Personal & Professional Sales “How Can You Sell Anything... ?” Activity
Personal & Professional Sales Personality Traits of Effective Sales People?
Personality Traits of Effective Sales People 1.Confident 2.Positive 3.Honest 4.Creative 5.Smart 6.Communicates Well 7.Professional Appearance
What You Need to Know 1.Product Composition & Manufacturing – Ingredients – How is it made? – History – Care & Maintenance – Comparisons to Competition
What You Need to Know 2.How do you use the Product? – What is it used for? – How do you work it? – What are its benefits?
What You Need to Know 3.Who will Benefit From Using the Product? – What Needs Will it Satisfy? – Describe the Target Market
What You Need to Know 4.How much Does it Cost? – Cost vs. Retail – Competition’s Price – Cost to Maintain
What You Need to Know 5.Who Manufactures the Product? – Company History – Policies Ex: Return Policies – Services ex.: Delivery – Warranties & Guaranties Difference?
What You Need to Know 6.How Does Your Product Differ From the Competition’s? – Focus on Key Selling Points 7. Availability – Where do we buy it? – Where do we go to Repair the Product?
What You Need to Know 8.How is it Promoted? – Sample Advertisements – Tag Lines & Promises 9. Related Items – Where do we buy it? – Where do we go to Repair the Product?
Benefits of Product Knowledge 1.Recognition 2.Respect of Others 3.Job Advancement 4.Less Stress 5.Satisfied Customers 6.Job Security 7.Meet Legal Req.
Sources of Product Knowledge 1. Literature – Tags, Seals, Labels – Brochures/Leaflets – Government Stamps – Box Covers/Wrapping – Advertising Samples – Internet
Sources of Product Knowledge 2.People – Managers – Buyers – Sales Personnel – Customers – Vendors – Repair People
Sources of Product Knowledge 3.Formal Training – Retailer Supplied – Vendor Supplied 4.Direct Experience – Try it Yourself
Types of Goods 1.Convenience Goods – Sold by Mass Media – Little Thought Given – Inexpensive Candy Toothpaste Etc. – Good Location – Don’t Boor w/ Details
Types of Goods 2.Shopping goods – Customers Will Compare Before Buying – More than one source of the product – Needs Advertising Support – Keep Price Competitive
Types of Goods 2.Shopping goods (Cont.) – Extensive Product Knowledge Needed – Demonstration of Product Features & Benefits Needed – Understand Customer Psychology – Must Communicate Well
Types of Goods 3.Specialty Products – Customer Service is Key – Price is not the Most Important Criteria – Know Your Customer – Items are Pre-sold
Features & Benefits Features: – Facts About the Product 1.Construction 2.Materials 3.Workmanship 4.Uses 5.Price 6.Safety Features 7.Etc.
Features & Benefits Benefits: – Benefits of Using the Product 1.A Personal Satisfaction That a Customer Wants From the Product (Buying Motives). 2.Why do We Want the Product?
Personal & Professional Sales The Sales Process
1. The Approach A.Characteristics of an Effective Approach – Respectful & Courteous – Sincere – Enthusiastic – Timed Properly
1. The Approach B.Types of Approaches – Greeting – Service ( Boo Hiss!!! ) – Merchandise – Combination
2. Determining a Customers Wants & Needs A.Goal – To determine the customer’s problems or concerns for which you might sell a satisfying product or service
2. Determining a Customers Wants & Needs B.Open Ended Questions – Encourages the Customer to Talk About Their Needs & Wants; you listen oWhat did you like about your last... ? oHow do you plan to use this product?
2. Determining a Customers Wants & Needs C.Closed Questions – Used by the salesperson to confirm their understanding of the customer’s wants & needs oSo the red is your favorite? oIt fits well then?
3. Product Demonstration A.Goals – To create customer interest & desire for your product – To prove what you are saying about your product – To involve the customer in the sales process
3. Product Demonstration B.Eleven Rules of Product Demos – Handle Product With Respect – Creatively Display Each Product Feature & Benefit – Continue to Ask Questions of the Customers
3. Product Demonstration B.Eleven Rules of Product Demos (Cont.) – Use Dramatic Action – Show the Product in Use – Use Descriptive, Accurate, & Interesting Vocab.
3. Product Demonstration B.Eleven Rules of Product Demos (Cont.) – Show Enthusiasm for the Product – Anticipate Interruptions (Have a Planned Presentation) – Use Selling Aids in Presentation
3. Product Demonstration B.Eleven Rules of Product Demos (Cont.) – Practice, Practice, & Practice – Involve the Customer in the Presentation
4. Overcoming Objections A.Objection Defined – A reason not to buy B. Types of Objections – The Cost – The Product – The Company – The Time to Buy
4. Overcoming Objections C.Key to Success in Overcoming Objections – Anticipate the Objection and Having a Planned Response
4. Overcoming Objections D.Methods of Over- coming Objections – “Yes, but... “ – The Boomerang – Deny the Objection – The Question Method – Show ‘em Method – Testimonial – “Try It” Method