5 minutes: discuss and document the importance of a “first impression.” provide an example of...

Do Now Exercise:5 minutes:

Discuss and document the importance of a “first impression.” Provide an example of how someone can make a good impression. Provide an example of how someone can make a poor impression.

Marketing IMr. Gallucci

Lesson 40

Obj: Introduce ANPOCS and complete an activity on the steps of a sale after a teacher-lead introduction to ANPOCS.

ANPOCS – Steps of a Sale Approach Need Determination Presentation Overcoming Objections Closing Suggestive Selling Follow-up


ANPOCSThe Approach: Approach

Approach in Business-to-Business Set up an appointment Greetings/Business Cards

Approach in Retail Read the customer (Hurry? Undecided?) Guide customer to a decision


The ApproachThree “Methods” to the Approach:1. Service Approach Method

1. “How may I help you”2. Open-Ended Questions3. Good for customer in a hurry

2. Greeting Approach Method:1. Greeting customer as they enter2. Establishes a positive atmosphere


The ApproachThree “Methods” to the Approach:

3. Merchandise Approach Method Focuses attention on the product Initiates conversation by highlighting product Effective in Retail

Role Plays: Use this methodology to introduce a product to a customer (peer).


Needs Determined Observation Listening Questioning

Open-Ended Clarifying One at a time


Needs Determined Guess the Word

Rules: Two Teams Each Team comes up with a word and writes it down The word is shared with one member of the other

group Charades style game where team must guess the

word with the exception of you may ask questions (cannot ask “what is the word, etc). Guessing members may speak (word holder may not).

Each contest is timed. The team that guesses the word first wins.


Product PresentationShow and Tell: Which products to show (match needs/wants) Price Range (match needs/wants) What to Say:

Features and Benefits – Requires preparation Feature: Basic, physical, or extended

attributes of a product Benefit: The advantages or personal

satisfaction a customer will get from a product


Product PresentationMaking the Presentation: Displaying and Handling of the Product Demonstration Using Sales Aids

Involve the Customer! Have them sample or use the product so they can see/feel the benefits!


Product PresentationShow and Tell Assignment: Formal Presentation Script-based No computer Aid

See Webpage for Assignment


Overcoming Objections “I Object!”

Concerns, hesitations, doubts, other honest reasons a customer has for not buying a product.

Question or a Comment Excuses

Insincere reasons No “mood” for buying a product


Overcoming ObjectionsObjection Analysis Sheet List of common objections

Need Product Source (bad previous experience)? Price Time


Overcoming ObjectionsFour-Step Process for Handling Objections Listen Carefully Acknowledge the Objection

“I see your point “Other customers have asked the same

question” Restate the Objection Answer the Objection

Preparation Analysis Sheet!


Overcoming ObjectionsMethodology: Boomerang – uses the objection as a selling point Question – Have the customer answer the

objection Superior Point – “Offset” the objection with

superior features/benefit Denial – Objection based on misinformation,

allows salesperson to use proof/facts Demonstration – “Seeing is believing” Third Party – Previous Customer, Neutral Person


Overcoming ObjectionsActivity:

Using your product from yesterday, create an Objection Analysis Sheet. After creating the list of objections, document how you would overcome the objection. Be sure to note which method(s) you would use.


Closing Timing the Close

Buying Signals Trial Close

Traits of a great Closer They radiate enthusiasm throughout the process They are sincere and confident Genuinely want to help customer They enjoy their profession Can see the buying signals and practice their

close


Closing Rules for the Close

Recognize Closing Opportunities Help Customers Make Decisions Create an Ownership Mentality Don’t Talk Too Much, Don’t Rush a Customer


Closing Methods

Standing-Room Only Direct Close Service Close

Overcoming Obstacles (gift wrapping) Special Arrangements

Failure to Close the Sale


Suggestive Selling5 Rules to Suggestive Selling: After the close Make recommendations from customers p-

o-v Make suggestions definite Show and tell Make the suggestion positive


Follow Up CRM Marketing (Customer Relationship

MKT) Keeping the lines open Evaluation


5 minutes: discuss and document the importance of a “first impression.” provide an example of...

Documents

anpocs steps

teacherlead introduction

product obj

greeting customer

customer hurry

guide customer

customer peer

decision obj