5.02Understand preliminary activities associated with selling

Employee training and development Product knowledgeProduct knowledge Sales techniquesSales techniques Ethical behaviorEthical behavior

Product Knowledge Training: To form by instruction, discipline, or drill.Training: To form by instruction, discipline, or drill. –Formal training: Training provided by the company in a class or workshop setting. Most often takes place in B2B (Business to Business) selling.Most often takes place in B2B (Business to Business) selling. –Informal training: Takes place on the sales floor in retail operations. Ex: A new associate may be paired with an experience associate who will describe the merchandise and selling techniques.Ex: A new associate may be paired with an experience associate who will describe the merchandise and selling techniques.

Training (cont’d) On your own: Some organizations do not provide training and an associate must learn on their own. The more knowledgeable a salesperson is, the more successful sales will result. Top salespeople continue to learn about products on their own.On your own: Some organizations do not provide training and an associate must learn on their own. The more knowledgeable a salesperson is, the more successful sales will result. Top salespeople continue to learn about products on their own. Four main sources of information include:Four main sources of information include: –The product itself. Salespeople may be given samples of the products to try. –Printed resources. Care tags, content labels, and users’ manuals. Other sources include manufacturer’s, trade, and consumer publications. –The Internet. Search using keywords or search engines such as Google or Yahoo. –People. Those who have previous experience with your product are a valuable source of information. Ask customers about their previous experiences and how the product compares to competitors.

Sales Techniques Attention: Get the attention of your customer through advertising or prospecting.Attention: Get the attention of your customer through advertising or prospecting. Interest: Build interest using an emotional appeal (i.e. family, friends, and boss).Interest: Build interest using an emotional appeal (i.e. family, friends, and boss). Desire: Build desire by highlighting product features.Desire: Build desire by highlighting product features. Conviction: Increase desire by sharing testimonials and proving the worth of the product.Conviction: Increase desire by sharing testimonials and proving the worth of the product. Action: encourage the customer to buy, ask for the sale.Action: encourage the customer to buy, ask for the sale.

Ethical Behavior Effective salespeople should build trust with customer by being honest and responsible.Effective salespeople should build trust with customer by being honest and responsible. Behaviors that are considered unethical includeBehaviors that are considered unethical include –Overselling the product - promising more than the product or company can deliver. Ex: Promising the customer that they will loose 25 pounds in 24 hours, even though the instructions indicate otherwise.Ex: Promising the customer that they will loose 25 pounds in 24 hours, even though the instructions indicate otherwise. –Lying about the competition to make the sale. Ex: claiming that a restaurant uses meat substitutes instead of real beef.Ex: claiming that a restaurant uses meat substitutes instead of real beef. –Providing false testimonials. Ex: Showing manipulated or “doctored” photos of a well known celebrity using the product.Ex: Showing manipulated or “doctored” photos of a well known celebrity using the product.

Preapproach & Prospecting Preapproach: Preparing for face-to-face customer interaction. Salespeople gain product knowledge, study trends, competitors, and identify potential customers.Preapproach: Preparing for face-to-face customer interaction. Salespeople gain product knowledge, study trends, competitors, and identify potential customers. Prospect: A potential customer. Most common in B2B selling situations.Prospect: A potential customer. Most common in B2B selling situations. –Prospects, or leads, come from: EmployersEmployers Directories: Telephone directories and trade and/or professional directoriesDirectories: Telephone directories and trade and/or professional directories NewspapersNewspapers Commercial listsCommercial lists Customer referralsCustomer referrals –Two types of prospecting Endless chain method: Salespeople ask previous customers for names of potential customers.Endless chain method: Salespeople ask previous customers for names of potential customers. Cold canvassing: Salespeople attempt to locate as many potential customers as possible without checking out leads beforehand. May go door-to-door or may select names from a telephone directory.Cold canvassing: Salespeople attempt to locate as many potential customers as possible without checking out leads beforehand. May go door-to-door or may select names from a telephone directory.

Preparation for B2B and Retail Selling B2B SellingB2B Selling –Preapproach depends on whether the customer is a new prospect or an existing customer. –For new prospects the salesperson must do background research to determine needs and financial standing. –For existing customers, the salesperson must review past notes and history about past purchasing habits. Retail sellingRetail selling –Retail associates are responsible for preparing the merchandise and work areas. –Straightening, rearranging, and replenishing stock –Adjusting price tickets –Learning the location and current availability of stock –Arranging displays –Vacuuming and dusting