Download Marketing_sales_pwrpt[1]

Assisting the
Customer in
Making a Wise
Buying Decision
WHAT TYPES OF HELP
DO CUSTOMERS
EXPECT FROM
SALESPEOPLE?
Types of Customers:
 decided
 undecided
 just-looking
THE SALESPERSON’S
MOST IMPORTANT
FUNCTION IS
SELLING
http://www.youtube.com/watch?v=LtXw1eKYAww
Salespeople Can Provide Assistance
To Their Customers By:
 Asking questions
 Assisting customer in selecting product
 Demonstration product features
 Explaining customer benefits
 Answering customer objections
 Asking the customer to buy
 Suggesting additional merchandise
 Reassuring the customer
Sources of Product Information
merchandise itself
salespeople
customers
personal experience
merchandise publications
other sources
BUSINESS
“In business, the U
comes before the I.”
http://www.youtube.com/watch?v=cnVf2FGALhY
PURPOSE OF THE
APPROACH:
Welcome the customer
Gain the customer’s confidence
and trust
Direct the customer’s attention
to the product
http://www.youtube.com/watch?v=NK51QkROpos
http://www.youtube.com/watch?v=I6dWyRD7Lvc&feature=r
elated
TYPES OF CUSTOMER
APPROACHES
Merchandise approach
Welcome approach
Service approach
http://www.youtube.com/user/MissyQuest#p/u/14/nrHF_eBYdtk
http://www.youtube.com/user/MissyQuest#p/u/19/UFtsnTh1hoU
QUALIFYING YOUR
CUSTOMER
Observe your customer
Give a selling statement
Ask questions
Listen to your customer
PRINCIPLES OF EFFECTIVE
LISTENING
 Prepare to listen
 Stop talking and listen
 Pay attention
 Look and act interested
 Don’t interrupt
 Give customer time to think
 Use listening responses
 Practice 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=r8Q5
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 objection
Pause before answering
Show empathy for your customer
Restate the objection
Answer the objection
Techniques for Answering
Objections
 Yes, but
 Direct denial
 Superior point
 Boomerang
 Question
 Demonstration
 Third-party
 Close on an objection
WHEN TO CLOSE
THE SALE:
BUYING SIGNALS
CLOSING TECHNIQUES











Ask-Your-Customers-To-Buy Close
Choice Close
Assumption Close
Advantages-and-Disadvantages Close
Premium Close
Last-Chance-To-Buy Close
Standing-Room-Only Close
Testimonial Close
Objection Close
Related-Merchandise Close
Others
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
CUSTOMERS
 Related Merchandise
 New Merchandise
 Larger Quantities of Merchandise
 Better Quality Merchandise
 Merchandise Specials
 Merchandise for Special Occasions
How To Make Customer
Suggestions
 Close the original sale first
 Make the suggestion from the customer’s point of view
 Make a specific suggestion
 Demonstrate the benefits of the suggested
merchandise
http://www.youtube.com/watch?v=4zakyg3thfY
2.08
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