Objectives Explain how salespeople get ready to sell List sources of product information Explain feature-benefit selling and how it creates selling points Identify consumer buying motives List prospecting methods and explain how prospects are qualified Demonstrate how to properly approach a customer to open a sale Differentiate between organizational and retail sales approaches List three retail sales approach methods Discuss when and how to determine customer needs

SECTION 13.1 – Preliminary Activities “Work associated with selling begins before a salesperson speaks with a client or a customer.”

Getting Ready to Sell Product Knowledge Experience – using the product is the best source of information Published Materials and Web Sites – read other opinions on product including those from the manufacturer Training – shadowing a more experience employee, receive training though manufacturer

Industry Trends and Competition Read public materials about the product and the market in general Example Wall Street Journal Magazine over the field – Car Magazine or Men’s Health Merchandising Coordination of sales and promotional plans with buying and pricing Essentials are place, time, price, and quantity in displaying products

Extended Product Features Feature-Benefit Selling – matching product to their customers’ needs and wants Product Features –basic, physical, or extended attributes of the product or purchase Basic Features – intended use Physical Features – how the product is constructed Extended Product Features – intangible attributes to the product Product Features Basic Features Physical Features Extended Product Features

Selling Points – noting the function of a product and its benefits Customer Benefits Advantages or personal satisfaction a customer will get from a good or service Selling Points – noting the function of a product and its benefits Retail sales situation – person looking for jeans – comfortable fit and dressy style Organizational Sales Situation – sold to an individual for business use

Advantages Selling points for your product Customer Buying Motives – reasons a customer buys a product, might not be realized Rational – conscious, logical reasons for purchase Emotional – feelings experienced by a customer when associated with the product Patronage – reasons for remaining a loyal customer – trust & confidence Multiple – using more than one reason above

Prospecting – a potential customer either individual or business Prospecting Techniques – following are used by salespeople to generate sales leads Customer Referrals - names of other people who might buy the product Endless Chain – names for potential customers come from current customers Cold Canvassing – locating potential customers without checking leads beforehand Employer Sales Leads – telemarketing and attend trade shows

Qualifying Prospects Answers to questions 3 Questions to evaluate a sales lead Does the person/company need the product or service Who is authorized to make the purchase? Does the customer have the resources to pay for the product Answers to questions To find the answers to the questions a person must do some research and make inquiries

“You can make or break a sale during the approach.” SECTION 13.2 – First Steps of a Sale “You can make or break a sale during the approach.” Rapport – positive relationship

The Approach Arrive Early – observe how the business is working, read signs on the wall, and show courtesy Greet and engage the Customer Current Customer – talk about industry, something that happened last time they meet, or their hobbies New – find a common interest and talk about products / services that might help them

Retail Selling Timing the Approach Methods Usually do not know the customer previously Timing the Approach Customer seems like they are in a hurry – approach them quickly Customer seems undecided – let the customer look around Casual shoppers – will look for help when needed Methods Greeting – welcomes the person into the store, lets the customer know that assistance is available “Good morning” Service – salesperson asks a person if they need help “How many I help you” Merchandise / Theme – salesperson makes a comment or asks questions about a product in which the customer shows interest “That jacket comes in several colors”

Determining Needs Determining Needs Observing Listening Questioning When to Determine Needs – once you know what they need it is easier to make your presentation Loyal customers – review previous sales Immediately after the approach – ask what brings them in How to Determine Needs Observing Listening Questioning Determining Needs Observing Listening Questioning

Nonverbal Communication Observing Anything seen may provide insight into what a customer needs Nonverbal Communication Expressing oneself without words Facial Expressions, hand motions, and eye movement are some examples Amount of time someone hold something Listening Give your customers your undivided attention and listening with empathy

How to Refine Questions Questioning Get the customer involved in the conversation by asking questions Questions should be based around who, what, when, where, how, and why How to Refine Questions Ask more specific questions relating to the product Might include size, color, and any special feature Avoid questions that deal with price and how much are you willing to spend

Question Do’s and Don’ts Ask open ended questions Require more than a yes or no answer Ask clarifying questions to understand customer’s needs Do not ask too many questions in a row Do not ask questions that might embarrass customers or make them defensive