POWER OF YOUR COMPETENCE

Competence is efficiency. It is also fitness and capability. In Pilipino, it is kakayahan; never kayabangan (boastfulness).
To be competent, it is a MUST that you are qualified for the job you have just undertaken. This is not so much about academic qualification though. It is more of being qualified to push forward real hard-with you mind, body and spirit-in order to realize the fulfillment of a pre-designed objective, which is to win, to win and to win.
A noted Filipino intellectual, Mr. M.P. Guanzon, has stressed that: "To be efficient, you must be ready to meet people whose main objective seems to be to knock you down. Tibayan mo ang iyong pagtitimpi sa ganitong mga pagkakataon (Keep your cool in times like these). These are the ingredients of success.
Is it too much to ask? It may be so, but it is true. Success does not socialize with the impatient and those lacking in self-control. Instead, it rewards those with the ability to keep one's cool amid countless trials or sales rejection.
"There is no success without its equivalent sacrifice," adds Mr. Guanzon.
Sacrifice includes, among others, making yourself physically and mentally fir, psychologically capable and even-tempered in order to withstand disappointments. It prevents you from blowing your fuse when your clients are pretentious (maarte) and insistent (makulit).
Clients are different from one another. There are those who are educated and decent; there are those who are smart-alecky and delinquent. In any case, you ought to be ready and proficient in answering all their questions regarding your product. You must always bear in mind that , if you clients are not satisfied with your explanations, they can turn their attention and insterest somewhere else-where the next salesperson is far more friendly, more patient, and better equipped in answering inquiries clearly and professionally than you. In other words, clients are drawn to companies with competent salespersons. A great part of their competence comes from their being will versed in the details that pertain to the product they are selling. In short, they have product knowledge.
But over and above intelligence is the way you handle yourself before your client. Product knowledge is useless if you cannot get through your client because of your dating (literal meaning, "arrive"; in this context, "countenance").
What turns off customers? There are too many to enumerate all. We will discuss only the obvious.
Some salespersons come on too strong. Around their clients, they use loud and authoritative voices. When they clasp and shake their clients' hands, they almost convulse their clients' bodies and break their fingers.
Some come across like teachers. When they start talking, they give the impression that their clients know nothing. How do you identify this type of salesperson? Listen to his speech. It always begins with "alam n'yo ba(Do you know), sir...?" "Alam mo(You know), sir...."
There is also the incessant talker type. Believe me, the client will never get the chance to talk until he is through with his "Product Knowledge" speech.
But the salesperson most likely to make the client balk at his presence or drive him away is the one who will ask for a drink or who will look for the comfort room the moment he arrives. His clothes are soggy with perspiration, and it looks like the efficacy of his deodorant has run out on him. But he nonetheless goes ahead with his "Product Knowledge" speech.
"Product knowledge is good, but you must also know the client's system," stresses Dr. Jocano.
By "client's system," it is interpreted here as your client's right to be understood. But what do you need to understand about your client?
First, he deserves to be treated with utmost respect and decency whoever he is or whatever his status in life is. He is not simply an object or number in your sales call list that you need to go through and finish so you can move on to the next.
Like you, your client has certain peculiarities and sensitivities. That is why extreme care should be taken in conducting your conversation with him. This is one criterion you must pass in order to be a sales champion.
Competence is best enhanced and supported by three factors equally independent of each other: (1) WALKING TALL, or the manner by which you carry yourself, is one but not necessarily the first; (2) TALKING RICH, or your propiety in speech, is another but not necessarily the second; (3) FEELING GOOD, which is your proficiency in projecting a wholesome image using your smile, is still another but not necessarily the third and last.

THE THIRD KEY

KNOW WITH WHOM YOU ARE TALKING. Is this easy to do? It is, if you know how. First, look at the whole picture. Then, assess what you see in its entirety.
You are a salesperson doing business in the Philippines. Hence, most of you clients are likely to be Filipinos. If your client is a foreigner who has lived in this country long enough, he may be a Filipino-American, a Filipino-Japanese or a Filipino-Indian.
So, generally, your client is a Filipino. Having indentified your client of his nationality is a good springboard towards getting to know him better.
What are his habits, ways, thought patterns and bases of choice? Is there an established pattern in the way he acts, relates and decides?
In short, what really is a Filipino?
Dr. Jocano has poetically defined what to him is a Filipino:
A Filipino is like the mythological bamboo.
He sways valiantly with the winds of misfortune,
only to rise unscathed when the tempest is over
to meet the warmth of the morning sun.
A faithful and correct translation into the National Language would be:*
Ang Filipino ay tulad ng maalamat na kawayan
na magiting na humahapay sa bugso ng mga kasawian,
upang bumangong muli na ni hindi nasaktan
ng unos na nagdaan at lumisan,
upang damhin ang init ng panibagong araw.
This description of a Filipino highlights his remarkable flexibility to survive after tackling life's trials and blows.
But, in order to know him btter, we also need to know his social characteristics.
Generally, Filipinos are very SENSITIVE (maramdamin). If you raise your voice while talking with him, he immediately gets mad because he thinks he is being shouted at. If you fail to notice or greet him the moment he sees you, he will regard you as proud.
A Hongkong tourist-guide story has it that an American tourist found it very difficult to differentiate a Japanese, a Hongkong Chinese, and a Filipino from one another because of their common Asian appearance.
The tourist guide tol the American: "If you accidentally bumb an Asian while walking on the busy streets of Hongkong, and he steps backwards and apologizes while bowing, he's a Japanese. If he assaults you with high-pitched profanity, he's a Hongkong Chinese. But, if you're knocked out because of a fist blow, he's a Filipino."
That is just a story. But it graphically illustrates the latent Filipino character called silakbo, or the irrational sudden outburst of uncontrolled anger.
Generally, the slightest and unintended intrusion into their persons or reputaions also easily offends Filipinos. If you happen to say something that has pricked their self-esteem, touched their sensitivities or arouse their built-in hang-ups, they would be offended. It is also possible that you have not uttered anything wrong, but because they mis-interpret whatever you have said using their preset orientaion or norms, they become furious. When this happens, the unfortunate result is that you are misunderstood. What already been established.
So, take the necessary precautions here. We have to make sure that what we know about our clients is utilized as a road map in our dealings with them. This helps us to achieve a smooth interpersonal relationship with them. This is because we ourselves like harmonious relations.
Aside from being sensitive, the Filipino is also very PERSONALISTIC. He likes almost every thing personalized.
Filipino customers seldom respond by phone or through mail. It would be good already for those having mail order business in their direct marketing if the response they get amounts to 1%.
In the Philippines, there is no substitute for face-to-face communication. Filipinos generally prefer person-to-person attention.
Why do you think did Jollibee surpass McDonald's in the Philippines?
If you can recall, it was McDonald's that introduced the fast-food service idea in the country. Its first store was near FEU, along Nicanor Reyes Street. You were the one who would get your own food from the counter. Then you would find a table for yourself. Afterwards, you would be the one to clean your table.
This did not work. Why? It is because, here in the Philippines, customers prefer personalized service.
"Ako na ang bibili at kukuha ng pagkain ko, ako pa'ng maglilinis? Aba, masaya ka! (I pay for my food and get it from the counter. Am I still expected to clean up after I've eaten? That's too much!)"
It is also notable that Filipinos are FAMILISTIC. More often than not, decisions in the family are not unilaterally made. There is consultation among family members whenever a major issue is in need of a final decision- e.g., what the first baby's name will be, who will be his godparents, what preschool he will go to. It may also be where to spend vacation or what house appliance should be first bought.
If you offer a refrigerator to the wife, she will tell you, "I'll tell my husband first." If you ask the husband, he will say, "I'll consult with my wife first." Whenever there is a substantial change in the offing, the effort and the concern are always directed towards the general interest and welfare of the whole family. This, every salesperson must consider all the time.
Knowing with whom you are talking not only saves you from pitfalls of trouble and embarrassment. It also helps you steer your way through the labyrinth of peculiar human behavior towards the end of the tunnel, where it is bright and where you can see clearly your client filling up the order form you brought for him.

THE SECOND KEY

KNOW WHAT YOU ARE TALKING ABOUT. If you are selling the Mount Mayon, the Luneta Grandstand, or the Manila City Hall, you are expected to know with full authority the whys and the wherefores of these places and structures including each one's history, archetecture, Torrens tittle, Transfer Certificate of Tittle (TCT) and so on.
It is important to note that these places are not, and may never be opened up, for sale. But some very enterprising and unscrupulous salespersons have been able to sell city creeks, canals, tributary rivers, including nonexistent buildings and lots. Some of them even possess the ability to sell a tiny dilis (long-jawed anchovy) for the price of a golden bangus (milkfish).
These people definitely know what they are talking about. That they are selling properties not up for sale is evidence enough of what they know.
What more if you sell things that actually exist? Houses and lots you can see, development projects you can inspect, and services you can feel? Knowing all the facts and circumtances surrounding an honest commodity sale is beyond the word EASY. You cannot cover up flaws with deceit or misrepresentation.
If you are selling an encyclopedia, you are expected to know all and everything about it-including all and everything there is to know about other encyclopedia brands.
One Filipino sales champion, Ms. J. Ramos-Lim, who has been a consistent sales awardee, has coined these formulas: "A good knowledge of the product plus activity equals productivity, and right activity minus all forms of excuses equals success."
True enough. If you really know what you are talking about, the spirit of self-confidence subliminally sets in and stays in your system.

BUILD UP YOUR SELF CONFIDENCE

How does one acquire self-confidence? How does one become self-confidence? Is it true that is difficult to have trust in one's self?
If you know yourself, if you know what what you are doing or what you are talking about and if you you know who you are talking with, that is self-confidence in action.
There are essentially three keys that open this big door called SELF-CONFIDENCE.

THE FIRST KEY
KNOW YOURSELF This seems so easy to say. IN fact , ten out of ten will automatically say "of course, I know myself. Trust me.
But a lot of things in this world are easeir said than done. If you are one among the ten who will automatically claim they know themselves, try answering the following questions in front of a mirror.
1. Do you have a goal?
2. What is it that you really want?
3. How many times have you failed pursuing your goal?
4. How many times have you risen from defeat or failure?
5. How many times have you change your goal?
6. Are you decided on what measures to take regarding your goal?
7. Where are you right now?

The Art of Leading & Controlling with Questions

WHY IT IS IMPORTANT:
... It shows how questioning technique allows isolating areas of interest.
... Learn to lead and control during presentation with questions, instead deing to
to strong with opinions.

"When you are talking, you're only learning what you already know, we push with statements, We pull with questions"

YOU CAN LEAD A PERSON TO THE RIGHT PRODUCTS IF YOU HAVE:
1. KNOWLEDGE OF CUSTOMER
2. KNOWLEDGE OF INVENTORY
3. KNOWLEDGE OF COMPETITION
4. KNOWLEDGE OF TERMS & CONDITION

HOW TO HANDLE FAILURE AND REJECTION

WHY THIS IS IMPORTANT
... It shows how to deal with failure.
... It explain that failure is an event not a person.
... It develop the importance of keeping the enthusiasm while failing.
... Learn what each "No" is worth and they continue to drill, practice and rehearse
to increase their closing ratio ang income.

FIVE WAYS TO HANDLE FAILURE AND REJECTION
I never see failure as failure but only as...
1. a learning experience
2. a feedback to change
3. an opportunity to develop my sense of humor.
4. an opportunity to practice my performance.
5. a game I must play to win.

THE CAHMPI0N's CREED
"I am not judged by the number of times I fail but by the number of times I
succeed and the number of times I succeed is directly proportional to the
number of times I can fail and keep on trying"

POWER OF POSITIVE SELF IMAGE

Why this is important in sales:
...It explains how an individual's self-image determines his/her performance.
...It explain that: NO one can make you feel inferior without your permission.
...It illustrates how a winner must think, see and feel like a winner.
...Understand that 90% of hte way you feel is determine by deciding how you want to
expect to feel
...Have proper perspective which is a solution oriented-action attitude rather
than problem oriented inactivity attitude.

THE CHAMPION's PRAYER
"Today I will win, why? I'll tell you why, because I have faith, courage, and enthusiasm. Success and happiness will be mine, because I walk, talk, act, think and believe like the successful person I am becoming, so help me GOD"

WHAT IS SELF-IMAGE?
1. A mirror reflection of who we think we are.
2. The ceiling of our effectiveness.
3. The key to human personality and development.

WHAT DOES SELF-IMAGE DO FOR US?
1. It allows physical change through mental change.
2. People are usually more superior than they think they are.

HOW CAN YOU CHANGE YOUR SELF-IMAGE?
1. Keep up with yourself. Don't constantly compare your accomplishement with others.
2. Control your thoughts and avoid reliving past failures or mistakes.

WHAT CAN YOUR SELF-IMAGE DO FOR YOUR LIFE AND FUTURE GROWTH?
1. It allows or hinders growth.
2. It makes you worthy of your ideals & beliefs.
3. They key to not being like the elephant is truly believed in yourself

HOW to be a SALES CHAMPION

Why this is important:
....It shows you what makes a salesperson a sales Champion
....It's explain why salesperson behave the way they do and not otherwise.
....It will develop the common characterestics of a successful salesperson.

MAKE use of the "IDENTITY, PRIDE,& COMMITMENT", it makes a salesperson a CHAMPION.

IDENTITY plus (+) PRIDE plus (+) COMMITMENT equals (=) EXCELLENCE

The 3 Levels of Excellence
1. Identity
2. Pride
3. Commitment

FAITH is, belief, and confidence

"FAITH" gives:
a. persistence
b. inner strength
c. will power

ENTHUSIASM is attitude and energy.

ENTHUSIASM gives:
a. lightness of feelings
b. clarity of mind
c. broadness of vision.

ABILITY is competence, expertise

ABILTY gives:
a. initiative
b. self-control
c. discipline

EXCELLENCE is excellece.

EXCELLECE geves:
a. quality of work
b. productivity#
c. loyalty and commitment

WHAT DO WE DO WITH POINT of PURCHASE MATERIALS

1. Maintain cleanliness (always)
2. Up to date
3. Replace old, dirty POP materials
4. Put merchmats beside corresponding products they
represent.
5. Do not overdress of underdress the account
6. Don not damage wall or shelf of account when installing
(i.e; Using staplers or gun tackers)
7. INSTALL, INSTALL & INSTALL

CHARACTERISTICS OF GOOD P.O.P. MATERIALS

1. Must get attention of a prospective buyer
2. Must build confidence.
3. Should give the product information briefly.
4. Should create the proper atmosphere for the product.
5. Should create the impression that the product being advertised is good value for
money.
6. Must be attractive enough to deserve a preferred place int the store.

WHAT IS P.O.P. MATERIALS

POP - Point of Purchase Materials place in, on, or around retail stores to augment the products presence. POP’s

are use by the company as apart of the entire marketing mix to increase sales.

USES OF POP

1. To remind the consumers while they are inside the store and at the point of buying.

2. To stimulate the impulse buying.

3. To influence the retailer to buy the products.

LIST OF POP

1. DANGLER

2. CROWNER POSTER

3. HANGING DISPENSER

4. PRICE CARDS

5. STREAMER

BASIC MERCHANDISING RULES

1. Product Availlability

– The best merchandising material is the product itself.

REMEMBER:

a. All packsize must be availlable.

b. All variants must be display.

c. All kind of display will be filled with the products. (secondary and
primary)

2. SHELF POSITIONING

A. Eye level

B. Within product CATEGORY

C. BESIDE MARKET LEADER OR STRONGEST COMPETITOR

RATIONALE: brand switchers will turn to brand nearest to their previous
brand.

: strong brand will have more customer traffic flow

D. DIRECTION OF TRAFFIC

E. WITHIN SUB-CATEGORY FOR NON-CORPORATE DISPLAY

3. SHELF DISPLAY / BRAND DISPLAY

A. CLEANLINESS - be sure that all shelves and displayed products are always
clean.

B. BRAND VISIBILITY - all brand name must be visible.

C. COLOR SCHEME(COLOR CONTRAST)

- color contrast of hte brands versus variants and versus competitor’s
products should be considered.

D. STABILITY OF DISPLAY - always check the completeness of the products on
the display.

E. STARTER GAP PRINCIPLE - removing 2-3 packs so new users would think “if
others will buy it, I will buy it too. It must be
worth trying.”

F. STOCK ROTATION - FIFO

F - irst

I - n

F - irst

O - ut.

- All first book items and delivered must be first in
the display.

4. SHELF FACINGS

A. provide more space for the fast moving variants.

- consumer passes an average of 300 items per minute or 5 items per second.

5. VARIANT SEQQUENCING

A. smaller to bigger pack size

- Bigger pack size to the right (Most consumers are right - handed. This
would encourage consumers to purchase bigger pack sizes.)

6. PRICE MARKING

A. up to date, clear and clean.

b. price mark your products and merchandising materials.

c. use red ink.

d. handwritten figures

e. priced products will move twice as much as unmarked products.