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

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

3. 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

4. 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

5. 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”

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

7. 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

8. “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.”

9. 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

10. 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

11. 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”

12. 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.

13. 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

14. 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

15. 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!!

16. 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.?

17. 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

18. 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.”

19. 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.”

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

21. 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

22. 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.

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

24. Describe the importance of reaffirming the buyer-seller relationship.
7. Build Relationships
Follow-up/ Customer service/
Ensure satisfaction, call, card, , 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

25. 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

26. 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

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

28. 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)

29. 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.

30. 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