Marketing and sales Management

Level III
Based On March, 1123, Curriculum Version I

MODULE TITLE: Planning and Implementing

Sales

MODULE CODE: LSA MSM3 M02 1123

NOMINAL DURATION: 73 Hours

Prepared By: Ministry of Labor and Skills

November .2023

ADDIS ABABA, ETHIOPIA

 ACKNOWLEDGMENT
Ministry of Labor and Skills wish to extend thanks and appreciation to the many
representatives of TVET instructors and respective industry experts who donated their time
and expertise to the development of this Teaching, Training and Learning Materials (TTLM).

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 TABLE OF CONTENTS
ACKNOWLEDGMENT............................................................................................................. i

TABLE OF CONTENTS ...........................................................................................................ii

ACRONYMS ............................................................................................................................. 1

INTRODUCTION TO THE MODULE .................................................................................... 2

UNIT ONE: SALES ACTIVITIES ........................................................................................... 4

1.1 MARKETING PLAN ................................................................................................. 5

1.2 SALES PLANNING PROCESS ................................................................................. 6

1.3 SOURCE PROSPECTS AND CREATE PROFILES .............................................. 10

1.4 POTENTIAL REVENUE ......................................................................................... 13

1.5 MAXIMIZING OPPORTUNITIES TO MEET TEAM TARGETS ........................ 15

1.6 PRACTICAL SALES CALL PATTERNS ............................................................... 16

SELF CHECK - ONE .............................................................................................................. 18

UNIT TWO: PRODUCT KNOWLEDGE................................................................................. 1

2.1 PRODUCT KNOWLEDGE ........................................................................................ 2

2.2 RELEVANT SOURCES OF INFORMATION .......................................................... 5

2.3 LEGISLATIVE REQUIREMENTS FOR BUSINESSES .......................................... 2

2.4 ACCESSING RELEVANT SOURCES OF INFORMATION. ................................. 4

SELF CHECK - TWO ............................................................................................................... 5

UNIT THREE: CUSTOMER APPROACH .............................................................................. 6

3.1. CUSTOMERS APPROACH ...................................................................................... 7

3.2. CUSTOMER BUYING BEHAVIOR ......................................................................... 9

3.3. TIMING OF CUSTOMER APPROACH ................................................................. 10

3.4. CUSTOMER CONTACT ......................................................................................... 12

3.5. POSITIVE IMPRESSION ........................................................................................ 14

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 SELF CHECK - THREE ......................................................................................................... 16

UNIT FOUR: GATHER AND RESPOND TO INFORMATION .......................................... 17

4.1. QUESTIONING TECHNIQUES AND LISTENING SKILLS................................ 18

4.2. NONVERBAL COMMUNICATION CUES ........................................................... 19

SELF CHECK -FOUR ............................................................................................................. 22

UNIT FIVE: SELLING BENEFITS. ....................................................................................... 23

5.1. RODUCTS AND SERVICES FOR CUSTOMER NEEDS ..................................... 24

5.2. PRODUCT FEATURES AND BENEFITS .............................................................. 25

5.3. PRODUCT SPECIALIST ......................................................................................... 26

5.4. ANSWERING CUSTOMER QUESTIONS ............................................................. 28

SELF CHECK - FIVE ............................................................................................................. 29

UNIT SIX: OVERCOME OBJECTIONS ............................................................................... 23

6.1. CUSTOMER OBJECTIONS .................................................................................... 24

6.2. OFFERE TO CUSTOMER OBJECTIONS .............................................................. 28

6.3. PROBLEM SOLVING TECHNIQUES ................................................................... 30

SELF CHECK - SIX ................................................................................................................ 32

UNIT SEVEN: CLOSE SALE ................................................................................................ 33

7.1. CUSTOMER BUYING SIGNALS ........................................................................... 34

7.2. PURCHASE DECISIONS ........................................................................................ 36

7.3. METHOD OF CLOSING A SALE .......................................................................... 38

SELF CHECK - SEVEN ......................................................................................................... 40

UNIT EIGHT: MAXIMIZE SALES OPPORTUNITIES. ...................................................... 41

8.1. ADDITIONAL SALES ............................................................................................. 42

8.2. COMPLEMENTARY PRODUCTS OR SERVICES FOR CUSTOMERS NEED . 45

8.3. PERSONAL SALES OUTCOMES .......................................................................... 46

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 SELF CHECK - EIGHT .......................................................................................................... 48

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 ACRONYMS
B2B Business-to- Business

CRM Customer Relationship Management

CX Customer Experience

KPIs Key Performance Indicators

SEO Search engine optimization

USP Unique Selling Proposition

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 INTRODUCTION TO THE MODULE
In marketing field plan and implement sales helps to Perform plan sales activities , Develop
and use product knowledge , Approach customer , Gather and respond to information,
Perform selling benefit , Handle customer objection, Close sales and Maximize sales
opportunities under the marketing and sales management field.

This module is designed to meet the industry requirement under the plan and implement
sales‘ occupational standard, particularly for the marketing and sales management.

This module covers the units:

 Sales activities.
 Develop and apply product knowledge
 Approach customer
 Gather and respond to information
 Sell benefits.
 Overcome objections.
 Close sale.
 Maximize sales opportunities

Learning Objective of the Module

 Identify Sales activities.

 Develop and apply product knowledge
 Approach customer
 Gather and respond to information
 Monitor sells benefits.
 Implement overcome objections.
 Maintain Close sale.

Learning Instructions

1. For effective use this modules trainees are expected to follow the following module
instruction:
2. Read the information written in each unit
3. Follow the instructions described below 3 to 5.

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 4. Read the information written in the ―Information Sheets Try to understand what are
being discussed. Ask you teacher for assistance if you have hard time understanding
them.
5. Accomplish the ―Self-check‖ given at the end of each information sheet
6. If you earned a satisfactory evaluation, proceed to next information sheet.

However, if your rating is unsatisfactory, contact your teacher for further instructions

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 UNIT ONE: SALES ACTIVITIES

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Marketing plan
 The sales planning process.
 Source prospects and create profiles
 Potential revenue
 Maximise opportunities to meet team targets.
 Practical sales call patterns

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 plan and schedule for sales activities

 analyze market information

 create profile of prospect

 Estimate potential revenue

 Maximize opportunities sales target

 Establish practical sales call

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 1.1 MARKETING PLAN

A marketing plan is a comprehensive document that outlines a company‘s advertising and

marketing efforts for the coming year. It describes business activities involved in
accomplishing specific marketing objectives within a set time frame. The plan includes a
detailed analysis of the market, target audience, and competitors, as well as a description of
the company‘s unique selling proposition and strategies for reaching potential customers.

A marketing plan is your place to document the process of defining and implementing your
marketing strategy and creating a roadmap for future growth and business development. A
marketing plan should be customer-centred, focused on your target audience and the value
propositions you will deliver to them. In simple words, it helps you get a clearer view of the
what, why and how of all your marketing activities.

A good marketing plan also helps you communicate the ―big‖ strategy and the different
tactics involved to your marketing team. Last but not least, it lets you track the success of
your campaigns.

A. Components of a Marketing Plan

Executive Summary: This section provides an overview of the entire marketing plan,
including the company‘s mission statement, goals, and key strategies.

Market Analysis: In this section, the company analyzes the current market conditions,
including industry trends, customer demographics, and competitive landscape.

Target Market: The target market section identifies the specific customer segments that the
company aims to reach with its products or services.

Marketing Goals and Objectives: This part outlines the specific, measurable goals that the
company wants to achieve through its marketing efforts.

Marketing Strategies: Here, the company details the tactics it will use to reach its target
audience and achieve its marketing objectives. This may include advertising, promotions,
pricing strategies, and distribution channels.

Budget and Implementation: The budget section outlines the financial resources allocated
to each marketing activity and how these resources will be utilized to implement the
marketing strategies.

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 Evaluation and Control: The final section of the marketing plan explains how the company
will monitor and evaluate the success of its marketing efforts and make adjustments as
needed.

B. Importance of a Marketing Plan

A well-developed marketing plan is crucial for businesses as it serves as a roadmap for

achieving marketing objectives. It helps in aligning marketing activities with overall business
goals, provides a clear understanding of the target market, and guides resource allocation for
maximum impact. Additionally, it assists in identifying potential challenges and opportunities
in the market landscape.

C. Benefits of a Marketing Plan

Strategic Direction: A marketing plan provides a clear strategic direction for all marketing
activities, ensuring that they are aligned with business objectives.

Resource Allocation: It helps in efficient allocation of resources by prioritizing marketing

initiatives based on their potential impact on reaching target customers.

Risk Management: By conducting a thorough analysis of market conditions and

competition, a marketing plan enables businesses to identify potential risks and develop
mitigation strategies.

Measurable Results: With clearly defined goals and objectives, businesses can measure the
success of their marketing efforts against predetermined benchmarks.

1.2 SALES PLANNING PROCESS

The sales planning process is a critical aspect of any organization‘s overall business strategy.
It involves setting sales targets, developing strategies to achieve those targets, and allocating
resources effectively to ensure success. The process typically includes several key steps that
are essential for creating a comprehensive and effective sales plan.

i. Setting Objectives and Goals

The first step in the sales planning process is setting clear and achievable objectives and
goals. This involves analyzing past performance, market trends, and the organization‘s
overall business objectives to determine realistic sales targets. These targets should be
specific, measurable, achievable, relevant, and time-bound (SMART) to provide a clear
direction for the sales team.

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 ii. Market Analysis

Conducting a thorough analysis of the market is crucial for understanding customer needs,
identifying potential opportunities, and assessing competitive threats. This step involves
gathering data on market trends, customer preferences, industry developments, and
competitor activities. By understanding the market dynamics, organizations can tailor their
sales strategies to capitalize on opportunities and mitigate potential risks.

iii. ales Strategy Development

Once the objectives are set and the market is analyzed, organizations can develop a sales
strategy that outlines how they will achieve their sales targets. This may involve segmenting
the target market, identifying key customer segments, determining pricing strategies, defining
distribution channels, and outlining promotional activities. The sales strategy should align
with the overall business strategy and take into account the unique selling propositions of the
products or services being offered.

iv. Resource Allocation

Effective resource allocation is essential for implementing the sales plan successfully. This
step involves determining the budget for sales activities, allocating sales territories, assigning
sales quotas to individual team members, and ensuring that the necessary tools and
technologies are in place to support the sales efforts. Proper resource allocation ensures that
the sales team has the support they need to execute the sales strategy effectively.

v. Sales Forecasting

Sales forecasting is an integral part of the planning process as it helps organizations estimate
future sales levels based on historical data, market trends, and other relevant factors. Accurate
forecasting enables organizations to anticipate demand, plan inventory levels, allocate
resources efficiently, and make informed business decisions.

vi. Implementation and Monitoring

After developing the sales plan, it is crucial to implement it effectively while continuously
monitoring its progress. This involves providing training and support to the sales team,
tracking key performance indicators (KPIs), evaluating actual performance against targets,
identifying any deviations from the plan, and making necessary adjustments to ensure that the
objectives are met.

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 vii. Performance Evaluation and Feedback

Regular performance evaluation allows organizations to assess the effectiveness of their sales
plan and make informed decisions about future strategies. Providing constructive feedback to
the sales team based on performance metrics helps in improving individual and collective
performance while also identifying areas for improvement in the overall sales planning
process.

A. Sales plan

A sales plan is a strategic document that outlines the goals, objectives, and activities that a
company or sales team will undertake to achieve their sales targets. It provides a roadmap for
the sales team to follow and serves as a guide for their daily, weekly, and monthly sales
activities. A sales plan typically includes information on target markets, potential customers,
sales strategies, sales targets and quotas, resources allocation, and monitoring and evaluation
methods. It helps to ensure that the sales team is focused, organized, and aligned with the
overall goals and objectives of the company.

B. Component of Sales Plan

A component of a sales plan is a detailed strategy for how a company or organization will
generate revenue and achieve its sales goals. This includes identifying target markets,
developing sales objectives, determining sales tactics, and creating a timeline for
implementation.

A well-developed sales plan provides a roadmap for the sales team and ensures that everyone
is aligned towards achieving the company's sales goals. It also allows for regular evaluation
and adjustment of strategies based on market conditions and customer feedback.

1. Sales Objectives: Clearly defined goals that outline what the company wants to achieve in
terms of sales revenue, market share, or customer acquisition.

2. Target Market Analysis: A thorough understanding of the company's target market,

including demographics, buying behavior, and competition. This helps in identifying
potential customers and tailoring sales strategies accordingly.

3. Sales Tactics: Specific strategies and tactics that will be used to reach the target market
and achieve sales objectives. This may include techniques such as cold calling, networking,
advertising, or online marketing.

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 4. Sales Forecasting: Estimating future sales based on historical data, market trends, and
other factors. This helps in setting realistic sales targets and allocating resources effectively.

5. Sales Budget: Allocating financial resources to support sales activities, such as hiring
sales staff, training programs, marketing materials, or technology investments.

6. Sales Team Structure: Defining the roles and responsibilities of the sales team, including
sales managers, representatives, and support staff. This ensures clear communication and
coordination within the team.

7. Sales Performance Measurement: Establishing metrics and key performance indicators

(KPIs) to track sales performance and evaluate the effectiveness of sales strategies. This may
include metrics such as conversion rates, average deal size, or customer satisfaction ratings.

8. Sales Training and Development: Providing on-going training and development

opportunities for the sales team to enhance their skills, product knowledge, and selling
techniques.

9. Sales Territory Management: Assigning specific geographic areas or customer segments

to individual sales representatives to maximize coverage and efficiency.

10. Sales Promotion and Incentives: Developing promotional campaigns or incentive

programs to motivate the sales team and drive sales results.

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 Sample sales activities schedules

Week 1:

 Conduct market research to identify target markets and potential customers.

 Develop a sales strategy based on market research findings.
 Assign sales territories to the sales team.
Week 2:

 Provide training on product knowledge and selling skills to the sales team.
 Set individual sales targets for each representative.
 Implement CRM system for tracking sales activities.
Week 3:

 Schedule meetings with key customers to establish relationships and understand

their needs.
 Allocate resources such as promotional materials and technology tools to support
sales activities.
 Monitor and evaluate sales activities and adjust the sales plan if necessary.
Week 4:

 Conduct sales meetings to review performance and address challenges.

 Collaborate with marketing department to develop promotional campaigns.
 Communicate sales plans and targets to relevant stakeholders.

1.3 SOURCE PROSPECTS AND CREATE PROFILES

A. Prospects

The selling process begins with prospecting or finding qualified potential customers. Except
in retail selling, it is unlikely that customers will come to the sales person. In order to sell the

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 product, the sales person must seek out potential customers, prospecting involves two major
activities-

 Identifying potential customers also known as prospects; and

 Qualifying them in order to determine if they are valid prospects.

B. Sources of Prospect

The identification of potential customers is not an easy job, especially for a new sales person.
Rejection rate is quite high and immediate payoffs are usually minimal. In some consumer
goods businesses, identification of prospects usually come from friends and acquaintances,
other sales people, former customers, present customers etc. Few of the best sources and
techniques for finding prospects are discussed below.

 Present customers: The best source of prospects is usually the sales person‘s existing
satisfied customers. It is much easier to sell additional goods and services to existing
customers than to attract new customers.
 Endless chain: This is also an effective prospecting tactics. In this method companies
use satisfied customers as source of referrals.
 Centre of Influence: Another effective prospecting technique based on referrals is
the center of influence approach. A center of influence is a person with information
about other people or influence over them that can help a sales person identify good
prospects.
 Spotters: Some companies use spotters as a source for prospecting potential
customers. Spotters are usually ‗sales trainees‘ who help sales person identifying
prospects, thus saving time and qualifying sales lead.
 Cold call: Cold call is also known as unsolicited sales calls. This prospecting
techniques involves knocking on doors. The sales person makes contact with potential
customers, introduces himself or herself, and asks if there is a use for the product or
service.
 Directories: A wide variety of directories are full of prospect. The classified
telephone directory is the most obvious one. A sales person may also find that
membership directories of trade associations, professional societies, and civic and
social organizations are good sources for prospects.

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  Mailing lists: In India, specialized companies compile lists of individuals and
organizations for direct mail advertisers. These lists may also be used to identify sales
prospects. The major
 Trade shows and exhibitions: A cost effective way to make personal contacts and
locate prospective buyer is to participate in trade shows and exhibitions. Now a days
more and more companies are increasing their participation in these shows and
exhibitions to company‘s booth by mailing invitations or promising a gift.

C. Prospecting

Prospecting is important in business and sales because it helps identify potential customers,
expand the customer base, build relationships, generate sales opportunities, stay ahead of the
competition, and increase revenue and profitability.

1. Identify potential customers: Prospecting allows businesses to identify potential

customers who may be interested in their products or services. This helps in focusing sales
efforts on the right target audience.

2. Expand the customer base: By actively prospecting, businesses can expand their
customer base and reach a wider audience. This is crucial for growth and increasing market
share.

3. Build relationships: Prospecting involves reaching out to potential customers and

building relationships with them. This helps in establishing trust and rapport, which can lead
to long-term customer loyalty.

4. Generate sales opportunities: Through prospecting, businesses can uncover sales

opportunities that may have otherwise been missed. This can include identifying leads,
setting up meetings, and making sales presentations.

5. Stay ahead of the competition: Prospecting allows businesses to stay ahead of their
competitors by constantly seeking out new customers and opportunities. It ensures that they
are not solely reliant on existing customers and helps in maintaining a competitive edge.

6. Increase revenue and profitability: Effective prospecting leads to increased sales and
revenue for businesses. By consistently finding and converting new customers, businesses
can boost their profitability and achieve financial success.

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 7. Adapt to changing market conditions: Prospecting helps businesses adapt to changing
market conditions by identifying new trends, customer needs, and preferences. This enables
businesses to tailor their products or services accordingly and stay relevant in the market.

8. Enhance brand awareness: By actively prospecting, businesses can increase their brand
awareness as they reach out to potential customers. This can result in greater visibility and
recognition in the market.

9. Improve customer retention: Prospecting not only focuses on acquiring new customers
but also helps in nurturing existing ones. By regularly engaging with customers, businesses
can improve customer satisfaction and retention rates.

10. Maximize sales efficiency: Through effective prospecting, businesses can optimize their
sales efforts by targeting the most promising leads and opportunities. This ensures that sales
resources are allocated efficiently, resulting in improved productivity and effectiveness.

D. Create Profiles of prospect

A Sales Prospect Profile is a fictional character created to help sales people understand
which prospects are the most likely to buy. They are similar to Marketing personas but have
details that are more relevant to sales people.

Many products and services have multiple applications across multiple industries which can
make it difficult for Sales Reps to focus on exactly who they should be talking to and what to
say when they get in front of them. Without that focus sales messaging can become generic
and wash over sales prospects rather than inspire them to say;― Tell me more‖.
I‘m sure everyone is familiar with the mantra ―when you try to sell to everyone you end up
selling to no on e―. Well although this is easy to say it can be difficult to do.

1.4 POTENTIAL REVENUE

Potential revenue refers to the maximum amount of income a company can generate from its
products or services. It is an important metric for businesses as it helps in forecasting future
earnings and making strategic decisions. Several factors contribute to determining potential
revenue, including market demand, pricing strategy, competition, and the overall economic
environment.

A. Factors Affecting Potential Revenue

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 Market Demand: The level of demand for a product or service in the market significantly
impacts potential revenue. Higher demand often leads to increased sales and revenue
generation.

Pricing Strategy: The pricing of products or services plays a crucial role in determining
potential revenue. A well-defined pricing strategy can maximize revenue by finding the
balance between affordability for customers and profitability for the business.

Competition: The competitive landscape influences potential revenue as businesses need to

differentiate themselves and offer unique value propositions to capture market share and
generate revenue.

Economic Environment: Economic conditions, such as inflation, interest rates, and

consumer confidence, can impact potential revenue by influencing consumer spending
behavior.

Marketing and Sales Efforts: Effective marketing and sales strategies can directly impact
potential revenue by driving customer acquisition and retention.

B. Methods for Estimating Potential Revenue

Market Research: Conducting thorough market research helps in understanding customer

needs, preferences, and purchasing behavior, which are essential for estimating potential
revenue.

Financial Modeling: Businesses use financial modeling techniques to forecast potential

revenue based on various scenarios, taking into account factors such as sales volume, pricing,
and market trends.

Historical Data Analysis: Analyzing past sales data and trends provides valuable insights
into potential revenue generation patterns.

Customer Surveys and Feedback: Gathering direct feedback from customers through
surveys helps in gauging their willingness to pay for products or services, thus contributing to
estimating potential revenue.

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 C. Challenges in Estimating Potential Revenue

Uncertainty: Market conditions and consumer behavior are subject to change, leading to
uncertainty in estimating potential revenue accurately.

Competitive Factors: The actions of competitors can impact potential revenue projections,
making it challenging to predict future market dynamics accurately.

External Factors: Economic fluctuations, regulatory changes, or unforeseen events can

affect potential revenue estimations.

Complex Products or Services: Estimating potential revenue becomes more complex for
businesses offering a wide range of products or services with varying demand patterns.

Conclusion

1.5 MAXIMIZING OPPORTUNITIES TO MEET TEAM TARGETS

Maximizing opportunities to meet team targets involves a combination of strategic planning,
effective communication, and proactive management. Here are several key strategies to
consider:

Set Clear and Achievable Targets: Clearly defined targets provide a roadmap for the team to
follow. These targets should be specific, measurable, achievable, relevant, and time-bound
(SMART). When team members understand what is expected of them, they can align their
efforts accordingly.

Regular Performance Reviews: Conducting regular performance reviews allows team

members to receive feedback on their progress towards targets. It also provides an
opportunity to identify any challenges or obstacles that may be hindering their ability to meet
targets.

Provide Adequate Resources: Ensuring that the team has the necessary resources, whether
it be financial, technological, or human resources, is essential for meeting targets. Adequate
resources empower the team to perform at their best and achieve their goals.

Encourage Collaboration: Foster an environment of collaboration and teamwork within the

team. When team members work together towards a common goal, they can leverage each
other‘s strengths and support one another in meeting targets.

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 Effective Communication: Open and transparent communication is crucial for maximizing
opportunities to meet team targets. Team members should be kept informed about any
changes in targets, expectations, or strategies. Additionally, providing regular updates on
progress can help keep everyone aligned.

Recognize and Reward Achievement: Recognizing and rewarding team members for
meeting or exceeding targets can serve as a powerful motivator. This can come in the form of
incentives, bonuses, or public recognition within the organization.

Continuous Training and Development: Investing in the training and development of team
members ensures that they have the skills and knowledge necessary to meet targets
effectively. Continuous learning also keeps the team adaptable and responsive to changing
circumstances.

Empower Decision Making: Empowering team members to make decisions within their
areas of responsibility can lead to increased ownership and accountability. This autonomy
can drive motivation and innovation, ultimately contributing to meeting team targets.

1.6 PRACTICAL SALES CALL PATTERNS

Sales call patterns are essential for sales professionals to understand and implement
effectively. These patterns involve the strategic planning, execution, and follow-up of sales
calls to maximize the chances of success. Here are some practical sales call patterns that can
be beneficial for sales professionals:

1. Pre-Call Planning: Before making a sales call, it‘s crucial for sales professionals to
engage in thorough pre-call planning. This involves researching the prospect, understanding
their business needs, and identifying potential pain points that the product or service can
address. Additionally, setting clear objectives for the call and preparing relevant materials
such as presentations or product samples can significantly enhance the effectiveness of the
sales call.

2. Building Rapport: Establishing a strong rapport with the prospect is a critical aspect of
successful sales calls. Sales professionals should focus on building a genuine connection with
the prospect by actively listening, asking relevant questions, and demonstrating empathy. By
creating a positive and engaging interaction, sales professionals can lay the foundation for a
productive sales conversation.

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 3. Value Proposition Communication: During the sales call, it‘s essential to effectively
communicate the value proposition of the product or service being offered. This involves
articulating how the offering addresses the prospect‘s specific needs or challenges and
highlighting its unique selling points. Clear and compelling communication of the value
proposition can capture the prospect‘s interest and demonstrate the potential benefits of the
offering.

4. Handling Objections: Encountering objections from prospects is a common occurrence

during sales calls. Sales professionals should be prepared to address objections effectively by
acknowledging the concerns raised, providing relevant information or evidence to alleviate
doubts, and reframing objections as opportunities to further discuss how the offering can
meet the prospect‘s requirements.

5. Closing Techniques: The conclusion of a sales call often involves employing effective
closing techniques to encourage a positive outcome. This may include summarizing key
points discussed during the call, confirming next steps, and seeking commitment from the
prospect regarding potential actions such as scheduling a follow-up meeting or making a
purchase decision.

6. Post-Call Follow-Up: After completing a sales call, proactive post-call follow-up is

crucial for maintaining momentum and nurturing the relationship with the prospect. This may
involve sending personalized follow-up emails, providing additional resources or information
based on the discussion during the call, and scheduling future touch points to continue
engagement.

Incorporating these practical sales call patterns into their approach can empower sales
professionals to conduct more effective and impactful interactions with prospects, ultimately
leading to improved conversion rates and customer relationships.

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 SELF CHECK - ONE
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. Strategy for how a company or organization will generate revenue and achieve

its sales goal.

A. Sales plan C. Market plan

B. Sales strategy D. ales forecast

________ 2. Basic market and customer information includes

A. Market growth C. Customer behaviour

B. Market size D. All

________ 3. Which of the following g is source of prospect?

A. Present customer C. Centre of influence

B. Endless chain D. Exhibition

PART -II. ANSWER ALL THE QUESTIONS LISTED BELOW.

C. What is sales plan?

D. What are the components of sales plan

E. List sources of prospect?

F. What is prospecting and why prospecting is needed?

G. Write how to prepare sales plan?

PART- III .FILL IN THE BLANK

1. A fictional character created to help sales people understand which prospects are the
most likely to buy
2. The selling process begins with finding qualified potential customers is called
3. A marketing plan should ideally include:
4. A roadmap/ document for future growth and business development

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 UNIT TWO: PRODUCT KNOWLEDGE

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Product knowledge

 Relevant sources of information

 Legislative requirements

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 Developing product knowledge

 Implement relevant sources of information

 Apply Legislative requirements

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 2.1 PRODUCT KNOWLEDGE

Product knowledge means an understanding of the details, features, benefits, and uses of a
product or service. It is a skill for people who interact with customers, investors, or the media
because it affects the profitability and reputation of the business. It also involves learning
about troubleshooting and support and responding to any objections. Product knowledge may
vary depending on the complexity of the product or the industry.

Salespeople need to have product knowledge to persuade customers effectively. They need to
know how their product can meet the customer‘s needs and how it compares to the
competitors‘ products. This also includes facts, figures and benefits of the product.

It can also help provide accurate information, boost enthusiasm and encourage sales, build
trust with customers, and make a lasting impression. In other words, product knowledge can
help you deliver better service to your existing customers and attract new ones.

A. Product Knowledge Benefits

Despite the fact that some benefits are intangible, they have a massive impact on your brand
reputation in the long run.

 Provides your employees with confidence: Each customer care agent or sales rep is
afraid of not finding an answer to a customer‘s question. Therefore, learning your
product from A to Z makes them excellent experts, which provides them with enough
enthusiasm and confidence to successfully deal with clients.
 Helps your employees handle objections better: It doesn‘t matter what is the
subject of your customers‘ complaints — whether it‘s your price or product quality. If
your team is aware of the situation on the market and your competitor‘s products, they
will manage to explain why your product is the best choice.
 Allows your employees to analyse the competition: As it follows from the previous
paragraph, understanding your competitors is very important since it enables you to
realize how your product outperforms your opponents‘ alternatives— whether in
terms of pricing, quality, target audience, or core value. As a result, your staff will be
competent enough to explain these issues to your clients.

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  Enhances your employees’ communication skills: Knowing all the peculiarities of
your product, your staff can adapt to every situation without following your sales
script since this knowledge allows them to combine several techniques and choose the
best one for this or that client.
 Boosts sales: Having a complete understanding of your product lets your staff
effectively communicate with customers and present the benefits of your products the
way your clients need them. Hence, this approach turns into a customer-oriented one
and helps increase sales.
 Improves customer retention: If your clients get the necessary help and receive the
answers once they need them, they won‘t change the provider since it‘s a stressful
task. Furthermore, each business knows that it is simpler to retain clients than to
acquire new ones.

B. Sources of product knowledge

A salesman is usually expected to sell a number of articles. Therefore, it becomes quite

difficult to know every detail of the product from a particular source. Rather, he has to gather
the required information about the products he is dealing with from various sources.

 Product manuals and documentation:

 Online resources and knowledge bases:
 Training materials and courses:
 Product demonstrations:
 Customer feedback and testimonials:
 Sales team meetings and discussions:
 Collaboration with product development teams:
 Industry events and conferences:
 Internal communication channels:
 Continuous feedback and improvement:

C. Using application of products knowledge

The use of application products and services can vary depending on the specific product or
service being offered; Product Knowledge cove;

1. Its price of value.

2. History of the product.

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 3. How to use the product

4. If there is any particular manufacturing process

5. Servicing, repairing, and warranty of the product

6. A lifetime of the product.

7. Styles, models and colours available.

8. Also, how it can benefit the customer.

9. The value of the product.

10. Auxiliary uses of the product.

11. Complimentary add-ons of a product.

D. Identifying Gap of Product knowledge

Knowledge gaps refer to the difference between what an employee currently knows and what
they need to know to perform their role effectively. Such gaps either result from hiring
employees that are inexperienced or are not suitable for the job.

Customer service reps are often the first point of contact for customers who have questions,
issues, or complaints about a product or service. Therefore, it is essential that they have
accurate and up-to-date product knowledge to provide effective and satisfying solutions.
However, product knowledge gaps or misconceptions can sometimes hinder their
performance and damage the customer relationship.

To identify gaps in product knowledge:

 Conduct assessments or quizzes:

 Analyze customer feedback and complaints:
 Monitor sales performance and customer interactions:
 Seek input from sales representatives:
 Conduct surveys or interviews:

By identifying these gaps in product knowledge, you can develop targeted strategies and
resources to address them and ensure that sales representatives have the necessary knowledge
and understanding to effectively sell the product.

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 Product knowledge includes;
 Features and benefits
 Handling and storage requirements
 Price
 Safety features
 Stock availability
 Use-by dates
 Warranties common factors supporting or deterring sales

2.2 RELEVANT SOURCES OF INFORMATION

In today‘s digital age, the availability of information is abundant, but not all sources are
created equal. When seeking knowledge on a particular topic, it is crucial to consult relevant
and authoritative sources to ensure accuracy and reliability. Whether conducting research,
writing academic papers, or simply seeking to expand one‘s understanding, the selection of
appropriate sources significantly impacts the quality and credibility of the information
obtained.

A. Identifying Relevant Sources

When identifying relevant sources of information, it is essential to consider the expertise and
credibility of the author or organization. Academic journals, scholarly publications, and peer-
reviewed articles are often considered reliable sources due to their rigorous review processes
and adherence to academic standards. Additionally, reputable websites maintained by
educational institutions, government agencies, and established organizations can provide
valuable and trustworthy information.

Relevant sources of information include;

 Demonstrations  Staff members

 Internet  Store or supplier product manuals
 Labels  Store tours
 Product profiles  Videos

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 2.3 LEGISLATIVE REQUIREMENTS FOR BUSINESSES

In many countries, businesses are subject to various legislative requirements that govern their
operations. These requirements are put in place to ensure that businesses operate ethically,
responsibly, and in compliance with the law. Legislative requirements for businesses can
cover a wide range of areas including employment practices, health and safety standards,
environmental regulations, taxation, consumer protection, and more.

Legislative requirements for businesses encompass a wide range of laws and regulations that
govern various aspects of business operations. From employment practices to environmental
regulations and taxation laws, businesses must navigate a complex landscape of legal
obligations to ensure compliance with the law.

 Employment Practices

One of the key areas of legislative requirements for businesses is related to employment
practices. These requirements typically include laws governing minimum wage, working
hours, overtime pay, anti-discrimination policies, employee rights, and workplace safety
regulations. For example, in the United States, businesses must adhere to federal and state
labor laws such as the Fair Labor Standards Act (FLSA) which sets minimum wage and
overtime pay standards.

 Health and Safety Standards

Businesses are also required to comply with health and safety standards to ensure the well-
being of their employees and customers. These standards may include regulations on
workplace safety, handling hazardous materials, providing protective equipment, maintaining
a safe working environment, and conducting regular safety inspections. Failure to comply
with these standards can result in fines or legal action against the business.

 Environmental Regulations

Environmental regulations are another important aspect of legislative requirements for

businesses. These regulations aim to minimize the impact of business activities on the
environment. They may include laws related to waste management, pollution control, energy
efficiency, conservation of natural resources, and compliance with environmental permits.
Businesses operating in industries such as manufacturing, energy production, or waste
management are particularly affected by these regulations.

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  Taxation

Taxation laws are a significant legislative requirement for businesses as they dictate how
companies are taxed on their income, profits, property, and transactions. Businesses must
comply with tax laws at the local, state/provincial, and national levels. Taxation requirements
also encompass issues such as sales tax collection and remittance, payroll taxes, corporate
income tax filings, and compliance with tax reporting deadlines.

 Consumer Protection

Legislative requirements related to consumer protection aim to safeguard consumers from

unfair or deceptive business practices. These requirements may include laws governing
product safety standards, truth in advertising, warranties and guarantees, fair pricing
practices, and protection of consumer privacy. Businesses must ensure that their products and
services meet these standards to avoid legal repercussions.

 Legal Compliance

In addition to specific areas such as employment practices, health and safety standards,
environmental regulations, taxation, and consumer protection; businesses are also required to
comply with general legal frameworks governing corporate governance, contracts,
intellectual property rights, competition law (antitrust), data protection regulations (such as
GDPR in the European Union), and other relevant legal aspects depending on the nature of
their operations.

Legislative requirements include;

 Industry codes of practice
 Liquor laws
 Lottery legislation
 Work health and safety (whs)
 Sale of second-hand goods
 Tobacco laws
 Trading hours
 Transport, storage and handling of goods

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 2.4 ACCESSING RELEVANT SOURCES OF INFORMATION.

Access relevant sources of information on product knowledge, there are several authoritative
references and domain names that can be used to gather comprehensive and accurate
information. These sources include industry publications, academic journals, reputable
websites, and expert blogs. By utilizing these sources, individuals can gain a deep

understanding of various products, including their features, uses, benefits, and market trends.

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 SELF CHECK - TWO
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. One of the following is steps to identify customer

B. Define target market D. Customer persona

C. Market research E. All
________ 2. Which is not part of six O‘s indicate customer behaviour

A. Occasion C. Organization
B. Objective D. Offer
________ 3. There are several way to contact customer except

A. Phone C. E-mail
B. Social media D. None of the above
PART- II. ANSWER ALL THE QUESTIONS LISTED BELOW.

1. Explain customer approach?

2. Why studying consumer behaviour is important?
3. List basic customer approach techniques?
4. Mention appropriate time for customer approach.
5. What is positive impression?
PART- III. LIST DOWN

1. List down some techniques to create positive Impression

2. What are basic approaches of the sales person use
3. steps to identify customers

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 UNIT THREE: CUSTOMER APPROACH

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Customers.
 customer buying behavior
 Timing of customer approach
 Customer contact
 positive impression

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 Identify customer

 Develop customer buying behavior

 Determine Timing of customer approach

 Initiate Contact customer

 Create positive impression

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 3.1. CUSTOMERS APPROACH

The customer approach refers to the strategies and methods that businesses use to attract,
engage, and retain customers. It encompasses all aspects of interaction between a company
and its customers, including marketing, sales, customer service, and support. A successful
customer approach is essential for building strong relationships with customers,
understanding their needs and preferences, and ultimately driving business growth.

A. Understanding Customer Needs

One of the key elements of an effective customer approach is understanding the needs and
preferences of the target audience. This involves conducting thorough market research to gain
insights into customer behavior, preferences, and pain points. By understanding what
customers are looking for in a product or service, businesses can tailor their offerings to meet
those needs effectively.

B. Personalization and Customization

Personalization and customization are increasingly important in the customer approach.

Customers appreciate personalized experiences that are tailored to their specific needs and
preferences. Businesses can achieve this by leveraging data analytics and customer
relationship management (CRM) systems to gather information about individual customers
and deliver targeted marketing messages, product recommendations, and personalized offers.

C. Omni-Channel Experience

In today‘s digital age, customers expect a seamless experience across multiple channels,
including online platforms, social media, mobile apps, and physical stores. An effective
customer approach involves creating an omni-channel experience that allows customers to
interact with the brand through their preferred channels. This requires integration across
different touchpoints to ensure consistency and coherence in the customer journey.

D. Exceptional Customer Service

Providing exceptional customer service is a fundamental aspect of the customer approach.

Businesses need to prioritize responsive and helpful support across various communication
channels. This includes addressing customer inquiries promptly, resolving issues efficiently,
and maintaining a high level of professionalism in all interactions.

E. Building Trust and Loyalty

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 Building trust and loyalty is crucial for long-term success. A successful customer approach
focuses on cultivating strong relationships with customers by delivering on promises, being
transparent in business practices, and actively seeking feedback to continuously improve
products and services. Loyalty programs and incentives can also play a significant role in
fostering long-term customer loyalty.

I. Definition of Customers

Customers are individuals or entities that purchase goods or services from a business. They
are essential to the success of any business, as they provide the revenue necessary for the
company‘s operations and growth. Understanding customers‘ needs, preferences, and
behaviors is crucial for businesses to develop products and services that meet market
demands and build long-term relationships with their customer base.

II. Types of Customers

Consumer Customers: These are individuals who purchase products or services for their
personal use or consumption. Consumer customers can be further segmented based on
various factors such as demographics, psychographics, and behavioral patterns.

Business Customers: Also known as B2B (business-to-business) customers, these are

organizations or companies that buy goods or services for their operational needs or for
resale. Business customers often have distinct purchasing processes and decision-making
criteria compared to consumer customers.

Government Customers: Government agencies at various levels (local, state, federal) also
act as customers when they procure goods and services from private businesses to fulfill
public sector requirements.

International Customers: With the globalization of markets, businesses increasingly cater

to international customers who may have diverse cultural, linguistic, and regulatory
backgrounds.

III. Customer Behavior

Understanding customer behavior is crucial for businesses to effectively market and sell their
products or services. Customer behavior encompasses a wide range of activities including:

Purchase Decisions: The process through which customers evaluate options, make choices,
and complete transactions.

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 Brand Loyalty: The degree to which customers consistently choose a particular brand over
others in the market.

Customer Satisfaction: The overall sentiment and experience of customers with a

company‘s products, services, and interactions.

Customer Retention: Strategies aimed at keeping existing customers engaged and loyal to
the brand.

IV. Customer Relationship Management (CRM)

CRM refers to the practices, strategies, and technologies that companies use to manage and
analyze customer interactions throughout the customer lifecycle. CRM systems are designed
to streamline processes related to sales, marketing, and customer service by providing
insights into customer preferences and behaviors.

V. Customer Service

Providing excellent customer service is essential for retaining existing customers and
attracting new ones. It involves addressing customer inquiries, resolving issues promptly, and
ensuring a positive overall experience with the company‘s products or services.

VI. Customer Feedback

Gathering feedback from customers is crucial for businesses to understand areas of

improvement and identify strengths in their offerings. This feedback can be collected through
surveys, reviews, social media interactions, and other channels.

Customers include:
 Customers with routine or special requests
 Internal and external contacts
 New or repeat contacts
 People from a range of social, cultural and ethnic backgrounds
 People with varying physical and mental abilities

3.2. CUSTOMER BUYING BEHAVIOR

Customer buying behavior is a complex and multi-faceted topic, and there is no one-size-fits-
all explanation for why customers make the purchasing decisions they do. However, there are
several key factors that can influence customer buying behavior, including:

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 Personal preferences and needs: Customers are more likely to make a purchase if they feel
that the product or service meets their personal needs and preferences. For example, a
customer who values sustainability may be more likely to choose a product that is made with
eco-friendly materials.

Price and value: Customers are also influenced by the price of a product or service, as well
as its perceived value. If a customer feels that a product is overpriced or does not provide
enough value for the money, they may be less likely to make a purchase.

Social influences: Customers may also be influenced by social media and other external
factors, such as reviews and recommendations from friends and family. Positive reviews and
recommendations can increase the likelihood of a customer making a purchase, while
negative reviews can have the opposite effect.

Customer experience: The customer experience is another important factor that can
influence buying behavior. Customers are more likely to make a repeat purchase if they had a
positive experience with a company, such as helpful customer service, easy returns, and high-
quality products.

Demographic factors: Demographic factors such as age, gender, income level, and location
can also play a role in customer buying behavior. For example, a customer in a higher income
bracket may be more likely to make a purchase based on quality and brand reputation, while
a customer in a lower income bracket may be more price-sensitive...

3.3. TIMING OF CUSTOMER APPROACH

The timing of customer approach is a critical aspect of marketing and sales strategies.
Understanding when to approach potential customers can significantly impact the success of
a business. Several factors influence the timing of customer approach, including the
customer‘s buying cycle, market trends, and the nature of the product or service being
offered.

Customer Buying Cycle

The customer buying cycle refers to the process that a consumer goes through before making
a purchase. It typically consists of several stages, including awareness, consideration,
decision, and purchase. Understanding where a customer is in this cycle can help businesses
determine the appropriate timing for approaching them.

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 During the awareness stage, customers are just beginning to recognize a need or problem that
they want to solve. At this point, businesses can use targeted advertising and content
marketing to make potential customers aware of their products or services. As customers
move into the consideration stage, they are actively researching and evaluating different
options. This is an opportune time for businesses to engage with customers by providing
detailed information about their offerings and addressing any concerns or questions.

The decision stage is when customers are ready to make a purchase. Businesses should be
readily available to assist customers with their final decision-making process during this
stage. Finally, the purchase stage involves completing the transaction and ensuring a smooth
buying experience for the customer.

Market Trends

Market trends play a significant role in determining the timing of customer approach.
Businesses need to stay informed about industry trends, economic conditions, and consumer
behavior patterns. For example, during periods of economic growth, consumers may be more
willing to make discretionary purchases, presenting an opportunity for businesses to approach
them with new products or upgrades. On the other hand, during economic downturns,
consumers may be more cautious with their spending, requiring businesses to adjust their
approach accordingly.

Additionally, seasonal trends can impact when customers are most receptive to marketing
efforts. For instance, retailers often experience increased sales during holiday seasons,
making it an ideal time to approach customers with promotions and special offers.

Nature of Product or Service

The nature of the product or service being offered also influences the timing of customer
approach. For products with a longer purchasing cycle, such as high-involvement items like
cars or real estate, businesses may need to engage with customers over an extended period
before closing a sale. In contrast, for low-cost impulse purchases, businesses may capitalize
on spontaneous buying behavior by approaching customers at strategic moments.

Furthermore, the introduction of new products or services may require businesses to time
their approach based on factors such as market readiness, competitive landscape, and
consumer demand.

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 3.4. CUSTOMER CONTACT

Customer contact refers to the interactions between a customer and a company or its
representatives. These interactions can occur through various channels such as phone calls,
emails, live chat, social media, in-person meetings, and more. Effective customer contact is
crucial for building and maintaining strong customer relationships, understanding their needs,
addressing concerns, and providing support.

effective customer contact is vital for businesses aiming to build strong relationships with
their customers, enhance satisfaction levels, gather valuable feedback, and foster brand
loyalty.

A. Importance of Customer Contact

Building Relationships: Regular customer contact helps in building strong relationships

with customers. It allows businesses to understand their preferences, gather feedback, and
tailor products or services to meet their needs.

Customer Satisfaction: Timely and effective customer contact contributes to higher levels
of customer satisfaction. When customers feel heard and supported, they are more likely to
remain loyal to a brand.

Problem Resolution: Customer contact provides an avenue for addressing any issues or
concerns that customers may have. This can lead to swift problem resolution and prevent
escalation of dissatisfaction.

Feedback Collection: Interactions with customers offer valuable insights into their
experiences with a company‘s products or services. This feedback can be used to make
improvements and innovations.

Brand Loyalty: Positive customer contact experiences contribute to the development of

brand loyalty. Customers who feel valued are more likely to continue doing business with a
company.

B. Methods of Customer Contact

Phone Calls: Traditional yet effective, phone calls allow for direct communication and
personalized assistance.

Email: Email provides a written record of communication and allows for detailed
explanations or follow-ups.

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 Live Chat: Real-time messaging through a company‘s website enables immediate support
and guidance.

Social Media: Platforms like Facebook and Twitter serve as channels for customer inquiries
and public interactions.

In-Person Meetings: Particularly relevant in certain industries, face-to-face meetings offer a

personal touch in customer interactions.

Self-Service Portals: Online platforms where customers can find information or troubleshoot
issues independently.

C. Best Practices for Customer Contact

Personalization: Tailoring interactions based on the customer‘s history and preferences

enhances the overall experience.

Timeliness: Responding promptly to customer inquiries demonstrates attentiveness and care.

Empathy: Showing empathy towards customers‘ concerns fosters trust and understanding.

Consistency: Providing consistent service across all contact channels ensures a unified
customer experience.

Training and Support: Equipping customer service representatives with proper training and
resources is essential for effective interactions.

Feedback Utilization: Actively using customer feedback to improve products, services, and
the overall customer experience.

D. Challenges in Customer Contact

Volume Management: Handling large volumes of customer inquiries while maintaining

quality can be challenging for businesses.

Multichannel Coordination: Ensuring seamless experiences across various contact channels

requires coordination and integration of systems.

Language Barriers: Dealing with customers from diverse linguistic backgrounds may
require language support capabilities.

Negative Interactions Handling: Addressing dissatisfied customers or managing complaints

effectively is crucial for maintaining brand reputation.

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 Data Security and Privacy: Safeguarding sensitive customer information during interactions
is a critical concern for businesses.

3.5. POSITIVE IMPRESSION

Creating a positive impression is essential in various aspects of life, including personal

relationships, professional endeavors, and social interactions. A positive impression can
significantly impact how individuals are perceived by others, influencing opportunities for
career advancement, forming meaningful connections, and fostering a sense of trust and
respect. Understanding the factors that contribute to a positive impression and the strategies
for cultivating it can be valuable in navigating diverse social contexts and achieving personal
and professional goals.

Creating a positive impression involves a combination of personal attributes, communication

skills, and interpersonal strategies that contribute to how individuals are perceived by others.
By understanding the factors that shape impressions and employing effective strategies for
cultivating positivity, individuals can navigate social dynamics with confidence and
authenticity while fostering meaningful connections

A. Factors Contributing to a Positive Impression

Several factors contribute to creating a positive impression. These include:

Confidence: Confidence plays a pivotal role in leaving a positive impression on others.

Individuals who exude confidence are often perceived as capable, reliable, and self-assured,
which can inspire trust and respect from those around them.

Authenticity: Authenticity involves being genuine and true to oneself. When individuals
present themselves authentically, they are more likely to connect with others on a deeper
level, leading to the formation of meaningful relationships and positive impressions.

Communication Skills: Effective communication is crucial for leaving a positive

impression. This encompasses active listening, clear articulation of thoughts and ideas, and
the ability to engage in constructive dialogue.

Body Language: Non-verbal cues such as body language, facial expressions, and posture
also play a significant role in shaping impressions. Maintaining open and welcoming body
language can convey approachability and warmth.

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 Dress and Appearance: Personal grooming and attire can influence initial perceptions.
Dressing appropriately for different settings demonstrates respect for the occasion and can
contribute to a positive first impression.

Empathy: Demonstrating empathy towards others by showing understanding, compassion,

and consideration can leave a lasting positive impact on individuals.

Competence: Displaying competence in one‘s field or area of expertise is instrumental in

creating a positive impression. Competence instills confidence in others regarding an
individual‘s abilities and knowledge.

B. Strategies for Cultivating a Positive Impression:

Preparation: Adequate preparation before engaging in social or professional interactions can

boost confidence and ensure that one presents themselves effectively.

Active Listening: Actively listening to others demonstrates respect and fosters meaningful
connections, contributing to a positive impression.

Adaptability: Being adaptable allows individuals to navigate diverse social contexts with
ease, showcasing their ability to relate to others effectively.

Positivity: Maintaining a positive attitude can be infectious, influencing others‘ perceptions

and contributing to a favorable impression.

Professionalism: Upholding professionalism in conduct, communication, and demeanor is

essential for leaving a positive impression in professional settings.

Gratitude: Expressing gratitude towards others can foster goodwill and leave a lasting
positive impact on relationships.

Continuous Learning: Demonstrating a willingness to learn and grow showcases humility

and openness, contributing to a positive impression.

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 SELF CHECK - THREE
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. One of the following is steps to identify customer

F. Define target market H. Customer persona

G. Market research I. All
________ 2. Which is not part of six O‘s indicate customer behaviour

E. Occasion G. Organization
F. Objective H. Offer
________ 3. There are several way to contact customer except

C. Phone C. E-mail
D. Social media D. None of the above
PART- II. ANSWER ALL THE QUESTIONS LISTED BELOW.

6. Explain customer approach?

7. Why studying consumer behaviour is important?
8. List basic customer approach techniques?
9. Mention appropriate time for customer approach.
10. What is positive impression?
PART- III. LIST DOWN

1. List down some techniques to create positive Impression

2. What are basic approaches of the sales person use
3. Steps to identify customers

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 UNIT FOUR: GATHER AND RESPOND TO INFORMATION

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Questioning techniques and listening skills

 Nonverbal communication cues

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:
 Apply Questioning techniques and listening skills
 Implement nonverbal communication cues

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 4.1. QUESTIONING TECHNIQUES AND LISTENING SKILLS

Questioning techniques and listening skills are essential components of effective

communication and can greatly improve the quality of our interactions with others.
Questioning techniques involve asking thoughtful and strategic questions to gather
information, clarify assumptions, and gain insights, while listening skills involve paying
attention to others, understanding their perspectives, and responding in a way that is
empathetic and constructive.

Here are some key questioning techniques and listening skills to consider:

i. Questioning Techniques:

Open-ended questions: These are questions that cannot be answered with a simple ―yes‖ or
―no‖ and require more thought and reflection. Examples include ―What do you think
about…‖, ―How did you feel about…‖, and ―Can you tell me more about…‖.

Probing questions: These are follow-up questions that are used to gather more information
or clarify assumptions. Examples include ―Can you elaborate on that?‖, ―What led you to that
conclusion?‖, and ―How did you come up with that idea?‖.

Reflective questions: These are questions that encourage the other person to reflect on their
own thoughts and feelings. Examples include ―What do you think is the most important
aspect of this issue?‖, ―How do you see this situation unfolding in the future?‖, and ―What
are your concerns about this topic?‖.

Clarifying questions: These are questions that are used to gather more information or clarify
assumptions. Examples include ―Can you give an example?‖, ―What do you mean by that?‖,
and ―Can you clarify your position on this issue?‖.

ii. Listening Skills:

Active listening: This involves paying close attention to the other person, maintaining eye
contact, and asking clarifying questions to ensure understanding.

Empathetic listening: This involves understanding and sharing the feelings of the other
person, and acknowledging their perspective.

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 Non-judgmental listening: This involves listening without making assumptions or
evaluating the other person‘s thoughts or feelings.

Reflective listening: This involves paraphrasing or summarizing what the other person has
said to ensure understanding and to show that you are actively listening.

4.2. NONVERBAL COMMUNICATION CUES

Nonverbal communication cues are the signals and behaviors that individuals use to convey
messages without using words. These cues can include facial expressions, body language,
gestures, eye contact, posture, and even the tone of voice. Nonverbal communication is an
essential aspect of human interaction and can often convey more meaning than verbal
communication alone.

A. Types of Nonverbal Communication Cues

Facial Expressions: The face is a primary vehicle for nonverbal communication. Facial
expressions can convey a wide range of emotions, including happiness, sadness, anger, fear,
surprise, and disgust. For example, a smile typically indicates happiness or friendliness, while
a furrowed brow may signal concern or displeasure.

Body Language: Body language encompasses the movements and positions of the body that
communicate meaning. This can include gestures such as pointing, waving, or nodding, as
well as posture and overall body movements. For instance, standing with arms crossed might
indicate defensiveness or resistance, while leaning in can signal interest or engagement.

Gestures: Hand gestures are a common form of nonverbal communication and can vary
significantly across cultures. For example, a thumbs-up gesture may be interpreted positively
in some cultures but could be offensive in others. Understanding cultural differences in
gestures is crucial for effective communication.

Eye Contact: Eye contact plays a significant role in nonverbal communication. It can convey
interest, attentiveness, confidence, or even intimidation. In some cultures, prolonged eye
contact is seen as a sign of respect and honesty, while in others it may be considered
confrontational.

Tone of Voice: The tone, pitch, and volume of one‘s voice can convey emotions and
attitudes. A soothing tone may indicate reassurance or comfort, while a sharp tone could
signal frustration or anger.

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 Posture: Posture can communicate various messages about one‘s confidence, authority,
openness, or submissiveness. Standing tall with shoulders back might convey confidence and
assertiveness, while slouching could indicate disinterest or low self-esteem.

Touch: Touch is a powerful form of nonverbal communication that can express warmth,
support, affection, or aggression. The meaning of touch varies across cultures and individual
preferences.

B. The Importance of Nonverbal Communication Cues

Nonverbal communication cues play a crucial role in interpersonal relationships, professional

settings, and social interactions. They can enhance or detract from the effectiveness of verbal
communication and are essential for conveying emotions and establishing rapport.

In professional settings, understanding nonverbal cues is particularly important for effective

leadership, public speaking, negotiations, and conflict resolution. Additionally, in social
situations such as dating or networking events, being attuned to nonverbal signals can help
individuals navigate interactions more successfully.

C. Cultural Variations in Nonverbal Communication Cues

It‘s important to note that nonverbal communication cues can vary significantly across
different cultures. What may be considered appropriate or respectful in one culture could be
perceived differently in another. For example:

In some cultures, direct eye contact is valued as a sign of honesty and attentiveness; however,
in other cultures, prolonged eye contact may be seen as intrusive or disrespectful.

Hand gestures that are innocuous in one culture may carry offensive connotations in another.

Personal space boundaries differ among cultures; some cultures prefer closer proximity
during conversations while others maintain more distance.

Understanding these cultural variations is essential for effective cross-cultural

communication and avoiding misunderstandings.

D. Developing Awareness of Nonverbal Communication Cues

Improving one‘s ability to interpret and utilize nonverbal communication cues involves
developing awareness and sensitivity to both one‘s own nonverbal behavior and that of
others. This can be achieved through observation, practice, feedback from others, and cultural
competence training.

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 In summary, nonverbal communication cues are integral to human interaction and play a
significant role in conveying emotions, attitudes, and intentions. Understanding these cues is
essential for effective communication across various contexts and cultural settings.

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 SELF CHECK -FOUR
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. The reason for buying a product/service

A. Buying motive C. Consumer behaviour
B. Purchasing power D. Personal interest
________ 2. Which one of the following motive concerned about social concern
A. Rational C. Psychological
B. Emotional D. None of the above
________ 3. Refer to specification or feature of product.
A. Customer requirement C. Customer benefit
B. Customer needs D. All

PART- II ANSWERS ALL THE QUESTIONS LISTED BELOW.

1. List nonverbal communication cues?

2. What is buying motives?
3. List basic type of customer buying motives?
4. Write questioning techniques and listening skill?
5. Mention basic customer requirements?
PART- III LIST DOWN

1. List down at least four (4) Customer Requirements

2. Nonverbal communication cues
3. Influencing the ultimate buying behavior of customers
4. Types of buying motives

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 UNIT FIVE: SELLING BENEFITS.

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Products and services for customer needs

 Product features and benefits

 using product safety

 Product specialist

 Answering customer questions

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 Match customer needs

 Communicate product feature and benefit

 Describe product use and safety

 Refer product specialist

 Answering customer questions

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 5.1. RODUCTS AND SERVICES FOR CUSTOMER NEEDS

In today‘s competitive market, businesses strive to meet customer needs by offering a wide
range of products and services. Understanding and fulfilling customer needs is essential for
the success of any business. Companies need to continuously innovate and adapt their
offerings to align with evolving customer preferences. Here are some key products and
services that cater to various customer needs:

1. Personalized Products and Services: In the era of personalization, customers seek

products and services tailored to their specific preferences and requirements. Businesses are
leveraging technology to offer personalized recommendations, custom-made products, and
individualized services. This approach enhances customer satisfaction and loyalty.

2. Convenience-Oriented Offerings: With the increasing pace of life, customers value

convenience more than ever. Businesses are responding by providing convenient solutions
such as online shopping with fast delivery, mobile applications for easy access to services,
and streamlined processes that save time for the customers.

3. Eco-Friendly and Sustainable Options: As environmental consciousness grows, there is

a rising demand for eco-friendly products and sustainable services. Businesses are
introducing environmentally responsible alternatives, including biodegradable packaging,
energy-efficient appliances, organic products, and eco-conscious practices in various
industries.

4. Technologically Advanced Solutions: In today‘s digital age, customers expect

technologically advanced products and services. This includes smart devices, AI-powered
solutions, virtual reality experiences, and other innovative offerings that enhance efficiency,
connectivity, and overall user experience.

5. Quality Customer Service: Exceptional customer service is a fundamental need for

consumers. Companies are investing in training their staff to deliver outstanding service,
implementing efficient complaint resolution systems, and offering multiple channels for
customer support to ensure a seamless experience.

6. Health and Wellness Products: The health and wellness industry has seen significant
growth as consumers prioritize their well-being. Businesses are responding by offering a
wide array of health-focused products such as organic foods, fitness equipment, wellness
apps, and mental health resources.

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 7. Financial Services: With financial security being a top concern for many individuals,
there is a growing demand for reliable financial services. This includes banking solutions,
investment opportunities, insurance products, and financial planning services tailored to
diverse customer needs.

8. Educational and Skill-Building Resources: In an era of continuous learning, customers

seek educational resources and skill-building opportunities. This has led to the rise of online
courses, e-learning platforms, educational apps, and workshops aimed at personal and
professional development.

9. Customizable Options: Customers appreciate the ability to customize products or services

according to their preferences. Businesses are offering customizable features in various
sectors such as fashion (customized clothing), technology (configurable software), food
(build-your-own meals), and more.

10. Entertainment and Leisure Activities: Meeting the need for entertainment and leisure
experiences is crucial in today‘s consumer landscape. This includes streaming services,
gaming platforms, live events, travel packages, and recreational facilities that cater to diverse
interests.

5.2. PRODUCT FEATURES AND BENEFITS

When it comes to understanding a product‘s features and benefits, it‘s important to consider
the specific product in question. However, in a general sense, product features refer to the
characteristics and functionalities of a product, while benefits are the positive outcomes or
advantages that the user gains from those features. Let‘s delve into this further by considering
a hypothetical example of a smart phone.

A. Features of the Smartphone

Display: The smart phone has a high-resolution display with vibrant colors and excellent
clarity, providing an immersive viewing experience for videos, photos, and games.

Camera: It is equipped with a high-quality camera system, including multiple lenses for
capturing sharp and detailed images, as well as advanced features such as optical image
stabilization and low-light performance.

Performance: The smart phone boasts a powerful processor and ample RAM, ensuring
smooth multitasking, fast app loading times, and overall snappy performance.

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 Battery Life: With a long-lasting battery, users can rely on the smartphone to keep up with
their busy schedules without constantly needing to recharge.

Security Features: The device offers advanced security features such as facial recognition or
fingerprint scanning to ensure the user‘s data and privacy are protected.

B. Benefits of the Smartphone

Enhanced Visual Experience: Users can enjoy stunning visuals and vibrant colors when
watching videos or viewing photos on the high-resolution display.

Capture Memorable Moments: The high-quality camera system allows users to capture
sharp, detailed images and record high-definition videos, preserving precious memories.

Efficient Multitasking: The powerful processor and ample RAM enable users to seamlessly
switch between apps, streamlining their productivity and entertainment experiences.

Long-lasting Usage: The extended battery life ensures that users can stay connected
throughout the day without constantly worrying about recharging their device.

Secure Data Protection: The advanced security features provide peace of mind by
safeguarding sensitive information and ensuring only authorized access to the device.

5.3. PRODUCT SPECIALIST

A product specialist is a professional who has in-depth knowledge about a specific product or
product line. They are responsible for understanding the features, benefits, and applications
of the product, as well as communicating this information to potential customers, sales teams,
and other stakeholders. Product specialists often work closely with product development
teams to provide feedback on customer needs and market trends, and they may also be
involved in creating marketing materials and sales strategies.

A. Roles and Responsibilities

Product specialists play a crucial role in the success of a product by ensuring that it meets the
needs of the target market and effectively addresses customer pain points. Their
responsibilities may include:

Product Knowledge: Developing a deep understanding of the product‘s features, benefits,

and competitive advantages.

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 Market Research: Conducting market research to identify customer needs, preferences, and
trends related to the product.

Training and Support: Providing training to sales teams, customer support staff, and other
relevant personnel to ensure they have a comprehensive understanding of the product.

Customer Communication: Serving as a point of contact for customer inquiries, providing

detailed information about the product, and addressing any concerns or issues.

Collaboration with Cross-functional Teams: Working closely with product development,

marketing, and sales teams to ensure alignment on product positioning and messaging.

Sales Support: Assisting the sales team in presenting the product‘s value proposition to
potential customers and addressing any technical questions or objections.

Feedback Collection: Gathering feedback from customers, sales teams, and other
stakeholders to inform future product enhancements and improvements.

B. Skills and Qualifications

To excel in the role of a product specialist, individuals typically need a combination of

technical knowledge, communication skills, and business acumen. Some key skills and
qualifications for this role may include:

Technical Aptitude: A strong understanding of the technical aspects of the product,

including its functionality, use cases, and potential applications.

Communication Skills: The ability to articulate complex technical information in a clear and
compelling manner to both internal teams and external audiences.

Analytical Skills: Proficiency in analyzing market data, customer feedback, and competitive
landscape to make informed decisions about the product‘s positioning and strategy.

Customer Focus: A deep understanding of customer needs and a commitment to delivering

products that meet or exceed those needs.

Collaboration: The capacity to work effectively with cross-functional teams such as

marketing, sales, engineering, and customer support.

Industry Knowledge: Familiarity with the industry or market segment in which the product
operates can be highly beneficial for understanding customer requirements and competitive
dynamics.

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 Education and Experience

While specific educational requirements can vary depending on the industry and type of
product being supported, many employers seek candidates with a bachelor‘s degree in
business administration, marketing, engineering, or a related field. Relevant experience in
product management, sales support, or technical roles can also be advantageous for aspiring
product specialists.

5.4. ANSWERING CUSTOMER QUESTIONS

Routine customer questions typically involve inquiries about the dimensions, weight,
materials, warranty, return/exchange policy, setup process, features/functions,
troubleshooting, demonstrations, and colour options of a product. These questions are
commonly asked by customers seeking more information before making a purchase or
encountering issues with the product. Providing clear and concise answers to these questions
can help satisfy customers and ensure a positive customer experience.

1. What are the dimensions of the product?

2. How much does the product weigh?

3. What materials is the product made of?

4. What is the warranty period for the product?

5. Can I return or exchange the product if I am not satisfied?

6. How do I set up the product?

7. What are the different features and functions of the product?

8. How do I troubleshoot a specific issue with the product?

9. Can you provide a demonstration of how to use a specific feature?

10. What are the available colour options for the product?

Answering customer questions include;

 Availability
 Features and benefits
 Price and price reductions
 Quality

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 SELF CHECK - FIVE
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

_______ 1. Which of steps to meet customer need

A. Identify C. Create
B. Distribute D. All
_______ 2. An attribute or functionality of product or service

A. Benefit C. Specification
B. Feature D. None
_______ 3. Common product safety requirement includes

A. Compliance with safety standard C. Testing

B. Labelling D. All

PART- II ANSWER ALL THE QUESTIONS LISTED BELOW.

1. What is the difference between feature and benefit?

2. Write basic customer routine question?
3. How to meet and match product with customer need?
4. How to communicate product safety requirement for customers?
PART- III FILLING THE BLANK SPACE

1. An expert who has in-depth knowledge about a specific product or product category.
2. A product or service can improve or add value to a customer's life
3. An attribute or functionality of a product or service
4. The influential factors that trigger them to buy your product or service

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 UNIT SIX: OVERCOME OBJECTIONS

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Customer objection.

 Offering customer objections.

 Problem solving techniques

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 Identify customer objection

 offer customer objection

 apply problem Solving techniques

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 6.1. CUSTOMER OBJECTIONS

Customer objections are a common phenomenon in sales and marketing, where customers
raise concerns or objections to the product or service being offered. Addressing customer
objections effectively can be crucial in closing deals and building trust with potential buyers.
Here are some common types of customer objections and how to address them:

A. Types of customer objections

1. ―Your product is too expensive.‖

Objection: ―Your product is too expensive compared to other options in the market.‖

Response: ―I understand your concern about the price. However, I‘d like to highlight the
unique features and benefits of our product that set it apart from the competition. Our product
is made with high-quality materials and has been designed to last longer, which can save you
money in the long run. Additionally, our product comes with a [insert warranty or guarantee
here], which provides peace of mind and protects your investment. We also offer flexible
pricing plans and payment options to fit your budget. Can we discuss how our product can
meet your needs and provide value to your business?‖

2. ―I don‘t have time to implement this.‖

Objection: ―I don‘t have time to implement this new product/service. It will take too much of
my staff‘s time.‖

Response: ―I understand your concern about time constraints. However, our product/service
is designed to be easy to implement and requires minimal training. We can provide you with
a detailed implementation plan and support team to ensure a smooth transition. Additionally,
our product/service can save you time and increase efficiency in the long run. Can we discuss
the potential benefits of implementing our product/service and how it can help you and your
team?‖

“I’m not sure if this is the right fit for our company.”

Objection: ―I‘m not sure if this is the right fit for our company. We have specific
requirements and needs.‖

Response: ―I understand your concern about finding the right fit. Our product/service is
highly customizable and can be tailored to meet your specific needs. We can work with you

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 to understand your requirements and provide a solution that meets your business goals.
Additionally, we offer a free trial or demo to test our product/service before committing to a
purchase. Can we discuss how our product/service can be tailored to meet your needs?‖

“I don’t trust online purchases.”

Objection: ―I don‘t trust online purchases. I prefer to see the product in person before
buying.‖

Response: ―I understand your concern about online purchases. However, our product/service
is backed by a [insert warranty or guarantee here] and we have a 100% satisfaction guarantee.
We also offer a free trial or demo to test our product/service before committing to a purchase.
Additionally, we have a dedicated customer support team that is available to assist you with
any questions or concerns. Can we discuss how our product/service can meet your needs and
provide value to your business?‖

―I’m not comfortable with automation.”

Objection: ―I‘m not comfortable with automation. I prefer to do things manually.‖

Response: ―I understand your concern about automation. However, our product/service is

designed to streamline processes and improve efficiency, freeing up your time to focus on
high-value tasks. Our product/service is easy to use and requires minimal training.
Additionally, we offer a free trial or demo to test our product/service before committing to a
purchase. Can we discuss how our product/service can meet your needs and provide value to
your business?‖

In addition to these common customer objections, it‘s important to be prepared for other
objections that may arise based on the specific product or service being sold. By
understanding the common customer objections and having a plan to address them, sales
professionals can increase their chances of closing deals and building trust with potential
buyers.

B. Solutions to Customer Objections

When customers raise objections, it is essential for businesses to address these concerns
effectively. By offering solutions to customer objections, businesses can enhance customer
satisfaction and improve their overall sales performance. Here are some common customer
objections and potential solutions:

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 1. Price Objections: Customers often object to the price of a product or service. To address
this, businesses can emphasize the value proposition of their offerings. This involves
highlighting the unique features, benefits, and quality that justify the price. Additionally,
offering flexible payment options, discounts, or bundling products/services can help alleviate
price objections.

2. Product/Service Concerns: Customers may have doubts about the functionality, quality,
or suitability of a product or service. Businesses can overcome these objections by providing
detailed information, demonstrations, or trials to showcase the benefits and capabilities of
their offerings. Addressing specific concerns with evidence-based explanations can build
trust and confidence in the product/service.

3. Competitor Comparisons: When customers compare a business‘s offerings with those of

competitors, objections may arise based on perceived differences in features, pricing, or
reputation. To counter this, businesses should highlight their unique selling points (USPs) and
demonstrate how their offerings outperform competitors in terms of quality, reliability, or
after-sales support.

4. Trust and Credibility: Customer objections related to trust and credibility can be
addressed by showcasing social proof such as customer testimonials, reviews, industry
certifications, or awards. Transparency in policies, guarantees, and return/refund processes
can also mitigate concerns about trustworthiness.

5. Post-Purchase Support: Some customers may object due to concerns about after-sales
support, warranty coverage, or maintenance services. Businesses can provide reassurance by
clearly communicating their post-purchase support mechanisms, warranty terms, and
responsive customer service channels.

6. Risk Aversion: Customers may object due to perceived risks associated with the purchase
decision. Offering satisfaction guarantees, extended trial periods, or hassle-free return
policies can alleviate concerns about potential risks, thereby encouraging customers to make
a purchase with confidence

Overcoming objections is a crucial aspect of sales and communication. It involves addressing

concerns, doubts, or hesitations that potential customers or stakeholders may have about a
product, service, or idea. By effectively overcoming objections, sales professionals and
communicators can build trust, clarify information, and ultimately persuade others to take

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 action. This process requires active listening, empathy, and the ability to provide compelling
responses. . C. Strategies for overcoming objections:

Active Listening and Empathy

One of the most important aspects of overcoming objections is active listening. When
engaging with a potential customer or stakeholder, it‘s essential to listen attentively to their
concerns without interrupting. This demonstrates respect and shows that their perspective is
valued. Additionally, expressing empathy by acknowledging their concerns can help establish
rapport and trust.

Understanding the Objection

To effectively address an objection, it‘s crucial to fully understand it. Sales professionals and
communicators should ask clarifying questions to gain a deeper understanding of the specific
concern. By identifying the root cause of the objection, they can tailor their responses more
effectively.

Providing Information and Evidence

Once the objection is understood, it‘s important to provide relevant information and evidence
to support the product, service, or idea being presented. This may involve sharing success
stories, case studies, testimonials, or data that directly addresses the concern raised. By
offering concrete evidence, individuals can build credibility and strengthen their position.

Addressing Concerns Directly

Rather than avoiding objections, it‘s essential to address them directly. By acknowledging the
validity of the concern and providing a thoughtful response, individuals can demonstrate
transparency and honesty. This approach can help alleviate doubts and show a genuine
commitment to resolving issues.

Building Value

In some cases, objections arise due to a perceived lack of value. To overcome this challenge,
sales professionals and communicators should focus on highlighting the unique value
proposition of their offering. Articulating the benefits and advantages can help shift the
perspective of potential customers or stakeholders.

Handling Price Objections

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 Price objections are common in sales scenarios. When faced with price-related concerns, it‘s
important to emphasize the overall value provided by the product or service. Explaining how
the benefits outweigh the cost can help reframe the conversation and address price objections
effectively.

Anticipating Objections

Experienced sales professionals often anticipate common objections in advance. By

proactively addressing potential concerns during presentations or discussions, they can
demonstrate thorough preparation and foresight. This proactive approach can also instill
confidence in potential customers or stakeholders.

Seeking Feedback

After addressing objections, seeking feedback is valuable for further refinement.

Understanding how objections were handled and whether they were resolved satisfactorily
provides insights for continuous improvement in communication and sales strategies.

6.2. OFFERE TO CUSTOMER OBJECTIONS

Objection handling is when a prospect presents a concern about the product/service a

salesperson is selling, and the salesperson responds in a way that alleviates those concerns
and allows the deal to move forward. Objections are generally around price, product fit, or
competitors. Sometimes, the objection is a good old-fashioned brush-off.

Objection handling means responding to the buyer in a way that changes their mind or
alleviates their concerns.

Some reps argue with their prospects or try to pressure them into backing down, but that kind
of strong-arming isn't true objection handling. In those cases, prospects typically end up more
convinced than ever of their position — and those salespeople wind up undermining the trust
and rapport they've developed with them.

Tips to Overcome Sales Objections

 Practice active listening.

 Repeat back what you hear.
 Validate your prospect‘s concerns.
 Ask follow-up questions.
 Leverage social proof.

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  Set a specific date and time to follow up.
 Anticipate sales objections.

A 4-Steps Approach to Overcoming Sales Objections

When a buyer indicates that they‘re not ready to buy, don't get discouraged. Use the
following four steps to overcome sales objections and move closer to the sale.

1. Listen: Don‘t just let your prospect spell out their objections – actually listen. Chances
are you‘ll be able to anticipate potential objections before they even occur.
2. Understand: People are complex. We don‘t always say exactly what we mean – and
even when we try to, our words might still be misinterpreted.
3. Respond: Whether or not they seem like a serious issue to you, acknowledge that your
prospect‘s concerns are valid.
4. Confirm: Reiterate the objection and confirm that if you‘re able to overcome it, the
prospect will be happy to move forward with the deal.

Method of Handling Objection

There are several methods of handling objections. A few important methods are discussed
below:

Direct Denial Method:

Normally a salesman should avoid confrontation or contradiction with the prospects.

However, at times, it is essential to do the same while meeting objections. As the name
implies, under this method the prospect is told that he is mistaken.

Indirect Denial or Yes… But Method:

This is one of the most popular and widely used methods of overcoming objections raised by
the prospects. It is also often termed as side-stepping method. Under this method, initially the
salesman agrees with the objections raised by the prospect but subsequently differs in a
humble and polite manner.

No doubt, most people hate to be contradicted or denied on their faces but can be conquered
through convincing. This method suits such situations. This method is popularly known as
‗Yes ….but method ‗ or ‗you are right but … method‘, or ‗I agree but …method‘. This
method has the inherent strength of making the prospect understand that the salesman clearly
realises the objection.

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 Reverse Position Method:
This is also known as ‗why method‘ or ‗question method‘. Under this method, instead of
explaining the objections, the salesman asks the prospect questions relating to the objections
such as ‗why‘ and ‗what do you really mean, Sir?‘ In other words, the prospect is asked as to
why he thinks like that.

Boomerang Method:

In this method, the objection of the prospect is converted into a reason in favour of a
purchase. This method is also known as ‗translation method‘ because it converts the objection
in the minds of customers into a reason for making a purchase.

Superior Point or Compensation Method:

In this method, the salesman frankly admits the validity of the objection raised by the
prospect, but simultaneously, offsets the objection by a superior point of greater advantage. In
other words, the salesman points out an advantage which is supposed to compensate the
objection.
Interrogation Method:
This method has some similarity with the reverse method. Under this method, the prospects
are asked questions tactfully so that their objections are answered by themselves. For
example, a prospect may say that he wants to buy a cheap suit.

Pass up Method:

Under this method, the salesman clearly passes up most of the objections. The salesman just
smiles or merely shrugs his shoulder or uses any other method to avoid answers to objections.
However, such dodging can successfully be applied only while meeting minor objections,
false excuses and trivial things having little base.

6.3. PROBLEM SOLVING TECHNIQUES

There are several techniques and strategies that individuals can employ to enhance their
problem-solving abilities. Some of the widely recognized techniques include:

Root Cause Analysis: This technique focuses on identifying the underlying causes of a
problem rather than just addressing its symptoms. By understanding the root causes, more
effective solutions can be developed.

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 Brainstorming: Brainstorming involves generating a large number of ideas or solutions in a
group setting without immediate criticism or evaluation. It encourages creativity and diverse
thinking.

Decision Matrix Analysis: This technique involves creating a matrix to compare different
solutions based on specific criteria such as cost, time required, and potential impact.

SWOT Analysis: SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis helps in

evaluating a situation by considering its internal strengths and weaknesses as well as external
opportunities and threats.

Fishbone Diagram (Ishikawa Diagram): This visual tool helps in identifying potential
causes of a problem by categorizing them into different factors such as people, process,
environment, equipment, and materials.

6.3.1 Importance of Problem-Solving Skills

Effective problem-solving skills are highly valuable in numerous contexts:

Professional Context: In the workplace, individuals who excel in problem solving are
sought after by employers as they can contribute to innovation, efficiency improvements, and
conflict resolution.

Personal Development: Developing strong problem-solving skills enhances an individual‘s

ability to navigate challenges in their personal life effectively.

Academic Success: Students who possess strong problem-solving abilities are better
equipped to excel academically across various subjects and disciplines.

Innovation and Entrepreneurship: Problem-solving skills are essential for driving

innovation and entrepreneurial success as they enable individuals to identify opportunities
and develop creative solutions.

Effective Leadership: Leaders who are adept at problem solving can guide their teams
through complex situations with confidence and clarity.

Problem solving techniques include :

 Resource implications
 Store policies and procedures

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 SELF CHECK - SIX
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. Common sales objection includes

A. Price D. Place
B. Time E. None
C. Merchandise
________ 2. Which of the following is method of handling sales objection deal with why?

A. Direct denial C. Boomerang

B. Reverse position D. All

PART- II ANSWERS ALL THE QUESTIONS LISTED BELOW.

1. List common customer objection?

2. Why customer raise objection in buying process?
3. How to handle customer objection?
4. What is sales objection?

PART- III FILLING

1. An essential skill that is applied in various aspects of life, including within personal
scopes of responsibilities.
2. The objection of the prospect is converted into a reason in favour of a purchase
3. When a prospect presents a concern about the product/service a salesperson

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 UNIT SEVEN: CLOSE SALE

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Customer buying signals

 Purchase decisions

 Method of closing sale

This unit will also assist you to attain the learning outcomes stated in the cover page.
Specifically, upon completion of this learning guide, you will be able to:

 Identify customer buying signal

 Encourage customer purchase decision

 Select Close sales method

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 7.1. CUSTOMER BUYING SIGNALS

Customer buying signals refer to the actions, behaviors, or indicators that potential customers
exhibit when they are interested in making a purchase. These signals are crucial for
businesses as they provide valuable insights into customer intentions and preferences,
enabling companies to tailor their marketing and sales strategies effectively. Understanding
and interpreting customer buying signals can significantly impact a company‘s ability to
convert leads into sales and build long-term customer relationships.

F. Types of Customer Buying Signals

Verbal Cues: Verbal cues include specific words or phrases used by customers that indicate
their interest in a product or service. For example, expressions like ―I‘m looking for…‖ or
―Do you have any recommendations for…‖ are clear indicators of potential buying intent.

Non-Verbal Cues: Non-verbal cues encompass body language, facial expressions, and
gestures that convey a customer‘s interest or hesitation. For instance, maintaining eye
contact, nodding, or touching the product can signal a strong buying intent.

Online Behavior: In the digital age, customer buying signals also manifest through online
behavior. This includes actions such as spending significant time on a particular product
page, adding items to the cart, or repeatedly visiting a specific product listing.

Feedback and Inquiries: Customer feedback and inquiries, whether received in person, via
email, or through social media channels, can serve as valuable buying signals. Positive
feedback or detailed questions about product features indicate a genuine interest in making a
purchase.

Purchase History and Patterns: Analyzing a customer‘s purchase history and patterns
provides insights into their buying behavior. Repeat purchases of similar products or
upgrades to higher-tier offerings demonstrate evolving needs and potential opportunities for
upselling.

Social Media Engagement: Likes, shares, comments, and direct messages on social media
platforms can all serve as indicators of customer interest. Engaging with a company‘s social
media content often signifies an affinity for the brand and its offerings.

G. Importance of Identifying Customer Buying Signals

Understanding and identifying customer buying signals is essential for several reasons:

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 Personalized Marketing: By recognizing buying signals, businesses can personalize their
marketing efforts to target specific customer needs and preferences effectively.

Improved Sales Conversion: Identifying buying signals allows sales teams to focus their
efforts on leads that are more likely to convert, thereby increasing the overall sales
conversion rate.

Enhanced Customer Experience: Tailoring products or services based on identified buying

signals enhances the overall customer experience, leading to higher satisfaction and loyalty.

Competitive Advantage: Companies that adeptly interpret customer buying signals gain a
competitive edge by being able to anticipate and fulfill customer needs more effectively than
their competitors.

Relationship Building: Leveraging buying signals enables businesses to build stronger

relationships with customers by demonstrating an understanding of their preferences and
providing relevant solutions.

H. Strategies for Leveraging Customer Buying Signals

Data Analysis: Utilize data analytics tools to track and analyze customer behavior across
various touch points, enabling the identification of meaningful buying signals.

Customer Relationship Management (CRM): Implement CRM systems to capture and

manage customer interactions, inquiries, and purchase history for comprehensive signal
analysis.

Training Sales Teams: Provide training to sales teams on recognizing and interpreting
different types of buying signals to enhance their ability to engage with potential customers
effectively.

Personalized Communication: Tailor communication strategies based on identified buying

signals to deliver personalized messaging that resonates with individual customer needs.

Feedback Integration: Integrate customer feedback mechanisms into business processes to

capture valuable insights tha

t serve as critical buying signals.

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 7.2. PURCHASE DECISIONS

When it comes to purchase decisions, there are numerous factors that influence an
individual‘s choices. These factors can range from personal preferences and needs to external
influences such as marketing, social trends, and economic conditions. Understanding the
psychology behind purchase decisions is crucial for businesses and marketers aiming to
effectively target and appeal to their consumer base.

A. Psychological Factors Influencing Purchase Decisions

Perception: Consumers‘ perception of a product or service greatly impacts their purchase

decisions. This includes how they perceive the quality, value, and benefits of the offering.

Motivation: Understanding consumers‘ motivations for making a purchase is essential.

Whether it‘s driven by a need, desire, or emotional connection, motivation plays a significant
role in decision-making.

Attitudes and Beliefs: Consumer attitudes and beliefs towards a brand or product can
heavily influence their purchasing behavior. Positive associations and strong brand loyalty
can lead to repeat purchases.

Personality: Individual personalities can impact purchase decisions. For example, an

adventurous person may be more inclined to try new products, while someone who values
tradition may stick to familiar brands.

Perceived Risk: Consumers assess the risk associated with a purchase, including financial
risk, performance risk, social risk, and psychological risk. Mitigating these risks is crucial in
influencing their decisions.

Social Influence: The influence of family, friends, and social circles can sway purchase
decisions. Social proof and recommendations from trusted sources often play a significant
role in consumer choices.

Cultural Factors: Cultural norms, values, and traditions can impact what individuals
consider desirable or acceptable in their purchasing decisions.

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 B. External Influences on Purchase Decisions

Marketing and Advertising: Effective marketing strategies can significantly influence

consumer behavior by creating awareness, shaping perceptions, and triggering emotional
responses.

Economic Conditions: Economic factors such as income levels, inflation rates, and
employment status can impact consumers‘ purchasing power and decision-making.

Technological Advancements: The rapid evolution of technology has transformed how

consumers research products, compare options, and make purchases, influencing their
decision-making process.

Peer Pressure: In social settings or online communities, peer pressure can influence
individuals to make certain purchases to fit in or conform to group norms.

Environmental Factors: Environmental concerns and sustainability have become

increasingly important in purchase decisions, leading consumers to choose eco-friendly
products or support environmentally conscious brands.

C. Decision-Making Process

The process of making a purchase decision typically involves several stages:

1. Recognition of Need or Want: The consumer identifies a need or desire for a particular
product or service.
2. Information Search: Researching options through various channels such as online
reviews, recommendations, and comparison websites.
3. Evaluation of Alternatives: Comparing different products or brands based on criteria such
as price, quality, features, and reputation.
4. Purchase Decision: The consumer makes the final decision on which product or service to
buy.
5. Post-Purchase Evaluation: Reflecting on the purchase experience and product satisfaction,
which can influence future buying behavior.

Understanding these stages helps businesses tailor their marketing efforts to address
consumers‘ needs at each step of the decision-making process.

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 7.3. METHOD OF CLOSING A SALE

Closing a sale is a crucial aspect of the sales process, as it is the final step in converting a
potential customer into an actual buyer. There are various methods and techniques that sales
professionals use to effectively close a sale. These methods are designed to address the
customer‘s concerns, build trust, and ultimately persuade them to make a purchase.

Building Rapport and Trust

One effective method of closing a sale is by building rapport and trust with the customer
throughout the sales process. Establishing a genuine connection with the customer can help
create a sense of trust and comfort, making it more likely for them to make a purchase. Sales
professionals often achieve this by actively listening to the customer‘s needs, providing
personalized solutions, and demonstrating empathy.

Understanding Customer Needs

Understanding the specific needs and preferences of the customer is essential for successfully
closing a sale. By asking probing questions and actively listening to the customer‘s
responses, sales professionals can gain valuable insights into what the customer is looking
for. This information can then be used to tailor the sales pitch and offer products or services
that directly address the customer‘s requirements.

Trial Closes

Trial closes are subtle techniques used throughout the sales process to gauge the customer‘s
readiness to make a purchase. These can include asking questions such as ―Would you prefer
this option or that option?‖ or ―How does this product meet your needs?‖ Trial closes help
sales professionals understand where the customer stands in their decision-making process
and address any concerns or objections before attempting to close the sale.

Urgency and Scarcity

Creating a sense of urgency or scarcity can be an effective method for closing a sale. By
highlighting limited-time offers, exclusive deals, or low stock availability, sales professionals
can motivate customers to make a purchasing decision sooner rather than later. This
technique leverages the psychological principle of fear of missing out (FOMO) and
encourages customers to act promptly.

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 Assumptive Close

The assumptive close involves using language that assumes the customer has already made
the decision to purchase. For example, phrases like ―When would you like your delivery?‖ or
―Which payment method works best for you?‖ convey confidence in the customer‘s decision
to buy. This method subtly guides the customer towards finalizing the purchase without
explicitly asking for their decision.

Handling Objections

Addressing and overcoming objections is an integral part of closing a sale. Sales

professionals should be prepared to handle common objections such as pricing concerns,
product suitability, or timing issues. By empathetically acknowledging these objections and
offering solutions or additional information, sales professionals can alleviate the customer‘s
hesitations and move closer to closing the sale

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 SELF CHECK - SEVEN
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

________ 1. Common buying signal includes:

A. Expressing interest C. Comparing option
B. Body knowledge D. All
________ 2. Closing technique that involves testing the customer readiness to purchase a
Product.
A. trial close C. Final close
B. Follow up D. Buying
________ 3. The last step in the sales process where the salesperson seeks to secure the

purchase from the customer

A. Presentation C. Trial close

B. Final close D. All

PART –II LIST DOWN

1. List down customer to make Purchasing Decisions; Salespeople can encourage

2. Some common customer buying signals

3. What are close sales Method

PART –III ANSWER ALL THE QUESTIONS LISTED BELOW

1. Disuses close sales

2. How to close sales?

3. List and explain two types of closing sales.

4. List common buying signal?

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 UNIT EIGHT: MAXIMIZE SALES OPPORTUNITIES.

This learning unit is designed to provide the trainees the necessary information regarding the
following content coverage and topics:

 Additional sales

 complementary products or services for customers need

 Personal sales outcomes

his unit will also assist you to attain the learning outcomes stated in the cover page. Specifically,
upon completion of this learning guide, you will be able to:

 Apply Additional sales

 I complementary products or services for customers need identify

 Review personal sales outcome

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 8.1. ADDITIONAL SALES

Maximizing sales opportunities is crucial for businesses to achieve growth and success. There
are several strategies and tactics that can be employed to maximize sales opportunities, ranging
from understanding customer needs to leveraging technology and data analytics. By
implementing a comprehensive approach that encompasses various aspects of the sales process,
businesses can effectively increase their sales and revenue.

A. Understanding Customer Needs

One of the fundamental aspects of maximizing sales opportunities is understanding the needs and
preferences of customers. This involves conducting thorough market research to identify target
demographics, consumer behavior, and purchasing patterns. By gaining insights into what drives
customer decision-making, businesses can tailor their products or services to better meet
customer needs, thus increasing the likelihood of making a sale.

B. Effective Marketing Strategies

Implementing effective marketing strategies is essential for maximizing sales opportunities. This
includes utilizing various channels such as digital marketing, social media, content marketing,
and traditional advertising to reach potential customers. By creating compelling and targeted
marketing campaigns, businesses can generate leads and convert them into sales.

C. Utilizing Technology and Data Analytics

Leveraging technology and data analytics can significantly enhance sales opportunities.
Customer relationship management (CRM) systems, sales automation tools, and data analytics
platforms enable businesses to streamline their sales processes, identify trends, and make data-
driven decisions. By harnessing the power of technology and data, businesses can optimize their
sales efforts and improve overall performance.

D. Providing Exceptional Customer Service

Exceptional customer service plays a pivotal role in maximizing sales opportunities. Building
strong relationships with customers, addressing their concerns promptly, and providing

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 personalized support can lead to repeat business and positive word-of-mouth referrals. Satisfied
customers are more likely to make additional purchases and recommend the business to others.

E. Sales Training and Development

Investing in sales training and development for the sales team is crucial for maximizing sales
opportunities. Equipping sales professionals with the necessary skills, product knowledge, and
effective selling techniques empowers them to engage with customers more effectively and close
deals successfully.

F. Expanding Market Reach

Expanding market reach through diversification or entering new markets can create additional
sales opportunities for businesses. This may involve launching new product lines, targeting
different geographical regions, or exploring international expansion strategies.

As a small business owner, promoting your business online can be a daunting task, especially if
you have a limited budget. However, there are several strategies you can use to effectively
promote your business on social media without breaking the bank. Here are some of the best
ways to promote your business online without spending too much money:

Create high-quality content: The first and foremost thing you need to do is create high-quality
content that resonates with your target audience. Your content should be engaging, informative,
and visually appealing. You can create blog posts, videos, infographics, or social media posts
that are relevant to your business and industry. This will help you attract and retain a loyal
following on social media.

Leverage hash tags: Hash tags are a great way to get your content discovered by a wider
audience on social media. Use relevant hashtags that are popular in your niche to increase the
visibility of your content. You can also create your own branded hashtag to encourage user-
generated content and build a community around your business.

Engage with your audience: Social media is a two-way conversation, so it‘s essential to engage
with your audience regularly. Respond to comments, messages, and reviews on social media
platforms to build relationships with your customers. This will help you increase brand loyalty
and attract new followers.

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 Collaborate with influencers: Collaborating with influencers in your niche can be an effective
way to reach a wider audience without spending too much money. Look for influencers who
have a genuine interest in your brand and are willing to promote your products or services. You
can offer them free products or services in exchange for their promotion.

Utilize email marketing: Email marketing is a powerful tool for reaching your target audience.
Build an email list of subscribers who are interested in your business and send them regular
newsletters with updates, promotions, and discounts. This will help you drive traffic to your
website and increase sales.

Run contests and giveaways: Running contests and giveaways on social media can be a great
way to generate buzz around your brand and increase engagement. You can offer prizes that are
relevant to your business and encourage people to share your content with their friends and
family.

Utilize paid advertising: While you may not have a large budget for paid advertising, there are
several options available that can help you reach a wider audience without breaking the bank.
For example, you can use Facebook Ads or Instagram Ads to target specific demographics and
interests. You can also use Google AdWords to target specific keywords and phrases related to
your business.

Optimize your website for SEO: Search engine optimization (SEO) is essential for any business
that wants to attract organic traffic to their website. Make sure your website is optimized for
SEO by using relevant keywords in your content, optimizing your meta tags and titles, and
creating high-quality backlinks.

Utilize customer reviews: Customer reviews are an excellent way to build trust and credibility
with potential customers. Encourage your customers to leave reviews on social media platforms
like Yelp, Google My Business, and Facebook. These reviews will help you attract more
customers and increase your online visibility.

Monitor your analytics: Analytics are essential for understanding how your online marketing
efforts are performing. Use tools like Google Analytics to track your website traffic,

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 engagement, and conversion rates. This will help you identify areas where you need to improve
and adjust your strategy accordingly.

8.2. COMPLEMENTARY PRODUCTS OR SERVICES FOR

CUSTOMERS NEED

There are several complementary products or services that can be offered to customers who
purchase a product from an online store. Some examples include:

Free shipping: Offering free shipping on all orders above a certain dollar amount can be a great
way to increase the average order value and encourage customers to purchase more items.

Discounts for bulk purchases: Offering discounts on bulk purchases can incentivize customers
to buy more products at once, which can increase overall revenue and customer satisfaction.

Gift wrapping: Offering gift wrapping services can make the product more appealing to
customers who are buying gifts for others, and can also increase the perceived value of the
product.

Personalized product recommendations: Providing personalized product recommendations

based on the customer‘s purchase history or preferences can help increase sales and customer
satisfaction by giving customers relevant suggestions for products they may be interested in.

Customer loyalty programs: Implementing a customer loyalty program can reward customers
for repeat purchases and encourage long-term loyalty to the brand.

Product protection plans: Offering product protection plans can provide customers with peace
of mind and protect their investment in the product, which can increase customer satisfaction and
loyalty.

Installation or setup services: Offering installation or setup services for certain products can
make them more accessible to customers who may not have the expertise or time to install them
themselves.

Product demonstrations: Providing product demonstrations or trials can give customers a better
understanding of how the product works and help them make an informed purchasing decision.

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 Customer support: Offering high-quality customer support through multiple channels (e.g.
phone, email, live chat) can help build trust and confidence with customers, and can increase
customer satisfaction and loyalty.

Personalized content and recommendations: Providing personalized content and

recommendations based on the customer‘s interests and preferences can help increase
engagement and drive sales.

8.3. PERSONAL SALES OUTCOMES

Personal sales outcomes refer to the results achieved by an individual salesperson in terms of
meeting or exceeding their sales targets, acquiring new customers, retaining existing ones, and
contributing to the overall revenue generation of a company. These outcomes are often measured
through key performance indicators (KPIs) such as sales volume, revenue generated, customer
acquisition and retention rates, and profit margins.

A. Factors Affecting Personal Sales Outcomes

Sales Skills and Techniques: The proficiency of a salesperson in employing effective sales
techniques, such as prospecting, qualifying leads, presenting solutions, handling objections, and
closing deals, significantly impacts their sales outcomes.

Product Knowledge: A deep understanding of the products or services being sold enables a
salesperson to effectively communicate their value proposition to potential customers, leading to
improved sales outcomes.

Customer Relationship Management: Building and maintaining strong relationships with

customers can positively impact personal sales outcomes by fostering loyalty and repeat
business.

Market Conditions: External factors such as economic conditions, industry trends, and
competitive landscape can influence personal sales outcomes.

Sales Support and Tools: Access to adequate sales support, resources, and technology tools can
enhance a salesperson‘s ability to achieve better outcomes.

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 Motivation and Attitude: The motivation levels and positive attitude of a salesperson can
significantly impact their performance and ultimately their sales outcomes.

B. Measuring Personal Sales Outcomes

Sales Volume: The total quantity of products or services sold by an individual salesperson
within a specific period.

Revenue Generated: The amount of revenue attributed to the efforts of a salesperson through
their sales activities.

Customer Acquisition and Retention Rates: The number of new customers acquired and the
percentage of existing customers retained by a salesperson.

Average Deal Size: The average value of each sale made by a salesperson.

Conversion Rates: The percentage of leads or prospects that result in actual sales.

Profit Margins: The profitability of the sales achieved by a salesperson after accounting for
costs.

C. Strategies for Improving Personal Sales Outcomes

Continuous Training and Development: Investing in ongoing training programs to improve

sales skills, product knowledge, and customer relationship management capabilities.

Setting Clear Goals and Objectives: Establishing specific and achievable targets for personal
sales performance can drive motivation and focus.

Utilizing Data-Driven Insights: Leveraging data analytics to identify trends, customer

preferences, and opportunities for improving sales effectiveness.

Effective Time Management: Prioritizing high-value activities and managing time efficiently
can lead to improved personal sales outcomes.

Adopting a Customer-Centric Approach: Focusing on understanding customer needs and

providing tailored solutions can enhance overall sales performance.

Seeking Feedback and Continuous Improvement: Actively seeking feedback from customers
and colleagues can help in identifying areas for improvement and refining selling techniques.

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 SELF CHECK - EIGHT
PART -I. CHOOSE THE BEST ANSWER FROM THE GIVEN

ALTERNATIVE

_______ 1. All are maximize sales opportunities, salespeople can apply except

A. Address objections C. Build relationships

B. Provide ongoing support D. Give incentive

_______ 2. Reviewing personal sales outcomes is a continuous process that allows salespeople

to adapt and improve their performance by :-

A. Analyzing data, C. collaborating

B. Identifying trends D. None

PART –II. ANSWER ALL THE QUESTIONS LISTED BELOW

1. List any opportunities maximize sales opportunities.

2. What is complementary product?
3. How to maximize sales?
4. How to reviewed personal sales outcome?

PART –III . EXPLAIN

1. What does utilize sales technology and tools?

2. How to differentiate Cross-sell and up-sell?

3. Justify on your word ;Build rapport and establish trust

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 REFERENCE
 Chandraseker, K. (2010). Marketing Management: Text & Cases. New Delhi, USA: Tata
McGraw Hill Education Private Limted.
 Dickson, Peter R. and James L. Ginter (1987), ―Market Segmentation, Product
Differentiation, and Marketing Strategy.
 Kotler, P. (2006). Principle of marketing. 11th edition. Hall of India PLC.
 Kotler, P. and G. Armstrong (2006). Principle of Marketing. New Delhi: MC Graw hill
publishing company)
 Andris A. Zoltners, Prabhakant Sinha, "Sales Force Territory Design: A Review and
Research Agenda" by
 Sally E. Lorimer: This research paper delves into the strategies and challenges associated
with sales force territory design.,
 Optimizingterrithttps://pubsonline.informs.org/doi/pdf/10.1287/mnsc.38.9.1257)
 "Sales Management. Analysis and Decision Making" by Thomas N. Ingram, Raymond
W. LaForge, and Ramon A. Avila:
 ―John J. Burnett: This book provides a comprehensive overview of sales territory
planning and optimization.

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 DEVELOPER’s PROFILE

N Name Qualification Region College Mobile E-mail

o number

1 BUSINESS A.A Lideta [email protected]

TADDESE TESFAYE GUTA ADMINISTRATION Manufacturing 0922934005
(MBA) College

2 Marketing and Sales A.A Addis Ketema [email protected]

Management (BA) Industrial
ENDALE MESFIN BERHE College 0912054592
Marketing
Management (MA)

3 BUSINESS A.A Lideta [email protected]

ADDISALEM MINUWEYELET
ADMINISTRATION Manufacturing 0920522464
MEKONNEN
(MBA) College

4 Marketing AA Misrak Poly [email protected]

Management (BA) Technic College 0912 47 88 m
ADMASIE MAMUYE
& MBA in General 49
Management

5 MBA AA Yeka Industrial [email protected]

WUBISHETABERA GICHAMO 0916739378
College

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