Selling
Chapters 13 - 17
Selling
Selling is: the face-to-face contact with the customer in an effort to assess their needs and satisfy those needs with appropriate products and services
Importance of selling to economy
Improves decision making of customer
Increases sales of business More jobs Better information
Characteristics of “effective” salespeople
Good communication skills Good interpersonal skills Solid technical skills Positive attitude and self-confidence Goal orientation Empathy Honesty Enthusiasm
Sources of product information
Product manuals Formal training Direct experience Labels Promotional materials Other employees Company’s website
Selling policies
Store Guarantees Warrantees Amount of time to return product Exchange procedures Return procedures
Buying motives Rational motives – conscious, factual
reason for buying a product Dependability, time, convenience, monetary
savings, health or safety considerations, service, and quality
Emotional motives – a feeling experienced by customer based on association w/product Social approval, power, love, affection, prestige
Patronage motives – Loyalty to a business
Prospecting
Looking for new customers Employer leads Newspapers Telephone directories Commercial lists Customer referrals Cold convassing
Preapproach
Getting ready for the first face-to-face encounter with the customer Retailing:
Straighten, arrange, replenish stock Adjust price tickets Taking inventory Arranging displays Vacuuming, dusting, keeping sales area
clean
Preapproach
Business-to-Business selling: Analyze their previous sales records Review notes about buyer’s
personality, family, interests Do they have the authority to buy Do they have the financial resources
to pay?
Feature-benefit selling
Telling the customer about both the features and the benefits of each feature
Tangible product features
A physical characteristic or quality of a good or service that explains what it is. Color Price Material Texture
Customer benefits Advantages or personal satisfaction
that a customer gets from a good or service How does the feature help the product’s
performance? How does the performance information
give the customer a personal reason to buy the product
Feature: Camera has a automatic flash mode Benefit: Allows for flash in all conditions
Extended product feature
Not always physically part of the product, but are important to purchase decision Warranties Service policy Available financing Reputation of company
The approach in retail selling
The goal of the approach is to make the customer feel comfortable and also find out information to satisfy their wants and needs
Smile, be respectful, enthusiastic
The approach in business-to-business selling
Set up appointment Arrive early to appointment Introduce yourself and your
company Give a firm handshake
Service Approach
Ask the customer “May I help You?” This is the least effective approach because they can say “no”.
Only use this approach if they are in a hurry and need assistance quickly
Greeting approach
Greet the customer and welcome to the store
Hello and welcome to Belks, please let me know if you need any help
It lets customer know that you are there to help
Merchandise Approach
When you make a comment or asks a question about the merchandise the customer is looking at
Takes the emphasis off of you and the customer and puts it on the merchandise
Is the most effective approach
Determining Customer’s Needs
When? As soon as possible in the sales process.
Three methods to determine a customer’s needs
Observing – facial expressions, hand motions, eye movements, length of time at product (nonverbal communication)
Listening
You can get clues about customer’s needs and buying motives Maintain good eye contact Provide verbal and nonverbal feedback
Listen with empathy and open mind
Questioning
Uncover needs Uncover wants Uncover buying
motives Learn more about
customer
Questioning
Who? What? When? Where? Why? How?
Product Presentation Which products? Products that
meet customer’s needs and wants. Price range? Start with medium-
priced item. How many? No more than three
products at a time. What to say? Talk about products
features and benefits.
Displaying and Handling the Product
Creatively displayJewelry – velvet display pad
Handle with respect
Demonstrate the product and using Sales Aids
Show the customer how it works Drop an unbreakable dish on the floor
Use Sales Aids – samples, reprints of magazine and newspaper articles, audiovisual aids, models, photographs, drawings, charts, etc.
Involve the customer!!
Get them physically involved with the product Try it out Try it on Taste, smell, etc.
What are objections? Excuses?
Objections are: concerns, hesitations, doubts, or other honest reasons not to buy product
Excuses are: insincere reasons for not buying or not seeing the salesperson Too busy Just shopping around
Welcome objections. Why???
Can help you redefine the customer’s needs and determine when customer wants more information
Five most common buying objections:
Need – I want it, but I don’t need it.
Product – Concerns about quality, size, appearance, or style.
Source – Negative previous experience with firm or brand
Five most common buying objection (continued):
Price – More common with high- quality, expensive merchandise
Time – Hesitation to buy immediately
Four-step process for handling objections:
Listen Carefully Be attentive Maintain eye contact Let the customer talk
Acknowledge customer’s objections Understand and care about them
“I can see your point.”
Four-step process (continued)
Restate the objection Paraphrase their objection to check
for understanding of their concern Answer the objections
Answer tactfully, keeping in mind customer’s feelings
Use to further define or redefine customer’s needs
Methods of Handling Objections
Yes, but – I understand your point, but…..
Boomerang (Toss it back) – Objection comes back to customer as selling point
Deny it – provide proof and accurate information to answer objection
Methods of handling objections (continued) Point counterpoint (superior point) –
acknowledge objections as valid, but offset with other features and benefits
Inquiry (Question) – Question to learn more about objections raised
Show’em (demonstration) – Illustrating one or more features of a good or service
Methods (continued)
Testimonial (third party) – using a previous customer who can give a testimonial about product
Try it – Let them use for themselves to disprove their objection
Closing the sale
The customer agreeing to buy the product
Ways to know if ready: Observing their body language
Things they say
Types of closes Which close: Have the
customer choose between 2 or 3 items “Which item would you prefer?”
Standing-room-only close: use when a product is in short supply or the price may go up “The price will be going back up this Friday.”
Types of closes Direct Close: You ask for the sale
directly. “Would you like to go ahead and purchase this product today?”
Service Close: Explain services that may overcome obstacles to buying
Examples: Gift wrapping, return policy, guarantees, warranties
Suggestion selling
Selling additional goods or services to the customer Benefits: customer by saving them time
Benefits: company makes more in sales, makes customer happy
Suggestion selling methods
Offering related merchandise – “would you like to buy some film or batteries to go with your new camera”
Recommending larger quantities – “One pair of pantyhose costs $4 but you can buy 3 pairs for $10 which will save you money
Suggestion selling methods
Calling attention to special sales opportunities – “ We are having a sale on all items in this department just today, you may want to look around to see if there is anything else you may want to buy before I ring you up.”
Follow-up after the sale (relationship marketing)
Send a thank you note Call to check on the customer
Send a survey or questionnaire
Benefits of building customer clientele
You will have loyal customers coming back to you and they will refer their friends and family
Processing telephone orders
Be friendly Repeat back order for
verification and accuracy Follow-up to make sure
received order in timely manner
Product substitutions
When out of the current product
When want a better quality than the product on sale
When it is a similar value