Commercial Selling Skils

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 Core Skills

PURPOSE
• Refresher on the Core Skills

OUTCOME
• To understand and experience Core Skills, Features and Benefits,
Question and Listening, Customer Needs and Overcoming Objections.

METHODOLOGY
 Breakouts / presentation
TIMING
• 90 minutes
 Break out session /Séance de travail -1

Discuss in your groups your understanding on what is the role Discutez au sein de vos groupes votre compréhension du rôle et
and Key competencies of a : des compétences clés d’un:

1. TMA : Group 1 1. TMA - Groupe 1

2. SA Sales supervisor : Group 2 2. Superviseur des ventes SA - Groupe 2

* 1 team member to share in * 1 membre de l'équipe à partager en plénière

 COMMERCIAL SELLING SKILLS
Compétences en vente commerciale
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Core skills are critical for success/Les compétences de base sont essentielles au succès

FEATURES & BENEFITS/CARACTÉRISTIQUES ET AVANTAGES

• Link features to Customer benefits/Lier les caractéristiques aux avantages du client

• QUESTIONING & LISTENING/ QUESTIONNEMENT & ECOUTE

• Combine questioning skills with effective listening/Combinez les techniques de questionnement avec une
écoute efficace

OBJECTION HANDLING / GESTION DES OBJECTIONS

• Be prepared for objections/ Soyez prêt pour les objections

CUSTOMER NEEDS/ LES BESOINS DU CONSOMMATEUR

• Identify what the Customer needs
 Break out session/Séance de travail -2

In your groups : (10 minutes)

• Choose a sales situation where you have to sell a MTN service or product to a customer
• Discuss how to illustrate the selling skill in view of the coming call to this customer (each group to choose 1
selling skill
• Share your feedback in plenary

Dans vos groupes: (10 minutes)

• Choisissez une situation de vente dans laquelle vous devez vendre un service ou un produit MTN à un client
• Discutez de la manière d’illustrer la compétence de vente en vue du prochain appel à ce client (chaque groupe
choisit une compétence de vente).
• Partagez vos commentaires en plénière
Core skills are fundamental to selling/ Les compétences de base fondamentales pour
la vente

• Relevant to all Managing Relationships content

and material/ Pertinent pour tout le contenu et le matériel de Gestion des relations

• Relevant to all Customer Facing staff/ Pertinent pour tout le personnel en contact
avec la clientèle

• Progressive in Content/ Progressif dans le contenu

 FEATURES AND BENEFITS

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Breakout
Benefits of a Structured Call & Selling tools

PURPOSE
To identify the features and benefits of a brand

METHODOLOGY Split into groups

• Choose and market brand

• Assume that you now have to sell them

• Identify 5 features of those items

• Create 5 customer benefits for each of the features

• Flipchart your findings

TIMINGS
Nominate 1 person to feedback on behalf of the group
• 10 minutes discussion

• 5 minutes review
Features are only the beginning…

• A feature is a means to an end

– the end is the benefit

• To convert a feature into a benefit, challenge it

by asking "so what?" or "what does it do for me?“

• People don’t buy features

– they buy the benefits those features provide

• Always link a feature to a benefit

Useful link phrases for features
and benefits

FEATURE BENEFIT

Which gives you… So…

Which will give you… So you get…

Therefore… Resulting in…

Leading to… On the other hand…

Enabling you to… Additionally…

Features and benefits key points

• A feature is an intrinsic part of a product

• Convert feature into benefit – "what does it do for me?"

• Connect the feature with the benefit

• The benefit is what the customer wants

• A feature is the source of a benefit

• Contacts buy benefits not features

• A sale can be lost if benefits are poorly explained

 QUESTIONING AND
LISTENING SKILLS

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Breakout
Questioning & Listening

To practice Questioning and Listening

PURPOSE

With a partner
METHODOLOGY
• Sit with you back to your partner

• Ensure that you both have a pen and something to lean on

• Listen to the facilitators instructions

TIMINGS • 5 minutes discussion

• 5 minutes review
Questioning skills

To establish your customer’s needs, you have to

• Ask questions

• Understand how customers make decisions

• 4 main types of questions:

• Open
• Closed
• Probing
• Rhetorical
• 1 technique

Core Skills
To listen effectively, takes energy

Ask yourself

• Are you really listening?

• What is your contact really meaning?

• What are the ‘Non Verbal Communications’?

Done effectively, we will:

• Understand customers needs and motivations

• Identify where we can work together

REMEMBER – YOU HAVE 2 EARS BUT ONLY 1 MOUTH

Questioning and listening skills
key points

• Excellent Sales people have excellent questioning

and listening skills

• Ask yourself:
• “Am I really listening?”
• “Are my questions appropriate?”

• You’ll miss opportunities if you don’t develop

your questioning and listening skills
 OBJECTION HANDLING

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Breakout
Overcoming Objections

To understand what happens when a Customer raises

PURPOSE
an objection

METHODOLOGY In groups

Talk about your experiences when a Customer said NO

• How did you feel?

• What words did you use?

Flipchart your ideas

• 10 minutes discussion
TIMINGS
• 5 minutes review
Objection handling

REMEMBER

• Objections are often based on misunderstandings

• Objections are buying signals

• Most objections have been heard before

- work on best practice responses as a team

• Use K.L.A.R.D.O.C.
Overcoming objections using KLARDOC

KEEP COOL AND CALM

• Keep any sign of anger, annoyance or frustration out of your voice or your actions
LISTEN AND LEARN
 Demonstrate active listening by maintaining eye contact
ACKNOWLEDGE
 Demonstrate empathy . Don’t ignore or brush aside. Don’t Agree!
REFINE AND ISOLATE THE OBJECTION
 Use questioning and listening skills to establish whether an objection is real
 Isolate the objection
DEFINE THE OBJECTION
 State the objection back to the customer and confirm this is what worries them
 “So your concern is that if you site Baileys on optic in place of one of your White Rum optics, you will lose sales on Total
Spirits. Is that right?” Closed question for gaining confirmation
OVERCOME OR OUTWEIGH
 Overcome an objection by demonstrating that the concern is unfounded
 Outweigh an objection when conceding that what the customer says is largely correct, but that the benefits outweigh the
disadvantages
 Don’t repeat what you have already said…the customer has already said No to these points!
Use features, converted into benefits which directly address the objection raised
CLOSE THE SALE
 CUSTOMER NEEDS

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Breakout
Overcoming Objections

PURPOSE • To generate a list of customer needs

Working in 2 group’s
METHODOLOGY  Complete the triangle of customer needs for
Off and On-Trade customers
Think about:
• The customer’s business needs (prioritise)
• The contact’s individual needs
• Discuss

TIMINGS • 10 minutes for triangle

• 5 minutes review
Matching your proposition
to your customer's needs

Customer Your
Needs Benefits
Let’s find out how we can link features and benefits to our customer needs

PROPOSITION

FEATURE Characteristic of plan

CUSTOMER BENEFIT Favourable result

Benefit matches need

CUSTOMER NEED Identified by questions

CUSTOMER
On Trade

Hierarchy of Customer Needs

Example only
Primary Need
Profit

$
Supporting Needs Volume Margin
Value %+cash

POS Stock
Footfall Loyalty availability

Point of Spend per

Sale head Innovation Image/
Awards
Drivers
Clientele Tables Price Incentives

National Solar Umbrella Staff Uniforms

Promotion

Contact Achieve objectives Career Information Family

Features, benefits and needs: key points

• There is a relationship between features, benefits

and customer needs

• To profit from this relationship, convert features

to benefits that satisfy your customer’s needs
Stop and think

Relevance
(concepts, global standards, tools, etc.)

Barriers
(to implementation in your market)

Actions
(what will we / I do differently)
thank you