1. Chapter 15 Closing the Sale
How to Close a Sale
Section How to Close a Sale
Section Customer Satisfaction and Retention

2. Suggestion Selling & Relationship Building
Objectives
Explain the importance of suggestion selling
List the rules for effective suggestion selling
Demonstrate appropriate specialized suggestion selling methods
Explain After Sale Activities
Marketing Essentials Chapter 15, Section 15.2

3. Suggestion Selling
Suggestion selling X method of selling in which the salesperson recommends additional goods or services to the customer
Selling other items with the original purchase that will save the customer time or money
Marketing Essentials Chapter 15, Section 15.2

4. Rules for Suggestion Selling
Five basic rules for suggestion selling:
Done after the commitment to buy the original product but before payment
Recommend from the customer’s point of view and one reason for your suggestion
“For your child to enjoy this toy immediately, you will need AA batteries”.
Marketing Essentials Chapter 15, Section 15.2

5. Rules for Suggestion Selling
Make the suggestion specific
Don’t ask “Will that be all” say
“You can get a large fry and coke for $1.00 more?”
Show the item you are suggesting
Let customer see and handle it if possible
Ex: matching pair of earrings next to a new top

6. Rules for Suggestion Selling
Make the suggestion positive
Instead of “That skirt will look better with some nice shoes” try

8. 1. After-Sales Activities
After-sales activities are used to grow customer relationships and boost customer’s confidence in their decision to buy. They include:
Order processing
Order fulfillment
Departure
Follow-up
Customer service
Marketing Essentials Chapter 15, Section 15.2

9. After-Sales Activities
1. Order Processing at the store:
Quick and careful wrapping of goods
Speedy payment processing
In business-to-business settings: complete the paperwork quickly and leave a business card

10. After-Sales Activities
2. Order fulfillment - online
More complicated in e-commerce, mail order, or telemarketing sales than retail (buy and go)
Non-retail Order Fulfillment includes:
Take the order
Process the payment information (Credit Card info)
Pick the right product
Pack it well
Ship it according to the customer’s preference

11. After-Sales Activities
Departure Activities:
Reassure customer of his/her wise buying choices
Always thank customers, whether they buy or not

12. After-Sales Activities
Follow-up
B2B Includes making arrangements to follow through on all promises made during the sales process
Follow-up ideas:
Call to ensure that delivery occurred as promised
Send a thank-you note with your business card attached
If customers file a complaint, respond quickly