The sales channel support process involves:
- Sales representatives who meet with prospects
- Retail staff at retailers
- Agents – partners or alliances who sell on behalf of the company
- Wholesalers and distributors who also sell on behalf of the company.
Here are the ‘7P’ stages of Sales Channel Support:
1. Prospecting – identifying potential customers
2. Preparation – customer and competitor research
3. Presentation – demonstration and discussion
4. Possible problems – handling objections
5. Please give me the order – closing the sale
6. Pen to paper – recording relevant details
7. Post-sales service – developing a long-term relationship
Prospecting is:
- Identifying potential customers through contacting them through different forms of marketing communications
- Profiling their characteristics and product interests and their overall response.
Preparation involves researching customers:
- How big is the customer?
- What is their need?
- Who supplies them currently?
- Who are the decision makers influencing purchasers (for B2B)?
- How important is the purchase?
- When will they buy?
- Previous order history
Presentation involves different activities such as:
- Asking questions to determine needs
- A formal presentation
- A demonstration of the product, on paper, on video, on a lap top or on a web site
- Explanation of the features and benefits
Customers’ objections are voiced before, during or after a presentation. Sometimes an objection is a ‘buying signal’ as the buyer seeks answers to questions he or she may be asked later. Objections can be countered by:
- Anticipating objections
- Developing convincing answers for each objection
- Knowledge of competitors strengths and weaknesses
- Additional incentives to encourage sale
Closure – the crucial stage depends on:
- Timing – experienced sales people know when is the best time to close.
- Honesty – ask for the order.
- Do not oversell-stop selling once the buyer agrees to buy.
- Keeping contact – if immediate closure is not possible, establish times for follow-up calls or meetings
Record the order, key points discussed, any outstanding issues, opportunities for additional sales, referrals. This can be literally on paper, or onto a laptop or other electronic device.Post sales support involves:
- Order acknowledgement
- Assistance with installation or first use of the product
- Answering any questions about usage and application
- Follow-up courtesy calls to ask whether the customer needs further assistance
Post sales service helps deepen the relationship with the customer.Here are the ‘7P’ stages of Sales Channel Support:
1. Prospecting – identifying potential customers
2. Preparation – customer and competitor research
3. Presentation – demonstration and discussion
4. Possible problems – handling objections
5. Please give me the order – closing the sale
6. Pen to paper – recording relevant details
7. Post-sales service – developing a long-term relationship
Prospecting is:
- Identifying potential customers through contacting them through different forms of marketing communications
- Profiling their characteristics and product interests and their overall response.
Preparation involves researching customers:
- How big is the customer?
- What is their need?
- Who supplies them currently?
- Who are the decision makers influencing purchasers (for B2B)?
- How important is the purchase?
- When will they buy?
- Previous order history
Presentation involves different activities such as:
- Asking questions to determine needs
- A formal presentation
- A demonstration of the product, on paper, on video, on a lap top or on a web site
- Explanation of the features and benefits
Customers’ objections are voiced before, during or after a presentation. Sometimes an objection is a ‘buying signal’ as the buyer seeks answers to questions he or she may be asked later.Objections can be countered by:
- Anticipating objections
- Developing convincing answers for each objection
- Knowledge of competitors strengths and weaknesses
- Additional incentives to encourage sale
Closure – the crucial stage depends on:
- Timing – experienced sales people know when is the best time to close.
- Honesty – ask for the order.
- Do not oversell-stop selling once the buyer agrees to buy.
- Keeping contact – if immediate closure is not possible, establish times for follow-up calls or meetings
Record the order, key points discussed, any outstanding issues, opportunities for additional sales, referrals. This can be literally on paper, or onto a laptop or other electronic device.Post sales support involves:
- Order acknowledgement
- Assistance with installation or first use of the product
- Answering any questions about usage and application
- Follow-up courtesy calls to ask whether the customer needs further assistance
Post sales service helps deepen the relationship with the customer.
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