1. Business-to-Business
PROFESSIONAL SELLING

2. Personal Selling
 Important part of marketing
 Creates, communicates, and delivers value
to customers and manages customer
relationships in a way that benefits the
organization and its stakeholders
 Sales used to be – persuasive sales
„pitch‟
 Sales today is –
consultative, collaborative dialogue
with focus on customer‟s needs

3. Sales Professionalism
 Customer-oriented approach
 Uses truthful, non manipulative
tactics to satisfy long-term needs of
customer and selling firm
 Sales person- no longer presenter of
info but must respond to customer
needs before during and after the
sale

4. Professional Selling Careers
Focus on offering
 Services
 Equipment
 Machines
 Supplies
 Parts & finished goods
For use in business operations or
for the manufacture of other
products

5. Sales Occupations
Require in depth Examples:
knowledge of:
 Account Exec
 Target customer
needs  Broker
 Business competitors  Industrial Sales
and products Manager
 Pre-sales activities  Marketing sales
consultant
 Sales processes and
techniques  Sales agent
 Servicing after the  Sales representative
sale  VP of Sales
 District, Regional,
National Sales Manger

6. Pre Approach
Product Info Customer Info
 Preparation- develop  Conduct pre-visit
research
expertise in the  customer‟s
product or service markets/products
being sold  customer‟s competitors
 competitor‟s offerings)
 Formal training
 Determine sales
 Direct experience strategies
 Written publications  Book appointments with
prospective clients
 Prepare sales
presentation

7. Know Your Competition!!!
 Who are the major competitors?
 What are their strengths &
weaknesses?
 How do competitive products
compare to yours?

8. Profile of Customer/Buyer
 Name(s) of person you‟re calling on
 What is their position in the firm?
 Company name
 Type of business
 Where are they located?
 How is your product relevant to them?
 What brands/suppliers are currently
being used?

9. Determine Needs / Wants
What types of customer problems
might be discovered in working with
prospect?
What advance info/intelligence do you
have?

10. APPROACH:
ADAPT Questioning Technique
Assessment -Assess the situation
Discover y -Discover needs, problems, priorities
Activation -Activate buyer‟s interest in solving
problem or realizing an opportunity
Projection Questions -Project how value can be
derived from a purchase
Transition - Transition into the full sales
presentation

11. Feature – Benefit Selling
Feature Benefit
Ex. Running Shoes  Increased stride
 Lightweight→  Reduced race time
 Lowers fatigue
 Faster –no wasted
 Cinch Lacing
time (good for Tri‟s)
 Holds longer than
normal laces
 Improves runners
time

12. Feature – Benefit Selling
Proof Providers Visual Aids
 Statistics  PowerPoint & images
 Consumer Reports  Graphs
 Testimonials  Illustrations
 Case Histories  Models
 Printed materials
 Videos

13. Handing Customer Objections
 Customers often display sales
resistance
 This is not a “NO” it is the 1st step in
the negotiation process

14. Types of Objections
Real Objections Excuses
 Concerns/hesitations  To delay purchase
 Based on merchandise  Seldom related to
 “It seems hard to product/service
repair”  “We can‟t afford it”
 “I can‟t operate that it‟s  “We won‟t be making
too complicated” a decision today-
 “Are there other we‟re just shopping
styles?” around”

15. Buying Decision Objections
5 Categories Salesperson should
 Product  Know merchandise and sell the
benefits
 Place  Highlight seller‟s
company/brand reputation
 Price
 Show the price is right for
product & worth it
 Time  Reassure NOW is time to buy
 Quantity  Point out benefits of quantity
needed so there are necessarily
supplied

16. To answer objections…
1. Listen to the customer‟s objection
2. Pause before answering
3. Show empathy for your customer
4. Restate the objection
5. Answer the objection

17. Special Techniques
 Yes, But Method
 Acknowledge objection then give answer
to objection
 “Yes the price does seem high, but…”
 Direct-Denial Method
 (worst method)
 “You don‟t seem to understand what I‟m
talking about”

18. Special Techniques cont‟d…
 Superior Point Method
 Admit that customer has made a good
point; then offer a superior reason to buy
 Boomerang Method
 Turn objection into selling point
 Customer ”I don‟t like the seats in the
truck”
 Salesperson “They are a unique design, but
because of the contour and adjustment
feature you get the more options than any
other truck on the market.”

19. Special Techniques cont‟d
 Question Method
 Ask more questions that may isolate the
objection
 “So you are telling me that if we could
meet your needs with price, we would
have your commitment?”
 Demonstration Method
 Show that the objection is wrong
without having to say it
 (most effective) – have customer try it

20. Special Techniques cont‟d…
 3rd Party Method
 Testimonial – written or verbal example
of someone who has used
product/service and found it satisfactory
to exceptional

21. Follow-up / Enhancing
Customer Relationships
 Provide useful info
 Expedite orders (faster)
 Monitor delivery
 Monitory installation
 Train customer‟s employees
 Correct billing errors
 Remember customer
(call, email, visit)
 Resolve complaints / problems