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Sales Channel Support - Purpose
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Objective: To understand the Sales Channel Support process
Overview: By the end of this tutorial you will understand the sales support process: o
o . Prospecting
o . Preparation
o . Presentation
o . Possible problems
o . Please give me the order ( closing ). o
o . Pen to paper - recording the details
o . Post-sales service
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What is Sales Channel Support
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The sales channel support process involves: o
o· Sales representatives who meet with prospects
o· Retail staff at retailers
o· Agents – partners or alliances who sell on behalf of the company
o· Wholesalers and distributors who also sell on behalf of the company. o
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What are the stages
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Here are the ‘7P’ stages of Sales Channel Support:o
o1. Prospecting – identifying potential customers
o2. Preparation – customer and competitor research
o3. Presentation – demonstration and discussion
o4. Possible problems - handling objections
o5. Please give me the order - closing the sale
o6. Pen to paper - recording relevant details
o7. Post-sales service - developing a long-term relationship
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Prospecting
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Prospecting is:o
o· Identifying potential customers through contacting them through different forms of marketing communications
o· Profiling their characteristics and product interests and their overall response.o
View a B2B B2B example: A direct mail campaign sent to a list of potential buyers could be used to identify those with an internet in the product and B2C A car manufacturer can offer a product brochure, but by capturing information about a customers location and product interest when they contact the company example of Prospecting. o
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Preperation
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Preparation involves researching customers:o
o· How big is the customer? o
o· What is their need? o
o· Who supplies them currently? o
o· Who are the decision makers influencing purchasers (for B2B)? o
o· How important is the purchase? o
o· When will they buy? o
o· Previous order history
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Presentation
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o· Asking questions to determine needs Asking questions: Master salesmen are master listerners - they ask excellent questions. Listening to customers is crucial - the hard sell is not the modern sales approach. Listening to the customer's needs and wants and then ( and only then!) explaining how a product or service meets those needs. o
o· A formal presentation
o· A demonstration of the product, on paper, on video, on a lap top or on a web site
o· Explanation of the features and benefits
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Possible problems
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Customers' objections are voiced before, during or after a presentation. oSometimes an objection is a ‘buying signal’ as the buyer seeks answers to questions he or she may be asked later.Objections can be countered by: o
o· Anticipating objections
o· Developing convincing answers for each objection
o· Knowledge of competitors strengths and weaknesses
o· Additional incentives Objections sometimes create opportunities to close a sale. Some sales people address them by saying "If I solve this problem or reassure you about this issue, will you buy? to encourage sale
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Please give me the order
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Closure – the crucial stage depends on: o
o· Timing - experienced sales people know when is the best time to close.
o· Honesty - ask for the order.o
o· Do not oversell - stop selling once the buyer agrees to buy.o
o· Keeping contact – if immediate closure is not possible, establish times for follow-up calls or meetings
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Pen to paper
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Record the order, key points discussed, any outstanding issues, opportunities for additional sales, referrals. o
This can be literally on paper, or onto a laptop or other electronic device. o
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Post sale support
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Post sales support involves: o
o · Order acknowledgement
o · Assistance with installation or first use of the product
o · Answering any questions about usage and application
o · Follow-up courtesy calls to ask whether the customer needs further assistance
Post sales service helps deepen the relationship with the customer.o
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