Understandpreliminary activities

associated with selling

Employee training and development

Product knowledgeTraining: To inform by instruction,

discipline, or drill.Formal training: Training provided by the

company in a class or workshop settingThis type of training most often takes place in B2B

(Business to Business) selling.Informal training: Takes place on the sales

floor in retail operationsA new associate may be paired with an experience

associate who will describe the merchandise and selling techniques.

Employee training and development Product knowledge cont.

On your own: Some organizations do not provide training. In this case, an associate must learn on their own.

The more knowledgeable a salesperson is successful sales will result.

Top salespeople continue to learn about products on their own.

Four main sources of information include:The product itself. Salespeople may be

given samples of the products to try.Printed resources. Care tags, content labels,

and users’ manuals. Other sources include manufacturer’s, trade journals, and consumer publications.

The Internet. Search using keywords or search engines such as Google or Yahoo.

People. Those who have previous experience with your product are a valuable source of information. Ask customers about their previous experiences and how the product compares to competitors

Employee training and development

Sales techniquesAttention: Get the attention of your customer through advertising or prospecting.

Interest: Build interest using an emotional appeal (i.e. family, friends, and boss).

Desire: Build desire by highlighting product features.

Conviction: Increase desire by sharing testimonials and proving the worth of the product.

Action: Encourage the customer to buy, ask for the sale

Employee training and development Ethical behavior: Effective salespeople

should build trust with customer by being honest and responsible

Behaviors that are considered unethical include:Overselling the product, promising more

than the product or company can deliverLying about the competition to make the sale

Providing false testimonials

Preapproach And ProspectingPreapproachPreparing for face-to-face customer interaction

Salespeople gain product knowledge, study trends, competitors, and identify potential customers

Preapproach And ProspectingProspect - A potential customer.

Prospects are most common in B2B selling situations.

Prospects, or leads, come from:EmployersDirectories

oTelephone directoriesoTrade and professional directories

NewspapersCommercial lists Customer referrals

Preapproach And ProspectingTwo Types Of Prospecting

Endless chain method: Salespeople ask previous customers for names of potential customers.

Cold canvassing: Salespeople attempt to locate as many potential customers as possible without checking out leads beforehandSalespeople may go door-to-door or may

select names from a telephone directory.

Preparation For B2B And Retail Selling

B2BPreapproach depends on whether the customer is a new prospect or an existing customer.

For new prospects the salesperson must do background research to determine needs and financial standing.

For existing customers, the salesperson must review past notes and history about past purchasing habits.

Preparation For B2B And Retail Selling

The preapproach in the retail environmentRetail associates are responsible for preparing the merchandise and work areas.Straightening, rearranging, and replenishing

stockAdjusting price ticketsLearning the location and current availability of

stockArranging displaysVacuuming and dusting