Salesmanship

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Basic Salesmanship

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ARE YOU BORN TO SELL? Do you have what it takes To be a salesperson?

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PERSONAL INVENTORY TEST IF YOU HAVE WHAT IT TAKES TO BE A SALESPERSON Instruction: Just answer YES or NO . There is middle between yes and no, for sales people called “working on it.” You better say no until you achieve that characteristic. I have set my goals in writing. I have good self-discipline. I am self-motivated. I want to be more knowledgeable. I want to build relationships. I am self confident. I like myself. I love people. I love challenge. I love to win. I can accept rejection with positive attitude. 12. I can handle the details. 13. I am loyal. 14. I am enthusiastic. 15. I am observant. 16. I am a good listener. 17. I am perceptive. 18. I am a skillful communicator. 19. I am a hard worker. 20. I want to be financially secure. 21. I am persistent.

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CHECK YOUR ANSWERS If you have 15 and up honest YES answers, you’ve got what it takes to be a salesperson. If you have 10-14 yes answers, it could go either way (better chance if you answered yes to knowledge, enthusiasm, self-confident, perceptive, self-motivated and persistent.) If you have below 10 yes answers, just don’t try it, even if it means world peace. Note: The science of selling can be learned and applied easily if you embody the above traits. JUST BELIEVE IN YOURSELF .

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Practice of investigating and satisfying customer needs through a process that is efficient, fair, sincere, mutually beneficial, and aimed at long-term productive relationship . SALESMANSHIP

The sale takes place in the mind of a customer:

The sale takes place in the mind of a customer A- Attention I- Interest D- Desire A- Action S- Satisfaction Mental stages of a customer in sales effort

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WHO ARE CUSTOMERS? INTERNAL CUSTOMER An individual or a group of people you may Interact / serve within the organization. EXTERNAL CUSTOMER Someone who comes to your organization for products or services – the end customer.

Facts about Customers:

Facts about Customers The Customer is the business’ biggest asset The Customer pays all our salaries wages and bonuses The customer will go where he/she receives the best attention There is no profit, no growth, no jobs without the customer Hence, You must be your customers’ best choice!

Types of customer:

Types of customer Based on unique behavioral attributes, customers are of following types Loyal customer Discount customer Impulse customer Need based customer Wandering customer

Loyal customer:

Loyal customer 20% of our customer base make up more than 50% our sales. Completely satisfied customer. Keep returning to company. customer experience > customer expectation Positive word of mouth. You can , never do enough for them. many times, the more you do for them, the more they will recommend you to other. Invest maximum time and effort to serve these customer.

Discount customer :

Discount customer They shop our stores frequently, but make their decisions based on the size of discount. This category helps ensure your inventory is turning over and as a result, it is a key contributor to cash flow.

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Merely satisfied customers, also show defection ready to switch. Chase low prices. Milk these customers as long as they are active or in discount seasons. Discount customer

Impulse customer:

Impulse customer They do not come for buying a particular item at the shop, but come into the store on a whim. They will purchase what seems good at the time. Maximize the profit on each transaction. This is the segment we all like to serve. Pursue fashion trends. We want to target our displays towards these customers.

Need based customer:

Need based customer People in this category are driven by a specific need. When they enter the store, they will look to see if they can have that need filled . if, not they will leave right away It is difficult to satisfy these people. Customers are habitual of particular brand.

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Show inertia in brand switching. Need based customer can easily be lost to internet sales or a different retailer. So to overcome this threat, positive personal interaction is required. They can also become loyal customers if they are well taken care of. Need based customer

Wandering customer:

Wandering customer They have no specific need or desire in mind when they come into the store. They want a sense of experience or community. They make up the smallest percentage of sales. Although wandering customers cannot be ignored, the time spent on them needs to be minimized.

Conclusion:

Conclusion Focus our effort on the loyal customers Merchandise our store to leverage the impulse shoppers . When products become so similar and technologies are commonly available , CUSTOMER EXPERIENCE is the only true differentiator.

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WHY DO CUSTOMERS BUY? They need it. To solve a problem. They got a great deal. They think they need it. To get competitive edge. To save money. To feel good. To show off. To solidify relationship. They were talked into it.

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WHY DO SALES PEOPLE FAIL? 15 % IMPROPER TRAINING – Both product and sales skills 20 % POOR COMMUNICATION – Both verbal and written 15 % NO MGT. SUPPORT – Problematic Boss 50 % ATTITUDE – Negative attitude towards the job. Sales people can succeed 50% more if they just CHANGE the way they think.

Long Term Success Principles:

Long Term Success Principles If you are kind, people may accuse you of selfish motives, be kind anyway If you are successful, you will win some false friends, succeed anyway If you are honest, people may cheat you, be honest any way What you spend years building, someone could destroy overnight, build anyway -------------------------------------

Your job descriptions:

Your job descriptions You are representing your company . Reflecting the company image . Visiting doctors concerning to your products . Building up rapport between you and your doctors . Conveying company message to doctors . Delivering products features and benefits

Your job descriptions:

Your job descriptions C onvincing doctors by your products Advantages versus other competitors . B uilding up your loyal doctors . F ollowing up the pharmacies in your Area . M aintaining a doctor-pharmacies link . W atching your product market growth And its share between competitors . M onitoring your success through your Sales figures

Your job descriptions:

Your job descriptions . Keeping contact and follow up the Distributors . Follow up the DR prescription rate Either on daily or weekly base . Opening new area to expand your Coverage and sales . Keeping your eye on centers and Hospitals that make bulk sales . Introducing your products in Different area

SALES:

SALES Process through which a salesman shows the appropriated benefit of his products to the consumer. Therefore buying happen SALES PROCESS REQUIREMENT Product Salesman represents company Customer (Doctors or pharmacists) They interact effectively during what is called sales call.

APPEARANCE;- PERSONAL (HAIR, NAIL, BEARD AND CLOTHS) BAG, VISITING CARDS. -SMILING; HEALTHY SMILING BREAK THE ICE -ENTHUSIASM; CONTAGIOUS :

APPEARANCE ; - PERSONAL ( HAIR, NAIL, BEARD AND CLOTHS ) BAG, VISITING CARDS . - SMILING ; HEALTHY SMILING BREAK THE ICE - ENTHUSIASM ; CONTAGIOUS -CONFIDENCE; Self confidence Confidence in the company Confidence in the product - GOOD LISTENER; Detect how the others think and need IDEAL MEDICAL REPRESENTATIVE

IDEAL MEDICAL REPRESENTATIVE:

IDEAL MEDICAL REPRESENTATIVE - Good Observer; Turns observation into conclusion & Actions - Honest And Sincere - Team Player - Innovative And Creative - Punctual - Follow Up His Company Policy

SELLING SKILLS:

SELLING SKILLS Skills used during the communication with a customer to sell our Product The aim of these skills to uncover Customer needs and how to satisfy these Needs Selling call frame: 1-opening 2 - probing 3 - supporting 4 - closing Summarization Commitment 5 - handing objection 6 - Different kind buyers

Opening technique:

Opening technique Opening : how you and the customer engage in a dialogue that generates interest in your products and agree on what will be covered during the call. At the beginning of any sales call, you want to establish a comfortable tone that sets the stage for an open exchange of information your task is to open the call in a professional ,personal manner by referring to a prior meeting ,or mentioning a magazine article or news story you have read recently ,you give the physician a reason to continue the conversation .you set the context for your meeting and earn the right to continue.

How to open a call:

How to open a call State the purpose. State the value . Check for acceptance. Stating the purpose and value it to the customer by making a general benefit statement .First ,you state the purpose of the call and relate it to your product . Next ,you state the value of that purpose to the customer. Checking for acceptance after stating the purpose and its value to the customer ,make sure the customer agrees with the purpose you have proposed and does not have anything to add. Ensure that you and the customer move forward together

Tools to Enhance Attraction:

Tools to Enhance Attraction Smile Firm handshake Speak clearly Pronounce the name correctly Use the customer name

PROBING:

PROBING Asking question to gather Information and uncover Customer needs 2 types of probe open probe closed probe ?

Probing:

Probing . open probe : to encourage the customer to respond freely such question includes : who what where why 5ws when add: how , tell me ………… . Examples for open probe : Who uses this before ? What happen when you use this ? When did you begin to notice this ? Where did it begin ? ?

PROBING:

PROBING . Closed probe: limits the customer s response to yes or no or to a choice among alternatives that you supply - includes: do , does , are , have , has , which , - to confirm the need it is better to use open more than close probes

PROBING:

PROBING . EXAMPLE FOR CLOSED PROBE : Does that happen ? Are you sure ? Is there any one else ? ?

SUPPORT:

SUPPORT . Support Statement . Translating Features into benefits . Using support aid SUPPORT STATEMENT Acknowledge The Customer Need EX .: You're Right I Agree You Need To , Exactly , I Can Understand Why That's Important To You .

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Translating features into benefits Introducing The Appropriate Benefit That Satisfy The Need Of Your Customer SUPPORT AIDS That Helps You To Mind Your Customer By The Appropriate Benefits Of Your Product That Matches His Need. Detailing aids …………. brochures SUPPORT

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MIND 80% VISUAL 20% LISTENING SUPPORT

The Sales Call Frame:

38 The Sales Call Frame Main Message The main message leads to the discussion of Benefits and Features

The Sales Call Frame:

39 The Sales Call Frame Benefits And Features A feature is a characteristic of your product while a benefit.. is the value of the product for the patient and/or Dr Feature….. Should be product oriented while benefit……is Dr and/or patient

Features And Benefits:

Features And Benefits … less expensive A . ensured rapid response Patient recovery … available in different B . save the patient Money forms … 90 % efficacy C . make patient feel More quickly better … fast acting formula D . provides physician with Greater flexibility

Features And Benefits:

Features And Benefits How to link a feature to a benefit which means because so that since

SELLING SKILLS:

SELLING SKILLS Probe Open Closed Need ( Satisfaction ) Features Support Benefits Closing

Closing :

Closing You agree with your customer on appropriate next steps for moving a mutually beneficial decision forward . When to close ? 1- the customer signals a readiness to move ahead (buying signal). 2-the customer has accepted the benefits you have described.

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How to close ? 1-Summarize previously accepted benefits ,if appropriate( always remind by good accepted benefit that your customer searches on it and present in your product and lets convey your confidence in the wisdom of moving ahead ). 2-Propose next steps for you and the customer.( ensures that he or she is clear about the commitment) 3-Check for acceptance.

Customer concerns :

Customer concerns You did your call as we discussed before and you still find that you don not get your objective comment from the customer. Now you are facing one of that situations: 1-Customer indifference. 2-Skepticism. 3-Misunderstanding . 4-drawbacks.

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SIMPLE ATTITUDE TEST Just answer YES or NO I watch the news at least one hour per day. I read the paper everyday. I read a news magazine every week. I sometimes have a bad day, all day. My job is a drag. I get angry for an hour or more. I talk and commiserate with negative people. I look to blame others when something goes wrong. I get angry at my friend and don’t talk for days or week. I bring personal problems to work and discuss them. I expect and plan for the worst. I am affected by bad weather (too cold, too hot, rain) enough to talk about. Rating 0-2 Yes answers – You have a positive attitude 3-6 Yes answers – You have a negative attitude. 7 – up Yes answer – You have attitude problem. Everyone will say they have a positive attitude, but the truth is only 1 in every 1,000 have what it takes.

Post-call Analysis:

Post-call Analysis Did I sell Did I hold the customer interest Did I emphasize benefits Did I sensationalize the presentation Did I watch non-verbal signals Did I answer the objection properly Did I Match the agreement at the right time What will be my next call objective -------------------------------------- --------------------------------------

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing 1. Collecting Data 2. Prepare Yourself For Sales Call 3. Follow Up The Results 1.Collecting Data -About Field To Be Covered . Geography, . Traffic, . Time Of Visits -About Your Drs And Specialties In Concern . Specialties ( Int. , Derm., …….. ) , . No .Of Each , . Key Drs In Each Specialty .Dr`s Behavior And Attitude

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing . Collecting Data -about pharmacies . TOP OF THEM, . AVAILABILITY OF THE PRODUCT, . PRESCRIPION HABITS OF DRS, . DIFFERENT COMPETITORS, . DISTRIBUTORS DEALING WITH . Collecting data -About distributors

Basic Strategies For Sales And Marketing:

B asic S trategies F or S ales A nd M arketing . General notes in data collection - You Have To Know Your Distributor - You Have To Know The Discount And Bonus Offered By Your Company For Each Product - You Should Maintain Your Product Availability In Such Pharmacies Specially The Key One

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing 2. prepare yourself for sales call - Be sure of medical, product knowledge - Review the objection can be evoked and Prepare yourself to handle - practices different product calls with Your either supervisors or friend - Ensure the way of handling the brochure and Promotional material

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing 3. Follow up the results - Day to day pharmacies feedback if your Product is prescribed or not - Weekly revision of sales figures supplied By distributors - Day after day or weekly contact with sales Representative - Every 15 days or monthly meeting with Distributors sales representative

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing . Follow Up The Results - Weekly revision for Drs visits ( Plan for not Visited Drs ) - Analyze your call and visit if you targeting The right product for each call or not - Plan for next visits ( Product , call , objections )

Basic Strategies For Sales And Marketing:

Basic Strategies For Sales And Marketing . OTC Business - Products That Prescribed By The Pharmacist - Such Products Include: . Cough Mix . Analgesics . Anti-inflammatory . Topical Antibiotics . Flu Drugs . GIT ( diarriah , Constipation , Colic ) . Pain

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ESTABLISH A 4 BELIEF SYSTEM Believe in your PRODUCT . Believe in your COMPANY . Believe in your SERVICE . Believe in YOURSELF . The combination of all these creates a BRAND. This also helps to promote the brand with a positive message. …..

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5 PRINCIPLES THAT WILL WORK TO ANY TYPE OF CUSTOMER Never ARGUE . Never OFFEND . Never GIVE UP . Make them your FRIEND . Never LIE .

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THERE ARE MANY WAYS AND PRINCIPLES IN BECOMING A GOOD SALESMAN Master the art of QUESTIONING . Master your LISTENING skills Stregthen your BELIEF system. BUT WE CAN SIMPLIFY IT IN 4 Principles Take the RISK . “Anyone who has never made a mistake has never tried anything new.” -- Albert Einstein

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Questioning Skills QUESTIONING AND LISTENING SHOULD BE BALANCE Questioning Skills Listening Skills

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“If I had an hour to solve a problem and my life depended on it, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” -- Albert Einstein QUESTIONS SOLVES PROBLEM

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The KEY is in the answer. So, LISTEN. 5 Principles of Listening. Don’t interrupt … Avoid all destructions. Listen with purpose. Listen to what is not said. (Action speaks louder than words.) Listen by taking action. There are many secrets to becoming a good listener, But there’s only one that emcompasses them all. JUST SHUT UP!

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Do you believe that more sales are made with friendship than salesmanship? “ If you make a sale, you earn a commission. But if you make a friend, you Earn a fortune.” “ People buy people first, then goods and service.”

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GOOD BYE and THANKS /

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