sales process

Dr. Rosenbloom

The Personal Selling Process

ProspectingProspecting Pre-Pre-ApproachApproach

PresentationPresentationHandling Handling ObjectionsObjections

ApproachApproach

Follow-UpFollow-UpNeed Need

IdentificationIdentification

Gaining Gaining CommitmentCommitment

Dr. Rosenbloom


ProspectingProspecting

� Prospecting involves finding qualified sales leadsProspecting involves finding qualified sales leads� Qualified sales leads: potential customers that have a Qualified sales leads: potential customers that have a

need for the salesperson’s product, and are able to buyneed for the salesperson’s product, and are able to buy� Referrals: obtained by the salesperson asking current Referrals: obtained by the salesperson asking current

customers if they know of someone else who might have customers if they know of someone else who might have a need for the salesperson’s producta need for the salesperson’s product

� Cold-callingCold-calling: means contacting prospective customers : means contacting prospective customers without a prior arrangementwithout a prior arrangement

� Prospecting involves finding qualified sales leadsProspecting involves finding qualified sales leads� Qualified sales leads: potential customers that have a Qualified sales leads: potential customers that have a

need for the salesperson’s product, and are able to buyneed for the salesperson’s product, and are able to buy� Referrals: obtained by the salesperson asking current Referrals: obtained by the salesperson asking current

customers if they know of someone else who might have customers if they know of someone else who might have a need for the salesperson’s producta need for the salesperson’s product

� Cold-callingCold-calling: means contacting prospective customers : means contacting prospective customers without a prior arrangementwithout a prior arrangement

Dr. Rosenbloom

� Zip PakZip Pak

Prospecting Through Advertising

Dr. Rosenbloom

� Deloitte & ToucheDeloitte & Touche

Referrals

Dr. Rosenbloom


Pre-approachPre-approach

� The collection of information about the potential The collection of information about the potential customer and the customer’s company prior to the customer and the customer’s company prior to the initial visitinitial visit

� Researching the prospect and the company will Researching the prospect and the company will assist the salesperson in planning the initial assist the salesperson in planning the initial presentation to the prospective customerpresentation to the prospective customer

� The collection of information about the potential The collection of information about the potential customer and the customer’s company prior to the customer and the customer’s company prior to the initial visitinitial visit

� Researching the prospect and the company will Researching the prospect and the company will assist the salesperson in planning the initial assist the salesperson in planning the initial presentation to the prospective customerpresentation to the prospective customer

Dr. Rosenbloom


ApproachApproach

� The development of rapport with the customerThe development of rapport with the customer� The chance to make a good first impressionThe chance to make a good first impression� The salesperson should adapt to the potential The salesperson should adapt to the potential

customer’s social stylecustomer’s social style

� The development of rapport with the customerThe development of rapport with the customer� The chance to make a good first impressionThe chance to make a good first impression� The salesperson should adapt to the potential The salesperson should adapt to the potential

customer’s social stylecustomer’s social style

Dr. Rosenbloom

Social Styles

AnalyticalAnalytical DriverDriver

AmiableAmiable ExpressiveExpressive

Fact-orientedFact-oriented

Risk Risk TakersTakers

Risk Risk AdverseAdverse

People-People-orientedoriented

Dr. Rosenbloom

Social Styles


AnalyticalAnalyticalDriverDriver




People-orientedPeople-oriented

� Very fact-and-detail orientedVery fact-and-detail oriented� Require time to make decisionsRequire time to make decisions� Not interested in socializingNot interested in socializing� The salesperson should inundate the analytical with The salesperson should inundate the analytical with

facts and figures that can be supported with facts and figures that can be supported with documentationdocumentation

� Very fact-and-detail orientedVery fact-and-detail oriented� Require time to make decisionsRequire time to make decisions� Not interested in socializingNot interested in socializing� The salesperson should inundate the analytical with The salesperson should inundate the analytical with

facts and figures that can be supported with facts and figures that can be supported with documentationdocumentation

Dr. Rosenbloom

Social Styles


AnalyticalAnalyticalDriverDriver





� Action-and goal oriented, and makes quick Action-and goal oriented, and makes quick decisionsdecisions

� Basic facts and not big on socializingBasic facts and not big on socializing� The sales person should provide the bottom-line The sales person should provide the bottom-line

information first and then work backward to fill-in information first and then work backward to fill-in essential detailsessential details

� Action-and goal oriented, and makes quick Action-and goal oriented, and makes quick decisionsdecisions

� Basic facts and not big on socializingBasic facts and not big on socializing� The sales person should provide the bottom-line The sales person should provide the bottom-line

information first and then work backward to fill-in information first and then work backward to fill-in essential detailsessential details

Dr. Rosenbloom

Social Styles







� A visionary with big ideas for the future but not a detail-A visionary with big ideas for the future but not a detail-oriented individualoriented individual

� Hesitant to make quick decisions and will seek consensus Hesitant to make quick decisions and will seek consensus from othersfrom others

� Seeks to socialize with the salespersonSeeks to socialize with the salesperson� The salesperson should provide assurances that will reduce The salesperson should provide assurances that will reduce

the amiable’s feeling of riskthe amiable’s feeling of risk

� A visionary with big ideas for the future but not a detail-A visionary with big ideas for the future but not a detail-oriented individualoriented individual

� Hesitant to make quick decisions and will seek consensus Hesitant to make quick decisions and will seek consensus from othersfrom others

� Seeks to socialize with the salespersonSeeks to socialize with the salesperson� The salesperson should provide assurances that will reduce The salesperson should provide assurances that will reduce

the amiable’s feeling of riskthe amiable’s feeling of risk

Dr. Rosenbloom

Social Styles



AmiableAmiableExpressiveExpressive




� Loves to socialize and will frequently base the purchase Loves to socialize and will frequently base the purchase decision on the relationship with the salespersondecision on the relationship with the salesperson

� The salesperson should establish a personal relationship The salesperson should establish a personal relationship with the expressive by telling anecdotal stories, by with the expressive by telling anecdotal stories, by socializing outside the office and by relating personal socializing outside the office and by relating personal informationinformation

� Loves to socialize and will frequently base the purchase Loves to socialize and will frequently base the purchase decision on the relationship with the salespersondecision on the relationship with the salesperson

� The salesperson should establish a personal relationship The salesperson should establish a personal relationship with the expressive by telling anecdotal stories, by with the expressive by telling anecdotal stories, by socializing outside the office and by relating personal socializing outside the office and by relating personal informationinformation

First Impression� You have only one chance to make a favorable first impressionYou have only one chance to make a favorable first impression

� Your looks Your looks � Your actions Your actions � Your manner of speakingYour manner of speaking

� Salespeople must be conscious of the communication signals Salespeople must be conscious of the communication signals they are sendingthey are sending� VisualVisual� VocalVocal� Verbal/Non-verbalVerbal/Non-verbal Three V’s

Lombardi Time

� Lombardi Time states:Lombardi Time states:

"Show up for every important business meeting 15 minutes ahead of the scheduled meeting time"

� The idea is to use the 15 minutes to:The idea is to use the 15 minutes to:

•Catch your breath•Collect your thoughts•Preplan what you want to accomplish in the meeting and how you'll go about it

Courtesy and Common Sense

� Ask permission to sit Ask permission to sit � Never clutter the prospect’s desk or floor without asking his/her Never clutter the prospect’s desk or floor without asking his/her

permissionpermission� Watch the tone of your voice Watch the tone of your voice � Always be courteous but not overly friendly or pushy Always be courteous but not overly friendly or pushy � Never be presumptuous Never be presumptuous

Look for Clues

� Your prospect’s desk can provide clues about their personality, Your prospect’s desk can provide clues about their personality, communication, and work style. communication, and work style.

� What could these clues indicate?What could these clues indicate?

• A clean desktop (to-the-point)• Organized piles on the desktop (project

manager) • Multiple drawers and filing cabinets (detail

oriented)• Papers and clutter (busy, frantic)• Boxes and piles on the floor (transition)

What clues may show up for different social styles?

Dr. Rosenbloom


Need Need IdentificationIdentification

� Requires asking probing questions of the Requires asking probing questions of the prospective customer to determine needsprospective customer to determine needs

� The salesperson should ask open-ended questionsThe salesperson should ask open-ended questions� Make sure that the customer’s needs and potential Make sure that the customer’s needs and potential

concerns are addressedconcerns are addressed

� Requires asking probing questions of the Requires asking probing questions of the prospective customer to determine needsprospective customer to determine needs

� The salesperson should ask open-ended questionsThe salesperson should ask open-ended questions� Make sure that the customer’s needs and potential Make sure that the customer’s needs and potential

concerns are addressedconcerns are addressed

Planning Presentation Openers

� Openers are introductionsOpeners are introductions– All sales presentations need effective and brief introductions

– Salespeople must, in the opener, introduce themselves, the company, and the reason for calling on the prospect

– Show the prospect that you are aware of his/her situation and that you have a product that can help

– An effective opening statement is essential to get the prospect’s attention

– Salespeople sometimes find that a minute or two of friendly conversation relaxes prospects and makes for an effective opening strategy (rapport building)

Opening the Presentation

What makes some salespeople standout?What makes some salespeople standout?

� The best sales professionals know:The best sales professionals know:

• How to emphasize benefits in their presentations

• That the most effective presentations must start and finish with the prospect’s needs and wants as the focus

� A key question for salespeople as they endeavor to maintain A key question for salespeople as they endeavor to maintain their competitive position is to ask:their competitive position is to ask:

““What could make the customer more delighted?”What could make the customer more delighted?”

Dr. Rosenbloom


PresentationPresentation

� The focus of the sales presentation is the The focus of the sales presentation is the salesperson’s explanation of how the features of the salesperson’s explanation of how the features of the product provide “benefits”product provide “benefits”

� Presentation may be flexible or memorized Presentation may be flexible or memorized ((Canned Presentation)Canned Presentation)

� The salesperson should be prepared to provide The salesperson should be prepared to provide documentation for any statements of fact that are documentation for any statements of fact that are mademade

� The focus of the sales presentation is the The focus of the sales presentation is the salesperson’s explanation of how the features of the salesperson’s explanation of how the features of the product provide “benefits”product provide “benefits”

� Presentation may be flexible or memorized Presentation may be flexible or memorized ((Canned Presentation)Canned Presentation)

� The salesperson should be prepared to provide The salesperson should be prepared to provide documentation for any statements of fact that are documentation for any statements of fact that are mademade

Dr. Rosenbloom


Handling Handling ObjectionsObjections

� The salesperson may have failed to provide The salesperson may have failed to provide adequate information, or have not demonstrated adequate information, or have not demonstrated how the product meets the needs of the prospecthow the product meets the needs of the prospect

� Objection as a sign of interest on the part of the Objection as a sign of interest on the part of the prospectprospect

� Provide information that will ensure the prospect’s Provide information that will ensure the prospect’s confidence in making the purchaseconfidence in making the purchase

� The salesperson may have failed to provide The salesperson may have failed to provide adequate information, or have not demonstrated adequate information, or have not demonstrated how the product meets the needs of the prospecthow the product meets the needs of the prospect

� Objection as a sign of interest on the part of the Objection as a sign of interest on the part of the prospectprospect

� Provide information that will ensure the prospect’s Provide information that will ensure the prospect’s confidence in making the purchaseconfidence in making the purchase

Handling Objections

� Effective salespeople are able to:Effective salespeople are able to:

• Anticipate objections• Answer them with confidence• Probe for more concerns

• Quickly get back to motivating the prospect/customer to make a decision in favor of purchasing

Dr. Rosenbloom


GainingGaining

CommitmentCommitment

� Commitment is gained when the prospect agrees to Commitment is gained when the prospect agrees to take the action sought by the salespersontake the action sought by the salesperson

� The salesperson must ask for commitmentThe salesperson must ask for commitment

� Commitment is gained when the prospect agrees to Commitment is gained when the prospect agrees to take the action sought by the salespersontake the action sought by the salesperson

� The salesperson must ask for commitmentThe salesperson must ask for commitment

Trial Close

� After answering all the prospect's questions and concerns, it is After answering all the prospect's questions and concerns, it is time to trial close againtime to trial close again

� The salesperson can ask the prospect any of the following The salesperson can ask the prospect any of the following questions: questions:

• “What do you think?" • "How does all of this sound?"

• "How do you feel about what I’ve said so far?"

Traditional Closing Techniques

� Asking for the OrderAsking for the Order� Assumptive CloseAssumptive Close� Alternative Choice CloseAlternative Choice Close� Summarizing the BenefitsSummarizing the Benefits� The Probability CloseThe Probability Close� Continuous Yes Continuous Yes

� Reserving an Advantage Reserving an Advantage � Single Benefit Close Single Benefit Close � Similar Situation Close Similar Situation Close � Price Reduction Close Price Reduction Close � Asking for a Trial OrderAsking for a Trial Order

Dr. Rosenbloom


Follow- UpFollow- Up

� The salesperson complete any agreed upon actionsThe salesperson complete any agreed upon actions� The salesperson should stay in touch after the sale by The salesperson should stay in touch after the sale by

writing thank-you notes, clipping and mailing writing thank-you notes, clipping and mailing newspaper articles of interest to the prospect and newspaper articles of interest to the prospect and calling on the customer to ensure the customer’s calling on the customer to ensure the customer’s satisfactionsatisfaction

� The salesperson complete any agreed upon actionsThe salesperson complete any agreed upon actions� The salesperson should stay in touch after the sale by The salesperson should stay in touch after the sale by

writing thank-you notes, clipping and mailing writing thank-you notes, clipping and mailing newspaper articles of interest to the prospect and newspaper articles of interest to the prospect and calling on the customer to ensure the customer’s calling on the customer to ensure the customer’s satisfactionsatisfaction

sales process

Documents

personal relationship

socializingthe salesperson

salespersonthe salesperson

customers company

prospective customers

personal informationdr

impressionthe salesperson

current customers