Importance of Importance of SellingSelling

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The Selling The Selling ProcessProcess

Retail SalesRetail SalesThe objective of a retailer is to have

what customers want when they want it.

What Is Personal Selling?◦Personal Selling: type of selling interaction

between retailers and the customer.◦Non-Personal Selling: type of selling where

there is no interaction.◦The selling process is the exchange between customer and retailer.

Characteristics of Sales Characteristics of Sales AssociatesAssociatesCharacteristics of Sales AssociatesSales associates:

◦Must have good people skills and be willing to assist the customer with problems.

◦Be well groomed and have good hygiene.

◦Be willing to learn knew promotions and products.

◦Must have good work ethics.

The Sales Associates' JobThe Sales Associates' JobSelling Tasks

◦Involves selling the merchandise/service the sales has been hired to sell.

Associates◦Keep sales area neat and organized.◦Handle item returns, and prepare it

to return to the sales area.◦Answer customer questions and

direct customers to merchandise.

The Sales Associates' JobThe Sales Associates' JobNon-Selling Tasks

◦Tasks that are not directly related to working with a customer.

Associates:◦Handle tasks such as maintaining

appearance and organization of the store.

◦Inform the manager if any items are sold out.

◦Restock supplies.

Product KnowledgeProduct KnowledgeProduct knowledge means being

familiar with the items and services being sold.

Associates should provide information to the customer.

Where to Get Product Knowledge:The product itself:

◦You can find product info on labels, brochures, and packages.

◦This source and answer most common questions.

Product KnowledgeProduct KnowledgeWhere to Get Product

Knowledge:(cont.)◦The Product’s Manufacturer:

Manufacture representatives are trained on the product and can answer questions about the product.

Manufacture websites with product info.◦Trade Publications

Newspapers or magazines that have info on a particular business or industry.

Feature articles about trends, companies, and new products of interest.

Buying MotivesBuying Motives

Motives that cause customers to purchase a product are identified in two categories: Rational and emotional motives.

Rational Buying Motives:◦A rational buying motive: a customer

makes a decision based on a reasonable idea.

◦Another motive in this category includes financial motivations.

Buying MotivesBuying MotivesEmotional Buying Motives:

◦An emotional buying motive is determined by how a product makes you feel.

◦Some examples include peer acceptance, power, and the desire for physical beauty.

◦Many customers don’t think these are emotional motives, they think they are rational motives.

Buying MotivesBuying MotivesUnderstanding Buying MotivesIt is common for a customer to

have a combination of both motives.

Sales associates should understand the customers motive to determine which products might interest a customer.

The Sales Process – Step-by-The Sales Process – Step-by-StepStep

A-N-A-P-O-C-S◦ Approaching the

customer◦ Presenting the

product◦ Overcoming

objections◦ Closing the sale◦ Suggestion selling◦ Relationship building

The Sales ProcessThe Sales ProcessApproaching the customer:

◦ Greet customer face to face.◦ Do not stereotype a customer

Age, sex, race, religion, or appearance.

◦ Discover the customers buying style. Some customers like to do business

quickly, while others move at a slower pace.

◦ Ask open ended questions◦ It is extremely important that the

sales person smiles and acts friendly.

The Sales ProcessDetermining needs:

◦Learn what the customer is looking for in a product in order to determine which products to present.

◦Use open ended questions that encourage customers to do the talking.

◦Ask clarifying questions to make sure you understand the customers needs.

◦Don’t ask questions that might embarrass customers or make them defensive.

The Sales ProcessPresenting the product: Show and Tell

◦Products to show: Once you know the intended use of the product, select a few items to show.

◦Price range: If you don’t know the price range, begin with a medium priced product.

◦How many products to show: No more than three products at a time.

◦What to say: Talk about product features and benefits.

The Sales ProcessThe Sales Process

Overcoming objections: ◦ Learn why the customer is hesitant to

buy, provide information to overcome the objection and help the customer make a satisfying purchase. Objections: sincere reasons for not

making a purchase. Excuses: insincere reasons for not

buying a product.

◦ Objections can occur anytime, and should be answered promptly.

•I don’t think I can afford this...

•I don’t think I can afford this...

The Sales ProcessClosing the sale:

◦Get the customer’s positive agreement to buy.

Buying Signals: things customers do or say that indicate readiness to buy.

Trial Close: an initial effort to close a sale.

The Sales ProcessThe Sales ProcessSuggestion selling:

◦ Suggest additional products that will save the customer money or will help the customer better enjoy their original purchase.

Relationship building:◦ Create a means of maintaining

contact with the customer after the sale.

Feature/Benefit SellingFeature/Benefit SellingFeature/Benefit selling means

turning the features of a product into concepts that a customer might want to purchase.

Product Features:◦Physical aspects of a product.

Product Benefits:◦The advantages that a customer

receives from the product features.◦Customers like to hear about features

that are included with the product.

Feature-Benefit ChartFeature-Benefit ChartCan compare the F & B of one product

-or-Compare features of different competing

items

How Important…How Important…Selling Policies used by Selling Policies used by RetailersRetailers Profitability Decision Making

◦ Discounts, Theft, Return, Trade, Pricing

◦ Merchandise Discounts◦ Damaged Discounts

Return Policies◦ Exchanges◦ Refunds

Delivery Policies◦ Cost passed on to customer◦ Surcharge charged as a separate expense

Selling Process Policies◦ Greeting, Suggestion Selling, Quantities