To the Customer

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					The Sales
Importance of Personal Selling

    Allows the firm to immediately
     respond to the needs of the
    Allows for immediate customer
    Results in an actual sale
Evolution of Personal Selling

     Hard sell: Formerly thought
      customers had to be forced into
      making a purchase
     Relationship selling: Now selling
      requires the development of a
      trusting partnership in which the
      salesperson seeks to provide long-
      term customer satisfaction
       Recent Trends in Personal Selling
   Relationship selling: regular contacts over an
    extended period to establish a sustained seller-
    buyer relationship
   Team selling: combination of salespeople
    with specialists from other functional areas to
    promote a product; useful in sales situations
    that call for detailed knowledge of new,
    complex, and ever-changing technologies
   Sales force automation (SFA):
    applications of computer and other
    technologies to make the sales function
    more efficient and competitive
    What is the main objective in
   Supply needs & wants of customers

   Help customers make wise buying

   To ensure customer satisfaction so
    the firm can count on repeat
        Definition of Personal Selling
       Personal selling involves oral
   conversations, either by telephone or
  face-to-face, between salespersons and
           prospective customers.

“A salesman is someone who sells
 goods that won’t come back, to
 customers who will.” (Anonymous)
                  Personal Selling

   Personal Selling: Any form of direct contact
    between a salesperson and a customer.

   Types of personal selling situations
    • Retail Selling: Customers come to the store.
    • Business-to-Business Selling: May take place in a
      number of locations: manufacturer’s or wholesaler’s
      showroom (inside sales) or a customer’s place of business
      (outside sales).
    • Telemarketing: Selling over the telephone.
        Consultative Selling
   Consultative Selling:
    Providing solutions to
    customers’ problems by finding
    products to meet their needs.
      Feature - Benefit Selling
   The concept that a salesperson
    needs to match the features of
    each product to a customer’s
    needs and wants.
    • Product Features: A physical
      characteristic or quality of a good or service
      that explains what it is.
          Tangible Product Feature: Physical
           characteristics of a product.
          Extended Product Features: Although not
           always physically part of the product, important
           in the purchase decision.
       Feature - Benefit Selling

– Customer Benefits: Advantages or
  personal satisfaction a customer will get
  from a good or service.
   •   How does the feature help the product’s
   •   How does the performance information give the
       customer a personal reason to buy the product?
  Selling Environments and Selling Types

Selling Environments   Selling Types

Over-the-counter        Order taker
                        Order getter
Field Selling           Professional salespeople
                        National account managers
                        Missionary salespeople
                        Support salespeople
Telemarketing           Outbound
                        Inbound
           Over-the-Counter Selling
                               Order taker

                              Order Getter

   A salesperson who only processes the purchase
    that the customer has already selected
   Retail outlets that are heavily oriented toward
           Over-the-Counter Selling
                              Order taker

                              Order Getter

   A salesperson who actively seeks to provide
    information to prospects, persuade prospective
    customers, and close sales
   Personal service oriented stores
   May practice suggestion selling
                     Field Selling
    Professional Salespeople

                               National account managers
                                 Missionary Salespeople
                                  Support Salespeople

   Help prospective customers to define their needs and then
    suggest the best means of meeting those needs, even if that
    requires suggesting that the prospects use a competitive
                     Field Selling
                                Professional Salespeople
National account managers

                                 Missionary Salespeople
                                   Support Salespeople

   Highly skilled salespersons who call on key customers’
    headquarters sites, develop strategic plans for the
    accounts, make formal presentations to top-level
    executives, and assist with all the product decisions at that
                    Field Selling
                               Professional Salespeople
                              National account managers
    Missionary Salespeople

                                  Support Salespeople

    They do not seek to obtain a direct order from their
    Primary goal is to persuade customers to place orders
     with distributors or wholesalers
                  Field Selling
                             Professional Salespeople
                            National account managers
                              Missionary Salespeople
Support Salespeople

   Support the sales force in a number of ways
   Technical support salespeople assist with technical
    aspects of sales presentations
   Merchandisers may set up product displays

   Utilizing the telephone for prospecting, selling, and/or
    following up with customers
   Outbound: the salesperson uses the telephone to call
   Inbound: Firms which have customers calling the vendor
    company to place orders (toll-free phone numbers)
Integrating the Various Selling
        Over-the-      Field          Tele-
        Counter       Selling       marketing

                Inside          Online
                Selling         Selling

   Personal selling occurs through several
    types of communication channels
   Each sales channels has unique aspects
    which make it relevant for particular
    sales situations.
             Roles of Personal Selling

a.   Identifying decision makers, decision
     processes, and qualified buyers
b.   Promoting to corporate, travel trade,
     and other groups
c.   Generating increased sales at the point
     of purchase
d.   Providing detailed and up-to-date
     information to the travel trade
e.   Maintaining a personal relationship with
     key clients
f.   Gathering information on competitors’
Why choose the sales profession?

      Employment in sales is growing
      Sales positions offer advantages:
       •   Good compensation
       •   Intrinsic reward from helping customers
       •   Flexible in day-to-day activities
       •   High-visibility career track
       •   Limited supervision
       •   Travel opportunities
       •   Increasing responsibilities
      Specific Types of Sales Jobs

   Trade Selling          Build sales volume
                           by providing market
 Missionary Selling        channel members
                           with promotional
  Technical Selling        assistance in the
                           form of advertising
New-business Selling       and sales promotion

   Retail Selling
      Specific Types of Sales Jobs

   Trade Selling          Where trade
                           salespeople sell to
 Missionary Selling        channel members,
  Technical Selling        salespeople sell for
                           its direct consumers
New-business Selling
   Retail Selling
      Specific Types of Sales Jobs

   Trade Selling          Often technically
                           trained in chemistry,
 Missionary Selling        engineering, and
                           computer science
  Technical Selling       Support the regular
                           sales force or help
New-business Selling       sell the product
   Retail Selling
      Specific Types of Sales Jobs

   Trade Selling          Used in industries
                           that have one time
 Missionary Selling        or very infrequent
                           sales, thus,
  Technical Selling        salespeople must
                           constantly develop
New-business Selling       new leads to
                           generate sales
   Retail Selling
      Specific Types of Sales Jobs

   Trade Selling          Wide range of skills
 Missionary Selling       Can require
  Technical Selling        communication
                           skills, and ability to
New-business Selling       work with diverse
   Retail Selling
      Specific Types of Sales Jobs

   Trade Selling          Telemarketing uses
                           outbound calls to:
 Missionary Selling        • Open new accounts
                           • Qualify advertising
  Technical Selling          leads
                           • Service existing
New-business Selling         business

   Retail Selling
 Annual Pay for Sales
Representatives & Sales
        Sales Force Compensation

   Commission: incentive
    compensation directly related to the
    sales or profits achieved by a

   Salary: fixed compensation
    payments made periodically to an
What are the different kinds of customers?

 1) Prospective Customer: no
  specific purchase in mind,
 2) Decisive Customer: knows
  what they want, decided
 3) Casual Visitor: no purchase
  in mind, may not be
  shopping, just looking
 4) Customers with Complaints
What are the four steps that most
people go through when making a
 1) Attention: thoughts are
  focused on a product
 2) Interest: attractiveness
  or usefulness of the
  product has been noticed
  What are the four steps that
 most people go through when
  making a purchase? (cont.)
3) Desire: item is wanted by
4) Action: customer makes
   Why do people to buy a

1) To fulfill basic human

2) Wants: desirable but
  not essential
What motivates people to buy a
     product or service?
 3) Other factors:
 a. money or cost
 b. priorities
 c. self-confidence (a self confident
    customer is more likely to buy, and
    a self confident salesperson is
    more likely to sell)
         Customer Buying
   Rational Motive: Conscious, factual
    reason for a purchase such as:
    • product dependability
    • time or monetary savings
    • convenience
    • comfort
    • recreational value
            Customer Buying
   Emotional Motive: Feelings
    experienced by the customer such
    •   social approval
    •   recognition
    •   power
    •   love
    •   affection
    •   prestige
          Customer Buying
   Factors that affect
    customer decisions.
    • Amount of previous
      experience with the
    • How often the product is
    • Amount of information
      necessary to make a wise
      buying decision.
          Customer Buying
   Factors that affect customer
    • Importance of the purchase to
      the customer.
    • Perceived risk involved in the
      purchase (financial loss, physical
      or emotional harm, won’t
      function properly).
    • Time available to make the
        Customer Buying
   Extensive Decision
    Making: Used when there
    has been little or no
    previous experience with
    the item because it is
    infrequently purchased.
       Customer Buying
Limited Decision Making:
Used when a person buys goods
 and services that he or she has
 purchased before but not on a
 regular basis.
       Customer Buying
Routine Decision Making:
Used when a person needs little
 information about a product
 because of the high degree of
 prior experience with it.
 What are the methods used
 when dealing with different
   types of customers?

1) Talkative Customer:
 • Listen attentively and direct the
   conversation toward the product.
 • Be Patient.
2) Indecisive Customer:
 • Provide facts about the product
   patiently and thoroughly in order to
   reassure the customer
 What are the methods used
 when dealing with different
   types of customers?

3) Know-it-all Customer:
 • let the customer confirm the facts.
   Do not compete or argue with the
4) Silent Customer:
 • Ask intelligent questions in order to
  stimulate the conversation and
  always be patient.
 What are the methods used
 when dealing with different
   types of customers?
5) Disagreeable Customer:
 • Be patient, polite and do not show anger.
  Admit to any disadvantages of the
6) Delaying Customer:
 • List the sound reasons why product should
   be purchased.
 What are the methods used
 when dealing with different
   types of customers?

7) Decisive Customer:
 • Keep the sales presentation short
  and to the point. Allow the customer
  to state his/her conclusions.
8) Customer in a hurry:
 • Approach the customer immediately,
  determine their needs quickly and
  close the sale.
How do you prevent a customer
   from being dissatisfied?
The best way to handle a
 dissatisfied customer is to not
 create one. Make sure that any
 applicable warranty is thoroughly
 understood. Avoid selling a
 customer a product that does not
 fit their needs/wants.
From the Customer’s Point of View


       Five Buying   The Buying
        Decisions      Process

        Product       Attention
         Place         Interest
         Price          Desire
         Time        Conviction
        Quantity        Action
From the Salesperson’s Point of View

                   The Selling
          1.   Preapproach
          2.   Approach
          3.   Determining Wants & Needs
          4.   Feature-Benefit Presentation
          5.   Overcoming Objections
          6.   Closing the Sale
          7.   Suggestion Selling
          8.   Follow Up & Service
         The Sales Process

•   What happens during the process
    of a sale from the time you walk in
    the door to the time you leave?
         Steps of A Sale

1. Preapproach: Looking for
  customers and getting ready for the
2. Approaching the customer:
  Actually greeting the customer
3. Determining needs/wants:
  Learning what a customer is
  looking for.
           Steps of A Sale
4. Presenting the product:
  Educating the customer about the
  product’s features and benefits.
5. Handling questions and
  • Learning why the customer is reluctant to
  • Providing information to remove that
  • Helping the customer make a satisfying
    buying decision.
         Steps of A Sale
6. Closing the sale: Getting the
  customer’s positive agreement to
7. Suggestion selling: Suggesting
  that the customer buy additional
  merchandise or services.
8. Reassuring and following up:
  Helping a customer feel that he or
  she has made a wise purchase.
    The Sales Process – 3 Stages
1. Preapproach
2. Approach      PRESENTATION:
3. Determine     (Select Product)
   Customer      •   Feature Benefit
   Wants &           Presentation    CLOSE:
   Needs         •   Handle          6. Close the Sale
                     Objections      7. Suggestion
                                        (Complete the
                                     8. Follow Up &
 Throughout the sales process, the
salesperson should be continually…
  • planning next action steps
  • confirming understanding
  • asking for referrals
  • seeking additional opportunities to serve
    & sell
  • evaluating responses & results
    (positive/ negative)
  • affirming decisions (minimizing buyer’s
  • positively expectant
Getting ready for the sale….

    Direct experience

    Written publications

    Other people

    Formal training
           The Pre Approach
   Observing and getting ready to sell
    • A customer walks into your store
     and you observe what they are
     looking at before you greet them.
    •You’re a home improvement
     business and you drive around the
     neighborhood to observe which
     houses require home repairs.
3 Types of Customers

     The Preapproach
    Getting Ready to Sell
 Finding new customers by
 Retail sales not as prevalent
  because the customers come
  into the store.
 Important for the salesperson to
  open new accounts to generate
  sales volume.
 Find customers
 Get leads

 Build a referral base

 Cold-call
      Reasons for Prospecting
1.   Increase Sales

1.   Replace Customers
        Finding Customers
Prospecting – looking for new

    In order to be a Prospect:
    1. Need for the product

    2. Resources to buy product

    3. Authority to buy
       What is prospecting?

   Finding potential
      Examples of Prospecting
   Wedding Pictures:
    • Look in newspapers for wedding
   Roof Repair:
    • Door to Door/Drive
   Golf Vacations:
    • Mailing list for Golf Digest
    • Memberships to Courses
Prospecting and qualifying
   prospective customers:

   Blind prospecting
   Cold calling or canvassing
   Sales blitz
   Lead prospecting
         Terms to Know
Referrals        Cold Calls
 • Potential      • Randomly
   customer         searching for
   names given      customers.
   by previous       Drive by
   customers         Telemarketing
     The Personal Selling Process


    Prospecting involves finding qualified sales leads
    Qualified sales leads: potential customers that have a need for
     the salesperson’s product, and are able to buy
    Referrals: obtained by the salesperson asking current
     customers if they know of someone else who might have a
     need for the salesperson’s product
    Cold-calling: means contacting prospective customers without a
     prior arrangement
       Sources and Methods of
   Employer leads        Customer lists
   Telephone             Buyer lists
                          Orphaned
   Trade and
    Professional           customers
    Directories           Public Exhibition
   Newspapers            Observation
   Commercial Lists      Direct Mail
   Cold Canvassing       Customer
   Qualify prospect
    • Potential customer? Yes/No
    • How much will they buy?
    • Do you want them as a customer?
   Find out
    •   What prospect needs
    •   Prospect’s problems
    •   Current suppliers (prices?)
    •   Attitudes, values
    •   Policies, decision makers
    Preparing for the Sale
       Industrial Sales
 Analyze past sales records.
 View notes about the personal

  aspects of the customer.
 Qualify new customers.

 Inquire with other salespeople who
  are with non-competing lines.
    Preparing for the Sale
        Industrial Sales
 Ask questions in a pre-visit phone
 Make an appointment to see the

  prospect in order to have time to
  explain the features of your
    The Personal Selling Process


   The collection of information about the potential
    customer and the customer’s company prior to the initial
   Researching the prospect and the company will assist the
    salesperson in planning the initial presentation to the
    prospective customer
       Preparing for the Sale
             Retail Sales
   The customer comes to you, so most
    of the preparation is in the retail
   Stock keeping and house keeping
    duties are important.
   Learn about the merchandise and the
    prices of the merchandise.
   The 1st communication
    between salesperson and
     The APPROACH is…
 The first face-to-face contact
  with the customer.
 Can make or break a sale

 Sets the mood or atmosphere

 Establishes a relationship
What your mother said
      is true . . .

   You never get a second
     chance to make a
      first impression!
     Approaching the Customer

   First impressions count;
    if a customer is turned
    off by the approach it
    will be difficult to win
    him or her over.

   Be alert to what
    interests the customer.
           Approach (cont.)
   Establish a rapport and a positive
    relationship with the customer.

   Be aware of the customer’s buying
    The Approach in Industrial
 Setup an appointment during
  the preapproach, and arrive
  early to the appointment.
 Introduce yourself, smile, and
  shake hands.
    The Approach in Industrial
 Engage in small talk to build a
  relationship with the
 Comment on important things
  to keep the customer
      The Approach in
Business-to-Business Selling

♦   Set up an
♦   Introduce
    yourself with
    a firm
    and a smile.
♦   Be more
    you know.
♦   Use good
    with new
The Approach in Retail Selling
       If customer is
        in a hurry,
       If customer is
        undecided, let
        them look.
       Encourage
        customers to
        look around
        and to ask
The first encounter with a
   potential customer…

 •Service approach
 •Greeting approach
 •Merchandise approach
 •Combination approach
Methods for the initial approach:

    Service Approach Method
 Ask if assistance is needed.
 “May I help you?”

 Problem – customer says, “I’m
  just looking.”
 Instead, ask “How may I help

  The Approach in Retail Sales
      Service Approach Method
 “May I help you”

 Appropriate when the customer is
  obviously in a hurry or you are
  simply an order taker.
 Ineffective in most situations; you

  lose control of the sales situation.
 Greeting Approach Method

•The salesperson welcomes the customer
•“Good morning.”
•Establishes a positive atmosphere.
 The Approach in Retail Sales
     Greeting Approach Method
 “Good afternoon, Mr. Wright” or an
  appropriate personal comment.
 This approach begins conversation

  and establishes a positive rapport.
 Do not focus on the merchandise.
   Merchandise Approach
•Let the customer look around. When they
show interest in a product, the salesperson
makes a comment or asks a question.
•The most effective approach because it gets
the customer talking about the merchandise
he/she may be interested in.
 The Approach in Retail Sales
   Merchandise Approach Method
 The salesperson makes a comment
  or asks questions about a product
  that the customer is looking at.
 Ask questions about the item.

 Usually the most effective approach

  because it immediately focuses
  attention on the merchandise.
              Which Approaches ?

   The decided customer doesn’t require your help.
    They know what they want. They are ready to
   Timing: You must move quickly.
   The decided customer will hold (take possession)
    of the product.
   The decided customer may be headed toward the
    check out.
            Which Approaches ?
   The undecided customer will require your
    patience. They will have many questions, and will
    require product information.
   Never give this customer to many choices, they
    will have a hard time making a decision.
   Timing: Allow them to look first then approach
              Which Approaches ?

   The just looking customer will require your
    patience. They like to be left alone.

   Timing:   Allow them to look – Go slow.
    Types of Approaches
1) Service    2) Greeting
 HOW can I     Hi welcome
 help you?     to….
       Types of Approaches
3) Merchandise     4) Combination
 I noticed you      Hello, we have a
 were looking at    special today
 our latest in      buy 2 shirts get
 pottery.           the 3rd one ½

How to determine consumer needs:
 Determine customer’s reasons for buying

 Observing

 Listening

 Questioning and Engaging
  The Personal Selling Process

    Requires asking probing questions of the prospective
     customer to determine needs
    The salesperson should ask open-ended questions
    Make sure that the customer’s needs and potential
     concerns are addressed
     When to Determine Needs

   In Retail Selling: Immediately after
    the approach.

   In Industrial Selling: During the
            Analyze Needs
Usually during initial/only meeting in
 business to consumer sales.

   Detailed analysis of customer needs.

   How will customer use product?

   How will it help customer?
 Throughout the sales process, the
salesperson should be continually…
  •   asking questions
  •   listening
  •   qualifying (the opportunity for both parties)
  •   discovering hot buttons (wiifm?-what’s in it for
  •   building rapport
  •   establishing trust
  •   developing credibility
  •   developing a valuable relationship
  •   addressing objections
How to Determine Needs

   Observing

   Listening

   Questioning
       What methods are used to
     determine customer wants and

1)   Ask direct questions and give
     clear answers

2)   Observe what merchandise
     the customer looks at
    What methods are used to
   determine customer wants &
         needs? (cont.)
3) Watch the customers facial
 expressions for clues or reactions
 to the sales presentation

4) Listen carefully to what the
 customer says
         STEP #4: PRODUCT
   What products do you show?
    • How they will use the product?
    • Show a medium-priced product first!
    • Highlight the features and benefits
    The Personal Selling Process

   The focus of the sales presentation is the salesperson’s
    explanation of how the features of the product provide
   Presentation may be flexible or memorized
   The salesperson should be prepared to provide
    documentation for any statements of fact that are made
      Select Products to Present
   Decide which products to show.

   Determine the price range.

   Show no more than
    3 products at a time.
               What to Do
   Display the product creatively
    and attractively.

   Demonstrate to build customer

   Use sales aids such as articles,
    audio-visual aids, drawings,
    graphs, etc…

   Keep the customer involved.
What methods are used to fulfill
 customer wants and needs?
1)   Point out product benefits that
     best fit the customer needs

1)   Explain facts in terms the
     customer can understand

2)   Demonstrate product to
    Product Presentation

 This is the pitch.
 Show how your product helps solve
  customer’s problems.
 Match your product’s features

  (attributes) to customer’s needs
  and problems.
 Focus on customer.

 This is a skill that needs to be

     Product presentation time!
   Display and handle the product
   Demonstrate the product
   Use sales aids
   Involve the customer
   Hold the customer’s attention
 Objection vs. Excuse
 Objection based on:

    The Personal Selling Process

   The salesperson may have failed to provide adequate
    information, or have not demonstrated how the product
    meets the needs of the prospect
   Objection is a sign of interest on the part of the prospect
   Provide information that will ensure the prospect’s
    confidence in making the purchase
       Objection or Excuse?

   Objections - Honest reasons a
    customer has for not making a

   Excuses - Insincere reasons for not
    making a purchase.
           Common Objections
   Need: Customer has a conflict between
    wanting something and truly needing it.
   Product: Objections based on the product
    itself such as quality, size, appearance, or style.
   Source: Objections based on negative past
    experiences with the firm or brand.
   Price: More common with high-quality,
    expensive merchandise.
   Time: Usually reveal a hesitation to buy
    immediately. Sometimes are in the form of
        Handling Objections
   Listen Carefully.
   Acknowledge the Customer’s Objections.
   Restate the Objections.
   Answer the Objection.
 Rarely is offer accepted “as is.”
 Never give in on price.

 If you do give in on price (notice the
  contradiction), make sure you get
  something in return. Quid Pro Quo!
 Transparency?

 Win-Win
    Methods to handle objections
 Substitution
 Boomerang

 Question

 Superior-point

 Denial

 Demonstration

 Third party

Watch for buying signals:

   Verbal closing clues

   Non-verbal closing clues
    The Personal Selling Process

   Commitment is gained when the prospect agrees to take
    the action sought by the salesperson
   The salesperson must ask for commitment
   This is where you make your money.

   This is why salespeople exist!

   The most important part of the
    salesperson’s job.

   Lots of tricks and techniques… be careful.

   Be persistent. 5x average (no vs. yes)
           ABC - Always be Closing

   Be prepared to close the sale at any time. The sales
    process doesn't have to continue through all the steps.
    You can close a sale at any time.

   Prospect who is ready to buy, money in hand, waving
    it in the air, however, the salesperson stops them and
    says wait, I haven't finished my presentation yet, let
    me tell you how great I am.

   They've been taught to go through all the steps so
    they keep talking and many times talk themselves out
    of a sale.

   At any point during the sales process the prospect is
    ready to buy...close the sale.
       How to Recognize Buying Signs

   Buyers will often give you signs they want
    what you're selling. These signs can either
    be verbal or visual. Let's start with the

   A buyer may start asking more questions.
    They nod their head in agreement. They
    require more in depth information. They
    start talking about how things will be when
    they own the product.
     How to Recognize Buying Signs
   Some visual signs to watch for are a smile, a
    raising of the eyebrows or moving closer to you
    so they can see better. If it's a couple they may
    show more affection or they may look at each
    other in a certain way.

   When you have memorized your presentation you
    can be more aware of these buying signs and
    your closing ratio will increase dramatically.

   When you know what you are going to say and
    don't need to think about it, your sales will
    increase dramatically because you can sit back
    and watch their body language and buying
    signals and you'll know when they're ready to
    Methods for closing the sale

 Which
 Standing-room only

 Direct

 Service
• Which Close: Encourages a customer to
  make a decision between two items.

• Standing-Room-Only Close: Used
  when a product is in short supply or the
  price will go up in the near future.

• Direct Close: Method in which you ask
  for the sale.

• Service Close: Explains services that
  overcome obstacles or problems.
How to Make the Decision to Close the Sale

   When you have qualified the prospect
    properly, the buying signs are there and you
    know they want to buy, make the decision
    that the best thing for them is to buy.

   Then focus your attention on talking about the
    things they like or feel are important as you
    close the sale. Put your personal feelings
    about your product or service aside and focus
    on the buyer.
     Seven More Possible Strategies for
              Closing Sales
1.   Trial closes
2.   Assumptive close
3.   Summary or summary-of-the-benefits
4.   Special concession close
5.   Eliminating-the-single-objection or
     final-concern close
6.   Limited-choice close
7.   Direct-appeal close
             Closing the Sale

   Failure to Close the Sale.
    • If at first you don’t succeed try again.
    • 60% of all sales follow four or more
      attempted closes.

    Selling additional goods to enhance
     the original purchase

    Cross selling

    Upselling

    Special sales opportunities
   Suggestion Selling Benefits
To the Salesperson: Shows genuine concern
 for the customer and makes them want to do
 business with you again.

• To the Customer: He or she is more
  pleased with the original purchase.

• To the Company: The time and cost
  involved in suggestion selling is less than the
  cost of making the original sale.
   Suggestion Selling Methods
• Offer Related Merchandise: A good or service the
  customer should have to increase the use or
  enjoyment of the original purchase.

• Recommending Larger Quantities: This method
  usually works with inexpensive items or when
  money, time, and/or convenience will be saved.

• Call Attention to Special Sales Opportunities: As
  a matter of customer service, salespeople are
  obligated to communicate special sales
   It’s not over when the customer signs.

   Make sure delivery is made, customer is trained,
    and customer is happy.

   Periodically, check in with customer.
    Don’t just show up when it’s
    time to make another sale.

    If you don’t keep customer
     someone else will!
    (your competition)
    The Personal Selling Process

    Follow- Up

    The salesperson complete any agreed upon actions
    The salesperson should stay in touch after the sale by
     writing thank-you notes, clipping and mailing newspaper
     articles of interest to the prospect and calling on the
     customer to ensure the customer’s satisfaction
    How to maintain a relationship
        with the customer…
   Order processing

   Order fulfillment

   Customer service

   Keeping a client file

   Evaluate sales efforts
    Reassuring and Following-up
   After-Sale Activities
    • Customer Relationship Management (CRM): Involves
      strategies used to stay close to customers.
    • Taking Payment / Taking the Order: Work quickly and
      courteously to complete the order and avoid saying or
      doing anything that might irritate the customer.
    • Departure: Before the customer leaves, or before
      departing a clients office, reassure the person of the wise
      buying choices that have been made.
    • Follow-up: Follow through with all promises and check
      on customer satisfaction with the purchase.
    • Evaluation: Send questionnaires or call customers to
      check on how well they were treated by the sales and
      service staff.
Remember everything you do is
builds the relationship you have
     with your customer…
          What is CRM?
   Customer Relationship Management
   Implement technology and CRM
   Maintain contacts
   Maintain relationships
   Develop customer loyalty
   Implement rewards program
    Customer Service Tips And
   Customer Relationship Management
    (CRM): Involves strategies used to stay close
    to customers.
   68% of people quit doing business with
    companies that have poor customer service.
   It is far easier to lose customers due to poor
    service than for your product's quality or cost.
   It costs 5 times as much to bring in a new
    customer, than to keep an existing one.
Customer Service Tips And
   Attention to customer service will
    go a long way in helping you to
    satisfy your customers and make
    them feel as if they are truly
              CRM (cont.)
• 1. Always tell your customer what you CAN do
  for them. Don't begin your conversation by
  telling them what you CAN'T do.

• 2. Allow irate customers to vent. Do not
  interrupt them or start to speak until they
  have finished having their say.

• 3. Diffuse anger by saying "I'm sorry or "I

• 4. Use your customer's name at different
  points in the conversation.
            CRM (cont.)
• 5. Make certain that your "solution" to the
  customer's problem is acceptable to them.
  Get their approval and agreement.

• 6. Always conclude each conversation with a
  "Thank you" or a verbal message of
  appreciation for their business.

• 7. Make certain that your tone of voice is in
  sync with your words. Remember, your tone
  of voice can completely contradict your
            CRM (cont.)
• 8. Listen attentively! There is nothing worse
  than asking an irate or troubled customer to
  REPEAT what they have just said.

• 9. Go the extra step by following up on your
  solution. Re-contact the customer to make
  certain that everything has been handled in
  a satisfactory manner, and they are pleased
  with the outcome.

• 10. Remember to ask if there is anything
  else that you can do for your customer.
  Taking the time to ask the question often
  results in increased business and a more
  committed customer.

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