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Logan Woller

on 30 May 2013

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Transcript of Sales

Chapter 12 - 14 Sales The personal communication of information to persuade someone to buy something that satisfies their needs. Relationship Building Personal Selling First face-to-face contact with the customer
Can make or break a sale in the first few minutes
sets the mood or atmosphere for the other steps of the sale During this stage you show the product and explain about it
The goal is to match the customer's needs with appropriate product features and benefits Presenting the Product Selling additional goods or services to the customer.

Involves selling customers other items that will ultimately save time and money or make the original purchase more enjoyable. Suggestion Selling Selling: Any form of direct contact occurring between a salesperson and a customer.
An important part of the Marketing Mix
Very proactive.
Effects the organizations bottom line (profits). Business-to-Business Selling May take place in a manufacturer's or wholesaler's showroom or a customer's place of business.
UP to the sales person to make an appointment prior to visit or make a "cold call" which means he or she will appear without an appointment. Goals of Selling:
1. help customer make satisfying buying decisions
2. recommendations to other businesses or customers.
3. repeat business between buyer and seller
4. pleasing customers (repeat sales) Dress For Success Females: Males: Head:
Jewelry Body:
Suit Jacket
Dress Pants/ Suit Skirt
Shirt Feet:
Heels Head:
Facial Hair Body:
Shoes The Art of Tie Tying Features and Benefits Product Features
May be basic, physical or extended attributes of the product or purchase
Tangible features include items that are capable of being touched
The most basic feature of a product is its intended use
Ex: a vehicle a consumer might consider price, color, transmission, interior, perks(power windows, sun roof, etc.)
Extended product feature would include the warranty, service policy, and available financing Customer Benefits
Advantages or personal satisfaction a customer will get from a good or service Feature-Benefit Selling:
Definition: matching the characteristics of a product to a customer's needs and wants.
Most people believe that customers do not buy products; they buy what the products will do for them. Customer Buying Motives What motivates customers to buy and what decisions customer make before the final purchase Rational Motive: a conscious, logical reason for a purchase
Product dependability
Time or monetary saving
Health or safety considerations
Quality Emotional Motive: A feeling experienced by a customer through association with a product
Social Approval
Prestige Customer Decision Making
Factors that affect decision
previous experience with the product and company
how often the product is purchased
the amount of information necessary to make a wise buying decision
the perceived risk involved in the purchase
the time available to make the decision Extensive Decision Making
Limited Decision Making
Routine Decision Making Used when there has been little or no previous experience with the item.
ex: expensive manufacturing machinery Used when a person buys good and services that he or she had purchased before but not regularly.
personal: second car
business: office equipment Used when a person needs little information about a product that he or she is buying because of a high degree of prior experience with it or a low perceived risk.
Ex: computer paper Sales Associates
Expected to know their products and sell
Usually dressed professionally
Are required to have schooling beyond high school
Sales Clerks
Often simply order takers or cashiers
no advanced schooling necessary
Process of selling over the telephone
Magazine/Newspaper Subscriptions
Service contracts
Office Supplies
Home Construction
Tv/Satellite Service Steps of a Sale 1. Approaching the Customer
2. Determining Needs
3. Presenting the Product
4. Overcoming Objections
5. Closing the Sale
6. Suggesting Selling
7. Relationship Building Approaching Purposes
1. to begin conversation
2. establish a relationship with the customer
3. focus on the merchandise What to do
- shake hand
- maintain good eye contact
- remember customers name
- give time to think
- give your full attention
- be enthusiastic, courteous, and respectful Business-to-business selling:
- arrive early before an appointment
- introduce yourself including your company name
- give contact information/business card
- build rapport/develop relationship by commenting on their company, things in their office, making small talk (weather, sports, news, etc.) <--be careful not to cross any boundaries and upset the customer Service Approach Method - The sales person asks the customer if he or she needs assistance (may I help you?)
- Can be ineffective because most answer no before yes
- Remind customer they can ask any questions, tell them your name and where you will be
(If you have any questions my name is Mister and I'll be at the front desk) Greeting Approach Method - Salesperson makes a comment or asks questions about a product the customer shows interest in
- only used when customer stops and looks at a specific item
- approach the customer by stating a feature or benefit about the item - salesperson welcomes the customer to the store (hello there, good morning, etc.)
- use a rising tone in your voice
- smile and act friendly
- establishes a positive atmosphere and opens a line of communication Merchandise Approach Method Sales persons job to uncover the customer's problems or reasons for wanting to buy Determining Needs Closing the Sale https://www.k-state.edu/ces/students/OnlinePresence.htm#KSU_skipNav Business Etiquette Obtaining positive agreement from the customer to buy
Should be a natural part of the sale process
Many times the salesperson initiates the close but in some cases the customer may do the closing("I'll take it") customers needs or motives for buying may be obvious sometimes but not always When to determine needs? How to determine needs? As early as possible to avoid making assumptions
Salesperson: "this is one of our most popular tennis rackets. It's perfect for you, the grip is the correct size and the large sweet spot can improve your game"
Customer: "that's very interesting; but i'm not buying the racket for myself. It's actually a gift for my nine-year-old daughter." Observing


Questioning look for buying motives that are communicated nonverbally
can give you clues about a customer's mood and interest on the product
Nonverbal communication: expressing yourself without the use of words
Examples: facial expression, hand motions, eye movement Helps you pick up clues about the customer's needs
Five listening skills
1. maintaining good eye contact
2. providing verbal and nonverbal feedback
3. giving undivided attention
4. listening with empathy and open minded
5. don't interrupt or talk over the customer

Example: "I want a copier for my home business that is simple to use and reliable. My last copier broke down often, which was a problem. I usually make one or two copies at a time. However, occasionally I may make up to 50 copies at once."
What do we know from listening? First ask general questions about the intended use of the product and any previous experience with it

Build questions around words like: who, what, when, where, why, how

After you have an idea of the customer's general needs you can ask more specific open- ended questions
Open-ended questions: those that require more than a yes or no answer
EX: "what do you dislike about the copier you're presently using?" Dos and don't for questioning:
1. Do ask open-ended questions that encourage customers to do the talking.
2. Do ask clarifying questions to make sure you understand customer's needs (let me see if I understand you correctly)
3. Don't ask to many questions in a row
4. Don't ask questions that might embarrass customers or put them on the defensive (how much do you want to spend) First decision when selling: What product or products should I show my customer?

2nd decision: What am I going to say and how am I going to say it? Show and Tell -Which Product to Show-
After learning the intended use of the product, you select a few items that match those needs.

-What Price Range to Offer?
When you are unsure of the customer's price range and your knowledge of the intended use is insufficient to determine a price range, begin by showing a medium-priced product. Other Parts to Show and Tell -How Many Products to Show:
Show no more than three (3) products at a time.

-What to say:
In this step, talk about the product’s features and benefits. Choose your words carefully. Avoid slang and double meaning. Ex. “You look cool in that suit.” What will you do to demonstrate the product’s selling points?
What sales aids will add to your presentation?
How will you involve the customer? Make the Presentation Come Alive! Creatively displaying the product is the first step – should be eye-catching.
Example: Diamond rings look best on a black velvet display pad. Displaying and Handling the Product Helps to build customer confidence.
True if you are showing an item that requires manipulation or operation – television, CD player, food processor, copier. Demonstrating Sales aids include:
Reprints of magazines
Audiovisual aids
Models, photographs, drawings
Warranty information
Testimonials When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids in your presentations. Using Sales Aids It is best to get the customer involved as soon as you can in the sales presentation.
Use the senses (taste, touch, smell, etc.)
When you involve a customer in the sale, you help the person make intelligent buying decisions. -volving the Customer in Objections and Rejections Excuses are insincere reasons for not buying or not seeing the salesperson.
Examples: “I’m too busy to see you today.” “I’m just shopping around….” Objections are concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase.
Should be viewed as positive because it gives you an opportunity to present more information to a customer. Objections vs. Excuses Objections can occur at any time during the sales process and should be answered promptly.
Objections can help you redefine the customer’s needs and determine when the customer wants more information. Welcome and Plan for Objections Lists common objections and possible responses to them.

You are anticipating objections – may not be exactly like the questions, but it prepares you for when the customer wants to ask questions. Complete an Objection Analysis Sheet Need: Objections related to need usually occur when the customer does not have an immediate need for the item or wants the item but does not truly need it.

Product: Objections based on the product itself are more common. (quality, size, style, ease of use) Common Objections Source: Objections based on source often occur because of negative past experiences with the firm or brand.

Price: Objections based on price are more common with high-quality, expensive merchandise.

Time: Objections based on time reveal a hesitation to buy immediately. These objections are sometimes excuses. 1. Listen carefully. Maintain eye contact and let the customer talk.

2. Acknowledge the customer’s objections. This makes a customer feel that his/her objections are understandable and valid. Examples: “I can see your point” or “Other customers have asked us the same question.” Four-Step Process for Handling Objections 3. Restate the Objections. To be sure you understand the customer, you can restate his or her objections in a number of ways… “In other words, you feel that…” “Let me see if I understand. You want to know more about…”

4. Answer the Objections. Answer these tactfully. Never answer like the customer’s concern is unimportant. Denial
Third Party Boomerang
Superior Point Six Methods for Handling Objections Brings the objection back to the customer as a selling point.
Use a friendly helpful tone to explain how the objection is really a selling point.
Caution: Be careful not to sound as if you are trying to outwit the customer. A technique in which you question the customer to learn more about the objections.
Never ask questions in an abrupt manner – this may seem rude and create a defensive atmosphere. Permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits. When the customer’s objection is based on misinformation.
It is best to provide proof and accurate information in answer to objections. “Seeing is believing”.
Can be quite convincing and should be used when appropriate. Involves using a previous customer or another neutral person who can give a testimonial about the product. Step 4 Overcoming Timing the Close
Must be flexible - people are ready to buy sooner than others
Don't feel obligated to complete an entire sales presentation just because you planned for it that way
Close the sale when your customer is ready to buy Buying signals

-the things customers do or say to indicate a readiness to buy

facial expressions
body language actions
comments (imply ownership)

a customer who is holding merchandise and smiling
a customer who has removed a jacket from its hanger and draped it over his or her arm
a customer says "This is exactly what I was looking for" Trial Close: An initial effort to close a sale

Used to test the readiness of a customer and your interpretation of a positive buying signal Beneficial
1. If it doesn't work you will learn from the attempt and the customer will usually tell you why they aren't ready to buy
2. If it works you have reached your goal of closing the sale General Rules for closing the Sale

Radiate enthusiasm throughout the sales process
Be sincere and confident
Truly want to help solve their customers' problems
Enjoy the profession/job
Watch for early buying signals and close as soon as possible
Constantly practicing sale-closing techniques Help customers make a decision
-narrow the selection of items
-summarize the major features and benefits of a product
-explain any advantages or disadvantages

Create ownership mentality
-use words that indicate ownership
-ask questions relating to the product
EX: "You'll enjoy using this camera on your vacation"
"Those walking shoes are comfortable, aren't they?" Don't talk to much! If the customer is ready to make a buying decision, stop talking about the product You may have a negative effect or lose the sale Customer Satisfaction Be patient, courteous, polite, and helpful Methods for Closing the Sale

Which Close: encourages a customer to make a decision between two items
Standing-Room-only Close: is used when a product is in short supply or when the price will be going up in the near future
Direct Close: you ask for the sale
-used when the buying signal is very strong
EX: "Based on what I've shown you, how do you feel about this product?"
"Can I assume that we're ready to talk about the details of your order?"
Service Close: explains services that overcome obstacles or problems
EX: gift-wrapping, return policy, special sales arrangements, warranties, guarantees, bounuses Failure to Close
-don't get discouraged
-every sales presentation won't result in a a sale
-there is always more opportunities
-never become negative over a loss sale it will cause more harm to future sales http://mashable.com/2011/11/02/protecting-your-online-reputation/ Benefits
1. salesperson
2. customer
3. business customers will want to do business with you again he or she is more pleased with the original purchase the time and cost involved in suggestion selling is less than the cost of making the original sale Example: McDonalds Purchase 1
Pants $75
Total $75
Cost of Goods -37
Gross Profit $38
Expenses -12
Net Profit $26 Purchase 2
Pants $75
Shirt $35
Total $110
Cost of Goods -55
Gross Profit $55
Expenses -15
Net Profit $40 1. Do suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written 2. Make your recommendation from the customer's point of view and give at least one reason for your suggestion 3. Make the suggestion definite.Don't ask "will that be all?" Instead say, "This oil is recommended by the manufacturer for this engine." 4. show the item you are suggesting 5. Make the suggestion positive. 5 RuLeS Methods Methods Offering Related Merchandise
-most effective and easiest method
-good or service that would increase the use or enjoyment of the customer's original purchase Recommending Larger Quantities
-usually works in retail settings when selling inexpensive items or when savings in money or time and convenience are involved

EX: a customer wants to buy 1 pair of socks for $4 when they could by 3 pairs for $10. Calling Attention to Special Sales Opportunities
-Salespeople are obligated to communicate special sales opportunities to their customers

EX: "We're having a one-day sale on all items in this department. You might want to look around before I write up your purchase." Involves the strategies businesses use to stay close to their customers Built on Trust and Commitment

Present in both traditional and e-commerce marketing
ex: Harley Davidson established a club for its members and markets services such as motorcycle insurance and travel assistance to those members
ex: Amazon.com collects information about customer's book purchases and than emails information about promotions and merchandise within the customer's range of interest. Taking Payment/ Taking the Order

Be Courtesy
Work Quickly/ Efficiently Departure

-Reassure the person of their wise buying choice
-If an item needs special care or specific instructions take time to educate you customer about it
-Always thank the customer and invite back to the store another time Follow-up

-Includes making arrangements to follow through on all promises made during the sales process
-Check on your customer's satisfaction with his or her purchase Examples:

-Call the shipping department to confirm a special delivery date
-Check to make sure that delivery occurs as promised
-Call the customer and explain any delay
-Phone the customer a week or two after the purchase to see if he or she is happy with their selection
-Sen a thank-you note with your business card attached Evaluation

survey or questionnaires
Evaluate yourself - consider the following questions
-What were the strong points of your sales presentation?
-What did you do wrong?
-How could you have improved you performance?
-What would you do differently next time?
-What can you do now to solidify your relationship with your customer if ou made the sale?
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