Selling Techniques
Individual Purchase Process
What Is Selling?
What Do Customers Care About?
What Do They Buy?
What You Should Know About Your Customers
The Value Equation
Before You Do Anything Else…
Getting In Position to Sell
Prepare for the Sales Call
The Approach
Objections-Your Best Friend
Important Tips
Keep Records
Keeping Your Customers
Customer Service
Handling Complaints
The Three Most Common Sales Mistakes
Questions and Answers
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Selling Techniques Making It Happen

1. Selling Techniques

Making It Happen!
Bill Morland
Orange County SCORE

2. Individual Purchase Process


3. What Is Selling?

• The face to face meeting with your
prospect at the Intention or Buying level
• Getting there—right place, right time, right

4. What Do Customers Care About?

Wants, Needs, Desires

5. What Do They Buy?


6. What You Should Know About Your Customers

• Target – Who are they – decision maker?
• Needs, Wants – What do you need to
• Value Perception – Their perceived value

7. The Value Equation

Value = Benefit/Cost

8. Before You Do Anything Else…

Sell yourself
Know your product
Know the value equation
Know your competition
Know why your customer should buy from
you instead of your competition

9. Getting In Position to Sell

Target your customer
Know who is the decision maker
Execute your plan consistently
If you can’t/won’t do it, hire it done

10. Prepare for the Sales Call

Package yourself
No negatives
Research client
Be on time
Be observant


The Sales Presentation

12. The Approach

• Eliminate possible distractions
• Lead with a question to involve client-and
don’t say “how are you?”
• State the purpose of call in terms of your
customers need
• Get agreement on the need


The Body of the Presentation
• Use all senses possible
• Be aware of clues—body language,
questions, etc
• Sell benefits not features
• Make it logical and end by filling the need

14. Objections-Your Best Friend

• Objections are the client telling you how to
sell them
• Restate the objection
• Answer in terms of your product’s benefits
• Move on

15. Negotiation

• End body of presentation with trial close
• If you get a “yes”--stop selling and start
• If you get a “no” ask “why not”
• Answer objection, negotiate, and trial
close again

16. Close

• Either/or— ”would you like delivery on
Friday or next Monday”?
• “Is that the only thing that is stopping you
from buying”?
• Always, always ask for the order

17. Important Tips

• Listen—listen more than you talk
• Never, never talk over the client-listen to
what he says
• Control the flow
• Always ask for the order - if you do nothing
else ask for the order
• Ask for referrals

18. Follow-up

• Thank
• Restate terms etc
• You’ll stay in the
Didn’t sell:
• Thank
• Restate need and
• Leave a way back

19. Keep Records

Follow-up consistently
Keep a tickler file
Keep your promised dates
Send correspondence about solutions to
their problems
• Follow-up, follow-up, follow-up

20. Keeping Your Customers

Never take them for granted
Stay in touch
Stress benefits of your product
Ask them if they are happy—if not, FIX IT

21. Customer Service

Answer the phone
No voice menus--no lengthy holds
Resolve problems now
Honor your time frames
Complaints are your friend—you get to
show how good you really are

22. Handling Complaints

Don’t argue
Apologize even if you’re not wrong
Restate problem
Give time frame to resolution
If you can’t meet time, call and extend
Let them know you care and that you are

23. The Three Most Common Sales Mistakes

• Not listening to the buyer
• Not asking for the order
• Forgetting to sell existing customers

24. Questions and Answers

Want to get specific about solutions to
your selling challenges?
• Call SCORE at 714-550-7369 for a no-charge
counseling session
• Visit our local web site
• Visit our national web site
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