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

2. WHAT TYPES OF HELP DO CUSTOMERS EXPECT FROM SALESPEOPLE?

3. Types of Customers:
decided
undecided
just-looking

4. THE SALESPERSON’S MOST IMPORTANT FUNCTION IS SELLING

5. 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

6. 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

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

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

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

10. TYPES OF CUSTOMER APPROACHES
Merchandise approach
Welcome approach
Service approach

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

12. 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

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

14. 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.

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

16. 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?

17. 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.

18. 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?

19. CUSTOMERS BUY BENEFITS!

20. Buying Decision Objections
product
Place
Price
Time
quantity

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

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

23. WHEN TO CLOSE THE SALE: BUYING SIGNALS

24. 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

25. 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.

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

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

28. 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