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welcome back everyone we're now going to talk about chapter eight which is personal selling skills um basically the idea that's adopted in our textbook is that um selling is an extension of the marketing concept I'm sure getting this far into it you are definitely seeing that um basically the survival the long long-term survival is the be in the best interest of the salesperson and their company to identify the customer's needs and the customers buying Decisions by selecting from product range those products that are uh best reach the customers requirements on it um the sales interview is going to give you an unparalleled opportunity to match Behavior to the specific customer interaction that's encountered um this is called adaptive selling on it um this the salesperson is going to adapt their approach ing to the specific situation and this has been found a groin way um of conducting sales interactions on it salespeople have an opportunity to implement unique sales presentations tailored to the individual customers and to be able to rapidly adjust their messages to the customers reactions on it um basically um it's not to deny the personal persuasion on it but the job of the salesperson has definitely changed from the old um addage of a used car salesman being a slick fast talker um on it with confidence and um basically unrealistic views of the world on it trying to talk you into something um that's hard to get as far as any type of re repeat business and people just do not like that type of selling me for any longer um on it um basically they the book has characterized customer oriented selling as the desire to help the customer make make a satisfactory purchase decision um to help the customers assess their own needs to offer products that will satisfy those needs describe the products accurately avoid descriptive um or manipulative influence tactics um avoiding the use of High Press sales techniques on it so um an important ingredient obviously in the orientated customer orientated selling is the ability to read the emotions of the buyers um this involves identifying understanding and responding to the emotional messages as they are expressed in their facial expressions um as part of the assignments for this week I do have you taking a body language test it's going to maybe include other body language parts that um aren't specifically facial on it but it gives you a good chance and I think a salesperson needs to be able to read the customer's mind um the non-verbal Communications are always going to be the truthful Communications from the customer um so uh those are the ones that you really need to be cognizant of when you're in your sales presentation on it so the sales manager also needs to be very good at um understanding the customers um emotions and and their buying signals um and C salespeople and I know I've always felt this in my own situations but um salespeople that perceive that their sales manager um is highly customer oriented and highly adapted uh they'll find themselves becoming even more customer um oriented and more adaptive and I believe you'll do a better job for your sales manager also um some of the techniques that can be used um for successful selling are obviously asking questions providing product information making comparisons and offering evidence to support those claims acknowledging your customer's Viewpoint agreeing with the customer's perceptions supporting the customer um releasing some tension making it uh an enjoyable fun experience for everyone having a richer more detailed knowledge of the customer um increasing effort always is going to result in more successful selling and having a confidence in one's own ability some of the key characteristics um of salespeople that are Des desired by buyers and in some of our forums you've talked about too what it is that you like to see in a salesperson and some of these obviously have been brought out before but um expertise in the company's products and their Market good communication skills being able to solve problems um being to able to understand and satisfy the buyer's needs being very thorough attention to detail um I think that that is something that's very critical especially if you are dealing um a busines to business and if it's a highly detailed customer like I said I've worked with both Sanford Health and with a Vera uh very critical that you get Physicians names correctly a physician has left that you get that information updated phone numbers and addresses obviously need to be correct especially when you're dealing with something like the Yellow Pages if it only comes out once a year it's one of the beauty of the internet is that we are able to to change something in a matter of minutes but with the phone book if there was a mistake it was out for the year um on it and then also your ability to help in ensuring the uh reliable and fast delivery of the orders um personal selling process this might be a little bit um overs simp simplified for real life practice but it does definitely um give us the framework that's going to identify the key SE skills and selling in a cohesive manner um on it but basically you're going to have your opening um with your your first impression you never can can change anyone's first impression so obviously very important that you're prompt and on time um I'm always a big believer of having an appointment um I just think it's very professional even if the customer I always had several to that said I'm here come any time which is fine but at least that they can expect that you're coming but be prompt um be dressed neatly and um dress for the appointment um as I mentioned in my introduction I would see everyone from an auto body shop on up to one of the hospitals so I tried to dress ingly it's it's difficult to not overdress for for a customer that might intimidate them but then again like I said if you're going to a hospital um I feel that you need to be dressed appropriately um be as business-like and professional as you possibly can on it um if you're sloppy it shows that maybe you aren't really showing the respect for the customer um and um for your introduction kind of let them guide it um basically have a question or make a statement that is something about their business or something business oriented if you maybe have worked with a client for quite some time um maybe you're a little bit more on a social aspect and um the conversation can go that way but let the um buyer make that decision as to which direction the um conversation is going to go and be um respectful of their time also they also are very busy and have a lot of other things on their plate so it's important um that you acknowledge that and be respectful of their time so um you also need to um attention to detail if you've got your uh computer bag or your briefcase in um your left hand so that way when you go to do a handshake it's not awkward on it um and it's interesting and I've kind of just tried this too as a test the book had talk about that U one of the cardinal sins especially for retail people um is just to ask if I can help can I help you being a cardinal sin um just opens it wide up for the the person to say um no thanks I'm just looking but I tested this out just the last week too just to see differences on it and when a customer client would walk in if they were looking for specific product I would ask what can I help you with with skin medicia or what sort of skin medical products are you um looking for and it definitely opens up for conversation so that's a great a great tool to use on it so um important too as far as the need and problem identification um car salesmen are going to have several different models of cars as far as with size um economy luxury and so they need to identify to the customer what it is that they're looking for um your presentation and demonst ation obviously is going to be very important on it um we'll talk about that more um in depth but um your demonstration is going to um of demonstrating the value um and the benefits a simple way of uh relating the features and benefits to a sales presentation is to link them with the following phrases of using which means that which results in which enables you to um for example if you if you were a real estate agent and you said the house is situated four miles from the company where you work which would be your product feature which means you can easily be at work within 15 minutes of leaving home the customer benefit on it um when they see the benefit and how they see how it's going to change their lives it's going to make them much um more apt to step up to the purchase they can see how it's going to change their lives um reference selling is involving the use of um satisfied customers in order to convince the buyer of your uh effectiveness of the salesperson's product um that's done a lot as far as with Car Sales um with real estate sales um if you have a good review it's definitely um a good way to get the word out to them um and they'll feel more confident about making a purchase from you demonstrations um the Chinese proverb tell me and I'll forget show me and I remember involve me and I'll understand um demonstrations also are a good way to reduce the risk of um uh because it shows that they p uh prove the benefits of the product on it so with a pre- demonstration obviously you need to be very well prepared for your demonstration you need to make the process as brief as possible if you walk in with your computer and the customer thinks it's going to be a long drawn out um presentation they're it's going to turn them off so you need to make sure that you're as brief as you possibly can um make it as simple as possible on it so that um maybe the potential customer is not as computer savvy or technical um minded as you might be and it rehearse your approach um of any kind of a likel objections with your Co colleagues that's always good because if you practice your objections then you um are prepared when they come to you in real life on it um you need to make sure that you know obviously your product selling points and be prepared to um Advance those during your presentation and then if the demonstration should not go wrong um if it's been adequately rehearsed but just in case um that you are planned for any any problems at all on it so some of the advantages of the demonstrations are demonstrations are a useful secondary tool um in your selling process um when you get a potential customer that's actually participating in the demonstration it's much easier for the salesperson to ask some questions while they're in the process of the demonstration on it um the customers objections are going to be much easier to overcome if they're parti participating and the demonstration on it so um it's going to be easier for the customer to maybe actually visualize this product working out for them um any purchase um inhibitions that they maybe had will be overcome on it and once that they've participated in the demonstration they're probably much more likely um to take advantage of step up to the bat and make the purchase on it um couple of other things that also can help to um make them feel more comfortable is that if you offer any sort of guarantees um guarantees of your product reliability of your after sale service um after sale service and delivery that's supported um by penalty causes so that they know things are going to arrive on time and that they um will be fixed if there's any problems on it um also if it's a company and there's maybe a large order um possibly a trial order might be a a good way to introduce them to your um product they can try it for a small amount of time see how they like it um and could step up to a bigger order on it um when we talked about objections um you are going to get objections and you always need to be prepared on that um many objections mainly are um expressions of Interest by the buyer um what the buyer is really asking for really is just for some further information as to what the customer client um salesperson is actually saying um the inter internet has done a great job also of um educating the customers um people are much more um researched and and knowledgeable actually before they even get into a lot of um buying situations on it um they can take a look at your website and uh particularly if there's some um potential customers that have some see some favorable reviews on your we website that's always an excellent way to go so you want to make sure if you have a website too that's a good uh selling tool um that you need to make sure that your website be what's on there or if there's any reviews if there's anything that's negative you need to make sure that you contact them right away and handle that the intention to purchase um levels go es and flows throughout your presentation on it um so the buyer is going to be thinking of different questions they might be very excited about buying maybe you say something um they the buying would maybe go down a little bit um so it does go up and down over time so if you can certainly do the trial close like I mentioned if you feel that uh it's at a peak and the customer is ready to make their purchase and and closing for the sale you can always just step up and ask for the order if you feel confident that they're ready to buy um you can summarize go over what you talked about and then you can um ask for the order you can have the alternative cloes on that the alternative clo would be did you want that car in red or blue um or what day would you like us to set up for delivery on it um the action agreement on it that we both agree um key is to moving uh forward on it with your persistence um the objection close with you choose to answer any sorts of objections um on it um and then always is the concession close which basically uh we will give you a 25% discount if you sign up for uh the sale today that wraps up chapter 8 and um the selling process on it and we will move on to chapter n thanks for listening in your negotiations there's all sorts of