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SALES FORCE TRAINING
Introduction: In the period we are living in these years it is highly essential to present our products, specially the new ones in efficient way. Not only show them with in a scientific way, but to use the right, mainly practical part out of that ―know-how‖ to help the customers to say ―yes‖ to our product. It has been said already many times, here again in the following Sales Technique-Course the basis is ―the backbone‖ of our sales and marketing efforts: THE FIELD FORCE
The idea is to intertwine the up-to-date Sales Technique Skills and the equally important interpersonal communication skills. To meet the objective of creating the ideal combination of both aspects, as many sources as we could find have been explored. For the good observers this means that they discover the best parts of professional selling skills and Interpersonal Selling Strategies, Gordon Sales Relationship ideas and some in company developed selling skills materials.
Communication – a human discipline:
Simply ask somebody in the street ―What do you think is communication?‖ and you will see hesitating people, trying to create a definition. Rather seldom you will hear: ―information exchange‖, ―contact absorption‖ or ―mutual understanding‖. Communication-research is something new in science and it is concentrating on interpersonal exchange of information and recognizes communication as a basic social- psychological process. If you ask for the meaning of communication in our world it will be obvious that we can hardly pay enough time on understanding one another. Why? Communication: the main preoccupation in the era of information For some time now our society has been somewhat exaggeratedly referred to as
a society of information. Not only is there a vast amount of knowledge to be learned and digested – new knowledge is constantly flowing in too. And when everything on others
- and therefore also on communication. When does communication regularly breakdown in practice? When the level of information of the person concerned is insufficient, and when, as a result, prejudices mar the conversation and annoy potential associates. Communication: compulsory for team-oriented thinking and handling Whereas in the past, the efficiency of individual professionals was clearly to the fore, today practically all fields have seen a switch from individual work to teamwork. Group project work, self help groups, brainstorming, group competition, teamwork techniques – these are just a few ideas which show how much individualistic brainwork has been replaced by teamwork. True, if a group is poorly put together and badly led, negative factors may quickly arise such as resentment, striving for dominance, rejection, isolation, allegations of failings or
sum of all possible individual contributions – thanks to collective creativity and dynamism. I believe that communication in its optimal form is essential if we are to adopt a positive approach and get the most out of life. Thus it should quickly become clear to you how multifaceted the functions of communication are, and that communication is a demanded mental discipline which must, of course, be based on a solid human foundation. Pre-call Activities: Purpose: F 0B 7 To have skill and confidence in: F 0B 7 Preparing yourself for the target customer(s). F 0B 7 Preparing the right offer, proposal and competitive information for any target customer. F 0B 7 Being able to overview your presentation goal(s).
Key Points:
F 0B 7 Discover and be aware of who is who (customers). F 0B 7 Try to get as clear as possible a picture of customers‘ wishes, needs and buying motives. F 0B 7 How to make my offer and the use of supportive materials. F 0B 7 What I want to achieve per call. F 0B 7 Look back, but above all create presentation goals based on what you think is manageable with each customer in the future.
Background Reading:
Before you go out to practice all the skills you will learn in the next days, it is of high importance to prepare yourself as intensive as you can on each call you make. Prepare before the visit yes… but on what and how?
Who is he?
F 0B 7 Name of the customer F 0B 7 Position, responsibilities (opinion leader; group; committees) F 0B 7 Professional knowledge, prejudices (hobbies, original or generic)
F 0B 7 Have I all the appropriate material? F 0B 7 Are my sales aims or discussion targets clear? F 0B 7 Have I prepared my opening gambit? F 0B 7 Can I find good arguments to counter the possible objections? F 0B 7 Am I feeling well? Everything in order (dress, hair, car, etc.)
Sales Aids:
F 0B 7 Am I informed on all the possibilities I can offer the customer? F 0B 7 Have I brought all (or even a little more than) the documentation needed? F 0B 7 Am I able to or do I want to make concentrate proposals today?
What are my targets? Card Index: F 0B 7 Have I entered my own experiences?
F 0B 7 Are there any data I do not have yet and which I wish to elicit systematically today? Aims of the Visit:
F 0B 7 Have I on the basis of point 1-3 established the possible aims?
F 0B 7 Are these realistic (too high, too low)? F 0B 7 Can I qualify my aims (previous years‘ figures!) F 0B 7 Do I realize why I want to achieve this aim?
Presentation Goals:
- What did I achieve on my last call?
- What did I suggest to the customer to clarify, undertake or try for today‘s visit?
- What products does the customer prefer?
- What problems does the customer have?
- Which products of competitors does the customer use?
- What problems do I want to clear up during my visit?
- What will I suggest to the customer to undertake, clarify or try for my next visit?
Key areas of Sales Approach:
F 0B 7 Research the customer F 0B 7 Research the product F 0B 7 Research the relationship
Opening the Sales Call Statements: Introduction: Generally accepted is the fact, that if you want to be successful in selling ideas, products or anything else you have to get the attention and/or curiosity of the customer as soon as possible during your conversation. It is a matter of seconds, in the beginning, where you immediately have to be clear and directive towards the reason(s) of your being there. As long as you don‘t reach interest in the customer, you won‘t reach any commitment and restarting during a sales call cost you a lot of energy and can be boring or even irritating. The best suggestion is to write down word by word your first one, two, three sentences to be sure of the ―catching start‖. Try it…and change them, as they don‘t seem to have the right effect: Attention, Interest, Open ears and eyes…you know…you can see a lot of signals. Opening the Sales call Statements: Open probes When quickly needs/opportunities are expected.
Purpose statement
A bridge to position your purpose to get to the point immediately.
General benefit statement
Assumed customer problem/need and a general benefit to answer that need.
Call Openi ng
Needs Identification
Needs Satisfaction
Solutions Negotiation
Closing
Planning Follow-up
The Selling- Buying Process:
Intere st Awak ening
Need Recognition
Solutions Search
Solutions Evaluation
Decision
Call Opening
Needs Identification
Needs Satisfaction Soluti ons Negoti ation
Closing
Planning Follow-up
Selling
Interactive Listening:
―Know how to listen, and you will profit even from those who talk badly.‖
Plutarch
Purpose:
F 0B 7 To recognize when you are listening with full attention and concentration and when you are not. F 0B 7 To recognize and overcome the common barriers to listening that get I the way of full attention and concentration. F 0B 7 To listen interactively for understanding by asking questions to build a clear, accurate and complete picture of the customers needs. F 0B 7 To listen interactively for rapport by giving signals of attention to build your relationship with the customer. Key Points:
F 0B 7 Building business relationships based on listening-skills. F 0B 7 Creating trust and confidence. F 0B 7 Be aware of three different attention-levels when listening. F 0B 7 It is not always possible to maintain level 1 listening. Different barriers can cause you drift out. F 0B 7 The best way to handle barriers is twofold: Remove it if you can. Or listen through it if you can‘t. Self-discipline is of vital importance, too. F 0B 7 Questions F 0B 7 1.What are sales force training? F 0B 7 2.why sales force should undergo training? F 0B 7 3.What are the advantages and disadvantages of sales force training? F 0B 7 4.What are the different types of training imparted to the sales force? F 0B 7 5.How do we evaluate the success of sales force training?
