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5NDERSTAND 3%,,).
'
WORK LIFE
WORK LIFE
4RANSFORM THE WAY
YOU LIVE AND WORK
5NDERSTAND
3%,,).'
+%. ,!.'$/.
4ARGET CUSTOMERS
CLOSE DEALS WIN NEW SALES
+%. ,!.'$/.
1_ED248_US 1 1
1_ED248_CMYK
5NDERSTAND
3ELLING
13/7/06 2:19:00
4:05:13 pm
30/3/06
2_ED248_US 2 2
2_ED248_CMYK
13/7/06 2:19:05
4:05:18 pm
30/3/06
3_ED248_US 3 3
3_ED248_CMYK
5NDERSTAND
3ELLING
4ARGET CUSTOMERS
CLOSE DEALS
WIN NEW SALES
+%. ,!.'$/.
13/7/06 2:19:09
4:05:19 pm
30/3/06
,/.$/. .%7 9/2+
-5.)#( -%,"/52.% $%,()
#ONTENTS
0ROJECT %DITOR
0ROJECT !RT %DITOR
3ENIOR %DITOR
3ENIOR !RT %DITOR
!SSISTANT %DITORS
!SSISTANT $ESIGNER
$40 $ESIGNER
0RODUCTION #ONTROLLER
0ICTURE 2ESEARCHER
4OM "RODER
%DWARD +INSEY
3IMON 4UITE
3ARA 2OBIN
!MBER 4OKELEY
4ARDA $AVISON
!ITKINS
+ATHRYN 7ILDING
4RACI 3ALTER
3TUART -ASHETER
3ARAH (OPPER
0REPARE &OR 9OUR
#USTOMERS
3PECIAL 0HOTOGRAPHY
2OGER $IXON
#OMMUNICATE 0ERSUASIVELY
%XECUTIVE -ANAGING %DITOR !DLE (AYWARD
-ANAGING !RT %DITOR +ARLA *ENNINGS
!RT $IRECTOR
0UBLISHER
5NDERSTAND THE 3ALES
2ELATIONSHIP
-AKE A 'OOD
&IRST )MPRESSION
)DENTIFY #USTOMER "ENElTS
0ETER ,UFF
#ORINNE 2OBERTS
&IRST !MERICAN %DITION
0UBLISHED IN THE 5NITED 3TATES BY
$+ 0UBLISHING (UDSON 3TREET
.EW 9ORK .9
#OPYRIGHT $ORLING +INDERSLEY ,IMITED
4EXT COPYRIGHT +EN ,ANGDON
!LL RIGHTS RESERVED UNDER )NTERNATIONAL AND 0AN
!MERICAN
#OPYRIGHT #ONVENTIONS .O PART OF THIS PUBLICATION MAY BE
REPRODUCED STORED IN A RETRIEVAL SYSTEM OR TRANSMITTED
IN ANY FORM OR BY ANY MEANS ELECTRONIC MECHANICAL
PHOTOCOPYING RECORDING OR OTHERWISE WITHOUT THE PRIOR
WRITTEN PERMISSION OF THE COPYRIGHT OWNER 0UBLISHED IN
'REAT "RITAIN BY $ORLING +INDERSLEY ,IMITED
! #ATALOGING
IN
0UBLICATION RECORD FOR THIS BOOK
IS AVAILABLE FROM THE ,IBRARY OF #ONGRESS
)3".
%$
$+ BOOKS ARE AVAILABLE AT SPECIAL DISCOUNTS FOR BULK
PURCHASES FOR SALES PROMOTIONS PREMIUMS FUND RAISING OR
EDUCATIONAL USE &OR DETAILS CONTACT $+ 0UBLISHING 3PECIAL
-ARKETS (UDSON 3TREET .EW 9ORK .9 OR
3PECIAL3ALES DKCOM
0RINTED AND BOUND IN #HINA BY ,EO 0APER 'ROUP
US_004_005_Selling.indd 4 4
004_005.SellingContents.indd
31/8/06
30/3/06 12:26:25
2:25:53 pm
S
&IND 9OUR #USTOMERS
+NOW 9OUR -ARKET
'ET /RGANIZED
4HE 3ALES &ORECAST
&IND 9OUR 0ROSPECTS
$EVELOP 9OUR 3ALES 0IPELINE
$ELIVER #USTOMER
3ATISFACTION
0UT THE #USTOMER &IRST
3ATISFY 9OUR #USTOMERS
3ATISFY 9OUR 2ETAIL
#USTOMERS
/FFER A &IRST
#LASS 3ERVICE
-ANAGE 4HE
3ALES 0ROCESS
-ANAGE 9OUR
+EY !CCOUNTS
$ElNE THE 3ALES 0ROCESS
0LAN THE )NITIAL 3ALES #ALL
&OCUS ON 9OUR
"EST #USTOMERS
/PEN THE 3ALE
"UILD 9OUR !CCOUNT 4EAM
1UALIFY 9OUR 0ROSPECTS
4HE +EY !CCOUNT 0ROCESS
#OMPLETE THE
/PENING #ALL
#RITICAL 3UCCESS &ACTORS
"UILD THE 3ALE
-AKE 9OUR 0ROPOSAL
0RESENT 9OUR 3OLUTION
7RITE 9OUR +EY
!CCOUNT 0LAN
#OMPLETE 9OUR
+EY !CCOUNT 0LAN
.EGOTIATE THE "EST 4ERMS
#LINCH THE $EAL
)NDEX
0ROTECT 9OUR 4IME
!CKNOWLEDGMENTS
5_ED248_US 5
004_005.SellingContents.indd
5
13/7/06 2:26:03
4:05:23 pm
30/3/06
6_ED248_US 6 6
6_ED248_CMYK
)NTRODUCTION
.O BUSINESS CAN SUCCEED WITHOUT EFFECTIVE SALESPEOPLE
5NDERSTANDING PROFESSIONAL SALESMANSHIP IS THEREFORE A
KEY COMPETENCY NOT ONLY FOR FRONT
LINE SALESPEOPLE BUT
FOR ANYONE WHOSE JOB IN ANY WAY AFFECTS THE MOST
IMPORTANT ASSET ANY ORGANIZATION HASITS CUSTOMERS
0ROFESSIONAL SELLERS UNDERSTAND THE NECESSITY OF MAKING AN
EXCELLENT lRST IMPRESSION 4HEY KNOW THAT A FEATURE OF THEIR
PRODUCT ONLY HELPS TO MAKE A SALE IF THE CUSTOMER CAN SEE HOW
IT WILL BENElT THEM !ND THEY UNDERSTAND EACH STAGE OF THE
SALES PROCESS FROM THE BASICS OF QUESTIONING AND LISTENING TO
LEADING A CUSTOMER TOWARD SAYING h9ES PLEASE)LL BUY ITv
3O WHETHER YOUR CUSTOMER IS SOMEONE IN A CLOTHING STORE
A HIGHLY SKILLED BUYER IN A MULTINATIONAL AN ENTIRE BOARD
COMMITTEE OR A MIDDLE MANAGER CONTROLLING A BUDGET YOU
NEED TO DEVELOP THE SELLING
SKILLS THAT WILL MAKE MORE
PROlTABLE SALES QUICKLY
5NDERSTAND 3ELLING HELPS
YOU TO ASSESS YOUR CURRENT
SELLING SKILLS AND THEN
GUIDES YOU THROUGH EVERY
ASPECT OF THE SALES PROCESS
5 . $ % 2 3 4! . $ 3 % , , ) . '
13/7/06 2:19:21
4:05:27 pm
30/3/06
7_ED248_US 7 7
7_ED248_CMYK
FROM EFFECTIVE OPENING TECHNIQUES THROUGH TO THE BEST
WAYS TO SATISFY YOUR CUSTOMERS AND MANAGE A SALES TEAM )T
TAKES YOU FROM MAKING THE lRST TELEPHONE CONTACT WITH A
NEW PROSPECT AND
PLANNING YOUR SALES
CAMPAIGN TO MAKING THE
lRST SALE AND DELIVERING
YOUR PROMISES )T ALSO LOOKS
%FFECTIVE SELLING IS
THE FOUNDATION OF ALL
BUSINESS SUCCESS
AT HOW TO HANDLE YOUR KEY
ACCOUNTSYOUR MOST IMPORTANT CUSTOMERS WHO TYPICALLY
SUPPLY UP TO PERCENT OF AN ORGANIZATIONS TOTAL SALES
REVENUESAND TELLS YOU HOW TO PLAN AND MANAGE SUCH
ACCOUNTS TO ENSURE CUSTOMER LOYALTY AND A GROWING STREAM
OF PREDICTABLE PROlTABLE SALES
3PECIALLY COMMISSIONED PHOTOGRAPHS ILLUSTRATE THE SUBTLE
VISUAL SIGNALS A CUSTOMER SENDS AND SHOW YOU HOW TO
INTERPRET AND SELECT THE RIGHT TECHNIQUE FOR THE RIGHT
MOMENT 4HERE ARE ALSO INVALUABLE CASE STUDIES TECHNIQUES
THAT YOU CAN PRACTICE IN YOUR EVERYDAY LIFE PROFESSIONAL
TIPS AND SPECIAL FEATURES ON KEY ASPECTS OF THE SELLING
PROCESSIN SHORT EVERYTHING YOU NEED TO UNDERSTAND
SELLING AND BECOME A TOP SALESPERSON
).42/$5#4)/.
13/7/06 2:19:22
4:05:27 pm
30/3/06
!SSESSING 9OUR 3KILLS
4HE AIM OF THIS QUESTIONNAIRE IS TO GET YOU TO THINK ABOUT
YOUR SELLING SKILLS AND ASSESS YOUR SCOPE FOR IMPROVEMENT
SO ANSWER HONESTLY #OMPLETE IT BEFORE READING THE BOOK
CHOOSING THE ANSWER THAT COMES CLOSEST TO YOUR PREFERRED
RESPONSE AND PUTTING THE APPROPRIATE LETTER IN THE
h"EFOREv BOX !FTER YOU HAVE READ THE BOOK AND APPLIED
THE TECHNIQUES COMPLETE THE QUESTIONNAIRE A SECOND TIME
"EFORE !FTER
(OW OFTEN DO YOU USE OPEN QUESTIONS
(OW DO YOU DESCRIBE YOUR PRODUCTS
! 9OU ARE NOT SURE WHAT THEY ARE
" 7HENEVER YOU MEET A PROSPECTIVE CUSTOMER
# &REQUENTLY THROUGHOUT THE SELLING CYCLE
! )N GREAT DETAIL EMPHASIZING THE FEATURES THAT
BEAT THE COMPETITION
" 9OU CONCENTRATE ON THE FEATURES THAT SEEM TO
INTEREST THE PROSPECT
# 9OU DESCRIBE THE FEATURES ONLY IN TERMS OF THEIR
BENElTS TO THE PROSPECT
(OW WELL DO YOU ESTABLISH THE PROSPECTS
REQUIREMENTS
(OW ACCURATE ARE YOUR SALES FORECASTS
! 9OU ASSUME ALL PROSPECTS NEED YOUR PRODUCTS
" 9OU ASK THEM FOR THEIR REQUIREMENTS EARLY IN
THE SALES CAMPAIGN
# 9OU LISTEN TO THEIR NEEDS SUMMARIZE THEM
BACK AND CHECK REGULARLY TO SEE IF THEY CHANGE
! )TS IMPOSSIBLE TO FORECAST IN YOUR BUSINESS
" 9OU HAVE MONTHS WHEN THEY ARE QUITE ACCURATE AND
OTHERS WHEN THEY ARE MILES OUT
# 9OU USUALLY HIT YOUR TARGETS WITHIN PERCENT
5 . $ % 2 3 4! . $ 3 % , , ) . '
8_ED248_US 8
&&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ.
13/7/06
4:05:31 pm
(,%*%&,')0'-0*-
"EFORE !FTER
(OW OFTEN DO YOU SET TIME ASIDE FOR
lNDING PROSPECTIVE CUSTOMERS
7HAT PERCENTAGE OF YOUR TIME DO YOU
TALK DURING AN OPENING SALES CALL
(OW WELL DO YOU DISTINGUISH YOUR
OFFERING FROM YOUR COMPETITIONS
! 9OU DO IT WHEN YOU RUN OUT OF THEM
" 9OU DO IT FROM TIME TO TIME
# 9OU DO IT EVERY WEEK AT DIFFERENT TIMES
! -OST OF THE TIME TO MAXIMIZE SELLING TIME
" !BOUT lFTY
lFTY
# 9OU AIM FOR A BALANCE OF PERCENT YOU
TALKING WITH PERCENT FROM THE PROSPECT
! 9OU CANT IN YOUR BUSINESS THE PRODUCTS ARE
PRETTY MUCH THE SAME
" 9OU KNOW YOUR PRODUCTS 530S
# 9OU CAN DEMONSTRATE 530S IN YOUR
ORGANIZATION AND YOUR MARKET POSITION
(OW WELL DO YOU ESTABLISH THE PROSPECTS
BASIS OF DECISION
! 9OU ARE UNFAMILIAR WITH THE TERM
" 9OU ASK ABOUT THE CRITERIA AT THE lRST MEETING
# 9OU USE THE PROSPECTS BASIS OF DECISION AS THE
FRAMEWORK OF A SALES CAMPAIGN
$O YOU MAINTAIN GOOD RECORDS OF CONTACTS
! 4HEYRE ON A DATABASE
" 9OU KEEP DETAILS UNTIL YOU HAVE MADE A SALE
# 9OU KEEP YOUR LIFETIME ADDRESS BOOK UPDATED
(OW DO YOU COMPLETE AN OPENING CALL
! 9OU THANK THE PROSPECT FOR HIS OR HER TIME AND
SAY THAT YOU WILL CALL BACK
" 9OU EXPLAIN THE ACTIONS YOU ARE GOING TO TAKE
FOLLOWING THE MEETING
# 9OU AGREE ON AN ACTION PLAN THAT ALWAYS INCLUDES
AN ACTION FOR THE PROSPECT TO COMPLETE
9_ED248_US 9
&&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ/
! 3 3 % 3 3 ) . ' 9/ 5 2 3 + ) , , 3
13/7/06
4:05:32 pm
(,%*%&,')0'-0+-
"EFORE !FTER
$O YOU GIVE DISCOUNTS OR OTHER CONCESSIONS
! 9OUR STARTING PRICE IS THE BEST YOU CAN MAKE
" 9OU START WITH THE BOOK TERMS AND CONDITIONS
AND OFFER WHAT YOU CAN AT THE APPROPRIATE TIME
# 9OU NEVER GIVE ANYTHING AWAY UNLESS IT IS VITAL
TO DO SO AND ALWAYS SHOW GREAT RELUCTANCE
(OW MUCH TIME DO YOU WASTE ON PROSPECTS
WHO DO NOT IN THE END BUY FROM YOU
(OW DO YOU MEASURE CUSTOMER SATISFACTION
(OW WELL DO YOU KNOW YOUR KEY ACCOUNTS
STRATEGY STRENGTHS AND WEAKNESSES
! )T HAPPENS ALL THE TIMETHATS SELLING
" )F IT BECOMES OBVIOUS THAT THEY ARE NOT GOING TO
BUY YOU DROP THE PROSPECT
# 9OU QUALIFY PROSPECTS CONTINUOUSLY AND ALWAYS
EXPLAIN YOUR REASONS TO UNQUALIlED PROSPECTS
! 9OU GET A FEEL FOR IT WHEN COMPLAINTS INCREASE
" 9OU GET A FEW CUSTOMERS TO lLL IN A CUSTOMER
SATISFACTION FORM AT THE END OF EACH QUARTER
# 9OU AGREE ON CUSTOMER SATISFACTION TARGETS AND
USE EXTERNAL AND INTERNAL SURVEYS
! 9OU DONT NEED TO IN ORDER TO SELL YOUR PRODUCTS
" 9OU ASK THE MAIN BUYER HOW BUSINESS IS GOING
ON A REGULAR BASIS
# 9OU HAVE AN AGREED !CCOUNT $EVELOPMENT 0LAN
THAT YOU KEEP UP TO DATE WITH THIS INFORMATION
&INAL 3CORES
!
"
"EFORE
!FTER
5 . $ % 2 3 4! . $ 3 % , , ) . '
10_ED248_US 10
&&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ'&
13/7/06
4:05:33 pm
(,%*%&,')0'.0&*
!NALYSIS
-OSTLY !S
9OUR ANSWERS SUGGEST THAT YOU ARE FAIRLY NEW TO SELLING AND WHILE YOU
MAY BE ENTHUSIASTIC YOU NEED TO THINK ABOUT THE BASIC TECHNIQUES OF
PROFESSIONAL SELLING AND THE SALES PROCESS #ONSIDER lRST YOUR CONTACT
WITH PROSPECTS AND CUSTOMERS AND LEARN TO LISTEN MORE 4HEN WORK ON
THE SELLING PROCESS TO ENSURE THAT YOU UNDERSTAND EACH STAGE AND ARE
CONlDENT HOW FAR DOWN THE SELLING TRACK YOU ARE AT ANY POINT IN TIME
4HINK MORE ABOUT YOUR CUSTOMERS AND WHAT THEY NEED AND WANT
-OSTLY "S
9OU HAVE SOME KNOWLEDGE OF PROFESSIONAL SELLING AND DEAL WITH YOUR
PROSPECTS AND CUSTOMERS QUITE WELL 9OU ARE STARTING TO SEE THE SALE
FROM THE CUSTOMERS POINT OF VIEW BUT YOU NEED TO PUT MORE TIME AND
ENERGY INTO IMPROVING YOUR SKILLS IN THIS AREA 3TART WITH ONE CUSTOMER
AND ONE SALES CAMPAIGN AND PLAN YOUR WAY THROUGH EACH STAGE IN THE
PROCESS "E SELF
CRITICAL OF YOUR OVERALL APPROACH TO A KEY ACCOUNT
-OSTLY #S
9OU CERTAINLY HAVE A PROFESSIONAL APPROACH TO YOUR ROLE AS A SALESPERSON
-AKE SURE HOWEVER THAT YOU ESTABLISH GOOD RAPPORT WITH CUSTOMERS AS
WELL AS TREATING THEM PROFESSIONALLY #ONCENTRATE ON THE LONG
TERM
STRATEGY AND USE SOME OF THE TECHNIQUES IN THIS BOOK TO HELP BUILD
MUTUALLY PROlTABLE RELATIONSHIPS 5SE THESE TECHNIQUES TO ASSIST OTHER
PEOPLE IN YOUR TEAM TO IMPROVE THEIR SKILLS 3HOW THEM HOW IMPORTANT
IT IS TO HAVE OPEN AND HONEST CONTACTS WITH PROSPECTS AND CUSTOMERS
#ONCLUSION
)F THIS IS THE lRST TIME YOU HAVE DONE THIS SELF
ASSESSMENT THEN BEAR IN
MIND THE ABOVE ANALYSIS AS YOU READ THE BOOK 0AY SPECIAL ATTENTION TO
THE AREAS HIGHLIGHTED BY YOUR RESPONSES AND TAKE ONBOARD THE TIPS
AND TECHNIQUESTHESE WILL HELP YOU TO REDUCE THE NUMBER OF !
RESPONSES NEXT TIME AROUND AND HELP YOU TO ACHIEVE A MORE
BALANCED MIXTURE OF "S AND #S !FTER YOU HAVE READ THE BOOK AND HAD
A CHANCE TO PUT THE TECHNIQUES INTO PRACTICE TAKE THE QUIZ AGAIN
0ROVIDED THAT YOU HAVE ANSWERED HONESTLY YOU WILL ABLE TO DIRECTLY
MEASURE YOUR PROGRESS AND SHOULD SEE A BIG IMPROVEMENT
11_ED248_US 11
&&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ''
! 3 3 % 3 3 ) . ' 9/ 5 2 3 + ) , , 3
13/7/06
4:05:33 pm
(,%*%&,')0('0+)
0REPARE
&OR 9OUR
#USTOMERS
3UCCESSFUL SALESPEOPLE CONCENTRATE ON THEIR
CUSTOMERS THEY ARE DETERMINED TO MAKE
SALES BUT EQUALLY DETERMINED TO PRODUCE
A HIGH LEVEL OF CUSTOMER SATISFACTION 4O
HELP YOU PREPARE FOR YOUR CUSTOMERS IN
A CONlDENT EFFECTIVE AND PROFESSIONAL
MANNER THIS CHAPTER SHOWS YOU HOW TO
s 5NDERSTAND THE RELATIONSHIP BETWEEN A
CUSTOMER AND AN EFFECTIVE SALESPERSON
s -AKE A STRONG lRST IMPRESSION BY LOOKING
PROFESSIONAL AND HAVING THE RIGHT ATTITUDE
s #OMMUNICATE PERSUASIVELY UNDERSTAND
WHEN TO LISTEN AND ASK THE RIGHT QUESTIONS
s )DENTIFY THE CUSTOMER BENElTS OF YOUR PRODUCT
12_ED248_US 12 12
12_ED248_CMYK_
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pm
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14:54:17
13_ED248_US 13 13
13_ED248_CMYK_
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pm
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14:54:19
5NDERSTAND THE 3ALES 2ELATIONSHIP
3ELLING CREATES A PERSONAL RELATIONSHIP BETWEEN
THE SALESPERSON AND A CUSTOMER !N EFFECTIVE SALES
RELATIONSHIP INVOLVES TAKING ORDERS FOR PRODUCTS THAT
SATISFY OR DELIGHT YOUR CUSTOMERS
!IM FOR #USTOMER 3ATISFACTION
!N ORGANIZATIONS MOST EFFECTIVE SALESPEOPLE ARE ITS
CUSTOMERS ! SATISlED CUSTOMER WHO TALKS ENTHUSIASTICALLY
TO FRIENDS AND ACQUAINTANCES GENERATES NEW BUSINESS
-ANY SUCCESSFUL RESTAURANTS FOR EXAMPLE RELY ENTIRELY ON
WORD
OF
MOUTH RECOMMENDATIONS
! SUCCESSFUL SALE HAS THREE
WINNERS THE SALESPERSON WHO
! SATISlED
MADE THE SALE THE CUSTOMER WHO
CUSTOMER
RECEIVES THE BENElTS OF THE PRODUCT
IS ALSO YOUR
OR SERVICE PURCHASED AND THE
MOST EFFECTIVE
SELLING ORGANIZATION WHICH GAINS
BOTH SALES REVENUE AND A SATISlED
ADVOCATE
CUSTOMER
#REATE 2ELATIONSHIPS
-AKING REPEAT SALES TO AN EXISTING CUSTOMER IS USUALLY
QUICKER AND CHEAPER THAN lNDING A NEW PROSPECT AND
SECURING THE lRST SALESO REPEAT SALES ARE ALSO MORE
PROlTABLE 4HE CUSTOMER
SALESPERSON RELATIONSHIP IS A VITAL
ELEMENT IN WINNING REPEAT SALES )T IS BASED ON MUTUAL
CONlDENCE CUSTOMERS REVEAL INFORMATION ABOUT THEIR NEEDS
AND WANTS OR THEIR COMPANYS PROBLEMS AND OPPORTUNITIES
)N RETURN THE SALESPERSON MAINTAINS CONlDENTIALITY AND HELPS
THE CUSTOMER TO BUY PRODUCTS THAT MEET THOSE REQUIREMENTS
9OU CAN BUILD RELATIONSHIPS BY CONCENTRATING ON PROVIDING
YOUR CUSTOMERS WITH SOLUTIONS THAT PRODUCE REAL BENElTS
4)0 3TRIVE TO MEET AND IF POSSIBLE EXCEED YOUR
CUSTOMERS EXPECTATIONSOR AS MANY SUCCESSFUL
SALESPEOPLE PUT IT hUNDER
PROMISE AND OVER
PERFORMv
0 2 % 0! 2 % & / 2 9/ 5 2 #5 3 4 / - % 2 3
14_ED248_US 14 14
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pm
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14:54:24
/BSERVE /THER 3ALESPEOPLE
9OU CAN LEARN A LOT ABOUT GOODAND BADSALESMANSHIP BY
OBSERVING HOW OTHER SALESPEOPLE TREAT THEIR CUSTOMERS
%XAMPLES OF DIFFERENT SALES TECHNIQUES ARE ALL AROUND YOU
.EXT TIME YOU ARE IN A STORE OR RESTAURANT TAKE A MOMENT TO STUDY
THE PEOPLE WORKING THERE AND NOTE HOW THEY INTERACT WITH CUSTOMERS
#AN YOU IDENTIFY ANY PARTICULARLY EFFECTIVE SALESPEOPLE 7HAT
ARE THEIR SALES TECHNIQUES !RE THEY PUSHY 0ROFESSIONAL
7HAT KIND OF RELATIONSHIP DOES A SUCCESSFUL SALESPERSON CREATE
WITH HIS OR HER CUSTOMERS ,OOK FOR WAYS IN WHICH THE
SALESPERSON SEEKS TO CREATE A SENSE OF TRUST
!RE THERE ANY APPROACHES THAT ELICIT A NEGATIVE RESPONSE FROM
A CUSTOMER (OW DID THE SALESPERSON RESPOND
9OU CAN ALSO USE YOUR OWN EXPERIENCES TO HELP YOU TO UNDERSTAND
AND APPRECIATE DIFFERENT SALES TECHNIQUES NEXT TIME SOMEONE TRIES
TO SELL YOU SOMETHING PAY CLOSE ATTENTION TO THE METHODS USED
7HAT DID THE SALESPERSON DO THAT MADE YOU FEEL READY TO BUY
7AS THE SALESPERSON GOOD AT lNDING OUT WHAT YOU WANTED
$ID THE PRODUCT LIVE UP TO THE SALESPERSONS PROMISE
7AS THE SALESPERSON HELPFUL IN MAKING SURE THAT YOU GOT GOOD
AFTER
SALES SERVICE
7AS THERE ANYTHING THE SALESPERSON SAID OR DID THAT MADE YOU
FEEL LESS INCLINED TO BUY
%FFECTIVE 3ALES 4ECHNIQUES
.%'!4)6% )-0!#4
()'( )-0!#4
"EING FRIENDLY AND PROFESSIONAL
L &INDING OUT EXACTLY WHAT THE
CUSTOMER WANTS
L !BSORBING AND RESPONDING
POSITIVELY TO CUSTOMER FEEDBACK
L "EING PREPARED TO NEGOTIATE
L
15_ED248_US 15 15
15_ED248_CMYK_
"EING OVER
FAMILIAR OR PUSHY
4ELLING CUSTOMERS WHAT YOU THINK
THEY SHOULD WANT
L )GNORING CUSTOMER FEEDBACK OR
BECOMING ANNOYED OR AGGRESSIVE
L "EING INmEXIBLE
L
L
5 . $ % 2 3 4! . $ 4 ( % 3 ! , % 3 2 % , !4 ) / . 3 ( ) 0
13/7/06
pm
20/3/064:05:42
14:54:26
-AKE A 'OOD &IRST )MPRESSION
0ROSPECTIVE CUSTOMERS OR PROSPECTS LIKE EVERYONE ELSE
MAKE A RAPID DECISION ABOUT A PERSON THEY ARE MEETING
FOR THE lRST TIME )T TAKES ONLY A FEW SECONDS TO MAKE AN
IMPRESSION SO MAKE SURE YOU PREPARE CAREFULLY
,OOK 0ROFESSIONAL
)T IS IMPORTANT TO lT IN WITH THE CUSTOMERS IMAGE OF A
PERSON THEY ENJOY TALKING TO AND WORKING WITH )F YOU ARE
SELLING TO PEOPLE WHO TRADITIONALLY WEAR SUITS AND TIES THEN
DRESS ACCORDINGLY IF YOU ARE A SALESPERSON IN A CLOTHING
BOUTIQUE YOU MAY BE ABLE TO DRESS MORE CASUALLY )N ALL
CASES HOWEVER THE KEY IS TO LOOK CLEAN NEAT AND
POLISHED ! PROFESSIONAL APPEARANCE WILL ENSURE THAT YOUR
PROSPECTIVE CUSTOMER TAKES YOU SERIOUSLY FROM THE START
$EVELOP #ONlDENCE
-OST SALESPEOPLE FEEL SOME ANXIETY WHEN THEY ARE NEW TO
THE PROFESSION 4HE TRICK IS TO CONVERT THAT ENERGY INTO A
MORE USEFUL EMOTION +EEP A POSITIVE MENTAL ATTITUDE
BELIEVE THAT YOU AND YOUR PRODUCTS AND SERVICES CAN
IMPROVE THE BUSINESSES AND LIVES OF YOUR CUSTOMERS )N A
COMPETITIVE POSITION THIS SELF
BELIEF CAN BE THE DIFFERENCE
BETWEEN WINNING THE ORDER AND LOSING OUT TO A COMPETITOR
THINK
3-!24
4O OVERCOME ANY NERVES YOU MAY FEEL WHEN MEETING A
NEW PROSPECT AND TO APPEAR MORE CONlDENT SIMPLY
PRETEND THAT YOU ARE MEETING AN OLD FRIEND
)MAGINE THAT THE PROSPECT IS AN OLD ACQUAINTANCE THAT YOU
HAVENT SEEN FOR MANY YEARS 9OU ARE PLEASED TO SEE THE FRIEND
AGAIN AND CURIOUS TO lND OUT WHAT HE OR SHE HAS BEEN UP TO
SINCE YOU LAST MET !DOPT THIS ATTITUDE FROM THE OUTSET AND THE
CONVERSATION SHOULD SOON START TO mOW NATURALLY
0 2 % 0! 2 % & / 2 9/ 5 2 #5 3 4 / - % 2 3
16_ED248_US 16 16
16_ED248_CMYK_
13/7/06
pm
20/3/064:05:43
14:54:26
-AKE AN )MPACT
! GOOD UPRIGHT STANCE DIRECT EYE CONTACT AND A lRM
HANDSHAKE GIVE AN IMPRESSION OF CONlDENCE WHEN YOU
MEET NEW PROSPECTS ! NEAT APPEARANCE AND EXCELLENT
MANNERS ENSURE THAT YOU MAKE A POSITIVE lRST IMPRESSION
0OSTURE 3TAND UPRIGHT
BUT RELAXED AND AVOID
HUNCHING YOUR SHOULDERS
OR HANGING YOUR HEAD $O
NOT CROSS YOUR ARMS
THIS CAN LOOK DEFENSIVE
(ANDSHAKE +EEP YOUR
PALMS ANGLED SLIGHTLY
UPWARD AS YOU MOVE TO
SHAKE HANDS !DOPT A
HANDSHAKE THAT IS lRM
WITHOUT BEING CRUSHING
%YE CONTACT -AKE
REGULAR EYE CONTACT WHEN
TALKING OR LISTENING TO
INDICATE THAT YOU ARE
HONEST AND CONlDENT
"E CAREFUL NOT TO STARE
4)0 "EFORE MEETING WITH POTENTIAL CUSTOMERS TAKE
A MOMENT TO THINK BACK OVER PAST SUCCESSESIT WILL
HELP YOU TO FEEL MUCH MORE CONlDENT
17_ED248_US 17 17
17_ED248_CMYK_
- ! + % ! ' / / $ & ) 2 3 4 ) - 0 2 % 3 3 ) / .
13/7/06
pm
20/3/064:05:43
14:54:28
#OMMUNICATE 0ERSUASIVELY
0ROFESSIONAL SALESPEOPLE ARE EXPERT COMMUNICATORS
4HEY USE CONVERSATION TO ENGAGE THEIR PROSPECTIVE
CUSTOMERS DETERMINE THEIR NEEDS AND DEMONSTRATE HOW
THEIR PRODUCTS AND SERVICES MEET THAT NEED
!SK THE 2IGHT 1UESTIONS
%FFECTIVE SALESPEOPLE ASK QUESTIONS TO ENCOURAGE PROSPECTS
TO TALK FREELY ABOUT THEIR AIMS NEEDS AND WANTS &ROM
THEIR ANSWERS SALESPEOPLE LEARN WHERE THEIR PRODUCTS COULD
BE APPROPRIATE 4HE WAY YOU ASK THE QUESTION IS IMPORTANT
!VOID CLOSED QUESTIONS THAT REQUIRE A SIMPLE YES OR NO
ANSWERIT IS USUALLY MORE EFFECTIVE TO ASK OPEN QUESTIONS
THAT ENCOURAGE PEOPLE TO TALK ABOUT THEMSELVES AND THEIR
COMPANIES IN MORE DETAIL
s #LOSED QUESTIONS OFTEN START WITH WORDS SUCH AS hDO v
hIS v AND hAREv h!RE YOU LOOKING FOR NEW SUPPLIERS v
INVITES A SIMPLE RESPONSE h.Ov
s /PEN QUESTIONS BEGIN WITH WORDS SUCH AS hWHY v
hHOW v hWHO v hWHAT v AND hWHEREv h(OW CAN YOUR
SUPPLIERS OFFER YOU A BETTER SERVICE v OPENS UP THE
CONVERSATION AND CAN REVEAL USEFUL INFORMATION
4%#(.)15%3
TO PRACTICE
4HE ABILITY TO LISTEN WITHOUT
INTERRUPTING IS INVALUABLE
0RACTICE YOUR LISTENING SKILLS ON
A FRIEND BY ASKING AN OPEN
QUESTION ABOUT A TOPIC HE OR SHE
IS INTERESTED IN LISTEN FOR TWO
MINUTES WITHOUT INTERRUPTING
s 5SE NODS AND ENCOURAGING
WORDS TO SHOW THAT YOU ARE
PAYING CLOSE ATTENTION
s 3UBTLY MIRROR THE OTHER
PERSONS POSTURE AND GESTURES
TO CREATE EMPATHY AND RAPPORT
s 5SE SILENCE TO DRAW HESITANT
TALKERS INTO SPEAKING
s )F CONVERSATION mAGS ASK MORE
OPEN QUESTIONSBUT MAKE
SURE THAT THE OTHER PERSON
DOES MOST OF THE TALKING
s 2EPEAT KEY WORDS SILENTLY AS
YOU LISTEN TO HELP YOU
REMEMBER WHAT IS SAID
0 2 % 0! 2 % & / 2 9/ 5 2 #5 3 4 / - % 2 3
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14:54:28
#!3% STUDY 'ETTING #USTOMER &EEDBACK
#ARLOS A REPRESENTATIVE OF A TOY
SUPPLIER WAS HAVING DIFlCULTY
PERSUADING A STORE MANAGER
%ILEEN TO BUY STOCKS OF A NEW
RANGE OF BOARD GAMES #ARLOSS
MANAGER ASKED HIM HOW HE USUALLY
STARTED SALES CALLS 3HE FOUND THAT
HE ALWAYS OPENED BY DESCRIBING
THE NEW RANGE AND SHOWING THE
SHOP MANAGER SAMPLES 3HE
SUGGESTED #ARLOS lRST ASK %ILEEN
WHAT TYPE OF PRODUCTS WERE
CURRENTLY SELLING WELL #ARLOS DID
THIS AND PICKED UP ON THE FACT THAT
BOARD GAMES FOR ADULTS WERE SELLING
WELL IN HER STORE THAT SEASON #ARLOS
WAS ABLE TO USE THIS KNOWLEDGE TO
EMPHASIZE THOSE FEATURES OF HIS
NEW RANGE THAT WOULD APPEAL TO
ADULTS %ILEEN BOUGHT STOCKS OF THE
NEW RANGE
s "Y lNDING OUT WHAT KIND OF
PRODUCTS WERE SELLING WELL BEFORE
BEGINNING HIS PITCH #ARLOS WAS
BETTER ABLE TO MARKET HIS OWN
PRODUCT SO THAT IT MATCHED THE
PROSPECTS DEMANDS (E WAS ABLE
TO RESPOND AS WELL AS INFORM
s 4HE QUESTIONS ALSO ESTABLISHED A
TWO
WAY RELATIONSHIP BETWEEN
PROSPECT AND SALESMAN )NSTEAD OF
SIMPLY LISTENING %ILEEN FELT THAT
SHED MADE A CONTRIBUTION TO THE
CONVERSATION AND HAD AN
INVESTMENT IN THE OUTCOME
,EARN TO ,ISTEN
!S WELL AS LISTENING CAREFULLY WHILE A PROSPECT TALKS YOU
SHOULD ALSO SHOW THAT YOU ARE LISTENING BY LOOKING
ATTENTIVE )F YOU MISS SOMETHING OR DO NOT UNDERSTAND
WHAT HAS BEEN SAID APOLOGIZE AND ASK THE CUSTOMER TO
REPEAT THE POINT !CTIVE LISTENING LIKE THIS SHOWS THAT YOU
DO NOT WANT TO DOMINATE THE CONVERSATION
s 0ICK UP CLUES FROM WHAT THE PROSPECT SAYS TO TRIGGER THE
NEXT SET OF LOGICAL QUESTIONS BUT NEVER INTERRUPT A
PROSPECT WHO IS TALKING )NTERRUPTING SOMEONE SENDS OUT
A CLEAR MESSAGE h7HAT ) WANT TO SAY IS MORE IMPORTANT
THAN WHAT YOU ARE TRYING
TO TELL MEv
5NLESS ONE IS A GENIUS IT
s )F A PROSPECT ASKS YOU A
IS BEST TO AIM AT BEING
QUESTION KEEP YOUR
INTELLIGIBLE
ANSWERS DIRECT POSITIVE
3IR !NTHONY (OPE (OPKINS
AND TO THE POINT
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pm
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4ALK IN THE 0ROSPECTS 4ERMS
7HEN YOU ARE SELLING CONNECT YOUR PRODUCT WITH
SOMETHING THE PROSPECT NEEDS OR WANTS $ESCRIBE THAT
CONNECTION IN WORDS THAT THE PROSPECT USES RATHER THAN
YOUR OWNHE OR SHE WILL RELATE TO IT MORE EASILY 7HEN
TALKING TO A PROSPECT FOCUS ON THE KEY WORDS USED AND
SILENTLY REPEAT THEM 5SE THESE WORDS WHEN YOU RESPOND
!IM TO #LOSE
#LOSED QUESTIONS THAT REQUIRE A hYESv OR hNOv TELL YOU HOW
CLOSE YOU ARE TO A SALE AND ENSURE THAT YOU AGREE 0ERHAPS
YOU WANT SOMEONE TO ATTEND A DEMONSTRATION !SK A DIRECT
CLOSED QUESTION h7ILL YOU PERSONALLY ATTEND v )F YOUR
PROSPECT SAYS hNO v ASK WHY AND DEAL WITH THE OBJECTION
! hYESv INDICATES THAT YOU HAVE GOTTEN A COMMITMENT TO A
COURSE OF ACTION )F THE
PROSPECT IS WAVERING
#USTOMER "ENElTS $ESCRIBE YOUR
PRODUCT IN TERMS OF WHAT YOUR PROSPECT
REFER TO OTHER BENElTS
NEEDS OR WANTS )F YOUR PROSPECT IS LOOKING
THAT HAVE NOT PREVIOUSLY
FOR A FAMILY CAR FOR EXAMPLE YOU MIGHT
BEEN DISCUSSED THIS MAY
WANT TO EMPHASIZE TRUNK SPACE AND SAFETY
FEATURES RATHER THAN ACCELERATION
PROVE PERSUASIVE
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14:54:33
,EARN 9OUR #USTOMERS *ARGON
%VERY INDUSTRY HAS ITS OWN JARGON 4O MAKE SURE YOU
COMMUNICATE EFFECTIVELY WITH CUSTOMERS AND PROSPECTS YOU
NEED TO BE ABLE TO USE THEIR JARGON WITH CONlDENCE
*ARGON SERVES A DUAL PURPOSE IT BOTH AIDS COMMUNICATION AND
SIGNALS INCLUSION WITHIN A SPECIlC GROUP OR PROFESSION )F YOU CAN
USE YOUR CUSTOMERS JARGON APPROPRIATELY IT IS EASIER TO COME
ACROSS AS AN INDUSTRY INSIDER WHO UNDERSTANDS THE CUSTOMERS
NEEDS AND CONCERNS )NAPPROPRIATE USE OF TERMINOLOGY CAN HAVE
THE OPPOSITE EFFECT #ONlDENT AND APPROPRIATE USE OF JARGON RELIES
ON FAMILIARITY #ONSIDER THE FOLLOWING STEPS TO DEVELOP THIS SKILL
3PEAK IN YOUR CUSTOMERS LANGUAGE NOT YOUR OWN A COMPUTER
SALESPERSON WHO IS SELLING PRODUCTS TO THE 02 INDUSTRY FOR
EXAMPLE SHOULD AVOID CONFUSING LESS TECHNICALLY MINDED
PROSPECTS WITH COMPUTER
RELATED JARGON
,ISTEN TO PEOPLE IN THE INDUSTRY TALKING TO EACH OTHER AND NOTE
HOW YOUR CUSTOMERS DESCRIBE THEIR PRODUCTS #URTAIN
MANUFACTURERS FOR EXAMPLE CALL THE LENGTH OF A CURTAIN hTHE
DROPv )DENTIFY ANY ACRONYMS USEDTELEPHONE EXPERTS OFTEN
USE THE TERM 0/43 FOR hPLAIN OLD TELEPHONE SERVICEv
!TTEND OR READ ABOUT INDUSTRY CONFERENCES TO lND OUT ABOUT
THE KEY PEOPLEEVERYONE IN THE INDUSTRY KNOWS THE NAME OF
THE CHIEF EXECUTIVE OF THE LARGEST COMPANY IN THE BUSINESS
2EAD THE BUSINESS SECTION OF A NEWSPAPER TO lND OUT ABOUT
CURRENT PROBLEMS AND OPPORTUNITIES IN THE INDUSTRY )S IT
GROWING OR DECLINING 7HAT ARE THE LATEST BUZZWORDS
6ISIT ALL PARTS OF AN EXISTING CUSTOMERS BUSINESSEVEN THOSE
THAT ARE NOT CLOSELY INVOLVED WITH YOUR PRODUCTS !FTER ALL IT IS
STILL USEFUL TO KNOW THE JARGON USED BY A DIFFERENT DEPARTMENT
4)0 &AMILIARIZE YOURSELF WITH THE KEY ISSUES IN THE
RELEVANT INDUSTRY SO YOU CAN HOLD KNOWLEDGEABLE
CONVERSATIONS WITH YOUR CUSTOMERS
21_ED248_US 21 21
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pm
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)DENTIFY #USTOMER "ENElTS
!LTHOUGH YOUR PRODUCT MAY OFFER MANY ATTRACTIVE
FEATURES REMEMBER THAT YOUR CUSTOMERS WILL ONLY
PURCHASE WHAT THEY FEEL THEY NEED OR WILL USE
#ONVERT &EATURES INTO "ENElTS
)T IS NOT THE FEATURES THAT SELL YOUR PRODUCTIT IS THE
BENElTS THOSE FEATURES BRING TO YOUR CUSTOMERS !LL
PRODUCTS HAVE CERTAIN FEATURES THAT DIFFERENTIATE THEM
FROM COMPETITIVE PRODUCTS ! TELEPHONE SALESPERSON FOR
EXAMPLE MAY BE SELLING A PRODUCT THAT CAN RETRIEVE VOICE
MESSAGES REMOTELY 4HIS IS A FEATURE OF THE PRODUCTBUT
UNLESS YOUR PROSPECTIVE CUSTOMERS BELIEVE THAT THEY WILL
ACTUALLY USE THIS FEATURE IT IS
5SE h3O 7HAT v
UNLIKELY TO CONVINCE THEM OF
TO DElNE A BENElT
THE PRODUCTS BENElTS
3ALESPEOPLE MAKE A SALE
&EATURE
WHEN THEY ARE ABLE TO SHOW
4HE TRANSFORMER BREAKS INTO TWO
PARTS FOR TRANSPORTATION
THE VALUE OF THE FEATURE TO
THE PROSPECT &OR EXAMPLE
3/ 7(!4
AN ORGANIZATION COULD USE
THE REMOTE ACCESS FEATURE
MENTIONED PREVIOUSLY TO
7HEN THE PIECES ARE ON THE TRUCK
REDUCE THE NUMBER OF TIMES
THEY ARE NOT WIDE LOADS
THAT MAINTENANCE ENGINEERS
NEED TO RETURN TO BASE 4HE
3/ 7(!4
BENElT TO THE COMPANY IS
HIGHER PRODUCTIVITY
2EMEMBER THAT THE SWITCH
FROM FEATURE TO BENElT CAN
$RIVERS DO NOT NEED A POLICE ESCORT
IN TRANSIT
BE A VERY PERSONAL ONE !
PERSON MAY BUY NEW CLOTHES
3/ 7(!4
FOR EXAMPLE SO THAT THEY
LOOK MORE FASHIONABLETRY
TO IDENTIFY AND FOCUS ON THE
"ENElT
BENElTS THAT ARE PARTICULAR
4HIS SAVES ON CHARGES FOR SUCH
TO EACH INDIVIDUAL PROSPECT
AN ESCORT
THAT YOU TALK TO
0 2 % 0! 2 % & / 2 9/ 5 2 #5 3 4 / - % 2 3
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4)0 #HECK THAT YOUR PROSPECT AGREES WITH YOU THAT
A CERTAIN FEATURE IS A BENElT )F NOT YOU MAY NEED TO
TAKE A DIFFERENT APPROACH TO PROMOTING YOUR PRODUCT
-AKE A "USINESS #ASE
,ARGE ORGANIZATIONS USE A BUSINESS PROCESS TO ANALYZE THE
COST AND BENElTS OF SPENDING MONEY 4HERE MAY BE A
PURCHASING DEPARTMENT RESPONSIBLE FOR BUYING THE RAW
MATERIALS THAT MANUFACTURERS USE TO MAKE THEIR OWN
PRODUCTS OR THE ITEMS THAT RETAILERS WILL STOCK IN THEIR STORES
,INE MANAGERS HAVE BUDGETS TO SPEND ON PRODUCTS THAT
IMPROVE THEIR EFlCIENCY OR THE SERVICE THEY OFFER TO
CUSTOMERS !LL OF THESE PEOPLE HAVE TO LOOK AT THE lNANCIAL
IMPLICATIONS OF A BUYING DECISION 2ETAILERS WILL CHECK ON
THE PROlT MARGIN OF A PARTICULAR LINE FOR EXAMPLE )N OTHER
ORGANIZATIONS MANAGERS WILL WANT TO ESTABLISH THE lNANCIAL
RETURN BEFORE THEY INVEST IN TECHNOLOGY 0ROFESSIONAL
SALESPEOPLE HELP A CUSTOMER THROUGH THE BUYING PROCESS
AND SUGGEST lNANCIAL BENElTS THAT THEY MAY NOT ANTICIPATE
+EY 1UESTIONS TO !SK !BOUT 9OUR 0RODUCT
*UST AS LARGE ORGANIZATIONS WILL USE A BUSINESS PROCESS TO ANALYZE
THE lNANCIAL AND OTHER BENElTS OF INTRODUCING A PRODUCT OR
SERVICE YOU TOO NEED TO ASK YOURSELF A SERIES OF QUESTIONS TO
EVALUATE POTENTIAL BENElTS AND DRAWBACKS FOR THE CUSTOMER
7ILL THE PRODUCT OR SERVICE SIGNIlCANTLY INCREASE THE CUSTOMERS
OWN SALES REVENUES
7HAT CURRENT COSTS WILL THE CUSTOMER BE ABLE TO CUT
(OW LONG WILL THE CUSTOMER NEED IN ORDER TO RECOUP THE
PURCHASING OR STARTUP COSTS
!RE THERE ANY EXTRA COSTS THE CUSTOMER WOULD INCUR BY NOT
INTRODUCING THE PRODUCT
7HAT ADDITIONAL MANAGEMENT CONTROL DOES THE PRODUCT OFFER
23_ED248_US 23 23
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13/7/06
pm
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14:54:36
&IND 9OUR
#USTOMERS
4HE JOB OF A SALESPERSON IS TO lND PROSPECTIVE
BUYERS AND TURN THEM INTO CUSTOMERS 4O DO THIS
WELL IT IS VITAL TO KNOW HOW YOUR PRODUCTS lT THE
MARKET AND IT IS IMPORTANT TO APPRECIATE
THE BASIC PRINCIPLES OF YOUR CUSTOMERS
BUSINESS 4HIS SECTION SHOWS YOU HOW TO LAY
THE FOUNDATIONS FOR SUCCESSFUL SALES BY
s $ETERMINING YOUR TARGET MARKET AND RELATING
YOUR PRODUCT TO THIS MARKET EFFECTIVELY
s !CCUMULATING KNOWLEDGE ABOUT YOUR TARGET
MARKET AND IDENTIFYING WHICH PEOPLE AND
ORGANIZATIONS ARE YOUR BEST PROSPECTS
s -AKING EFlCIENT USE OF YOUR PROSPECTING
TIME THROUGH PLANNING AND FORECASTING
s 0ROSPECTING FOR POTENTIAL CUSTOMERS AND
CREATING INTEREST IN YOUR PRODUCT
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10:42:51
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+NOW 9OUR -ARKET
4HE BETTER YOU KNOW YOUR PROSPECTS AND UNDERSTAND
HOW THEIR BUSINESSES OPERATE THE EASIER IT WILL BE TO
INTEREST THEM IN THE POTENTIAL OF YOUR PRODUCTS
5NDERSTAND "USINESS 0RINCIPLES
$EVOTE TIME REGULARLY TO DEVELOPING YOUR KNOWLEDGE OF
HOW BUSINESS ORGANIZATIONS OPERATE 4RY USING SHORT
FORMAL COURSES #$
2/-S AND )NTERNET COURSES AS WELL AS
READING GENERAL MANAGEMENT AND BUSINESS BOOKS "ROADEN
YOUR KNOWLEDGE BASE INFORMALLY AS WELL 4ALK TO THE
BUSINESS PEOPLE YOU MEET AND ASK QUESTIONS ABOUT THEIR
ORGANIZATIONS ASK STORE OWNERS
HOW THEIR BUSINESS IS PROGRESSING
AND LEARN FROM PEOPLE IN YOUR OWN
4HE BASIS FOR
ORGANIZATION 2EAD THE lNANCIAL
SALES SUCCESS
PAGES AT LEAST ONCE A WEEKIF YOU
IS A THOROUGH
lND THEM DIFlCULT TO UNDERSTAND
UNDERSTANDING
ASK SOMEONE IN YOUR lNANCE
DEPARTMENT IF THEY CAN HELP YOU
OF THE MARKET
IMPROVE YOUR SKILLS
5NDERSTAND #ONSUMER -ARKETS
)F YOU ARE SELLING TO CONSUMERS YOU WILL NEED TO COLLECT
MARKETING INFORMATION ABOUT YOUR PROSPECTIVE CUSTOMERS
9OUR OWN ORGANIZATION MAY BE ABLE TO SUPPLY SOME
INFORMATION AND MARKET REPORTS CAN ALSO BE FOUND ON THE
)NTERNET )T IS IMPORTANT THAT YOU DO YOUR OWN RESEARCH AS
WELL )F YOUR TERRITORY IS A RESIDENTIAL SUBDIVISION FOR
EXAMPLE TRY TO WORK OUT WHAT TYPE OF HOUSEHOLDS HAVE
BOUGHT YOUR PRODUCT PREVIOUSLY 4HIS WILL GIVE YOU THE
INFORMATION YOU NEED TO TARGET THAT TYPE "UILD UP A
CUSTOMER PROlLE DETAILING FACTORS SUCH AS THE SEX AGE
INCOME AND LIFESTYLE OF YOUR TARGET CUSTOMERS
4)0 )DENTIFY THE KEY DECISION MAKERS WITHIN TARGET
GROUPS OR ORGANIZATIONS AND lND OUT WHAT THEY WANT
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:39
5NDERSTAND #ORPORATE -ARKETS
)F YOU ARE SELLING TO A PARTICULAR INDUSTRY GET TO KNOW IT AS
THOROUGHLY AS POSSIBLE "UILD UP COMPANY PROlLES OF TARGET
CUSTOMERS BASED ON FACTORS SUCH AS SIZE AND TURNOVER !SK
AN EXISTING CUSTOMER TO SHOW YOU AROUND THE ORGANIZATION
OR EXPLAIN HOW IT OPERATES 2EAD THE TRADE PRESS SO THAT
YOU ARE AS WELL
INFORMED ON THE INDUSTRY AS YOUR CUSTOMERS
4AKE AN ORGANIZATION THAT YOU BELIEVE IS A POTENTIAL
CUSTOMER THEN ANALYZE THE VARIOUS DIVISIONS TO lND OUT
WHICH ONES ARE MOST ABLE AND WILLING TO SPEND MONEY
s $ISCOVER WHICH OF THE DIVISIONS ACTIVITIES ARE STRATEGIC
TO THE ORGANIZATIONMANAGERS WILL SPEND MONEY ONLY
ON DIVISIONS THAT FEATURE IN THEIR LONG
TERM PLANS
s #HECK WITH ANY OF YOUR
CURRENT CONTACTS WHICH
!NALYZE AN /RGANIZATION
DIVISIONS ARE GROWING OR
DECLININGORGANIZATIONS
&IND OUT WHICH DIVISIONS ARE
USUALLY INVEST MONEY IN
GROWING OR DECLINING
GROWTH AREAS
s 2ESEARCH A DIVISIONS
PROlTS BY READING THE
ORGANIZATIONS PUBLISHED
REPORTS OR CHECKING
&IND OUT WHICH DIVISIONS ARE
NEWSPAPER ARCHIVES ON
STRATEGIC TO THE ORGANIZATION
THE )NTERNETPROlTABLE
DIVISIONS WILL USUALLY
INVEST FOR GROWTH WHILE
LESS PROlTABLE ONES WILL
&IND OUT HOW PROlTABLE
SPEND ONLY IN ORDER TO
A DIVISION IS READ
SAVE COSTS
PUBLISHED REPORTS OR CHECK
s #HECK WHETHER ONE OF
NEWSPAPER ARCHIVES
YOUR COMPETITORS IS ACTIVE
IN THE DIVISION WITH A
SIGNIlCANT MARKET
&IND OUT WHETHER YOU HAVE A
SHAREIT IS MUCH EASIER
COMPETITOR IN THE DIVISION
TO GET INTO A DIVISION IF
ESPECIALLY ONE WITH A
THERE IS NO COMPETITION
COMMANDING MARKET SHARE
OR IF IT IS FRAGMENTED
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+ . / 7 9/ 5 2 - ! 2 + % 4
13/7/06
pm
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14:54:40
+NOW 9OUR 0RODUCTS
9OUR CUSTOMERS WILL EXPECT YOU TO HAVE A THOROUGH
KNOWLEDGE OF YOUR OWN PRODUCTS !S WELL AS READING THE
RELEVANT PRODUCT LITERATURE IT IS ALSO HELPFUL TO STUDY YOUR
PRODUCTS FROM THE USERS POINT OF VIEW )F IT IS FEASIBLE TO TRY
THE PRODUCTS YOURSELF THEN YOU WILL BE ABLE TO ENSURE THAT
YOU ARE TOTALLY FAMILIAR WITH THEIR FEATURES AND OPERATION
!FTER ALL SOMEONE WHO SELLS SOFTWARE FOR PERSONAL
COMPUTERS SHOULD ALSO BE A CONlDENT USER OF THAT SOFTWARE
TO BE ABLE TO ADVISE CUSTOMERS ON ANY PRACTICAL ISSUES AND
QUESTIONS THEY MAY HAVE 2EMEMBER THOUGH THAT YOU ARE
SELLING NOT THE FEATURES OF THE PRODUCT BUT THE BENElTS
THEY BRING TO YOUR CUSTOMERS
2ELATE 0RODUCTS TO A -ARKET
)T IS IMPORTANT TO IDENTIFY THE lT BETWEEN YOUR PRODUCTS
AND THEIR POTENTIAL MARKETS "EAR IN MIND THAT A PRODUCT IS
A USEFUL PART OF YOUR PORTFOLIO ONLY IF YOU CAN IDENTIFY A
MARKET FOR IT WHILE THE ONLY
MARKETS WORTH PROSPECTING ARE
THOSE FOR WHICH YOU HAVE A
4HINK OF YOUR
SUITABLE PRODUCT ! RESTAURANT THAT
PRODUCTS
IS SURROUNDED BY OFlCES AND NEAR A
SOLELY IN TERMS HIGH
END RESIDENTIAL SUBDIVISION
OF CUSTOMER
FOR EXAMPLE HAS AT LEAST TWO
DISTINCT MARKETS 4HE FOOD IT OFFERS
BENElTS
AT LUNCHTIME SHOULD BE APPROPRIATE
FOR BUSY OFlCE STAFF WHO WANT TO
EAT WITH THEIR COLLEAGUES AND GET BACK TO WORK 4HE FOOD IT
SELLS IN THE EVENING SHOULD BE APPROPRIATE FOR PEOPLE WHO
WANT TO ENJOY A LEISURELY DINNER WITH FAMILY AND FRIENDS )F
THE RESTAURANT TRIES TO SELL THE SAME FOOD OR MAINTAIN THE
SAME LEVEL OF SERVICE THROUGHOUT THE DAY IT MAY lND ITSELF
WITHOUT A PRODUCTMARKET lT
4)0 %XPLORE THE BENElTS AND SHORTCOMINGS OF YOUR
COMPETITORS PRODUCTS AS WELL AS YOUR OWN
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:41
'ROUP 0RODUCTS AND 3ERVICES
! SIMPLE PRODUCTMARKET MATRIX WILL HELP YOU TO MATCH
YOUR PRODUCTS OR SERVICES WITH THEIR MOST SUITABLE MARKETS
AND PRIORITIZE THE TIME YOU SPEND PROSPECTING
$RAW UP A MATRIX WITH YOUR PRODUCTS DOWN ONE SIDE AND THE
TARGET MARKETS ALONG THE TOP 4HIS WILL HELP YOU TO CLARIFY THE lT
BETWEEN EACH PRODUCT AND ITS POTENTIAL CONSUMERS )T WILL ALSO
HELP YOU TO DECIDE HOW MUCH TIME AND EFFORT YOU SHOULD INVEST
IN PROSPECTING THE DIFFERENT AREAS
)F YOU OFFER MANY DIFFERENT PRODUCTS OR SERVICES YOU MAY NEED
TO SORT THEM INTO GROUPS #HOOSE CRITERIA THAT SEEM
APPROPRIATE TO THE MARKETS SUCH AS PRICE OR WHETHER SERVICE
PROVISION IS EASY OR COMPLEX
3ORT TARGET MARKETS INTO GROUPS DEPENDING ON THE RELEVANT
PRODUCT CRITERIAINTO LARGE OR SMALL ORGANIZATIONS FOR
EXAMPLE OR INTO LUNCHTIME AND EVENING TRADE
2ECOGNIZE THAT MARKETS CHANGE AND REVISIT THE PROSPECTING
MATRIX FROM TIME TO TIME TO MAKE SURE IT IS STILL APPROPRIATE
#HANGE THE LEVEL OF ACTIVITY WHERE NECESSARY AND DISCIPLINE
YOURSELF TO WORK ACCORDING TO THIS LOGICAL PLAN
0RODUCT-ARKET 'ROUPINGS
-ARKET
-ARKET
-ARKET
0RODUCT (IGH PROSPECTING
ACTIVITY
,OW PROSPECTING
ACTIVITY
-EDIUM PROSPECTING
ACTIVITY
0RODUCT .OT APPLICABLE
,OW PROSPECTING
ACTIVITY
-EDIUM PROSPECTING
ACTIVITY
0RODUCT (IGH PROSPECTING
ACTIVITY
.OT APPLICABLE
(IGH PROSPECTING
ACTIVITY
0RODUCT ,OW PROSPECTING
ACTIVITY
(IGH PROSPECTING
ACTIVITY
(IGH PROSPECTING
ACTIVITY
US_026_033_Selling.indd
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+ . / 7 9/ 5 2 - ! 2 + % 4
13/7/06
pm
20/3/064:21:37
14:54:42
4HE 3ALES &ORECAST
!N ACCURATE SALES FORECAST IS AN ESSENTIAL PLANNING TOOL IN
ANY ORGANIZATION )T IS USED AS THE BASIS FOR MANY OTHER
PROJECTIONS SUCH AS PRODUCTION AND DISTRIBUTION PLANS
3ET 4ARGETS
7HATEVER PRODUCT OR SERVICE YOU ARE TRYING TO SELL A GOOD
SALES FORECAST WILL HELP YOU TO PLAN FOR THE FUTURE 3ALES
FORECASTING BEGINS WITH YOUR SALES TARGET 9OUR MANAGER
MAY HAVE SET A LEVEL OF BUSINESS FOR YOU TO ACHIEVE DURING
THE lNANCIAL YEAR 9OU MAY ALSO BE ASKED TO ACHIEVE CERTAIN
OTHER TARGETS SUCH AS MONTHLY OR QUARTERLY ONES AS WELL AS
SALES TO NEW CUSTOMERS !LTERNATIVELY YOU MAY HAVE
TARGETS THAT YOU HAVE SET YOURSELF %XPECT THESE TARGETS TO
BE DEMANDING IN TODAYS COMPETITIVE WORLD "Y COMPARING
THESE TARGETS TO YOUR FORECAST SALES YOU WILL GET A CLEARER
SENSE OF WHETHER THE TARGETS ARE REALISTIC AND WHETHER OR
NOT YOU ARE CURRENTLY ON TRACK "REAK DOWN YOUR TARGET
INTO APPROPRIATE SECTIONS SO THAT YOU CAN MEASURE YOUR
PROGRESS AS THE YEAR PROCEEDSIT CAN BE DIFlCULT TO CATCH
UP IF YOU FALL BEHIND SIGNIlCANTLY
-AKE A &ORECAST
4HE PRECISE FORMAT OF YOUR SALES FORECAST IS LIKELY TO VARY
DEPENDING ON HOW MANY PRODUCTS OR SERVICES YOU OFFER
(OWEVER IT WILL PROBABLY COMPRISE A SPREADSHEET WHERE
THE ESTIMATED NUMBER OF SALES FOR DIFFERENT PRODUCTS
ARE BROKEN DOWN OVER THE COURSE OF THE MONTH OR YEAR
TOGETHER WITH THE PROJECTED VALUE OF THESE SALES ! GOOD
WAY TO REACH A REALISTIC lGURE IS TO EVALUATE YOUR CHANCES
OF MAKING EACH SALE IN TERMS OF A PERCENTAGE lGURE
2EMEMBER THAT THE FORECAST DOES NOT NEED TO BE HIGHLY
DETAILED OR PERCENT ACCURATEIT IS AN EDUCATED GUESS
RATHER THAN AN EXACT CALCULATION
4)0 %VEN WHEN PROSPECTING FOR NEW CUSTOMERS
ALWAYS SET ASIDE TIME TO TAKE CARE OF EXISTING CLIENTS
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:45
4HE &ORECASTING 3YSTEM
4HIS SYSTEM ENSURES THAT YOU ARE MAKING THE BEST USE OF
YOUR TIME AND HAVE A REALISTIC PICTURE OF EXPECTED SALES
4HINK ABOUT A CURRENT SALES CAMPAIGN AND ASK YOURSELF h7HAT ARE
THE CHANCES THAT THIS CUSTOMER OR PROSPECT WILL PLACE AN ORDER FOR
THIS VALUE OF SALES REVENUE v -AKE SURE YOU RESPOND HONESTLY
)F A CUSTOMER HAS ALREADY PLACED AN ORDER THERE IS A PER
CENT CHANCE FACTOR YOU WILL RECEIVE THAT VALUE OF SALES REVENUE
)F YOU HAVE A LETTER OF INTENT SUBJECT TO CONTRACT THE LIKELY SALES
REVENUE HAS A CHANCE FACTOR OF PERCENT
)F THE PROSPECT IS GOING TO PLACE THE ORDER WITH EITHER YOU OR A
COMPETITOR SCORE THE POTENTIAL SALES REVENUE AT PERCENT
)N ALL OTHER INSTANCES WHERE THERE IS A REAL CHANCE THE PROSPECT
WILL PLACE AN ORDER FOR THAT VALUE OF REVENUE IT IS PERCENT
)F YOU DO NOT HAVE ENOUGH INFORMATION TO CALCULATE THE
LIKELIHOOD OF AN ORDER KEEP THEM ON THE LIST BUT GIVE THE
POTENTIAL SALES REVENUE A PERCENT CHANCE FACTOR
)N A NEW TERRITORY YOU MAY START WITH ONLY PERCENT CHANCE FACTORS
%XAMPLE OF A 3ALES &ORECAST
CHANCE
FACTOR
CHANCE
FACTOR
CHANCE
FACTOR
CHANCE
FACTOR
CHANCE
FACTOR
0ROSPECT
0ROSPECT
0OTENTIAL
SALES TOTALS
&ACTOR
3ALES
REVENUE
,IKELY SALES
TOTALS
&ORECAST
TOTAL
4ARGET
3HORTFALL
US_026_033_Selling.indd
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4 ( % 3 ! , % 3 & / 2 % # ! 3 4
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pm
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14:54:46
&IND 9OUR 0ROSPECTS
! PROSPECTIVE CUSTOMER OR PROSPECT IS A PERSON OR AN
ORGANIZATION THAT HAS EXPRESSED AN INTEREST IN YOUR
PRODUCT OR SERVICE 4HE MORE PROSPECTS YOU CAN lND
THE MORE SALES YOU ARE LIKELY TO MAKE
#REATE )NTEREST
%NCOURAGE PROSPECTS TO lND YOU BY DRAWING ATTENTION TO
YOUR PRODUCT OR SERVICE 4O CREATE INTEREST IN A RETAIL OUTLET
ENSURE THAT BOTH THE PREMISES AND THE WINDOW DISPLAY ARE
AS ATTRACTIVE AS POSSIBLE !LSO CONSIDER HANDING OUT LEAmETS
IN THE STREET )N BUSINESS
TO
BUSINESS SELLING USE ADVERTISING
AND PROMOTIONS IN THE APPROPRIATE TRADE PRESS ,OOK FOR
OPPORTUNITIES TO SUPPLY STORIES TO LOCAL AND NATIONAL MEDIA
7HATEVER TECHNIQUE YOU USE MAKE SURE IT IS EASY FOR A
PROSPECT TO CONTACT YOU )F YOU USE DIRECT MAIL FOR
EXAMPLE ALWAYS INCLUDE A REPLY
PAID FORM
#!3% STUDY 5NDERSTANDING 0ROSPECTS
!DRIAN A PLASTICS SALESMAN
WANTED TO CREATE INTEREST IN A
NEW METHOD OF PRODUCTION (E
SENT ENGINEER MANAGERS IN HIS
TARGET ORGANIZATIONS A MAILING THAT
INCLUDED AS A PROMOTIONAL NOVELTY
A MODEL CAR KIT BASED ON THE NEW
PROCESS "Y GETTING THE ENGINEERS
TO BUILD THE MODEL HE HOPED THAT
THEY WOULD THEN CONTACT HIM FOR
FURTHER INFORMATION ON THE PROCESS
4HE RESULTS WERE DISAPPOINTING AND
FEW PROSPECTS GOT IN TOUCH !DRIAN
TALKED TO HIS HEAD ENGINEER WHO
SUGGESTED HE SEND THE MODEL WITH A
PIECE MISSING 4HIS RESULTED IN MANY
CALLS POINTING OUT THE PROBLEM AND
ASKING FOR THE MISSING PIECE !DRIAN
AGREED TO DELIVER IT AT A MEETING
AND AS A RESULT SOON lLLED HIS
PLANNER WITH PROSPECT CALLS
s !DRIANS HEAD ENGINEER HAD A
GOOD UNDERSTANDING OF THE TYPE
OF PEOPLE !DRIAN WAS TARGETING
(E REALIZED THAT THE ENGINEERS
WERE PROBABLY BUILDING THE
MODELS BUT LACKED ANY SPECIlC
INDUCEMENT TO RESPOND #RUCIALLY
HE ALSO REALIZED THAT MOST
ENGINEERS WOULD BE UNABLE TO
RESIST CALLING TO POINT OUT A FAULT
s !DRIAN LEARNED TO ANALYZE THE
TYPE OF PERSON HIS MAILINGS WERE
AIMED AT AND BUILT THIS KNOWLEDGE
INTO HIS FUTURE CAMPAIGNS
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:51
THINK
3-!24
7HEN YOU START MAKING LIVE SALES CALLS CONTACT lRST
THE PROSPECTS THAT YOU FEEL ARE LEAST LIKELY TO BUY
YOUR PRODUCT *UMPING IN AT THE DEEP END IN THIS
WAY CAN PROVIDE INVALUABLE EXPERIENCE
)T IS TEMPTING TO START TELEPHONE PROSPECTING WITH YOUR MOST
LIKELY PROSPECTS BUT THERE IS A BETTER APPROACH )F YOU lRST
TELEPHONE THOSE SUSPECTS WHOM YOU BELIEVE ARE UNLIKELY TO
BECOME CUSTOMERS YOU WILL BE ABLE TO USE THOSE CALLS TO WORK
OUT WHAT TO SAY AND HOW TO REACT TO PROBLEMS /NCE YOU HAVE
MASTERED THE TECHNIQUE TURN TO YOUR BEST PROSPECTS
)DENTIFY 3USPECTS
! SUSPECT IS A PERSON OR ORGANIZATION THAT YOU BELIEVE HAS
THE POTENTIAL TO BECOME A PROSPECT 9OU WILL NEED TO BUILD
UP LISTS OF THESE SUSPECTS IF YOU ARE GOING TO CREATE A SOLID
PLATFORM FOR YOUR SELLING ACTIVITIES !S AN EXAMPLE SUPPOSE
THAT YOU ARE PLANNING TO SELL A RANGE OF EDUCATIONAL TOYS
FOR PRESCHOOL CHILDREN
s &IRST THINK ABOUT THE TYPES OF PEOPLE OR ORGANIZATIONS
THAT THE TOYS WOULD APPEAL TO IN THIS CASE YOUR SUSPECTS
ARE LIKELY TO BE DAYCARE CENTERS AND BABYSITTERS
s .EXT PUT TOGETHER A LIST OF POTENTIAL CONTACTS FROM LOCAL
BUSINESS DIRECTORIES AND THE INTERNET 4O MAKE YOUR SALES
APPROACH AS PERSONAL AS POSSIBLE TRY TO lND OUT THE
NAME OF THE SENIOR MANAGER )F THE MANAGERS NAME DOES
NOT APPEAR IN A RELEVANT PUBLICATION OR ON THE BUSINESSS
WEB SITE YOU MAY HAVE TO CALL TO lND OUT
s &INALLY GROUP YOUR LISTS OF SUSPECTS BOTH BY PRODUCT
AND BY TYPE OF MARKET 4HIS HELPS YOU TO BEGIN THE
IMPORTANT PROCESS OF EVALUATING WHICH TYPE OF SUSPECT IS
MOST LIKELY TO BECOME A PROSPECT -AKE SURE YOU KEEP
THOROUGH NOTES OF ALL THE CONTACTS YOU MAKE ON THE
LISTYOU WILL NEED THEM FOR FUTURE USE AND ANALYSIS
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& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3
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pm
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14:54:52
-AKE #ONTACT
7HETHER YOU MAKE INITIAL CONTACT BY TELEPHONE OR BY OTHER
METHODS SUCH AS DIRECT MAIL OR EMAIL CONSIDER WHICH ONE
WOULD BE MOST TIME
EFFECTIVE /NE OF YOUR BEST SUSPECT
GROUPS IS OTHER PEOPLE WORKING IN ORGANIZATIONS WHERE YOU
ALREADY HAVE EXISTING CUSTOMERS !SK IF YOU CAN USE THEIR
NAME AS A REFERENCEIT CAN BE EFFECTIVE TO START A
PROSPECTING CALL BY MENTIONING THE NAME OF A SATISlED
CUSTOMER WHOM YOUR SUSPECT ALREADY KNOWS
5SING THE 4ELEPHONE
4ELEPHONE PROSPECTING IS AN IMPORTANT SELLING SKILL 0HONE
CONVERSATIONS ARE GENERALLY EASIER TO CONTROL THAN FACE
TO
FACE MEETINGS BECAUSE THEY TEND TO BE BRIEFER AND MORE
BUSINESSLIKE 4O ENSURE THE
0HONE 3ALES 7ORK FROM A SCRIPT TO
RIGHT OUTCOME HOWEVER IT
AVOID GETTING SIDETRACKED AND MAKE A
IS VITAL TO BE CLEAR CONCISE
CONSCIOUS EFFORT TO SMILEPUT A MIRROR
AND KNOW EXACTLY WHAT YOU ON YOUR DESK TO CHECK IF NECESSARY !
WANT TO ACHIEVE
SMILING FACE ENCOURAGES A FRIENDLY TONE
36_ED248_US 36 36
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14:54:53
4%#(.)15%3
TO PRACTICE
0ERFORMED CORRECTLY PHONE
PROSPECTING IS AN EFlCIENT
WAY TO REACH PROSPECTS
9OU CAN DEVELOP YOUR TECHNIQUE
THROUGH ROLE
PLAY !SK COLLEAGUES
OR FRIENDS TO ACT AS PROSPECTS 3IT
IN DIFFERENT ROOMS AND GET THEM
TO VARY WHO ANSWERS THE PHONE
AND HOW THEY REACT 4HIS HELPS
YOU TO LEARN HOW TO REACT TO THE
PROSPECTS INITIAL RESPONSE
s 7RITE DOWN IN ADVANCE THE
TOPICS THAT YOU WANT TO COVER
s 3PEAK SLOWLY AND CLEARLY TO
PREVENT MISUNDERSTANDINGS
s !SK PEOPLE TO REPEAT NUMBERS
AND OTHER KEY DETAILS THEN
REPEAT THESE BACK TO THEM TO
DOUBLE
CHECK FOR ACCURACY
s 2ECORD THE CALLS SO THAT YOU
CAN LISTEN TO THEM AND GET
FEEDBACK FROM YOUR MANAGER
7HEN YOU MAKE YOUR lRST DIRECT CONTACT WITH A SUSPECT ON
THE TELEPHONE ENSURE THAT YOU HAVE A CLEAR OBJECTIVE IN
MIND 9OU HAVE TO CREATE INTEREST IN YOUR PRODUCT OF COURSE
BUT YOU MUST ALSO BE SURE OF WHAT YOU WANT TO HAPPEN
NEXT 9OU MAY WANT TO CREATE ENOUGH INTEREST IN ONE
TELEPHONE CALL TO ASK FOR A MEETING WITH THE SUSPECT OR
YOU MAY LIMIT YOUR OBJECTIVE TO AGREEING TO SEND OVER SOME
SALES LITERATURE &OLLOW THAT UP WITH ANOTHER CALL
s 3TART BY GREETING THE SUSPECT BY NAME AND THEN
INTRODUCE YOURSELF AND YOUR ORGANIZATION
s )F NECESSARY ASK A QUESTION ABOUT THE CURRENT SITUATION
TO CHECK THAT THE PERSON COULD BECOME A PROSPECT
4HEN INTRODUCE ONE MAJOR BENElT OF YOUR PRODUCT
s )F THE PERSON SHOWS AN INTEREST IN ACHIEVING THAT BENElT
ASK FOR AGREEMENT TO PROCEED TO THE NEXT STAGE
s 4AKE NOTES OF WHAT IS BEING SAID SO THAT YOU CAN
SUMMARIZE THE PROGRESS THAT YOU HAVE MADE AND ANY
AGREEMENTS YOU HAVE COME TO AT THE END OF THE CALL
4)0 %NDEAVOR TO PAY ROUGHLY EQUAL ATTENTION TO
NEW AND EXISTING CUSTOMERS
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& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3
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pm
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14:54:54
%FFECTIVE $IRECT -AIL
.%'!4)6% )-0!#4
()'( )-0!#4
!DDRESSING EACH MAILING TO A
NAMED PERSON
L 0ILOT
TESTING SUSPECT GROUPINGS
L #HANGING MAILING LISTS REGULARLY
L &OLLOWING UP ON MAILING WITH A
TELEPHONE CALL
L
3 ENDING MAIL WITHOUT CHECKING IF
THE SUSPECT NAME IS CORRECT
L 3ENDING BADLY TARGETED MAILINGS
L 5SING AN OUT
OF
DATE MAILING LIST
L -AKING IT DIFlCULT FOR SUSPECTS TO
GET IN CONTACT WITH YOU
L
3END /UT $IRECT -AIL
$IRECT MAIL CAN BE A HIGHLY EFFECTIVE AND TIME
EFlCIENT WAY
TO lND NEW PROSPECTS PUBLICIZE YOUR PRODUCTS OR EVEN SELL
YOUR PRODUCTS DIRECTLY (OWEVER MASS MAILINGS THAT FAIL TO
REACH SUITABLE PROSPECTS OR ARE THROWN STRAIGHT IN THE
WASTEBASKET AS JUNK MAIL ARE A WASTE OF RESOURCES 4RY TO
ENSURE THAT YOUR MAIL GOES OUT TO PEOPLE WHERE THERE IS A
STRONG POSSIBILITY OF A POSITIVE RESPONSE AND MAKE SURE YOU
ADDRESS THEM TO A SPECIlC PERSON &ORMER CUSTOMERS AND
PEOPLE WHO HAVE INQUIRED ABOUT YOUR PRODUCTS IN THE PAST
ARE A GOOD PLACE TO STARTEXISTING CUSTOMERS ARE FAR MORE
LIKELY TO RESPOND TO MAILINGS THAN COLD PROSPECTS )F YOU
NEED TO lND NEW PROSPECTS CONSIDER RENTING A SUITABLE
MAILING LIST FROM A PROFESSIONAL BROKERTHIS WAY YOU WILL
BE ABLE TO SPECIFY A PARTICULAR CUSTOMER PROlLE
0OSSIBLE )TEMS TO )NCLUDE IN $IRECT -AIL
)4%-
!$6!.4!'%3 /& ).#,5$).' )4%-
#OVER LETTER
#AN CLEARLY INTRODUCE MAIN SALES POINTS
&LYER
-ORE VISUAL AND COLORFUL THAN A STANDARD COVER LETTER
0ROMOTIONAL $6$
0EOPLE ARE ALWAYS CURIOUS AND MAY PLAY IT
0RODUCT SAMPLE
!LLOWS THE PROSPECT TO TRY OUT THE PRODUCT
&REE GIFT
#REATES IMPACT AN INCENTIVE TO OPEN THE MAIL
-ONEY OFF COUPON
/FFERS AN INCENTIVE TO BUY THE PRODUCT
/RDER FORM
)F APPROPRIATE CAN CLOSE THE SALE
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:54
0ERFECT 9OUR -AILINGS
4O DEVELOP THE PERFECT MAILING YOULL NEED TO EXPERIMENT
3END OUT A LIMITED NUMBER ON A WEEKLY BASIS AND KEEP A
CAREFUL RECORD OF THE RESULTS #HANGE JUST ONE ELEMENT OF
THE MAILING AT A TIME SO THAT YOU CAN ANALYZE WHAT WORKS
BEST %XPERIMENT WITH DIFFERENT LISTS TO lND THE ONE WITH
THE HIGHEST NUMBER OF REPLIES OR THE HIGHEST PROPORTION
OF REPLIES THAT BECAME CUSTOMERS 3PEND TIME ON YOUR
OPENING LINE AND ON THE BENElTS YOUR CUSTOMERS WILL GAIN
FROM BUYING YOUR PRODUCTS 7HEN YOU HAVE COMPLETED THE
lRST DRAFT REVISIT IT FROM THE CUSTOMERS POINT OF VIEW
s $OES THE MAILING MAKE YOU EXCITED ABOUT THE PRODUCT
s $O YOU UNDERSTAND WHAT THE PRODUCT WILL DO FOR YOU
s $OES IT SAY EXACTLY WHAT YOU HAVE TO DO TO PROCEED
-AKE 9OUR &LYER 7ORK
39_ED248_US
39 39
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&%$ 50 7)4( (!6).' 4/
45.% 9/52 '5)4!2
/UR REVOLUTIONARY NEW RANGE OF GUITARS TUNE
THEMSELVES .O FUSS NO BOTHER 3IMPLY
CHOOSE THE CHORD PATTERN REQUIRED FROM THE
INTERNAL MEMORY AND WALK AWAYYOU DONT
EVEN NEED TO STRUM THE STRINGS
4HE NEW SELF
TUNING ELECTRIC GUITAR
0LEASE SEND ME A COPY OF YOUR BROCHURE
.AME
!DDRESS
4ELEPHONE
%
MAIL
-AIL TO !"# 'UITARS 0/ "OX !NYTOWN /(
##
(EADLINE -OST PEOPLE
SIMPLY SCAN THE HEADLINE
AND STOP READING SO USE
IT TO POSE A QUESTION TO
ENCOURAGE THE RECIPIENT
TO CONTINUE READING
"ODY COPY 4HIS SHOULD
PRESENT A CLEAR DIRECT
PROPOSITIONAVOID
MAKING IDEAS TOO COMPLEX
OR TRYING TO SAY TOO MUCH
0HOTOGRAPH 4HIS IS THE
lRST ELEMENT READERS LOOK
AT SO USE IT TO PROMOTE
THE PRODUCT AND ENCOURAGE
RECIPIENTS TO READ FURTHER
#OUPON )NCLUDE A REPLY
DEVICE SO THAT READERS CAN
PLACE AN ORDER OR REQUEST
MORE INFORMATION #ODE
YOUR COUPON SO THAT YOU
KNOW WHICH MAILINGS
PRODUCE THE BEST RESPONSE
& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3
13/7/06
pm
20/3/064:06:02
14:54:56
3UMMARY 4ARGETING 0ROSPECTS
&INDING PROSPECTIVE CUSTOMERS IS A KEY ACTIVITY THAT LIES AT
THE HEART OF SELLING 4HE MORE PROSPECTS YOU CAN lNDTHE
MORE PEOPLE WHO HAVE EXPRESSED INTEREST IN YOUR PRODUCT
OR SERVICETHE BETTER CHANCE YOU HAVE OF INCREASING YOUR
SALES 4HIS SUMMARY ENCAPSULATES HOW YOU CAN GO ABOUT
lNDING THEM AND HOW TO GET PROSPECTS TO COME TO YOU
0LAN OF !CTION
)DENTIFY YOUR
PRODUCTMARKET lT
+NOW 9OUR -ARKET
#REATE INTEREST
IN YOUR PRODUCT
0ROMOTE 9OUR 0RODUCT
)DENTIFY YOUR
PRODUCT BENElTS
#REATE INTEREST BY
ADVERTISING AND
RUNNING PROMOTIONS
2ESEARCH YOUR
POTENTIAL MARKETS
%NSURE THAT YOU INCLUDE
CLEAR CONTACT DETAILS
OR AN ORDER FORM
)DENTIFY THE lT BETWEEN
YOUR PRODUCT BENElTS AND
THEIR POTENTIAL MARKETS
%NSURE THAT SYSTEMS
ARE IN PLACE TO
HANDLE THE RESPONSE
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
US_40-41_Selling.indd 40
I[bb_d]IIff*&#*'U9$_dZZ*&
13/7/06 4:20:21 pm
'&%*%&,+0'+0)*fc
)DENTIFY YOUR
TARGET PROSPECTS
-AKE CONTACT
4ARGET 9OUR 0ROSPECTS
US_40-41_Selling.indd 41
I[bb_d]IIff*&#*'U9$_dZZ*'
"UILD A LIST OF POTENTIAL
PROSPECTSOR SEVERAL
LISTS GROUPED BY PRODUCT
$O YOU KNOW EACH
CONTACTS NAME
./
#HECK NAMES IN RELEVANT
PUBLICATIONS DIRECTORIES
OR ON THE )NTERNET
9%3
#HOOSE THE MOST
APPROPRIATE FORM OF
CONTACT TELEPHONE
EMAIL OR DIRECT MAIL
)DENTIFY YOUR OBJECTIVE
FOR INITIAL CONTACT
3 5 - - ! 29 4! 2 ' % 4 ) . ' 0 2 / 3 0 % # 4 3
13/7/06 4:20:29 pm
'&%*%&,+0'+0**fc
$EVELOP 9OUR 3ALES 0IPELINE
4HE BIGGEST WASTE OF A SALESPERSONS TIME IS TIME THAT IS
SPENT WITH PROSPECTS WHO FAIL TO TURN INTO CUSTOMERS
! PROPERLY DEVELOPED SALES PIPELINE WILL ENSURE THAT
YOU HAVE ENOUGH PROSPECTS TO MAKE YOUR SALES TARGETS
,EARN &ROM (ISTORY
7HEN YOU ARE ACTIVELY TALKING TO A PROSPECT YOU ARE
CONDUCTING A SALES CAMPAIGN .OT ALL CAMPAIGNS WILL RESULT
IN lRM ORDERS SINCE THE CUSTOMER MAY DECIDE NOT TO BUY
OR TO BUY FROM A COMPETITOR !S A RESULT YOULL NEED MANY
MORE PROSPECTS THAN THE ACTUAL SALES YOU REQUIRE TO ACHIEVE
YOUR OBJECTIVES !T SOME POINT IN THE CAMPAIGNPROVIDED
YOU THINK THERE IS A REAL CHANCE OF MAKING A SALEYOU WILL
NEED TO PRESENT A PROPOSAL OR A QUOTATION !IM FOR A HIGH
PERCENTAGE OF PROPOSALS TO BECOME ORDERS "UT AGAIN IN
SOME CASES THE PROSPECT MAY NOT GO AHEAD WITH YOUR
PROPOSAL SO YOU SHOULD MAKE MORE PROPOSALS THAN YOU
REQUIRE SALES +EEP GOOD RECORDS OF YOUR PROSPECTING AND
SELLING ACTIVITY AND WORK OUT YOUR hCONVERSION RATEv
0ROSPECTn#USTOMER #ONVERSION 2ATES
&OR EVERY OR SO
PROSPECTS YOU ARE
LIKELY TO IDENTIFY
AROUND FOR
WHOM IT IS WORTH
CONDUCTING A SALES
CAMPAIGN
4HE 3ALES 0IPELINE 4HIS SHOWS HOW
MANY PROSPECTS CAMPAIGNS AND
PROPOSALS YOU NEED TO MAKE EACH SALE
#OMPARE YOUR OWN SALES PIPELINE TO
THE ONE SHOWN HERE TO SEE WHETHER
YOU HAVE AN EFFECTIVE CONVERSION RATE
&OR EVERY CAMPAIGNS
EXPECT TO MAKE AROUND
PROPOSALS
&OR EVERY PROPOSALS
EXPECT AROUND SALES
& ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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14:54:59
0LAN TO )MPROVE
#USTOMER PROlLING )F YOU CAN IDENTIFY
SPECIlC GROUPS AMONG YOUR PROSPECTS
!NALYZING YOUR SALES
SUCH AS MORE MATURE WOMEN WHO ARE
PIPELINES AND CONVERSION
PARTICULARLY LIKELY TO BECOME CUSTOMERS
RATES WILL HELP YOU TO
YOU CAN TARGET THESE GROUPS RIGHT FROM
IDENTIFY THE WEAK POINTS IN
THE START OF THE SALES PROCESS
YOUR SALES PROCESS 4RY TO
LEARN MORE ABOUT THE TYPES OF PROSPECTS WHO ARE LIKELY TO
PROCEED FROM BEING INTERESTED TO DISCUSSING THE POSSIBILITY
OF BUYING FROM YOU %XPERIMENT WITH DIFFERENT TACTICS IN
SALES CAMPAIGNS AND USE ONLY THOSE THAT GIVE YOU GREATEST
SUCCESS 0LAY AROUND WITH THE WORDING OF PROPOSALS AND THE
WAY IN WHICH YOU PRESENT THEM AND IDENTIFY WHICH ONE IS
THE MOST SUCCESSFUL &INALLY USE THE SALES PIPELINE ANALYSIS
TO lND OUT HOW MANY PROSPECTS YOU NEED TO MAKE THE
REQUIRED NUMBER OF ORDERSAND DISCIPLINE YOURSELF TO DO
ENOUGH PROSPECTING TO KEEP YOUR PIPELINE FULL
US_042-043_Selling.indd
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$ % 6 % ,/ 0 9/ 5 2 3 ! , % 3 0 ) 0 % , ) . %
13/7/06
pm
20/3/064:20:05
14:55:00
-ANAGE
4HE 3ALES
0ROCESS
)N ORDER TO MAKE A BUYING DECISION PROSPECTIVE
CUSTOMERS WORK THROUGH A SERIES OF STEPS
UNTIL THEY FEEL READY TO BUY EMOTIONALLY AND
LOGICALLY 4HE JOB OF THE SALESPERSON IS TO HELP
AND GUIDE THE PROSPECT THROUGH THESE STEPS
4HIS CHAPTER WILL SHOW YOU HOW TO GET A
PROSPECT TO THE POINT OF BUYING YOUR PRODUCT
4OPICS COVERED IN THIS CHAPTER INCLUDE
s (OW TO PLAN AND EXECUTE SUCCESSFUL SALES
CALLS AND MEETINGS
s (OW TO MAKE STRONG EFFECTIVE PROPOSALS
s (OW TO DISTINGUISH GOOD PROSPECTS AND
QUALIFY OUT THOSE WHO ARENT SUITABLE
s (OW TO MANAGE EACH STEP IN THE SALES
PROCESS FROM OPENING THE SALE THROUGH TO
NEGOTIATING TERMS AND CLINCHING THE DEAL
44_ED248_US 44 44
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14:55:03
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14:55:05
$ElNE THE 3ALES 0ROCESS
4HE LENGTH OF TIME IT TAKES TO CLOSE A SALE CAN VARY
CONSIDERABLY BUT WHATEVER THE LENGTH OF TIME INVOLVED
THE STEPS IN THE PROCESS REMAIN ESSENTIALLY THE SAME
3TART THE 3ALES 0ROCESS
)N SOME CIRCUMSTANCES YOU MAY AIM TO COMPLETE THE SALE
AT THE lRST MEETING IN MORE COMPLEX SALES IT CAN TAKE
MUCH LONGERUP TO SIX
MONTHS OR MORE "UT
5NDERSTAND THE 3ALES 0ROCESS
HOWEVER LONG THE PROCESS
0REPARE
TAKES THE KEY TO A SMOOTH
'ET ALL THE INFORMATION ABOUT THE
PROSPECT THAT YOU NEED AND PLAN
SALE IS PREPARATION
THE OPENING CALL
"EFORE MAKING CONTACT
WITH PARTICULAR BUSINESS
CUSTOMERS lND OUT AS MUCH
/PEN THE SALE
AS YOU CAN ABOUT THEM 5SE
5NCOVER THE CUSTOMERS NEEDS
AND CRITERIA THE PEOPLE INVOLVED
PUBLISHED REPORTS RELEVANT
AND THE lNANCIAL POSITION
REFERENCE BOOKS AND THE
)NTERNET TO IDENTIFY
s 4HE PRODUCTS THEY SELL AND
"UILD THE SALE
THE MARKETS THEY SELL IN
$ECIDE ON THE SALES STRATEGY MEET
THE KEY PEOPLE AND PRESENT YOUR
s 3ALES TURNOVER AND PROlT
SOLUTION
s 4HEIR MAIN COMPETITORS
s "USINESS STRUCTURE
s 4HE KEY EXECUTIVES
-AKE A PROPOSAL
4HIS SHOULD GIVE USEFUL CLUES
/UTLINE WHAT THE PROSPECT SHOULD BUY
AS TO WHICH PRODUCTS MIGHT
THE BENElTS TERMS AND CONDITIONS
BENElT THEM AND WHAT
QUESTIONS YOU NEED TO ASK
YOUR PROSPECTS WHEN YOU
#LOSE THE SALE
MEET THEM TO UNCOVER THEIR
(ANDLE OBJECTIONS AND TAKE
NEEDS AND REQUIREMENTS
THE ORDER
%VERY SALE HAS lVE POTENTIAL OBSTACLES NO NEED NO
MONEY NO HURRY NO DESIRE NO TRUST :IG :AGLAR
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
46_ED248_US 46 46
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14:55:09
!S YOU GO THROUGH THE SALES PROCESS MEASURE YOUR ONGOING
PERFORMANCE BY GIVING EACH KEY AREAS A PERCENTAGE SCORE
AND RECORDING YOUR PROGRESS ON A SUMMARY SHEET
#ONTINUE TO UPDATE THIS SHEET AS YOU MOVE THROUGH THE SALES
PROCESS 7HEN ALL ITEMS SCORE AT OR NEAR PERCENT THE
CUSTOMER WILL BE READY TO BUY +EY AREAS TO CONSIDER ARE
#USTOMER NEED 4HE IMPACT AND URGENCY OF THE REQUIREMENT
&INANCES 4HIS RECORDS WHETHER THE CUSTOMER CAN JUSTIFY THE
PURCHASE AND HAS THE MONEY AVAILABLE TO BUY IT
+EY PEOPLE (OW EASY IT IS TO MEET ALL THE KEY PEOPLE
4IME SCALE 7HEN THE CUSTOMER IS LIKELY TO BUY
3OLUTION (OW WELL THE PRODUCT MEETS THE CUSTOMERS NEED
"ASIS OF DECISION (OW WELL THE SALESPERSON CAN MEET THE
CUSTOMERS BUYING CRITERIA
0RACTICALITY 7ITH COMPLEX PRODUCTS HOW PRACTICAL IT WILL BE
FOR THE CUSTOMER TO IMPLEMENT YOUR SOLUTION
#OMPETITIVE POSITION 7HETHER YOU CAN PERSUADE THE CUSTOMER
NOT ONLY TO BUY BUT TO BUY FROM YOU RATHER THAN ANYONE ELSE
0OSITION 3UMMARY
#USTOMER NEED
#OMPETITIVE
POSITION
&INANCES
0OORNEEDS
MORE WORK
3UMMARIZE 9OUR 0OSITION
%XCELLENTNO
FURTHER ACTION
REQUIRED
+EY
PEOPLE
0RACTICALITY
s
"ASIS OF
DECISION
4IME SCALE
3OLUTION
2ADAR $IAGRAM 9OU MAY lND IT HELPFUL TO RECORD THE RESULTS VISUALLY SO YOU CAN
SPOT ANY PATTERNS AND CAN CLEARLY SEE WHICH AREAS NEED FURTHER WORK
47_ED248_US 47
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$ % & ) . % 4 ( % 3 ! , % 3 0 2 / #% 3 3
13/7/06 4:06:18 pm
(-%)%&,''0++0&*Wc
0LAN THE )NITIAL 3ALES #ALL
)N THE RELATIONSHIP BETWEEN SALESPERSON AND PROSPECT
MOST OF THE POWER LIES WITH THE PROSPECTAFTER ALL THEY
CAN DECIDE WHETHER OR NOT TO BUY 9OU CAN MODERATE THIS
ADVANTAGE IN ONE CRUCIAL WAY BY BEING BETTER PREPARED
3ET /BJECTIVES
4HE lRST ITEM TO PREPARE IN A CALL OR MEETING PLAN IS YOUR
OBJECTIVE 4HIS DESCRIBES THE SITUATION YOU WANT TO BE IN BY
THE END OF THE MEETING 3OMETIMES YOUR OBJECTIVE WILL BE
TO MAKE A BIG STEP FORWARDSUCH AS IN A lRST CALL TO
GET THE PROSPECT TO AGREE THAT YOU CAN PRESENT A WRITTEN
PROPOSAL 3OMETIMES THEY MAY BE LESS FAR
REACHING SUCH AS
GETTING THE PROSPECT TO AGREE TO YOUR MEETING ANOTHER SENIOR
EXECUTIVE TO DISCUSS THE ISSUES )N ALL CASES THEY MUST BE
MEASURABLEEXPRESSED IN A WAY THAT LEAVES NO DOUBT AS TO
WHETHER YOU HAVE ACHIEVED THEM -AKE YOUR OBJECTIVES AS
3ALES
#ALL -EETING 0LAN
#ALL OBJECTIVES
7HAT ARE YOUR MEASURABLE OBJECTIVES FOR THIS CALL
/RGANIZATION
#ONTACT AND POSITION
/RGANIZATION NAME
.AME AND POSITION OF CONTACT
7HO ARE YOU MEETING AND WHAT
IS THE JOB TITLE
/PENING STATEMENT
7HAT WORDS WILL YOU USE TO TURN THE MEETING TO THE BUSINESS ISSUE
0OSSIBLE OBJECTIONS
7HAT REASONS MIGHT THE CUSTOMER
HAVE THAT WOULD STOP YOU FROM
ACHIEVING YOUR OBJECTIVES
#OUNTERS
(OW WILL YOU ANSWER
THOSE OBJECTIONS
3ALES AIDS
7HAT SALES AIDS WILL YOU TAKE IN
BROCHURE LAPTOP SLIDE PRESENTATION
INDEPENDENT ARTICLES SUCH AS
NEWSPAPER REPORTS
#USTOMER REFERENCE
7HAT SATISlED CUSTOMER COULD
YOU USE AS A REFERENCE THAT YOUR
PROSPECT MIGHT CONTACT
3ALES #ALL 0LAN -AKE SURE YOU ARE WELL PREPARED AND HAVE ALL THE ESSENTIAL
INFORMATION AT YOUR lNGERTIPS BY WRITING DOWN THE STRUCTURE OF YOUR CALL PLAN
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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4%#(.)15%3
TO PRACTICE
s )F YOU FEEL THAT YOU HAVE MADE
2OLE
PLAY IS AN EXCELLENT
A MISTAKE DONT JUST START
WAY FOR YOU TO IMPROVE
AGAINTRY TO RECOVER FROM IT
YOUR OPENING STATEMENT
IN THE SAME WAY THAT YOU
!SK A FRIEND OR COLLEAGUE TO ACT
WOULD IF IT WERE A REAL CALL
AS THE CUSTOMER AND PRACTICE
SELLING YOURSELF AND YOUR SERVICES s !SK FOR FEEDBACK ON THE WAY
s 0RACTICE HANDLING OBJECTIONS
THAT YOU SUMMARIZED AND
9OU WILL BE ABLE TO MAKE A
CLOSED THE CALL THEN USE THIS
MORE CONlDENT AND CONVINCING
FEEDBACK TO ROLE
PLAY YOUR
RESPONSE IF YOU HAVE PRACTICED
OPENING STATEMENT AGAIN SO
IT BEFORE THE ACTUAL MEETING
THAT YOU CAN PERFECT IT
FAR REACHING AS POSSIBLE BUT ALSO REALISTICDO NOT EXPECT
FOR EXAMPLE TO CONVINCE SOMEONE TO MAKE A LARGE CAPITAL
INVESTMENT IN JUST ONE MEETING
0LAN /PENINGS
*UST AS THE lRST IMPRESSION YOU MAKE ON A PROSPECT IS
IMPORTANT SO IS THE WAY YOU TURN THE MEETING FROM NORMAL
DAY
TO
DAY CONVERSATION TO THE BUSINESS IN HAND 2EHEARSE
THIS THOROUGHLY SO THAT YOU APPEAR CONlDENT AND SURE OF
YOUR DIRECTION !NY HESITATION HERE TENDS TO HAND CONTROL
TO THE PROSPECT 9OUR OPENING WILL EXPLAIN WHY YOU ARE
THERE IN A WAY THAT GAINS THE PROSPECTS RESPECT )F THE
MEETING IS ONE OF A SERIES THE BEST OPENING MIGHT BE TO
SUMMARIZE THE SITUATION TO DATE BEFORE SUGGESTING THE
BUSINESS OF THIS MEETING )N AN OPENING CALL YOU MIGHT
REFER THE PROSPECT TO THE BENElTS THAT A CUSTOMER HAS HAD
FROM YOUR PRODUCTS AND SERVICES !LWAYS lNISH YOUR
OPENING WITH AN OPEN QUESTION TO GET THE PERSON TALKING
4)0 4AKE BACK CONTROL OF A CALL BY SUMMARIZING THE
MEETING SO FAR AND ASKING THE PROSPECT A QUESTION
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/PEN THE 3ALE
$URING THE CRUCIAL lRST SALES CALL OR MEETING YOU HAVE
TWO MAIN AIMS TO EXCITE THE CUSTOMER SO THAT THEY WANT
TO MOVE TO THE NEXT STEP AND TO MAKE SURE THAT THE
TIME YOU WILL HAVE TO PUT INTO THE SALE IS WORTHWHILE
!GREE ON THE !GENDA
3TART BY AGREEING ON THE AGENDA )NCLUDE THE AREAS WHERE
YOU WILL BE SEEKING INFORMATIONTHESE INCLUDE
s 5NDERSTANDING THE PROSPECTS REQUIREMENTS
s &INDING OUT THE CRITERIA THAT THE PROSPECT USES TO JUDGE
YOUR PROPOSALS AND THOSE OF YOUR COMPETITORS
s "OTH SIDES DECIDING THAT IT IS WORTH TAKING THE MATTER
FURTHER
s !GREEING ON THE PROCESS THAT YOU AND THE PROSPECT WILL
GO THROUGH TO COME TO A DECISION
s !GREEING ON THE TIME SCALE FOR THE SALES CAMPAIGN
%MPHASIZE THE BREAK IN THE AGENDA THAT ALLOWS BOTH
PARTIES TO REmECT ON WHETHER OR NOT TO CONTINUE WITH THE
MEETING AND THE SALES PROCESS )F HAVING LISTENED TO THE
PROSPECTS REQUIREMENTS AND BASIS OF DECISION YOU BELIEVE
THAT THERE IS LITTLE CHANCE THAT YOU CAN MAKE A SALE IT IS
MUCH BETTER TO AGREE THIS AMICABLY AT THIS POINT )F THE
PROSPECT ACTIVELY AGREES TO CONTINUE WITH THE MEETING
THIS IS EVIDENCE OF COMMITMENT
THINK
3-!24
$ONT BE AFRAID TO ASK YOUR CUSTOMERS CHALLENGING
QUESTIONS 9OU MIGHT EVEN lND THAT THE PROSPECT
STARTS TRYING TO SELL THEMSELVES TO YOU
4RY TO ASK QUESTIONS THAT PEOPLE DO NOT EXPECT FROM A
SALESPERSON !T THE BEGINNING OF A MEETING FOR EXAMPLE ASK
CUSTOMERS WHY THEY AGREED TO SEE YOU )T CAN BE REVEALING TO
ASK A CHALLENGING QUESTION EARLY ON AND OFTEN LEADS TO
INTERESTING INSIGHTS INTO THE PERSONS THOUGHT PROCESSES
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%FFECTIVE /PENINGS
.%'!4)6% )-0!#4
()'( )-0!#4
3HOWING FAMILIARITY WITH THEIR
ORGANIZATION AND THEIR PRODUCTS
L #ONGRATULATING THEM ON THEIR
COMPANYS RECENT ACHIEVEMENTS
L "EING PROFESSIONAL AND FRIENDLY TO
RECEPTIONISTS AND ASSISTANTS
L
!PPEARING TO KNOW NOTHING ABOUT
THEIR BUSINESS
L 0RETENDING TO KNOW ABOUT THEIR
BUSINESS AND BEING CAUGHT OUT
L 4REATING JUNIOR STAFF MEMBERS AS
THOUGH THEY ARE NOT IMPORTANT
L
"UILD )NTEREST
4HE PROSPECT HAS AGREED TO SEE YOU SO YOU CAN ASSUME
THAT THERE IS ALREADY SOME INTEREST IN YOUR PRODUCTS
PERCEIVED BENElTS "UILD THIS INTEREST DURING THE OPENING
CALL BY ASSURING THE PROSPECTSIMPLY AND SUCCINCTLYTHAT
YOU CAN MEET ALL REQUIREMENTS AND THAT THE PROSPECT WILL
ACHIEVE BENElTS FROM BUYING YOUR PRODUCTS AND SERVICES
s 2ESIST THE TEMPTATION TO GO INTO TOO MUCH DETAIL ABOUT
YOUR PRODUCT AND ITS FEATURES &OCUS ON THE PROSPECT AND
ESTABLISHING THE PROSPECTS NEEDS WANTS AND CONCERNS
s !NSWER ANY QUESTIONS ABOUT YOUR PRODUCT POSITIVELY AND
SUCCINCTLY )F YOU DONT KNOW THE ANSWER STEER AROUND
THE PROBLEM BY ANSWERING WITH ANOTHER QUESTION
s %NCOURAGE DISCUSSION BY QUOTING FROM A RELEVANT
PUBLICATION SUCH AS THE PROSPECTS ANNUAL REPORT )F YOU
ARE TRYING TO SELL A CORPORATE HOSPITALITY SERVICE FOR
EXAMPLE AND THE PROSPECTS ANNUAL REPORT STATES THAT
THEY DO PERCENT OF THEIR BUSINESS WITH EXISTING
CLIENTS DIRECT YOUR QUESTIONS TO PROMPT DETAILS ON
HOW THEY PROVIDE SERVICE AND LOOK AFTER THEIR CLIENTS
s 'IVE BRIEF EXAMPLES OF OTHERS WHO HAVE BOUGHT YOUR
PRODUCTS AND DESCRIBE
THE BENElTS THAT THEY
HAVE RECEIVED !SK THE 3UCCESSFUL PEOPLE ASK BETTER
QUESTIONSAS A RESULT THEY
PROSPECT WHETHER
GET BETTER ANSWERS
SIMILAR BENElTS WOULD
!BIGAIL 6AN "UREN
BE A HELP TO THEM
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2ECOGNIZE 9OUR 0ROSPECTS )NTEREST
#AREFULLY OBSERVE YOUR PROSPECTS BODY LANGUAGE AS YOU
SUMMARIZE THE WAYS IN WHICH YOUR PRODUCTS CAN MEET THEIR
NEEDS )T MAY REVEAL IMPORTANT CLUES AS TO THE BENElTS THAT
REALLY INTEREST THEM -OST PEOPLE ARE POLITE AND WILL USE
WORDS THAT INDICATE INTEREST REGARDLESS OF THEIR FEELINGS
HOWEVER BODY LANGUAGE WILL OFTEN BETRAY THEIR TRUE THOUGHTS
)NTERESTED 4HIS PROSPECT
IS LEANING FORWARD AND
RESTING HER CHIN ON HER
HAND SUGGESTING THAT
SHE IS CONCENTRATING ON
AND MAY BE SERIOUSLY
CONSIDERING YOUR
SUGGESTIONS (ER EYES ARE
ALERT AND HER FACE HAS A
NEUTRAL EXPRESSION
$EFENSIVE 4HIS TIME THE
PROSPECT HAS CROSSED HER
ARMS AND IS LEANING
AWAY DEMONSTRATING
NEGATIVITY (ER GAZE RESTS
ELSEWHERE SUGGESTING
EITHER BOREDOM OR HOSTILITY
!SK FOR FEEDBACK ABOUT
WHAT IS GOING WRONG
2ECEPTIVE %YE CONTACT
AND NOTE
TAKING ARE BOTH
VERY GOOD SIGNS ,OOK AT
THE HINT OF A SMILETHIS
PERSON WANTS TO HEAR
WHAT YOU ARE SAYING
4)0 !LWAYS ASK QUESTIONS ABOUT NEEDS EVEN IF YOU
ALREADY KNOW THE ANSWERS FOLLOW UP THE MEETING BY
WRITING OR EMAILING A SUMMARY OF THESE NEEDS
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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%STABLISH #USTOMER .EEDS
7ITHOUT A REAL CUSTOMER REQUIREMENT YOU DO NOT HAVE A
SALES CAMPAIGN SO THE lRST AREA OF EXPLORATION IN THE
OPENING CALL OR MEETING IS TO LOOK FOR THE CUSTOMERS
NEEDS !SK CAREFULLY CONSIDERED QUESTIONS TO UNCOVER
THESE 3TART WITH THE CURRENT SITUATION IN THE RELEVANT AREA
TO lND OUT HOW THE CUSTOMER OPERATES WITHOUT YOUR
PRODUCT 4HEN PROBE FURTHER TO lND OUT ANY REASONS THERE
MIGHT BE FOR CHANGING CURRENT PRACTICETHIS MAY REVEAL
THE ACTUAL NEED )F THERE IS MORE THAN ONE NEED CONTINUE
TO ASK QUESTIONS UNTIL YOU KNOW ALL THEIR REQUIREMENTS
THEN PRESENT YOUR SOLUTION
3UMMARIZE .EEDS
4O COMPLETE THE hESTABLISHING
%STABLISH
NEEDv PHASE USE A SUMMARY TO
ADDRESS AND
SUGGEST THAT YOUR PRODUCTS AND
SUMMARIZE YOUR
SERVICES CAN MEET THE NEED IN A
CUSTOMERS
WAY THAT OFFERS BENElTS TO THE
PROSPECT )F FOR EXAMPLE YOU ARE
REQUIREMENTS
SELLING PACKAGED TRAINING COURSES
FOR MAINTENANCE ENGINEERS YOUR
SUMMARY MIGHT INCLUDE THE FOLLOWING POINTS
s 4HE PROSPECT ORGANIZATION NEEDS TO TRAIN PEOPLE
BUT CANNOT AFFORD TO HAVE THEM AWAY FROM WORK FOR A
WEEK BECAUSE OF THE DEMAND FOR THEIR SERVICES
s 4HE ENGINEERS ARE WILLING TO LEARN BUT SPARE TIME IS AT A
PREMIUM HOWEVER THEY SPEND A LOT OF TIME IN THEIR CARS
AND COULD USE IT TO LISTEN TO A TRAINING #$ OR CASSETTE
s 4HE PROSPECT ORGANIZATION WANTS THEIR MANAGERS TO BE
INVOLVED IN THE TRAINING PERHAPS BY USING A GUIDE TO
HELP THE ENGINEERS GET THE MOST OUT OF THE TRAINING
4HE SUMMARY HAS CONNECTED A FEATURE OF THE PRODUCTTHE
FACT THAT THE COURSE IS AVAILABLE ON #$WITH A MAJOR NEED
A TRAINING COURSE THAT WONT RESTRICT WORKING HOURS OR
INTERFERE WITH FREE TIME !SK A CLOSING QUESTION AT THE END
TO GET SOME COMMITMENT FROM THE PROSPECTh)S THAT A
FAIR LIST OF YOUR REQUIREMENTS v
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%STABLISH THE "ASIS FOR $ECISIONS
%VERYONE IS LOOKING FOR SOMETHING DIFFERENT FROM A PRODUCT
EVEN IF THEY HAVE THE SAME BASIC NEED SUCH AS A CAR /NE
PERSON MAY SPECIFY THAT THE CAR MUST BE SMALL ENOUGH FOR
HIS SON TO PARK EASILY !NOTHER PERSON MAY NEED A CAR THAT
CAN BE DELIVERED BEFORE A CERTAIN DATE )DENTIFY YOUR
PROSPECTS BASIS OF DECISION BY ASKING A QUESTION SUCH AS
h7HAT IS IMPORTANT TO YOU IN CHOOSING WHICH PRODUCT TO
BUY v ,ISTEN CAREFULLY TO THE REASONS AND THEN REPEAT THEM
BACK TO THE PROSPECT ASKING A CLOSED QUESTION SUCH AS
h(AVE ) GOT THAT RIGHT v TO GAIN COMMITMENT )N A COMPLEX
SALE CONlRM THIS BASIS OF DECISION IN WRITING
!GREE ON A 4IMETABLE FOR THE "UYING 0ROCESS
4HE MOST SCARCE RESOURCE THAT PROFESSIONAL SALESPEOPLE
MANAGE IS THEIR OWN TIME 4HEY ARE TRYING TO GET AN ORDER
BY A CERTAIN DATE AND A SALE OR DELIVERY BY ANOTHERSO
THEY CANNOT AFFORD TO WASTE TIME WITH PROSPECTS THAT DO
$ElNE !LTERNATIVE #RITERIA
#USTOMERS OFTEN START OFF THINKING THAT THEIR MAIN CRITERIA IS
PRICEONLY LATER TO REGRET BUYING THE ECONOMY MODEL 9OU CAN
HELP THEM TO CONSIDER THEIR CRITERIA MORE CAREFULLY BY ASKING
QUESTIONS ABOUT THEIR BASIS OF DECISION IN THREE SEPARATE AREAS
&INANCIAL #USTOMERS MAY HAVE A BUDGET FOR THE PURCHASE
EITHER BECAUSE IT IS WHAT THEY THINK THEY CAN AFFORD OR BECAUSE
THEIR ORGANIZATION HAS SET A BUDGET FOR THE PROJECT
&UNCTIONAL 4HIS MORE TECHNICAL BASIS OF DECISION INCLUDES
MATTERS SUCH AS EASE OF USE AND RELIABILITY AS WELL AS CERTAIN
FEATURES THAT THE PRODUCT MUST HAVE
0RACTICAL 4HE CUSTOMER MAY LOOK AT HOW STRAIGHTFORWARD IT WILL
BE TO USE THE NEW PRODUCT OR SERVICE !N IMPORTANT EXAMPLE
OF THIS IN AN ORGANIZATION IS h7ILL THE PEOPLE WHO HAVE TO USE
IT BE PREPARED TO CHANGE FROM THEIR OLD METHODS v
- ! . !' ) . ' 4 ( % 3 ! , % 3 0 2 / #% 3 3
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4)0 5SE BASIS OF DECISION SELLING TO DISTINGUISH
YOURSELF FROM SALESPEOPLE WHO TAKE A LESS CUSTOMER
ORIENTED APPROACH TO SELLING THEIR PRODUCTS
NOT ULTIMATELY BUY )T IS HELPFUL TO AGREE ON A TIMETABLE FOR
THE BUYING PROCESS NOT ONLY DOES IT DOCUMENT THE
INTENDED TIME SCALE FOR BOTH THE BUYER AND THE SELLER BUT IT
ALSO ADDS COMMITMENT FROM THE PROSPECT
7ORK 4OGETHER
!T THE OPENING CALL OR MEETING USE THE DRAFTING OF A
TIMETABLE AS AN OPPORTUNITY TO WORK WITH THE PROSPECT
ON A PLAN )F YOU SELL COMPLEX SOLUTIONS THAT HAVE LONG
IMPLEMENTATION TIME SCALES SUCH AS INSTALLING A NEW
COMPUTER SYSTEM THEN EXTEND THE BUYING TIMETABLE TO
INCLUDE AN OUTLINE IMPLEMENTATION PLAN
"Y AGREEING TO A TIMETABLE YOU WILL ALSO REMOVE ANY
POSSIBILITY OF FUTURE MISUNDERSTANDINGS THE PROSPECT WILL
KNOW EXACTLY WHAT THE FULL SALES CAMPAIGN INVOLVES AND
HOW MUCH TIME NEEDS TO BE ALLOCATED TO IT %QUALLY
TIMETABLING ENSURES THAT THE SALESPERSON KNOWS THAT THE
TARGETS CAN BE REALISTICALLY MET WITHIN THAT TIME
FRAME
%NSURE THAT CHANGES ARE AGREED ON BY BOTH PARTIES AND
THAT ALL STAKEHOLDERS REMAIN INFORMED OF THE ALTERATIONS
$RAFT 0ROJECT 0LAN
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3ET A TIMETABLE 4HIS SHOULD SHOW
THE KEY EVENTS IN THE SALES CAMPAIGN
AND THE TIME ALLOCATED TO EACH STAGE
3URVEY OF USERS
0RESENT PROPOSAL TO BOARD
!GREE ON POTENTIAL SOLUTION
$EMONSTRATE
TO BUYING TEAM
$EMONSTRATE
TO OPERATORS
3END IN PROPOSAL
7EEK 7EEK 7EEK 7EEK 7EEK 7EEK 7EEK 7EEK
/ 0 % . 4 ( % 3 ! , %
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1UALIFY 9OUR 0ROSPECTS
2IGHT FROM THE OPENING SALES CALL PROFESSIONAL SELLING
INVOLVES CHECKING THAT THERE IS A REASONABLE CHANCE THE
PROSPECT WILL BECOME A CUSTOMER 4HIS PROCESS IS CALLED
hQUALIFYING THE PROSPECTv
)NVESTIGATE THE &INANCIAL !NGLE
4HE lRST KEY QUALIFYING AREA IS lNANCE 7HEN YOU GO TO A
REAL ESTATE AGENCY ONE OF THE lRST QUESTIONS YOU WILL BE
ASKED IS h7HAT IS YOUR BUDGET v 9OUR ANSWER WILL hQUALIFYv
YOU AS A PROSPECT FOR A CERTAIN TYPE OR VALUE OF PROPERTY $O
THE SAME IN ANY SALES SITUATION &IND OUT AS SOON AS POSSIBLE
ABOUT THE PROSPECTS EXPECTATION OF COST )F IT IS SIGNIlCANTLY
BELOW THE ESTIMATED COST OF YOUR PRODUCT THEN YOU MAY
HAVE TO hQUALIFY OUTv THE PROSPECT IMMEDIATELYPOLITELY
INFORM THEM THAT YOU CANNOT HELP )N A LARGE ORGANIZATION
IT CAN BE MORE COMPLEX TO QUALIFY YOUR PROSPECT lNANCE
MAY INVOLVE NOT ONLY BUDGET BUT ALSO A PROCESS THAT
MANAGERS HAVE TO GO THROUGH TO SPEND THIS BUDGET 4HIS
PROCESS IS OFTEN POLICED BY THE lNANCE DEPARTMENT
1UALIFYING /UT 5SING "REAKEVEN !NALYSIS
0ROlT
3ALES 2EVENUE
"REAKEVEN
POINT
0ROJECT COSTS
.UMBER 3OLD
)N THIS EXAMPLE THE SALESPERSON IS SELLING A PROJECT COSTING 4HE
CUSTOMER BENElT IS SELLING EXTRA UNITS OF THEIR PRODUCTS 4HE lNANCE
DEPARTMENT HAS CALCULATED THAT SALES REVENUE WILL EQUAL THE PROJECT COSTS AT
ADDITIONAL SALES 4HE SALESPERSON SHOULD QUALIFY OUT IF IT BECOMES CLEAR
THAT THE PROSPECT DOES NOT BELIEVE THAT THE INCREASE IN UNITS WILL EXCEED
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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#!3% STUDY 'OING 3TRAIGHT TO THE 4OP
2OGER WAS A PHARMACEUTICAL SALES
REP SELLING PRODUCTS TO A LARGE
HOSPITAL (OWEVER THE RESIDENT
DISPENSING PHARMACIST SHOWED NO
SIGNS OF BUYING THE RANGE OR OF
INTRODUCING 2OGER TO THE DOCTOR
WHO WOULD ACTUALLY PRESCRIBE
THE DRUG 3O WITHOUT ASKING
PERMISSION 2OGER CONTACTED
THE DOCTOR DIRECTLY 3HE WAS
IMPRESSED BY THE PRODUCT AND
SUBSEQUENTLY INSTRUCTED THE
PHARMACIST TO PLACE AN ORDER
s 2OGER REALIZED THAT THE DOCTOR
WOULD HAVE DIFFERENT PURCHASING
CRITERIA THAN THE PHARMACIST
(OWEVER HE ALSO KNEW FROM
EXPERIENCE THAT THE PHARMACIST
WOULD REFUSE TO INTRODUCE HIM TO
THE DOCTOR
s "Y CONTACTING THE DOCTOR
DIRECTLY 2OGER WAS ABLE TO ACCESS
THE MAIN DECISION
MAKER AND GAIN
A MORE AUTHORITATIVE RELATIONSHIP
WITH THE PHARMACIST
-EET THE +EY 0EOPLE
4HE SECOND KEY QUALIFYING AREAS IS ACCESS TO THE RIGHT
PEOPLE IN THE PROSPECTS ORGANIZATION 9OU WILL HAVE TO
WORK HARD TO MEET THE KEY PEOPLE IN AN ORGANIZATION
RESPONSIBLE FOR A BUYING DECISION &OR EXAMPLE YOUR INITIAL
CONTACT MAY TRY TO DISSUADE YOU FROM MEETING HIS OR HER
BOSS BUT IF THE BOSS IS THE DECISION
MAKER IT IS VITAL THAT
YOU DO SO !FTER ALL THE DECISION
MAKERS BASIS OF DECISION
MAY BE TOTALLY DIFFERENT FROM YOUR ORIGINAL CONTACTS 4HIS
COULD MEAN THAT YOU LOSE THE ORDER BECAUSE YOUR PRODUCTS
ARE NOT MEETING THE DECISION
MAKERS MAIN CRITERIA
$EPLOY GOOD ARGUMENTS AS TO WHY YOU NEED TO MEET
WITH ALL THE KEY PEOPLE IN THE ORGANIZATIONPOINT OUT FOR
EXAMPLE THAT YOU NEED TO
KNOW EXACTLY WHAT THEY ARE
ALL PERSONALLY LOOKING FOR
3PEND LOTS OF TIME TALKING
TO CUSTOMERS FACE TO FACE
OR THAT YOU WANT THE KEY
9OUD BE AMAZED HOW
PEOPLE TO BE INVOLVED AT
THIS STAGE BECAUSE THEY WILL MANY COMPANIES DONT
LISTEN TO THEIR CUSTOMERS
NEED TO BE INVOLVED IN THE
PROJECTS IMPLEMENTATION
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w
2OSS 0EROT
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)DENTIFY THE +EY 3TAKEHOLDERS
)N SOME SALES A SINGLE PERSON IS RESPONSIBLE FOR MAKING
THE BUYING DECISION AT OTHER TIMES THERE IS A BUYING TEAM
)F THERE ARE SEVERAL TEAM MEMBERS INVOLVED YOUR CAMPAIGN
WILL NEED TO ADDRESS THE CONCERNS OF EACH INDIVIDUAL
STAKEHOLDER IN ORDER TO MAKE A FAVORABLE IMPRESSION
)N THE OPENING CALL ASK YOUR CONTACT EXACTLY WHO WILL
BE INVOLVED 3UGGEST THAT YOUR CONTACT PROVIDES YOU
WITH AN INTRODUCTION TO ALL THE KEY STAKEHOLDERS
)N A COMPLEX SALE PARTICULARLY WHERE NEW TECHNOLOGY
IS INVOLVED THE BUYERS TEAM IS LIKELY TO INCLUDE SEVERAL
STAKEHOLDERS EACH WITH HIS OR HER OWN AREA OF
RESPONSIBILITY WHETHER THIS IS lNANCIAL TECHNICAL OR
MANAGERIAL !NGLE YOUR SALES PITCH TOWARD THE
RELEVANT AREA DEPENDING ON WHO YOU ARE TALKING TO
#ONSIDER THE EXAMPLE OF A TECHNOLOGY SUPPLIER WHO IS
PROPOSING A MAJOR NEW SYSTEM TO AN ORGANIZATION 4HE
BUYERS TEAM INCLUDES THE FOLLOWING STAKEHOLDERS EACH
WITH HIS OR HER OWN AREA OF RESPONSIBILITY
$ECISION
-AKER
4HIS IS THE MOST SENIOR MEMBER OF THE
BUYING TEAM !IM TO MAKE YOUR INITIAL
SALES CALL OR MEETING WITH THIS PERSON
)F NECESSARY ARRANGE A MEETING BETWEEN
YOUR SENIOR MANAGERS AND THOSE OF THE
PROSPECTS TO RAISE YOUR LEVEL OF CONTACT
&INANCIAL %XPERT
4HIS PERSON IS RESPONSIBLE
FOR VETTING THE BUSINESS
CASE FOR THE INVESTMENT
0RESENT YOUR COSTBENElT
ANALYSIS TO THIS PERSON
4ECHNICAL !DVISOR
4HIS PERSON CONlRMS THAT
THE TECHNOLOGY IS SUITABLE
FOR THE ORGANIZATION 3HOW
HOW YOUR PRODUCT HELPS
FULlLL THE COMPANYS AIMS
&UNCTIONAL -ANAGER
4HIS PERSON IS IN CHARGE OF
IMPLEMENTING THE SYSTEM
9OULL NEED TO SHOW HOW
YOUR PROPOSED BENElTS CAN
BE ACHIEVED ON THE GROUND
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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7AYS TO 5SE 9OUR #ONTACTS %FFECTIVELY
()'( )-0!#4
(AVING EASY ACCESS TO ALL THE KEY
PEOPLE IN THE BUYING TEAM
L 4ALKING TO THE TOP PEOPLE IN THE
BUYING ORGANIZATION
L (ELPING THE PROSPECT PREPARE A
COSTBENElT ANALYSIS
L
.%'!4)6% )-0!#4
(AVING ACCESS ONLY TO THE
TECHNICAL ADVISOR
L 4ALKING TO BUYERS AT A LOWER LEVEL
THAN YOUR COMPETITORS
L !VOIDING TALKING TO THE PROSPECTS
lNANCIAL PEOPLE
L
5SE A 4RIAL #LOSE
4HE TRIAL CLOSE IS A POWERFUL TECHNIQUE THAT WILL HELP YOU TO
QUALIFY THE PROSPECT MEASURE PROGRESS AND lND OUT WHAT
YOU HAVE TO DO TO GET THE BUSINESS )T SIMPLY GIVES A
CONDITION AND THEN ASKS A CLOSED QUESTION h)F ) COULD GET IT
TO YOU BY 4HURSDAY COULD YOU GIVE THE GO
AHEAD NOW v
FOR EXAMPLE OR h)F WE CAN MEET YOUR BUYING CRITERIA WILL
YOU GO AHEAD WITH US v 5SE THE TRIAL CLOSE FREQUENTLY
DURING YOUR INITIAL SALES CALL TO ESTABLISH WHETHER THE
PROSPECT IS SERIOUS AND TO EXPOSE ANY POTENTIAL OBJECTIONS
4RIAL CLOSING KEEPS THE SALES RELATIONSHIP FRIENDLY WHILE
DISCOURAGING TIME
WASTING
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THINK
3-!24
9OU COULD USE A VARIATION ON THE TRIAL CLOSE TO SUBTLY
CHECK THAT YOU ARE NOT OFFERING A LEVEL OF SERVICE
HIGHER THAN THE CUSTOMER ACTUALLY NEEDS
&OR EXAMPLE IF YOU USUALLY USE AN EXPENSIVE COURIER SERVICE FOR
DELIVERY IT IS WORTH CHECKING IF THIS IS UNIVERSALLY REQUIRED h)F
WE GET COURIER STOCK TO YOU WITHIN TWO HOURS WOULD THAT
MAKE YOU FEEL HAPPY TO SIGN v 4HE CUSTOMER MAY WELL
RESPOND THAT SUCH SPEED IS UNNECESSARY "Y NOT ASSUMING THAT
EVERYONE NEEDS FAST DELIVERY YOU WILL HAVE SAVED A SIGNIlCANT
AMOUNT OF MONEY AND TROUBLE
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14:55:25
#OMPLETE THE /PENING #ALL
4HE END OF AN OPENING SALES CALL MARKS THE BEGINNING OF
A SALES PLAN -AKE SURE YOU HAVE ALL THE INFORMATION YOU
NEED TO BUILD THE PLAN THEN lNISH ON A POSITIVE NOTE BY
HIGHLIGHTING THE NEXT STEPS
!GREE ON AN !CTION 0LAN
7HEN YOU FEEL YOU HAVE ALL THE INFORMATION YOU NEED
SUMMARIZE WHAT YOU HAVE LEARNED DURING THE OPENING CALL
!LMOST CERTAINLY ONE OR TWO MISUNDERSTANDINGS WILL BE
UNCOVERED SO THE SUMMARY OFFERS THE PROSPECT AN
OPPORTUNITY TO lX THEM &INISH THE
SUMMARY WITH A CLOSED QUESTION TO
MINUTE
GAIN AGREEMENT SUCH AS h)S THAT A
FAIR SUMMARY OF OUR DISCUSSIONS v
)F THE PROSPECT IS IN AGREEMENT
3OMETIMES AFTER A
MOVE ON TO THE ACTION PLAN 4HIS
SALES CALL HAS ENDED
WILL INVOLVE OTHER PEOPLE AGREE
YOU MAY lND YOU
DONT HAVE ALL OF THE
THAT THE PROSPECT HAS AN ACTION TO
INFORMATION YOU NEED
INTRODUCE YOU TO PEOPLE WHO ARE
NEW TO YOU EITHER DIRECTLY OR BY
)F YOU RUN OUT OF TIME OR
A LETTER OR EMAIL !LTHOUGH MOST
HAVE FAILED TO COVER A
VITAL ISSUE TRY ONE OF
OF THE ACTIONS WILL BE YOUR
THE FOLLOWING SOLUTIONS
RESPONSIBILITY MAKE SURE THE
PROSPECT HAS AT LEAST ONE ACTION
s %MAIL THE PROSPECT
WITH YOUR CONCLUSIONS TO
TO COMPLETE TO SHOW AN ELEMENT
CHECK THAT THEYRE CORRECT
OF COMMITMENT
&)8
#HECK THE #OMPETITION
4OWARD THE END OF AN OPENING
CALL BRING UP THE SUBJECT OF
COMPETITION )F YOU KNOW THERE IS
COMPETITION INVOLVED THEN YOU
CAN USE AN OPEN QUESTION SUCH
AS h(OW ARE OUR COMPETITORS
DOING v )F YOU HAVE NOT YET
ESTABLISHED WHETHER YOU HAVE ANY
COMPETITION USE A CLOSED QUESTION
s 3END A LETTER TO THE
PROSPECT ENCLOSING A
SUMMARY OF THE MEETING
AND ASK THEM TO lLL IN
ANY GAPS IN THEIR REPLY
s !SK SOMEONE ELSE
IN THE PROSPECTS
ORGANIZATION FOR THE
INFORMATION YOU NEED
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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14:55:29
%SSENTIAL )NFORMATION FOR 3ALES 0LANS
!2%!
).&/2-!4)/. 9/5 3(/5,$ (!6%
#USTOMER NEED
7HAT THE CUSTOMER NEEDS THE PROBLEM THIS CAUSES
AND THE BENElTS OF lNDING A SOLUTION
4HE AVAILABLE BUDGET AND THE PROCESS OF lNANCIAL
EVALUATION
4HE NAMES OF THE KEY PEOPLE INVOLVED IN THE DECISION
AND THEIR ROLES
! ROUGH GUIDE TO WHEN THE CUSTOMER WILL MAKE A
DECISION AND WHEN YOU ARE EXPECTED TO DELIVER
PRODUCTS AND SERVICES
!N OUTLINE OF WHAT YOU ARE GOING TO PROPOSE AS A
SOLUTION FOR THE CUSTOMER NEED
(OW THE CUSTOMER WILL JUDGE YOUR PROPOSAL IN TERMS OF
COST FUNCTIONALITY AND PRACTICALITY
! PRIMA FACIE CASE THAT YOU AND THE CUSTOMER CAN
IMPLEMENT THE SOLUTION
+NOWLEDGE OF WHO THE COMPETITORS ARE THE MAIN REASON
THEY WERE BROUGHT IN AND THE STAGE THEY ARE AT
&INANCES
+EY PEOPLE
4IME SCALE
3OLUTION
"ASIS OF DECISION
0RACTICALITY
#OMPETITIVE
POSITION
SUCH AS h!RE YOU GOING TO GET ANY OTHER SUPPLIERS
INVOLVED v 4HIS MORE SUBTLE APPROACH ALLOWS YOU TO
CASUALLY PROBE FOR INFORMATION
3OME PROSPECTS WILL TALK FREELY ABOUT COMPETITORS SO IT
IS VITAL TO PROBE IN THIS AREAAFTER ALL THEY WILL TELL THE
COMPETITION ABOUT YOU /THER PEOPLE ARE MUCH MORE
SECRETIVE ABOUT THEIR ACTIVITIES WITH YOUR COMPETITORS BUT
MOST WILL AT LEAST TELL YOU WHAT THEY PERCEIVE AS THE BIGGEST
ADVANTAGE OF EACH OF THE PLAYERS 4HIS IS A GOOD TIME TO
DEMONSTRATE COMPLETE CONlDENCE THAT YOU CAN NOT ONLY
TAKE ON THE COMPETITION BUT ALSO DEFEAT THEM 5SE A RECENT
CAMPAIGN THAT YOU OR YOUR ORGANIZATION WON TO ILLUSTRATE
YOUR CONlDENCE ,OOK AND SOUND AS THOUGH YOU WILL RELISH
THE CONTEST RATHER THAN FEAR IT
-AKE YOUR PRODUCTS EASIER TO BUY THAN YOUR COMPETITION
OR YOU WILL lND YOUR CUSTOMERS BUYING FROM THEM
61_ED248_US 61
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w
-ARK #UBAN
#/ - 0 , % 4 % 4 ( % / 0 % . ) . ' # ! , ,
13/7/06
pm
20/3/064:06:37
14:55:29
3UMMARY /PENING THE 3ALE
&IRST IMPRESSIONS MAKE A LASTING IMPACT AND THIS IS CERTAINLY
TRUE OF THE lRST SALES CALL OR MEETINGHOW YOU WELL YOU
CAN ESTABLISH SUMMARIZE AND RESPOND TO EACH PROSPECTIVE
CUSTOMERS NEEDS WILL DECIDE WHETHER THIS PROSPECT BECOMES
A CUSTOMER "UT THE OPENING CALL ALSO PROVIDES AN OPPORTUNITY
FOR YOU TO hQUALIFYv THE PROSPECT TO CHECK THAT THEY HAVE
THE ABILITY AND THE INTENTION TO MAKE A PURCHASE
0LAN OF !CTION
%STABLISH 9OUR 0ROSPECTIVE #USTOMERS .EEDS
$O YOU KNOW HOW
THE PROSPECT
CURRENTLY OPERATES
./
!SK OPEN QUESTIONS
TO lND THIS OUT
9%3
!RE THERE ANY REASONS
WHY THEY MIGHT CHANGE
CURRENT PRACTICE
9%3
%STABLISH
THESE AS NEEDS
./
3UMMARIZE THE PROSPECTS
NEEDS WITH YOUR PRODUCTS
AND SERVICES IN MIND
!SK A CLOSING QUESTION
TO GAIN COMMITMENT h)S
THIS A FAIR LIST OF YOUR
REQUIREMENTS v
!GREE ON AN !CTION 0LAN
3UMMARIZE THE MEETING
!SK A CLOSING QUESTION TO
GAIN COMMITMENT
h)S THAT A FAIR SUMMARY
OF OUR DISCUSSIONS v
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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I[bb_d]IIff,(#,)9$_dZZ,(
13/7/06 4:06:41 pm
'&%*%&,+0'-0&)fc
63_ED248_US 63
I[bb_d]IIff,(#,)9$_dZZ,)
1UALIFY 9OUR 0ROSPECT
)S THE PROSPECTS
EXPECTATION OF COST
SIGNIlCANTLY BELOW THE
COST OF YOUR PRODUCTS
9%3
7ITHDRAW
./
!RE YOU TALKING TO THE
PERSON WHO MAKES THE
lNAL DECISION
./
!SK FOR AN INTRODUCTION TO
THE DECISION
MAKER
9%3
)DENTIFY ALL OTHER KEY
STAKEHOLDERS AND ASK FOR
INTRODUCTIONS
5SE A TRIAL CLOSE TO
MEASURE PROGRESS AND
PINPOINT ANY OTHER
STUMBLING BLOCKS
!SK ABOUT COMPETITORS
AND SHOW CONlDENCE THAT
YOU CAN SURPASS THEM
!GREE ON THE ACTIONS THAT
YOU AND THE PROSPECT
NEED TO TAKE NEXT
3 5 - - ! 29 / 0 % . ) . ' 4 ( % 3 ! , %
13/7/06 4:06:42 pm
'&%*%&,+0'-0',fc
"UILD THE 3ALE
/NCE YOU HAVE GATHERED THE INFORMATION YOU NEED BY
QUESTIONING THE PROSPECT YOU WILL BE IN A POSITION TO SET
A SALES STRATEGY 0LAN A METHODICAL PROCESS TO GUIDE THE
PROSPECT FROM BEING INTERESTED TO BEING A CUSTOMER
3ET 9OUR 3ALES 3TRATEGY
! SALES STRATEGY IS YOUR ROUTE MAP TO MAKING A SALE $ECIDE
WHAT YOU AND THE PROSPECT MUST DO TO GET THEM TO THE
POINT OF PLACING AN ORDER 4HIS RESULTS IN A LIST OF ACTIONS
THAT FORM THE BASIS OF THE STRATEGY "ESIDE EACH ACTION PUT
A MILESTONEWHAT THE ACTION HAS TO ACHIEVE 4HEN NAME
SOMEONE WHO IS RESPONSIBLE FOR ACHIEVING THE MILESTONE
AND THE TIME TARGET )T
4HE 3ALES 0ROCESS
SHOULD BE POSSIBLE TO SET
OUT THE EARLY PART OF THE
STRATEGY IN SOME DETAIL AFTER
$ECIDE THE ACTION
&OR EXAMPLE A MEETING OF
YOUR lRST CONTACT LATER
MIDDLE SCHOOL SCIENCE TEACHERS
ACTIONS MAY EMERGE AS
THE STRATEGY UNFOLDS
3ET THE MILESTONE
&OR EXAMPLE AN AGREEMENT THAT
THEY WILL USE THE MATERIALS
.AME THE PERSON RESPONSIBLE
&OR EXAMPLE THE SALESPERSON
3ET THE TIME TARGET
&OR EXAMPLE BY /CTOBER
5SE $EMONSTRATIONS
5SE DEMONSTRATIONS TO BUILD
THE SALE -AKE SURE YOU GET
THE RIGHT PEOPLE TO ATTEND
DEMONSTRATIONS )TS ALSO
USEFUL TO ENCOURAGE THE
POTENTIAL END
USERS TO TRY
THE PRODUCTS OUTTHEIR
ENTHUSIASM FOR THE PRODUCT
WILL HELP TO PERSUADE THE
DECISION
MAKER 2EHEARSE
DEMONSTRATIONS SO THAT
THEY RUN SMOOTHLY AND
PROFESSIONALLY A POOR
DEMONSTRATION CAN HARM
YOUR CASE AS MUCH AS A
GOOD ONE WILL BENElT IT
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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#LOSE )N ON -ILESTONES
!S YOU SET YOUR STRATEGY REMEMBER THAT SELLING IS A STEP
BY
STEP PROCESS %NSURE THAT THE PROSPECT IS HAPPY WITH
EACH STEP OF THE PROCESS BEFORE MOVING ON TO THE NEXT
! PROSPECT WILL NOT MAKE A PURCHASING DECISION UNTIL HE OR SHE HAS
DETERMINED THAT THE PRODUCT IS NEEDED MEETS THE DECISION CRITERIA
IS AFFORDABLE AND GIVES VALUE FOR MONEY !T EACH POINT YOU MUST
STIMULATE THE PROSPECTS EMOTIONAL WILL TO MAKE THE lNAL DECISION
#HECK THAT THE PROSPECT IS SATISlED AT EACH STAGEAS YOU
DISCUSS EACH POINT ASK h!RE YOU HAPPY TO GO AHEAD v
)F THE PROSPECT STILL HAS RESERVATIONS ADDRESS THESE OBJECTIONS
BEFORE TRYING TO MOVE ON 9OU ARE BOTH LESS LIKELY TO WASTE
TIME IF YOU KNOW ABOUT AN OBJECTION EARLY ON
4HIS PROCESS IS KNOWN AS hCLOSING ON MILESTONESv AND HELPS YOU TO
KEEP TRACK OF PROGRESS IN A SALES CAMPAIGN )T ALSO HELPS TO ALERT YOU
IF YOUR PROSPECT IS INTERESTED IN A COMPETITORS PRODUCTS OR SERVICES
IF A PROSPECT SAYS h) WAS HOPING IT
4OUCH AND %XPLORE %NCOURAGE
WOULD HAVE AN AUTOMATIC TIMER v THIS
YOUR PROSPECTS TO PHYSICALLY
IS PROBABLY BECAUSE THEY HAVE SEEN
HANDLE YOUR PRODUCTS AND GET A
GOOD FEEL FOR ALL THEIR FEATURES
THIS FEATURE ON A COMPETITIVE MODEL
65_ED248_US 65 65
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)DENTIFY THE 5NIQUE 3ELLING 0ROPOSITION
9OUR PRODUCT WILL PROBABLY HAVE ONE OR MORE UNIQUE
FEATURES THAT ARE NOT AVAILABLE FROM COMPETITORS (OWEVER
A FEATURE IS ONLY A UNIQUE SELLING PROPOSITION OR 530 IF THE
CUSTOMER NEEDS IT AND CAN TRANSLATE THE FEATURE INTO A
BENElT &OCUS ON THE hVALUEv THAT YOUR PROPOSITION OFFERS
)F FOR EXAMPLE YOU ARE THE MARKET LEADER THE hVALUEv MAY
ARISE FROM YOUR CONSIDERABLE EXPERIENCE IN DELIVERING AND
SUPPORTING THE PRODUCTS YOU SELLYOUR CUSTOMERS CAN
THEREFORE EXPECT A SMOOTH AND RISK
FREE IMPLEMENTATION
7AIT TO 0ROMOTE 9OUR /RGANIZATION
4HERE ARE TWO KEY POINTS DURING A SALES CAMPAIGN WHEN IT
IS APPROPRIATE TO TELL THE PROSPECT WHY HE OR SHE SHOULD
CHOOSE YOUR ORGANIZATION 4HE lRST IS EARLY ON TO PROVE
YOUR CREDIBILITY AS A RELIABLE SUPPLIER 4HE SECOND IS WHEN
THE PROSPECT IS CLOSE TO MAKING A DECISION ! PROSPECT GOES
THROUGH A STEP
BY
STEP PROCESS BEFORE MAKING A DECISION
s $O ) NEED AND WANT THE PRODUCT
s $O ) NEED AND WANT IT MORE THAN OTHER SIMILAR PRODUCTS
s 7HICH ORGANIZATION SHOULD ) BUY FROM
4IME YOUR h7HY MY ORGANIZATIONv PITCH TO HAPPEN ONLY
WHEN THE PROSPECT HAS REACHED STAGE THREE
THINK
3-!24
4HINK BEYOND PRODUCT DIFFERENTIATORS WHEN WORKING
OUT UNIQUE SELLING PROPOSITIONSBE CREATIVE
9OUR ORGANIZATION CUSTOMERS AND AFTER
SALES SERVICE ARE ALL
UNIQUE !SK SOMEONE SUCH AS YOUR COMPANYS OWNER OR #%/
TO ADD VALUE TO YOUR PROPOSITIONPERHAPS BY OFFERING YOUR
PROSPECT A PERSONAL GUARANTEE OF CUSTOMER SATISFACTION 'ET A
SATISlED CUSTOMER TO WRITE TO YOUR PROSPECT /R ASK A RELEVANT
COLLEAGUE SUCH AS THE MAINTENANCE MANAGER TO EXPLAIN HOW
THE PROSPECT WILL BENElT FROM SUPERB AFTER
SALES SERVICE
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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#!3% STUDY #OUNTERING A #OMPETITIVE 530
!RUN OWNER OF A SMALL BUILDING
COMPANY WAS BIDDING TO REFURBISH
A NEIGHBORHOOD RESTAURANT
(OWEVER DURING DISCUSSIONS HE
REALIZED THAT THE PROSPECT 'ILDA
SEEMED TO FAVOR A COMPETITOR (E
ASKED WHY AND SHE TOLD HIM THAT
THE COMPETITORS SUPPLY YARD WAS
BASED IN THE SAME TOWN WHILE
!RUNS WAS MILES AWAY 'ILDA
WAS CONCERNED THAT THE EXTRA
DISTANCE COULD DELAY HER BUILDING
WORK SHOULD EXTRA MATERIALS OR
TOOLS BE REQUIRED !RUN DECIDED TO
ASK AN EXISTING CUSTOMER LOCATED
MORE THAN MILES KM AWAY
FROM HIS YARD TO CALL 'ILDA AND
ASSURE HER THAT HIS PROJECT HAD
NEVER SUFFERED DELAY DUE TO THE LACK
OF MATERIALS OR BEEN COMPROMISED
BY DISTANCE 'ILDA ULTIMATELY
AWARDED THE PROJECT TO !RUN
s "Y BEING PROACTIVE AND ASKING
QUESTIONS !RUN WAS ABLE TO
UNCOVER 'ILDAS RESERVATIONS AND
IDENTIFY HIS COMPETITORS 530IN
THIS CASE HIS LOCATION 4HIS HELPED
HIM RE
PITCH FOR THE BUSINESS IN A
WAY THAT DEALT WITH THE PROBLEM
AND EVEN TURNED IT TO HIS ADVANTAGE
s "Y ASKING AN EXISTING
CUSTOMERLOCATED CONSIDERABLY
FARTHER AWAY FROM HIM THAN HIS
PROSPECTTO CALL !RUN ADDED
VALUE TO HIS PROPOSITION 'ILDA FELT
REASSURED AND THE VALUE OF THE
COMPETITORS 530 WAS UNDERMINED
#REATE %MPATHY
,OOK FOR SIMILARITIES BETWEEN YOUR ORGANIZATION AND THE
ACTIVITIES OF YOUR PROSPECT !RE YOU BASED IN THE SAME
COUNTRY OR TOWN !RE YOU OF A SIMILAR SIZE 0ERHAPS YOU
ARE BOTH ADDRESSING A SIMILAR MARKET -AKE STRONG
OPENINGS TO PRESENTATIONS OR PROPOSALS BY POINTING OUT
THESE SIMILARITIES THIS HAS THE EFFECT OF CREATING EMPATHY
0EOPLE BUY FROM PEOPLE WHO UNDERSTAND THE PROBLEMS THAT
THEY ARE TRYING TO SOLVE SO SHOW YOUR PROSPECTS THAT YOU
CAN SYMPATHIZE WITH THEM BECAUSE YOU ARE FACING THE
SAME CHALLENGES THAT THEY ARE FACING
4)0 4HE BEST TIME TO TRY TO SELL YOUR ORGANIZATIONS
BENElTS IS WHEN THE PROSPECT ASKS YOU THE QUESTION
h7HY SHOULD ) BUY FROM YOU v
67_ED248_US 67 67
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" 5 ) , $ 4 ( % 3 ! , %
13/7/06
pm
20/3/064:06:49
14:55:38
-AKE 9OUR 0ROPOSAL
!T SOME POINT IN A SALES CAMPAIGN YOU MUST PUT YOUR
PROPOSAL IN WRITING $O THIS WHEN YOU AND THE PROSPECT
HAVE SPENT TIME WORKING TOGETHER 4HE WRITTEN PROPOSAL
SHOULD CONlRM WHAT HAS BEEN SAID
7RITE 9OUR 0ROPOSAL
4HE PURPOSE OF A WRITTEN PROPOSAL OR QUOTATION IS TO
CONlRM WHAT YOU THINK THE PROSPECT SHOULD BUY AND WHAT
THE BENElTS WILL BE )T ALSO STATES THE TERMS AND CONDITIONS
OF YOUR OFFER TO SELL
-AKE SURE THE PROPOSAL IS AS POWERFUL AS POSSIBLE BY
STATING THE NAME OF THE PERSON IN THE PROSPECTS
ORGANIZATION WHO HAS AGREED WITH YOUR STATEMENTS )F FOR
EXAMPLE YOU ARE SELLING REPLACEMENT WINDOWS TO THE
OCCUPIERS OF A SMALL OFlCE BUILDING WRITE DOWN WHO HAS
AGREED THAT THE HEATING BILLS WILL GO DOWN 2EGARDLESS OF
WHETHER IT IS THE FACILITIES MANAGER OR THE lNANCIAL
CONTROLLER THE BENElT WILL SEEM THAT MUCH MORE PERSUASIVE
IF IT HAS COME FROM SOMEONE IN THE PROSPECTS ORGANIZATION
!SSIGN AS MANY STATEMENTS IN THIS WAY AS POSSIBLE
4%#(.)15%3
TO PRACTICE
+EEPING INFORMATION SHORT
AND TO
THE
POINT IS A VERY
USEFUL SKILL TO LEARN
4O PRACTICE THIS SKILL TAKE AN OLD
PROPOSAL A LETTER OR A MAGAZINE
ARTICLE AND TRY TO HALVE ITS SIZE
"EFORE YOU START CUTTING MAKE
SURE THAT YOU PRIORITIZE THE
FACTS AND ESSENTIAL INFORMATION
4AKE OUT ANY IRRELEVANT POINTS
WAFmE OR REPETITION 4HESE WILL
ONLY REDUCE THE IMPACT OF
WHAT YOU ARE TRYING TO SAY
'O THROUGH EACH POINT AND
IDENTIFY WHETHER IT IS MUST
KNOW SHOULD KNOW OR NICE TO
KNOW +EEP THE MUST
KNOWS
THE REMAINING POINTS ARE NOT
ESSENTIAL WHERE SPACE IS TIGHT
-OVE THE MOST IMPORTANT
POINT TO THE FRONT TO GRAB THE
READERS INTEREST
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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3TRUCTURE 9OUR 0ROPOSAL
4HE AIM OF A WRITTEN PROPOSAL IS TO GET A PROSPECT TO COMMIT
TO A SALE 4O MAKE SURE THAT YOUR PROPOSAL IS AS PERSUASIVE
AS POSSIBLE YOU SHOULD LEARN HOW TO STRUCTURE IT EFFECTIVELY
"EFORE YOU BEGIN MAKE SURE YOU HAVE OBTAINED ALL THE
INFORMATION YOU NEED FROM THE PROSPECT AND HAVE FULLY DISCUSSED
THE PRODUCT OR SERVICE YOU ARE SELLING AND HOW IT WILL BE OF BENElT
4HEN USE THIS SEVEN
STEP PROCESS TO STRUCTURE YOUR PROPOSAL
"ACKGROUND TO THE PROPOSAL
THIS RECORDS THE ACTIVITIES THAT YOU
4HE PROPOSAL
AND THE CUSTOMER HAVE DONE TO GET
IS A WRITTEN
TO THIS STAGE )T SHOULD DISPLAY
CONlRMATION
KNOWLEDGE OF THE CUSTOMER AND ITS
OF AGREEMENTS
ACTIVITIES MENTIONING THE KEY
PEOPLE YOU HAVE MET
MADE SO FAR
4HE CUSTOMER REQUIREMENT
STATE THE CUSTOMERS REQUIREMENT
WITH AN INDICATION IF POSSIBLE OF THE COST OF DOING NOTHING
4RY TO REmECT THE URGENCY OF THE REQUIREMENT
4HE "ASIS OF $ECISIONTHIS SECTION SHOWS THAT YOU
UNDERSTAND THE CRITERIA THE PROSPECT WILL USE TO MAKE A
DECISION TO GO AHEAD
9OUR PROPOSALTHIS IS A SIMPLE STATEMENT IN THE PROSPECTS
TERMS OF WHAT YOU ARE PROPOSING THEY BUY !VOID JARGON
"ENElTSLIST THESE AS THE VALUE THE PROSPECT WILL GET FROM THE
PURCHASE )NCLUDE IF POSSIBLE lNANCIAL BENElTS AS WELL AS OTHER
LESS TANGIBLE ONES 7HERE YOU ARE CLAIMING THAT THERE ARE BUSINESS
BENElTS YOU SHOULD NAME THE PERSON REPRESENTING THE CUSTOMER
WHO HAS AGREED ON THEM
)MPLEMENTATION PLANTHIS IS A HIGH
LEVEL STATEMENT OF DATES
AND KEY MILESTONES IN A COMPLEX PROJECT OR SIMPLE DELIVERY
DATES IF THAT IS ALL THAT IS REQUIRED
2ECOMMENDED ACTIONlNALLY RECOMMEND WHAT ACTION THE
PROSPECT SHOULD TAKE TO ACCEPT THE PROPOSAL
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pm
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14:55:40
0RESENT 9OUR 3ALES 3OLUTION
9OU WILL FREQUENTLY BE GIVEN OPPORTUNITIES TO PRESENT
YOUR PROPOSAL TO A DECISION
MAKING COMMITTEE OR BOARD
-AKE A BIG IMPRESSION A PROFESSIONAL PERFORMANCE WILL
SECURE NOT ONLY THIS SALE BUT ALSO REPEAT ORDERS
+NOW 9OUR !UDIENCE
4HE CHALLENGE OF A lNAL SALES PRESENTATION IS TO MEET THE
DIFFERENT NEEDS OF YOUR AUDIENCE AND THESE CAN RANGE
FROM THE lNANCIAL TO THE TECHNICAL #HECK WHO IS ATTENDING
AND WHAT THEIR INTEREST IS IN YOUR PROPOSAL BUT TAILOR THE
PRESENTATION TOWARD THE DECISION
MAKER )F FOR EXAMPLE
A TECHNICAL EXPERT ASKS A
DETAILED QUESTION CHECK
MINUTE
WITH THE DECISION
MAKER IF
THEY WOULD PREFER YOU TO
HANDLE THAT QUESTION
%FFECTIVE PRESENTATIONS ARE
OUTSIDE THE MEETING ,OOK
TARGETED TO THE AUDIENCE
3O HOW SHOULD YOU REACT IF
FOR SIGNS OF DISTRACTION IF
YOU WALK INTO THE ROOM
THE DECISION
MAKER APPEARS
AND lND MORE PEOPLE THERE
TO HAVE LOST INTEREST STOP
THAN YOU WERE EXPECTING
AND ASK WHAT HE OR SHE
L &IND OUT WHO THE NEW PEOPLE
WOULD LIKE TO COVER NEXT
&)8
3TRUCTURE AND 4IMING
ARE SO THAT YOU CAN ADJUST
YOUR PRESENTATION
!LWAYS MAKE SURE THAT YOU
KEEP TO THE TIME THAT HAS
BEEN AGREED 0LAN YOUR
TIMING TO GET TO THE
2ECOMMENDED !CTION ITEM
ABOUT THREE
FOURTHS OF THE
WAY THROUGH YOUR ALLOTTED
s 'ET AT LEAST lVE MINUTES TO
MAKE ADJUSTMENTS TO YOUR
PRESENTATION BY SUGGESTING
THAT THEY TAKE A COFFEE BREAK
WHILE YOU SET UP
4)0 5SE VISUAL AIDS
s -AKE SURE THE PRESENTATION
STILL CONCENTRATES ON THE MOST
IMPORTANT PERSON IN THE
DECISION
MAKING PROCESS
THAT ARE IMAGE
ORIENTED
AND ADD EXTRA VALUE TO
YOUR PRESENTATION
s 4AKE OUT ANYTHING THAT MIGHT
BE CONTROVERSIAL OR BORING TO
YOUR NEW AUDIENCE
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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14:55:41
%FFECTIVE 7AYS TO 0RESENT 9OUR 3OLUTIONS
.%'!4)6% )-0!#4
()'( )-0!#4
5SING REAL EXAMPLES FROM THE
ORGANIZATIONS BUSINESS
L %XPLAINING THE STRUCTURE OF YOUR
PRESENTATION AND ASKING IF THEY
AGREE THAT IT IS APPROPRIATE
L %NCOURAGING THEM TO ASK
QUESTIONS WHENEVER THEY LIKE
L
3PENDING TOO LONG DESCRIBING YOUR
PRODUCTS
L ,EAVING THEM WONDERING WHAT
YOUR PRESENTATION WILL INCLUDE AND
HOW LONG IT WILL TAKE
L -AKING THE AUDIENCE FEEL THAT
THEY SHOULD NOT INTERRUPT YOU
L
TIME )F YOU HAVE BEEN GIVEN AN HOUR FOR EXAMPLE TRY TO
OBTAIN AGREEMENT TO THE NEXT STEP AFTER ABOUT MINUTES
4HIS LEAVES TIME FOR DISCUSSION AND IF YOU ACHIEVE YOUR
OBJECTIVES EARLY EVERYONE WILL BE DELIGHTED 3TRUCTURE THE
PRESENTATION ALONG THE SAME LINES
AS A PROPOSAL
s "ACKGROUND TO THE PROPOSAL
+EEP THE
s 4HE CUSTOMER REQUIREMENT
FOCUS OF YOUR
s 4HE "ASIS OF $ECISION
PRESENTATION
s 9OUR PROPOSAL
lRMLY ON THE
s "ENElTS
s )MPLEMENTATION PLAN
CUSTOMER
s 2ECOMMENDED ACTION
$ELIVER 3UCCINCTLY
4HE ENEMY OF A SUCCESSFUL PRESENTATION IS BOREDOM SO
WATCH YOUR AUDIENCES REACTIONS AT ALL TIMES -AKE SURE THE
TALK IS INTERESTING AND ENGAGINGLY DELIVERED AND REMOVE
ANYTHING THAT COULD BE DESCRIBED AS hPADDINGv
s +EEP THE PRESENTATION SHORT /NCE YOU HAVE ACHIEVED
YOUR OBJECTIVE STOP TALKING
s 5SE A SPOKEN
LANGUAGE STYLE RATHER THAN A WRITTEN ONE
AND TRY TO VARY THE TONE OF YOUR VOICE
s "REAK THE PRESENTATION UP BY USING MORE THAN ONE TYPE
OF VISUAL AID AND MOVE AROUNDTRY STARTING YOUR TALK FROM
A SITTING POSITION THEN STANDING UP TO EMPHASIZE A POINT
71_ED248_US 71 71
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14:55:42
THINK
3-!24
-OST PROSPECTS RIGHTLY ASSUME THAT SALESPEOPLE WANT
TO MAKE PRESENTATIONS TO THEM TO WIN THEIR BUSINESS
4RY A MORE SUBTLE APPROACH BY ASKING CUSTOMERS TO
CLARIFY WHAT THEY ARE LOOKING FOR FROM THE PRESENTATION
)F YOUR PROSPECTS TELL YOU THAT THEY ALREADY UNDERSTAND YOUR
PROPOSAL ASK THEM WHETHER THEY AGREE THAT IT WOULD SAVE
TIME TO PLACE AN ORDER RIGHT AWAY 4HIS UNUSUAL QUESTIONING
TECHNIQUE MAY WIN THE ORDER WITHOUT A PRESENTATION OR IT MAY
CLARIFY ANY OBJECTIONS THAT THE BUYING TEAM IS LIKELY TO RAISE
-AKE A #ONlDENT $ELIVERY
#USTOMERS BUY FROM SALESPEOPLE WHO APPEAR CONlDENT
THAT THEIR PROPOSED SOLUTION IS RIGHT FOR THEM AND
REPRESENTS GOOD VALUE FOR MONEY 3O A CONlDENT DELIVERY
IS VITAL 9OU CAN GAIN CONlDENCE BY REHEARSING YOUR
PRESENTATION AND ENSURING THAT IT HAS A CONlDENT AND
ASSERTIVE OPENING 3UPPOSE YOU ARE MAKING A lNAL
PRESENTATION TO A BOARD OF DIRECTORS AND YOUR OBJECTIVE IS
TO WIN THE ORDER YOU CAN SIGNAL YOUR CONlDENCE AND
INTENT BY USING AN OPENING LIKE THIS
h4HANK YOU FOR THIS OPPORTUNITY TO PRESENT OUR
PROPOSAL ) INTEND TO TAKE AN HOUR TO
s 'IVE A BRIEF OVERVIEW OF OUR PROPOSAL
s !SK IF YOU ARE READY TO GO AHEAD WITH IT
s 3PEND WHAT TIME IS LEFT TALKING ABOUT DELIVERY AND
IMPLEMENTATION )S THAT /+ v
4HIS MEANS THAT THE AUDIENCE IS AWARE OF YOUR OBJECTIVE
AND THEIR RESPONSE TO YOUR QUESTION WILL GIVE YOU GOOD
CLUES AS TO HOW TO PITCH THE PRESENTATION
4)0 -AKE SURE YOU CAN DISPLAY YOUR VISUAL AIDS
USING TECHNOLOGY AVAILABLE IN THE MEETING ROOM
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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14:55:44
!LLOW 3PACE FOR $ISCUSSION
0UT YOURSELF IN THE AUDIENCES SHOES AT A lNAL PRESENTATION
4HEY WILL lND IT DIFlCULT TO MAKE A COMMITTEE DECISION
WHILE YOU ARE THERE )T IS EASIER FOR THE CHAIRPERSON TO THANK
YOU FOR YOUR TIME AND SAY THAT THE COMMITTEE WILL DISCUSS IT
AFTER THE MEETING 4HE CHAIRPERSON WILL WANT TO HEAR OTHER
PEOPLES VIEWSBUT THIS DELAY MEANS THAT THEY MAY NOT
MAKE A DECISION THAT DAY 'ET AROUND THIS BY SUGGESTING AT
THE END OF YOUR PRESENTATION THAT YOU LEAVE THEM ALONE FOR
A FEW MINUTES BEFORE RETURNING TO lND OUT THEIR DECISION
4HIS MAKES THEM FEEL
RELAXED KNOWING THAT THEY
-AKE AN IMPACT 6ISUAL AIDS CAN
HELP TO ILLUSTRATE DIFlCULT CONCEPTS AND
CAN DISCUSS YOUR PROPOSAL
MAKE KEY POINTS MORE MEMORABLE
AMONG THEMSELVES BUT
+EEP VISUAL INFORMATION SIMPLE AND
KEEPS THE PRESSURE ON THEM UNCLUTTERED AND USE BOLD COLORS THAT
TO MAKE A DECISION THAT DAY ARE EASY TO DISTINGUISH FROM A DISTANCE
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.EGOTIATE THE "EST 4ERMS
4OWARD THE END OF THE SELLING PROCESS YOU AND YOUR
PROSPECT WILL DISCUSS THE TERMS AND CONDITIONS OF THE
SALE AND NEGOTIATE A MUTUALLY ACCEPTABLE DEAL -AKE
SURE YOU NEGOTIATE HARD FOR THE BEST POSSIBLE TERMS
)DENTIFY THE )SSUES
7HEN YOU SELL A GAZEBO THE PROSPECT WILL BE INTERESTED IN
SEVERAL ISSUES SUCH AS QUALITY AND PRICE (E OR SHE MAY ALSO
TRY TO NEGOTIATE FREE DELIVERY AND A TIME SCALE FOR ERECTING
IT 9OU CAN PREPARE FOR THE NEGOTIATION BY DElNING A
SPECIlC OBJECTIVE WITH TANGIBLE MEASURES FOR ALL THE TERMS
AND CONDITIONS OF SALE 4HE PRICE OF THE GAZEBO IS A
TANGIBLE MEASURE BUT YOU AND THE PROSPECT ALSO NEED TO
DECIDE HOW TO MEASURE QUALITYPERHAPS THE LUMBER CAN
BE FURTHER PROTECTED AGAINST THE WEATHER FOR EXAMPLE
-AKE A LIST OF ALL THE ISSUES INVOLVED IN THE NEGOTIATION AND
WORK OUT YOUR SPECIlC OBJECTIVES AND MEASURES FOR EACH ONE
3ET 9OUR /BJECTIVES
4HE AIM OF A NEGOTIATION IS TO ACHIEVE AGREEMENT BETWEEN
BOTH PARTIES ABOUT HOW TO PROCEED AND TO RESOLVE
CONmICTING INTERESTS 0ERHAPS THE PROSPECT WANTS YOUA
KITCHEN SUPPLIERTO INSTALL THE UNITS USING THE SAME PEOPLE
WHO BUILT THEM 9OU WANT THEM TO USE NON
SPECIALIST
INSTALLERS TO REDUCE COSTS AND LET THE MANUFACTURING SIDE
4HE )MPACT OF $ISCOUNTS
7HEN NEGOTIATING ON PRICE REMEMBER THAT EVEN A SMALL DISCOUNT CAN HAVE A
MASSIVE IMPACT ON PROlTABILITY 4AKE THIS EXAMPLE OF AN INSURANCE SALESPERSON
WHO HAS BEEN ASKED FOR A PERCENT DISCOUNT
$%!, 7)4( ./ $)3#/5.4
$%!, $)3#/5.4%$ "9
)NSURANCE PREMIUM
#OST OF INSURANCE
'ROSS PROlT
%XPENSES
.ET PROlT
$ISCOUNTED INSURANCE PREMIUM
#OST OF INSURANCE
'ROSS PROlT
%XPENSES
.ET PROlT
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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"UILD .EGOTIATING #ONlDENCE
0REPARE THOROUGHLY FOR NEGOTIATIONS BY THINKING THROUGH ALL THE
ISSUES THAT THE PROSPECT MIGHT RAISE AND PREPARING YOUR RESPONSES
4HIS WILL HELP YOU TO GIVE A POSITIVE RESPONSE TO THE CONCESSIONS
YOU ANTICIPATE THEY WILL DEMAND )F YOU CAN DISCUSS DIFlCULT ISSUES
CONlDENTLY YOU WILL PLACE YOURSELF IN A STRONGER POSITION
&OCUS LOGICALLY ON AN ISSUE WHERE THERE IS DISAGREEMENTFOR
EXAMPLE THE CUSTOMER MIGHT WANT AN EXTENDED WARRANTY TO
BE FREE WHILE YOU WANT TO CHARGE FOR IT
.OW GIVE THE CUSTOMER REASONS FOR ACCEPTING YOUR TERMS
EXPLAIN THAT IT WOULD BE UNFAIR TO OTHER CUSTOMERS IF YOU VARIED
YOUR POLICY IN ONE PARTICULAR CASE
2EHEARSE YOUR RESPONSE TO POSSIBLE OBJECTIONS IN FRONT OF A MIRROR
TAKING CAREFUL NOTE OF YOUR BODY LANGUAGE )S IT POSITIVE !RE YOU
SMILING WHERE APPROPRIATE
KEEP OPERATING /NLY MAKE CONCESSIONS THAT SUIT YOU BEST
BY ASSIGNING ONE OF THESE THREE MEASURES TO EACH
OBJECTIVE
s 4HE IDEAL OUTCOMETHE BUYER CONTRACTS WITH ANOTHER
COMPANY TO INSTALL THE KITCHEN
s !N OUTCOME THAT YOU WILL lND ACCEPTABLETHE
LOWER
SKILLED UNIT BUILDERS WILL DO THE INSTALLATION
s !N OUTCOME THAT IS THE LOWEST YOU WILL ACCEPTA
PRODUCTION CARPENTER SUPERVISES LOWER
SKILLED INSTALLERS
4HE BUYER CAN THEN BE MADE AWARE THAT YOU WILL CONSIDER
THE NEGOTIATION A FAILURE AND WALK AWAY IF THEY INSIST ON
GETTING YOUR PRODUCTION CARPENTERS TO INSTALL THE KITCHEN
4)0 0RACTICE SAYING hNOv WITH A SMILE ON YOUR FACE
IT WILL NEGATE FEELINGS OF CONmICT DURING NEGOTIATIONS
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4%#(.)15%3
TO PRACTICE
4HE ABILITY TO KEEP CALM
DURING NEGOTIATIONS IS AN
INVALUABLE SKILL IN BOTH
BUSINESS AND PERSONAL LIFE
0EOPLE WILL OFTEN BETRAY THEIR
FEELINGS DURING DISCUSSIONS OR
NEGOTIATIONS WITH FRIENDS AND
FAMILY &OR EXAMPLE THEY MAY
SHOW FRUSTRATION IF THEY ARE NOT
GETTING THEIR OWN WAY ON WHICH
MOVIE TO WATCH OR WHEN TO
LEAVE A DINNER PARTY )F YOU CAN
KEEP CALM YOU WILL NOT ONLY
STRENGTHEN YOUR OWN POSITION
BUT YOU WILL ALSO BE BETTER
PLACED TO GUIDE PROCEEDINGS TO A
MORE POSITIVE OUTCOME
)F YOU ARE FEELING TENSE TAKE A
SLOW DEEP BREATH
-AKE SURE YOUR BODY
LANGUAGE IS RELAXED AND
POSITIVE -AINTAIN EYE CONTACT
AND KEEP YOUR VOICE CALM AND
YOUR EXPRESSION OPEN AND
FRIENDLY 4RY PRACTICING THIS IN
FRONT OF A MIRROR
"E ASSERTIVE AND STATE YOUR
CASE CLEARLY BUT DO NOT RESORT
TO AGGRESSION INTIMIDATION OR
EMOTIONAL BLACKMAIL
)DENTIFY .EEDS AND 7ANTS
"E AWARE OF THE DISTINCTION BETWEEN WHAT YOUR PROSPECTS
WANT AND WHAT THEY NEED )MAGINE YOU ARE SELLING
COMPUTER PRINTERS FOR EXAMPLE AND YOUR PROSPECT NEEDS A
BLACK
AND
WHITE PRINTER FOR A BUSINESS THAT HAS TO SEND OUT
PRINTED DOCUMENTS 4HE PROSPECT MAY ALSO WANT THE
MACHINE TO OPERATE AS A COLOR SCANNER FOR SCANNING IN
VACATION PHOTOGRAPHS AND SENDING THEM TO FRIENDS
3EPARATING NEEDS FROM WANTS WILL STRENGTHEN YOUR POSITION
IN THE NEGOTIATION )F FOR EXAMPLE THE ORGANIZATION IS
PAYING THE PROSPECT IS MORE LIKELY TO SATISFY THE WANT IF
THE PROSPECTS OWN MONEY IS ON THE LINE YOU MAY HAVE TO
SELL THE CHEAPER BLACK
AND
WHITE RANGE OF PRINTERS
4)0 3TAY FRIENDLY BUT PROFESSIONALBEING
OVERLY GENEROUS WITH CONCESSIONS WILL NOT NECESSARILY
PROMPT THE PROSPECT TO BE EQUALLY GENEROUS IN RETURN
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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-AKE AND 2ECEIVE #ONCESSIONS
-AKE ALL PROPOSITIONS AND CONCESSIONS CONDITIONALDO NOT
GIVE ANYTHING AWAY FREE 'IVING ANY CONCESSION WITHOUT
GETTING ONE IN RETURN SETS A DANGEROUS PRECEDENT THAT A
CUSTOMER WILL EXPLOIT NEXT TIME YOU ARE IN A NEGOTIATION )T
ALSO MEANS THAT THE CUSTOMER WILL FEEL CERTAIN THAT YOU CAN
GIVE MORE AWAY AFTER ALL IF YOU CAN CHANGE THE PACKAGE IN
THEIR FAVOR AND STILL HAVE A DEAL THAT THEY lND ACCEPTABLE
HOW MUCH MORE CAN THEY SQUEEZE OUT OF YOU )F A
SALESPERSON DOES THIS TWO OR THREE TIMES IN A NEGOTIATION
THE CUSTOMER WILL START TO SUSPECT THAT THE ORIGINAL DEAL WAS
UNFAIR AND THAT THE SALESPERSON KNOWS IT 4HIS CREATES
RESENTMENT AND PUTS FUTURE SALES AT RISK
3ET A #ONDITION
#ONSIDER THE FOLLOWING
TWO APPROACHES TO MAKING
CONCESSIONS AND NOTE THE
DIFFERENT RESPONSE EACH
ONE APPEARS TO GENERATE
s h)F YOU AGREE TO PICK UP
THE PRODUCT FROM OUR
WAREHOUSE WELL ADD
THE AUTOMATIC TIMER FOR
YOU FREE OF CHARGEv
s h7E COULD ) SUPPOSE
ADD THE TIMER INv
)N THE lRST CASE THE
PROSPECT WILL CONSIDER HOW
TO GET THE PRODUCT FROM THE
WAREHOUSE AND MAY THEN
CONCEDE )N THE SECOND ALL
THE PROSPECT NEEDS TO DO IS
ACCEPT YOUR CONCESSION AND
MOVE ON )F YOU THEN ASK
THE PROSPECT TO PICK UP THE
GOODS HE OR SHE MAY LOOK
FOR MORE CONCESSIONS
77_ED248_US 77 77
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&IND A #OMPROMISE
4AKE NOTES WHILE THE PROSPECT SETS
OUT THEIR REQUIREMENTSDO NOT
INTERRUPT AND MAKE SURE THAT
EVERYTHING HAS BEEN COVERED
3ET OUT YOUR OBJECTIVES IN THE FORM
OF YOUR IDEAL OUTCOMESTART HIGH
BUT NOT UNREALISTICALLY HIGH
,OOK FOR WAYS TO COMBINE THE
PROSPECTS REQUIREMENTS WITH YOUR
OWN OBJECTIVES SO THAT YOU DONT
NEED TO MAKE CONCESSIONS
-AKE CONCESSIONS RELUCTANTLY AND
ALWAYS USE A CONDITIONAL STATEMENT
THAT SEEKS SOMETHING IN EXCHANGE
. % ' /4 ) !4 % 4 ( % " % 3 4 4 % 2 - 3
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14:55:53
#LINCH THE $EAL
4HE CLIMAX TO ANY SALES EFFORT COMES WHEN YOU TAKE THE
ORDER 9OU CAN lNISH THE SELLING JOB PROFESSIONALLY BY
DEVELOPING A GOOD CLOSING TECHNIQUE
#LOSE %FFECTIVELY
)F YOU THINK THE TIME HAS COME FOR THE PROSPECT TO MAKE A
DECISION USE THE SUMMARY CLOSE TO GUIDE HIM OR HER TO A
DECISION SIMPLY SUMMARIZE THE SITUATION AND LEAD THE
PROSPECT LOGICALLY TO THE CONCLUSION (AVE THE CONTRACT OR
ORDER FORM IN FRONT OF YOU SO THAT ITS READY FOR A SIGNATURE
)F THE PROSPECT STILL SEEMS RELUCTANT TO CLOSE THE DEAL
s !SK THE PROSPECT TO LIST ANY OBJECTIONS THEN MAKE SURE
THAT THE LIST IS COMPLETE BY USING A TRIAL CLOSE SUCH AS h)F
) CAN ANSWER ALL THESE POINTS SATISFACTORILY WILL YOU THEN
BE ABLE TO PLACE AN ORDER WITH US v
s !NSWER THE POINTS ONE BY ONE !T THE END OF EACH
POINT ASK WHETHER YOUR ANSWER HAS BEEN SATISFACTORY
7HEN YOU GET TO THE END OF THE LIST IF THE PROSPECT HAS NO
MORE OBJECTIONS ASK FOR THE ORDER AGAIN 3TAY CONlDENT
AND FRIENDLY THROUGHOUT
BUT BE PERSISTENTAFTER ALL 3TAY POSITIVE 4HANK PROSPECTS
WARMLY WHATEVER THE OUTCOMEIF YOU
CLOSING BUSINESS IS WHY
LEAVE ON GOOD TERMS THEYLL BE MUCH
MORE LIKELY BUY FROM YOU IN THE FUTURE
YOU ARE BOTH THERE
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(ANDLING 0RICE /BJECTIONS
$ONT BE DISCOURAGED IF YOUR PROSPECT REJECTS YOUR PRICE OUTRIGHT
4HE PROSPECT COULD SIMPLY BE NEGOTIATING SO STAND lRM REMAIN
PROFESSIONAL AND TAKE STEPS TO EXPLORE THE OBJECTIONS #ONSIDER
THE FOLLOWING EXCHANGE
0ROSPECT h)M SORRY BUT YOUR PRICE IS TOO HIGH ) CAN GET THE
SAME PRODUCT PERCENT CHEAPER FROM A COMPETITORv
3ALESPERSON h)F WE WERE OFFERING OUR PRODUCT AT THE SAME PRICE
WOULD YOU PREFER TO BUY FROM US
0ROSPECT h9ES ) THINK ) WOULDv
3ALESPERSON h7HY v
!T THIS POINT THE PROSPECT MAY WELL LIST THE ADVANTAGES YOU HAVE
OVER THE COMPETITORIN EFFECT SELLING YOUR PROPOSAL FOR YOU )F
YOU HEAR THAT THE PROSPECT WOULD FAVOR A COMPETITOR EVEN IF THE
PRICE WAS THE SAME ASK h7HY v TO UNCOVER ANY OTHER OBJECTIONS
(ANDLE THE /BJECTIONS
7HEN YOU HAVE AN UNCOMMITTED PROSPECT ASK A CLOSING
QUESTION TO DISCOVER WHY 5SE THE INFORMATION TO ALLAY THE
PROSPECTS CONCERNS AND GET THE SALE 0RACTICE BY ASKING A
CLOSING QUESTION AFTER EACH KEY STEP IN THE SELLING PROCESS
s h3O YOURE LOOKING FOR A TOOL TO DIG A FOUR
FOOT TRENCH
BUT IT NEEDS TO lT ON YOUR mATBED TRUCK v
s 4HEN REPEAT THESE AGREEMENTS TO THE PROSPECT AT A
SUMMARY CLOSE TO HELP GUIDE HIM OR HER TO A DECISION
0EOPLE GET CAUGHT UP IN WONDERFUL EYE CATCHING
PITCHES BUT THEY DONT DO ENOUGH TO CLOSE THE DEAL
)TS NOT GOOD IF YOU DONT MAKE THE SALE
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$ONALD 4RUMP
#, ) . #( 4 ( % $ % ! ,
13/7/06
pm
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14:55:55
0ROTECT 9OUR 4IME
4IME IS THE SALESPERSONS MOST VALUABLE COMMODITY )T IS
EASILY WASTED ON PROSPECTS WHO DO NOT ULTIMATELY BUY
FROM YOU !LWAYS REACT TO WARNING SIGNS USE CLOSED
QUESTIONS AND DECIDE WHETHER OR NOT TO WITHDRAW
!SK #LOSED 1UESTIONS
7HEN A SENIOR SALESPERSON WAS ASKED WHY SHE WAS SO
SUCCESSFUL SHE REPLIED h"ECAUSE IF ) GET A FEELING THAT
SOMETHING IS GOING WRONG ) ASSUME THAT ITS TRUE AND ACT
ACCORDINGLYv !CT ON THIS )F YOU THINK THAT A PROSPECT IS NOT
READY TO BUY ASK A CLOSED QUESTION h!RE YOU IMPLYING THAT
YOU ARE GOING TO PUT OFF THIS DECISION UNTIL LATER v /R GET
YOUR MANAGER TO ASK IF THAT IS APPROPRIATE 3UPPOSE YOU
ARE SELLING TRAINING COURSES AND SUSPECT THAT THE PROSPECT
FAVORS THE COMPETITION GIVE YOUR MANAGER A PRETEXT TO ASK
A CLOSED QUESTION SUCH AS h) KNOW THAT YOU ARE STILL
DECIDING BUT ) AM JUST PHONING TO SEE WHETHER ) SHOULD
PROVISIONALLY ALLOCATE OUR TRAINERS TO YOUR COMPANY FOR NEXT
MONTHv #LOSED QUESTIONS CLARIFY THE SITUATION AND ASSESS
YOUR CHANCES OF WINNING THE BUSINESS
THINK
3-!24
)F YOU THINK A PROSPECT IS NOT GOING TO BE IN A POSITION
TO BUY FROM YOU IN THE FORESEEABLE FUTURE YOU NEED
TO lND OUT QUICKLY TO AVOID WASTING VALUABLE TIME
2EMEMBER THAT PROSPECTS ALSO GUARD THEIR TIME JEALOUSLY AND
WILL NOT WANT TO WASTE IT IF THEY DO NOT INTEND TO PURCHASE
FROM YOU 4O lND OUT IF THIS IS THE CASE ASK A PROSPECT TO DO
SOMETHING THATWHILE REASONABLEWILL TAKE TIME OR EFFORT
TO CARRY OUT !SK FOR INFORMATION THAT REQUIRES RESEARCH OR ASK
TO MEET SOMEWHERE THAT WILL INCUR TRAVELING EXPENSES FOR THE
PROSPECT ! REFUSAL TO ACT ON SUCH A REQUEST IS A WARNING SIGN
AND MAY BE ENOUGH FOR YOU TO DECIDE TO QUALIFY THEM OUT
- ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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!VOIDING 4IME
7ASTERS
()'( )-0!#4
.%'!4)6% )-0!#4
s 2EGULARLY ANALYZING YOUR POSITION
s )GNORING LOGICAL OR EMOTIONAL
AND CHECKING THAT ALL YOUR
PROSPECTS ARE QUALIlED
s "EING DISCIPLINED IN SEEKING AND
RECOGNIZING WARNING SIGNALS
s -AKING REGULAR CONTACT TO CHECK
YOUR PROSPECT IS STILL INTERESTED
FEELINGS THAT THE CAMPAIGN IS NOT
GOING TO BE SUCCESSFUL
s ,EAVING CLOSED QUESTIONS UNTIL
THE END OF THE SALES CAMPAIGN
s ,ETTING TIME PASS AND THE
PROSPECT SLIP AWAY
3OMETIMES A CLOSED QUESTION CAN HELP YOU TO IDENTIFY
WHETHER A PROSPECTIVE CUSTOMER LACKS THE AUTHORITY TO
CLOSE A DEAL )F YOUR PROSPECT CONTINUALLY PREVARICATES AND
YOU ARE CONCERNED THAT THE DEAL IS SLIPPING TRY A VERY HARD
QUESTION TO PROBE HIS OR HER REAL INTENTIONS h-Y MANAGER
HAS INSTRUCTED ME TO PULL OUT OF THIS DEAL UNLESS SHE HEARS
FROM YOUR MANAGER THAT YOU ARE EXAMINING OUR PROPOSAL
SERIOUSLYv 4HE PROSPECTS REACTION TO SUCH A DIRECT
APPROACH SHOULD PROVIDE A GOOD INDICATION HOW LIKELY
YOU ARE TO GET THE ORDER
1UALIFYING /UT
!VOID ALLOWING A SALES CAMPAIGN TO END BY JUST GIVING UP
ON IT )F YOU HAVE ASSESSED THE SITUATION AND DECIDED THAT
AN ACTIVE PROSPECT IS NOT GOING TO GO AHEAD AT THIS TIME
QUALIFY THAT PROSPECT OUT PROACTIVELY 4ELEPHONE AND EXPLAIN
THAT YOU HAVE DECIDED NOT TO TAKE THE MATTER FURTHER
s )F YOUR ANALYSIS WAS CORRECT THE PROSPECT WILL APPRECIATE
YOUR PROFESSIONALISM AND BE WILLING TO WORK WITH YOU
AGAIN IF THE SITUATION CHANGES
s )F YOU ARE MISTAKEN THE PROSPECT WILL EXPLAIN WHY IT IS
WORTH YOUR TIME AND EFFORT TO KEEP TRYING
4)0 #ONSIDER MAKING PRICE CONCESSIONS CONDITIONAL
ON THE PROMPT COMPLETION OF THE DEAL
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$ELIVER
#USTOMER
3ATISFACTION
4HE SELLING PROCESS DOES NOT END ONCE YOU
RECEIVE AN ORDER 4HE NEXT GOAL IS TO DELIVER
CUSTOMER SATISFACTION )F YOUR CUSTOMERS ARE
DELIGHTED WITH THE PRODUCTS THEY HAVE
BOUGHT YOUR OPPORTUNITY FOR FURTHER SALES IS
INCREASED AND THEY MAY INTRODUCE YOU TO
OTHER PROSPECTS 4HIS CHAPTER WILL HELP YOU TO
s $EVELOP A CUSTOMER
FOCUSED CULTURE WITHIN
YOUR BUSINESS OR ORGANIZATION
s 5NDERSTAND CONSUMER DEMANDS IN RETAIL
s 3ET CUSTOMER SERVICE TARGETS AND MEASURE
CUSTOMER SATISFACTION
s (ANDLE CUSTOMER COMPLAINTS AND PUT IN
PLACE A lRST
CLASS AFTER
SALES SERVICE
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14:56:01
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0UT THE #USTOMER &IRST
!LTHOUGH SALESPEOPLE WILL BE THE INITIAL POINT OF CONTACT
WITH PROSPECTS AND CUSTOMERS THE SUCCESS OF THE ENTIRE
ORGANIZATION DEPENDS ON KEEPING ITS CUSTOMERS HAPPY
AND EVERY STAFF MEMBER SHOULD PLAY HIS OR HER ROLE
-AKE 9OUR #USTOMERS 6ISIBLE
%VERYONE IN AN ORGANIZATION IS ENGAGED IN SOME WAY WITH
SERVING CUSTOMERS +EEP THEM AWARE THAT THE REAL DRIVER OF
THEIR PLANS IS THE CUSTOMER )F FOR EXAMPLE THE SUPPORT AND
ADMINISTRATION PEOPLE FOR YOUR PRODUCTS AND SERVICES ARE
LOCATED ON DIFFERENT mOORS USE A SPECIAL NOTICE BOARD ON
THESE mOORS TO DISPLAY INFORMATION ABOUT RECENT SALES
SUCCESSES AND TO KEEP THEM IN TOUCH WITH OTHER CUSTOMER
RELATED POINTS OF INTEREST
s !SK YOUR CUSTOMERS FOR FEEDBACK AND FEATURE THIS
FEEDBACK PROMINENTLY ON THE NOTICEBOARD
s 0UBLICIZE ANY CUSTOMERS WHO HAVE ACHIEVED SOMETHING
NOTEWORTHY USING YOUR PRODUCTS
4%#(.)15%3
TO PRACTICE
!SK THEM TO THINK OF A TIME
,EARNING TO LOOK AT THINGS
WHEN THEY HAVE BEEN VERY
FROM THE CUSTOMERS POINT OF
SATISlED AS A CUSTOMER AND TO
VIEW WILL TURN EMPLOYEES
WRITE DOWN THREE ELEMENTS OF
INTO MORE EMPATHETICAND
THE SUPPLIERS PERFORMANCE
THEREFORE MORE EFFECTIVE
THAT CREATED SATISFACTION
SALESPEOPLE
!SK THEM TO THINK OF A TIME
,EARN HOW TO PROMOTE THE
WHEN THEY HAVE NOT BEEN
CUSTOMERS VIEWPOINT BY USING
SATISlED AND TO WRITE DOWN
YOUR EMPLOYEES OWN EXPERIENCES
THREE CONTRIBUTORY ELEMENTS
TO MAKE THEM THINK ABOUT
,IST ALL THEIR ANSWERS ASK
CUSTOMER FOCUS )N ANY TRAINING
THEM TO SUGGEST AREAS WHERE
COURSE ASK THEM TO THINK BACK TO
YOUR ORGANIZATION COULD
ALL THE INSTANCES WHEN THEY WERE
IMPROVE ITS PERFORMANCE
THE CUSTOMERS
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
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s +
EEP A lLE OF NEWSPAPER
)MPROVE 9OUR 4EAMS
CLIPPINGS AND MAGAZINE
#USTOMER &OCUS
ARTICLES THAT MENTION
YOUR CUSTOMERS OR
-AKE A LIST OF THE TASKS YOU ANDOR
PRODUCTS AND MAKE THE
YOUR TEAM CARRY OUT
lLE ACCESSIBLE TO ALL
3ELLING IS A TEAM EFFORT SO
CONTRIBUTE TO DEVELOPING A
$ECIDE WHICH TASKS HAVE A DIRECT
CUSTOMER
lRST CULTURE
IMPACT ON CUSTOMERS
!LWAYS POINT OUT TO YOUR
MANAGER ANY CHANGES OR
INNOVATIONS IN YOUR ACTIVITIES
)DENTIFY THE BENElT OF THOSE TASKS
THAT COULD IMPROVE SERVICE
THAT DO IMPACT ON THE CUSTOMER
#USTOMER #ARE "OARD %NCOURAGE
TEAM MEMBERS TO PIN UP INFORMATION
SUCH AS CUSTOMER FEEDBACK REPORTS AND
NEWSPAPER CLIPPINGS ON A PROMINENTLY
POSITIONED NOTICEBOARD TO DRAW
ATTENTION TO CUSTOMER CARE ISSUES
85_ED248_US 85
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)F THE TASKS HAVE NO BENElTS
CHANGE THEM UNTIL THEY DO
0 5 4 4 ( % #5 3 4 / - % 2 & ) 2 3 4
13/7/06 2:40:18
4:07:16 pm
24/3/06
3ATISFY 9OUR #USTOMERS
9OUR ORGANIZATIONS IMAGE AS A RELIABLE SUPPLIER DEPENDS
ON THE LEVEL OF CUSTOMER SATISFACTION THAT YOU ACHIEVE
-EASURE THIS THOROUGHLY AND ON A REGULAR BASIS TO
KEEP TRACK OF THOSE AREAS WHICH NEED IMPROVEMENT
3ET #USTOMER 3ERVICE 4ARGETS
3ET HIGH SERVICE TARGETS AND MAKE A PLAN OUTLINING HOW
THEY WILL BE ACHIEVED 4ALK TO CUSTOMERS ABOUT THEIR HOPES
FOR AFTER
SALES SERVICE $ISSATISFACTION ARISES WHEN YOU DO
NOT MEET YOUR CUSTOMERS EXPECTATIONS OF SERVICE -AKE
SURE YOU COME TO A MUTUAL AGREEMENT ABOUT THEIR
EXPECTATIONS AND ALSO THAT YOU CAN PROVIDE THE LEVEL OF
SERVICE REQUIRED #ONSIDER ALL
ASPECTS OF THE AFTER
SALES SERVICE
#OMMON TARGET AREAS INCLUDE
'OOD COMPANY
s !VAILABILITY OF MAINTENANCE
REPUTATIONS RELY s #ALL
OUT TIMES
ON MEETING AND s ,EAD TIMES FOR ACCESSORIES AND
EXCEEDING
CONSUMABLES
EXPECTATIONS
s 4 IME SCALES FOR INVOICING AND
PAYMENT
s !CCESS TO INFORMATION
-AKE YOUR OWN LIST OF THE AGREEMENTS YOU WILL NEED TO
MAKE WITH YOUR CUSTOMERS 'ET INTO THE HABIT OF CALLING
CUSTOMERS AFTER A SALE TO CHECK THAT THEY ARE SATISlED
-EASURE #USTOMER 3ATISFACTION
&IND OUT WHETHER OR NOT YOU ARE MEETING CUSTOMERS
EXPECTATIONS BY AGREEING ON INDIVIDUAL TARGETS FOR LEVELS
OF SERVICE WITH THEM AND THEN MONITORING YOUR SUCCESS IN
ACHIEVING THEM &OR MORE GENERAL FEEDBACK ON CUSTOMER
SERVICE USE SIMPLE CHECK SHEETS &OR EXAMPLE EACH TIME
YOU MAKE A DELIVERY ASK THE CUSTOMER TO RATE ON A SCALE OF
n YOUR ORGANIZATIONS PERFORMANCE IN THESE KEY AREAS
s 4HAT THE CUSTOMER ENJOYS DOING BUSINESS WITH THE
MEMBERS OF YOUR SALES TEAM
s 4HAT THE PRODUCT OR SERVICE MEETS THEIR EXPECTATIONS
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
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5SE -ANAGERS TO !SSESS 3ATISFACTION
'ETTING EVERYONE IN YOUR ORGANIZATION TO START THINKING ABOUT
CUSTOMER SERVICE IS KEY TO A SUCCESSFUL OPERATION !SK YOUR
MANAGERS TO TAKE RESPONSIBILITY FOR A GEOGRAPHIC AREA NEAR THEIR
HOME OR THEIR BASE 'ET THEM TO MEET THOSE CUSTOMERS AND ASK A
SPECIlC SET OF CUSTOMER SATISFACTION QUESTIONS
7HY DID YOU BUY THE PRODUCT OR SERVICE
(OW SATISlED ARE YOU WITH IT
7OULD YOU BUY FROM US AGAIN
7OULD YOU RECOMMEND US TO OTHERS
4HIS WILL ENABLE THEM TO OBTAIN VALUABLE INFORMATION ABOUT
CUSTOMER SATISFACTION LEVELS WHICH YOU CAN FEED BACK TO THE SALES
MARKETING AND AFTER
SALES SERVICE DEPARTMENTS
s 4 HAT THE ADMINISTRATIVE PROCESSES OF ORDERING AND
PAYMENT ARE STRAIGHTFORWARD
s 4HAT YOUR ORGANIZATION HAS CARRIED OUT ITS COMMITMENTS
s 4HAT YOUR ORGANIZATION IS RESPONSIVE TO CUSTOMER
DEMANDS FOR AFTER
SALES SERVICE
2ECORD THE ANSWERS AND LOOK FOR TRENDS IN EACH AREA
7HERE AN ITEM IS LOW OR SLIPPING LOOK FOR WAYS TO IMPROVE
)F YOU SEE A DOWNWARD TREND GO BACK TO THE CUSTOMERS
WHO HAVE MARKED THE AREA LOWEST ON THEIR FORMS SO THAT
YOU CAN lND OUT WHAT NEEDS TO BE DONE 7HEN YOU HAVE
MADE IMPROVEMENTS CALL BACK THOSE CUSTOMERS WHO HAD
COMPLAINTS SO THAT THEY
ARE MADE AWARE OF YOUR
'LASS CHINA AND REPUTATION RESPONSIVENESS 4HIS MAY
ARE EASILY CRACKED AND ARE
ALSO HELP YOU TO ATTRACT
NEVER MENDED WELL
THEM BACK IF YOU HAVE
"ENJAMIN &RANKLIN
LOST THEM AS A CUSTOMER
87_ED248_US 87
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3 !4 ) 3 & 9 9/ 5 2 #5 3 4 / - % 2 3
13/7/06 2:41:12
4:07:17 pm
24/3/06
4HE )MPORTANCE OF !FTER
3ALES 3UPPORT
+EEP IN CONTACT WITH CUSTOMERS SO THAT YOU CAN DEAL WITH
PROBLEMS BEFORE THEY CAUSE DISRUPTION )N THE SCENARIO SHOWN
HERE FOR EXAMPLE DELIVERY PROBLEMS COULD REmECT BADLY ON
THE SALESPERSON UNLESS DEALT WITH PROMPTLY
4HE CUSTOMER SIGNS FOR THE
PRODUCT AND THE SALESPERSON
PROMISES DELIVERY WITHIN A SET
PERIOD OF TIME 4HE GOODS
THEMSELVES ARE DUE TO BE
DELIVERED TO THE CUSTOMER BY
A THIRD
PARTY SUPPLIER
4HE SUPPLIER FAILS TO SEND THE
GOODS IN TIME
4HE CUSTOMER RECEIVES A
CALL FROM THE SALESPERSON
TO SEE IF THE GOODS HAVE
ARRIVED (EARING THAT THEY
ARE LATE SHE PROMISES TO
lND OUT WHAT IS WRONG
!FTER WAITING FOR THE GOODS
TO ARRIVE THE ANGRY AND
FRUSTRATED CUSTOMER lNALLY
CANCELS THE ORDER (E IS
UNLIKELY TO ORDER FROM THIS
SALESPERSON AGAIN
!FTER CALLING THE SUPPLIER THE
SALESPERSON IS ABLE TO TELL THE
CUSTOMER WHEN TO EXPECT THE
GOODS AND OFFERS MONEY OFF THE
NEXT ORDER !LTHOUGH THE GOODS
ARE LATE THE CUSTOMER IS HAPPY
WITH THE AFTER
SALES SERVICE
AND PLACES ANOTHER ORDER
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
88_ED248_US 88
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13/7/06 3:01:57
4:07:18 pm
24/3/06
3URVEYS
&URTHER INFORMATION CAN BE OBTAINED FROM CUSTOMERS BY
ASKING OPEN SURVEY QUESTIONS 4HE DIFFERENCE BETWEEN A
CLOSED SURVEY AND AN OPEN OR QUALITATIVE ONE IS IN THE
PHRASING OF QUESTIONS ! CLOSED SURVEY MIGHT ASK
s )N TERMS OF OUR AFTER
SALES SERVICE ARE YOU VERY SATISlED
SATISlED OR DISSATISlED
7HEREAS A QUALITATIVE CUSTOMER SURVEY WOULD ASK
s 7HAT DO YOU THINK OF OUR AFTER
SALES SERVICE
5SE AN EXTERNAL ORGANIZATION TO DO AT LEAST SOME SURVEYING
THE CUSTOMER IS MORE LIKELY TO BE OBJECTIVE WITH AN OUTSIDER
&)8
MINUTE
)F YOU INTRODUCE AN ENTIRELY
NEW PRODUCT OR SERVICE YOU
MAY NEED TO QUICKLY lND
OUT HOW SATISFACTORY
CUSTOMERS ARE lNDING IT
! CONVENTIONAL SURVEY MAY NOT
PRODUCE RESULTS QUICKLY ENOUGH
)NSTEAD CARRY OUT YOUR OWN SHORT
SURVEY USING TEAM MEMBERS OR
OTHER SALESPEOPLE TO HELP
L
4AKE A REPRESENTATIVE SAMPLE
OF CUSTOMERS UP TO PEOPLE
OR ORGANIZATIONS AND CALL
THEM WITH A LIST OF QUESTIONS
L
5SE THIS FEEDBACK TO IDENTIFY
AND IRON OUT ANY TEETHING
PROBLEMS YOU MAY BE FACING
&OCUS 'ROUPS
&OCUS GROUPS ARE ANOTHER
USEFUL WAY TO OBTAIN
INFORMATION ALTHOUGH YOU
MAY HAVE TO OFFER AN
INCENTIVE TO GET PEOPLE TO
JOIN -AKE SURE YOU HAVE
THE APPROPRIATE PEOPLE
INVOLVED SUCH AS SALES AND
MARKETING SO THAT THEY CAN
HEAR THE REACTION OF THE
GROUP lRST
HAND )NVITE
BETWEEN SIX AND EIGHT
PEOPLE SO THAT YOU GET
A RANGE OF VIEWS AND
EVERYONE HAS AN OPPORTUNITY
TO EXPRESS THEIR OPINIONS
2EMEMBER TOO THAT YOU
CAN LEARN A LOT FROM FOCUS
GROUPS TALKING TO EACH OTHER
AS WELL AS TO THE FACILITATOR
4)0 "E CAREFUL HOW YOU INTERPRET A CHECK SHEET
SURVEY hSATISlEDv USUALLY MEANS hNOT DISSATISlEDv
RATHER THAN hDELIGHTEDv 9OUR GOAL IS hVERY GOODv
89_ED248_US 89
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3 !4 ) 3 & 9 9/ 5 2 #5 3 4 / - % 2 3
13/7/06 2:41:31
4:07:19 pm
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3ATISFY 9OUR 2ETAIL #USTOMERS
2ETAIL MORE THAN ANY OTHER TYPE OF SALES EXCHANGE RELIES
ON CREATING AN ENVIRONMENT THAT HELPS CUSTOMERS DECIDE
TO BUY !N ATTRACTIVE
LOOKING STORE INVITES A CUSTOMER TO
ENTER BUT THE SALESPERSON MUST GO FURTHER TO MAKE A SALE
-AKE 9OUR 0REMISES !TTRACTIVE
#USTOMERS VISITING A RETAIL PREMISES FOR THE lRST TIME SOON
DECIDE WHETHER OR NOT THEY ARE INTERESTED IN BUYING THERE
4O MAKE A GOOD lRST IMPRESSION ASK YOURSELF
s )S IT SPOTLESSLY CLEAN
#USTOMERS ARE PUT OFF BY
MINUTE
HAIR ON THE SALON mOOR OR
RESTAURANT TABLES COVERED
IN DIRTY DISHES
!T TIMES WHEN YOUR PREMISES
s )S IT WELCOMING
ARE PARTICULARLY BUSY IT CAN
s $OES THE lRST THING THEY
BE ALL TOO EASY TO LET YOUR
SEE ON ENTERING GIVE A
STANDARDS OF NEATNESS DROP
POSITIVE IMPRESSION
4AKE QUICK ACTION TO KEEP YOUR
s
)S THE RANGE OF GOODS AND
OUTLET LOOKING PROFESSIONAL
SERVICES YOU SUPPLY
L
)N A CLOTHING STORE IF YOU DONT
IMMEDIATELY OBVIOUS
HAVE TIME TO FOLD AND PUT
s
$O THE COLORS ATTRACT THE
AWAY ALL OF THE HANDLED
CUSTOMERS YOU WANT
CLOTHES MOVE THOSE THAT ARE
!SK A COLOR EXPERT FOR
LEAST LIKELY TO SELL OUT OF SIGHT
GUIDANCE IF NECESSARY
&OLD AND BRING THEM BACK AS
SOON AS THERE IS A LULL
!LWAYS OPEN YOUR PREMISES
ON TIME )F CUSTOMERS ARRIVE
L
)N A RESTAURANT WHERE YOU ARE
AND lND THAT YOUR PREMISES
UNDER PRESSURE TO CLEAR THE
ARE CLOSED WHEN YOUR SIGN
TABLES ASK NEW CUSTOMERS TO
STAY AT THE ENTRANCE UNTIL YOU
SAYS IT SHOULD BE OPEN THEY
HAVE CLEARED A TABLE FOR THEM
WILL FEEL FRUSTRATED GO AWAY
AND POSSIBLY NEVER RETURN
&)8
'IVE THE PUBLIC EVERYTHING YOU CAN GIVE THEM KEEP
THE PLACE AS CLEAN AS YOU CAN KEEP IT KEEP IT FRIENDLY
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
90_ED248_US 90
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w
7ALT $ISNEY
13/7/06 2:41:40
4:07:20 pm
24/3/06
#HECK #USTOMER .EED
!VOID ASKING CLOSED QUESTIONS 4)0 3TORE STAFF CAN
NEVER HAVE TOO MUCH
WHEN MAKING A SALES
PRODUCT KNOWLEDGE
APPROACH /NE OF THE MOST
COMMONAND INEFFECTIVEIS
h#AN ) HELP YOU v WHICH IS ALMOST INEVITABLY ANSWERED
WITH h.O THANKS )M JUST LOOKINGv /PEN QUESTIONS
ESTABLISH NEED IF A CUSTOMER IS LOOKING AT ARMCHAIRS FOR
EXAMPLE ASK IF HE OR SHE WANTS A PARTICULAR TYPE &IND OUT
THE CUSTOMERS PRICE RANGE AND ANY OTHER CRITERIA THAT WILL
INmUENCE THE DECISION 7HEN YOUR QUESTIONS HAVE BEEN
FULLY ANSWERED SUMMARIZE YOUR lNDINGS AND GUIDE THE
CUSTOMER TO THE PRODUCT THAT BEST MEETS HIS OR HER NEEDS
'O TO THE TOP OR JUST ABOVE THE TOP PRICE THAT HAS BEEN
SUGGESTED 0RESENT THE FEATURES OF THE PRODUCT YOU ARE
SHOWING THE CUSTOMER AND DEMONSTRATE HOW EACH FEATURE
MEETS EACH NEED #HECK THAT THE CUSTOMER AGREES THAT THE
PRODUCT MEETS THE REQUIREMENT
#!3% STUDY 'ETTING #USTOMER &EEDBACK
,EE HAD SET UP A CAF BAR IN A SMALL
TOWN (IS TARGET MARKET WAS YOUNG
PROFESSIONALS WHO WORKED IN THE
NEARBY OFlCES (E CHOSE DCOR AND
FURNITURE TO APPEAL TO PEOPLE WHO
WANTED TO GO TO A BAR WITH SOME
SOPHISTICATION AND mAIR )T WAS LIGHT
AND AIRY WITH CHROME lXTURES
PASTEL SHADES ON THE WALLS AND
COMFORTABLE SOFAS 4HE FEEDBACK
FORMS THAT HE GAVE TO EVERY
CUSTOMER REVEALED THAT WHILE THEY
LIKED THE AMBIENCE THEY FOUND THE
WAITERS UNIFORMS TOO FORMAL ,EE
SCRAPPED THE WHITE
SHIRT
AND
BOW
TIE UNIFORMS AND ENCOURAGED THEM
TO WEAR NEAT CASUAL CLOTHES
91_ED248_US 91
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s "Y HAVING A FEEDBACK
MECHANISM IN PLACE ,EE
DISCOVERED WHAT HIS CUSTOMERS
LIKED AND DISLIKED ABOUT THEIR
EXPERIENCE OF HIS BAR (E THEN
MADE ADJUSTMENTS TO REmECT THEIR
STATED PREFERENCES MAKING THEIR
VISITS MORE PLEASURABLE AND
MAKING IT MORE LIKELY THAT THEY
WOULD RETURN AND RECOMMEND HIS
BAR TO THEIR FRIENDS AND COLLEAGUES
s ,EE UNDERSTOOD THE IMPORTANCE
OF CREATING THE RIGHT IMPRESSION
FOR HIS CUSTOMERS EVEN IF IT WAS
NOT ENTIRELY TO HIS OWN TASTEHE
CREATED AN IMPRESSION OF WHAT HIS
CUSTOMERS EXPECTED TO SEE
3 !4 ) 3 & 9 9/ 5 2 2 % 4! ) , #5 3 4 / - % 2 3
13/7/06 2:41:49
4:07:21 pm
24/3/06
#ROSS
3ELL 9OUR 0RODUCTS
/NCE CUSTOMERS HAVE ENTERED THE STORE YOU HAVE AN
OPPORTUNITY NOT ONLY TO SELL THEM WHAT THEY WANT BUT TO
hCROSS
SELLv OTHER PRODUCTS %FFECTIVE CROSS
SELLING RELIES ON
IDENTIFYING OTHER PRODUCTS OR
SERVICES THAT ADD VALUE TO THE
CUSTOMERS ORIGINAL PURCHASE RATHER
#ROSS
SELLING
THAN PUSHING THEM INTO BUYING
EXPANDS THE
UNWANTED EXTRAS $ONE PROPERLY
OPPORTUNITIES
THEREFORE IT GIVES YOU THE
FOR CUSTOMER
OPPORTUNITY TO GUIDE THE CUSTOMER
AND IMPROVE THE SERVICE YOU OFFER
SATISFACTION
5SE OPEN QUESTIONS TO ESTABLISH
FURTHER NEEDS 3UPPOSE A CUSTOMER
HAS JUST BOUGHT AN EXPENSIVE SHIRT 4HE CLOSED QUESTION
h$O YOU ALSO WANT TO BUY A TIE v RISKS A SIMPLE h.Ov "UT
IF YOU ASK WHAT SORT OF TIE HE WAS THINKING OF WEARING WITH
THE SHIRT YOU WILL MAKE HIM THINK AND HIS ANSWER WILL GIVE
YOU AN OPPORTUNITY TO SUGGEST A TIE THAT lTS HIS DESCRIPTION
#ROSS
SELLING WORKS IN ANY RETAIL ENVIRONMENT )N A BAR
YOU MIGHT SERVE A DRINK AND THEN INQUIRE IF THE CUSTOMER
WANTS SOMETHING TO EAT )N A TRAVEL AGENCY ON THE OTHER
HAND YOU MAY BE ABLE TO CROSS
SELL TRAVEL INSURANCE
THINK
3-!24
)F A CUSTOMER WANTS TO RETURN A PRODUCT CONSIDER IT
AN OPPORTUNITY TO WIN CUSTOMER GOODWILL AND BUILD A
GOOD RETAIL REPUTATION
,OSING A GOOD RETAIL REPUTATION IS EASY BUT WINNING GOODWILL
AND RECOMMENDATIONS TAKE TIME 3ET YOUR QUALITY SIGHTS HIGH
)F A CUSTOMER HAS A PROBLEM WITH A PRODUCTOR EVEN IF THEY
SIMPLY DONT LIKE ITTAKE IT BACK OR lX THE PROBLEM WITHOUT
QUESTION %NCOURAGE THEM TO TAKE SOMETHING IN EXCHANGE BUT
IF THEY INSIST ALWAYS GIVE THEM THEIR MONEY BACK !S A RETAILER
YOU ARE SELLING QUALITY AND SERVICENOT THE PRODUCT ITSELF
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
92_ED248_US 92
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13/7/06 2:42:01
4:07:21 pm
24/3/06
"UILD A $ATABASE OF
9OUR #USTOMERS
#ROSS SELLING %FFECTIVE CROSS SELLING
REQUIRES SOME SORT OF RELATIONSHIP
BETWEEN THE PRODUCTS CONCERNED )F A
CUSTOMER HAS JUST BOUGHT A DRESS SHIRT
FOR EXAMPLE ASK WHAT TYPE OF TIE HE
PLANS TO WEAR WITH THE SHIRT AND
SUGGEST A SUITABLE TIE FROM YOUR RANGE
+EEP EXCELLENT CUSTOMER
RECORDS "UILD INFORMATION
ABOUT YOUR CUSTOMERS INTO
A DATABASE AND USE IT FOR
SENDING OUT NEWSLETTERS AND
OTHER PROMOTIONAL MATERIAL .OTE THEIR INTERESTS BY
RECORDING PREVIOUS PURCHASES OR BY INVITING THEM TO lLL IN A
SHORT FORM +EEP THIS TO HAND BY THE CASH REGISTER 4HEN
WHEN AN EXISTING CUSTOMER COMES IN YOU CAN NOT ONLY
EASILY ACCESS THEIR RECORDSAVING TIME WITH THE NEW
TRANSACTIONBUT ALSO SUGGEST ANOTHER PURCHASE BASED ON
THEIR BUYING HISTORY ! HAIR STYLIST FOR EXAMPLE MIGHT ASK IF
THE CUSTOMER HAS ENOUGH OF THE CONDITIONER THAT HE OR SHE
NORMALLY USES
4)0 0ROMOTE YOUR STORE BY DISTRIBUTING mYERS IN
THE VICINITY AND TALKING TO POTENTIAL CUSTOMERS
93_ED248_US 93
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3 !4 ) 3 & 9 9/ 5 2 2 % 4! ) , #5 3 4 / - % 2 3
13/7/06 2:42:14
4:07:22 pm
24/3/06
/FFER A &IRST
#LASS 3ERVICE
-AKE SURE THAT THE SERVICE YOU OFFER YOUR CUSTOMERS
MAKES THEM FEEL IMPORTANT AND WELL TAKEN CARE OF 9OUR
ORGANIZATION NEEDS TO BE RESPONSIVE SERVICE
ORIENTED
AND ABLE TO HANDLE COMPLAINTS PROFESSIONALLY
2ESPOND TO )NQUIRIES
!N INQUIRY IS NOT ONLY AN OPPORTUNITY FOR A SALE IT IS ALSO A
CHANCE TO SHOW HOW WELL YOUR ORGANIZATION RESPONDS 4HE
RULE OF PROFESSIONAL SALESPEOPLE IS TO RESPOND TO AN INQUIRY
WITHIN HOURS "E PARTICULARLY CAREFUL WITH INQUIRIES
THAT COME IN VIA YOUR WEBSITE OR BY EMAIL FEW INQUIRERS
THROUGH THIS MEDIUM GET A RESPONSE IN HOURS AND A
SURPRISINGLY LARGE NUMBER GET NO RESPONSE AT ALL 7HEN
DEALING WITH A KEY ACCOUNT BE PREPARED TO SEND MATERIAL
TO PEOPLE WHO DO NOT HAVE BUYING AUTHORITYTHEY CAN
STILL CONTRIBUTE GOOD OR BAD CRITICISM TO YOUR REPUTATION
AND TODAYS PROJECT MANAGER COULD BE TOMORROWS
PRODUCTION MANAGER
2EMEMBER THAT YOUR RESPONSE TO AN INQUIRY IS OFTEN
THE lRST IMPRESSION A PROSPECT WILL GET OF YOU AND YOUR
ORGANIZATION -AKING A lRST
CLASS IMPACT AT THIS STAGE
THINK
3-!24
,OOK AT COMPLAINTS IN A POSITIVE LIGHT 4HEY ARE OFTEN
YOUR BEST SOURCE OF CUSTOMER FEEDBACK AND RATHER
THAN BEING SOMETHING TO GET UPSET ABOUT PROVIDE A
GREAT OPPORTUNITY TO IMPROVE YOUR SERVICES
%VERY COMPANY RECEIVES COMPLAINTS THE MOST IMPORTANT THING
IS HOW YOU REACT TO THEM /NCE YOU HAVE DEALT WITH THE
COMPLAINT AND REESTABLISHED CUSTOMER SATISFACTION LOOK FOR
THE CAUSES OF THE PROBLEM 4HERE MAY BE SOMETHING WRONG
WITH THE PRODUCT ITSELF OR EVEN A mAW IN THE WAY YOUR SYSTEMS
WORK )F YOU ARE ABLE TO ESTABLISH HOW YOU CAN PREVENT IT FROM
OCCURRING AGAIN YOU WILL HAVE ALSO IMPROVED YOUR SERVICE
$ % , ) 6 % 2 #5 3 4 / - % 2 3 !4 ) 3 &!# 4 ) / .
94_ED248_US 94
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13/7/06 2:42:27
4:07:23 pm
24/3/06
9OUR MOST UNHAPPY CUSTOMERS ARE YOUR GREATEST
SOURCE OF LEARNING "ILL 'ATES
INCREASES YOUR CHANCES OF TAKING AN ORDER ,EARN TO
PRODUCE A CONSISTENT TEMPLATE FOR ACTION WHEN HANDLING
COMPLAINTS 7HENEVER YOU SUGGEST A SOLUTION TO A
PROBLEM ALWAYS PRESENT YOUR CASE WITH THE CUSTOMER IN
MIND %NCOURAGE OTHER TEAM MEMBERS TO USE THE SAME
SYSTEMATIC APPROACH TO HANDLING INQUIRIES SO THAT IT
BECOMES A COMMON PRACTICE $OCUMENT THE PROCESS SO
THAT THEY CAN REFER TO IT !FTER A SHORT TIME THEY SHOULD
START TO USE IT AUTOMATICALLY
(ANDLING #OMPLAINTS
$EAL WITH 0ROBLEMS
!LWAYS WELCOME COMPLAINTS
4HEY ARE AN OPPORTUNITY TO
RESTORE YOUR RELATIONSHIP
WITH A CUSTOMER lND OUT
WHAT THEY REALLY WANT AND
IMPROVE YOUR SERVICE
#USTOMERS WHO GO TO THE
TROUBLE OF COMPLAINING ARE
USUALLY INTERESTED IN GIVING
YOU AN OPPORTUNITY TO PUT
MATTERS RIGHT
)F YOU THEN TACKLE THE
COMPLAINTS EFFECTIVELY AND
ENSURE THAT CUSTOMERS ARE
KEPT AWARE OF YOUR PROGRESS
YOU ARE DEMONSTRATING THAT
YOU AND YOUR ORGANIZATION
ARE GENUINELY SORRY THAT THE
PROBLEM OCCURRED %VEN IF THE
CUSTOMER IS AT FAULT AVOID
IMPLYING THISSETTLE THE
PROBLEM AND THEN ADDRESS
THE ISSUE THAT CAUSED IT
95_ED248_US 95
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!POLOGIZE
)MMEDIATELY TAKE PERSONAL
OWNERSHIP OF THE PROBLEM
!CT QUICKLY
4HE RULE OF THUMB IS TO ACT
WITHIN lVE DAYS
+EEP IN CONTACT
!SSURE THE CUSTOMER THAT YOU
ARE lXING THE PROBLEM
$EAL WITH IT
3OLVE THE PROBLEM EITHER IN
PERSON OR ON THE TELEPHONE
/ & & % 2 ! & ) 2 3 4 #, ! 3 3 3 % 2 6 ) #%
13/7/06 2:42:45
4:07:24 pm
24/3/06
"UILD
9OUR +EY
!CCOUNTS
9OUR BEST CUSTOMERS ARE LIKELY TO PRODUCE A LARGE
PROPORTION OF YOUR ANNUAL SALES TARGETS ,OOK
AFTER THEM PROFESSIONALLY AND YOU SHOULD BUILD
A LONG
TERM RELATIONSHIP THAT WILL BE OF GROWING
MUTUAL BENElTSO AIM TO BE INVOLVED IN ALL
ASPECTS OF YOUR KEY ACCOUNTS WORK INCLUDING
PLANNING 4HIS CHAPTER WILL ADVISE YOU HOW TO
s )DENTIFY THE PEOPLE IN YOUR ORGANIZATION WHOM
YOU WILL NEED TO GET ON BOARD TO HELP YOU
GET THE BEST RETURN FROM YOUR KEY ACCOUNTS
s "UILD A +EY !CCOUNT 0LAN TO HELP YOU TO
MAKE THE BEST USE OF THOSE RESOURCES
s 5SE THE PROCESSES OF +EY !CCOUNT -ANAGEMENT
TO CREATE A SUCCESSFUL PARTNERSHIP
96_ED248_US 96 96
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14:56:06
97_ED248_US 97 97
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14:56:07
&OCUS ON 9OUR "EST #USTOMERS
9OUR OBJECTIVE AS A SALESPERSON IS TO APPLY YOUR OWN
TIMEAND YOUR ORGANIZATIONS RESOURCESTO MAXIMIZE
RETURN OR PRODUCTIVITY 3TART BY IDENTIFYING YOUR BEST
CUSTOMERS AND lGURING OUT HOW TO KEEP THEM
2ECOGNIZE 9OUR "EST #USTOMERS
9OUR BEST CUSTOMERS ARE THOSE WHO WILL PLACE THE MOST
ORDERS FOR YOUR PRODUCTS AND SERVICES IN A WAY THAT IS BOTH
PROlTABLE AND LONG
TERM 4HEY WILL NOT NECESSARILY BE THE
CUSTOMERS WITH WHOM YOU CURRENTLY DO THE MOST BUSINESS
)MAGINE FOR EXAMPLE THAT YOU ARE SELLING ADVERTISING SPACE
IN A GOURMET DINING MAGAZINE AND THAT A FAMOUS CHEF
OPENS UP A NEW CHAIN OF RESTAURANTS !LTHOUGH YOU ARE NOT
CURRENTLY DOING BUSINESS WITH THE CHEF THE HUGE FUTURE
POTENTIAL MEANS THAT HE OR SHE SHOULD BE TREATED AS ONE
YOUR hBESTv CUSTOMERS $O NOT IGNORE MAJOR PROSPECTS
SIMPLY BECAUSE THEY DO LITTLE BUSINESS WITH YOU AT PRESENT
2ETAIN ,ONG
TERM #USTOMERS
3ELLING YOUR PRODUCTS AND SERVICES TO EXISTING CUSTOMERS IS
MORE COST
EFFECTIVE THAN lNDING NEW CUSTOMERS 3TAY
UP TO DATE WITH EVENTS IN YOUR BEST CUSTOMERS INDUSTRIES
#USTOMER ANALYSIS THE RULE
3ALES REVENUE
.UMBER OF CUSTOMERS
4HE 2ULE 4HIS STATES THAT PERCENT OF YOUR SALES REVENUE COMES FROM JUST
PERCENT OF YOUR CUSTOMERS 4HE EXACT lGURES WILL VARY BUT THERES NO DOUBT THAT YOUR
MOST PROlTABLE CUSTOMERS DESERVE A SIMILARLY HIGH PROPORTION OF YOUR TIME
" 5 ) , $ 9/ 5 2 + % 9 !##/ 5 . 4 3
98_ED248_US 98 98
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14:56:12
,OOK FOR 4RENDS
9OUR BEST CUSTOMERS ARE LIKELY TO BE THOSE OPERATING IN GROWTH
INDUSTRIES THAT SHOW SIGNS OF MAINTAINING THAT GROWTH 4O IDENTIFY
CUSTOMERS WHO WILL BE MOST IMPORTANT TO YOU IN THE FUTURE
,OOK AT THE UNDERLYING TRENDS IN YOUR CUSTOMERS INDUSTRY BY
USING AN INDUSTRY
SPECIlC WEBSITE OR STUDYING THE REPORTS AND
ACCOUNTS OF YOUR CUSTOMERS AND THEIR COMPETITORS
"E PREPARED TO CHANGE YOUR FOCUS FROM ONE CUSTOMER TO
ANOTHER IF FOR EXAMPLE ONE CUSTOMER IS INCREASING PROlTS
FASTER THAN ANOTHER
)F IN EXAMINING THE TRENDS IN THE INDUSTRY YOU CURRENTLY SELL TO YOU
lND THAT THE INDUSTRY IS IN DECLINE LOOK AT THE PRACTICALITIES OF
OPENING UP PROSPECTS IN ANOTHER INDUSTRY
SO THAT YOU CAN ANTICIPATE WHERE NEW OPPORTUNITIES MAY
ARISE FOR THEMAND BY DEFAULT YOU &OR EXAMPLE SUPPOSE
YOUR BEST CUSTOMER SELLS TIRES AND EXHAUST SYSTEMS AND YOU
HAVE NOTICED PUBLICITY ABOUT A
COMPETITOR WHO IS PLANNING A HUGE
EXPANSION OF OUTLETS ON THE
)DENTIFY YOUR
OUTSKIRTS OF MEDIUM
SIZE TOWNS
BEST CUSTOMERS
)F YOU ANTICIPATE THE IMPACT THAT
AND ANTICIPATE
THIS WILL HAVE ON YOUR CUSTOMER
THEIR FUTURE
AND TAKE STEPS TO lND OUT WHAT
IS BEING PLANNED TO COUNTER THE
NEEDS
THREAT THEN YOU WILL HAVE THE EDGE
ON YOUR COMPETITORS )F HOWEVER
YOU AVOID DEALING WITH THE ISSUE UNTIL THE NEW COMPETITOR
ARRIVES YOU WILL BE IN NO BETTER SITUATION THAN YOUR
COMPETITORSEVEN THOUGH YOU ARE AN EXISTING SUPPLIER
3O YOU WILL HAVE WEAKENED YOUR POSITION
99_ED248_US 99 99
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& / #5 3 / . 9/ 5 2 " % 3 4 #5 3 4 / - % 2 3
13/7/06
pm
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14:56:13
"UILD 9OUR !CCOUNT 4EAM
)F YOU ARE A SALESPERSON OR ACCOUNT MANAGER RESPONSIBLE
FOR KEY CUSTOMERS PERSUADE YOUR ORGANIZATION TO GIVE YOU
THE RESOURCES YOU NEED TO MAXIMIZE PROlTS FROM THE ACCOUNT
)DENTIFY 3TAKEHOLDERS
4O SECURE THE NECESSARY RESOURCES MAKE SURE THAT YOU
IDENTIFY ALL THE PEOPLE WHO HAVE A STAKE IN THE SUCCESS
OF YOUR KEY ACCOUNTS 4HERE MAY BE SEVERAL STAKEHOLDERS
WITH A DIRECT OR INDIRECT IMPACT ON HOW YOUR ORGANIZATION
DEVELOPS ITS BUSINESS WITH YOUR KEY ACCOUNTS &OR EXAMPLE
MARKETING PEOPLE WILL BE INTERESTED IN TRENDS IN YOUR CUSTOMERS
INDUSTRY AS WELL AS FUTURE REQUIREMENTS 3IMILARLY THE
RESEARCH AND DEVELOPMENT PEOPLE NEED TO KEEP ABREAST OF
0OSSIBLE 3TAKEHOLDERS AND 4HEIR 2OLES
34!+%(/,$%2
4(%)2 2/,% ). 9/52 +%9 !##/5.43
9OUR MANAGER
-EETS WITH THE CUSTOMER REGULARLY PERHAPS AT A MORE
SENIOR LEVEL THAN YOU 2EPRESENTS YOUR REQUIREMENTS FOR
YOUR CUSTOMERS TO THE REST OF THE ORGANIZATION
/THER ACCOUNT
MANAGERS
4HESE MAY BE RESPONSIBLE ON A GEOGRAPHIC BASIS AND WILL
INCLUDE SALESPEOPLE WORKING ON THE SAME CUSTOMER
ACCOUNT OVERSEAS 2ESPONSIBLE IN THEIR TERRITORY FOR SALES
AND FOR CARRYING OUT THE ACCOUNT STRATEGY
-AINTENANCE
MANAGER
-AY MEET WITH CUSTOMERS REGULARLY PERHAPS ON A QUARTERLY
BASIS 2ESPONSIBLE FOR CUSTOMER SATISFACTION TARGETS
3UPPORT
MANAGER
-AY MEET WITH CUSTOMERS FROM TIME TO TIME !LLOCATE
RESOURCES TO KEY ACCOUNTS ACCORDING TO THEIR PRIORITIES
-AINTENANCE
ENGINEERS
2ESPONSIBLE FOR MEETING SERVICE TARGETS AND FOR FEEDING
BACK INFORMATION TO YOU ABOUT EVENTS AT THE ACCOUNT
0RODUCTION
REPRESENTATIVE
0ROVIDER OF PRODUCTS AND SERVICES TO YOUR KEY ACCOUNTS
-UST BE KEPT UP
TO
DATE WITH THE ACCOUNTS CHANGING
REQUIREMENTS 7ILL ALSO PROBABLY NEED TO MEET THE
CUSTOMER OCCASIONALLY
&INANCIAL
ADMINISTRATOR
2ESPONSIBLE FOR CORRECT BILLING AND OTHER ADMINISTRATIVE
ARRANGEMENTS ON YOUR KEY ACCOUNT -AY ALSO ADVISE THE
ORGANIZATION ON THE lNANCIAL VIABILITY OF YOUR PLANS
" 5 ) , $ 9/ 5 2 + % 9 !##/ 5 . 4 3
100_ED248_US 100 100
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14:56:15
2OLE 0LAY 3TRUCTURED ROLE PLAY TO EXPLORE THE POTENTIAL SCENARIOS THAT CAN CROP UP
WITH KEY ACCOUNT CUSTOMERS WILL HELP THE DIFFERENT MEMBERS OF YOUR SALES TEAM TO
FOCUS MORE EFFECTIVELY ON CUSTOMER SATISFACTION
YOUR CUSTOMERS REQUIREMENTS ALONG WITH ANY RELEVANT
INFORMATION ABOUT COMPETITIVE PRODUCTS "EFORE PREPARING A
CUSTOMER DEVELOPMENT PLAN ENSURE THAT YOU HAVE A COMPLETE
LIST OF THESE STAKEHOLDERS AND HAVE AGREED ON THEIR ROLES
'ET 2ESOURCES
!CCOUNT MANAGERS DO NOT HAVE DIRECT CONTROL OVER THE
RESOURCESIN THIS INSTANCE PEOPLETHAT THEY WANT TO
APPLY TO THEIR ACCOUNTS 9OU MUST THEREFORE TRY TO CONVINCE
THE APPROPRIATE MANAGERS TO DIRECT SOME OF THEIR RESOURCES
TO YOUR ACCOUNTS BY DEVELOPING A RESOURCE PLAN
4HE RESOURCE PLAN SHOULD IDENTIFY THE RETURN ON THE
INVESTMENT IN YOUR CUSTOMER OF THESE RESOURCES IN TERMS
OF SALES AND PROlTS &ORM BOTH THE STAKEHOLDERS AND THE
RESOURCES INTO A hVIRTUALv TEAM WHO ARE ENGAGED REGULARLY
OR FROM TIME TO TIME WITH YOUR ACCOUNT
4)0 -EET INFORMALLY WITH STAKEHOLDERS AND TEAM
MEMBERS AS WELL AS FORMALLY TO DISCUSS ACCOUNT PROGRESS
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5SE THE +EY !CCOUNT 0ROCESS
-ANAGE YOUR KEY ACCOUNT USING AN ACCOUNT MANAGEMENT
PROCESS TO PRODUCE A KEY ACCOUNT 4HE PLANS OBJECTIVE IS
TO MANAGE RELATIONSHIPS MAINTAIN SATISFACTION AND
PRODUCE ORDERS AND REVENUE NOW AND IN THE LONG TERM
+NOW THE 0ROCESS
!N !CCOUNT $EVELOPMENT 0LAN COVERS EVERY ASPECT OF YOUR
LONG
TERM RELATIONSHIP WITH YOUR KEY ACCOUNT CUSTOMER
AND HELPS YOU TO DEVELOP THE hWORKING PARTNERSHIPv THAT
IS YOUR AIM 3TART THE PROCESS WITH A COMPLETE ANALYSIS
OF THE ORGANIZATION AND CHARACTERISTICS 4HIS WILL LEAD
TOWARD SETTING YOUR GOALS IN
5NDERSTAND THE +EY !CCOUNT
THE ACCOUNT OVER THE NEXT
-ANAGEMENT 0ROCESS
YEAR IN DETAIL AND OVER THE
NEXT TWO OR THREE YEARS IN
OUTLINE 4HE GOALS COVER THE
!NALYZE THE ACCOUNT
CRITICAL SUCCESS FACTORS OF
ACCOUNT MANAGEMENT AS
WELL AS SALES CAMPAIGN GOALS
AND AIM TO GET THE ACCOUNT
3ET ACCOUNT GOALS
ENVIRONMENT INTO THE BEST
SHAPE POSSIBLE TO SUPPORT
YOUR SELLING ACTIVITIES
'OAL
SETTING LEADS
#REATE THE ACTION PLAN
TOWARD AN ACTION PLAN THAT
ALLOWS YOU TO WORK OUT THE
RESOURCES YOU WILL NEED TO
IMPLEMENT YOUR PLAN AND
#REATE THE RESOURCE PLAN
ACHIEVE YOUR OBJECTIVES !S
YOU IMPLEMENT IT REVIEW IT
REGULARLY TO ENSURE THAT YOU
ARE DEVELOPING A STRONG
)MPLEMENT THE PLAN
RELATIONSHIP WITH THE KEY
ACCOUNT AND IMPROVING THE
ENVIRONMENTIT WILL THEN
2EVIEW THE PLAN
PRESENT YOU WITH PROlTABLE
OPPORTUNITIES AND SALES
" 5 ) , $ 9/ 5 2 + % 9 !##/ 5 . 4 3
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2EVIEW 0ROGRESS
4%#(.)15%3
&ROM TIME TO TIME REVIEW
TO PRACTICE
YOUR PROGRESS IN THE KEY
AREAS 2ECORD PROGRESS ON
)F YOU ARE A KEY ACCOUNT
A SUMMARY SHEET AND USE
MANAGER YOU MUST LEARN
IT TO INFORM THE ACCOUNTS
HOW TO FOSTER THE TOTAL
OTHER STAKEHOLDERS 4HE
COMMITMENT OF STAKEHOLDERS
KEY AREAS ARE
AND THEIR RESOURCES TO YOUR
OWN KEY ACCOUNT
s ,EVEL OF CONTACT$O
YOU HAVE ACCESS TO THE
%NCOURAGE THIS TYPE OF
KEY PEOPLE
COMMITMENT IN THE FUTURE BY
SHOWING YOUR APPRECIATION OF
s #
USTOMER SATISFACTION
ANY CONTRIBUTION THEY HAVE MADE
(OW WELL DO YOU MEET
LARGE OR SMALL TO YOUR SUCCESS
YOUR TARGETS
WITH THAT CUSTOMER
s !
CCOUNT PLANNING(OW
3PEAK TO THE KEY RESOURCES
WELL DEVELOPED IS YOUR
REGULARLY TO STAY UP TO DATE
PLAN AND DO YOU HAVE
WITH THEIR ACTIVITIES AND THANK
THE RESOURCES TO
THEM FOR THEIR HELP
IMPLEMENT IT
3END EMAILS AND NOTES TO ALL
s #OMPETITIVE POSITION
THOSE WHO HAVE MADE A
!RE YOU MAKING
CONTRIBUTION THANKING THEM
PROGRESS OR LOSING OUT
AND COPYING IN THEIR MANAGER
TO COMPETITORS
#ONSIDER ORGANIZING AN ANNUAL
s 3 TRATEGIC AREAS!RE
OR QUARTERLY AWARD FOR
YOU SELLING TO AREAS
EXCEPTIONAL CONTRIBUTIONS FROM
THAT ARE STRATEGIC TO
YOUR hVIRTUALv TEAM MEMBERS
THE CUSTOMERS OVERALL
SUCCESS AND ARE YOU
AWARE OF YOUR CUSTOMERS PLANS FOR MOVING FORWARD
s 0 IPELINE$O YOU HAVE ENOUGH PROSPECTIVE SALES TO HIT
YOUR SALES TARGETS
s ARKET SHARE)S YOUR SHARE OF THE CUSTOMERS BUSINESS
RISING OR FALLING
4)0 !LWAYS GIVE THE RELEVANT MANAGERS ADVANCE
NOTICE OF WHEN YOU WILL NEED THEIR RESOURCES SUCH AS
STAFF SO THAT THEY CAN PLAN TO MAKE THEM AVAILABLE
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#RITICAL 3UCCESS &ACTORS
$EVELOP YOUR POSITION IN YOUR KEY ACCOUNT WITH ACTIVITIES
THAT CONCENTRATE ON KEY AREAS FOR SUCCESS )MPROVE THE
NUMBER AND SENIORITY OF THE KEY PEOPLE IN THE ACCOUNT
AND REMEMBER ALWAYS TO PROMOTE CUSTOMER SATISFACTION
3ELL (IGH 3ELL 7IDE
)N MAJOR ORGANIZATIONS A LARGE NUMBER OF DIVERSE PEOPLE
CAN HAVE A DIRECT OR INDIRECT IMPACT ON YOUR SUCCESS IN A KEY
ACCOUNT 4HE BENElTS OF HAVING A WIDE RANGE OF CONTACTS
PREFERABLY RIGHT TO THE TOP OF THE ORGANIZATION ARE
s 4HAT THEY WILL GIVE YOU GOOD ACCESS TO THE ORGANIZATIONS
FUTURE PLANS HELPING YOU TO IDENTIFY FUTURE OPPORTUNITIES
s 4HAT YOU WILL BE IN TOUCH WITH PEOPLE WHO ARE IN A POSITION
TO INSTRUCT PEOPLE BELOW THEM TO BUY FROM YOU OR WILL
BE ABLE TO BYPASS PROCEDURES THAT ARE HOLDING YOU UP
s 4HAT THEY CAN SAFEGUARD YOU FROM BEING SIDE
STEPPED BY
A COMPETITOR WHO IS TALKING AT A HIGHER LEVEL THAN YOU
"ROADEN 9OUR #ONTACTS "ASE
)F YOU DO NOT HAVE A BROAD RANGE OF CONTACTS IN YOUR ACCOUNT TRY
HOLDING A MINI
CONFERENCE ON A TOPIC RELATED TO YOUR PRODUCTS AND
SERVICES !SK SOMEONE WHO IS NOT PART OF YOUR ORGANIZATION TO
MAKE A SHORT PRESENTATION ON THE TOPIC AND TAKE QUESTIONS FROM
THE mOOR 2EMEMBER THAT THE PURPOSE OF THE MEETING IS TO BUILD A
LIST OF PROSPECTS AND OTHER SIGNIlCANT CONTACTS THAT YOU CAN USE IN
SUBSEQUENT SALES CAMPAIGNS $O NOT TREAT IT AS A SELLING EVENT
!SSURE THE RECIPIENTS OF YOUR INVITATIONS THAT THE PURPOSE OF
THE EVENT IS TO INFORMNOT SELL
+
EEP YOUR PROMISE AND AVOID PRESSURING ANYONE TO TALK ABOUT
BUYING YOUR PRODUCTS
(AVE POSTERS AND HANDOUTS THAT FEATURE SUPPLIERS OTHER THAN
YOUR ORGANIZATIONEXCLUDE DIRECT COMPETITORS
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#!3% STUDY 3ELLING TO 3CHOOLS
%LENA A FORMER TEACHER WAS A
STATIONERY SALESPERSON 3HE KNEW
THAT LOCAL SCHOOLS EACH HAD
A BUDGET FOR THE TYPES OF PRODUCTS
THAT SHE SOLD SO SHE MADE SHORT
PRESENTATIONS TO TEACHERS AND
ADMINISTRATORS $ESPITE AN EXCELLENT
RESPONSE SHE DID NOT GET ANY
ORDERS 2EALIZING THERE WAS A
PROBLEM SHE CONTACTED A COLLEAGUE
AT HER OLD SCHOOL (E EXPLAINED THAT
WHILE THERE WAS A BUDGET AT SCHOOL
LEVEL ALL SUPPLIERS HAD TO BE ON A
h0REFERRED 3UPPLIER ,ISTv DRAWN UP
BY THE SCHOOL DISTRICT %LENA WENT TO
SEE THEM PRESENTED HER CASE AND
WAS DULY PUT ON THE LIST /RDERS
STARTED COMING IN AND SHE RESOLVED
TO MAINTAIN A MUCH WIDER LEVEL OF
CONTACT IN FUTURE
s "Y BEING PROACTIVE AND MAKING
CONTACT WITH A FORMER COLLEAGUE
%LENA WAS ABLE TO ESTABLISH THAT
SHE WAS NOT TALKING TO THE PEOPLE
WITH THE AUTHORITY TO BUY 3HE THEN
TOOK STEPS TO RECTIFY THE PROBLEM
s %LENAS INITIAL IGNORANCE OF THE
SYSTEM ALERTED HER TO THE FACT THAT
SHE NEEDED TO WIDEN HER CIRCLE OF
CONTACTS 3HE REALIZED THAT THIS
WAY SHE WOULD BE BETTER INFORMED
AND BETTER PLACED TO TAKE ADVANTAGE
OF ANY FUTURE OPPORTUNITIES
-AKE SURE YOU CULTIVATE A WIDE RANGE OF CONTACTS BY
APPROACHING ALL THE DIVISIONS AND DEPARTMENTS IN YOUR KEY
ACCOUNT TO LOOK FOR OPPORTUNITIES 9OUR CONTACTS WILL THEN
BE MORE LIKELY TO APPROACH YOU lRST SHOULD THEY NEED YOUR
PRODUCTS AND SERVICES IN THE FUTURE
!GREE #USTOMER 3ATISFACTION 4ARGETS
)F YOUR CUSTOMERS ARE NOT COMPLETELY SATISlED WITH YOUR
PERFORMANCE THEY WILL BE UNWILLING TO BUY PRODUCTS OR
SERVICES FROM YOU IN THE FUTURE 3ET PERFORMANCE TARGETS
REVIEW THESE REGULARLY AND ADDRESS WEAKNESSES AS THEY
APPEAR 4HIS IS ESPECIALLY IMPORTANT WHEN CUSTOMERS ARE
LOCKED IN TO YOUR PRODUCTS AND SERVICES FAILURE TO MONITOR
PERFORMANCE TARGETS ENSURES THATBECAUSE THE ORDERS
CONTINUE TO COME INDISSATISFACTION GOES UNDETECTED 4HIS
BUILDS RESENTMENT AND VIRTUALLY GUARANTEES THAT CUSTOMERS
WILL GO ELSEWHERE AS SOON THEY ARE FREE TO DO SO
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THINK
3-!24
)F YOU ARE FACED BY A COMPETITOR IN A KEY AREA OF AN
ACCOUNT DIVERT THEIR RESOURCES TO AN AREA IN THE
ACCOUNT THAT IS NOT YOUR MAIN TARGET FOR THE NEXT SALE
3UPPOSE YOU WANT TO MAKE A SALE IN THE 3PARE 0ARTS
DEPARTMENT OF A CAR MANUFACTURER 9OUR COMPETITOR HAS A LOT
OF BUSINESS IN THE 0RODUCTION DEPARTMENT 3IMULATE A MAJOR
ATTACK ON 0RODUCTION BY REDIRECTING A LIMITED AMOUNT OF
SELLING EFFORT 4HE CURRENT SUPPLIER WILL THEN PUT EXTRA EFFORT IN
0RODUCTION LEAVING YOU FREE TO SELL IN 3PARE 0ARTS
#ONSIDER THE 3TRATEGIC 3ITUATION
7HEN APPROACHING AN IMPORTANT ACCOUNT WHERE YOU
CURRENTLY DO LITTLE OR NO BUSINESS ALWAYS TRY TO BREAK INTO
THE STRATEGIC HEART OF THE ORGANIZATION )N A COMPETITIVE
SITUATION SUCCESS TENDS TO GO TO SUPPLIERS INVOLVED IN THOSE
AREAS OF THE KEY ACCOUNT THAT THE
CUSTOMER REGARDS AS STRATEGICALLY
IMPORTANT )MAGINE FOR EXAMPLE
/RGANIZATIONS
THAT YOU SELL POWDER COATING TO A
SPEND MORE ON
FORGE THAT MAKES GATES AND FENCES
AREAS THEY VIEW
4HE FORGES MAIN BUSINESS
AS STRATEGICALLY HOWEVER IS SHELVING AND OTHER
lXTURES FOR WAREHOUSES AND
IMPORTANT
OFlCESSO YOU ARE SELLING TO A
NON
STRATEGIC DIVISION (OWEVER
YOUR COMPETITOR WORKING IN THE MAIN BUSINESSES IS ALREADY
AT THE STRATEGIC HEART OF THE ORGANIZATION GIVING THEM
ACCESS TO TOP MANAGEMENT AND PUTTING THEM IN A STRONGER
POSITION !S A RESULT THEY WILL SEE AN OPPORTUNITY TO REPLACE
YOU AS THE SUPPLIER 2EALISTICALLY YOU HAVE TWO ALTERNATIVES
s -AXIMIZE YOUR EFFORTS TO GET A FOOTHOLD IN THE OTHER
BUSINESS AND EVENTUALLY SUCCEED
s 2ECONSIDER WHETHER THIS ACCOUNT DESERVES THE SPECIAL
STATUS OF A KEY ACCOUNT
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9OU CAN MAKE MORE FRIENDS IN TWO MONTHS BY BECOMING
MORE INTERESTED IN OTHER PEOPLE THAN YOU CAN IN TWO
YEARS BY TRYING TO GET PEOPLE INTERESTED IN YOU
$ALE #ARNEGIE
-AKE 3URE 0ERFORMANCE -EETS %XPECTATIONS
!S A MANAGER OF A BUSY ACCOUNT THAT IS BUYING AND USING A
LARGE NUMBER OF YOUR PRODUCTS AND SERVICES YOU WILL HAVE
TO DEVOTE A SIGNIlCANT AMOUNT OF TIME TO ENSURING THAT
YOUR ORGANIZATION PERFORMS TO EXPECTATIONS
%NSURE THAT YOU DO NOT FALL BEHIND WITH PROSPECTING FOR
NEW SALES IN BOTH YOUR EXISTING AREAS OF ACTIVITY AND IN NEW
DIVISIONS THAT YOU HAVE NOT YET PENETRATED #HECK TOO
THAT YOU HAVE ENOUGH PROSPECTS TO ACHIEVE SUCCESS IN YOUR
MONTHLY QUARTERLY AND ANNUAL TARGETS !ND ALWAYS BALANCE
THE TIME YOU PUT INTO IMPROVING YOUR LONG
TERM
RELATIONSHIP WITH THE BASICS OF PROSPECTING AND SELLING
!NALYZE 9OUR -ARKET 3HARE
! KEY ACCOUNT IS LIKE A MARKET 4HOSE PARTS OF THE ORGANIZATION TO
WHOM YOU HAVE ALREADY SOLD REPRESENT YOUR EXISTING MARKETS
WHILE AREAS THAT YOU HAVE NOT YET PENETRATED ARE NEW MARKETS
2EMEMBER SOME BASIC MARKETING RULES CONCERNING MARKET SHARE
IF YOUR SHARE OF THE OVERALL MARKET IS INCREASING YOUR ACCOUNT IS
LIKELY TO CONTINUE GROWING IF IT IS DECLINING YOU RUN THE RISK THAT IT
WILL TAKE A SERIES OF SUDDEN DROPS 7ORK OUT YOUR APPROXIMATE
MARKET SHARE AND CHECK THE TREND
!SK YOUR CUSTOMER OR WORK OUT AS ACCURATELY AS YOU CAN THE
ANNUAL TOTAL ORGANIZATION WIDE BUDGET FOR YOUR TYPES OF
PRODUCTS AND SERVICES
#ALCULATE YOUR SHARE AS A PERCENTAGE OF THE TOTAL BUDGET
)F POSSIBLE DRAW A GRAPH OF THE TREND OVER THE LAST THREE YEARS
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7RITE 9OUR +EY !CCOUNT 0LAN
$RIVE THE +EY !CCOUNT 0LAN FROM THE CUSTOMERS POINT
OF VIEW BY CONSIDERING HIS OR HER STRATEGY AND CURRENT
SITUATION 4HIS APPROACH SHOULD HELP YOU TO SELL THE
MOST PROlTABLE MIX OF PRODUCTS AND SERVICES
!GREE ON THE #USTOMER 3TRATEGY
3TART YOUR ACCOUNT PLAN BY IDENTIFYING YOUR CUSTOMERS MAIN
AIMS 4HIS MAY ALREADY APPEAR AS THE ORGANIZATIONS MISSION
STATEMENT ON ITS WEBSITE OR IN OTHER PUBLISHED REPORTS
!SK YOURSELF h7HAT IS THE CUSTOMERS PURPOSE v )F FOR
EXAMPLE THE CUSTOMER IS A FROZEN FOOD SUPPLIER THE
MISSION STATEMENT MIGHT READ
s h4O ACHIEVE A MARKET SHARE OF PERCENT OF THE
REGIONAL MARKET FOR FROZEN DESSERTS WITHIN lVE YEARS
BY INTERNAL GROWTH AND ACQUISITIONv
)N A LARGE ORGANIZATION YOUR CUSTOMER MAY HAVE A NUMBER
OF DIVISIONS THAT HAVE LITTLE IN COMMON )N SUCH A CASE
CONSIDER PRODUCING ACCOUNT PLANS FOR EACH DIVISION
)F YOU CANNOT lND THE MISSION IN THE ORGANIZATIONgS
PUBLISHED MATERIAL TRY SPEAKING TO SENIOR MANAGERS AND
GETTING THEM TO TALK ABOUT THEIR MISSION ASPIRATIONS
STRENGTHS AND WEAKNESSES IN ACHIEVING THOSE GOALS
9OU SHOULD BE ABLE TO GLEAN USEFUL INFORMATION
%FFECTIVE 7AYS TO 0LAN +EY !CCOUNTS
()'( )-0!#4
!SKING THE CUSTOMER TO JOIN THE
PLANNING MEETING AND CONTRIBUTE
TO THE 37/4 ANALYSIS
L #HECKING A NEWSPAPER ARCHIVE
FOR ARTICLES ABOUT YOUR CUSTOMER
TO ADD TO YOUR 37/4 ANALYSIS
L #HECKING THE ACCURACY OF YOUR
COMPLETED 37/4 WITH A SENIOR
MEMBER OF THE ORGANIZATION
L
.%'!4)6% )-0!#4
-AKING ASSUMPTIONS ON THE
CUSTOMERS POSITION WITHOUT
REAL EVIDENCE
L 2ELYING ON THE VIEWS OF PEOPLE
WHO HAVE NOT HAD RECENT
EXPERIENCE OF THE ACCOUNT
L +EEPING YOUR ANALYSIS TO YOURSELF
ON THE GROUNDS THAT IT IS
hCONlDENTIALv
L
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4)0
+EEP THE LANGUAGE USED IN THE 37/4 ANALYSIS
SIMPLE CLEAR AND CONCISE
#ONSIDER 3TRENGTHS AND 7EAKNESSES
4O ENSURE THAT YOUR PLAN IS DRIVEN BY THE CUSTOMERS
REQUIREMENTS START YOUR KEY ACCOUNT PLAN BY PERFORMING
AN ENVIRONMENTAL ANALYSIS 4O FOCUS ON THE KEY AREAS USE
THE 37/4 ANALYSIS TECHNIQUE !SK YOURSELF WHAT THE
CUSTOMERS STRENGTHS WEAKNESSES OPPORTUNITIES AND
THREATS ARE IN TERMS OF ACHIEVING ITS MISSION STATEMENT
s 3 TRENGTHSFACTS OR EVENTS THAT ARE LIKELY TO ASSIST YOUR
KEY CUSTOMER IN ACHIEVING ITS MISSION
s 7
EAKNESSESFACTS OR
3TART THE 0LANNING 0ROCESS
EVENTS THAT ARE LIKELY TO
HINDER THE CUSTOMER FROM
ACHIEVING ITS MISSION
)DENTIFY THE CUSTOMERS MISSION
s /
PPORTUNITIESTHINGS THE
AND GOALS
CUSTOMER COULD DO TO
IMPROVE ITS ABILITY TO
ACHIEVE ITS MISSION
s 4 HREATSPOTENTIAL
DISRUPTIONS TO THE
#HECK THESE WITH A SENIOR MANAGER
CUSTOMERS ABILITY TO
IN THE CUSTOMERS ORGANIZATION
ACHIEVE ITS MISSION AND
THE EVENTUAL OUTCOME OF
FAILING TO ADDRESS A
KNOWN WEAKNESS
)NVITE ACCOUNT STAKEHOLDERS
#ARRY OUT A CUSTOMER 37/4
TO A TEAM MEETING 7RITE
ANALYSIS
THE 37/4 ANALYSIS ON SLIDES
OR mIPCHARTS AND LIST ANY
AREAS OF INSUFlCIENT
KNOWLEDGE THAT YOU
0RESENT THE 37/4 ANALYSIS TO A
UNCOVER ON A mIPCHART TITLED
SENIOR MEMBER OF THE CUSTOMERS
h7E DO NOT KNOWv 0LAN
ORGANIZATION AND CORRECT ANY
ACTIONS TO lND THE
INACCURACIES
INFORMATION YOU LACK
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!GREE ON 9OUR !IMS
"EGIN THE PLANNING PROCESS BY PRODUCING A SHORT STATEMENT
OF YOUR AIMS OR PURPOSE FOR YOUR KEY ACCOUNT +EEP IT
BROAD AT THIS STAGE YOU WILL PRODUCE DETAILED OBJECTIVES
LATER ON IN THE PLANNING PROCESS %XAMPLES INCLUDE
s 4O MAINTAIN OUR CURRENT LEVEL OF BUSINESS IN DIVISIONS
WHERE WE ALREADY DO BUSINESS AND TO BREAK INTO ONE
NEW DIVISION IN THE NEXT SIX MONTHS
s 4O BECOME THE DOMINANT SUPPLIER TO THIS CUSTOMER
MEASURED BY MARKET SHARE
s 4O BECOME THE NATURAL PARTNER PROVIDING TRAINING
COURSES IN EVERY DIVISION IN THE CUSTOMERS ORGANIZATION
4HE lRST TWO EXAMPLES ARE CLEAR AND CONCRETE 4HEY AVOID
QUALITATIVE WORDS LIKE hBE THE
"UILDING RELATIONSHIPS 9OU DONT
BESTv OR hHIGHEST QUALITYv
ALWAYS NEED TO MEET YOUR KEY ACCOUNT
AND WILL LEAD TO A PLAN THAT IS
CONTACTS IN THE OFlCE 4O BUILD MORE
FOCUSED ON ACTIONS 4HE THIRD INFORMAL RELATIONSHIPS CONSIDER TAKING YOUR
EXAMPLE INCLUDES THE PHRASE CONTACTS OUT TO A RESTAURANT OR COFFEE SHOP
- ! . !' % 9/ 5 2 + % 9 !##/ 5 . 4 3
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hNATURAL PARTNERv A DElNITION OF THIS MUST BE AGREED UPON
BEFORE CONTINUING TO ENSURE THAT THE PLAN IS CONCRETE AND
ACTION
ORIENTED RATHER THAN ABSTRACT AND DEBATE
ORIENTED
5NDERSTAND 9OUR #URRENT 0OSITION
5SE 37/4 ANALYSIS TO EXAMINE YOUR CURRENT POSITION IN THE
ACCOUNT "E HONEST PARTICULARLY WITH YOUR STATEMENTS
ABOUT WEAKNESSES &OR
EXAMPLE IF TEAM MEMBERS
#ONTINUE THE 0LANNING
0ROCESS
LACK SKILLS IN AREAS THAT ARE
KEY TO ACHIEVING YOUR AIMS
DOCUMENT IT SO THAT YOU CAN
)DENTIFY YOUR AIM OR PURPOSE
AGREE ON ACTIONS TO lLL THOSE
IN REGARD TO THE ACCOUNT
SKILLS GAPS LATER 7HEN YOU
HAVE COMPLETED THE lRST
DRAFT EXAMINE THE LIST
RELATING TO OPPORTUNITIES AS
WELL AS HIGHLIGHTING AREAS
!GREE ON THESE WITH YOUR TEAM
FOR MAKING SALES IT WILL ALSO
BY CHECKING DETAILS WITH
THE APPROPRIATE PEOPLE
INCLUDE ACTIONS YOU COULD
TAKE TO ELIMINATE WEAKNESSES
4RY TO lND AN OPPORTUNITY
TO ASSIST THE CUSTOMER IN
ELIMINATING WEAKNESSES IN
#ARRY OUT A 37/4 ANALYSIS TO
EXAMINE YOUR CURRENT POSITION
AS MANY PLACES AS POSSIBLE
IN THE ACCOUNT
,OOK FOR A STRONG LINK
BETWEEN YOUR OPPORTUNITIES
AND THE CUSTOMERS
WEAKNESSES OPPORTUNITIES
#HECK THAT YOUR OPPORTUNITIES
AND THREATS TO MAKE SURE
ADDRESS THE CUSTOMERS
THAT YOUR ACTION PLAN IS
WEAKNESSES OPPORTUNITIES
AIMED AT PRODUCING
AND THREATS
CUSTOMER BENElTS
4)0 $URING THE PLANNING SESSION MAKE SURE THAT
EVERYONE IN THE ROOM HAS BOTH AN EQUAL VOICE AND AN
EQUAL VOTE SO THAT JUNIOR MEMBERS CAN CONTRIBUTE
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!CCOUNT -ANAGEMENT /BJECTIVES
)MPROVE YOUR OVERALL POSITION IN THE ACCOUNT BY ASSIGNING
OBJECTIVES TO BOTH YOURSELF AND YOUR TEAM 37/4 ANALYSIS
WILL GIVE YOU GUIDANCE CONCENTRATE ON THE WEAKEST AREAS
9OU WILL ALMOST CERTAINLY NEED AT LEAST THREE OBJECTIVES IN EVERY ONE
OF THE AREAS LISTED IN THE CHART BELOW )N THIS EXAMPLE THE #RITICAL
3UCCESS &ACTORS OF PROFESSIONAL ACCOUNT MANAGEMENT ARE EACH
ALLIED TO AN APPROPRIATE SAMPLE OBJECTIVE
7RITING !CCOUNT -ANAGEMENT /BJECTIVES
#2)4)#!, &!#4/2
0/33)",% /"*%#4)6%
,EVEL OF CONTACT
4O MEET WITH EACH DEPARTMENTAL MANAGER TO
DISCUSS STRENGTHS WEAKNESSES AND
OPPORTUNITIES WITHIN THREE MONTHS
#USTOMER SATISFACTION
4O OVERCOME THE COLOR
MATCHING PROBLEM BY
AGREEING ON A STANDARD COLOR WITH THE PAINT
SHOP WITHIN ONE MONTH
!CCOUNT PLANNING
4O RECONVENE AS A TEAM TO REVIEW THE ACCOUNT
PLAN AFTER THE VISITS TO DEPARTMENTAL MANAGERS
WITHIN FOUR MONTHS
#OMPETITIVE POSITION
4O IMPROVE COMPETITIVE POSITION WITHIN THE
ACCOUNT BY HOLDING A JOINT PLANNING SESSION WITH
AT LEAST THREE DEPARTMENTS WITHIN NINE MONTHS
3TRATEGIC CUSTOMER AREAS
4O RECEIVE AN ORDER OF MORE THAN FROM
ONE OF THE KEY AREAS OF &ITNESS %QUIPMENT OR
+ITCHEN %QUIPMENT WITHIN MONTHS
+EY CUSTOMER STRATEGIES
4O IMPROVE OUR KNOWLEDGE OF THE ACCOUNTS
STRATEGY BY MEETING WITH THE GROUP MANAGING
DIRECTOR TO DISCUSS THE JOINT PLANS PRODUCED WITH
DEPARTMENTAL MANAGERS WITHIN MONTHS
0IPELINE
4O DISCOVER NEW PROSPECTS TO THE VALUE OF
WITHIN THE NEXT THREE MONTHS
-ARKET SHARE
4O REVERSE CURRENT NEGATIVE TREND BY REPLACING
A COMPETITOR IN &ITNESS %QUIPMENT OR +ITCHEN
%QUIPMENT WITHIN THE NEXT MONTHS
" 5 ) , $ 9/ 5 2 + % 9 !##/ 5 . 4 3
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4)0 7ORK OUT A DETAILED ESTIMATE OF EXACTLY WHAT
RESOURCE YOU WOULD NEED TO ACHIEVE THE TARGET THEN
STATE THE CONSEQUENCES OF FAILING TO MEET THE OBJECTIVE
7RITE 9OUR !CTION AND 2ESOURCE 0LANS
,IST THE ACTIONS NEEDED TO ACHIEVE THE NEXT MONTHS
OBJECTIVES 4HEY WILL BE CLEAR IN THE SHORT TERM AND
ESTIMATED FOR THE LONGER TERM -AKE ONE PERSON RESPONSIBLE
FOR EACH ACTION AND AGREE ON A lRM DATE BY WHICH THEY WILL
HAVE COMPLETED THE TASK 5SING THE ACTION PLAN GENERATE
A LIST OF THE RESOURCES IN PEOPLE MONEY AND MATERIALS
REQUIRED TO COMPLETE THE PLAN 2EMEMBER THAT YOU WILL
HAVE TO PERSUADE THE MANAGERS WHO CONTROL THE BUDGETS
AND RESOURCES YOU NEED SO PLAN YOUR APPROACH 9OU WILL
OBVIOUSLY EXPLAIN THE BENElTS THAT INCREASING SALES IN THE
ACCOUNT WILL BRING TO THE ORGANIZATION BUT ALSO EXPLAIN
THE BENElTS TO MANAGERS AND THEIR TEAMS &OR EXAMPLE
WILL THEIR PEOPLE LEARN NEW SKILLS IF THEY GET INVOLVED IN
IMPLEMENTING YOUR PLAN )F YOU MAKE YOUR ACCOUNT AN
ATTRACTIVE PLACE TO WORK YOU WILL IMPROVE YOUR CHANCES OF
BEING ALLOCATED THE RESOURCES YOU NEED
THINK
113_ED248_US 113 113
113_ED248_CMYK_
3-!24
(ELPING CUSTOMERS THROUGH A PROBLEM IS A USEFUL
CHANCE TO BUILD GOOD PARTNERSHIPSTHINK OF THEIR
PROBLEMS AS YOUR OPPORTUNITIES
%VEN IF THE PROBLEM HAS NOTHING TO DO WITH YOUR PRODUCTS OR
SERVICES DONT ASSUME IT IS NOT YOUR CONCERN )MAGINE FOR
EXAMPLE THAT YOUR CUSTOMER HAS BEEN UNABLE TO RETAIN STAFF
4O HELP ELIMINATE THIS WEAKNESS INTRODUCE YOUR CUSTOMER
TO A STAFF RETENTION EXPERT IN YOUR (UMAN 2ESOURCES TEAM
4HE MEETING MAY NOT PRODUCE A SALE BUT IT IS A VALUABLE
INVESTMENT IN THE FUTURE IT WILL BUILD GOOD WILL AND EMPHASIZE
THE PARTNERSHIP NATURE OF YOUR RELATIONSHIP WITH THE CUSTOMER
7 2 ) 4 % 9/ 5 2 + % 9 !##/ 5 . 4 0 , ! .
13/7/06
pm
20/3/064:07:50
14:56:33
3UMMARY
7RITING 9OUR
!CCOUNT 0LAN
! KEY ACCOUNT PLAN WILL
HELP YOU IDENTIFY THE MOST
PROlTABLE MIX OF PRODUCTS
AND SERVICES TO SELL TO
CUSTOMERS SO THAT YOU
CAN HELP THEM ACHIEVE
THEIR PRINCIPAL AIMS AND
OBJECTIVES #ONSIDER EACH
CUSTOMERS STRATEGY AND
CURRENT SITUATION SO YOU CAN
DRIVE THE PLAN ACCORDINGLY
4HE BASIS OF THE ACCOUNT
PLAN IS THE 37/4 ANALYSIS
A SUMMARY OF STRENGTHS
WEAKNESSES OPPORTUNITIES
AND THREATS IN RELATION TO
YOUR CUSTOMER AND YOURSELF
4HINKING ABOUT THE ACCOUNT
IN TERMS OF THESE FOUR KEY
AREAS SHOULD GIVE YOU A
MORE REALISTIC IDEA OF THE
ACTIONS AND RESOURCES YOU
WILL NEED TO ACHIEVE YOUR
OBJECTIVES AND HELP YOUR
CUSTOMERS TO ACHIEVE THEIRS
0LAN OF !CTION
!NALYZE THE +EY !CCOUNT
(AVE YOU IDENTIlED
THE CUSTOMERS MISSION
AND GOALS
9%3
./
#HECK THE MISSION
STATEMENT USING THE
ORGANIZATIONS WEBSITE OR
PUBLISHED REPORTS
3ET 9OUR 'OALS
)DENTIFY YOUR AIMS OR
PURPOSE WITH REGARD
TO THE ACCOUNT
0LAN 9OUR !CTIONS
,IST THE ACTIONS YOU
NEED TO TAKE TO ACHIEVE
YOUR OBJECTIVES
0LAN 9OUR 2ESOURCES
7RITE A LIST OF PEOPLE
MONEY AND MATERIALS YOU
NEED TO COMPLETE THE PLAN
- ! . !' % 9/ 5 2 + % 9 !##/ 5 . 4 3
114_ED248_US 114
I[bb_d]IIff''*#''+X$_dZZ''*
13/7/06 4:07:55 pm
'&%*%&,+0(&0&,fc
OUNT
9%3
)S THE CUSTOMERS
ORGANIZATION LARGE OR WITH
MANY DIVISIONS
./
0ERFORM A 37/4 ANALYSIS TO
IDENTIFY CUSTOMER STRENGTHS
AND WEAKNESSES
9%3
#ONSIDER PRODUCING
AN !CCOUNT 0LAN FOR
EACH DIVISION
#HECK AND AGREE ON
THIS ANALYSIS WITH
THE CUSTOMER
!GREE ON THESE GOALS
WITH YOUR TEAM
0ERFORM A 37/4 ANALYSIS TO
EXAMINE YOUR POSITION
WITH RELATION TO ACCOUNT
-AKE ONE PERSON
RESPONSIBLE FOR EACH
ACTION
!GREE ON A lRM DATE
BY WHICH THEY MUST
COMPLETE THE TASK
4ALK TO THE PEOPLE IN
CONTROL OF THESE BUDGETS
AND RESOURCES TO GET
THEIR SUPPORT
2EVIEW THE +EY !CCOUNT
0LAN 2EGULARLY
115_ED248_US 115
I[bb_d]IIff''*#''+X$_dZZ''+
3 5 - - ! 29 7 2 ) 4 ) . ' 9/ 5 2 !##/ 5 . 4 0 , ! .
13/7/06 4:07:55 pm
'&%*%&,+0(&0'+fc
#OMPLETE THE +EY !CCOUNT 0LAN
&INISH THE LOGICAL PLANNING PROCESS BY RELATING YOUR KEY
ACCOUNT PLAN TO ANYONE WHO NEEDS TO KNOW ALL OR PART
OF ITS CONTENTS !LSO CONSIDER BRINGING IN CUSTOMER
PERSONNEL TO HELP BUILD OR REVIEW THE PLAN
#OMMUNICATE THE 0LAN
9OU WILL HAVE TO IMPART YOUR PLAN IN SOME FORM TO ALL THE
STAKEHOLDERS IN THE ACCOUNT ! COPY OF THE ENTIRE PLAN
SHOULD GO TO THE SALES TEAM IF YOU HAVE ONE AND YOUR
MANAGER TO ENSURE HIS OR HER COMMITMENT IN HELPING YOU
ACHIEVE YOUR ACCOUNT OBJECTIVES !N EXECUTIVE SUMMARY
COMPRISING TWO OR THREE PAGES IS MORE APPROPRIATE FOR
OTHERS SUCH AS SENIOR MANAGEMENT 0RESENTATIONS MUST BE
MADE TO KEY PEOPLE SUCH AS THE MANAGERS OF THE RESOURCES
YOU REQUIRE TO MAKE THE PLAN VIABLE CONCENTRATE ON THE
BENElTS TO THE ORGANIZATION OF ACHIEVING THE PLANS
4IMETABLE FOR REVIEWING
&REQUENCY
$AILY
! FEW MINUTES
7EEKLY
LESS THAN
HOUR
-ONTHLY
n HOURS
1UARTERLY
n HOURS
(ALF
YEARLY
DAY
!NNUALLY
n DAYS
THE PLAN
!CTIVITY
D UPDATES ACTIONS
%ACH STAKEHOLDER REVIEWS AN
E
SIBL
PON
RES
ARE
HEY
FOR WHICH T
EIR ACTIONS AND PROGRESS
%ACH STAKEHOLDER REVIEWS TH
EPORTS PROGRESS AND
ND R
ES A
CTIV
OBJE
TOWARD THE
NT MANAGER
COU
E AC
POTENTIAL CHANGES TO TH
IVES
S ONE OR MORE OF THE OBJECT
!CCOUNT MANAGER REVIEW
HOLDERS
TAKE
TE S
PRIA
PPRO
HE A
AND ACTION PLANS WITH T
TO
PROGRESS ON THE ACCOUNT
!CCOUNT MANAGER PRESENTS
JECTIVES
E OB
E TH
HIEV
O AC
AY T
N W
HIS MANAGER FOCUSING O
WITHIN THE TIME SCALE
E
E TEAM TOGETHER TO REVIEW TH
!CCOUNT MANAGER BRINGS TH
NALYSES
/4 A
R 37
PLIE
SUP
THE
TING
WHOLE PLAN INCLUDING UPDA
BLY OFF
SITE TO COMPLETELY
FERA
4HE STAKEHOLDERS MEET PRE
ER
TOM
CUS
THE
OLVE
WILL INV
REDRAFT THE PLAN )DEALLY THIS
4IMETABLE FOR REVIEW 2EVIEW YOUR PLAN REGULARLY TO KEEP IT UP TO DATE 7ORK OUT A
TIMETABLE SUCH AS THE EXAMPLE ABOVE THAT SUITS THE COMPLEXITY OF THE PLAN
" 5 ) , $ 9/ 5 2 + % 9 !##/ 5 . 4 3
116_ED248_US 116 116
116_ED248_CMYK_
13/7/06
pm
20/3/064:08:00
14:56:37
4%#(.)15%3
TO PRACTICE
+EEPING PLANNINGAND
OTHERMEETINGS TO A STRICT
TIMETABLE IS A USEFUL SKILL
THAT SAVES AN ENORMOUS
AMOUNT OF TIME
WASTING
2EMEMBER THAT CREATING A PLAN
IS ONLY THE START 4HE BULK OF THE
WORK IS ALL STILL AHEAD OF YOU
7ITH THIS IN MIND MAKE SURE
THAT YOU DO NOT SPEND MORE TIME
IN PLANNING MEETINGS THAN IS
STRICTLY NECESSARY 0RACTICE THIS IN
EVERY MEETING YOU ATTEND
s !GREE ON A lNISH TIME BEFORE
OR AT THE START OF THE MEETING
s )F THE AGENDA IS INCOMPLETE
ASSIGN INDIVIDUALS TO COMPLETE
THE PROCESS INDIVIDUALLY OR IN
SMALL GROUPS
s !T THE START OF EACH MEETING
BRIEmY REVIEW WHAT HAS BEEN
DONE SINCE THE LAST ONE
s .EVER LET A MEETING OVERRUN )F
NECESSARY SCHEDULE ANOTHER
APPOINTMENT RIGHT AFTER IT TO
ENSURE THAT YOU lNISH ON TIME
OBJECTIVES NAMELY INCREASED SALES AND TO THE STAFFAN
INTERESTING REWARDING JOB WITH CAREER DEVELOPMENT
OPPORTUNITIES THROUGH TRAINING AND EXPERIENCE
'ET THE #USTOMER )NVOLVED
4HE KEY ELEMENT OF A TRUE PARTNERSHIP BETWEEN A KEY
SUPPLIER AND KEY CUSTOMER IS INVOLVEMENT IN EACH OTHERS
PLANNING )T IS THEREFORE IMPORTANT THAT YOU MAKE THIS YOUR
ULTIMATE AIM "EGIN BY INVITING MEMBERS OF THE CUSTOMERS
ORGANIZATION TO THE STARTING POINT OF YOUR +EY !CCOUNT
0LANTHE #USTOMERS MISSION AND PURPOSE AND THE
ANALYSIS OF THE CUSTOMERS ENVIRONMENT OR 37/4 ANALYSIS
)F YOU ARE WORKING TOGETHER IN A CULTURE OF TOTAL TRUST
CONSIDER INVITING THEM TO STAY WHILE YOU DO YOUR OWN
ENVIRONMENTAL ANALYSIS /NCE YOU HAVE COMPLETED THE
PLAN MAKE A PRESENTATION IN WHICH YOU SHARE AS MUCH OF
YOUR PLAN WITH THEM AS YOU THINK IS COMMERCIALLY SENSIBLE
9OU SHOULD ALSO WORK HARD ON ENCOURAGING THE CUSTOMER
TO RECIPROCATEYOUR GOAL IS TO BE INVITED TO JOIN THEM FOR
SOME OF THEIR PLANNING MEETINGS
117_ED248_US 117 117
117_ED248_CMYK_
#/ - 0 , % 4 % 4 ( % + % 9 !##/ 5 . 4 0 , ! .
13/7/06
pm
20/3/064:08:00
14:56:38
)NDEX
!CCOUNT $EVELOPMENT 0LAN n
ACCOUNT MANAGEMENT
OBJECTIVES n
PROCESS n
ACTION PLAN
ADDRESS BOOK
ADVERTISING
AFTER
SALES SERVICE
AGENDA AGREEING ON
APPEARANCE PERSONAL
BASIS OF DECISION
ESTABLISHING
AND SALES PLAN
BENEFITS CUSTOMER n
BODY LANGUAGE
BREAKEVEN ANALYSIS
BUILDING THE SALE n
BUSINESS PRINCIPLES
BUSINESS PROCESS
BUYING TEAM
CHECK SHEETS
CLOSING THE DEAL
HANDLING OBJECTIONS
SUMMARY CLOSE
TRIAL CLOSE
COMMUNICATING n
COMPANY PROFILES
COMPETITORS n
COMPLAINTS HANDLING n
CONCESSIONS MAKING
CONDITIONS SETTING
CONFERENCES
CONFIDENCE
DEVELOPING
IN NEGOTIATIONS
IN PRESENTATIONS
CONSUMER MARKETS
CONTACTS
BROADENING BASE n
CONTACTING SUSPECTS n
CONVERSION RATE n
CORPORATE MARKETS
COSTBENEFIT ANALYSIS
CROSS
SELLING
CUSTOMER n
ANALYSIS RULE
BEST n
DEVELOPMENT PLAN
FEEDBACK
FOCUS n
PROFILE
RECORDS n
SERVICE n
SUPPORT
CUSTOMER
FIRST CULTURE n
CUSTOMER NEED
ANTICIPATING n
ESTABLISHING
MARKET FIT
RETAILERS
AND SALES PLAN
SUMMARIZING
CUSTOMER SATISFACTION n
MEASURING n
RETAIL n
TARGETS
DATABASE CUSTOMER n
DECISION CRITERIA SEE BASIS OF DECISION
DECISION
MAKER n
DEMONSTRATIONS
DIRECT MAIL n
DRAFT PROJECT PLAN
DRESS
EMPATHY
FEEDBACK CUSTOMER
FOCUS GROUPS
FORMS
AND SALES PLAN
CHECK SHEETS n
FINANCE
SURVEYS
FIRST IMPRESSION n
FLYERS
FOCUS GROUPS
GOAL
SETTING
GROWTH INDUSTRIES
IMPLEMENTATION PLAN
INDUSTRIAL TRENDS
INFORMATION
ADDITIONAL SEEKING
GIVING CONCISELY
INFORMATION SOURCES
FINANCIAL PRESS
)NTERNET
INQUIRIES n
INTERRUPTING
JARGON
KEY ACCOUNT n
PLAN n
PROCESS n
SUMMARY n
KEY PEOPLE n
KEY STAKEHOLDERS
LEAFLETS
LISTENING
5 . $ % 2 3 4! . $ 3 % , , ) . '
118_ED248_US selling.indd
118
118_119_Index*
118
13/7/06 1:51:00
4:08:05 pm
24/3/06
MAIL DIRECT n
MAILING LISTS
MANAGERS
MARKET n
MARKET SHARE
MILESTONES
MISSION STATEMENTS
NEGOTIATIONS n
COMPROMISING
CONFIDENCE
IDENTIFYING ISSUES
IDENTIFYING NEEDS AND WANTS
KEEPING CALM
MAKING CONCESSIONS
SETTING CONDITIONS
SETTING OBJECTIVES n
OBJECTIONS HANDLING
OBJECTIVES
ACCOUNT MANAGEMENT n
OF FIRST CALL n
OF NEGOTIATION n
OBSERVING SALESPEOPLE
OPENING THE SALE n
COMPLETING n
PLANNING n
QUALIFYING PROSPECTS n
SUMMARY n
SUMMARIZING
OPENING SALES CALL
BUILDING
CREATING
HOW TO RECOGNIZE
OPENINGS
ORGANIZATIONS
DIVISIONS
PROMOTING YOUR OWN
ORGANIZING DATA n
PLANNING
DRAFT PROJECT PLAN
INITIAL CALLS n
KEY ACCOUNT PLAN n
OPENINGS
PRACTICALITY
PREPARATION
PRESENTATIONS n
PRICE OBJECTIONS
PRODUCT
AND MARKET FIT
AND MARKET MATRIX
FEATURES n
GROUPS
INNOVATION
KNOWING YOUR
RETURNS
PROFESSIONALISM
PROGRESS MEASURING
119_ED248_US selling.indd
119
118_119_Index*
119
PROMOTIONS
PROPOSAL
PRESENTING n
STRUCTURING
WRITTEN n
PROSPECTS
CONTACTING
FINDING n
SUMMARY n
TARGETING QUALIFYING n
UNDERSTANDING
PUBLICITY
PURCHASING DEPARTMENTS
QUALIFYING OUT
THE PROSPECT n
QUESTIONNAIRE n
QUESTIONS n
CHALLENGING
CLOSED n
OPEN
QUOTATION
REFERENCES
RELATIONSHIPS
CREATING
DATABASE n
FINDING OUT ABOUT
LONG
TERM RETAINING n
MISSION AND GOALS OF n
PROBLEMS OF
RESOURCE PLAN
RETAILING n
ROLE
PLAY
SALES ASSISTANTS
SALES CALLS
SALES CAMPAIGN
SALES FORECAST n
SALES PIPELINE n
SALES PLAN
SALES PROCESS n
BUILDING SALE n
CLINCHING DEAL n
DEFINING
MEASURING PERFORMANCE
NEGOTIATING TERMS n
OPENING CALL n
PLANNING n
PRESENTING PROPOSAL n
WRITING PROPOSAL n
SALES RELATIONSHIP n
SALES STRATEGY
SALES TARGETS
SALES TEAM n
SALES TECHNIQUES
SKILLS ASSESSING n
SOLUTION
PRESENTING n
) . $ % 8
13/7/06 1:51:11
4:08:05 pm
24/3/06
SPREADSHEETS
STAKEHOLDERS n
ACCOUNTS
STRATEGIC SITUATION
SUMMARY
OPEN THE SALE n
TARGET YOUR PROSPECTS n
WRITE YOUR KEY ACCOUNT PLAN n
SURVEYS
SUSPECTS
CONTACTING n
IDENTIFYING
37/4 ANALYSIS
TARGETS
CUSTOMER SATISFACTION
CUSTOMER SERVICE
SALES n
TELEPHONE PROSPECTING n
TERMS AND CONDITIONS NEGOTIATING n
TIME PROTECTING
TIME MANAGEMENT n
TIME SCALE n
TRADE PRESS
UNIQUE SELLING PROPOSITION 530
0ICTURE #REDITS
+EY C CENTER R RIGHT L LEFT T TOP B BELOW BL BELOW LEFT BC
BELOW CENTER BR BELOW RIGHT
7IDE 'ROUP)CONICA'ETTY L 4IM -C'UIRE#ORBIS C #ORBIS R &ABIO
#ARDOSO:EFA#ORBIS 3HIVA 4WIN'ETTY T )NGOLF (ATZ:EFA#ORBIS B $IGITAL
6ISION'ETTY C 0REMIUM 3TOCK)MAGESTATE 'ABE 0ALMER!LAMY #ORBIS
*ON &EINGERSH:EFA#ORBIS )NGOLF (ATZ:EFA#ORBIS $ON -ASON#ORBIS
2OGER $IXON$+ )MAGES 2OGER $IXON$+ )MAGES #ORBIS $IGITAL
6ISION'ETTY 0REMIUM 3TOCK)MAGESTATE 2OGER $IXON$+ )MAGES &ABIO
#ARDOSO:EFA#ORBIS T 'ABE 0ALMER#ORBIS BL )MAGE3TATE!LAMY BC 7ALTER
(ODGES'ETTY BR 2OGER $IXON$+ )MAGES +EVIN (ATT0HOTONICA'ETTY
(IEP 6U-ASTERFILE ' "ADEN:EFA#ORBIS (OWARD 3OKOL'ETTY
2OGER $IXON$+ )MAGES 2OGER $IXON$+ )MAGES 'ERD 'EORGE4AXI
'ETTY #ORBIS #ORBIS 7IDE 'ROUP)CONICA'ETTY
$ORLING +INDERSLEY WOULD LIKE TO THANK THE FOLLOWING MODELS .AQASH "AIG +ATIE
$OCK #AROLINE $3OUZA
&OR FURTHER INFORMATION SEE WWWDKIMAGESCOM
!UTHORS !CKNOWLEDGMENTS
7RITING A BOOK FOR $ORLING +INDERSLEY IS A TERRIFIC EXERCISE IN TEAMWORK ) WOULD
LIKE TO THANK !DLE (AYWARD AND 3IMON 4UITE FOR THEIR STEWARDSHIP OF THE DESIGN
AND THE PROCESS 4HANK YOU ALSO TO THE EDITOR 4OM "RODER THE DESIGNER 4ED
+INSEY AND THE REST OF THE EDITORIAL TEAM FOR THEIR SKILLS PROFESSIONALISM AND HUGE
CONTRIBUTION !ND FINALLY THANK YOU ALL FOR MAKING IT SUCH AN ENJOYABLE TASK
!UTHORS "IOGRAPHY
+%. ,!.'$/. HAS A BACKGROUND IN SALES AND MARKETING IN THE TECHNOLOGY
INDUSTRY !S AN INDEPENDENT CONSULTANT HE HAS TRAINED SALESPEOPLE AND SALES
MANAGERS IN THE 53 %UROPE AND !USTRALIA AND HAS ADVISED MANAGERS ON THE
COACHING AND APPRAISAL OF THEIR STAFF (E HAS ALSO PROVIDED STRATEGIC GUIDANCE
FOR COMPANIES INCLUDING COMPUTER MAJOR (EWLETT 0ACKARD +EN IS THE AUTHOR OF
A NUMBER OF BOOKS FOR $+ AND CO
AUTHOR OF SEVERAL %SSENTIAL -ANAGERS TITLES
INCLUDING 0UTTING #USTOMERS &IRST (E IS ALSO ONE OF THE AUTHORS OF $+S 3UCCESSFUL
-ANAGERS (ANDBOOK
5 . $ % 2 3 4! . $ 3 % , , ) . '
120_ED248_US selling.indd
120
118_119_Index*
120
13/7/06 1:51:27
4:08:06 pm
24/3/06
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