Sales Training LG1sdf

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Selling Skills TrainingRetail Sales

Tele Sales

Direct Sales


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Selling Skills Training

LabourNet Services (I) Ltd., Confidential 2

Foreword

LabourNet is a social enterprise that creates sustainable benefits for workers in the

informal sector by taking an end to end solution focused on plugging gaps in the eco-system to the market to address all the challenges faced by the unorganized sector

workforce today. LabourNet actively solicit workers and register them onto our

central database. The current skill level of the registered worker is assessed, and

then industry relevant training and certification are provided to these registered

workers to upgrade their skill level. The training is delivered through a unique onsite/

class room model.

This course on Sales Training is revised based on the feedback from all the concerned

involved in the training with an intention to redesign the contents and clearly define

the course delivery to ensure uniform and effective training at all the locations. The

focus was also to increase the practical training, reducing the theory to the bare

minimum to support the practical work

Course Details

Course Name Sales Training

Course Code LN BBCONL1V2ENGST

Learning Objective

Upon successful completion, the Learners will be able to:

1. Communicate effectively with the clients and co-worker.

2. Follow the work ethics.

3. Understand the sales process.

4. Acquire great sales techniques.


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5. Use sales techniques directly in the market place.

6. Develop essential expertise needed to ensure greater self confidence andsuccess in sales sector.

Course Duration (Excluding Test / Assessment)

No. of Days23 DAYS

No. of Hours

Per day (hrs)3

TheoryTotal No. Hours 69

Theory 44

Practical Practical 25

ELIGIBILITY CRITERIA

AGE 18 YRS

MIN QUALIFICATION 7TH CLASS

EXPERIENCE FRESHER

TRAINING CENTRE REQUIREMENTS

PHYSICAL REQUIREMENTS PRACTICAL TRAINING REQUIREMNTS1. Room to accommodate 30

Trainees.2. Black Board/White Board with

writing and erasing materials.3. Computer and Projector for

Power Point presentation.

1. Different Products.

2. Pen and notepad.

TEACHING MATERTIAL:

LABOURNET PROVIDES THE FOLLOWING MATERIAL TO THE CENTRE

LEARNERS GUIDE POWER POINT PRESENTATION

FACULTY GUIDE ASSESSMENT GUIDE


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Contents

MODULE 1: SALES - Introduction ...................................... 5

MODULE 2: Personality Development ................................. 9

MODULE 3: Allied Skills Development .............................. 14

MODULE 4: Sales Overview ........................................... 19

MODULE 5: Effective Sales Technique .............................. 31

MODULE 6: Types of Sales ............................................ 47

Module Detail

No

.Title

Duration (Hr)

Theory

Demo/

Practical

/Activity

AssessmentTotal

Theory Practical

1 Sales Introduction 3 - 3

2 Personality Development 7 2 30 mins 9.5

3 Allied Skills Development 5 1 30 mins 6.5

4 Sales Overview 6 3 15 mins 9.25

5 Effective Sales Technique 11 7 15 mins 30 mins 18.756 Types of Sales 12 12 30 min 24.5

7 Final Assessment 1 30 mins 1.5

TOTAL 73


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MODULE 1: SALES - Introduction

MODULE 1: SALES - Introduction ...................................... 5

Definition ................................................................................................. 6

Sales as a career ......................................................................................... 6

Skills Required in SALES................................................................................. 6

Growth opportunities in sales 8


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DEFINITION

A sale is the act of selling a product or service in return for money or other

compensation

Salesperson: The primary function of professional sales is to -

generate and close leads,

educate prospects

fill the needs and satisfy wants of consumers appropriately,

And therefore turn prospective customers into actual ones.

Questioning to understand a customer's goal and requirements relevant to the

product and the creation of a valuable solution by communicating the necessary

information that encourages a buyer to achieve their goal at an economic cost

comprise the functions of the salesperson or of the sales engine (for example, the

Internet, a vending machine, etc.). A good salesperson should never mis-sell or over-evaluate the customer's requirements.

SALES AS A CAREERAlmost everybody can sell a product if they have the right attitude.

Sales job is extremely exciting. Sales job allows you to meet new people indifferent places. In this industry, you get to meet and talk to all kinds ofpeople in different levels in society.

Lucrative incentives and perks. Apart from the basic salary package that you

get, you also get commissions based on the price of the product you sell.

Sales job allows flexible schedules. One of the best things about getting intosales is that many times, you dictate your time.

Sales job gives you a sense of accomplishment - Closing a sale is not just amatter of promoting something and getting payment. Many sales people reallyget a feeling of accomplishment after they close a sale because they know thatit was they who made the sale happen!

SKILLS REQUIRED IN SALES.

Sales skills are essential because nothing happens until someone sells something!

In sales, your income is only limited by your skills and work ethic.

List of Skills:-


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1. Effective Communication skills

Ability to speak clearly and in a manner

that is easy to understand. Sales is all

about talking to people and getting

them to understand what you are trying

to communicate.

2. Ability to Listen

Along with speaking, a great

salesperson knows when to stop talking

and listen. They never cut someone off

while they are talking, because in doing

so they would fail to hear a key

element in identifying what that

person's needs might be.

3. Asks Questions

Salespeople are naturally inquisitive

and know that in order to isolate what

the real need or desire is in the buyer,

they need to ask questions that will

lead them to the answer. They

naturally ask questions because they

have a desire to help solve the

problem.

4. Well Organized

Sales people have a keen ability to

break things down into smaller steps

and organize a plan of action. They

know how to analyze what their goal is

and in what order the steps need to be

in order to reach the goal.

6. Self-Starter and Self-Finisher

A successful sales person moves

forward on his own. They never need

anyone to tell them when it is time to

go to work because they know that if

they do not work, they will not earn.

They are also very persistent to finish

what they start. They achieve their

goals, even if they are small ones.

8. Well Mannered and Courteous

The best sales people are very well

mannered. Others may not realize it,

but good manners are a way of showing

respect to others. People are attracted

to those that respect them and mutual

respect is fundamental in building

lasting relationships with people,

including buyers.

9. Naturally Persuasive

Another very common inherent skill

with great salespeople is that they are

very persuasive or know how to get

what they want. They focus on what

they want and they are persistent to

keep chipping away until they get what

they want. They almost never give up

or give in.

10. Know your Product/Service

(Domain Expertise)

This is one of the main requisite to sell

anything to anybody. A good

salesperson knows in and out of a

product/service very well.

Customers/Buyers are interested to

know all the possible solutions that aproduct can suffice, because you can

convince someone to buy something, if

you know everything about it.


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GROWTH OPPORTUNITIES IN SALES

Retail Sector:

Direct Marketing/Sales:

Operations/Telemarketing:

AreaHead

Head StoreCoordinator

Store Manager

Asst. Store Manager

Senior Sales Executive

Sales Executive

Sales Trainee

ZonalHead

Area SalesManager

Territory SalesManager

Area Sales Executive


Sales Executive

Sales Trainee

Senior SalesManager

Sales Manager

Sales Team Leader/

Manager


Sales Executive


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MODULE 2: Personality Development

BASIC COMMUNICATION SKILLS........................................................................ 10

A. What is communication? ...................................................................... 10

B. Importance of communication ................................................................ 10

C. The communication process ................................................................... 11

D. Communication Problems...................................................................... 12

H. Effective verbal and nonverbal communication......... Error! Bookmark not defined.


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BASIC COMMUNICATION SKILLS

A. What is communication?

Communication is exchange of information between people.

It can be in the form of

oral words

written words

drawings

physical action

Communication is essential to express ideas and thoughts to friends, family, coworkers, and

customers. Communication also plays a major role in information exchange and decision

making.

B. Importance of communication

Good communication skills are necessary in all walks of life. Lack of effective communication

skill has a negative impact on the personal as well as professional life of a person. Hence

organizations today prefer to have a work force with excellent communication skills so as to

handle customers and competitors smartly. Communication skills are now considered an

important aspect in the performance of an employee.

A good communicator is able to:

Persuade people, influence others, negotiate effectively and provide valuablefeedback.

Inspire, motivate and encourage organizational staff and employees and can conveytheir ideas better to their boss.

Make interesting conversation and network easier and can speak to groups of peoplewith selfconfidence and credibility.

The better the communication skills, the greater success can be achieved.


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C. The communication process

Communication is an activity, which has a series of steps. The components involved in the

process of communication are:

Wants to

say hello

to a friend

SENDER

MESSAGE: Hi,

How Are You?

CHANNEL: Verbal

(Sender is speaking)

RECEIVER

RECEIVER, Decode the

message and give

feedback by saying

F

E

E

D

B

A

C

K

Fine


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D. Communication Problems

In the process of communication, care has to be taken so as to avoid communication barriers

that can come up either knowingly or unknowingly.

Common communication barriersAssumption

Generally senders forget to communicate

complete information to the receiver

assuming that the receiver would know

what has to be done. On the other hand,

receiver might assume an entirely different

scenario causing a barrier in

communication.

Use of jargons

Some people are in the habit of using

jargons (Technical term which are specific

to process or organization or operation) in

their communication message. But they fail

to understand that their jargons may not

be clear to the receiver of the message.

The receiver might misunderstand them

causing a barrier in communication.

Incomplete sentences

At times, people leave their sentencesincomplete, like I wanted to go

but.. This leaves the receiver with

numerous assumptions and the exact

message cannot be conveyed.

Psychological barriers

The state of mind and mood of the sender

and the receiver also affect the message

delivery. If a person is in a bad mood, then

a positive message can also soundnegative.

Over communication

Senders may also spoil the message

delivery by over communication the

message, that is, communicating the same

message through different channels and

also giving too much information to

make a point. This confuses the receiver

and the message context may not be clear.

Language Differences

The difference of language between the

sender and receiver can also a cause a

major barrier in communication delivery.

So they both should make sure that the

language used for communication is

understandable to both. Or else the entire

process of communication ends up in being

a failure.

Prejudice

The receiver might have some prejudices

about the sender may be based on cast,

culture, status, etc. In such cases the

receiver can misunderstand the exact idea

of the communicated message

Physical barriers

One of the major barriers to

communication is the physical barrier.

Physical barriers are present in the area

surrounding the sender and receiver.

Physical barriers include a work

environment that has a lot of background

noise, poor lighting or unstable

temperature. These barriers can affect

how individuals try to send and receivemessages. If there is a lot of background

noise than the receiver may not hear what

the sender is saying. If the temperature in

a work environment is too hot or too cold

the sender may not be as focused on the

message that they are trying to send.


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COMMUNICATION BARRIERS

Misinterpreted nonverbal messages

Communication is far more than speech and writing. Many are unaware that they are

communicating in many different ways even when they are not speaking. Nonverbal messages,

like physical gestures, are an important part of communication but they also are easily

misunderstood causing a communication failure.Is the sender's posture open and friendly, or

closed and cold? Is the facial expression friendly or accusatory?

NON-Verbal Communication Speaks LoudlyNon-verbal message can be through: Physical Gesture (Movement)

Face expression

Body posture

Eye Contact

Tone of Voice


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MODULE 3: Allied Skills Development

Basic Mathematics ...................................................................................... 15

Concept of Discount ................................................................................. 15

The Structure of a business quotation ............................................................... 16

Invoice.................................................................................................... 17

Teamwork................................................................................................ 18


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Basic Mathematics

Concept of Discount

It is usually seen that the retailers cannot sell defective items, old items, etc. at the retail-

selling price. If these items are sold at lower price, then it is called sale price. The differencebetween marked price (selling price) and the sale price, is called discount. In other words, a

reduction in the price of an article for payment in cash is called discount. Hence, discount is

usually given as a percentage of the original price.

Example:

A watch priced at Rs.160 is sold for Rs.140. Find percentage discount.

Solution:

Let Marked Price = Rs.160

Sale Price = Rs.140

Discount = Marked Price Sale Price = 160 140 = Rs.20

Percentage Discount = 20/60 x 100 = 12.5%

Example:

The marked price of a machine is Rs.600. A discount of 6% is given during a sale. What is the

sale price of the washing machine?

Solution:

Let Marked Price = Rs.600

Discount Rate = 6%Discount = 6% of the marked price = 6/100 x 600 = Rs.36

Sale Price = Marked Price Discount = 600 36 = Rs.564


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The Structure of a business quotation

A business quote is a cost estimate of a business' product or service.

It's always written in a formal manner


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Invoice

An invoice or bill is a commercial document issued by a seller to the buyer, indicating the

products, quantities, and agreed prices for products or services the seller has provided the

buyer.


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Teamwork

There are few jobs that don't require us to interact with colleagues in a team. For the most

part, we need to work closely with others at our workplaces to achieve the organizational

goals.

But how many of us can really claim to be good teammates? Here are a few ways to help you

become a more effective team member.

Make teamwork 'work' for you

Participate

Keep the common goal in mind

Be open-minded

Be clear about your role

Help your teammates and your leader

Don't be the dominating one

Don't forget to have fun!

And always remember the other popular expansion of TEAM: Together Everyone Achieves

More


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MODULE 4: Sales Overview

Type of Customers,

Types of sales and various approaches to sales .................................................... 22

.................................................................................................................................... The Instant Buddy

.................................................................................................................................................... The Guru

......................................................................................................................................... The Consultant

.......................................................................................................................................... The Networker

......................................................................................................................................... The Hard Seller

Product Sales versus Service Sales ................................................................... 24

Customer Service ....................................................................................... 25

Introduction........................................................................................... 25Benefits of effective customer service............................................................ 26

Customer service code of practice ................................................................ 29

Lifetime Value of a Customer......................................................................... 30

Advantages of CLV: .................................................................................. 30


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TYPE OF CUSTOMERS,CUSTOMERS PERSONALITY &HANDLING SKILLS

Types of Customers& what motivates a customer to buy

There are 8 customer types.

1. Price Buyer

2. Wow buyer3. Trust buyer4. Convenience buyer

5. Status buyer

6. Expert buyer7. Caring buyer8. Entertainment buyer

Price Buyer:They are almost obsessed with finding the lowest price. For example a person

who can stop at 2 to 3 stores to get the lowest price for milk.

Motivate these kinds of buyers by:

displaying items which are at discount

creating a separate session for merchandise which is on discount

offering weekly or monthly promotional items

You cant expect loyalty from price buyers; they are loyal only to lowest price!

You cant build business with price buyers as your primary customers!

Wow Buyers:This type of customer is obsessed with latest and hottest items. They are willing to pay a

premium for excitement of being the first to have a certain item.


Featuring the newest merchandise in both displays and advertisements.

Building a reputation as place to go for the unusual.

Making sure you start selling the newest items before it is carried by the other stores.

Trust Buyers:Rank security as the most important factor in shopping at a business or buying a product. This

sense of trust creates loyalty. Trust buyers do business where they feel secure. Tend to favour

brand names because they feel brands represent dependability, reliability and familiarity.


Locating your store in good neighborhood.

Implementing a generous refund policy, buyers would want to know you stand

behind what you sell.

Convenience Buyers:If you save a little time for convenience buyers you can guy them. The more bigger your

merchandise, the more attractive your business is to them. They are timesavers and would not

like to visit multiple stores to gather items they need.


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Placing merchandise that goes together in the same area.

Having adequate and clear signage. Make it easy for your customers to movearound in your store, if customers are not able to find what they are looking forthen your store is not convenient

Status Buyers:Would want you to make him feel important. Think of all the people who would like to have a

gold card, a platinum card!


Greet such customers when they enter the store.

Give them a preferred customer status.

Develop a special relationship with them.

Expert Buyer:Want to do business with people who are authorities in what they sell.


Doing what you do better than anyone else.

Establishing yourself as source of information by being updated in your field.

Caring Buyer:Patronize socially responsible organizations.


Establishing a program that gives back to the community. Sponsoring charity.

Entertainment Buyer: The newest and fastest growing community of buyers who want

to be entertained when they go shopping.


Creating fun shopping experience for buyers can separate you from rest of theretail pack.


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TYPES OF SALES AND VARIOUS APPROACHES TO SALES

There's no one best way to sell. Your personality and background will determine which type of

sales technique is most effective for you. Even if you have a methodology that works well, it's a

good idea to try a different approach now and then. Trying new methods keeps you out of a

rut, and you may be surprised by how well a new strategy works for you. In fact, many

salespeople do best by using a combination of approaches.

The Instant Buddy

People will be more willing to buy from someone they like. 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.

This approach can be very effective, but only in the right hands. Don't try to make friends witha prospect unless you really mean it people can tell if you're faking it, and they'll be very

unhappy with you. You'll also need to do some follow-through to demonstrate that you really do

like the prospect. For example, if you chat about the prospect's eleven-month old baby during

your appointment, you should follow up by sending a card and/or small gift on the child's first

birthday.

The Guru

Salespeople who prefer a more logical and less emotional approach often set themselves the

task of becoming experts in anything and everything related to their industry. They positionthemselves as problem-solvers, able to answer any question and tackle any issue that the

prospect lays before them.

The guru approach requires plenty of work learning the relevant information and keeping up

with changes in your industry. But if you're willing to put in the time it takes, you can do very

well both in selling to your prospects and generating plenty of referrals. Once customers realize

what a great resource you are, they're quite likely to send friends and co-workers with

questions straight to you.

The Consultant

This approach combines the 'guru' and 'buddy' approaches. The salesperson who elects to use

the consultant approach presents herself as an expert who has the customer's best interests in

mind. She knows all about her company's products and by asking a prospect a few questions,

she can match him up with the best product for his needs.


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As an approach that combines the best qualities of the of the first two methods, it's extremely

effective. But it also 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. If you

can manage both of these feats, your sales will take off like a rocket.

The Networker

Networking can be a big help for any salesperson. The dedicated networker takes it to the next

level, setting up and maintaining a web of friends, co-workers, salespeople from other

companies, customers and former customers, and anyone else he meets. A strong enough

network will create an ongoing flow of warm leads that can provide most or even all of the

salesperson's needs.

With this approach, you'll spend a great deal of time cultivating people. It's a highly effective

technique for salespeople who enjoy attending various events, parties, and so on and meeting

new people. Just remember that you'll need to reciprocate by doing favors and sending leadsback to the people who've helped you in their turn.

The Hard Seller

Best described as scare the prospect intobuying, the hard sell approach is what gives

salespeople their bad reputation. Hard selling involves getting someone to buy a product even

though he doesn't want or need it. Methods range from bullying (Buy this now or you'll feel

stupid tomorrow) to manipulation (If you don't buy from me I'll lose my job) to outright

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

No ethical salesperson should use a hard sell approach. Sadly, there are still salespeople who

use this type of sales strategy, even though the result is customer who will never buy again

and, sooner or later, a bad reputation for the company as a whole. Stick with one or more of

the first four approaches they are all both effective and ethical.


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PRODUCT SALES VERSUS SERVICE SALES

Product Sales Service Sales

Sale of products and commodities Sale of services and concepts

Products are tangible they can be seen andtouched, therefore easy to price

Services are intangible They areexperienced, therefore pricing is subjective

Quantity-focused the approach is to closefrequently and success is measured in totalnumbers

Quality-focused the approach is to find thebest fit solution and success is measured bycustomer retention

Speed first fast, frequent closing is theirapproach, 1-call closes are their ideal

Thoroughness first details are the key toclosing here as they have to qualify need indepth

Off-the-shelf typically they prefer to sell apre-designed solution

Custom most sales involve crafting a solutionfrom existing pieces, but few are truly off-the-

shelf

Discount their drop-close is to discount Include their drop-close is to add pieces tothe solution for same price


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CUSTOMER SERVICE

Introduction

What?

Why?

How?

What not?

For customers the quality of customer service determines whether to buy, and particularly

whether to remain a customer.

Think for a moment how you yourself behave as a customer. You can perhaps think of an

occasion when poor customer service or an unhappy exchange with a call-centre has driven you

to leave a supplier, even if the quality and value of the product or service itself is broadly

satisfactory.

The significance of customer service eludes many senior executives, let alone the methods of

establishing and managing customer service standards and quality. Our own experiences as

customers demonstrate all the time that many large organizations fail particularly to empower

customer-facing and call-centrestaff, and also fail to design policies and systems to empower

customer-facing staff and enable effective customer service. Often these are defensive

strategies because staff are not trusted, and because competition is feared, or because simply

the policy-makers and systems-designers are too far removed from customers and their

customer service expectations.

Pricing strategy also plays a part on customer service - especially strategies which effectivelydiscriminate against existing customers in favour of new customers, which in certain situations

borders on the unethical, never mind being stupid in a customer service context.

This is strange since by any reasonable measure or criteria - in any market or industry - it costs

far more to gain new customers than to retain existing customers. Neglecting, constraining or

failing to optimise customer services capabilities is waste of great opportunities.


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Instead many organizations and their leaders are habitually fixated on sales, marketing,

advertising and promotion - desperately striving to attract new customers - while paying scant

regard to the many customers that are leaving, just for the want of some simple effective

customer service and care. We see this particularly in highly competitive and profitable sectors

such as communications and financial services, where new customers are commonly extended

better terms and attention than existing customers. No wonder customer turnover ('churn') inthese industries can reach levels exceeding 25%. Leaders and spokespeople will blame the

competitive market, and the fickleness of customers, but ultimately when a customer leaves a

supplier it's because they are unhappy about the service they are receiving - otherwise why

leave?

Benefits of effective customer service

The central aim of effective customer service and call-centres is retaining customers, but when

an organization gets this right the acquisition of new customers - and so many other things -

automatically becomes much easier too.

Retaining customers - enabled by excellent customer service - produces many positive benefits

for the organization aside from the obvious revenue and profit results:

Retaining customers through effective customer service enables easier growth,indirectly and directly, for example by sustaining healthier volumes and margins, and bybusiness expansion from word-of-mouth referrals.

A high level of customer retention via effective customer service also improves staffmorale and motivation. No-one enjoys working for an organization that feels like asinking ship, or where stressful arguments or pressures prevail. When customers are

happy, all the staff are happier too - and more productive. Improved staff morale and motivation resulting from reducing customer attrition also

positively benefits staff retention and turnover, recruitment quality and costs, stress,grievance, discipline and counseling pressures.

Reduced customer attrition and upset naturally reduces litigation and legal problems,from customers or fair trading laws.

Retaining customers also enables the whole organization - especially middle-managers -to focus more on proactive opportunities (growth, innovation, development, etc) ratherthan reactive fire-fighting, crisis management, failure analysis, and the negative highpressures to win replacement business.

Having a culture of delighting and retaining customers fuels positive publicity andreputation in the media, and increasingly on the web in blogs and forums, etc. Theconverse applies of course, when nowadays just one disgruntled customer and areasonable network of web friends can easily cause a significant public relationsheadache.

For these and other reasons the cost difference and relative impacts on organizations between

gaining and retaining customers can be staggering. A useful analogy is that only a fool tries to

fill a bucket of water when the bucket has lots of holes.Better to fix the holes and stop the


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leaks before you try to fill the bucket.Especially consider the actual cost of retaining customers

when all that many customers require is not to be upset.

While the trend is apparently for more people to complain (mobile phones and the internet

make it easier to do so, and people are less tolerant than they used to be) this does not

necessarily mean that customers are more likely to migrate to competitors.

In fact these days the time pressures and the 'hassle factor' combine to create huge inertia in

people's decision-making, which means although they might complain more, they have less

inclination to actually change suppliers because of the time and inconvenience of doing so.

There are arguably some exceptions in fast-changing sectors, but largely inertia tends to make

it more likely for customers to stay than go.

People behave like organizations, when the true costs of change in time and hassle are

recognised often to be greater than the savings that the change will achieve.

Consequently most people prefer not to change suppliers - they have better things to do with

their time - which mean that retaining customers should actually be easy - if only organizations

would attend to the basic customer service principles and keep customers happy. In short,

customers largely don't usually leave unless they are upset enough to do so.

Contrast the cost of achieving happy customers - virtually zero aside from normal customer

service and operating overheads required to run a business - with the costs of marketing,

advertising, selling, sales training, sales management, credit-control and account set-up, that

necessarily arise in the acquisition of new customers.

Consider also that the main factor in keeping a customer - even if the situation appearsirretrievable - often comes down to a simple apology or update - just by keeping someone

informed and avoiding upset - and compare this with the huge costs of acquiring a new

customer.

It is then easy to see that the costs of gaining a customer can be five, ten, a hundred or a

thousand times greater than retaining a customer.

And yet from the customers' view many organizations seem unaware or dismissive of the need

to prioritize great customer service above many other perhaps more exciting or fashionable

initiatives - typically related to sales, marketing, advertising, technology, the web, etc.

These high-profile customer acquisition activities, plus systems, policies, procedures, training,

etc., all play a major role in running a high-quality organization, but the glue which holds it all

together for the customer - and often the only thing that really matters to the customer, is the

quality of customer service that the customer feels and experiences.


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Within customer service there are many elements which must be organised to make effective

customer service happen properly - pricing strategy is important of course - but the crucial

constant factor is the human element - how people are treated and communicated with -

because simply, customers are people, and people tend to behave like people and respond to

people - they do not behave like computers, and they do not respond like machines.

Policies, systems, technology all enable customer service, but none of these actually

determines effective customer service. Only people - your employees - can do this, particularly

when serious problems arise which by their nature must be escalated to a 'real person'.

People - also (if encouraged and enabled) perform another critical customer service function -

that of giving feedback and suggestions to improve customer service systems, policies,

processes, technology, etc. Often policies and technology are dreamt up by managers or

consultants working away from the actual day-to-day customer-facing activity. Feedback and

recommendations from customer service staff - and customers too - are vital in refining and

improving the systems and policies within which the function is operating. So again, people -

your employees - are the most crucial in shaping effective customer services capabilities.

Ignorance and avoidance of these factors is a problem, but also a big opportunity. Where

customer service is neglected and ignored the function is powerful lever waiting to be

pulled.Improving customer service - especially empowering and listening to customer service

staff - offers many organizations a bigger return on investment than any other

initiative.Customer service is generally the critical factor in determining whether a customer

buys and is retained, which is ultimately what the organization exists to do - to serve and retain

customers.

The Code of Practice is summarized and reviewed below.


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Customer service code of practice

As a Code of Practice, this standard is one of guidance and recommendation - it is not a formal

or mandatory specification and should not be offered, implemented or quoted as such.

The main benefits of improving customer satisfaction via effective customer service as being(the '3Rs'):

retention

related sales

referrals

The most important elements of service delivery according to customers:

timeliness

appearance

courtesy quality and efficiency

ease of doing business

problem-solving

These are interpreted into an alternative set of '3Rs' for effective non-commercial, public

sector customer services and service delivery:

responsive

reliable

respectful

These Customer Service Principles are outlined and regarded as essential:

Commitment (at all levels)

Credibility (keep promises)

Culture (customer service ethos)

Competencies (of staff - in recruitment, training and assessment)

Responsibility (clear and supported with suitable authority - with at least one personresponsible for customer problems)

Resources (adequate for effectiveness)

Identification and management of all customer service issues

Quality (of customer service - relevant input and review) Feedback (enabled for customers and employees)

Continual improvement (to meet or exceed customer expectations)

Internal customers (establish concept and communications)


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LIFETIME VALUE OF A CUSTOMER

CLV is a measure of the worth of a customer to the firm. Calculation of CLV for all the customers helps

the firms to rank order the customers on the basis of their contribution to the firms profits. In other

words, CLV helps the firm to treat each customer differently based on their contribution rather than

treating all the customers same.

Advantages of CLV:

Management of customer relationship as an asset

Encourages marketers to focus on the long-term value of customers instead of investing resourcesin acquiring "cheap" customers with low total revenue value

Optimal allocation of limited resources for ongoing marketing activities in order to achieve amaximum return

A good basis for selecting customers and for decision making regarding customer specificcommunication plans

Measurement of customer loyalty (proportion of purchase, probability of purchase andrepurchase, purchase frequency and sequence etc.)


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MODULE 5: Effective Sales Technique

Identifying Needs ....................................................................................... 32

............................................................................................................... Need assessment categories

Solutions approach to sales............................................................................ 33

............................................................................................................ What is solutions-based selling?

...................................................................................................................... How do you sell solutions?

Building Customer Relationships ...................................................................... 34

Sales Steps & the Sales Funnel ........................................................................ 35

Demonstrating a product .............................................................................. 37

Handling Customer Objections ........................................................................ 39

Introduction:.......................................................................................... 39Different objections and the ways to handle them: ............................................ 39

Follow-Ups ............................................................................................... 42

After-sales follow up................................................................................. 42

Follow up with good customer service ............................................................ 42

Generate repeat sales ............................................................................... 42

Sales Closing Techniques............................................................................... 44

Different Closing Sales Techniques ................................................................ 44

1-2-3 close............................................................................................. 44

Affordable Close ..................................................................................... 44

Alternative Close..................................................................................... 44

Ask-the-Manager Close.............................................................................. 45

Best-time Close....................................................................................... 45

Yes-set Close.......................................................................................... 46

Compliment Close.................................................................................... 46


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IDENTIFYING NEEDS

In this stage the salesperson takes a qualified prospect through a series of question and answer sessions

in order to identify the requirements of the prospect. 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. Based on that gap, the needs can be clarified to determine ifthe solution will fill all, or part of the overall gap.From this procedure the salesperson is able to come up

with a proposal suggesting various products/services that will suffice the need as presented by the

prospect.

Need assessment categories

The series of questions of need identification (or need assessment) are categorized in five different

categories. These questions being:

Situational questionsQuestions which arise based on the situation to gather information oncustomers need. An example of this would be: Do you prefer to have veg or non-veg food at the

marriage reception?

Problem discovery questionsQuestions to help the sales person understand problems faced bythe customer with the product or service. Ex: Have you recently found any problems with ourproduct or our service staff?

Problem impact questions - the idea behind these questions is for the customer to becomeaware of the underlying consequences (cost and time) that could occur if such problems wentunsolved. Ex: How long did you have to wait till our service staff arrived?

Solution value questions - The salespersons objective is to inform their customer about whatthey could gain if presented with the right solution to the problem. Ex: Will it be ok if we serveveg food and non-veg food separately?

Confirmatory questions- What typically happens during these questions is establishing that thebuyer is interested about the salespersons products/services and would like to continue to hearmore about them. Ex: Would you like a north Indian cuisine in the veg menu?

Please keep in mind that a salesperson asks these questions in the order presented above. It is important

that the salesperson knows their customers well for they could identify the inefficiencies and

opportunities of the situation which can lead to important resources (skills, ideas, and linkages to other

resources) (Dwyer).


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SOLUTIONS APPROACH TO SALES

What is solutions-based selling?

Solutions based selling is the approach of identifying the customers problems and coming up with asolution rather than selling the customer products with irrelevant features and benefits of a product or

service. Ex: The customers problem of pest control can be solved better by understanding what kind of

pests he wants to control instead of directly selling him a cockroach killer.

How do you sell solutions?

Uncover a problem, and then present the solution to that problem, with these simple steps:

Examine the benefits of your product or service.

Figure out why those benefits are indeed benefits

Identify the problem at the core of the benefit Educate the customer about the problem

Offer the solution to that problem.


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BUILDING CUSTOMER RELATIONSHIPS

Your customers are the most important part of your business. By building good relationships with your

customers you are more likely to encourage them to keep coming back. They will also recommend your

business to their friends. Listening to your customers is vital. When you hear that a customer is unhappy,

you have a chance to fix problem areas within your business. It is a fact that not all of your customerswill tell you they have a complaint. Those that do, provide an opportunity to improve your business and

keep them as customers!

Steps in building customer relationships:

a) First impressions do last!

To leave a good lasting impression, make sure:

That service areas, staff and contact numbers are easy for customers to find and access

Your staff and service areas are clean and presentable

b) Customer orders

When customers apply for goods and services that are not immediately available, or are to be used in thefuture, they are placing an order with you. Always make the ordering process as easy as possible for them

by:

Being clear about how and where to order

Providing a range of options for customers to place an order - telephone, face-to-face, in writing,electronically, via the website

Being clear about what to expect and when

Keeping customers informed of any progress

Telling customers when orders are completed.

c) Confirming customer orders

When confirming the order remember:

If a customer is ordering via the telephone, repeat order details back to them to ensure they arecorrect.

Provide written confirmation of the order immediately if face-to-face, or within 2 days ifelectronically or by phone and include:

1. your reference number2. reference to any customer/order/job number3. name of the customer who placed the order description of what has been ordered4. full details of all costs5. information about delivery or installation (dates and any customer requirements)6. a business contact number for customer queries7. Any legal requirements regarding the order.

d) How delivery affects business?

Ensuring promised goods are supplied to customers, within a reasonable time, is essential. Not only is it a

prosecutable offence for a business to accept any payment for goods or services it doesnt intend to

supply, or supply as promised, it is also poor business practice. Make sure you:

have sufficient stock to meet your orders

Take into account possible distribution or manufacturing delays before committing to a deliverydate and accepting payment.

IMPORTANT - Advise customers of any delays with the delivery of goods and services and confirm

when the order has been completed.


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SALES STEPS & THESALES FUNNEL FOLLOWED IN DOOR TO DOOR AND CHANNEL SALES

The seven steps of the sale:

1.

Planning and preparation (the seven steps of the sale - 1):Plan you day, schedules, meetings and appointments with the customers. Prepare thoroughlyabout product/service information, your company information and for and queries that thecustomer may come up with. Know your customers and market well. Groom yourself properlybefore you set out for meetings, appointments or the market.

2. Introduction/opening (the seven steps of the sale - 2)

Introduce yourself to your customer in a friendly yet professional manner. Use a genuine openinginstead of a scripted one. Be as courteous as possible.

3.

Questioning (the seven steps of the sale - 3)Ask the customer relevant questions about his/her requirement. Never ask personal questions tothe customer. Use effective questioning methods described in the previous chapters.

4. Presentation (the seven steps of the sale - 4)

Be very specific in your presentations or demonstrations and ensure that your presentationaddresses most of the customers need.

5. Overcoming objections/negotiating (the seven steps of the sale - 5)

Handle customers objections with a positive attitude without being aggressive and pushy. Alwayskeep the customers concern in mind. Detailed techniques and methods of overcoming objections

are described in the coming chapters.

6. Close/closing/agreement (the seven steps of the sale - 6)

Ensure that you work towards closing the sales without spending more time than required onnegotiation, handling objections, arguments or other discussions. There has to be a cleardescription of all terms and conditions of the sale at the time of closure.

7. Follow-up/fulfillment/delivery/admin (the seven steps of the sale - 7)

After the closure, ensure that the cycle of delivery, billing and payment is completed throughregular follow ups with the customer. Take the feedback of the customer on products andservices. Keep constant touch of customer for after sales services and referrals.


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THE SALES FUNNEL:

The sales funnel is described with the below example and steps:

Planning to go for a movie with friends -

So you needed to get the friends attention

Build their Interest about the MOVIE

Speak with Conviction so they knew you really wanted to go BELIEF

Create a Desire to want to do the same

Close understand they are interested and get their buy in

Similarly:

So you needed to get the Customers attention PERSONALITY APPEARANCE INTRODUCTION

Build their Interest about the offer

INTRODUCTION AND PITCH Speak with Conviction so they knew you really are going to deliver what you say and can be

trusted BELIEF

Create a Desire for the PRODUCT you PITCH to want to own the same

Close Be aware of body Language and understand they are interested and get their buy in


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DEMONSTRATING A PRODUCT

Product demonstration is the process to explain the features, components and the operation method of

any product to be sold in the market. Demonstrating a product is a very important element in product

sales. Products are demonstrated at product launches, sales camps, retail outlets, door to door sales and

other places.Below are a simple set of rules to be followed during a product demonstration:

Rule #1. Simplify your demo.

Customers will not think your product is wonderful simply because it has lots of features.

Quite the contrary. Feature-rich demos generally leave the impression that a product is overlycomplex.

Simplify your demo so that it highlights a small handful of features, all of which are of high valueto the customer.

Rule #2. Customize your content.

Remember: you're not demonstrating how the product works, but rather how the product willhelp the customer.

Every feature you demonstrate must be tied directly to a customer problem or opportunity.

Ideally, your demonstration should create a customized story line that allows the customer to seehow things will work better when the customer has purchased

Rule #3. Script your commentary.

The "talking" part of your demo must accommodate the rhythm of the product.

If it takes ten seconds to execute a feature, you must fill that time with appropriate patter, lestthose ten seconds seem like an eternity, and make your product seem pokey.

Ideally, your demonstration should be seamless, without long pauses and dead spots. The onlyway to accomplish this is to script it out.

Rule #4. Rehearse your demo

You'd be surprised how many sales reps think that they can wing it without rehearsal. The resultis almost always a disaster.

Rehearse the entire demonstration beforehand at least five times.

Also, if possible, do a dry run (or two) in the actual location where you'll be giving the demo. Ifyou do this, you'll triple effectiveness of your demo.

Rule #5. Test your demo

Never assume that the equipment that's available at a customer site or conference facility willwork.

As far as practical, bring EVERYTHING that you need to do your demo. For example, if you'redemonstrating software, if possible use your own laptop, your own projector, your own pointingdevice, etc.

When you do your dry run (see above), you may elect to use equipment that's already present,

but remember that using ANY unfamiliar equipment entails more risk.

Rule #6. Prepare your mind

Feeling nervous prior to giving a demo is entirely normal.

To help control nervousness and ensure a smooth performance, take a few moments in private

and practice a relaxing exercise before your appearance.

Try rolling your neck, swinging your arms and stretching. Take a deep breath, hold it for 3 to 5

seconds, and then slowly exhale. Get yourself centered and flexible.


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Rule #7. Have a backup plan

Have a backup slide presentation (or something else) in case the demo runs into problems.

While you can't pass off a presentation as a demo, having something to say at least keeps theconversation going.

If you're lucky, you'll be able to reschedule the demo for some future time, after you've workedout the kinks.

Rule #8. Remain flexible

The customer may very well want to take control of the demo. By all means, go along with thecustomer's suggestions, as far as you're able.

The last thing you want is to annoy the customer by sticking to the script, when you've got thecustomer involved in actually using your product!


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HANDLING CUSTOMER OBJECTIONS

Introduction:

Objection handling is an essential skill of any successful sales person.Objections are statements by the

customer which express resistance to buying: criticism of the product, the offer, doubts about thesalespersons arguments; denial of a need; refusal to talk.

Different objections and the ways to handle them:

Why objection?

Objection = Fear

Now, lets be clear an objection to buying is really fear.

Fear that theyll have wasted their money on a product that doesnt work, fear that their family will

think theyre crazy for paying so much, fear that your service wont help them, fear that they wontknow how to use your product, fear that you wont give them their money back if theyre not satisfied.

Six common customer objections:

1) Cost2) Time3) Care

4) Ease of use5) Support6) Satisfaction

Cost is one of the main barriers people have to buying something.

Solutions:

Offer a payment plan

Show the value of your merchandise by comparing it to a competitive product or service Get the customer involved in determining the benefits they most desire.

Establish the value of those benefits

Create a package offer that gives your customer more value for their rupee.

Step to another product that better suits the customers needs.

Making Price Concessions:

If you feel a price concession is absolutely necessary, before making the request for it, you should

Verify the competitors price.

Know what services are included in the price.

Know your cost on the product.

Know your Retail on the product.

Know your Margin on the product.

Know what alternatives to suggest.

Time Objection

Sometimes people are interested in buying but feel they wont have enough time to use it, build it,

install it, make it work, get the most out of it, whatever.


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Solutions:

Give a time line so that people know how long it will take to get a result.

Describe the time investment needed to install, setup and use your product

Compare and contrast it to other products

Care Objections:

After people make a purchase there is still sometimes a nagging feeling that the item might be too muchwork in the long run because of care, maintenance, cleaning, repair, upkeep, upgrades, etc.

Solutions:

Include specific instructions for caring for it or maintaining it over time

Offer to do maintenance or upgrades for free or a reasonable fee

Show them that by properly maintaining the item, they will save time, money or both in the longrun

Ease of Use objections:

If customers feel that the product is too complicated to use they will not buy.

Solutions:

Create a video that demonstrates how easy your product or service is to use

State what previous knowledge or experience is helpful or needed

Provide additional assistance if someone is having trouble

Support Objections:

Customers object if they feel that they will not receive any support from your end after they have made

the purchase

Solutions:

Offer on-going support to your customers

Provide a follow up call

Set up a hotline or email to contact you with problems or questions

Satisfaction Objection:

Product will not meet my expectations it will not solve my problems it is not be what I am hoping

for.

Solutions:

Include a money back guarantee.

State a clear & simple return policy.

Provide a trial offer.

Offer one-on-one help if a customer is feeling unsatisfied


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Other important aspects of handling customer objections:

1) Avoid exaggerations: If you talk enthusiastically about the merits of your product, you will beconvincing. If you exaggerate, you will elicit disagreement from the customer and provokeadditional objections.

2) Avoid the Word Objection: It sounds irrevocable, like protest or rejection. When the customermakes an objection, talk about his idea, opinion or suggestion. Each of these terms is suitable fornegotiations.

3) Show Understanding: Pay attention to the customers ideas and suggestions. People often onlyexpress an opinion because they want to prove their importance. They dont actually insist thatwhat they say is gospel.

4) Do Not Let the Customer Lose Face: Striking proof which makes the customers objection lookstupid or ill-considered is out of place. It is better to help the customer refute the objectionhimself.

5) Pay Attention to Visual Objections from the Customer:

Watch for:

Shaking head

Raising eyebrows

Dismissive hand gestures

Deep intakes of breath.

Dont wait for the objection to be expressed verbally.

6) Dont Always Take Objections at Face Value: Sometimes the real reasons for refusal areembarrassing for the customer (for example high price, in affordability etc.) and he searches forexcuses. Clarify all objections before you reply in such cases. For example:

Do you know of any better-priced models?

Do you think the product is too expensive?

7) Ask one question after the other, regardless of how the customer replies until the customersuddenly changes his posture, expression and tone of voice.


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FOLLOW-UPS

After-sales follow up

Following up your sales demonstrates your commitment to customer service builds your customers'

loyalty and helps generate repeat sales. Follow up steps include:

Contacting customers after purchase to ensure they are happy

Providing repairs, refunds and warranties

Creating opportunities for customer follow-up such as sales alerts.

The following techniques will help build an ongoing sales relationship with your customers and encourage

them to refer your business to others.

Follow up with good customer service

Customers remember businesses that provide good customer service. The simple step of following up a

sale to ask what your customer thinks of your product will make them feel valued. They are also more

likely to tell others about your business.

Good customer service steps include:

Letting your customers know that the goods have arrived

Following up to ensure goods have been received

providing updates on delivery or service arrangements

Checking up on a new installation

Referring customers to your online services.

Build customer loyalty

Most consumers appreciate personalized care and attention. Remembering your customer's name, or a

previous interaction with them, helps your customer feel they 'belong' to your business.

Remember your customers and pay attention to their needs and interests. For example, refer back toyour customer's last purchase or interaction and ask them a question about it.

Using these loyalty strategies to strengthen your customer's devotion to your business:

Offer rewards for new customer referrals.

Start a loyalty club and offer discounts to members.

Send birthday cards and seasonal greetings offering gift promotions (consider religioussensitivities).

Invite your customer to open an online or in-store account with your business.

Invite your customers to keep in touch through social media channels.

Offer incentives for product recommendations or new customer referrals if they are satisfied

with your product.

Generate repeat sales

Use every opportunity to tell your customers about sales, promotions and services you provide. Help your

customer feel that they benefit by receiving preferential treatment and inside information from you. You

can generate repeat sales by:

Telling your customer about specials or promotions you are running

Selling gift cards and arranging gift orders


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Sending periodical updates to advertise sales, offers and promotions

Offering product demonstrations that may be of interest to your customer

Drawing customers' attention to related products that provide them with different or additionalbenefits.


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SALES CLOSING TECHNIQUES

Different Closing Sales Techniques

1) 1-2-3 close

Technique

Summarize in sets of three items. We will give you this, that and the other.

This may be features of the product, benefits or add-on sweetener items.

There are two ways to do this: they may either be closely related (to reinforce a single point) ormay be quite separate (to gain greater coverage).

Examples:

This car is cheaper, more powerful and more reliable than any other car in this class.

This car is better-looking, better-built and better-equipped than those on the other car.

If you buy today, we will give you insurance, tax and a full tank of fuel.

How it works

The 1-2-3 Close works through the principle of triples, a curious pattern where three things given

together act as a coherent set of three hammer-blows that give a compelling message.

2) Affordable Close

Technique

Close out any objections they have about price by making sure they can afford it.

Find how much they can afford. Then show that you have a finance plan that fits their capabilityto pay.

Bring in other factors to reframe the real price, such as lifetime costs.

Show the price of not buying - for example the cost of continued ownership of the current car.

Strip down what is being sold to the bare minimum. Remove all the options (and maybe sell themas separate items).

Sell them something else they can afford.

Last option: bring your price down to what they are prepared to pay. And always remember the caveat: do not close people into debt they will not be able to repay.

Examples

How much per month can you afford...yes, we can make a deal for that...

The initial costs seems high, but by the end of the year you will have recouped the costs.

The basic model will fit into your price range.

The maintenance costs on this are very low.

The cost per page of this printer is the lowest in class.

If we can bring the price down to what you say, will you buy today?

How it works

The Affordable Close works by structuring the finance of the deal to fit into the other person'sability to pay.

'I can't afford it' is often more of an excuse than a real objection. If they really do not want tobuy, you will find that they will immediately jump onto another objection.

3) Alternative Close

Technique

The alternative close works by offering more than one clearly defined alternative to thecustomer.


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The number of alternative should be very few - two or three is often quite adequate. If you offertoo many alternatives, the customer will then be faced with a more complex problem of howthey choose between the many alternatives offered.

Note that this technique works well in many different situations where you are seekingagreement, and not just selling products.

An extra technique that can be effective is to add a slight nod when offering the preferred

choice. This can be accompanied by subtle verbal emphasis on the words.

Examples

Would you prefer the red one or the yellow one?

Would you like one packet or two?

Which of these three instruments seems best for you?

Shall we meet next week or the week after?

How it works

The Alternative Close is a variant on the broader-based assumptive close and works primarily through the

assumption principle, where you act as if the customer has already decided to buy, and the only question

left is which of a limited number of options they should choose.

4) Ask-the-Manager Close

Technique

Tell the customer that you only have limited authority to give discounts and that you will have toask your manager to give more. You can at this point ask if the customer wants you to do this.

Then go to speak with the manager. Come back and say you have managed to persuade themanager to give an extra discount.

Example

I'm sorry that's all the discount I'm allowed to give. But we're a bit below target and I'm sure if Iask my manager she might shave a little more off for you. Is that ok?(Goes to rear of store where animated conversation with much hand-waving can be seen. Thenreturns).

Well, she took some persuading but I said we are nearly there so she agreed to an additionaldiscount of one point seven five percent...

How it works

The basic principle here is that in approaching their manager, the sales person is setting up anexchange: they have put themself out for you, so you are now obliged to do something for them -- like buy the product. This is amplified as the manager can be a fear-inspiring figure ofauthority, thus making the salesperson a courageous warrior, fighting on behalf of the customer.

Having to ask the manager also puts a break in discounting and some people will pay the givenprice rather than add the hassle of the manager's intervention.

5) Best-time Close

Technique When people are procrastinating or will 'be back', emphasizeon how now is the best time to buy.

All sales people know that 'there are no be backs'.

Invoke seasonal effects, such a summer, Christmas and other holidays.

Remind them of other short-term reasons, including sales, and so on.

Find out other personal reasons why it is good to buy now, such as their partner's birthday, etc.

Examples

We only bring these into stock for the Christmas season.


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The forecast for next week is for sun. We have limited stocks of sun lotion.

The best time to buy is now, whilst...

There is no 'best time to buy' which makes now the best time.

How it works

The Best-time Close works by emphasizing how now is the best time to buy and how delaying is not the

best thing to do.

6) Yes-set Close

Technique

Ask them several questions where the answer is easy to answer and is 'yes'. Then tag on thequestion at the end for which you really want the answer 'yes'.

The minimum set is usually three questions. You also do not want to over-do this, so either spaceout the questions or limit the number (although one research showed that eight yeses wereneeded overall before closure).

Encourage them to say yes by nodding your head gently as you talk with them.

Examples

Do you like coming to shop here? Is it easy to find us?

Did this product catch your eye?

Are you ready to buy it now?

Will you want to take delivery next week?

How it works

The Yes-set Close works by setting up a repetitive pattern of 'yes' answers that gets the otherperson into a habitual response. When the pattern is established and they are automaticallyanswering 'yes', then the question that you really want 'yes' to is slipped in.

Many people also do not particularly like to answer 'no' as they believe that it is impolite.

7) Compliment Close

Technique

Be nice to them. Be amazed and impressed by them.

Cast them as the expert so they sell to themselves.

Tell them how others will be impressed by them. Then ask for the sale.

Also compliment them on previous decisions. If you are selling cars, admire the car they alreadyhave, although you can also appreciate their need for a new one.

Examples

Wow. You really know your stuff. Would you like to buy this now?

Well, as you are the expert, you will understand how good this is.

That dress looks really good on you.

Your friends will be impressed when you show it to them.

How it works

The Compliment Close works by flattering the other person, massaging their ego so they are moreconcerned with feeling good than parting with their money.

It can help to associate the person with the product, so they feel their sense of identitybecoming attached to the product.

It also works by being nice to the other person so they feel obliged to be nice to you and buy yourproduct.


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MODULE 6: Types of Sales

Types of Sales are:...................................................................................... 48

........................................................................................... Direct Sales:Telemarketing and Telesales

............................................................................................................ 48

PRE-CALL PLANNING ................................................................................. 48

INTEREST-CREATING OPENING STATEMENTS ..................................................... 48

EFFECTIVE QUESTIONING............................................................................ 48

SALES RECOMMENDATIONS .......................................................................... 49

GETTING COMMITMENT (Closing)................................................................... 50

ADDRESSING RESISTANCE (Objections) ............................................................ 50

WRAPPING UP AND SETTING THE NEXT ........................................................... 50

ATTITUDE AND SELF-MOTIVATION.................................................................. 51

........................................................................................................... Direct Sales Door to Door Sales

Personal Appearance: ............................................................................... 52

Introduction Interested Party..................................................................... 53

Getting to Business................................................................................... 53

Presentation Part One ............................................................................. 53

Presentation Part Two ............................................................................. 53

Selling the Company ................................................................................. 54

Needs Analysis ........................................................................................ 54

Close ................................................................................................... 54

SAVE SOMETHING FOR A CLOSE..................................................................... 54

Paperwork............................................................................................. 54

Referrals............................................................................................... 54

................................................................................................................................................ Retail Sales

Introduction........................................................................................... 55

What is retailing? .................................................................................... 55Major Type Of Retail Stores ........................................................................ 56

Retailer ................................................................................................ 61

......................................................................................................................... B2B Sales (Shop to Shop)


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TYPES OF SALES ARE: Direct Sales - Telemarketing and Telesales

Direct Sales - Door to Door Sales

In-shop (Retail) sales

Shop to Shop (Channel Sales)

TELEMARKETING AND TELESALES

Telemarketing and telesales is the professional use of the phone in a sales process

PRE-CALL PLANNING

1. Have a primary objective for every telemarketing call, defined as, What do I want them to DO as a

result of this call, and what do I want to do?

2. Prepare questions for your telesales call using your call objective. Ask yourself, How can I persuade

them to take this action as a result of asking questions, as opposed to talking? Remember, people

believe more of their ideas than yours.

3. Also have a secondary objective for each telephone sales call

4. Gather as much information as you can from whomever you are able, prior to speaking with your

prospect; busy customers will get bored when they have to answer your basic questions

5. Before cold calls, think of a good reason for needing to speak with the decision maker

6. There is a high possibility that a customer does not pick calls and you are required to leave a message

on a voice mail. If leaving a message on voice mail, be certain it offers a hint of a benefit/result that

sparks curiosity, but doesnt talk about products/services.

INTEREST-CREATING OPENING STATEMENTS

7. The objective of your telemarketing opening is to generate curiosity and interest so that they will

willingly and enthusiastically move to the questioning.

8. Dont use goofy, resistance inducing phrases on your telesales call, like, If I could show you a way to

_____, you would, wouldnt you? The only decision youre looking for in the opening is the one to

continue speaking with you.

10. When cold call prospecting, dont start the call with, I was just calling people in your area People

want to feel like theyre the only person youre calling not just one of the masses from a list of

compiled names.

EFFECTIVE QUESTIONING

11. Get information before you give it. How could you make an effective presentation otherwise?

12. Dont use a benefit list to present from. Instead, use it to create questions to determine if those

benefits truly are of value to your prospects and customers. Some benefits could actually be

liabilities.


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13. Avoid asking go-nowhere questions like, Is everything going OK?, What are your needs?, Are you

having any problems now?, Hows service?, and, What are you looking for in a vendor

14. Ask one question at a time. Thats how many theyll answer at a time.

15. After asking, be quiet. Resist the urge to jump in if they dont answer immediately.

18. After theyve finished, count to two (silently, of course). This ensures theyre done, plus they might

continue with even better information.

19. Be confident in your questioning. One reason reps ramble with questions is that theyre not prepared

or confident. Prepare your questions. Role play them-with yourself if necessary.

20. Always know where youll go with answers. Regardless of the answer

21. Follow up their answers with related questions. Too often reps work from a rigid list of questions,

losing the opportunity to pick up on prospect statements which are just the tip of the iceberg of theirreal feelings. For example, if a prospect said, I believe the main reason production isnt higher is a lack

of motivation. The best move is to follow up with, I see. What specific signs of poor motivation have you

noticed?, or, simply, Tell me more.

22. Quantify the problem whenever possible. How often does that happen?How much time does that

take?

23. Resist the tendency to present. Some reps get so excited when they hear the slightest hint of an

opportunity that they turn on the spigot of benefits. Hold off, ask a few more questions, get better

information, and youre able to craft an even harder-hitting description of benefits, tailored precisely to

what theyre interested in.

24. Learn more about the decision-making process. There could be many behind-the-scenes influences on

the decision. Ask about actual users of your products/services, anyone e lse who could influence it, who

has to sign off on the ultimate decision or OK the money for it, and perhaps people who would rather not

see it happen.

SALES RECOMMENDATIONS

25. You should only talk about your product/service after knowing specifically how it will solve the

problem, meet their need, etc. Then you can tailor your remarks specifically and personally for the

listener.

26. Get feedback during your discussion of benefits: Do you feel that would work for you?. How doyou feel that would solve your problem?

27. Avoid the question, Anything else? when attempting to upsell. Just like when a convenience store

clerk asks the same question, the answer is usually, No. Instead, give them a suggestion, and help

them answer.


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GETTING COMMITMENT (Closing)

28. This is not the major event in a telemarketing sales call. Its the natural, logical, validation of the

professional sales process up to this point. But you still must ask. Commitment must be gained on every

contact in order to move the process forward. If there is to be a follow-up contact, and information is to

be sent or faxed, there must be commitment on behalf of the prospect regarding that material.

29. Ask large. Think big. Buyers will often move down from a large recommendation, but they rarely

move up from a small one. Those who ask the biggest have the largest average order size. Never suggest

more than is in the best interest of the customer, but not making a large enough suggestion when

appropriate is actually hurting the customer.

30. When in d

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