What Makes a Perfect Seller?
I have held CEO, Chairman and Director Roles in companies across the world covering many industries from Food, Cars, Luxury Goods, Electrical Appliances and Service industries in the UK, Europe and China specialising in sales and in purchasing.
The experience I have in purhasing from China is market leading, purchasing in excess of 50 Billion Yuan for companies such as Walmart UK Germany and USA, Tesco, Harvard International, Aldi and others.
This experience as a purchaser I compliment with sales skills developed representing Chinese manufacturers as Sales Director, and Shareholder, managing sales to major International companies such as Haier, Conair, Electrolux, Beko, Delonghi and also small Wholesalers, Regional Shop Groups and Distributors worldwide.
This varied and unique set of skills and experiences along with the comprehensive training I have received during my long and varied career I will be using today and in all future sales training programmes to equip you all with all the tools of a highly professional sales person.
Finally I have acted as a Specialist adviser for many large Multi National Companies and trained the sales forces of many large International Companies.
All the experience and knowledge I have I promise to give you all today and in the future to help you all reach your FULL POTENTIAL
But today is all about you and how we can optimise your performance and achievements.
HOW TO INCREASE YOUR COMPANY’S REPUTATION AND PROFITS
AND BECOME TOP QUALITY SALESPEOPLE THE BEST OF THE BEST?
Every one of you here today wants to be successful and have a great income .Todays presentation will give you some of the tools and skills that you will need to become rich and successful .
Follow the simple rules and I know everyone of you will improve your performance.
Introduction and explanation of interactive presentation
Essential performance standards
Basic required Key Performance Standards for Buyer and for Seller
What makes the Perfect supplier
What makes the Perfect customer/buyer
Is the trading relationship equal or biased?
Rapid evolution of all markets
Know your customers potential and capabilities
How you can create the perfect supplier
How you can develop the perfect customer/buyer
How to make the relationship an equal partnership and not biased
Basic key performance standards
01.Full knowledge and understanding of your products and their 02.marketplace
03.? HOW CAN YOU DO THIS
05.Clear quality and performance standards
06.Clear and stable market competitive pricing
07.Delivery on time and accurate paperwork
08.Clear trading style and objectives
09.Awareness of currency exchange and market changes
10.Knowledge of customers local political situation
CLARITY IN ALL AREAS OF BUSINESS
01.Ideally good market and product knowledge but if not a clear willingness to listen and learn
02.Clearly expressed needs
03.Clear product specifications and performance standards
04.Fair and reasonable pricing aspirations
05.Clear requirements of Approvals
06.? HOW CAN YOU CONFIRM THIS
07.Clearly set objectives
08.Reasonable order lead times
09.Awareness of currency exchange and market changes
10.Knowledge of local political situation
11.CLARITY OF WHAT THEY REQUIRE
What makes the perfect Agent/Supplier/Seller ?
01.Right Product, Delivered on time at the right price
03.Giving solutions not problems
04.Ownership of any quality issues
05.Willingness to learn and listen
07,Easy to do business with
08.Excellent product and customers local market knowledge
10.? WHAT CHALLENGES CAN THIS GIVE YOU
11.Understanding of customers needs and challenges
12.A future development plan
13.Dedicated and committed production and engineering department with professional representative
What makes the Perfect Buyer/Customer
01.Trading terms fair and reasonable
02.Contract fair and reasonable
03.? ARE CONTRACTS IMPORTANT AND HOW WELL DO YOU STUDY 04.ALL OF THE CONTRACTS YOU ARE ASKED TO SIGN
05.Clear understanding of your business needs
06.Clear ordering process with acceptable lead times
07.Clear quality standards and guidelines
08.Open and honest in all areas of their business
09.Shares market intelligence and competitor information
10.Commercial confidentiality respected at all times
11.Says THANK YOU
Is the trading relationship biased or equal?Most trading relationships are biased towards the Buyer with conflicting objectives .
? Can this be equal and what to include
? Is this always Reactive and can it become Pro-active
Sharing of commercially sensitive information
For Seller,What could this include ? BOM
HOW TO FIND NEW CUSTOMERS
01.Traditional avenues are still relevant such as
02.Trade Shows – Alibaba- Ali Express- Made in China – etc
These are all accepted ways of finding new customers but are they the best ?
Direct marketing approach NOT SPAM !!
01.Research the market and find out the top retailers, e-tailers and wholesalers Analyse their current offers and create offers which improve on them in every way you possibly can.
02.Get the buyers contact details and then telephone him and advise him that you will be sending an e-mail with a new proposition and that you will ring them again in 2-3 days time to discuss your proposition and answer any questions they may have.
How to become the perfect Agent/Seller/Supplier
01.Establish a relationship of respect and trust, always remembering 02.People Buy People First BE PROACTIVE
03.Manage a complete and up to date Customer Fact File and order analysis WHAT IS THIS AND WHAT SHOULD IT INCLUDE
04.Monitor and record your customers sales performance by month quarter and year and Year on Year
05.Unique Sales Proposition Know what your companies Unique Sales 06.Proposition is, and if you do not have one then sit down with all key company management and develop one
07.Never be afraid to say that you do not understand anything your buyer says or asks that is not a weakness it is a strength
08.Do things differently to your competitor’s
09.Ensure you always get things right first time .
How to create the perfect buyer/customer
01.Gain their trust
02.Manage their expectations, on quality, delivery and price
03.Help them develop their products and their business
04.Do not allow one sided demands always ensure they are balanced
05.Research their markets and their competitors
06.Work with them to develop sales and marketing strategies
07.Suggest promotional idea’s
08.Suggest marketing idea’s
09.Suggest new products and product improvements
10.Become their advisor as well as supplier YOU ARE THE EXPERT
They will respect and admire you and your company
How to make the relationship equal
01Understand the buyers needs and challenges
02.Do not allow Buyer to make one sided uneven demands BE OPEN AND FIRM ON WHAT YOU CAN ACCEPT AND WHAT IS NOT ACCEPTABLE
03.Clear and accurate communications
04.Pricing clearly communicated and with key parameters for change such as Exchange Rate Changes, Labour and local cost increases along with a minimum notice period you will give of all price changes
? IS THIS POSSIBLE
05.Work as business partners it is not a competition
01.Buyer to understand the sellers needs and challenges
02.Clear and accurate communications
03.Do not make unreasonable demands or assumptions BE FAIR AT ALL TIMES
04.Work as business partners be each pthers advisers
KNOWLEDGE IS THE KEY FOR SUCCESS
Create a cover sheet for every customer file and have the following information:-
01Personal information on the buyer
? What information do you think we should include?
02.Information on the buyers company
03.Size, number of employees. Turnover and company profits and assets ideally also their required profit margin
? In what way can this information be helpful ?
04.Trading type, Wholesale, Retail, Trade or Brand Holder
? How can you use this information?
05.Products Find out what other products they purchase and who supplies them .
? What questions could you ask to get this information ?
06.Key markets Countries and customers and retail pricing
? What would be the benefit of this information ?
Summary of presentation
01.We discussed the Essential and Key Performance Standards for Buyer and for Seller
02.Discussed the attributes of the Perfect supplier and what is the Perfect customer/buyer
03.How equal is the trading relationship?
04.Creative destruction how the constant and rapid evolution of markets drives changes in buying habits
05.We discussed different ways of finding new customers
06.We discussed what you will need to become the perfect supplier
and what you will need to create the perfect customer/buyer
07.Reviewed ways to make the relationship an equal partnership and not biased
08.Last but definitely not least the importance of GREAT INTELLIGENCE on Market and Customer
09.MAKE YOUR BUSINESS A PARTNERSHIP BETWEEN YOUR COMPANY AND YOUR BUYERS COMPANY AND ALWAYS AVOID MAKING NEGOTIATIONS AND DEALINGS ADVERSARIAL