Essential Selling

Skills
~Valerian Mendonça
Why Are We Here?
Peddlers
Sellers
Marketers ( Advisors)
 4 Ps and 4 Cs
Product Customer
Price Cost
Convenience
Place
Communication
Promotion
 Gaddo Café Real KFC Marriots
Hunger + Comfort + Style + Luxury

Tata Nano Santro Ford Ikon Honda Civic

Transport + Comfort + Style + Luxury

TV Flat Screen LCD Plasma

Entertainment + Comfort + Style + Luxury
Customer Engagement
From Transaction To Relationship
 Your Role
Waiting on customers?
Stocking Shelves?
Delivery of Great Customer Experience?
Educating the Customer?
Making a Sale?
 Know Your Customer
A customer is the most important visitor on our premises.
He is not dependent on us. We are dependent on him.
He is not an interruption of our work. He is the purpose of
it.
He is not an outsider of our business. He is part of it.
We are not doing him a favour by serving him. He is doing
us a favour by giving us the opportunity to do so.”
~ Mahatma Gandhi in a speech in South Africa in 1890
Customer Service -
GUEST
 G – Greet the customer

U – Understand customer needs

E – Explain features and benefits

S – Suggest additional items

T – Thank the customer

HouseKee
ping
 First Impression
You are the first point of contact to the
customer
You are the stores image
Customer observe your personal grooming and
that of the stores
Organized product display
Clean product on the shelf
 Greet the Customer
Approach the Customer
Smile at the Customer
Aknowledge the Customer
Verbally greet the Customer
 How to Greet
Moving a head slightly
Nod your head
Bend your neck
 What do you say after you say HELLO!
Elevator Pitch For
A Salesperson
 Elevator Pitch
Name
Position
Credentials
How you will help
 Customer Engagement
Greet – State your credentials
X How can I help you?
X Do you want any assistance?
X Are you Okay there?

What I can do for you

is….
 Questions / Probe
Inviting them to talk
Get Basic Knowledge
Voice of Customers
Gives direction to conversation
Builds Empathy
Establish base for relationship
–
 Type of Needs
Stated Needs
Real Needs
Unstated Needs
Delight Needs
Secret Needs
 Probing
What do your customer want?
Save Time
Save Money
Higher Profit
Low Maintenance
Less Storage Space
 Probing
What does your product have that meets that
need?
How does the product feature supply the need
to the buyer?
 Probing Example
1. If I can ask you a few questions about what
you like in your kitchen
2. I can give you an accurate cost and you can
then compare it to the prices you have been
quoted and you will then know if you are
getting the best deal
 Close Ended Questions
Question: Do you know your weight?
Answer: Yes.
Question: What is your weight?
Answer: 167 lbs.
Do you get along with your supervisor?
Is that a photograph of your children?
Are you leaving right at 5:00 today?
Are you awake?
 Open Ended Questions
Tell me about your relationship with your
supervisor.
How do you see your future?
Tell me about the children in this photograph.
What is the purpose of government?
Why did you choose that answer?
 Open Questions – 5W &
Who
1 H
When
What
Where
Why
How
Listening to Customers
To understand customer needs
Demonstrate to the customer that you
understand them
To uncover future needs and unstated needs
Leads to Customer Satisfaction
 Communication
feedback

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 Communication
What is important in communication with the customer

Non-Verbal
-Body Language

Verbal
-Words, Volume, Pitch and Tempo
Communication
07 % Words
38 % Tone & Pitch
55 % Body Language

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Active Listening
Techniques
Pay attention
Show that you are listening
Do not interrupt
Provide feedback
Answer rightly
Customer Query
Greet customer
Understand / Evaluate query
Answer query
If you cannot answer the Query
 Understand / Evaluate
Simple Query
query
Do you need to support the query
Is it a complex query
Answer query
Stop what you are doing if you can & help them
Give the customer your complete attention
If the customer wants to know where an item is
located,
escort the customer to the product,
do not give direction how to reach that
particular product or category
 If you cannot answer the
Query
Inform the customer that you will get the
assistance
Escort the customer to the person who can
answer the query
Explain the customer’s query to the person
providing the assistance
If you have left the customer on the Floor then
return to the customer with the answer to their
query
 Why Delight the
Customer
Retaining customers – relate to the cab story
Increase referrals
 How To Keep In Touch

Thank you notes for purchases, referrals or

continued business.
An announcement of your new product or
service.
A notice of a special sale or offer. Include
coupons for customer discounts
Service camp for CD / Mobiles
 Objection-3 Cs

c Confusion

c Concern

c Competition
 Price Objection
Your Price Is Too High
Neutralize the objection –OK
Is that your only concern ?
Why do you feel that way ?
REPHRASE
I failed to present the strengths correctly…
I failed to explain fully the benefit…
Objection Handling – 3
Fs
FEEL
FELT
FOUND
 Closing A Sales

Trial Close
 Sales Closing
No Big Breath
No sudden change from nice to demonic
presenter
No delaying the close by providing information
they don’t need
 Closing A Sale
Identify your customers needs and wants
Rephrase what you have understood
Demonstrate – tell me if I am right
Close the sale
Sales Starts After Closing
A Sale
 Good Customer Service
Good service is when the customer gets
treatment that meets his/her expectations.

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Customer What Customer
Expectation receives
 Bad Customer Service
Bad Service is when customer gets treatment
which is less than his/her expectations

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Customer What Customer
Expectation receives
 Excellent Customer
Service
When the customer gets a little more than
what
he/she expected, Good Service becomes
Excellent Service
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Customer What Customer ● F

Expectation receives
 Moment of Truth

Any point in interaction during which the

Customer has an opportunity to form an
Impression (negative or positive) about the
Company through its services
Moment of Truth
When a moment of Truth for a customer
has been a negative experience, it
becomes a Moment of Misery

On the other hand, when the interaction

has been extremely positive, it becomes
a Moment of Magic for the customer
Facts about Customers
• A typical dissatisfied customer will tell 8-10 people about
their problem.

• 7 out of 10 complaining customers will do business with

you again if you resolve the complaint in their favor.

• If you resolve a complaint on the spot, 95% will do

business again.
 Why Customers leave? Poor Service

69%

13% 9%
9%

Better Prices
Product Elsewhere
Others
Dissatisfaction
 Customer Complaint
The Simple procedure is:
Listen
Acknowledge the Complaint
An apology to accept responsibility
Isolate the Customer
Propose multiple Solution – think of alternatives
Thank the Customers
Document
 Complaints
Listen
Empathize
Demonstrate Action
Revert
What qualities are important to
our customers?
Accuracy
Friendliness
Timeliness
Efficiency
Courtesy
Honesty
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THANK YOU