Transcript Recognize the steps of the selling process 4.02

4.02
Recognize the
steps of the
selling process.
Approach
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The first encounter with a customer
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The initial approach is critical. It should be positive,
create a favorable impression, and create interest in
the product.
Service Approach
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Considered the least effective approach
method.
Should only be used when customer is
obviously in a hurry or when selling a service.
“May I help you?”
Greeting Approach
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Used to acknowledge customer’s presence
and establish rapport
May include introduction of oneself
Can be combined with service or merchandise
approach
Ex. “Good morning! Is it still raining outside?”
Merchandise Approach
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Includes comments or questions about the
merchandise the customer is looking at or
handling
Considered the most effective approach
Ex. “The Atlanta Braves jersey will not shrink
when washed.”
Sales Approaches in SEM include:
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Telemarketing
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Direct mail
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Personal selling
Determine the Needs of Customers
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Observe
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Listen
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Question
Observe
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The nonverbal
communication of the
customers and how they
express themselves
through body language
Listen to Customers
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Maintain good eye-contact
Provide verbal and non-verbal feedback
Give customers undivided attention
Listen with empathy and an open mind
Do not interrupt
Question Customers
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Well-chosen questions can help uncover needs
and buying motives while putting customers at
ease
Begin with general questions and then
progress into specific questions
Ask open-ended questions and then explain
the benefits
Ex. “How often do you bring your family to
Paramount’s Carowinds each year?”
Product Presentations &
Demonstration
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Actively involve the customer
Show the product to the customer and tell him
about its benefits (Called show and tell)
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Never show more than three items at a time
When in doubt, show medium-priced items first
Make the Presentation Come Alive
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Involve the customer by putting the product in
the customers’ hand
Demonstrate how the product works
Ex. When a customer is purchasing season
tickets, offer to show them where they will be
sitting
Overcome Objections
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An objection is a reason, concern, or hesitation
a customer has for not making a purchase
Ex. “I really want both the sweatshirt and short
sleeve shirt, but I can’t afford both.”
Common Objections
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May be spoken or unspoken
May be logical or psychological
May relate to the need, product, price,
salesperson, source, store, or time
May occur at any point in the sale
Should be welcomed
To Handle Objections:
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Listen
Acknowledge
Restate
Answer the objection
Methods for Handling Objections
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Boomerang
Question
Superior Point
Denial
Demonstration
Third Party
Boomerang
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The objection comes back to the customer as a
selling point
Ex. If a customer states, “I can’t believe this
concert ticket is so expensive.” The
salesperson’s response might be,”I
understand, but the view from those seats will
be excellent.”
Question
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The customer is questioned in an attempt to
learn more about the objections raised
Ex. “Why don’t you want to buy running shoes,
especially if you are starting to get more
involved in 5k events?”
Superior Point
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The salesperson acknowledges the objection as valid,
but offsets them with other features and benefits
Ex. If a customer states, “I went to a Charlotte
Checkers game last week and the tickets were $10
cheaper than the Hurricanes tickets.” The
salesperson’s response might be, “Yes, that would be
correct, but last year the Carolina Hurricanes were in
the Stanley Cup Finals and the Checkers are not part
of the National Hockey League.”
Denial
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Provide proof and accurate information when
answering objections
Best used when the customer has wrong information or
when the objection is in the form of a question
Ex. If a customer states, “I really don’t want to pay a
$150 joining fee in advance.” The salesperson’s
response might be, “You don’t have to pay in advance,
we can spread the joining fee over a six month period if
you like.”
Demonstration
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Answering objection by showing one or more
features
“Seeing is believing”
Third Party
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Uses a previous customer or another neutral
person who can give a testimonial about the
product
Can be verbal or non-verbal (letter)
Ex. “The Carolina Hurricanes have always
purchased their team equipment from us. As a
matter of fact, let me show you a letter we just
received from their equipment manager.”
Closing the Sale
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Obtaining a positive agreement from the
customer to buy
Ex. “Would you like this gift wrapped?”
Customer Readiness in
Closing
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Buying signals
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Facial expressions, body language, comments
Physical actions – nodding, reaching for wallet
Comments – “I really like it; it fits well.”
Questions – “Do you have another one for my son?”
Trial close
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Used to get an indication of what needs to be done
to close the sale
Ex. “Would you like to wear the shoes home?”
General Rules for Closing the Sale
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If the customer is ready to make a buying decision,
stop talking about the product
When a customer is having difficulty making a buying
decision, stop showing additional merchandise
Summarize the major features and benefits of a
product
Do not rush a customer into making a buying decision
General Rules for Closing
the Sale continued . . .
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Use words that indicate ownership like you and
your
Use major objections that have been resolved
to close the sale
Use effective product presentations to close
the sale
Look for minor agreements from the customer
on selling points that lead up to the close
Specialized Closing Methods
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Which close
Standing-room-only close
Direct close
Service close
Which Close
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Remove unwanted items to bring the selection
down to two
Review the benefits of each
Ask the customer, “Which one do you prefer?”
Which one?
Standing-Room-Only Close
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Used when a product is in short supply or
when the price will be increasing in the near
future
Ex. “If you purchase the signage at the RBC
Center today, you will save your club over
$2,000. Next month, there will be a 10% price
increase.”
Direct Close
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Salesperson asks for the sale
Ex. “May I initiate the paperwork for your
sponsorship of our charity event?”
Service Close
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Explains services that overcome obstacles or
problems
Ex. “Now, let’s talk about when you would like
the system installed.”
Suggestion Selling
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Beneficial to the customer and the salesperson
Customer receives the benefit of goods or
services that will compliment the initial
purchase
Ex. “How about an ice-cold Diet Vanilla Coke to
go with that hotdog?”
Suggestion Selling continued . . .
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Enhances the original purchase
Not intended to force unnecessary items onto
the customer
Takes place after the customer commits to
make the original purchase, but before the sale
is entered into the register
Suggestion Selling continued . . .
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Three methods used:
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Offering related merchandise
Recommending larger quantities
Calling attention to special sales opportunities
One for $3.50
Three for $10.00
Relationship Marketing
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Involves strategies businesses use to stay
close to their customers
Crucial to keeping customers as repeat
customers
Ex. Mailing or e-mailing a bi-monthly newsletter
to any customer of the stadium store
Benefit Selling
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Informing customers of new benefits about a
sports or entertainment product
Ex. Rather than purchase a gym membership
that will expire in six months, a customer
purchases a booklet of “admission tickets” that
do not expire until they are redeemed.”
After-Sale Activities
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Used to develop and nurture customer
relationships and loyalty in developing an ongoing dialog with customers in preparation for
future sales
Ex. Taking payment or taking the order,
departure activities such as reassuring the
customer, following-up on commitments made,
and evaluating selling skills