. You may never know how vital the information you will be needing during the
presentation.

CUSTOMERS’ NEED AND WANT

Most customers think that they don’t need a sales agent to help them know what they
need. They usually rely on their basic instinct whether they need it or not, that’s why its
quite difficult to break the barrier of what we call as “product loyalty” they usually say
that “I’ve been using it for about 10 yrs and I don’t see any logic of changing it.” Its true
that most customers thought that there are no products that can beat what they are
currently using, just because they got use to it.

But little that they know, there are hundreds or even thousands of products which is
much better than what they are currently using, much worst they thought they need it, but
in reality they don’t., so we have to help them realize what they really need. That’s why
we have to know what they want in the first place so that we can tailor it with what we
have. Their needs and our benefits.

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COST OR PRICE OF THE PRODUCT

It refers to the value or worth of a product that attracts the buyer to exchange money for
something of value for the product. A product has some want-satisfying attributes for
which the prospect is willing to exchange something of value. High price for high quality.

CONVINIENCE

COMMUNICATION (EXERCISE 1)
Pair the participants up, let the pair seat on a chair back to back, the other one will be the
describer, while the other will be the listener. The listener will be holding pen and a paper
and he/she will try to illustrate what the speaker will describe. The object of the game is
that what the speaker have in mind, should coincide with the illustration of the listener.
(Meeting eye to eye = understandability)

High Responsive
(Emotion)

Expre s s ive Amiable

A. EXP
Driver Analytic al RES
SIVE

Low Responsive
(Emotion)

TYPE OF CUSTOMERS
This type of customers is very social, talkative, fun loving, excitable and easy to get
along with. They are more emotional than the drivers, you can always get
information without difficulty, however this type hates detailed and long presentation
and they want to see the big picture. As Agents we should emphasize the benefits of
our products. Building rapport will never be a problem. Sometimes they are the ones
who will build rapport rather than the agents.

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B. DRIVER
This type is sometimes called the “customers form hell” They have very low
emotional response. If the expressive are conversational, this type is the opposite.
They want information given directly without beating around the bush. They are very
hard to please, and they only want to hear what they would like to hear. Better be
careful in giving the benefits. You may have lots of benefits but they only need one
or two, for them, they don’t want to waste their time on irrelevant issue, that’s why it
is advisable for you to know what they want so that you can give the right benefit.

C. AMIABLE
They are quiet, cooperative and a good listener. They hardly talk, if the drivers are
customers from hell, this one is from heaven. They always agree on what you say.
However you should ask open ended questions so that you will not only uncover their
needs but you also let them be involved in the conversation. Most of the time, if this
is your customer; the sale is likely to be closed.

D. ANALYTICAL
They are quiet like the amiable, but they ask many questions. They like detailed
presentation, makes decision on logic. Make sure you answer all of their questions
correctly. If you skip even one of them, they may think that you are trying to avoid an
issue. They hardly trust anyone, so you have to build rapport and credibility of the
business that you represent.

III. WHY CUSTOMERS BUY?

Human beings are motivated by needs and wants. These needs and wants build
up internally, which cause people to desire to buy a product. People’s needs
result from a lack of something desirable. Wants are needs learned by a person.
Different individuals have different reasons for wanting to buy. The sales person
must determine a prospect’s needs and then match the product’s benefits to the
particular needs or wants of the prospects.

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However, some customers even though they know already that a product or
service is already a need, still they refuse to buy. What can we do to motivate
them to buy? Actually there are 2 main approaches: first the practical or the
rational approach and the other one is the psychological or emotional approach.
Here are six effective way of practical or rational approach to motivate them.

1. SAVE money, time, energy

2. PROTECT themselves, property, life, money, investment
3. REDUCE expenses, inconvenience, risk,
4. MAKE profit, money, good impression,
5. IMPROVE lives, health, social status
6. INCREASE savings, asset, convenience

The second approach is the emotional; here are common psychological buying
needs:

a. Fear
b. Vanity
c. Security
d. Love of family
e. Personal pleasure
f. Desire to succeed
g. Comfort or luxury
h. Self preservation

IV. HOW TO HANDLE IRATE CUSTOMERS

From time to time, you may experience customers who are really in a bad mood.
In some rules in selling, it is advisable not to engage on such. However if we
have the knowledge and skills we may possible convert an irate customer to a
calm and rational person. Just follow the 5 steps provided.

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STEP 1 SHUT UP AND LISTEN

STEP 2 KNOW THE REASON WHY THE CUSTOMER IS UPSET
STEP 3 EXPLAIN CONFIDENTLY THE SITUATION
STEP 4 CONFIRM
STEP 5 GO BACK TO THE PRESENTATION AND CLOSE THE SALE

EXERCISE #1
ROLE PLAY (Pair up the participants, one will be the agent, the other will be the
irate customer, the customer will play to very irritable, and lets see how the agent
will handle the situation)

EXERCISE #2 Based on your experience as an investment counselor, list down

the things the you observed or heard that your customers hate and like

Customer likes and dislikes

Customer Likes:
 Conversational tone
 Natural presentation
 Strong knowledge
 Interests in helping
 Understand needs
Customer Dislikes:
 “Hard sell”
sell” approach
 “Breathless”
Breathless” presentation
 Limited knowledge
 Interested in sales only
 Lack of finding customer
needs?

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