Mar 2, 2016

A NARRATIVE ON AN ENDLESS EFFORT


Years ago a famous confectionery manufacturing Company was the world leader and was occupying market in most parts of the world. As today, the company had huge production plants in various parts of the country. The largest plant was run by one of the most difficult-to-see managers in industry. The affairs of the plant kept him busy and did not like to see salespeople. In fact, his two secretaries were expected to screen him from salespeople.

As is often the case, the most difficult to see prospect is usually the most important potential customer, and is almost always the critical decision maker, especially on large sales. This was certainly true of this plant manager who had the authority and ability to spend millions of dollars of his company’s money.

One persistent salesman was determined to see the plant manager. He was convinced the benefits of his product would mean important cost savings for the plant. After great preparation and planning he began his sales call, but was rebuffed by the first secretary. After rebuff, he returned to the lobby and waited behind several other salespeople for another chance to see the plant manager.

During this time, he considered the first and second secretaries positions and objections, and practiced carefully phrased responses. As the day wore on he slowly made progress and alliances with the secretaries and was able to see the second secretary. Also as the day wore on his waiting time between forays in to the plant manager’s office foyer grew shorter. The other guys gave up, and went on their way. Finally at 5:00 pm the two secretaries were getting ready to leave, and the salesman said “Do you think it would be all right if I walked the plant manager to his car? And may I ask myself?” He got his audience with the buyer.

Twenty minutes later, after making an enormous and profitable sale (for the salesman’s customer, his company, and himself) he gathered his show materials to make a professional, no longer exist. The plant manager stopped him: Do you know why I bought from you today?”

“I bought from you today because you got in here to see me. Ordinarily, I don’t even talk to salesman. In fact, eight other guys tried to see me today.”

‘Yes I know,” said the salesman. “Those other eight guys … they were me.”

It clearly shows the salesperson’s skill, attitude, patience, goal, relationship and ability to handle the objections and situations in his entire sales call.

Marketing is the profitable identification, attraction, getting and keeping of customers. Marketing is the single most important act in an enterprise. Marketing determines product design, customer profiles, and target segments. Marketing pays the paychecks and provides growth to protect the company’s assets from inflation, and to give you opportunities.

SELLING IS THE MOST IMPORTANT EXECUTION ACT OF MARKETING. IT TAKES SEVERAL FORMS:


Advertising and public relations.

Packaging and direct mail.

Trade shows and seminars.

Using Software Technology.

Personal selling…. Probably the most important of the marketing mix in business-to- business selling.

personal selling includes:

Contacting of customers.

DETERMINING THE CUSTOMER'S BUSINESS AND PERSONAL NEEDS.

Showing and demonstrating your products benefits as it fills the business and personal needs of your decision making customer, and asking for the order, or getting a commitment to an action that leads directly to an order.

Success in selling is very similar to success in athletics. In addition to the importance of practice, selling is very much a numbers game. The difference between a .350 hitter in base ball and a .250 hitter is only 1.7 additional hits per week in a 30 week season. Yet the difference in compensation is $1, 000, 000 per year. The same kind of arithmetic hold true in golf, track, football and selling. In selling, like athletics, the difference between the superstar and the average is measured in inches, or in one more hit every 0 times at the plate. Selling is taking good shots. Taking the shots in selling is making the calls and asking for commitments. But as one of the hockey superstar says 100% of the shots I don’t take, don’t go in.









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