The customer journey - PowerPoint PPT Presentation

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Title:

The customer journey

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Choosing frames & contact lenses. Why people buy. The sales model. Handling objections ... Handling Objections. Mostly resolved by... Reviewing customer's needs ... – PowerPoint PPT presentation

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Title: The customer journey


1
The customer journey
Touchpoint eight
2
Choosing frames spectacle lenses
  • Touchpoint eight

3
Choosing frames contact lenses
  • Why people buy
  • The sales model
  • Handling objections
  • Upgrading
  • Action planning

4
Choosing frames contact lenses
  • Why people buy
  • We make buying decisions based on a combination
    of emotional and logical reasons
  • It makes us feel good (emotion)
  • It solves a problem (logic)
  • The dispenser must aim to satisfy both of these
    needs to ensure success long-term

5
Choosing frames contact lenses
  • The Sales Model
  • People buy people first
  • Introduction - Build a rapport
  • Information gathering - Establish patient
    objectives
  • Product presentation - Educate inform
  • Recommendation advice - Explain options
  • Confirm interest Obtain commitment

6
The Sales Model
  • Introduction - Build a rapport
  • Use general open questions to put the customer
    at ease. More nervous people will require more
    time to develop a rapport.
  • Information gathering - Establish Objectives
  • The use of specific open questions will help
    to reveal an individuals wants and needs

7
The Sales Model
  • 3. Product presentation - Educate inform
  • Use features to describe products and always
    link them to benefits personalised for the
    customer
  • 4. Recommendation advice - Explain options
  • Reinforce options and point out balancing
    factors to allow an informed choice to be made
  • Confirm interest Obtain commitment
  • Close the sale

8
Handling Objections
  • The main objections are
  • Disinterest true objectives may not have been
    identified
  • Concern that the product will not do what you
    claim
  • Inability of the customer to make a decision

9
Handling Objections
  • Mostly resolved by
  • Reviewing customers needs objectives
  • Restating key features benefits
  • Confirm interest
  • Restate recommendations
  • Ask for the order
  • Note
  • You may have to offer alternatives

10
Upgrading
  • There are 3 aspects of upgrading which can be
    applied within the practice
  • Personal
  • Practice
  • Product

11
Upgrading
  • Upgrading model
  • Maximise sales by offering three levels of
    product.
  • Good
  • Better
  • Best
  • Remember to start with the best option first

12
Choosing frames contact lenses
  • Action plan
  • Ensure all staff especially dispensers are
    familiar with features and benefits and how to
    apply them.
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