PERSONAL SELLING

Preparation & Process

Today we go through:
Introduction: The Psychology in
Selling
Buying Decision Process
Buying Situations or Types of
Purchases
Effective Communication
Sales Knowledge and Sales
Related Marketing Policies
The Sales Process
Transactional and Relationship
THE PSYCHOLOGY OF
SELLING
Buyer Behavior Model
Model assumes that if a salesperson
applies a stimulus (or sales
presentation), the prospective
buyer will respond in a predictable
manner
Model does not tell us why the
prospect buys or does not buy the
product that the salesperson is
trying to sell
Understanding the psychological
aspects in buyer behavior
BUYING DECISION PROCESS
Five Stage Model of the Consumer Buying Process
Problem (or Need)
Recognition
 Prospective customer recognizes a
problem or need
 Need caused by internal or external
stimuli
 Internal stimulus – physiological like
hunger or thirst or psychological like
desire for the prestige of owning a
Skoda car
 External stimulus – Person sees a fresh
pizza at Pizza Hut that stimulates his
hunger
 Whatever the cause, identification of
buyer’s needs is important
Information Search (or
Collection)
 An interested customer will search for
more information
 For low involvement products (like
bread, butter, biscuits), which are
routinely purchased, info search may
be milder
 For high involvement products (like a
home, an automobile, or insurance)
which requires more of an investment
in time and money, the person may
want an active information
search….involves visiting retail stores,
asking family members and friends
Evaluation of Alternatives
 Nosingle evaluation process used by all
consumers or by one consumer.
Understand the following factors:
◦ Consumer trying to satisfy a need or solve a
problem
◦ Consumer looking for certain advantage or
benefits from the product or service that
satisfies the need or solves his/her problem
◦ Consumer knows that each alternative product or
brand has a set of characteristics (or attributes)
◦ Importance and relevance of attributes vary from
product to product
◦ Eg. Characteristics consumers prefer for ceiling
fans are adequate air, less noise, color to match
the décor, and price
◦ Eg. For tires, the preferred attributes are price,
 Example of an evaluation system
followed by a consumer for buying a set
of tires
 A Brand/ Supplier Evaluation System


Attribute 
Weight Brand/ Supplier Brand Supplier
(Characteristics)

(Importance) beliefs Score
Price 30 0.8 30*0.8=24


Quality 
25 0.6 25*0.6=15
Safety 
25 0.6 25*0.6=15
Life 
20 0.5 20*0.5=10
Total 
100 64


 The brand/supplier’s score of 64 is worked for one specific brand/supplier

 This process is repeated for other brands or supplier also
 The brand/supplier who gets the highest score receives the order from the
consumer, in a rational system of evaluation
 Some consumer buy products/services based on emotional reasons (+ve or –
ve)
Purchase Decision
 Consumer forms preferences among brands and
also an intention to buy the most preferred
brand in the evaluation stage
 Purchase intentions can be changed by two
factors
1.Attitude of others – friend, relative, boss,
published reviews in magazines, newspaper,
chatrooms, etc.
2.Unanticipated situational factors – other product
purchase becoming more important, financial
problem, health related problems
 Decisions are also influenced by perceived risk
 For high involvement product, purchase decision
include: a) brand decision, b) timing of
purchase, c) quantity, d) from which
Post Purchase Behavior
 After buying the product /service, consumer
experiences some level of satisfaction/
dissatisfaction
 Product’s perceived performance viz-i-vis Buyer’s
expectations
 Salesperson should monitor post – purchase
satisfaction, actions, and product uses
 Satisfied customers will buy the product again (repeat
purchase) and will also act as good brand
ambassadors (Word of mouth publicity – the most
powerful form of advtg.)
 Dissatisfied customers may return the product, stop
buying, tell friends and relatives, take legal action,
or complain to the company
 Salespeople can take corrective action if they are in
touch

Buying Decision Process for
Business Buyers
3 additional stages as compared to 5 stages
of consumer buying process
1.Determination of characteristics and quantity
of needed product/service
2.Development of specifications of
product/service needed
3.Obtaining and analyzing supplier proposals
Buying Situations or Types of
Purchases
For Household and Individual
Consumers
1.Routine decision making – Groceries,
milk
2.Limited decision making - TV
3.Extensive decision making – Home,
Car
Buying Situations for Business Buyers
1.New purchase (or new task) – CRM,
office bldg.
2.Change in supplier (or modified
rebuy)- for cost reduction or quality
Effective communication
 Communication is a two way transmission of verbal and
non-verbal information between a salesperson and a
buyer
 Use of words, visual aids, gestures and non verbal
communication
 Obstacles to communication ( cultural diff. or outside
interruptions) to be removed
 Non verbal communication such as physical space
between buyer and seller, handshake, appearance,
body movements
 Non verbal body language includes facial expressions,
arm movement or position, hand movements or
position, body angle, leg position
 Communication modes send three types of messages:
acceptance, caution, disagreement
1. Smiling pleasant expression with direct eye contact
2. Puzzled expression with little eye contact
Salespeople who are effective
communicators..
 Get feedback to uncover buyer needs by
asking relevant questions
 Empathize with the buyer’s feelings, ideas,
and situation
 Build a relationship based on mutual trust
 Use the philosophy of “Keep It Sweet and
Simple” (KISS)
 LISTEN carefully to the prospect’s words,
feelings and thoughts and talk less
 ENTHUSIASM towards the sales job and
customer’s business
 Use proof statements from objective
sources to add credibility to sales
Sales Knowledge and Sales
Related Marketing Policies
Company knowledge
Product knowledge
Customers and Competitors
knowledge
Sales – Related Marketing Policies
◦ Pricing policies
◦ Distribution policies
◦ Promotional policies
◦ Product policies
 Product mix
New product ideas
Product information, quality and service
The Sales Process
 Activitiesgrouped into selling and non selling
activities
 Selling activities – various steps of the selling
process
 Non selling activities – preparation of sales
report, collecting payments, obtaining
market information, traveling and waiting
to meet customers
 NO MAGIC FORMULA TO MAKE A SALE!!
 So, How do you improve your chances of
success??
 Use various methods and techniques as a
guide only….
The Personal Selling
Process
1.Prospecting and Qualifying
2.Preapproach (Precall Planning)
3.Approach
4.Presentation and Demonstration
5.Overcoming objections
6.Trial Close/Closing the Sale
7.Follow up and Service
Prospecting
 Prospecting is the process of identifying
prospective buyers of the product
 What is a sales lead? What is the difference
between a sales lead and a prospect?
 A sales lead generates the name of a person
or a biz. Firm that is a probable prospect
 Prospect is an individual, family or
organization that needs the product or
service that the salesperson is selling and
also has the ability to buy it
 (Willingness + Ability)

 Prospecting Methods
Sr. Prospecting methods Brief description
no.
1 Referrals from Requesting existing customers to suggest
2 existing
Referralscustomers
from the names advertising,
Company of prospects.direct
Convincing source
mail, website,
3 internal company
Referrals from of nearly
trade shows
Suppliers, andrdteleprospecting
ofintermediaries,
2/3 of leads bankers,activities
trade
4 sources
external sources
Networking by associations,
Salespersons commercial
become members dotcomof vendors
Lions
5 salespeople
Industrial directories Club,
YellowRotary
pagesClub, etc. tobymeet
published people
government
6 Cold canvassing who may bepublishers
and private
Unannounced prospects or may
calls by sales provide
people on
leads
firms that may need product/service.
Costly and time consuming.
 The Ferris Wheel
 The Ferris Wheel concept is part of world sales record
holder Joe Girard’s customer strategy and is aimed at
supplying an ongoing list of prospects

Prospect In Prospect Out

Referrals Relationship between
Friends and acquaintances customer and salesperson
Biz. Failure
Directories deteriorates
New buyer buys from
Trade publications and trade another source
Acquisitions and mergers
shows
Telemarketing and Customer moves
advertising database
Computerised Death of a customer
Cold calling Customer has only a one
Networking time need needs change
Customer
because of new technology
Qualifying
 Lead or probable prospect is qualified
 To meet the necessary standards or conditions to
receive further attention
 Willingness + Ability
 Prospects after qualifying are placed in three groups:
hot prospects, warm prospects and cold prospects
 Hot prospects – company’s salesperson
 Warm prospects – telemarketing team for follow up
 Cold prospects – dealers/distributors or kept in
pending list for future follow up
 Sales people get more than 80% of the buyer’s biz. If
they follow up a sales enquiry as compared to 40%
share if not followed up
 Takes an average of 4 calls to convert initial enquiry
into sales
Pre approach
Information gathering – prospect’s biz., its
products and services, purchasing practices, locations of
plants, names and background of people making buying
decisions, purchasing orientations and practices, the
major problems or issues faced by prospect, industry
report, etc. Sources are internet or online information
services, trade magazines, industrial directories,
chambers of commerce, annual reports of companies,
existing customers and suppliers, and government
publications

Planning the Sales Call

◦ Setting call objectives - understanding
needs and buyer orientation and preparing a sales
pitch/presentation
◦ Planning the sales strategy – Consists of
finding out when and whom to visit by a phone call
followed by a visit. Tentative judgment of which
Approach
Meeting the buyer for the first time
Can MAKE or BREAK a sale!
Has to be a favorable first
impression
Initial impression based on
appearance, attitude, opening line
Some approaches like free gifts or
dramatic alternatives may not be
liked
Select an appropriate approach that
will get the attention and arouse
 Approach techniques
commonly used
Sr. Name of the Brief description Example/Application
1No. Introductory
technique Salespersonstates his/her name “Good morning, Mr. Sharma. I am Sanjay
approach and Co.’s name, precede by a Kumar from Kirloskar, here for the 11a.m.
2 Customer benefit Identify
friendly one
andmajor
smilingbuying
greeting “By convertingwith
appointment” yourfirm
existing insurance
handshake and
approach motive
and (or
a firm benefit)
handshake that
or unique policy
friendlyto our new
smile. Biz.insurance
Card plan, you
is presented can get
after
3 Product approach Usefulif
generally product
a is new,
prospect (an The
Rs. salesperson hands over the new bottle
2,00,000 more coverage at the same price of
Namaskar.
or colorful.orPresent
Carry biz.product
new card this
Pepsi topaying
the retailer
individual organization) has you are now and waits for the retailer
or its cutaway
and appeal to it cross-section in to begin the conversation
order to make a smooth
transition to the sales
presentation
 Contd….
Sr. Name of the Brief Description Example/Application
4no. technique
Question approach The salesperson asks a question to start Typical question – “May
a two-way conversation or to make the I help you?” The prospect may
5 Praise approach An indirect
prospect praiseabout
curious conveyed sincerely
the product or “Your office iswith
easily answer so well
“No,designed
thanks”.
and subtly
service can have a positive impact and comfortable that I
Hence, a question linked towould
on the prospect remember it whenorwe
customer benefit designa our
making
new office”
prospect or “Congratulations
curious should be asked.on“
your
Whatpromotion
benefits youto General
want most in a
Manager”
new washing machine? Or “Do
you know why most organizations
are using this brand of
photocopier”
Presentation and
Demonstration
1.Understanding the buyer’s needs
2.Knowing sales presentation
methods (strategies)
3.Developing an effective
presentation
 Understanding the buyer’s
needs
 ASK QUESTIONS…
 Situational questions – about prospects current situation or any
facts the salesperson needs. Eg. Who are involved in buying
decision making for this product/service?, Or Are you buying this
product for the first time or making a change from the existing
supplier?
 Problem identification questions – to identify or uncover the
customer problems, difficulties or needs. Eg. Have you
experienced any problems on the quality or delivery from the
existing suppliers? Or Which parts of existing system create
errors?
 Problem impact questions – to make the buyer realise the impact or
consequences of the problem and the need to solve the problem.
Most important questions and a lot of these should be asked. Eg.
What impact the quality and delivery problems will have on your
costs and customer satisfaction? Or What impact the errors in
your system has on your customers?

Contd…
 Solution value questions - to help buyer assess the
value or usefulness of a solution. Eg. If the rejection
rate due to the quality of this component is reduced
to 0.5%, how much amount would you save? Or How
would an error free system help?
 Confirmation questions – to get confirmation from
prospects to hear about products/service. Eg. If I can
show you the proof that our component supply
would reduce the rejection rate to less than 0.5%,
would you be interested? or Would you be interested
to know how our service can minimise the errors in
your system to zero level?

 Ask fewer situational questions and more questions on
problem identification and impact and solution value
Knowing sales presentation
methods
Stimulus response method
Formula method
Need – satisfaction method
Team selling method
Consultative selling method
Stimulus response method
 Canned approach, a memorized sales presentation or
a prepared sales presentation
 Assumes that if SP makes the right stimuli
(presentation), then he can get favorable response
 SP does most of the talking
 Without knowing the needs of the prospects, SP
presents all the features of the product and then
asks the prospect to buy the product
 Mostly used by tele-marketing people, door-to-door
salespersons, and for training new salespeople
(when time for sales presentation is short and
product is non-technical)
 Not very effective
Formula method
 Also based on stimulus response thinking and also known as
‘formulated approach’ or ‘mental states selling’. Assume
that most buyers can be led thru mental steps in the
buying process and hence use a well know formula which
has four stages: AIDA
◦ Attention – makes favorable comment about the
prospect or the prospect’s biz. Objective of first few
mins. Is to put prospect in receptive mind. Proper
dress, neatness, genuine smile, cheerfull expression,
arousal of customer’s curiosity, prior appointment
◦ Interest – finds out what aspects or factors of the
product appeals. Carry sample of product or visual
aid like CD, photos, leaflets. Ask relevant questions to
understand need or problem and identify appeal
◦ Desire – arouse strong feeling of wanting
product/service. Demonstration to solve problem.
Objections are overcome
◦ Action – buying action or closing the sale.

Need satisfaction method
 Most challenging and creative form of selling
 Interactive sales presentation
 Understanding buyer’s needs and only after clearly
understanding the needs do we move into sales
presentation to show how our product/service can better
address the need/problem than any competitor
FAB Analysis

Ø Features – “Our ceiling has two ball bearings”

Features/characteristics of product/service/market offering
Ø Advantages – “Because of the ball bearings, our ceiling fans
make hardly any noise and have a longer life” how the
feature gives help/advantage to the prospects
Ø Benefits – “ Our ceiling fans are used in class rooms where
noise level should be low as needed by you” how feature
and advantage meets a clear and detailed need expressed
by the prospect
 Use of FAB Approach
Product Feature Advantage Benefit
/Service
Electric motor Special design for low This means the equipment Our motor can be used
voltage application like pump sets can be used even when you have low
even under low voltage voltage conditions, as
situations needed by you

Annual maintenance We have 12 service This will ensure quick service Our service person will
contract engineers attend to your service
(AMC) for computer needs within eight
systems working hours as desired
by you

Lift table or loading We have offered a Our lift-table will reduce the Time taken for loading
and unloading customized design to take time taken for loading and and unloading of your
equipment care of your loading and unloading your finished goods goods is reduced by 50%
unloading tasks substantially as required by you
Team selling method
 Latest development and growing no. of organisations
are using it
 Mutli-sales team to deal with multi-person buying
centres (or buying committees)
 Not the best alternative in all selling situations
 Expensive, should be used for major accounts
 High sales and profit potential
 Used for complex selling situations, customized
products and services, long term contracts and new
customers
 Should not be used for low sales and profit customers
as also for repeat customers who can be served by a
single salesperson
 IBM, Xerox, HP, 3M, Wipro, Siemens
 IBM – client executive, systems engineer, consultant,
product representative
 Relationship Process between a Sales
Team and a Buying Centre Members
 Sales team Buying centre

Major accounts executive

Exchange/ Purchase/materials executive
Technical support engineer Relationshi
Operations manufacturing executi
p Process Logistics/supply chain executive
Logistics executive
Materials manager
Information system executive
Finance executive
Finance executive
Group presentation
Need – analysis
Introduction
Convincing
Specific – benefits
Well prepared
Consultative Selling method
(or problem –solution
presentation)
 SP should have in-depth knowledge of the
customer’s company and the industry and carry
out detailed analysis of the problems or needs
 Should be aware of key members of the
customer’s buying centre and get their
acceptance of the needs
 Prepare proposal for solving the buyer’s problems
and make sales presentation
 Use selling firm’s cross-functional expertise to
provide solutions
 Build long term relationship /partnership
 What is the diff. between Team selling and
Consultative method??
Achieve strategic goals also
Demonstration
 Ever tasted a bite in a sweet shop..
 Test drive your car!
 Demo of industrial products…
 Doubt’s and objections are cleared and
questions are answered. Improves
purchasing interest
 Good support in the selling process
 Helps to bring out specific features and
benefits to the prospective customer
w.r.to competition
 Be sure about product/service before
demo or it may backfire
Developing An Effective
Presentation
Planning
Use technology
Adapt presentation
Benefit plan
Don’t overload
Prospect’s language
Convincing

Matching presentation
methods with situations
Sales Presentation methods Suitable Sales Situations
Stimulus-response, canned or Selling time short. Product is
memorised
Formula, formulated simple
Straightand nonortechnical.
rebuy repeat SP
approach,
Need mental states
satisfaction with less experience.
purchase
Creative. situation. Cm
Suitable for Door
is to
Consultative or problem door selling
familiar
industrial
Selling with orproduct
telemarketing
products,
hi-cost and SP
consumer
technical
method is aware of
durables
products or buyer’s
products
services need
where
like SP
has to understand
computer hardwaretheorneeds
first
software, power transformer
and furnace
Overcoming objections
 Objections, resistance or opposition typically take place
during sales presentation or when salesperson asks for
the order
 OBJECTIONS SHOULD BE WELCOMED!!
 Shows that the prospect has interest and if answered
satisfactorily, it would result in sales
 Two types of objections – psychological (or hidden) and
logical (practical or real)
 Psychological objections – predetermined ideas or beliefs,
preference for established brands, dislike of making
decisions, anxiety or resistance to spend money
 Logical objections – Quicker delivery schedules, high price,
product quality or product availability

Methods of handling and
overcoming objections
Ask question
Turn an objection into a benefit
Deny objections tactfully
Third – party certificate
Compensation

Ask Questions
BUYER: “It seems price of your product is higher than your
competitor.”
SP: “I accept your concern. Do you want to know why the price

of my product is slightly higher than that of another supplier”

BUYER: “Yes, that’s what I want to know.”

SP then explains the benefits of the product to make it worth

the price


 First listen to the buyer’s objection carefully.

 Clarify the objection by rephrasing it into a question
 Get buyer’s acceptance of the question



Turn objection into a
benefit
PROSPECT: “The delivery time of 4 weeks for your equipment
seems too long , as we need it in about 2 weeks, so that
including installation and commissioning the project will have
to be completed in 5 weeks from now.”
SP: “I appreciate your point, but this equipment is specially

designed and manufactured to your specific needs. With 4

weeks delivery, we can do installation on less than 1 week, so
that overall it would be 5 weeks or earlier. Is that OK with
you?”


 Very powerful method

 An experienced salesperson with a positive attitude and
quick thinking can turn on objection into a benefit or a
reason to buy
Deny objections tactfully
BUYER: “I don’t want to buy your car, because a friend of mine
told me that he had a lot of problems when he purchased
your newly launched vehicle two years ago.”
SP: “Yes, I agree, two years ago when we launched our new

brand of car, we had a few problems, but we solved all those

problems within 6 months at our factory and also at our
customers’ premises free of cost. In the last one and a half
years, our sales are highest as compared to other brands and
you can check with your friend now about the performance of
the vehicle. If he gives you a good opinion, would you buy our
car?”


 Sometimes, objections are incomplete or not correct

 Tactfully deny objections either directly or indirectly
 SP should not be arrogant or sarcastic when he denies
incorrect objections

Third party certificate
 Testimonials or referrals
 Use some other customers’ experience of using the product
as a proof or testimony
 Get prior approval from such customers
 Sometime, prospects takes initiative and asks the SP to give
the name and nos. of the customers who having been
using the product or service
 Favorable response helps seal the deal
 Eg. Before buying 6 nos. of equipment used in loading and
unloading of trucks, ITPL, Bangalore not only visited the
manufacturer’s plant but also went to Ashok Leyland’s
plant at Hosur to see the performance of the the
equipment as well to know the quality of service, including
the availability of spare parts
Compensation
 Sometimes, buyer has a valid objection
 SP offers some kind of compensation or benefits to counter
balance the objections
Example

 Reliance Industries wanted to buy certain handling

equipment for the first time for their factories in Gujarat
from a manufacturer located in Karnataka. Reliance raised
an objection about efficient warranty service and after-
sales service
 SP promised to station one service engineer at the
customers’ premises for a year and thereafter open a
service centre near Reliance Industries premises.
 Assurance satisfied customer who place an order initially for
a small value with an assurance to place substantial value
of orders subsequently


Trial Close
 Trial close - Checks the attitude or asks the opinion of the
prospect
 Does not ask the decision of the prospect to buy
 Used after sales presentation after an objection is answered
or before closing the sale
Example

 To what extent this product meets your needs?

 Which of these benefits are important to you?
 Out of the three models that are here, I think you like this
model. Am I right”
Why is trial close used?

q If closing is tried without this and prospect gets “no” as an

answer, it is difficult to change mind of prospect
q If prospect answers favorably to trail close questions, then it
is time to close the sale
q If feedback is negative, then SP should go back to the
presentation (since FAB is not liked by prospect)
 U n fa vo ra b le re sp o n se

S a le sp e rso n m a ke s a p re se n ta tio n G o b a ck to th e p re se n ta t

S a le sp e rso n u se s a tria l clo se

S a le sp e rso n a n sw e rs p ro sp e ct’ s o b je ctio n s C lo se th e sa le s

Fa vo ra b le re sp o n se
Closing techniques
Alternative choice close
Minor points close
Assumptive close
Summary of benefits close
T –account (or modified T-account)
or balance sheet close
Special offer (or special deal) close
Probability close
Negotiation close
Alternative Close
 Prospect is given a choice between two or
more items or models and not between
buying or not buying
 “Which of the three models do you prefer?”
 By giving a choice, either the SP gets a “yes,
I prefer this model”, or kind of objections
 Objections has to be then satisfactorily
handled to close the deal
 Effective if used correctly
Minor Points Close
 Similar to Alternative point
 Sometimes easier for prospect to decide on
many minor points than to make a bigger
decision on whether to buy or not buy
 By having the prospect make decisions on a
product’s minor points, the SP can cleverly
lead into the decision to buy
 “If you buy this solar heater, which model
would you prefer?”, “How soon would you
like it to be delivered”, “Would you like to
pay on installment basis?”
 Develops a positive inclination towards the
product
Assumptive Close
 Effectivewhen SP has earned the customer
trust to such an extent that SP prepares the
order and hands it over to the customer for
his signature
 SP assumes that the prospect will buy and
conveys his assumption through comments
and non verbal actions
 Comments – “Would you like to take it with
you or have it delivered?”
 Non verbal actions – Starting to wrap the
package or getting out the credit card
charge plate machine
Summary-of-benefits Close
 Very popular technique, simple an straightforward
1. Find out the important benefits of product/service that
appeal to the prospect, during the sales
presentation
2. Summarize these benefits by using FAB (features,
advantages, benefits) statements and SELL
sequence (Show feature, Explain advantage, Lead
into benefit, Let customer talk)
3. Make a proposal
Illustration:

 The AC SP would say: “Our AC has a high

efficiency rating (feature), due to which it uses less
electricity (advantage), which results in 15% saving in
your electricity bill (benefit). That’s good, isn’t it?”
(trial close)
 If response is favorable, then SP – “ When do you
T-account (or modified T-
account) or balance sheet
Close
 Take a sheet of paper and draw a large T on it
 Place ‘to act’ (or assets) on left side and ‘not to act’
(liabilities) on right side
 Write all positive points (advantages and benefits) on
left side and all negative points on the right side
 Eg. “M’am, this vacuum cleaner’s high speed motor
(feature) works very fast (advantage) with less effort
(advantage) and saves about 20 mins. In cleaning
time (benefit). We will also give you immediate
delivery (benefit) and easy installation payment
scheme (benefit). Which of these benefits do you
like (write on left of T section)?” “Anything that you
want us to improve on? (Right hand side)”
 Use trial close or overcome objections and close sale
 In modified T-account, SP makes a list of positive
points only and avoids the negative

Special offer (or special deal)
Close
When SP has done his best and
prospect is still resisting, the
special offer or special deal may
close the sale
“If you buy the refrigerator today,
I can give you a discount of 2%,
because I can reach my monthly
quota”
Probability Close
 Is used when the prospect says “I will think it
over” or “I will let you know”
 SP allows real or hidden objections to come
out by asking the prospect “Please tell me
what is the probability in % terms that next
week when I call you back, you will take the
decision of buying”
 If probability is more than 50%, the SP can
convert the real objection to closing sales
by various techniques. If probability is less
than 50%, the chances of closing the sale is
low. In such a case, return to original
position and start the selling process again
Negotiation Close
 Most deals are closed after successful
negotiations
 The attitude and style of negotiations
determines outcome
 Positive and helpful
 Win-Win style
 Helps build mutually beneficial relationship
 Negotiation skills – a must for any
Salesperson
Closing techniques Neg Proba SpeciT- Sum Assu Mino Alte
otiat bility al acco mary mptiv r rnati
ion offer unt of e points ve
or benef choi
modi its ce
fied
Sales Situations T-
Buyer is hostile . . acco
unt
Buyer is a friend . . .

Buyer is unable to make a . .

 .
 .
 .
 . .


decision
Buyer is selfish or greedy . .


Buyer has certain opinion . .

 .


in advance
Buyer is an expert with a . .
 .


large ego
Follow up and service
Check customer order
Plan follow up visit at the time of
delivery
Account penetration
Relationship marketing