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The sales process
Transcript of The sales process
5- OVERCOMING OBJECTIONS
7- FOLLOW UP
Paloma de Meer
"Strategies and tactics employed by salespeople when gaining an audience and establishing initial rapport with the customer"
Broader relationship approach where the salesperson likely has already developed the foundation of an interpersonal network with the buying organization
Provide the best long-term customer service!!!
"Method by which salesperson search for new customers and potential customers."
POSSIBLE WASTE OF TIME
Sales person focus on other functions.
Antithesis of traditional step
Not acquiring as many customers as possible
RETAIN BEST CUSTOMERS & ACQUIRE NEW ONES ONLY IF BENEFITS > COSTS
"Researching the prospect, familiarizing himself with the customers' needs, and learning all the relevant background info he can about the individual/business."
Talking with gatekeepers,
doing homework on the customer,
mentally preparing for the approach, and
presenting and entering the customers' office.
+ easier for salesperson
+ less time consuming.
Cyber version of traditional step
Organizations use database marketing
(provides: broad customer knowledge, history of purchasing, past and present needs...)
Salespeople expected to contribute knowledge to the database.
+ more professional selling
+ salespeople more relevant to their customer's businesses
Database & knowledge management
“Let’s say you want to buy a gym membership. Maybe you received a promotional offer in the mail, your friends on Facebook have had good things to say about a particular gym, or you picked this club because it’s close to home. Whatever the reason, you wander in and ask to speak to the membership director who seems to know a lot about the club and what you might be looking for. After some small talk about the fact that you both live in the same apartment complex, he tells you about the gym’s amenities and gives you a tour of the facility. Then, you sit down to discuss pricing options and payment plans. If you have any questions or concerns (i.e., “I noticed there are only three tennis courts. Is there usually a long wait to use one?” or “Why aren’t there any kickboxing classes on your class schedule?”), the membership director will attempt to address those. Maybe he will tell you there is occasionally a wait to use the tennis courts at peak times, but you can reserve a spot up to a week in advance, in which case you can get right in. Or maybe he’ll say that while they don’t have kickboxing classes, they offer Zumba, which is a fun aerobic alternative.
If you’re satisfied with his responses, and the price and product meet your needs, you will probably decide to sign a contract. Once you’ve signed, someone from the club will probably check with a call in a few weeks to see if you’re satisfied with your experience at their gym, or you may get an e-mail from them with a membership satisfaction survey or a text message about an upcoming event.”
Regarding the example, in your opinion, is this a selling process situation?
Which steps are described and which ones are omitted?
Do you have any questions?
Increased effectiveness of communication through technology.
Much quicker and more efficient to execute.
Implies continual service, even more consultative sales calls, and generally more of a business-building approach versus a post-sale problem-handling focus.
So, is the anchoring of selling as a discipline on the seven steps model still appropriate?
Common paradigm in sales discipline: “Seven Steps of Selling”
Effective selling methods have evolved from closed, forceful techniques to more of a relationship selling approach.
“Selling Mix”: traditional field sales forces & other methods
Customer relationship maintenance
"Relatively newer addition to the steps of selling, in which the salesperson does not assume that the sale is over with the acceptance of an order."
Work begins after the sale to make sure the customer is happy and that everything that was promised is being delivered.
Should be perceived in a positive sense as useful
True buyer needs can be uncovered
Objections: Defined as
Overcome any reason the customer might have for not buying the product.
Attempting to ascertain what the customer requires from the product.
Uncover the true reason why the customer was hesitating to close the sale
Satisfy the customer regarding their objections
Predeterminate many of the needs of customers
“successful completion of the sales presentation”
difficult for many
The salesperson had asked for the order and the customer had either agreed had declined
Focus on lifetime value of a customer. Goals must be mutually beneficial.
Add value to the customer’s enterprise
The identification of mutual goals between the seller and customer.
Adding value /
Nurturing the relationship
"Powerful selling, Kimberly K. Richmond"
"consist of a one-on-one buyer–seller meeting in which the salesperson provides arguments for the advantages and attributes of his/her products through presentational systems."
consistency among the salespeople
lack of flexibility and adaptability
Laptop computer or tablet (->deeper knowledge)
Delivered by a team
Marketing the product
Strategic Marketing Activities
Continual updates of materials
THANK YOU VERY MUCH!!!