Sales Training (Basics) (TRAINPLAN Book 1)

Basic Course “Learning to Sell“

Basically, each and every employee in the company is involved in sales and distribution, for a company subsists on sales. You will provide your participants with the necessary basics about selling as well as with psychological background knowledge and required conversation and sales techniques. In practical exercises, you will show your participants how selling really works.


Table of Contents
INTRODUCTION
BASICS OF SELLING
PERFORMANCE MAXIMIZATION
Three “positive rules“ you should observe:
setting goals / achieving goals
Define your goals!
Overview of the most important steps for achieving goals:
How to realize your goals successfully:
Definition of goals
Exercise sheet: Setting goals / achieving goals
THREE PHASES OF A SALES CONVERSATION
Three phases of a sales conversation
CONTACT PHASE
The contact phase – the first step toward your success!
Positive atmosphere
Equal interlocutors
Mutual interest
Finding the appropriate tone
Information about the customer – our advantage
Positive atmosphere – the foundation of our success
Body language as a means of communication
Appearance and personal conduct
BASICS OF COMMUNICATION
Communication and meaning
“Words do not represent reality“
Individuals have their own conceptions of reality
Levels of communication
Communication occurs on two levels
Context between psychology and communication
Avoid suicide words and emotive words!
Examples of emotive phrasings
Optimum outline of the contact phase
CUSTOMER NEEDS ANALYSIS
How to lead a customer to a desire to purchase
Needs analysis
Identify customers’ needs
Needs and motivations
Psychology of selling – the iceberg model
Hierarchy of needs
Psychology of customer motivation
Task-relevant motives and needs
CORRECT QUESTION TECHNIQUE
Who asks, leads – who argues, loses!
Open questions
Closed questions
Either-or questions:
Reinforced either-or questions
Tactical questions
Don’t talk – ask!
The course of interest during a sales conversation
ACTIVE LISTENING
Control and feedback
Balancing a conversation ...
OFFER PHASE
The offer phase – the second step toward your success!
Decision foundations for a sales conversation
Correct presentation of product and performance advantages
Development of needs
Argumentation technique
Exercise sheet: Needs argumentation in two steps
Exercise sheet: Needs argumentation in three steps
The process of feature-advantage-benefit transformation
Exercise sheet: Needs argumentation in four steps
Exercise (3 examples / 10 minutes)
Collecting material by completing statements
Reducing inhibitions and obstacles
How to deal with dissent
10 tips for dealing with objections
10 dialectic possibilities for dealing with dissent
Phrases for dealing with dissent
Exercise sheet 1: Dealing with objections
Exercise sheet 2: Dealing with objections
CONCLUSION PHASE
The done deal – our success!
Buying signals
Price negotiations
Psychologically minimizing the price
Discussing prices successfully
Appropriately dealing with rebate negotiations
Effective answers for rebate hunters
Concluding the deal
Conclusion techniques and reaction triggers
Mock conclusion
Summarizing arguments
“Yes“ questions and summary
Reaction triggers
Either-or technique
Conclusion of minor aspects
Reaction triggers – extra or additional benefits
Additional conclusion techniques and reaction triggers
Conclusion techniques – direct confirmation
Reaction triggers – references
Reaction triggers – reserve arguments
Reaction triggers – conclusion
REINFORCING
Reinforcers enhance customer loyalty
Customer feedback
Customer loyalty
Customer service
DAY CLEARING