1. Retail Selling

2. Retail Selling Objectives: To discuss: Role of a retail salesperson.
Role of personal selling.
Retail Selling process
Requirements of Effective Selling
Evaluation of a salesperson

3. Role of a retail salesperson.
Acts as an interface between the retailer and the consumer

4. Helps locate merchandise, generate interest in a potential customer, explains benefits.
Is a moment of truth for the customer.
Activities: Sales transactions(open,close cash registers, cheque the cash, gift vouchers, credit transactions etc. merchandise returns & exchanges, gift wrapping, merchandise display, personal selling, suggestive selling.

5. Role of Personal Selling
Is the process of convincing the customer about the
product through personal selling. Happens at two levels:
Retail Level
Field Level (door to door selling)
Personal Selling should be used as a
tool for communication between the organisation
and target customers.

6. Requirement for Effective Selling
Product, policies and procedures knowledge.
Listening (and Questioning)
Interpreting and Non verbal communication.
Flexibility and adaptive selling

7. Feature - Benefit Selling
The concept that a salesperson needs to match the features of each product to a customer’s needs and wants.

8. Feature-Benefit Selling
Physical characteristic or quality that identifies a product
Color
Style
Size
Model #
Benefit
Advantage or personal satisfaction a customer gains from the product

9. Feature/Benefit Chart for Refrigerators
Features
21.5 cubic feet
300 KWh/year
Brand name (GE)
Variety of colors
Auto ice maker
Vegetable crisper
Benefits
Lots of storage space
Low energy use/saves money
Quality/dependability
Match any décor
Convenient
Prolongs food life

10. Types of Product features
Extended
Warranties
Delivery
Installation
Return policy
Financing
Tangible
Style
Color
Quality
Options

11. Product Knowledge Sources
Printed materials
Brochures
Product tags
Catalogs
Experience
Other employees
Mentor
Trainer
Formal training

12. Customer Buying Decisions
Salespeople must study
what motivates customers to buy
what decisions customers make before finally purchasing a product.

13. What motivates a buyer? Rational motives
Conscious, factual reason for buying
Dependability
Time/money savings
Convenience
Health/Safety
Service
Emotional motives
Feeling of satisfaction desired from a product
Social approval
Curiosity
Recognition
Power
Love/affection
Prestige

14. Customer Buying Decisions
Extensive Decision Making
Used when little or no previous experience with the item because it is infrequently purchased.

15. Customer Buying Decisions
Limited Decision Making
Used when a person buys goods and services he or she has purchased before but not on a regular basis.

16. Customer Buying Decisions
Routine Decision Making
Used when a person needs little information about a product because of a high degree of prior experience or low perceived risk.

17. Retail Selling Process
Preparing for a customer
Prospecting for customers
Presenting the merchandise
Handling customer objections
Closing the sale
Following up the sale

18. Presenting the Merchandise
Basic guidelines:
Understand the customer’s needs and wants
Reduce the customer’s perceived risk
Demonstrate the product
Actively Involve the customer
Sell product benefits
Make the message simple

19. Evaluation of a salesperson
Conversion rate
Sales per hour
Use of time standards