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Importance of Importance of SellingSelling
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The Selling The Selling ProcessProcess
Retail SalesRetail SalesThe objective of a retailer is to have
what customers want when they want it.
What Is Personal Selling?◦Personal Selling: type of selling interaction
between retailers and the customer.◦Non-Personal Selling: type of selling where
there is no interaction.◦The selling process is the exchange between customer and retailer.
Characteristics of Sales Characteristics of Sales AssociatesAssociatesCharacteristics of Sales AssociatesSales associates:
◦Must have good people skills and be willing to assist the customer with problems.
◦Be well groomed and have good hygiene.
◦Be willing to learn knew promotions and products.
◦Must have good work ethics.
The Sales Associates' JobThe Sales Associates' JobSelling Tasks
◦Involves selling the merchandise/service the sales has been hired to sell.
Associates◦Keep sales area neat and organized.◦Handle item returns, and prepare it
to return to the sales area.◦Answer customer questions and
direct customers to merchandise.
The Sales Associates' JobThe Sales Associates' JobNon-Selling Tasks
◦Tasks that are not directly related to working with a customer.
Associates:◦Handle tasks such as maintaining
appearance and organization of the store.
◦Inform the manager if any items are sold out.
◦Restock supplies.
Product KnowledgeProduct KnowledgeProduct knowledge means being
familiar with the items and services being sold.
Associates should provide information to the customer.
Where to Get Product Knowledge:The product itself:
◦You can find product info on labels, brochures, and packages.
◦This source and answer most common questions.
Product KnowledgeProduct KnowledgeWhere to Get Product
Knowledge:(cont.)◦The Product’s Manufacturer:
Manufacture representatives are trained on the product and can answer questions about the product.
Manufacture websites with product info.◦Trade Publications
Newspapers or magazines that have info on a particular business or industry.
Feature articles about trends, companies, and new products of interest.
Buying MotivesBuying Motives
Motives that cause customers to purchase a product are identified in two categories: Rational and emotional motives.
Rational Buying Motives:◦A rational buying motive: a customer
makes a decision based on a reasonable idea.
◦Another motive in this category includes financial motivations.
Buying MotivesBuying MotivesEmotional Buying Motives:
◦An emotional buying motive is determined by how a product makes you feel.
◦Some examples include peer acceptance, power, and the desire for physical beauty.
◦Many customers don’t think these are emotional motives, they think they are rational motives.
Buying MotivesBuying MotivesUnderstanding Buying MotivesIt is common for a customer to
have a combination of both motives.
Sales associates should understand the customers motive to determine which products might interest a customer.
The Sales Process – Step-by-The Sales Process – Step-by-StepStep
A-N-A-P-O-C-S◦ Approaching the
customer◦ Presenting the
product◦ Overcoming
objections◦ Closing the sale◦ Suggestion selling◦ Relationship building
The Sales ProcessThe Sales ProcessApproaching the customer:
◦ Greet customer face to face.◦ Do not stereotype a customer
Age, sex, race, religion, or appearance.
◦ Discover the customers buying style. Some customers like to do business
quickly, while others move at a slower pace.
◦ Ask open ended questions◦ It is extremely important that the
sales person smiles and acts friendly.
The Sales ProcessDetermining needs:
◦Learn what the customer is looking for in a product in order to determine which products to present.
◦Use open ended questions that encourage customers to do the talking.
◦Ask clarifying questions to make sure you understand the customers needs.
◦Don’t ask questions that might embarrass customers or make them defensive.
The Sales ProcessPresenting the product: Show and Tell
◦Products to show: Once you know the intended use of the product, select a few items to show.
◦Price range: If you don’t know the price range, begin with a medium priced product.
◦How many products to show: No more than three products at a time.
◦What to say: Talk about product features and benefits.
The Sales ProcessThe Sales Process
Overcoming objections: ◦ Learn why the customer is hesitant to
buy, provide information to overcome the objection and help the customer make a satisfying purchase. Objections: sincere reasons for not
making a purchase. Excuses: insincere reasons for not
buying a product.
◦ Objections can occur anytime, and should be answered promptly.
•I don’t think I can afford this...
•I don’t think I can afford this...
The Sales ProcessClosing the sale:
◦Get the customer’s positive agreement to buy.
Buying Signals: things customers do or say that indicate readiness to buy.
Trial Close: an initial effort to close a sale.
The Sales ProcessThe Sales ProcessSuggestion selling:
◦ Suggest additional products that will save the customer money or will help the customer better enjoy their original purchase.
Relationship building:◦ Create a means of maintaining
contact with the customer after the sale.
Feature/Benefit SellingFeature/Benefit SellingFeature/Benefit selling means
turning the features of a product into concepts that a customer might want to purchase.
Product Features:◦Physical aspects of a product.
Product Benefits:◦The advantages that a customer
receives from the product features.◦Customers like to hear about features
that are included with the product.
Feature-Benefit ChartFeature-Benefit ChartCan compare the F & B of one product
-or-Compare features of different competing
items
How Important…How Important…Selling Policies used by Selling Policies used by RetailersRetailers Profitability Decision Making
◦ Discounts, Theft, Return, Trade, Pricing
◦ Merchandise Discounts◦ Damaged Discounts
Return Policies◦ Exchanges◦ Refunds
Delivery Policies◦ Cost passed on to customer◦ Surcharge charged as a separate expense
Selling Process Policies◦ Greeting, Suggestion Selling, Quantities