Recognize the steps of the selling process.

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4.02

• Recognize the steps of the selling process.

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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.

3
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?
4
Greeting Approach

• Used to acknowledge customers 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?

5
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.

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Sales Approaches in SEM include

• Telemarketing
• Direct mail
• Personal selling

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Determine the Needs of Customers

• Observe
• Listen
• Question

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Observe

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

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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

10
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
  Paramounts Carowinds each year?

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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

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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

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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 cant afford both.

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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

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To Handle Objections

• Listen
• Acknowledge
• Restate
• Answer the objection

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Methods for Handling Objections

• Boomerang
• Question
• Superior Point
• Denial
• Demonstration
• Third Party

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Boomerang

• The objection comes back to the customer as a
  selling point
• Ex. If a customer states, I cant believe this
  concert ticket is so expensive. The
  salespersons response might be,I understand,
  but the view from those seats will be excellent.

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Question

• The customer is questioned in an attempt to learn
  more about the objections raised
• Ex. Why dont you want to buy running shoes,
  especially if you are starting to get more
  involved in 5k events?

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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
  salespersons 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.

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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 dont want to
  pay a 150 joining fee in advance. The
  salespersons response might be, You dont have
  to pay in advance, we can spread the joining fee
  over a six month period if you like.

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Demonstration

• Answering objection by showing one or more
  features
• Seeing is believing

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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.

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Closing the Sale

• Obtaining a positive agreement from the customer
  to buy
• Ex. Would you like this gift wrapped?

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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?

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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

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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

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Specialized Closing Methods

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

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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?
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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.

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Direct Close

• Salesperson asks for the sale
• Ex. May I initiate the paperwork for your
  sponsorship of our charity event?

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Service Close

• Explains services that overcome obstacles or
  problems
• Ex. Now, lets talk about when you would like
  the system installed.

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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?

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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

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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
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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

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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.

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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