SELLING IS: Assisting the Customer in Making a Wise Buying Decision

WHAT TYPES OF HELP DO CUSTOMERS EXPECT FROM SALESPEOPLE?

Types of Customers: decided undecided just-looking

THE SALESPERSON’S MOST IMPORTANT FUNCTION IS SELLING

Salespeople Can Provide Assistance To Their Customers By: Asking questions Assisting customer in selecting product Demonstration product features Explaining customer benefits Answering customer objections Asking the customer to buy Suggesting additional merchandise Reassuring the customer

What to Learn About Your Products or Services Appearance Material composition Manufacturing process Uses of product Performance of product Service of product Care of product Product brands Price of product Product competition Related items

Sources of Product Information merchandise itself salespeople customers personal experience merchandise publications other sources

“In business, the U comes before the I.”

PURPOSE OF THE APPROACH: Welcome the customer Gain the customer’s confidence and trust Direct the customer’s attention to the product

TYPES OF CUSTOMER APPROACHES Merchandise approach Welcome approach Service approach

QUALIFYING YOUR CUSTOMER Observe your customer Give a selling statement Ask questions Listen to your customer

PRINCIPLES OF EFFECTIVE LISTENING Prepare to listen Stop talking and listen Pay attention Look and act interested Don’t interrupt Give customer time to think Use listening responses Practice listening

Prepare the Feature-Benefit Sales Presentation by: Determining what to say Determining what to do

STEPS IN PLANNING A FEATURE-BENEFIT SALES PRESENTATION STEP 1 Identify your product features. STEP 2 Learn your product’s performance and what it will do for the customer. STEP 3 Translate product features into buyer benefits. STEP 4 Develop qualifying questions to determine your customer’s buying motives.

A Product Feature… is anything you can: -See or hear -Feel or touch -Smell or taste answers the question: What is It?

A Buyer Benefit… Is a gain, satisfaction, or personal benefit received by the customer. Answers the question: What does it mean to me? Or how will I benefit?

HOW TO TRANSLATE PRODUCT FEATURES INTO BUYER BENEFITS List the product features. Determine what each feature will do for the customer. Explain how your customer will benefit from the product performance.

TYPES OF QUALIFYING QUESTIONS WHO will use the product? WHAT does your customer expect from the product? WHERE will the product be used? HOW will the product be used? WHEN is the product needed? WHAT are your customer’s likes and dislikes?

CUSTOMERS BUY BENEFITS!

Buying Decision Objections product Place Price Time quantity

HOW TO ANSWER CUSTOMER OBJECTIONS Listen to the objection Pause before answering Show empathy for your customer Restate the objection Answer the objection

Techniques for Answering Objections Yes, but Direct denial Superior point Boomerang Question Demonstration Third-party Close on an objection

WHEN TO CLOSE THE SALE: BUYING SIGNALS

CLOSING TECHNIQUES Ask-Your-Customers-To-Buy Close Choice Close Assumption Close Advantages-and-Disadvantages Close Premium Close Last-Chance-To-Buy Close Standing-Room-Only Close Testimonial Close Objection Close Related-Merchandise Close Others

Suggestion Selling Is… A personal service to the customer. A reminder to customers of needed merchandise. A help to customers in satisfying their needs and wants. A benefit to the business, salesperson, and customer.

Business Benefits From Suggestion Selling Through… Increased profits Better satisfied customers Improved store image Better satisfied salespeople

WHAT TO SUGGEST TO YOUR CUSTOMERS Related Merchandise New Merchandise Larger Quantities of Merchandise Better Quality Merchandise Merchandise Specials Merchandise for Special Occasions

How To Make Customer Suggestions Close the original sale first Make the suggestion from the customer’s point of view Make a specific suggestion Demonstrate the benefits of the suggested merchandise