SAlES representation

1. ANDREW ZIELINSKI, MBA SAlES representation www.accrongroup.com/fengyeacademyl/

2. Objectives– 10 Steps to Professional Sales in 7 Weeks Professional Sales Call Preparation – Pre-Approach Professional Client Relations – The Approach Needs Analysis Product/Service Presentation - 1:1 and to Groups Handling Objections Negotiation Closing Follow-Up Merchandising and Promotion After-Sales Service Module 5: sales representation

3. By the End of This Module, You Will: • Understand the details of the full professional sales cycle from preparation, though prospecting, presentation, negotiation, closing and after-sales service • Have worked all 10 steps to a level of “marketable” proficiency • Develop a working structure to get organized, build a sales pipeline, and begin the sales process with qualified prospects • Be proficient at sales presentation tools • Manage objections through verbal and non-verbal cues • Acquire negotiation and closing techniques • Develop a disciplined follow-up structure • Effectively manage merchandising and promotional events • Know how to obtain constructive customer feedback Module 5: sales representation

4. Week 1 – Initial Preparation – Pre-Approach, Approach Getting into focus: It’s About Helping Them Choose It’s too easy to fall into the trap of merely making the product available and taking orders or moving on A sales person is a trusted partner to his/her customers Customers come to value the choices that their sales representative offers The reputation of a sales representative and the company or brands they represent are built on this choice, the service and the connection created between the sales person and the client What kind of sales representative are you? Take the Test! Teacher will hand out the profile sheet after the test Module 5: sales Representation

5. Pre-Approach Objectives Articulate the goal of customer call Research: your company’s values and style, customer, competitive environment, economic situation Review Customer File or Create One Appropriate Preparation of product file, required materials, sales presentation Module 5: sales representation

6. Module 5: sales representation Finding New Customers • Important for the salesperson to open new accounts to generate sales volume • Prospecting • “Build it and they will come” - Retail Sales – not relevant because the customers come into the store ?? (What if you own the store?) • Employer leads • Telephone Directories • Trade and Professional Directories • Newspapers • Commercial Lists • Customer Referrals • Cold Canvassing

7. Preparing for the call/visit Industrial Sales • Analyze past sales records • View notes about the personal aspects of the customer • Qualify new customers • Inquire with other salespeople who are with non-competing lines • Ask questions in a pre-visit phone call • Make an appointment to see the prospect in order to have time to explain the features of your product

8. Preparing for the call/visit Retail Sales • The customer comes to you, so most of the preparation is in the retail store • Stock-keeping and housekeeping duties are important • Learn about the merchandise and the prices of the merchandise – the Plan-o-gram

9. Approaching the Customer • First impressions count; if a customer is turned off by the approach, it will be difficult to win him or her over • Be alert to what interests the customer • Establish rapport

10. Activity 5.1 Working from Handouts Teacher will make handouts available on class web site: Class 21 – Handout on Preparation Context: You are looking for new customers Context: After finding a likely prospect, you need to prepare for a meeting at their office Save as Assignment511_FirstName_LastName.docx Bring a printed copy to next class and give to teacher Now, you do it!

11. Objectives– 10 Steps to Professional Sales in 7 Weeks • Professional Sales Call Preparation – Pre-Approach • Professional Client Relations – The Approach • Needs Analysis • Product/Service Presentation - 1:1 and to Groups • Handling Objections • Negotiation • Closing • Follow-Up • Merchandising and Promotion • After-Sales Service Module 5: sales representation

12. Approach Objectives Setting Appointments Courtesy Relevant Attention-Getting Techniques Adjusting to Customer’s Pace Developing a Relationship of Trust Module 5: sales representation

13. Approach Be aware of the customer’s buying style Follow good guidelines for establishing a positive relationship with customers Setup an appointment during the pre-approach, and arrive early to the appointment Introduce yourself, smile, and shake hands Engage in small talk to build a relationship with the customer Comment on important things to keep the customer interested Module 5: Sales representation

14. The Approach in Retail Sales Service Approach Method • “May I help you?” • Appropriate when the customer is obviously in a hurry or you are simply an order taker • Ineffective in most situations; you lose control of the sales situation

15. The Approach in Retail Sales Greeting Approach Method • “Good afternoon, Mr. Wright” or an appropriate personal comment • This approach begins conversation and establishes a positive rapport • Do not focus on the merchandise

16. The Approach in Retail Sales Merchandise Approach Method • The salesperson makes a comment or asks questions about a product that the customer is looking at • Ask questions about the item • Usually the most effective approach because it immediately focuses attention on the merchandise

17. Starting from Pre-Approach • Product knowledge • Prepare merchandise work area • Prospecting for customers

18. Approach The first face-to-face contact with the customer

19. How to approach the customer… • Be courteous and respectful • Establish good eye contact • Be enthusiastic • Show a sincere interest in the customer • Be friendly and genuine • Use the customer’s name • Time the approach appropriately

20. Approaches • Service Approach • Greeting Approach • Merchandise Approach

21. Service Approach Salesperson asks the customer if he or she needs assistance Example: “May I help you with something?” *Ineffective because it elicits a negative response

22. Greeting Approach Salesperson simply welcomes the customer to the store Example: “Good afternoon, Austin.”

23. Merchandise Approach Salesperson makes a comment or asks questions about a product that the customer is looking at Example: “That shirt is made of a cotton and polyester blend, so it’s machine washable.” *Most effective initial approach in retail sales because it focuses attention on the merchandise.

24. Determining the needs of customers • Observing • Listening • Questioning

25. Observing • Look for buying motives that are communicated nonverbally

26. Listening • Listening helps you pick up clues to the customer’s needs • Maintain good eye contact • Provide verbal and nonverbal feedback • Give your undivided attention • Listen with empathy and an open mind • Do not interrupt

27. Questioning Who? What? When? Where? How? Why? • Do ask open-ended questions to encourage customers to do the talking. • Do ask clarifying questions to make sure you understand customers’ needs. • Don’t ask too many questions in a row. • Don’t ask questions that might embarrass customers or put them on the defensive.

28. All this sounds great but HOW do I apply all this? Three Step to Greeting the Customer: • The Salutation • Simple Hello with some sincere and appropriate level of energy • Can add something conversational depending on customer body language and tone • Establishing Contact • Look at customer in the eyes when greeting • Walk towards them but respect their personal space such as: “Those are nice shoes you are looking at” or “What brings you to our store today?” • Engage in some appropriate way • Taking Charge and Letting Go • Be careful not to over-do it. Do not smother customer with questions or a long list of what you offer • After you have adequately demonstrate that you are genuinely happy to see them and are of service to them, let them respond • How to take charge of customer depends on if this is a new or repeat customer Module 5: sales representation

29. First-Time Customer You can start a conversation that has nothing to do with their reason for coming into the store This builds a communication bridge, broaden the contact You can ask how they came to know about the store or if they live in the neighborhood, etc. Listen attentively to their answer. It will guide on the rest of the sales process Module 5: sales representation

30. Repeat Customer You can somewhat rely on the confidence that customer has already built up in the company and, by extension, in you You can ask about their last visit to the store, their satisfaction of last purchase, current sales, etc. Module 5: sales representation

31. 1. Non-product-related approaches Prospects approaching strategies 2. Piquing-interest approaches 4. Product-related approaches 3. Consumer-directed approaches Step 3: Approaching the Prospect Four strategies for approaching prospects include

32. 1. Self-introduction Non-product- related approaches 2. Free gift or sample 4. Dramatic act 3. Mutual acquaintance or reference Non-Product-Related Approaches for example, setting carpet on fire to show safety for example, free financial planning or lunch

33. 2. Customer-benefit approach Piquing-interest approaches 1. Curiosity approach Piquing-Interest Approaches for example, “Would you be interested in learning about our high-tech steel smelter that has a low carbon footprint?” • for example, “Our computer will increase employee productivity.” • similar to F A B

34. Consumer-directed approaches 2. Compliment or praise 1. Question 3. Survey Consumer-Directed Approaches • for example, “Can I be of any help?” (Best Buy) • “I am aware your company buys a lot of steel. Would you be interested in our high-tensile steel?” for example, “I read about the award you recently received in the Star-Ledger. Congrats!!!” • for example, movers, home insurance, and security systems • environmental remediation costs based on amount of clean-up

35. 2. Product or ingredient Product-related approaches 1. Product demonstration Product-Related Approaches for example, demonstrate product or statistical software for CRM or data mining for example, carry sample or catalog show product

36. The FAB Approach Identify the features of the products. Enumerate the advantages relative to competitors’ products. Identify the benefits of the product to the prospect.

37. Summary - Inspiring Confidence Be present (close at hand) and visible! Be available. If you are in the middle of a task, stop. Serve the customer above all else. If serving another customer, acknowldege second customer and let them know that you will be with them shortly Don’t smother your customer Keep the polite form always. In French, use “vous” Module 5: sales representation

38. Review of initial customer approach… Module 5: sales representation

39. Approach Dr. Rosenbloom The Personal Selling Process • The development of rapport with the customer • The chance to make a good first impression • The salesperson should adapt to the potential customer’s social style

40. Dr. Rosenbloom Social Styles Fact-oriented Analytical Driver Risk Adverse Risk Takers Amiable Expressive People-oriented

41. Dr. Rosenbloom Social Styles Fact-oriented Analytical Driver Risk Adverse Risk Takers Amiable Expressive People-oriented • Very fact-and-detail oriented • Require time to make decisions • Not interested in socializing • The salesperson should inundate the analytical with facts and figures that can be supported with documentation

42. Dr. Rosenbloom Social Styles Fact-oriented Driver Analytical Risk Adverse Risk Takers Amiable Expressive People-oriented • Action-and goal oriented, and makes quick decisions • Basic facts and not big on socializing • The sales person should provide the bottom-line information first and then work backward to fill-in essential details

43. Dr. Rosenbloom Social Styles Fact-oriented Driver Analytical Risk Adverse Risk Takers Expressive Amiable People-oriented • A visionary with big ideas for the future but not a detail-oriented individual • Hesitant to make quick decisions and will seek consensus from others • Seeks to socialize with the salesperson • The salesperson should provide assurances that will reduce the amiable’s feeling of risk

44. Dr. Rosenbloom Social Styles Fact-oriented Driver Analytical Risk Takers Risk Adverse Amiable Expressive People-oriented • Loves to socialize and will frequently base the purchase decision on the relationship with the salesperson • The salesperson should establish a personal relationship with the expressive by telling anecdotal stories, by socializing outside the office and by relating personal information

45. Activity Situation Analyses See web site or handout for Activity532 Now, you do it!

46. Needs Analysis After greeting the customer, the most important step is to understand what they really need Although you can play a guessing game with them by offering, one at a time, every product or service that your company offers, a more effective way is to discuss with the customer We have already seen, in Module 2, verbal and non-verbal communication and reviewed in the previous section the different selling styles and customer profiles Now, let’s apply all this towards better understanding our customer’s needs and to serve them best Module 5: sales representation

47. Activity 5.4.0 Case Analysis BACKGROUND Loraine Desrosiers arrives at the Three Margarites Garden Center with her sister Mathilda. The ladies collaborate every spring to make up their parents’ garden. This season, after spending the winter reading many gardening magazines, they have a plan in mind and know exactly what type of perennials they want to purchase At the same time, Mr. Laviollette enters the garden center. He is also looking for perennials to dress up his small balconies, He and his wife, Murielle, sold their home last winter and moved into a condominium. Murielle, who always had a beautiful garden, mentioned last week, that she misses her beautiful flowers and plants. That comment did not fall on deaf ears… When Matt Dubois and Jackie Durand also drop into the garden center, during a half hour break from work, to quickly pick up some seeds. This year, they want to try their hand at cultivating a vegetable garden at their home in the suburbs Now, you do it!

48. Activity 5.4.0 (Continued) Case Analysis REQUIREMENT • You are now at the point of working on customer qualification • Think about how to approach each of the customers described on the previous slide and what would motivate them to buy at your garden center DO THIS: • What do you recall from what you read, with regards to the requirements, above? • Write down your thoughts and observations for each set of customers: Loraine and MathildaDesrosiers, Mr. Laviollette, Matt and Jackie • Save your responses in a document as: Activity540_FirstName_LastName.docx Now, you do it!

49. Digging in… By qualifying the customer – OBSERVE “Personal Packaging” Be aware of how your customer “put themselves together” and who they are: age, sex, generation, maybe profession, life cycle stage, ethnic origin, language, etc. Yes, this will involve some stereotyping but never prejudice! Behavior Recall what we covered in non-verbal communication Module 5: sales representation

50. Digging in… What They Say Be sincerely interested in what your customer is saying Focus on the conversation – don’t let your mind wander Body language counts – don’t look at your watch or elsewhere in the store. Instead look directly at your customer Don’t interrupt your customer or try to finish their sentences Do not try to influence what your customer is trying to say. There will be time to “work the decision-making process” Do not worry about asking the customer to repeat if necessary so that you clearly understand what they are saying. It’s not important that you always have an answer for everything. Being too pre-occupied with how you will answer distract you from hearing what your customer is saying Avoid “selective hearing” – hearing only the parts that suit you In your mind summarize what the customer is saying Be patient, even if your customer is having a hard time “getting it out” Be quiet, when they speak, even if you are tempted to speak Module 5: sales representation