MODULE ON

BASICS OF EFFECTIVE
SELLING

OBJECTIVES

To understand the preparations for a sale

To know how to conduct a sale

To learn how to follow through on the sale

PROGRAM OUTLINE

SESSION 1

PREPARE
to
Sell

SESSION 2

CONDUCT
the
Sale

SESSION 3

FOLLOW
THROUGH
on the Sale

Know your customer

Set the call
Structure a longand your business.
objectives.
term relationship.
Know your product.
Initiate contact.
Plan for more
Develop qualified leads. Present the message. business.
Prepare yourself.
Close the sale.

ASSESSING YOUR SELLING SKILLS

Rate your selling skills to help you identify opportunities
for improvement.

Place a check mark in the appropriate box following

each statement.
If you identify areas for improvement, make a note to
practice that skill.
Very Good = You are satisfied with your present level of skill.

Adequate = Although you are not totally satisfied with your skill
level, you can get by.
Needs Improvement = You are not satisfied with your skill in this area and
want to improve.

ASSESSING YOUR SELLING SKILLS

Communication:
1.I listen to my customers and ask follow-up
questions to find more information about their
needs.
2. I project confidence and a professional attitude
when working with my customers.
3. I am able to discuss my product using key
words, and information in the industry.
4. I carefully gage the requests of my customers
and match my product to their needs.
5. I ask open-ended questions to solicit more
information from my customers. Then I listen.

Very
good

Adequate

Needs
Improve
ment

ASSESSING YOUR SELLING SKILLS

Communication:
6. I ask questions that encourage the customer to
respond with a "yes".
7. I use correct grammar, words, and voice
inflection to present my product
8. I know how to field objections. In fact
objections are signs that customer is considering
my product.
9. I have a clear picture of my product's features
and benefits and I know how I will promote them.
10. I have developed a compelling presentation
for my product

Very
good

Adequate

Needs
Improve
ment

ASSESSING YOUR SELLING SKILLS

Communication:
11. I carefully monitor the subtle aspects of my
professional image: car, briefcase, shoes, watch,
clothing
12. I am alert to nonverbal clues form my
customers: fidgeting, smiling, yawning, blinking,
nodding.
13. I keep accurate records of my customers:
their favorite items, personal information, buying
schedules, and satisfaction level
14. My goal in every sale is to negotiate a win/win
solution

Very
good

Adequate

Needs
Improve
ment

ASSESSING YOUR SELLING SKILLS

Strengths:

Areas to Improve:

Image:

Image:

Product Knowledge:

Product Knowledge:

Communication:

Communication:

Selling:

Selling:

ACTIVITY

INTRODUCTORY THOUGHT
From the colorful bazaars in India to
the corporate towers in New York,
goods and services are being
exchanged.

Sales people introduce, highlight, and

entice the buyers.
Its an exciting business to be in!

PREPARE TO SELL

Professional selling is an exacting process that requires years

of training and experience.
It is an art which combines communications skills with product
knowledge and business discipline.
A solid plan of action will set the stage for your success.

PREPARE TO SELL

In order to prepare to sell, it is important to:

Tip #1: Know your customer and your business.
Tip #2: Know your product.
Tip #3: Develop qualified leads.
Tip #4: Prepare yourself.

KNOW YOUR CUSTOMER & YOUR

BUSINESS
TIP

1
Your business exists to serve your customer.

It was created because customers need something

that your organizations founders want to provide.
You must know both your customer and your business
well in order to provide focus and drive for your sales
efforts.

KNOW YOUR CUSTOMER & YOUR

BUSINESS
TIP

1
The critical pieces are to:
Appreciate the business mission and purpose.
Know your customer.
Understand what marketing support is available.

APPRECIATE THE BUSINESS MISSION &

PURPOSE.
Tip #1

Learn your companys mission and the purpose.

It will serve as a framework for your sales efforts.
This will allow you to focus on the right audience.

PREPARATION WORKSHEET: SECTION

I

Tip #1

Section I: Mission and Purpose of the Organization

___________________________________________________________
___________________________________________________________
___________________________________________________________

___________________________________________________________
___________________________________________________________

KNOW YOUR CUSTOMER

Tip #1

What comes first, a clear understanding of the product, or a

clear vision of the customer?
A product that is developed without a clearly defined
customer base cannot be marketed.
Identifying a customer base with a need, and attempting to
meet the need is a selling nightmare.

KNOW YOUR CUSTOMER

Tip #1

Remember, for marketing you need to

know about the broad base of
customers in general demographic
terms.
And for selling, you need to know
about a given customer in specific
terms.

PREPARATION WORKSHEET: SECTION

II

Tip #1

Section II: Typical Customer Profile

___________________________________________________________
___________________________________________________________
___________________________________________________________

___________________________________________________________
___________________________________________________________

UNDERSTAND WHAT MARKETING SUPPORT IS

AVAILABLE
Tip #1

The marketing activity supports the sales effort within an

organization, and your sales approach must integrate with
what marketing has defined and developed.
This is an ongoing collaborative effort in the organization.

ASSESSING YOUR MARKETING SUPPORT

WORKSHEET
Tip #1

1. What are the elements of the current advertising program?

2. What do the ads say?

3. What promotional literature is available to you?

4. What is the pricing strategy?

ASSESSING YOUR MARKETING SUPPORT

WORKSHEET
Tip #1

5. Is there a public relations activity?

6. Does the organization has strategic alliances with other entities?

7. Is a direct mail or telemarketing campaign being employed to reach

prospective customers?

8. What company features and benefits are being emphasized at trade shows?

PREPARATION WORKSHEET: SECTION

III

Tip #1

Section III: Marketing Strategy Summary

___________________________________________________________
___________________________________________________________
___________________________________________________________

___________________________________________________________
___________________________________________________________

KNOW YOUR PRODUCT

TIP

Every product has a unique combination of

features and benefits.
Understanding these features and benefits is one
of the critical keys to effective selling.

For each product, you need to:

Determine features.
Emphasize benefits.
Know your competition

DETERMINE FEATURES
Tip #2

Every product has features.

Features are those attributes or capabilities that a product

or service has that can be objectively identified.
For example, everyone who sees a shoe would describe it
as having a particular color, a heel of some kind (or not),
being made of a certain material, and so forth.

PRODUCT FEATURES AND BENEFITS

WORKSHEET
Tip #2

___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________
___________________________________________________________

EMPHASIZE THE BENEFITS

Tip #2

A products benefits are the perceived

value that the customer would associate
with the features.
By listing the features you are mapping
out a strategic plan for selling your
product.
The completed Product Features and
Benefits Worksheet becomes a key sales
tool.

PREPARATION WORKSHEET: SECTION

IV

Tip #2

Section IV: Features and Benefits Summary

Key Features

Benefits

1. ____________________________

__________________________

2. ____________________________

__________________________

3. ____________________________

__________________________

4. ____________________________

__________________________

5. ____________________________

__________________________

6. ____________________________

__________________________

7. ____________________________

__________________________

8. ____________________________

__________________________

KNOW YOUR COMPETITION

Tip #2

With all those benefits that youve listed, you should

now be able to promote your product with ease, right?

What if theres a competing product as yours?

You wont know unless you are well-informed about your
competition.

COMPETITIVE ANALYSIS
WORKSHEET
Tip #2

DIRECT COMPETITON
These companies offer exact or similar product to your direct customers

Company
Name
Address
Zip
Phone
Fax
URL
Email
Important satellite
offices

Product Summary

Pricing

Differences

COMPETITIVE ANALYSIS
WORKSHEET
Tip #2

INDIRECT COMPETITON
These companies offer somewhat similar product and may take some of your
customer market share

Company
Name
Address
Zip
Phone
Fax
URL
Email
Important satellite
offices

Product Summary

Pricing

Differences

COMPETITIVE ANALYSIS
WORKSHEET
Tip #2

INFLUENCERS
Associations in the industry that influence who does business & how it is done

Company
Name
Address
Zip
Phone
Fax
URL
Email
Important satellite offices

Product Summary

Pricing

Differences

PREPARATION WORKSHEET:

SECTION V

Tip #2

Section V: Competitive Analysis Summary

Competitor

Differentiating Features and Benefits

1. ____________________________

__________________________

2. ____________________________

__________________________

3. ____________________________

__________________________

4. ____________________________

__________________________

5. ____________________________

__________________________

6. ____________________________

__________________________

7. ____________________________

__________________________

DEVELOP QUALIFIED LEADS

TIP

3
The next step in the sales process is to decide where
you should concentrate your energy.
You want to make the maximum number of sales with
the least expense in terms of both time and money.
To create a list of qualified leads:
Develop a qualifying checklist.
Carry out the qualifying process.

DEVELOP A QUALIFYING CHECKLIST

Tip #3

Initially you looked at what types of companies or

organizations have the ability to buy your product.

Now you must develop the criteria on which you will base
your decisions about who are really your potential customers.

DEVELOP A QUALIFYING CHECKLIST

Tip #3

This way you know where to spend your time and efforts
a process known as qualifying.
Using these criteria, you will identify those organizations
who are most likely to buy your product in the near future.
These people are called your qualified leads.

QUALIFYING CHECKLIST
Tip #3

Statement
1. Does the customer have a need that is considered by the
customer to be critical?
2. Is funding available now?
3. Does the customer have the ability to apply (implement) the
product or service effectively?

4. Is the buyers time frame clearly understood?

5. Do you have access to the ultimate decision maker?
6. Is there strong competition (either for or against the product)?

Yes

No

CARRY OUT THE QUALIFYING PROCESS

Tip #3

Now you need to use the Qualifying Checklist to actually

contact your potential customers.
These people will become your Qualified Lead Roster.
You will repeat this process for every lead that you uncover.

PREPARE YOURSELF
TIP

4
In the previous tips we have focused on the external
demands and elements of the sale.
Now we will focus on your specific talents.
Image and presentation are both sales tools.
When you emphasize these elements you will magnify
your sales.

PREPARE YOURSELF
TIP

4
To prepare yourself, you need to:

Understand the length of the sales cycle.

Present a professional image.
Know your strengths and weaknesses.
Develop an effective presentation.

UNDERSTAND THE LENGTH OF THE

SALES CYCLE
Tip #4

The sales cycle time is how long it takes to make a sale from
the initial contact, through the presentation and to the close.

The sales cycle can be as short as a few minutes or as long as

6-9 months or even more.
More people involved in a decision, the longer the sales cycle;
and the longer the sales cycle, the more important each sale is.

PRESENT A PROFESSIONAL IMAGE

Tip #4

Your image is one of your most

effective sales tools.
Your credibility and judgement are
projected by your professional image.
Carefully gauge the situation, the
client, and the location when you are
deciding on your clothing.

KNOW YOUR STRENGTHS AND WEAKNESSES

Tip #4

Do you tell good jokes, build rapport easily,

command respect, explain details?
The clue here is to know what we have and
dont have.
You cannot be all things to all people, so
focus on the talents & skills you possess.

DEVELOP AN EFFECTIVE PRESENTATION

Tip #4

Each person learns and listens differently.

As you talk to your customers, notice how each person has a
dominant way of assessing his or her world.
some people are visual, they learn by looking at examples and
pictures of your product;
others are audio, they learn by listening to you talk about your
product;
and still others need to actually use the product to know if they want
to buy it.

DEVELOP AN EFFECTIVE
PRESENTATION
Tip #4

To sell your product, your job is to incorporate each of these

elements into your sales presentation.
The Sales Presentation Checklist will design the right
script and presentation for your products and audience.

SALES PRESENTATION CHECKLIST

Does my equipment look good and is it in good
working order?
The equipment I will need is:

Checked?

Yes

No

Projector

Will I need supporting materials or equipment?

The supporting equipment I will need is:

Checked?

Yes
Space/room

Electrical outlets
Tables
Chairs
Other?

No

SALES PRESENTATION CHECKLIST

Will I need printed documents?
The printed documents I will need are:
1.
2.
If I am driving my car, is it clean and is the gas tank
full?
Have I minimized any interruptions that may occur?

Is the presentation space clean?

Are the seats arranged appropriately?
Other requirements:

Ready?

S U M M A R Y of SESSION 1
Mentally and logistically preparing to sell is crucial in setting you up for
success.

Attention to this part of the sales process creates a firm foundation on

which you will continue to build.
You have learned how to prepare to sell.
You will be sure to:

Tip #1: Know your customer and your business.

Tip #2: Know your product.

Tip #3: Develop qualified leads.

Tip #4: Prepare yourself.
Now that you are prepared, it is time to make a sale.

QUIZ #1: YOUR UNDERSTANDING OF

SESSION 1
Statement
1. Every business exists to serve its customers.
2. In order to sell effectively, you should determine your product
benefits before you determine the features.
3. A Competitive Analysis will help you to determine how your
product's features and benefits are positioned in the marketplace.
4. The companies and people who are most likely to buy are
called "exceptional leads.
5. The three different methods by which people learn, and by
which they should be taught about your product, are the auditory
(telling about your product), the visual (showing your product),
and the physical (demonstrating your product).

True/ False

KEY : QUIZ #1:

Q.No

Key

Description

TRUE:

Surprisingly as we go about our selling activities we may lose

sight of this simple truth.

FALSE

You should determine the features of your product before you

determine how they benefit (meet the specific needs of) your
customer.

TRUE

The Competitive Analysis studies the unique features and

benefits of your product and compares them to your competitors.

FALSE

The name for these types of people is "qualified leads" because

you have qualified their desire and ability to purchase your
product.

TRUE

When you present your product, it is best to find ways to use

these three modes of communication and learning.