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Essential Promotional Skills for Success

The document discusses promotional skills for sales. It defines sales as a transaction where a buyer receives goods or services in exchange for money. Promotion refers to activities that communicate a product or service to users to make them aware and induce them to buy in preference over others. A good promoter requires technical and product knowledge, effective communication and interpersonal skills, enthusiasm, and the ability to show sensitivity to customer needs and concerns. Success is achieved through competency, defined as knowledge plus skills, combined with desire. The selling cycle involves stages from awareness to continuous use and drug of choice. SPIN selling involves understanding a customer's situation, identifying problems a product solves, exploring problem implications, and showing the need-payoff of the product.

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Sunil Sewak
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159 views3 pages

Essential Promotional Skills for Success

The document discusses promotional skills for sales. It defines sales as a transaction where a buyer receives goods or services in exchange for money. Promotion refers to activities that communicate a product or service to users to make them aware and induce them to buy in preference over others. A good promoter requires technical and product knowledge, effective communication and interpersonal skills, enthusiasm, and the ability to show sensitivity to customer needs and concerns. Success is achieved through competency, defined as knowledge plus skills, combined with desire. The selling cycle involves stages from awareness to continuous use and drug of choice. SPIN selling involves understanding a customer's situation, identifying problems a product solves, exploring problem implications, and showing the need-payoff of the product.

Uploaded by

Sunil Sewak
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

PROMOTIONAL SKILLS

 Sales – Definition

 A sale is a transaction between two or more parties in which the buyer receives
tangible or intangible goods, services, or assets in exchange for money

 Promotion – Definition

 Promotion refer to the entire set of activities, which communicate the product,
brand or service to the user

 The idea is to make people aware, attract and induce to buy the product, in
preference over others

 Requisites of A “Good Promoter”

 Technical, Medical and Product Knowledge


 Effective Communication Skills
 Enthusiasm
 Strong Interpersonal Skills
 Persuasive Skills
 Ability to show sensitivity to the Needs and concerns of Customers

 Formula for Success

 Competency (Knowledge + Skills) X Desire

 Steps of Selling Cycle

 Awareness

 Trial Use

 Occasional Use

 Continuous Use

 Drug of Choice

 SPIN selling questions?

 Situation: Establish buyer’s current situation.

 Too often, sales reps are over-eager, jumping straight into a sales pitch without
understanding anything about the client’s circumstances—from the start, the
focus is entirely on the product. This approach, Neil Rackham explains, is
fundamentally wrong: “The bestselling isn’t at all about your products and
what you can offer. It’s very much about the customers and their need.”

 Problem: Identify problems the buyer faces that your product solves.

 Implication: Explore the causes and effects of those problems.

 Need-Payoff: Show why your product is worth it.


Buying and Selling Process (AIDA)


`
SELLING PROCESS
BUYING PROCESS
AIDAS

UNAWARENESS
ATTENTION

(Appointment, Probing, Area of


interest/ bridging)

AWARENESS

INTEREST

(Communication skills,
Presentation skills)
INTEREST

DESIRE

EVALUATION Feature (Tells) Benefit (Sells)


Molecule – Molecule

Brand - Brand

- Efficacy
- Safety
- Compliance
- Convenience
TRIAL - Economy

ACTION / DEMAND Rx

When to demand,
USAGE How to demand (Apologetic /
Assertive/ Aggressive)

SATISFACTION
REPEAT USAGE (I care for you / I don’t care)

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