UNDERSTANDING SELLING.pdf
December 10, 2016 | Author: Abdurrahman Luthfi Tambengi | Category: N/A
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)NTRODUCTION .OBUSINESSCANSUCCEEDWITHOUTEFFECTIVESALESPEOPLE 5NDERSTANDINGPROFESSIONALSALESMANSHIPIS THEREFORE A KEYCOMPETENCYNOTONLYFORFRONT LINESALESPEOPLE BUT FORANYONEWHOSEJOBINANYWAYAFFECTSTHEMOST IMPORTANTASSETANYORGANIZATIONHASITSCUSTOMERS
0ROFESSIONALSELLERSUNDERSTANDTHENECESSITYOFMAKINGAN EXCELLENTlRSTIMPRESSION4HEYKNOWTHATAFEATUREOFTHEIR PRODUCTONLYHELPSTOMAKEASALEIFTHECUSTOMERCANSEEHOW ITWILLBENElTTHEM!NDTHEYUNDERSTANDEACHSTAGEOFTHE SALESPROCESS FROMTHEBASICSOFQUESTIONINGANDLISTENINGTO LEADINGACUSTOMERTOWARDSAYINGh9ES PLEASE)LLBUYITv 3OWHETHERYOURCUSTOMERISSOMEONEINACLOTHINGSTORE AHIGHLYSKILLEDBUYERINAMULTINATIONAL ANENTIREBOARD COMMITTEE ORAMIDDLEMANAGERCONTROLLINGABUDGET YOU NEEDTODEVELOPTHESELLING SKILLSTHATWILLMAKEMORE PROlTABLESALESQUICKLY 5NDERSTAND3ELLINGHELPS YOUTOASSESSYOURCURRENT SELLINGSKILLSANDTHEN GUIDESYOUTHROUGHEVERY ASPECTOFTHESALESPROCESS
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FROMEFFECTIVEOPENINGTECHNIQUES THROUGHTOTHEBEST WAYSTOSATISFYYOURCUSTOMERSANDMANAGEASALESTEAM)T TAKESYOUFROMMAKINGTHElRSTTELEPHONECONTACTWITHA NEWPROSPECTAND PLANNINGYOURSALES CAMPAIGNTOMAKINGTHE lRSTSALEANDDELIVERING YOURPROMISES)TALSOLOOKS
%FFECTIVESELLINGIS THEFOUNDATIONOFALL BUSINESSSUCCESS
ATHOWTOHANDLEYOURKEY ACCOUNTSYOURMOSTIMPORTANTCUSTOMERS WHOTYPICALLY SUPPLYUPTOPERCENTOFANORGANIZATIONSTOTALSALES REVENUESANDTELLSYOUHOWTOPLANANDMANAGESUCH ACCOUNTSTOENSURECUSTOMERLOYALTYANDAGROWINGSTREAM OFPREDICTABLE PROlTABLESALES 3PECIALLYCOMMISSIONEDPHOTOGRAPHSILLUSTRATETHESUBTLE VISUALSIGNALSACUSTOMERSENDS ANDSHOWYOUHOWTO INTERPRETANDSELECTTHERIGHTTECHNIQUEFORTHERIGHT MOMENT4HEREAREALSOINVALUABLECASESTUDIES TECHNIQUES THATYOUCANPRACTICEINYOUREVERYDAYLIFE PROFESSIONAL TIPS ANDSPECIALFEATURESONKEYASPECTSOFTHESELLING PROCESSINSHORT EVERYTHINGYOUNEEDTOUNDERSTAND SELLINGANDBECOMEATOPSALESPERSON
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!SSESSING9OUR3KILLS 4HEAIMOFTHISQUESTIONNAIREISTOGETYOUTOTHINKABOUT YOURSELLINGSKILLSANDASSESSYOURSCOPEFORIMPROVEMENT SOANSWERHONESTLY#OMPLETEITBEFOREREADINGTHEBOOK CHOOSINGTHEANSWERTHATCOMESCLOSESTTOYOURPREFERRED RESPONSE ANDPUTTINGTHEAPPROPRIATELETTERINTHE h"EFOREvBOX!FTERYOUHAVEREADTHEBOOKANDAPPLIED THETECHNIQUES COMPLETETHEQUESTIONNAIREASECONDTIME "EFORE !FTER
(OWOFTENDOYOUUSEOPENQUESTIONS
(OWDOYOUDESCRIBEYOURPRODUCTS
!9OUARENOTSUREWHATTHEYARE "7HENEVERYOUMEETAPROSPECTIVECUSTOMER #&REQUENTLYTHROUGHOUTTHESELLINGCYCLE
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(OWACCURATEAREYOURSALESFORECASTS
!9OUASSUMEALLPROSPECTSNEEDYOURPRODUCTS "9OUASKTHEMFORTHEIRREQUIREMENTSEARLYIN THESALESCAMPAIGN #9OULISTENTOTHEIRNEEDS SUMMARIZETHEM BACK ANDCHECKREGULARLYTOSEEIFTHEYCHANGE
!)TSIMPOSSIBLETOFORECASTINYOURBUSINESS "9OUHAVEMONTHSWHENTHEYAREQUITEACCURATEAND OTHERSWHENTHEYAREMILESOUT #9OUUSUALLYHITYOURTARGETS WITHINPERCENT
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"EFORE !FTER
(OWOFTENDOYOUSETTIMEASIDEFOR lNDINGPROSPECTIVECUSTOMERS
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(OWWELLDOYOUDISTINGUISHYOUR OFFERINGFROMYOURCOMPETITIONS
!9OUDOITWHENYOURUNOUTOFTHEM "9OUDOITFROMTIMETOTIME #9OUDOITEVERYWEEKATDIFFERENTTIMES
!-OSTOFTHETIME TOMAXIMIZESELLINGTIME "!BOUTlFTY lFTY #9OUAIMFORABALANCEOFPERCENTYOU TALKING WITHPERCENTFROMTHEPROSPECT
!9OUCANTINYOURBUSINESSTHEPRODUCTSARE PRETTYMUCHTHESAME "9OUKNOWYOURPRODUCTS530S #9OUCANDEMONSTRATE530SINYOUR ORGANIZATIONANDYOURMARKETPOSITION
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$OYOUGIVEDISCOUNTSOROTHERCONCESSIONS !9OURSTARTINGPRICEISTHEBESTYOUCANMAKE "9OUSTARTWITHTHEBOOKTERMSANDCONDITIONS ANDOFFERWHATYOUCANATTHEAPPROPRIATETIME #9OUNEVERGIVEANYTHINGAWAYUNLESSITISVITAL TODOSO ANDALWAYSSHOWGREATRELUCTANCE
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!NALYSIS -OSTLY!S
9OURANSWERSSUGGESTTHATYOUAREFAIRLYNEWTOSELLINGAND WHILEYOU MAYBEENTHUSIASTIC YOUNEEDTOTHINKABOUTTHEBASICTECHNIQUESOF PROFESSIONALSELLINGANDTHESALESPROCESS#ONSIDERlRSTYOURCONTACT WITHPROSPECTSANDCUSTOMERS ANDLEARNTOLISTENMORE4HENWORKON THESELLINGPROCESSTOENSURETHATYOUUNDERSTANDEACHSTAGEANDARE CONlDENTHOWFARDOWNTHESELLINGTRACKYOUAREATANYPOINTINTIME 4HINKMOREABOUTYOURCUSTOMERSANDWHATTHEYNEEDANDWANT
-OSTLY"S 9OUHAVESOMEKNOWLEDGEOFPROFESSIONALSELLINGANDDEALWITHYOUR PROSPECTSANDCUSTOMERSQUITEWELL9OUARESTARTINGTOSEETHESALE FROMTHECUSTOMERSPOINTOFVIEW BUTYOUNEEDTOPUTMORETIMEAND ENERGYINTOIMPROVINGYOURSKILLSINTHISAREA3TARTWITHONECUSTOMER ANDONESALESCAMPAIGNANDPLANYOURWAYTHROUGHEACHSTAGEINTHE PROCESS"ESELF CRITICALOFYOUROVERALLAPPROACHTOAKEYACCOUNT
-OSTLY#S 9OUCERTAINLYHAVEAPROFESSIONALAPPROACHTOYOURROLEASASALESPERSON -AKESURE HOWEVER THATYOUESTABLISHGOODRAPPORTWITHCUSTOMERSAS WELLASTREATINGTHEMPROFESSIONALLY#ONCENTRATEONTHELONG TERM STRATEGYANDUSESOMEOFTHETECHNIQUESINTHISBOOKTOHELPBUILD MUTUALLYPROlTABLERELATIONSHIPS5SETHESETECHNIQUESTOASSISTOTHER PEOPLEINYOURTEAMTOIMPROVETHEIRSKILLS3HOWTHEMHOWIMPORTANT ITISTOHAVEOPENANDHONESTCONTACTSWITHPROSPECTSANDCUSTOMERS
#ONCLUSION )FTHISISTHElRSTTIMEYOUHAVEDONETHISSELF ASSESSMENT THENBEARIN MINDTHEABOVEANALYSISASYOUREADTHEBOOK0AYSPECIALATTENTIONTO THEAREASHIGHLIGHTEDBYYOURRESPONSESANDTAKEONBOARDTHETIPS ANDTECHNIQUESTHESEWILLHELPYOUTOREDUCETHENUMBEROF! RESPONSES NEXTTIMEAROUND ANDHELPYOUTOACHIEVEAMORE BALANCEDMIXTUREOF"SAND#S!FTERYOUHAVEREADTHEBOOKANDHAD ACHANCETOPUTTHETECHNIQUESINTOPRACTICE TAKETHEQUIZAGAIN 0ROVIDEDTHATYOUHAVEANSWEREDHONESTLY YOUWILLABLETODIRECTLY MEASUREYOURPROGRESSANDSHOULDSEEABIGIMPROVEMENT
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0REPARE &OR9OUR #USTOMERS
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3UMMARY 7RITING9OUR !CCOUNT0LAN !KEYACCOUNTPLANWILL HELPYOUIDENTIFYTHEMOST PROlTABLEMIXOFPRODUCTS ANDSERVICESTOSELLTO CUSTOMERSSOTHATYOU CANHELPTHEMACHIEVE THEIRPRINCIPALAIMSAND OBJECTIVES#ONSIDEREACH CUSTOMERSSTRATEGYAND CURRENTSITUATIONSOYOUCAN DRIVETHEPLANACCORDINGLY 4HEBASISOFTHEACCOUNT PLANISTHE37/4ANALYSIS ASUMMARYOFSTRENGTHS WEAKNESSES OPPORTUNITIES ANDTHREATSINRELATIONTO YOURCUSTOMERANDYOURSELF 4HINKINGABOUTTHEACCOUNT INTERMSOFTHESEFOURKEY AREASSHOULDGIVEYOUA MOREREALISTICIDEAOFTHE ACTIONSANDRESOURCESYOU WILLNEEDTOACHIEVEYOUR OBJECTIVESANDHELPYOUR CUSTOMERSTOACHIEVETHEIRS
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#OMMUNICATETHE0LAN 9OUWILLHAVETOIMPARTYOURPLANINSOMEFORMTOALLTHE STAKEHOLDERSINTHEACCOUNT!COPYOFTHEENTIREPLAN SHOULDGOTOTHESALESTEAM IFYOUHAVEONE ANDYOUR MANAGER TOENSUREHISORHERCOMMITMENTINHELPINGYOU ACHIEVEYOURACCOUNTOBJECTIVES!NEXECUTIVESUMMARY COMPRISINGTWOORTHREEPAGESISMOREAPPROPRIATEFOR OTHERS SUCHASSENIORMANAGEMENT0RESENTATIONSMUSTBE MADETOKEYPEOPLESUCHASTHEMANAGERSOFTHERESOURCES YOUREQUIRETOMAKETHEPLANVIABLECONCENTRATEONTHE BENElTSTOTHEORGANIZATIONOFACHIEVINGTHEPLANS
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)NDEX !CCOUNT$EVELOPMENT0LANn ACCOUNTMANAGEMENT OBJECTIVESn PROCESSn ACTIONPLAN ADDRESSBOOK ADVERTISING AFTER SALESSERVICE AGENDA AGREEINGON APPEARANCE PERSONAL BASISOFDECISION ESTABLISHING ANDSALESPLAN BENEFITS CUSTOMERn BODYLANGUAGE BREAKEVENANALYSIS BUILDINGTHESALEn BUSINESSPRINCIPLES BUSINESSPROCESS BUYINGTEAM CHECKSHEETS CLOSINGTHEDEAL HANDLINGOBJECTIONS SUMMARYCLOSE TRIALCLOSE COMMUNICATINGn COMPANYPROFILES COMPETITORS n COMPLAINTS HANDLINGn CONCESSIONS MAKING CONDITIONS SETTING CONFERENCES CONFIDENCE DEVELOPING INNEGOTIATIONS INPRESENTATIONS CONSUMERMARKETS CONTACTS BROADENINGBASEn CONTACTINGSUSPECTSn CONVERSIONRATEn CORPORATEMARKETS COSTBENEFITANALYSIS CROSS SELLING CUSTOMERn ANALYSIS RULE BESTn DEVELOPMENTPLAN FEEDBACK FOCUSn PROFILE RECORDSn SERVICE n SUPPORT
CUSTOMER FIRSTCULTUREn CUSTOMERNEED ANTICIPATINGn ESTABLISHING MARKETFIT RETAILERS ANDSALESPLAN SUMMARIZING CUSTOMERSATISFACTION n MEASURINGn RETAILn TARGETS DATABASE CUSTOMERn DECISIONCRITERIASEEBASISOFDECISION DECISION MAKERn DEMONSTRATIONS DIRECTMAIL n DRAFTPROJECTPLAN DRESS EMPATHY FEEDBACK CUSTOMER FOCUSGROUPS FORMS ANDSALESPLAN CHECKSHEETSn FINANCE SURVEYS FIRSTIMPRESSIONn FLYERS FOCUSGROUPS GOAL SETTING GROWTHINDUSTRIES IMPLEMENTATIONPLAN INDUSTRIALTRENDS INFORMATION ADDITIONAL SEEKING GIVINGCONCISELY INFORMATIONSOURCES FINANCIALPRESS )NTERNET INQUIRIESn INTERRUPTING JARGON KEYACCOUNT n PLANn PROCESSn SUMMARYn KEYPEOPLE n KEYSTAKEHOLDERS LEAFLETS LISTENING
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118_ED248_US selling.indd 118 118_119_Index* 118
13/7/06 1:51:00 4:08:05 pm 24/3/06
MAIL DIRECT n MAILINGLISTS MANAGERS MARKETn MARKETSHARE MILESTONES MISSIONSTATEMENTS NEGOTIATIONSn COMPROMISING CONFIDENCE IDENTIFYINGISSUES IDENTIFYINGNEEDSANDWANTS KEEPINGCALM MAKINGCONCESSIONS SETTINGCONDITIONS SETTINGOBJECTIVESn OBJECTIONS HANDLING OBJECTIVES ACCOUNTMANAGEMENTn OFFIRSTCALLn OFNEGOTIATIONn OBSERVINGSALESPEOPLE OPENINGTHESALEn COMPLETINGn PLANNINGn QUALIFYINGPROSPECTSn SUMMARYn SUMMARIZING OPENINGSALESCALL BUILDING CREATING HOWTORECOGNIZE OPENINGS ORGANIZATIONS DIVISIONS PROMOTINGYOUROWN ORGANIZINGDATAn PLANNING DRAFTPROJECTPLAN INITIALCALLSn KEYACCOUNTPLANn OPENINGS PRACTICALITY PREPARATION PRESENTATIONS n PRICEOBJECTIONS PRODUCT ANDMARKETFIT ANDMARKETMATRIX FEATURESn GROUPS INNOVATION KNOWINGYOUR RETURNS PROFESSIONALISM PROGRESS MEASURING
119_ED248_US selling.indd 119 118_119_Index* 119
PROMOTIONS PROPOSAL PRESENTINGn STRUCTURING WRITTENn PROSPECTS CONTACTING FINDINGn SUMMARYn TARGETING QUALIFYINGn UNDERSTANDING PUBLICITY PURCHASINGDEPARTMENTS QUALIFYINGOUT THEPROSPECTn QUESTIONNAIREn QUESTIONSn CHALLENGING CLOSED n OPEN QUOTATION REFERENCES RELATIONSHIPS CREATING DATABASEn FINDINGOUTABOUT LONG TERM RETAININGn MISSIONANDGOALSOFn PROBLEMSOF RESOURCEPLAN RETAILINGn ROLE PLAY SALESASSISTANTS SALESCALLS SALESCAMPAIGN SALESFORECASTn SALESPIPELINEn SALESPLAN SALESPROCESSn BUILDINGSALEn CLINCHINGDEALn DEFINING MEASURINGPERFORMANCE NEGOTIATINGTERMSn OPENINGCALLn PLANNINGn PRESENTINGPROPOSALn WRITINGPROPOSALn SALESRELATIONSHIPn SALESSTRATEGY SALESTARGETS SALESTEAMn SALESTECHNIQUES SKILLS ASSESSINGn SOLUTION PRESENTINGn
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13/7/06 1:51:11 4:08:05 pm 24/3/06
SPREADSHEETS STAKEHOLDERS n ACCOUNTS STRATEGICSITUATION SUMMARY OPENTHESALEn TARGETYOURPROSPECTSn WRITEYOURKEYACCOUNTPLANn SURVEYS SUSPECTS CONTACTINGn IDENTIFYING 37/4ANALYSIS
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