In-Depth Notes on Sales Techniques and Communication Methods

Sales Techniques Overview

• Course Code: NG102F - SESSION 3

• Institution: Rennes School of Business

• Accreditations: Equis, AACSB, AMBA

Sales Process

The sales cycle is structured into several key phases:

1. Defining Commercial Objectives

   • Align objectives with business strategy.

   • Quantitative Objectives: Examples include number of clients, number of meetings, daily sales, and revenue.

   • Qualitative Objectives: Metrics to assess efficiency e.g., average sales per customer, conversion rates, and sales ratios.

2. Prospecting

   • Aim: Increase market presence and customer engagement.

   • Common Channels:

     • Social media (e.g., LinkedIn, Facebook)

     • Mailing and emailing

     • Phone calls

     • Trade fairs

     • Door-to-door sales

     • Advertising (TV, newspapers, etc.)

   • Choose channels based on target market size and nature.

3. Preparing for Prospection/Sales Interviews

   • Preparation is critical: "Failure to prepare is preparing to fail."

   • Understand: business history, product portfolio, customer references, logistics, and digital tools.

   • Follow the structured interview process:

   1. Introduction

   2. Customer introduction

   3. Salesperson's company intro

   4. Address objections and close the deal.

4. Qualifying Needs

   • Identify customer needs and motivations.

   • Useful question formats:

     • Open-ended for general information.

     • Close-ended for specifics.

     • Suggested alternatives for options.

     • Hypothetical scenarios.

     • Rebound/mirror for deeper inquiry.

     • Control questions for confirmation.

5. Purchasing Motivation Levers (SONCASE)

   • (S)ecurity

   • (O)stentation (Self-esteem)

   • (N)ovelty

   • (C)onvenience

   • (A)ffinity

   • (S)ocial Responsibility (Ethics/Environment)

Effective Communication

• Communication Styles:

  • Non-verbal: Body language, posture, gestures.

  • Verbal: Word choice and language use.

  • Paraverbal: Tone, pacing, and emphasis in voice.

• Active Listening:

  • Confirm understanding by reformulating the speaker's message.

  • Show empathy without judgment or personal bias.

  • Ask genuine, open-ended questions to facilitate dialogue.