Session 8

Types of sales person, sales process, buying

process and some more…
Types of products
Role of customer in buying b2c
Role of customer in buying b2b
Customer Purchase Decision Making
Styles
Stages of Personal Selling
 Types of Sales Person
1. Order Takers
2. Order Getters
3. Order Creators
Optimism is the
result of 7 key
qualities of top
sales people
1. They are
ambitious.
A strong desire to gain
a particular objective;
specifi cally, the drive
to succeed or to gain
fame, power wealth,
etc.
2. They are
courageous.
Everyone is afraid.
The best salespeople do it
anyway! Ask for the sale…
The top people confront
their fears.
3. They are committed.

Caring is the key element in

successful selling.
Selling has often been defi ned
as a “transfer of enthusiasm”.
The more you believe in what
you sell, the easier it is for you
to convince someone else.
 4. They see themselves more
as consultants than as
People accept you a t the way you present yourself.
salespeople.
Act like a consultant in everything you do and say.
What does a consultant do? F orbidden Phra ses:
“I DON’T KNOW.” “NO.”
“WHY DO YOU NEED TO KNOW?” “THAT’S
AGAINST COMPANY POLICY.” “YOU’RE WRONG.”
“YOU’LL HAVE TO.” “THAT’S NOT
MY JOB.”
“WE’VE NEVER DONE IT THAT
WAY.”
 5. They are prepared.
Three Keys to Preparation in
Selling

• Pre-call research – do your

homework- mentally prepare.
• Pre-call objectives – what are your
goals? Starting out? Break it down.
• Post-call analysis – write down
every detail. When to re-contact.
6. They engage in continuous
learning.
Read one hour in selling
each day. Listen to audio
tapes in your car. Take all
the training you can get.
7. They are responsible.
Seven Qualities of Top
1. Ambitious.
Salespeople-summary2. Courageous.
3. Committ ed
4. Professional.
5. Prepared.
6. Continuous learners.
7. Responsible.
 Session 9

Selling Methods & Closing Techniques

Selling Thumb
Rules
 1. AIDAS

Attention : Well Scripted Sales Pitch

Interest : FAB
Desire : TFE
Action: Sales Closing Techniques
Satisfaction : Post Purchase follow-up
FAB Technique
Feature, Advantage, Benefi t
Technical, High value products

FEATURES – Are what your

products and services have
ADVANTAGES - Are what
your features do
BENEFITS – What the
features mean to the
buyer
TFE Technique
Touch, Feel & Experience of Merchandise
Selling Techniques…
1. BSA Method
2. SPIN Selling
[Link] Centered Selling
[Link] Selling
[Link] Sales Process
6. Conceptual Selling
[Link] Selling
 1. BSA
Background information, Specifi c area of concern,
Method
Agreement to need.
Scientifi cally proven method of selling to a customer
walking in.
Does not pressurise but gently leads her into the sale.
 2. SPIN Selling
1988 12 years, 35000 sales situations
B2B Sales situations Insurance

Rackham and Huthwaite

contend there are four stages to
a sale:
1. Opening
2. Investigating
3. Demonstrating Capability
4. Obtaining Commitment –
Advance versus continuation
Objections – Value & Capability
3. Customer
Centered Selling
 4. SNAP Selling

D-Zone
Go Zone
The Three Decisions
allowing access, switching from the status quo, and changing resources.
5. Sandler Sales
Process
 6. Conceptual Selling

1989 & 2005 Robert B. Miller and Stephen E. Heiman

Reasons to Buy, Asking Questions & CRM as backbone

Questions fall into five categories:
1. Confirmation questions reaffirm information.
2. New information questions clarify the prospect’s concept of the
product or service and explore what they’d like to achieve.
3. Attitude questions seek to understand a prospect on a personal
level, and discover their connection to the project.
4. Commitment questions inquire after a prospect’s investment in the
project.
5. Basic issue questions raise potential problems.
7. Relationship Selling

Its the People

The centrality of Trust
Win-Win
Sales Closing
Techniques
Technique
 Summarize in sets of three items: “We will give you this, that and the
other.”
 This may be features of the product, benefits or add-on sweetener items.
 There are two ways to do this: they may either be closely related (to
reinforce a single point) or may be quite separate (to gain greater
coverage).
 Most customers want products that are free, perfect and available now.
This is the classic business measurement trilogy of cost, quality and time.

Examples
 This product is cheaper, faster and more reliable than the competition.

How it works
 The 1-2-3 Close works through the principle of triples, a curious pattern
where three things given together act as a coherent set of three
hammer-blows that give a compelling message

1-2-3 close
Technique
 Do not go for the sale now. Give them time to think. Tell them that they probably need time to
consider the offer you have made.
Use this when:
 You can see that they are not going to decide now.
 You have set up enough tension that you are reasonably convinced that they will indeed seriously
consider the deal and are likely to come back.
 Combine this with setting up the next meeting, when perhaps you will be able to solidly close the
deal.

Examples
 This is an important decision for you and I think you need time to consider how important it is.
Shall we discuss the details further next time I see you?
 I can see you're thinking very carefully about this. Shall I come back next week to see how you are
progressing then?

How it works
 Offering an adjournment can be a nice surprise for the customer, who may be expecting a harder
style of selling. This sets up an exchange tension, encouraging them to pay back your offer of time
with later agreeing to the deal.
 The Adjournment Close is particularly easy to manage when the sales person visits the customer, as
opposed to having to hope that they will call back.

Adjournment Close
Technique
 Close out any objections they have about price by making sure they can afford it.
 Find how much they can afford. Then show that you have a finance plan that fits
their capability to pay.
 Bring in other factors to reframe the real price, such as lifetime costs.
 Sell them something else they can afford.
 Last option: bring your price down to what they are prepared to pay.

Examples
 How much per month can you afford...yes, we can make a deal for that...
 The initial costs seems high, but by the end of the year you will have recouped the
costs.
 If we can bring the price down to what you say, will you buy today?

How it works
 The Affordable Close works by structuring the finance of the deal to fit into the other
person's ability to pay.
 'I can't afford it' is often more of an excuse than a real objection. If they really do not
want to buy, you will find that they will immediately jump onto another objection.

Affordable Close
Predictably Irrational, The Upside of Irrationality, and The Honest Truth about Dishonesty,
Technique
 Act as if the other person has made the decision already.
 Turn the focus of the conversation towards the next level of
questions, such as how many they want, when they want it
delivered, what size they need, and so on.

Examples
 When shall we deliver it to you?
 What will your friends say when they see it?

How it works
 The Assumptive Close works by the Assumption principle, where acting
confidently as if something is true makes it difficult for the other person
to deny this. For them to say you are wrong would be to cast themselves
as an antisocial naysayer.

Assumptive Close
Technique
 The alternative close works by offering more than one clearly defined
alternative to the customer.
 The number of alternative should be very few - two or three is often quite
adequate.
 Note that this technique works well in many different situations
where you are seeking agreement, and not just selling products.

Examples
 Would you like one packet or two?
 Which of these courses seems best for you?
 Shall we meet next week or the week after?

How it works
 The Alternative Close is a variant on the broader-based Assumptive Close
and works primarily through the assumption principle, where you act as if
the customer has already decided to buy, and the only question left is
which of a limited number of options they should choose.

Alternative Close
Technique
 List both the benefits of the purchase (the pros) and also the costs (the cons). Of
course, the pros (the reasons to buy) will win.
 You can even write it down like a balance sheet. Make sure the 'pros' column is longer
and more impressive, of course.
 Cons include things they wanted but are not getting.
 Start with the cons and keep them short. But do make it sound credible, as if
you are giving them fair consideration.
 Then cover the pros. Perhaps sound pleasantly surprised as you describe them.

Examples
 Let's weigh things up. You're not getting ..., but you are well within your budget
and will have ..., ... and .... Hmm. That's good!

How it works
 The Balance-sheet Close works by building Trust through appearing to taking a balanced
and fair approach. It guides the other person's thinking and hopefully saves them the
trouble of weighing up the pros and the cons.

Balance-sheet Close/ Economic

Close/ Daily Cost Close
Technique
 If they are not ready to close now, agree a future date when you can meet
to discuss further. This at least keeps the deal alive and you return to fight
another day. It may also be just what you are seeking to take you to the
next step in the deal strategy.
 Putting dates in the diary may also be an assumptive method, assuming
that closure has taken place and that it is just a matter of when.

Examples
 When shall we make the next coaching meeting?
 Are you free next Wednesday at 3pm?
 What new things shall we discuss next week?

How it works
 Putting a date in the diary is easy for the other person, and may be agreed
as an exchange for you not pressing further for a close now.
 Dates in the diary also get them thinking about the future, which may
be a good thing as this attention will then keep them engaged in your
subject-matter.

Calendar Close
Technique
 Rather than sell directly to the person you are targeting, sell to a person they are
with.
 Start by being friendly with them (the target person won't mind this) then gradually
increase the selling to them.
 Cast them as an authority (particularly as they buy into your idea).
 Rope in the companion as a sales assistant.
 If you are lucky, you might make two sales!

Examples
 Good day sir, madam...You seem to like this too, madam...Which part is best?...

How it works
 The Companion Close works because the companion to whom you are selling the
idea does not have to make a financial or other commitment and so will be more
ready to agree with you.
 When the real target of the sale sees that the other person has agreed, they are more
likely to also agree, in order to maintain consistency with their thoughts of their
companion being intelligent and to maintain harmony in their relationship with them.

Companion Close
Technique
 Be nice to them. Tell them how wonderful they are. Be amazed and impressed by them.
 Cast them as the expert so they sell to themselves.
 Tell them how others will be impressed by them.
 Tell them how impressed you are with them as a person. Admire their integrity.
 Then ask for the sale.

Examples
 Wow. You really know your stuff. Would you like to buy this now?
 Well, as you are the expert, you will understand how good this is.

How it works
 The Compliment Close works by flattering the other person, massaging their ego so they
are more concerned with feeling good than parting with their money.
 It can help to associate the person with the product, so they feel their sense of
identity becoming attached to the product.
 It also works by being nice to the other person so they feel obliged to be nice to you and
buy your product.

Compliment Close
Technique
 If you are able to, do a spectacular demonstration of your product that really makes them
'wow'.
 If you can't do it with them there (which is by far and away the best), then use a video
or otherwise add impact.
 Give them a go. Let them try and find out for themselves.

Examples
 I sell bullet-proof vests. Let me demonstrate...
 You won't believe this. I didn't either when I first saw it. Just watch...

How it works
 The Demonstration Close works by giving them evidence that they cannot deny. The
visceral experience of sensing a product being used cannot be beaten by talk or even
explicit pictures.
 It is particularly effective if they have already predicted that your demonstration will not
work as, being forced to revise a prediction they will also have to revise the beliefs on
which it was based.

Demonstration Close/ Trial Close

Technique
 Deliberately distract them or wait for a moment when they are
distracted by something else, such as the kids playing up, a phone going
or something like that.
 In other words, catch them in a weak moment when their minds are
elsewhere.
 Then press for the close. Ask directly for the sale. Give them the contract
to sign.

Examples
 (their phone goes off). So you do want it now, right?
 (there is a lot of disturbance nearby). Can you just quickly sign here?
 Here's a cup of coffee. Would you like some cake? Just sign there...that's
fine.

How it works
 The Distraction Close works by waiting until they are approaching
emotional overload or have only a part of their rational mind on you. At
these times, they will not be thinking quite as carefully about objecting,
and agreeing to the sale will take some of the load off their minds.

Distraction Close
Technique
 If you want a person to take a particular option, do not mention it
directly, but show how all other options are not feasible or u ndesirable.
 Then let them choose the option themselves.

Examples
 Sorry, we're out of that one...Oh that one is really expensive...And that
one has got really bad reviews and I wouldn't recommend it...

How it works
 Sun Tzu, the famous Chinese General who wrote the classic text about
winning wars without fighting, said 'Build your enemies a golden bridge'.
By this he mean you corner them, and then rather than fighting (whence
they, having nothing to lose, would fight to the death), you back off a little
and let them leave with dignity - just in the direction that you want them
to go.
 The Golden Bridge Close thus works by closing off all options except the
one you want.

Golden Bridge Close

Technique
 When you are getting near to closure or if you are having problems, hand over the
actual closure to another person.
 You can frame this as a different process, for example where your job was to help the
customer choose and the next person is to agree final details, agree price or just take
down details.

Examples
 Right. Now that we've got the fit right, Mr. Jones here is going to help sort out the
paperwork.
 You have said that price is important to you and Mrs. Williams is our senior manager
and is going to take over now.

How it works
 When the new person takes over, they may act as if everything else has been agreed.
The new person is not encumbered with any baggage and the customer may be
reluctant to go over any previous detail and effectively give in when faced with a
person who may not understand objections raised.
 This process can be used when junior people are used to explain the details of a
product whilst a senior person takes over the price negotiations.

Handover Close
Technique
 Get them amused by telling a joke or otherwise making witty remarks.
Then either go for a relaxed close with another closing technique or
weave closure into the joke.
 This is particularly useful when they are tense for some reason.
 Beware of politically-incorrect humor unless you are sure it will be
effective.
 Self-deprecating humor is often a safe bet and shows you to be confident
and likable.

Examples
 Oh go on. It'll make both our wives very happy.
 If you don't buy this now, I'll be told to go and stand in the corner!
 I'd better not sit down in case the boss sees me.

How it works
 Relaxed and happy people are less likely to object.
 When you make someone laugh, they will like you more. And we are
more likely to buy from people we like.

Humor Close
Technique
 When people are procrastinating or dithering over whether they should
buy now or buy later, show them that delaying will either get them no
advantage or may even be to their disadvantage.
 Talk about what they will miss by not having it over the coming period.
 Give examples of people who waited for the best moment, which never
came.

Examples
 If you leave it until next year, you'll have one year less to enjoy it.
 The best time to buy is when you need it -- which I'd say is now, wouldn't
you?
 My friend spent his whole life looking for the perfect partner.

How it works
 The Never-the-best-time Close works by reframing delaying tactics as value-
destroying procrastination.

Never-the-best-time Close
Technique
 Emphasize quality over other factors, particularly price.
 Talk about how other people will be impressed by the quality of the product.
 Talk about how quality products last longer, wear less, require less
maintenance, etc.
 'Sell on Quality, not on Price'

Examples
 For a one-off payment you get non-stop quality.
 The quality of this shows really who you are.
 This will last for ever.
 Once you try this, you will never want another brand.
 This product is far more reliable.

How it works
 The Quality Close works by appealing either to the other person's vanity or to their
sense of longer-term value. For vanity, you are associating their identity with 'quality'.
For value, you are reframing price across time.

Quality Close
Technique
 Make them ashamed of the current product they have or their inaction over not
buying.
 Show how unfashionable they are and how others may laugh at them.
 Frame not buying as 'stingy' and miserly.
 Highlight other social rules that they are breaking.

Examples
 Can your mobile cell phone access the net at mega-speeds?
 Are you wearing last year's fashions?
 I think your son really deserves a new one, don't you?

How it works
 The Shame Close works by highlighting social rules that the person is breaking. It
also may work by appealing to their vanity.
 The Shame Close is also called the Guilt Close.

Shame Close
Technique
 Summarize the list of benefits that the other person will receive, telling them the full
extent of what they are getting for their money.
 Make it sound impressive, using full phrases and attractive words.
 Go into detail, separating out as many sub-items and features as you can.
 But also fit the description into a reasonable space of time. You goal is to impress
them with what they are getting, not to bore them with excessive detail.

Examples
 So as well as the basic product, you are getting free delivery, a five-day
exchange assurance plus our comprehensive guarantee.
 This comes in an easy-carry box and includes a remote control, with batteries included,
of course!

How it works
 The Summary Close works by repeating what has already been agreed. Putting it all
together makes it seem like an even bigger package.

Summary Close
Technique
 Use a happy customer to convince the other person.
 Show them letters from happy customers. Have the letters on the wall.
 If you are using the name of the happy customer, make sure they agree to you
doing this. Otherwise you will have to use an anonymous reference, such as
'satisfied customer from Birmingham' or 'major airline'.
 Persuade happy customers act as references, that the other person can either call up or
they can visit. Reward the happy customer with appropriate thanks, which may range
from a simple letter to a small present to a discount. Be very careful here to ensure the
customer feels valued and does not feel they are being bribed.

Examples
 XYZ Corporation are regular customers.
 We have several customers who are happy to act as reference sites for us. Would
you like me to arrange a visit for you?

How it works
 The Testimonial Close works by providing evidence from a credible source. If they do
not trust you, they are much more likely to trust someone who is similar to them.

Testimonial Close
Thank you!!