Lec 2 - Selling

7/30/2019 Lec 2 - Selling

1/10

Selling Skills

30th Oct , 2012


2/10

FMCG sales Challenges

Launch & growth of Tropicana juices in India. Challenges :

New distributor appointment

Attracting quality talent / training of distributor

salesmen. New outlet opening

New flavours / New product placement

Visibility challenge ( SOV)

Range availability & depth. Chilled availability

Any company FMCG or Durables Would havesame or similar challenges.


3/10

Sharing of learnings thru

Pick & choose any one of the outlined real

life sales challenges

Role play :

Self playing the role of reluctant customer.

Student volunteer for selling

Rest students can add arguments

Recap of learnings & takeaways.


4/10

Typical Customer Behavior traits :

Blank wall to maintain status quo Path ofleast resistance.

Test with half-truths / outright lies to extract

advantage. Bragging Exaggeration.

Move in tangents All over.


5/10

Buyer Behavior Model

Stimulus Buyers Decisionmaking process

Response ( Buyor No Buy)

Buyer response unpredictable because the decision getsinfluenced by psychological factors such as :

Buyer beliefs

Attitudes

Values

Perceptions


6/10

Understanding Consumer Behavior

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

God exists or Life after death

Home cooked / Home made equals better care of family.

Beliefs

Attitude is the way a person expresses or applies that belief. Thus attitude isthe sum of beliefs that has been shaped by social & cultural environment ,

demographic and geographic conditions. Tum kaal ke bacchhe mujhe kya seekhaoge I know best.

Attitude

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

Honesty always.Values

Stereotypes Long haired men cannot be trusted.

Smoker hence casual on commitments.

Jaat buddhi / Bhadra lok ..

Perceptions


7/10

Creating a WinEffective selling

involves being alert to the verbal & non-verbal signals &

varying the stimuli as per need-of-the-moment. This can

trigger responses varying from Acceptance to Caution to

Disagreement. What is said ?

How it is said ?

When it is said ?

1. Preparation is the key be the SME ( subject

matter expert).

2. Have response ready for Whats in it for me ?

3. KYC Company / Product / competition.

Customer ( Distributor / Retailer / Institution /

Modern trade)

Consumer

Competition.

What ?


8/10

Creating a Win4. What motivates my customer ?

Dependable & reliable service ( surprisingly are

valued differentiators).

Fill rates / Availability / Stocks freshness.

High consumer pull leading to faster rotation of

stocks.

High dealer margins.

Returns policy. Cash discount / Credit period.

5. What motivates my consumer ? Time at premium packaged convenience.

Conspicuous consumption Indulgence.

DINKs / DISKs High levels of awareness

Work hard / Play hard / Eat healthy.

Chilled availability / High visibility triggers for

Impulse buys.

What ?


9/10

Creating a Win1. Effective salespersons show common characteristics :

Listen carefully to buyers words , feelings & thoughts and talk less.

Show enthusiasm towards the sales job & customers business.

Use proof statements / testimonials from objective sources to addcredibility to sales message.

KISS

Empathise with the buyers feelings , ideas and situation.

Never talk down to potential partners.

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

Nodding occasionally to acknowledge inputs. Leaning forward to evince interest.

Maintaining eye contact.

Firm handshake.

Non-fidgeting posture.

Appropriate dress & hair style.

Standing posture Hands clasped in front (Never cross your arms)

3. Someone like you is more likely to create empathy & endwith a positive outcome .

4. Ice breakers / conversation looseners like sports / politics /

cinema . are important.

How ?


10/10

Creating a WinGet the buyer in a receptive mode.

Avoid high pressure time when conflicting priorities

are there.

Outside interruptions should be removed /

minimized.

When?

Win - Win

Documents

Lec 2 - Selling