ESSENTIAL QUESTION? HOW CAN I MAKE GOOD DECISIONS? Marketing Research - How can I make good decisions 1 Customer Service

(The Big Picture) Marketing Research - How can I make good decisions 2 Marketing concept 4 P’s Promotional Mix Selling – satisfying customers by matching products to their needs and wants Personal Selling – any form of direct contact between a salesperson and a customer

Importance of the sales associate 45% of customers say they are likely to spend more if the sales associate is helpful 18% of customers will walkout of a store if they don’t like the attitude of the sales associate

Good Business Satisfied customers are loyal customers who tell their friends

Steps of Selling Pre Approach 1. Approach the Customer 2. needs Determined 3. Product Presentation 4. Objections Handled 5. Close the Sale 6. Suggestive selling

Pre Approach Steps to take before walking on the sales floor

Customer Decisions – customers make different levels of buying decisions Marketing Research - How can I make good decisions 7 Routine – no research involved, buy what they always buy – ex. milk, toilet paper Limited – some research involved, price comparisions, styles offered – ex. clothing, backpacks Extensive – a lot of research involved – ex. house, car Rational Motive – conscious, factual reason for making a purchase - use for computers, cars, insurance Emotional Motive – feelings of social approval, recognition, and prestige as reasons for making a purchase

Pre Approach Knowledge things to know before trying to sell a product Product info: features, benefits, materials, country of origin, # in stock, sizes available, etc. Store info: hours open, where merchandise is located, who else is working, etc. company info: return policies, warranties, website info, who your target market is industry info: who you competitors are, what is the going price

1. Approach the Customer Greet customer, Rules-w/in 30 secs Eye contact, Smile, not close ended question If busy, let them know you will be with them in a second for get another associate to help.

2.Needs Determined Need to determine a customers needs (or wants)so that you can satisfy them Observe: look for customers looking at certain products or picking up& holding products fit products to customers by getting to know them Question: ask open ended questions to get the customer talking Listen: keep eye contact, give feed back, confirm details, be empathetic

Dead Ended vs. Open Ended Can I help you?How can I help you? Do you like red or green?What color do you prefer? Is that the brand you want?Why do you prefer that brand? Are you shopping for a gift?For whom are you shopping? Do you like this option?What features are important to you? Looking for anything special?What are you looking for? Do you like cotton?What kind of fabric do you like?

Refer somewhere If gone store or dept. doesn’t offer the product or service the customer needs always suggest alternatives that yo Do have 1 st special order it refer to a competitor-call ahead and give directions tell which aisle or dept. its in, call ahead to other sales person or escort them

3.Product Presentation (like show and tell) Tips: show no more than 3, medium price range, use layman’s terms FeatureBenefits Product attributes or detailsAdvantage or personal gain you get from each feature Ex. XM radio in you carEx. You Can get you favorite stations no matter where you an Traveling

Product Presentation cont. Display handle: be creative- ask customer to touch fabric or try on coat Demonstrate: be dramatic pour water on shoes to show water resistance Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials

Product Presentation cont. Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc. Involving the Entire group – friends, children, relatives, spouses Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy

4. Objections Handled - THANKS Marketing Research - How can I make good decisions 16 T – thank the customer for bringing the problem to your attention H – hear the problem, listen carefully A – apologize for the inconvenience the customer has experienced N – need more info, ask questions K – know a solution, and be prepared to propose it S – solve the problem, or find someone who can

4. Objections handled Marketing Research - How can I make good decisions 17 Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase Excuse – insincere reasons for not buying or not seeing a salesperson

YOU take care of it Marketing Research - How can I make good decisions Do it YOURSELF: - Show features of a warranty - Show how to upload picts - Pick up trash - Check up on orders - Follow up with the manager - Look on a website

YOU take care of it, cont. Marketing Research - How can I make good decisions SATISFY the customer: completely satisfy them Do WHATEVER make THEM happy (not you or your boss) Don’t worry about sales/profit Don’t worry about checking with manager CUSTOMER is ALWAYS RIGHT (even when they are wrong or uninformed)

YOU take care of it, cont. Marketing Research - How can I make good decisions Be empathetic: - Sympathise with the customer - Even if they ARE wrong - They want you to UNDERSTAND them - They want you to LISTEN to them - They want you to APOLOGIZE for the way things are – even if you had no control over it and it was someone elses fault - Have the right attitude – POSITIVE - Show energy and enthusiasm, not laziness

YOU take care of it, cont. Marketing Research - How can I make good decisions DON’T do nothing: - Ask some one else to handle it - Check with a manager 1st

5. Close the sale – obtaining positive agreement to buy. Marketing Research - How can I make good decisions 22 Don’t be afraid to ask Buying signals – the things customers do or say to indicate a readiness to buy Verbal - “Oh, I like that” “That is exactly what I was looking for” “ How can I pay for this” Non Verbal – holding merchandise & smiling, taking it off a hanger and draping it over their arm, carrying it around with them

6. Suggestive Selling Marketing Research - How can I make good decisions 23 Selling additional goods to the customer Ex. Related merchandise, larger quantities, sales, new items Make the suggestions definite, not optional Ex. The manufacturer recommends this to take care of the product

Referrals Marketing Research - How can I make good decisions 24 Getting names and information of other interested customers

Relationship Building Marketing Research - How can I make good decisions 25 ***This is what its ALL about Ongoing communication with customers to prepare for FUTURE satisfying sales Say thank you even if they don’t buy Check on shipment of items Call about delays or specials Say customer name when paying (check/credit) Reassure of their choices