Enterprising DonegalBusiness Week 2011

Hope is not a strategy – using tested

techniques to drive better sales results

Selling – what is it?

a transaction that adds value to the buyer by meeting their needs and results in mutual benefit for the seller and buyer

• Selling is not a worthwhile career

• Good products will sell themselves and thus the selling process adds unnecessarily to costs

• There is something immoral about selling, and one should be suspicious about those who earn their money from this activity

Image of sales

Preparation

• Product features (and benefits!)• Knowledge of competitor products• Sales presentation planning• Setting sales objectives (short sales cycle

selling mars bar (want to sell immediately), different if selling a jet airplane)

• Understanding buyer behavior

• Concession analysis1.Price2.Timing of delivery3.The product – spec., optional

extras4.Payment5.Trade in terms e.g. cars

The opening• Retail “ I see you are interested in our

walkmans, what type had you in mind?”• Industrial “We have had extensive success in

helping companies like yours with stock control, What SC method do you currently use?”

• Trade “ Your window display is attractive, has it attracted more custom?”

• ALWAYS AVOID – “Can I help you?”

Need and problem identification

• Open questionsWhy do you believe a computer system is

appropriate?What are the main reasons for buying the

SF system?• Closed questionsWho does the company buying?

Presentation and demonstration

• When needs have been identified, the presentation follows…

• Sell benefits not features, link them by using the following phrases:

– “Which means that...”

– “Which results in...”

– “Which enables you to…”

Dealing with objections

• Listen and do not interrupt. This creates the impression that:

1.The objection is obviously wrong

2.It is trivial

3.It is not worth the salesman’s time to let the buyer finish

• Agree and counter (the yes... but technique)

• Straight denial – can be used when the buyer is seeking factual information

• Question the objection – Buyer “I dont like the look of the machine”. Seller “ Could you tell me exactly what you don’t like?”

• Forestall the objection. Sales preempts the concern eg. ”Our company is smaller than most in the industry but this means we can offer a very personal service..”

• Turn the objection into a trial close. Eg “if I can satisfy you that the fuel consumption of this car is not greater than a Vauxhall Vectra would you buy”

• Hidden objectives. – if a sales person believes that a buyer is unwilling to reveal their true objectives, they should ask questions such as:– “Is there anything so far you are

unsure off?”– “Is there anything on your mind”– “What would it take to convince

you?”

Negotiation

• Start high but be realistic• Attempt to trade concession for

concession e.g.“if you are prepared to arrange

collection of these goods at our premises, then I’m prepared to knock ten euro off.”

Closing the sale

• Why are some sales people reluctant to close sales – failure of rejection

• Simply ask for order

– Shall I reserve one for you?

– Would you like to buy it?

• Summarize and then ask for the order

• The concession close – “if you are willing to place an order now, I’m willing to knock 2% of the price”

• The alternative close – “would you like it in red or blue?”, “Would you like it delivered on Tuesday or Friday?”

• The objection close – “Of I can convince you that the model is the most economical in its class will you buy it?”

• Action agreement – In some examples it is inappropriate to attempt to close the sale

Up-selling

• Highly important!• Customers will value your opinion• Easier to sell up to a customer - they

have already indicated a willingness to purchase

• Ancillary sales – e.g. candle with candle stick or gift cards

In part 2…

you’ll have the opportunity to ask our expert panel sales queries

relating to ‘your’ business

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