11.02.11 NAME OF PRESENTER
Dec 26, 2015
THESE ARE EXAMPLES OF THINGS YOU MIGHT WANT TO INCLUDE:
Sessions start at 9.30 and end at 4.30, with a break for lunch.
There will be a break during the morning and afternoon.
Toilets are located in the stairwell (male ground floor,
female first floor).
Fire alarm procedure: there is no fire alarm drill today.
If you hear an alarm, please use the fire exit at the bottom
of the stairs. Smoking is not permitted in the building.
HOUSEKEEPING
Explain the differences between sales and marketing and how they are dependant on each other
Demonstrate an understanding of the importance of sales to the organisation
Understand how to communicate effectively within a sales setting
Identify how consumer behaviour affects the selling process
Describe a range of basic selling techniques appropriate to a range of organisations
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Learning Outcomes for Selling
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1 2.
3 4.
COURSE STRUCTURE
The Theory of Selling
Understanding
the Consumer
Developing Basic
Selling TechniquesEffective SellingCommunications
By the end of this section students should be able to:
• Describe the difference between marketing and sales
• Demonstrate an understanding of the benefits of the selling function to the organisation
• Explain the links between sales, customer service and profitability
SECTION 1THE THEORY OF SELLING
WHAT IS MARKETING?
Marketing as defined by Brown in 1987:
‘The ability to create and keep profitable customers’
THE MARKETING MIX4Ps
Product
Price
Place
Promotion
Availability. What is it?
What discounts are available? Can I offer discounts?
Where are these items / products available and when? What are the opening & closing times?
Who can help? Where are they located? What promotional material is available? What special offers are on?
Marketing is a process that:
• Identifies
• Anticipates
• Satisfies customer requirements profitably
In other words having:
• The right product, in the right place, at the right time, at the right price
MARKETING
The Marketing Process
• Find out who your customers are
• Find out what your customers want
• Tell your customers how to get it
• Give your customers what they want
• Measure how successful the process has been
Definition of Sales
Sell (PERSUADE)
• To persuade someone that (an idea or plan) is a good one and likely to be successful
from Cambridge International Dictionary of English
Sell (MONEY)
• to give (a possession, product or service to someone else) in return for money
Reasons for Integrated Sales and Marketing Approach
To:
• identify the target customer group
• make the right product for that target group
• ensure your promotional activities will appeal to that target group
• raise the customer's awareness of your existing products
• inform the customer of new products
• find out which promotional activities worked and which did not
Sales and Marketing ActivitiesMarket Segmentation
• Age
• Sex
• Tastes / life styles / fashions
• Activities e.g. work / hobbies
• Wealth / income
All of these factors will influence:
• What your customer is prepared to buy
• How much they are prepared to spend
• What style they would buy
Reasons for promoting the product
• Letting people know about a new product
• Raising awareness of an existing product
• Informing people of a special offer
• A means of obtaining more business in quieter periods
• A means of increasing customer spending
• A means of attracting a particular type of customer
• A means of generating more return business
MIND MAP TITLE (USE CA)
DiscountsLoyalty Bonus
Free Drinks
2 meals for the price of one
Buy one, get one free
Vouchers
Sales Promotions
Types of Sales Promotions
Effective Selling and good Customer Service Leads to Greater Customer Satisfaction
Good selling can achieve the following:
• Repeat business
• New customers
• Positive word of mouth business
• Reduced costs
• Increased profitability
• Increased customer insight
• Increased average sales
The Selling Cycle
The selling cycle consists of three stages:
Presale
Sale
Post Sale
Pre-selling involves finding new customers Prospecting, preparation, planning and initiating contact.
Sales presentation – either formal or informal, Handling objections, Negotiation and Closing the sale
Delivering the order to the right place at the right time, Making sure that the customer buys from you again and Encouraging customer retention
At the end of this section students should be able to:
• Explain the stages a customer goes through in order to make a buying decision
• Demonstrate an understanding of customer requirements in a variety of selling situations
• Use a range of different question techniques to understand customer needs
SECTION 2THE IMPORTANCE OF UNDERSTANDING CUSTOMERS
Gaining attention
Stimulating Interest
Creating a desire to buy
Generating action – a purchase decision
Post purchase feeling
Attention
Interest
Desire
Action
Satisfaction
Understanding AIDAS
Need recognition and problem solving
Information Search
Evaluation of alternatives
Make purchase decision
Post purchase stage
A
I
D
A
S
The Stages of the Buying Process
FEATURES AND BENEFITS
Feature
Benefit
A feature is a technical description of a product or service
A benefit is a description of how the product will benefit the customer – must match their motive for buying.
Open and Closed Questions
Open questions designed to solicit
Information
Closed questions designed to get
specific answers
Soft and Hard Questions
Hard questions refer to specific and
Indisputable facts
Soft questions aim to seek opinions rather
than hard facts
The Art of Good Questioning
By the end of this section students should be able to:
• Demonstrate an understanding of the importance of selling
• Realise the importance of being proactive within a selling role
• Describe products and service benefits to customers
• Handle selling objections
• Explain how to close a sale
SECTION 3DEVELOPING BASIC SALES TECHNIQUES
Proactive and Reactive Selling
Proactive Selling
taking an active interest in selling
taking an active planning role
taking every possible opportunity to sell
Reactive Selling
Ad-hoc as opposed to planned
Reacting to customer requests
Not grasping every sales opportunity
Add-on’s
Add-on’s are those products which can be sold over and above those originally
purchased by the customer that might be of benefit to them – including:
• New car mats
• New seat covers
• Specialised gear knobs
• Steering wheel cover
• Special mirrors
• Tow bar
• Upselling is where a sales person sells a product or service of higher value or profitability than originally requested.
Up-selling
Substitute Selling
Watch, listen, question
Select
To discover a customer’s motives and needs.
That the products or services are unavailable
An alternative
the product or service, using appropriate benefits and adjectives
the customer’s decision to buy the alternative product
Explain
Describe
Reinforce
Lack of Product/Service Knowledge
If you do not have a good product knowledge you will:
• Lose credibility in front of your customer
• Not be able to offer your customer advice
• Not be able to answer customers questions
• Not be able to communicate effectively
Advising Customers on Products and Services
Being able to advise customers about products or services helps us to:
• Feel more confident
• Make good recommendations
• Match customers needs to products / services
• Describe the product / service benefits
The Importance of Knowing aboutTHE MARKETING MIX4Ps
Product
Price
Place
Promotion
The products and services available – what are they?
How much it costs. What discounts are available.
Where are the products and services available from?
What special offers are there and what promotional material is available?
Handling Objections
The three most common objections are:
1. Price
2. Products features and benefits not meeting customer needs
3. A lack of understanding of the product and customer needs
Clarify your understanding of customer needs
See if there are any other areas you can help with
Propose an appropriate commitment
1
2
3
3 Steps to Close a Sale
Getting Commitment
Get the customer to confirm that they are going to buy by
showing some kind of commitment.
Such as:
• Paying in full
• Leaving a deposit
• Placing an order
After Sales Service
Check that the Customer
Has received their
order
Check out the quality of the
product – use questions
to clarify their perception
of the product
Clarify that the customer
is happy with the
product / service they
received
Use it as an opportunity to take repeat bookings or Make further sales
After Sales Service
Customer Service Department
Their responsibilities include:
• Direct customer contact
• Ensuring orders are processed
• Chasing orders
• Dealing with customer queries and problems
• Dealing with customer complaints
• Keeping a record of sales and other statistics
Benefits of Keeping Records
• Records can help forecast future business
• Keeping a record of how many responses you had to a particular promotional activity can tell you which ones worked and which did not
• Records can tell you which products are the most successful
By the end of this section students should be able to:
• Demonstrate an understanding of the importance of using effective communications in selling situations
• Explain how to recognise a customer’s response in selling situations
• Identify the most appropriate questioning and listening techniques within selling
• Explain how to handle difficult communication situations
SECTION 4
Effective Selling Communications
Combined Use of verbal and Non-verbal Communication
• 7% Actual Words• 38% Voice, Tone, pitch, Pace and
Quality• 55% Body Language
Using Your Voice Effectively
• Stay calm, clear and do not raise your voice
• Avoid the use of harsh or high-pitched tones
• Avoid over usage of your voice
• Keep your voice steady and level
• Do not let your voice rise and show frustration
Suggestions for Becoming a Better Listener
• Adapting your behaviour
• Creating a good listening environment
• Concentrate on what the buyer is saying
• Let the customer talk 80% of the time
• Pay attention to non-verbal clues
• Make notes
Key skills to Use When Listening
• Paraphrasing
• Reflecting on implications of what the customer has said
• Reflecting the underlying feelings
• Being non-evaluative
Positive Aspects of Listening
Listening provides us with information that allows us to:
• Act quickly and appropriately
• Deal with objections effectively
• Demonstrate our interest in our customers and their business
• Establish feelings and attitudes
• Establish a rapport with the customer
• Identify new opportunities
• Provide a basis for further questioning
• Understand problems
How the Telephone is Useful
• A good basis for customer care
• Very useful for selling
• Good for making arrangements
• A useful method for gathering information
• Looking for new customers
• Solving customer selling problems
Advantages
•It is more cost effective
•It can be used almost anywhere in the world
•It is a convenient method of communication
Disadvantages•The phone does not provide a lasting record of communication and there is no visual impact
•People hang-up if they do not want to talk to you
Advantages and Disadvantages of TelephoneSelling
Key Success Points for Telephone Selling
Always:
• Answer the phone promptly and courteously
• Call the customer by name
• Explain who you are and what you are calling for
• Deal with specific customer queries
• Ask if you can be of any further assistance
• Respond to messages
Handling Communication Problems
When dealing with customers communication breakdown can
occur
Ensure you do the following:
• Observe customer behaviour – verbal and non-verbal
• Listen – repeat and confirm
• Non-verbal communications – use signs and gestures wisely to create understanding
• Use questions to find out more about what customers want and what they are trying to ask for
• Be culturally aware
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TEST INSTRUCTION
• Use the separate answer sheet provided.
• Complete this section using black or blue ink only.
• Mark your choice of answer by filling in the circles (a or b).
• Cancel an incorrect answer by filling in the ‘cancel’ bar beneath the circle you have marked. If you change your mind again; fill in the ‘cancel’ bar beneath the new answer and draw a neat circle around the original answer.
TEST INSTRUCTIONcontinued
• Do not enter marks in the bottom section of the paper.
• Do not make any marks in any part of the paper other than the circles (a or b) and the section with the boxes for your personal details. If you do, the marking machine will be unable to mark your paper properly, thus affecting your score.
• Use a pen with black or blue ink only.