2. CHAPTER 12 – PREPARING FOR THE SALE
Personal Selling – any form of direct contact
between the salesperson and the customer
Retail Selling
Business-to-business selling – may take place in
a manufacturer’s or wholesaler’s showroom (inside
sales) or a customer’s place of business (outside
sales)
Telemarketing – making a cold call to sell a
product
3. GOALS OF SELLING
To help customers make satisfying buying
decisions, which create ongoing, profitable
relationships between buyer and seller
80/2
Consultative Selling – providing solutions to
customers’ problems by finding products that meet
their needs – very deep in B-to-B sales
4. FEATURE BENEFIT SELLING
Matching characteristics of a product to a
customer’s needs and wants
Product Features – basic, physical, or extended
attributes of the product or purchase
Customer Benefits – advantages or personal
satisfaction a customer will get from a good or
service
5. BUYING MOTIVES
Rational Motive – conscious, logical reason for a
purchase
Emotional Motive – a feeling experienced by a
customer through association with a product
6. CUSTOMER DECISION MAKING
Extensive Decision Making – used when there
has been little or no previous experience with an
item
Limited Decision making – used when a person
buys goods and services that he or she has
purchased before but not regularly
Routine Decision Making – used when a person
needs little information about a product
END OF 12.1
7. THE PRE-APPROACH
Pre-Approach – preparation for the face-to-face
encounter with potential customers
Product Information – Found through: direct
experience, written publications, other people, and
formal training
Industry Trends
8. PROSPECTING
Prospect – a potential customer – very important
in B2B
Employer Leads
Directories
Newspapers
Commercial Lists
Customer referrals – the names of other people
who might buy the product given to the salespeople
by the customer
Cold Canvassing – potential customers are
selected at random (door to door
9. PREPARING FOR THE SALE B2B
Making inquiries from other salespeople who have
previously dealt with the customer
Competition inquiry
10. PREPARING FOR THE SALE - RETAIL
Prep work is centered on the work area
See page 270
11. COMPANY POLICIES AND TRAINING
Training – explanation, demonstration, trial, and
critique
Sales Quota - dollar amount or unit amount sales
goals set for staff to achieve
Sales Ethics - Dishonest scales are an abomination
to the LORD,
But a just weight is His delight. – Proverbs 11:1
END OF CHAPTER 12
12. CHAPTER 13 – THE SALES PROCESS
Approaching the Customer – greeting face to face
(retail vs. B2B)
B2B – Usually by appointment
Retail – Service approach, greeting approach,
merchandise approach
End of 13.1
13. DETERMINING NEEDS IN SALES
Must determine as early in the sales process as
possible
Nonverbal Communication
Observing
Questioning
Listening
14. OPEN ENDED QUESTIONING
Questions that require more than a yes or no
answer
See “do’s and don’ts for questioning on page 287
END OF CHAPTER 13
15. CHAPTER 14 – PRODUCT PRESENTATION
When presenting a product or service, the following
questions must be answered:
1. Which products do you show?
2. What price range should you offer?
3. How many products should you show?
4. What do you say?
16. MAKE THE PRESENTATION COME ALIVE
One must plan their presentation to be effective
Displaying and Handling the Product
Demonstrating the product
Using sales aides when actual demonstration is
impractical
17. MAKE THE PRESENTATION COME ALIVE –
(CONTINUED)
Involve the customer in the presentation
Hold the Customer’s Attention
Complete Questions 1-4 on page 300
18. CHAPTER 14.2 - OBJECTIONS
Objections- are concerns, hesitations, doubts, or
other honest reasons a customer has for not
making a purchase
Excuses- are resons for not buying or not seing the
salesperson
Objection Analysis Sheet- list the common
objections and prepare a response to those
objections
20. FOUR-STEP PROCESS FOR HANDLING
OBJECTIONS
Listen Carefully
Acknowledge the Objections
Restate the Objections (paraphrase)
Answer the Objections
21. METHODS FOR RESPONDING TO OBJECTIONS
Substitution Method – recommend a different product
more suitable for the customer’s needs
Boomerang Method – Take the objection and highlight
it as a benefit (if appropriate)
Question Technique – ask questions to facilitate the
customer’s thought process to further investigate their
own objection
Superior Point Method – acknowledge objections as
valid, but still offer the consumer benefits that are
“superior” to their objections
Denial or Demonstration
Third party – using a previous customer or neutral party
who can give testimony about the product
23. CHAPTER 15 CLOSING THE SALE
Closing the Sale – is obtaining an agreement to by
from the customer
24. TIMING THE CLOSE
Buying Signals – things the customers do or say
to indicate a readiness to buy
Trial Close – is an initial effort to close the sale
25. CLOSING THE SALE
Recognize Closing Opportunities
Help Customers make a decision
Create and Ownership Mentality
Do Not Talk too Much and Do not Rush
26. EFFECTIVE CLOSING TECHNIQUES
Which Close – encourages a customer to make a
decision between two items
Standing-room-only close – when a product is in
short supply or when the price will increase in the
near future
Direct Close – is a method in which you ask for the
sale (used in conjunction with a very strong buying
signal)
Service Close – a closing method in which you
explain services that overcome obstacles or
problems (gift wrapping or delivery)
Service closes in B-to-B vs. Retail
27. FAILURE TO CLOSE THE SALE
Not every presentation yields a sale
Get Feedback
Maintain an optimistic attitude
Use what you learned to help you in the future
Practice makes better
Complete 1-4 on page 319
28. CUSTOMER SATISFACTION AND RETENTION
Suggestion selling – selling additional goods or
services to the customer
Rules for Suggestion Selling:
1. Use only after they have committed to buy, but
before they have paid
2. Make the suggestion definite
3. Focus on the customer’s needs, not your
commission
4. Show the item you are suggesting
5. Make the suggestion positive
29. SUGGESTION SELLING METHODS
Offering Related Merchandise
Recommending larger quantities
Calling attention to Special Sales opportunities
Read Pages 323-27 and complete 1-4 on page 327