Sales

The stages of the sales process

SP = Sequence of steps aimed at initiating and

supporting the identification and evaluation of likely
customers (prospects), sales presentation, and
successful conclusion of sales activities.
 p. 1 / The sales process

follows a set of steps which, when completed

successfully, give you the best possible
opportunity of making a sale

building vital long-term customer

relationships to achieve regular orders

establishing the business and providing

funds for future growth
p. 1 / The stages of the sales process

1. identifying a potential customer

2. contacting the prospect and preparing for the
sales interview
3. describing the features of the product
4. giving the customer a chance to see the
product in use
5. dealing with any doubts that the customer has
6. asking the prospect to buy
7. processing the order quickly and maintaining
long-term contact
p. 1 / The stages of the sales process

Prospecting
Approach (Initial contact)
Presentation
Demonstration
Answering objections
Closing
Deal transaction & Follow-up
p. 2 / The stages of the sales process

Prospecting 1. Generating sales leads

Approach 2. Talking to the right people
3. Getting appointments
Presentation 4. The sales meeting
Demonstration
Answering objections 5. Negotiating
Closing and closing the sale

Deal transaction 6. Follow-up and

& Follow-up relationship building
What each of the stages 1-6 is about
pp. 3-4: Voc: The seller / the buyer
 p. 3 / The seller
proactive map the territory
make a sales call canvassing (cold
try the closing calling)
question deliver on your
plan your pitch promises
send a generic tailor your sales pitch
message generate leads
overcome objections head for the top
adjust your approach satisfy requirements
 p. 3
The buyer Both parties
your target business conditional close
decision-maker relationship building
a prospect
make a purchasing
decision
 1. Generating sales leads

One of the hallmarks of a successful business is being

continually on the ________ out for new business.
Generating leads in a p_____ way will increase
selling opportunities and help to keep your order
book full.

look
proactive
 2. Talking to the right people
The right person to sell to usually depends on the s___
of the target business. Purchasing decisions in smaller
businesses are often made by the owner or a managing
director, but in larger companies, you may need to
t_____ several people.

It is worth carrying out some research to ensure you

know who to approach before you plan your p_____.

size
target
pitch
 2. Talking to the right people

It's generally best to aim as high up the chain as you

can, although you may be referred to someone else to
talk to first.
To find the d______-m______ in your target business,
you may, for instance, telephone the business to ask
who's responsible for purchasing your particular
products or services. Have your sales pitch ready, in
case you are asked why you are calling.

decision-makers
 3. Getting appointments
The main purpose of many sales calls is to get an
appointment with a potential customer.
Making a sales call can be a challenge, and proficiency
only comes through p______ and practice.
Group your list of p______ into similar business
sectors. This may help you to spot any similarities in
their objections, and ad______ your approach
accordingly.
preparation
prospects
adjust
 4. The sales meeting

The sales meeting is an opportunity to sell your product

or service and establish a relationship with your
potential client.
 5. Negotiating and closing the sale

Listening carefully will help you to prepare for

questions later on.
Handling and overcoming objections c_____ is a critical
part of this process.
Remember 'ABC' - Always Be C_____.
Once closed, stop selling and leave - you don't have to
continue if your customer says "yes" early on in the
meeting.

constructively
closing
 5. Negotiating and closing the sale
If you sense that directly asking for the business won't work,
you could try:

giving them an a______ - eg "Do you want the green or the

red one?" or
the ________' close - eg "If I could satisfy you on this point,
could we proceed with this order?

In all cases, make sure you allow the buyer time to say "yes". If
there is a p_____ after you have tried a closing question, let
the potential client speak first.

alternative
conditional
pause
 6. Follow-up and relationship building
Building relationships takes time and is based on trust
and providing h_______ advice.
For example, you might advise your client to buy a
cheaper product if this will satisfy their r_________,
instead of trying to push them to buy the most expensive
version.
D________ on your promises and then use this as a
platform to c_________ future business, establishing
and building a successful relationship.
honest
requirements
deliver
conduct
 After you read: Which step?
deliver on your promises
follow-up and relationship-building

In all cases, make sure you allow the buyer time to say
"yes".
negotiating and closing the sale

an opportunity to sell your product or service and establish

a relationship with your potential client.
the sales meeting
 After you read: Which step?

aim as high up the chain as you can, although you may be

referred to someone else to talk to first
talking to the right people

If you sense that directly asking for the business won't

work, you could try: giving them an alternative or the
'conditional' close.
negotiating and closing the sale

main purpose of many sales calls

getting an appointment
 After you read: Which step?
you might advise your client to buy a cheaper product if
this will satisfy their requirements, instead of trying to push
them to buy the most expensive version
follow-up and relationship-building

It will increase selling opportunities and help to keep your

order book full.
generating sales leads
Preparation / meeting /follow-up ?
 p. 3 / Which item?
(1) Visiting a prospect (who may not know the visitor)
without a prior appointment.
(2) Calling a prospect (who does not know the caller)
for a sales appointment. Called also cold canvassing.
(3) Making unsolicited phone calls to strangers,
usually to generate a sale or seek a donation. Such
practices are illegal in several countries.

canvassing/cold-calling
 p. 3 / Which item?

Popular term for an inflexible 'formula' or

'canned' sales presentation delivered in every
sales situation without regard to the needs of the
prospect.

sales pitch
A mini case study
 merchandising

= the activity of promoting the sale of goods at retail

such activities may include display techniques, free
samples, on-the-spot demonstration, pricing, special
offers, and other point-of-sale methods
according to American Marketing Association, it
encompasses "planning involved in marketing the right
merchandise or service at the right place, at the right
time, in the right quantities, and at the right price."
 conversion rate

(1) the percentage of visitors who take a desired action

(in online marketing / e-commerce)

(2) an equation that online advertisers and marketers use
to compare the total number of visitors to a website to the
number that become paying customers, subscribers or
users
 sales generation

= process of collecting names and contact information

about qualified prospects that will be contacted for
generating orders
 pp. 5-6 / Subheadings

Here's how I identified and reached the right sales targets

What I did
Gather information
Make contact
Be persistent, be professional
What I'd do differently
Focus on email
Use what works
 pp. 5-6 / Subheadings

1. Here's how I identified and reached the right sales targets

2. What I did
2.1. Gather information
2.2. Make contact
2.3. Be persistent, be professional
3. What I'd do differently
3.1. Focus on email
3.2. Use what works
 Case study
1. Here's how I identified and reached the right sales targets
2. What I did
2.1. Gather information
2. What I did
2.2. Make contact
2. What I did
2.3. Be persistent, be professional
3. What I'd do differently
3.1. Focus on email
3. What I'd do differently
3.2. Use what works
Written sales communication:
Sales letters
 p. 7 /Communicating your idea subtly
& effectively

conveying your ideas emphatically and making your

point - as vital for success as logically structured ideas

mechanisms used in advertising both in speaking and

writing to attract the customers attention, gain their
trust and induce them to choose your product of
service
sales letters
presentations (e.g. product launches)
 p. 7 / About sales letters
What?
the most effective of all forms of advertising
targeted - (unlike press and poster advertising) it
aims to sell a particular kind of goods or services to
selected types of customers

What for?
to persuade readers that they need what you are
trying to sell and persuade them to buy it

How?
 Written sales communication:
Sales letters The 4-point plan
 p. 7 / About sales letters

How?
You take something attractive and make it seem
necessary, or you take something necessary and
make it seem attractive.

When composing sales letters be careful to follow the

4-point plan:
arouse interest
create desire
carry conviction
induce action
 p. 7 / The four-point plan
arouse interest
encourage the reader to take notice of what you have to say

create desire
you will do this by pointing out the benefits to the readers and
how it will affect them; describe what your product is, what it can
do and how they will benefit from it

carry conviction
make your reader believe that the product is what you claim it to
be

induce action
invite the reader to visit your showroom, to receive your
representative, send for a sample
 p. 8 / The four-point plan

Arouse interest:

Advertisers use appeal to influence a customer to

purchase a product or support a cause.
Appeals speak to an individuals need, wants or
interest.
The most common advertising appeals include use of
fear, humor, rational and sex propaganda.
p. 8 / Arousing interest using appeals
 p. 8 / The four-point plan
Arouse interest:

Would you like to cut your domestic fuel costs by 20 per

cent? If your answer is yes, read on
Appeal to economy

You can walk about the house, at work, in the streets, in

the country. You take this ability for granted, yet it is
denied to thousands of others those who are born
crippled, of crippled in childhood by accident or illness.
Appeal to sympathy
 p. 8 / The four-point plan

Arouse interest:

At half the actual cost you can now have SOLAR

HEATING installed in your home.
Appeal to comfort

More than 50 per cent of people have eye trouble an in the

past year no fewer than 16,000 people in Britain have lost
their sight. Are your eyes in danger?
Appeal to fear
 p. 8 / The four-point plan

Create desire:

This hi-fi system is supplied with two detachable

loudspeakers separately mounted in solid, polished teak
cabinets, as finely finished as Rolls-Royce.

Definition:
You will do this by pointing out the benefits to the
readers and how it will affect them; describe what your product is,
what it can do and how they will benefit from it.
Creating desire
Luxury Diamond Super Bass Mini Portable Bluetooth 3.0
Wireless
 p. 8 / The four-point plan
Carry conviction:

Remember, we have manufactured cotton shirts for 50

years and are quite confident that you will be more than
satisfied with their quality.
This offer is made on the clear understanding that if the
goods are not completely to your satisfaction, you can
return them to us immediately. The full amount will be
refunded immediately.

Definition:
Make your reader believe that the product is what you claim it to
be.
 Ad analysis / 1

Carrying conviction
 p. 8 / The four-point plan
Induce action:

The special discount now offered can be allowed only on

orders placed by 30 June. So hurry and take advantage of
this limited offer while there is still time.

Definition:
Invite the reader to visit your showroom, to receive your
representative, send for a sample.
Sales communication:
Sales presentation
 Sales presentation
If we compare these two models, you can see immediately
that Car X has considerable advantages over Car Y:
price
fuel economy
speed
maintenance
guarantee
service network
reliability
engine
bodywork
running costs (fuel, maintenance and other costs)
question of image
 p. 9 / Speaking: Sales presentation

If we compare these two models, you can see immediately

that Car X has considerable advantages (1) _________Car Y.
First of all, there is the question of price. At 18,000, car X is
(2) _________Car Y, which costs 18,250.
Secondly, there is the question of fuel economy. On average,
Car X will do 20 kilometres pet litre and this makes it
(3) ________Car Y, which averages 19.2 kpl.
Then we come to the question of speed. X has a top speed of
190 kph and this is (4) ________ Y, which can only reach 150
kph.
 p. 9 / Speaking: Sales presentation

If we compare these two models, you can see immediately

that Car X has considerable advantages (1) in comparison
with Car Y.
First of all, there is the question of price. At 18,000, car X is
(2) slightly less expensive than Car Y, which costs 18,250.
Secondly, there is the question of fuel economy. On average,
Car X will do 20 kilometres pet litre and this makes it
(3) slightly more economical than Car Y, which averages
19.2 kpl.
Then we come to the question of speed. X has a top speed of
190 kph and this is (4) a lot faster than Y, which can only
reach 150 kph.
 p. 9 / Speaking: Sales presentation
As far as maintenance is concerned, (5) ____ with Car X
we offer a 2-year guarantee for all parts and labour and this
represents a (6) _______deal than Car Y, where there is only
a 6-month guarantee. In addition, with X we can also
provide a (7) _____service network than the competition.
Another factor to consider is that of reliability. Tests have
shown that Car X is (8) ______Car Y in every respect. The
engine is (9) ________the bodywork is (10) _______and the
running costs are (11) ________.
Finally, there is the question of image. Here there is no
doubt that Car X has a (12) _______ image than Car Y, as is
confirmed by all our market research.
.
 p. 9 / Speaking: Sales presentation
As far as maintenance is concerned, (5) there is no
comparison with Car X we offer a 2-year guarantee for
all parts and labour and this represents a (6) much better
deal than Car Y, where there is only a 6-month guarantee.
In addition, with X we can also provide a (7) more
efficient service network than the competition.
Another factor to consider is that of reliability. Tests have
shown that Car X is (8) more reliable than Car Y in every
respect. The engine is (9) more solidly built, the
bodywork is (10) much wider and the running costs are
(11) considerably lower .
Here there is no doubt that Car X has a (12) much more
upmarket image than Car Y.
 p. 10 / Speaking: Product launch

1. Id like to start
2. To begin with,
3. Furthermore,
4. For example,
5. on the other hand,
6. Apart from this,
7. As far as price is concerned,
8. however
9. Last but not least,
p. 11 / Product description
Fact or opinion? 4-point plan?
 OnGuard Lifeguard
Communication System

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