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    (Student) Shiem Lott - FYV Student Unit 35 Selling

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    Student Shiem Lott

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    (Student) Shiem Lott - FYV Student Unit 35 Selling

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    Student Shiem Lott
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    29 views4 pages

    (Student) Shiem Lott - FYV Student Unit 35 Selling

    Uploaded by

    Student Shiem Lott

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    DISCUSSION

    LESSON 0035

    Selling
    A close companion to marketing is selling. Selling generally involves a face-to-face
    contact, an internet exchange, or a phone call with a customer. Believing in what you
    are selling, building rapport for the long-term, helping clients succeed, and following
    effectiveness with efficiency are some basic principles and skills of selling.

    Believe in What You Are Selling


    Selling is part of everyone’s life. When going for a job interview, you are selling you. When trying to convince
    someone to go on a date with you, you are selling you. When seeking to start a business, you are selling your
    products or service…and you.
    Competency and confidence in being able to sell comes from: 1) deeply understanding your product or service,
    and 2) the pure conviction that your product or service will truly benefit your customers. When you either lack
    product knowledge or belief in the product, people generally see it in your face or hear it in the tone of your voice.
    Work in a group and quickly brainstorm 10 products or services you believe in and could sell with confidence:

    134 © Franklin Covey Co. All rights reserved.


    SHARING YOUR VOICE

    Building Rapport for the Long-Term


    There are two general strategies for selling products and services:
    transactional selling and relationship selling.

    Transactional Selling: This sales strategy involves selling short-term


    solutions and often involves a single sale. For example, as a customer
    you go into a store looking to buy bread, the salesperson hands you
    the bread, you pay, and you leave. The transaction is over.

    Relationship Selling: This sales strategy is focused on building a long-


    term relationship with customers. For example, as a customer you enter
    a store, the baker gets to know about you and your family, you return
    each week. The relationship continues over time.

    Developing rapport with customers will increase overall sales and can
    transform transactional sales into relationship selling.
    What are five ways a salesperson can establish a long-term rapport with a customer? (Hint: Consider skills
    included
    Learn to in pronounce
    earlier portionstheir
    of thisname
    guide.) and address
    them
    correctly. ...
    Be mindful of pronouns. ...
    Break the ice by introducing yourself. ...
    Be empathetic to the problem(s) they are
    facing. ...

    IN THE GLOBAL M ARKE T


    Actively listen and respond off-script. ...
    Allow angry customers to vent freely.

    © Franklin Covey Co. All rights reserved. 135


    Helping Clients Succeed
    Sales relationships that last long-term are those that are win-win: a win for
    the client or customer and a win for the salesperson. If a sale is not a win-
    win, then no deal is the best route.
    To create a win for the customer, the salesperson acts as if he or she works
    for the client with the goal of helping the client succeed. This requires
    selling a solution, not just a product or service.
    Product/Service Sale. You, as a customer, go to a salesperson looking for a
    product or service. The salesperson tries to convince you that her or his product or
    service is the best value for the price.
    Solution Sale. You, as a customer, go to a salesperson looking for a product or service, and the salesperson first
    determines what your need is before identifying what he or she can provide as a solution.
    Assume you sell computers. A potential client comes to you to buy 20 computers. She is fairly certain which
    brand and model are best, and wants to know what kind of a price and package you can offer. How would you
    work with the client if you were to use each approach?

    PRODUCT/SERVICE SALES APPROACH SOLUTION SALES APPROACH

    Sometimes when using a solution sales approach, a salesperson will discover a solution that is much less expensive for
    the buyer. For example, if the salesperson identifies that the specific brand and model of the 20 computers that the
    buyer wants are far more than what the actual need requires.
    If the salesperson convinces the buyer to buy the lesser priced models, how might that result in a win-win
    outcome for the salesperson?

    136 © Franklin Covey Co. All rights reserved.


    SHARING YOUR VOICE

    Following Effectiveness With Efficiency


    The best salespeople first focus on effectiveness and then on efficiency.

    Effective Salesperson. Focuses on getting the right solutions to the right clients. Builds rapport.

    Efficient Salesperson. Focuses on selling the right solution in the most timely and cost friendly way.

    JACK
    Jack sold office supplies in six states and was the top salesperson for his
    company.
    One day, Jack got a new boss who said, “Jack, you are covering too much
    territory. I am taking away two states.” Jack was upset. He had driven miles and
    miles to meet the clients in those two states, and had stayed many nights in
    hotel rooms to serve them. Yet Jack could not change his boss’ mind.
    The next year, Jack worked hard in his four states, and to his surprise his sales
    and customer ratings were higher than the previous year, and he had spent
    less nights in hotels and far less miles in his car. Jack was happy until his boss
    removed two more states. “How can he do that?” Jack snarled.
    You can imagine Jack’s surprise when he focused on his two remaining states
    and his sales and ratings rose again. How could that be?

    IN THE GLOBAL M ARKE T


    Eventually, Jack’s boss took away one more state; he was now down to one.
    And, yes, that next year he remained the top salesperson in his company.
    Instead of spending time and money flying, driving, and sleeping in hotels,
    Jack focused on building client relationships, attending their parties, personally delivering supplies on time when delays appeared inevitable.
    He used the time he saved traveling to instead meet face-to-face with many new local clients. He stopped nurturing clients who were not
    progressing. Jack was fully loyal to his clients and they were fully loyal to him. All this while Jack slept comfortably and efficiently at home
    with his family.

    What are four ways salespeople can be efficient without losing effectiveness? Include the use of
    technology in at least one of your answers.

    © Franklin Covey Co. All rights reserved. 137

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