Академический Документы
Профессиональный Документы
Культура Документы
Search
related items
marketing
Selling is a wonderful profession when approached
ethically, constructively and helpfully. Happily
much sales development theory takes this positive
presentations
direction. The origins of the word 'sell' provide a useful
reminder of its purest meaning.
See alphabetical index for more
materials, ideas and resources.
Selling is a wide subject, covering many selling
See updates and additions for more methods, sales theories, models and sales training
materials methods.
See subject categories index. This sales training guide attempts to summarise
the main ideas of the professional selling field. You
See the businessballs communityto can use this information as a self-teaching aid to
share, publish, promote, connect, etc.
develop your own sales skills, to teach others, or to
help you identify and choose suitable sales training
courses programs and providers for yourself, for
your team or for your sales organization.
I welcome suggestions of new selling concepts and sales
training methodsfor inclusion or reference within this
guide.
Businessballs does not receive a commission from the providers and authors
sales methods and theories featured in this sales training guide. Amazon boo
towards running the website, thank you.
A - Attention
I - Interest
D - Desire
A - Action
Attention
Interest
Desire
Action
AIDCA
More recently (c.1980s-1990s) the AIDA acronym
has been used in extended form as AIDCA,
meaning the same as AIDA with the insertion
of Commitment prior to the action stage.
Arguably Commitment is implicit within the Action
stage, but if it suits your sales training purposes
then AIDCA is an acceptable interpretation.
Commitment here means that a prospective
customer is more likely to progress to the Action
stage if their commitment to the proposition can
first be established. As ever, adding detail make
the thing less elegant and flexible, which in this
case makes AIDCA non-applicable to selling
methods that do not involve a two-way
communication, for example, the structure of a
sales letter or advert, for which AIDA remains more
helpful. For two-way sales communications,
discussions, presentations, etc., then AIDCA is fine.
• Attention
• Interest
• Desire
• Commitment
• Action
2. introduction/opening (the
seven steps of the sale - 2)
• smile - be professional, and take confidence from
the fact that you are well-prepared
5. overcoming
objections/negotiating (the seven
steps of the sale - 5)
• decades ago it was assumed that at this stage
lots of objections could appear, and this would
tend to happen, because the selling process was
more prescriptive, one-way, and less empathic;
however, successful modern selling now
demands more initial understanding from the
sales person, even to get as far as presenting, so
the need to overcome objections is not such a
prevalent feature of the selling process
6. close/closing/agreement (the
seven steps of the sale - 6)
• in modern selling, even using the traditional
Seven Steps process, every sales person's aim
should be to prepare and conduct the selling
process so well that there are few if any
objections, and no need for a close
7. follow-
up/fulfilment/delivery/admin
(the seven steps of the sale -
7)
• after-sales follow-up depends on the type of
product and service, but generally for every sale
the sales person must carry out a number of
important processes:
S - Situation
P - Problem
I - Implication
N - Need (or Need-payoff)
In other words:
1. Discuss, understand or explain
the situation with the prospect.
2. Next identify the problem that exists or
could arise.
3. Explain, discuss or understand
the implication of the problem for the
prospect's business (ie., what organizational
improvement can potentially be achieved).
4. This effectively creates a need or
opportunity to rectify the problem (by selling
the sales person's product/service) - the
'payoff'.
other notes
Having researched and gathered information from
various sources, the sales person is better
informed as to how and whom to approach in the
prospect organization.
telephone sales/telemarketing
flexible 'script' for initial sales
approach
There is no magic, secret or trickery involved - the
process is based on straight-forward logic, and
straight open, honest, professional language. It
also helps to have done some research before-
hand about the company, and to think about what
sort of proposition is likely to be of interest, but do
not make assumptions of what needs or
opportunities will arise.
Or:
Or:
Sales people really only need a pad and pen for the
great part of the first meeting (ask if it's okay to
take notes - it's a professional courtesy). The sales
person should actually try to adopt the mind-set
and style of an 'expert consultant', specialising in
the application of the particular product or service
to the prospect type and industry concerned - and
not behave like a persuasive sales person. The
appointment process and atmosphere should be
consultative, helpful and co-operative. Steven
Covey's maxim 'Seek first to understand before
you try to be understood' was never more true.
negotiate/refine/adapt/conclude the
agreement - open plan selling - step 8
feedback/review/maintain ongoing
relationship - open plan selling - step 10
1. What must your sales Be able to write this down in the form of a
training achieve? specification using this template.
Get input from those with an interest in
the sales training (stakeholders).
Agree this specification with your boss
and other stakeholders.
What will the sales training 'look like' and
'be like'?
What difference will it make?
How will you know if it has worked?
6. How will you measure the How will your boss measure it's success?
success of your sales How will your people measure it?
training? This must be clear and truly measurable.
The Kirkpatrick model is a wonderfully
simple, easy and highly regarded method
of identifying and evaluating training
aims and effectiveness. It is especially
useful for sales training.
Preferably the cost must be understood in
terms of the extra sales and profits that are
expected to be derived from the
investment.
If expectations are vague then you will
not know that the training has been
successful, and you will not be able to
hold the provider or the sales training
program responsible for clear deliverables
and outcomes.
7. What are the preferred Don't guess - ask the trainees - involve
learning styles of the sale them in finding out.
trainees? Use the free VAK and/or multiple
intelligence tests.
11. Can your shortlisted Try to achieve buy-in from your team and
providers meet your people offer involvement to them in the selection
to see what they make of and decision process?
each other? Is the provider happy to speculate time
getting to know your people, and helping
to ensure there is a good fit?
12. Other points? Ask the potential providers and your team
to suggest any other important
considerations before selecting your
methods and providers.
amazon.co.uk amazo
Selling with Integrity.
Amazing. Read the
reviews.
Object 4 O
Sales on the Line - the
best book ever on
telephone selling?
Probably.
Object 6 O
Object 8 O
Object 10 Ob
The 1985 classic selling
book 'introduced' the win-
win concept of selling,
updated for the 21st
century as The New
Strategic Selling.
Object 12 Ob
Object 14 Ob
• cold calling
• marketing
• buying facilitation
• delegation
• presentations
• running meetings
• teambuilding/games • writing/communicating
activities, games, cv templates, reference letters,
icebreakers, quizzes, resignation letters
puzzles
• diagrams and tools
• lifestyle/environment
free templates, samples,
climate change, sleeping resources, tests and quizzes
aids, reiki