The Selling Process Steps 6,7,8 Marketing Co-Op Chapter 15.1 & 15.2

Step Six: Closing the Sale Obtaining an agreement to buy from the customer All steps up to now have been to help customer make buying decisions

Timing the Close Some customers are ready to buy sooner than others The salesperson must be flexible Buying Signals – the things customers do to indicate a readiness to buy Facial Expressions Body language Comments

Trial Close The initial effort to close the sale Used to test the readiness of the customer Even if it is not successful, you will learn from the attempt

How to Close the Sale Help customers make a decision Work to narrow down options Create ownership mentality Use words like you and your Don’t talk too much and don’t rush Be patient and courteous If you sense the customer is ready to buy, stop talking about the product

Methods for Closing the Sale Which Close Encourages customers to choose between two items Review the benefits of each item and then ask… “Which one would you like for me to ring up for you?” “Which of these items will best fit your needs?”

Methods for Closing the Sale Standing Room Only Close Used when the product is in short supply or when the price will go up very soon Can be perceived as a high-pressure tactic Salesperson can say something like…… “I’m sorry, but I can’t promise you this item will be in stock tomorrow. This is the last one.” “This great sale ends tomorrow and this item will then be sold at regular price.”

Methods for Closing the Sale Direct Close You ask for the sale Use this method when the buying signals are very strong “It appears that you like the options I have shown you. Now lets move to the register to wrap things up.” “Can I assume that we’re ready to fill out the sales paperwork?”

Methods for Closing the Sale Service Close You explain services that overcome obstacles or problems the customer expresses Gift wrapping Return policy Warranties and guarantees Bonuses or premiums “This item has a lifetime guarantee, we will replace it if anything should happen to it.” “You can always return it if your daughter doesn’t like it. We have a very easy return policy.”

Step Seven: Suggestion Selling Selling additional goods or services to the customer Items that will ultimately Save the customer money Make the original purchase more enjoyable

Ways to use Suggestion Selling “Would you like to buy some batteries for that toy?” Offer Related Merchandise Recommend Larger Quantities Call Attention to Special Sales Opportunities “ This item is buy 2 get 1 free, would you like to choose two more?” “ Would you like to add this candle to your purchase? It is our new scent and is on sale this week for half price.”

Rules for Suggestion Selling Use after customer has agreed to the sale, but before the transaction is complete Make your suggestion from the customers point of view and give at least one reason why they should add the item Show them the item you are suggesting Make the suggestion positive

Step Eight: After-Sales Activities This step includes Order processing Order fulfillment Follow up Customer service They should all be handled in a way that promotes repeat business

Order Processing Retail Selling Business to Business Bag the merchandise with care Individually wrap fragile items Business to Business Complete all paperwork quickly and neatly Provide customer with a business card in case they have questions later

Order Fulfillment More complicated in E-commerce, mail-order, and telemarketing sales Taking order Financial processing Packing and shipping Sometimes includes Customer service Technical support

Follow Up Following through on all promised made during the sale Calling to confirm deliver dates Call to make sure the delivery was successful Call customers to explain any delays Call a week or two after the sale to if the customer is happy Send a thank you note with your business card attached

Customer Service Providing good customer service is what brings in repeat business Handling customer complaints Main goal is customer satisfaction

Assignment Chapter 15 Bookwork 15.1 – pg. 319 – Key Terms and Concepts…..(1-3) 15.2 – pg. 327 – Key Terms and Concepts…..(1-3) Chapter Review – Review Facts and Ideas…..(2-11) You will be held responsible for all the red dot terms for the test