Salesmanship

Robel Teferedgne
MBA Marketing
BA Business Education
• Purpose of the training

• What does the title mean to You?

* Selling- personal enhancement; expectations
 Objective
of the training
• Change and positive attitude for effective selling
• Explaining the overall frame work of marketing
• Brief explanation of marketing mixes
• Understanding communication
• Getting acquainted with promotional mixes
• Getting the issues of sales management
• Knowing the basics of the selling process
• Value based selling
• Understanding the key for effective selling
through personal enhancement
 Ground Rules
• Participate
• Ask questions
• Work in groups
• Don’t dominate discussions
• Share your experience
• Respect others idea
• Active listening and full engagement
• Switch off your mobile
• Be punctual
 MARKETING
• What is market?
• What is Marketing?
• Marketing Mixes (4 P’s + 3 P’s)
• Promotion?...... Communication……
communication process---- Promotional
Mixes?
• SELLING is a very respected profession
What is the relation between sales and
communication?
Good ads- clip
 WHAT IS Market and MARKETING?

• Market: A set of actual and potential buyers.

• Marketing: Using Exchanges to

Satisfy Needs

• Marketing focuses on discovering and satisfying

consumer needs

• What is the difference between customer and

consumer?
 Marketing mixes
• Product
• Price
• Promotion
• Placement
Service mixes
• People,
• Process and
• Physical Evidence
What does the three indicate?
 People
• Selection, training and motivating of
employees.
• Employees should show competence, caring
attitude, responsiveness, initiative, problem
solving ability and good will.
 Physical evidence
• Ambiance, cleanness, color, sound, smell,
office lay out, furniture selection, dressing
style of people,…

• Showing your business organization vividly

“Kefitfitu Fitu”
 Process
• Developing service standards, efficient
process, fast and reliable service…

What do we have and what do we lack in the

three areas?
What are promotional mixes and IMC/Integrated
Marketing Communication/?
Advertisin Personal Sales
g Selling Promotion

Public Direct
Relation Marketing
The Promotional Mix
Sales bar 0-10
 COMMUNICATION

What is Communication?
 Basic definition

Communication- exchange of ideas

With whom?
Formal and informal communication?
THE COMMUNICATION MODEL
The communications process
 What is feed back?
What is noise?
What is the importance of receiving feed back?
Our communication model might look more like this:
Do we communicate with words only?
 Components of communication

1. Verbal Messages - the words we choose

2. Para verbal Messages - how we say the

words (account for about 38% of what is
perceived and understood by others.
Include the tone, pitch, and pace of our voice

3. Nonverbal Messages - our body language

 Types of NVC

Eye
Gesture Contact
Moveme
nt

Touch Posture
 Facts
Research indicates that
only about seven percent of message is
expressed Verbally,
while facial expressions and posture
account for about 55%,
Vocal intonation and inflection about
38%
• Identify factors that contribute for ineffective
communication?
 Factors that contribute for ineffective
communication

• Difference in perspective
• Difference in Knowledge Level
• Lack of Common Language
• Stereotype and jumping to conclusion
• Strong emotions
• Self Centeredness
• Plain Laziness
• Negative attitude

Stereotype or judging clip

 Effective Communication
Who

the five stars of communication

When
 Learn to look things from the other’s perspective

Discuss the five stars of communication in relation to

sales? Discuss it in pairs /3 min./
 Cont…
Effective Communication . . .
It is two way.
It involves active listening.
It reflects the accountability of
speaker and listener.
It utilizes feedback.
It is free of stress.
It is clear.
 Listening
Talk less, Listen more
Lets learn from nature?????
1. Requires concentration and energy

2. Involves a psychological connection with the speaker

3. Shows a desire and willingness to try and see things

from another's perspective

4. Requires that we suspend judgment and evaluation

How can you hold the attention of your listener?

 Causes of poor listening
Physical Barriers
Barriers not directly under our control include such things as a
noisy a near by vacuum cleaner or inappropriate dress by a
subordinate, etc.
Personal Barriers
Personal barriers to effective listening are created by the
listener.
Example illness, fatigue, and discomfort.
Psychological Barriers
Example detouring
Semantic Barriers
Semantic refers to the meaning of words. Ideas, objects, and
actions can often be referred to by more than one word.
Example: Kill him, not release him.
Kill him not, release him.
There are five key elements of active
listening.

–Pay attention.
–Show that you are listening.
–Provide feedback.
–Defer judgment.
–Respond Appropriately.
Attention grabbing skill video
 Keyes for effective selling

1. Competence
Product knowledge and communication skill
Preparation, capability, Zhoga Shampoo
2. Likability
Proper approach, respect, understanding the client,
communication, confidence, dressing…
3. Luck
Taking advantages on opportunities
every one is a potential buyer
Sales, sale, sale…
 Handle objections
• Herbal shampoo
• Focusing on shampoo/ can go with any
conditioner
• Product feature, benefit, advantage and value
• Receiving feedback
• Selling oneself and having of strong
confidence
 Have positive attitude.

Attitude is everything! If you have bad attitude,

and poor work ethic, it is unlikely that you will
succeed in the competitive world of sales. The
ability to pick yourself up each time you fall
down is the key difference between success
and failure in selling.
 Sales success equation
(Job skill+ selling skill) X personal skill=
successful sales person

brooks
Three sales tip video
 The three I’s that a sales person need to have

Intelligence

Sensitivity,
timing,
friendliness,
warmth and
solid information.
 Integrity

Honesty,
respect,
genuine,
reliability,
Positive attitude,
use time effectively

Attitude is every thing

 Initiative

proactive,
responsive,
reassuring

Motivational -Bank account

Ten qualities needed from an excellent sales
 Professionalism

• Knowledge of marketing and product /Feature, Benefit,

Advantage and Value/
• Negotiation or bargaining skill
• Relationship building
• Communication Skill
• Team work
• Time management
• Attitude

Identify different types of sales people?

FBAV video
 Successful Salesmanship

1. Professionalism ( balanced marketing and

product knowledge + ethical integrity)
2. Communication Ability
3. Knowing the selling process
4. Inner conviction- selling one self – focus, knowing
your capability and calmness
 Six types of sales people
• Deliverer- major task of distributing a product
• Order taker- inside order taker behind the counter
• Missionary-educate customer and build good will
• Technician- sales engineers with high level of technical
knowledge
• Demand creator-use creative method for selling items
• Solution Vendor- solving customer problem
Which type is common in your organization?
Which type do you need for your company? why?
Video –detailing and perfecting…
 The personal selling process
• Prospecting/ Needs discovery- lead
• Classifying Leads
• Pre-call planning/ pre-approach
• Approach/relating- qualifying
• Presentation
• Handling Objections
• Closing
• Follow-up and servicing
 Prospecting:

• Building a prospect (suspect) list

– Direct inquiries
– Directories
– Referrals
– Cold Calling

Where do we get a lead? What should we do in finding a

lead?
 Qualifying Prospects

• Need and want identification

• Buying Authority
• Ability to pay and willingness
• Knowing the buying decision process
• Buying decision types

Product type and sales?

 Pre-call Planning
• What do I want to accomplish?
• What do I know about the prospect?
– Their size, markets, current suppliers, buying routines, personal
information… establishing rapport
• Where can I find information
– company records
– other salespeople
– Customer/ employees
– published information/web
– observation (what’s being delivered/loading dock)
– Mystery shopping
• What am I going to say?
“Failing to plan is planning to fail.”----- preparation is very
important.
 The Approach/Relating

• Gaining access
– Direct personal contact
– Phoning ahead
– Personal letters
– Spying/ mystery shopping
• Establishing detail rapport
– Know your product/know your customer
– Understand your customer
– Reduce tension
– Detail input about the prospect
• propriety, competence, commonality, intent
What is purchase influence?
 Different purchase influencers

Gate
Purchaser
Decider
Buyer
User
Keeper
 Presentation tips
• Engage the prospect
• Use visual aids and tools for interaction
‘telling is not selling’ information----advantage--- ask
question
• Give one piece of information and interact /ask/
• read for at least 30 min. in a day /self
development/
• Be organized and categorize your note in FBAV
 The Presentation: basic selling process
models
• Stimulus-Response presentations
• Need Satisfaction presentations
• Problem-Solutions presentations

What does a sales person need during presentation?

 Stimulus-Response Presentations
• Translate features into benefits
• “Canned” presentations
• Useful when..
– A product is standardized
– or when the benefits are the same for all customers
– inexperienced salespeople/ high turnover
• Ensures a uniform, high-quality presentation

Identify three canned benefits of your company’s one

product or service?
 Need-Satisfaction Presentations
• Discovering & meeting customer needs
• Discovery occurs early in selling process
• Useful when..
– money value of the sale is high enough to justify the time
spent
– Different benefits need to be emphasized for different
customers
• Requires training the sales force to ask the right
questions.
• Most commonly used.
Identify three needs that could satisfy your
customer?
 Problem-Solutions Presentations

• More formal than the need-satisfaction approach

• More team oriented/ technical sales people are
usually involved
• Useful when..
– money value is high enough to justify the expense (or you
get the customer to pay for it)
– Long selling cycles
• Typical for computer systems, earth moving
machines, advertising campaigns,
telecommunications systems, industrial and
agricultural products…
 Handling Objections
• Real objections
• Pseudo-objections
• Anticipate the objections
• Raise the objections
• Focus and address the issues of the prospect
• Focusing on value

What kind of common objections can you think of while presenting your sales?
 Closing

• When to close
• Closing techniques
– alternative choice
– summary close

What other things should you do during closing?

Zig zigler
 Closing the sales
• Be in control
• Follow the prospect through out
• Address the issues of the client
• Bringing the prospect into action or a client
• Provision of contact address if sale is not enforced right
away
• Be enthusiastic /excitement and passion/

• 80% of sales end with out selling: Brian Tracy

Motivational- ant philosophy

 Follow-up

• Supporting the buying decision

• Managing implementation
• Dealing with dissatisfaction
• Enhancing the relationship

What should be done in after sales service and in

creating strong CRM?
 Follow up
• Prospect------ Client-----Account
• “Selling is not the end of marketing.”

• Difference between selling and marketing

concept?
 Follow up
• Reassure the client
• Insure proper delivery as per the agreement
Right time and place

“Loyal customers are the end results of proper follow up”

How can a sales person creates a loyal customer?
 How salespeople spend their time
Face-to-Face Selling Account Service
33% Coordination
16%
Phone Selling
16%

Internal Meetings
Administration 5%
Travel
10%
20%

SOURCE: William A. O’Connell and William Keenan, Jr., “The Shape of Things to Come,”
Sales & Marketing Management, January 1990, pp. 36-41. 63
 VBS /value based selling/
• Cost advantage
• Life time value
• Increasing revenue
• Increasing market share
• Esthetic value
 The value based sales process
I. Opportunity assessment

II. Value discovery

III. Value demonstration

IV. Value delivery

 Opportunity assessment

Potential opportunity identified

Opportunity validation

How can we help?

Is it worth it?

Identify five ways of determining market

opportunities for selling your products?
Buying decision process?

Buying decision types?

Consumer behavioral factors?

 Value discovery
Identify and contact key people
Discovery process

Who do we need to talk with?

What do we need to understand?
What do we know about them /rapport/?

How can we build rapport about our clients?

Chet holms
 Value demonstration
Proposal development
Presentation and/or trial
Negotiation
Closing the sale
• Identify five Factors that contribute for

Effective negotiation
Effective presentation
Handling objections
Effective closing
 Value delivery
Implementation
Measurement
Follow up

How do we deliver and measure our value?

CRM?
Accounts follow up?
Referral, cross selling and cold selling
 Basic principles for selling your product
I. Know your product /F.B.A.V./
II. Believe in your company and yourself
III. Know the influencer in the target Co.
IV. Preparation, effective presentation, closing and
proper follow up
V. Sales force management
VI. Personal development

What are the different issues under sales force

management?
 Important points that a sales person should note

A. Plan your work ahead of time

B. Benefit, feature, value and advantage
C. Try to avoid negative comparison
D. Understand your prospect before approaching
E. Have effective presentation
F. Handle objections smartly
G. Close and follow up
Qualities of effective Sales person
• Self Confidence
Knowledge about the product
Internalizing the product
Belief in one self
Planning or preparation
Proper organization
Self evaluation

What does planning and organizing include?

 Cont…
• Honesty
Providing the truth
Delivering what you know only
• Persistence and hunger
Never give up
Each encounter is new
Each encounter is a learning platform
 Cont…
• Loyalty

To your self
To your company
To your profession
• Responsive
• Reassurance
• Ethical integrity
• Increasing your self concept and self esteem
• Like your self
• Over come fear

What does ethical integrity mean?

 Fear
“ the worst enemy that you should fear is fear
itself.” J.F. Kennedy
Causes of Fear
a. Lack of confidence
b. Lack of preparation
c. Lack of knowledge and experience
d. Lack of balanced opinion about one self
e. Over confidence
f. Failure anticipation
 Get Real

Do not try to impress the prospect or client

overly

The core of communication is expression of one

self in an understandable and appealing way
 Be yourself
“ the best that you can be yourself.”

Likability is the result of genuine self.

What is the difference between ideal, actual and

social self image?
 Confidence can be learned
• “ Confidence is a key to personal success.”
• Lack of confidence results in
Fear
Stress
Tension
Self consciousness
Rapid heart beat
Disorganized thought
Dryness in mouth
Wetness
 Confidence can get the job done
effectively and efficiently
Difference between effectiveness and efficiency?
 Confidence
• Confidence results in
Control

Comfort

Presence of mind to think

Ability to concentrate on your message

Do you want to develop confidence?

 The secret to confidence development

• Taking control of your Metabolism

• Be in control to be effective in what you do.

• Repeat the exercise at home several time and you will see the
change
 Sending good signals
• Proper standing that sends effective signal hits
its target effectively
 Proper standing up position should be

Erect posture
Feet about shoulder width apart
One foot slightly in front of the other
Hands comfortably at your side; fingers relaxed
Head erect
Chin up
Message you send through proper standing
up position
• Erect posture suggest authority
• Feet spread suggest solidity
• One foot forward; suggests embrace and hug
• Hand at side; you look natural and relaxed
• Have an eye contact and reasonable gesture
to show follow up and proper level of
communication
 Clothing
• Clothing sends a signal before you say a word

• Neat, clean, modest and wear what is

comfortable to you.

• Not highly exaggerated

• Try to look similar with your prospect/ for out
going sales people/
 Use your common sense

* nothing you do and wear should not attract

unnecessary attention
* anything noticed about you destroys your
message
* Shabby, unclean and unpleasant look distracts
communication
 A client or prospect should see you as:
• Warm person
• Sincere person
• Open person
• An enthusiastic person
• A trustworthy person
• A positive person
• An understanding person

‘ you are the ambassador of your organization.’

 Do not waste your clients or yours time

• Know all your facts---- state them--- be

punctual----answer any question---ask for the
order---thank your client and go.
What is negotiation and what makes it effective?
 Negotiation
• Negotiation--- to confer with others
(customers, fellow workers, superior…) in
bargaining or trade.
• What to avoid in negotiation
Constant argument
Aggravation
Tantrum
Cheating
 Effective negotiation
• Be logical
• Analytical ability
• Be reasonable
• Common sense
• Listen
• Wait for your turn
‘ successful negotiation has two winners’
 Golden rules of negotiation
• Listen
• Talk relevant issues only
• Avoid past problems
• Talk about the possible
• Avoid the impossible
• Focus on those issues that lend themselves to
early solutions.
• Stick to the agenda items
• Have effective time management
 Cont.
• Be courteous
• Think before talking
• Avoid communicational barriers
• Look towards solution
• Identify the top five personal qualities of a
sales person that you think are critical?
 Open your face
• Open face sends
Warmth
Affection
Love
Motivation
Free engagement
 Smile
• Smile when appropriate and genuine
‘ kefetfetu fitu’

Do not look
• Angry
• Hateful
• oppressive
 Gesture
• Verbal and non verbal communication?

• Open face and gesture create a profound

effect in communication.

• Be open, giving, warm, friendly and loving.

Non verbal communication sends a good message.
 Speak in a quiet, conversational voice

Loud voice is a turn off

Loud is offensive
Give the proper respect (Antuta; our unique
culture)
 Pause
• Pause gives and develops confidence

• It will make you to be effective influencer

• It organizes your thinking

• It gives a chance for clear thought

 Stay calm and reasonable
• Be reasonable

• Be sensible

• Try to be reassuring

• Try to understand the profile of the respondent.

/ argumentative, ill mannered, polite, quite…/
How do you react to different kind of customers?
 Be honest

“Honesty is the best policy”

Tell the truth

If you do not know about a given issue it is
better to keep quite a or say ‘I do not know’
* If a client asks you some thing and you do
not know about it, what would you do?
 Cont.
• Admit, “ I do not know”

• Admit, “ I do not understand”

• Look for some one that has a better

information or try to gather further
information before answering.
 Remember your audience at all times

‘ communication is the result of two people’

* Importance of eye contact

Try to have effective communication

How?
 Ten Skills for effective selling
1. Have positive attitude.

Attitude is everything! If you have bad attitude,

and poor work ethic, it is unlikely that you will
succeed in the competitive world of sales. The
ability to pick yourself up each time you fall
down is the key difference between success
and failure in selling.
 2. Be a good listener
a) Looking at the person’s eyes when you
speak to them.
b) Leaning towards the speaker when he or
she speaks.
c) Asking questions.
d) Sticking to the speaker’s subject and not
interrupting.
 3. Learn to make people feel important

• People, especially clients like to feel

important.

always applaud and sincerely compliment

them whenever possible.
• Use their names as often as possible.
• Pause before you answer a question.
 4. Be likable
Most people will buy from you just because they
like you.
Smile
Respect
Courtesy
Politeness
 5. Treat your client like a friend
• How do you treat your family and friend?

• Would you promote to them something that is

not useful for yourself?

• Be ethical in your dealings.

 6. First impressions are important
• You only get one chance to make a good first
impression, so do not blow it.
• Dress well and make sure that your attire is clean.
• Have a firm handshake and not one like a dead fish.
• Show enthusiasm but do not be over-anxious when
meeting clients.
• Be proud about what you do as profession.
• And do not knock anything or anybody down
especially your competitors
AIDA Model?
 AIDA Model
Attention

Action Interest

Desire
 7. Always ask for the sale
• Some salespeople forget this. They spend
hours with the client and they forget the most
important part-the close.

• Always ask- the worst thing that can say is

“No!”
• Don’t fear fear of rejection and don’t take it
personal
8. Know your Product

Benefit
Values

Feature Advantage
 9. Know the purchase influencer
• Buyer
• Decider
• Gate keeper
• Purchaser
• User
 10. Effective Communication
• Knowing the audience
• Confidence to speak
• Listening
• Strong team work
Characteristics of effective salesperson

•Self confidence
•Modesty

•Sociability
•Honesty

•Persistency
•Determination
courage

Initiative

Loyalty
Enthusiasm

Optimism

Patience
curtsy
Tact
Thank you and good
luck