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THE SELLING PROCESS

Most sales trainers believe logical,


sequential steps do exist that, if followed,
can greatly improve the chance of making
a sale.

Copyright 2001 by Harcourt, Inc. All rights reserved.

FIGURE 11.2 THE SALES PROCESS


P ro s p e c tin g

P re a p p ro a c h
( P r e c a ll P l a n n i n g )

A p p ro a c h

P a rtic ip a tio n
D e m o n s tra tio n
D ra m a tiz a tio n

P re s e n ta tio n

P e r s u a s iv e C o m m u n ic a tio n
P ro o f
V i s u a li z a t i o n

T ria l C lo s e

D e t e r m in e O b j e c t i o n s

M e e t O b je c tio n s

T ria l C lo s e

C lo s e

F o llo w - u p a n d S e r v ic e

Copyright 2001 by Harcourt, Inc. All rights reserved.

Salespeople can ask themselves three


questions to determine if an individual or
organization is a qualified prospect:
1. Does the prospect have the money to
buy?
2. Does the prospect have the authority
to buy?
3. Does the prospect have the desire to
buy?
Copyright 2001 by Harcourt, Inc. All rights reserved.

TABLE 11.2

POPULAR PROSPECTING METHODS

Cold canvassing

Public exhibitions and


demonstrations

Endless chain customer referral Networking


Orphaned customers

Direct mail

Prospect lists

Telephone and telemarketing

Observation

Copyright 2001 by Harcourt, Inc. All rights reserved.

Referrals are Popular


The prospect pool is a group of names gathered
from various sources. The prospect pool is
usually created from four main sources:
1.
2.
3.
4.

Leads
Referrals
Orphans
Customers

Copyright 2001 by Harcourt, Inc. All rights reserved.

FIGURE 11.3 THE PROSPECT POOL

P ro s p e c t
Pool

O rp h a n s

Copyright 2001 by Harcourt, Inc. All rights reserved.

R e f e r r a ls

C u s to m e rs

L eads

PREAPPROACH IS PRECALL PLANNING


During the preapproach, the salesperson
investigates the prospect in greater depth and
plans the sales call.

Copyright 2001 by Harcourt, Inc. All rights reserved.

Reasons for planning the sales call:


Helps build a salespersons self-confidence.
Develops an atmosphere of goodwill and
trust with the buyer.
Helps create an image of professionalism.
Increases sales because people are prepared.

Copyright 2001 by Harcourt, Inc. All rights reserved.

FIGURE 11.4 STEPS IN PLANNING THE SALES CALL

D e te rm in a tio n o f
C a ll O b je c tiv e s

D e v e lo p m e n t o f
C u s t o m e r P r o fi le

D e te r m in a tio n o f
C u s t o m e r B e n e fi t s

Copyright 2001 by Harcourt, Inc. All rights reserved.

D e te r m in a tio n o f
S a le s P r e s e n t a t i o n

Developing a Customer Benefit Plan


Step One:

Select the features, advantages, and


benefits of the product to present.

Step Two:

Develop the marketing plan.

Step Three: Develop a business proposition.


Step Four: Develop a suggested purchase order.

Copyright 2001 by Harcourt, Inc. All rights reserved.

THE APPROACH OPENING THE


SALES PRESENTATION
The sales opener, or approach, is the first major
part of the sales presentation.

The first impression is critical to success.

Copyright 2001 by Harcourt, Inc. All rights reserved.

Approach Techniques are Numerous


Introductory approach.
Product approach.
Customer benefit approach.
Curiosity approach.

Copyright 2001 by Harcourt, Inc. All rights reserved.

FIGURE 11.5 THE SALESPERSONS PRESENTATION MIX IS TYPICALLY


DEVELOPED BY SALES MANAGERS AND TRAINERS

Persuasive
Communication

Participation

The Sales
Presentation
Mix
Demonstration Salesperson

Dramatization
Copyright 2001 by Harcourt, Inc. All rights reserved.

Proof

Visual Aids

Stimulus-Response Method
This method assumes that the prospects needs
can be stimulated by exposure to the product or
already have been stimulated because the
prospect has sought out the product.
Some of the methods shortcomings are:
Talks about product features not important to
buyer.
Uses same pitch for different people.
Assumes salesperson is in total control.
Has little prospect participation, making it
difficult to uncover needs.
Copyright 2001 by Harcourt, Inc. All rights reserved.

Formula Method
The salesperson may use a structured series of
steps such as the AIDA approach.

Attention
Interest
Desire
Action
Copyright 2001 by Harcourt, Inc. All rights reserved.

Need-Satisfaction Method
The need-satisfaction method is different from the
stimulus-response and the formula approach in
that it is designed as an interactive sales
presentation.

Copyright 2001 by Harcourt, Inc. All rights reserved.

THE TRIAL CLOSE


The trial close involves checking the prospects
attitude toward the sales presentation.
Salespeople may at any time use a trial close like
one of these:
How does that sound to you?
What color do you prefer?
If you bought this, where would you use it in your
business?
Are these features what you are looking for?
Copyright 2001 by Harcourt, Inc. All rights reserved.

OBJECTIONS ARE SALESPEOPLES


FRIENDS
An objection is opposition or resistance to
information or a request.

Copyright 2001 by Harcourt, Inc. All rights reserved.

Types of Objections
Real objections are tangible. Prospects will
sometimes give an excuse to keep objections
hidden. Prospects will usually not purchase until
these hidden objections are answered.

Copyright 2001 by Harcourt, Inc. All rights reserved.

Techniques for Meeting Questions:


Postponing objections
Boomerang
Asking questions

Copyright 2001 by Harcourt, Inc. All rights reserved.

THE CLOSE
Closing is the process of helping people make a
beneficial decision.

Copyright 2001 by Harcourt, Inc. All rights reserved.

Closing Techniques

The compliment
The summary
Minor decision
Assumptive

Copyright 2001 by Harcourt, Inc. All rights reserved.

RESEARCH REINFORCES
CHAPTERS SALES SUCCESS
STRATEGIES
1. Ask questions to gather information and
uncover needs.
2. Recognize when a customer has a real need
and how the benefits of the product or
service can satisfy it.
3. Establish a balanced dialogue with
customers.
Copyright 2001 by Harcourt, Inc. All rights reserved.

RESEARCH REINFORCES
CHAPTERS SALES SUCCESS
continued
STRATEGIES
4. Recognize and handle negative customer
attitudes promptly and directly.
5. Use a benefit summary and an action plan
requiring commitment when closing.

Copyright 2001 by Harcourt, Inc. All rights reserved.

ADAPTING TO GLOBAL
MARKETS
Five rules for successful selling abroad:
1. Be prepared and do your homework.
2. Slow down.
3. Develop relationships and trust before
getting down to business.
4. Learn the language and its nuances, or get
a good interpreter.
5. Respect the culture.
Copyright 2001 by Harcourt, Inc. All rights reserved.

THE BOTTOM LINE


Sales training is now defined as part of a salespersons overall
educational experience.
Training can be divided into two categories: operational and
behavioral.
Companies are using and teaching technology more frequently
than ever.
Sales skills development includes two key elements: persuasive
communications and the selling process.
The selling process is usually seen as a series of steps.
The close is the last step in the actual selling process.
Copyright 2001 by Harcourt, Inc. All rights reserved.