Steps in selling the Cyber-shot
step is one of the most crucial part of the process, because here we establish
a relationship with our customer that leads them to trust us. They should be
able to see us as trustworthy and dependable before they are able to trust our
information and judgment. Be open, approachable and try to put our customers at
as much information as you can about your customer's needs:
Do they need this cyber-shot for office use, or
Who will use it?
What will they use it for?
How much usage will it get?
What size of camera is preferred most?
most important skill throughout this process is the ability to listen, and ask
questions based on the information the customer provides. Do not make a push to
narrow things down too quickly, as the customer might need some time to formulate
Determine a Look
we determine our customer's needs, we're ready to move on to specifics such as
lens, style and color. It is time to pick out the perfect lens, and choose the
right colour or pattern. Our knowledge of how certain lens hold up under
certain conditions will help our customer make the best choice. We will also be
able to help pick out a style that goes with our customer's environment.
By this time we know our
customer's wants, needs, and desires regarding this purchase. Ideally, we have
also built up a relationship of trust by listening, asking and responding. Now
demonstrate the quality and benefits of the pieces that are relevant to our
customer's needs. This is where strong product knowledge comes into play, so be
sure we know our product thoroughly.
can invite the prospective client to take a snap and try out the different
pieces themselves to determine which one feels the best.
is determined by the benefit a customer perceives in a purchase. Once we have
demonstrated different qualities, and the benefits attached to each, it is time
to ask our customer about their price range. Never ask for this at the outset,
and never show only one range based on our own assumptions, unless the customer
has specifically made a request for it.
Make sure that we
gather and provide all information regarding our customer's choice. Check for
Will it take longer with a custom order?
Will it be available in the lens they picked out?
Does it suit their time frame?
Ask for the Sale
It is surprising how often a sale is lost by never
asking for it. After we have zeroed in on a product, ask the customer if
they're ready to wrap up the sale.
would like my salesman to have following information before meeting the
customer to make the sales call successful
Early Morning Voice Mail:
voice mail messages is not a best way to develop new customers, but it is a
great way to keep in contact with those customers with whom you already have a
relationship (but may not deal with on a frequent basis). The entire process
takes less than 5 minutes per day, preferably between 6:45 a.m. and 8 a.m. calling
people at this time shows you are driven. Understandably, people are
often away from their desk at this time, so you would be able to make 3-5 calls
in the span of only 5 minutes. Great way to build momentum for the day.
big objective here is to not let the person you’re contacting forget about you.
The way you do this is by merely stating that you haven’t heard from them
lately. You can compliment them on their business or simply suggest that the
two of you should talk later. Should you reach someone at this time of morning,
all the better. The person you reach live will be impressed that you’re also at
work before most people, and chances are the person will talk for at least a
minute. Remember, the objective is not to sell anything — it’s simply to raise
the other person’s awareness of you, thereby opening the door for future sales.
time you’re with a customer, make it a point to learn something personal and
professional about them. Don’t allow your time together to be so focused on the
immediate business opportunity that you miss out on additional, long-term
information. It’s the long- term information you gain that will help you retain
the customer, and the longer you have a customer, the more likely they are to
refer others to you.
you’re gathering information about the person, look for items that are of
common interest to you both. These are the items that will help you
propel the business relationship to the next level.
A Perception is worth a Thousand Words:
I stopped by a computer store to have my PC worked on and the clerk proved to
be anything but customer-friendly. When she did finally speak to me, she told
me I would need to leave my PC at the store for at least 3-5 days and that I
should be prepared to have everything wiped off the computer. Her comments were
not very reassuring, and as I left the store, I mulled over my decision to
leave the PC with them. Within an hour, I returned to the store, picked up the
PC and took it to another store where I received the personal service I was
ironic to think that the first computer store probably would have done the same
repair as the second store, yet the second store got my business (and all my
future business) based strictly on the personal service of the clerk.
we stopped to think for a moment about the perception we give people when we
talk to them? Next time you enter into a conversation with a potential or new
customer, think about how the other person sees you. Do they see you as an
expert — a professional who can provide them with the confidence they need?
today’s business climate, we all have numerous competitors who can provide
service or products similar to ours. The difference lies in the confidence we
provide the customer. Before you begin the next conversation, think "confidence”
— not just in what you plan and say, but in how the other person will perceive
Opening the Sales Call:
start off a sales call by covering three things: 1. Gain a clear understanding
of the amount of time the call will take. 2. Make sure the customer knows what
the objective of the call is. 3. Relate the reason for the current sales call
to the previous sales call you had with the person, or to information you may
have sent them.
the current sales call to something previous gives the customer the comfort of
knowing you remember fully everything that may have already occurred. This also
gives the customer the comfort of knowing you respect their time and that
whatever is decided in this current meeting will be acted upon by you.
"Your Price is Not High Enough”:
so you’ve never heard that line, but wouldn’t it be great to hear it? A price
can never be too high –it’s only too high when we haven’t taken the time to
find out what the true benefits are of the item we’re selling. Remember, there
is no such thing as "too expensive.” There is only the belief that the
potential gain from something is not worth the cost.
principle explains why one person might be willing to pay only $10,000 for a
car, while the car might be worth $100,000 to another person. The difference?
The perceived benefit.
time you’re about to buy or sell something, think in terms of the benefits the
customer can gain from using it and not the price you’re asking. When it comes
right down to it, there is nothing that is too expensive — it only lacks
sufficient benefits to warrant the price.
Celebrate Your Customer’s Anniversary:
salespeople who have retained customers for a period of years, it’s special to
recognize them and their relationship with you. It’s also a great way for your
customers to realize how much you think of them and a great way for you to take
the relationship to an even higher level through this personalized type of
Hand-Written Business Cards:
time you’re about to give someone your business card, take a moment to
personalize it. If you take a moment to jot on the card your cell number, a
home phone number, or some other piece of information that is not already on
the card, you will suddenly make the person to whom you’re talking feel very
special. Chances are the person will never call you on the hand-written phone
numbers, but simply writing them on the card gives the person the feeling that
you are placing them in high regard compared with others who you meet.
Speak With Your Face:
constantly amazed at the number of times I run across salespeople who clearly
don’t believe what they’re saying. It is easy to spot in the person’s face and
body language. They take on a whole host of non-verbal’s, ranging from
non-expressive smiles with tight lips to eyes that lack any sense of direction.
we’re selling to a customer in person or on the phone, we have to make sure our
entire face reflects the enthusiasm and excitement of our words. Why would we
expect a person to buy from us if we’re not connected to and excited about what
forget to use "umbrella questions” on every sales call. Umbrella questions are
questions that work in any selling situation and are designed to provide you
with additional information.
of umbrella questions include: Why? Tell me more. Share with me another
example. Explain further. Are there some other examples you could share with
get the idea — umbrella questions are ones that get the customer talking more
about what they’re looking for. On your next sales call, challenge yourself to
ask at least 5 umbrella questions.
you know what goals your customers have? Just think how much more effective you
could be if you knew the goals of the person to whom you are selling. Find out
what their personal and business goals are for the current and upcoming year by
asking questions and listening to their answers. In addition, let them know
that you have set goals for yourself. Explain your belief that it is essential
for you to help your customers achieve their goals in order for you to achieve
certain times in the year, most people are working hard to make their numbers.
Yet, at the same time, many have no idea how long it takes to turn a prospect
into a profitable customer. Creating a "prospecting timeline” can help
benchmark past experiences and streamline future ones. Begin this process by
examining a few recent customers, and then break down the key activities you
goal should be to determine the specific activities that were the most time
consuming, and then figure out a way to shorten the time spent on that
particular step. Most people are amazed to find that a couple of activities
take the majority of time. By knowing this, they can work to alter their
selling process. Plan now so the upcoming year will be your best year ever!
we near the holidays, it’s a great time to begin preparing your schedule for
making phone calls to people to whom you rarely talk. There’s no better
opportunity than during the holidays to call someone you haven’t spoken to
recently and wish them a great Thanksgiving, Christmas, etc. If you make 5
calls per day, just think of how many people you can network with by the time
December 31 rolls around?
the holiday period becomes a very difficult time to sell when you’re in a
business-to-business environment. If this is the case for you, use the holiday
period to sell yourself and your knowledge. Send your customers information
about your industry, the economy or other points of interest. Although they may
not read the information, they will notice that you took the time to send it to
these months to deepen your relationship with your customers. When business
gets back to normal after the first of the year, you’ll have new things to ask
them about and, more importantly, you’ll be viewed as a salesperson who is
interested in more than just money.
Your Customer’s Customer:
much do you know about your customer’s customer? It doesn’t matter if you sell
B2B or B2C, the question still demands an answer. I work with too many
salespeople who, when asked this question, have only a shallow answer.
the time to find out all you can about what motivates your customer’s
customers. Spend time with them, talk to them, and, most of all, get to know
what drives their decision-making process. When you can identify this
information, you can then provide your customer with even better service.
New Year’s Resolution:
the New Year off right by developing the habit of recording the questions you
ask on a sales call. Create a complete list of all the questions you ask to
open a conversation, explore facts, close a sale, etc. Along with recording the
questions, make a note of the type of responses you receive. Within a few
months, you will not only have documented your questioning skills, but also
developed your own personal list of questions you feel very comfortable asking.
Have you Learned Something New? :
is always something new you can learn about your customers, whether they are
newly acquired or long-term accounts. Use each sales call as an opportunity to
be teachable. It’s amazing how customers change! Unless you keep up-to-date
knowledge about them, you will soon find they’ve changed and you haven’t. After
each sales call, ask yourself what you learned about the customer and, of
course, make sure you record it in your customer profile.
Your Sales Goal:
the end of each day and each week, compare your accomplishments to your overall
sales goal. If you achieved the volume you needed to hit your goal,
congratulate yourself! If you didn’t, identify at least one thing that did go
right and might help you achieve your goal in time. Always find something
positive to end the day with. Before you leave, don’t forget to set up the next
day or week! The last thing you want to do is use those very productive first
minutes of the day doing anything but selling.
for a reason to contact a customer or a prospect? Search their name on
Google.com to see if there are any listings for them. You’ll be astonished at
what you can find concerning your customers/prospects or others with their same
name. Regardless of the outcome, the search should give you some interesting
antidotes you can use on the next contact. When that contact is made, the
customer/prospect will be amazed you took the time to do the search, and if you
do find something in reference to them, you’ll have the perfect subject to talk
Agree on Something:
end a sales call without having agreed with your customer on something, even if
it’s not the close of a sale. The objective of coming to an agreement, no
matter how small it might be, is to demonstrate to the customer that you’re
able to move the sale forward.
possible, gain agreement on one particular aspect of the sale and use this as a
building block for the next time you meet. However, if you can’t see eye to eye
on a particular aspect, you may at least be able to concur on the items you
intend to follow up on or a time to get together again. The important thing is
that you agree on something and use whatever it is as a "next step” toward a
future sales call.
Reduce Your Selling Time:
each day, make time to not do any type of selling. Rather, use that time to
reflect upon recent sales contacts and identify at least one thing you did well
in each. Think of the questions you asked, the body language you used, and the
information you shared. After you’ve pinpointed the best of the best, take the
time to plan how you can do that same activity in every other sales call you
Don’t Present All Your Information:
plan to present all of your information on a sales call. If you do, you’ll have
nothing left to show the customer should you reach the end of your presentation
without a sale. The keys to a successful sales call are to know your
information so well and to be so prepared that you do not need to present
everything to gain the sale. "The best sales presentation is the one never
given.” — The Sales Hunter
time you make a sales presentation, always be thinking about what the add-on
sales may be. If you wait to think about this until after you close (as is
commonly done), you tend to be too rushed and forget the whole add-on process.
about these sales during the presentation will enable you to be ready when the
time comes to ask for them. In addition, many times, the suggestive sell of the
add-ons can help close the sale of the first item. By using this technique, you
increase the potential for the total sale, and decrease the amount of time you
would use if you were to sell each item independently.
Never Give 100%:
customer should never hear your entire sales presentation! If you have to
deliver the whole thing to make a sale, you either haven’t developed a very
good presentation or you shouldn’t be selling. The purpose of the sales
presentation is to assist you, the salesperson. It is not so you can assist the
fancy, glossy sales materials or the super-slick PowerPoint presentation.
salespeople never have to deliver their entire presentation because they’ve
taken the time to over-prepare. They’ve built sales materials around any type
of concern they may face and are ready to deal with an objection should it
Expertise in 30 Minutes a Day:
one has the time to read everything they need to in either their professional
or personal lives. This general shortcoming creates a magnificent opportunity
for us as salespeople to become experts in our industry. A universal lack of
reading time means that all it takes for a person to be viewed as an expert in
his field in less than a year is a commitment to read for 30 minutes a day
about their trade (not counting medicine, engineering, etc.)
the vast number of industries in which salespeople are involved, this simple
one-year reading commitment can quickly make you an authority.
Time to Sell:
salespeople think the way to control the amount of time needed for a sale with
their customers is by offering them a special deal if they buy now. When this
is done, the salesperson is usually only giving away profit, while thinking
he’s speeding up a sale. We leverage time best by selling to the customer’s
time parameters, not our own. When we sell to their parameters, we are selling
at a higher value and a higher profit.
Know the Influencer:
many sales, it appears there is only one person involved in the decision-making
process. Yet, more times than not, another person is behind the scenes
influencing the decision. When you make your sales call, always assume there is
an influencer and expect to deal with him or her.
find out who that influencer is, use probing questions with the customer such
as: Who else in your organization is typically involved in decisions such as
this? When decisions like this have been made in the past, what are some of the
things others have said? Where does a decision like this rank in terms of other
decisions you typically make?
faced with resistance to price, offer the customer an example of where they
spend considerably more money on something else. By doing so, the customer will
begin to put into context the amount you’re asking them to spend with you.
are six universal questions you can ask almost anytime and anywhere in a sales
presentation. They are: Who?, What?, When?, Where?, Why?, and How?. A
perfect place to ask one of these is when you’re not sure where to go with the
discussion and/or are afraid of losing control.
best way to make a sale is to have someone else make it for you. You do this by
creating sales advocates. These are people who are so impressed with what you
offer and/or the way you sell that they tell others about you even without you
asking. If you haven’t obtained any sales like this, then you don’t have any
sales advocates and, more importantly, your sales process and/or service may
not measure up to what people expect.
people have had time to experience the product or service you’re selling, they
often begin to realize benefits they weren’t expecting. Talk to your long-term
customers and find out what additional benefits they’re experiencing. You may
find it advantageous to use these in your future sales presentations.
out 30 minutes a day (or 2 hours a week) to move to a quiet location with nothing
but a blank piece of paper. During this time, ask yourself how you can secure
more sales from your existing customers and make notes of your thoughts. Your
best ideas will always come when you step back from the business long enough to
examine how you can take your customer relationships to a higher level.
Is It Your Product or You?
important to understand why people do business with you. Have you ever asked
your customers why they chose you? Have you ever asked those who chose your
competitors why they did not decide to do business with you? Find out if
there’s anything about your sales process that needs to be modified. The
information is free, and it may wind up being the best feedback you’ve ever
your head slightly when you are listening to someone speak communicates that
you are giving them your undivided attention. It’s amazing how this simple type
of body language can convey a powerful message!
It may seem that 33 tips is excessive, but honestly, if we are
committed to our sales motivation, we will constantly be on the lookout for
even more sales tips! Begin today to incorporate at least some of the
above tips to your sales approach, never forgetting that the sales
professionals who excel the most are those who never stop learning the best
ways to excel.
Techniques for motivating field sales people for selling the
A topic of particular interest in sales management is
motivation. Motivation is quite possibly the most important aspect of sales
management. If a sales force is properly screened, selected and trained, and
the product is right, then motivation becomes critical for success. There are
many reasons why motivating a sales force is an important part of the sales
process. First, salespeople must cope with acceptance and rejection on a
continual basis. They go from being exhilarated as the result of a big sale to
the disappointment that results from being turned down. Often, salespeople will
spend many hours on the road, away from their families, which may affect their
overall morale. This, paired with the fact that salespeople usually operate
without managerial supervision, indicates that these individuals require a high
level of self motivation in order to consistently produce good results. And
finally, motivation directly influences the level of enthusiasm a salesperson
has in presenting the product or service to the customer. If a sales
representative is passionate and enthusiastic about a product or service, it
can directly influence the customer's decision to purchase, as well as building
strong relationships for future purchases. With that said, it is important to
note that sales managers are responsible for instilling and maintaining an
effective level of motivation in their staff. In addition to providing strong
leadership, a sales manager must motivate a sales force in order to achieve
pre-determined sales goals.
Managers can use a variety of tools to successfully motivate
their sales force. The most powerful motivator is a well-designed compensation
package. Sales managers can effectively motivate salespeople by designing a
compensation formula that is a good balance of salary, bonuses, and
commissions. Managers define selling objectives in the form of quotas,
established compensation levels, and an effective incentive portion. There are
a variety of formulas for compensating salespeople; the formula depends on
linking the firm's overall performance expectations to each salesperson.
Straight commission is used by sales managers to reward
salespeople for their accomplishments, rather than their time or efforts.
Straight commission compensation fosters independence for the salesperson. It
is a strong motivator in that payout only occurs if a sale is made, resulting
in lower costs for the company. It is favorable program for organizations that
want to minimize compensation costs; especially for new and growing companies.
There are some disadvantages of straight commission, which include the
inability of sales managers to control selling activities, as well as high
Another compensation program frequently used by organizations is
salary plus bonus. Essentially, the salary plus bonus formula includes base
salary with a performance-based bonus paid when sales goals and quotas are
achieved. Sales reps may also be evaluated on factors, including creation of
new accounts, average gross margin, and after sales servicing. Unlike straight
commission, this program helps to reduce the rate of employee turnover. The
plan also encourages salespeople to build long-term relationships with their
customers. By having the security of a consistent income, salespeople can be
patient with their customers and allow them to take the time needed to make an
informed decision. This is particularly important when buying cycles are long
and when sales representatives need time to get acclimated with the buying
cycle of the customer.
When selling complex products or services, a salary plus
commission structure may be used to compensate the sales force. Under this
program, a salesperson is guaranteed a base salary and is awarded a commission
based on factors determined by the organization. Typically, a salary plus
commission program is structured around upper and lower thresholds related to
sales volume. For example, a salesperson may earn 4 percent on the first
$20,000 of sales volume each month, 5 percent on an additional $15,000 and 6
percent on sales over $40,000. Other firms may use different criteria, such as
reaching sales quotas on the number of individual products sold in each product
category. The advantages to this method are related to the flexibility of
program. Firms are able to customize the program to meet corporate objectives
as they relate to the sales force. Commissions can be spread out over a given
period to ensure reps will continue to offer the customer a high level of
service, and to discourage the reps from leaving the company after a big sale.
Salary plus commission and a bonus is a combination of the
aforementioned programs. This plan combines the stability of a salary, the
incentive of a commission, as well as special bonus awards. Every activity of a
salesperson is financially recognized by this program and is favored by
salespeople because of the earning potential of the plan. The plan is not as
popular as the others because of the complexity involved to administer the
Short-term incentive programs are often used by firms to
motivate salespeople beyond standard compensation packages. Sales contests are
the most common incentive used to generate excitement about selling products
and services. The contests usually run for a limited time and include cash
prizes or travel to those salespeople who achieve a certain level of sales.
Timing of the contests is crucial. Typically, contests should be rolled out
during the slower seasons of a given industry in order to boost sales and to
generate incremental revenue.