Presentation on theme: "Unit 5. Selling an expensive product such as a car relies on both product features and on emotional aspects of decision making. A car salesperson,"— Presentation transcript:
Selling an expensive product such as a car relies on both product features and on emotional aspects of decision making. A car salesperson, for example, must be able to relate to the customer on all these levels in order to close the sale.
Selling is, in many ways like putting a jigsaw puzzle. you analyze the various parts by shape and size. When you sell, you analyze your customer’s needs and buying motives. use that information to begin framing your product presentation.
1 st Step What product or products to show your customer 2 nd Step Think about what you are going to say and how you are going to say it
After you have learned the customer’s intended use of a product, you should be able to select a few samples that match those needs.
Begin by showing a medium-priced product. You can then move up or down in price one you begin to get some customer feedback
To avoid overwhelming your customer, show no more than 3 products at a time. When a customer wants to see more than 3, put away the displayed products in which the customer shows no interest Why would you do this?
Talk about the product’s features and benefits. Tell your customer the product features that match his or her buying motives and needs. Use highly descriptive adjectives and active verbs when describing product features. Avoid unclear words such as nice, pretty, and fine. Use Layman’s terms – words the average customer can understand
If you are loosing your customers attention, ask a simple question. Example: Now that you’ve seen the features of this product, what do you think about it? The key is keeping the customer involved
Display and Handle the product Show the customer any special features of the product Demonstrate Show the customer how the product works Involve the Customer If possible let the customer try the product
When you cannot determine a customers intended price range, what price level of product should you show? For security purposes and to make your sales presentation effective, what would you do if a customer asks to see six pairs of expensive earrings?
Objections Concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase Excuses Reasons for not buying or not seeing the salesperson
Objections can occur at any time during the sales process and should be answered promptly. Objections can guide you in the sales process by helping you redefine the customer’s needs and determine when the customer wants more information.
Objection Analysis Sheet A document that lists common objections and possible responses to them. Thinking of objections ahead of time gives you an idea of how to handle other objections.
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 They include concerns about things such as construction, ease of use, quality, color, size, or style.
Source Often occur because of negative past experiences with the firm or brand Price More common with expensive merchandise. Time Reveal a hesitation to buy immediately Ex. I think I’ll wait until July when you have your summer sale to buy those sandals.
Listen Carefully Acknowledge the Objections Restate the Objections Answer the Questions
Substitution method Involves recommending a different product that would satisfy the customer’s needs Boomerang method Brings the objection back to the customer as a selling point Example
Questions Question the customer to learn more about the objections. While answering your inquiries, the shopper may even come to realize that an objection may not be valid. Superior-Point Method Permits the salesperson to acknowledge objections as valid yet still offset them with other features and benefits.
Find a few ads (2) that promote products such as clothing, pharmaceuticals, cosmetics, athletic footwear, etc. Write a brief description of the ads you selected. Then note whether the ads give information about the products’ features and benefits. Explain why they do or why they don’t.