1. 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

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. “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

11. 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

12. 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”

13. 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

14. 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

15. 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

16. 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