SALES REPRESENTATION

ANDREW ZIELINSKI, MBA

www.accrongroup.com/fengyeacademy/

MODULE 5: SALES REPRESENTATIONWhere we are:

Objectives – 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach Needs Analysis Product/Service Presentation - 1:1 and to Groups Handling Objections Negotiation7. Closing8. Follow-Up9. Merchandising and Promotion10. After-Sales Service

REVIEW

ActivityShort Presentation

1. Use Powerpoint to create a compelling short presentation2. Pick a product, solution, or service from one of your

targeted companies3. Do some research on company’s web site, at competition,

and on user or consumer web sites to find features, benefits, common uses, likes and dislikes

4. Follow the structure explained in the previous slides5. Presentation should be no more than 2 minutes in duration6. Save presentation as

ProductPresentation_FirstName_LastName.pptx

REVIEW

Presenting (Quoting) the PriceEstimate total

cost of purchase

Consider all the elements that are part of the purchase and bear

influence on the price

Find the right moment

Use the correct technique to justify the

price

A ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectationHighlight the positive aspects of the expenditure including rebates, promotions. Include taxes and any other additional chargesWhen all other objections have been successfully managed, check with customer to ensure all their questions have been answered, then find the right closing techniqueA ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectation

MODULE 5: SALES REPRESENTATION

Review - Some Closing Techniques1. Sandwich – Quote is sandwiched between

presentation of features and articulation of benefits. Ties pricing to benefits

2. The Balance – On one side all the features and benefits, on the other side the price. Show that features and benefits outweigh the price

3. Comparative Close – Best price in town for this product, is one option. Another option is: “Look at other similar solutions. You will see that ours is the best value option.”

MODULE 5: SALES REPRESENTATION

Review - Some Closing Techniques4. Break-it-down – Takes the total cost and breaks it down

to smaller, more manageable amounts. “Only three payments of $xx!” Or: “Economical, at only $86 bi-monthly.”

5. Opportunity Cost – You know what else customer could do with that money. Tell them that benefits of this purchase outweigh benefits of the other purchase. Example: “For three meals at le Biftheque, you can get this amazing kitchen set and enjoy home cooked meals.:

6. The Ben Franklin – Put all the advantages in one column and all the disadvantages in another column. Show that the advantages of the purchase are greater than the disadvantages.

More closing techniques

REVIEW

Activity 5.8.1Quoting and Closing

1. Go web site, open Activity 5.8.12. Read the cases and answer all questions3. Save as

Activity581_FirstName_LastName.docx4. Print a copy, with you name on every page,

and staple5. Bring to next class and hand in

MODULE 5: SALES REPRESENTATIONSo, all these techniques are good and fine, but what’s the process? How is the flow of Closing structured?

How Customer Decides…

Non-Verbal Cues that are prompted by sales person

by:

• Asking Questions• Applying Closing

Techniques

Customer then makes a decision and expresses it

Verbally expresses interest. Three directions

possible:

“No, I am not

buying”

“Maybe, not sure.”

“Yes, I’m buying”

Customer asks questions, resists or negotiates; sales

rep answers, specifies, enlightens, etc.

Customer then makes a decision and expresses it

End of Process: No Sale

End of Process: Sale

MODULE 5: SALES REPRESENTATION

Positive Non-Verbal Cues Customer smiles after a presentation or the mention of a

particular feature or benefit Client nods head, in approval Client’s face “lights up” when seeing the product Customer seems to be calculating, thinking, weighing

options, pros and cons, etc. Customer needs to move: gets up if seated, sits if standing Customer plays with products, ties it out Customer exhibits relaxed traits: face, posture, movements Customer puts out his/her hand to shake yours Customer heads towards cash register Takes out wallet, credit card, cheque book

MODULE 5: SALES REPRESENTATION

Positive Non-Verbal Cues Can you think of any others?

MODULE 5: SALES REPRESENTATION

But wait! There’s More! If you are perceiving only non-verbal cues from

customer, be sure to check with them that you are indeed understanding their intentions: Ask them some clarifying questions Applying a closing technique

MODULE 5: SALES REPRESENTATION

Some Examples of Questions and Closers The Litany of Yes’s

If your customer answers yes to every well-chosen closed questions that you ask, it becomes easier for them to yes when you ask for the sale

Example:“So, you really like this model.”“Yes”“The colors work for you? The size as well?”“Yes”“You can see how nicely it will fit into your bathroom.”“Yes, absolutely!”“Great! Let’s go to the cash register and make it official. Congratulations! You made a fine choice!”

MODULE 5: SALES REPRESENTATION

Some Examples of Questions and Closers “But, Wait! There’s More!”

After starting the close and customer is working on making the commitment to purchase official, you announce once last advantage to prompt the yes (a rebate, free product, etc.)

The Warning Necessary when certain circumstances in the environment

that can be perceived as negative can benefit from your product which turns the negative into a positive

Example: “You may recall the several recent assaults that have recently occurred in people’s homes, around here. Our home alarm can de-motivate potential aggressors lurking in the neighborhood to target your home.”

MODULE 5: SALES REPRESENTATION

Some Examples of Questions and Closers The Alternative

We’ve already seen this one: “Will you be taking the red one or the yellow one?”

Direct Action/Engagement As the customer is talking and you are very sure

that they are ready to commit, you start to take out your order pad, contract, calculator, etc. and say something like: “Okay. Let’s look at the terms and conditions together…”

MODULE 5: SALES REPRESENTATION

Verbal Cues “I don’t have any other questions” “I want it!” “Yes, this will do.” “I will go with this model.” “No thank, I will pass.”Also: “What would it cost?” “Do have any in stock, at this time?” “When can you deliver it?” “How exactly can I finance this purchase?”

MODULE 5: SALES REPRESENTATION

When Customer Say No, Firmly It’s okay You can’t win them all Always stay professional If possible, try to get them to explain why.

Sometimes, that starts a new, less pushy conversation, that may reveal more information that should be DELICATELY managed. This is more the exception than the trend…

NOW, YOU DO IT!

Activity 5.8.3A Closer Look at Verbal and Non-Verbal Cues

during Closing

1. Go to web site, Class 29, and download Activity 5.8.3

2. Answer all questions and cases3. Save as

Activity583_FirstName_LastName.docx4. Print, staple and give to teacher at next class

MODULE 5: SALES REPRESENTATION

Telesales This is not a course in high pressure telephone

sales This section covers phone skills required by

every professional Because the role of the telephone in

communications has changed, let’s look at how to utilize it effectively

First, let’s look at the generations of telephone users and how they relate to their device. (See Bonus Material: Marketing to Generations, on class web site, Class 29)

MODULE 5: SALES REPRESENTATION

Although live communication, at a distance could only be accomplished by telephone, not too long ago, time have changed: Video conferencing (Skype, Facetime, Go-to-Meeting,

Webex, etc.) Webinars Live demos over internet (YouTube, Vimeo, etc.) Etc.

Telephone conversation now seem to be reserved for very particular purposes in the selling process and can be executed very inexpensively all around the world through VoIP

MODULE 5: SALES REPRESENTATION

Current Uses Inbound Service and Sales

Obtain product information Purchase without having to go to a retail location Obtain customer support for any problems

Outbound Sales Telemarketing vs Telesales Scripts Duration – short: salutation, qualification,

determination of needs/buying motives, handling questions/objections, negotiation, pricing, closing

MODULE 5: SALES REPRESENTATION

Current Uses Outbound Sales (Continued)

Legal Obligations: hours of business (m-f: 9h-21h30. ss: 10-18h), Do Not Call List, False or Misleading Offers

MODULE 5: SALES REPRESENTATION

How to Proceed… Inbound Calls

Does your company have a script? Company greeting When customer asks for information For company transfers – process, forms! Concluding the call

MODULE 5: SALES REPRESENTATION

How to Proceed… Outbound Calls

Start on the right foot! Openers that promote and ask for permission. Give your name, your company’s name and why you are calling

Ask for a few minutes of customer’s time If it’s a bad time, ask when you can ball back Ask for their name and use it from time to time in order to

personalize the conversation Keep it positive, even if you seem to be imposing Insist on the brevity of the call and keep it as such Examples Can you provide more examples?

MODULE 5: SALES REPRESENTATION

How to Proceed… Adapting to the Other Person

Be conscious of their age, economic circumstance, culture, speaking manner, and level of language

Listen Smile – be genuine and happy

Effective Voice Mail Messages Keep to the same structure as described above Speak clearly Time a sample message and keep it to 25 seconds or less ENSURE you leave a return phone number!! You can leave availability information IF IT IS SHORT Leave an indication of next steps

NOW, YOU DO IT!

End of Section Activity

1. Form teams of two people2. For each scenario, simulate a conversation

between sales person and client3. Pay attention to your choice of words in order to

correspond to positive sales behaviors and attitudes

4. Then, discuss about the pros and cons of the simulation with your partner

5. Reverse the roles and do the next scenario

NOW, YOU DO IT!

Scenario 1 A client calls you. She is hesitating between three different

models of office lamps that she found on your web site. She is aware of all the details. She wants to know which ones are in stock and which you recommend. She will come to the store if you help her in making her selection

Scenario 2 One of your colleagues from another branch calls to ask if you

have in stock some of the brand of dog food that is on special, now. His customers have been asking for it ever since his branch no longer carries it and would like to receive some in order to finish his week

Scenario 3 An elderly lady with a heavy foreign accent calls your store. She

wants to know your business hours and your product return policy. However, she has a hard time articulating her questions due to her language difficulties

NOW, YOU DO IT!

Scenario 4 You need to call Mr. Fortin, a customer, regarding the order

he placed, last week, for 10 printers. You need to tell him about a delay in delivery due to exceptionally high order volume at your supplier. You would like him to call you back

Scenario 5 You are calling Mrs. Bradley, who purchased two leather

recliners at your store, last year, in order to announce to her your store’s promotion on dining room sets

Scenario 6 You are leaving a voice mail message with your customer,

Mr. Stanley. You need some additional information in order to complete his financing application for the purchase of his snowmobile. You ask him to call back John Francis, your Finance Manager, and provide John’s phone number.

NOW, YOU DO IT!

Scenario 7 You leave a message on Mrs. Fortin’s answering

machine: the two CD’s and two books that she ordered have arrived and available for her until Sunday. She doesn’t need to call you back; she simply needs t come by the store

Scenario 8 You work at a funeral home. Today, you call Mr. &

Mrs. Desrosiers to inform them of a promotion. They can purchase a pre-planned funeral arrangement package at a reduced price and invite to come by the facility to discuss in further detail