This is a very basic "essentials" slide set Used for giving awareness training to non sales people

1. Richard Masters
© Masters Associates Limited 2008

2. Sales skills are important
© Masters Associates Limited 2008

3. Sales skills are not a gift!
 Professional sales skills
training takes 14 weeks
plus a 2-day update
annually!
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4. Takes time and practice!
Conscious
incompetence
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Unconscious
incompetence
Conscious
competence
Unconscious
competence

5. An important distinction
 Sales Methodology
 Overall approach to
organising a sales campaign
 Sales Skills
 Personal skills used in
individual sales situations
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6. Sales methodologies (examples)
 Strategic Selling
(Miller Heiman)
 TAS
(Target Account Selling)
Important for “complex” sales (not covered here)
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7. Sales skills areas
1. Client buying process
2. Call planning
3. Call opening
4. Questioning techniques
5. Pre qualification
6. Qualification checklist
7. Establishing solutions
8. Objection handling
9. Negotiation skills
10. SSO Review process
11. Closing the sale
© Masters Associates Limited 2008
Pre-sales
Sales process
Securing profitable
business

8. 1. The client buying process
Client process Sales process
Awareness of need Establish business aims
Define the need Establish the precise requirement
Needs become wants Establish any issues
(e.g. authority/budget)
Shop for solution Propose solution
(Address issues/ offer options)
Decision time Close and Implement
Seek reassurance Follow up and reassure
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9. 2. Call planning
 Never, ever, try to sell
without planning
 If the client calls you,
make an excuse and
call back
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10. 2. Call planning guidelines
1. Write down your
objectives
2. Whose best placed
to respond
3. Opening statement
4. List of potential
questions
5. Listen,Listen,Listen
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11. 2. Call planning guidelines
6. Identify potential
objections
7. How will you handle
them?
8. Identify references
9. Make extensive
notes
10. Stretch objective
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12. 3. Call opening guidelines
1. 1st impressions are
important
2. Establish rapport
3. Establish personal &
company credentials
4. Check client
objectives
5. Ask client how
much time he has
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13. 4. Questioning techniques
1. Decide your
questioning strategy
2. Open questions to
establish real need
3. Needs = why client
wants to buy
4. Closed questions to
confirm needs
5. Don’t be afraid to raise
issues of authority,
budget etc
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14. NO ISSUES = NO NEED
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15. 7. The solution
 Identify the true need
 Identify type of buyer
 Economic
 User
 Technical
 Coach
 Specify business benefit (for each)
 Value based( not cost+) pricing
© Masters Associates Limited 2008

16. No objections
=
no interest
=
no sale
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17. 8. Objection handling
Type of objection Counter
Doubt Focus on business need
Misconception Don’t argue – clarify!
Competition Never knock competitors, sell them your
solution
Price Talk about ‘value’ & ‘investment’
Stalling Probe to uncover real objection
- Check all bases are covered
- Stress loss of benefit if don’t act now
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18. Always “empty the
bucket” before
responding to
objections
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19. 11. The close
 Trial close
 Ask for the business ..
 .. if yes, shut up!
 ..if no, go back to
objection handling
 Summary Close
 Benefits against needs
 Implementation close
 Most natural &
successful
© Masters Associates Limited 2008

20. and finally …
 Buyer’s regret
 Keep in touch and reinforce benefits
 Ask for more business straight away!
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21. Further information
 www.rjmasters.co.uk
 richard@rjmasters.co.uk
 http://uk.linkedin.com/in/richardmastersj
© Masters Associates Limited 2008