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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. Service Approach. Considered the least effective approach method.

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Approach
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.


Service approach
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?”


Greeting approach
Greeting Approach

  • Used to acknowledge customer’s 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?”


Merchandise approach
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.”


Sales approaches in sem include
Sales Approaches in SEM include:

  • Telemarketing

  • Direct mail

  • Personal selling


Determine the needs of customers
Determine the Needs of Customers

  • Observe

  • Listen

  • Question


Observe
Observe

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


Listen to customers
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


Question customers
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 Paramount’s Carowinds each year?”


Product presentations demonstration
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


Make the presentation come alive
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


Overcome objections
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 can’t afford both.”


Common objections
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


To handle objections
To Handle Objections:

  • Listen

  • Acknowledge

  • Restate

  • Answer the objection


Methods for handling objections
Methods for Handling Objections

  • Boomerang

  • Question

  • Superior Point

  • Denial

  • Demonstration

  • Third Party


Boomerang
Boomerang

  • The objection comes back to the customer as a selling point

  • Ex. If a customer states, “I can’t believe this concert ticket is so expensive.” The salesperson’s response might be,”I understand, but the view from those seats will be excellent.”


Question
Question

  • The customer is questioned in an attempt to learn more about the objections raised

  • Ex. “Why don’t you want to buy running shoes, especially if you are starting to get more involved in 5k events?”


Superior point
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 salesperson’s 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.”


Denial
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 don’t want to pay a $150 joining fee in advance.” The salesperson’s response might be, “You don’t have to pay in advance, we can spread the joining fee over a six month period if you like.”


Demonstration
Demonstration

  • Answering objection by showing one or more features

  • “Seeing is believing”


Third party
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.”


Closing the sale
Closing the Sale

  • Obtaining a positive agreement from the customer to buy

  • Ex. “Would you like this gift wrapped?”


Customer readiness in closing
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?”


General rules for closing the sale
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


General rules for closing the sale continued
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


Specialized closing methods
Specialized Closing Methods

  • Which close

  • Standing-room-only close

  • Direct close

  • Service close


Which close
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?


Standing room only close
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.”


Direct close
Direct Close

  • Salesperson asks for the sale

  • Ex. “May I initiate the paperwork for your sponsorship of our charity event?”


Service close
Service Close

  • Explains services that overcome obstacles or problems

  • Ex. “Now, let’s talk about when you would like the system installed.”


Suggestion selling
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?”


Suggestion selling continued
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


Suggestion selling continued1
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


Relationship marketing
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


Benefit selling
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.”


After sale activities
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


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