On TargetSales is a critical part of any business and is often widely misunderstood. In Ireland in particular, sales as a career is often considered to be unprofessional and there is a degree of mistrust surrounding sales people and the processes they use.

You may have heard of the term ‘snake oil salesperson’. It refers to someone who tries to get you to buy into something that is supposed to help or do something good but really is nothing at all like that.  People hate snakeoil salespeople and you do not want your company to be related to it.

Here in The Synergy Group, we will bring you through different processes of selling, different methods, what you’re selling, etc. Selling and marketing are different and in general, a brilliant salesperson is not brilliant at marketing and vice versa.

Marketing is about deciding on the products to sell and selling is about convincing the customer to buy.  Your sales process is everything that you do to close the sale and get a signed agreement or contract. Both marketing and selling are necessities to the success of a business. You cannot do without either process. By strategically combining both efforts you will experience a successful amount of business growth. However, by the same token if the efforts are unbalanced it can detour your growth.

The sales process can consist of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, over the phone, on the internet and networking. It's anything that engages you with the prospect or customer on a personal level rather than at a distance.  Selling over the internet could be perceived as being at a distance and requires particular techniques which are different from direct sales.

The old age saying says that a sale is only a sale when it’s paid for.  That is very true, particularly in the economic environment we live in today.  Therefore should the salesperson give credit?  Should they collect payments?  They are points for you to consider.

You could use different sales methods, e.g. sales methods have changed over the years.  When I bought my first computer in 1984, I had to get a sales person to call to see me.  Today I can call in to a shop. 

Retail sales are different from other sales methods and need to be recognised.  I called into PC World to buy a projector last week.  I called over a salesman. He explained the different machines to me.  If he was perceptive he would have seen my ‘buying signals’.  But he wasn’t.  He told me to research machines, go elsewhere to cross check prices and so on.  He told me to take a photo on my phone of the machine and the model number.  I didn’t bother.  In short, he sent me out of the shop without a sale.  I went elsewhere and spent €2500 on what I wanted.

Sales methods and approaches are often reduced to simple frameworks and acronyms that the sales person can remember and follow e.g.

  • ADAPT:   Assessment, Discovery, Activation, Projection, Transition
  • AIDA:      Attention, Interest, Desire, Action
  • ARC:       Ask, Recommend, Close and Cross-sell
  • CHaR:     Confusion, Humour and Request.
  • LAIR:      Listen, Acknowledge, Identify objection, Reverse it
  • LOCATE: Listen, Observe, Combine, Ask, Talk, Empathize
  • SELL:      Show, Explain, Lead to benefits, Let them talk
  • SPIN:      Questions about Situation, Problem, Implication, Need-Payoff
  • FAB:       Features, Attributes (or Advantages), Benefits.
  • QUAPMAC Question, Unique, Ascending, Preclose, Match, Askback, Close

Among other things, here in The Synergy Group, we can help you:

  • Employ sales people
  • Train them
  • Manage your team
  • Set targets, objectives and goals
  • Choose sales methods suitable to your business
  • Telesales
  • Lead generation
  • Field Sales
  • Optimise your website for sales
  • Sales support
  • Retail sales
  • Sales meetings
  • Annual sales planning

Your sales people should have techniques to include:

  • Prepare
  • People skills
  • First impressions really count
  • Starting a client relationship
  • Relationship Building
  • Listening to your client
  • Sell the benefits
  • Don't rush the sale
  • Remember a promise is a promise
  • You're the expert

What The Synergy Group can do for you:

  • Examine your achievements, compare it to what you want to achieve and plan accordingly.
  • Help you set your targets for the future.
  • Facilitate meetings with your sales people for forward planning and setting targets.
  • Monthly training for your sales people as part of your monthly sales meetings.
  • Hire new sales people - job description, personnel specification, selection, interview, contract of employment, etc.
  • Sales methods and processes suitable to your company.
  • Tele sales
  • Customer care
  • Retaining customers, finding new customers, re-awakening old lost customers.
  • Tieing together all the different parts of the process.
  • Contracting out parts of the process that are difficult for you.

Contact The Synergy Group and we will examine your sales. We will look at your achievements, what you need to do, what you want to do and we will pull together a plan with you to bring to the next stage of your business development. If you’re a new business, we can help you get started.  And, if you want, we will stay with you for the length of the plan.  Now that's committment.

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