SELLING SKILLS AND

SELLING STRATEGIES
MODULE - 2
 SELLING SITUATIONS

Ê " " ² take it or leave it

Ê 5 5 ² sales technique oriented (personality and
product)
Ê "
² people oriented (personal bond)
Ê

² problem solving oriented
Ê
" - push the product oriented (pressure selling)
Ê X axis ² concern for sale
Ê Y axis ² concern for customers
  
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 SELLING SKILLS

" ommunication skills

2 Listening skills
3 onflict management and resolution skills
4 roblem solving skills
5 egotiation skills
 "
OMMUNI
ATION SKILLS

Ê mrust between buyer and seller is essential and it depends

on

Ê mruth of words communicated by the salesperson

Ê redictability of action

Ê ompetency (ability knowledge resources)

Ê Empathy

Ê Likeability
"
OMMUNI
ATION SKILLS
ONTD«

Ê mhe communication rocess

Ê Managing Body Language
Ê ersonal appearance
Ê osture
Ê Gestures
Ê Facial expression
Ê Eye contact
Ê Space distancing (personal space)
  LISTENING SKILLS

Ê Listening is an active search of meaning in the

message received
  LISTENING SKILLS

Ê rocess of listening
Ê Attention

Ê Interpretation

Ê Remembrance

Ê Evaluations

Ê Response action
  LISTENING SKILLS

Ê Levels of listening
Ê Feedback

Ê araphrasing

Ê larifications

Ê Empathetic listening

Ê Active listening
  LISTENING SKILLS

Ê Barriers to listening

Ê Listening defensively

Ê self centeredness

Ê Selective listening

Ê Etc

ONFLI
T MANAGEMENT SKILLS

Ê Due to boundary spanning nature and conflict of

interest in sales job conflicts are common

Ê erceived threats could be real or imaginary


ONFLI
T MANAGEMENT SKILLS

Ê onflicts can be classified into

Ê Functional conflicts ² supports the goals of the group and improves

its performance

Ê Dysfunctional conflicts ² it hiders the group performance

Ê mask conflicts ² disputes over the content and goals of the work

Ê Relationship conflicts ² issues based on interpersonal relationships

Ê rocess conflicts ² fight over how work gets done

 
ONFLI
T MANAGEMENT

ONTD«
MODELS OF
ONFLI
TS
Ê Dollard and Millar Model

Ê Kinds of conflict

Ê Approach-approach ² both options for resolving a situations are

attractive but mutually exclusive

Ê Approach-avoidance ² when a person wants a outcome but must

not have it for equally compelling reason

Ê Avoidance-avoidance ² one dislikes all the options equally but has

to decide on one of them
 
ONFLI
T MANAGEMENT

ONTD«
MODELS OF
ONFLI
TS
Ê Rummel·s Model

Ê omponents of conflict are-

Ê onflict structure ² interests that have tendency to oppose each

other

Ê onflict situations ² when opposite interests attitudes or powers

are activated

Ê Manifest conflict ² it means specific behaviour or action by one

party
 
ONFLI
T MANAGEMENT

ONTD«

Ê omponents of conflict

Ê Interests ² what motivates people

Ê Emotions ² feelings
Ê Values
 
ONFLI
T MANAGEMENT

ONTD«
Ê mhe conflict resolution process ²

Ê otential opposition or incompatibility

Ê ognition and personalization

Ê Intentions

Ê Behaviour

Ê outcome
 
ONFLI
T MANAGEMENT

ONTD«
Ê Methods of onflict Resolution (intention)
Ê ompeting ² each party pursues his own interests
regardless of the impact on the other party
Ê ollaborating ² both parties in a conflict try to satisfy
fully the concerns of both parties
Ê Avoiding ² one party withdraws from the conflict
Ê Accommodating ² one party agrees to place the
opponent·s interests above its own
Ê ompromising ² both the parties agree to give up
something
 
ONFLI
T MANAGEMENT

ONTD«
Ê adar and modd identified following eight
procedures usually used to handle conflict ²

Ê 

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  NEGOTIATION SKILLS

Ê Successful negotiation always ends in win-win

situation
Ê egotiations involve bargaining
Ê Bargaining means an activity which involves the
presentation of demands or proposals by one party
and evaluation of those by the other followed by
concessions and counter-proposals
 NEGOTIATION SKILLS
ONTD«

Ê Situation and miming for egotiations should be

appropriate
Ê Formulate a Bargaining Strategy
Ê Strategy of principled negotiations
Ê Separate the people from the problem
Ê Focus on interests not on positions mhe common
sources of difference between the two parties are ²
Ê Risk
Ê miming
Ê erceptions
Ê Marginal value
 NEGOTIATION SKILLS
ONTD«

Ê Invent options for mutual gains

Ê Insist on objective criteria
Ê mhe selling process ² understand the process of selling and
place of negotiations in closing the sale
 AIM OF NEGOTIATIONS

Ê mhe purpose of a negotiation is to produce

better results than one would have got without
negotiating

Ê mhe result is known as Best Alternative mo a egotiated

Agreement (BAmA)

Ê BAmA is the standard of comparison that can protect

the sales person from accepting unfavourable terms
and rejecting favourable terms
 NEGOTIATION TA
TI
S

" Acting crazy 7 Escalation

2 Auctioning 8 mhe well is dry
3 mhe good guy-bad
 Limited authority
guy routine " hipsaw/ auction
4 Big pot "" Divide and conquer
5 Budget bogey "2 Reunion
6 Get a prestigious
ally
 NEGOTIATIONS TA
TI
S

"3 Deadline "
 lay the devil·s

"4 Sticks and stones advocate
"5 Get lost / stall for 2 mrial balloon
time 2" Surprises
"6 make it or leave it 22 hat·s the rock
"7 et noodle bottom price
"8 Veiled threat 23 Adversarial
"
 Let·s split the negotiating tactics
difference
 6 PROBLEM SOLVING SKILLS

Ê Sales person·s roles as a problem solver and

consultant to the customer are very important in
high-tech selling and business to business selling
Ê Effective salesperson must develop mindset and
habits which will help them to handle difficult
situation

Ê Be proactive
Ê Begin with an end in mind
Ê ut first things first
Ê mhink win-win
Ê Seek first to understand then to be understood
Ê Synergize
Ê renewal
 PROBLEM SOLVING AND THE
PARADIGM PIONEERS
Ê mhere are various methods to solve the
problems Many thinkers have developed
scientific processes to solve the problem Sales
manager can use HEURISmI or ARADIGM SHIFm
to solve the problem

Ê Effective problem solvers are paradigm

pioneers with a vision and an action plan to
arrive at that goal
 THE PROBLEM SOLVING PRO
ESS

" Define the problem

2 Generate alternative solutions
3 Decide the solution
4 Implement the solution
5 Evaluate the solution
 " DEFINE THE PROBLEM

Ê Identify the problem

Ê Different ways of defining the problem
Ê Find out origin of the problem
Ê Explore the problem
Ê resent- desired state analysis
Ê Dunker·s diagram
Ê Statement and restatement
Ê Evaluate problem statement
  GENERATE SOLUTIONS

Ê roblems in generating various solutions is

mental block

Ê Mental blocks can be of

Ê erceptual blocks
Ê Emotional blocks
Ê ultural blocks
Ê Environmental blocks
Ê Intellectual blocks
Ê Expressive blocks
  DE
IDE THE SOLUTION (
OURSE OF
A
TION)

Ê Logical analysis of each alternative helps in arriving

at a solution
Ê rioritizing the problems
Ê Selecting the best alternative
Ê Decide on successfully implementing the solution
  DE
IDE THE SOLUTION (
OURSE OF
A
TION)
KEPNER AND TREGOE MODEL

  






 
 


 



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THE SELLING PRO
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  PROSPE
TING

Ê rospecting is the process of identifying potential

buyers who have a need for the products and
services offered by the company the ability to pay
for it and the adequate authority to buy it

Ê Sales person should distinguish between prospect

and suspect
  PROSPE
TING
ONTD«

Ê Salesperson identifies three sets of

customers
Ê Lead customers ² need & desire is there but no buying
capacity

Ê rospect customers ² demand for the product & can

get substantial benefit through the acquisition of the
product Salesperson should move up to the higher
level in the decision making process

Ê ualified customers ² are the customers who have the

need & money but need persuasion
  PROSPE
TING
ONTD«

Ê mhe process of prospecting

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  PROSPE
TING
ONTD«

     


" old canvassing 7 Friends and
2 Endless chain acquaintances
customer referral 8 Lists and directories
3 rospect pool
 Direct mail
4 entres of influence " melemarketing
5 on-competing "" mrade shows and
sales force demonstration
6 observation
 PRE-APPROA
H BEFORE SELLING

Ê hecklist for re-approach Information

"hat is size of the business?

2hat product lines do they sell and what markets do they

serve?

3ho are the responsible executives and key personnel in

the company?

4hat are the buying routines and procedures followed in

the client organization?

5ho is the competitor in the competitor segment?

  PRE-APPROA
H BEFORE SELLING

ONTD«
6 Do they have business dealing with your company?

7 From whom are the customer buying now?

8 hat are the levels of volumes possible?

 here when why and by whom will the products

be used?

" hat are the prospects of developing future sales

from the client?
  APPROA
H TO THE
USTOMER

Ê mhis is the first time sales person comes into contact

with the prospect
Ê He has to fix the appointment
Ê hile fixing the appointment salesperson can use
various approach ² referral recommendation
physical elements of the product focus on the
company etc
 6 SALES PRESENTATION

Ê mwo way communication

Ê Sales person try to link the product features with the

customer·s needs

Ê Sales presentation should always be made keeping

level of customer interest in mind
 6 SALES PRESENTATION
ONTD«

Ê rocess of sales presentation

Ê Attracting customer attention
Ê reating interest
Ê Arousing desire and building conviction

Ê Methods of sales presentation

Ê Oral presentation
Ê ritten communication
 6 SALES PRESENTATION
ONTD«

Ê ategories of sales presentation

Ê anned presentation
Ê Organized presentation
Ê mailored presentation
 6 SALES PRESENTATION
ONTD«

Ê ualities sales person should display during

presentation

Ê mangibility
Ê Assurances
Ê Responsiveness
Ê Reliability
Ê Empathy
 u HANDLING
USTOMER
OBJE
TIONS

Ê Objections are the reasons for not buying

Ê Objections halt the selling process

Ê Objections are raised because customer is not

aware of products ability to deliver desired benefits
u HANDLING
USTOMER OBJE
TIONS
ONTD

Ê Methods of handling objections ²

Ê Superior feature method
Ê Yes« but method
Ê Reverse English Method
Ê Indirect denial method
Ê ass out method
Ê omparison method
Ê Direct denial method
Ê Another angle method
Ê arrative method
Ê mestimonial method
Ê uestion or why method
 
LOSING THE SALE

Ê losing the sale is the goal of the selling

process
Ê Method of closing the sale ²
Ê Assumptive close
Ê egative close
Ê aution method
Ê Special induced method
Ê Direct order method
Ê Ownership suggestion method
Ê Emotional method
 - FOLLOW-UP A
TION

Ê Objectives

Ê Generate additional leads from satisfied customers

Ê ross-selling and upselling
Ê Maintain goodwill
Ê After sales service
Ê etc
THANK YOU