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Sales & Marketing
WHO ARE CUSTOMERS?
• Customers patronize your product or service and are the most
important people for your business.
• You should provide them with what they want, at prices they are
willing to pay and treat them with respect, else, they will buy
somewhere else.
• Always remember: without customers there will be no sales and
your business will collapse!
2 © AIX ENT 2014
CUSTOMER SATISFACTION
• Customer satisfaction is your ability to provide your customers’
wants and needs.
• It is the feeling that a product or service has met the customers’
expectation.
• As a business owner you need to have strategies to develop
long-term relationships with your customers.
3 © AIX ENT 2014
CUSTOMER SATISFACTION • Customer satisfaction is a PROCESS which includes:
1. Segmentation;
2. Targeting of customers;
3. Understanding the needs of the customers;
4. Good customer treatment and interaction;
5. Fortifying a good customer relationship; and
6. Conducting customer feedback.
4 © AIX ENT 2014
STRATEGIES FOR MARKETING
To develop a strategy, you need to know the following:
1. Your method of sales
2. Marketing/advertising
strategy
– Pricing;
– Promotion;
– Place; and
– Product.
3. Market size and trends
4. Estimated sales
5. Competition
6. Customer behavior
© AIX ENT 2014 5
CUSTOMER NEEDS
Ensure to appeal to customer needs which can be categorized along the following:
1. Money
2. Security
3. Being Liked
4. Status & Prestige
5. Health and Fitness
6. Praise and Recognition
7. Power, Influence and Popularity
8. Leading the field
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MARKET SIZE
Estimating the Market size
1. Estimate the number of people likely to buy
2. Estimate the annual quantity to be bought by an
average buyer
3. Determine the price of each unit of the product
4. Market Size = Estimated number of buyers X
estimated quantity per average buyer X unit price
of the product.
7 © AIX ENT 2014
PERSONAL SELLING
It is a two-way real time communication between a
seller and buyer with the aim of achieving an
exchange
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ADVANTAGES OF PERSONAL SELLING
• Enables explanation or demonstration of product;
• Message can be varied to fit the needs of each prospective
customer;
• Can be directed to specific qualified prospects;
• Instant feedback; and
• Personal persuasion can be used.
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STEPS IN PERSONAL SELLING
The iterative steps of personal selling are:
1. Prospecting
2. Pre-approach
3. Approach
4. Presentation
5. Close
6. Follow-Up
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STEPS IN PERSONAL SELLING
1. PROSPECTING
• Prospects: Possible or
potential customer
• Qualified Prospect:
Customer with desire and
means to buy
• Identify them
2. PRE-APPROACH
Gathering Information
on the qualified prospects
including:
• When to call;
• Income level;
• Risk-tolerance;
• Etc...
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STEPS IN PERSONAL SELLING
3. APPROACH
• First face-to-face meeting
• Physical impressions are
highly important:
– Appearance;
– Timeliness; and
– Confidence
4. PRESENTATION
• Be persuasive to interest the
customer.
• Suggest alternatives
• Provide requisite information to
convince the customer
• Listen to your customer
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STEPS IN PERSONAL SELLING
5. CLOSE
• Trial Close “Can I put you down for
blue or green?”
• Assumptive Close “how will you
want this delivered?”
• Urgency Close “Offer valid for
today only.”
• Final Close Buyer initiated acceptance of the sale
6. FOLLOW-UP
Address concerns with
delivery and installation, so
today’s customer becomes
tomorrow’s qualified
prospect or referral source
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TECHNIQUES FOR HANDLING OBJECTIONS
• Acknowledge and Convert the Objection - use the objection as a
reason to buy
• Agree and Neutralize - show the objection’s insignificance
• Postpone - hold off answer because next information will
convince buyer
• Denial - refute objection with clear facts
© AIX ENT 2014 14
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