Marketing Indicator 2.09 Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Who feels they are a good salesperson? Question????? Who feels they are a good salesperson?

Identify the components of the selling process. 1. Approach Customer 2. Determine Needs 3. Present the Product 4. Overcome Objections 5. Close the Sale 6. Suggestion Selling 7. Build Relationships

Describe the importance of establishing relationships with customers. Approach - The first encounter with a potential customer Service approach Asks customer if he/she needs help “May I help you?” Most effective when routine or in hurry Greeting approach Greet or welcome to store “Welcome to Cici’s.” Be upbeat and friendly

Describe the importance of establishing relationships with customers. Approach Continued…. Merchandise approach Comments on product “That video game is rated E.” Use when customer is looking at an item Combination approach Use 2 or more approaches “Welcome to Hollister, we have a sale on all jeans today.” “May I help you find a shirt today; the blue one is only $10 today”

Activity 1 – "Practice w/ Approaches" Complete Practice w/ approaches worksheet

Which Approach? “Did you enjoy your vacation, Ms. Russell?” Greeting “Good morning, Mr. Ruffin, do need help finding that size?” Combination “Is there something I can show you?” Service “May I help you find a certain color?” “That watch has various colors of bands that you can change around.” Merchandise

“It certainly is a nice day outside, isn’t it?” Greeting “You will find that that particular rain coat repels water very well.” Merchandise “ Hello Ms. Bonner, Clinique is offering a gift when your purchase totals $25.00 or more.” Combination “Did you find what you are looking for?” Service “This blazer is medium weight and can really be worn almost year round.”

Describe ways to discover customer needs. 2. Determine Needs - find customer’s reasons for buying as early as possible Observing Nonverbal cues for interest Listening Cues for wants and needs Questioning and Engaging Wants, use, previous experience Open ended More than yes or no answers

Describe the components of prescribing solutions to customer needs. 3. Present the Product What does this product do? Demonstrate – Show them No more than 3 products at a time. Show a medium-priced product first! Highlight the features and benefits Descriptive adjectives and action verbs Avoid: nice, pretty, & fine

Describe the possibility of the customer not wanting to buy 4. Handle Objections Legitimate reason, doubt, or hesitation for not buying Objection vs. Excuse – difference? Why do people hesitate to buy products? Objection based on: -Need - urgency -Product – color, size, style -Source – past experience -Price – most common -Time – not ready to buy right “now”

Describe how to deal with objections: METHODS Substitution Identify other products to meet needs Make sure you identify comparable features “We have the same model in other colors.” Superior-point Offset objection with features & benefits “It is more expensive because of the superior sound system.” Demonstration Seeing is believing Let the customer sample or try Third party Customer or celeb testimonies “Susan lost over 50 lbs. with the product.

ACTIVITY 2 – Handling Customers objections Get with your 1 o’clock appointment Complete “Handling Customers Objections” worksheet (on the back of practice w/ approaches) Make sure you read all directions Answer with complete sentences We will go over it in about 3 minutes

Warm Up – 2.09A Review The Panthers are a little hesitant about signing a deal with Cecil’s sports company. Within the presentation, the sales team speaks about the positive feedback and revenue Dale Earnhardt Incorporated has received by signing on with Cecil’s company. This is an example of which method of handling the objection? Third Party Tylik observed and questioned the customer to see what they wanted to purchase; Tylik is doing what step of the selling process? Determine customers needs Rex approached a customer that was looking at a rack of tennis shirts and said, “These are our best selling shirts and they are available in six different colors.” This is an example of: Merchandise approach

ACTIVITY 3 – Role Play Get with your 9 o’clock appointment Create a short skit using the steps discussed so far in class. You must have a clear: Approach Determining need of customer Product presentation Handling objections Practice steps and be ready to present if called upon!!

Terms to remember w/ selling Prospect A potential customer Examples: Employer leads, directories, customer referrals and cold canvassing. Decision making - customers go through a decision-making process in order to determine what products they will ________. Extensive - Occurs when there is a high level or perceived risk, a product or service is very expensive or has a high value to the customer. What type of products would take extensive d.m.? Routine - Occurs when little decision making is needed about the product being purchased. What type of products would take routine d.m.?

Terms to remember w/ selling Data-based marketing involves the collection or information about past, current, and potential _________; helps generate leads. Buying motives - the motives for customers to purchase a ____. Rational Based on conscious, logical ___________and decision making. Ex: Product dependability, time or monetary savings, quality, and price are rational motives for buying a products or service. Emotional Based on ___________ Ex: Social approval, recognition, power, love, and prestige are emotional motives for buying or purchasing a product

Explain the importance of reaching closure in sales situations. 5. Close – Obtaining an agreement to buy Looking for buying signals & be ready to close at all times Help customers make decisions Create ownership mentality “You” statements “You will enjoy driving this car on family vacations.”

Describe aspects of reaching closure in sales situations. Which – Choose between 2 items “Which do you prefer, blue or red?” Standing-room only – limited # or price change, create urgency “I can’t promise I will have it tomorrow.” Direct – Ask for sale. “How many can I sign you up for?” Service – Mention services that are included “I can carry that to your car for you.”

Activity 4 – "Techniques for Closing the Sale" Complete Practice w/ Techniques for Closing the Sale worksheet

Describe the use of suggestions selling 6. Suggestion Selling - Selling additional goods to enhance the original purchase After a commitment to buy Make recommendations Suggestion should be helpful

Describe the use of suggestion selling Cross selling – Related merchandise Buying sneakers, suggest Upselling – larger quantities at a lower price Buying a meal at McDonalds, suggest Special sales opportunities – inform about any sales Buying pants, mention sale on shoes.

Activity 5 – "Suggestions selling" Get w/ your 6 o’clock appt Complete Practice Suggestion Selling worksheet You have about 5 minutes to complete

Describe the importance of reaffirming the buyer-seller relationship. 7. Build Relationships Follow-up/ Customer service/ Ensure satisfaction, call, card, email, evaluate performance Handle inquiries and complaints, keep customers satisfied Keeping a client file Useful info. for future reference Order processing/ fulfillment In retail bag merchandise/ B2B necessary paperwork Retail – customer pays /E-comm.- payment, packed, shipped Returns, exchanges, & refunds

The approach sets the mood / atmosphere for the sale Explain techniques for establishing relationships with customers/clients during the initial contact with them. The approach sets the mood / atmosphere for the sale Service Greeting Merchandise Treat the customer as an individual / Do not stereotype Be enthusiastic, courteous, and respectful

Explain procedures for establishing relationships with customers/clients during initial contacts. Be prepared to approach Appropriate timing Acknowledge all customers as quickly as possible and appropriately Determine appropriate opening statement Be prepared to move from approach to determine needs

Identify examples of the types of questions used in sales situations. Who…….? What……? Why…….? When……? How……..?

Explain guidelines for questioning customers. Show concern for customer Have a purpose for your questions Ask it simply Space questions out Limit questions to 3 Material Style Intended Use Tailor questions to the customer type Ask open ended questions (cannot be answered with a yes or no answer)

Explain guidelines for questioning customers. If your questions do not lead you to uncover the customer’s needs or wants, then use questioning statements Assumptive questions – Leading questions either include the answer, point the listener in the right direction or include some form or carrot or stick to send them to the 'right' answer. Interpretive questions –do not have just one correct answer.

ACTIVITY 6 Complete “Sales Follow-UP and Customer Reassurance” wkst at your seat; part I, II, and III You can use the markers and color pencils in class When complete practice role play project