1

Context of the sales meeting

• The importance of sales in the marketing and commercial process.
• Selling to professionals and selling to individuals.
• Preparing yourself (mentally and practically).
• The role of the sales representative.
• Attracting the listener's attention and arousing their interest.
• Understanding the stages of a sales meeting.

2

Introducing yourself: making contact

• The first meeting, the first impression, the credibility of the company and its representative.
• Techniques for introducing yourself.
• Communication attitudes to break the ice.
• Non-verbal communication.

3

Discovering the customer's needs

• Gather requirements, gain trust, discovery technique.
• Questioning: using different types of questions.
• Listen: active listening to bounce back.
• Analyse the different motivational drivers.
• Bring out hidden needs.
• Rephrase the customer's needs.

4

Argue and convince your customer

• Create a logical sequence after discovering needs.
• Demonstrate how the solution meets the needs.
• Differentiate yourself from the competition.
• Use the SONCAS argument.
• Highlight customer benefits: CAB.
• Formulate a proposal: quote, offer, verbal presentation.

5

Responding to objections

• Objections: what is an objection?
• Turning an objection into a positive point.
• Identifying types of objections and anticipating them.
• Handling price objections using different techniques

6

Concluding the interview and signing

• Recognise the signs that indicate it is time to conclude. Types of objections.
• Obtain a commitment and sign.
• Say goodbye.