4.00 CHANNEL MGT, SELLING PROMOTION AND
ECONOMIC TRENDS4.04
Employ sales processes and techniques to enhance customer relationship and to increase the likelihood of making sales.
Explain why salespeople should be able to recognize types of customer personalities.
Professional salespeople must be able to modify to separate personalities and other situations.
http://EzineArticles.com/3942700 Helps you to adapt yourself to your client; Every customer will
be different If you are able to quickly identify the personality style of the
customer, you will know the "hows" and "whys" of what to say to meet their needs
Once the customer feels that you truly understand them and feel an emotional connection, they will be more willing to buy from you
Improves the odds that the sales person can persuade their potential customer that the product best meets the customer’s needs.
To be effective your sales talk must address different customers in different ways
Explain the importance of acting appropriately for different customer
personality types. Every customer is different, so be
prepared to adjust your approach to each If you use the wrong personality type
approach, it is likely the customer will not be willing to buy from you
Customers buy when they are understood The wrong approach can lead to
misinterpretations between the salesperson and customers.
Identify types of customer personalities.
Aggressive One possible advantage of the Aggressive visitor is that they tend to
be fast in making a purchase decision. If you can prove your worth to them, you'll have a quick sale.
Concentrate your sales elements on calling out the main benefits and summarize content using bullet points.
The bottom line? Tell them what your product or service does that helps solve their problem.
Systematic The Systematic customer personality types require facts and
information (typically lots of it) before making a purchase decision. This means taking the time to provide additional details and
documentation to prove your product or service does what you say. This personality type requires information that is systematically
organized and makes logical sense. Accuracy is important to them.
Identify types of customer personalities.
Impulsive Impulsive customer personality types are not always sure
what they are looking for, but if they chance across something they think can help them, tend to make an immediate purchase.
Social This personality type is usually slow to reach a purchase
decision as they prefer to check in with others in an attempt to find someone who has used the product.
Social customer types want to know who else has used the product and if it performed as advertised. Testimonials are an important part of converting Social personality types.
http://www.small-biz-marketing-tips.com/customer-personality-types.html
Identify types of customer personalities.
The egotistical client This client eternally wants only superior, great
reputation and high prestige products This client will only go for your product or services if
you can persuade them that it is the newest, most advanced and most appropriate there is on the market.
The friendly customer The friendly customer gets on best with salespeople
who have the same type of personality. Agreeable clients are extremely uncomfortable in the
vicinity of boastful or authoritarian salespeople, who they think treat them like a child.
Identify types of customer personalities.
The business-like authoritarian customer Can handle facts and figures Furnish this group of clients with
comprehensive facts and make them sense that they are the one making the decision. Do not pressure them - employ logical arguments instead.
http://EzineArticles.com/3942700
Identify types of customer personalities.
The key six types: Decisive Personalities Impulsive Personalities Fact-Finder Personalities Practical or Frugal Personalities Informed Personalities Difficult Personalities
Describe the characteristics of decisive personalities.
Decisive customers are typically more forceful and assertive.
They know exactly what they want and don't want to waste time getting it.
Want to know the facts and are interested in comparing products
If you appear knowledgeable and professional and stay focused on meeting their needs, you will probably win their business
Describe the characteristics of impulsive personalities.
Impulsive customers are not always sure what they are looking for, but if they chance across something they think can help them, they tend to make an immediate purchase.
Impulsive visitors tend to react well to money-back guarantees and limited-time offers.
Impulsive customers typically like the stimulation of graphics, audio or video as long as it is informative and helps them make a buying decision.
Large amounts of data in the form of tables and graphs can be annoying or even overwhelming to them.
http://EzineArticles.com/3942700
Describe the characteristics of fact-finder personalities.
Fact-finders are looking for quantitative data that helps them choose one product over another
They tend to prefer a logical approach and are “rationally” motivated buyers rather than emotionally motivated
Offering clear comparisons and using factual and verifiable specifications helps them make a decision
Describe the characteristics of practical or frugal personalities.
Practical and Frugal are looking for a good value for their money It doesn’t have to be the best, but needs to fit
requirements Product specifications mixed with testimonials
works well for this kind of buyer Extra features that cost money aren’t
interesting to them Pointing out that they are getting the best
“bang for the buck” is what closes this customer
Describe the characteristics of informed personalities.
Informed buyers have usually already studied the products before stepping into the store or the online website The are looking for confirmation of what they
already know and then wish to compare prices for similar features
Reassuring the customer that that they have made a great choice and are getting what they were looking for is the best way to sell to this customer
Describe the characteristics of difficult personalities.
The difficult customer usually has a poor opinion of sales people May be based on hearsay or past experience Doesn’t trust the selling process
May have insecurities about themselves or low self-esteem
Offering verifiable information and giving the difficult customer space and time to think is a good way to sell to them
Be available but don’t hover around them
Describe actions to take in handling each type of customer
personality. Decisive Personalities
Offer information Impulsive Personalities
Question their reasons for shopping and present a product that meets their needs
Fact-Finder Personalities Just the facts, please
Describe actions to take in handling each type of customer
personality. Practical or Frugal Personalities
Best “bang for the buck” Informed Personalities
Clear comparisons of rival products Difficult Personalities
Answer questions, then give them space and time
Discuss guidelines for handling all personality types.
Everything we have already discussed The key is to know the features of
the products you are selling and then tie those features to specific benefits that the individual customer is looking to get from your product
Handle difficult types of customer personalities.
Any type of customer can be difficult if you aren’t prepared to understand them and respond properly, so learn how to handle each type
Observe Listen Question and Engage
Define buying motive, emotional motives, rational motives and
patronage motives. Buying Motive: The reason why a
customer buys a good or service Rational Buying Motive: When the
customer has conscious, logical, well thought out reasons for making a purchase.
Emotional Buying Motive: Feelings experienced by the customer through association with a product or service.
Patronage Buying Motive: The loyalty associated with a product or store.
Classify buying motives as emotional, rational or
patronage. Rational Buying Motives:
Product Dependability Time and Monetary savings Health or Safety consideration Service Quality Durability
Emotional Buying Motives: Social approval Recognition Power Love Prestige
Classify buying motives as emotional, rational or
patronage.Patronage Buying Motives:
Low Prices High quality Friendly staff Great customer service Merchandise Assortment
Describe reasons that salespeople should understand customers'
needs and wants. To successfully sell a product, it must
meet a customer’s needs or wants On occasion, a customer doesn’t
understand the products that are available and the professional salesperson will work with the customer to discover their real needs and wants
Understand the underlying needs and wants allows the salesperson to select the correct product.
Identify reasons that customers buy.
Customers have: 1. A problem to solve (need)2. An unfulfilled desire (want)
These can be for themselves or someone else that they know
Family Friends Professional (work related)
Classify buying motives as emotional, rational or patronage. Emotional
Social approval , recognition, power, love, prestige (etc.)
Rational Product dependability, time or monetary
savings, health or safety issues, quality, durability (etc.)
Patronage Brand loyalty, store loyalty
Describe techniques for identifying buying motives.
Listen and Question What seems to be important to the customer?
What do they stress in their answers? Who or what do they look at before answering
a question? Do they look at the person they came with (for
approval)? Do they look at the product or product info?
Demonstrate procedures for identifying customer buying motives for use in
selling.
Do the things that have been addressed in the earlier slides.
Define the following terms: buying decision, need decision, product decision, place
decision, price decision and time decision. Buying decision – Customer agrees to
purchase the product Need decision – because of a need for it
(need a winter coat) Product decision – reputation of the
product or manufacturer Place decision – where the customer can
buy the product
Define the following terms: buying decision, need decision, product decision, place
decision, price decision and time decision. Price decision –because of the price
relative to the competitor’s product Time decision – need more information so
the customer isn’t ready to buy Time of day or year
Types of Buying Decisions Identify types of buying decisions.
Place Price Time
Identify factors affecting place decisions. How and where will we sell to the customer? How close is the store? Does it have the item I need in stock? Are there shipping/delivery costs?
Types of Buying Decisions Cite factors affecting price decisions.
Perceived value Discount Perceived quality Cost, competitors’ prices, what the customer
is willing to pay List factors affecting time decisions.
Time of year Time of day Need for additional information
Types of Buying Decisions Explain the importance of salespeople's
helping customers to make buying decisions. Often salespeople are the relative experts on
the product being offered Salespeople are trained to help the customer
arrive at a decision when the customer isn’t sure what they want or need
The salesperson offers encouragement
Types of Buying Decisions Describe guidelines to follow in order to
facilitate customers’ buying decisions. Observe, listen, question and engage Offer a mid-priced item first
Assist customer in reaching favorable buying decisions. Select a suitable item Demonstrate the product Allow the customer to try it Overcome objections Close the sale
5-104 5-105 VocabularyDefine the following terms: probing,
information-gathering probes, opinion-gathering probes, and confirming probes.
Probing – a method of discovering what the customer wants
Information-gathering probes – method of gathering information about the customer and their needs
Opinion-gathering probes – aimed at getting the customer’s opinion on available products
Confirming Probe Aimed at ensuring that the customer is
certain about what they wish to buy An important step before selecting a
product or attempting to close a sale Can also be used to check for objections
Probing Distinguish between probing and
questioning. Probing is much like assumptive questioning Probing is aimed at getting the customer to
go into more depth without asking direct questions
This can help get a more accurate truth than the customer is prepared to give through answering questions
Questioning directly asks for information and might miss subtle cues about what the customer really wants
Probing
Describe reasons for probing. The customer’s answers to questions aren’t
consistent The customer seems unsure:
About what they want About whether the product will satisfy their
needs
Probing Explain benefits of probing to assess
customer/client needs. Probing is less direct and often less annoying to
the difficult customer It helps the salesperson get valuable information Less time is needed to make a sale
Identify probing techniques. Open ended questions Silence Nodding your head as they talk (to encourage
more information)
Probing Explain guidelines for assessing
customer/client needs. Be professional, yet friendly Use all tools appropriate for the customer to
get to the heart of what they need or want Demonstrate procedures for assessing
customer/client needs. Do what you have learned…
5-106 5-108 VocabularyDefine the following terms: sales talk and
product demonstration. Sales talk – a speech the salesperson
gives to introduce him/herself, the company and the product(s) Used to motivate the customer and focus their
desires so they are more likely to purchase Product demonstration – show, tell and
touch Inform the customer on how to use and then
let them try it for themselves
Demonstrations Explain the importance of an effective
product demonstration. Can mean the difference between a sale or
the customer leaving with nothing Can help the customer better understand the
product and how to use it Builds the customer’s confidence in the
product and its use Get the customer excited about the product
Demonstrations Describe guidelines to follow in selecting a
product to demonstrate to a customer. Appropriate to their needs Mid-priced product if possible
Explain guidelines to use in demonstrating products. Involve the customer Watch how they use it and make friendly
suggestions to enhance their experience with it Help the customer get excited about the product
Demonstrate a product. Do the stuff above,
5-109 5-110 Feature-Benefit Selling
Discuss the importance of feature-benefit selling. Most effective method of selling Aims at helping the customer see how the
features will directly benefit the customer Matching the characteristics of a product to a
customer’s needs and wants Customers don’t buy products, they buy what
the product can do for them (Customers buy BENEFITS)
Feature-Benefit Selling Describe product features that should be
considered in preparing to use feature-benefit selling. Features are basic, physical or extended
attributes of a product (they are built into the product)
Features can be used to help differentiate prices for otherwise similar items (more expensive feature make the product more expensive)
Feature-Benefit Selling Explain the importance of determining
which features and benefits appeal to each customer. Since the customer is buying the benefits, a
salesperson must find and understand what benefits the customer wants to get from the purchase
Matching the product features that will give the customer the benefits they want will help you complete the sale
The benefit(s) must be of real value to the customer
Feature-Benefit Selling Explain the guidelines for prescribing a
solution to customer needs. Listen carefully to customers as they describe what
they want Look for clues to important underlying
wants/needs that haven’t been mentioned (Use probing techniques and assumptive questions)
Watch the customer during the demonstration portion, what is s/he most interested in?
Clearly show how the product meets the customer’s needs
Demonstrate procedures for prescribing solutions to customer needs
5-111 5-113 Objections Vocabulary
Define the following terms: objection, yes, but. . ., toss-it-back, deny it, point-counterpoint, inquiry, show 'em, testimonial, try it.
Objection – a legitimate reason, doubt, or hesitation a customer has for not buying the product
“Yes, but. . .” – indicates an objection has not yet been satisfactorily answered
Toss-it-back – “boomerang” response where an objection is brought back to the customer as a selling point (past experiences)
Objections Deny it – the objection is based on
misinformation (be diplomatic) Point-counterpoint – “Superior-point”
used to offset the objection with the product’s features and benefits
Inquiry – “Question” used to clarify by asking direct questions about what is bothering the customer
Show 'em – Demonstrate the product again
Objections Testimonial – third party referral of
positive feedback Try it – “Satisfaction guaranteed or your
money back”
Objections Distinguish between objections and excuses.
Objections are legitimate reasons not to buy Excuses are reasons given when the customer
doesn’t want to talk to the sales person or make a decision (usually related to time)
Explain the importance of properly converting customer objections into selling points. Since an objection is a reason not to buy, a
salesperson must overcome objections to make a successful sale
Showing that the objection is actually a good reason to buy will often result in a sale
Objections Describe reasons that salespeople should
be prepared to answer objections. Objections can occur anytime in a sales
presentation, from the approach through the closing
Until the objection(s) are overcome, the customer probably won’t buy
Must customer can’t clear the objections themselves, so the salesperson must be prepared to help
ObjectionsClassify types of objections. Need – urgency for the product (don’t need a
winter coat in May) Product – The design, quality, color size, style,
or ease of use don’t work for the customer Source – manufacturer, brand or country of
origin Price – too expensive or too cheap Time – pressured to buy on the spot, don’t
have time to properly consider the details
Objections Describe methods of converting objections into selling
points. Substitution, Boomerang, Question, Superior point, Denial,
Demonstration, Third-party Explain procedures for converting objections into selling
points.1.Listen carefully to customer objection2.Pause before answering3.Empathize with the customer4.Restate the objection5.Avoid arguing with the customer6.Convert objection into selling point7.Answer objection honestly and continued selling
Demonstrate skill in converting objections into selling points.
5-114 5-115 Closing a Sale Define the term sales close.
Obtaining an agreement from the customer to purchase the product
List reasons that closing a sale is a courtesy to customers. The customer has a want or need to be
satisfied Time has been spent in the pursuit of finding a
product Driving, talking to salespeople, looking up
products on the internet, phone calls, etc.
Closing a Sale Explain the importance of using an
appropriate closing technique. There are multiple techniques and some will
work more effectively than others on certain customers or with certain products
Needs to fit the situation Identify closing techniques.
Trial close, which, standing-room only, direct, and service
Closing a SaleDescribe the following closing techniques: Direct – Ask if they are ready to buy Assumption – trial “Would you like this gift
wrapped?” Minor-points – Get agreement from the
customer on a number of little things then ask for the sale
Summary – Review the things the customer liked about the product
Standing-room Only – limited time to purchase because of price going up or last item
Closing techniques: Closing on objection – When the objection
has just been cleared, ask for the sale Contingent – “If, then” If I can get this
done for you, then will you buy? Contrasting advantages and
disadvantages – Show how the advantages outweigh the disadvantages (upside vs. downside)
Suggesting ownership – Using words like “you” and “yours”
Closing techniques Narrative – Talk the customer through the
sale and confirm for them that everything has been covered and that they are ready to buy
Related merchandise – Offer items that complement the original purchase
Bonus – Offer an extra to sweeten the deal if they purchase now
Silence – Give the customer time to think and sell themselves
Closing a Sale Classify examples of closing techniques.
Trial close, which, standing-room only, direct, and service
Describe guidelines for closing sales. Be sure that the product is a good fit for the
customer (it costs you more to sell it and then get it returned)
Focus on the benefits to the customer Be sure all objections have been cleared Encourage the customer that s/he has made a
good decision Demonstrate how to close a sale.
5-116 5-117 Suggestion Selling Define the term suggestion selling.
Complementary goods that enhance the original sale
Identify examples of suggestion selling. Do you want fries with that? I can show you some great ties to go with this
new suit. Would you like a cold drink with your hot dog?
Suggestion Selling Describe the importance of using
suggestion selling. Helps customers get more enjoyment from the
original product Can improve profits
Categorize items that are appropriate for suggestion selling. Cross selling – related merchandise Upselling – larger quantities Special sales opportunities – other
departments in the store
Suggestion Selling Explain guidelines for using suggestion
selling. Focus first on completing the original sale Based upon the personality of the customer,
select items that will enhance the original item and present them as options for the customer (think from the customer’s point of view)
Make specific suggestion(s) Let the customer see how it works together
with the original item Demonstrate proper procedures to use in
suggestion selling.
5-118 5-119 Negotiating Identify benefits of negotiating sales
terms. Allows flexibility when dealing with the
customer Some customers may be able to purchase an
item that otherwise could not be bought without the flexibility in sales terms
Discuss the importance of patience when negotiating sales terms. Because the salesperson is offering the
customer options for buying and paying, sales must be prepared to give the customer time to think.
Negotiating Explain the need to analyze the product’s
added value in comparison to that of competitors.
Describe the importance of being prepared for negotiations from the beginning of the sale.
Discuss information that the salesperson needs in order to negotiate effectively.
Negotiating Explain how to create win-win negotiations.
Start with the idea that the sale will be good for both parties (customer and company)
Remember the lowest price the company can sell the item and be sure to avoid going below that number
Make sure that you are offering a product that has real value to the customer
Discuss the importance of considering the buyer’s feelings when negotiating sales. The customer does NOT have to buy from you Future sales are dependent on their opinion of you
Negotiating Explain barriers to sales negotiations.
Normal communication barriers Preconceived notions Emotions (anger, pride, guilt/regret, worry) Lack of honesty or integrity “Hidden agendas”
Describe the use of silence in negotiating sales. Most people feel uncomfortable in silence, the
first to talk usually gives up power Demonstrate how to negotiate sales
terms.
5-120 5-121 Sales Standards and Policies
Distinguish between sales standards and sales policies Standards are best practices, lessons learned,
and minimum operating procedures Policies are guidelines selected by the
company that outline how sales will be done, can include limits
Explain the purposes of sales standards Provide structure for salespeople without
stifling their personalities
Sales Standards and Policies
Discuss benefits of having sales standards. Help build a specific image for the company
(position it relative to its competitors) Easier to evaluate salespeople Sales support staff knows what to expect
Sales Standards and Policies
Describe common sections contained in sales standards documents corporate information, sales organization, on-
boarding process, sales and technology, prospecting, the engagement cycle, and selling tactics).
Demonstrate procedures for maintaining sales standards.
5-122 5-123 Selling Identify appropriate selling techniques for use with a
specific client/customer. Decisive Personalities
Offer information Impulsive Personalities
Question their reasons for shopping and present a product that meets their needs
Fact-Finder Personalities Just the facts, please
Practical or Frugal Personalities Best “bang for the buck”
Informed Personalities Clear comparisons of rival products
Difficult Personalities Answer questions, then give them space and time
Demonstrate procedures for selling a good or service.
LowAssertiveness
HighAssertiveness
Amiables• feeling
Expressives• intuitive
Analyticals• thinking
Drivers• sensing
Expressive about feeling and emotions; people-oriented; subjectivehttp://cas.uah.edu/wrenb/MKT315/ch6/Adaptive%20Selling.m.ppt
Wants facts and figures; precise about time; Task-oriented; objective and reserved
Inquisitive; slow-acting; low risktaker; non-verbal; cooperative
Fast; active;High risk taker;verbal; directive; competitive
4321
1
2
3
4
HighResponsiveness
LowResponsiveness
5-124 5-125 Selling to Groups Explain how sales techniques are
modified to sell to groups. Salesperson must be aware of the group
dynamics Official leader Informal leader Who is the expert?
Include all members in the presentation
Selling to Groups Explain the use of technology in selling to
groups. Presentation software Presentation materials and hardware
DVD, monitor, projector Multiple products to demonstrate
Demonstrate procedures for selling to groups.
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