Why Do Customers Buy? • Rational motives • Conscious, logical • Think about the decision • Quality, safety, dependability • Example is buying tires based on safety ratings • Emotional motives • Feeling • Social acceptance, recognition, prestige, love • Example is caring about your family so you want the best tires
Personal Selling • Any form of direct contact between the salesperson and the customer • Two way communication between the seller and the buyer • Goal is to help customers make satisfying buying decisions
Selling Process • Approach the customer • Determine needs of the customer • Present the product • Overcome objections • Close the sale • Suggest more or other options • Building the relationship from start to finish
Approach • In a retail setting you must observe the customer to gain clues about the sale • First face to face contact • Sets the mood for the rest of the sale • Can make or break the sale • Is the customer in a hurry, just browsing, having questions to answer?
Determining Needs • Directly related to buying motives • Your job is to uncover the customer’s reasons for wanting to buy • Everyone benefits when the customer’s buying needs are satisfied Observe Listen Ask questions to gain information
Present the Product • Show the product and tell about it • Goal is to match the customer’s needs with the right product features and benefits Demonstrate Use sales aids Involve the customer
Product Knowledge is so important
Overcome Objections • Objections are concerns, hesitations, doubts, or other reasons for not buying. • Do not take these personally • Use them as a chance to redefine the customer’s needs • Plan ahead for objections
Common Objections • Need: I like that sweater but it does not match anything I have. • Product: I don’t like the way this jacket fits me. • Source: Last time I ordered, it took too long to be delivered. • Price: That is more than I wanted to spend. • Time: I think I will wait for the summer sale.
Close the Sale • Obtaining positive agreement from the customer to buy • Help the customer get to this point • Recognize opportunities to close (customer standing at the register)
Suggestion Selling • Selling additional goods and services to the customer • Other items to save them time and money or make the original purchase more enjoyable • Would you like an apple pie with your Big Mac meal? • To use your camera immediately, would you like to go ahead and get a memory card today as well?