Principles of Personal Selling
Personal selling is an ancient art that needs more than instinct to execute. Modern companies spend millions of dollars to train personnel in methods of analysis and customer management. The main purpose is to be able to transform passive order takers to active order getters. One proven way of doing this is the SPIN method, which I will share with you.
1. Situation questions: explore the buyer’s present situation like what things they are using now.
2. Problem questions: ask about dissatisfactions the buyers are experiencing now.
3. Implication questions: ask about the effects of a buyer’s current problems
4. Need-payoff questions: ask about the monetary value or uselessness of a proposed solution.
Six Steps in Effective Selling.
Most sales training programmes major these six steps in any effective sales process, namely: Prospecting and qualifying, Pre-approach, Presentation, Overcoming-objections, Closing, Follow-up and maintenance.
1. Prospecting and Qualifying:
Identify and qualify your prospects. Various software programmed can help in generating leads. Even hot leads take huge effort to consummate a business transaction.
Learn as much as you can about the prospective target (needs, purchase process, decision makers, personal characteristics). Thoroughly understand the purchasing process about the buyer by answering the questions: who, where, when, how and why. Then choose the approach e.g. visit, call etc. Then plan overall sales strategy.
3. Presentation and demonstration:
Tell the business story to the buyer using (FABV) approach (Features, Advantages, Benefits and value). Describe why the feature provides an advantage and benefits-to the consumer in areas like being economic, technical, services etc (The offering’s worth).
4. Overcoming objections:
customers typically offer psychological resistance including resistance to interference in preference for established brands) apathy and unpleasant associations created by sales reps. To break through, maintain a positive approach, ask the buyer to clarify objections, question in such a way that the buyer answers their objections or turn it into a reason to buy your product. Consider value adding opportunities rather than price cutting.
Closing actions from the buyer includes physical action, Statements or commitments and questions. Recapitulate points of agreement, offer variety, indicate what the buyer will lose by not placing the order. Offer specific inducements to close e.g. token gift.
6. Follow-up and Maintenance
Necessary to ensure customer satisfaction and repeat business. Cement any necessary details like delivery time, purchase terms, schedule follow-up call after delivery to assure and support. Reduce any cognitive dissonance.
Ngoni Jeranyama (Master of Business Administration , Grad Dip Education, Grad Dip Information Systems)
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