Slides developed by Kenneth for a sales team from a FMCG company

2.  Pre-call Preparation
 Prospecting
 The Approach
 Problem Recognition
 Presentation
 Handling Objections
 Closing
 Building Relationships
Buyer Seller
Interaction
WRITE DOWN THE STEPS

3.  Pre-call Preparation
 Prospecting
 The Approach
 Problem Recognition
 Presentation
 Handling Objections
 Closing
 Building Relationships
SITUATION RESPONSE
BUYING FORMULA
BEHAVIOURAL EQUATION
AIDAS
Theories of Selling

5.  Trial Close
 “ Do you have any other questions?”
 “Where shall we go from now?”
 “Shall I go to the commercial aspects?”
 “What is your opinion on this?”

6.  Prospecting
 Handling Objections
 Closing

7. Prospecting :
The process of determining the organizations and
individuals that will most likely purchase your
products
Prospect :
A potential customer that meets the
qualification criteria established by your
company.

8. Prospecting is not segmenting
Exercise
What is the segment for mid range car?

9.  You are the salesman in a Maruti car dealership.
 There is a special scheme for an exchange offer.
 How to find prospects ?

10. Salesman
Mr.Sharma
Interested?
Yes
No
Yes
No
Has
Resources?
Has
Power?
Yes No
Customer
MAD (Money, Authority and desire
SMART

11. Hot Prospect = My + Ay + Dy ?
OR
Hot Prospect = My x Ay x Dy ?

12.  Baleno
 Esteem
 Zen Estillo
 Maruti 800
 Maruti Omni
 Alto
 Wagon R
 Swift
Two families – Husband & Wife + 2 teenaged offsprings
Husband & Wife + 2 teenaged offsprings
Income both above Rs.7.00 pa
Second case both husband and wife work
Family Income is Rs. 12.00 lakhs
First case wants finance option.
Second case is cash upfront
First case car for all purposes
Second case only home - office
First case – car for family
Second case – additional car for the wife

13. Qualified
Prospects
Sales
Leads
Screening
Procedures for
Qualifying Leads
Define & Search Qualify/Fitment

14.  Every salesperson must cope with customer
attrition
 Customers move, firms go out of
business, sales lost to competition…
 Average company may lose 15-20% of
customer base every year.

15.  Cold Canvassing
 Referrals
 Direct Mail / Telemarketing
 Centre of Influence
 Trade Shows / Demonstrations

16.  High Hit Rate ( Relative )
 Road Shows v/s Cold Calling
 Short Cycle Time
 Telemarketing

17.  MAD +
 Can the lead be approached favorably?
 Is the lead eligible to buy?

18.  Company ‘X’ wants to buy computers
 Computers cut costs
 Cost cutting is a competitive advantage.
 Competitive Advantage gives leadership
What is being purchased by company “X” ?
Computers or Leadership ?

19.  What
 Opposition or resistance to information or the
salesperson’s request
 When
 Can occur anytime sales call
 Need to quickly determine what to do

20.  Practical
 Price
 Product
 Delivery
 No Need
 Source
 Psychological
 Resistance to spending money ( I am OK without your
product)
 Resistance to domination ( you can’t tell me what’s good for
me)
 Predetermined beliefs ( PSU are bad)
 Negative image of sales people ( They are all cheats )
 Hate making decisions ( Risk Averse )

21.  Direct Denial
 Indirect Denial
 Compensation
 Third Party
 Boomerang
 Forestalling
 Questioning
Incorrect Information
Genuine Objections
Incorrect Info / Alibi

22.  Direct Denial
 “Absolutely no. We never do that.
 Indirect Denial
 “I can understand why you feel that way. Given the
circumstances it was the best price we gave to any
customer. Nobody got the price that we gave you.”
“You overcharged us last time.”

24.  Compensation
 Yes, but the facility to control brightness through remote is
excellent. Traditional switches do not give that.
 Third Party
 Oakland University has 100 modules installed in their
buildings. They also had similar doubts.
 Boomerang
 Deliberately designed that way. So that strangers do not
tinker around with it.
 Forestalling
 See the switch requires training to operate which is an
advantage / which is a weakness.
 Questioning
 What do you exactly mean by user friendliness sir ?

25.  Procrastinating Objectives
 I’ll think about it
 I’ll talk to other sales reps
 Hidden Objectives
 Your product is not exactly what we are looking for
 Your service is pathetic (avoid conflict)

26.  Direct Question
 “Would you be interested in “X” or “Y”
 Non-Directive Question
 What, When, How, Why, Who, Where etc
 What exactly are you looking in a light switch sir ?
 Rephrasing Question
 You are saying that price is very important to you. Right sir ?
 Redirect Question
 Would you not agree that facility to control brightness is
important?

27.  Need Objection
 Product Objection
 Price Objection
 Time Objection
 Source Objection

28.  It is possible to categorize objections.
 Same objections from customer to customer
 If after the call it is analyzed
 What were the objections?
 How were they handled ?
 What happened ?
 It is possible to be prepared for objections

29.  Direct Close
 Alternative Close
 Conditional Close
 Summary Close
 Assumption Close ( my recent experience)
 Concession Close
 Probability Close
 Emotional Close