assisting the customer in making a wise buying decision
TRANSCRIPT
SELLING IS:Assisting the Customer inMaking a WiseBuying
Decision
WHAT TYPES OF HELP DO
CUSTOMERS EXPECT FROM SALESPEOPLE?
Types of Customers: decided undecided just-looking
THE SALESPERSON’S
MOST IMPORTANT FUNCTION IS
SELLINGhttp://www.youtube.com/watch?v=LtXw1eKYAww
Salespeople Can Provide Assistance To Their Customers By:Asking questionsAssisting customer in selecting productDemonstration product featuresExplaining customer benefitsAnswering customer objectionsAsking the customer to buySuggesting additional merchandiseReassuring the customer
Sources of Product Informationmerchandise itselfsalespeoplecustomerspersonal experiencemerchandise publicationsother sources
BUSINESS
“In business, the U comes before the I.”
http://www.youtube.com/watch?v=cnVf2FGALhY
PURPOSE OF THE APPROACH:
Welcome the customerGain the customer’s confidence and trust
Direct the customer’s attention to the product http://www.youtube.com/watch?v=NK51QkROposhttp://www.youtube.com/watch?v=I6dWyRD7Lvc&feature=related
TYPES OF CUSTOMER APPROACHESMerchandise approach
Welcome approachService approachhttp://www.youtube.com/user/MissyQuest#p/u/14/nrHF_
eBYdtkhttp://www.youtube.com/user/MissyQuest#p/u/19/UFtsnTh1hoU
QUALIFYING YOUR CUSTOMERObserve your customerGive a selling statementAsk questionsListen to your customer
PRINCIPLES OF EFFECTIVE LISTENING
Prepare to listenStop talking and listenPay attentionLook and act interestedDon’t interruptGive customer time to thinkUse listening responsesPractice listening
A Product Feature…• is anything you can:
-See or hear -Feel or touch -Smell or taste
• answers the question: What is It?
A Buyer Benefit…Is a gain, satisfaction, or personal benefit received by the customer.
Answers the question: What does it mean to me? Or how will I benefit?
TYPES OF QUALIFYING QUESTIONS
WHO will use the product?WHAT does your customer expect from the product?
WHERE will the product be used?
HOW will the product be used?WHEN is the product needed?WHAT are your customer’s likes and dislikes?
http://www.youtube.com/watch?v=r8Q5tRUsUeo
CUSTOMERS BUY
BENEFITS!http://www.youtube.com/watch?v=8kZg_ALxEz0&feature=related
Buying Decision Objections•product•Place•Price•Time•quantity
HOW TO ANSWER CUSTOMER OBJECTIONS
Listen to the objectionPause before answeringShow empathy for your customer
Restate the objectionAnswer the objection
Techniques for Answering ObjectionsYes, butDirect denialSuperior pointBoomerangQuestionDemonstrationThird-partyClose on an objection
WHEN TO CLOSE THE SALE:
BUYING SIGNALS
CLOSING TECHNIQUESAsk-Your-Customers-To-Buy CloseChoice CloseAssumption CloseAdvantages-and-Disadvantages ClosePremium CloseLast-Chance-To-Buy CloseStanding-Room-Only CloseTestimonial CloseObjection CloseRelated-Merchandise CloseOthers
Suggestion Selling Is…A personal service to the customer.A reminder to customers of needed
merchandise.A help to customers in satisfying their needs
and wants.A benefit to the business, salesperson, and
customer.
WHAT TO SUGGEST TO YOUR CUSTOMERSRelated MerchandiseNew MerchandiseLarger Quantities of MerchandiseBetter Quality MerchandiseMerchandise SpecialsMerchandise for Special Occasions
How To Make Customer SuggestionsClose the original sale firstMake the suggestion from the customer’s
point of viewMake a specific suggestionDemonstrate the benefits of the suggested
merchandise
http://www.youtube.com/watch?v=4zakyg3thfY
Quizlet – 2.08 & 2.092.08
http://quizlet.com/6997966/mktg-207-2011-flash-cards/
2.09
http://quizlet.com/7216591/mktg-208-c-2011-flash-cards/
http://quizlet.com/7216286/mktg-208-b-2011-flash-cards/
http://quizlet.com/7215578/mktg-208-a-2011-flash-cards/
Sales process project