CHILLED PRODUCTS: LTP 20002004

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PART I BIG PICTURE CHAP1 Intro to Selling
Sales Mgt CHAP2 Strategy Sales Program
Planning
PART II ROLE OF SALES FORCE CHAP3 Sales
Opportunity Mgt CHAP4 Account Relationship
Mgt CHAP5 Customer Interaction Mgt
PART V SALES FORCE LEADERSHIP CHAP9
Leadership CHAP10 Ethical Leadership CHAP11
Motivating Salespeople CHAP12 Compensating
Salespeople CHAP13 Evaluating Performance
PART IV SALES FORCE COMPETENCIES CHAP7
Recruiting Selecting Personnel CHAP8 Sales
Training
PART III SALES FORCE STRUCTURE CHAP6
Sales Force Org
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Customer Interaction Management
C H A P T E R 5
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Customer Interaction Process
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Basic Types of Selling Models
1. Standardized Model
2. Need-Satisfaction Model
3. Problem-Solution Model
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Basic Types of Selling Models

• Translate feature of product into benefits
  believed to be of value to the customer
• satisfaction guaranteed, no money down
• canned presentation
• suitable where standard product
• suit for inexperienced salesforce
• uniform, high-quality presentation
• not suit if buyers decision-making is complex

1. Standardized Model
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Basic Types of Selling Models

• Oriented to discovering and meeting customers
  needs
• require more selling skill
• most appropriate with 2 conditions
• 1. The dollar value of the sale
• 2. Different benefits need t be focused
• the key is to develop good listening skill
• most appropriate for consultative-type customer
  relationship

2. Need-Satisfaction Model
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Basic Types of Selling Models

• Based on more formal studies of the customers
  operations
• to get the customers permission to conduct a
  formal study
• written-proposal
• involve dollar expenditure and the selling cycle
  may be quite long
• high investment

3. Problem-Solution Model
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Customer Interaction Process
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(I) PRE-INTERACTION PHASE planning skill

• You collect your thoughts and organize your
  interaction strategy prior to meeting a customer
  face to face
• differentiate top performers from the avg
  salespeople
• you must ask yourself a series of questions

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(I) PRE-INTERACTION PHASE planning skill
. What do I want to accomplish? . What do I know
about the customer? . Where can I find the
information? . What am I going to say?
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Customer Interaction Process
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(II) INTERACTION PHASE

• What takes place during a face-to-face encounter
  with a customer
• 1. Gaining access
• 2. Relating skills

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(II) INTERACTION PHASE
1. Gaining access to decision makers . Direct
personal contact . Phoning ahead . Personal
letters . E-mail messages
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(II) INTERACTION PHASE
2. Relating skills . The ability to put the
other person at ease in a potentially tense
situation . The role of the salesperson is to
help the customer buy wisely
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NEEDS DISCOVERY SKILLS
4 ways
Customers do not buy products or services they
buy solutions that address their problems or
enhance opportunities
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NEEDS DISCOVERY SKILLS
1 way identify motive
. Take motive . Personal motive . Power .
Recognition
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NEEDS DISCOVERY SKILLS
2 way questioning
. Asking questions and listening to the
customers response . Closed-ended / Open-ended
questions . Effective salespeople are good
listeners
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NEEDS DISCOVERY SKILLS
3 way advocating skills
. Refer to ability to clearly and fully present a
solution that customers can see helps to address
their needs . An opportunity to demonstrate
customer and product knowledge and ones ability
to provide solutions that fit the customers
needs . 1. Solution presentation . 2. Addressing
customer concerns
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NEEDS DISCOVERY SKILLS
4 way closing skills
. Occurs when a salesperson asks for a commitment
from the customer . 1. When to
close - gestures . 2. Closing techniques - a.
alternative choice - b. summary close
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Customer Interaction Process
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(III) POST-INTERACTION PHASE

• Followup refers to all the efforts involved in
  servicing the sale and building a lasting and
  growing relationship
• refer to callback to check the status of
  prospects that dont buy on the initial call
• After-sale service

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CUSTOMER INTERACTION
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CUSTOMER INTERACTION

• Pillars of Sales Support

• Reduce buyer anxiety
• Make a follow-up call
• Ask for feedback

Support Buying Decision

• Assist w/ approval process
• Introduce support resources
• Monitor report progress

Manage the Implementation
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CUSTOMER INTERACTION

• Pillars of Sales Support

Deal with Dissatisfaction

• Empathize with the buyer
• Respond to problems use objection handling
  techniques
• Anticipate buyer concerns and expectations
• Reinforce the Benefits

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CUSTOMER INTERACTION

• Pillars of Sales Support

Enhance the Relationship

• Be available
• Arrange continuedpersonal communications
• Maintain quality of products/services
• Provide ongoing updates and progress reports

• Be a resource for info, help and ideas
• Grow the business internally
• Ask for referrals

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CUSTOMER INTERACTION
Ways to Anger Customers

• Constant Selling
• Neglecting Customer Problems
• Talking Too Much
• Stretching the Truth
• No Thank-Yous