PROMOTION AND PERSON SELLING

Belmira MachadoLakshya KaushalXander Jacques

Approach

Characteristics of an Effective Approach Respectful and Courteous Sincere Enthusiastic Timed Properly

Types of Approaches Greeting Service Merchandise Combination

Open-Ended Questions

Encourages the customers to talk about their wants and needs.

Examples: “What did you like about the product?” “How do you plan to use this?” “Would you change anything about this

product?”

Closed Questions

Used by the salesperson to confirm their understanding of the customer’s wants and needs.

Examples: “So red is your favorite color?” “Since you prefer sweatshirts over long-

sleeved shirts,…”

Features

Facts about the product Construction Materials Workmanship Uses Prices Safety Features Etc.

Benefits

Benefits of using a certain product. The personal satisfaction that a customer

wants from the product. (Buying Motives) Why do we want the product?

Product Demonstration

Goals To create customer interest and desire for

your product. To prove what you’re saying about your

product. To involve the customer in the sales process.

Product Demonstration

Eleven Rules of Product Demonstration Handle product with

respect Creatively display

each product feature and benefit.

Continue to ask questions of the customers

Use dramatic action Show the product in

use

Use descriptive accurate and Interesting vocab

Show enthusiasm for the product

Anticipate interruptions (Have a planned presentation)

Use selling aids in presentation

Practice, practice, and practice

Involve the customer in the presentation

Objections

An objection is a reason not to buy. Types of objections are

The cost The product The company The time to buy

Overcoming Objections

The Key to Success in Overcoming Objections Anticipate the

objection and having a planned response.

Other Guidelines Listen actively and

closely Pause Empathize Don’t argue Be honest Deliver

Methods of Overcoming Objections “Yes, but…” The Boomerang Deny the

Objection The Question

Method Show ‘em Method Testimonial “Try It” Method

Closing

Closing is encouraging the customer to make a buying action.

Buying Signals Indications that the

customer is ready to buy.

Methods of Closing Ask for the sale Assume the sale is

made Build a series of

“yes” questions Summarize selling

points. “what if…” method Land chance to

buy method Standing room only Narrow the choice

Suggestion Selling

The recommendation of products to satisfy new customer problems because they bought your product or service.

Public Relations/ Civic Activity

Public Relations: The profession or practice of creating and maintaining goodwill of an organization's various publics (customers, employees, investors, suppliers, etc.), usually through publicity and other nonpaid forms of communication. These efforts may also include support of arts, charitable causes, education, sporting events, and other civic engagements.

Publicity: Type of promotion that relies on public relations effect of a news story . The main objective of publicity is the creation of an image through editorial or 'independent source' commentary. While the publicist can control the content of the story, they may not have any control over its placement or interpretation by the media.

Public Relations/Civic Activity

Social Responsibility: The obligation of an organization's management towards the welfare and interests of the society in which it operates.

Example: The LVHS DECA store could do many civic activities for our school including creating discounted tshirts for our biggest sporting events, giving a percentage of merchandise should on show nights to the drama department, or creating special merchandise for the drama department for them to wear during the week of their show to advertise.

The main benefit of doing civic activities within the school is that in turn, it will help maintain the relationship between DECA and the other groups within the school.

Script

Employee: Good morning! What brings you into the store today? What are you particularly looking for within the store?*Customer replies* Example: “Looking for a sweatshirt.”Employee: For what occasion would you be wearing the sweatshirt for? What type of material do you prefer? Would be wearing it mainly for comfort or for work?Customer: Need it for the winter. I mainly will be wearing it to school but I would like to keep warm.

Script

Employee: Well we’ve got a variety of sweatshirts. This particular sweatshirt is 100% cotton, very durable, can soak up a little bit of water if it is raining. Its got an adjustable hood that you could wear over your head allowing you to trap the heat. The sweatshirt also has comfortable material on the inside allowing you to stay comfortable and not get itchy.Customer: How much are they? Employee: 34.00Customer: It’s a little pricy

Script

Employee: Indeed it is pricy but it will last longer than most other sweatshirts you have. It also is spirit wear so you would be wearing it quite often when coming to sporting events or any normal events within the school. Customer: I guess it will be worth the money since it will last longEmployee: Should I ring you up?Customer: Yes please.

Script

Employee: Would that be cash or credit? Customer: CreditEmployee: Now along with the sweatshirt, sweatpants would go very well with the sweatshirt and would keep you even more. Would you be interested?Customer: Maybe another time, thank you thoughEmployee: No problem.