Effective Selling

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Marketing Essentials
n Chapter 15 Closing the Sale
Section 15.2 Effective Selling
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SECTION 15.2
Effective Selling
What You'll Learn

• Why suggestion selling is important
• The rules for effective suggestion selling
• Specialized suggestion selling methods
• The concept of relationship marketing and how it
  is related to the sales process

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SECTION 15.2
Effective Selling
Why It's Important
The goal of selling is to help customers make
satisfying buying decisions so they buy from you
again. In this section you will learn how to
create a relationship with your customers, so
they will continue to do business with you in the
future.
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SECTION 15.2
Effective Selling
Key Terms

• suggestion selling
• relationship marketing

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SECTION 15.2
Effective Selling
Suggestion Selling
Suggestion selling is selling additional goods
or services to the customer, items that will
ultimately save time and money or make the
original purchase more enjoyable.
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SECTION 15.2
Effective Selling
Benefits of Suggestion Selling

• Suggestion selling benefits salespeople because
  customers will want to do business with them
  again.
• Suggestion selling benefits customers because
  they are more pleased with the purchase.
• Suggestion selling benefits the company because
  it saves time and cost.

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SECTION 15.2
Effective Selling
Five Rules of Suggestion Selling

• 1. Do suggestion selling after the customer has
  made a commitment to buy, but before payment is
  made or the order written.
• 2. Make your recommendation from the customer's
  point of view and give at least one reason for
  your suggestion.
• 3. Make the suggestion definite, rather
  thanasking, Will that be all?

Slide 1 of 2
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SECTION 15.2
Effective Selling
Rules of Suggestion Selling
4. Show the item you are suggesting. Dont just
talk about it. 5. Make the suggestion positive.
This scarf will complement your coat
beautifully.
Slide 2 of 2
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SECTION 15.2
Effective Selling
Suggestion Selling Methods

• There are three methods used in suggestion
  selling
• offering related merchandise
• recommending larger quantities
• calling attention to special sales opportunities

Slide 1 of 4
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SECTION 15.2
Effective Selling
Suggestion Selling Methods
Offering Related Merchandise Related merchandise
can increase the use or enjoyment of the
customers original purchase. Introducing related
merchandise is probably the easiest and most
effective suggestion selling method.
Slide 2 of 4
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SECTION 15.2
Effective Selling
Suggestion Selling Methods
Recommending Larger Quantities This usually
works in retail settings when selling inexpensive
items or when money, time, and/or convenience
will be saved. In business-to-business sales,
purchasing larger quantities allows customers to
take advantage of discounts.
Slide 3 of 4
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SECTION 15.2
Effective Selling
Suggestion Selling Methods

• Calling Attention to Special Sales Opportunities
  Salespeople are obligated to communicate special
  sales opportunities to their customers. Some
  opportunities include
• the arrival of new merchandise
• special sales
• holidays

Slide 4 of 4
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SECTION 15.2
Effective Selling
Relationship Marketing
Relationship marketing involves the strategies
businesses use to stay close to their customers.
Think of after-sale activities as part of an
ongoing dialogue with customers in preparation
for future sales.

• Example Harley Davidsons club for motorcycle
  owners offers insurance and travel assistance.

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SECTION 15.2
Effective Selling
Taking Payment/Taking the Order
Take payment or the order with courtesy. Work
quickly to complete the paperwork. Avoid saying
or doing anything to irritate your customer at
this stage of the sale.
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SECTION 15.2
Effective Selling
Departure

• Before the customer departs or before you leave
  your client's office
• Reassure the person of their wise buying choices.
• Take the time to educate your customer about any
  special care or specific instructions for their
  purchase.
• Thank the customer, even if they dont buy.

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SECTION 15.2
Effective Selling
Follow-Up
The follow-up includes making arrangements to
follow through on all promises made and checking
on customer satisfaction.
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SECTION 15.2
Effective Selling
Evaluation
Some businesses send questionnaires or call
customers to check on how well they were treated
by the sales and service staff. The results of
such surveys are passed on to salespeople so they
can improve their techniques.
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ASSESSMENT
15.2
Reviewing Key Terms and Concepts
1. What is suggestion selling, and why is it
important? 2. Suggest two rules for suggestion
selling. 3. Identify three methods used for
suggestion selling. 4. What is relationship
marketing and how is it related to the sales
process? 5. Why are after-sale activities (such
as departure, follow-up, and evaluation)
important?
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ASSESSMENT
15.2
Thinking Critically
Assume you work for a bank and are in charge of
selling commercial loans. You just sold a real
estate developer a 3.5 million loan for a new
shopping center. What could you do now to
solidify your relationship with this customer?
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Marketing Essentials
End of Section 15.2