SAlES representation

1. ANDREW ZIELINSKI, MBA SAlES representation www.accrongroup.com/fengyeacademy /

2. Objectives– 10 Steps to Professional Sales in 7 Weeks • Professional Sales Call Preparation – Pre-Approach • Professional Client Relations – The Approach • Needs Analysis • Product/Service Presentation - 1:1 and to Groups • Handling Objections • Negotiation • Closing • Follow-Up • Merchandising and Promotion • After-Sales Service Module 5: sales representation

3. Needs Analysis After greeting the customer, the most important step is to understand what they really need Although you can play a guessing game with them by offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles Now, let’s apply all this towards better understanding our customer’s needs and to serve them best Module 5: sales representation

4. Digging in… By qualifying the customer – OBSERVE “Personal Packaging” Be aware of how your customer “put themselves together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc. Yes, this will involve some stereotyping but never prejudice! Behavior Recall what we covered in non-verbal communication Module 5: sales representation

5. Digging in… What They Say Be sincerely interested in what your customer is saying Focus on the conversation – don’t let your mind wander Body language counts – don’t look at your watch or elsewhere in the store. Instead look directly at your customer Don’t interrupt your customer or try to finish their sentences Do not try to influence what your customer is trying to say. There will be time to “work the decision-making process” Do not worry about asking the customer to repeat if necessary so that you clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying Avoid “selective hearing” – hearing only the parts that suit you In your mind summarize what the customer is saying Be patient, even if your customer is having a hard time “getting it out” Be quiet, when they speak, even if you are tempted to speak Module 5: sales representation

6. Activity 5.4.1 Who Are You? Observing Customers BACKGROUND See link to Activity 5.4.1 on class web site Read the situations in the document focusing on customer behavior. Find the different non verbal cues and suggest likely interpretations of these cues, which you will then be able to use throughout the sales process with them Review homework

7. Digging in… More ways to OBSERVE customers Dominant Communication and Learning Styles Let’s Look at our Communication Styles again: Module 5: determining customer needs Extroverted Directive 18% of Customers Expressive 28% of Customers People & Feelings Focused Tasks & Results Focused Amiable 40% of Customers Analytical 14% of Customers Introverted

8. Buying Patterns by Dominant Communication Type The Directive Module 5: determining customer needs • Non-Verbal Cues • Quick movements • Confident walk, energetic • Holds themselves stright, upright • In control of their emotions • Buying Behavior • Shops alone • Buys quickly and impulsively because doesn’t care about details and little analysis • Buys results • Doesn’t dwell on pricing • Commonly Asked Questions • What? What will is bring me? • How much time will it take? • Verbal Cues • Speaks loud • He is brief and to the point • Understands quickly and demonstrates it • Seeks to control the conversation

9. Buying Patterns by Dominant Communication Type The Expressive Module 5: determining customer needs • Buying Behavior • Shops alone or accompanied • Buys impulsively and spontaneously… and often according to the popularity of an item • Doesn’t dwell on pricing • Seeks “something different,” not run-of-the-mill • Commonly Asked Questions • Who else bought this? • Is this a popular item? • Verbal Cues • Speaks a lot and says “I” or “me” a lot • Often off-topic, many directions at once • Not a good listener • Non-Verbal Cues • Large movements • Seeks physical reassurance. • Likes to touch people • Frequently changes position or posture

10. Buying Patterns by Dominant Communication Type The Analytical Module 5: determining customer needs • Commonly Asked Questions • How? Why? • Prove it • Are you sure I’m making the right decision? • Can you provide more details? • Verbal Cues • Speaks in an even tone, authoritatively and sure • Doesn’t like being interrupted • Non-Verbal Cues • Stays in one place, not moving much. Moves slowly • Doesn’t like to be touched; keeps a distance • Shows little emotion • Buying Behavior • Shops alone • Brings printed information • Wants technical details • Likes to analyze and compare products • Asks many questions, take a long time to decide because doesn’t want to make a mistake • Wants the price justified • Does not tolerate lying • Buys the assurance that they are making the right decision

11. Buying Patterns by Dominant Communication Type The Amiable Module 5: determining customer needs • Non-Verbal Cues • Favors physical contact and warm, visual cues • Moves slowly, not in a rush • Attentive but discreet • Buying Behavior • Sometimes alone but often accompanied • Often looks for support and approval • Unsure at decision-making time • Buys confidence • Commonly Asked Questions • Why? Is it safe? • What do you think? • Verbal Cues • Speaks softly and calmly • Utilizes nice and polite words • Let’s the other person speak before providing their own thoughts

12. Activity 5.4.2 Spot the Buyer! For each of the following scenarios, determine the communication style or learning style. Prove it by identifying their corresponding cues See web site or handout for scenarios Now, you do it!

13. How-To Getting to a Yes – Already saw this. Now, some examples AIDA – Attention, Desire, Interest, Action The Four Twenties – First 20 seconds, First 20 moves, First 20 words, First 20 cm Module 5: approaching the client

14. Getting to a Yes – Already saw this. Now, some examples “Do you need to reduce costs to make your company budget balance, this quarter?” “Do you want better insurance coverage at a lower cost?” “Would you like to save 25% on your next purchase?” “We just received some new items this morning. Let me show you.” Module 5: approaching the client

15. How-To AIDA – Attention, Desire, Interest, Action Attention – Get customer’s attention Interest – Hold their interest. Get them to talk about themselves and be interested. Get them invested in the interaction. Suggest items that meet the needs the describe Desire – In the following section we will dig deeper into this Action - Bring the customer towards a decision-making process once the selection is close enough. Look for verbal and non-verbal cues Module 5: approaching the client

16. How-To • The Four Twenties The First 20 seconds • Within 20 seconds, customer decides if they stay or they go. Make them stay!  • Greet the customer. Get them at ease • Engage as appropriate The First 20 Moves • During the first 20 seconds, customer is consciously or unconsciously checking you out. How you dress, stand, move, express yourself convey feelings of approachability and confidence The First 20 Words • They must get the customers attention • Positive, Accessible, Understandable Language The First 20 cm • Not to be taken literally. Simply refers to respecting distances and using this distance effectively Module 5: approaching the client

17. Activity 5.4.3 Attention-Grabbing Openers Download Activity 5.4.3 scenario sheet from class web site of receive handout from teacher Follow instruction on the sheet Now, you do it!

18. Summary Qualifying and approaching a client is done through: • Observation – sociodemographics and behavior • Listening – what is their learning type? Motivators? Interests? • Decoding – non-verbal cues • Captivating – consider appropriate openers Module 5: approaching the client

19. Determining Needs Analyzing customer needs is a life-long pursuit for many people and many institutions. Aside from deep marketing research that your company may or may not perform, we are concerned with the basic, “front-line,” immediate determination of what the person or people immediately in front of you require at this moment. To accomplish this, this section will cover: Basic “level-set” on what brings customers to a sales representative How to ask the right questions Working in a professional manner Module 5: sales representation

20. Maslow’s Hierarchy of Needs Abraham Maslow, a leading psychologist, defined, in the 1940’s, a model for understanding human needs. Module 5: sales representation Morality, creativity, spontanaity, problem solving, lack of prejudice, acceptance of facts Self-Esteem, Confidence, Achievement, respect of and by others Love/Belonging – Friendship, Family, Sexual Intimacy Body, employment, resources, morality, health, family, property Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion

21. Applied to Sales • These 5 levels of needs can translate to the field of sales in several ways. Marketing experts have utilized them for decades in building just the right messages, images, sounds, and smells to sell products and services • Using this hierarchy in face-to-face, tactical, situations is just as common Chapter 5: sales representation

22. Activity 5.5.1 Mapping Maslow to Buyer Profiles • Looking at communication and learning styles, how would we incorporate each of the 5 levels of Maslow’s hierarchy? Basic Visual Directive Security Auditory Analytical Social Kinesthetic Expressive Esteem Amiable Self-Actualization Mondule 5: sales representation

23. Activity 5.5.1 (Continued) Mapping Maslow to Buyer Profiles • For each of Maslow’s 5 levels, let’s build some profiles. Let’s take a client profile and a product. Can we derive a possible motive for the customer’s desire to purchase such a product or service. Explain your answer • Basic • Security • Social • Esteem • Self-Actualization Format for answer Customer: _________________________ Product or Service: _________________________ Maslow psychological need and motive for purchase: __________________________ Explanation: _________________________ Mondule 5: sales representation

24. Asking Qualifying Questions Types • Open • Closed • Directed • Alternatives (Choices) Module 5: sales representation

25. Open Module 5: types of questions • Benefits • Offers open dialog and thereby permits better determination of needs and motives for client purchase • Requires active participation in the conversation, by the customer • When are they useful? • When you need a lot of information and it’s not practical to ask a multitude of closed questions • Examples • What does the bathroom of your dreams look like? • Why are you considering a new game console? • Why do you need this type of stroller? • Resulting Answer Types • Longer more complete answers that enable customer to more fully express themselves and, therefore, provide you with maximum information

26. Closed Module 5: types of questions • Examples • Do you often eat home fries? • How many dogs do you have? • Do you like the color pink? • Resulting Answer Types • Short answers, only a few words • Benefits • Require a response but no room to expand • Alternatively utilized with other types of questions • When are they useful? • When you need specific information

27. Directed Module 5: types of questions • Benefits • Answers are virtually included in the questions • They exert influence and suggest a response • When are they useful? • When you want to insist on a particular aspect • Limit objections • Dictate a thought • Examples • The price is right, isn’t it? • Do you agree with me that an in-ground pool would add value to your home? • Resulting Answer Types • “Forced” answers that may or may not reflect customer’s true thoughts

28. Alternatives (Choices) Module 5: types of questions • Examples • Will you take 50 or 100 copies? • Do you prefer manual or automatic transmission? • Would you like the technician to come in the morning or the afternoon? • Resulting Answer Types • Shorter answers, providing customer with feeling that they are the ones deciding and in control • Benefits • Funnel choices down to two • Can be open or closed types • When are they useful? • When you want to bring customer to a close