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basicsellingskills

Communication & Selling Skills Required TO BE SUCCESSFUL SALES PROFESSIONAL

Naresh23
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basicsellingskills

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  1. ROADMAP • Introductiontosellingskills. • Call sequence. • Opening. • Probing. • Reinforcing. • Gainingcommitment. • Dealingwithresistance.

  2. INTRODUCTION

  3. INTRODUCTION Therearethreeprinciplesofsalesmanship: Humanrelation Straight thinking Presentation

  4. HUMANRELATION

  5. STRAIGHTTHINKING

  6. Product Competitors Customer

  7. Product

  8. PRODUCTKNOWLEDGE • Productknowledgeisessentialforthesuccessofsales calls. • Ithelpsthesalespersonshowthecustomerswhatthey willgainbyprescribinganddispensinghisproduct.

  9. PRODUCTKNOWLEDGE • History • ResearchandDevelopment GENERAL INFORMATION • MedicalBackground • ProductInformation • ModeofAction • IndicationandDosage • LimitationandSideEffect • AdvantagesandBenefits • Price SPECIFIC INFORMATION • Action,IndicationandDosage • LimitationandSideEffects • Disadvantages COMPETITORS INFORMATION

  10. PRODUCTKNOWLEDGE • Productknowledgeisindispensableforthesalesperson • todohis jobeffectively. • Howevernotallinformationabouttheproductshouldbe demonstratedtothedoctorduringthesalescall,sothat youhavetoselectwhat tosay.

  11. PRODUCTKNOWLEDGE KNOWLEDGEISPOWER Knowledgegivesyouthethreeelementsofsuccessful selling.

  12. 1.CONFIDENCE. Itishardtoimagineasuccessfulsalespersonwhoisnot fullyawareofhisproduct. Ifyouknoweverydetailsaboutyourproductand competitors,youwillfeelconfident.

  13. 2.ENTHUSIASM • Thesalespersonhopestomakethedoctorseetheproduct as hesees. • Enthusiasmiscontagious, letthecustomercatchesit.

  14. 3.PROFESSIONALSELLING TheknowledgeofwhyaClient Buycertain productisasimportantforasalespersonasknowledgeof what hehas tosell.

  15. PRODUCTKNOWLEDGE However,thesalespersonshouldguardagainsttalkingtoo muchabouttheproductfeaturesandtoolittleaboutwhatit willdoforthesakeofthepatient,insteadofsellingproduct features,heshouldselltheeffectsandresultsofthe product(benefits)

  16. Howtodemonstrateaproduct?

  17. HOWTODEMONSTRATEAPRODUCT 1.FEATURES Theyarethecharacteristicsofthe product. Thisiswhattheproducerputsintoaproducttoproduce usefuleffects. AFeatureisaningredientordescriptionofanaspectofthe product.

  18. HOWTODEMONESTRATEA PRODUCT 2.ACTIONS/ADVANTAGES They arethe resultofthefeature.Thisisthe waythe productworks,theeffectofthefeatureisthemost importantthing. Actionsaretypicallyreductionorincreaseoflevelsofbody chemicals. Advantagesaretypicallyreliefofsymptomsorspeedy relief. Advantagesalsocanbeareliefofcombinationof symptoms"pharmacologicaleffect

  19. HOWTODEMONESTRATEA PRODUCT 3.BENEFITS Theyarehowtheenduserisimproved.Thesearethefinal resultoftheactionofthefeature. Benefitsstatehow theuserisimproved orgettingbetter. Benefitscouldbetothepatientsorthedoctor.

  20. HOWTODEMONESTRATEA PRODUCT FORTHE PATIENT Returning tonormallifestyle. FORTHEDOCTOR Doctorbenefitsaretypicallybeingableto confidentlyandachievecontrolovertheillness. prescribe

  21. Don’tAssumeThatYourCustomerWillTranslate YourProductFeaturesIntoBenefits Then Hebuysit But Rememberthatitisyourrole

  22. WHOISFIRST

  23. ORGANIZINGTHEPRESENTATION FEATUREACTIONBENEFITFAB Inthismethod,youstartwiththefeatureandexplainits action andthencomeupwiththe benefit BENEFITACTIONFEATUREBAF Inthismethodoforganization,youstartwiththebenefit andthenproveitwiththeactionandrelatethisactionto the feature.

  24. Customer

  25. BuyingMotives

  26. CONVENIENCE APPEARANCE SAFETY EFFICACY/ PERFORMANCE ECONOMY PRIDE/PLEASURE

  27. HowToMotivateaCustomer?

  28. HOWTOMOTIVATEACUSTOMER? Normally,morethanonemotivewillberevolvedduringthe productdemonstration,sothatthesalesperson haveto organizehispresentationinanorderwhichsatisfythe Client motivesaccordingtohis priorities.

  29. HOWTOMOTIVATEACUSTOMER? ThecoreofthesalespersonjobistouncovertheClient’s needand thensatisfythisneed withtheproduct benefits SUCCESSFULSALESPERSON Salesmanshipistheabilityofthesalespersontoconverta needtoawantandfulfillitwithhis product benefits PROFESSIONALSALESPERSON

  30. NEEDANDWANT Needis: Wantis:

  31. TheBuyingDecisionProcess

  32. TheBuyingDecisionProcess Need recognition Information search Evaluationof alternatives Purchase decision Post-purchase evaluation

  33. TheSellingProcessStages

  34. RECEPTIVITY Stage1 • Receptivity is relatedtothe salespersonand the product. • Goodpersonalrelationshipmaypositivelyaffect customerreceptivity.

  35. FOCUS Stage2 • Identitycustomersneedstohelpyougetthecustomerto FOCUSonhisproductsneeds. • Customersfocusesontheproductcharacteristics accordingtohis needs.

  36. KNOWLEDGE Stage3 • Relateandreinforcebenefitstoprovidesthecustomer withknowledgeabouthowyourproductsaddresshis needs. • Gaincommitmentandfollowuptohelpthecustomerto takefavorabledecision.

  37. EVALUATION Stage4 • Customersmakesanevaluationtodeterminewhich productswouldsatisfytheir needs.

  38. DECISION Stage5 • Customerstakedecisiontoacceptcertainproductsor indicationsandrefuseothers.

  39. Competitors

  40. COMPETITION Thesalespersonhastoacceptthecompetitionbecause thereisno other choice.

  41. COMPETITION Thesalespersonshouldacceptthefactthat: “Thesearethedaysofgreatproductstandardization,few brands,ifany,aresuperiorovertheothersaccordingtoall standards”

  42. COMPETITION Thebasis ofhandlingcompetitionisto SELLTHE DIFFERENCE Thedifferencemaybeintheproductefficacy,safety,price anddosage. Or Maybeinthesalespersonpersonality,presentation,and knowledge.

  43. IMPORTANCEOFKNOWLEDGE ABOUTCOMPETITION WHATISTHEIMPORTANCEOFKNOWLEDGEABOUT COMPETITION? Knowledgeofcompetitionprovidesthesalespersonwitha broadbackgroundforbetterhandlingofhisjob&helpshim orienthimselfinhisterritory.

  44. KNOWLEDGEABOUTCOMPETITION INCLUDES: • PRODUCTCOMPARISON • Thesalespersonshouldbefullyawareoftheinformation abouthisproductandthecompetingproducts,soasto discoverthestrongandweakpointsofcompetitors.

  45. KNOWLEDGEABOUTCOMPETITION INCLUDES: • COMPETITORSELLINGACTIVITIES • Whataretheproductsrecommendedtothedoctorby thecompetitivesalesperson,andwhetherthe specificationsoftheseproductsrecommendedmeetthe doctor’srequirementsornot. • Howdoestherepresentativetellhisstory,thevisualaids used,thegive-away,models,charts,samples,reports, and demonstrations.

  46. THESOURCEOFINFORMATION Thesalespersoncancollectinformationaboutcompetitors through… Carefulandanalyticalreadingofcompetitorsaidssuch asbrochures,posters,chartsandinsertedleaflets…etc. Askingretailers ListeningtoClient’scomplaints Competitivesalespeople

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