Principles and Best Practice of the Selling Process

When moving from the B2B selling to B2C selling, the company needs to be customer centric. In order to sell successfully in the current market situation, it is important to focus on the customer. Customers make choices based on their needs, so products cannot be imposed on them. So, a sales team needs to align its selling process to the needs and priorities of the customer.

The Selling Process Before the Sales Proposal

The company’s sales team also needs to establish rapport or a good relationship with the customer. For instance, if a customer is buying a type of detergent, the sales team should ensure that it provides the detergent that meets the needs of the customer at any time she wants. If the business does not fail the customer at any time, the customer will come back. A rapport can be supported by an appropriate presentation technique. In this case, the first impression for the customer is very important. A good relationship with the customer can also ne won through courtesy, complements, being in equal terms, and understanding the customer’s basic needs.

When presenting your goods and services to the customer, consider the most desirable mode of presentation that will capture the interest of the customer. Most customers prefer visual presentations rather than auditory discussions about the product. They need to see the product to believe. For the example of a detergent, the customers will want to see how the detergent works. You may even demonstrate it on some fabric.

The sales team and the sales manager should also develop customer needs so that they can provide products or services that can meet the needs of the customer. When selling a detergent, you need to know what amount the customer wants, the price desired by the customer, and the required colour and texture.

Making the Sale

After determining the needs of the customer and establishing a good relationship with him, it is important to present a sales proposal that will capture and win the interest of the customer in order to make a sell. In the proposal, the seller should be able to convince the buyer that he/she can meet their needs.

The Company should also demonstrate to the consumer that the product (detergent) has certain benefits that can be evidenced from the product’s features, e.g. cost savings and functionality benefits. For instance, the sales person may try to convince the buyer that the detergent is able to remove dirt with only one wash without using a lot of efforts.

The unique selling point of the detergent could be its ability to remove dirt with only one wash and little effort.

Another attribute that the sales person needs to develop when making sales is the ability to handle objections. For instance, the sales person may use the “agree and counter” technique. In this case, the sales person agrees that the buyer has a point, but there is also another consideration that the buyer needs to understand. The seller should then go ahead to negotiate the agreement effectively using good negotiation skills.

Methods of Organizing the Sales Force

In the small organisation that intents to move from B2B sales into B2C, the new sales force should be organized in terms of a functional structure which is simple and highlights the functions of each member of the sales force. In this case, the Sales manager sits at the top and sales team leaders in various regions follow. Down the functional structure are the sales people who conduct the real selling on the field.

The new sales force may also focus on specific territories and specialized salespeople are assigned to specific territories to enhance sales effectiveness. Each territory should then be given a team leader and assigned enough funds to conduct the sales. Territories can be divided on the basis of geography, target customer or product.

Functional Structure

From the diagram above, it is clear that the organisational structure used is a functional structure. The sales manager at the top provides the sales objectives, targets, and directions to the sales team leaders who then guide the sales people through the sales process as they go to sell the company’s products to consumers.

Sales Objectives, Targets and Forecasting

Sales objectives should be prioritized to reflect the corporate objectives of the entire organisation. Since the company is small and has just moved from B2B into B2C sales, it should focus on short term objectives.

The set targets should be established in terms of monetary values to be achieved within a specific period. For instance, the sales force may target to achieve sales of £10,000 within the next one week. In order to achieve these targets, the salespeople should be highly motivated to win customers.

Role of Customer Database Management

A good customer database management enhances an effective management of customers. It enables the sales force to track its leads, quotes and information related to sales (Carter, 1998). A customer database management uses an application that enables the sales team to forecast, track sales, collaborate with customers, contact customers and management, and develop organized reporting tools.

The customer database management also enables the sales force to develop wider horizons and expand its activities concerned with customers. The database also enables the sales team to develop rapport for the company. It enhances strong relationship between the company and its customers, and enables the company to track customer needs easier and faster.

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