Sales Management

1. Prospecting

Aim prospects who are closer to green zone;

Red (0-50)

Yellow (50-75)

Green (75-100)

Prospect who have

Money

Authority

Desire

2. Pre-approach

3. Approach

5. Defining Needs

** 5 Buyer decision Theory **

• Need (Why should I buy)
• Product (What should I buy)
• Source (Where should I buy
• Price (How much should I pay
• Time (When should I buy)

Steps:

• Situational questions: Understand customers’ current situation. (Eg: How often do you change the oil in drill presses?)
• Problem discovery questions: Understand problems. (Eg: Which part of the process is the most difficult for controlling quality?(
• Problem impact questions: Show importance of problem/need. (Eg: How do these maintenance problems affect your operations?)

6. Presentation

• Evaluate customers category on adaptiveness

• Innovators: Seek new products
• Early adopters: Doesn’t seek for new tech, but can understand benefits and adopt.
• Early majority: Do not understand tech, follow others.
• Late majority: Do not understand tech, needs help and support, looks for well know firms.
• Laggards: Do not understand new tech, blocks any changes.

• Decide presentation style:

• Informative: New unique features should be explained to prospect. Prospect needs to be sure what they buy.
• Persuasive: Prospect needs to be influenced, and encouraged to buy.
• Reminder: Prospect may forgot the need, reminder needed.

** FAB Model **

Features: Features of the product.

Advantages: Advantages gained by features.

Benefits: Benefits gained by advantages.

Eg: Our sleeping bags have a 1 inch layer of insulation on them. This helps to retain body heat on cold nights. You’ll be warm all night. Which means that you’ll get a great sleep and be well rested for a day of fun activities (that you’ll fully enjoy!).”

3 Styles of Competitors

1. Equalizers: Seek to be as good as competitors. Seek to close gap.
2. Differentiators: Seek to be better than competitors. Seek to open gap.
3. Value added peak competitors: Seek serve better always, regardless to rest of competitors.

7. Handling Objections

YES Technique

> Mevcut ürün, veya tedarikçiden memnun. Değiştirmek istemiyor. Evet, ama tek tedarikçiyle çalışmak risk. %10’luk satın almanızı bizden yaparsanız farkımızı göstermek isteriz diyebilirsin.

> Boomerang

Ask questions ile başla. Sonra işte bu yüzden diye kendi ürününde olumsuz gördüğü şeyin aksine olumlu olacağını sun.

> Ask questions

Mevcutta kullandığı ürün varsa neler yaşadığını sorarsın. Olumsuzlukların ne kadar zarar verdiğini, daha iyi bir tecrübeyle ilgilenip ilgilenmediğini sorup kendi ürününün bu durum için ne sunduğunu anlatmayı teklif edersin.