Professional Selling - The Foundation Skills

This is a course to expose participants to:

• How a business attains top-of-the-mind visibility in trade and outlets
• How to push feverishly to maximise volume sales and achieve the organisation’s objectives
• How sales efforts grow market share
• Merchandising techniques that ensure the brands are available and effectively presented on shelf for purchase:

• Maximising on-shelf availability and product visibility.
• Effective product placement.
• Adequate stocking at all times.

Specific Competencies to which the Trainees will be Exposed:

• Initiate more outlet contacts and form strong relationships
• Techniques of analysing what, when, and under what conditions customers and consumers buy
• Sales promotion tactics and offers that build up volume transactions
• How to influence wholesalers and owners of retail outlets by building value that encourages them to believe in the organisation’s brands.
• How to effectively manage resistance from difficult prospects so as to make successful sales.

Course Contents

DAY ONE

The Organisation Salesperson

• Basic skills
• Personal attitudes
• Personal appearance
• Vehicle appearance.

The Salesperson’s Responsibilities

• Arrival at work
• On the road
• In outlets.

Route to Market

• Distribution
• Deliveries
• Displays
• Merchandising
• Selling.

DAY TWO

Market Factors     

• Competition
• Wholesaler/retail outlet economic conditions
• Physical enablers and limitations.

Essential Selling Skills

• Gaining attention
• Explaining benefits
• Anticipating and overcoming objections
• Closing the sale
• Promoting buying habits
• Promoting consuming habits
• Profit expectations.

Outlets Sales Model

• Know the customers
• Know the consumers
• Analyse traffic
• Analyse frequency
• Analyse transaction size
• Analyse profit potentials.

Merchandising Process

• Stock of products
• Levels of brands at back and front of outlet
• Brand’s shelf position.

DAY THREE

Sales Promotions

• Objective
• Management
• Target
• Outlets
• Scope
• Format
• Roles/ Responsibilities
• Timing
• Cost Elements
• Failure Pills for Sales Promotions.

This is a course to expose participants to:

• How a business attains top-of-the-mind visibility in trade and outlets
• How to push feverishly to maximise volume sales and achieve the organisation’s objectives
• How sales efforts grow market share
• Merchandising techniques that ensure the brands are available and effectively presented on shelf for purchase:

• Maximising on-shelf availability and product visibility.
• Effective product placement.
• Adequate stocking at all times.

Specific Competencies to which the Trainees will be Exposed:

• Initiate more outlet contacts and form strong relationships
• Techniques of analysing what, when, and under what conditions customers and consumers buy
• Sales promotion tactics and offers that build up volume transactions
• How to influence wholesalers and owners of retail outlets by building value that encourages them to believe in the organisation’s brands.
• How to effectively manage resistance from difficult prospects so as to make successful sales.

Course Contents

DAY ONE

The Organisation Salesperson

• Basic skills
• Personal attitudes
• Personal appearance
• Vehicle appearance.

The Salesperson’s Responsibilities

• Arrival at work
• On the road
• In outlets.

Route to Market

• Distribution
• Deliveries
• Displays
• Merchandising
• Selling.

DAY TWO

Market Factors     

• Competition
• Wholesaler/retail outlet economic conditions
• Physical enablers and limitations.

Essential Selling Skills

• Gaining attention
• Explaining benefits
• Anticipating and overcoming objections
• Closing the sale
• Promoting buying habits
• Promoting consuming habits
• Profit expectations.

Outlets Sales Model

• Know the customers
• Know the consumers
• Analyse traffic
• Analyse frequency
• Analyse transaction size
• Analyse profit potentials.

Merchandising Process

• Stock of products
• Levels of brands at back and front of outlet
• Brand’s shelf position.

DAY THREE

Sales Promotions

• Objective
• Management
• Target
• Outlets
• Scope
• Format
• Roles/ Responsibilities
• Timing
• Cost Elements
• Failure Pills for Sales Promotions.