SELLING IS:

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 SALESPERSONS 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
BUSINESS

• In business, the U comes before the I.

9
PURPOSE OF THE APPROACH

• Welcome the customer
• Gain the customers confidence and trust
• Direct the customers 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
• Dont 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 products 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 customers 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?

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HOW TO TRANSLATE PRODUCT FEATURES INTO BUYER
BENEFITS

1. List the product features.
2. Determine what each feature will do for the
   customer.
3. Explain how your customer will benefit from the
   product performance.

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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 customers likes and dislikes?

19

• CUSTOMERS BUY BENEFITS!

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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

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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

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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 customers point of
  view
• Make a specific suggestion
• Demonstrate the benefits of the suggested
  merchandise