PERSONAL SELLING PESE 212

1. PERSONAL SELLING PESE 212 LU 8 - 15

2. Discuss your understanding of the Basic Communications Model Refer to the Communications Model and discuss briefly.

4. Barriers to Communication Noise e.g.. Drilling, loud music, shouting Language, French and Greek Speech Problems e.g. Stammers, Slurring Affectivity of Medium e.g.. SMS or Letter

5. Non-verbal Communication can enhance your presentations Body language Facial Expressions Gestures Dress

6. How can Culture be deemed as a barrier to effective Communication Respect by means of Eye contact - Zulu Bowing - Japan

7. 5. What types of questions would you ask your prospect if you had completed a Sales Presentation for an industrial vacuum cleaner. What will the product be used for. How many hours a day would it be used. Technical and Specific Questions. Payment arrangements. Delivery.

8. 6. Language Barriers in South Africa Isi-Zulu English Afrikaans Xhosa

9. Learning Unit 9 Prospect Sources Cellular Phone: Company Database, Internet, Directories, Word-of-mouth. Gym Membership: Word-of-mouth, referrals, Directories, Internet data bases, Internet Service Provide: Company database, word-of-mouth, referrals Wheels and Tyres: Directories, company database, referrals, internet.

10. 2. The profile of a good Prospect M: The prospect has the Money (budget) to purchase. A: The prospect has the Authority to purchase. D: The prospect has the Desire to purchase.

11. 3. Examples of Approach Techniques Introductory Approach Referral Approach Product or Sample Approach Customer Benefit Approach Page 87 of Module Guide

12. Types of Sales Presentations Financial Software Package: Formal Presentation, Problem Solution Technique. Toothpaste: Need-satisfaction technique. Air-conditioners: Formal & Stimulus Response technique. Under-floor heating: Need satisfying Technique. A retirement annuity: Stimulus-response technique.

13. Learning Unit 10 Technical Specifications used for laptop during a Sales Presentation

14. 2. You have been appointed to sell laptops what information do you think you will need? Product specifications Warranties Costing Extras

15. 3. Sales technologies available to Salespeople Internet Blackberry iPhone FAX Telephone Telecom Skype Web Seminar

16. The Sale Knowledge Process Find out what knowledge is necessary. Availability, Reliability, & Validity of the Sales Knowledge. Determine Knowledge Gap. Develop Sales Knowledge. Share Knowledge. Utilise the Knowledge. Evaluate the Knowledge.

17. Planning the Sales Call Background research Internet Sources Peer-Review Company records

18. Learning Unit 11 What is a Sales Presentation: A meeting, appointment or a physical presentation of the product or service. (Adapted: Furtell, 2006: p.240) Students to refer to page 100

19. The Purpose of Sales Presentations • To provide knowledge to the prospect – FAB. • Allows buyer to develop an attitude for the product. • Generate desire for product. • Stimulate Trail purchase. • Educate Consumers. ** Student Manual Page 101.

20. Essential Steps within the presentation • Approach-Build Rapport - AIDA • Fully discuss the product • Present your marketing plan – How to resell • Explain your business proposition – What’s in it for the Customer “ Simpler, Better, Faster! • Suggest purchase order • Close – Ask for the Order • Exit – Do not give up, Act as a professional! ***Students to refer to page 101 of Module

21. Sales Presentation Strategies • Salesperson to buyer – Discuss issues with prospect • Sales team to buyer group – Team gets to know Buyer group • Conference Selling – Market Co. Product and services at a conference. ** Students refer to page 102 of Module Manual

22. Sales Presentation Methods or Ways of selling • Memorised Selling / Structured • Formula Presentation method / Semi-structured • Need Satisfaction Approach – Need Awareness – Need fulfillment • Problem-Solving Presentation ***Students to refer to Pages 102-105 for details

23. Persuasive Techniques during the sales presentation • How to be a better communicator. • Ask Questions • Keep the message Simple • Create mutual Trust • Listen • Have a positive attitude

24. Persuasion through the art of suggestion • Suggestive Proposition – “ACT NOW!” • Prestige Suggestions – Celebrities • Auto Suggestion – Consumer Self Image • Direct Suggestion – Suggest prospect to purchase product • Indirect Suggestion – Buyer Influenced by sales presentation • Counter Suggestion – Let customer think why he needs the product. E.g. Education, Health Care. **Students to refer to Page 106 of Module.

25. How to make a great presentation • Personalise it. • Make it Fun. • Build Trust. • Be Diplomatic • Keep Control over it. Allowing the prospect to participate in the presentation will make it a winning presentation.

26. To encourage prospect participation • Ask Questions • Allow the Prospect to use the product • Do a demonstration • Make use of Visual aids.

27. The Trail Close – an Element of the Sales Presentation • Trail Close? = Technique applied to determine buyer needs. When? • As soon as a strong selling point has been made. • After the presentation. • After dealing with an objection. • Before Closing the Presentation.

28. Cont…… Trail Close Why Trail Close • To determine if the prospect likes FAB. • Objection Success Rate. • To determine hidden details. • Customer readiness to buy.

29. Presentation Barriers • Interruptions – Repeat strong selling points, invite participation. • Competition – Attempt to avoid subject • Follow-up – Evaluate performance.

30. REVISION EXERCISES P 109 • Present Visual Aids, Do a demonstration, ask a question, go through research material. 2. Show materials, ask questions. 3. A picture says a 1000 words. 4. Personalise it, make it fun, encourage part capitation. 5. Build customer loyalty, create mutual trust. 6. Refer to page 101 – Essential Steps within a presentation. 7. Presentation Methods – Memorised selling – formula selling –need satisfaction – problem-solution.

31. LU-12Handling ObjectionsP. 110 Why do prospects object? • To avoid the sales person • Customer not properly qualified • Lack of Technical Knowledge • Financial constraints • Social influences / Psychological beliefs DID YOU KNOW: The +ve side to an objection is that the recipient is concentrating to the sales pitch.

32. Preparing for Objections • Plan for objections: I cannot afford the product! Well Sir, we offer finance and your first installment is free. • Anticipate forestall – Through experience you can improve your sales skill. • Acknowledge objections: And validate objections with product specifications or FAB. • Handle objections to build mutual trust. • Be positive • Listen • Understand objections and provide solutions • Meet the objection Head on. I think this product is a fake? No sir these are the warranties. Try this milk? No milk is fattening! Don’t worry its low-fat.

33. Types of Objections • Hidden objection • Stalling objection • No-Need Objection • Financial Objection • Product Objection • Company Objection

34. Objection Handling Techniques • Do not deny, dodge or ignore objections • Rephrase objections to understand situation • Ask questions • Counter balance Objections – reinstate FAB • Use product testimonial to re-sell strong points • Attitude-Cool calm and collected, don’t get personally involved. ** Student refer to page 114

35. Common techniques for handling objections • Direct Denial • Indirect Denial • Let it Go • Compensation Page: 115

36. REVISION EXERCISES LU 12 • To re-iterate the features and benefits things such as quality & after sales service. • Explain the need to drill-down into the issues to better understand the situation. • Product Objection – Stalling Objections. • Financial Objection – Lack of Funds.

37. Raised Objections during the interview 5.1 Reschedule the meeting and leave. 5.2 State FAB 5.3 Explain that needs to be given more detail 5.4 Talk of quality and after sales service 5.5 Show customer testimonials 5.6 D.I.Y or training video provided 5.7 Agree but remember to follow-up

38. Closing the Sale - Learning Unit 13 Closing is the process of helping people make a decision that will benefit them. Reading Buyer Signals When the prospect asks How soon can you deliver? Carefully examines product. Fills out an order form ** Students refer to page 119

39. Difficulties in Closing the Sale • Lack of Confidence • Product does not meet customer needs • Poor presentation skills • Negative publicity • Cultural bias

40. Completing the Sale • Keep the customer involved in the process. • Reconfirm benefits • Not to look for problems • Help customer justify the decision • Avoid interruptions ** Students refer to page 120.

41. Attributes of a Good Closer • A strong desire to close each sale • Be Prepared • Carefully understand the customer need • Ask intelligent questions • Earnestly listen to the customer • The ability not to stop at the first “no” • Ask for the order and remain silent • The ability to get the order and move on

42. Essential Element in Closing • Be sure prospect has an understanding of the situation. • Present the complete story • Tailor-make each presentation unique • Consider prospect point of view • Recognise buyer-signals • Attempt Trail-Close • Ask for the order • Reconfirm Benefits • Develop a positive and confident attitude of the Sale.

43. 10 keys to successful Closing • Think Success • Plan the Sales Call • Confirm prospects needs • Give a Great Presentation • Use trail closes during and after the presentation • Determine prospect real objectives • Ask for the order • Always be professional

44. Closing Techniques • Alternative Close: What colour would you prefer? • Assumptive Close: Assume customer to buy • Complimentary Close: Boost buyer ego with compliments. • Summary-of-benefits Close: Sell Benefits if the product. Etc. **Student to refer to page 123.

45. Closing Mistakes • Talks too much • Over-Control • Does not show benefits • Over sight of prospect needs • Weak Closing statements

46. Tupperware Case Study • How soon can you deliver? Carefully examines product Completes order form 2. Alternative Close – What colour or size do you prefer sir? Negotiation Close – Style

47. Service and Follow-Up LU:14 Why Follow-up: To gain customer loyalty & Confidence. Steps in the Follow-up: 1. Make sure customer has the correct order. 2. Thank the customer. 3. Maintain high standard of service.

48. Service that Helps You to Keep Your Customers • Focus on continually improving customer service. • Contact new customers often. • Handle complaints promptly • Do what you say you will do. • Show appreciation for customer support • Maintain accurate customer records • Issue customer satisfaction surveys • Make sure YOU provide Excellent Customer Service. **Refer to page 126.

49. Way of Showing Appreciation • Send seasonal greeting cards • Remember Birthdays • Send newsletters • Corporate gifting • Thank-You E-mails • SMS

50. How to deal with a loss of a Customer • Make personal contact – Understand why the customer was lost. • Maintain professionalism. Show you available in future. • Refrain from criticising – Never bad mouth the customer. • Keep in touch