Selling Skills

30th Oct , 2012

FMCG sales Challenges

Launch & growth of Tropicana juices in India. Challenges :
New distributor appointment Attracting quality talent / training of distributor salesmen. New outlet opening New flavours / New product placement Visibility challenge ( SOV) Range availability & depth. Chilled availability

Any company FMCG or Durables Would have same or similar challenges.

Sharing of learnings thru

Pick & choose any one of the outlined real life sales challenges Role play :
Self playing the role of reluctant customer. Student volunteer for selling Rest students can add arguments

Recap of learnings & takeaways.

Typical Customer Behavior traits :

Blank wall to maintain status quo Path of least resistance. Test with half-truths / outright lies to extract advantage. Bragging Exaggeration. Move in tangents All over.

Buyer Behavior Model

Stimulus

Buyers Decision making process

Response ( Buy or No Buy)

Buyer response unpredictable because the decision gets influenced by psychological factors such as :
Buyer beliefs Attitudes Values Perceptions

Understanding Consumer Behavior

Belief is an internal feeling that something is true , even though that belief may be unproven.

Beliefs

God exists or Life after death Home cooked / Home made equals better care of family.

Attitude

Attitude is the way a person expresses or applies that belief. Thus attitude is the sum of beliefs that has been shaped by social & cultural environment , demographic and geographic conditions.
Tum kaal ke bacchhe mujhe kya seekhaoge I know best.

Values are the abstract principles that serve as compass in peoples life .

Values

Lying is bad. Honesty always.

Stereotypes
Perceptions
Long haired men cannot be trusted. Smoker hence casual on commitments. Jaat buddhi / Bhadra lok ..

Creating a Win
Effective selling involves being alert to the verbal & non-verbal signals & varying the stimuli as per need-of-the-moment. This can trigger responses varying from Acceptance to Caution to Disagreement.
What is said ? How it is said ? When it is said ?

1. 2. 3.

What ?

Preparation is the key be the SME ( subject matter expert). Have response ready for Whats in it for me ? KYC
Company / Product / competition. Customer ( Distributor / Retailer / Institution / Modern trade) Consumer Competition.

Creating a Win
4. What motivates my customer ?
Dependable & reliable service ( surprisingly are valued differentiators). Fill rates / Availability / Stocks freshness. High consumer pull leading to faster rotation of stocks. High dealer margins. Returns policy. Cash discount / Credit period. Time at premium packaged convenience. Conspicuous consumption Indulgence. DINKs / DISKs High levels of awareness Work hard / Play hard / Eat healthy. Chilled availability / High visibility triggers for Impulse buys.

What ?

5.

What motivates my consumer ?

Creating a Win
1. Effective salespersons show common characteristics :
Listen carefully to buyers words , feelings & thoughts and talk less. Show enthusiasm towards the sales job & customers business. Use proof statements / testimonials from objective sources to add credibility to sales message. KISS Empathise with the buyers feelings , ideas and situation. Never talk down to potential partners. Nodding occasionally to acknowledge inputs. Leaning forward to evince interest. Maintaining eye contact. Firm handshake. Non-fidgeting posture. Appropriate dress & hair style. Standing posture Hands clasped in front (Never cross your arms)

2. Non-verbal communication can be made more effective:

How ?

3. 4.

Someone like you is more likely to create empathy & end with a positive outcome . Ice breakers / conversation looseners like sports / politics / cinema . are important.

Creating a Win
Get the buyer in a receptive mode.
When? Avoid high pressure time when conflicting priorities are there. Outside interruptions should be removed / minimized.

Win - Win