THE SALES PROCESS

During the whole sales process YOUR PRIMARY AIMS should be:

  • To assist your client in deciding for him-/herself that your product or service is needed NOW!
  • You must lead your client through a series of small decisions, which in the end make him, realise that he has in fact made the decision to buy.
  • This involves generating a flow of minor "yes’s" from him/her and overcoming minor obstacles with him/her.
  • Your next role is assisting the client to put the decision into action, e.g. signs the application form, etc.

STEP 1
PRODUCT AND SALES KNOWLEDGE

Never pretend to be knowledgeable, as the client will notice your lack of product knowledge immediately. If a client requires information which you do not have, tell the client you will get back to him/her once you have acquired the relevant information.

Even more important than technical knowledge, is knowledge of how your product or service can satisfy your client’s particular needs. Don’t sell logic because people seldom buy logically. Rather arouse emotions. Avoid using too many technical terms; answer questions in an easily understood manner.

The most important benefit of good product knowledge, is that you will be much more relaxed and self-assured when dealing with questions concerning your product or service. Good product knowledge will enhance customer trust in both you and your product and The Global Trade Centre..

STEP 2
PROSPECTING

Prospecting is the most important phase of the sales process; without prospects there will be no sales – without sales you will have no income.

Prospecting should be part of your daily routine – in fact it should become second nature.

"Prospecting" implies the finding of suitable potential clients to offer your product of service to.

This involves:

  1. Finding the names of and information about potential clients.

  2. Evaluating this information to determine whether or not a person is worth approaching, i.e. QUALIFICATIONS.

STEP 3
APPROACH

Successful prospecting will ensure that you have qualified prospects to approach.

Approach your prospects in a professional manner: Firstly, be interested in them as human beings. Secondly, sell your company and the service or product it offers.

PRESENTATION OF SELF

75% of what we communicate is non-verbal.

Your appearance, the way you act, the image you project, plays a major role in whether you are accepted or rejected by the people with whom you communicate.

The first objective when meeting a client is to remove their fear and help them to ensure that they are relaxed in your company, in order for them to trust you.

A FEW HINTS

  • Smile – it warms people to you – when you appear relaxed they are too. It is essential sales skills.
  • Shake hands, if offered.
  • Proper greeting – practice a few methods – formal and informal.
  • Always states your name clearly.
  • Find out the client’s name and USE it. This will make the client feel more important.
  • Make eye contact – this will be interpreted as a sign of honesty.
  • Clients tend to warm towards you should you show genuine interest and enthusiasm.
  • Tailor-make your approach to the client’s particular needs – this will enhance his/her interest.

1. APPROACH STRATEGIES

  • Let your client send a letter/fax/email to his suppliers and clients introducing you and your service
  • Use our strategy with accountants, brokers and attorneys
  • Personal Calls
  • Sending a letter of information: This can be followed up by a personal call.
  • Telephone
  • Seminar marketing
  • Internet marketing

2. MAKING APPOINTMENTS

2.1 A few hints on making appointments by telephone:

  • Briefly introduce yourself and your company
  • Do not try to sell your service or product by telephone.
  • Only sell an appointment.
  • Use short sentences.
  • Use comprehensible language.
  • Be in control of the conversation without sounding superior.
  • Convince your client that you are sincere with the right choice of words and tone of voice. Do not try to be clever.
  • Avoid arguments.
  • Handle objections only if raised.
  • Speak directly and clearly into the mouthpiece.
  • Confirm the time and place of the appointment.
  • Thank the client for the appointment.

2.2 Handling objectives – examples

CLIENT: "Please post the information to me."

SALESPERSON: "This product/service is to be specifically tailored to fit you individual and unique needs. That is why I would like to speak to you in person. Could I see you on Monday, or would Tuesday be more suitable?"

(Morning or afternoon? Alternative choices)

CLIENT: "Tell me about it on the phone."

SALESPERSON: "Mr. Jones, this service may be a very important money saver if utilised correctly. For this reason I need to discuss and/or demonstrate it to you in person. May I see you ... or would ... be better?"

CLIENT: "I’m too busy."

SALESPERSON: "I can appreciate the fact that you are busy. That is why I would like to arrange an appointment at the most convenient time for you. May I see you ... or ...?"

"All it will cost you is seventeen minutes of your time."

CLIENT: "I’m not interested."

SALESPERSON: "I would'nt’t expect you to be interested without more information. That’s why I want to see you personally. I want to outline the plan to you so that you can decide whether you are interested or not. Will ... or ... suit you best?

2.3 Canvassing

  • Do not be afraid of the telephone.
  • Set a target – e.g. you will continue with calls until you have ten appointments.
  • Have an effective format e.g. a list of names and addresses, know what you are going to say and ask.
  • Understand that there will be unsuccessful calls, be polite and courteous – do not let these upset your target.

2.4 Incoming calls

First impressions are lasting impressions: Answer the call as soon as possible after the first ring, sound cheerful and enthusiastic. Let him state the reason for calling. Ensure that you get his name. Do not give away to much information. Start with your questions. Once an appointment is made – do not qualify the client yet. Repeat your appointment as a confirmation. Thank him for calling. Ask for a number where he can be reached should your schedule change – you then have the number for future reference.

3. THE BASIC TELEPHONE MANNERS

Good telephone manners are surprisingly scarce. Keep the following hints in mind:

  • Do not smoke or eat while talking on the phone.
  • Never mispronounce a person’s name.
  • Never ask a client to hold the line while you are looking for files, etc. Organise beforehand.
  • A smile goes a long way. A voice sounds much friendlier while the speaker is smiling.
  • Sound enthusiastic.
  • Give your client time to speak – learn to listen.
  • Take notes while the client is talking.
  • Be courteous.
  • Aim for a meeting.
  • Use a person’s name.
  • Speak slowly and clearly into the mouthpiece.
  • Take sufficient messages for colleagues.
  • Remember that nobody needs to listen to an argument or rudeness on the telephone, it can simply be put down. If a client is rude, remember he is rude to everyone. He has a problem, don’t make it your problem. Remember as smile comes through the phone.
  • Replace the receiver gently if the client is on hold.
  • Do not end the call abruptly – be last to replace the receiver.

4. KEEPING AN APPOINTMENT

  • Prepare yourself for the appointment by bringing yourself up to date with all relevant facts. Make sure you know the person’s name.
  • Be absolutely punctual. Being late for an appointment is very unprofessional and leaves a bad impression.
  • Make sure that your appearance is impeccable.
  • Identify yourself and your company.
  • State your case with conviction and qualify statements.
  • Get all the facts.
  • Arrange further appointments if necessary.
  • Do not burden your client with your personal problems.
  • DO NOT WASTE A CLIENTS TIME - BE SPECIFIC AND TO THE POINT
  • DO NOT OVERSTAY YOUR WELCOME!!!!!!!!

 REMEMBER that a top quality approach will leave an impression of success, and success breeds success! Be enthusiastic, enthusiasm is infectious – it breeds confidence and confidence conquers the world.

STEP 4
IDENTIFY NEEDS

In order to sell your company’s services keep in mind that:

  • You must identify your potential client’s needs. Discuss your client’s present situation. Listen and ask as many questions possible.
  • Sales are the process of creating, revealing and satisfying customer’s needs.
  • By asking questions and listening carefully, differentiate between NEEDS and PROBLEMS, because your client with a PROBLEM is not always the client who wants to solve the problem now. A client with a NEED could be motivated to satisfy it now.
  • A NEED is any statement made by the client who expresses a want, which could be satisfied, be you. It is your task to increase the urgency to satisfy this NEED and to develop it into strong WANTS and DESIRES.
  • Sell what your client NEEDS and WANTS not what you want. Sell to people who can buy.
  • Never sell logic because people seldom buy logically. Rather arouse emotions. The following are buying emotions to create and explore to your advantage and to change it into NEEDS:
  • Pride of ownership
  • Prestige and status
  • Security and money
  • Higher living standards
  • Self improvement
  • Health
  • Love of family
  • Peer group pressure
  • Ambition
  • Income
  • Employment change
  • Have you achieved your business goals or aspirations.
  • What would you like to achieve? Were do you see yourself your business in five of ten years time etc.

STEP 5
PRESENTATION

Good planning is essential for a professional presentation. Consider, therefore, the following questions:

  • What is the purpose of the presentation?
  • To whom is the presentation?
  • Where is the presentation?
  • How long have you got for the presentation?

The following points should be kept in mind when you make your presentation:

  • It must be logical and systematic, with an introduction, a body and conclusion. Your introduction should outline what you are planning to discuss; your conclusion should summarise the body.
  • Make use of good quality visual aids.
  • Do not concentrate on FEATURES, but rather on the BENEFITS. Change the features to benefits – in order to satisfy your client’s specific needs.
  • Encourage continuous input from your client during your presentation.
  • Speak your client’s language and avoid technical jargon.
  • Remember that it is not always what you say but rather the way in which you say it that makes the difference.
  • Make sure that both you and the presentation are impressive.

Facts help to make your presentation believable! BENEFITS make your product or service more exciting and desirable. Do not exaggerate the benefits – remain truthful.

  • Tell what it won’t do.
  • Tell what it will do.

After stating a sales fact, question your client to determine whether he/she has understood and accepted your claim.

"PROOF IS PERSONAL"

Types of evidence

DEMONSTRATIONS :

For an effective demonstration, consider the following:

  • Make sure it works.
  • Make sure you know how to work it.
  • Get the prospect involved (make sure it’s safe).
  • The demonstration must support what you have said about your product.
  • Make sure your equipment is up to date.
  • Set up before the mob arrive.
  • Rules: long enough to be convincing short enough not to be boring.

Research has shown that 80% of the information obtained in one’s lifetime is through what you SEE. Only about 10 – 15% come from what we HEAR.

TESTIMONIALS:

Example of testimonials: Statistics – any figures, which substantiates your product in your presentation.

STEP 6
CLOSING THE SALE

In order to close a sale, two-way communication is essential – you must assist your client to make a decision. Remember as a salesperson you are paid to close the sale. Be positive that your client can buy, because then you are more inclined to close the deal. Closing is not the signing of the contract but rather the acceptance of a deal.

THE ATTITUDE OF THE SALESPERSONS DURING CLOSING

  • Salespersons often become hesitant or anxious when the time has come to close a deal. This is mostly a result of him feeling inferior, which is totally unnecessary – if he has done his work well, the client will regard him with respect and gratitude.
  • Salespersons may become pushy and relentless once the closing stage is reached. If the client sense the change, the deal is often lost.
  • Your attitude and state of mind during closing are most important. To be successful the salesperson should stay optimistic, enthusiastic and determined to close, at the same time staying calm and controlled. If the client does not react positively, try to understand the reasons for it and try to overcome them.
  • Be positive and in a subtle way show the client that you accept his decision to buy.
  • Do no pressurise you client. It is possible to help your client to make a positive decision without pressurising him – pressure will make him back away.
  • Stay calm. Do not show excitement or relief once your realise that you’ve made the deal – your client is the one who should feel relief for finding a solution to his problem.

CLOSING TECHNIQUES

1. Order form close

Just assume that your client wants to go ahead and start completing the application form by asking: "What is your full name ..."

It’s amazing how many deals could be finalised in this manner. It is also the kind of close that you always come back to.

2. Either/Or close

"Will you pay cash or cheque...?"

"Shall we deliver Monday or Tuesday?"

The catch is that you put your client onto the track of making a decision between two alternatives and not between yes or no in terms of your product or service.

3. Minor point close

"Must it be registered in your name?"

"Which day of the month do you prefer to pay the ..."

4. If close

"If we arrange this is it then possible to go ahead?"

5. Half Nelson

If the client asks : "Is this available in ...", you respond by asking: "Do you want it in ...?"

Prospect : "Does this ... come in ...?"

You : "Must I try to get it in ...?"

Prospect : "Can I pay monthly?"

You : "Would you prefer to pay monthly?"

6. "Ask for it"

It is amazing how many sales could be finalised by just asking the client if he wants the product or service.

7. Elimination questions close

When you have tried to close but the client still wants to think about it, use this avenue. Ask him what the problem is: you company, you or your product etc. Every time he answers no you are nearer to the close.

8. Decision close

If your client still wants to think about it and you have established that it is his true objection, try to help him to come to a decision. Assist him to list all the benefits on paper under the heading "Yes" and then let him list on his own the disadvantages under the heading "No".

If you are selling something worthwhile your client will not be able to name more than three disadvantages while the benefits should be much more.

9. Cautionary tale close

Tell the client about another client of yours who could not decide and what the consequences were, use this close very selectively. Rather turn this close around by telling the client about the positive result when in possession of your product or service.

10. Lost sale close

You apparently accept that you have lost the deal and ask the client why. This might lead you to the true objection.

11. Summarise close

The buyer has forgotten most of what you have said by the end of your conversation, it is refreshing to him therefore to be reminded of the major benefits he gets when he buys.

Summarise the main points so that your client is sure to have a full picture of what you’ve said and offered. Your attitude while doing this should be that the two of you have reached an agreement, that you accept that he will buy. This encourages him to make a positive decision.

12. Assumption close

The buyer’s "Yes" in response to a question you have asked, is your invitation to start writing out the contract.

13. Closing on an impending event

Whatever this impending may be, use it to close the sale.

14. Consensus close

On average, successful sellers close on their 5th attempt, the more closing techniques you use more successful you are likely to be.

15. Closing with questions

One of the important features of a successful salesperson is that he uses questions to his advantage. By using questions effectively it is possible to get you client involved in the interview. You value his opinion by asking questions and listening to him.

Practice to ask questions during the sales interviews and sales must increase.

What is a closing question?

It is a question on which the answer could be interpreted as a positive buying signal. Closing is not the signing of the contract but rather the acceptance of a deal.

- Open Question

In the earlier stages of your interview more open questions will be asked. The purpose of these questions is to get response from you client and to receive more information about his needs. E.g. "Tell me ..." "How do you feel about ..."

- Involvement Questions

It is any positive question about the benefits of your product that buyers ask themselves.

An involvement question is an ownership question.

When they ask an involvement question before they own your product they confirm that they are going ahead.

- Closed questions

The purpose of a closed question is to receive a yes or no answer from the client, which will assist you in moving nearer to the close of the deal. It is important to assist the client in making smaller decisions which will finally build up to the main decision to buy your product or service.

  • Generate minor yes’s

The purpose is to generate a flow of minor yes’s from your client.
"The cost of living is extremely high, isn’t it?"
"It would be nice if you could purchase every thing you wanted, wouldn’t it, or don’t you agree?"
More ways to generate minor yes’s :
Aren’t they? Don’t we?
Aren’t you? Shouldn’t it?
Can’t you? Haven’t they?
Couldn’t it? Hasn’t he?
Doesn’t it? Hasn’t she?
Isn’t that right?
Didn’t it?
Wasn’t it?
Won’t they?
Won’t you?

You could tag your yes-generating questions onto any statement your prospect happens to make that’s positive to the sale, e.g.

Client : "Saving on purchases are important"

You : "Isn’t it?"

  • Suggested question techniques
  • Ask questions to gain and maintain control
  • Ask questions to get minor yes’s that will build up to major yes decisions.
  • Ask questions to qualify them.
  • Ask questions to arouse and direct their emotions towards the purchase.
  • Ask questions to isolate objections.
  • Ask questions to answer objections.
  • Ask questions to determine the benefits that the prospect will buy because people buy benefits and not features.
  • Ask questions to acknowledge a fact – if you say it they can doubt it, if they say it, it is true!
  • Ask questions that will confirm that

    a) they are going ahead, or

    b) you should now be going on to the next step in the selling sequence.

  • Ask questions to involve them in ownership decisions.
  • Ask questions to help them rationalised decisions that they want to make.
  • Ask questions that close them on the purchase.

 16. Suggestion close

This can be used without causing offence at any time during the presentation. Three words are the key to this close "may I suggest". Nobody minds a suggestion being made, they could object to being told what to do.

A suggestion close should rather be used with the prospect that already shows positive buying signals. It is also a close that can increase of sales and or increase the total purchase. Typical examples of the suggestion close is :

"Mr Smit may I suggest that you make use of 80cc horsepower engine on this speedboat"

Or

When selling linen for example you would suggest to the client to also include the curtains or tablecloths etc. to be able to form unity in the room.

In this way you not only close a sale you also increase the volume of the sale.

HOW MUCH PERSISTENCE SHOULD BE USED WHEN CLOSING A SALE?

It is not wise to be over-persistent, not if you are hoping to build a sound relationship with a buyer – referrals are your life-blood.

Accept defeat gracefully

Should you lose, does it gracefully; there is always another client that can be won. Remember decisions can be changed. Buyers admire a salesman who accepts an "No", provided the reason is reasonable. It is better to maintain good relations than risk "closing the door" and losing business altogether.

How to handle you client’s reaction

Your client’s reactions throughout the whole sales process must be handled correctly. His reaction may be positive (buying signs), neutral or negative (objection).

  • Buying signs

These indicate that your client is ready to buy or sign up. It can be in the form of a nod or a question or comment e.g. "Feature X of your product is very important to me"

"How do I pay"

Accept a buying sign as an agreement to buy. Reinforce the remark by agreeing. Reply by mentioning the appropriate benefit, and start filling out the order form.

  • Neutral reactions

Many clients will not give any buying signs. Use questions to test his readiness to buy. See Order form close, either/or close and Minor point close.

After asking a closing question KEEP QUIT. Your client then either has to

a) imply that he is buying

b) raise an objection

  • Objections

When your client raises an objection he is showing that he is not ready to buy. You have to find out what the reason is and handle it correctly.

Stay calm and continue, using other closing questions until your client gives a buying sign.

STEP 7
AFTER SALE SERVICE

If you exaggerate your product’s performance, your client will experience unconfirmed expectations, which lead to dissatisfaction. The larger the gap between expectations and performance, the greater the clients dissatisfaction.

Do not create expectations through sales, which you cannot satisfy.

The satisfied consumer is your best advertisement.

You can take the following steps to maximise consumer satisfaction:

  • Send a letter to new customers congratulating them on having selected your product.
  • By making courtesy calls try to and locate problems and solve them.
  • By doing things that would strengthen word of mouth advertising.
  • By acting promptly to solve customer dissatisfaction.

The "Thank you" is one of the most successful and cheapest forms of ensuring future business.

Remember to : thank people now - thank them in writing - write it yourself

The follow-up call to your client is a courtesy. A salesman who makes the time to make this call earns the respect of the client and provides you with future referrals.

Show your client that you are still interested after closing and that you are available for further help or service.

Remember that after sales service is one of your important generators of new business because a satisfied client will always refer other potential clients to you.

Therefore the after sales service provides an input to the prospecting step of the sales process. If a satisfied client could only provide you with the name of three other qualified prospects and these prospects could in turn do the same you will have and ever growing business.

EXTRACTS FROM "I WAS YOUR CUSTOMER" BY PETER CHEALES

I was your customer
I never complain...
I never grumble at the poor service I get.
I’ll stand at the cashier’s window while she chats with the typist about last night’s date.
I don’t scowl when kept waiting, and if the salesperson who finally wanders over to see what I want is important or discourteous, I don’t complain, I’m very tolerant.
When I ask a simple question and get a curt answer, do I call the manager? No, I just tolerate the situation.
I like to be nice to people because – well, that’s the way I am.
I never moan, I never fuss, I never criticise, I’d hate to make a scene like I have seen others do – I think that’s just awful.
No, I’m a nice customer.
But I’ll tell you something else too:
I’m the customer who does’nt come back.
That’s my defence against being pushed around. You don’t care?
What does one more or less matter? But multiplied...
I CAN RUN YOUR BUSINESS.
That’s why I can sit back and laugh when I see you spending all that money on advertising to get me back when you could have kept me in the first place with a smile, a few kind words, a little service.

Extracts from the above book which may be of interest to you.

A:

I WAS YOUR CUSTOMER ... until I was offered better value.

I’ve take my custom elsewhere – Why? Because your competitor offers me better value – he gives me what I want/need and a bit more.

What must you do?

  1. Find significant differences between products.
  2. Reinforce these differences.
  3. Clearly EXPLAIN the differences to me.
  4. Specify the differences, preferably in writing.

B:

I WAS YOUR CUSTOMER ... until I was given better quality.

Quality means excellence – the cumulative effort of selecting the correct raw materials (policy?) and care regarding the standard of service (whilst selling and afterwards).

Tom Peters points out "Quality is what the customer really needs, not what you think he needs!" (Listen to the client!!)

How can we satisfy the clients perception of quality?

  1. Exceed his expectations.
  2. Don’t settle for second best.
  3. Take decisive action regarding the need of your client.
  4. Let the client define what is important (Listen!).
  5. Add little details that enhances his pleasure (especially regarding after-care).

C:

I WAS YOUR CUSTOMER ... until I received superior service.

"Excellent service is enjoying giving people a little more than they expect."

Are your really rendering superior service or are you only doing it until the client signs the contract?

How do I render superior service?

  1. Nurture special relationships with each client/stakeholder.
  2. Invest time in the client.
  3. Follow up lost sales.
  4. Deliver more than your promise! (How many times have you promised a client something and once he has signed you forget about your promise?).
  5. Deliver the TRUTH.

D:

I WAS YOUR CUSTOMER ... until I got a better response.

"When I want something, I want it now." (client)

Although the client may be important – what he wants to know is very important to him. Your response to any question he may have, must be immediate or as soon as possible. We may never disregard a client query just because his policy has already issued. If we do, we can be certain of one thing – lapses!

Measure your response time – and add a sense of urgency.

E:

I WAS YOUR CUSTOMER ... until I felt more at home.

"There are no strangers here – only friends we have not met."

Do your clients really know you? Do they experience a sense of belonging as far as you are concerned?

How?

  1. Encourage your staff to establish a friendly relationship with me (client).
  2. Invite me to your office and visit me.
  3. Make your office a showroom.
  4. Make our relationship fun.
  5. Involve yourself in my business (show personal interest).

F:

I WAS YOUR CUSTOMER ... until you lost your uniqueness.

"Only a mediocre person is always at his best" (S Maughan)

Have you allowed yourself to become just like everyone else in the industry or are you unique; single in kind; peerless?

How can I be unique?

  1. Create elements of uniqueness that set you apart from the masses.
  2. Practice your uniqueness every day.
  3. Tell me that you care.
  4. Sell the promise that only you can fulfil.

G:

I WAS YOUR CUSTOMER ... until you became inconsistent.

If you make a promise – keep it! Don’t look for obscure or hidden loopholes to get you out of meeting your commitments.

How can you provide consistent service?

  1. Give me control.
  2. Dress the same, behave the same, offer your best.
  3. Own and duplicate consistency.
  4. Deliver the same result.

H:

I WAS YOUR CUSTOMER ... until you stopped listening.

"Being a good listener means much more that simply hearing what people are saying. It means blocking out all distractions, giving the customer your undivided attention, and listening with your whole self" (Michael le Boeuf)

In our industry we tend to talk to much. Stop talking and start listening!

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