SELLING IS: Assisting the Customer in Making a Wise Buying Decision
WHAT TYPES OF HELP DO CUSTOMERS EXPECT FROM SALESPEOPLE?
Types of Customers: • decided • undecided • just-looking
THE SALESPERSON’S MOST IMPORTANT FUNCTION IS SELLING http://www.youtube.com/watch?v=LtXw1eKYAww
Salespeople Can Provide Assistance To Their Customers By: • Asking questions • Assisting customer in selecting product • Demonstration product features • Explaining customer benefits • Answering customer objections • Asking the customer to buy • Suggesting additional merchandise • Reassuring the customer
What to Learn About Your Products or Services • Appearance • Material composition • Manufacturing process • Uses of product • Performance of product • Service of product • Care of product • Product brands • Price of product • Product competition • Related items
Sources of Product Information • merchandise itself • salespeople • customers • personal experience • merchandise publications • other sources
BUSINESS “In business, the U comes before the I.”
PURPOSE OF THE APPROACH: • Welcome the customer • Gain the customer’s confidence and trust • Direct the customer’s attention to the product http://www.youtube.com/watch?v=NK51QkROpos http://www.youtube.com/watch?v=I6dWyRD7Lvc&feature=related http://www.youtube.com/watch?NR=1&v=60Kt9XRfPn0
TYPES OF CUSTOMER APPROACHES • Merchandise approach • Welcome approach • Service approach http://www.youtube.com/user/MissyQuest#p/u/14/nrHF_eBYdtk http://www.youtube.com/user/MissyQuest#p/u/19/UFtsnTh1hoU
Service Approach • Considered the least effective approach method. • Should only be used when customer is obviously in a hurry or when selling a service. “May I help you?”
Greeting Approach • Used to acknowledge customer’s presence and establish rapport • May include introduction of oneself • Can be combined with service or merchandise approach • Ex. “Good morning! Is it still raining outside?”
Merchandise Approach • Includes comments or questions about the merchandise the customer is looking at or handling • Considered the most effective approach
QUALIFYING YOUR CUSTOMER • Observe your customer • Give a selling statement • Ask questions • Listen to your customer
PRINCIPLES OF EFFECTIVE LISTENING • Prepare to listen • Stop talking and listen • Pay attention • Look and act interested • Don’t interrupt • Give customer time to think • Use listening responses • Practice listening
Vocabulary Activity To help us learn all of our vocabulary words – we are going to do a “Word Presentation.” • You will work in group of 2 and receive 10 words from this vocabulary list. • You will create a Powerpoint(Have fun! Be creative!) for each word & PRESENT it to the class • NO LATE WORK! You will have two days to finish. If you do NOT have your presentation ready to present on Friday, your word will be given away to another student for bonus points and you will lose those points.
Prepare the Feature-Benefit Sales Presentation by: • Determining what to say • Determining what to do
A Product Feature… • is anything you can: -See or hear -Feel or touch -Smell or taste • Answers the question: What is It?
A Buyer Benefit… • Is a gain, satisfaction, or personal benefit received by the customer. • Answers the question: What does it mean to me? Or how will I benefit?
HOW TO TRANSLATE PRODUCT FEATURES INTO BUYER BENEFITS • List the product features. • Determine what each feature will do for the customer. • Explain how your customer will benefit from the product performance. http://www.youtube.com/watch?v=hgGqPiQIgEc
TYPES OF QUALIFYING QUESTIONS • WHO will use the product? • WHAT does your customer expect from the product? • WHERE will the product be used? • HOW will the product be used? • WHEN is the product needed? • WHAT are your customer’s likes and dislikes? http://www.youtube.com/watch?v=r8Q5tRUsUeo
CUSTOMERS BUY BENEFITS!
Buying Decision Objections • product • Place • Price • Time • quantity
HOW TO ANSWER CUSTOMER OBJECTIONS • Listen to the objection • Pause before answering • Show empathy for your customer • Restate the objection • Answer the objection
Techniques for Answering Objections • Yes, but • Direct denial • Superior point • Boomerang • Question • Demonstration • Third-party • Close on an objection
WHEN TO CLOSE THE SALE: BUYING SIGNALS http://www.explania.com/en/animations/detail/how-to-close-a-deal
CLOSING TECHNIQUES • Ask-Your-Customers-To-Buy Close • Choice Close • Assumption Close • Advantages-and-Disadvantages Close • Premium Close • Last-Chance-To-Buy Close • Standing-Room-Only Close • Testimonial Close • Objection Close • Related-Merchandise Close • Others • http://www.youtube.com/watch?v=hxCHEJSHOBE&feature=fvwrel
Suggestion Selling Is… • A personal service to the customer. • A reminder to customers of needed merchandise. • A help to customers in satisfying their needs and wants. • A benefit to the business, salesperson, and customer.
WHAT TO SUGGEST TO YOUR CUSTOMERS • Related Merchandise • New Merchandise • Larger Quantities of Merchandise • Better Quality Merchandise • Merchandise Specials • Merchandise for Special Occasions http://player.discoveryeducation.com/index.cfm?guidAssetId=BA9C1175-9B71-4188-8D64-A7F5576CFEAF&blnFromSearch=1&productcode=DHC
