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BASIC SALESMANSHIP

TRAINING PROGRAM
For the

Philippine Appliance Industry Association

July 7, 2006
SEPCO Training Center
Ortigas Avenue
Greenhills, San Juan MM
COURSE OUTLINE

I. DEFINING SALESMANSHIP
II. CUSTOMER BEHAVIOUR
PATTERN
III. CONSULTATIVE SELLING CYCLE
IV.HANDLING OBJECTIONS
METHODOLOGY

LECTURE

INTERACTION

ROLE PLAY

CASE STUDY

EXERCISE
I. DEFINING SALESMANSHIP
SELLING IS…
Taking an idea, planting that Idea in your customer’s mind and
making them feel that they thought of it.

SALESMANSHIP
Is the Art of Persuasion; it is the ability to start with the other
person’s point of view and lead them to your own.

A SALESMAN SHOULD BE…


HONEST, WITH INTEGRITY AND PROUD OF HIS
PROFESSION…
I. DEFINING SALESMANSHIP

FUNDAMENTALS OF SELLING

1. PEOPLE BUY ONLY FROM PEOPLE THEY LIKE!

5. THE CUSTOMER’S BUYING DECISION IS


SHAPED BY THE DIFFICULTIES AND
DISSATISFACTION EXPERIENCED WITH THE
PAST PRODUCTS OR PURCHASES.

7. CUSTOMERS DON’T LIKE TO BE SWEET


TALKED INTO A DEAL

9. CUSTOMERS MAY FEEL UNSURE ABOUT


THEIR PURCHASE DECISION
I. DEFINING SALESMANSHIP

FUNDAMENTALS OF SELLING

3. PEOPLE BUY ONLY FROM PEOPLE THEY LIKE!


• Seller must win the customer’s, trust and admiration

• Seller must make a good first impression

Qualities of a “likeable” person


I. DEFINING SALESMANSHIP
FUNDAMENTALS OF SELLING

3. THE CUSTOMER’S BUYING DECISION IS SHAPED BY THE


DIFFICULTIES AND DISSATISFACTION EXPERIENCED WITH
THE PAST PRODUCTS OR PURCHASES.

Seller must be able to discover and learn


about the customer’s past experiences
(PROBE SKILL)

Seller must be able to show how his


product will address the most important of
the customer’s concerns. (PRESENT
SKILL)
I. DEFINING SALESMANSHIP
FUNDAMENTALS OF SELLING

3. CUSTOMERS DON’T LIKE TO BE SWEET


TALKED INTO A DEAL

• Seller should effectively handle


questions and objections.

• Seller should guide (NOT FORCE) the


customer to make a sound decision.

• Seller should have a genuine concern to


help the customer meet his goal.
I. DEFINING SALESMANSHIP
FUNDAMENTALS OF SELLING

4. CUSTOMERS MAY FEEL UNSURE ABOUT THEIR


PURCHASE DECISION

• Seller should be able to reassure


customer that they made the right
decision.

• Seller should be able to establish a


“continuing” relationship with the
customer
I. DEFINING SALESMANSHIP
QUESTIONING TECHNIQUES
• OPEN QUESTIONS
Questions that cannot be answered with Yes or NO.
Questions that require more than a limited response.

• CLOSED QUESTIONS
Questions that can be answered with Yes or No.
Questions that can be used to clarify or confirm information
given by the customer.

SOME PITFALLS TO AVOID WHEN ASKING QUESTIONS:


Closing your own Open questions.
Asking long questions.
Asking successive closed questions.
II. CUSTOMER BEHAVIOUR PATTERN
Types of Purchase Decision:

Impulse Buy – Nice to have; Not High Value


Influenced by attractive sales promotions
Discounts, Buy One Take One, Premium Give Aways
Zero percent interest

Planned Buy – Need to have; Usually of High Value


The decision to buy is precipitated by persisting
difficulties experienced by the customer
or a long time aspiration that he wants to realize
(want  need)
II. CUSTOMER BEHAVIOUR PATTERN
PURCHASE DECISION PATTERN: PLANNED PURCHASE

A. Contentment / Denial
B. Awareness / Acknowledgement
C. Action / Decision
D. Criteria
E. Exploration
F. Selection
G. Reconsideration
II. CUSTOMER BEHAVIOUR PATTERN
PURCHASE DECISION PATTERN: PLANNED PURCHASE
A. Contentment / Denial
The customer is happy with the product he currently
uses, and sees no need to replace or buy a new one,
happy with his current situation, he may aspire for
something but thinks that his aspiration can wait.
The customer may see some things he does not like
about the product but doesn’t think it’s a big deal.
B. Awareness / Acknowledgement
The customer may already be experiencing problems.
The customer is already discontented. He now
acknowledges that he is dissatisfied. but may not yet
be ready to do something about it yet.
II. CUSTOMER BEHAVIOUR PATTERN
PURCHASE DECISION PATTERN: PLANNED PURCHASE

C. Action / Decision
The dissatisfaction builds up. The customer
RESOLVES to act on the problem.
D. Criteria
The customer defines what he wants in the
product that he PLANS to buy
For smart customers, these set of criteria is
quantified (measured).
E. Exploration
The customer is now ready to buy. He may look at
several alternatives before settling on his final
choice.
II. CUSTOMER BEHAVIOUR PATTERN
PURCHASE DECISION PATTERN: PLANNED PURCHASE

F. Selection
After considering the choices that he
has, the customer makes the final
decision to purchase.
G. Reconsideration
The customer may experience “buyer’s
remorse”; and may wonder whether or
not he made the right choice.
III. CONSULTATIVE SELLING CYCLE

A. OPEN
B. PROBE
C. CONFIRM
D. SPECIFY
E. PRESENT
F. CLOSE
G. MAINTAIN
III. CONSULTATIVE SELLING CYCLE
A. OPEN
Introduction
Introduce yourself and your company. Keep introduction
short. Don’t preempt your presentation.
• Initial Benefit Statement (What’s In it for the Customer)
A teaser on how the customer will benefit from your
product, to catch the customer’s attention and interest.
• Process
Tell the customer what will happen.

• Time
How long it will take?
III. CONSULTATIVE SELLING CYCLE
B. PROBE
Background
The objective is to get information about the customer’s current
situation. In asking background probes, the salesman should keep his
strengths in mind.
Identify
Ask questions that will reveal areas of Dissatisfaction, Problems or
Discontent with the current product.
• Developing
Continue asking questions about the problem, dissatisfaction or
discontent previously identified. Get Curious.
Impact
Finishes the probing sequence; allows the customer to realize the
larger consequence of his difficulties, problems or dissatisfaction.
III. CONSULTATIVE SELLING CYCLE
Example:
Product: Durable, Heavy Duty Washing Machine
“So you are interested in buying a washing machine, what
kind are you using now ?” (background)
“How many are you in the family?” (background)
“Who uses the washing machine?” (background)
“What kind of clothes do you wash?” (background)
“How is the performance of your “old” machine?”
(Identifying)
“What are your difficulties?” (Identifying)
“So, what happens if you wash all your heavy clothes and
draperies in your machine?” (developing)
How long does it take to finish all those wash loads?”
(developing)
What is the effect to you and your family?” (Impact)
III. CONSULTATIVE SELLING CYCLE
C. CONFIRM
State a brief summary of the information gathered during
the Probing Sequence. Confirm the needs of the
customer.
“According to you, your current machine bogged down
during an important event; and you don’t want that to
happen again.”
D. SPECIFY
Clarify criteria; encourage customer to give
specifications.
“I know now what you need, a machine that is durable
with reliable after sales support; one that will provide a
service machine in the most unlikely event that you had
a problem with your machine.”
III. CONSULTATIVE SELLING CYCLE
E. PRESENT
Feature
The Product Attribute that directly addresses the customer’s
most important need.

• Advantage
An added benefit not be directly related to the customer’s need.

• Benefit
It is your solution to your customer’s needs.

Explanation
It explains how the Feature Works.

Confirm
Make sure that the customer is happy with the recommended
solution.
III. CONSULTATIVE SELLING CYCLE

F. CLOSE

 Confirm the benefits


“Don’t you agree that…?”

 Ask for a Commitment


Alternative - “Would you like the… or the…?”
Direct - “So, shall we now prepare the order form?

 Discuss Logistics
(Delivery, Installation, follow –up )

Reassure the Customer


You made the right decision…”
III. CONSULTATIVE SELLING CYCLE
G. MAINTAIN

Post Evaluation
“How are things doing?”

Commit to Serve
“If there is anything you wish…?”

Express Appreciation
“Thank you for trusting our product, we’ll be more than
glad to serve you again next time?”
IV. HANDLING OBJECTIONS
A. Get the Real Objection
“Could you tell me more…”

B. Acknowledge
Restate your understanding of the customer’s objection

C. Explain
 Determine the type of Objection
Misunderstanding – Clarify
Drawback – Refocus (Counterbalancing Goals and Benefits)
Don’t answer the wrong objection
Avoid sounding confrontational
Buy yourself time to think
Respond promptly and concisely
Don’t be sorry
IV. HANDLING OBJECTIONS

D. Confirm
“Have I answered your question?”

Most Common Objections:

“You cost too much”


“I didn’t have a good experience with your brand”
“I don’t trust products made in China”

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