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Selling LAP 108 Decisions, Decisions, Decisions Objectives Identify types of customer buying decisions. Facilitate customer/client buying decisions.

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Presentation on theme: "Selling LAP 108 Decisions, Decisions, Decisions Objectives Identify types of customer buying decisions. Facilitate customer/client buying decisions."— Presentation transcript:

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2 Selling LAP 108 Decisions, Decisions, Decisions

3 Objectives Identify types of customer buying decisions. Facilitate customer/client buying decisions.

4 Identify types of customer buying decisions. Objective

5 Nick wants to buy a digital voice recorder:Nick wants to buy a digital voice recorder: Doesnt know anything about them Doesnt know anything about them Goes to a recommended store Goes to a recommended store Sees a variety of different models Sees a variety of different models Doesnt want to spend more than $60 Doesnt want to spend more than $60 Wants to purchase today Wants to purchase today Buying decisions:Buying decisions: He has already made some. He has already made some. He still has some to make. He still has some to make. Nick needs the help of a skilled salesperson.Nick needs the help of a skilled salesperson.

6 Customer Buying Decisions Usually require a certain amount of assistance and reassurance from a salespersonUsually require a certain amount of assistance and reassurance from a salesperson Successful salespeople are well- prepared to help.Successful salespeople are well- prepared to help. Customers and clients are unique:Customers and clients are unique: At different stages in the decision-making process At different stages in the decision-making process Make buying decisions in no particular order Make buying decisions in no particular order

7 Types of Customer Buying Decisions Need decision: Why should I buy?Need decision: Why should I buy? Usually the first buying decision a customer makes Usually the first buying decision a customer makes Determining a need or want for a good or service Determining a need or want for a good or service Often made before coming in contact with the salesperson Often made before coming in contact with the salesperson

8 Types of Customer Buying Decisions Product decision: Which one should I buy?Product decision: Which one should I buy? Brand Brand Type Type Model Model Style Style Color Color Quality Quality Of all the products available, which is right for the customer? Of all the products available, which is right for the customer? Influenced by factors such as: Influenced by factors such as: Quantity Quantity Size/shape Size/shape Flavor Flavor Packaging Packaging Reputation Reputation Customers gather product information from sources such as: Customers gather product information from sources such as: Advertising Advertising Manufacturers promotional materials Manufacturers promotional materials Trade magazines Trade magazines The Internet The Internet Friends Friends Relatives Relatives Salespeople Salespeople Brand: Dodge Type: SUV Model: Nitro Size: Midsize Color: Red

9 Types of Customer Buying Decisions Place decision: Where should I buy?Place decision: Where should I buy? Influenced by factors such as: Influenced by factors such as: Location Location Customers value convenience. Customers value convenience. E-commercecan order almost anything from home E-commercecan order almost anything from home Product quality Product quality Promotion Promotion Advertising Advertising Direct marketing Direct marketing Online marketing Online marketing Positive publicity Positive publicity Brand preference Brand preference Loyalty Loyalty Customer service Customer service More important for some purchases than others More important for some purchases than others Often a key factor in industrial purchases Often a key factor in industrial purchases Recommendations Recommendations Employees Employees

10 Types of Customer Buying Decisions Price decision: How much will I pay?Price decision: How much will I pay? Closely related to product decision (often made at the same time) Closely related to product decision (often made at the same time) Influenced by factors such as: Influenced by factors such as: Product features and benefits (primary consideration) Product features and benefits (primary consideration) Uniqueness of product Uniqueness of product Warranty Warranty Customer service Customer service Brand preference Brand preference

11 Types of Customer Buying Decisions Time decision: When should I buy?Time decision: When should I buy? Reasons for customer delay often include: Reasons for customer delay often include: Need for additional information Need for additional information Finances Finances Salespeople can help by explaining: Salespeople can help by explaining: Advantages of purchasing now Advantages of purchasing now Discounts Discounts Free shipping Free shipping Rebates Rebates Extra products Extra products Disadvantages of waiting to purchase Disadvantages of waiting to purchase Missing out on a sale Missing out on a sale Limited product availability Limited product availability The availability and advantages of credit The availability and advantages of credit

12 Facilitate customer/client buying decisions. Objective

13 Assisting Customers with Buying Decisions Step oneDetermine if the customer needs help.Step oneDetermine if the customer needs help. Question the customer. Question the customer. Listen to responses. Listen to responses. Rely on your experience, or learn from a mentor. Rely on your experience, or learn from a mentor.

14 Assisting Customers with Buying Decisions Step twoGain the customers confidence.Step twoGain the customers confidence. Be a good listener. Be a good listener. Display self-confidence. Display self-confidence. Demonstrate expertise on: Demonstrate expertise on: Products Products Company Company Industry Industry Market conditions and trends Market conditions and trends Make only promises you can keep. Make only promises you can keep. Demonstrate confidentiality. Demonstrate confidentiality. Demonstrate friendliness and build rapport. Demonstrate friendliness and build rapport.

15 Step threeBe honest and sincere with the customer.Step threeBe honest and sincere with the customer. Step fourShow genuine interest in helping the customer.Step fourShow genuine interest in helping the customer. Dont act as if youre rushed. Dont act as if youre rushed. Answer all questions. Answer all questions. Take notes. Take notes. Assure customers you will help them make the best decision. Assure customers you will help them make the best decision. Assisting Customers with Buying Decisions

16 Step fiveDemonstrate product knowledge.Step fiveDemonstrate product knowledge. For your products as well as your competitors For your products as well as your competitors If you cant answer a question, find out from another employee. If you cant answer a question, find out from another employee. Step sixRelate features and benefits to the customer.Step sixRelate features and benefits to the customer. Assure the customer that the quality of the product is worth its price. Assure the customer that the quality of the product is worth its price. Use specific rather than general terms. Use specific rather than general terms.

17 Jake is under pressure to make sales: Feels hes convincing customers to buy products they dont need and might not be able to afford His boss says thats not Jakes problem. What do you think? Yes, the price of this laptop is more than you wanted to spend, but we have financing available.

18 MarkED Acknowledgments Original Developers Christopher C. Burke, Sarah Bartlett Borich, MarkED Version 1.0 Copyright © 2008 MarkED Resource Center

19 Digital-based photography sources: Brand X Pictures Studio 14; E-Commerce Obj. A: BXP30985 Photos © Brand X Pictures 8755 Washington Blvd., Culver City, CA, DIGITAL VISION; Business Communication Obj. A: #079023A Consumers Obj. B: #267152C Photos copyright Digital Vision Ltd., all rights reserved. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5

20 Digital-based photography sources: PHOTODISC, INC. Business & Occupations Vol. 7 Obj. A: #7327 Photos copyright PhotoDisc, Inc Fourth Ave., Seattle, WA 98121

21 Copyright: All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.

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