4.02 Recognize the steps of the selling process.

Approach The _________ encounter with a customer – The initial approach is critical. It should be ________, create a favorable ___________, and create interest in the product.

Service Approach Considered the _________effective approach method. Should only be used when customer is obviously in a hurry or when selling a _________. “May I help you?”

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

Merchandise 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: Telemarketing __________ mail _____________ selling

Determine the Needs of Customers _____________

Observe The ______________ communication of the customers and how they express themselves through _________ language

Listen to Customers Maintain good _______-contact Provide verbal and _____-_________ feedback Give customers undivided _____________ Listen with ____________ and an open mind Do not ____________

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

Product Presentations & Demonstration Actively involve the _____________ Show the product to the customer and tell him about its _____________ (Called show and tell) – Never show more than _________items at a time – When in doubt, show ___________-priced items first

Make the Presentation Come Alive Involve the customer by putting the __________ in the customers’ hand Demonstrate how the ___________works Ex. When a customer is purchasing season tickets, offer to show them where they will be sitting

Overcome Objections An objection is a reason, concern, 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 unspoken May be __________ or psychological May __________ to the need, product, price, salesperson, source, store, or time May occur at ________ point in the sale Should be welcomed

To Handle Objections: Listen Acknowledge __________ Answer the _____________

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

Boomerang The ____________ comes back to the customer as a ___________ point 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.”

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

Superior Point 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.”

Denial 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.”

Demonstration Answering objection by showing one or more ______________ “Seeing is believing”

Third Party Uses a previous ______________ or another _____________ person who can give a testimonial about the product Can be __________ or ____-_________ (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.”

Closing the Sale Obtaining a _________ ____________ from the customer to buy Ex. “Would you like this gift wrapped?”

Customer Readiness in Closing Buying _______________ – 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?” ___________ close – 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 Closing the Sale If the customer is ready to make a buying decision, stop ______________ about the product When a customer is having difficulty making a buying decision, stop showing additional _______________ Summarize the major features and _________ 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 objections that have been ______________ to close the sale Use effective product presentations to __________the sale Look for minor _______________ 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

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

Standing-Room-Only Close Used when a product is in _______ supply or when the ________ 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.”

Direct Close Salesperson asks for the ________ Ex. “May I initiate the paperwork for your sponsorship of our charity event?”

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

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

Suggestion Selling continued... Three methods used: – Offering __________ merchandise – Recommending ___________ quantities – Calling attention to special __________ opportunities One for $3.50 Three for $10.00

Relationship Marketing Involves strategies businesses use to stay close to their _____________ Crucial to keeping customers as _________ customers Ex. Mailing or ing a bi-monthly newsletter to any customer of the stadium store

Benefit Selling Informing 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.”

After-Sale Activities Used to develop and nurture customer ______________ 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