The Selling Process - 3 Stages Source Potential Customers Opening The Sale Building The Sale Closing The Sale Follow Up Sale After Sales Service Prospecting The Sales Presentation

Rules of Selling Adopt a Win – Win approach Know your product – features, benefits & USPs Sell the benefits, not the features Research prospect Know your customers’ needs/wants Listen to the buyer Relate what you are selling to the buyer’s wants and needs Plan your sales and be prepared Have clear and well prepared sales presentations, demonstrations and telephone calls Make sure you know who the decision maker is

Sourcing Customers/Prospecting Internal Sources: Enquiries to advertising Phone/mail enquiries Internet enquiries Customer records Personal Contact: Business contacts Social networks Formal networks Networking Word of mouth Personal observation Cold canvassing Trade shows Conferences Sales seminars Look for the MAN Money Authority Need External Sources: Following leads Referrals/introductions Community contact Other organisations Networks Newspaper Directories 10

Contacting Prospects – Planning your Approach Objective How What to say Resources required Next steps Make an appointment Create an interest Immediate sale Telephone Person to person E-mail Letter Visit Set an agenda Opening statement Sales pitch Qualifying questions Answers to objections Reponses to questions Build confidence & rapport Business cards Customer testimonials Brochures Portfolios Diary Writing materials Obtain an appointment Send information Follow up

Sales Presentation Structure Opening the sale Body/building the sale Closing the sale

Opening the Sale Make an opening statement Introduce yourself/your business State the purpose of the presentation quickly (within 15 seconds) Ask qualifying questions

Body/Building the Sale Provide information on you/your business and your product/service Relate to the buyer’s needs/wants Highlight unique selling points (USPs) Focus on the benefits to the customer Follow a logical sequence

FAB Features Advantage Focus of sales pitch Benefit High speed processor Advantage Can compute twice as fast Focus of sales pitch Benefit Provides customer with more productive time

Why Objections Occur Disbelief/not convinced Budget/money issues Satisfaction with a competitive product Previous negative experience Fear of making the wrong decision Misunderstanding

Handling Objections Prepare responses in advance Listen to the objection Check you have understood the objection Answer the objection Advance the sale

Buying Signals Requesting a sample Requesting names of other customers Commenting positively Indicating problems with previous vendors Asking specific questions re: price, features, availability, options Negotiating

Closing Methods Assumptive close Alternative choice close Immediate gain close Fear close Direct request close Summary close Negotiation close Small decision close

Follow Up Explain level of service at the time of the sale Make a courtesy call after the sale Give customer contact numbers etc Stay in touch Use a database Send customers information on offers etc

Benefits of Customer Care Satisfied customers will recommend you to others Encourages repeat sales Dissatisfied customers will complain on average to 10 other people Demonstrates professionalism Poor customer care will damage your image and reduce your profits