1. Selling and Promotions 4.02 Recognize the steps of the selling process.

2. Approach The first encounter with a customer – The initial approach is critical. It should be positive, create a favorable impression, and create interest in the product.

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

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

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

6. Sales Approaches in SEM include: Telemarketing Direct mail Personal selling

7. Determine the Needs of Customers Observe Listen Question

8. Observe The nonverbal communication of the customers and how they express themselves through body language

9. Listen to Customers Maintain good eye-contact Provide verbal and non-verbal feedback Give customers undivided attention Listen with empathy and an open mind Do not interrupt

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

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

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

13. Overcome Objections An objection is a reason, concern, or hesitation 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.”

14. Common Objections May be spoken or unspoken May be logical or psychological May relate to the need, product, price, salesperson, source, store, or time May occur at any point in the sale Should be welcomed

15. To Handle Objections: Listen Acknowledge Restate Answer the objection

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

17. Boomerang The objection comes back to the customer as a selling 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.”

18. Question The customer is questioned 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?”

19. Superior Point The salesperson acknowledges the objection as valid, but offsets them with other features and benefits 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.”

20. Denial Provide proof and accurate information when answering objections Best used when the customer has wrong 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.”

21. Demonstration Answering objection by showing one or more features “Seeing is believing”

22. Third Party Uses a previous customer or another neutral person who can give a testimonial 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.”

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

24. Customer Readiness in Closing Buying signals – 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?” Trial 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?”

25. General Rules for Closing the Sale If the customer is ready to make a buying decision, stop talking about the product When a customer is having difficulty making a buying decision, stop showing additional merchandise Summarize the major features and benefits of a product Do not rush a customer into making a buying decision

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

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

28. Which 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?

29. Standing-Room-Only Close 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.”

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

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

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

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

34. Suggestion Selling continued... Three methods used: – Offering related merchandise – Recommending larger quantities – Calling attention to special sales opportunities One for $3.50 Three for $10.00

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

36. Benefit Selling Informing customers of new benefits 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.”

37. After-Sale Activities Used to develop and nurture 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