1

Fundamental Sales Skills

Master the concepts of selling.
DR. HAZEM EL MAHDI
MARKETING & SALES CONSULTANT
 2
You will Know • Learning Pyramids
• importance of sales men
This training is designed to ensure
you learn and master the • Sales philosophy
concepts of selling. • profiles for Sales People
You will learn how to manage • Sales Process
and configure sales,
• Personal Sales Process
Link the relationship between
sales and marketing, and • Marketing Mix 4 P’s
manage a wide range of • Types of Personal Selling
features and functions of sales. • 7 habits for the most effective salesman
This scientific and practical • Planning for a successful Call
training will help you establish
• Effective Communication Skills
your sales credentials and give a
boost to your career. • Selling Cycle
• How To Handle Sales Objection
• How do Customers Buy

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 3
Learning Pyramids - William Glaser

 10% of what we Read

 20% of what we Hear

 30% of what we See

 50% of what we bothSee and Hear
 70% of what is Discussed with each other

 80% of what we Experience personally

 90% of what we Teach to someone else

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 4

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 5
What is Sales

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 6
Salesman Role

place

Time Products Visibility

price

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 7
What are the importance of sales men?

Think

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Importance of Sales man. 8

Making Revenue

Achieving organization targets / Goals

Linking between organization and customers

Success sales Dept. moving company from loss to profit

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 The strategic importance of Salesman 9

NO sales

No NO
Purchase production

NO Money NO Job

because nothing happens until somebody sells something!

Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 Sales philosophy 10

The Sales Success Philosophy

I am subject matter expert
My Job is to help
Qualified prospects
Make a better decision
About how to solve a problem
Using my products or services

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 11

five different
profiles for Sales
People

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 12

The
The
Reactive The Hard The Lone The
Relationship
Problem Worker Wolf Challenger
Builder
Solver

profiles for Sales People

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 13
The Relationship Builder

 Classic consultative rep

 Builds advocates internally
 Creates relationships with prospects
❖ Relationship Builders focus on developing strong personal and professional
relationships throughout the customer organization.
❖ These sellers are very generous with their time, do everything they can to
meet customers' needs, and work diligently to resolve any tensions that
arise in the commercial relationship. Ironically, while most Sales programs
are designed to create and encourage Relationship Builders, it is the least
effective of all of them.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 14
The Reactive Problem Solver

 Highly detail-oriented
 Reliably responds to stakeholders
 Ensures all problems are solved
❖ Reactive Problem Solvers are considered highly reliable and detail-
oriented from the customers' perspective. They are known for their focus
on post-Sales follow-ups to ensure that service issues are addressed and
solved quickly and thoroughly.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 15
The Hard Worker

 Doesn't give up easily ‫ال يستسلم بسهولة‬

 Self-motivated ‫محفز‬
 Interested in feedback and personal development ) ‫يهتم بأعطاء رد ( تغذية عكسية‬
‫ويسعى لتطوير ذاته‬
❖ Hard Workers are the members of your team that show up early, stay late,
and always go the extra mile. These Salespeople can make more call in
an hour and meet with more prospects in a week than anyone else on
your team. The hustle never stops for hard workers.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 16
The Lone Wolf

 Follows own instincts

 Self-assured
 Delivers results, but difficult to manage
❖ Lone Wolves are deeply self-confident and have a natural ability to
succeed on their own instincts. They break rules, are hard to manage, and
do things their way or no way at all. They are the least common profile of
all Salespeople, but they are the second most common among top
performing Salespeople.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 17
The Challenger

 Different view of the world

 Loves to debate and push customer
 Strong understanding of customers' business
❖ Challengers use their deep understanding of their customers' business to
challenge their thinking and maintain control of the Sales conversation.
❖ Challengers aren't afraid of expressing controversial views and are
assertive with everyone they communicate with.
❖ Among top performing Salespeople, Challengers are most common.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 18

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 19
Planning for a successful Call
2 – During Visit

Focus on Customer needs .Direct beneficiary

Know what is client needs. Indirect beneficiary

Offer the appropriate Products.

Speaks about products value and advantages

allows the customer to speak .. and does not insist on selling from the first
glance-(Peep)

Deal with the customers Objections

Do the right things to generate Sales

Understand the hints of purchase from the client.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 20

Who is A sales
professional

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 21
A sales professional

 Who adds real value

 Respects your Time
 Collaborates with his client/ colleague.
 Take a service orientation
 Helps to Solve Problems

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 22
What Is Five-Step Sales Process ?

You have
5 mints
answer

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 5 C’s sales -Five-Step Sales Process 23

capture
attention

Create
Close it
interest

Compelling
conclude it
presentation

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 24
What Is the six –Steps of Personal Sales Process ?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 25
6 steps of Personal Selling

seeking

Pre
Follow-up
approach

Steps of
personal
selling
Closing Approach

Objection

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Marketing MIX – 4 P’s 26
Price is the
•Brand •Discount
only element
•Services •Offer price in the
•packaging •Credit policy marketing
Mix which
produces
Product price revenue;

promotion place

•ADV •Market
•Publicity •Channel
•Sales •Distribution
promotion

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 27
Types of Personal Selling

Retail
• Single transactions
• Repeat Transaction
• In order Making the order

B2B
• Selling products to be used in the manufacture of
other products.
• Distributor

Direct • Telemarketing and internet-based

selling

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 28

Type of Sales
B2C B2G

B2B

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 29
Channels of distribution

Hazem EL Mahdi 9/14/2022

 30
Distribution channels

Hazem EL Mahdi 9/14/2022

 Answer The Question 31
How to increase your Sales ?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 32
To increase your Sales

 The selling comes

from :
1. Getting new New
Maintaining
existing
customers customers
customers

2. Maintaining existing
customers

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 How to lose your customers ?
33

New Customers

Bad literature
Waiting for Market
purchase order
Service is poor

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 34

To sell more we must:

“Making” the order

NOT just
“Taking” the order

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 35
Planning for a successful Call

Before During After

Visit Visit Visit

Success in the sales process requires that you do the right things in a timely manner
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 36
Planning for a successful Call
1 – Before Visit

Sets a clear Specifies the Information

Planning a Product
goal of his target Competitor
visit. Value
visit. customer. activity

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 37
Planning for a successful Call
3 – After Visit

 Record everything that happened on the visit

 Analyzes the results of the visit
 The results and points are used as a prelude to the next
visit.

Remember .... Confirm the date of the next visit

Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 38
7 habits for the most effective salesman

1 •Be aware of the product you are selling

2 •Determine the typical and target customer

3 •Know the sales steps

4 •Help the client make the decision

5 •Display product value, not product price

6 •Get the purchase order

7 •Be positive all the time / Good listener

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 39

Selling Process
workshop

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 40

Effective
Communication
Skills

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 41
Communication skills

 Why is communication skill one of the most

important skills a salesman requires?
 Because a salesperson is the link between the company
and the customers and vice versa.

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 ....Communication Process 42

Sender Feedback Receiver

Noise

Encoding
Channel Decoding

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 43
Channel

E-mails
Telephone - Video
Face-Face
Mobile Conference Letters / Report
Memo

Verbal Communication Written Communication

Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 44
Communication Skills

Listening

Public
Storytelling
speaking
Communi
cation
skills
Conducting
Networking
training

meeting

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 45

Selling Cycle

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 SELLING

Selling Cycle 46

1.
Greet
ing

5. 2.
Close Qualif
and ying
Ad-on Custo
mer

4. 3.
Overco Present
ming ing
Objecti Mercha
on ndise
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 Selling Cycle 47

1.
Greet
ing

5. 2.
Close Qualif
and ying
Ad-on Custo
mer

4. 3.
Overco Presenti
ming ng
Objecti Mercha
on ndise
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 SELLING

Greeting 48

While opening the sales call

– Create a good impression, smile , appearance
– Greet , Introduce yourself & your Organisation
– Make the customer comfortable

Customers buy three things in this s equence:

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 SELLING

Selling Cycle 49

1.
Greet
ing

5. 2.
Close Qualif
and ying
Ad-on Custo
mer

4. 3.
Overco Presenti
ming ng
Objecti Mercha
on ndise
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 SELLING

Qualifying Customer 50

We qualify customers on basis of….

C
aste
Religion

Assum Needs
Appe arance

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Qualifying Needs 51

Customer needs can be classified as :

• Stated Needs(what they say)

• Unstated Needs (what they mean to say)

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Understanding Needs 52

• Ask background questions to know if the customer is looking

for something specific

• Ask for age, gender, size, height, weight, etc. of the person
who is going to use the product(depending upon the product
customer is looking for)

• Ask if they are looking for any specific brand

• Ask for user’s liking about Color, style, shape, etc.

• Ask if they have any specific budget in mind

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Selling Cycle 53

1.
Greet
ing

5. 2.
Close Qualif
and ying
Ad-on Custo
mer

4. 3.
Overco Presenti
ming ng
Objecti Mercha
on ndise
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 Merchandise Presentation 54

Preparation required:
• Gain product knowledge
• Be familiar with product placement in the store
• Be confident about yourself
• And..

Practice… Practice… Practice…

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 55

Objection

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 SELLING

Overcoming Objection 56

What is an Objection / Doubt??

Doubts are milestones that brings

you and customers closer to sales

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 57

Most Common
Sales Objection  Price of the Products
 Trust
 Fear of Change
 Timing
 Indifferent
 Satisfied with Current Product/ Service

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 58
How To Handle Sales Objection

•Listen to •Validate •Say it back

Listen

Answer
Validate
the the to
Objection problem Prospect
•Answer the
objection

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 59
How to Handel A Sales Objection ?

Products
Features

Price &
Quality

Give Free
Sample

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 60
(AIAC)
Acknowledge, Inquiry, Answer and Confirm

 OK, I like what you are saying, but my situation is

completely unique…”
Yes , But  “Yes, that’s good, but I’ve not had good experiences..”
 “Great, I like that, but here is where I differ…”
 “OK – I like that, but can I only do half?”
 “Yes, but can we start small and work up?”
 “Good, I like it, but if you give me a deal on this, I’ll give
you more business”
 Yes, I understand why you quoted all of this, but I don’t
have the budget, can I still get all of the services for less?”

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 61

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 62

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Selling Cycle 63

1.
Greet
ing

5. 2.
Close Qualif
and ying
Ad-On Custo
mer

4. 3.
Overco Presenti
ming ng
Objecti Mercha
on ndise
Hazem EL Mahdi-SELLING SKILLS 9/14/2022
 Closing the Sale 64

Sale is not complete unless it is closed..!!

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Look for Buying Signals..!! 65

Verbal Signals Non-Verbal Signal

✓ Do you have <specific> color? ✓ Customer tries the product
✓ What discount do I get? ✓ Repeatedly looks at mirror and smiles
✓ How much will this cost me? ✓ Through eyes ,checks for feedback
✓ Can I get the product delivered to my from the person accompanying him/her
home? ✓ Holds it separately in hand or keeps
✓ Do you accept Cards? product in the basket

✓ Is there any warranty or guarantee on

this product?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 SELLING

As you notice a strong buying signal..!! 66

FOR

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 How to ask for sale? 67

• Ma’m, let’s go to the billing counter?

• By what name would you want the bill to
be generated?
• When would you want the delivery to be
made?
• May I know the address where delivery
needs to be made?
• Would you be paying by cash or card?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Closing the sale 68
Take the Customer to Billing Counter

Collect required information

Bill the products

Thank the customer

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 69
Happy
Selling

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 70

How do Customers Buy?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 71
1.
Need
Analysis

4.
Decision Customer’s 2.
Exploring
Making Buying Options

Cycle

3.
Eliminating
Doubts

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 Buying Cycle 72

•What did you buy?

Need Analysis •Why did you buy?

•
Where did you buy it from?
• did you buy it from that place/shop?
Why
Exploring Options • you explore some options before buying
Did
at you bought?
wh
• you explore some alternative products
Did

• Did you ask any question before buying?

Eliminating Doubts • Were all your questions answered to
sati your
sfaction?
• Did you bargain on price?
Decision Making • Did you buy the product?

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 SELLING

Aligning Selling Cycle with Buying Cycle 73

BUYING CYCLE SELLING CYCLE

Greeting

N Need Analysis Qualifying Customer

E Evaluate Options Presenting Merchandise

E Eliminating Doubts Overcoming Objection

D Decision Making Close and Add-ons

Hazem EL Mahdi-SELLING SKILLS 9/14/2022

 74

Hazem EL Mahdi-SELLING SKILLS 9/14/2022