Presentation on theme: "Understand preliminary activities associated with selling"— Presentation transcript:
1Understand preliminary activities associated with selling
2Employee training and development Product knowledgeTraining: To inform by instruction, discipline, or drill.Formal training: Training provided by the company in a class or workshop settingThis type of training most often takes place in B2B (Business to Business) selling.Informal training: Takes place on the sales floor in retail operationsA new associate may be paired with an experience associate who will describe the merchandise and selling techniques.
3Employee training and development Product knowledge cont.On your own: Some organizations do not provide training. In this case, an associate must learn on their own.The more knowledgeable a salesperson is successful sales will result.Top salespeople continue to learn about products on their own.
4Four main sources of information include: The product itself. Salespeople may be given samples of the products to try.Printed resources. Care tags, content labels, and users’ manuals. Other sources include manufacturer’s, trade journals, and consumer publications.The Internet. Search using keywords or search engines such as Google or Yahoo.People. Those who have previous experience with your product are a valuable source of information. Ask customers about their previous experiences and how the product compares to competitors
5Employee training and development Sales techniquesAttention: Get the attention of your customer through advertising or prospecting.Interest: Build interest using an emotional appeal (i.e. family, friends, and boss).Desire: Build desire by highlighting product features.Conviction: Increase desire by sharing testimonials and proving the worth of the product.Action: Encourage the customer to buy, ask for the sale
6Employee training and development Ethical behavior: Effective salespeople should build trust with customer by being honest and responsibleBehaviors that are considered unethical include:Overselling the product, promising more than the product or company can deliverLying about the competition to make the saleProviding false testimonials
7Preapproach And Prospecting Preparing for face-to-face customer interactionSalespeople gain product knowledge, study trends, competitors, and identify potential customers
8Preapproach And Prospecting Prospect - A potential customer.Prospects are most common in B2B selling situations.Prospects, or leads, come from:EmployersDirectoriesTelephone directoriesTrade and professional directoriesNewspapersCommercial listsCustomer referrals
9Preapproach And Prospecting Two Types Of ProspectingEndless chain method: Salespeople ask previous customers for names of potential customers.Cold canvassing: Salespeople attempt to locate as many potential customers as possible without checking out leads beforehandSalespeople may go door-to-door or may select names from a telephone directory.
10Preparation For B2B And Retail Selling Preapproach depends on whether the customer is a new prospect or an existing customer.For new prospects the salesperson must do background research to determine needs and financial standing.For existing customers, the salesperson must review past notes and history about past purchasing habits.
11Preparation For B2B And Retail Selling The preapproach in the retail environmentRetail associates are responsible for preparing the merchandise and work areas.Straightening, rearranging, and replenishing stockAdjusting price ticketsLearning the location and current availability of stockArranging displaysVacuuming and dusting