1. Importance of Selling & The Selling Process

2. Retail Sales The objective of a retailer is to have what customers want when they want it. What Is Personal Selling? ◦ Personal Selling: type of selling interaction between retailers and the customer. ◦ Non-Personal Selling: type of selling where there is no interaction. ◦ The selling process is the exchange between customer and retailer.

3. Characteristics of Sales Associates Sales associates: ◦ Must have good people skills and be willing to assist the customer with problems. ◦ Be well groomed and have good hygiene. ◦ Be willing to learn knew promotions and products. ◦ Must have good work ethics.

4. The Sales Associates' Job Selling Tasks ◦ Involves selling the merchandise/service the sales has been hired to sell. Associates ◦ Keep sales area neat and organized. ◦ Handle item returns, and prepare it to return to the sales area. ◦ Answer customer questions and direct customers to merchandise.

5. The Sales Associates' Job Non-Selling Tasks ◦ Tasks that are not directly related to working with a customer. Associates: ◦ Handle tasks such as maintaining appearance and organization of the store. ◦ Inform the manager if any items are sold out. ◦ Restock supplies.

6. Product Knowledge Product knowledge means being familiar with the items and services being sold. Associates should provide information to the customer. Where to Get Product Knowledge: The product itself: ◦ You can find product info on labels, brochures, and packages. ◦ This source and answer most common questions.

7. Product Knowledge Where to Get Product Knowledge:(cont.) ◦ The Product’s Manufacturer:  Manufacture representatives are trained on the product and can answer questions about the product.  Manufacture websites with product info. ◦ Trade Publications  Newspapers or magazines that have info on a particular business or industry.  Feature articles about trends, companies, and new products of interest.

8. Buying Motives Motives that cause customers to purchase a product are identified in two categories: Rational and emotional motives. Rational Buying Motives: ◦ A rational buying motive: a customer makes a decision based on a reasonable idea. ◦ Another motive in this category includes financial motivations.

9. Buying Motives Emotional Buying Motives: ◦ An emotional buying motive is determined by how a product makes you feel. ◦ Some examples include peer acceptance, power, and the desire for physical beauty. ◦ Many customers don’t think these are emotional motives, they think they are rational motives.

10. Buying Motives Understanding Buying Motives It is common for a customer to have a combination of both motives. Sales associates should understand the customers motive to determine which products might interest a customer.

11. The Sales Process – Step-by-Step A-N-A-P-O-C-S ◦ Approaching the customer ◦ Presenting the product ◦ Overcoming objections ◦ Closing the sale ◦ Suggestion selling ◦ Relationship building

12. The Sales Process Approaching the customer: ◦ Greet customer face to face. ◦ Do not stereotype a customer  Age, sex, race, religion, or appearance. ◦ Discover the customers buying style.  Some customers like to do business quickly, while others move at a slower pace. ◦ Ask open ended questions ◦ It is extremely important that the sales person smiles and acts friendly.

13. The Sales Process Determining needs: ◦ Learn what the customer is looking for in a product in order to determine which products to present. ◦ Use open ended questions that encourage customers to do the talking. ◦ Ask clarifying questions to make sure you understand the customers needs. ◦ Don’t ask questions that might embarrass customers or make them defensive.

14. The Sales Process Presenting the product: Show and Tell ◦ Products to show: Once you know the intended use of the product, select a few items to show. ◦ Price range: If you don’t know the price range, begin with a medium priced product. ◦ How many products to show: No more than three products at a time. ◦ What to say: Talk about product features and benefits.

15. The Sales Process Overcoming objections: ◦ Learn why the customer is hesitant to buy, provide information to overcome the objection and help the customer make a satisfying purchase.  Objections: sincere reasons for not making a purchase.  Excuses: insincere reasons for not buying a product. ◦ Objections can occur anytime, and should be answered promptly. I don’t think I can afford this...

16. The Sales Process Closing the sale: ◦ Get the customer’s positive agreement to buy. Buying Signals: things customers do or say that indicate readiness to buy. Trial Close: an initial effort to close a sale.

17. The Sales Process Suggestion selling: ◦ Suggest additional products that will save the customer money or will help the customer better enjoy their original purchase. Relationship building: ◦ Create a means of maintaining contact with the customer after the sale.

18. Feature/Benefit Selling Feature/Benefit selling means turning the features of a product into concepts that a customer might want to purchase. Product Features: ◦ Physical aspects of a product. Product Benefits: ◦ The advantages that a customer receives from the product features. ◦ Customers like to hear about features that are included with the product.

19. Feature-Benefit Chart Can compare the F & B of one product -or- Compare features of different competing items

20. How Important… Selling Policies used by Retailers Profitability Decision Making ◦ Discounts, Theft, Return, Trade, Pricing ◦ Merchandise Discounts ◦ Damaged Discounts Return Policies ◦ Exchanges ◦ Refunds Delivery Policies ◦ Costpassed on to customer ◦ Surchargecharged as a separate expense Selling Process Policies ◦ Greeting, Suggestion Selling, Quantities