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Sales Knowledge and Sale Related

Marketing Policies
Important reasons why salepeople should get
knowledge of selling and sales-related
marketing policies. These are:
1. Increase in self-confidence of the
salesperson due to the knowledge of the
product, its application to the customer’s
need, and competitors;
2. Prospects and customers expect
salespeople to have good product
knowledge, to give ideas to improve the
customer’s operation, and to be reliable
and efficient. When a prospective
customer has confidence in the
salesperson’s expertise, the sales
presentation becomes more acceptable
to the prospect.
3. Better service to the prospect, and
4. Increased sales.
Salespeople should have the following sales
knowledge and sales related marketing
polices:
1. Company knowledge
2. Product knowledge
3. Customers and competitors knowledge
4. Sales Related marketing policies
a. Pricing policies
b. Distribution policies
c. Promotional policies
d. Product policies
The sales process or the personal selling
process
1. Prospecting and qualifying
2. Preapproach (Precall planning)
3. Approach
4. Presentation and demonstration
5. Overcoming objections
6. Trial Close/Closing the sale
7. Follow-up and service
1. Prospecting and Qualifying
Methods of prospecting
1. Referrals from existing customers
2. Referrals
from
internal
company
sources
3. Referrals from external sources
4. Networking by salespersons
5. Industrial directories
6. Cold canvassing
7. Standard Industrial Classification (SIC)
System
2. Preapproach
Preapproach generally includes two tasks:
1. Information gathering in greater depth
about the prospects;
2. Planning the sales call on the prospects

3. Approach
Approach techniques:
1. Introductory approach
2. Customer benefit approach
3. Product approach
4. Question approach
5. Praise approach
4. Presentation and Demonstration
What to consider in sales presentation and
demonstration:
1. Understanding the buyer’s need
2. Knowing sales presentation methods (or
strategies)
3. Developing an effective presentation
4.1 Understanding the buyer’s need
Sales people should ask the following
questions in logical order according to Neil
Rackham:
1. Situational questions
2. Problem identification questions
3. Poblem impact questions
4. Solution vale questions
5. Confirmations questions
4.2 Knowing sales presentation methods
1. Stimulus response method
2. Formula method
3. Need-satisfaction method
4. Team selling method
5. Consultative selling method
4.3 Developing an effective presentation
Guidelines for developing an effective
presentation:
1. Planning
2. Use technology
3. Adapt presentation
4. Benefit plan
5. Don’t Overload
6. Prospect’s language
7. Convincing
Demonstration
Benefits of conducting product demonstration:
 Buyer’s doubts or objections are cleared
and their questions are answered. This
improves a buyer’s purchasing interest.
 In provides a good support in the selling
process.
 It helps the salesperson to find out
specific benefits of the prospective
customer. The salesperson can then
show how his/her products or services
can meet with those benefits better than
the competitors.
JPM 1.17.17