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Personal selling (Selling skills)

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Personal selling (Selling skills) PPT, it contains full explanation for selling process including sales call process with practical examples to help sales person to handle different situations professionally.

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Personal selling (Selling skills)

  1. 1. Prepared by Ahmed Hamza Al-juhani Personal selling “what you need for powerful start”
  2. 2. What is Personal selling? Face-to-face selling in which a sales person attempts to persuade a buyer to make a purchase
  3. 3. Selling myths • Sales person are born not made • Sales person job is only talking • Sales person can sell any thing to anyone • Sales person can sell ice in Eskimo
  4. 4. Customer value traid
  5. 5. Six buyer benefits or buyer needs SPACED model 1. Safety 2. Performance 3. Appearance 4. Comfort 5. Economy 6. Durability
  6. 6. Benefits needed by doctors • Safety • Efficiency • Quality • Price • Service • Other considerations By MERL
  7. 7. Pharmacists needs • Prescription • Availability • Profit • Scientific background (e.g. active ingredients, uses, etc.) • Post sales services (e.g. return of expired products)
  8. 8. Customer value equation • Customer value = benefits - Costs • To increase customer value:  Increase benefits with the same cost  The same benefits with lower cost  Increase both benefits more than increase cost  Increase benefits with lowering cost  Decrease benefits less than decreasing cost
  9. 9. Golden rule • Microsoft is leading the market by following the customers • Sales person must know how to detect and satisfy customers needs
  10. 10. Who do customers buy from? • Customers buy from sales person they:  Like  Trust  Respect
  11. 11. Likability • Likability depends on the following factors: 1. Sense of humor 2. Facial expressions 3. Smile 4. Charisma
  12. 12. Definition should be known • Proposition: Full detailing about your product • Suspect: It is person or organization who might be able to buy (Rx) your product • Prospect: Person or organization who probably has the need for a product or a service & has means to buy your product
  13. 13. Definition should be known • Customer: person or organization who has accepted your proposition & bought your product • User: person or organization who has accepted your proposition & bought your product & is satisfied with it
  14. 14. Need, want, demand • Need: it is a state of felt deprivation including physical, social, individual needs (e.g. I am thirsty, I need to drink) • Want: human needs takes as shaped by culture and individual personality (e.g. I am thirsty, I want to drink Pepsi) • Demand: Desire for certain good or service supported by the capacity to purchase it (want + purchasing power)
  15. 15. Characters of proffesional sales person 9 Ps Positive Polite Patient Prepared Planned Punctual Persuasive Precise Practical By Dr. Raafat Yousef Shehata
  16. 16. Other characters • Self starter • Self dependable • Initiative • Motivated to learn • Confident in himself • Confident in the company • Confident in the product
  17. 17. Appearance of the sales person should be • Neat • Analyze his body & complement it by clothing • Avoid wearing clothes with distracting colors
  18. 18. Appearance of the sales person • Darker suits give more authoritative image • Lighter suits create friendly image • The tie tip should come to the belt buckle • Avoid tie pins and clasps • Never wear shoes with multiple colors • Avoid wearing bracelets and ear rings
  19. 19. Don’t • Wear stylish clothes(e.g. sport wear, sport shoes, jeans) • Avoid negative talking about the community • Avoid talking about - Religion - Sport especially football - Policy
  20. 20. Tasks of personal selling (job description) • Prospecting: Searching for new customers • Targeting: Deciding how to allocate time among prospects • Communicating: Communicating information about the company and its products or service, and receiving feedback
  21. 21. Tasks of personal selling (job description) • Selling: sales process • Serving: providing various services to customers • Information gathering: collecting feedback about the customers, competitors and market • Allocating: deciding which customers will get scare products during product shortage
  22. 22. Sales person should be • Hard worker: - Sales increase directly proportion to the number of the sales call - Hard worker is self starter and persistent • Smart worker: S….Schedule your time M…Make time more productive A….Allow time for unexpected R….Ration your time T….Take time for sale
  23. 23. Elements of sales process • Good and or service • Customer • Distributer • Competition • Territory • Sales person
  24. 24. Preparations before penetration product knowledge • The product knowledge is very vital information to any sales person • Product knowledge helps sales person: - To be confident - To reply customer inquires - To be professional - To be enthusiastic
  25. 25. Product knowledge • Customers should not know greater knowledge than sales person • Update your product knowledge continuously
  26. 26. Contents of product knowledge • General knowledge: about my product • Specific knowledge: about my product • Competitive knowledge: information about competitors products
  27. 27. Competition • If there is no competition, there will no need for sales persons
  28. 28. Competitors products knowledge • Sales person must have knowledge about competitors products as well as his products • It can give sales promotional advantage • Do not mention directly the brand name of the competitor product in front of the customer • The degree of the competitor knowledge depend on the importance of the competitor product
  29. 29. Important information about competitors • Product comparison • Promotional claims • Selling activities ( bounces, gifts, services) • Field force structure • Launch dates • Cycle plans
  30. 30. Roles of the pharmacist • Ordering the product • Dispensing the Rx • Change products • O T C • Feedback Information about: - My product - Competitors products - Rate of Rx
  31. 31. Pharmaceutical distributers • Egy drug • U C P • Pharma overseas • Eimc • Manufacturer (Direct distribution) • Ibn sina laborex
  32. 32. Territory • It is geographical area include:  Hospital  Private clinics  Poly clinics  Private pharmacists  Distributer  Insurance clinics & hospitals
  33. 33. Types of hospitals • Direct purchasing: 1- Private 2- Organizations 3- U H 4- A H
  34. 34. Types of hospitals • Tenders purchasing: 1- Governmental 2- University 3- Educational 4- Armed forces 5- Police hospital 6- Health insurance
  35. 35. Sales process or sales cycle 1. Prospection 2. Pre approach 3. Approach 4. Presentation 5. Handling objections 6. Commitment / close 7. Follow up
  36. 36. Sales call process 1. Approach 2. Main presentation 3. Handling objections 4. Close Sales call is a part of selling process
  37. 37. Types of sales call 1. Script call 2. Flash call 3. Customized call 4. Standardized call
  38. 38. 1- Prospection • It means searching for new customers • Prospection is a continuous process • Normal customer loss rate per year is 10% • Market is growing every day
  39. 39. Sources of prospection 1. Cold canvas (screening) 2. Snow balling (endless chain) 3. Conferences (exhibition) 4. Personal observation 5. Printed materials 6. Center of influence 7. Net working 8. Intermediaries
  40. 40. Sources of prospection 9. Lists and directories: - Telephone directories - Syndicates - Health directorates - Chamber of commerce directories - Trade publications - Club membership - Already purchased list
  41. 41. 1- Prospection • Objectives: 1. Collect all possible current data about the customers to help selling process & push it forward 2. Qualifying the customers 3. Sharpen the sales process 4. Handling customers objections & area defects or problems
  42. 42. Qualifying the customers • Is that person a prospect or not? • Is the prospect has a need or not? • Has the ability to purchase or not? • Has the authority to purchase or not? • Liability to be approached • Volume of purchase( customer potentiality)
  43. 43. Prospection, sources of leads 1.Satisfied customers ( Referral):  The most effective source of customers is leads  Successful sales person should get about 75% of the new business through referrals from customers  Sometimes customers are not willing to offer referrals because they are afraid of being blamed (e.g. analyticals)
  44. 44. Sources of leads 2- Center of influence:  It is customer with networks and followers  Promote for your products in exhibitions lectures  That customer may never buy any product from the sales person
  45. 45. Sources of leads 3- Net working • It means establishing relationships to other people then using those net works to generate leads, How to establish networks?  Collect business cards  Talk about yourself in meetings and conferences  Wear your badge so, people know you  Engage in conversation with telephone contacts  Read relevant journals & newspapers to be informed about topical issues when conversing with new contacts
  46. 46. Sources of leads 4- Internet • Banners and pop up advertising mainly used • It is the fastest method of generating leads • Successful firms make sure that their sites are listed on the major search engines (SEO) • This method can generate international leads
  47. 47. Sources of leads 5- Ads, direct mail, catalog • Sending e-mails to potential customers • Customers can request additional information by calling toll free number
  48. 48. Sources of leads 6- Shows / exhibitions • Many companies display their products at trade shows and fairs • Sales persons demonstrate products to customers • Then, data is collected about each customer
  49. 49. Sources of leads 7- Tele marketing 1. Out bound telemarketing: The sales people have customer list & call customers by phone 2. In bound telemarketing: Leads use toll free number to phone the company
  50. 50. Sources of leads 8- Lists & directories • Telephone directories • Chamber of commerce directories • Trade publications • Club membership lists • Professional membership lists
  51. 51. Sources of leads 9- Snow balling • It is also called endless chain • It is not professional • It is not favorable to be used
  52. 52. How to determine the prospects • Determine customer specialty so, needs can determined • The ability to purchase • The authority to purchase • The liability to be approached • Eligible to buy (volume of purchase) to determine customer potentiality
  53. 53. Customer lists • Continuous updating should be made • Use Pareto principle to determine potential customers (80 / 20)
  54. 54. 2- Pre-approach • Continuous updating information about customers • Set objective before making sales call to the customer • Determine how to achieve the objective • Make mental role play • Pareto principle 80 / 20
  55. 55. Important information should be known about the prospect 1. Personal: Name, family status, education, hobbies, interests 2. Attitude: Toward sales persons, your company, your product 3. Customer social style: - Driver, analytical, expressive, amiable - Determine suitable time of visit and number of visits - Decision making style
  56. 56. 3- Approach • It is the first step of the sales call - Keep correct body language - Correct facial expressions - Create first good impression
  57. 57. Smile • Nothing create a rapport like a smile • Smile is a fortune, you can own it but you can’t sell it or buy it or steal it
  58. 58. Tools to enhance approach • Smile • Firm handshake • Speak clearly • Use customer name frequently
  59. 59. Approach objectives • Gain customer attention • Awaken the need i.e. move the need from sub-conscious to conscious • Prepare for the next step (main presentation)
  60. 60. Types of approach 1. Introductory approach 2. Referral approach 3. Benefit approach 4. Product approach 5. Compliment approach 6. Question approach 7. Shock approach 8. Problem approach
  61. 61. 1- Introductory approach • It is the simplest way to open the sales call • Least effective because it generates low level of interest • Always used with other methods of approach
  62. 62. 2- Referral approach • Using the name of a satisfied customer or a friend of the prospect • This approach is effective with amiables and analyticals • At first, must get permission from your references you use their names as reference
  63. 63. 3- Benefit approach • Mostly wide used sales call approach • The benefit must be real interest to the prospect • Sales person have to know the customers needs through probing • This approach is effective for drivers and analyticals because they like to get down to business quickly
  64. 64. 4- Product approach • It involves demonstrating a product feature as soon as the sales person walks up to the prospect • This approach can be effective for expressives • Advantage: stimulate customer visually and verbally • Dis advantage: the prospect may take the product sample from you and handle it, this leads to distraction of the prospect while sales person talks
  65. 65. 5- Compliment approach • Flattering but without exaggeration • Praise the customer who deserve to be flattered (supportive customers) • Sales person can flatter prospect who likes to be flattered
  66. 66. 6- Question approach • Begin the sales call with a question • Advantages: - To gain customer attention - Motivates response of the customer - Initiates two ways communication
  67. 67. Question approach techniques Consists of 3 steps; 1) Problem question: • Is there a problem or a defect about the product he/she uses? Do not assume a problem in the product at the beginning of the sales call • Make the customer tell you the defect about the product he/she uses
  68. 68. Question approach techniques 2) Pain question: • Sales person should focus more on using pain question approach • Create a gap bye: - Increase negativity of the actual status - Decrease the positivity of the desired status • Make the gap as wide as you can to make the customer feel with the defects of the brand he/she uses • Then, use pleasure question
  69. 69. Question approach techniques 3) Pleasure question: - It provides customers with the solution for their problem - The answer would be the product sold by sales person
  70. 70. Questioning techniques 1- Open ended question • Avoid to use that type of questions with customer talks too much • This type of questions stimulate the customer to talk • This type of questions help the sales person to understand and know way of thinking of the customer
  71. 71. 2- Closed ended question • The answer will be very short • The answer does not always with yes or no • Do not used with cool temper prospect or analytics
  72. 72. 3- Leading or directive • The answer inside the question • It is not preferable to use leading question because it is not professional • Avoid using that type of questions specially with drivers & expressives
  73. 73. Before asking questions • At first, get permission from the customer • Use mix between open ended then, closed ended questions • Avoid using leading questions • Questions should be short and simple • Avoid using two questions in one question so, question should be one ended
  74. 74. Main presentation • It is complete explanation of the product advantages needed by the customer • During the presentation focus on: - Presentation of benefits not features - Voice: non-monotones not monotones - Dialogue not monologue - Proper use of visual aid
  75. 75. Feature vs. benefit • Product feature: It is disputable fact about the product • Product benefit: It is the usefulness reflected on the customer from the product feature
  76. 76. Objectives of sales presentation • Sell the product • Establish advantage over competitor • Have your company accepted • Have you accepted as a sales person • Prepare and set objective for the next call
  77. 77. Appropriate use of the brochure • Keep eye contact with the prospect while you are talking from the brochure • Put the brochure in front the eyes of the customer on the page you talk from • Leave a copy from the brochure on customers desk
  78. 78. Appropriate use of the brochure • High lighting important information by using ordinary pen during talking from the brochure • Must Use ordinary pen during high lighting from the brochure
  79. 79. Proper use of the brochure • If the customer took the brochure from the sales person: - Stop talking - Ask the customer to take the brochure (excuse me, I want to show you something in the brochure) - Must not take the brochure by himself
  80. 80. Stimulation of customer senses 82%.Vision 11%Hearing 93%Vision & hearing 7%Touch, taste & smell
  81. 81. Stimulation of customer senses • So, selling is not telling, it is showing, demonstration and visualization • Proper & professional use of visual aids to stimulate the senses of the customers more and more • More stimulation of customer senses and involving the customer in the sales call, more better opportunity of making successful sales call and making sales
  82. 82. Hints for utilizing visual aids • Make sure that the customer can see your visual aid • Mark your visuals so you can find them easily • Don’t let your visuals interfere with your interaction • Make sure any visuals are fast paced and short
  83. 83. Hints for utilizing visual aids • Always, relate a feature to a benefit • Keep many copies of your visual aids to leave a copy with the prospect • Maintain appropriate handling of visual aids from the beginning till the end of the sales call • N.B: Focus on the reference written at the end of the brochure if you deal with analytical customer
  84. 84. Keep the following during the presentation • Appropriate body language: - Eye contact - Smile - Appropriate posture and gesture - Appropriate voice tone • Firm hand shake to assure your confidence and reliability • Face relaxation
  85. 85. Handling objections • Professional sales person should not be afraid of customer objections • Skillful sales person can easily turn objection into an opportunity to sell • Objections express the concerns & needs of the customer
  86. 86. Causes of objections • The prospect affected by a claim raised by competition • The prospect did not understand your explanation • The prospect doesn’t want to change (analyticals) • The prospect is completely satisfied with competitor products
  87. 87. Causes of objections • The prospect has not the need • Sales person did not recognize the needs of the prospect • No enough information • No time for sales meeting so, you can’t meet the prospect
  88. 88. Common objections • Product • Price • Company • Acting now • Sales person
  89. 89. Common objections 1- Product • Not effective • Poor package • Contraindications • Side effects • Unavailable • Form
  90. 90. Common objections 2- Price • Too high • Higher than competitor • Does not deserve this price
  91. 91. Common objections 3- Company • New company • Reputations • Bad rumors
  92. 92. Common objections 4- Acting now • The sales person asks the prospect to buy or prescribe the product in wrong way • Sales person acts like a beggar or give direct order to the customer
  93. 93. Common objections 5- Sales person • Dis-likability • Unskillful sales person • Unsuitable personality • Failure to keep promises
  94. 94. Handling objections • Anticipate objections and be prepared to respond to objections appropriately even with additional information • Must have positive attitude • Must have empathy • Do not attack after overcoming objection • Help them answer their questions • Identify type of objection is it true or false
  95. 95. Types of objections True objections Logic resistance False objections Psychological resistance
  96. 96. 1) True objections (logic resistance) 1- Objections related to needs: - I do not need your product - I have never done it that way before 2- Objections related to the product: - I do not like the product feature - I do not understand - Need more information
  97. 97. 1) True objections (logic resistance) 3- Objections related to the source: - The prospect does not like your company - The prospect does not like the sales person 4- Objections related to the price: - I have not money - The value does not exceed the cost 5- Objections related to the time: - I am not interest today - I need time to think about it
  98. 98. 2- False objections (psychological resistance) • Apathy • Interference • Preference to establish supply • Reluctance to give up something • Dislike of making decisions (e.g. amiables and analyticals)
  99. 99. Don’ts exampleDo not It is your mistake not oursDo not argue If sales person is wrong he has to excuse Do not offer excuses It was my boss’s faultDo not blame others No one else has complained Do not make the customer feel small I am sure my boss will agree to a refund Do not make false promises
  100. 100. Effective handling objections • Anticipate objections & prepare appropriate answer • Evaluate objections either real or just an excuse (false or true objection) • Decide a suitable method to handle the objection • Be credible • Keep your temper on ice
  101. 101. Effective handling objections • Listen carefully to the customer without interrupting • Understand the customer’s point of view • Rephrase not paraphrase: - For assurance - Clarify vague comment • Follow your organization’s policy for handling objections
  102. 102. Effective handling objections • Treat customer with sympathy • Apologize if you or your organization is fault • Make sure the customer is happy & satisfied with your product or service • Make sure if the customer said very (–ve) comment about the product or the company, do not repeat his (–ve) word
  103. 103. Handling objections True Compensation Feel felt found Boomerang Pass up Post pone Forestall False Direct denial Indirect denial
  104. 104. Methods of handling objections  True objections: 1. Post pone 2. Forestall 3. Feel felt found 4. Boomerang 5. Pass up 6. Compensation
  105. 105. Methods of handling objections False objection: 1- Direct denial 2- Indirect denial
  106. 106. Methods of handling objections 1- Post pone method • During the beginning or inappropriate time during the sales call, the prospect raise an objection • The sales person asks the customer for a permission to answer the objection at later time to not spoil the consequences of the sales call or to close the sales call before finished
  107. 107. When to post pone? • Objection arises too early • If the customer raise the objection as an excuse • The customer sidetrack the sales person • If you are not ready for the answer
  108. 108. Methods of handling objections 2- Forestalling method • Sales person show the customer disadvantage about his product before the customer raise it • The customer will appreciate that & he will be less resistant to be convening
  109. 109. How to forestall a product disadvantage 1- Obvious defect 2- Universal defect 3- Can be managed 4- Not fatal defect
  110. 110. Methods of handling objections 3- Feel felt found (Reference method) • Depend on referral person • Sales person must take permission from the referral customer before he uses his name • Used only with expressives & amiables customers because this method depend on emotions
  111. 111. Methods of handling objections 4- Boomerang method • Very effective method • Convert disadvantage into advantage • Not suitable for all true objection • Sometimes the prospect objects on one of your unique selling points due to lack of information • If that happened, sales person can use that method to turn the objection into reason to buy
  112. 112. Methods of handling objections 4- Boomerang method • If the customer disagree with you, do not argue • Arguing usually intensifies the other person’s desire to prove himself right • At first agree with the customer, turn it around (yes,…….but)
  113. 113. Methods of handling objections 5- Pass up method • During the sales call, the prospect raise the same objection more than one time • Sales person can handle Such objection by ignoring
  114. 114. Methods of handling objections 6- Compensation method • It means compensate a product defect by numerous product benefits to dilute product defect
  115. 115. Methods of handling objections 6- Compensation method • This method can be used with any true objection • Every product has advantages and disadvantages • This method shows credibility of the sales person • This method is effective to be used with analyticals
  116. 116. Handling by using compensation method • The disadvantage really exist in the product: 1- Firstly, accept the objection 2- Dilute the objection 3- Dilution means mention the product benefits to attract customer attention and dilute the disadvantage
  117. 117. Handling of false objections 1- Direct denial • Must be used with caution because no one likes to be told that he is wrong • This method must not used if the objection is true • This method should not be used if the objection of little importance
  118. 118. Handling of false objections 1- Direct denial • This method used in case of: - If the customer insults the company - Fatal objection from the customer about the product (objection affect the product core)
  119. 119. Handling of false objections 2- Indirect denial • This method denies the objection, in the same time soften the response • Should not be used if: - The prospect has raised valid point - The prospect is expressing an opinion
  120. 120. Plan for handling objection • Relax • Listen actively • Question for clarification (open-ended question) • Restate the objection • Evaluate the objection • Decide the technique to answer • Answer the objection • Get commitments • Try for a close
  121. 121. Handling customers attitude 1- Skepticism • Customer doubts about the benefits of the product • Handling: 1- Restate the benefit 2- Offer the proof 3- Personalize the benefits
  122. 122. Handling customers attitude 2- Acceptance • Customer accept all benefits of your product • Handling: Get a commitment and close
  123. 123. Handling customers attitude 3- Indifference • Customer satisfied with another product • Handling: Probe till discover area of need
  124. 124. Handling customers attitude 4- Objection • Misunderstanding • Handling: Perceived drawbacks, minimize the objection and magnify the benefits
  125. 125. Buying signals 1- Verbal • Acceptance comments: - Yes, I like your product - It sounds good to me - I think I could use it • Sample request • Ask about available forms • Ask about price
  126. 126. Buying signals 1- Verbal • Definite case need product (e.g. can I use it in case of……?) • Package: - The package is very nice - Have you another package size? • Convenience: - Easy to be used
  127. 127. Buying signals 2- Non verbal • Facial relaxation • Kneeling forward • Smiling • Handling the sample • Handling the brochure • Eye luster
  128. 128. Closing Factors for successful closing • Maintain positive attitude • Keep control of sales call process • Give the customer the chance to buy • Keep some selling points in reserve • Sell the right item for the right person • Avoid too early or too late close (choose the right time to close)
  129. 129. Closing techniques • Direct close • Summarize the selling points • Get agreement on minor points • Use what, if technique • Remove stumbling block • Close in two positive choices • Standing room only close
  130. 130. • When the customer declare his intention to use your product, ask him directly for an order Closing techniques 1- direct close
  131. 131. Closing techniques 2- Summarize the selling points • When the sales rep. finish his presentation without exploring a buying need • Summarize product benefits to get minor commitment • Upon minor commitment ask customer directly for an order
  132. 132. Closing techniques 3- Get agreement on minor points • Buying signal appear to a minor selling point • In this case close directly and get an order
  133. 133. Closing techniques 4- Use what, if technique • The prospect asks for a certain service & the sales person can fulfill it • The sales person promises the prospect to provide to provide that service with a condition to deal with him in the future
  134. 134. Closing techniques 5- Remove a stumbling block • If the prospect refuses to use your product • Know why the customer is refusing and remove this block in order to make him use the product
  135. 135. Closing techniques 6- Close on two positive choices • Ask the prospect a question with two choices and both choices exist in my product • Then assume that the sale is made and begin to write up the order • The prospect could be upset because he feels he is being manipulated • Do not use it frequently
  136. 136. Closing techniques 7- Standing room only close • Sales person try to get commitment by describing negative consequences of waiting • Do not very pushy to avoid mistrust • This method can be effective if the statement is true and done professionally