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Basic Selling skills - Mohammad S. Khodairy.pdf
- 1. BASIC SELLING SKILLS PREPARED BY MOHAMMAD SALAH KHODAIRY
- 2. AIM OFTRAINING To create an outstanding success for our hospital. Understand in depth, the role of SalesTeam. Develop a Framework for an Effective Sales Approach.
- 3. SELLING & SALESPERSONS What selling is? What a salesperson does?
- 4. WHAT IS SELLING? To satisfy a Need /Want with your product / service for Mutual Benefits. To Identify / Generate / Influence a Need /Want.
- 5. SELLING IS The process of: Developing customer relationships, Discovering customer needs, Matching appropriate products with these needs, and communicating benefits.
- 6. PHILOSOPHY OF SELLING Selling = Motivating customers commitment Sales Rep All good reasons why a customer should buy / use your product Customer All the things that a Customer has to give By ASKING
- 7. SELLING IS HELPING PEOPLE TO: Solve problems. Make more $. Buy. Meet their needs/goals.
- 9. SELLING PHILOSOPHY OF GOOD SALESPEOPLE: Selling is problem solving. Selling is a helping, caring activity. A customer is a person to be served, not a prospect to be sold. Treat people as human beings, not $ signs. Unique products, relationships, cultures are important. Customer driven, not product driven.
- 10. SELLING PHILOSOPHY OF GOOD SALESPEOPLE: Focus on customer needs. Long-term success depends on pleasing others. Selling is a win-win activity. A commitment to self improvement and life-long learning essential for long- term success. Adherence to a strict code of ethics emphasizing, among other things, mutual trust, respect, and honesty is essential.
- 11. SELLING IS A PROFESSION BASED ON: Scientific skills, even though it is not an exact science. Knowledge about selling principles/theories & product. A code of ethics. Psychological & sociological aspects of human behavior (CONSUMER BEHAVIOR).
- 12. WHAT DO SALESPEOPLE DO? 1)They Sell: Products/services Solutions Information Ideas Service Their company Themselves
- 13. WHAT DO SALESPEOPLE DO? 2)They work with people: Solve problems Represent the company Communicate (benefits?) with customers Develop relationships, partnerships, alliances Discover needs Gather information Educate customers Catalyze change Help people buy Serve customers Treat people with respect
- 14. WHAT DO SALESPEOPLE DO? 3)They Manage: Their time Their territory Their records Their stress
- 15. TYPES OF SELLING Indirect selling any form of selling that does not involve a sales person. (Ex: advertising, promotion, displays, signage) Direct Selling when there is contact between a salesperson and the customer.
- 16. ELEMENTS OF A SALES CALL 1. Planning & setting pre-call objectives 2. Opening the detail 3. Probing 4. Presenting benefits 5. Handling feedback 6. Closing 7. Post call analysis
- 17. PLANNING & SETTING PRE-CALL OBJECTIVES
- 19. IMPORTANCE OF PLANNING To be professional To save time To be prepared To be persuasive To improve self-confidence To avoid embarrassment TO INCREASE SALES
- 20. YOU HAVETO KNOW: Information about the Customers Time Routing Records & Reports
- 21. TYPES OF INFORMATION STATIC Birth date Telephone & Mobile numbers, E-mail & address Potentiality & Attitude Best time of visit General need DYNAMIC Our market share Competition relation Services delivered Family condition Contract situation
- 22. SOURCES OF INFORMATION Previous visit report. Colleagues. Competition. The customer. Assistant.
- 23. TIME MANAGEMENT 245 working day /year. 980 hour/year. Value of hour. Value of each visit. Cost of each hour. Cost of each visit. Actual selling time.
- 24. RECORDING & REPORTING A short pencil is better than long memory. No job is done till the paper work is finished.
- 25. WHAT ISTHE MEANING OF PRE-CALL OBJECTIVE? What I want the doctor/customer to do as a result of my visit.
- 26. PRE-CALL OBJECTIVES Need. Handling competition. Handling objection. Handling complaint.
- 27. S M A R T Specific. Measurable. Attainable. Realistic. Timed.
- 28. IMPORTANCE OF SETTING CALL OBJECTIVE Saves customersTime (AndYour Time) Gives Him A Clear Idea Of WhatYou Say &WhatYouWant HimTo Do.
- 29. OPENING
- 30. WHAT IS OPENING Opening is the skill of capturing the customers attention and focusing
- 31. TOOLSTO ENHANCE ATTRACTION Smile Firm handshake Speak clearly Use the customer name Pronounce the name correctly
- 32. ATTRACTION METHODS Introductory Patient benefit Question Numerical Referral Flattery
- 33. THE ATTRACTION THE RULE OF 12 The first 12 steps (First impression) The first 12 words (First few seconds) The first 12 inches above shoulder (Face to face)
- 34. PROBING
- 35. WHAT IS A PROBE? In Medical Sense: = A slender, flexible instrument designed for introduction into a wound, a cavity, or a sinus tract for the purpose of exploration. MEDICAL DICTIONARY
- 36. WHAT IS A PROBE? In Communication Sense: The conscious, directed use of specific types of structured questions in order to achieve desired communication objectives (Information).
- 37. TYPES OF QUESTIONS Open end questions: No yes or no answer, no brief answer. Closed end questions: Brief answer: yes, no, number, name, choice. When designed & used to achieve communication objectives. A question becomes a probe)
- 39. A GOOD QUESTION IS: Concise Easily Understood Relevant
- 40. TYPES OF PROBES Exploratory Open End Question Confirming Closed End Question
- 42. EXPLORATORY PROBES Used to: I. Gain information: Needs, problems, attitudes, competition etc. Usually open end questions. How,What,Which,Why Used any time: before opening, during detailing.
- 43. EXPLORATORY PROBES Used to: II. InvolveThe customer Establish a 2-way communication to show that you care. Used any time the customer has been silent too long.
- 44. CONFIRMING PROBES Always Closed End Questions UsedTo: I. Confirm 1. Interest :After opener ,discussion, hearing objections, need or problem 2. Understanding 3. Agreement: after discussion, handling objections, during the close.
- 45. CONFIRMING PROBES II. Control the directions 1.Avoid off-the subject discussion. 2. Direct the customers attention. Any time the customer gets off-the subject.
- 46. GOLDEN RULES FOR GOOD PROBING Appear relaxed.... BUT PROFESSIONAL. Wait for an answer before asking another question. Maintain eye contact.
- 47. PROPER EYE CONTACT Reflects Interest & Confidence: InThe Product. InThe Question. InYourself.
- 48. LISTENING
- 50. CUSTOMER/DOCTOR SPEAKS IN ORDER TO: Inform us of facts or principles. 01 Persuade us to believe in the benefit of an object , concept, or value. 02 Entertain us in order to relax the atmosphere or win our affection. 03 Motivate us to feel or act as they would like us to. 04
- 51. LISTENING Types of listening: Passive (Hearing) Noise Active (Concentrate, Understand & Remember) Responsive (Evaluate)
- 52. ACTIVE LISTENING 80-20 listening rule Salespeople should listen 80% of the time and no more than 20% of time Speaking-Listening Differential People can speak ate a rate of only 120-160 words per minute, but they can listen to more than 800 words per minutes.
- 54. BARRIERS TO GOOD LISTENING MindVs mouth Lack of desire Condemning the subject Criticizing delivery Selective listening. Interruptions Distractions (internal & external) Day dreaming Going to sleep
- 55. TOOLS TO ENHANCE ACTIVE LISTENING Repeating information 1 Clarifying information 2 Restating information 3 Summarizing information 4 Tolerating silence 5
- 56. WHAT MIGHT HAPPEN IF THE CUSTOMER/DOCTOR FEELSTHATYOU ARE NOT LISTENINGTO HIM ?
- 57. WHAT MIGHT HAPPEN IF THE CUSTOMER/DOC TOR FEELS THAT YOU ARE NOT LISTENING TO HIM ? The doctor will not answer any other question you ask. He will not give you complete information. He may not wish to see you again !!!!
- 58. SO.YOU HAVE TO
- 59. SO.YOU HAVE TO Listen. Show that you are listening. Do not pretend to listen!
- 60. FUNNELTECHNIQUE A POWERFUL TOOL TO ENCOURAGETHE FLOW OF CONVERSATION 1) Motivate the customer to talk. 2) Open with neutral questions to get unbiased information. 3) Ask lead questions to explore more deeply. 4) Ask closed questions to pinpoint precise requirement. 5) summarize to gain customers acceptance of requirements.
- 63. SELECTING APPROPRIATE BENEFITS A FEATURE: WHAT THE PRODUCT IS A BENEFIT : WHAT THE PRODUCT DOES
- 64. PRODUCT BENEFITS May provide: 1. A solution for a problem. 2. A satisfaction of a need. 3. An answer for a question.
- 65. WHAT ARE THE CUSTOMER/DOCTOR NEEDS? QUALITY SERVICE PRICE OTHER CONSIDERATIONS
- 66. ABILITYTO UNDERSTAND OTHERS Body Language 55% Tone of voice 38% Words used 7% Elements of personal communication Body Language Tone of voice Words used
- 67. COMMUNICATING WITH WORDS Use concrete words & avoid abstract Words. Do not assume that everyone understands you. Do not assume that you understand everything. Use words familiar to the customer.
- 68. USE OF VOICE Power Pace Pause Pitch
- 69. NON-VERBAL COMMUMICATION Face. Eye contact. Posture & body movement. Hands. Legs.
- 70. LEARN VS. RETAIN 1 2 4 11 82 We Learn Taste Touch Smell Hearing Sight 20% 50% We Retain Hear Hear & See
- 72. TYPES OF FEEDBACK Positive Indifferent Negative
- 73. OBJECTIONS An objection is never something to be feared of. A skillful salesman can easily turn objection into an opportunity to sell. Objections should be interpreted as request for additional information.
- 74. WHY DOES A CUSTOMER OBJECT? New ideas mean old ones are wrong. Fear of wrong decision. No enough information. No recognition of needs. Tactic to get a discount. Needs reassurance. A strategy to postpone decision making.
- 75. HOW TO MAKE USE OF POSITIVE FEEDBACK Agree. Paraphrase positive statement. State another related benefit.
- 76. INDIFFERENCE This caused be: Presenting features rather than benefits. Presenting benefits that do not satisfy customers particular needs. Customer is satisfied with competitors product. Customer has never used that type of product.
- 77. HOW TO HANDLE INDIFFERENCE? Probe for needs. Identify a need that can not be satisfied by the customers preferred product. Offer supporting benefits.
- 78. NEGATIVE FEEDBACK (OBJECTIONS) Doubt. Misunderstanding. Conflicting goals.
- 79. OVERCOMING OBJECTIONS ATTITUDE Pause & stay calm. You have to develop positive attitude. You must have empathy. Dont (argue, get aggressive, get defensive). Don't attack after overcoming objection. Do not disturb the customer. Let him/her speak first. Help them answer their objections.
- 80. DOUBT Customer Is NOT Convinced. He does not believe in something you have said. A customers doubt that your product can actually deliver the stated benefit.
- 81. OVERCOMING DOUBT Restate the benefit or feature in doubt. Cite & explain a proof source. Relate the proof back to the doubted benefit. Ask for the doctor's reaction to your proof.
- 82. MISUNDERSTANDING The customer makes a statement that indicates that he misunderstood something you have said.
- 83. HANDLING MISUNDERSTANDING Accept responsibility. Clarify. Relate the explanation to the benefit or feature that was misunderstood. Ask for a reaction for your clarification.
- 84. CONFLICTING GOALS The customer wants Something your product just cannot provide.
- 85. RESPONDING TO CONFLICTING GOALS Acknowledge concern generally. Point out the importance of looking at the broad picture. Offer counterbalancing benefits. Ask for a reaction to what you have said.
- 86. HANDLING OBJECTIONS Verify by: PROBING Ask a question that will encourage the customer to explain his objection more fully. So, you will be more able to specify your answer.
- 87. CLOSING THE CALL
- 88. CLOSING Always Be Closing (ABC) of the selling process. The logical conclusion to your conversation with the customer. A request for action which must be the action aimed for in your objective.
- 90. WHEN? The customer has understood your product completely The customer has developed trust in your company The customer has a desire for the benefits for his/her patients
- 91. BUYING SIGNALS (WHEN?) Customer makes a positive comment. Customer is satisfied with your answer to an objection. Customer asks for a subordinate buying decision. There is a pensive pause. Body language.
- 92. HOW TO CLOSE? Benefit Summary -Brief -Only the benefits you have agreed upon. Action Request (closed Q) 1- Direct:Will you.? 2- Indirect: Choice between alternatives OR An open ended Q (where, when, what)
- 93. WHY A SALES REP MAY NOT CLOSEWELL? Wrong attitude. Poor presentation. Poor habits and skills. Poor objections handling. Too early. Too late.
- 94. WHY DO WE SOMETIMES HESITATE TO ASK CLOSING QUESTIONS?
- 95. WHY DO WE SOMETIMES HESITATETO ASK CLOSING QUESTIONS? Fear of rejection. Fear of failure. Fear of appearing overly aggressive.
- 97. POST-CALL ANALYSIS Post call analysis is the process of evaluating and recording the outcome of the call, in order to plan for future calls. Evaluate the Call. Record Call Information. Set Objectives for the next visit.
- 98. POST-CALL ANALYSIS Did I Plan the sales call? Did I probe for the customer needs? Did I Listen to customer concerns? Did I Communicate F & B effectively? Did I Manage the feedback properly? Did I close the call efficiently & at the right time? What will be my next call objective?
- 99. THANKS
- 100. ROLE PLAY