THE SELLING PROCESS

Presented By:
Group
Introduction

 Sales As An Art
 Significance of Selling Process:
mature business, Information technology,
retail selling, B2B selling e.t.c.

Duties Of Salesperson Knowledge

Dispensing Function
 The Selling Process

Pre-sale Pre-approach Approach to

Preparation Prospecting before Selling the customer

Handling
Sales
Follow up Action Closing the Sale Customer
Presentation
Objections
Pre Sale Preparation
• Features
• Benefits
Product • Style
Knowledge • Origin
• Price

Salesperson’s • Industry Structure

Competitor’s • Market Share
Knowledge Knowledge • Market Behavior
Universe • Other Policies

• History
Company • Finances
Knowledge • Management
• Size
• Policies and Procedure
Checkpoints For Salesperson

 Pricing Factor Cash Discounts, Trade

Discounts and Quantity Discounts.
 Transportation Charges Free On Board
(Origin and Destination)
 Credit Policy Of an Organization Cash on
delivery (COD), Cash with Order (CWO), Cash
before delivery (CBD).
 Market Share of company and its
Competitors.
Prospecting

 Definition:

Process of identifying potential buyers who have a need for

the products/services, ability to pay for it and adequate

authority to buy it.

 Types of customers to be identified before prospecting:
 Lead customers – need and desire but inadequate purchasing power

 Prospect customers – need to be taken higher in decision making process

 Qualified customers – advanced stage of prospects, need further persuasion to

buy.
 Prospecting
Successful prospecting

50 potential prospects 50 potential prospects

15 Qualified prospects 25 Qualified prospects
6 Interviews 17 Interviews
1 sale 7 sales

No Yes

Successful prospecting

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Prospecting Process

Identify and define the prospects:

Search for customers with unmet needs

Search for sources of potential accounts:

Primary- friends, family etc
Secondary- surveys, advertising enquiries etc

Qualify the prospects from the suspects:

Need, ability, authority to pay, accessibility, sales person fit
indicators are used.
Prospecting Process
 MAD Principle for qualifying prospects:
 Money

 Authority

 Desire
 Prospecting Methods
Method Description
Cold canvassing Similar to cold calling
Endless chain customer referral Customers are asked for more prospects
Prospect Pool Leads, referrals, orphans, customers
Centers of influence Innovators &trend setters-more influential
Non competing sales force Within the organization
Observation Salesperson looks around for prospects
Friends and acquaintances Rich source of prospects
Lists and directories List of past customers of the company
Direct mail Replies invited from prospects by biz letter
Others Telemarketing, trade shows and demos
 Pre-Approach before Selling

Develop/
Determine Develop Develop
Review
Sales Call Customer Sales
Customer
Objective Benefits Presentation
Profile

Develop a sales • Review info- Four steps: • FAB Analysis for

call objective customize • FAB Analysis steps 1-3
which is: presentation • Marketing plan • Suggested PO
S - Specific • Business
• Review past
proposition
M - Measurable trends to predict
• PO based on
A - Achievable future needs
above steps FAB Features,
R - Realistic • Develop profile
Advantages and
for new custs
T - Timed Benefits.
Approach to the Customer
 Various approaches:
Benefit approach
Focusing on customer benefits.

Consumer Benefit Approach

Not from one perspective i.e. consumption benefits but also price advantage.
Referral approach
Focusing on third party’s recommendation
Introductory approach
Focusing on selling company and the salesperson and the
physical elements of the product
Approach to the Customer (Contd.)

 Probing art of asking the right questions at right time.

 Types Of Questions:
1) Open Ended Questions: 5 W’s and How help in
gathering more information and also better
understanding about customers needs.
2) Close Ended Questions: Helps to clarify a point, reach
an agreement, and obtain a response from a
conservative and silent customer.

Listening another important part of probing

 Sales Presentation
Attention Interest Desire Conviction

Various factors: Various approaches: • Generate Build conviction

• Mechanical • Benefit consumer ‘s through:
• Interest • Factual confidence in • Handle
• Curiosity product, company objections and
• Dramatic • Watch for non complaints
• ‘I am here’ verbal signs • Demos
• Opinion • Testimonials of
• Complement users
• Article feature • Warranty
• Premium • Stating goodwill
• Visualization
• Information
• Service
• Problem solving
Sales Presentation
 Five qualities of a sales proposal:
 Tangibility: Enhance and support the salesperson’s message.

 Assurances: trust and confidence in individuals ability to deliver, implement

and result in substantial benefits.

 Responsiveness: Invite purchase proposal form customers in a timely manner.

 Reliability: Identify solutions to customer problems and strategies to achieve

customer’s demand.
 Empathy: Confirm salesperson’s understanding of the customer’s business

and needs.
Handling Customer Objections

 Methods of handling objections:

• Superior feature • Pass out • Narrative

• Yes… but • Comparison • Testimonial

• Reverse English • Direct Denial • Question or why

• Indirect denial • Another angle

 Closing the Sale

 Methods:

• Assumptive close • Special induced • Choice Narrowing

• Caution • Direct order • Emotional

• Implied consent • Ownership suggestion • Advantages and

disadvantages
Follow up Action

 Objectives:
 Evaluate competitive sales moves
 Generate additional leads from satisfied customers
 Cross-selling and Up-selling
 Generate repeat sales
 Handling customer objections
Suggested by SMITH
• Start with your highest expectations
• Avoid conceding first
• BE sure the customer understands the value of a concession
• Make concessions in small amounts
• Admit mistakes and make corrections willingly
• BE prepared to withdraw a concession
• Avoid ‘split the difference’ strategy
• Do not advertise willingness to concede

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