ess slides1 revised

8/3/2019 ESS Slides1 Revised

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Essential Selling SkillsEssential Selling Skills


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ESSENTIAL SELLING SKILLSESSENTIAL SELLING SKILLS

Program ObjectiveProgram Objective

To Increase Sales ThroughTo Increase Sales Through

Improved Sales And Relationships .Improved Sales And Relationships .

Will Offer An Alternative ApproachWill Offer An Alternative Approach

That Can Be Added To Current WaysThat Can Be Added To Current Ways

Of Dealing With Customers .Of Dealing With Customers .


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Is SellingIs Selling

A Skill ?A Skill ?

OrOr

An Attitude ?An Attitude ?


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Coca ColaCoca Cola

3 A3 Ass 3 P3 Pss

AvailabilityAvailability PenetrationPenetration

AffordabilityAffordability PricePrice

AcceptabilityAcceptability PreferencePreference


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Our Organization Simba Plastics CompanyOur Organization Simba Plastics Company

Define Our Business ?Define Our Business ?

Define Our purpose ?Define Our purpose ?

Who Are Our Customers ?Who Are Our Customers ?

What Benefits Are We Selling ?What Benefits Are We Selling ?


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Why ESS is Different ?

1. Avoids Teaching Theory.

2. Teaches To Deal With Specifics &

Real Life Situations.

3. Actively Involves Participants.

4. It Builds Confidence In Using New Tools.


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Traditional TrainingTraditional Training

TheoryTheory AttitudeAttitude

BehaviourBehaviourResultsResults


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E . S . S .E . S . S .

BehaviourBehaviour ResultsResults

AttitudeAttitudeTheoryTheory


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Practice Makes You Perfect


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DRIVING SKILLS & ROAD MAPDRIVING SKILLS & ROAD MAP

Core Selling Skills Are Like Driving SkillsCore Selling Skills Are Like Driving Skills

Which Give You The Ability To ReachWhich Give You The Ability To Reach

Your DestinationYour Destination

Action Steps Are Like Road Map - ItAction Steps Are Like Road Map - It

Gives You The Way To Your DestinationGives You The Way To Your Destination


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Core Selling Skills -Helps You Achieve Your Sales Objectives

Customer Reaction Skills -

Enables You Read The Emotional Cues Of The Customers & Adapt Your SalesPresentation Accordingly.

Skill Modules -Enables You To Adapt Core Selling Skills& Customer Reaction Skills To Real WorkSituations


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Non Verbal Communication

1. Dress Professionally2. Walk And Stand Professionally

3. Have A Friendly Facial Expression4. Maintain Eye Contact5. Nod Head In Agreement6. Eliminate Defensive Gestures

7. Eliminate Aggressive Gestures8. Signal Closing


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Non Verbal Communication1. Dress Professionally

A Clean & Neat Uniform, Clean Hands,

Combed Hair And Polished Shoes.2. Walk And Stand Professionally

Hold Your Head Up And Shoulders

Back,

Feet Firmly On Ground, Hands in front

Do Not Lean On Objects -

- It Conveys Your Enthusiasm &

Honesty.


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Non Verbal Communication3. Have A Friendly Facial Expression Smile , Hope And Enthusiasm Always Conveys

Positive Message .Remember

If You See Someone Without A Smile, Give themYours.

4. Maintain Eye Contact Conveys Honesty, Sincerity And Transparency

5. Nod Head In Agreement Conveys Active Listening, Understanding And

A Desire To Reach A Positive Agreement .


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Non Verbal Communication6. Eliminate Defensive Gestures

Avoid Folding Your Arms Across Your Chest,

Crossing Your Legs At The Knee, Hand OverMouth, Taking A Step Back etc..

7. Eliminate Aggressive Gestures

Thrusting A Sales Aid or, Impatience,

Disagreement etc..

8. Signal Closing

Non Verbally - e.g. Reach For Pen or ..


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Determining Customers needsDetermining Customers needs

Selling BenefitsSelling Benefits

Closing On Each Call ObjectivesClosing On Each Call Objectives

CORE SKILLSCORE SKILLS


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Determining NeedsCustomers Agree To Only Those Sales

Request Which

They Believe Will Satisfy Their Needs

Two Ways To Find A Customers

Needs :By Making Assumptions ( Risky )

Or

By Asking - To Uncover Specific Information


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DETERMINING NEEDS

Asking Structured Questions -

Heightens The Possibility Of Finding Out

Customers Real Needs.

Customer Talks Freely

Shares Information

You Can Decide On Your Sales Strategy


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Determining NeedsDetermining Needs

OPEN QUESTIONSOPEN QUESTIONS

Specially Useful In Early Stages Of Sales Call.Specially Useful In Early Stages Of Sales Call.

Encourages Customer To Talk FreelyEncourages Customer To Talk Freely Provides InformationProvides Information

1. Such Questions Can Not Be Answered With1. Such Questions Can Not Be Answered With

Yes Yes oror No No

2. Begins With2. Begins With

Who What Why When How etc...Who What Why When How etc...


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CLOSED QUESTIONSCLOSED QUESTIONS Useful In Later Stages Of Sales Call After TheUseful In Later Stages Of Sales Call After The

Communication Flow Is Free.Communication Flow Is Free.

Helps Control The Direction Of Communication.Helps Control The Direction Of Communication.

Often Referred To As Leading Questions.Often Referred To As Leading Questions.

1. Ask For Specific Information1. Ask For Specific Information

2. May Ask The Customer To Make A Choice2. May Ask The Customer To Make A Choice

3. Such Questions Can Be Answered With3. Such Questions Can Be Answered With


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PRESSING FOR SPECIFICSPRESSING FOR SPECIFICS After Each Question Of YoursAfter Each Question Of Yours

Ask Whether You Have Understood TheAsk Whether You Have Understood The

Customers Reply ?Customers Reply ?

Press For SpecificsPress For Specifics

Ask For ClarificationsAsk For Clarifications

1. Could You Give Me An Example ?1. Could You Give Me An Example ?2. What Exactly Do You Mean ?2. What Exactly Do You Mean ?

3. Could You Please Explain That A Little More ?3. Could You Please Explain That A Little More ?

They Are Generally Open Questions.They Are Generally Open Questions.


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CUSTOMERS BUY BENEFITSCUSTOMERS BUY BENEFITS

NOTNOT

FEATURESFEATURES

Strong Benefit StatementsStrong Benefit Statements BuildsBuilds

Customers Desire To Buy Your Products.Customers Desire To Buy Your Products.


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Customers Buy Our Products Because They WillCustomers Buy Our Products Because They Will

Gain Certain Benefits From Their Purchase.Gain Certain Benefits From Their Purchase.

Whats In It For Me ?Whats In It For Me ?

Benefit StatementBenefit Statement MUSTMUSTShowShow

How Your Products Benefits Satisfy CustomersHow Your Products Benefits Satisfy Customers

NeedNeed

Effective Salesperson Knows Features &Effective Salesperson Knows Features &

Benefits Of Every Products Or SevicesBenefits Of Every Products Or Sevices


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Benefit StatementsBenefit Statements

General Benefit StatementsGeneral Benefit Statements

Special Benefit StatementsSpecial Benefit Statements

FeaturesFeatures

Characteristics Of ProductCharacteristics Of Product

Can Be Felt Or SeenCan Be Felt Or Seen


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Benefit StatementsBenefit Statements General Benefit StatementsGeneral Benefit Statements

Specially Useful At The Beginning Of The Sales CallSpecially Useful At The Beginning Of The Sales Call

Special Benefit StatementsSpecial Benefit Statements

During The Sales Call After Actual Customers NeedsDuring The Sales Call After Actual Customers Needshave Been Determinedhave Been Determined

The Benefit ChainThe Benefit Chain

Talks Of One Benefit Leading To AnotherTalks Of One Benefit Leading To Another


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Closing On Call ObjectivesClosing On Call Objectives

Close Refers To Final Step InClose Refers To Final Step InSales ProcessSales Process

If More Than One Call Objectives -If More Than One Call Objectives -

Move To Another Only After The CloseMove To Another Only After The CloseOf Previous Call ObjectiveOf Previous Call Objective

To Close On Each Call Objective :To Close On Each Call Objective :

Summarize The Benefits The CustomerSummarize The Benefits The Customer

Agrees Are ImportantAgrees Are Important

Ask For Customers CommitmentAsk For Customers Commitment


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Closing On CallClosing On Call

Types Of CloseTypes Of CloseAssumptiveAssumptive

DirectDirectConcessionConcession

AlternativeAlternative

Suggested OrderSuggested Order

All except Assumptive can be used to close callAll except Assumptive can be used to close call

depending upon the customers - it can be adepending upon the customers - it can be a

combination of all or some.combination of all or some.


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Customer Reaction SkillsCustomer Reaction Skills

Reading CuesReading Cues

Building RapportBuilding Rapport

ReinforcingReinforcing

Testing The ReactionTesting The Reaction

Handling The ReactionHandling The Reaction

Creating AlternativesCreating Alternatives

Creating Need AwarenessCreating Need Awareness


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1. Read1. Read

CuesCues2. Build2. Build

RapportRapport3. Test The3. Test The

ReactionReaction

NegativeNegative

CuesCues

4. Handle The4. Handle The

ReactionReaction

MoveMove

AheadAheadPositivePositiveCuesCues


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CautionCaution

GoGo

NegativeNegative

IndifferenceIndifference

PositivePositive

StopStopHandle ObjectionHandle Objection

Create AlternativeCreate Alternative

Create NeedCreate Need

AwarenessAwareness

ReinforceReinforce

Buying SignalsBuying Signals

? ? Unsure? ? Unsure Test For ReactionTest For Reaction


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READING CUESREADING CUES

Sales Person Has Many Concern Which leads ToSales Person Has Many Concern Which leads To

Being Inattentive / Miss A Cue.Being Inattentive / Miss A Cue.

Common Reasons AreCommon Reasons Are

Assumption That The Situation Will Be The SameAssumption That The Situation Will Be The Same

Too Concerned For Call ObjectivesToo Concerned For Call Objectives

Limited Experience With The AccountLimited Experience With The Account

Too Much Attention To SelfToo Much Attention To Self


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POSITIVE CUESPOSITIVE CUES

Indicates Customer's openness To What Is BeingIndicates Customer's openness To What Is Being

Said & That You Can ProceedSaid & That You Can Proceed

Buying SignalsBuying Signals

Customers Willingness To Agree On A CallCustomers Willingness To Agree On A Call

ObjectiveObjective

Whenever This Happens - Stop Selling & CloseWhenever This Happens - Stop Selling & Close

ImmediatelyImmediately


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POSITIVE CUESPOSITIVE CUES

Verbal CuesVerbal Cues

I Would Like A Copy Of This -I Would Like A Copy Of This -( Buying Signal )( Buying Signal )

Tell Me More About It -Tell Me More About It - ( Positive Cue )( Positive Cue ) When Can You Put It Up -When Can You Put It Up - ( Buying Signal )( Buying Signal )

I See. Tell Me More -I See. Tell Me More - ( Positive Cue )( Positive Cue )

Non Verbal CuesNon Verbal CuesI. Nodding II Leaning ForwardI. Nodding II Leaning Forward

III. Open PostureIII. Open Posture

IV. Reaching For Something Related To The CallIV. Reaching For Something Related To The Call


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NEGATIVE CUESNEGATIVE CUES Customer Either Does Not See Benefits OfCustomer Either Does Not See Benefits Of

ProposalProposal

OrOr Needs Something Other Than Being Offered.Needs Something Other Than Being Offered.

You Need To Handle An ObjectionYou Need To Handle An ObjectionOrOr

Create AlternativesCreate Alternatives


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Customer Reaction SkillsCustomer Reaction SkillsNEGATIVE CUES

Verbal Cues

Lets Wait Until The Next Promotion

Our Situation Is Different

We Are Satisfied With What We Have Now Non Verbal Cues

Gathers Together Or Gives Back Items You haveGiven

Starts To Stand Up

Turns Away From You To Look At Or Pick UpSomething Unrelated To The Conversation


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BUILDING RAPPORT

Purpose Is To Show

Empathy

Understand The Customer Both On The Same Track

This Would Encourage The Customer To FurtherExpress The Needs

Skills To Be utilized Are

I. Active Listening II. Acknowledging

III. Summarizing


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Acknowledgment

Summarizing

Active Listening

BUILDING RAPPORTBUILDING RAPPORT


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ACKNOWLEDGING

You Respond To Something The Customer Has

Expressed Conveying

You Have Heard And Understood Him

When A Positive Statement Has Been Made

Acknowledging It

Salesperson Would Move The Call

In A Forward Direction


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ACTIVE LISTENINGACTIVE LISTENING

UnderstandUnderstand The FeelingsThe Feelings Of The CustomerOf The CustomerAnd Why.And Why.

Put Your Understanding InPut Your Understanding In Your OwnYour OwnWordsWords

Dont AddDont Add

- Opinion- Opinion

- Logic Or Advise,- Logic Or Advise,

- Disagree Or Agree.- Disagree Or Agree.

Feed The Message To The CustomerFeed The Message To The Customer


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More ThanMore Than

AcknowledgingAcknowledging

SummarizingSummarizing

Pick Up, Define And Reflect BackPick Up, Define And Reflect Back

The FeelingsThe Feelings Of The Statement.Of The Statement.


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Remember The FormulaRemember The Formula

You Feel ... Feeling WordYou Feel ... Feeling Word

About / Because ReasonAbout / Because Reason


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ReinforcingReinforcing

You Recognize , Praise Or AgreeYou Recognize , Praise Or Agree

With Behavior, CommentsWith Behavior, Comments

A Climate Of AcceptanceA Climate Of Acceptance

Positive ReinforcementPositive ReinforcementStep IStep I -- Acknowledge Or AgreeAcknowledge Or Agree

Step IIStep II -- Expand On ItExpand On It


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Clear CuesClear CuesNot ClearNot Clear

CuesCues

( Dont Assume )( Dont Assume )

Test The ReactionTest The Reaction

A Method Of Checking If You Should

Go Ahead, Caution Or Stop Signal

Testing The Reaction

Customers

Cues


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HANDLING THE REACTION

Negative Reaction Handling

I Customer Misunderstanding

Does Not Understand Facts Or Fails To

Consider A Benefit

A Restatement Of The Key Factor Or

Benefit May Eliminate The Negative

Reaction


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HANDLING THE REACTION

II. Customer Concerns

He Fails To See The Benefit

Believes That He Needs Something Your

Product Or Service Does Not Offer

You Need To Handle The Objections Or

Create Alternatives Or Create Need Awareness


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HANDLING OBJECTIONS

I dont think I am interested in it now - Objection

Critical & A Test Of your Professional Selling Skills

A Objection Is Not An Outright rejection Of yourSales Proposition.

Some Objections And Complaints Will Have LittleOr Nothing With What You Are Selling - You

Being Primary Contact , You Will Hear If He IsDissatisfied.

May Occur Even Before You Have Started.


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HANDLING OBJECTIONS

It May Not Be The Real Objection Or The

Customer May Not Be Aware Of It.

Whenever Objection Takes Place, It Has To

Be Dealt With - Every One Of them

It Is Road Block To Your Successful Selling.

Handling Objection Is Like Removing

Obstacles


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HANDLING OBJECTIONSHANDLING OBJECTIONS

Each Time You Handle An Objection, You Need ToEach Time You Handle An Objection, You Need To

Press For SpecificPress For Specific ( What Do You Mean By That( What Do You Mean By That

? )? )

Summarize The ObjectionSummarize The Objection ( You Have Been( You Have Been

Having Too Many . And You Are ConcernedHaving Too Many . And You Are Concerned

About It )About It )Respond with A Fact Or Benefit StatementRespond with A Fact Or Benefit Statement ( Are( Are

You Aware )You Aware )


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CREATING ALTERNATIVES

A Technique To Be Utilized When You HaveNot Been Able To Handle An Objection.

Before Creating Alternatives Make Sure ThatFurther Effort To Handle Objection Will Not Be

Successful any more

You Are Ready With Your Alternatives ( SalesPlan )

Dont Commit To Alternative Beyond YourAuthority.


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CREATING ALTERNATIVES

Summarize The Situation

Then Request Permission

To Explore Alternatives

Gain Agreement

Ask For The Customers

Alternative Ideas And, If

Appropriate, Offer Yours


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CREATING NEED AWARENESS

When The Customer Does Not Perceive A

Need For Your Product Or Service.

Steps

1 Summarize The Situation From CustomersPerspective.

2 Ask For And Make Statements About TheConsequences Of Not Fulfilling The Need.

3 Stress The Benefits To The Customer OfSatisfying The Need.

4 Test For Reaction.


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Skill ModulesSkill Modules

Making An Initial CallMaking An Initial Call

Making A Repeat CallMaking A Repeat Call

Making An OrderMaking An Order


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Selling is both a logical and emotional process

Customer may get off the track because ofConcerns and Misunderstandings

Customer Reaction Skills help deal with

Customers Concerns or Misunderstandingsand

Bring Him back on the track.

S i C i


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Sales Presentation ChecklistSales Presentation Checklist

The Call Objectives

Things I Know About The Customer

That May Improve The Presentation

Sales Aids That Are Needed Attention Getting Statements

Establish Possible Customer Needs

Possible Questions To Create OrIdentify Customer Needs

S i C i


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Sales Presentation ChecklistSales Presentation Checklist

The Features And Benefits Of The

Products Or Service

Anticipated Questions And Objections

Responses To The Questions AndObjections

Some Possible Alternatives

Possible Closing Statements To GainCommitment


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Behavior Modeling ProcessBehavior Modeling Process


ModelingModeling(What To Do?)(What To Do?)

Skill PracticeSkill Practice

(How To Do It?)(How To Do It?)

ReinforcementReinforcement

( Why )( Why ) Transfer Of TrainingTransfer Of Training(Where & When To Do(Where & When To Do

It?)It?)


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Making An Initial Sales CallMaking An Initial Sales Call

Action Steps

Introduce , Establish Rapport And Make A

General Benefit Statement Regarding thePurpose Of Your Call.

Present A Business Update Reinforcing A

Positive Aspect Of The Customers

Business And Check For Agreement. Question To Uncover Customers Needs And

Concerns.


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Making An Initial Sales CallMaking An Initial Sales Call

Action Steps ( Contd. )

Reinforce A Specific Need And Highlight

Important Facts That Relate To TheNeed.

Explain Details Of Your Plan And How It

Will Benefit The Customer.

Gain Commitment To An Action Plan,

Reinforce The Decision And Set A Follow

Up Date.


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Action Steps

Establish Rapport & Make A General

Benefit Statement Regarding The

purpose Of Your Visit.

Identify & Develop Customer Needs

That Relate To Making An Order.

Reinforce A Specific Need &Highlight Important Facts That Relate

To The Need.


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Explain Details Of Your Plan AndHow It Will Benefit The Customer.

Gain Commitment To An Action

Plan, Reinforce The Decision, And

Set A Follow Up Date.

ESS 51


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Selling The Best Cooler PositionSelling The Best Cooler Position

Action Steps

- Establish Rapport And Make A

General Benefit Statement Regarding

The Purpose Of Your Call.

- Identify And Develop Customer Needs

That Relate To Selling Best Cooler Position.- Reinforce A Specific And Highlight

Important Facts That Relate To The Need.


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Selling Best Cooler PositionSelling Best Cooler Position

Action Steps (Contd.)

Explain Details Of Your Plan And How

It Will Benefit The Customer.

Gain Commitment To An Action Plan ,

Reinforce The Decision, And Set AFollow Up Date.


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Selling Best Stocking PatternSelling Best Stocking Pattern

Action Steps

- Establish Rapport And Make A

General Benefit Statement Regarding

The Purpose Of Your Call.

- Identify And Develop Customer Needs

That Relate To Selling Best Stocking Pattern.

- Reinforce A Specific Need & Highlight

Important Facts That Relate To The Need.


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Explain Details Of Your Plan And How

It Will Benefit The Customer.

Gain Commitment To An Action Plan,

Reinforce The Decision, And Set AFollow Up Date.


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Action Steps

- Establish Rapport And Describe The

Purpose Of The Call While Expressing

Your Enthusiasm About The Promotion.

- Describe The Marketing Rationale And

The Role That The Promotion Will PlayIn The Market Place.

- Describe Consumer Benefits Of The

Promotion.


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Selling In A PromotionSelling In A Promotion

Action Steps( Contd. )Present Details Of The Supporting

Activities That Will Help The Dealer

Sell The Product Through.Explain The Benefit To The Dealer Of

Supporting The Promotion , DetailingReturn On Investment.

Get Commitment To The Concept AndAgree On An Action Plan .

If Necessary, Set A Follow Up Date.

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