The Selling Process Steps 6,7,8
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THE SELLING PROCESS
STEPS 6,7,8Marketing Co-OpChapter 15.1 & 15.2
Step Six: Closing the Sale Obtaining an
agreement to buy from the customer
All steps up to now have been to help customer make buying decisions
Timing the Close Some customers are ready to buy
sooner than otherso The salesperson must be flexible
Buying Signals – the things customers do to indicate a readiness to buy
• Facial Expressions• Body language• Comments
Trial Close The initial effort to close
the sale Used to test the readiness
of the customer Even if it is not successful,
you will learn from the attempt
How to Close the Sale Help customers make a decision
o Work to narrow down options Create ownership mentality
o Use words like you and your Don’t talk too much and don’t rush
o Be patient and courteouso If you sense the customer is ready to
buy, stop talking about the product
Methods for Closing the Sale Which Close
Encourages customers to choose between two items
Review the benefits of each item and then ask…
“Which one would you like for me to ring
up for you?”“Which of these items will best fit your
needs?”
Methods for Closing the Sale Standing Room Only Close
Used when the product is in short supply or when the price will go up very soon
Can be perceived as a high-pressure tacticSalesperson can say something like……
“I’m sorry, but I can’t promise you this item
will be in stock tomorrow. This is the
last one.”
“This great sale ends tomorrow and this
item will then be sold at regular price.”
Methods for Closing the Sale Direct Close
You ask for the saleUse this method when the buying signals
are very strong
“Can I assume that we’re ready to fill out
the sales paperwork?”
“It appears that you like the options I have shown you.
Now lets move to the register to wrap things up.”
Methods for Closing the Sale Service Close
You explain services that overcome obstacles or problems the customer expresses○ Gift wrapping○ Return policy○ Warranties and guarantees○ Bonuses or premiums
“This item has a lifetime guarantee, we will replace
it if anything should happen to it.”
“You can always return it if your daughter
doesn’t like it. We have a very easy return
policy.”
Step Seven: Suggestion Selling Selling additional goods or
services to the customerItems that will ultimately
○ Save the customer money○ Make the original purchase
more enjoyable
Ways to use Suggestion Selling
Offer Related Merchandise
Recommend Larger Quantities
Call Attention to Special Sales Opportunities
“Would you like to buy some batteries
for that toy?”
“ This item is buy 2 get 1 free, would
you like to choose two more?”
“ Would you like to add this candle to your purchase? It is our new scent
and is on sale this week for half price.”
Rules for Suggestion Selling1. Use after customer has agreed to the sale,
but before the transaction is complete
2. Make your suggestion from the customers point of view and give at least one reason why they should add the item
3. Show them the item you are suggesting
4. Make the suggestion positive
Step Eight: After-Sales Activities This step includes
○ Order processing○ Order fulfillment○ Follow up○ Customer service
They should all be handled in a way that promotes repeat business
Order Processing Retail Selling
o Bag the merchandise with careo Individually wrap fragile items
Business to Businesso Complete all paperwork quickly
and neatlyo Provide customer with a
business card in case they have questions later
Order Fulfillment More complicated in E-commerce,
mail-order, and telemarketing saleso Taking ordero Financial processingo Packing and shipping
Sometimes includeso Customer serviceo Technical support
Follow Up
Following through on all promised made during the sale
○ Calling to confirm deliver dates○ Call to make sure the delivery was
successful○ Call customers to explain any
delays○ Call a week or two after the sale to
if the customer is happy○ Send a thank you note with your
business card attached
Customer Service Providing good customer
service is what brings in repeat business
Handling customer complaints
Main goal is customer satisfaction
AssignmentChapter 15 Bookwork
15.1 – pg. 319 – Key Terms and Concepts…..(1-3)15.2 – pg. 327 – Key Terms and Concepts…..(1-3)
Chapter Review – Review Facts and Ideas…..(2-11)
You will be held responsible for all the red dot terms for the test
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