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Part II SALES FORCE ACTIVITIES

Part II SALES FORCE ACTIVITIES. Chapter 5: Customer Interaction Management. Face to Face with the Customer: . Learning Objectives:. Describe the basic types of selling models. State the skills utilized in the pre-interaction phase. List the skills involved in the interaction phase.

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Part II SALES FORCE ACTIVITIES

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  1. Part IISALES FORCE ACTIVITIES Chapter 5: Customer Interaction Management

  2. Face to Face with the Customer:

  3. Learning Objectives: • Describe the basic types of selling models. • State the skills utilized in the pre-interaction phase. • List the skills involved in the interaction phase. • Explain the skills involved in the post-interaction phase.

  4. Chapter Outline: • Basic Types of selling approaches models. • Pre-Interaction phase. • The interaction phase. • Needs Discovery skills. • Post-Interaction phase.

  5. Basic Types of Selling Approaches Model: • Standardized Model. • Need-Satisfaction Model. • Problem-Solution Model.

  6. Standardized Model: • What is this Model? • When it is used? • What are the advantages of this Model? • What are the disadvantages of this Model?

  7. Need-Satisfaction Model: • What is this Model? • When it is used? • What are the advantages of this Model? • What are the disadvantages of this Model?

  8. Problem-Solution Model: • What is this Model? • When it is used? • What are the advantages of this Model? • What are the disadvantages of this Model?

  9. Customer Interaction Management:

  10. Pre-Interaction Phase: Planning Skills • Setting Objectives • Knowledge Management • Information Gathering • Rehearsal

  11. Pre-Interaction Phase: Setting Objectives: What do I want to Accomplish?

  12. Pre-Interaction Phase: Knowledge Management: What do I know about the Customer?

  13. Pre-Interaction Phase: Information Gathering: Where Can I find the information?

  14. Pre-Interaction Phase: Rehearsal: What Am I Going to say?

  15. Customer Interaction Pre-Call Planning • What do I want to accomplish? • What do I know about the prospect? • Where can I find the information? • What am I going to say?

  16. Customer Interaction Figure 5-2: Some Important Pre-transactional Information

  17. Customer Interaction Anticipate Buyer Questions What are you selling? Why do I need it? Who is your company? How much will it cost? Who else is using it? Are they satisfied? What kind of person are you? How does your solution compare to alternatives? Is price competitive? Why do I need it now? Your record for support & service?

  18. Successful Salespeople Research prospect background Use referrals for prospecting Open by asking questions Use needs-satisfaction type presentation Focus on customer needs Let prospect make purchase decision Less Successful Salespeople Do little background research Use company generated prospect lists Open with a product statement Use standard presentations Focus on product benefits Close by focusing on the most important customer objection Customer Interaction Figure 5-3: Successful Versus Less Successful Salespeople

  19. The Interaction Phase: • Gaining Access. • Relating Skills. • Needs Discovery Skills. • Advocating Skills. • Closing Skills.

  20. Gaining Access: • Direct Personal Contact. • Phoning Ahead. • Personal Letters. • E-mail Messages.

  21. Relating Skills: • Help the customer buy wisely. • Reduce relationship anxiety. • Formulate a good initial impression.

  22. Customer Interaction

  23. Needs Discovery Skills: • Identifying Motives. • Questioning.

  24. Customer Interaction

  25. Customer Interaction

  26. Customer Interaction Needs Discovery: Types of Questions Permission Close-ended Fact-finding Factual information Feeling finding Open-ended questions Checking questions Confirm understanding

  27. Advocating Skills: Advocating skills refers to the ability to clearly and fully present a solution that customers can see helps to address their needs. • Presenting a specific solution to a problem. • Addressing customer concerns regarding the solutions being proposed.

  28. Customer Interaction Handling Concerns Listen to the buyers feelings Share concerns without judgment Clarify real issue with questions Problem-solve present options and solutions Ask for ACTION to determine commitment

  29. Closing Skills: Closing occurs when a sales person asks for a commitment from the customer. • When to Close? • Trial Closes? • Buying signals?

  30. Customer Interaction Closing Techniques

  31. Figure 5-8: Servicing the Sale: The Four Pillars of Sales Support Post-Interaction Phase:

  32. Customer Interaction Pillars of Sales Support • Reduce buyer anxiety • Make a follow-up call • Ask for feedback Support Buying Decision • Assist w/ approval process • Introduce support resources • Monitor & report progress Manage the Implementation

  33. Customer Interaction Pillars of Sales Support Deal with Dissatisfaction • Empathize with the buyer • Respond to problems – use objection handling techniques • Anticipate buyer concerns and expectations • Reinforce the Benefits

  34. Customer Interaction Pillars of Sales Support Enhance the Relationship • Be available • Arrange continuedpersonal communications • Maintain quality of products/services • Provide ongoing updates and progress reports • Be a resource for info, help and ideas • Grow the business internally • Ask for referrals

  35. Customer Interaction Ways to Anger Customers • Constant Selling • Neglecting Customer Problems • Talking Too Much • Stretching the Truth • No Thank-Yous

  36. Customer Interaction Figure 5-6: Key Differences in Practices Between Relationships

  37. End of Chapter Five:

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