Sales Channel Support – Purpose

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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