4.04
Employ sales processes and techniques to enhance customer relationship and to increase the likelihood of making sales.

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Professional salespeople must be able to modify to separate personalities and other situations.
http://EzineArticles.com/3942700
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Helps you to adapt yourself to your client; Every customer will be
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An effective sales person can try to identify the customer’s personality type by observing the customer’s actions.
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

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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.

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Aggressive
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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
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The Systematic customer personality types require facts and information (typically lots of it) before making a purchase decision.
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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.

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Impulsive
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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
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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-personalitytypes.html

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The egotistical client
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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
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The friendly customer gets on best with salespeople who have the same type of personality.
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Agreeable clients are extremely uncomfortable in the vicinity of boastful or authoritarian salespeople, who they think treat them like a child.

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The business-like authoritarian customer
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Can handle facts and figures
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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

The key six types:
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Decisive Personalities
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Impulsive Personalities
Fact-Finder Personalities
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Practical or Frugal Personalities
Informed Personalities
Difficult Personalities

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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

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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 select products quickly and 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.
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Large amounts of data in the form of tables and graphs can be annoying or even overwhelming to them. http://EzineArticles.com/3942700

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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.
Example: suggest product care techniques.

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Practical and Frugal are looking for a good value for their money
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It doesn’t have to be the best, but needs to fit requirements
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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

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Informed buyers have usually already studied the products before stepping into the store or the online website
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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

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The difficult customer usually has a poor opinion of sales people
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May be based on hearsay or past experience
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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

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Decisive Personalities
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Offer information
Impulsive Personalities
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Question their reasons for shopping and present a product that meets their needs
Fact-Finder Personalities
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Just the facts, please

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Practical or Frugal Personalities
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Best “bang for the buck”
Informed Personalities
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Clear comparisons of rival products
Difficult Personalities
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Answer questions, then give them space and time

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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

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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
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Observe customer’s actions
Listen to the customer
Question and Engage the customer

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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.

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Rational Buying Motives:
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Product Dependability
Time and Monetary savings
Health or Safety consideration
Service
Quality
Durability
Emotional Buying Motives:
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Social approval
Recognition
Power
Love
Prestige

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To successfully sell a product, sales people effectively use buying motives to 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.

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1.
Customers have:
A problem to solve ( need )
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An unfulfilled desire ( want )
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These can be for themselves or someone else that they know
Family
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Friends
Professional (work related)

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Emotional
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Social approval , recognition, power, love, prestige
(etc.)
Rational
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Product dependability, time or monetary savings, health or safety issues, quality, durability (etc.)
Patronage
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Brand loyalty, store loyalty

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Listen and Question
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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?
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Do they look at the person they came with (for approval)?
Do they look at the product or product info?

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Do the things that have been addressed in the earlier slides.

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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

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Price decision –because of the price relative to the competitor’s product
Time decision – need for additional information -------- the customer isn’t ready to buy
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Time of day or year

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Identify types of buying decisions.
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Place
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Price
Time
Identify factors affecting place decisions.
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How and where will we sell to the customer?
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How close is the store?
Does it have the item I need in stock?
Business loyalty or patronage
Are there shipping/delivery costs?

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Cite factors affecting price decisions.
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Perceived value
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Discount
Perceived quality
Cost, competitors’ prices, what the customer is willing to pay
List factors affecting time decisions.
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Time of year
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Time of day
Need for additional information

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Explain the importance of salespeople's helping customers to make buying decisions.
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Often salespeople are the relative experts on the product being offered
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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

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Describe guidelines to follow in order to facilitate customers’ buying decisions.
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Observe, listen, question and engage
Offer a mid-priced item first
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Determine if there is a certain brand or style that would be best
Avoid over selling
Assist customer in reaching favorable buying decisions.
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Select a suitable item
Demonstrate the product
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Allow the customer to try it
Overcome objections
Close the sale

Define the following terms: probing, informationgathering probes, opinion-gathering probes, and confirming probes.
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Probing – a method of discovering what the customer wants
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Information-gathering probes – method of gathering information about the customer and their needs
Opinion-gathering probes – used to determine what the customer is thinking. Aimed at getting the customer’s opinion on available products

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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

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Distinguish between probing and questioning.
Probing is much like assumptive questioning
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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

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Describe reasons for probing.
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To identify customer’s needs and wants
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If the customer’s answers to questions aren’t consistent
Using probing in a sales presentation can make less time needed to close the sale
The customer seems unsure:
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About what they want
About whether the product will satisfy their needs

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Explain benefits of probing to assess customer/client needs.
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Probing is less direct and often less annoying to the difficult customer
It helps the salesperson get valuable information
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Less time is needed to make a sale
Identify probing techniques.
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Open ended questions
Silence
Nodding your head as they talk (to encourage more information)

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Explain guidelines for assessing customer/client needs.
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Be professional, yet friendly
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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.
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Observe customers’ facial expressions during the sales presentation to determine which selling points appeal to them.

Define the following terms: sales talk and product demonstration.
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Sales talk – a speech the salesperson gives to introduce him/herself, the company and the product(s)
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Used to motivate the customer and focus their desires so they are more likely to purchase
Product demonstration – show, tell and touch
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Inform the customer on how to use and then let them try it for themselves

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Explain the importance of an effective product demonstration.
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Can mean the difference between a sale or the customer leaving with nothing
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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

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Describe guidelines to follow in selecting a product to demonstrate to a customer.
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Appropriate to their needs
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Show limited number of products at one time
Mid-priced product if possible
Explain guidelines to use in demonstrating products.
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Involve the customer
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Watch how they use it and make friendly suggestions to enhance their experience with it
Demonstrate features that interest the customer
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Help the customer get excited about the product
Demonstrate the product.
Example: If you are selling a food product, actually cook the product for the customer and give them samples.

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Discuss the importance of feature-benefit selling.
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Most effective method of selling
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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)

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Describe product features that should be considered in preparing to use feature-benefit selling.
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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)
A feature is a physical characteristic or quality of a product.
It is something the customer can touch, feel, smell, see, or measure
It helps describe the product.
A feature answers the question, “What is it?”
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Ex: color, style, size
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Example: An air pocket in the Nike tennis shoe.

A benefit is the personal satisfaction or advantage that a customer wants from a product.
It is how the feature helps a particular buyer
For customers, it answers the questions:
How will I benefit?
What’s in it for me?
Example: The air pocket in a Nike tennis shoe provides Comfort .

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Prove to customers your product has features that benefit them
Customers buy benefits-not features
Compare to competition
Determine what each customer is looking for in a good or service

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Salespeople should be able to explain these three types of benefits to customers:
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Obvious or apparent benefits
Unique or exclusive benefits
Hidden benefits

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Advantages that need little explanation by the salesperson.
The customer already knows the benefit
Ex: Neutral colored carpeting
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What is the obvious benefit?
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Even if benefits are obvious, salespeople should still point them out and use them to prove the value of the product to customers

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Advantages that are available only from your good, service or business.
Is a selling advantage over your competitors
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Ex: a car that “parks” itself is a novelty
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Offers a huge benefits to customers that have trouble parallel parking

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Advantages that cannot be seen or understood without the assistance of a saleperson
Ex: buying a pair of shoes
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You can see the color and style
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You can not see how comfortable they are until persuaded to try them on your feet.
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Ex: purchasing a computer
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Warranties/24-hour helpline

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Explain the importance of determining which features and benefits appeal to each customer.
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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
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The benefit(s) must be of real value to the customer

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Explain the guidelines for prescribing a solution to customer needs.
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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?
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Clearly show how the product meets the customer’s needs
Demonstrate procedures for prescribing solutions to customer needs

Define the following terms: objection, yes, but. . ., toss-it-back, deny it, point-counterpoint, inquiry, show 'em, testimonial, try it .
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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
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Toss-it-back – “boomerang” response where an objection is brought back to the customer as a selling point (past experiences)

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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

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Testimonial – third party referral of positive feedback
Try it – “Satisfaction guaranteed or your money back”

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Distinguish between objections and excuses.
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Objections are legitimate reasons not to buy
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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.
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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

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Describe reasons that salespeople should be prepared to answer objections.
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Objections can occur anytime in a sales presentation, from the approach through the closing
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Until the objection(s) are overcome, the customer probably won’t buy
Most customer can’t clear the objections themselves, so the salesperson must be prepared to help
Ask additional questions and explain other features and benefits.

Classify types of objections.
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Need – urgency for the product (don’t need a winter coat in May)
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Product – The design, quality, color size, style, or ease of use don’t work for the customer
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Source – manufacturer, brand or country of origin
Price – too expensive or too cheap (value)
Time – pressured to buy on the spot, don’t have time to properly consider the details

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Describe methods of converting objections into selling points.
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Substitution, Boomerang, Question, Superior point, Denial,
Demonstration, Third-party
Explain procedures for converting objections into selling points.
1. Listen carefully to customer objection
2. Pause before answering in order to get the customer’s full attention
3. Empathize with the customer
4. Restate the objection
5. Avoid arguing with the customer
6. Convert objection into selling point
7. Answer objection honestly and continued selling
Demonstrate skill in converting objections into selling points.

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Define the term sales close.
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Obtaining an agreement from the customer to purchase the product
List reasons that closing a sale is a courtesy to customers.
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The customer has a want or need to be satisfied
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Time has been spent in the pursuit of finding a product
 Driving, talking to salespeople, looking up products on the internet, phone calls, etc.

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Explain the importance of using an appropriate closing technique.
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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.
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Trial close, which, standing-room only, direct, and service

Describe the following closing techniques:
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Direct – Ask if they are ready to buy
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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
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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

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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”

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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

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Classify examples of closing techniques.
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Trial close, which, standing-room only, direct, and service
Describe guidelines for closing sales.
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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
Reassure the customer about their buying decision by displaying self-confidence
Maintain a positive attitude
Demonstrate how to close a sale.

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Define the term suggestion selling.
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Complementary goods that enhance the original sale
Identify examples of suggestion selling.
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Do you want fries with that?
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I can show you some great ties to go with this new suit.
Would you like a cold drink with your hot dog?

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Describe the importance of using suggestion selling.
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Helps customers get more enjoyment from the original product
Can increase total sales and improve profits
Categorize items that are appropriate for suggestion selling.
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Cross selling – related merchandise (a tie to match a shirt)
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Up-selling – larger quantities (buy two get one free)
Special sales opportunities – other departments in the store
Trading Up- Persuading a customer to buy better and higher priced goods.

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Explain guidelines for using suggestion selling.
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Focus first on completing the original sale
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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.

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Identify benefits of negotiating sales terms.
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Allows flexibility when dealing with the customer
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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.
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Because the salesperson is offering the customer options for buying and paying, sales must be prepared to give the customer time to think.

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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.

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Explain how to create win-win negotiations.
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Start with the idea that the sale will be good for both parties (customer and company)
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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
If the client’s terms would be harmful to the sales person’s company they should just walk away from the sale.
Discuss the importance of considering the buyer’s feelings when negotiating sales.
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The customer does NOT have to buy from you
Future sales are dependent on their opinion of you

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Explain barriers to sales negotiations.
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Normal communication barriers
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Preconceived notions
Emotions (anger, pride, guilt/regret, worry)
Lack of honesty or integrity
“Hidden agendas”
Describe the use of silence in negotiating sales.
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Most people feel uncomfortable in silence, the first to talk usually gives up power
Demonstrate how to negotiate sales terms.

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Sales Standards and Policies
Distinguish between sales standards and sales policies
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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
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Standards are used as a benchmark. Each set of standards should correspond with desired performance outcomes for each salesperson.
When standards are customized, they more accurately reflect the degree to which an individual employee is meeting expectations.
Standards may also be used as a tool to measure the performance of an entire sales team or a customer-focused group.
Group standards typically focus on common objectives such as customer satisfaction, client retention, increased revenues and referrals, and new product rollouts.
Standards provide structure for salespeople without stifling their personalities

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Discuss benefits of having sales standards.
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Help build a specific image for the company (position it relative to its competitors)
Easier to evaluate salespeople
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Sales support staff knows what to expect
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Sales Standards Examples
One example: A numeric target, such as “serving 6 customers per hour” sounds good, however if you do not control the rate of customer arrivals then the measure is not within the employees control, as there maybe times when less than 6 customers per hour arrive.
Confirming sales call appointments the day before a presentation to increase the close rate is a more justified standard.

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Describe common sections contained in sales standards documents
 corporate information, sales organization, onboarding process, sales and technology, prospecting, the engagement cycle, and selling tactics).
Demonstrate procedures for maintaining sales standards.

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Identify appropriate selling techniques for use with a specific client/customer.
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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.
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Once a need is determined provide more information on the product.

Low
Assertiveness
Inquisitive; slow-acting; low risk taker; nonverbal; cooperative
Low
Responsiveness
Wants facts and figures; precise about time;
Task-oriented; objective and reserved
1
1
Analyticals
• thinking
2
2
3
Drivers
• sensing
4
3
Amiables
• feeling
Expressives
• intuitive
4
High
Responsiveness
Expressive about feeling and emotions; people-oriented; subjective http://cas.uah.edu/wrenb/MKT315/ch6/Adaptive%20Selling.m.ppt
High
Assertiveness
Fast; active;
High risk taker; verbal; directive; competitive

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Explain how sales techniques are modified to sell to groups.
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Salesperson must be aware of the group dynamics
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Official leader
Informal leader
Who is the expert?
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Include all members in the presentation
 Encourage interaction

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Explain the use of technology in selling to groups.
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Presentation software
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Presentation materials and hardware
 DVD, monitor, projector
Multiple products to demonstrate
Demonstrate procedures for selling to groups.
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Explain product benefits without emphasizing one over the other.
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Encourage interaction