selling services

8/8/2019 Selling Services

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SELLING SERVICES

GROUP 10

NADIA DE ALMIDASACHIN CHANDRA

VINAY REDDY

ELIZA VERGHESE


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FLOW OF PRESENTATION

Introduction

Sales Approach

Distribution of services Channels for distribution of services

Distribution Facilities

Managing Channels Major intermediaries for service

delivery


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INTRODUCTION

I Put Money in a good location, I own it. Iput money in people and they leave me for abetter job.

The Reasons for the situation (Self Service) Customers are used to self-service stores

Customers are unreasonable and unkind intheir attitude

Not having enough money to pay to thesales man


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SALES APPROACH

Instead of being obliged to search forcustomers, retail salespeople rely uponadvertising, attractive display windows

and counters and numerous services.A salesperson actually, is in the position

of a host receiving a guest.

It develops upon him/her to make thevisitor feel welcome and at ease


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SALES APPROACH

Service Approach

Salutation Approach

Merchandise Approach


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SERVICE APPROACH

Have you been attended to

Have you been waited on

Do you wish to be served

These service approach are so similarand surely indicate a desire to be ofservice.

It requires no salesman to sell to aperson who knows and exactly stateswhat he wants or to some who have

little intention in buying.


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CONT,D..

Something for you

Something special I could show you

Was there something in particular

These greetings are not popular, rather theyhave weakness.

If the customer is not certain just what she does

want, such a salutation places her on adefensive.

These implies lack of willingness to display goodunless the customer is able to state precisely

what is wanted


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CONT,D..

What will it be for you

What can I do for you

What did you want? This says there is a positive approach.

These are applicable in a store dealing in

convenience goods, as a drug store.


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SALUTATION APPROACH

Good Morning, Sir/Madam

This greeting is perhaps the safest to use.

It is important to give it in a risinginflection, if used in falling inflection itdoesnt sound friendly.


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MERCHANDISE APPROACH

It is used largely for two customers

Uninterested lookers

Ardently looking at some goods with obviousinterest

E.g. The 46 regulars begins here

E.g. The L is on the top self


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PROPER ATTITUDE

Promptness

He should show willingness to wait

Stop conversation with fellow salesman

Engrossed in other details such as arrangingor dusting stock

The study found that the prompt

salesperson gains 25 to 50 percent moretrade than the slow one who may in otherwords be equally efficient


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MAKING THE SALE

The selling sentences state or imply that a customerbenefits or gains from buying the item.

Late Elmer Wheeler (Tested Sentences)

It wont nib off (For white shoe dressing) How would you cut your shaving time in half?

This sentence was followed with Use Barbosal-justspread it on-shave it off-nothing else required.

Sales in one store increased 300 percent


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DISTRIBUTIONOF

SERVICES


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INTRODUCTION

Delivery of services differs from delivery ofgoods

We are discussing distribution of servicesin the light of:

Location

Accessibility

Channels of distribution

Distribution facilities


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Service inventory

Managing channels


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Place: distribution ofservice

Specific form of distribution of services dueto their features

No transfer of ownership DISTRIBUTION SYSTEM is defined as the

channels or means used by which theservice provider gains the access topotential buyer of the service product


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CONT,D..

Before formulating the channel structureaspects of service distribution to be takeninto consideration are:

There is no actual tangible product

Involves customer movement

Intermediaries play a key role Service org has to devise promotional

strategies


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CONT,D..

LOCATION

Considering where to deliver the service to thecustomer

Whether the service organization should be asingle location or a multi one


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CONT,D..

KEY ISSUES

Need of market

Technological innovation convenience


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situations impact

Customer goes to theservice provider

Service provider hasto decide if locationshould be single ormulti locations

Service provider goes

to the customer

Location becomes

less importantAs service providergoes to thecustomers place


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situationsimpact

Service provider andcustomer transact

At arms length

Location isinsignificant


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ACCESSIBILITY

Accessibility to:

Range and choice of service literature &brochure

Components such as visas,travellers chequesinsurance & cards


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Accessibility to:

Booking points in every main town and cities

To alternative brands Alternative agents

E.g.- travel agents available online dueto electronic distribution of services


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CHANNELS OF DISTRIBUTION

Organization or people participating indistribution process channels ofdistribution

3 types of participants

Most appropriate form of distribution forservices direct selling


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Channels of distribution ofairline services

AIRLINES

Consolidation Tour OperatorAffiliated with

Companies

Direct via-home leased

systems

Travel Agent

Passenger


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CHANNEL OPTIONS

Form of Channel Type of Service

Direct Sales Accounting Services

Producer -> Consumer Management Consultancy ServicesHair Fashioning Services

Eyecare ServicesAgents or Brokers Insurance Services

Producer -> Agent -> Consumer Tour & Travel ServicesHotel Reservation Services

Advertising Services

Seller & Buyer Agent or Broker Stocks & Shares BrokersCommodity BrokersReal Estate

Agent -> Consumer Holding & Investment

Franchises & Contracted Service

Deliveries

FastFood Services

Car Rental ServicesDry Cleaning Services


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Distribution Facilities

Location

Banks

Mobile Banking ATM

Courier Companies

Health Care Organization Mobile units X Rays , Blood

Examination


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Delhi Public Library

Mobile Library

Services are intangible, Customers looksat Service Facility provided & peopleproviding the service

Eg Hotels providing perfumed fountains

Indian Oil Companies redesigning petrol

pumps


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Managing Channels

Firms need to consider intensity ofmarket coverage

3 major types of distribution Intensive Distribution

Selective Distribution

Exclusive Distribution


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INTENSITY OF CHANNELCOVERAGE

Characterstics IntensiveDistribution

Selective Distribution ExclusiveDistribution

Objectives Volumesales&Correspondingprofits,channelacceptance&widemarket coverage

Best image,good profitmargins,reasonablechannel control&loyality.Moderate marketcoverage

Exclusive image,highprofit margins,pricestability&loyality

Intermediaries Service All types of firms,manyno. of outlets

Well establishedfirms,moderate no. ofoutlets only

Well established sound&reputed firms,fewoutlets

Customer OrganizationalConsumer,many

customers

Brand consciousmoderate no. of

customers

Brand loyal fewcustomers

Disadvantage Limited channel control Difficult to carve out aniche

Limited sales

Examples Routine ServicesFast foodCourier services

Industrialised servicesRepair&MaintainanceElectrical appliance

Complex servicesDesigner hair styleDesigner fashioning


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Services Electronic Channels

Franchises

Agents/Brokers

Major Intermediaries ForService Delivery


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Franchising

A contract where the Franchiserprovides the right to use the trademark and management assistance in

return for payment from franchisee.

Ex. Fast food McDonalds, Courier DLH,

1. Product or Trade Name Franchising2. Business FormatFranchising


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Advantages ofFranchising

To Franchisee

Minimized risk ofbusiness

Fast growth of business Reputation, Joint

Promotion

Low Stocks, Financial

aids Brand name Advantage

Business Format

To Franchisor

Motivation and financialcommitment.

Low capital cost andbusiness expansion.

Knowledge of localmarket.

Consistent standardmaintenance.

Low cost expansion anddistribution.


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Electronic Channels

The technological advances haveincreased immense use of EDI(Electronicdata interchange)

Increased use of self service operations.

Providing Data Bank Services Electronic Banking

E-Mail


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THANK YOU

selling services

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