Background information on the topic "Sales/Distribution"

Sales processes

In today's economy, it is important to be well informed about the different facets of a sales process. Due to the flooding and transparency of consumption options, customers have free choice; not only about the product, but also about the corresponding consultant. The salesperson must therefore not only present the product, he must also market himself. The choice is not made merely on the basis of the competence conveyed: sympathy and antipathy play a significant role.

It is important to adapt to each customer individually and to recognize differences between competent and less competent customers and to approach them accordingly. One's own behavior should be reflected in order to check the effect on others. Customer shyness must be reduced and self-esteem strengthened.

Recurring rejections must be used constructively and must not represent barriers for future encounters. The prerequisite for successful selling is therefore the enhancement of social and emotional competencies. Since decisions are often made on the basis of feelings, there should be a good relationship between consultant and customer. To achieve this, the initial phase of the process in particular must be well planned. In this respect, it is useful to obtain information about one's contact person in advance in order to be able to respond to them.

The next phase of the sale is the needs analysis. The customer himself knows best what he or she expects from a product. Now it is important to get him to communicate this. Learning proper questioning techniques and a high level of attention help to optimize the sales process. In the next step, the product presentation, it is important to confidently disclose the facts and figures, including advantages and disadvantages of the product. Objections often arise at this stage. It is often difficult to deal with them correctly, but the goal must be to lead the customer back to the functional or useful value of the product. Different objection techniques can be used, however, always exactly to situation and interlocutor must be paid attention, in order to select the correct proceeding.

The Management-Institut Dr. A. Kitzmann conducts the seminar "Sales Training - Increasing Sales Success" in Münster, Hamburg, Berlin, Frankfurt, Stuttgart, Munich, Vienna and Zurich for people who want to further develop their sales know-how.

Author: Management Institute Dr. A. Kitzmann