Transcript Slide 1

Slide No. 1
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Level 1 Introductory
Certificate
in Selling
7015-25
Slide No. 2
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Learning Outcomes for Selling
• Explain the differences between sales and
marketing and how they are dependant on each
other
• Demonstrate an understanding of the importance
of sales to the organisation
• Understand how to communicate effectively within
a sales setting
• Identify how consumer behaviour affects the
selling process
• Describe a range of basic selling techniques
appropriate to a range of organisations
Slide No. 3
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Course Structure
The course is split into 4 Sections:
Section One
–
The Theory of Selling
Section Two
–
Understanding the Consumer
Section Three –
Developing Basic Selling Techniques
Section Four
Effective Selling Communications
Slide No. 4
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Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Section 1 - The Theory of Selling
By the end of this section students should be able to:
• Describe the difference between marketing and
sales
• Demonstrate an understanding of the benefits of
the selling function to the organisation
• Explain the links between sales, customer service
and profitability
Slide No. 5
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
What is Marketing?
Marketing as defined by Brown in 1987:
‘The ability to create and keep profitable customers’
Slide No. 6
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Three Fundamental Marketing Activities
1. Creating Customers
2. Keeping Customers
3. Profitability
Slide No. 7
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
An Overview of the Marketing Function
• Satisfying Customers
• Identifying and maximising opportunities
• Targeting the right customer
• Facilitating relationships
• Staying ahead in a dynamic environment
• Beating the competition
• Achieving stakeholder requirements
Slide No. 8
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Marketing Mix - 4Ps
Product
Availability. What is it?
Price
How much does it cost? What discounts are
available? Can I offer discounts?
Place
Where are these items / products available
and when? What are the opening & closing
time?
Promotion
Who can help? Where are they located? What
promotional material is available? What
special offers are on?
Slide No. 9
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Marketing
Marketing is a process that:
• Identifies
• Anticipates
• Satisfies customer requirements profitably
In other words having:
• The right product, in the right place, at the
right time, at the right price
Slide No. 10
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Marketing Process
• Find out who your customers are
• Find out what your customers want
• Tell your customers how to get it
• Give your customers what they want
• Measure how successful the process has been
Slide No. 11
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Marketing techniques undertaken by a
marketing orientated organisation
• Carrying out Market Research
• Putting together promotions
• Ensuring a high standard of service
• Evaluating the success of what you have done
Slide No. 12
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Definition of Sales
Sell (PERSUADE)
• To persuade someone that (an idea or plan) is a
good one and likely to be successful
• from Cambridge International Dictionary of
English
Sell (MONEY)
• to give (a possession, product or service to
someone else) in return for money
Slide No. 13
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Reasons for Marketing
To:
• identify the target customer group
• make the right product for that target group
• ensure your promotional activities will appeal to
that target group
• raise the customer's awareness of your existing
products
• inform the customer of new products
• find out which promotional activities worked and
which did not
Slide No. 14
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Sales and Marketing Activities
Market Segmentation
• Age
• Sex
• Tastes / life styles / fashions
• Activities e.g. work / hobbies
• Wealth / income
All of these factors will influence:
• What your customer is prepared to buy
• How much they are prepared to spend
• What style they would buy
Slide No. 15
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Reasons for Promoting the Product
• Letting people know about a new product
• Raising awareness of an existing product
• Informing people of a special offer
• A means of obtaining more business in quieter
periods
• A means of increasing customer spending
• A means of attracting a particular type of
customer
• A means of generating more return business
Slide No. 16
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Types of Sales Promotion
• Vouchers
• Discounts
• Free drinks
• Loyalty bonus
• Buy one get one free
• Two meals for the price of one
• Get the cheapest meal free
Slide No. 17
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Choosing the Most Appropriate
Form of Advertising
• Banners
• Chalkboards
• Promotional flyers
• Media advertisements
• Word of mouth
• Recommendations
• Direct marketing
• Public relations
Slide No. 18
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Benefits of Good Customer
Service and Selling
• Getting repeat business
• Customers telling others and introducing new
customers
• Reduce selling Costs
• Increased profitability
• Selling add-on’s
• Selling-up
Slide No. 19
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Effective Selling Leads to Greater
Customer Satisfaction
Good selling can achieve the following:
• Repeat business
• New customers
• Reduced costs
• Increased profitability
• Increased customer insight
• Increased average sales
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Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Selling Cycle
The selling cycle consists of three stages:
1. Presale
2. Sale
3. Post Sale
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Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Selling Cycle stage one – pre-selling
• Pre-selling involves finding new customers
• Preparation and planning – utilising selling time
effectively
Slide No. 22
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Selling Cycle stage two – The Sale
The sale will involve four key stages:
1. Sales presentation – either formal or informal
2. Handling objections
3. Negotiation
4. Closing the sale
Slide No. 23
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Selling Cycle stage three –Post-Sale
• The importance of getting the order
• Delivering the order to the right place at the right
time
• Making sure that the customer buys from you
again
• Encourage customer retention
Slide No. 24
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Section 2 - The Importance of
Understanding Customers
At the end of this section students should be able to:
• Explain the stages a customer goes through in
order to make a buying decision
• Demonstrate an understanding of customer
requirements in a variety of selling situations
• Use a range of different question techniques to
understand customer needs
Slide No. 25
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Understanding AIDA(S)
Attention
Interest
Desire
Action
Satisfaction
A
I
D
A
S
Gaining attention
Stimulating interest
Creating a desire to buy
Generating action – a purchase decision
Post-purchase feeling
Slide No. 26
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Stages of the Buying Process
Need recognition and problem solving
Information search
Evaluation of alternatives
Make purchase decision
Post-purchase stage
Slide No. 27
Level 1 Introductory Certificate in Selling 7015-15
A
I
D
A
S
City & Guilds
Features and Benefits
Feature
is a technical description of a product
Benefit
is a description of how the product will benefit the customer –
must match their motive for buying.
Slide No. 28
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Some Buyer Motives
• Fashion
• Price
• Desire
• Comfort
• Distress
• Need
• Pleasure
• Value for money
Slide No. 29
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Using Questions to Understand Buyers
• How do you feel about it?
• How does that strike you?
• Are you happy with this option?
• What would you like to do?
Slide No. 30
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Art of Good Questioning
• Open and Closed Questions
–
Open questions designed to solicit information
–
Close questions designed to get specific answers
• Soft and Hard Questions
–
Hard questions refer to specific and indisputable facts
–
Soft questions aim to seek opinions rather than hard facts
Slide No. 31
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Using Questions to Understand
Customers
• Questions infer information
• Use questions to get the customer to tell you more
about them
• Use questions to influence perception
• Use questions to discover more about the
customer
Slide No. 32
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Section 3 –
Developing Basic Sales Techniques
By the end of this section students should be able to:
• Demonstrate an understanding of the importance
of selling
• Realise the importance of being proactive within a
selling role
• Describe products and service benefits to
customers
• Handle selling objections
• Explain how to close a sale
Slide No. 33
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Proactive and Re-active Selling
Proactive Selling
- taking an active interest in selling
- taking an active planning role
- taking every possible opportunity to sell
Re-active selling
- Ad-hoc as opposed to planned
- Reacting to customer requests
- Not grasping every sales opportunity
Slide No. 34
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Add-on’s
Add-on’s are those products which can be sold over and above
those originally purchased by the customer that might be of
benefit to them – including:
• New car mats
• New seat covers
• Specialised gear knobs
• Steering wheel cover
• Special mirrors
• Tow bar
Slide No. 35
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Descriptive selling
• When you describe a product to a customer it
needs to be done in such a way as to make it
sound more appealing by the use of appropriate
adjectives
• For example, roast chicken could be described as
tender or succulent
Slide No. 36
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Up-selling
• Up-selling is selling a product of higher value or
profitability than the one requested by the
customer.
• For example selling a 28” Flat Screen TV and then
going digital!
Slide No. 37
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Substitute Selling
Watch, listen – question…
to discover the customer’s motives and needs
Explain…
that the products or services are unavailable and why
Select…
an alternative
Describe…
the product or service, using appropriate benefits and adjectives
Reinforce…
the customer’s decision to buy the alternative product
Slide No. 38
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Substitute Selling continued
For example:
• "I am really sorry but the size you wanted has proved very
popular today and as a result we have temporarily run
out……However I can highly recommend a new range which
has just arrived into the store today.….. I think you will
really like them"
Slide No. 39
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Lack of Product / Service Knowledge
If you do not have a good product knowledge you will:
• Look stupid in front of your customer
• Not be able to offer your customer advice
• Not be able to answer customers questions
• Not be able to communicate effectively
Slide No. 40
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Advising Customers on
Products and Services
Being able to advise customers about products or services helps us to:
• Feel more confident
• Make good recommendations
• Match customers needs to products / services
• Describe the product / service benefits
Slide No. 41
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Examples of Products and Services
You Should Know About!
• Your own department
• Other departments
• Leisure facilities
• Catering facilities
• Technical facilities
• Services – local facilities
• Local attractions
• Meeting facilities
Slide No. 42
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
The Importance of Knowing
About the Marketing Mix
Always be ready to answer questions on:
• The Products and services available –
What are they?
• The Price – how much it costs. What
discounts are available?
• The Place – Where are the products /
services available from?
• Promotion – What special offers are
there and what promotional material is
available?
Slide No. 43
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Handling Objections
The three most common objections are:
1. Price
2. Products features and benefits not meeting
customer needs
3. A lack of understanding of the product and
customer needs
Slide No. 44
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
3 Steps Involved in Closing the Sale
1. Clarify your understanding of customer needs
2. See if there are any other areas you can help with
3. Propose an appropriate commitment
Slide No. 45
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Getting Commitment
Get the customer to confirm that they are going to buy by
showing some kind of commitment.
Such as:
• Paying in full
• Leaving a deposit
• Placing an order
Slide No. 46
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
After Sales Service Enables You to:
• Check that the customer has received their order
• Clarify that the customer is happy with the
product / service they received
• Check out the quality of the product – use
questions to clarify their perception of the
product
• Use it as an opportunity to take repeat bookings /
further sales
Slide No. 47
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Customer Service Department
Their responsibilities include:
• Direct customer contact
• Ensuring orders are processed
• Chasing orders
• Dealing with customer queries and problems
• Dealing with customer complaints
• Keeping a record of sales and other statistics
Slide No. 48
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Benefits of keeping records
• Records can help forecast future business
• Keeping a record of how many responses you had to a
particular promotional activity can tell you which ones
worked and which did not
• Records can tell you which products are the most successful
Slide No. 49
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Section 4 – Effective Selling Communications
By the end of this section students should be able to:
• Demonstrate an understanding of the importance
of using effective communications in selling
situations
• Explain how to recognise a customer’s response in
selling situations
• Identify the most appropriate questioning and
listening techniques within selling
• Explain how to handle difficult communication
situations
Slide No. 50
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Combined Use of Verbal and NonVerbal Communications
7%
Actual words
38%
Voice, tone, pitch, pace and quality
55% body language
Slide No. 51
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Using Your Voice Effectively
• Stay calm, clear and do not raise your voice
• Avoid the use of harsh or high-pitched tones
• Avoid over usage of your voice
• Keep your voice steady and level
• Do not let your voice rise and show frustration
Slide No. 52
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Positive and Negative
Use of Body Language
• Eye Movements –
making eye-to-eye contact
• Facial expressions –
conveys mixed messages
• Posture –
open to misinterpretation
• Gestures –
involves the use of hands, arms and shoulders
• Physical Evidence –
first impressions of appearance and opinions are
formed
Slide No. 53
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Some Suggestions for Becoming
a Better Listener
• Adapting your behaviour
• Creating a good listening environment
• Concentrate on what the buyer is saying
• Let the customer talk 80% of the time
• Pay attention to non-verbal clues
• Make notes
• When all else fails ‘Shut up and listen’
Slide No. 54
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Key Skills to Use When Listening
• Paraphrasing
• Reflecting on implications of what the customer
has said
• Reflecting the underlying feelings
• Being non-evaluative
Slide No. 55
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Positive Aspects of Listening
Listening provides us with information that allows us to:
• Act quickly and appropriately
• Deal with objections effectively
• Demonstrate our interest in our customers and their business
• Establish feelings and attitudes
• Establish a rapport with the customer
• Identify new opportunities
• Provide a basis for further questioning
• Understand problems
Slide No. 56
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
How the Telephone is Useful
• A good basis for customer care
• Very useful for selling
• Good for making arrangements
• A useful method for gathering information
• Looking for new customers
• Solving customer selling problems
Slide No. 57
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Advantages and Disadvantages
of Telephone Selling
Some advantages of telephone selling:
• It is more cost effective
• It can be used almost anywhere in the world
• It is a convenient method of communication
Some disadvantages of telephone selling:
• The phone does not provide a lasting record of
communication and there is no visual impact
• People hang-up if they do not want to talk to
you
Slide No. 58
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Key Success Points for Telephone Selling
Always:
• Answer the phone promptly and courteously
• Call the customer by name
• Explain who you are and what you are calling for
• Deal with specific customer queries
• Ask if you can be of any further assistance
• Respond to messages
Slide No. 59
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Hints for Telephone Selling
• Always identify yourself and your company
• Try to make friends with your customer
• Make an interesting comment – i.e. value for
money, cost savings etc
• Deliver your sales messages
• Overcome objections when they arise
• Close the sale
• Action agreement, express thanks and follow-up
Slide No. 60
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Handling Communication Problems
When dealing with customers communication breakdown can occur.
Ensure you do the following:
• Observe customer behaviour – verbal and nonverbal
• Listen – repeat and confirm
• Non-verbal communications – use signs and
gestures wisely to create understanding
• Use questions to find out more about what
customers want and what they are trying to
ask for
• Be culturally aware
Slide No. 61
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Test Instruction
• Use the separate answer sheet provided.
• Complete this section using black or blue ink only.
• Mark your choice of answer by filling in the circles
(a or b).
• Cancel an incorrect answer by filling in the ‘cancel’
bar beneath the circle you have marked. If you
change your mind again; fill in the ‘cancel’ bar
beneath the new answer and draw a neat circle
around the original answer.
Slide No. 62
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds
Test Instruction continued
• Do not enter marks in the bottom section of the paper.
• Do not make any marks in any part of the paper other
than the circles (a or b) and the section with the boxes
for your personal details. If you do, the marking
machine will be unable to mark your paper properly,
thus affecting your score.
• Use a pen with black or blue ink only.
Slide No. 63
Level 1 Introductory Certificate in Selling 7015-15
City & Guilds