Basics of effective Selling

Session 2 CONDUCT the Sale Call


Introduce the session with the following story

This is a story about a machine breaking down in a paper factory. Out of
desperation, the plant manager calls in a specialist.
When the specialist arrives, he’s carrying a tiny hammer. He walks around the
machine one time and lightly taps one of the gears. Magically the gears, shafts,
and wheels begin humming and within seconds the plant is back in business.
“How much do I owe you?” The plant manager asks him.
“That will be Rs. 50,000,” he says.
The plant manager balks. “Rs. 50,000? All you did was tap a tiny hammer!
Anyone could’ve done that!”
“Yes,” the specialist adds. “The price for tapping the machine is five rupees.
The price for knowing where to tap: Rs. 49,995.”

Derive the learning from the story as follows:

Anyone can swing a hammer, but very few people can build a house. Anyone can
throw out a sales pitch, but very few people know how to really sell. This session
will deal with swinging the hammer at the right places

CONDUCT the Sales Call

Can you remember your first day of school? When you think about
making your first sales call, you might feel a lot like you did on that
momentous occasion so long ago. This is uncharted territory, and you
may have conjured up some frightening images about your first call.
But this is actually going to be the fun part! Soon you will know how



Now that you have identified your qualified
leads you are ready to make the first sales call,
either on the phone or in person. Whatever the
method, you need to be clear about what your
objectives are so that you can make the most of
this opportunity. To set and then accomplish
your objectives, you need to

Focus on specific customer needs.
Develop sales tools.

Focus on Specific Customer Needs

You already have your leads lined up,
so now you should know something
about their specific needs. The
objectives for the call are your plan of
action that uses their specific needs as
the driving force. Each customer or
lead has a distinct set of needs that
you know your product can satisfy

In order to be a champion salesperson you should focus first on the top
three specific needs of your customer.

These needs become the focus and heart of your sales call objectives.
You can document them in Section 3 of the Sales Presentation
Worksheet Tool.

Throw an open question, “What are SMARTS objectives”. Explain it
using the detail given on the next page.


Objectives should meet the SMARTS criteria:
S – Specific
M – Measurable
A – Actionable
R – Results oriented
T – Time-bound
S – Supports organizational goals
While you may not need to be quite as detailed with these as with some other
types of objectives, you want to make sure that you meet these criteria as much
as possible.

Develop Sales Tools

Sales tools refer to the materials you will use to present your sales
information. Technology, your specific talents and skills, references,
and media are all sales tools.

Developing sales tools is a joint
sales/marketing activity, and most of the
sales tools you will use have probably been
developed already by your marketing
function. If not, you need to collaborate with
them to get what you need. This should
always be a mutually enhancing relationship.

If you have no separate marketing function, you may want to take a
look at a list of possible sales tools that you could develop to meet
this need.
Appropriate uses will vary with the size, background, experience, and
reference points of your potential customers. Sales tools are
important, so give them some thought. Which leads us to a good
piece of advice: always check the performance and operation of your
sales tools before you get in front of your customer

Examples of Sales Tools

Ask the participants what Sales Tools they should carry?

Here are examples of sales tools:
• Samples
• Coupons
• Presentation book
• Flyers
• Brochures
• Endorsements
• Media, e.g. CD, slides, videos, etc.
• Product demonstration

If you have a large audience to address, you would not use a small laptop
computer for your presentation. If you have customers walking past your
expo-booth, you would want to hand them a brochure to review when they
had more time. If you are making a presentation in an office, you could give
a demonstration of the product. And again, make sure they work properly.


Making that initial contact is probably the most intimidating
part of the sales process because it has the most potential for
success or failure. Most people will give you their undivided
attention for about 30 seconds, but after that you’re on your
own! To get this relationship off to a good start, you need to

Prepare for the sale.
Establish rapport.
Obtain and use feedback.
Listen to the customer.

Prepare for the Sale

While there are a number of tangible preparations that you will be
making, your ultimate success starts in your mind

Visualize a successful call. Imagine
yourself picking up the phone,
smiling, feeling very capable. The
voice at the other end is cheerful,
warm, and receptive. You feel
very comfortable with this person,
and it seems to be mutual

Think of what you are saying to create this pleasant conversation.
Carry the discussion through to a positive conclusion. You express
yourself articulately and well; your responsive customer is eager
to have the benefits of your product.

Sound silly? It’s not. Don’t discount the use of imagery in getting
yourself prepared for the sale. This is a very important technique
that is used by champions in every profession.

Establish Rapport

Rapport is the ability to relate to the customer and to have the
customer relate to you; it is a two-way interpersonal connection. It
is being on the same “wave length.” While there are a number of
factors that determine the level of rapport you will have with a
customer, it will be helpful for you to use these effective
communication techniques.

Empathize with the customer’s needs and feelings.
Pay attention to non-verbal cues.
Find common ground. It may be a goal, an interest, a hobby,
a fear, or a concern. Align your experience, background,
needs, or interests with those of the customer

Pay attention to non-verbal cues

Customers will reveal their personalities, values and expectations in their nonverbal
cues, and most people tend to respond more positively to those with
similar non-verbal behaviors

Ask the participants to come up with some common non-verbal cues.

For example, someone who speaks slowly and quietly tends to expect others
to do the same. There is often an unfavorable response to those whose nonverbal
behaviors are very different from our own.
Mirroring means reflecting a similar attitude, disposition, or communication
style to that of the customer. It can also refer to reflecting the customer’s
position or gestures.
Be careful with mirroring, because although it is a valuable skill, if you lack
subtlety, you may offend your customer

Obtain and Use Feedback

Customers will tell you what
they want if you just ask
them. Other good sources are
fellow salespeople and your
peer network. The direction
your competitor is going may
provide valuable feedback that
you would otherwise have
overlooked. You can use this
type of feedback when
developing and refining your
presentation and sales tools

Remember, not all feedback is useful. Watch for trends, common
responses and comments, and repeated statements. Look for a
pool of similar ideas and input, not one isolated remark. Most
importantly, keep asking follow-up questions.

Ask them to use the Obtaining and Using Feedback
Worksheet Tool to help them with this important point.

Listen to the Customer

Good salespeople are very focused on their product and on
convincing the customer they have something he or she wants
and needs. But this can be a two-edged sword. Sometimes this
“focused agenda” gets in the way of really listening to what the
customer is saying.

A customer may be telling you that
something is too expensive, when what
he really means is that it doesn’t have a
specific feature that he’d like. Listening
carefully and asking questions will
reveal the truth.

Remember, if you take the time to find out what the customer
really wants, it will save you time in the long run. Most customers
will tell you what they need; your job is to determine how your
product’s features and benefits will meet those needs.