SELLING:

One of the most challenging professions of the

modern world

Success in selling determines the

fate of an organisation

Success in selling is not some inborn

quality – it is application of certain
skills & development of
commitment and professionalism in
selling
Building Selling Skills
 Buying & Selling

R –Recognition of need O – Opening the Sale

E – Evaluation of option D – Developing the Sale

E – Eliminating doubts P – Proposing a Solution

D – Deciding to Buy E – Eliminating Doubts

C – Closing the Sale
 AIDA
An Hierarchy of Effects

Mental State Sales Step Critical sales task

Curiosity A – Attention Get them excited
Interest I – Interest Estb. needs and wants
Conviction C- Conviction “Whats in it for me?”
Desire D – Desire Overcome their stalls
Action A - Action Alternate choice close
 Selling and buying styles

All customers do not buy in the same way

Purchasing depends on :
buyer’s capability to pay
quantity of purchase
buyer’s ability to take risk
Buyer’s bargaining power
competitive landscape ………

INNOVATORS LAGGARDS

THEORY OF DIFFUSION
 Selling and buying styles

10
People-oriented
9 “I’m the customer’s friend” It’s
the personal bond that leads him
Concern for the customer
Problem-solving-oriented
Consultative – We work towards a
sound purchase decision

8 to purchase from me

7
Sales technique oriented
6 Motivation thru a blended
personality & product emphasis
5

4
Take it or leave it Push the product oriented
3 I take charge of the customer &
I place the product before the
customer & it sells itself as & hard sell him, piling pressure on
2 when it can him to make him buy

1 2 3 4 5 6 7 8 9 10

Concern for sale

 Managing Salespeople

Outcome-based Behaviour-based

•  Rewards results •  Rewards what sales people do

•  No consideration of how they
were achieved
•  Measureable
•  Sales people enjoy autonomy
not only results
•  Managers play a larger role
•  Non-sales priorities matter
•  Used when there is lack of
experience
 The Interactive Selling Process

Approach Discussion Handling Closing

Objections

Recognition Presentation

Prospecting Questioning Offering Resolving Signing

Solutions Doubts the
order
Getting
Interview Listening

Relating
 Selling Skill

Communication
Problem- skills
solving skills

Negotiation
skills Listening skills

Conflict Mgmt. &

resolution skills
 Communication skills

Feedback
Perceived
Intended
message
message

Encoding Decoding
Noise

Received
Sent
message
message
Channel
Communication skills

Sales Communication
• Personal
• Non-personal

Managing body language

• Personal appearance
• Posture
• Gesture
• Facial Expressions
• Eye contact
• Space distancing
 Negotiation Tactics

Sticks & stones

The good guy- bad guy routine
Acting Crazy Trial balloon
Take it or leave it The well is dry
Big pot
Budget bogey
Auctioning
Wet noodle
Surprises

Get lost/stall for time Get a prestigious ally

Divide & conquer

Escalation Limited authority
Veiled threat
Etc Etc etc…..etc…..