SELLING IS:Assisting the Customer inMaking a WiseBuying

Decision

WHAT TYPES OF HELP DO

CUSTOMERS EXPECT FROM SALESPEOPLE?

Types of Customers: decided undecided just-looking

THE SALESPERSON’S

MOST IMPORTANT FUNCTION IS

SELLINGhttp://www.youtube.com/watch?v=LtXw1eKYAww

Salespeople Can Provide Assistance To Their Customers By:Asking questionsAssisting customer in selecting productDemonstration product featuresExplaining customer benefitsAnswering customer objectionsAsking the customer to buySuggesting additional merchandiseReassuring the customer

Sources of Product Informationmerchandise itselfsalespeoplecustomerspersonal experiencemerchandise publicationsother sources

BUSINESS

“In business, the U comes before the I.”

http://www.youtube.com/watch?v=cnVf2FGALhY

PURPOSE OF THE APPROACH:

Welcome the customerGain the customer’s confidence and trust

Direct the customer’s attention to the product http://www.youtube.com/watch?v=NK51QkROposhttp://www.youtube.com/watch?v=I6dWyRD7Lvc&feature=related

TYPES OF CUSTOMER APPROACHESMerchandise approach

Welcome approachService approachhttp://www.youtube.com/user/MissyQuest#p/u/14/nrHF_

eBYdtkhttp://www.youtube.com/user/MissyQuest#p/u/19/UFtsnTh1hoU

QUALIFYING YOUR CUSTOMERObserve your customerGive a selling statementAsk questionsListen to your customer

PRINCIPLES OF EFFECTIVE LISTENING

Prepare to listenStop talking and listenPay attentionLook and act interestedDon’t interruptGive customer time to thinkUse listening responsesPractice listening

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?

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!http://www.youtube.com/watch?v=8kZg_ALxEz0&feature=related

Buying Decision Objections•product•Place•Price•Time•quantity

HOW TO ANSWER CUSTOMER OBJECTIONS

Listen to the objectionPause before answeringShow empathy for your customer

Restate the objectionAnswer the objection

Techniques for Answering ObjectionsYes, butDirect denialSuperior pointBoomerangQuestionDemonstrationThird-partyClose on an objection

WHEN TO CLOSE THE SALE:

BUYING SIGNALS

CLOSING TECHNIQUESAsk-Your-Customers-To-Buy CloseChoice CloseAssumption CloseAdvantages-and-Disadvantages ClosePremium CloseLast-Chance-To-Buy CloseStanding-Room-Only CloseTestimonial CloseObjection CloseRelated-Merchandise CloseOthers

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 CUSTOMERSRelated MerchandiseNew MerchandiseLarger Quantities of MerchandiseBetter Quality MerchandiseMerchandise SpecialsMerchandise for Special Occasions

How To Make Customer SuggestionsClose the original sale firstMake the suggestion from the customer’s

point of viewMake a specific suggestionDemonstrate the benefits of the suggested

merchandise

http://www.youtube.com/watch?v=4zakyg3thfY

Quizlet – 2.08 & 2.092.08

http://quizlet.com/6997966/mktg-207-2011-flash-cards/

2.09

http://quizlet.com/7216591/mktg-208-c-2011-flash-cards/

http://quizlet.com/7216286/mktg-208-b-2011-flash-cards/

http://quizlet.com/7215578/mktg-208-a-2011-flash-cards/

Sales process project