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Marketing Ch 14

Marketing Ch 14. The Sales Process. The Steps of a Sale. Preapproach – Looking for customers and getting ready for the sale Approaching the customer – actually greeting the customer face-to-face

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Marketing Ch 14

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  1. Marketing Ch 14 The Sales Process

  2. The Steps of a Sale • Preapproach– Looking for customers and getting ready for the sale • Approaching the customer – actually greeting the customer face-to-face • Determining Needs – learning what the customer is looking for in a good or service in order to decide what product to show and which features to present first

  3. The Steps of a Sale • Presenting the product – educating the customer about the product’s features and benefits • Handling questions and objection – learning why the customer is reluctant to buy, providing information to remove that uncertainty, and helping the customer make a satisfying buying decision

  4. The Steps of a Sale • Closing the sale – getting the customer’s positive agreement to buy • Suggestion selling – suggesting that the customer buy additional merchandise or service to save money or better enjoy the original purchase • Reassuring and follow-up – helping a customer feel that he or she has made a wise purchase

  5. The Preapproach • Getting ready to sell • Can prepare for the sale by studying their products and keeping abreast of industry trends • Appearance

  6. Finding New Customers • Prospecting – Looking for new customers • Prospect – Is a potential customer • Is where salespeople visit customers in their home or business • You are evaluated by how many new accounts they open and how much they sell

  7. Source and Method of Prospecting • Employer Leads – entire telemarketing department for the sole purpose of generating leads • Sales people have great deal of information before meeting them • Telephone Directories – White and Yellow pages • Trade and Professional Directories – Locate customers by type of business • Well known directory: Thomas Register of American Manufacturers

  8. Source and Method of Prospecting • Newspapers – Provides good leads • Commercial Lists – Buy list of potential customers from companies that specialize in categorizing people • Customer Referrals – Satisfied customers gives the name of other people who might buy the product. • Endless chain method – asking previous customers of potential customers • May receive a gift or discount

  9. Source and Method of Prospecting • Cold Canvasing – Try to locate potential customers with little help • Other names – Cold Calls, Blind Prospecting

  10. Preparing for the Sale in Industrial Selling • Previous Customer • Analyze past sales records • Know what and how much customer bought last time • Know buyer’s personality, family, interests, and hobbies.

  11. Preparing for the Sale in Industrial Selling • New Customer • Do some homework to qualify before going any further • Questions to research: • Does the prospect need these products or service? • Does the prospect have the financial resources? • Does the prospect have the authority to buy?

  12. Preparing for the Sale in Retail Setting • Preparation centers on the merchandise and work area • Straightening, rearranging, and replenishing stock • Adjust price tickets before and after special sales • Learn where stock is located and how much is available • Taking inventory • Arranging displays • Vacuuming and dusting

  13. Approaching the Customer • Initial approach is critical • Approach sets the mood • Three purposes • To begin conversation • You need to be alert to what interest the customer • Establish rapport with customer • Treat the customer as an individual • Be perceptive about the customers buying style • Focus on the merchandise

  14. The Approach in Industrial Sales • Industrial Sales people generally call on customers at his or her place of business after having set up an appointment • Be early • Firm handshake and smile • Call them by their name • Small talk

  15. The Approach in Retail Sales • When customers appear in a hurry, approach them quickly • When customers are undecided, let them look around • When customers are comparison shopping, encourage them to look around and ask questions

  16. The Approach in Retail Sales • Three methods • Service Approach Method • Greeting Approach Method • Merchandise Approach Method

  17. Service Approach Method • Salesperson asks the customer if he or she needs assistance • “May I help you with something” • Approach is helpful when the customer is in a hurry • Approach is ineffective because it elicits a negative approach • “No, I am just looking”

  18. Greeting Approach Method • Salesperson simply welcomes the customer to the store • Wait a few seconds • Customers will say why they are shopping • If they need help, they will tell you • If they are just looking, they will tell you

  19. Merchandise Approach Method • Salesperson makes a comment or asks questions about the product that the customer is looking at • You can only use this method when the customer stops to look at an item • You can also ask a question about the item • Most effective initial approach in retail sales because it immediately focuses attention to the merchandise

  20. Chapter Review • Complete Facts and Idea Review, Critical Thinking and Communication on page 194

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