 Need Recognition

 Description of Characteristics
 Determining Quantity, Delivery Schedule
 Search for Qualified Suppliers
 Acquiring Proposals
 Evaluation of Offerings
 Selection of Suppliers
 Selection of an Order Routine
 Performance Evaluation and Feedback
 New Task
 Straight Rebuy
 Modified Rebuy
 Lead Generation
 Prospecting
 Pre Approach
 Approach
 Presentation
 Proposal Development and Submission
 Negotiation
 Objection Handling
 Closure
 Coordination
 Product Servicing
 Managing Information
 Servicing the Account
 Attending Conferences and Meetings
 Training and Recruiting
 Entertaining, Public Relations
 Servicing the Distribution Network
 Travelling
 Generating leads for when there are a
few customers and order size is large
 Generating leads when there are several
customers and order size is moderately
large
 Generating leads when there are a large
no. of prospects and order size is small
 Qualify Leads-Assess who will buy and
who wont- Eliminating Non Buyers
 Willingness
 Financial Capacity
 Authority
 Availability
 Discern Patterns separating Profitable
and Unprofitable Customers
 Route Planning
 Schedule Appointments to Avoid Waste
of Time
 Stretch Productive Time
 Study the Customer
 Study the Customer’s Industry
 Examine Previous Relationship with the
Customer
 Relate Product Attributes to Customer
Needs
 Prepare for the meeting
 Develop the Sales Presentation
 Identify Potential Decision Makers
 Make Appointments
 Situational Questions
 Problem Discovery Questions
 Problem Impact Questions
 Solution Value Questions
 Adaptive Selling
 Confirmatory Questions
 The Product
 Product Features
 Advantage to the customer
 Specific benefits in Time, Money,
Convenience
 Prepared or Canned Presentations
 Developing Effective Presentations
 Product Feature Advantage Benefit
8 Free Extends Machine Reduces Capital
Copy machine
Services Life Cost

Reduces Working
Inventory Reduces need
ERP Capital
control system for inventory
Requirement

Reduces Capital
Engines have
Motor oil Rust inhibitor Cost
longer life

One-month Ensures product Enables Right

Forklift truck
trial meets needs Decision Making
 Listen
 Clarify
 Acknowledge and appreciate
 Respond
 Sincere Objections
 Sales Person Personality Objections
 Price Objections
 Value Objections
 Product Objections
 Service Objections
 Procrastinating Objections
 Hidden Objections
 Deciding on Technical Specifications
 Deciding on demonstration
 Deciding quantity, delivery period,
commercial terms
 Question Series Close
 The Assumptive Close
 Special Offer Close
 Summary Close
 Do you have an issue with rejections?
 Is it costing you Rs. 5,00,000 Per Month ?
 Would you like to solve this problem?
 Do you think spending Rs. 100,00,000 to
solve this problem is justified ?
 Are you in a position to spend Rs.
1,00,00,000?
 Are you convinced that our product will
solve your problem?
 Post Sale Contact
 Long Term Relationship Building
 Securing Attention
 Gaining Interest
 Kindling Desire
 Inducing Actions
 Building Satisfaction
 Conversation Openers
 Good first impression
 Genuine Interest
 Prior Appointment
 Company Reputation
 Product Demonstration
 Catalogs, Brochures
 References, Testimonials
 Search for sales appeal- Productivity,
Quality, Price, Reputation, Reparability,
Service, Technology
 Build on Sales Appeal
 How a Current Issue can be Resolved
 How Significant Gains can Be Achieved
 How Competitors using the Product can
be a Threat
 Handling Objections
 Gain Agreement on product
specifications, delivery time lines and
other non price factors step by step
 Complete price negotiation
 Ask for the order
 Deliver on commitments
 Provide services beyond expectations
 Have a long term outlook
 Maintain customer relationship after the
sale is made
 B = Response or Internal Response
Tendency
 P= Predisposition
 D= Present Drive or Motivation
 K= Incentive Potential
 V= Intensity of All Cues, (Product,
Information)
B=PxDxKxV
 Dyadic Relationships
 Similarity and Identification
 Assigning Sales Personnel to Customers
 Established Product- Ongoing
Salesperson Client Relationship
 Established Product- New Salesperson
Client Relationship
 New Product- Ongoing Salesperson
Client Relationship
 New Product- New Salesperson Client
Relationship
 Innovators
 Early Adopters
 Middle Majority
 Late Adopters
 Laggards
 High Concern for High Concern for
Buyer, Buyer,
High Low Concern for High Concern for
Sale 1,9 Sale 9,9
Concern for

Moderate Concern
Buyer

for Buyer,
1-9

Moderate Concern
for Sale 5,5

Low Concern for Low Concern for

Buyer, Buyer,
Low Low Concern for High Concern for
Sale 1,1 Sale 9,1

Low Concern for Sale High

1-9
 Initiators
 Users
 Influencers
 Buyers
 Deciders
 Controllers
 Avoid calling a new prospect on phone
 Get the appointment using networking
 Try to meet at a common venue- over
lunch, at a trade association meeting or
at an activity created by you
 Initial meetings need not be business
meetings
 Establish a friendly relationship- not a
‘businesslike’ one
 Maintain a contagious positive attitude
 Start early, end late
 Take rejection in your stride, learn from
them
 Be self assured, not arrogant
 Be book smart and street smart
 Have fun
 Maintain unimpeachable integrity
 Do you believe in yourself?
 Your company?
 Your products?
 Would you buy if you were in the
customer’s shoes?
 Are you convinced that your product will
deliver value?
 Personal cold calls are generally
ineffective
 There are other ways to start a
relationship
 Create an activity
 Arrange a Seminar
 Arrange a workshop
 Be active in industry associations
 Network at a business function
 Send a greeting or gift at appropriate
occasions
 Earn a referral
 Begin by asking about them
 Enquire about top of mind thoughts,
concerns
 Look for ‘Hot Button’ issues
 Offer information that resolves issues
 Engaging results in dialog
 One way talk is a monologue which
does not get results
 What are the common objections
 Do you have data that can resolve
objections
 What is the experience of other
customers
 How does your product compare with
competing products
 Say only those things that make the
objection go away, don’t get defensive
 Listen
 Clarify
 Acknowledge and appreciate
 Respond
 What benefits are customers really looking
for
 Can you establish that value first
 If value is high, price matters less
 Create a compelling value proposition
 Sales are emotionally driven and
emotionally decided- and logically justified
 If the customer is convinced of the value he
will justify the price himself
 Be the positive person
 Spread optimism
 Ask the customer about the positives
 Give encouragement and hope- words
do matter
 Do what you can to help out
 Have a long term view
 Start well before a sale starts
 Maintain it after the sale is done- for the
customer, the relationship has just started
 Referral is risk- reputation or relationship
 Awkward to ask, create discomfort on
part of customer
 Be likeable
 Be reliable- Personally, Your Company,
Products, Services
 If you have let the customer down you
cannot expect referrals
 Develop high level expertise in your field-
don’t be just a salesperson- That breeds
customer confidence
Ask yourself
 Have I served at the highest level?
 Have I done anything memorable?
 What do they risk by giving me a
referral?
 Establish a track record of performance-
make sure your contact knows it
 Go beyond your product or service- the
customer will find you valuable
 Your conduct and appearance must
inspire confidence
 To get a referral, you must be referable
 A referral is the easiest sale to make, the
hardest lead to get
 You don’t ask for referrals, you earn them
 Ideally the referee wants someone else
to have you, not the other way around
 If you are selling technology, don’t get
over awed by it
 Don’t impress people by how much you
know
 Find out how it can be useful for them
 Make them comfortable about using it
 What you do for the customer even
before you have an order
 Ongoing process- builds relationships
 Given without an expectation of short
term return
 Given in a spirit of partnership- not within
the buyer supplier relationship framework
 Easy to do business with you
 Easy to contact you or anyone in your
office
 Easy to use the product after purchase
 Increase in customer productivity
 Availability of service when the customer
needs it
 Boost in customer morale after product
is installed
 Market price aligned- not the cheapest
but the best value
 Good overall benefit to the customer
 Perception of a very good fit
 Assurance that there is no risk in doing
business with you
 Continue the value message after the
purchase has been made