4.02

Recognize the steps of the selling process.

Approach

The first encounter with a customer – The initial approach is critical. It should be positive,

create a favorable impression, and create interest in the product.

Service Approach

Considered the least effective approach method.

Should only be used when customer is obviously in a hurry or when selling a service.

“May I help you?”

Greeting Approach

Used to acknowledge customer’s presence and establish rapport

May include introduction of oneself Can be combined with service or merchandise

approach Ex. “Good morning! Is it still raining outside?”

Merchandise Approach

Includes comments or questions about the merchandise the customer is looking at or handling

Considered the most effective approach Ex. “The Atlanta Braves jersey will not shrink

when washed.”

Sales Approaches in SEM include:

Telemarketing

Direct mail

Personal selling

4.02

Recognize the steps of the selling process.

Determine the Needs of Customers

Observe

Listen

Question

Observe

The nonverbal communication of the customers and how they express themselves through body language

Listen to Customers

Maintain good eye-contact Provide verbal and non-verbal feedback Give customers undivided attention Listen with empathy and an open mind Do not interrupt

Question Customers

Well-chosen questions can help uncover needs and buying motives while putting customers at ease

Begin with general questions and then progress into specific questions

Ask open-ended questions and then explain the benefits

Ex. “How often do you bring your family to Paramount’s Carowinds each year?”

4.02

Recognize the steps of the selling process.

Product Presentations & Demonstration

Actively involve the customer Show the product to the customer and tell him

about its benefits (Called show and tell)– Never show more than three items at a time– When in doubt, show medium-priced items first

Make the Presentation Come Alive

Involve the customer by putting the product in the customers’ hand

Demonstrate how the product works Ex. When a customer is purchasing season

tickets, offer to show them where they will be sitting

Overcome Objections

An objection is a reason, concern, or hesitation a customer has for not making a purchase

Ex. “I really want both the sweatshirt and short sleeve shirt, but I can’t afford both.”

Common Objections

May be spoken or unspoken May be logical or psychological May relate to the need, product, price,

salesperson, source, store, or time May occur at any point in the sale Should be welcomed

Fun Sales Clips

http://funnysalescartoons.com/video/death-by-powerpoint-funny http://funnysalescartoons.com/video/funny-sales-interview-aw http://www.youtube.com/watch?v=vQj2_Zmq1-o&feature=

player_embedded http://www.youtube.com/watch?v=JZ9U4Cbb4wg&feature=

player_embedded http://www.youtube.com/watch?

v=VbQWO22pprk&feature=player_embedded http://www.youtube.com/watch?v=U-xFypjUqTM http://www.youtube.com/watch?v=SNWx7_tZRcI

4.02

Recognize the steps of the selling process.

To Handle Objections:

Listen Acknowledge Restate Answer the objection

http://www.youtube.com/watch?v=K_I75X9uCg8

Methods for Handling Objections

Boomerang Question Superior Point Denial Demonstration Third Party

Boomerang

The objection comes back to the customer as a selling point

Ex. If a customer states, “I can’t believe this concert ticket is so expensive.” The salesperson’s response might be,”I understand, but the view from those seats will be excellent.”

Question

The customer is questioned in an attempt to learn more about the objections raised

Ex. “Why don’t you want to buy running shoes, especially if you are starting to get more involved in 5k events?”

Superior Point

The salesperson acknowledges the objection as valid, but offsets them with other features and benefits

Ex. If a customer states, “I went to a Charlotte Checkers game last week and the tickets were $10 cheaper than the Hurricanes tickets.” The salesperson’s response might be, “Yes, that would be correct, but last year the Carolina Hurricanes were in the Stanley Cup Finals and the Checkers are not part of the National Hockey League.”

Denial

Provide proof and accurate information when answering objections

Best used when the customer has wrong information or when the objection is in the form of a question

Ex. If a customer states, “I really don’t want to pay a $150 joining fee in advance.” The salesperson’s response might be, “You don’t have to pay in advance, we can spread the joining fee over a six month period if you like.”

Demonstration

Answering objection by showing one or more features

“Seeing is believing”

Third Party

Uses a previous customer or another neutral person who can give a testimonial about the product

Can be verbal or non-verbal (letter) Ex. “The Carolina Hurricanes have always

purchased their team equipment from us. As a matter of fact, let me show you a letter we just received from their equipment manager.”

http://www.youtube.com/watch?v=wkpQ159T_l8&feature=related

4.02

Recognize the steps of the selling process.

Closing the Sale

Obtaining a positive agreement from the customer to buy

Ex. “Would you like this gift wrapped?”

http://www.youtube.com/watch?v=6VoXMvNrQro

Customer Readiness in Closing

Buying signals– Facial expressions, body language, comments– Physical actions – nodding, reaching for wallet– Comments – “I really like it; it fits well.”– Questions – “Do you have another one for my son?”

Trial close– Used to get an indication of what needs to be done

to close the sale– Ex. “Would you like to wear the shoes home?”

General Rules for Closing the Sale

If the customer is ready to make a buying decision, stop talking about the product When a customer is having difficulty making a buying decision, stop showing additional

merchandise Summarize the major features and benefits of a product Do not rush a customer into making a buying decision

http://www.youtube.com/watch?v=X9AgqzoMCSA

General Rules for Closing the Sale continued . . .

Use words that indicate ownership like you and your

Use major objections that have been resolved to close the sale

Use effective product presentations to close the sale

Look for minor agreements from the customer on selling points that lead up to the close

http://www.youtube.com/watch?v=RHqNk8_rOHk&feature=related

Specialized Closing Methods

Which close Standing-room-only close Direct close Service close

Which Close

Remove unwanted items to bring the selection down to two

Review the benefits of each Ask the customer, “Which one do you prefer?”

Which one?

Standing-Room-Only Close

Used when a product is in short supply or when the price will be increasing in the near future

Ex. “If you purchase the signage at the RBC Center today, you will save your club over $2,000. Next month, there will be a 10% price increase.”

Direct Close

Salesperson asks for the sale Ex. “May I initiate the paperwork for your

sponsorship of our charity event?”

http://www.youtube.com/watch?v=BUIbCYXGz04

Service Close

Explains services that overcome obstacles or problems

Ex. “Now, let’s talk about when you would like the system installed.”

Suggestion Selling

Beneficial to the customer and the salesperson Customer receives the benefit of goods or

services that will compliment the initial purchase

Ex. “How about an ice-cold Diet Vanilla Coke to go with that hotdog?”

Suggestion Selling continued . . .

Enhances the original purchase Not intended to force unnecessary items onto

the customer Takes place after the customer commits to

make the original purchase, but before the sale is entered into the register

Suggestion Selling continued . . .

Three methods used:– Offering related merchandise– Recommending larger quantities– Calling attention to special sales opportunities

One for $3.50

Three for $10.00

4.02

Recognize the steps of the selling process.

Relationship Marketing

Involves strategies businesses use to stay close to their customers

Crucial to keeping customers as repeat customers

Ex. Mailing or e-mailing a bi-monthly newsletter to any customer of the stadium store

Benefit Selling

Informing customers of new benefits about a sports or entertainment product

Ex. Rather than purchase a gym membership that will expire in six months, a customer purchases a booklet of “admission tickets” that do not expire until they are redeemed.”

After-Sale Activities

Used to develop and nurture customer relationships and loyalty in developing an on-going dialog with customers in preparation for future sales

Ex. Taking payment or taking the order, departure activities such as reassuring the customer, following-up on commitments made, and evaluating selling skills

http://www.peaksalesrecruiting.com/greatest-sales-movies-of-all-time/