The SEVEN MAIN STEPS TO SALES

STEP ONE - Sales communication, planning and preparation
•Positive thinking and behaviour
•Customer-oriented communication
•Concentration
•Personal confidence
•Emotional and rational communication levels
•Iron laws of communicating
•Communication rules
•Non-verbal communication - first impressions, distance, smile, eye contact, body language, facial expression and gestures, dress codes, smells and scents, non-verbal communication failures
•Verbal communication - pronunciation techniques, speed, stress, strength, intonation, pause, accent, style, conversational stages, argumentation, sales rhetoric, dialectic, visualisation, verbal communication failures
•Sales tools
•SMART goal setting
•Monthly, weekly and daily planning of forthcoming conversations
•Sales conversation strategy and scenario
•Mental preparation and stage fright

STEP TWO – Qualifying the customer
•Searching and finding new customers
•Comprehending potential customers
•Competitive products and services analysis
•Classifying of potential customers
•Categorising of current customers
•Customer rankings - А-В-С analysis
•Customer care and time management
•Predicting customer potential value
•Goal setting
•Successful time and territory management
•Weekly sales route planning
•Business telephone techniques

STEP THREE - Knowing customer needs
•Bilateral sales dialogues
•Asking meaningful questions
•Types of questions
•Active listening
•Paraphrasing and reflection
•Summary and examination – needs catalogue
•Building conversation strategy

STEP FOUR - Developing long-term strategic customer plan
•Key success factors
•Customer relationship management
•Identifying sales opportunities
•Determining priorities
•Taking actions
•Promotions - end customer-oriented promotions, trade-oriented sales promotions, sales rep promotions, promotion plan, price promotion synchronisation
•Merchandising – principles, availability, customer flow, hot&cold merchandise zones, multiple faces, eye levels, cash registers, spacing impulsive purchases, retaining agreed space
•Wholesale merchandising
•Impulsive purchases

STEP FIVE – Sales argumentation
•Arguments and argumentation
•Characteristics, functions, benefits
•Arguments and argumentative techniques
•Sales conversation arguments
•Purchase decision-makers arguments
•Types of arguments - price, strategic arguments, tactical arguments, rational arguments
•Customer needs argument packaging
•Customer intensification process

STEP SIX – Sales closure - objections and pseudo-objections
•Processing objections
•Purchasing signals
•Closing sales techniques
•Ensuring consent and engagement
•Dates, prices and quantities agreements
• “Selling” the price
•Complaints and claims

STEP SEVEN - Post-visit sales evaluation
•Results to goals comparison
•What went well?
•What could have been done better?
•Did the customer understand the opportunity for measurable benefit?
•What could still be achieved?
•Time analysis
•Balancing sales conversation