Selling Skills Outlines

Chapter 1: Sales Management vs. Personal Selling

- What is Professional Selling?
- The Golden Rule of Personal Selling
- Distinction between Traditional & Personal Selling
- The Evolution of Personal Selling
- Types of Selling Task
- Passion of Selling
- Effective way of Selling
Chapter 2: Personal Selling
- Sales Career
- Why Choose a Sales Career
- Types of Sales Job
- Order takers and Order Getters
- Is the sales career suitable for you?
- Qualities of Successful Salesperson
- How does the Sales Job differ from others?
Chapter 3: Relationship Marketing
- Relationship Marketing
- CRM Customer Relationship Management
- Personal selling builds relationship
- Comparing Advertising against personal selling
- Salespeople provide service
- Relationship Marketing & Sales Force
- Levels of relationship marketing
- Key Features of Partnering
- Criteria for Successful Partnership
- Consultative Selling (CS)
- Needs of Consultative Selling
- Types of Consultative Selling Roles
- Relationship Gap
- Role of Technology and Information in Relationship Selling
- E-Selling and problems
Chapter 4: The Psychology of Selling
- The Psychological Influences on Consumer Buying
- Black Box Approach
- Consumer Buying Behavior

The Types of Needs

Hierarchy of Personal Needs
Awareness of Needs
Buyer Decision making approaches
FAB Selling Techniques
Matching The buyers needs to the products benefit
Why Salesperson should emphasize on benefits?
How to determine important buying needs?
Common psychological needs
L-O-C-A-T-E Role

Using Trial Close

Personality and Decision Making of the Buyer
The Buyer Perception
Selective Retention
How do customers buy?
Source of Customers information
How does customer use information?
Customer evaluation process
Post purchase evaluation
Examples of Cognitive Dissonance
FAB and Customer Choice
Presentation styles
Buyers Personality Style

Chapter 5: Communication for Relationship Building

- The Process of Two way Communication
- Process of Communication in sales
- Types of Communication Channels
- Research Face to face Communication
- Elements of Vocals Communication
- Salesperson Buyer Communication
- Non Verbal Communication
- Four major Non Verbal Communication
- Concept of Space
- Territorial Space
- Intimate Space
- Personal Space
- Social Space
- Public Space
- Communication through appearance and handshake
- Body Language Non-Verbal Communication

How to handle Caution and disagreement signals

Body Guidelines
Barriers to Communication
Persuasive Communication
Persuasive Presentation Strategy

Chapter 6: Sales Knowledge

- Sources of Sales Knowledge
- On Job Sales Experience
- Knowledge builds Relationship
- Why do salespeople have to acquire Sales Knowledge?
- Know your customer
- Know your company
- Product Knowledge
- Knowing your Resellers
- Advertising Aids Salesperson
- Advertising
- How is advertising handled in a company?
- Types of Advertising
- Industrial Advertising
- Direct mail Advertising
- Why do businesses engage in advertising?
- Sales Promotion
- Sales Promotional Techniques
- Consumer Sales Promotion Techniques
- Trade Sales Promotion Techniques
- Product Pricing
- Efficient & Effective Price
- Business Environment
- Selling Process
Chapter 7: Prospecting
- MAD
- Prospect Mental Steps
- Sourcing for Prospects
- External Sources
- Internal Sources
- Personal Contract Sources
- Strategic Prospecting
- Prospecting Plan
- Prospecting Guidelines
- Using Referral in Prospecting Method

The Prospect Pool

The Referral Cycle
The Preapproach
Sales Presentation
Service and Follow Up
The Reluctance Cost
Sales Interview
Sales Appointment
Telephone Appointment
Telephone tactics to get an appointment
Making an appointment in person

Chapter 8: Sales Call Planning

- Key Terms
- Mutually Beneficial Agreements
- The Customer Relationship Model
- Reasons for Sales call Planning
- Elements of Sales Call Planning
- The Sales Call Objective
- The Pre Call Objective
- SMART Call Objective
- Developing the Customer Profile
- The Sales Presentation
Chapter 9: Sales Presentation, Negotiation and Sales Approach
- What is a Sales Presentation?
- Sales Presentations Objective
- Method or Approach to effective Sales Presentation
- Sales Presentation Strategy
- Sales Presentation Methods
- Memorized Sales Presentation
- Canned Sales Presentation
- The Advantages and Disadvantages of Sales Presentation Methods
- The Formula Presentation
- The Need- Satisfaction Presentation Method
- The Problem-Solution Presentation Method
- The Six Steps in Problem Solution Presentation
- NEGOTIATION
- Effective Negotiation
- Negotiation Approach
- Negotiation process
- PHASE 1: BEFORE THE NEGOTIATION

PHASE 2: DURING THE NEGOTIATION

PHASE 3: AFTER THE NEGOTIATION
THE SALES APPROACH
Telephone Contact
The Social Contact
The Business Contact
THE PURPOSE OF THE PRESENTATION
Is the customer actually buying your product?
The five purpose of the presentation
Three essential steps within the presentation
Sell Sequence Technique
THE SALES PRESENTATION MIX
Persuasive communication

Participation

Proof

Visual Aids

Dramatization

Demonstration
THE IDEAL PRESENTATION

Chapter 10: Sales Objection

- Why Sales Objection should be welcomed?
- WHY DO PROSPECTS RAISE OBJECTIONS?
- How to overcome objections
- Sales Objection: The next course of action
- THE POINTS TO CONSIDER IN MEETING OBJECTIONS
- Plan for Objections
- Handle Objections as they arise
- Major or Minor Objections
- Practical and Psychological Objection
- TYPES OF OBJECTIONS
- TECHNIQUES FOR HANDLING OBJECTIONS
- AFTER MEETING THE OBJECTION WHAT IS THE NEXT STEP?
- Trial Close
- Tips to overcome objections
Chapter 11: Closing the Sale
- When Should I Ask To Close The Sale?

Detecting Buying Signals

Qualities of a Good Sale Closer
CLOSING UNDER ANGER OF THE PROSPECT OR BUYER
DIFFICULTY IN CLOSING SALES
ESSENTIAL OF CLOSING SALES
SALES CLOSING TECHNIQUES
THE BUSINESS PROPOSITION AND THE CLOSE
USE VISUAL AID TO CLOSE

Chapter 12: Service and Customer Retention

- THE FOLLOW UP AND THE IMPORTANCE OF SERVICES
- Building long term business relationship
- RELATIONSHIP MARKETING (RM) AND CUSTOMER RETENTION
- THE PRODUCT AND ITS SERVICE PARTS
- WHAT IS CUSTOMER SERVICE
- CUSTOMER SATISFACTION AND RETENTION
- Account Penetration
- THE VALUE OF CUSTOMER RETENTION
- Customer Retention Strategies
- Types of Complaining Customers
- Handling Customer Complaints
- Customer Complaint Procedure
Chapter 13: Ethical and Legal Issues in Selling
- What is Ethics?
- WHAT IS ETHICAL BEHAVIOR?
- ETHICS IN DEALING WITH SALESPEOPLE
- Five ethical consideration sales managers face
- Level of pressure
- Decisions affecting territory
- What is Employee Rights?
- SALESPEOPLE ETHICS IN THE ORGANIZATION
- ETHICS IN DEALING WITH CUSTOMERS
- Sales Restrictions and Cooling off period
- Careful Selection of Leaders
- Establish Control Systems