Chapter 15 Closing the Sale How to Close a Sale Section 15.1 How to Close a Sale Section 15.2 Customer Satisfaction and Retention
Suggestion Selling & Relationship Building Objectives Explain the importance of suggestion selling List the rules for effective suggestion selling Demonstrate appropriate specialized suggestion selling methods Explain After Sale Activities Marketing Essentials Chapter 15, Section 15.2
Suggestion Selling Suggestion selling X method of selling in which the salesperson recommends additional goods or services to the customer Selling other items with the original purchase that will save the customer time or money Marketing Essentials Chapter 15, Section 15.2
Rules for Suggestion Selling Five basic rules for suggestion selling: Done after the commitment to buy the original product but before payment Recommend from the customer’s point of view and one reason for your suggestion “For your child to enjoy this toy immediately, you will need AA batteries”. Marketing Essentials Chapter 15, Section 15.2
Rules for Suggestion Selling Make the suggestion specific Don’t ask “Will that be all” say “You can get a large fry and coke for $1.00 more?” Show the item you are suggesting Let customer see and handle it if possible Ex: matching pair of earrings next to a new top
Rules for Suggestion Selling Make the suggestion positive Instead of “That skirt will look better with some nice shoes” try
1. After-Sales Activities After-sales activities are used to grow customer relationships and boost customer’s confidence in their decision to buy. They include: Order processing Order fulfillment Departure Follow-up Customer service Marketing Essentials Chapter 15, Section 15.2
After-Sales Activities 1. Order Processing at the store: Quick and careful wrapping of goods Speedy payment processing In business-to-business settings: complete the paperwork quickly and leave a business card
After-Sales Activities 2. Order fulfillment - online More complicated in e-commerce, mail order, or telemarketing sales than retail (buy and go) Non-retail Order Fulfillment includes: Take the order Process the payment information (Credit Card info) Pick the right product Pack it well Ship it according to the customer’s preference
After-Sales Activities Departure Activities: Reassure customer of his/her wise buying choices Always thank customers, whether they buy or not
After-Sales Activities Follow-up B2B Includes making arrangements to follow through on all promises made during the sales process Follow-up ideas: Call to ensure that delivery occurred as promised Send a thank-you note with your business card attached If customers file a complaint, respond quickly