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The Sales Process 2.08 Allows the firm to immediately respond to the needs of the prospect Allows the firm to immediately respond to the needs of the.

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Presentation on theme: "The Sales Process 2.08 Allows the firm to immediately respond to the needs of the prospect Allows the firm to immediately respond to the needs of the."— Presentation transcript:

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2 The Sales Process 2.08

3 Allows the firm to immediately respond to the needs of the prospect Allows the firm to immediately respond to the needs of the prospect Allows for immediate customer feedback Allows for immediate customer feedback Results in an actual sale Results in an actual sale Importance of Personal Selling

4 Hard sell: Formerly thought customers had to be forced into making a purchase Relationship selling: Now selling requires the development of a trusting partnership in which the salesperson seeks to provide long- term customer satisfaction Evolution of Personal Selling

5 Recent Trends in Personal Selling Relationship selling: regular contacts over an extended period to establish a sustained seller- buyer relationship Relationship selling: regular contacts over an extended period to establish a sustained seller- buyer relationship Team selling: combination of salespeople with specialists from other functional areas to promote a product; useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies Team selling: combination of salespeople with specialists from other functional areas to promote a product; useful in sales situations that call for detailed knowledge of new, complex, and ever-changing technologies Sales force automation (SFA): applications of computer and other technologies to make the sales function more efficient and competitive Sales force automation (SFA): applications of computer and other technologies to make the sales function more efficient and competitive

6 What is the main objective in sales? Supply needs & wants of customers Supply needs & wants of customers Help customers make wise buying decisions Help customers make wise buying decisions To ensure customer satisfaction so the firm can count on repeat business To ensure customer satisfaction so the firm can count on repeat business

7 Definition of Personal Selling Personal selling involves oral conversations, either by telephone or face-to-face, between salespersons and prospective customers. A salesman is someone who sells goods that wont come back, to customers who will. (Anonymous)

8 Personal Selling Personal Selling: Any form of direct contact between a salesperson and a customer. Personal Selling: Any form of direct contact between a salesperson and a customer. Types of personal selling situations Types of personal selling situations Retail Selling: Customers come to the store.Retail Selling: Customers come to the store. Business-to-Business Selling: May take place in a number of locations: manufacturers or wholesalers showroom (inside sales) or a customers place of business (outside sales).Business-to-Business Selling: May take place in a number of locations: manufacturers or wholesalers showroom (inside sales) or a customers place of business (outside sales). Telemarketing: Selling over the telephone.Telemarketing: Selling over the telephone.

9 Consultative Selling Consultative Selling: Providing solutions to customers problems by finding products to meet their needs. Consultative Selling: Providing solutions to customers problems by finding products to meet their needs.

10 Feature - Benefit Selling The concept that a salesperson needs to match the features of each product to a customers needs and wants. The concept that a salesperson needs to match the features of each product to a customers needs and wants. Product Features: A physical characteristic or quality of a good or service that explains what it is.Product Features: A physical characteristic or quality of a good or service that explains what it is. Tangible Product Feature: Physical characteristics of a product. Tangible Product Feature: Physical characteristics of a product. Extended Product Features: Although not always physically part of the product, important in the purchase decision. Extended Product Features: Although not always physically part of the product, important in the purchase decision.

11 Feature - Benefit Selling (cont.) –Customer Benefits: Advantages or personal satisfaction a customer will get from a good or service. How does the feature help the products performance? How does the feature help the products performance? How does the performance information give the customer a personal reason to buy the product? How does the performance information give the customer a personal reason to buy the product?

12 Selling Environments and Selling Types

13 Over-the-Counter Selling Order taker Order Getter A salesperson who only processes the purchase that the customer has already selected Retail outlets that are heavily oriented toward self-service

14 Over-the-Counter Selling Order taker Order Getter A salesperson who actively seeks to provide information to prospects, persuade prospective customers, and close sales Personal service oriented stores May practice suggestion selling

15 Field Selling Help prospective customers to define their needs and then suggest the best means of meeting those needs, even if that requires suggesting that the prospects use a competitive product National account managers Missionary Salespeople Support Salespeople Professional Salespeople

16 Field Selling Highly skilled salespersons who call on key customers headquarters sites, develop strategic plans for the accounts, make formal presentations to top-level executives, and assist with all the product decisions at that level Missionary Salespeople Professional Salespeople National account managers Support Salespeople

17 Field Selling They do not seek to obtain a direct order from their customers Primary goal is to persuade customers to place orders with distributors or wholesalers National account managers Support Salespeople Professional Salespeople Missionary Salespeople

18 Field Selling Support the sales force in a number of ways Technical support salespeople assist with technical aspects of sales presentations Merchandisers may set up product displays National account managers Missionary Salespeople Professional Salespeople Support Salespeople

19 Telemarketing Utilizing the telephone for prospecting, selling, and/or following up with customers Outbound: the salesperson uses the telephone to call customers Inbound: Firms which have customers calling the vendor company to place orders (toll-free phone numbers) Telemarketing

20 Integrating the Various Selling Channels

21 THE FIVE SALES CHANNELS Over-the- Counter Field Selling Tele- marketing Online Selling Inside Selling Personal selling occurs through several types of communication channels Personal selling occurs through several types of communication channels Each sales channels has unique aspects which make it relevant for particular sales situations. Each sales channels has unique aspects which make it relevant for particular sales situations.

22 Roles of Personal Selling a. Identifying decision makers, decision processes, and qualified buyers b. Promoting to corporate, travel trade, and other groups c. Generating increased sales at the point of purchase d. Providing detailed and up-to-date information to the travel trade e. Maintaining a personal relationship with key clients f. Gathering information on competitors promotions

23 Employment in sales is growing Sales positions offer advantages: Good compensation Intrinsic reward from helping customers Flexible in day-to-day activities High-visibility career track Limited supervision Travel opportunities Increasing responsibilities Why choose the sales profession?

24 Missionary Selling Technical Selling New-business Selling Retail Selling Build sales volume by providing customers with promotional assistance in the form of advertising and sales promotion Build sales volume by providing customers with promotional assistance in the form of advertising and sales promotion Trade Selling Specific Types of Sales Jobs Telemarketing

25 Trade Selling Technical Selling New-business Selling Retail Selling Where trade salespeople sell to, missionary salespeople sell for its direct consumers Where trade salespeople sell to, missionary salespeople sell for its direct consumers Missionary Selling Specific Types of Sales Jobs Telemarketing

26 Missionary Selling Trade Selling New-business Selling Retail Selling Often technically trained in chemistry, engineering, and computer science Often technically trained in chemistry, engineering, and computer science Support the regular sales force or help sell the product Support the regular sales force or help sell the product Technical Selling Specific Types of Sales Jobs Telemarketing

27 Used in industries that have one time or very infrequent sales, thus, salespeople must constantly develop new leads to generate sales Used in industries that have one time or very infrequent sales, thus, salespeople must constantly develop new leads to generate sales Specific Types of Sales Jobs Missionary Selling Trade Selling Technical Selling Retail Selling New-business Selling Telemarketing

28 Wide range of skills required Wide range of skills required Can require knowledge, communication skills, and ability to work with diverse customers Can require knowledge, communication skills, and ability to work with diverse customers Specific Types of Sales Jobs Missionary Selling Trade Selling Technical Selling New-business Selling Retail Selling Telemarketing

29 Telemarketing uses outbound calls to: Telemarketing uses outbound calls to: Open new accountsOpen new accounts Qualify advertising leadsQualify advertising leads Service existing businessService existing business Specific Types of Sales Jobs Missionary Selling Trade Selling Technical Selling New-business Selling TelemarketingTelemarketing Retail Selling

30 Annual Pay for Sales Representatives & Sales Managers

31 Sales Force Compensation Commission: incentive compensation directly related to the sales or profits achieved by a salesperson Commission: incentive compensation directly related to the sales or profits achieved by a salesperson Salary: fixed compensation payments made periodically to an employee Salary: fixed compensation payments made periodically to an employee

32 What are the different kinds of customers? 1) Prospective Customer: no specific purchase in mind, undecided 2) Decided Customer: knows what they want, decided 3) Casual Visitor: no purchase in mind, may not be shopping, just looking 4) Customers with Complaints

33 What are the four steps that most people go through when making a purchase? 1) Attention: thoughts are focused on a product 2) Interest: attractiveness or usefulness of the product has been noticed

34 What are the four steps that most people go through when making a purchase? (cont.) 3) Desire: item is wanted by buyer 4) Action: customer makes decision

35 Why do people to buy products? 1) To fulfill basic human needs 2) Wants: desirable but not essential

36 What motivates people to buy a product or service? 3) Other factors: a.money or cost b.priorities c. self-confidence (a self confident customer is more likely to buy, and a self confident salesperson is more likely to sell)

37 Customer Buying Decisions Rational Motive: Conscious, factual reason for a purchase such as: Rational Motive: Conscious, factual reason for a purchase such as: product dependabilityproduct dependability time or monetary savingstime or monetary savings convenienceconvenience comfortcomfort recreational valuerecreational value

38 Customer Buying Decisions Emotional Motive: Feelings experienced by the customer such as: Emotional Motive: Feelings experienced by the customer such as: social approvalsocial approval recognitionrecognition powerpower lovelove affectionaffection prestigeprestige

39 Customer Buying Decisions Factors that affect customer decisions. Factors that affect customer decisions. Amount of previous experience with the product.Amount of previous experience with the product. How often the product is purchased.How often the product is purchased. Amount of information necessary to make a wise buying decision.Amount of information necessary to make a wise buying decision.

40 Customer Buying Decisions (cont.) Factors that affect customer decisions. Factors that affect customer decisions. Importance of the purchase to the customer.Importance of the purchase to the customer. Perceived risk involved in the purchase (financial loss, physical or emotional harm, wont function properly).Perceived risk involved in the purchase (financial loss, physical or emotional harm, wont function properly). Time available to make the decision.Time available to make the decision.

41 Customer Buying Decisions Extensive Decision Making: Used when there has been little or no previous experience with the item because it is infrequently purchased. Extensive Decision Making: Used when there has been little or no previous experience with the item because it is infrequently purchased.

42 Customer Buying Decisions Limited Decision Making: Limited Decision Making: Used when a person buys goods and services that he or she has purchased before but not on a regular basis.

43 Customer Buying Decisions Routine Decision Making: Routine Decision Making: Used when a person needs little information about a product because of the high degree of prior experience with it.

44 What are the methods used when dealing with different types of customers? 1) Talkative Customer: Listen attentively and direct the conversation toward the product.Listen attentively and direct the conversation toward the product. Be Patient.Be Patient. 2) Indecisive Customer : Provide facts about the product patiently and thoroughly in order to reassure the customerProvide facts about the product patiently and thoroughly in order to reassure the customer

45 What are the methods used when dealing with different types of customers? 3) Know-it-all Customer: Let the customer confirm the facts. Do not compete or argue with the customer.Let the customer confirm the facts. Do not compete or argue with the customer. 4) Silent Customer: Ask intelligent questions in order to stimulate the conversation and always be patient. Ask intelligent questions in order to stimulate the conversation and always be patient.

46 What are the methods used when dealing with different types of customers? 5) Disagreeable Customer: Be patient, polite and do not show anger. Admit to any disadvantages of the product. Be patient, polite and do not show anger. Admit to any disadvantages of the product. 6) Delaying Customer: List the sound reasons why product should be purchased.List the sound reasons why product should be purchased.

47 What are the methods used when dealing with different types of customers? 7) Decisive Customer: Keep the sales presentation short and to the point. Allow the customer to state his/her conclusions. Keep the sales presentation short and to the point. Allow the customer to state his/her conclusions. 8) Customer in a hurry: Approach the customer immediately, determine their needs quickly and close the sale. Approach the customer immediately, determine their needs quickly and close the sale.

48 How do you prevent a customer from being dissatisfied? The best way to handle a dissatisfied customer is to not create one. Make sure that any applicable warranty is thoroughly understood. Avoid selling a customer a product that does not fit their needs/wants.

49 The Customer Five Buying Decisions Product Place Price Time Quantity The Buying Process Attention Interest Desire Conviction Action From the Customers Point of View

50 The Salesperson The Selling Process 1.Preapproach 2.Approach 3.Determining Wants & Needs 4.Feature-Benefit Presentation 5.Overcoming Objections 6.Closing the Sale 7.Suggestion Selling 8.Follow Up & Service From the Salespersons Point of View

51 The Sales Process What happens during the process of a sale from the time you walk in the door to the time you leave? What happens during the process of a sale from the time you walk in the door to the time you leave?

52 Steps of A Sale 1. Preapproach: Looking for customers and getting ready for the sale. 2. Approaching the customer: Actually greeting the customer face-to-face. 3. Determining needs/wants: Learning what a customer is looking for.

53 Steps of A Sale 4. Presenting the product: Educating the customer about the products features and benefits. 5. Handling questions and objections: Learning why the customer is reluctant to buy.Learning why the customer is reluctant to buy. Providing information to remove that uncertainty.Providing information to remove that uncertainty. Helping the customer make a satisfying buying decision.Helping the customer make a satisfying buying decision.

54 Steps of A Sale 6. Closing the sale: Getting the customers positive agreement to buy. 7. Suggestion selling: Suggesting that the customer buy additional merchandise or services. 8. Reassuring and following up: Helping a customer feel that he or she has made a wise purchase.

55 The Sales Process – __________ APPROACH: 1. Preapproach 2. Approach 3. Determine Customer Wants & Needs PRESENTATION: (Select Product) 4. Feature Benefit Presentation 5. Handle Objections CLOSE: 6. Close the Sale 7. Suggestion Selling (Complete the transaction) 8. Follow Up & Service Stage 1 Stage 2 Stage 3

56 Throughout the sales process, the salesperson should be continually… planning next action steps confirming understanding asking for referrals seeking additional opportunities to serve & sell evaluating responses & results (positive/ negative) affirming decisions (minimizing buyers remorse) positively expectant

57 STEP #1: PREAPPROACH Getting ready for the sale…. Resources: Direct experience Direct experience Written publications Written publications Other people Other people Formal training Formal training

58 The Pre Approach Observing and getting ready to sell Observing and getting ready to sell A customer walks into your store and you observe what they are looking at before you greet them. A customer walks into your store and you observe what they are looking at before you greet them. Youre a home improvement business and you drive around the neighborhood to observe which houses require home repairs.Youre a home improvement business and you drive around the neighborhood to observe which houses require home repairs.

59 3 Types of Customers Undecided Just Looking Decided

60 The Preapproach Getting Ready to Sell Finding new customers by prospecting Finding new customers by prospecting Retail sales not a prevalent because the customers come into the store. Retail sales not a prevalent because the customers come into the store. Important for the salesperson to open new accounts to generate sales volume. Important for the salesperson to open new accounts to generate sales volume.

61 Prospect Find customers Find customers Get leads Get leads Build a referral base Build a referral base Cold-call Cold-call

62 Reasons for Prospecting 1. Increase Sales 1. Replace Customers

63 Finding Customers Prospecting – looking for new customers… In order to be a Prospect: 1. Need for the product 2. Resources to buy product 3. Authority to buy

64 What is prospecting? Finding potential customers Finding potential customers

65 Examples of Prospecting Wedding Pictures: Wedding Pictures: Look in newspapers for wedding announcementsLook in newspapers for wedding announcements Roof Repair: Roof Repair: Door to Door/DriveDoor to Door/Driveby/Telemarketing Golf Vacations: Golf Vacations: Mailing list for Golf DigestMailing list for Golf Digest Memberships to CoursesMemberships to Courses

66 Prospecting and qualifying prospective customers: Blind prospecting Blind prospecting Cold calling or canvassing Cold calling or canvassing Sales blitz Sales blitz Lead prospecting Lead prospecting

67 Terms to Know Referrals Potential customer names given by previous customersPotential customer names given by previous customers Cold Calls Randomly searching for customers.Randomly searching for customers. Drive by Drive by Telemarketing Telemarketing

68 The Personal Selling Process Prospecting Prospecting involves finding qualified sales leads Qualified sales leads: potential customers that have a need for the salespersons product, and are able to buy Referrals: obtained by the salesperson asking current customers if they know of someone else who might have a need for the salespersons product Cold-calling: means contacting prospective customers without a prior arrangement

69 Sources and Methods of Prospecting Employer leads Employer leads Telephone Directories Telephone Directories Trade and Professional Directories Trade and Professional Directories Newspapers Newspapers Commercial Lists Commercial Lists Cold Canvassing Cold Canvassing Customer lists Customer lists Buyer lists Buyer lists Orphaned customers Orphaned customers Public Exhibition Public Exhibition Observation Observation Direct Mail Direct Mail Customer Referrals Customer Referrals

70 Interview Qualify prospect Qualify prospect Potential customer? Yes/NoPotential customer? Yes/No How much will they buy?How much will they buy? Do you want them as a customer?Do you want them as a customer? Find out Find out What prospect needsWhat prospect needs Prospects problemsProspects problems Current suppliers (prices?)Current suppliers (prices?) Attitudes, valuesAttitudes, values Policies, decision makersPolicies, decision makers

71 Preparing for the Sale Industrial Sales Analyze past sales records. Analyze past sales records. View notes about the personal aspects of the customer. View notes about the personal aspects of the customer. Qualify new customers. Qualify new customers. Inquire with other salespeople who are with non-competing lines. Inquire with other salespeople who are with non-competing lines.

72 Preparing for the Sale Industrial Sales Ask questions in a pre-visit phone call. Ask questions in a pre-visit phone call. Make an appointment to see the prospect in order to have time to explain the features of your product. Make an appointment to see the prospect in order to have time to explain the features of your product.

73 The Personal Selling Process Pre-approach The collection of information about the potential customer and the customers company prior to the initial visit Researching the prospect and the company will assist the salesperson in planning the initial presentation to the prospective customer

74 Preparing for the Sale Retail Sales The customer comes to you, so most of the preparation is in the retail store. The customer comes to you, so most of the preparation is in the retail store. Stock keeping and house keeping duties are important. Stock keeping and house keeping duties are important. Learn about the merchandise and the prices of the merchandise. Learn about the merchandise and the prices of the merchandise.

75 STEP #2: APPROACH The 1 st communication between salesperson and customer The 1 st communication between salesperson and customer

76 The APPROACH is… The first face-to-face contact with the customer. The first face-to-face contact with the customer. Can make or break a sale Can make or break a sale Sets the mood or atmosphere Sets the mood or atmosphere Establishes a relationship Establishes a relationship

77 What your mother said is true... You never get a second chance to make a first impression!

78 Approaching the Customer First First impressions count; if a customer is turned off by the approach it will be difficult to win him or her over. Be Be alert to what interests the customer.

79 Approach (cont.) Establish a rapport and a positive relationship with the customer. Establish a rapport and a positive relationship with the customer. Be aware of the customers buying style Be aware of the customers buying style

80 The Approach in Industrial Sales Setup an appointment during the preapproach, and arrive early to the appointment. Setup an appointment during the preapproach, and arrive early to the appointment. Introduce yourself, smile, and shake hands. Introduce yourself, smile, and shake hands.

81 The Approach in Industrial Sales Engage in small talk to build a relationship with the customer. Engage in small talk to build a relationship with the customer. Comment on important things to keep the customer interested. Comment on important things to keep the customer interested.

82 The Approach in Business-to-Business Selling Set up an appointment Introduce yourself with a firm handshake and a smile. Be more personal with customers you know.. Use good opening statements with new customers.

83 The Approach in Retail Selling If customer is in a hurry, approach quickly. If customer is in a hurry, approach quickly. If customer is undecided, let them look. If customer is undecided, let them look. Encourage customers to look around and to ask questions. Encourage customers to look around and to ask questions.

84 The first encounter with a potential customer… Service approachService approach Greeting approachGreeting approach Merchandise approachMerchandise approach Combination approachCombination approach

85 Service Approach Method Ask if assistance is needed. Ask if assistance is needed. May I help you? May I help you? Problem – customer says, Im just looking. Problem – customer says, Im just looking. Instead, ask How may I help you? Instead, ask How may I help you? Methods for the initial approach :

86 The Approach in Retail Sales Service Approach Method How may I help you How may I help you Appropriate when the customer is obviously in a hurry or you are simply an order taker. Appropriate when the customer is obviously in a hurry or you are simply an order taker. Ineffective in most situations; you lose control of the sales situation. Ineffective in most situations; you lose control of the sales situation.

87 Greeting Approach Method The salesperson welcomes the customer Good morning. Establishes a positive atmosphere.

88 The Approach in Retail Sales Greeting Approach Method Good afternoon, Mr. Wright or an appropriate personal comment. Good afternoon, Mr. Wright or an appropriate personal comment. This approach begins conversation and establishes a positive rapport. This approach begins conversation and establishes a positive rapport. Do not focus on the merchandise. Do not focus on the merchandise.

89 Merchandise Approach Method Let the customer look around. When they show interest in a product, the salesperson makes a comment or asks a question. The most effective approach because it gets the customer talking about the merchandise he/she may be interested in.

90 The Approach in Retail Sales Merchandise Approach Method The salesperson makes a comment or asks questions about a product that the customer is looking at. The salesperson makes a comment or asks questions about a product that the customer is looking at. Ask questions about the item. Ask questions about the item. Usually the most effective approach because it immediately focuses attention on the merchandise. Usually the most effective approach because it immediately focuses attention on the merchandise.

91 Which Approaches ? SERVICE APPROACH DECIDED CUSTOMER SERVICE APPROACH DECIDED CUSTOMER The decided customer doesnt require your help. They know what they want. They are ready to buy. The decided customer doesnt require your help. They know what they want. They are ready to buy. Timing: You must move quickly. Timing: You must move quickly. The decided customer will take possession (hold) of the product. The decided customer will take possession (hold) of the product. The decided customer may be headed toward the check out. The decided customer may be headed toward the check out.

92 Which Approaches ? MERCHANDISE APPROACH UNDECIDED CUSTOMER The undecided customer will require your patience. They will have many questions, and will require product information. The undecided customer will require your patience. They will have many questions, and will require product information. Never give this customer too many choices, they will have a hard time making a decision. Never give this customer too many choices, they will have a hard time making a decision. Timing: Allow them to look first then approach Timing: Allow them to look first then approach

93 Which Approaches ? MERCHANDISE APPROACH JUST LOOKING CUSTOMER The just looking customer will require your patience. They like to be left alone. The just looking customer will require your patience. They like to be left alone. Timing: Allow them to look – Go slow. Timing: Allow them to look – Go slow.

94 REVIEW Types of Approaches 1) Service HOW may I help you? 2) Greeting Hi welcome to Wal-Mart

95 REVIEW Types of Approaches 3) Merchandise I noticed you were looking at our latest in pottery. 4) Combination Hello, we have a special today buy 2 shirts get the 3 rd one ½ off!

96 STEP #3: DETERMINE CUSTOMER WANTS & NEEDS How to determine consumer needs: Determine customers reasons for buying Determine customers reasons for buying Observing Observing Listening Listening Questioning and Engaging Questioning and Engaging

97 The Personal Selling Process Need Identification Requires asking probing questions of the prospective customer to determine needs The salesperson should ask open-ended questions Make sure that the customers needs and potential concerns are addressed

98 When to Determine Needs In Retail Selling: Immediately after the approach. In Retail Selling: Immediately after the approach. In Industrial Selling: During the preapproach. In Industrial Selling: During the preapproach.

99 Analyze Needs Usually during initial/only meeting in business to consumer (retail) sales. Detailed analysis of customer needs. Detailed analysis of customer needs. How will customer use product? How will customer use product? How will it help customer? How will it help customer?

100 Throughout the sales process, the salesperson should be continually… asking questions listening qualifying (the opportunity for both parties) discovering hot buttons (wiifm?-whats in it for me?) building rapport establishing trust developing credibility developing a valuable relationship addressing objections

101 How to Determine Needs Observing Observing Listening Listening Questioning Questioning

102 What methods are used to determine customer wants and needs? 1) Ask direct questions and give clear answers 2) Observe what merchandise the customer looks at

103 What methods are used to determine customer wants & needs? (cont.) 3) Watch the customers facial expressions for clues or reactions to the sales presentation 4) Listen carefully to what the customer says

104 STEP #4: PRODUCT PRESENTATION What products do you show? What products do you show? How they will use the product?How they will use the product? Show a medium-priced product first!Show a medium-priced product first! Highlight the features and benefits (FEATURE BENEFIT PRESENTATION)Highlight the features and benefits (FEATURE BENEFIT PRESENTATION)

105 The Personal Selling Process Presentation The focus of the sales presentation is the salespersons explanation of how the features of the product provide benefits Presentation may be flexible or memorized The salesperson should be prepared to provide documentation for any statements of fact that are made

106 Select Products to Present Decide which products to show. Decide which products to show. Determine the price range. Determine the price range. Show no more than Show no more than 3 products at a time. 3 products at a time.

107 What to Do Display the product creatively and attractively. Display the product creatively and attractively. Demonstrate to build customer confidence. Demonstrate to build customer confidence. Use sales aids such as articles, audio-visual aids, drawings, graphs, etc… Use sales aids such as articles, audio-visual aids, drawings, graphs, etc… Keep the customer involved. Keep the customer involved.

108 What methods are used to fulfill customer wants and needs? 1) Point out product benefits that best fit the customer needs 1) Explain facts in terms the customer can understand 2) Demonstrate product to customer

109 Product Presentation This is the pitch. This is the pitch. Show how your product helps solve customers problems. Show how your product helps solve customers problems. Match your products features (attributes) to customers needs and problems. Match your products features (attributes) to customers needs and problems. Focus on customer. Focus on customer. This is a skill that needs to be learned. This is a skill that needs to be learned.

110

111 Product presentation time! Display and handle the product Display and handle the product Demonstrate the product Demonstrate the product Use sales aids Use sales aids Involve the customer Involve the customer Hold the customers attention Hold the customers attention REMEMBER Customers BUY BENEFITS! REMEMBER Customers BUY BENEFITS!

112 STEP #5: OVERCOMING OBJECTIONS Objection vs. Excuse Objection vs. Excuse Objection based on: Objection based on:-Need-Product-Source-Price-Time

113 The Personal Selling Process Handling Objections The salesperson may have failed to provide adequate information, or have not demonstrated how the product meets the needs of the prospect Objection is a sign of interest on the part of the prospect Provide information that will ensure the prospects confidence in making the purchase

114 Objection or Excuse? Objections - Honest reasons a customer has for not making a purchase. Objections - Honest reasons a customer has for not making a purchase. Excuses - Insincere reasons for not making a purchase. Excuses - Insincere reasons for not making a purchase.

115 Common Objections Need: Customer has a conflict between wanting something and truly needing it. Product: Objections based on the product itself such as quality, size, appearance, or style. Source: Objections based on negative past experiences with the firm or brand. Price: More common with high-quality, expensive merchandise. Time: Usually reveal a hesitation to buy immediately. Sometimes are in the form of excuses.

116 Handling Objections Listen Carefully. Listen Carefully. Acknowledge the Customers Objections. Acknowledge the Customers Objections. Restate the Objections. Restate the Objections. Answer the Objection. Answer the Objection.

117 Methods to handle objections Substitution Substitution Boomerang Boomerang Question Question Superior-point Superior-point Denial Denial Demonstration Demonstration Third party Third party

118 STEP #6: CLOSING THE SALE Watch for buying signals: Verbal closing clues Verbal closing clues Non-verbal closing clues Non-verbal closing clues

119 The Personal Selling Process GainingCommitment Commitment is gained when the prospect agrees to take the action sought by the salesperson The salesperson must ask for commitment

120 Close This is where you make your money. This is where you make your money. This is why salespeople exist! This is why salespeople exist! The most important part of the salespersons job. The most important part of the salespersons job. Lots of tricks and techniques… be careful. Lots of tricks and techniques… be careful. Be persistent. 5x average (no vs. yes) Be persistent. 5x average (no vs. yes)

121 ABC - Always be Closing Be prepared to close the sale at any time. The sales process doesn't have to continue through all the steps. You can close a sale at any time. Be prepared to close the sale at any time. The sales process doesn't have to continue through all the steps. You can close a sale at any time. Prospect who is ready to buy, money in hand, waving it in the air, however, the salesperson stops them and says wait, I haven't finished my presentation yet, let me tell you how great I am. Prospect who is ready to buy, money in hand, waving it in the air, however, the salesperson stops them and says wait, I haven't finished my presentation yet, let me tell you how great I am. They've been taught to go through all the steps so they keep talking and many times talk themselves out of a sale. They've been taught to go through all the steps so they keep talking and many times talk themselves out of a sale. At any point during the sales process the prospect is ready to buy...close the sale. At any point during the sales process the prospect is ready to buy...close the sale.

122 How to Recognize Buying Signs Buyers will often give you signs they want what you're selling. These signs can either be verbal or visual. Buyers will often give you signs they want what you're selling. These signs can either be verbal or visual. A buyer may start asking more questions. A buyer may start asking more questions. They nod their head in agreement. They nod their head in agreement. They require more in depth information. They require more in depth information. They start talking about how things will be when they own the product. They start talking about how things will be when they own the product.

123 How to Recognize Buying Signs Some visual signs to watch for are: Some visual signs to watch for are: a smile,a smile, a raising of the eyebrowsa raising of the eyebrows moving closer to you so they can see better.moving closer to you so they can see better. If it's a couple they may show more affection or they may look at each other in a certain way.If it's a couple they may show more affection or they may look at each other in a certain way. When you have memorized your presentation you can be more aware of these buying signs and your closing ratio will increase dramatically. When you have memorized your presentation you can be more aware of these buying signs and your closing ratio will increase dramatically. When you know what you are going to say and don't need to think about it, your sales will increase dramatically because you can sit back and watch their body language and buying signals and you'll know when they're ready to buy. When you know what you are going to say and don't need to think about it, your sales will increase dramatically because you can sit back and watch their body language and buying signals and you'll know when they're ready to buy.

124 Methods for closing the sale Which Which Standing-room only Standing-room only Direct Direct Service Service

125 CLOSING METHODS Which Close: Encourages a customer to make a decision between two items.Which Close: Encourages a customer to make a decision between two items. Standing-Room-Only Close: Used when a product is in short supply or the price will go up in the near future.Standing-Room-Only Close: Used when a product is in short supply or the price will go up in the near future. Direct Close: Method in which you ask for the sale.Direct Close: Method in which you ask for the sale. Service Close: Explains services that overcome obstacles or problems.Service Close: Explains services that overcome obstacles or problems.

126 How to Make the Decision to Close the Sale When you have qualified the prospect properly, the buying signs are there and you know they want to buy, make the decision that the best thing for the customer is to buy. When you have qualified the prospect properly, the buying signs are there and you know they want to buy, make the decision that the best thing for the customer is to buy. Then focus your attention on talking about the things they like or feel are important as you close the sale. Put your personal feelings about your product or service aside and focus on the buyer. Then focus your attention on talking about the things they like or feel are important as you close the sale. Put your personal feelings about your product or service aside and focus on the buyer.

127 Seven More Possible Strategies for Closing Sales 1. Trial closes 2. Assumptive close 3. Summary or summary-of-the-benefits close 4. Special concession close 5. Eliminating-the-single-objection or final-concern close 6. Limited-choice close 7. Direct-appeal close

128 Closing the Sale Failure to Close the Sale. Failure to Close the Sale. If at first you dont succeed try again.If at first you dont succeed try again. 60% of all sales follow four or more attempted closes.60% of all sales follow four or more attempted closes.

129 STEP #7: SUGGESTION SELLING Selling additional goods to enhance the original purchase Selling additional goods to enhance the original purchase Cross selling Cross selling Upselling Upselling Special sales opportunities Special sales opportunities

130 Suggestion Selling Benefits To the Salesperson: Shows genuine concern for the customer and makes them want to do business with you again.To the Salesperson: Shows genuine concern for the customer and makes them want to do business with you again. To the Customer: He or she is more pleased with the original purchase.To the Customer: He or she is more pleased with the original purchase. To the Company: The time and cost involved in suggestion selling is less than the cost of making the original sale.To the Company: The time and cost involved in suggestion selling is less than the cost of making the original sale.

131 Suggestion Selling Methods Offer Related Merchandise: A good or service the customer should have to increase the use or enjoyment of the original purchase.Offer Related Merchandise: A good or service the customer should have to increase the use or enjoyment of the original purchase. Recommending Larger Quantities: This method usually works with inexpensive items or when money, time, and/or convenience will be saved.Recommending Larger Quantities: This method usually works with inexpensive items or when money, time, and/or convenience will be saved. Call Attention to Special Sales Opportunities: As a matter of customer service, salespeople are obligated to communicate special sales opportunities.Call Attention to Special Sales Opportunities: As a matter of customer service, salespeople are obligated to communicate special sales opportunities.

132 STEP #8: FOLLOW UP & SERVICE Its not over when the customer signs. Its not over when the customer signs. Make sure delivery is made, customer is trained, and customer is happy. Make sure delivery is made, customer is trained, and customer is happy. Periodically, check in with customer. Periodically, check in with customer. Dont just show up when its Dont just show up when its time to make another sale. time to make another sale. If you dont keep customer If you dont keep customer happy…. happy…. someone else will! someone else will! (your competition) (your competition)

133 The Personal Selling Process Follow- Up The salesperson completes any agreed upon actions The salesperson should stay in touch after the sale by writing thank-you notes, clipping and mailing newspaper articles of interest to the prospect and calling on the customer to ensure the customers satisfaction

134 How to maintain a relationship with the customer… Order processing Order processing Order fulfillment Order fulfillment Customer service Customer service Keeping a client file Keeping a client file Evaluate sales efforts Evaluate sales efforts

135 Reassuring and Following-up After-Sale Activities After-Sale Activities Customer Relationship Management (CRM): Involves strategies used to stay close to customers.Customer Relationship Management (CRM): Involves strategies used to stay close to customers. Taking Payment / Taking the Order: Work quickly and courteously to complete the order and avoid saying or doing anything that might irritate the customer.Taking Payment / Taking the Order: Work quickly and courteously to complete the order and avoid saying or doing anything that might irritate the customer. Departure: Before the customer leaves, or before departing a clients office, reassure the person of the wise buying choices that have been made.Departure: Before the customer leaves, or before departing a clients office, reassure the person of the wise buying choices that have been made. Follow-up: Follow through with all promises and check on customer satisfaction with the purchase.Follow-up: Follow through with all promises and check on customer satisfaction with the purchase. Evaluation: Send questionnaires or call customers to check on how well they were treated by the sales and service staff.Evaluation: Send questionnaires or call customers to check on how well they were treated by the sales and service staff.

136 Remember everything you do builds the relationship you have with your customer…

137 What is CRM? Customer Relationship Management Customer Relationship Management Implement technology and CRM Implement technology and CRM Maintain contacts Maintain contacts Maintain relationships Maintain relationships Develop customer loyalty Develop customer loyalty Implement rewards program Implement rewards program

138 Customer Service Tips And Techniques Customer Relationship Management (CRM): Involves strategies used to stay close to customers. Customer Relationship Management (CRM): Involves strategies used to stay close to customers. 68% of people quit doing business with companies that have poor customer service. 68% of people quit doing business with companies that have poor customer service. It is far easier to lose customers due to poor service than for your product's quality or cost. It is far easier to lose customers due to poor service than for your product's quality or cost. It costs 5 times as much to bring in a new customer, than to keep an existing one. It costs 5 times as much to bring in a new customer, than to keep an existing one.

139 Customer Service Tips And Techniques Attention to customer service will go a long way in helping you to satisfy your customers and make them feel as if they are truly special. Attention to customer service will go a long way in helping you to satisfy your customers and make them feel as if they are truly special.

140 CRM 1. Always tell your customer what you CAN do for them. Don't begin your conversation by telling them what you CAN'T do. 2. Allow irate customers to vent. Do not interrupt them or start to speak until they have finished having their say. 3. Diffuse anger by saying "I'm sorry or "I apologize." 4. Use your customer's name at different points in the conversation.

141 CRM (cont.) 5. Make certain that your "solution" to the customer's problem is acceptable to them. Get their approval and agreement. 6. Always conclude each conversation with a "Thank you" or a verbal message of appreciation for their business. 7. Make certain that your tone of voice is in sync with your words. Remember, your tone of voice can completely contradict your message.

142 CRM (cont.) 8. Listen attentively! There is nothing worse than asking an irate or troubled customer to REPEAT what they have just said. 9. Go the extra step by following up on your solution. Re-contact the customer to make certain that everything has been handled in a satisfactory manner, and they are pleased with the outcome. 10. Remember to ask if there is anything else that you can do for your customer. Taking the time to ask the question often results in increased business and a more committed customer.


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