4.02 Recognize the steps of the selling process.

_____________ The first encounter with a ___________ – The initial approach is critical. It should be __________, create a favorable impression, and create ___________ in the product.

_____________ Approach Considered the _______ effective approach method. Should only be used when customer is obviously in a hurry or when selling a service. “May I help you?”

______________ Approach Used to acknowledge customer’s presence and establish ______________ May include introduction of oneself Can be combined with service or merchandise approach Ex. “Good morning! Is it still raining outside?”

_______________ Approach Includes comments or questions about the ________________ the customer is looking at or handling Considered the _____ effective approach Ex. “The Atlanta Braves jersey will not shrink when washed.”

Sales Approaches in SEM include: ______________

Determine the Needs of Customers _________

___________ The ____________ communication of the customers and how they express themselves through body language

__________ to Customers Maintain good ____________ Provide ________ and non-verbal __________ Give customers undivided attention Listen with empathy and an open mind Do not interrupt

____________ Customers Well-chosen questions can help uncover _____ and ________________ while putting customers at ease Begin with ________ questions and then progress into specific questions Ask ______________ questions and then explain the benefits Ex. “How often do you bring your family to Paramount’s Carowinds each year?”

Product Presentations & ________________ Actively ________ the customer _____ the product to the customer and tell him about its benefits (Called _____________) – Never show more than three items at a time – When in doubt, show medium-priced items first

Make the Presentation Come Alive _______ the customer by putting the product in the customers’ _________ _______________ how the product works Ex. When a customer is purchasing season tickets, offer to show them where they will be sitting

Overcome ________________ An objection is a _________, ___________, or _______________ a customer has for not making a purchase Ex. “I really want both the sweatshirt and short sleeve shirt, but I can’t afford both.”

Common Objections May be ________ or ___________ May be __________ or _______________ May relate to the need, product, price, salesperson, source, store, or time May occur at any point in the sale Should be welcomed

To Handle Objections: ______________

Methods for Handling Objections Boomerang Question Superior Point Denial Demonstration Third Party

_______________ The ___________ comes back to the customer as a ________________ Ex. If a customer states, “I can’t believe this concert ticket is so expensive.” The salesperson’s response might be,”I understand, but the view from those seats will be excellent.”

______________ The ____________ is questioned in an attempt to learn more about the _____________ raised Ex. “Why don’t you want to buy running shoes, especially if you are starting to get more involved in 5k events?”

__________________ The salesperson acknowledges the objection as valid, but offsets them with other _____________ and ______________ Ex. If a customer states, “I went to a Charlotte Checkers game last week and the tickets were $10 cheaper than the Hurricanes tickets.” The salesperson’s response might be, “Yes, that would be correct, but last year the Carolina Hurricanes were in the Stanley Cup Finals and the Checkers are not part of the National Hockey League.”

___________ Provide _________ and accurate ______________ when answering objections Best used when the customer has ______ information or when the objection is in the form of a question Ex. If a customer states, “I really don’t want to pay a $150 joining fee in advance.” The salesperson’s response might be, “You don’t have to pay in advance, we can spread the joining fee over a six month period if you like.”

_________________ Answering objection by showing one or more _____________ “Seeing is believing”

_______________ Uses a previous ____________ or another neutral person who can give a _____________ about the product Can be verbal or non-verbal (letter) Ex. “The Carolina Hurricanes have always purchased their team equipment from us. As a matter of fact, let me show you a letter we just received from their equipment manager.”

____________________ Obtaining a positive agreement from the customer to buy Ex. “Would you like this gift wrapped?”

Customer Readiness in Closing _________________ – Facial expressions, body language, comments – Physical actions – nodding, reaching for wallet – Comments – “I really like it; it fits well.” – Questions – “Do you have another one for my son?” _________________ – Used to get an indication of what needs to be done to close the sale – Ex. “Would you like to wear the shoes home?”

General Rules for _______________ If the customer is ready to make a buying decision, _________________ about the product When a customer is having _________ making a buying decision, ______ showing additional ________________ Summarize the major features and benefits of a product Do not _____ a customer into making a buying decision

General Rules for Closing the Sale continued... Use words that indicate ________________ like you and your Use major _______________ that have been resolved to close the sale Use effective ____________________ to close the sale Look for minor agreements from the customer on selling points that lead up to the close

Specialized Closing Methods Which close Standing-room-only close Direct close Service close

_______________ Remove unwanted items to bring the selection down to two Review the benefits of each Ask the customer, “Which one do you prefer?” Which one?

___________________________ Used when a product is in short supply or when the price will be increasing in the near future Ex. “If you purchase the signage at the RBC Center today, you will save your club over $2,000. Next month, there will be a 10% price increase.”

_______________ Salesperson asks for the sale Ex. “May I initiate the paperwork for your sponsorship of our charity event?”

__________________ Explains services that overcome obstacles or problems Ex. “Now, let’s talk about when you would like the system installed.”

_______________________ _____________ to the customer and the salesperson Customer receives the benefit of goods or services that will __________________ the initial purchase Ex. “How about an ice-cold Diet Vanilla Coke to go with that hotdog?”

Suggestion Selling continued... _____________ the original purchase Not intended to force ______________ items onto the customer Takes place ______ the customer commits to make the original _____________, but before the sale is entered into the register

Suggestion Selling continued... Three methods used: – Offering related ________________ – Recommending larger _________________ – Calling attention to ____________________ opportunities One for $3.50 Three for $10.00

_______________ Marketing Involves strategies businesses use to stay ______ to their customers Crucial to keeping customers as repeat ________________ Ex. Mailing or ing a bi-monthly newsletter to any customer of the stadium store

__________________ ____________ customers of new ___________ about a sports or entertainment product Ex. Rather than purchase a gym membership that will expire in six months, a customer purchases a booklet of “admission tickets” that do not expire until they are redeemed.”

__________________ Activities Used to _______________ and ___________ customer relationships and loyalty in developing an on-going dialog with customers in preparation for future sales Ex. Taking payment or taking the order, departure activities such as reassuring the customer, following-up on commitments made, and evaluating selling skills