Effective selling process presentation

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EFFECTIVE SALES PROCESS Prepared By: Mohamed Salah El Dein MBA – Cairo University Learning & Development Manager Salehiya Trade Est.

Transcript of Effective selling process presentation

Page 1: Effective selling process presentation

EFFECTIVESALES

PROCESS

Prepared By:Mohamed Salah El DeinMBA – Cairo University Learning & Development ManagerSalehiya Trade Est.

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Learning Objectives1. Understand the meaning of the Selling Process.

2. Identifying the 8 steps of the selling process.

3. Mastering the different sources of prospecting.

4. Understand the meaning of pre-approach & the main objectives of it.

5. Identifying the different approach techniques.

6. How we can make a successful probing?

7. By which we sell : Feature or Benefit.

8. How to handle objections?

9. The professional ways for closing.

10. The importance of follow up.

M.S.

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IF ……. 5 + 3 = 28

9 + 1 = 810

8 + 6 = 214

5 + 4 = 19

THEN …. 7 + 3

= ????????????????

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The selling process is essentially the series

of steps followed by a salesperson through

which he is offering to EXCHANGE an

item of VALUE for a different item.

Selling Process

M.S.

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The original item of value being offered may

be either tangible or intangible.

The second item, usually money, is most

often seen by the seller as being of equal or

greater value than that being offered for sale.

M.S.

Selling Process

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“Everyone lives by selling something.”

~Robert Louis Stevenson

“It used to be that people needed

products to survive. Now products need

people to survive.” ~Nicholas Johnson –M.S.

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Customer Life CycleProspective Customers

New Customers or

Users

Active Customers or

Users

Repeat or Loyal

Customers or Users

Lapsed Customers or

Users

Inactive or Abandoned

Customers or Users

M.S.

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Selling Process

Prospecting

Pre-Approach

Approach

Need assessment

Presentation

Meeting objections

Gaining commitment

Follow-up

M.S.

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Prospecting / initial contact

New customers represent the life

blood of a vital, growing organization.

It’s a key selling skill and a critical

skill to develop if you want to

increase your sales and achieve long-

term success in sales.

M.S.

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Sources of Prospecting

Internal Sources

External Sources

Personal

Contact

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A) Internal Sources

Company Records Lists and Directories Advertising Inquiries Telephone Inquiries Mail Inquiries Internet or World Wide Web

M.S.

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B) External Sources

Referrals

Community Contacts (Centers of Influence)

Non-competing Salespeople

Distributors

Conferences

M.S.

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C) Personal Contact

1

•Observation

2

•Cold Calls

3

•Trade Shows

4

•Bird Dogs (Spotters)

M.S.

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Characters of the Ideal Prospect There are specific characteristics of the

ideal prospect that should be determined.

1. Specialty

2. Geography

3. hospital Size (No. of Patients)

4. Financial Details

5. Ownership Type

6. Current State

M.S.

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Specialty

Identify the specialty that fits best with the products and services sold.

But in some cases, a product could be used by many or all specialties. It is very likely that there may be one or two specialties where the value proposition delivered is higher. When this is the case, identify what specialty match up best when developing sales strategy

M.S.

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Geography

By focusing our sales

strategy in key geographic

areas, we can deliver better

results from the same

investment of Time ,

energy, and money.

M.S.

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Hospital Size (Doctor Class)

Our business and our products might

not fit well with hospitals of all sizes

and even if they did, it would not be a

great strategy to go after all of them.

Identify what size of hospitals fits

best to receive the message,

products, and services when

developing sales strategy.

M.S.

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Financial Details

It may make sense to look at a

hospital’s financial details when

identifying the target market.

Details such as growth, losses,

profitability, etc. could determine

if a hospital is an ideal prospect.

M.S.

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Ownership Type

Ownership type in terms of private or

publicly traded could have an impact

how well a business fits as an ideal

prospect. This detail could also impact

how a seller attempts to communicate

with the prospect.

M.S.

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Current State

It can help to include

some details on the ideal

current customer state in

terms of systems,

processes, or current

agreements. M.S.

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How to prospect ????

1. Allot a specific amount of time every

day/week or month.

2. Use a variety of methods to prospect for

new business.

3. Master all types of media including;

telephone, email, text, direct mail, social

media

4. Create a compelling value proposition.M.S.

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Pre-Approach - Planning the sale

It’s a preparation to meet the

prospect.

By pre-approach, the salesman tries

to make successful presentation of

his goods and services before

meeting the prospect.

M.S.

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1. To provide additional information

2. To select the best approach to meet the

prospects

3. To avoid serious mistakes

4. To gain confidence and enthusiasm

5. To save time and energy

6. To be successful in the sales-interview

The main objectives of pre-approach

M.S.

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To provide additional information

Prospecting provides salesman only the

names and addresses of prospects.

An additional information as: age,

education, social status, usual

habits, likes, dislikes, buying

practices, etc... , are collected during

this stage.

M.S.

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To select the best approach to meet the prospects

All prospects are not equal in all

respects..

Their nature are different and hence

need different treatment by salesman.

The pre-approach aims at selecting the

best approach to meet each prospect.

M.S.

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To avoid serious mistakes

By pre-approach, a salesman knows

before hand about the likes, dislikes,

taste and temperaments of the

prospects.

If he finds any fault with his pre-

approach, he corrects it immediately

to win the hearts of prospects.

M.S.

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To gain confidence and enthusiasm

When a salesman acquires all

possible information of customers’

wants and desires to plan his sales

campaign intelligently, he develops

in the same time a status of self-

confidence and enthusiasm to

convert a prospect into a

customer.

M.S.

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To save Time and Energy

Time and energy is valuable for all, but these

are more valuable for a salesman

The salesman consumes more of his energy

and times unnecessary when he meets both

fake buyers and genuine buyers as a result

of absence of Pre-approach.

M.S.

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To be successful in the sales-interview

Buying is a mental process, therefore the

mind of a customer moves in a definite

direction from attention, interest , conviction

& action during the process of selling.

Any disturbance in this path will prevent the

customer to arrive to the desired conclusion.

M.S.

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Exercise What business is the prospect's hospital in?

Who are its primary customers?

How big is this prospect's hospital?

Where does it rank in its industry?

Who is the actual decision maker?

Who handles the purchase process?

Who else influences the purchase process?

What are the backgrounds and personal

interests of each person in the buying process

Is the hospital's staff well informed?

Can we help this hospital's staff develop more

expertise?

Does any in my company know anyone in this

hospital?

How often does this hospital buy my type of

product or service?

Who is this hospital's competitor?

Does my company do business with that

competitor?

What plans does the hospital have that could

affect future need for my product?

How well is this hospital satisfied with its

present supplier?

Do we (or can we) use their product or service?

If I don't make the sale

Can I get a referral to another department?

Can I get a second appointment?

Will they seriously evaluate my proposal?

M.S.

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Approach Approach means meeting of the

salesman and prospect in PERSON.

Approach aims

1) To gain favourable attention from

the prospect so that he is interested

enough to see the salesman.

2) Securing the willingness of the

prospect.

M.S.

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Approach Techniques

The Instant Buddy

The Guru

The Consultant

The Networker

The Hard Seller

Different Approach Techniques

M.S.

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The Instant Buddy

Salespeople who use this approach

are warm and friendly, asking

questions and showing interest in

their prospects.

They try to connect on an emotional

level with a prospective customer.

M.S.

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The GuruSalespeople who prefer to become

an expert in anything and

everything related to their industry.

It requires plenty of work learning

the relevant information & keeping

up with changes in your industry.

You can use it to generate plenty of

referrals.

M.S.

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The Consultant

Combines the best qualities of the

of the first two methods, it's

extremely effective.

It requires a great deal of time and

effort on a salesperson's part.

You must be both knowledgeable

and able to make an emotional

connection with your prospects.

M.S.

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The Networker

With this approach, you'll spend a

great deal of time cultivating

people.

The dedicated networker sets up

and maintain a web of friends, co-

workers, salespeople from other

companies, customers and former

customers, and anyone else he

meets.

M.S.

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The Hard SellerHard selling involves getting

someone to buy a product even though he doesn't want or need it.

Bullying (“Buy this now or you'll feel stupid tomorrow”)

Manipulation (“If you don't buy from me I'll lose my job”)

Outright deception (“This product has a much better safety record than the competition”).

M.S.

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Need assessment (Probing)

Systematic process for

determining and addressing

needs, or "gaps" between

current conditions and

desired conditions or

"wants".M.S.

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Need assessment (Probing) During this step, the salesperson

will attempt to help the buyer

identify and quantify a business

need or a "gap" between where the

client is today and where they

would like to be in the future.

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Closed Ended Questions Open Ended Questions

Types of Probing

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Categories & Sequel of the questions

Confirmatory questions-

Solution value questions

Problem impact questions

Problem discovery questions

Situational questions

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Situational questions

Deals with obtaining factual information

regarding the buyer’s current situation.

Example:-

Did you notice that the % of

diarrhea among children had been

increased this summer ?

M.S.

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Problem discovery questions

During which the sales person trying

to discover the incidence of problem

with the customer.

Example:-

What’s the major causes of this

diarrhea, in your opinion ??

M.S.

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Problem impact questions

The idea behind these questions is for the customer

to become aware of the underlying consequences

(cost and time) that could occur if such problems

went unsolved.

Example:-

What’s the general condition of the child during this

disease ?

How the families looked like while their kids are

sick ?

M.S.

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Solution value questions

The salesperson’s objective is to

inform their customer about what

they could gain if presented with

the right solution to the problem.

Example :-

If we have an antibiotic that covers

the G (-) bacteria, How much this

will safe your patient & his family ?

M.S.

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Confirmatory questions

Establishing that the buyer is

interested about the salesperson’s

products/services and would like to

continue to hear more about them.

Example:-

Would you be interested in our

product if it can cover to you most of

G (-) bacteria & parts of anaerobes ?

M.S.

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Presentation

Start your presentation by giving

a brief company history

It's better if this isn't too detailed

because businesspeople often have

limited time to listen to sales

pitches.M.S.

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Presentation

Design a presentation that best fits

the needs of your prospective

client.

For example, if you're selling a product,

bring a sample or prototype along with

you. If your product or service is very

detailed, use charts, pictures and

handouts to help emphasize your point.

M.S.

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Presentation

Tell the client how your

product fits his patient's

needs.

Identify several ways that your

product can fill a void or boost

profits for his patient.

M.S.

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Features Benefits

Characters of a product.

Example :-

Once daily

Rapidly absorbed

No significant drug

interactions

Explains what the customer has to gain by using the product

Example :-

Patient compliance

Rapid relief of pain

Provides the doctors and

the patients uninterrupted

therapy.

Features & Benefits

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Features Benefits

Features & Benefits For your Own Product

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Presentation

Make a comparison between

your product and others that

are available.

By doing this, you answer some

questions the client may not feel

comfortable asking.

M.S.

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AVOID……….

1. Mentioning the competitor’s TRADE name

2. Overwhelming your customer, show no

more than three products at a time.

3. Using unclear words such as nice, pretty &

fine.

53M.S.

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Nobody counts the number of

ads you run; they just remember

the impression you make.

-William Bernbach

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Objections

Concerns, hesitations,

doubts, or other

honest reasons a

customer has for not

making a purchase.M.S.

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Excuses

Reasons for not buying or not seeing

the salesperson.

Customers often use excuses when

they are not in the mood to buy or

when concealing their objections.

When faced with this, be polite and

courteously encourage the customer

to speak about his hidden objections.

M.S.

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Why does the prospect object

1. Fear of wrong decision

2. No enough information

3. No recognition of needs

4. Didn’t understand explanation

5. Need reassurance

6. Testing the beliefs of the sales man

M.S.

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Any of the previous reasons will lead to one of the following situations :-

Objections

Customer Indifference

Skepticism

Misunderstanding

Drawbacks

M.S.

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Handling objections

FOUR basic steps to handle

objections:

1. Listen

(Be attentive, maintain eye contact, and let the

customer talk)

2. Acknowledge

3. Restate

4.ANSWERM.S.

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Handling objections

Your answer can be done using one or

more of the following SEVEN methods:-

Question, Denial, Demonstration,

Superior-Point , Boomerang,

Third-Party and Substitution

M.S.

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Question Method

Is a technique in which you question

the customer to learn more about

objections.

Never ask questions in an abrupt

manner; this may seem rude and

create a defensive atmosphere.

M.S.

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Denial Method

Is when the customer’s

objection is based on

misinformation.

You must back up the

denial with proof and

accurate facts.

M.S.

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Demonstration Method

Involves showing the features of the

product.

This method can be quite convincing.

Conduct only demonstrations you

have tested, and make sure they work

before using them in a sales situation.

M.S.

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Superior-Point method

Is a technique that permits the

salesperson to acknowledge

objections as valid, yet still offset

them with other features and

benefits.

The customer must evaluate the

different features and might see

additional reasons for buying.

M.S.

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Boomerang Method

Brings the objection back to the

customer as a selling point.

When using this method, be

careful not to sound as if you are

trying to outwit the customer.

Use a friendly, helpful tone.

M.S.

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Third-Party Method

Involves using a previous

customer or another neutral

person who can give a

testimonial about the product.

M.S.

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Substitution method

Involves recommending a

different product that

would satisfy the

customer’s needs.M.S.

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Closing

Closing is the art of gaining of commitment

It’s needed to obtain the commitment to

open the possibility of working together,

which is the first and most critical

commitment the salesperson must obtain.

M.S.

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Closing

Closing is the first skill a salesperson

must possess to gain the

commitment to open the possibility

of working together, which is the

most critical commitment the

salesperson must obtain.

62% of Salespeople Fail to Ask

for Commitment

M.S.

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You don’t close a sale, you open a

relationship if you want to build a

long-term, successful enterprise.

-Patricia Fripp

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How to Close

1. Know Your Outcome

2. Close For What You Have Earned

3. Close For Something That

Creates Future Value for Your

Client

4. Kill the Yellow Book

M.S.

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1. Know Your Outcome

Before any and every sales encounter, you have

to decide what you want the outcome of that

sales call to be.

Make a list of all of the agreements that you

have to obtain in order to effectively gain a deal.

Refer to this list before every sales call and

decide what commitment you are trying to

obtain.

M.S.

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2. Close For What You Have Earned

We earn the right to ask for

commitments to move forward

together by creating value during

each and every sales encounter.

The way to create value on each and

every sales call is to leave the

prospect or client in a better position

that they would have been otherwise.

M.S.

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2. Close For What You Have Earned

We can create values through answering:-

1) How does the client benefit from this

interaction?

2) How could they benefit even more?

3) What do I do on a sales call that earns

me the right to ask to advance towards a

deal?

4) What would create value for me if I were

sitting on the client’s side of the table?M.S.

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3. Close For Something That Creates Future Value for Your Client When you have an ROI analysis in

hand, it is easy to explain the

value of moving forward

Now you need to make a list of

the benefits the client will receive

by agreeing to move forward in

the sale.

M.S.

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3. Close For Something That Creates Future Value for Your Client

Answer these questions:

1. How does the client benefit from

agreeing to move forward to the next

stage of the sales cycle with me?

2. Even if they go no further in the

process, will it be worth their time?

3. What can I do to make sure it is

worth their time?

M.S.

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4. Kill the Yellow Book

Closing and obtaining the commitment should feel natural to you and to your client.

Write down the language you use to ask for commitments & notice :

1. How does the language meet the criteria listed above?

2. How could you make the language both more natural and more effective?

M.S.

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Did I Sell?

Did I hold the customer interest?

Did I emphasize benefits?

Did I sensationalize presentation?

Did I watch non-verbal sign?

Did I answer the objectives properly?

Did I manage the argument at the right time?

What will be my next call objective ??

Post Call Analysis

M.S.

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Follow up

It’s an important aspect

of closing a sale.

Many businesses either

neglect it or do not

have an established

plan

M.S.

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In fact, a customer management systems company, in

a recent special report indicated that most clients

need approximately 7 contacts to reach a

decision. The average follow up done by sales people

or small business owners usually stop after 3 follow

up attempts are made. In the article they go on to say

when you stop at 3, you have basically done most of

the work for the next sales person

Follow up

M.S.

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It is not your customer’s job to

remember you. It is your obligation

and responsibility to make sure they

don’t have the chance to forget you.

-Patricia Fripp

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How we can Follow Up

During the first meeting with a potential

customer, find out what they want and

what it would take to close the deal.

Start by asking or telling your prospect

that you will follow-up on a specific day

or time.

M.S.

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How we can Follow Up

Then tell him how you will

follow-up (telephone, email,

face-to-face) and record

this in your day planner or

time management system.

M.S.

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Why don’t people follow-up

M.S.

1

•They don’t want to appear pushy.

2

•They forget.

3

•They make false assumptions.

4

•They have never been taught.

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They don’t want to appear pushy

It may be true that following up too frequently will

come across as being pushy.

In fact, one the few times, a salesperson was

pushy was more because of his tone, rather than

fact he actually followed up.

A weekly call is more than enough to keep in

touch providing you make sure your call is short

and to the point.

If possible, provide some additional value during

your follow-up call.

M.S.

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They forget

It’s easy to forget considering

how busy we are.

This is a common dilemma but

one that can be avoided by

considering the follow-up like a

scheduled appointment.

M.S.

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They make false assumptions

Many companies think that if they do a good job

the customer will automatically call us back – we

don’t need to follow-up.

It’s pointed out that the average executive

receives dozens of phone calls everyday and often

hundreds of emails.

They are extremely busy which means they forget

and the more time that slips by, the less important

your product or service may be to them.

M.S.

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They have never been taught

Many people have never received

formal sales training and have not

learned why they should follow-up

and how to make this happen.

You can easily differentiate

yourself from your competition by

making the effort to follow-up with

your prospects and customers.

M.S.

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TO BE SUCCESSFUL REPRESENTATIVE

Collecting Data

Prepare yourself for sales call

Follow up the results 89

MS

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1- COLLECTING DATA

About the field to be covered Geography Traffic Times of visits No. of each key Dr. in each specialty Drs. Behavior & attitude Your distributors The discount & bonus offered by your

company for each product You should maintain your product available You have to get full data about your

competitors

M.S

.

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2- PREPARE YOURSELF FOR SALES CALL

Be sure of medical product knowledge

Review the objections that can be evoked &

prepare yourself to handle

Practice different product calls with your

either supervisor or friend.

Ensure the way of handling the brochures or

promotional materials

M.S

.

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3- FOLLOW UP THE RESULTS

Day to day feedback if your product

prescribed or not

Weekly revision of sales figure supplied by

the distributors

Weekly revision for Dr. visit lists plan for not

visited Drs.

Analyze your call & visit if you targeting the

right product for each call or not.

M.S

.

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A smart salesperson listens to emotions not facts.

-Unknown

Success is going from failure to failure without

loss of enthusiasm." - Winston Churchill

M.S.

Sales Quotes

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117.html

http://www.eyesonsales.com/content/article/sales_prospecting_best_practices/

http://www.preservearticles.com/201103174606/7-essential-objectives-of-pre-approac

h-in-salesmanship.html

http://www.preservearticles.com/201103164586/method-of-approach-used-by-success

ful-salesmens.html

http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm

http://www.wikihow.com/Make-a-Sales-Presentation

http://www.imagacademy.org/warner%20lessons/3%20Selling/17%20Product%20Prese

ntation/PresentingtheProduct.pdf

http://thesalesblog.com/blog/2010/03/03/4-ways-to-be-a-better-closer/

http://EzineArticles.com/3711339

http://www.allbusiness.com/sales/selling-techniques/1975-1.html

http://entrepreneurs.about.com/od/salesmarketing/a/poweroffollowup.htm

M.S.

Sources

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M.S.