Understand preliminary activities associated with selling.
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Transcript of Understand preliminary activities associated with selling.
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