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Introduction Grocery store, hardware store, banking, insurance,
hair cut saloons are entirely dependent upon personal selling
Indian market psychology is still based on feelings emotions and cooperation, people are attracted to a store for personal reason rather than its appearance
Major department, chain and specialty stores are still full service stores, they project personal selling as their strength
Imagine buying a car, TV or refrigerator by mail order
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Introduction The sales person can tailor his communication
according to the requirement of individual customer, making him the most effective communication vehicle for the customer
Personal selling is the process of convincing the customer about the product through personal communication
The sales person is flexible enough to provide the information according to the need and behavior of the individual customer
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Types of customer servicePre transaction service- convenient store
hours, information and demonstrationTransaction service- credit facility, gift
wrapping and packaging, personal shopping and personal selling
Post transaction service- loyalty programmes, complaint handling, merchandise exchange handling, repairing, free service and delivery
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Types of Retail SellingMost of the retailers still do home delivery
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Order filling
Creative selling
Order fillingEfficient communication skillsArt of order taking rapidly and correctlyArt of informing customers about availability
of products and selling additional itemsTime managementSkills of filling the order and communicating
it to packaging sectionSkill of delivering the correct order in
minimum possible timeGrocery stores
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Creative sellingProvide sufficient time and attention to the
customers need and choiceConvince the customer to buy the product
with logical justificationsCommunicate effectively without being
biased or overpoweringMake the customers interested in buying a
productWin the confidence of the customer and the
sale conclude with a happy note7
Requirements for effective sellingListeningQuestioning
Seek long responsesSpace out the questionsKeep the questions short and simple
Interpreting and on verbal communicationFlexibility and adaptive selling
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Competencies of Personal SellingRetail is a people business, people do
business with peopleThe Process of Personal Selling
Gaining AttentionCreating InterestBuilding desireAction
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ATTENTION
ACTIONDESIREINTEREST
The Retail Selling ProcessAcquiring product/ merchandise knowledgeStudying the customerApproaching the customerPresenting the merchandise
Understand the customers needs and wantsReduce the customers perceived riskDemonstrate the productActively involve the customerSell product benefitsMake the message simple
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Common causes of poor performancePoor selection and inadequate trainingInadequate supervisionInadequate product and store policy to sales forceHeavy stock keeping responsibilities with under
emphasis on serving customersLack of incentive for better performing sales
personLack of management commitment to good
customer serviceIncreased diversity and complexity of productsLow compensation
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Importance of sales person in CRMSalesperson is important in customer’s
satisfaction or dissatisfaction towards a storeSales person acts as a stores represenative
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Customer service as a part of retail strategy1. Identify its key customers and listen and
respond to them2. Define superior service and establish a
service strategy3. Set standards and measure performance4. Select, train and empower employees to
work for the customers5. Recognize and reward accomplishments
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Evaluation of a salespersonPlays a crucial ole as it determines the
compensation to be paid, promotions, transfer, terminations and reinforcement of sales person
Conversion rateSales per hour: is computed by dividing the
value of the total sales of the retail store at a given period of time by the total hours of work
Use of time standardsTime spent on sellingTime spent while not selling Idle timeAbsent time
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