Once marketing has strategically identified the markets, sales tactically tries to win the customers. Marketing gets the word out, and sales helps the customers find what they want.
The different possible sales types are:
· Order Takers, which the customer asks for something and their order is then taken.
· Active Selling, which involves a sales-person approach to the customer such as a car lot. The sales-person needs to be more aggressive, which usually leads to the customer being resistant. Active selling involves overcoming sales resistance.
· Inside Sales, which is done mainly by sales people, such as telemarketers, making outgoing calls to customers.
· Outside Sales, which is going to the customers premise after an appointment has been made.
The sales process and tactics starts with two simple goals; selling to current customers, and finding new ones. Marketing has done all of the strategy to find the targeted market segment; it is now time for sales to tactically find ways to sell to the targeted marketplace. In retail, the sales challenge is lower since the customer comes to the store. In many businesses, however, the sales people must look for customers who might be interested in the product. This is called, “Prospecting.” A sales person will normally make a telephone call to a targeted individual, or prospect, who they do not know, to make a sale or make appointments for a future visit. This method is called cold calling. A sales lead is the name of a person who has been identified as a prospect. The term “sales call” can refer to a phone call or a personal visit.
The process of determining whether a sales lead has the potential to become a prospect is known as “qualifying” the lead. If a prospect has been qualified, the sales person’s next task is to prepare for an eventual sales call. The sales person will then build a rapport with the prospect by gaining background information and then assessing the prospects needs. Once the need has been established, the sales person will present a solution. For example, the customer is not sure what kind of phone system to get, so the sales person asks questions about what size and features are needed (assessing the needs), and then determines the perfect fit (presents the solution). The sales person might then need to do some persuading to close the sale. A trick of the trade is to continually ask questions to keep the customer involved while moving toward the close. The hard sell is when the sales person aggressively starts to push the product to the reluctant buyer, even to the point of using intimidation tactics. The overall goal, however, is not just to make the sale, but to have a satisfied customer.
Sales growth is needed in order for the company to grow. This means the dollar volume of sales must increase in order to always be higher in the next year. In order to succeed in sales growth, goals should be concrete and measurable (in terms of dollars and units), set at a level that is challenging but not impossible to reach, set on a specific timetable for measuring success, and linked to projected profits. Here are 5 ways for sales to try and achieve those goals: