Content Covered

Till Date
Week
  Area to Cover  Contents
Introduction to course outline and semester plan, Importance of sales and
1 Intro dynamics of sales management
Make the commitment, the six stages of selling (Victor Antonio)
Development and the role of selling in marketing (Characteristics Of Modern
Selling, Types of Selling, Role of Sales management, Success Factors, Relationship
2 Sales Setting Between selling and marketing)
Selling and Sales management By David Jobber 7 th Ed
Sales Strategy (IMC, Sales channels, distribution networks, management of value
3 chain networks and alternate sales modalities, Territory Management)
Sales management by Richard Still, 5th Ed
Sales strategy (An overview of marketing plan, components of marketing plan,
4 overview of imc, IMC and its use for enhancement of sales volume)
Sales Strategy Selling and Sales management By David Jobber 7 th Ed
Sales strategy (Adjustments in promotional mix with reference to advertisement
and personal selling, sales promotion strategies, brand activation campaign and
5
alternate sales modalities
Selling and Sales management By David Jobber 7 th Ed
Response Block selling (Selling the room, being consistent, R.I.P. overcoming
6 objections, Response block structure, Objections and response)
Tactical level (Victor Antonio)
Response Block selling (Objections and response)
7
(Victor Antonio)
8 Mid Term Exam
Wee
k  Area to Cover  Contents
Cold calling (Sales and Time management, Sales call reluctance, persistence by the
numbers, types of prospects, the tease and squeeze, the poke and prod, putting it
9 into practice, when to move on, is cold calling effective: calculating the net-present
and future value of a prospect)
Tactical level (Victor Antonio)
Start Selling (Bridging the sales gaps, the S.T.A.R.T. System, Situation Q’s, Trouble Q’s)
10 (Victor Antonio)
Start Selling (Amplify Q’s, Reward Q’s, Consistency theory, Tie-Down Statements)
11 (Victor Antonio)
Key account management (Advantages and dangers, criteria for selecting key account,
12 Strategy task and skills, modern trade and general trade retailers and merchandising) Selling
and Sales management By David Jobber 7th Ed
Sales forecasting (Planning and methods for sales forecasting and budgeting)
13 Measurement Sales force evaluation) Selling and Sales management By David Jobber 7 th Ed
& Evaluation Sales forecasting (setting standards for performance, measures of performance,
14 achievement of sales quotas and targets) Selling and Sales management By David
Jobber 7th Ed
15 Project Presentation
16 Project Presentation
17 End Term Exam
• In the world of Sales one thing that will never
change no matter what so ever the type of
product or service you are selling

?
Which thing is required the most to do Sales of
any type
?
 Sales Responsibilities
Primary responsibility is to conclude the sale
successfully
 Secondary Responsibility
• Prospecting
• Database and knowledge management
• Self-management
• Handling complaints
• Providing services
• Identification of customer needs
• Presentation and demonstration
• Negotiation
• Handling objections
• Closing the sale
 Six Stages of Selling
Stage 1 – Prospecting  
Stage 2 – Qualification
Stage 3 – Investigative  
Stage 4 – Presentation  
Stage 5 – Pricing  
Stage 6 – Closing
 Prospecting
• Search search search
• How do you prospect for a job
• Prospecting is more important in

B2C B2B
Sources of prospecting

?
 Sources of prospecting
• Existing customers
• Trade directories
• Yellow pages
• Enquiries
• The press and internet
• Cold canvassing
 Prospecting
• If you don’t prospect your business will
eventually fail.

New clients = New business = Growth

• The more you prospect the more chances are

there to get the client
Types of Prospecting

?
• You can have the finest of clothes, the best
sales gear and script that money can buy, but
unless you have a well-maintained
prospecting engine, all the above doesn’t
matter
 Self-management
• What is self-management?
• How do you self-manage you?
• How do you self-motivate you?
 Self-Management in Sales
• Organise your call plan
• Dividing territory into sections to be covered
day by day
• Deciding the best route
• Make the targets manageable within a day
time
• Call frequency (according to potential clients)
 2003- Tim Connor’s book Soft selling

• Compared how poor salespeople and

successful salespeople managed their selling
time
• He allocated the salesperson’s time into six
categories
1. Prospecting
2. Sales Presentation
3. Service
4. Administration
5. Travel
6. Self-Improvement
 Time Managed by poor sales persons

1. 10% on Prospecting
2. 23% on Sales Presentation
3. 15% on Service
4. 30% on Administration
5. 20% on Travel
6. 2% on Self-Improvement
 Time Managed by good sales persons

1. 45% on Prospecting
2. 10% on Sales Presentation
3. 20% on Service
4. 5% on Administration
5. 10% on Travel
6. 10% on Self-Improvement
 Types of Prospecting
• Buyer Initiated
• Referral
• Seller Initiated
Cold Calling
Sales Call Reluctance

?
 Sales Call Reluctance
• Fear
1. Cold calling

Or
2. The possibility of not being able to be financially
independent that much more
 Persistence by the Numbers
• How many calls
National Sales Executive Association survey

• 2% of sales are made on 1st call

• 3% of sales are made on 2nd call
• 5% of sales are made on 3rd call
• 10% of sales are made on 4th call
• 80% of sales are made on 5th call
How many sales people actually make that
5th call

?
 How many sales people actually make that
5th call
• 48% of salespeople quit after the 1st call
• 25% quit after the 2nd call
• 12% quit after the 3rd call
• 5% quit after 4th call
• 10% made that 5th call or more
• Almost 80% of the salespeople gave up after
the second phone call.

• Is this good or bad for you as sales people

• If almost 75% of your competition drops out
by the second phone call, just by making that
third call or more, you have less competition
to contend with!

• So, being persistent can pay off big

 But They Don’t Call Back
• 50% of all the key points you made in your
product pitch or presentation will be forgotten
within one week.
• And

• 80-90% will probably be forgotten within two

weeks of your presentation.
• Why will they forget……..

?
1. Sales people some time are obsessed with
their own product that they assume that the
client is also into it……
2. Clients today are inundated with product
pitches and advertising messages.

Think yourself as a client or a customer

Think yourself as a client or a customer

• How many e-mails do you get per day?

Have you every checked your spam mail?
• How many commercials do you get in an hour?

As being a Sales person, You must understand

• Prospects just don’t have the mental
bandwidth to absorb everything that’s being
thrown at them
Clients who are likely to buy after a
presentation will lose their
enthusiasm within one week

It means your opportunity is

___??????__ (Max)
Types of Prospecting

?
 Types of Prospecting
• Buyer Initiated ?
• Referral ?
• Seller Initiated ?
 Types of Prospecting
Types of
Prospecting
Buyer Initiated Easier Low sales resistance and high
sales acceptance since the buyer
knows what he wants
Referral (warm Moderate Some sales resistance and some
lead) sales acceptance since you came
highly recommended from a
trusted friend
Seller Initiated Difficult High sales resistance and lowest
sales acceptance
What is important in Sales

?
Keep the funnel filled
 Here I want to emphasize
• Selling is an art…………..
• You learn it by doing…….
I would like to ask
• What did you learn first
– ABC or Words
– Words or Sentences
– Standing or Walking
– Walking or Running
• In Sales its important to understand the steps first.
• After knowing each than you can have the ability to
adapt to any situation
 Seller Initiated

Call Center Script Assignment

 Seller Initiated
• You can’t sell to someone you don’t know
unless you have some face-time and allow
them to get to know you and your product.

• If you can increase the number of times you

can get in front of a prospect, your chances of
selling to them will increase exponentially.
Victor Antonio
 Cold Calling
Getting the meeting
• Step 1: Having an Intro
• Step 2: Having an Objective
• Step 3: Scripts for Getting the Appointment
 Step 1: Having an Intro
• So, What shall be the PRE-REQS ?
1. ______________
2. ______________
3. ______________
4. ______________
5. ______________
6. ______________........................................
1. Written and/or memorized introduction of
yourself and the company. (Develop and
introduction script)

– Tone must be natural

How to Sound natural from a Script

?
How to Sound natural from a Script
• Memorize the words
• Add tone
• Add voice inflection where appropriate
• Adjust your verbal speed to match the
prospects
 While singing a song from a Script

Do you think

“People are singing the words or they are

singing the song?”
• Now I need every one to take a paper and pen
and construct an Introduction for a cold call

• Pick your product/company from the class

assignment

?
 Intro
• Greetings
• Benefits
• Request
• Now complete your Script

• Intro, benefits and request

 Step 1: Having an Intro
GREETINGS
Every Introduction starts with a polite greeting
• “AOA, My name is ________ with ABC
company.”
If you know the persons name
• “AOA, persons name, My name is ________
with ABC company.”

• AOA: Good afternoon: Good morning etc

 Step 1: Having an Intro
BENEFITS
• We’re a sales training company helping sales
people increase their closing rates by 20%
• We’re software development company, our
offerings can help reduce operating cost by
20%.
 Step 1: Having an Intro
REQUEST
• “I can show you how we can help your
company boost sales. How does next Monday
sound?”
• “Mr A, I think we should get together so that I
can demonstrate how we can help save you
money. How does next Monday sound?”
• Now,

• Looking into the steps… make a script

 Step 2: Having an Objective
• Specific
• Able to measure
– E.g., 50 calls a day
 Step 2: Having an Objective
• First part
– Define who you’re calling on
– What you’d like to get from the call
• What are you going to ask for?
• What is it that you’re trying to accomplish with this
call?

– Is getting sales your objective or desire

So,
• What can be your objective

?
 Step 2: Having an Objective
Some common objectives
• I just want to gather information
• I want to build rapport over the phone and start a relationship
• I want to get to know their management team
• I want to understand how the organization works
• I want to learn more about how the buying process works
• the big one, I want to introduce them to our company and what
we offer

These objectives are fine, but the won’t help you move closer to
making a sale
These objectives are very vague and don’t require the prospect to
make any commitment to advancing the sale.
 Objectives
1. Advancement objectives
2. Continuation objectives
• Continuation objectives
– Gather information from the client
– Understand how the buying process works
– Build a relationship

• These are vague objectives that will do nothing to

move or advance the sale.
• What you need to do is define upfront your
advancement objectives that will move you one step
closer to closing the deal.
 Advancement Objective

– First locate the right person who can make a

decision.
– Next, to get a face to face meeting with that
person.
– Once in meeting, now either close the sale or
advance the sale further by submitting type of
pricing proposal along with an agreed upon time
to follow-up.
– Final, follow up with a call or better still, a face to
face meeting to close the deal.
• Now, The question is ………

Why is it important to have an objective?

You can also make a cold call,,,,, coldly…..

• Its about getting the yes or No

If it is No……….
Is it Good or bad
Step 3: Scripts for Getting the Appointment

• QUICK FLIP (Turning the no into yes)

Brush-Off Number 1
“I’m not interested.”

?
 Brush-Off Number 1
“I’m not interested.”
• When most salespeople hear this response, the
automatic reaction is to say, “Okay” and hang
up the phone. Instead of doing that, try this
quick flip:
• “A lot of people have that initial reaction when
I first call before they’ve have a chance to see
how this could benefit them, which is why we
should get together. How does (date/time)
sound?”
 Brush-Off Number 2
“I’m too busy right now”

?
 Brush-Off Number 2
“I’m too busy right now”
• I don’t have time!” Here’s how you’re going to flip
that excuse into a reason for having a meeting.
• “Mr. Prospect, I can appreciate how busy you are
right now. The only reason I was calling was to
set up a time for us to meet when you’re not so
busy. Would (date/time) be good for you?”
• Notice that all you’re doing is using their reason
for not wanting to meet with you as the very
reason they should.
 Brush-Off Number 3

“Just fax me the info.” Or simply,

“Just send me the info and I’ll
review it and keep it on file.”

?
 Brush-Off Number 3
“Just fax me the info.” Or simply,
“Just send me the info and I’ll review it and keep it on file.”
• People who do sales for the first time are naïve enough
to believe that they really wanted info so they could
review it. So, they would stuff brochures into an
envelope, take it to the post office to mail, and then
wait a week before I followed up. The results? usually
heard are as follows:
• - “I never received it. Could you send it again?” - “I
haven’t looked at the information. Call me in
• another week or so.” Or my all time favorite,
• - “Who are you again?”
 Brush-Off Number 3
• “Mr. Jones, you know as well as I do that by
the time it gets faxed (or arrives), it’ll be
forgotten. Let me stop by and spend just a few
minutes showing you (benefit). How does
(date and time) sound?”
 Brush-Off Number 4
“I don't have the budget for anything right
now.”
 Brush-Off Number 4
“I don't have the budget for anything right
now.”
• “I understand. Many of my clients tell me the
same thing. I just want to show you how we
can (here’s where you reiterate the benefit
that you offer) down the road. How does
(date/time) sound?”
 Brush-Off Number 5
“We're currently using someone else and we're happy.”
 Brush-Off Number 5
“We're currently using someone else and we're
happy.”
• “Great. In talking to other companies similar to yours,
we found that our products are a good complement to
what you’re using. Now, I’m convinced we should get
together. How does (date/time) sound?
• “That’s good to hear. Other companies who use that
product told us the same thing. But they also told us
that having an option in case of an emergency is
always a good thing, which is why we should get
together. How does (date/time) sound?”
 Brush-Off Number 6
“I need to think about it.”
 Brush-Off Number 6
“I need to think about it.”
• “That sounds like a good idea to me. In the
meantime, let’s go ahead and schedule a
meeting. Would you like to meet on (date) or
(date)?”
• “The best way to think about something is
having all the facts in front of you, which is
why we should meet. When would be better
for you, (date) or (date)?”
 Brush-Off Number 7
“We've had a bad experience working with outside companies like yours.”
 Brush-Off Number 7
“We've had a bad experience working with
outside companies like yours.”
• “That’s unfortunate and I want to assure that
it never happens again, which is why I
definitely think we should get together. How
does (date/time) sound?”
• Here’s a sales influence tip on getting the
client to say “yes” to your request. Studies
have shown that when you ask someone for a
commitment, (in this case to meet with you),
the farther the date is into the future, the
more likely the person is to say “yes”.
Some times a prospect wants to know a little
more before agreeing to meet with you

Now what to do

You have to decide, how much information to

give now…………?
• Here you have to understand that you have to
keep stick with your objective ____________,
whatsoever it is ……
• Most of the time specially in case of B2B,
remember, on phone you are not to sell
• If you do try to sell over the phone, all bets are
against you actually succeeding in the sale.
The challenge is
Give them enough information to TEASE them
And
SQUEEZE them into a commitment to meet.
The Tease and Squeeze
• After making the Intro (pitch) instead of
the prospect’s ‘No’ for the meeting
(QUICKFLIP), prospect asks
– Tell me a little more about it now
– Give me some background on your
company
– Give me an example
– Walk me through the process
– How do you do that?
– Tell me how you can help us?
 Reminder
• What was your objective
– __________________
• Than don’t be excited
• The key here is to give enough information to
satisfy the question or statement without
going into great detail and stay focused on the
main sales objective, securing a face-to-face
meeting
Well, tell me more about how your product
can help us
Well, tell me more about how your product
can help us
Well,
• “There are several ways we can help teams
improve their sales performance. One of the
first things we teach salespeople is how to
shorten their sales cycle by learning how to set
up the follow-up appointment before they
leave. This strategy alone will shorten their
sales cycle by 25%.”
 Resist the temptation
• Prospect: That sounds good. Give me another
example.
 Resist the temptation
• Prospect: That sounds good. Give me another
example.
• “Mr. Prospect, I’d be more than happy to give
you more than just another example. When
would be a good time for us to get together,
(date) or (date)?”
Well, how much is this going to cost me?
Well, how much is this going to cost me?

• Remember, No matter what price you give, it’ll be

the wrong one
Because
• You haven’t had a chance to establish the value of
what you’re offering.

• Do you think telling the price will end up in having

a meeting time……….
Well, how much is this going to cost me?

• “We offer a wide range of products and prices

and I’m sure we can find something that’s in
your particular range, which is why we should
get together. How does (date/time) sound?”
 The Tease and Squeeze

•Tease them with a piece of information

•Squeeze them for a meeting or commitment
• You are motivated to make a cold call for
selling your skills and HR manager asked you

• Well, what is your experience?

• Suggest a “tease and squeeze” line

 Belligerent Person
• Who simply refuses to listen to anything you
say
– “We don’t have any use for that!”
– “We already have our own product!”
– “That won’t work for us!”
– “There’s nothing you have that we need!”
– “Our team is doing just fine without it!”
The Poke and Prod
 Well, we don’t have any use for that
(product/service)
• You’re going to respond like so: “Mr. Prospect, let
me ask you a quick question. How do you handle
(state the problem you solve) this today?”
If you have a really headstrong prospect on the line,
he may say:
• “We don’t. We let people figure it out for
themselves.”
• That’s your cue to say: “Then we should definitely
get together because we’ve worked with other
companies who had a similar outlook. How about
(date/time)?”
• Getting a prospect to agree to an appointment
requires some time, effort, and practice on your
part. After a while, you’ll be able to have these
types of “Poke and Prod” responses rolling off your
tongue naturally.

• The more quickly and easily you respond to

questions, the more authority you will retain in the
conversation and the more professional you will
seem.
 Assignment
You can continue from the previous assignment
• Title page: Cold calling, registration etc…
• 1st page: product, target market, features, benefits, value
• 2nd page: data base of prospects
• 3rd page: script (Intro)
• 4th page: 5 QUICKFLIP
• 5th page: 5 tease and squeeze
• 6th page: 5 Poke and Prod
• 7th onwards: develop a complete script similar to the one
you have collected from call center
 ASSIGNMENT
• On a paper draw a line down the middle. In the left-hand column,
List five brush-off a prospect might say to you over the phone.
Then, on the right-hand side, write out your quick flip for each
corresponding brush-off.
• On a paper draw a line down the middle. In the left-hand column,
list five information enquiries a prospect may ask. Then, on the
right-hand side, write out your Tease and Squeeze for each
corresponding enquiry.
• On a paper draw a line down the middle. In the left-hand column,
List five statements a belligerent prospect may say. Then, on the
right-hand side, write out your Poke and Prod for each
corresponding prospects statements.
• In 1939, an insurance salesman (Frank Bettger)
wrote the first best seller on selling “How I
raised myself from failure to success in selling”
• Better kept track of all phone calls,
appointments, and sales he would make in a
twelve-month period
– Of 1849 phone calls
– 828 got appointment
– Of these 65 closed to sales
• Call-to-Appointment Ratio
• Appointment-to-Close Ratio
• Bettger revealed that
– 70% of the sales were made on the first meeting
– 23% of the sales were made on the second meeting
– 07% of the sales were made on the third meeting

• Without prospecting, all other efforts (learning

the product, giving great presentation, having
charisma, etc., ) don’t matter

• Without applying for a job or start your own

business, all other efforts (CGPA’s, degree,
learning, coming to university will ________.