Sales for Executives

By
Dr. Raafat Youssef Shehata

Table of contents
1.
2.
3.
4.
5.

Introduction to selling Customer typology Planning sales call

Communication principles
Organizational strategies and structure
Recruitment, Selection and interviewing skills
Motivating sales people towards high performance

Chapter 1
Introduction to selling ,
Customer typology ,
Planning sales call

By
Dr.Raafat Youssef Shehata

The great end of life is not knowledge

but action
Thomas Henry

How to learn a new skill

Practice only one behavior at a time
Try new behavior at least three times
Quantity before quality
Practice in safe situations

THE LEAKING BUCKET

Reasons for losing customers:

1% death
3% relocation
14% better offer
14% dissatisfaction with product specification, design etc.
68% poor service, customer care

Strategic triangle
Customer

Value
Value

Company

Competitor

Cost
comparisons

Golden rule
Microsoft leads the market by following
the customers

9 Ps=1
Positive
polite
Prepared
planned
Persuasive precise

patient
punctual
practical

Professional

Tasks of personal selling

1-Prospecting
- Searching for prospects
2-Targeting
- Deciding how to allocate time among prospects
3-Communicating
-Communicating information about the companys products
or services

4- Selling
-Approaching ,presenting ,handling objections ,and closing
sales
5-Servicing
-Providing various services to the customer
6-Information gathering
-Conducting market research
7-Allocating
- Deciding which customers will get scarce products during
product shortages

How to change the customer

attitude

Awareness

Interest
Desire

Action

Planning the sales call

Adaptive selling

Customer
typology

Psychological classification
1-Antisocial personality
2-Avoidant personality
3-Borderline personality
4-Histrionic personality
5-Narcissistic personality
6-Obsessive personality
7-Paranoid personality
8-Schizoid personality

Business classification
1-Driver
2-Analytical
3-Expressive
4-Amiable

Dimensions of behavior

Assertiveness [dominance]:

The degree to which a person attempts to control

situations or the thoughts and actions of others.

Responsiveness [Sociability]:

The readiness with which a person outwardly displays

emotions or feelings and develops relationships.

Indicators of assertiveness
Less assertive
Ask oriented
Go along attitude
Cooperative
Supportive
Risk avoider
Makes decision slowly
Lets others take initiatives
Leans backward

High assertive
Tell oriented
Take charge attitude
Competitive
Directive
Risk taker
Makes decision fast
Takes initiative
Leans forward

Indirect eye contact

Direct eye contact

Speaks slowly softy

Speaks quickly intensely

Moves deliberately
Makes few statement
Expresses moderate opinion

Moves rapidly
Makes many statements
Expresses strong opinion

Indicators of responsiveness
Less responsive
Controls emotions
Cool, aloof
Talk oriented
Uses facts
Serious
Impersonal, business like
Moves stiffly
Seldom gesture
Formal dress
Disciplined about time
Controlled facial expression
Monotone voice

High responsive
Show emotions
Warm, approachable
People oriented
Uses opinion
Playful
Personable, friendly
Moves freely
Gestures frequently
Informal dress
Undisciplined about time
Animated facial expression
Many vocal inflections

McGraw-Hill/Irwin

Social Style Matrix

6-23

Analytical

Persistent systematic

They gather all facts &attempt to make decisions free of

personal & emotional consideration

They are slow quite

Conservative dress

Likes solitary activities (e.g., reading, individual sports)

Analytical

Organized desk
The wall contains charts ,graphs ,& job related pictures
Formal seating arrangements ,displays little emotions
Time organized
Ask about details
He will not buy except he is quite sure to get value for
his money
He creates a space between him & other people

Analytical

Analyticals
Characteristics:
Facts
Thinker
Orderly
Cautious
Deliberate
Indecisive
Slow
Disciplined
Questioning

Conservative dress
Neat
Solitary activities
Closed door
Want evidence/service
Details
Perfectionist
Better safe than sorry

Slow
Unemotional
Rational/logical
Scientific
Serious
Number oriented
Monotonic

Analyticals

How to deal with analytical

Use task-oriented approach

Be well prepared with a carefully organized
presentation
Stick to specifics
Provide enough relevant, accurate data
List advantages & disadvantages of all alternative
plans
Put things into writing

How to deal with analytical

Submit factual, well-documented, detailed information.

Usually, this is the only kind of interpersonal
reassurance they require.
Do not rush the decision process
Assurance of follow-up service (preferably in writing) is
also important to Analytical buyers.

Driver

Drivers

Task oriented

They like to control of people & situations

They are insensitive to feelings

Quick decision risk takers

His office is decorated with quality furniture

Drivers

Wall contains diplomas ,awards

Handshake is powerful & his grasp is firm

He may be doing something else while talking to you

Do not expect him to be friendly

He responds to recognition saving time making

money

Drivers
Characteristics:

Decisive
Serious
Opinionated
Demanding
Loud
Assertive
Controlling
Present focus

No posters/slogans
Competitive
Political
Do it my way
Bold
Pushy
Determined
Task oriented
Frank

Intense
Seek power
Make own decisions
Technical background
Conservative dress
Achievement awards
Want options/probabilities

Drivers

How to deal with drivers

Be task-oriented from the very start

Keep relationship business like
Make the most efficient use of their time They tend to
be busy people with tight agendas
Be brief & precise & efficient
They want the job to be done quickly and done well.
Use rational over an emotional approach and focus
mainly on benefits

Expressive

Expressive

They are active & intuitive

They like to be involved with others
They like informality & prefer a relaxed informal
relationship
They have charismatic characters & are leaders by nature
They love to enjoy everything they do
The desk is disorganized
The wall contains awards, motivational or personal slogans

Expressive

Seating friendly & open time relation oriented

Enthusiastic
He is liked by everyone
He greats you with warm handshake sometimes two handed
one
His clothes are often attention getters ,sometimes loud colors
He has fear of losing social approval
He is creative & flexible
He hates rules
He loves to save effort so convenience is a big motivator for
him
Likes group activities (e.g., politics, team sports)

Expressives

Talker
Outgoing
Jokes/humor
Energetic
Impulsive
Restless
Informal

Characteristics:

Casual dress
People oriented
Story teller
Fun loving
Extravert
Enthusiastic

Act quickly
Big picture focus
Cartoons
Open door
Group activities
Like testimonials

How to deal with Expressive

Do not hurry the decision

Be competent and self-confident and show the ability
to solve their problems.
Be entertaining & fast moving
Use testimonials
Specify details
Provide them with recognition of their visions and
actions.
Assure them that they can be confident in the quality
of the product or services

Amiable

Amiable

They are highly responsive & supportive

Most people feel very comfortable with amiables
They dislike conflict
They are highly concerned with human relations
They are very slow in taking decisions & try to
avoid risks
Desk displays family pictures & personal items
The wall contains family or group pictures
Seating openly & friendly
Relation oriented

Amiable

Shares personal feelings

He is turned off by fast talking sales people
He can not take decisions alone but has to check
with his boss
Casual or flamboyant dress
Likes solitary activities (e.g., reading, individual
sports

Amiables

Easy going
Warm
Agreeable
No big ego
Light hearted
Risk avoider
Quiet
Cooperative

Characteristics:

Solitary activities
Family person
Open door
Casual dress
Relaxed
Friendly

Sensitive to others feelings

Guarantee seeker
Soft spoken
People oriented
Not competitive
Family pictures

How to deal with Amiable

Focus on the relation at first before focusing on your

product
Provide assurance of being trustworthy.
Reputation is important to them.
They shy away from being rushed or high-pressured.
They hope that you will share their interests and
problems.

How to deal with amiable

Show that you are interested in his personality

Discuss personal opinions not facts
Use guarantees and always follow through
Provide them with guarantees and assurances during
the sales process. They are not assertive risk-takers.
They are much more deliberate, and they worry about
the correctness of the decisions they make.

Pitfalls: Summary

Amiables: too much interaction, too little content, lacks

assertiveness or edge, may focus on people to
exclusion of task, may omit details, lacks dynamism
Analytics: too much detail, too little audience adaptation,
too little enthusiasm or emotion
Drivers: too little concern for audience, too little
processing time, fast, impatient, lack of rich details, too
oriented to own point of view, may ignore emotional
components of presentation
Expressives: too high a level of abstraction, style without
substance, insufficient specific content, likes to be the
center of attention, lack of audience inclusion

Actions: Summary
Amiables:
Personal examples, connections, emotions
Analytics:
Facts, statistics, accuracy, sources, proof of
thoroughness, objective, two-sided
Drivers:
key evidence only, action, results
Expressives:
Energy, reference to particular people and motivating
events, stories

Driver

Expressive

Analytical

Amiable

I win

I win

I lose

I lose

TOS lose

TOS win

TOS lose

TOS win

high results

high results

low results

low results

low relations

high relations

low relations

high relations

positional

principled

indifferent

concessionary

competing

collaborating

avoiding

accommodating

forcing

issue solver

withdrawing

yielding

hurried

emotional

Slow pace

passive

dominating

friendly

facts

agreeable

trophies

pictures

calendars

family pictures

risk taker

risk taker

risk avoiding

risk avoiding

Decide quickly

decide quickly

decide slowly

decide slowly

achieve questions

open questions

info questions

Open questions

facts

motivation

conclusion

assurance

Options

incentive

evidence

guide

Who are you ?

Assertiveness
Quiet
Slow to decide
Going along
Supportive
Compliant
Deliberate
Asking questions
Cooperative
Avoiding risks
Slow, studied
Cautious
Indulgent
Nonassertive
Mellow
Reserved

1
1
1
1

1
1
1
1
1
1
1

2
2
2
2
1
1
2
2
2
2
2
1
2
2
1

Your total Score is:

3
3
3
3
2
2
3
3
3
3
3
2
3
3
2

4
4
4
4
3
3
4
4
4
4
4
3
4
4
3

Talkative
Fast to decide
Taking charge
Challenging
4
Dominating
4
Fast to decide
Making statements
Competitive
Taking risks
Fast-paced
Carefree
4
Firm
Assertive
Matter-of-Fact
4
Outgoing

Divide by 15 =

Responsiveness
Closed
Deliberate
Using facts
Formal
Unemotional
Hard to know
Cool
Calm
Poker-faced
Task-oriented
Cautious
Non-responsive
Serious
Methodical
Intense

1
1
1
1
1
1
1
1
1
1
1
1
1

2
1
2
2
2
2
2
2
2
2
1
2
2
2
2

3
2
3
3
3
3
3
3
3
3
2
3
3
3
3

Your total Score is:

4
3
4
4
4
4
4
4
4
4
3
4
4
4
4

Open
4
Impulsive
Using opinions
Informal
Emotional
Easy to know
Warm
Excitable
Animated
People-oriented
4
Spontaneous
Responsive
Humorous
Impulsive
Lighthearted

Divide by 15 =

Categories of social style

Low Responsiveness

Low
Assertiveness

An

y
l
a

l
a
tic

1
2

Am

e
l
b
a
i

ir v

s
r
e

3
4

p
x
E

High Responsiveness

s
e
r

e
v
si

High
Assertiveness