The document discusses various topics related to sales and business management. It provides guidance on developing customer relationships, understanding customer needs, selecting target customers, managing sales targets and time, and retaining existing customers. Some of the key points include selecting high-value customers according to volume, profitability, and strategic fit; understanding customer decision factors and pain points to develop offers; focusing time on high-priority accounts while maintaining relationships with others; and ensuring customer satisfaction to support retention and expansion. The overall message is on developing a strategic and customer-centric approach to sales.
4. And how do you feel when you
failed?
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5. But we’ve got only one option!
We must win.
FUCHS’ No. 1
6. Is there a short cut for Success?
Learn from other people’s
Successes and Failures.
No time for failure so
No need to put your self
On trial.
7. Why We can’t sell?
Because customers don’t buy. Why?
Your offer doesn’t meet their expectations.
Too expensive?
Poor quality?
No OEM approval?
Poor after-sales services
Poor brand reputation?
Good relationship with current supplier.
Company policy.
They don’t see the benefits buying from you.
You offer what they don’t want.
We haven’t sell yet!
8. What is selling?
“Sales is helping the customers to buy”
Helping them to make up his mind based upon the
satisfaction of his needs. Sales is always going for “Win -
Win” or “No Deal”. That means that it is the salespersons
responsibility to ensure that both he and the customer wins
on the deal.
If the salesperson finds that he is about to conclude a deal
where he is winning but the customer is losing, the deal
should be scrapped.
9. Can we sell without selling?
MAKE THEM WANT TO BUY FROM YOU!
Be Friendly
The first step is to start from a friendly perspective by getting to know who your customers
are and what they need and want by asking questions.
Show Empathy
Next, prove that you understand and have empathy for their concerns by echoing their
frustrations. Share a personal story of your own experience with a similar problem and tell
them how you were able to solve that problem with the product you are about to endorse.
Be Honest
Above all, be honest. No product is perfect, so a 100% positive product endorsement will be
met with skepticism and resistance by your readers. So, be sure to point out any minor
shortfalls and limitations. Alternatively, consider comparing and contrasting two different
products to give your customers a variety of options from which to choose.
10. Why do people buy things?
Needs – some things you cannot live without.
Wants – some things you can live without.
Are we the only supplier in the market?
NO!
Why do they have to buy from us?
11. Why does the customer has to buy
from you?
Because you offer something different and better than your competitors.
12. Decision making Factors
Emotion (Feeling)
Design/Color/packaging
Brand
Personal satisfaction/Good feeling to have
Self differentiation
Self perception
Reason
Quality
Price FIND OUT what are the key
Services
decision factors of your customer
Availability
Ease of use
13. How the business deal is done?
This guy thought that
I think she likes me I like him. I actually
need his order.
14. How the business deal is done?
Both parties get benefits.
Customer get the good product at
the reasonable price with
additional other value added after-
sales services.
Seller can sell product with
reasonable margin and reasonable
demanding on services.
15. Sales Cycle?
How long does it take to close sales?
1 day 1 week 1 month 1 year or even longer?
Do you know what are the factors affecting sales cycle?
17. Sales Funnel
Identify who is your potential customer.
Evaluate the potential size of the business.
Collect information and identify needs.
Identify benefit offering that match prospect’s needs.
Put together proposal with measurable benefits.
Present your benefits to the prospect and seek for
the agreement on the benefit. Then ask for the order.
18. Pareto's Principle - The 80-20 Rule
If this is true you need more prospects in your bank account.
19. First Meeting
Remember First meeting is very important
How would you like your customer to remember you is
up to how you present your self to them.
First meeting first impression.
Presence in the professional manner
Dress properly
Make the customer know that you know their business
so prepare information about your prospect business
Sell the company first, your self as second and the
products last.
20. Preparation for the first meeting
with customers
Dress properly
Personality/professional manner
Company profile information
Product information/Pricing
Application information and reference customers
Customer business information
Questionnaires to explore for more information
21. Collecting information
Customer business
Their success factors
Current products in use/Price/Supplier
Services from current supplier
Problem issue with current product/supplier
Customer production/machine info/application of
lubricants
Customer’s expectation
Customer decision making process (who is who in decision
process?)
Customer decision factors(price/quality/service/approval?)
23. Understanding Customer’s Needs
Listen carefully
Ask questions
Re-check/re-confirm our understanding
Formulating the offer with customer need
Quantify the benefits and the profit
Re-confirm with the customer if the offer meets their
needs
Finalize the offer
Convince for the order
24. Where to find customer info
Industrial estate office
Survey of your territory
Internet websites
Newspapers/magazines
26. Results of poor customer selection
Waste time and money for account maintenance
Poor profitability
Lost of strategic business direction
Stock issue, high number of SKU with small volume
and extra effort to manage
High delivery cost
High service cost
Extra work load for invoicing and collecting money
cause extra operating cost low profit less bonus
And more..
27. Customer Selection Criteria
Justifiable volume?
Sales cycle time? Too long?
Profitable business?
Barriers? OEM a/pproval/very low price
Risk of bad debt
Fit with our strengths/expertise?
Have resources to support the business?
Product availability/volume/lead time?
Customer behavior/decision criteria?
Strategically fit? Low volume but good reference/high
profitability?
Don’t waste your time with non-target prospect!
28. Customer Value Metrics Criteria
High Value Customer Medium Value Customer
Willing to Pay the Price Price is important
OUR TARGET
Products & Services Needs to justify everything
Looking for continual Improvement Does not necessarily want radical
Asks not tells change.
Long term focus Will listen to opportunities but is
Has Self Evaluation Metrics Subject to the opinion of upper
Pays the Bills management
Innovative
Takes Risks
Upper Management Participation
Low Value Customer Poor Selection Customer
Price is first evaluation
Enjoys the quoting process PS
Wants all of the benefits and Price & Price Only
Is not willing to pay for any
Of the benefits just wants it all Slow Pay
What have you done for me lately Looking for the next deal
What have you done for me lately
29. Time Management
You need to make sure that you spend your time wisely
each month.
Know when to call for an order. Many customer could not
accept delivery after date 25th.
Some festive months have less number of working days.
Spare you time (few days/month) for surveying new
markets/prospects and make a sales call to new prospects.
Keep adding new prospects on the list.
Collect the checks on due dates.
You can manage some small accounts by telephone.
Spend more time with the key accounts and less time with
small accounts but you must meet or talk to all of them
every month.
31. Customer Retention
Always ensure customer satisfaction
Product quality
On time delivery
Consistent after-sales services
Fast respond to customer inquiry/problem
It is team effort activity not just sales function’s job
It requires efficient internal communication and
cooperation.
It is much easier to maintain and expand business with
existing customers than finding the new ones.
33. Customer Management
Key accounts
Team approach (sales/technical/logistic/finance)
Face to Face meeting/visit 2 times/month
Extra service (condition monitoring/training/joint develoment project)
Account info update to the team
Medium size accounts
Sales rep as team leader with team support
Face to Face meeting at least once a month
Account info update as necessary
Look for the expansion
Small size accounts
Sales rep and customer service rep follow up order
A short time visit or telephone follow up
Minimal or no on-site after-sales services
34. Target Management
We all expect higher income every year.
Volume
Year
35. Where the new volume come
from?
Expanding: Existing customers
Re-gain: Lost customers
New opportunity: Prospects
It is much easier to sell more to existing accounts
Or to re-gain lost accounts than selling to the new
Prospects.
Check your bank account!
Do you have enough stock of prospect/projects?
Keep topping up the list.
36. Target Management
Your Growth Your new businesses
Expectation • New prospects/existing accounts/lost accounts
• Keep adding new prospects
•
Total Target
Get the top 10 projects move ahead
• Total potential net contribution of top 10 projects
must be at least 3 times larger than the gap
• Get helps from your supporters
Your Your Existing businesses
Volume •
•
Ensure your customer satisfaction
Maintain your good service
base • Monitor sales by accounts by products on
Weekly basis
• Monitor your competitor activity with your
accounts