Sales Baez

Posted on Apr 29, 2023 in Other subjects

TOPIC 1: INTRODUCTION TO SALES

Snake oil salesman – first recognized door to door salesman

Fake medicine that was poison – which demonstrated how important is the communication when you are a salesman 

1916 – 1st sales world congress 

            They began to understand that the client is important 

            Change the focus from the product to the client – listen to their needs and wants

Door to door – salesman has no appointment, they don’t know if you want the product 

Features (rational) vs benefits (irrational)

Father of direct marketing – LESTER WUNDERMAN 

IMAGE OF SELLING: 

  • Past: letter, catalogue, face to face, call, door to door, fast talk
  • Present: digital, face to face, listening 
  • Both: communication, seduction, persuasion


AIDA MODEL  most important model in sales

We need to create traffic

  • Attention – unexpected content, situation, animation, surprise, attractive graphics or titles. They know tat you exist 
  • Interest – relevant message, promise of reward or satisfaction, raising tense or mystery. They like your product or service 
  • Desire – special offer, urgency, feeling of special situation, communicating unique benefits, building unique brand-image and must-to-have effect
  • Action – purchase, order, subscription, conversation of call or send message online

In person : walking  see product  close deal 

      You can offers samples or help

Online: surfing the net  visit a web  call to action 

      You need to create awareness and nurturing 

      Chatbot is cheaper than a chat and it is 24 hours 

Characteristics of modern selling: 

  • Technology or internet
  • Customer engagement or inbound strategies = loyalty


Reciprocal buying  When you are the buyer you have the chance to sell your products to your own suppliers

            Example: offering your restaurant for the company’s annual Christmas dinner

Buyer behavior elements:

  • Structure  who participates in the decision making 
    • The contact – the intermediary, someone inside of the company that knows u
    • Users – staff or clients
    • Deciders – managers, purchase department, procurement 
    • Influencers – social media, friends of manager, partners 
    • Gatekeepers – security, human resources agents. The person who stops the communication with the company 
  • Process  the pattern of information analysis
    • Recognition of a problem or need
    • Determination of characteristics, specifications and quantity 
    • Search for and qualification of potential sources
    • Analysis of proposals and suppliers 
    • Purchase – action 


TOPIC 2: PRESENTATION AND DEMOSNTRATIONS AS A SALES TOOL

Monologue:

  • Technique  dominates the prospect with fast talk
  • Weakness  you don’t listen so you don’t understand your customer needs

Involvement interview:

  • Plan the demonstration to answer questions that are mostly asked 
  • Involve them in the presentation
    • Headline, body and conclusion 
  • Alternate selling statements and questions with involvement demonstrations 

Stages of presentations 

  • Headline 
    • Introduce the subject
    • Trick: quote, statistics, or maybe a question 
  • Body 
    • Tell them about the subject
  • Conclusion
    • Tell them what you just told them 


Rules for presenting: 

  • K.I.S.S.: 
    • Key ideas
    • Interesting 
    • Simple 
    • Structured           K.I.F.P.: – keep it fast paced
      • Keep the presentation moving 
      • New point coming up visually every 15 secs
      • Several bullets.  —- Wow facts – create a sense of credibility, help you sell your product 
  • Build opportunities for stories – storytelling
    • Well-told stories increase recall by 26% over no related story 
  • Curiosity driven 
    • Present in a way that keeps the prospect curious 
    • Give them a fact first and follow it with an explanation 
  • Be confident 
    • Build a connection with your audience 
  • Focus on them, not on you 
    • Paint point ,   Words ,   Tone,    Body language 
    • Need knowledge and data 


Elevator Pitch

  • Max 30 seconds description of what you do or what you sell
  • Never an opportunity to closed a deal
  • Its quick introduction 
  • Goal  earn a second conversation 

Elevator pitch checklist: 

1. Introduce yourself. 

2. State your company’s mission. 

3. Explain the company value proposition. 

4. Grab their attention with a hook. 

5. Read and edit the pitch.



TOPIC 5: SALES TEAM AND SALES FORCE

Sales force objectives:

  • Aligned with corporate goals
  • Personal sales programs
  • In agreement with resources
  • Designed according to a given period of time 
  • Eventually, annual objectives must be changed before deadline

Characteristics of modern selling  personal skills 

  • Take the long term view CLTV and CAC
  • Have different concerns 
  • Communication skills
  • Have a growth mindset and open mind
  • Focused and adaptable 
  • Updated with new technologies, sales force, campaigns, manager and CRM
  • Other: empathy, active listening, project management, personal branding… 


Sales force structure 

  • Territorial  Each sales representative is assigned an exclusive territory to represent the company’s full line (postal codes, countries, continent)
    • Strengths:
      • Clear definition of the salesperson’s responsibilities. 
      • Increases the sales representative’s skills to understand local business, local culture, and personal ties. 
    • Any example? North Europe, Asia, UK….
  • Segment  Companies often specialise their sales forces along market segment lines
    • This is the most common type of structure within the hotel industry 
    • Any example? F&B, Travel, accommodation or Fun. Mice, Events. Trade or Direct Client
  • Channel  online or offline 
    • Uni-directional  podcast, radio, TV, cinema
    • Bi-directional  phone, email, WhatsApp, social media 
  • Customer  Recognizesand focus on specific customers who are critical to the organization.
    • Profiles or income 
    • Customer service, account managers … 


TOPIC 6: SALES TECHNIQUES 

Trust = customers

  • Trust appears through the episodes and their interactive interactions
  • As they learn more about each other, risk and doubt are reduced. 
  • Most of the prospecting and customer acquisitions are based on relationships.

Prospecting and acquisition using relationships: 

  • COMPANIES NEED RELATIONSHIPS with their potential customers (Leads) because with them, and through interactions, we will identify our potential customer and we will connect.
  • Decision maker
  • Gatekeeper


TOPIC 7.2: DIRECT MARKETING 

Direct marketing  Communications to individual leads, or customers, to receive a direct response. Creates a relationship based on Market Segments and Databases.

            Benefits: 

  • Home Shopping 
  • Continuous Relationship. 
  • Personalization.                    Direct marketing methods: 
    • Communications through letters, samples, fold-outs, or gifts… (response).
  • Telemarketing  contact center (CRM)
    • Using the telephone to sell… 
      • Contact centre 
        • Focused on communications with customers across multiple channels: Web, email, SMS, Chat, Social Media or WhatsApp 
      • Call centre 
        • Focused on voice telephony communications 


  • Catalogue 
    • Group many items together hoping to sell at least one item to the recipient. 
    • Consumers buy from the catalog sender by phone, return envelope or online. 
    • Customers often have an idea of what they want to buy after looking through a catalog.
  • Inserts 
    • Materials are inserted into a package, envelope, magazine, catalog, or other medium. 
    • “Before Pop-ups”. (less annoying) 
  • Door to door leafleting           
    • Primarily printed papers containing information about the brand, products or service offerings. 
    • Advantages
      • Visually Pleasing 
      • Easy to read 
      • Targets specific demographics 
    • Disadvantages
      • Discarded Once Read        , Do Not Have A Long Term Impact 


TOPIC 7.3: SALES LETTERS AND EMAILS

Traditional components of emails or letters: 

  • Headlines  To get the reader`s attention 
  • Body copy  To describe features and benefits. 
  • Examples  To prove or validate your benefits 
    • Compare
    • Analysis
    • Testimonials
    • Credentials
  • Call to action 
  • Persuasion  Persuade the reader to act Urgency, scarcity, etc. 
  • Visuals (Images, Pictures, etc.)

Headline / Subject  Words set at the head of a letter, email or Web-page to introduce or categorize.

            Functions: 

  • First impression that customers get. 
  • Select the audience. 
  • Deliver a complete message , Draw the reader into the body copy (Open)