Basic Selling Skills
Basic Selling Skills
1
Learning Objectives
When you have completed this module you will be able
to define the key concepts associated with Selling
Services and you will be able to:
▪ Identify the main obstacles that can block sales
▪ Understand the nature of selling viewed as a process
▪ Understand a range of sales techniques from preparing a
proposal through to closing the sale
▪ Use these techniques to build an effective sales process for your
service
▪ Explain the benefits of having an effective sales process that
can be used consistently to deliver better sales results
2
Pick any item of your choice and make a quick sales pitch
(the best one you can make to sell it) Be creative and have
fun ☺
1.Introduction
4
Connection
Connection #2: Introduce yourself to the person in front or
behind you and ask your new friend to tell you three things
he already knows about the training topic.
What is Selling?
https://www.youtube.com/watch?v=DpD8ceBysUw
1.1 Introduction
How would you feel about becoming someone who
helps people solve problems by offering them
solutions that meet their needs? At its essence, this is
what sales truly means.
1.2 The Basic Sales
Process
Everything related to sales processes is affected by our
environment – the time we are living in, the level of
technology available to us, and the general trends that
are around us.
1.3 General Skills Every
Salesperson Should Have
All of the skills you need to be a better salesperson can
be learned and developed.
▪ Listening Skills
▪ Effective Communication Skills
▪ Problem Solving Skills
▪ Organization Skills
▪ Self-Motivation Skills
▪ Persuasion Skills
▪ Customer Service Skills
▪ Integrity
1.4 Sales Models
In using any of these sales models, you must:
• Fully identify and understand the benefits of your products
or services
• Identify potential customers (prospecting)
• Contact customers
• Establish rapport
• Identify a problem or need the customer has
• Explain how your product or service will meet that need
• Close the sale
• Follow through
• Maintain contact
1.5 Maintaining Customer
Relationships
• Maintaining a customer is so much more effective (and
often more lucrative) than attempting to locate a new
customer.
• If you build some basic knowledge about your customer in
their current and future needs, you’ll be ready when a new
or enhanced product or service rolls out that is right for
your customers.
• If you build steps into your routine, you can keep in touch
with your customers and generate new sales or renewal
commitments on existing sales with much more ease than
generating that same level of sales with customers you
haven’t worked with before.
2. The Basic Sales
Process
2.1 Introduction
The first step will be to examine the framework of the relationship
between the customer and the salesperson. How do they interact?
Figure 1: Overview of the Basic Sales Process
2.2 The Changing Face of
Sales
Today, customers expect immediate, convenient, individualized
service. If one organization doesn’t provide it, chances are there is
another choice to turn to.
2.3 The Development of
the Selling Function (1)
2.3.1 Sales from Simple Bartering to
Profession
• Continuity of the • Continuity in
company or organization communications with
and the relationship their contacts
• Consistency in offerings • Similar ways in which
and in service they want to trade with
• Sustainability of the each other
product and/or service • Mutual willingness to be
• Understanding of the flexible and adapt to each
customer’s real issues other
2.3 The Development of
the Selling Function (2)
2.2.2 Management and Information
• Before the 1960s and 1970s, sales training and
methodologies didn’t reflect the salesperson’s
incorporation of support in management and information.
• Starting in the second half of the 20th century, the
salesperson began working to add value to the customer.
Figure 3: Impact of Value Added Sales Relationships
2.3 The Development of
the Selling Function (3)
2.3.3 Partnership
• The buyer’s and seller’s relationships become smooth and regular
• The seller, or supplier, is treated as a part of the customer’s
organization
• Especially in out-sourcing, once created, the relationship is difficult to
dissolve
•May not be a legal partnership, but the relationship behaves as if it were
one
•Time is required to develop this king of partnership selling (often, years)
•Usually a great deal of cooperation that is not written or contracted but
develops as part of the relationship, reinforcing the partnership
2.3 The Development of
the Selling Function (4)
2.3.4 Education and Enablement
•Educational activities of the seller and the seller’s organization exceed those of the
partnership relationship
•The seller is a facilitator, enabling the buyer to perform at a higher level through the
implementation of the seller’s products, services, and assistance.
•The seller educates the buyer on the buyer’s business in order to help improve their
understanding, development, and processes when interacting with their own customers
•Very sophisticated type of selling where the salesperson and the salesperson’s
organization fulfill the roles of guide and mentor for the buying organization
•Seller’s involvement can actually foster significant changes in the buyer’s
organization through the relationship
Connection
Connection #10: Stand and share with your group one
interesting fact your learned from the section that you have just
completed .
3. General Skills
Every Salesperson
Should Have
3.1 Introduction
As you read this information, try to identify where your
own weaknesses might be.
3.2 Listening Skills
Studies have shown that most listeners retain less
than 50% of what they hear.
1. Pay close attention
2. Demonstrate physically that you are listening
3. Check for understanding
4. Don’t interrupt
5. Respond Appropriately
3.3 Effective
Communication Skills
Communication skills are the tools that we use to remove
the barriers to effective communication.
We instinctively recognize what body language and other
non-verbal forms of communication are telling us.
Body language include:
•Facial expressions
•The way they are standing or sitting
•Any swaying or other movement
•Gestures with their arms or hands
•Eye contact (or lack thereof)
•Breathing rate
•Swallowing or coughing
•Blushing
•Fidgeting
3.4 Problem Solving
Skills (1)
Instead of just selling the item to your customer, you could ask the customer
questions in order to determine what the problem is that they are trying to solve.
You may then be able to:
• Offer a better product or solution than the specific one the customer asked for
• Offer a broader solution that the customer didn’t even know they needed or
wanted
• Offer additional products or services that enhance your sale and also exceed
the customer’s expectations
• Identify additional needs that the customer has which you can then offer to
resolve with other products or services
• Determine that you don’t actually have a product or service that will solve the
customer’s problem
3.4 Problem Solving
Skills (2)
Customer Salesperson
I need a copy of your ABC billing software. Might I ask why?
We are having problems keeping track of Why are you having trouble?
customer bills.
We do it by hand, but now our customer Why is correspondence difficult?
base has grown so much that we can’t
keep up. Correspondence in general is
difficult.
Because we have about 10 different pieces It sounds to me like you need more than a
of information that have to go out to different billing system – it sounds like a customer
customers in addition to the bills. Keeping all contact management system is what you
that in order is quite a challenge. really need. Why don’t I show you some of
the benefits it could provide?
Figure 4: Using the Five Whys Tool
3.5 Interpersonal Skills
Some interpersonal skills include:
▪Courtesy
▪Respect for others
▪Ability to see things from others’ perspectives
▪Delivering orders on time
▪Ability to understand various communication styles
▪Understanding people differences
3.6 Organization Skills
If you are going to be a success as a salesperson, you have to be well-
organized. So, what can you do to help improve your organization skills?
Here are some suggestions:
• Keep one calendar that has both business and personal appointments
on it.
• Create a sales ‘funnel’ to track which stage of a sale your customers
are in.
• Get in the habit of creating a ‘to-do’ list at the end of your workday of
things that you need to get done the next day.
• Use a contact management system software system
Figure 5: The Sales Funnel
3.7 Self-Motivation Skills
Here are some tips for how to keep yourself motivated:
▪ Decide on what your goals are – and write them down.
Consider short, medium, and long-term goals.
▪ Do it anyway. The more practice you get at this, the
easier it will become.
▪ Stop procrastinating.
▪ Set rewards for yourself.
3.8 Persuasion Skills
The most important skill in persuasion is understanding
the point of view of your customers and providing
information on the benefits of your offer.
Here are some more tips on how to persuade your
customers:
1) Demonstrate Your Understanding
2) Generate a Friendly , Responsive Environment
3) Provide Evidence and More Evidence
4) Demonstrate Your Expertise
3.9 Customer Service
Skills
Customer service is an attitude and a way of looking at
customers that enables you to provide the best level of
service that you and your organization are capable of
providing.
Tips on providing developing excellent customer service:
▪ Take responsibility for the customer’s experience
▪ Put yourself in their shoes and try to understand how their
problem is impacting them and their business.
▪ Communicate, communicate, communicate
▪ Honor your word.
3.10 Integrity
A simple definition of integrity is acting in
accordance with your values and your
commitments.
Top 3 Qualities of the Most
Successful Sales Professionals
https://www.youtube.com/watch?v=gp65lSl8_94
Pair Share
Pair Share #1: Turn to your neighbor on your right —and tell him
the most important fact you just learned in the last ten minutes.
4. Basic Sales
Models
4.1 Introduction
▪ There are a number of different models that can be
followed in order to turn a prospect into a customer.
▪ All require a certain level of understanding on the part of
the salesperson regarding what the customer needs, which
then requires a solution be presented that should meet
those needs
▪ Moving through the seven sales steps to make and
conclude the sale varies depending on what kind of
product or service you are offering and the level of
complexity that the appropriate sales process requires
Figure 7: The General Sales Process
4.2 AIDA (1)
AIDA (Attention, Interest, Desire, Action) is one of the
earliest sales models used in professional sales
training, but is still valid today.
❑ This model is an oldie but a goodie.
❑ The acronym stands for:
▪ A – Attention
▪ I – Interest
▪ D – Desire
▪ A – Action
4.2 AIDA (2)
How you get the customer’s attention and the first impression that
you make will set the tone for your relationship going forward.
You usually have about 15 seconds to capture your customer’s
interest
Taking the customer from interest to desire requires that you learn
more about what the prospect’s needs are and how you can help
them.
If the first three stages have been done thoroughly and well, this
final step will flow easily.
4.3 AIDCA
❑ AIDA has been around for over half a century. But a more
recent flavor of the sales model has enhanced AIDCA
slightly
❑ So, the new acronym stands for:
▪ A – Attention
▪ I – Interest
▪ D – Desire
▪ C – Commitment
▪ A – Action
4.4 The Seven Steps of the
Sale (1)
The seven steps model has been customized by
different sales trainers and may have anywhere from
five to eight steps.
In today’s sales environment, you will need to apply
some collaboration and facilitation skills in order to land
a sale.
4.4 The Seven Steps of the
Sale (2)
The Seven Steps of the Sale
are:
1.Preparation
2.Introduction
3.Questioning
4.Presentation
5.Overcoming Objections
6.Close
7.Follow-up
4.4.1 Step One –
Preparation
▪ Learn about the customer and your organization
▪ Learn the organization’s arrangements are for the type of service
or product that it is offering
▪ Identify the decision- maker will be
▪ Understand what other parameters might be involved in the
decision making
▪ Know your own product or service
▪ Prepare and practice your sales presentation
▪ Prepare a list of questions or topics that the prospect or customer
might ask in the information-gathering meeting
4.4.2 Step Two –
Introduction
▪ Smile, and be confident.
▪ Introduce yourself, your role, and your organization.
▪ State the purpose of the meeting, again focusing on what is
important to the customer.
▪ Be sure you know how much time your prospect has and
respect it
▪ Before taking notes, ask to make sure that your prospect is
comfortable with you doing so.
4.4.3 Step Three –
Questioning
▪ After you ask a question, be
▪ Establish a rapport with the quiet! Give the customer the
customer before launching into chance to respond in their own
your questions time
▪ Listen, listen, listen ▪ Never interrupt
▪ Pay attention to body language ▪ Reflect back and use
▪ Identify the major needs of the paraphrasing to confirm that
customer in relationship to the you have understood what the
product or service that you are customer is saying
offering ▪ Don’t start problem-solving by
▪ Discover how you should move turning to your offer too
forward quickly.
▪ Use a variety of open and ▪ Thank the customer for their
closed questions time and information
4.4.4 Step Four –
Presentation
▪ Your presentation should focus on the central strategic need(s) that
you identified in the questioning phase of the process
▪ Demonstrate how your product or service can fulfill that need and
forward the company’s strategy
▪ If you have to present to different sections of the organization, you
may need to focus on different supporting needs and benefits, even
though the main strategic benefit will remain the same.
▪ Remember to focus on the benefits of your product or service, not just
the features.
▪ As you prepare your presentation, consider what the expectations of
your listener are
▪ Emphasize the quality of your product or service and the integrity of
your organization
4.4.5 Step Five –
Overcoming Objections
▪ Try to get to the root of the objection by using reflecting questions
such as “what makes you say that?” or “what about that concerns
you?
▪ An objection is really just a way of asking for more information
▪ Avoid using the word ‘but’ in response to an objection, which sounds
confrontational
▪ Keep track of the objections that you receive and answer
▪ Avoid the ‘early close’ even if you get the feeling that the customer
might be moving towards an agreemen
4.4.6 Step Six – Close
▪ If you have conducted the previous steps well enough, a close
step is just a formality.
▪ In the best scenario, your close will simply be a question such
as ‘are you satisfied that we’ve covered all the details and
would you like to move forward with this project?’
▪ If you’ve done a fantastic job, the customer may even move to
the close himself.
▪ But there will be times when you need to move to an actual
closing phase.
▪ Don’t be afraid to ask for the close, but do so without any tricks
or tools.
4.4.7 Step Seven –
Follow-up
❑ This phase encompasses anything that happens after the close
❑ It also includes:
▪ Completing any relevant paperwork and providing copies of
all the important information to the customer (receipts,
confirmation documents, order details, etc)
▪ Completing the internal process required to fulfill the sale
▪ Completing your internal paperwork or process to report your
sale
▪ Follow-up with the customer to confirm that they are happy
with everything since your close.
Time Sponge
Early to Finish #3: With your partner create a list of ways you can
use the information.
5. Maintaining
Customer
Relationships
5.1 Introduction
❑ Tt takes a great deal less
effort to maintain a
customer relationship than
to find and secure new
customers
❑ A salesperson should take
the steps necessary to
maintain in contact with his
customers so that his
efforts can be as focused
and effective as possible
5.2 Being Perceived as
an Expert
▪ You can reinforce this perception of you by taking some simple steps like:
▪ Sending customers information from industry publications or other sources
that are related to their business
▪ Keeping informed about any regulatory changes to their business
▪ Following your customers in the news so that you know what their challenges
are and what they might need in the future
▪ Creating a network of contacts so that if your customer needs something you
don’t provide, you have a specific person that you can refer them to
▪ Continuing to receive training on developments of the products that your
company offers, as well as any products that your competition is offering
▪ Attending conferences that are related to your industry and sharing what you
learn with your customers
5.3 Keeping the
Customer Informed
You should keep customers informed of things like:
▪ New releases of a product they are using
▪ Changes to a product or service they are using
▪ Any problems that have been discovered with a product
they are using (don’t wait until they come to you!)
▪ Brand new products that you think the customer will be
interested in
5.4 Selling to Existing
Customers
▪ Once you’ve made that first sale, you will find that each
individual future sale will be easier – the process will be
faster, the close will be easier, and you’ll find the entire
process simpler if you are trusted and considered an
expert by the customer.
▪ To facilitate future sales to existing customers, you will
need to keep detailed information on the customer.
What is Customer Relationship
Management?
https://www.youtube.com/watch?v=fbNPq-ZLzMM
Summary
▪ Communication skills in terms of questioning and listening are vital
▪ Make sure that everything you do and say contributes to building a
positive image
▪ Manage the sales process through all the stages
▪ Build a professional proposal for the client
▪ Link the benefits of your service with the needs of the customer
▪ Handle objections professionally using transitions
▪ Watch out for and recognize buying signals
▪ Pay attention to body language
▪ Frame the close appropriately
▪ Use the closing technique that suits the situation
▪ Ask for the business
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Think & Write
Think and Write #2: Think about what you’ve just learned. If you had
to explain the main idea to someone else, what would you say? Write
your explanation in a sentencer two.
