Retail Selling www.delegue.ma

Retail Selling Objectives: To discuss: Role of a retail salesperson. Role of personal selling. Retail Selling process Requirements of Effective Selling Evaluation of a salesperson

Role of a retail salesperson. Acts as an interface between the retailer and the consumer

Helps locate merchandise, generate interest in a potential customer, explains benefits. Is a moment of truth for the customer. Activities: Sales transactions(open,close cash registers, cheque the cash, gift vouchers, credit transactions etc. merchandise returns & exchanges, gift wrapping, merchandise display, personal selling, suggestive selling.

Role of Personal Selling Is the process of convincing the customer about the product through personal selling. Happens at two levels: Retail Level Field Level (door to door selling) Personal Selling should be used as a tool for communication between the organisation and target customers.

Requirement for Effective Selling Product, policies and procedures knowledge. Listening (and Questioning) Interpreting and Non verbal communication. Flexibility and adaptive selling

Feature - Benefit Selling The concept that a salesperson needs to match the features of each product to a customer’s needs and wants.

Feature-Benefit Selling Physical characteristic or quality that identifies a product Color Style Size Model # Benefit Advantage or personal satisfaction a customer gains from the product

Feature/Benefit Chart for Refrigerators Features 21.5 cubic feet 300 KWh/year Brand name (GE) Variety of colors Auto ice maker Vegetable crisper Benefits Lots of storage space Low energy use/saves money Quality/dependability Match any décor Convenient Prolongs food life

Types of Product features Extended Warranties Delivery Installation Return policy Financing Tangible Style Color Quality Options

Product Knowledge Sources Printed materials Brochures Product tags Catalogs Experience Other employees Mentor Trainer Formal training

Customer Buying Decisions Salespeople must study what motivates customers to buy what decisions customers make before finally purchasing a product.

What motivates a buyer? Rational motives Conscious, factual reason for buying Dependability Time/money savings Convenience Health/Safety Service Emotional motives Feeling of satisfaction desired from a product Social approval Curiosity Recognition Power Love/affection Prestige

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

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

Customer Buying Decisions Routine Decision Making Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk.

Retail Selling Process Preparing for a customer Prospecting for customers Presenting the merchandise Handling customer objections Closing the sale Following up the sale

Presenting the Merchandise Basic guidelines: Understand the customer’s needs and wants Reduce the customer’s perceived risk Demonstrate the product Actively Involve the customer Sell product benefits Make the message simple

Evaluation of a salesperson Conversion rate Sales per hour Use of time standards