7182082 selling skill training

8/14/2019 7182082 Selling Skill Training

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INDEX

PROPER CONDUCT OF A SALESPERSON ............................................................................2

NON-VERBAL COMMUNICATION .........................................................................................2FACIAL EXPRESSION ................................................................................................................4

POSTURE .......................................................................................................................................5

GREETING CUSTOMERS ..........................................................................................................6

SOLUTION SALES .....................................................................................................................11

UNDERSTANDING CUSTOMERS ..........................................................................................11

THE SELLING PROCESS .........................................................................................................13

OPENING THE SALES ................................................................................................................14

PROBING CUSTOMER NEEDS .................................................................................................15

SUPPORTING CUSTOMER NEEDS ..........................................................................................17

RESOLVING CUSTOMER CONCERNS: ...................................................................................22

RESOLVING CUSTOMERS CONCERNS: .................................................................................22

CLOSING THE SALE ..................................................................................................................25

MANAGING ANGRY CUSTOMERS AND CUSTOMER COMPLAINTS ........................ .26

HANDLING ANGRY CUSTOMERS

.......................................................................................................................................................27

SOLVING CUSTOMER COMPLAINTS .................................................................................27

VISUAL MERCHANDISING DISPLAY ..................................................................................2

BASIC FACTORS OF AN ATTRACTIVE STORE! ................................................................3"

POP ...............................................................................................................................................3"

S#$$%&' O()#*+%,#

A+ +# #' &/ +%$ $#$$%&'0 & %!

Understand and appreciate the importance of non verbal communication

Know about the proper appearance of a salesperson

Be able to use proper clothing , facial expression, grooming, posture, gestures and eye

contact for projecting an effective image

Be able to understand and use proper greetings for a customer

SAMSUNG MARKETING ACADEMY 1


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I'+&*+%&'

As we h!e e"#e$e% #he "ew e$ &' $e#() s)es* #he +h",(", $e#() e"!($&"-e"# hs ,e"e$#e%

'&$e!e$ %e-"%(", +s#&-e$s. The +s#&-e$s h!e ,$%#e% '$&- #he /$+hse 0se% &" /$(+e*+/+(#* +&)&$ #& ) -&$e. T&% heshe %e-"%s #he 0es# /$&%+# h(s $/ee +" 0. He

w"#s #& ,e# V)e '&$ M&"e.

The +s#&-e$ (s " ("#e$es#e% (" wh# & h!e #& &''e$ 0# h&w &$ &''e$(", +" -ee# h(s

$e3($e-e"#s.

E!e$#h(", -##e$s #& h(- #&% '$&- #he w & /$ese"# &$se)'* #& &$ //$&+h ("

(%e"#('(", h(s "ee%s #& #he w & /$ese"# #he /$&%+# "% 0()% $e)#(&"sh(/ w(#h h(-.

T& ee/ &$se)!es /%#e% "% //$&+h #he +s#&-e$ //$&/$(#e) we h!e %es(,"e% #h(s

Se))(", S())s -&%)e #& e3(/ & w(#h s())s #h# $e esse"#() (" #&%6s $e#() e"!($&"-e"#. e"ee% #& -&!e '$&- s,,es#e% s)es #& +&"s)##(!e se))(", &$ s&)#(&"s se))(",.

Le# s #e #h(s 8&$"e #&,e#he$ "% +h",e #he w we ("#e$+# w(#h +s#&-e$s "% -&!e '$&-

-e$e #$"s+#(&"s 0se% se))(", #& $e)#(&"sh(/s 0se% se))(",.

PROPER CONDUCT OF A SALESPERSON

NON-VERBAL COMMUNICATION

E!e$#h(", & %& +$$(es "&"9!e$0) -ess,es. &$ e;-/)e* we))9#/e% )e##e$ &" ,&&% 3)(#

//e$ w(#h " ##$+#(!e )e##e$he% w()) +$$ "&"9!e$0) -ess,e #h# #h(s &$,"(s#(&" (s

e''(+(e"# "% w&$#h &' $es/e+#. O" #he he$ h"%* 'ew w&$%s s+$(00)e% &" +he/ "% ###e$e%

//e$ w(#h %($# '(",e$/$("#s &" (# w()) +$$ 3(#e %(''e$e"# -ess,e.

A"he$ '&$- &' "&"9!e$0) +&--"(+#(&" (s 0&% )",,e wh(+h +&!e$s:

A//e$"+e

+() e;/$ess(&"s

Ee +&"#+#

Ges#$es

P&s#$e

.

The (-/&$#"+e &' "&"9!e$0) +&--"(+#(&" hs &") 0ee" $e+&,"(se% (" #he $e+e"# /s#. I# (s

,e"e$)) "%e$s#&&% #h# &"):

7 per cent &' " -ess,e (s +&"!ee% 0 w&$%s

38 per cent &' " -ess,e (s +&"!ee% 0 !&+) "&"9!e$0) +&--"(+#(&"


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The +#(&"s &' /e$s&" w()) e(#he$ $e("'&$+e !e$0) -ess,es &$* (' #he$e //e$s #& 0e +&"')(+#*

- ,(!e & " ("%(+#(&" &' #he real'$-e &' -("% &' #he /e$s&" & $e %e)(", w(#h. B&%

)",,e* 0h &$ &w" "% #h# &' he$s* $e3($es +$e') &0se$!#(&".

P$+#(se #he s()) &' &0se$!(", "% ")s(", 0s(+ s(,")s &' 0eh!(&$ #& 0e##e$ "%e$s#"% wh#

#he 0&% )",,e &' &$ +s#&-e$ (s $e)) s(",.

APPEARANCE

IRST IMPRESSIONS

M&s# &' s h!e he$% #he e;/$ess(&"* >A /(+#$e (s w&$#h #h&s"% w&$%s.> Re-e-0e$ #h(s

whe" /$e/$(", #& -ee# w(#h /$&s/e+#(!e +s#&-e$. The /(+#$e & +$e#e w()) ,$e#)

("')e"+e &$ +h"+es &' -(", s)e. M&s# +s#&-e$s '&$- '($s# (-/$ess(&" %$(", #he '($s#

se!e" se+&"%s &' -ee#(",. N -+h (s s(% (" #h(s sh&$# #(-e? e$) 8%,-e"# (s 0se% s#$(+#)

&" //e$"+e. The //e$"+e &' #he s)es/e$s&" w()) %e+(%e h(s +s#&-e$s %(s/&s(#(&" #&w$%s

h(-: h(s //$&+h0()(#* s(", 3es#(&"s* +s#&-e$ '$(e"%)("ess* (-/$ess(&" &' #he

%e)e$+&-/"6s /$&'()e e#+.CLOTHING

The$e $e "& 0s&)#e $)es $e,$%(", %$ess. The ,&) (s #& )&& #he /$#* #& h!e &$ //e$"+e

0e +&"s(s#e"# w(#h &$ &++/#(&". Ne#* +)e" w&$ +)hes w&)% 0e s(#0)e '&$ sse-0)*

/$&%+#(&" &$ w$eh&se /&s(#(&"s. S)es "% &''(+e /&s(#(&"s $e3($e 0s("ess +)hes.

C&--&" se"se "% ,&&% #s#e $e #he 0es# ,(%es (" se)e+#(", +)h(",. A!&(% '%%(sh s#)es "%

)&% +&)&$s. @& w"# #he +s#&-e$ #& '&+s &" &$ s())s* " &$ +)hes. The +)hes &

we$ ''e+# )) &$ ##(#%e "% +&"'(%e"+e )e!e)s. he" /e&/)e #e #he #(-e #& %$ess '&$s++ess* #he #e"% #& 'ee) ,&&% 0 #he-se)!es. I-,e )&"e w()) " w(" & #he s)e * 0# (#

w()) ,& )&", w (" 0()%(", $es/e+#.

GROOMING

Pe$s&") ,$&&-(", (s 8s# s (-/&$#"# s wh# & we$. @& - se)e+# #he $(,h# +)hes* 0#

"e,)e+#(", /e$s&") h,(e"e +" $(" #he (-,e & w(sh #& /$ese"#. Re!(ew #he '&))&w(",

,$&&-(", +he+)(s# 0e'&$e -ee#(", w(#h " +s#&-e$.

ITEM GROOMING

H($ C)e"* #$(--e% "% "e#) +&-0e% &$ $$",e%.

+() H($


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Me9/ @&$ '+e s/es #h&s"%w&$%s> &$ >The )&& &" &$ '+e s/es !&)-es.>

The e;/$ess(&" &" /e$s&"s '+e (s ,&&% ("%(+#&$ &' e-(&"s 9h//("ess* s$/$(se* s%"ess*

'e$* ",e$* %(s,s#* ("#e$es# "% -" -&$e.

Be #&' &$ '+() e;/$ess(&"s. I' /&ss(0)e* )&& # -($$&$ e+h #(-e & $e &" #he /h&"e

%& #h(s '&$ &"e wee. #+h &$ '+e whe" & $e #)(", &" #he /h&"e.

Be w$e &' " $#('(+()* "'$(e"%) &$ %e% e;/$ess(&"s & - 0e -(",. D& & s3("#*

'$&w"* "% -e s#$",e '+es O"+e & $e w$e &' " "e,#(!e e;/$ess(&"s & - -e*

(# w()) 0e es(e$ #& e)(-("#e #he-. P$+#(+e s-()(", "% )&&(", /)es"#. Th#6s h&w & w"# #&)&& whe" -ee#(", +)(e"#s &$ /$&s/e+#s.

S&-e '+() e;/$ess(&" >%&"6#s> ("+)%e:

$+h(", ee0$&ws #h(s -es & see- s$/$(se% &$ 3es#(&"(",

$&w"(", &$ -&&%("ess w()) 0e #he &") #h(", #he he$ /e$s&" $e-e-0e$s

G$(-+(", &$ /$&s/e+# w()) w&"%e$ whe#he$ & h!e h$# &$se)'.

S)es/e&/)e +" )e$" #& *+%*# #he($ ,es#$es* /&s#$e* ee +&"#+# "% '+() e;/$ess(&"s.

D&(", s& +" &") he)/ (-/$&!e &$ s)es /e$'&$-"+e. The 0#&- )("e (s #h# (# %&es"6# -##e$

h&w e;+(#(", &$ (""&!#(!e &$ s)es /(#+h (s* 0e+se &$ 0&% )",,e s/es #h"w&$%s

S&-e e;-/)es &' e;/$ess(&"s wh(+h $e s#$(+# "&9"& (" " $e &' 0s("ess: wh()e h"%)(",

+s#&-e$s* +)(e"#s e#+ $e ,(!e" 0e)&w:


No Glancing Angry Rolling


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POSTURE

S)es/e&/)e $e )ws ,(!(", /$ese"##(&"s whe#he$ #he "&w (# &$ ". E!e" (' (#6s &"e9&"9

&"e -ee#(", w(#h +s#&-e$* & $e )ws /$ese"#(", &$ (%es* /$&%+#s &$ se$!(+es.

@&$ /&s#$e (s " (-/&$#"# /$# &' #he /$ese"##(&". @&$ &08e+#(!e (s #& 0e +&-'&$#0)e "%

+&"#$&))e%. @& w"# &$ %(e"+e 99 #he +s#&-e$ ("+)%e:

H"%s &" h(/s & )&& #&& %&-("#(",

C$&sse% $-s & $e " +&"!e(", )&& #h# ss* >Le#6s #).>

H"%s +$&sse% (" '$&"# &' & #h(s -es & )&& we "% #(-(%.

H"%s 8&("e% 0eh("% &$ 0+ #h(s s#"+e -es & see- )(e & h!e "& e"e$,

Le"(", 0+ (" +h($* (' se#e% & )&& )(e &6$e $e% #& /ss 8%,e-e"#

P##(", &$ h"%s (" &$ /&+e#s #h(s -es & see- "e$!&s "% +" $es)# ("

8(",)(", " +h",e &$ es #h# -(,h# 0e #he$e

The e''e+#(!e s)es/e$s&" ee/s h(s &$ he$ h"%s &/e". H&)% &$ +h(" $(se%* ,(!(", & #he $

&' 0e(", (" +&"#$&).

GESTURES

Ges#$es $e " (-/&$#"# /$# &' &$ !(s) /(+#$e. The $e #%'/&*#9#'+$&' #he w&$%s "%

(%es & $e #$(", #& +&"!e. Ges#$es ("+)%e h"%* $- "% he% -&!e-e"#s.

Tw& ,es#$es #& !&(% $e:

Us(", /&("#e% '(",e$ #h(s -es & )&& ++s#&$* e!e" (' #h# ws"6# &$ ("#e"#


Annoyed Tired Surprise Nervous

Forced Irritate Arrogant Gruff


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(s# $(s(", #h(s (s h&s#()e &$ #h$e#e"(",

he" ,(!(", /$ese"##(&"* -e s$e & !$ &$ ,es#$es. D&"6# se #he s-e -(&" &!e$

"% &!e$ ,(". A%(e"+e -e-0e$s w()) '&+s &" #he ##+# :#$+#"% " &$ +&"#e"#. Use

&$ /)-s "% &/e" #he- #& &$ %(e"+e whe" ,es#$(",. M&!e &$ $- "% h"% s

s(",)e "(#* ,es#$(", / "% %&w". he" ,es#$(",* )ws ee/ &$ h"%s "% ,es#$es 0&!e&$ w(s#.

EYE CONTACT

O"e &' #he -&s# (-/&$#"# #h(",s #h# s&-e&"e se))(", +" %& (s #& -e ee +&"#+# w(#h h(s &$

he$ +s#&-e$.

E!e" (' (#6s &"e9&"9&"e* %&"6# 0e '$(% #& -e ee +&"#+#. he" & -e ee +&"#+#* &

$e #+%':#& &$ %(e"+e* wh(+h w()) he)/ ,e# &$ -ess,e +$&ss "% /&ss(0) +)&se #he

s)e.

I' & -e ee +&"#+# w(#h s&-e&"e wh& 3(+) )&&s w* #$ " #& %($e+#) )&& ("#& #h#

/e$s&"6s ees ,(" I' & $e ,(!(", /$ese"##(&" #& ,$&/ &' /e&/)e* #he ee +&"#+# sh&)%

0e %&"e (" " ($$e,)$ "% "/$e%(+#0)e >;> '&$-#(&" )&&(", # &"e /e$s&" '&$ #h$ee #& '(!e

se+&"%s "% #he" -&!(", &" #& "e;# '+e.

The /&ss(0)e /$&0)e- $e w(#h ee +&"#+# (s (' & &!e$ %& (#* & s#$# #& s#$e.

I" +&"8"+#(&" w(#h -(", ee +&"#+#* & +" "&% &$ he% &++s(&")). Th(s )s& he)/s

+&""e+# w(#h &$ )(s#e"e$.

GREETING CUSTOMERS

(+* wh#6s #he #/(+) ,$ee#(", se% -&s# &'#e" 0 F /e$+e"# &' )) s#&$es @&6$e $(,h# (#6s

C" I he)/ & O' +&$se & +" he)/ #he-J Cs#&-e$s +&-e ("#& s#&$e 0e+se #he h!e

"ee%. The6$e "e!e$ 8s# )&&(",.

C" I he)/ & (s &"e &' #he (!e &$s# G$ee#(",s. The he$ '&$ $e:

2. A $+#.


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O"e &' #he 0es# ,$ee#(",s (s* H(* h!e & 0ee" he$e 0e'&$e I' #he "swe$ (s es* & +" %%*

e)+&-e 0+J e //$e+(#e &$ +&-(", #& see s ,(". @& +" s h&w #he +s#&-e$6s

)s# /$+hse #$"e% * h&w &$ e3(/-e"# he)/e%* e#+.

I' #he "swe$ (s "&* & h!e " &/e"(", #& sh&w #he +s#&-e$ $&"%* (%e"#(' "ee%s* /&("#

s/e+()s "% #) 0 &$ +&-/".

4. U$# *&',#$+%&' %#*#.A" ("#e$es#(", "ew /$&%+# &$ %(s/)* "#h(", /)+e% (" #he

s#&$e &$ "e$ #he e"#$"+e +" %$w +&--e"# "% ,e# #he +s#&-e$ #)(",* 3es#(&"(", "%

("#e$es#e%* "% he)/ 0()% $e)#(&"sh(/.

M&$e (-/&$#"# #h" wh# & s (s #he '+# #h# #he !(s(#&$ (s +"&w)e%,e% " "e+ess$()

se$!e% #he -&-e"# he &$ she e"#e$s. O"e s#% $e!e)e% #h# /e$+e"# &' +s#&-e$s wh&

)e!e %& s& 0e+se #he 'ee) )(e "& &"e +$es #h# #he6$e #he$e. P(+#$e e"#e$(", "

es#0)(sh-e"# w(#(", #& 0e se$!e%. The" se &$ w#+h #& +&"# &'' F se+&"%s. @& $e)(Ke #h#

e!e" h)' -("#e (s #&& )&", #& w(#.

S&! :##+ & *$+&9#$ $ $&&' $ +# #'+# & $+.

S99 &/ L#'%':

B +# #' &/ +%$ I #'+

M I9#9#'++%&' &()#*+%,#$

2 T%':$ ++ I & START &%':



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2 T%':$ ++ I & STOP &%':

2 +%':$ ++ I & CONTINUE &%':

S#$$%&' O()#*+%,#

A+ +# #' &/ +%$ $#$$%&'0 & %!

Understand and appreciate what, why, how and where the customer buys

Understand the various stages in the entire sales process comprising of opening,

probing, supporting and resolving concerns

Be able to use probing techniques to understand the needs of the customer

Effectively support the customer by using the FB process to match the product to the

requirements of the customers

Be able to understand and effectively address the customer concerns

E>#*%$# 1

I#'+%/ &'# $%++%&' &/ #' & :&& #>#%#'*# $ *$+&9# ' &'# $%++%&'

## & ( #>#%#'*# $ *$+&9#.



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L%$+ &+ #$&'$ & * %+ :&& #>#%#'*# ' & & * %+ (

E>#*%$# 1

L&& + +# $%++%&' & ,# #$*%(# $ ( #>#%#'*#. %* &/ +# '##$ % +#

#$&' & :,# & +# ( $#,%*# '&+ 9##+

% & :& (* +& +# $#,%*# &,%# :%'

SAMSUNG MARKETING ACADEMY


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E>#*%$# 1

L&& + +# %'*%#'+ & ,# #$*%(# $ :&& #>#%#'*#. + %$ ++ +# $#,%*#

&,%# % ++ 9# & *$$%/ %+ $ :&& $#,%*#

H& % & /## /+# +# :&& $#,%*#

% & :& (* +& +# $#,%*# &,%# :%'

SAMSUNG MARKETING ACADEMY 1!


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SOLUTION SALES

UNDERSTANDING CUSTOMERS

The 0e##e$ #e- -e-0e$s "%e$s#"% #he($ +s#&-e$s* #he -&$e e''e+#(!e) #he w()) 0e 0)e #&

-#+h /$&%+#s "%&$ se$!(+es #& #he +s#&-e$s s/e+('(+ $e3($e-e"#s* "% #he -&$e )(e) #he

$e #& +h(e!e s)e. Th(s s#,e (s 0 s(", 3es#(&"s (" ss#e-#(+ "% /e$ss(!e w #&'("% wh#s (-/&$#"# #& #he +s#&-e$ "% ,("(", ')) //$e+(#(&" &' #he($ s/e+('(+

$e3($e-e"#s.

HO TO UNDERSTAND @OUR CUSTOMERS

U"%e$s#"%(", &"es +s#&-e$s (s s& (-/&$#"# #h# )$,e +&$/&$#(&"s s/e"% )s &' -&"e

"")) &" -$e# $ese$+h. U"%e$s#"%(", &' &$ +s#&-e$s +" 0e 0()# 0 ss#e-#(+

e''&$#. A +&-/$ehe"s(!e ss#e- '&$ "%e$s#"%(", (s ,(!e" 0e)&w:

+ # +# (%':

A se))e$ +h$+#e$(Kes wh# +s#&-e$s $e 0(", s ,&&%s "% se$!(+es e.,. #&h/s#e* +$s . . .

B# "%e$s#"%(", &' 0e$s s#$#s w(#h #he $e)(K#(&" #h# #he /$+hse 0e"e'(#s s we)) s

/$&%+#s.

C&"s-e$s %&"# se)e+# #&h/s#e. I"s#e%.

s&-e w()) / '&$ %e+ /$e!e"#(!e.

S&-e see /)es"# #s#e.

O#he$s w"# 0$(,h# #ee#h.

O$ /e$h/s " #&h/s#e # 0$,(" /$(+e w()) %&.

@& -s# '("% * '$&- #he($ /&("# &' !(ew* wh# +s#&-e$s $e 0(",. U"%e$s#"%(", &$+s#&-e$s e"0)es & #& /$&'(# 0 /$&!(%(", wh# #he +s#&-e$ w"#s.

P$&%+#s +h",e* 0# 0s(+ 0e"e'(#s )(e /e$s&") h,(e"e* ##$+#(!e"ess* s'e#* e"#e$#("-e"#*

"% /$(!+ e"%$e.

S++ess') se))e$s /$&%+e 0e"e'(#s '&$ wh(+h +s#&-e$s $e w())(", #& /. S++ess')

s)es/e$s&"s* (" he$ w&$%s* "%e$s#"% #he $es&" '&$ #he($ +s#&-e$s 0(", %e+(s(&"s.

# +# (%':

The $es&" #h# +s#&-e$s 0 (s )&,(+) '$&- #he($ /&("# &' !(ew. D&"# $,e w(#h #s#e.

E!e$0&% (s "(3e. E+h /e$s&" hs ("%(!(%) /$ess$es "% +$(#e$(. M&$e&!e$* /e$+e/#(&"s

%(''e$. The s-$# 0s("ess/e$s&" $e)(ses "% ++e/#s #he 0(", )&,(+ &' +s#&-e$s "% se$!es

#he- ++&$%(",).



12/32

T& )e$" wh +s#&-e$s 0 +" 0e 3(#e %(''(+)#.

S&-e 0e$s h(%e #he($ #$e -(!#(&"s. A +$ 0e$ - w"# #he $&&-("ess &' )$,e !eh(+)e

"% #he 'e) e+&"&- &' s-)) +$. The $es&)#(&" &' s+h -#)) e;+)s(!e %es($es (s s))

!,e.

I' +s#&-e$s 'ee) ("%(''e$e"# #&w$% /$&%+# &$ s#&$e* #he se)e+#(&" (s w(#h " )&,(+. Pe$h/s

se!e$) $(!) &''e$(",s -ee# )) #he +&"%(#(&"s #h# /$+hse$ %ee-s (-/&$#"#. C&"se3e"#)*-("&$ '+#&$s ,&!e$". T%$ #>%'$ +# +%&'# &/ +# *&'$9# & *&$# R$ 1"0""0"""

* (#*$# %+$ &$+# $ 9&$+ ++*+%,#.The /&("#: P ##e"#(&" #& %e#()s. The -

0e +$+() #& +s#&-e$s.

O/+#' +# (#$+ *#$ # +# *$+&9#$ *+%&'$. S9+ ($%'#$$# #$#*+ + #

$0 (+ $#*% ++#'+%&' +& + # &.

H& & +# (

"&w)e%,e &' h&w +s#&-e$s 0 /s &'' (" se!e$) ws.


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C' & %#'+%/ ' $+:#$ %' & (%': #>#%#'*#

## & +# ( /&9

$&- -)#(#%e &' s#%(es e-e$,e %(''e$e"# +$(#e$( '&$ %e+(%(", whe$e #& sh&/. M&s# $ese$+h

&" #he s08e+# ,$ees #h# s#&$e )&+#(&" (s -8&$ +&"s(%e$#(&"* S#&$es s)) %$w -&s# &'#he($ )&)# '$&- #he($ s$$&"%(", "e(,h0&$h&&%.

S!! s#&$e -",e$s -e s/e+() e''&$# #& "%e$s#"% #he sh&//(",9$e)#e% -(!#(&"s "%

/$e'e$e"+es &' )&+) $es(%e"#s. I"+(%e"#))* +&-/)("#s $e " e;+e))e"# ,(%e '&$ -(", s#&$e

/&)(+(es -&$e ,$ee0)e #& +s#&-e$s. S)es Pe$s&""e) sh&)% 0e ("s#$+#e% #& #h" +s#&-e$s

'&$ #he($ +&--e"#s. P$&-/# +&"s(%e$#(&"* '&))&we% 0 /e$s&") )e##e$ '$&- #he s#&$e -",e$*

s)) he)/s +$e#e %es($0)e e''e+#.

C$+&9#$ A# D'9%*

The 0es# s&$+e '&$ & #& )e$" 0 +s#&-e$s (s &$ /e$s&") ("#e$+#(&" w(#h #he-. A# w&$*

"% s&+() +#(!(#(es* "% +h"+e e"+&"#e$s* /e&/)e #) "% $e!e) #he($ ##(#%es "% -(!#(&".L(s#e" #& &$ +s#&-e$s. @& +" )s& ee/ /%#e &' /$+hs(", /##e$"s 0 &0se$!(",

+&-/e#(#&$s /$+#(+es "% 0 s(", he$ s)es /e$s&""e) wh& (s 0(", wh#* whe$e.

THE SELLING PROCESS

I" #he /$e!(&s /$,$/hs* we (%e"#('(e% wh# -(!#es +#&-e$ #& 0 ,&&%sse$!(+es.

U"%e$s#"%(", #he 0(", /$&+ess he)/s s #& 0e -&$e e''e+#(!e s se))e$ (" wh(+h +se we )s&

"ee% #& "%e$s#"% #he se))(", ++)e.



14/32

+ #'$ %': #* &/ +#$# $+:#$

1. O/e"(",: @& e;+h",e ("'&$-#(&" 0 wh# w()) 0e sh$e% %$(", #he +))

2. P$&0(",: @& ,#he$ ("'&$-#(&" 0 +s#&-e$6s "ee%s

. C)&s(",: @& e;+h",e ("'&$-#(&" 0 "e;# s#e/s '&$ w&$(", #&,e#he$

4. S//&$#(",: @& /$&!(%e ("'&$-#(&" 0 h&w #& s#(s' +s#&-e$s "ee%s

Le# s %(s+ss )) #he s#e/s &"e 0 &"e. O/e"(", #he s)es +)) (s #he '($s# s#,e (" " s)es

/$&+ess.

OPENING THE SALES


UNDER

STAND

NEEDS

PROBE

NEEDS

SUPPORT &

RESOLVE

CLOSE

OPEN


15/32

S-()e 9 0e /$&'ess(&")* "% #e +&"'(%e"+e '$&- #he '+# #h# & $e we)) /$e/$e%.

I"#$&%+e &$se)' 9 '($s# "% )s# "-e* wh# &$ 8&0 (s "% #he +&-/" & $e/$ese"#*

s h&w -+h #(-e &$ /$&s/e+# hs "% ,$ee #(-e #& '("(sh

s (' (#s & #& s#$# 0 s(", 'ew 3es#(&"s &$ whe#he$ &$ +s#&-e$ w&)% /$e'e$

" &!e$!(ew &' #he /$&%+#s !()0)e (" #he +#e,&$ #he +s#&-e$ (s )&&(", '&$.

PROBING CUSTOMER NEEDS

&$ & "% #he +s#&-e$ #& -e " ("'&$-e%* -#)) 0e"e'(+() %e+(s(&"* #he #w& &' &

-s# sh$e " "%e$s#"%(", &' #he +s#&-e$s "ee%s. P$&0(", (s #he -e"s #& ,#he$ ("'&$-#(&"

#& +h(e!e #h# "%e$s#"%(", "% %e!e)&/ s)es &//&$#"(#(es.

Nee%s: A %es($e &$ w"# #he +s#&-e$ w"#s ')'())e%

O//&$#"(#: T& -#+h /$&%+# #& #he +s#&-e$s $e3($e-e"#s $es)#(", ("#& s)e

he" & se /$&0(", s())s e''e+#(!e)* & )(s#e" #& ,(" +&-/)e#e "%e$s#"%(", &' #he "ee%

"% #he /$(&$(# &' #he "ee% '&$ #he +s#&-e$. @& $e )s& 0)e #& $es/&"% e''e+#(!e) 0 sh&w(",

#he +s#&-e$ h&w &$ /$&%+#s "% se$!(+es +" %%$ess #he "ee%s & h!e "+&!e$e%.

TYPES OF PROBES!

OPEN PROBES!

I"!(#e #he +s#&-e$ #& $es/&"% '$ee). &$ e.,.

h# #/e &' /$&%+#s $e & ("#e$es#e% ("

A" /$#(+)$ $es&" '&$ -(", #he +h&(+e

CLOSED PROBES!

L(-(# +s#&-e$6s $es/&"se #& es &$ "& * +h&(+e -&", )#e$"#(!es &$ !e$ s/e+('(+

("'&$-#(&" '&$ e.,.:

Is #h(s &$ '($s# C-+&$%e$ I" #h(s +se & +" se #h(s -&%e)..

D& & "ee% #h(s TV '&$ &$ )(!(", $&&- &$ &$ 0e%$&&-

I" #)(", #& +s#&-e$s* (# (s (-/&$#"# #& se 0)e"% &' &/e" "% +)&se% /$&0es. I' & se &")

&/e" /$&0es* #he %(s+ss(&" - )+ '&+s. I' & se &") +)&se% /$&0es* #he +s#&-e$ - 'ee)#h# he (s 0e(", ("#e$$&,#e% "% 0e+&-e "w())(", #& sh$e ("'&$-#(&".

PROBING TO EXPLORE A NEED!

he" +s#&-e$ e;/$esses "ee%* (#s (-/&$#"# #& 0e s$e & h!e +)e$* +&-/)e#e

"%e$s#"%(", &' #he "ee% 0e'&$e & %%$ess (# w(#h &$ /$&%+#s &$ se$!(+es. he" & 'ee)

& w"# -&$e ("'&$-#(&" #& +h(e!e #h(s "%e$s#"%(",* & /$&0e.

he" & w"# +)e$* +&-/)e#e /(+#$e &' "ee% e;/$esse% 0 #he +s#&-e$* se &/e" "%

+)&se% /$&0es #& "%e$s#"%:

h# #he +s#&-e$ w"#s



16/32

h (s (# (-/&$#"#

O"+e &!e se% " &/e" /$&0e #& +)$(' #he "ee%* s +)&se% /$&0e #& +&"'($- &$

"%e$s#"%(", &' wh# #he +s#&-e$ hs s(%.

CLARIFYING THE =HAT@ OF A NEED

I - )&&(", '&$ "he$ -&%e) 0e+se (# hs , -&$e PMPO /&we$

I - ("#e$es#e% (" -s(+ ss#e-. I w&)% )s& )(e #& "&w -&$e 0 #he !$(0)e

##e"#(&" +&"#$&) ss#e- #h# &$ ss#e-s &''e$s

H&we!e$ #he +s#&-e$ 0e,("s* s 3es#(&"s "#() & h!e +)e$ /(+#$e &' #he "ee% &' #he

+s#&-e$ hs e;/$esse%.

&$ e.,.:

h# #/e &' -&%e)s $e & +&"s(%e$(", h# #/e &' -&%e) %& & h!e

h# $e & )&&(", '&$ (" -s(+ ss#e- P&we$* -)#('"+#(&") 0()(# )(e MP* T/e*

VCD* DVD e#+ &$ 0()(# #& ("#e$'+e w(#h &$ ,-e +&"s&)e e#+

CLARIFYING THE HY OF A NEED

he" +s#&-e$ hs "ee%* #he$es $es&" 9 wh. I"%ee%* #he$e - 0e se!e$) )e$s &'

"ee%s 0eh("% #he &"e +s#&-e$ e;/$esses. T& #$) "%e$s#"% #he "ee%* & - h!e #&

"%e$s#"% -&$e #h" &"e )e$. P$&0(", #& "%e$s#"% wh +s#&-e$ hs "ee% ee/s &

'&+se% &" #he +s#&-e$. I# /$&!(%es se') ("'&$-#(&" 0 #he +s#&-e$s s(##(&" &$ 0

#he -&$e '"%-e"#) "ee% 0eh("% #he &"e #h#s 0ee" e;/$esse%. A)) &' #h(s ("'&$-#(&" ))&ws& #& %e#e$-("e h&w & +" 0es# he)/ #he +s#&-e$.

T& /$&0e #& +)$(' #he >wh> &' "ee%* s:

). >h (s #h# (-/&$#"#

2.>h# /$&0)e- w()) #h# s&)!e>

.>h %& & w"# #h#>

I#s /$#(+)$) (-/&$#"# #& +)$(' #he >wh &' "ee% whe" +s#&-e$.

The$e - 0e #(-es whe" #he wh &' "ee% see-s &0!(&s* &$* whe" & +)) " es#0)(she%

+s#&-e$* & - ss-e & )$e% "&w #he >wh. B " s(", 3es#(&"s (" #hese +ses*

& - -(ss &//&$#"(#(es #& %& -&$e 0s("ess.

E;-/)e 1:

Cs#&-e$.. >I "ee% "ew /$("#e$.>

S)es/e$s&". >h (s #h#>

Cs#&-e$. >The "ew +&-/#e$ I 0&,h# (s"# +&-/#(0)e w(#h - +$$e"# ss#e-.>

E;-/)e 2:

Cs#&-e$. >I "ee% "ew +&-/#e$.



17/32

S)es/e$s&". >h (s #h#

Cs#&-e$. I +"# ,e# #he #e+h"(+) s//&$# I "ee% &" - +$$e"# ss#e-.

S)es/e$s&". h (s &$ +$$e"# s//&$# ("%e3#e>

Cs#&-e$. I - " $+h(#e+#* - 0s("ess (s e;/"%(", "% 1 "ee% he)/ #& %es(," "% 0()%

-&$e +&-/)e; ss#e- #& /$&!(%e - +s#&-e$s e"h"+e% s&)#(&"s.

B /$&0(", #& e;/)&$e #he wh (" #he 0&!e e;-/)es* #he s)es/e$s&" ws 0)e #& s# '&+se%

&" #he +s#&-e$* " &" #he /$&%+# &$ se$!(+e 0e(", s&)%. E;/)&$(", #he wh +" he)/ & !&(%

-(", ss-/#(&"s "% ,e# +)e$* +&-/)e#e /(+#$e &' #he+s#&-e$s "ee%.

CONFIRMING THE HAT AND THE HY OF A NEED

Des/(#e &$ 0es# e''&$#s #& )(s#e"* #he$e (s )ws #he /&ss(0()(# #h# & w()) -(ss &$-(s"%e$s#"% s&-e#h(", #he +s#&-e$ ss. O"e w #& 0e s$e #h# & "% #he +s#&-e$ sh$e

#he s-e "%e$s#"%(", &' #he "ee% (s #& /e$(&%(+)) +&"'($- &$ "%e$s#"%(", &' wh# #he

+s#&-e$ hs s(%.

@& +&"'($- &$ "%e$s#"%(", 0 s--$(K(", wh# & h!e he$% "% s(", +)&se% /$&0e

#& e)(+(# >es &$ "&> $es/&"se '$&- #he +s#&-e$.

T& +&"'($- #he >wh#> &' "ee%* s)es/e$s&" -(,h# s:

I' 1 "%e$s#"% & +&$$e+#)* & 'ee) #h# #he $e'$(,e$#&$ +/+(# #h# & $e +$$e"#)

s(", (s " 0(, e"&,h '&$ &$ "ee%s. Is #h# (#>

S& wh# -##e$s -&s# #& & (s #he s#&$(", s/+e. R(,h#

T& +&"'($- #he >wh &' "ee%* s)es/e$s&" -(,h# s:

@&$e +&"s(%e$(", /$+hs(", 0e+se &' #he "ee% '&$ %%(#(&") s#&$,e +/+(# s("+e

&$e '-() hs e;/"%e% Is #h# +&$$e+#

@& 'ee) & %&"# h!e %e3#e s#&$(", s/+e 0e+se & $e -$$(e% "&w "% h!e #w&

+h()%$e". es

P$&0(", #& +)$(' "ee%* "% +&"'($-(", &$ "%e$s#"%(", &' wh# #he +s#&-e$ hs s(% "%

wh he &$ she hs s(% (#* +" /$e!e"# & '$&- -(", ("+&$$e+# ss-/#(&"s &$ '$&- -&!(",

he% w(#h ("+&-/)e#e ("'&$-#(&". P$&0(", #& e;/)&$e 0h #he wh# "% #he wh &' "ee%

sh&ws $es/e+# '&$ #he +s#&-e$ "% %e-&"s#$#es &$ ("#e$es# (" wh# he &$ she 'ee)s (s

(-/&$#"#. I# )s& /$e/$es & #& )(" &$ /$&%+#s "% se$!(+es #& #he "ee%s &' #he +s#&-e$ ("

w #h# w()) he)/ & +)&se -&$e s)es "% 0()% -#)) $ew$%(", 0s("ess $e)#(&"sh(/s.

SUPPORTING CUSTOMER NEEDS

T& he)/ #he +s#&-e$ -e " ("'&$-e% 0(", %e+(s(&"* & -s# )s& /$&!(%e ("'&$-#(&"

0 ws (" wh(+h & +" %%$ess #h&se "ee%s. S//&$#(", (s #he s())s & se #& /$&!(%e("'&$-#(&" 0 &$ /$&%+#s "% &$,"(s#(&" # #(-e (" w #h#6s -&s# -e"(",')



18/32

"% +&-/e))(", #& #he +s#&-e$. @&$ ,&) (" s//&$#(", (s #& he)/ +s#&-e$ "%e$s#"% #he

s/e+('(+ ws (" wh(+h &$ /$&%+# "% &$,"(s#(&" +" s#(s' "ee% #h# he &$ she hs

e;/$esse%.

HEN TO SUPPORT!

I#6s //$&/$(#e #& se #he s()) &' s//&$#(", whe":

The +s#&-e$s hs e;/$esse% "ee% "%

@& 0h +)e$) "%e$s#"% #he "ee%

@& "&w h&w &$ /$&%+# &$,"(s#(&" +" %%$ess #he "ee%

I' & s//&$# 0e'&$e #hese +&"%(#(&"s $e -e#:

The +s#&-e$ - 'ee) #h# &6$e ("#e$es#e% &") (" /sh(", &$ /$&%+# "% - %&0#

&$ +&--(#-e"# #& "%e$s#"%(", "% s#(s' h(she$ "ee%s.

The ("'&$-#(&" - " 0e s s/e+('(+ &$ he)/') s (# +&)% 0e

The /$&%+# & #) 0 - " 0e #he 0es# &"e #h# -ee#s #he +s#&-e$ "ee%s

T& s//&$# " "ee% #h# +s#&-e$ hs e;/$esse% & "ee% #&:

A+"&w)e%,e #he "ee%

Des+$(0e $e)e!"# 'e#$es* 0e"e'(#s "% %!"#,es


19/32

R(,h#. I' & %&"6# %& s&-e#h(",* (#s 0&"% #& +&"#("e.

S$e* s (# s#"%s "&w* (# w()) 0e h$% #& -ee# &$ &08e+#(!e.

4. De-&"s#$#e &$ w$e"ess &' #he 'ee)(",s #h# s$$&"% #he "ee%

Th# -s# 0e !e$ '$s#$#(",

S&"%s )(e !e$ +h))e",(", 8&0

I#s %(''(+)# whe" & h!e #& ("!&)!e s& -" /e&/)e (" #he %e+(s(&"

I

I#6s (-/&$#"# #h# & +"&w)e%,e (" s -" ws s /&ss(0)e s& #h# #he &") $es/&"se '$&-

&$ s(%e (s " I "%e$s#"%.

ROLE PLAY

A &': * %' +#% 9% +%+%#$ $ %'+& & $&&&9 ' $&$ %'+##$+ %' &

&*+ ':#. H& & & ++#' +& +#9

A**&%': +& & 0 + % & & # ' + & & +%' & *& ,# &'#

(#++#

HAT ARE FEATURES0 ADVANTAGES BENEFITS FABJ

The /$&%+# &''e$* &$ s)es /$&/&s(#(&"* (s h&w #he /$&%+# &$ se$!(+e (s %es+$(0e% "% /$&-e%

#& #he +s#&-e$. The /$&%+# &''e$ (s wh# #he s)es /e$s&" ses #& ##$+# ##e"#(&" "% ("#e$es# ("

!e$0) "% w$(##e" ("#$&%+#(&"s #& +s#&-e$s 9 s& (# hs #& 0e +&"+(se "% 3(+ 9 $e-e-0e$ #h#

##e"#(&" "ee%s #& 0e ,$00e% (" )ess #h" '(!e se+&"%s. T$%(#(&")) #he se))(", +&-/"s

-$e#(", %e/$#-e"# w&)% '&$-)#e #he /$&%+# &''e$* 0# "&w%s #he s)es /e$s&" ,$e#)



20/32

(-/$&!es h(s se))(", e''e+#(!e"ess (' he 0)e #& $e'("e "% %/# #he /$&%+# &''e$s '&$ ("%(!(%)

/$&s/e+#s.

Cs#&-e$s %&"# 0 'e#$es* #he %&"# e!e" 0 #he %!"#,es 9 wh# #he 0 (s wh# #he

/$&%+#s 'e#$es "% %!"#,es w()) %& '&$ #he-* wh(+h (" se))(", /$)"+e (s +))e% #he 0e"e'(#.

&$ e;-/)e:

A TV -(,h# h!e #he /#+#&' ("#e$"e# +&""e+#(!(# "% $e-e +&"#$&) 3we$# e0&$%.#he ,'+:# (s #h# #he +s#&-e$ +" "&w ++ess "% ("#e$+h",e ("#e$"e# "% TV se$!(+es

s(", s(",)e ss#e-? "% #he (#'#/%+(s #h# #he +s#&-e$ s!es -&"e* s/+e* "% ) &' #(-e

#h$&,h " h!(", #& +h",e '$&- &"e /(e+e &' e3(/-e"# #& "he$.

I#s #he s!(", (" -&"e* s/+e "% hss)e #h# #he +s#&-e$ 0s. A s)es /e$s&" wh& '&$-)#es

s)es /$&/&s(#(&" &$ /$&%+# &''e$ $&"% #h&se 0e"e'(#s w()) se)) '$ -&$e I"#e$"e# TVs #h"

s)es /e$s&" wh& s(-/) se))s TVs w(#h ("#e$"e# +&""e+#(!(# "% $e-e 3we$# e/%s. I"

'+# )s &' +s#&-e$s w&"# e!e" h!e +)e s #& wh# TV w(#h ("#e$"e# +&""e+#(!(# "%

$e-e 3we$# e/% (s* /$#(+)$) whe" (#s /+,e%* 0$"%e% "% /$&-e% s #he )#es#

e0TV XL52F w(#h #he "ew Ne# -s#e$ GT5FF S/9+&"s)....

M&$e&!e$ #he 'ew +s#&-e$s wh& $e+&,"(se #he /$&%+# 0e"e'(# 0 (#s 'e#$es "% %!"#,es

w()) )s& $e+&,"(se )) #he +&-/e#(#&$s /$&%+#s #&&* wh(+h w()) +se )) #he s)es /e&/)e se))(",'e#$es "% %!"#,es #& +&"!e$,e &" #he -&s# s##e /$+hs(", ,$&/* )e!(", #he -&s#

)+$#(!e "("'&$-e% /$&s/e+#s )$,e) "#&+he%.

The (- (s #& '&$-)#e /$&%+# &''e$ wh(+h e)e,"#) +&-/$(ses e"&,h &' wh# #he /$&%+#

%&es "% h&w* w(#h #he -&s# (-/&$#"# &$ "(3e 0e"e'(#s '&$ ,(!e" #$,e# -$e# &$ /$&s/e+#

#/e.

FAB OF A COFFEE CUP EXAMPLEJ

SAMSUNG MARKETING ACADEMY 2!

Benefit

Advantage

Feature

The benefits to the customer whenhe/she uses the product or service

The reason why you need thisfunction

Basic function of the product(Screen size, design, image quaity!

F

A

B

his hande aows you to ta" freeywithout burning your fingers#$

Benefit

his hande aows you to hod thecup without burning your fingers#$

Advantage

his coffee cup has a hande#$Feature


21/32

E>#*%$#

T# ' &'# &*+ /&9 +# S9$': ':# ' & FAB &' %+.

FEATURES ADVANTAGES BENEFITS



22/32

RESOLVING CUSTOMER CONCERNS!

The$e $e #h$ee #/es &' +&"+e$"s "&$-)) e;/$esse% 0 +s#&-e$s:

1. SEPTICISM

2. MISUNDERSTANIDNG

. DRABAC

SEPTICISM!

he" & %es+$(0e &$ /$&%+#* #he +s#&-e$ s&-e#(-es %&0#s whe#he$ (# $e)) hs #he

'e#$es %!"#,es &$ w()) /$&!(%e #he 0e"e'(#s s -e"#(&"e%. The +s#&-e$ -(,h# s:

Th#6s h$% #& 0e)(e!e

I6!e he$% #h# 0e'&$e

I +"6# (-,("e s!(", #h# ("% &' -&"e

Th(s (s +))e% s+e/#(+(s-.

MISUNDERSTANDING!

S&-e +&"+e$"s $(se whe" #he +s#&-e$ hs ("+&-/)e#e &$ ("+&$$e+# ("'&$-#(&" 0 &$

/$&%+#.

&$ e.,. +s#&-e$ - " "&w #h# &$ +&-/" hs #he w(%es# $",e &' /$&%+#s (" #he ')#

+#e,&$* "% he -(,h# s

I6- s&$$ I - " +&"s(%e$(", &$ +&-/" s I w&)% )(e #& see $",e &' ')# /$&%+#s

0e'&$e I -e %e+(s(&".

DRABAC

he" #he +s#&-e$ (s %(ss#(s'(e% w(#h #he /$ese"+e &$ 0se"+e &' 'e#$e* &$ 0e"e'(# (# (s

%$w0+.

RESOLVING CUSTOMERS CONCERNS!

1. PROBING THE CONCERN

2. ACNOLEDGE THE CONCENR

. ADDRESS THE CONCERN

PROBING!



23/32

he" +s#&-e$ '($s# e;/$esses +&"+e$"* '("% -&$e 0 (#.

(#h s+e/#(+(s-* '("% wh #he +s#&-e$ (s s+e/#(+). Is (# 0e+se &' /$e!(&s e;/e$(e"+e

w(#h "he$ %e)e$ &$ +&-/"6s /$&%+#s

(#h -(s"%e$s#"%(",* -e s$e & "%e$s#"% "% +&"'($- #he "ee% 0eh("% #he-(s"%e$s#"%(",. ("% wh# "ee% #he +s#&-e$ #h("s & +"6# s#(s'.

(#h %$w0+* wh #he "ee% & +"6# s#(s' +" he)/ & %%$ess #he %$w0+ -&$e

e''e+#(!e).

ACNOLEDGING!

O"+e & "&w wh(+h #/e &' +&"+e$" & $e %e)(", w(#h* +"&w)e%,e (#.

(#h s+e/#(+(s- & -(,h# s: I "&w (# s&"%s #&& ,&&% #& 0e #$e

I +" "%e$s#"% #h(s 0e+se &' &$ /$e!(&s e;/e$(e"+es

(#h -(s"%e$s#"%(",* sh&w #he +s#&-e$ #h# & //$e+(#e #he "ee% 0eh("% #he +&"+e$":

@es I "%e$s#"% wh & "ee% ss#e- #h# (s +&-/#(0)e w(#h wh# & h!e.

(#h %$w0+* )e# &$ +s#&-e$ "&w #h# & //$e+(#e h(she$ %()e--:

I +" "%e$s#"% wh /$(+e (s " (-/&$#"# '+#&$ (" &$ 0(", %e+(s(&" +&"s(%e$(", &$

0%,e#.

ADDRESSING SEPTICISM!

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O''e$ /$&&' '&$ e.,. I' & )(e & +" see s&-e &' &$ /$&%+#s (" #he '&))&w(", &$,"(s#(&"

whe$e #he $e !e$ h// w(#h (#.

&)% & )(e #& s/e #& s/e+('(+ +s#&-e$s wh& h!e h% $e+e(!e% #h(s se$!(+e "% wh& $e

e;#$e-e) s#(s'(e%

ADDRESSING MISUNDERSTANDING

&$ -(s"%e$s#"%(",* '($s#:

1. C&"'($- #he "ee%

2. S//&$# #he "ee%

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/$+hse.

S)es/e$s&": h (s #h#


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S)es/e$s&": S& & w&)% )(e #& see #he e"#($e $",e &' /$&%+#s (" #he ')# +#e,&$ 0e'&$e

-(", %e+(s(&"


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CLOSING THE SALE

@& +" ,& he% "% +)&se #he +)) (':

1. The +s#&-e$ ("%(+#es #h# heshe (s $e% #& ,& he%. &$ e.,.L&&s ,&&%* we +&)% se s&-e#h(", )(e #h#

Th# s&"%s ,&&%

2. I' #he +s#&-e$ $es/&"%s /&s(#(!e) 0# & w&)% )(e #& +he+ '&$ " 3es#(&"s &$

%%(#(&") "ee%s. &$ e.,. " 3es#(&"s* e#+

HO TO CLOSE!

T& +)&se +)) &$ s)e &:

1. Re!(ew /$e!(&s) ++e/#e% 0e"e'(#s2. P$&/&se "e;# s#e/s

. Che+ '&$ ++e/#"+e

REVIEING PREVIOUSLY ACCEPTED BENEFITS!

The '($s# s#e/ (" +)&s(", (s #& 0$(e') $e!(ew 0e"e'(#s #h# h!e 0ee" ++e/#e% 0 #he +s#&-e$.

Re!(ew(", /$e!(&s) ++e/#e% 0e"e'(#s $e-("% #he +s#&-e$ &' #he ,&&% #h(",s he &$ she +"

)&& '&$w$% #& (' /$+hse %e+(s(&" (s -%e "% )e#s & +&"!e &$ +&"'(%e"+e (" #he

w(s%&- &' -&!(", he%.

@& +" %& #h(s 0 s(", /h$ses )(e:

o Le# -e $e+/ s&-e &' #he 0e"e'(#s

o As we6!e %(s+sse% .

PROPOSING NEXT STEPS!

O"+e &6!e $e!(ewe% /$e!(&s) ++e/#e% 0e"e'(#s* & /$&/&se "e;# s#e/s '&$ & "% &$

+s#&-e$. &$ e;-/)e:

I' & &$%e$ #&%* we +" %e)(!e$ (# w(#h(" #&%.

S/e+('(", wh# & w&)% )(e #he +s#&-e$ #& %& #& e"s$es #h# heshe (s +)e$ 0 #he

+&--(#-e"# &6$e s(", h(-he$ #& -e.

B +# #' &/ +%$ I #'+



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M I9#9#'++%&' &()#*+%,#$

2 T%':$ ++ I & START &%':

2 T%':$ ++ I & STOP &%':

2 +%':$ ++ I & CONTINUE &%':

S#$$%&' O()#*+%,#!

A+ +# #' &/ +%$ $#$$%&'0 & %!

Be able to understand and utilise the process for handling customer complaints and

angry customers

MANAGING ANGRY CUSTOMERS AND CUSTOMER COMPLAINTS



27/32

HANDLING ANGRY CUSTOMERS

T&& -" s)es/e&/)e* whe" '+e% w(#h +)(e"#s wh& $",e '$&- %(ss#(s'(e% #& %&w" $(,h# ",$*

+h&&se #he )&se$s /#h 0 /&s#/&"(", h"%)(", #he s(##(&". Th(s $es)#s (" &"e &' #w& #h(",s

h//e"(",. E(#he$ #he ",$ +)(e"# %e+(%es #he /$&0)e- (s"# w&$#h #he ,,$!#(&" "% +&&)s

%&w"


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&$ 0s("ess %(% e!e$#h(", & +&)% #& he)/ w()) -e #he +s#&-e$ 'ee) -+h )ess "e,#(!e

0 &$ 0s("ess* h&/e')) e"&,h #& ee/ #he- w(#h &


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2 I#'+%/%': +# C$+&9#$ N##$

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C$e#(", S#$&", "ee% '&$ #he /$&%+#S--$(K(", #he "ee%s

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3 P#$#'+%': +# S&+%&'M#+h(", #he +s#&-e$s "ee%s w(#h #he 0e"e'(#s

C&"!e$#(", #he 'e#$es ("#& 0e"e'(#s

S,,es#(", #he $(,h# 0e"e'(#s

4 H'%': O()#*+%&'$

5 C&$%': +# S#

I#'+%/%': +# (%': $%:'$

A$%': /& +# .

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V#(

N&' V#(

7 C&'/%#'*#

E'+$%$9

%%':'#$$ +& # +# *$+&9#

S#$$%&' O()#*+%,#!

A+ +# #' &/ +%$ $#$$%&'0 & %!

Be able to understand visual merchandising and its utility

VISUAL MERCHANDISING DISPLAY

I" #&%6s w&$)%* +s#&-e$s $e '+e% w(#h ) &' +h&(+es. The +h&(+es $",e '$&- #he +&$e

%e)(!e$0)es &' #he /$&%+# )(e '"+#(&"* /$(+e* "% +/+(# #& #he e;#$s )(e 0$"%* se))(",

e;/e$(e"+e* 3)(#* s#)e* '#e$ s)es se$!(+e e#+. M&$e&!e$ #he /$&%+# (#se)' +&-/e#es w(#h he$

/$&%+#s (" #he s-e +#e,&$ "% wh(+h $e #$(", #& %(''e$e"#(#e (#se)' '$&- he$s.

he$e s+h s(##(&" e;(s#s* $e#()e$s +&-/e#e '&$ -("% s/+e &' #he +s#&-e$ "% #he 0()(# #&

##$+# #he '($s# #(-e w) #h$&,h +s#&-e$ #& e"#e$ #he s#&$e "% +&"!e$# h(s ("#e$es# ("#& s)e

ss-es (-/&$#"+e.



30/32

V(s) Me$+h"%(s(",


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%argeted&I# (s -&s# e''e+#(!e whe" (# (s )&+#e% s& (# $e+hes +)e$) %e'("e% +&"s-e$

#$,e# +)&ses# #& #he #(-e &' /$+hse.

Effective& P)+e90se% %!e$#(s(", %($e+#) ''e+#s ("+$e-e"#) s)es* 0$"% sw(#+h(",*

/&$#'&)(& /$+hs(",* "% -)#(9"(# s)es.

'nfluential&POP %!e$#(s(", ,(!es $e#()e$s #he &//&$#"(# #& ("')e"+e +&"s-e$s ("

+&-/e#(#(!e e"!($&"-e"#.

The se &' POPs hs #& 0e s//)e-e"#e% w(#h he$ '&$-s &' %!e$#(s(", )(e -e%( * /$ess*

+&--e$+()s* -()e$s* +&"s-e$ /$&-(&"s* $&% sh&ws e#+

B +# #' &/ +%$ I #'+

M I9#9#'++%&' &()#*+%,#$

2 T%':$ ++ I & START &%':

2 T%':$ ++ I & STOP &%':



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2 +%':$ ++ I & CONTINUE &%':

7182082 selling skill training

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