Profesional selling

• Reasons people buy-preconscious, conscious and unconscious:.

First level, conscious need level, buyers are fully aware of their needs. These are the easiest people to sell to because they know what products they want and are willing to talk about their needs. Second level, preconscious need level, buyers may not be fully aware of their needs. Needs may not be fully developed in the conscious mind. They know what general type of product they want but may not wish to discuss it fully. Third level, unconscious need level, people do not know why they buy a product - only that they do buy. "I really don't know what I want to buy" Their buying motives might have developed years earlier and may have been repressed. Salesperson determines influential needs.

Company-

General Company Information Company growth and accomplishment Policies and procedures Production facilities Service facilities

L-O-C-A-T-E:

Listen, Observe, Combine, Ask questions, Talk to others, Empathize.

Role of technology in selling:

Personal Productivity Contact management Calendar management Automated sales plans, tactics, and ticklers Geographic information systems Computer-based presentations Communications with Customers and Employer Word processing E-mail Fax capabilities and support Customer Order Processing and Service Support Salespeople's mobile offices GPS and PDA

Product-

Product knowledge may include: Performance data Physical size and characteristics How the product operates Specific features, advantages, and benefits of the product How well the product is selling in the marketplace

• Ssuccess in selling:

S - Success begins with Love. S - Service to others. U - Use the Golden Rule of Selling. C - Communication Ability. C - Characteristics for the job. E - Excels at Strategic Thinking. S - Sales Knowledge at the M.D., Level. S - Stamina for the Challenge

• Proper etiquette, appearance and attitude and its effect on sales: •

Style hair carefully; adjust hairstyles accordingly. Dress as a Professional; a major determinant of sales success. Shake hands firmly and look people in the eye; a gesture of peace between warriors, most common way for 2 people to touch one another in a business situation.

Trial Close-purpose of, role of and when to use:

Trial close is one of the best selling techniques to use in your presentation. Should be used at these 4 important times: 1. After making a strong selling point in the presentation. 2. After the presentation. 3. After answering an objection. 4. Immediately before you move to close the sale. The trial close allows you to determine (1) whether the prospect likes your product's feature, advantage, or benefit; (2) whether you have successfully answered the objection; (3) whether any objections remain; and (4) whether the prospect is ready for you to close the sale

Customers-

You have to ask about buyers needs in retail settings in order to cater to the buyer's needs. Business-to-Business selling requires asking numerous questions to gain more information. *Find out all you can

Bribes -

a salesperson may attempt to bribe a buyer by offering money, gifts, entertainment and travel opportunities. Misrepresentation, breach of warranty, being unaware of legal obligations with a tendency of overselling

Employee rights -

are rights desired by employees regarding their job security and their treatment by employers while on the job, irrespective of whether those rights are currently protected by law or collective bargaining agreements of labor unions.

Non-financial rewards -

are sometimes called psychological income or intrinsic rewards, which are generated by the individual, not given by the company.

Prospects-

attempt to build relationships in an effort to enhance sales.

Financial rewards -

commonly based on performance, opportunity for large salaries

Sales Restrictions -

cooling-off laws (usually 3 days) in which a buyer may cancel the contract, return any merchandise, and obtain a full refund. And

Space threats -

distractions, poor listening, how and what you say, not adapting to buyer's style. the territorial imperative causes people to feel that they should defend their space or territory. Space invasion - the defensive barrier allows the prospect to control much of the conversation and remain safe

• Knowledge -

how do you get it: Guided by The Golden Rule: Be an expert on everything associated with your product(s) Use wisdom when applying knowledge Remember, customers rely on you to truthfully provide knowledge and wisdom Realize that people do not care how much you know until they know how much you care

Acceptance signals ,

indicate that your buyer is favorable inclined toward you and your presentation. Body angle - leaning forward or upright at attention. Face - smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, and positive voice tones. Hands - relaxed and generally open, perhaps performing business calculations on paper, holding on as you attempt to withdraw a product sample or sales materials, firm handshake. Arms - relaxed and generally opened. Legs - crossed and pointed toward you or uncrossed.

Tie-in-sales -

is to buy a particular line of merchandise, a buyer may be required to buy other, unwanted products. Prohibited by the Clayton Act. Also: Exclusive dealership - when a contract requires that a wholesaler or retailer purchase products from one manufacturer.

Ethics in dealing with their employers -

misusing company assets, moonlighting, cheating, affecting other salespeople, technology theft.

• Knowledge -

prospects, customers, product, company, resellers, promotions, competition, industry, and economy:

Reciprocity -

refers to buying a product from someone if the person or organization agrees to buy from you.

. Price discrimination -

refers to selling the same quantity of the same product to different buyers at different prices. Ex. Robson-Patman Act of 1936, which allows sellers to grant what are called "quantity discounts" to larger buyers based on savings in manufacturing costs.

Territorial space -

refers to the area around the self that a person will not allow another person to enter without consent. Intimate space - up to 2 feet. Personal space - 2 to 4 feet. Social space - 4 to 12 feet. Public space - more than 12 feet.

Personal selling

refers to the personal communication of information to unselfishly persuade a prospective customer to buy something - a good, a service, an idea, or something else - that satisfies that individual's needs

Cooperative acceptance -

refers to the right of employees to be treated fairly and with respect regardless of race, sex, national origin, physical disability, age or religion while on the job.

• Golden Rule of Personal Selling

refers to the sales philosophy of unselfishly treating other's, as you would like to be treated.

Ethical behavior -

refers to treating others fairly.

- Caution Signals -

should alert you that buyers are either neutral or skeptical toward what you said. Body angle - leaning away from you. Face - puzzled, little or no expression, averted eyes or little eye contact, neutral or questioning voice tone, saying little and then asking only a few questions. Arms - crossed, tense. Hands - moving, fidgeting with something, clasped, weak handshake. Legs- moving, crossed away from you.

`• Proof Statements:

statements that substantiate the salesperson's claims. Add high credibility to a sales message. •

Disagreement signals -

tell you immediately to stop the planned presentation and quickly adjust to the situation. Body angle - retracted shoulders, leaning away from you, moving the entire body back from you, or wanting to move away. Face - tense, showing anger, wrinkled face and brow, little eye contact, negative voice tones, or sudden silence. Arms - tense, crossed over chest. Hands - motions of rejection or disapproval, tense and clenched, weak handshake. Legs - crossed and away from you.

Ethics -

the codes of moral principles and values that govern the behaviors of a person or a group with respect to what is right or wrong.

Marginal listening -

the first and lowest level, involves the least concentration, and typically listeners are easily distracted by their thoughts.

: Nonverbal communication channels -

the physical space between buyer and seller, appearance, handshake and body movements.

Evaluative listening -

the second level of listening, requires more concentration and attention to the speaker's words. A listener actively tries to hear what the prospect says but isn't making an effort to understand the intent.

Active listening -

the third and most effective level of listening, the active listener refrains from evaluating the message and tries to see the other person's point of view.

Green River ordinances -

which are just city ordinances to sell directly.

• Three guidelines for making ethical decisions:

(1) What Does The Research Say? (People are most likely to make their moral and ethical decisions bad on: what feels right or comfortable in a situation) (2) What Does One Do? (3) Is Your Conscience Reliable?

Resellers

- Understand the channel of distribution Know as much about each channel member as possible Likes and dislikes of each channel member's customers Product lines and the assortment each one carries When each member sees salespeople Distribution, promotion, and pricing policies What quantity of which product each channel member has purchased in the past

Reasons for planning the sales call: Four steps-

1. Determine the preapproach 2. Develop customer profile 3. Develop/review customer benefits 4. Develop sales presentation •

•10 Steps in the Sales Process

1. Prospect/Customer (determine person or organization you will call on with MAD) 2. Preapproach/Planning (planning what you want to achieve and how to accomplish it) 3. Approach (Rapport-building; uncover needs; attention, interest, transition into presentation) 4. Presentation - Product SELLs, Marketing Plan SELLs, Business Proposition SELLs (physical performance characteristics, and resulting benefits; how to resell (for reseller); how to use (for consumers and industrial user); what's in it for your customers) 5.Trial Close (check attitude toward what was said in presentation) 6. Determine Objection (Opposition or resistance to information or salesperson) 7. Meet Objection (Response using techniques for meeting objection(s)) 8. Trial Close (Check attitude toward if overcame objection) 9. Close 10. Follow-up and Service (Maintaining contact with prospects and customers; ensure high level of service; call on next prospect/customer with MAD)

Barriers to communication

: Differences in perception, buyer does not recognize a need for product, selling pressure, information overload

Prospect's five mental steps in buying:

Attention- Show you are there to help! The proper approach is important! (Chapter 10) Your goal is to determine a need or problem Interest- Quickly present major FABs that: Fulfill a need Solve a problem Show and tell as discussed in Chapter 11 Desire- Using your trial closes, determine if prospect is interested in benefits. Watch for nonverbal signals! Green Yellow Red Conviction- Let the customer see how your product's FABs will solve her needs or problems. Your trial closes will reveal whether the customer ready to buy Purchase- Trial close response(s) give nonverbal signals that indicate positive beliefs that the product will fulfill needs or solve problems.

FAB selling technique-

Be able to give an example: A product feature is any physical characteristic of a product. A product advantage is the performance characteristic of a product that describes how it can be used or will help the buyer. A product benefit is a favorable result the buyer receives from the product because of a particular advantage that has the ability to satisfy a buyer's need.

• Personal characteristics needed to sell and build long-term relationships:

Caring (love), Joy in work, Harmony in relationship. Patience in closing sale, Kindness to people, Morally ethical. Faithful in the sale, Fairness in the sale, Self-control in emotions.

• Stimulus-Response Model:

Classic model of buyer behavior. A stimulus (sales presentation) is applied, resulting in a response (purchase decision). Black box (internalization): Buyer's Hidden Mental Process. Last, Response (Sale/No sale).

• Verbal and Non-verbal communication (Communication Definition):

Communication - the act of transmitting verbal and nonverbal information and understanding between seller and buyer. This presents communication as an exchange process of sending and receiving messages with some type of response expected between seller and buyer.

Promotions-

Consumer sales promotions- include free coupons, samples, contests, and demographics to consumers. Trade sales promotions- encourages resellers to purchase and aggressively sell a manufacture's products by offering incentives like sales contests, displays, special prices, and free merchandise. Point-of-purchase displays- allow a product to be seen easily and purchased Shelf positioning- refers to the physical placement of the product within the retailer's store. Premium- is an article of merchandise offered as an incentive to take some action. Competition- Understand competitors' products, policies, and practices

One way to remember to incorporate a trial close into your presentation is the SELL Sequence.

Show feature, Explain advantage, Lead into benefit, Let customer talk.

Communication Model and its eight elements: •

Source - salesperson: the source of communication (the communicator). Encoding - development of sales presentation message. The salesperson's conversion of ideas and concepts into the language and materials used in the sales presentation. Message and Medium - the actual sales presentation. The information intended to be conveyed in the sales presentation. The form of communication used in the sales presentation and discussion; most frequently words, visual materials, and body language. Decoding - buyer interprets sales presentation. Receipt and translation (interpretation) of the information by the receiver (prospective buyer). Receiver - the buyer receives the message. The person the communication is intended for; in our case, it's the prospect or buyer. Feedback - the reaction to the communication as transmitted to the sender. This reaction may be verbal, nonverbal, or both. **Noise - factors that distort communication between buyer and seller. Noise includes barriers to communication.