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Day 2 training.
#Relationship Management for Salesmen/Saleswomen & Marketers
Cont'd from yesterday
THE SALES PROFESSIONAL
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To understand your full responsibility you need to look at your job from three different viewpoints:
•Your customer’s
•Your company’s
•Your own.
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The professional sales executive of today has to combine many roles and satisfy many needs.
#The Customer’s Viewpoint
To be fully effective in opening, building, maintaining and servicing an "account" there are four different roles that you will have to adopt, depending on
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the situation that you face at any one time. They are:
•Ambassador: a friendly representative who relates well to other people.
•Advocate: a persuasive communicator who clearly communicates what his organization can offer.
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•Administrator: an efficient organizer who makes things happen as they should.
•Sales Consultant: A business adviser who helps to identify and satisfy needs, analyse and solve problems.
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Ambassador Sales consultant
AdministratorAdvocate
You will need to spend most of your time in the sales consultant role – it is this image of being a need satisfier and/or problem solver who acts in the customers interest which will set you apart.
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There are times, however, when you will need to slip into one of the other roles to carry out a particular part of the total sales function.
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The true professional has the sensibility and flexibility to be able to focus on the right role at the right time for the right person – but remember that you must always aim to move back into the...
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#The company’s viewpoint
If your customers are happy then your manager is likely to be happy also. But there are other roles you need to fulfil to complete your responsibilities to your own organization:
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Researcher:
Obtaining and feeding back information about customers, competitors and the market in general.
Public Relations Officer :
Projecting an image of professionalism and quality on behalf of your company
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Business Manager:
Contributing to profitability by doing everything to minimize costs & increase sales and cashflow.
Planner :
Developing your territory & your accounts by looking ahead & using d right strategy & tactics.
Your personal success depends on your own efforts
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To ensure success you will need to be a :
(Your own viewpoint)
Hard worker :
Results come from a combination of ability and effort, but without effort you will never be truly successful in the longterm.
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Self manager :
You are your own boss for most of your working time and you are responsible for your own organization , target setting, motivation and control.
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Optimist :
You must be positive and enthusiastic and expect success or it will not happen, and you must be able to pick up yourself after thins have gone wrong – focus on opportunities and challenges rather than problems.
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Realist :
optimism must be tinged with realism – things will not always be easy, mistakes will be made, what you need to do will not always be what you want to do.
All of these can be summed up as having the right mental attitude to your job.
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*Controversial Selling and` YOU’ Appeal
A truly professional sales executive does not appear to sell. You must appear to you customer to be simply holding a conversation – discussing them and their needs. The twin skills of questioning and listening help you to carry out
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the sales consultant role and to sell conversationally. The other main key is to give your discussions `YOU’ Appeal by thinking and talking in terms of your customers interest and by using words` you’ and `your’ as often as possible.
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You are there to provide a solution to the customers needs, and to build value and trust.
*Remember
The most important word in selling.
-Working together.
Only when advice is requested ( if then ) or when you are making a personal Commitment.
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Professional selling is helping people to buy what they have a need for anyway.
Opening the call, gaining attention – PAYBACK
Every sales call, whether repeat or first time , should open in a way which gains the client`s full and undivided attention and directs the
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conversation toward your specific call objective(s). it is important to build initial rapport, which lays a foundation for the relationship so a short chat gap will often (but not always) be appropriate, but do keep it short and do make it a rule to talk about the client
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and his/her organization rather than you and yours, and do more listening than talking. You should open with a Purpose statement that explains the reason for your call e.g. “The purpose of my call is to find out more about X Products and share with you the benefits of
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walking with us” – now link your purpose statement to one of the following attention getting techniques.
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#There are 4 principal methods, plus a fifth for repeat calls only:
•Factual opening:
State an interesting facts which relates either to the client personally or his business; the fact will also usually relate to your product/service, either directly or indirectly.
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e.g. “one of the main worries for people today approaching retirement is what inflation will do to their pensions.”
•Question opening:
ask a question that is relevant to the clients business and also to the purpose of your call.
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e.g. “What are the main problems you encounter in making sure your exported components arrive safe and undamaged?”
•
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Reference opening:
build confidence and interest by referring to the experience and satisfaction of another client; either a well respected client(confidence) or a client in a related business(interest).
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•Sales aid opening: involve as many of the clients five senses as possible by using a brochure, photograph, working model, sample etc.
Remember that the purpose of the four attention getters listed above is to create a conversational vehicle that takes you directly to your
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real goal – investigation of the customers needs. You can begin a sales presentation of the benefits off your offer until you have identified their needs and wants.
•
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Link opening(repeat call only): link this call back to a previous one by summarizing where you left off last time.
e.g. “When I last saw you I promised to give some thought to the particular problem you mentioned and now I believe I have the solution.”
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(if it`s a repeat call, you have probably completed much of the investigation on the first visit.)
Thank you for joining the class. We draw d curtain here. Let's gather here again tomorrow same time, 10am for Part 3 (Pitfalls in RM.
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