4 THE SALESPERSON’S MOST IMPORTANT FUNCTION IS SELLING
5 Salespeople Can Provide Assistance To Their Customers By: Asking questionsAssisting customer in selecting productDemonstration product featuresExplaining customer benefitsAnswering customer objectionsAsking the customer to buySuggesting additional merchandiseReassuring the customer
6 What to Learn About Your Products or Services AppearanceMaterial compositionManufacturing processUses of productPerformance of productService of productCare of productProduct brandsPrice of productProduct competitionRelated items
7 Sources of Product Information merchandise itselfsalespeoplecustomerspersonal experiencemerchandise publicationsother sources
9 PURPOSE OF THE APPROACH: Welcome the customerGain the customer’s confidence and trustDirect the customer’s attention to the product
10 TYPES OF CUSTOMER APPROACHES Merchandise approachWelcome approachService approach
11 QUALIFYING YOUR CUSTOMER Observe your customerGive a selling statementAsk questionsListen to your customer
12 PRINCIPLES OF EFFECTIVE LISTENING Prepare to listenStop talking and listenPay attentionLook and act interestedDon’t interruptGive customer time to thinkUse listening responsesPractice listening
13 Prepare the Feature-Benefit Sales Presentation by: Determining what to sayDetermining what to do
14 STEPS IN PLANNING A FEATURE-BENEFIT SALES PRESENTATION STEP 1 Identify your product features. STEP 2 Learn your product’s performance and what it will do for the customer. STEP 3 Translate product features into buyer benefits. STEP 4 Develop qualifying questions to determine your customer’s buying motives.
15 A Product Feature… is anything you can: -See or hear -Feel or touch -Smell or tasteanswers the question: What is It?
16 A Buyer Benefit…Is a gain, satisfaction, or personal benefit received by the customer.Answers the question: What does it mean to me? Or how will I benefit?
17 HOW TO TRANSLATE PRODUCT FEATURES INTO BUYER BENEFITS List the product features.Determine what each feature will do for the customer.Explain how your customer will benefit from the product performance.
18 TYPES OF QUALIFYING QUESTIONS WHO will use the product?WHAT does your customer expect from the product?WHERE will the product be used?HOW will the product be used?WHEN is the product needed?WHAT are your customer’s likes and dislikes?
24 CLOSING TECHNIQUES Ask-Your-Customers-To-Buy Close Choice Close Assumption CloseAdvantages-and-Disadvantages ClosePremium CloseLast-Chance-To-Buy CloseStanding-Room-Only CloseTestimonial CloseObjection CloseRelated-Merchandise CloseOthers
25 Suggestion Selling Is… A personal service to the customer.A reminder to customers of needed merchandise.A help to customers in satisfying their needs and wants.A benefit to the business, salesperson, and customer.
26 Business Benefits From Suggestion Selling Through… Increased profitsBetter satisfied customersImproved store imageBetter satisfied salespeople
27 WHAT TO SUGGEST TO YOUR CUSTOMERS Related MerchandiseNew MerchandiseLarger Quantities of MerchandiseBetter Quality MerchandiseMerchandise SpecialsMerchandise for Special Occasions
28 How To Make Customer Suggestions Close the original sale firstMake the suggestion from the customer’s point of viewMake a specific suggestionDemonstrate the benefits of the suggested merchandise