The Sales
Process
2.08
Importance of Personal Selling



Allows the firm to immediately
respond to the needs of the
prospect
Allows for immediate customer
feedback
Results in an actual sale
Evolution of Personal Selling


Hard sell: Formerly thought
customers had to be forced into
making a purchase
Relationship selling: Now selling
requires the development of a
trusting partnership in which the
salesperson seeks to provide longterm customer satisfaction
Recent Trends in Personal Selling



Relationship selling: regular contacts over an
extended period to establish a sustained sellerbuyer relationship
Team selling: combination of salespeople
with specialists from other functional areas to
promote a product; useful in sales situations
that call for detailed knowledge of new,
complex, and ever-changing technologies
Sales force automation (SFA):
applications of computer and other
technologies to make the sales function
more efficient and competitive
What is the main objective in
sales?



Supply needs & wants of customers
Help customers make wise buying
decisions
To ensure customer satisfaction so
the firm can count on repeat
business
Definition of Personal Selling
Personal selling involves oral
conversations, either by telephone or
face-to-face, between salespersons and
prospective customers.
“A salesman is someone who sells
goods that won’t come back, to
customers who will.” (Anonymous)
Personal Selling


Personal Selling: Any form of direct contact
between a salesperson and a customer.
Types of personal selling situations
• Retail Selling: Customers come to the store.
• Business-to-Business Selling: May take place in a
number of locations: manufacturer’s or wholesaler’s
showroom (inside sales) or a customer’s place of business
(outside sales).
• Telemarketing: Selling over the telephone.
Consultative Selling

Consultative Selling:
Providing solutions to
customers’ problems by finding
products to meet their needs.
Feature - Benefit Selling

The concept that a salesperson
needs to match the features of
each product to a customer’s
needs and wants.
• Product Features: A physical
characteristic or quality of a good or service
that explains what it is.


Tangible Product Feature: Physical
characteristics of a product.
Extended Product Features: Although not
always physically part of the product, important in
the purchase decision.
Feature - Benefit Selling
(cont.)
– Customer Benefits: Advantages or
personal satisfaction a customer will get
from a good or service.
•
•
How does the feature help the product’s
performance?
How does the performance information give the
customer a personal reason to buy the product?
Selling Environments and Selling Types
Selling Environments
Selling Types
Over-the-counter
 Order taker
 Order getter
 Professional salespeople
 National account managers
 Missionary salespeople
 Support salespeople
 Outbound
 Inbound
Field Selling
Telemarketing
Over-the-Counter Selling
Order taker
Order Getter


A salesperson who only processes the purchase
that the customer has already selected
Retail outlets that are heavily oriented toward
self-service
Over-the-Counter Selling
Order taker
Order Getter

A salesperson who actively seeks to provide
information to prospects, persuade prospective
customers, and close sales

Personal service oriented stores

May practice suggestion selling
Field Selling
Professional Salespeople
National account managers
Missionary Salespeople
Support Salespeople

Help prospective customers to define their needs and then
suggest the best means of meeting those needs, even if that
requires suggesting that the prospects use a competitive
product
Field Selling
Professional Salespeople
National account managers
Missionary Salespeople
Support Salespeople

Highly skilled salespersons who call on key customers’
headquarters sites, develop strategic plans for the
accounts, make formal presentations to top-level
executives, and assist with all the product decisions at that
level
Field Selling
Professional Salespeople
National account managers
Missionary Salespeople
Support Salespeople


They do not seek to obtain a direct order from their
customers
Primary goal is to persuade customers to place orders
with distributors or wholesalers
Field Selling
Professional Salespeople
National account managers
Missionary Salespeople
Support Salespeople



Support the sales force in a number of ways
Technical support salespeople assist with technical
aspects of sales presentations
Merchandisers may set up product displays
Telemarketing
Telemarketing



Utilizing the telephone for prospecting, selling, and/or
following up with customers
Outbound: the salesperson uses the telephone to call
customers
Inbound: Firms which have customers calling the vendor
company to place orders (toll-free phone numbers)
Integrating the Various Selling
Channels
THE FIVE SALES CHANNELS
Over-theCounter
Field
Selling
Inside
Selling


Telemarketing
Online
Selling
Personal selling occurs through several
types of communication channels
Each sales channels has unique aspects
which make it relevant for particular
sales situations.
Roles of Personal Selling
a.
b.
c.
d.
e.
f.
Identifying decision makers, decision
processes, and qualified buyers
Promoting to corporate, travel trade,
and other groups
Generating increased sales at the point
of purchase
Providing detailed and up-to-date
information to the travel trade
Maintaining a personal relationship with
key clients
Gathering information on competitors’
promotions
Why choose the sales profession?


Employment in sales is growing
Sales positions offer advantages:
•
•
•
•
•
•
•
Good compensation
Intrinsic reward from helping customers
Flexible in day-to-day activities
High-visibility career track
Limited supervision
Travel opportunities
Increasing responsibilities
Specific Types of Sales Jobs
Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Build sales volume
by providing
customers with
promotional
assistance in the
form of advertising
and sales promotion
Specific Types of Sales Jobs
Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Where trade
salespeople sell to,
missionary
salespeople sell for
its direct consumers
Specific Types of Sales Jobs
Trade Selling

Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Often technically
trained in chemistry,
engineering, and
computer science
Support the regular
sales force or help
sell the product
Specific Types of Sales Jobs
Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Used in industries
that have one time
or very infrequent
sales, thus,
salespeople must
constantly develop
new leads to
generate sales
Specific Types of Sales Jobs
Trade Selling

Missionary Selling

Technical Selling
New-business Selling
Retail Selling
Telemarketing
Wide range of skills
required
Can require
knowledge,
communication
skills, and ability to
work with diverse
customers
Specific Types of Sales Jobs
Trade Selling
Missionary Selling
Technical Selling
New-business Selling
Retail Selling
Telemarketing

Telemarketing uses
outbound calls to:
• Open new accounts
• Qualify advertising
leads
• Service existing
business
Annual Pay for Sales
Representatives & Sales
Managers
Sales Force Compensation


Commission: incentive
compensation directly related to the
sales or profits achieved by a
salesperson
Salary: fixed compensation
payments made periodically to an
employee
What are the different kinds of customers?
1) Prospective Customer: no
specific purchase in mind,
undecided
2) Decided Customer: knows
what they want, decided
3) Casual Visitor: no purchase
in mind, may not be
shopping, just looking
4) Customers with Complaints
What are the four steps that most
people go through when making a
purchase?
1)
Attention: thoughts are
focused on a product
2) Interest: attractiveness or
usefulness of the product
has been noticed
What are the four steps that
most people go through when
making a purchase? (cont.)
3) Desire: item is wanted by
buyer
4) Action: customer makes
decision
Why do people to buy products?
1) To fulfill basic human
needs
2) Wants: desirable but
not essential
What motivates people to buy a
product or service?
3) Other factors:
a. money or cost
b. priorities
c. self-confidence (a self confident
customer is more likely to buy, and
a self confident salesperson is
more likely to sell)
Customer Buying
Decisions

Rational Motive: Conscious, factual
reason for a purchase such as:
• product dependability
• time or monetary savings
• convenience
• comfort
• recreational value
Customer Buying
Decisions

Emotional Motive: Feelings
experienced by the customer such
as:
•
•
•
•
•
•
social approval
recognition
power
love
affection
prestige
Customer Buying
Decisions

Factors that affect
customer decisions.
• Amount of previous
experience with the
product.
• How often the product is
purchased.
• Amount of information
necessary to make a wise
buying decision.
Customer Buying
Decisions (cont.)

Factors that affect customer
decisions.
• Importance of the purchase to
the customer.
• Perceived risk involved in the
purchase (financial loss, physical
or emotional harm, won’t
function properly).
• Time available to make the
decision.
Customer Buying
Decisions

Extensive Decision
Making: Used when there
has been little or no
previous experience with
the item because it is
infrequently purchased.
Customer Buying
Decisions
Limited Decision Making:
Used when a person buys goods
and services that he or she has
purchased before but not on a
regular basis.

Customer Buying
Decisions
Routine Decision Making:
Used when a person needs little
information about a product
because of the high degree of
prior experience with it.

What are the methods used
when dealing with different
types of customers?
1) Talkative Customer:
• Listen attentively and direct the
conversation toward the product.
• Be Patient.
2) Indecisive Customer:
• Provide facts about the product patiently
and thoroughly in order to reassure the
customer
What are the methods used
when dealing with different
types of customers?
3) Know-it-all Customer:
• Let the customer confirm the facts. Do not
compete or argue with the customer.
4) Silent Customer:
• Ask intelligent questions in order to
stimulate the conversation and always be
patient.
What are the methods used
when dealing with different
types of customers?
5) Disagreeable Customer:
• Be patient, polite and do not show anger.
Admit to any disadvantages of the
product.
6) Delaying Customer:
• List the sound reasons why product should
be purchased.
What are the methods used
when dealing with different
types of customers?
7) Decisive Customer:
• Keep the sales presentation short
and to the point. Allow the customer
to state his/her conclusions.
8) Customer in a hurry:
• Approach the customer immediately,
determine their needs quickly and
close the sale.
How do you prevent a customer
from being dissatisfied?
The best way to handle a
dissatisfied customer is to not
create one. Make sure that any
applicable warranty is thoroughly
understood. Avoid selling a
customer a product that does not
fit their needs/wants.
From the Customer’s Point of View
The
Customer
Five Buying
Decisions
The Buying
Process
Product
Place
Price
Time
Quantity
Attention
Interest
Desire
Conviction
Action
From the Salesperson’s Point of View
The
Salesperson
The Selling
Process
1.
2.
3.
4.
5.
6.
7.
8.
Preapproach
Approach
Determining Wants & Needs
Feature-Benefit Presentation
Overcoming Objections
Closing the Sale
Suggestion Selling
Follow Up & Service
The Sales Process
•
What happens during the process
of a sale from the time you walk in
the door to the time you leave?
Steps of A Sale
1. Preapproach: Looking for
customers and getting ready for the
sale.
2. Approaching the customer:
Actually greeting the customer
face-to-face.
3. Determining needs/wants:
Learning what a customer is
looking for.
Steps of A Sale
4. Presenting the product:
Educating the customer about the
product’s features and benefits.
5. Handling questions and
objections:
• Learning why the customer is reluctant to buy.
• Providing information to remove that
uncertainty.
• Helping the customer make a satisfying buying
decision.
Steps of A Sale
6. Closing the sale: Getting the
customer’s positive agreement to
buy.
7. Suggestion selling: Suggesting
that the customer buy additional
merchandise or services.
8. Reassuring and following up:
Helping a customer feel that he or
she has made a wise purchase.
The Sales Process – __________
Stage 1
APPROACH:
1. Preapproach
2. Approach
3. Determine
Customer
Wants &
Needs
Stage 2
PRESENTATION:
(Select Product)
4. Feature Benefit
Presentation
5. Handle
Objections
Stage 3
CLOSE:
6. Close the Sale
7. Suggestion
Selling
(Complete the
transaction)
8. Follow Up &
Service
Throughout the sales process, the
salesperson should be continually…
• planning next action steps
• confirming understanding
• asking for referrals
• seeking additional opportunities to serve
& sell
• evaluating responses & results
(positive/ negative)
• affirming decisions (minimizing buyer’s
remorse)
• positively expectant
STEP #1: PREAPPROACH
Getting ready for the sale….
Resources:
Direct experience
Written publications
Other people
Formal training
The Pre Approach

Observing and getting ready to sell
• A customer walks into your store
and you observe what they are
looking at before you greet them.
•You’re a home improvement
business and you drive around the
neighborhood to observe which
houses require home repairs.
3 Types of Customers
Decided
The Preapproach
Getting Ready to Sell
Finding new customers by
prospecting
 Retail sales not a prevalent
because the customers come
into the store.
 Important for the salesperson to
open new accounts to generate
sales volume.

Prospect
Find customers
 Get leads
 Build a referral base
 Cold-call

Reasons for Prospecting
1.
Increase Sales
1.
Replace Customers
Finding Customers
Prospecting – looking for new
customers…
In order to be a Prospect:
1. Need for the product
2. Resources to buy product
3. Authority to buy
What is prospecting?

Finding potential
customers
Examples of Prospecting

Wedding Pictures:
• Look in newspapers for wedding
announcements

Roof Repair:
• Door to Door/Drive
by/Telemarketing

Golf Vacations:
• Mailing list for Golf Digest
• Memberships to Courses
Prospecting and qualifying
prospective customers:




Blind prospecting
Cold calling or canvassing
Sales blitz
Lead prospecting
Terms to Know
Referrals
• Potential
customer
names given
by previous
customers
Cold Calls
• Randomly
searching for
customers.
Drive by
 Telemarketing

The Personal Selling Process
Prospecting




Prospecting involves finding qualified sales leads
Qualified sales leads: potential customers that have a need for
the salesperson’s product, and are able to buy
Referrals: obtained by the salesperson asking current
customers if they know of someone else who might have a
need for the salesperson’s product
Cold-calling: means contacting prospective customers without a
prior arrangement
Sources and Methods of
Prospecting






Employer leads
Telephone
Directories
Trade and
Professional
Directories
Newspapers
Commercial Lists
Cold Canvassing







Customer lists
Buyer lists
Orphaned
customers
Public Exhibition
Observation
Direct Mail
Customer
Referrals
Interview

Qualify prospect
• Potential customer? Yes/No
• How much will they buy?
• Do you want them as a customer?

Find out
•
•
•
•
•
What prospect needs
Prospect’s problems
Current suppliers (prices?)
Attitudes, values
Policies, decision makers
Preparing for the Sale
Industrial Sales
Analyze past sales records.
 View notes about the personal
aspects of the customer.
 Qualify new customers.
 Inquire with other salespeople who
are with non-competing lines.

Preparing for the Sale
Industrial Sales
Ask questions in a pre-visit phone
call.
 Make an appointment to see the
prospect in order to have time to
explain the features of your
product.

The Personal Selling Process
Pre-approach


The collection of information about the potential
customer and the customer’s company prior to the initial
visit
Researching the prospect and the company will assist the
salesperson in planning the initial presentation to the
prospective customer
Preparing for the Sale
Retail Sales



The customer comes to you, so most
of the preparation is in the retail
store.
Stock keeping and house keeping
duties are important.
Learn about the merchandise and the
prices of the merchandise.
STEP #2: APPROACH

The 1st communication
between salesperson and
customer
The APPROACH is…
The first face-to-face contact
with the customer.
 Can make or break a sale
 Sets the mood or atmosphere
 Establishes a relationship

What your mother said
is true . . .
You never get a second
chance to make a
first impression!
Approaching the Customer


First impressions count;
if a customer is turned
off by the approach it
will be difficult to win
him or her over.
Be alert to what
interests the customer.
Approach (cont.)


Establish a rapport and a positive
relationship with the customer.
Be aware of the customer’s buying
style
The Approach in Industrial
Sales


Setup an appointment during
the preapproach, and arrive
early to the appointment.
Introduce yourself, smile, and
shake hands.
The Approach in Industrial
Sales


Engage in small talk to build a
relationship with the customer.
Comment on important things to
keep the customer interested.
The Approach in
Business-to-Business Selling
♦
♦
♦
♦
Set up an
appointment
Introduce
yourself with
a firm
handshake
and a smile.
Be more
personal
with
customers
you know.
Use good
opening
statements
with new
customers.
The Approach in Retail Selling
If customer is
in a hurry,
approach
quickly.
 If customer is
undecided, let
them look.
 Encourage
customers to
look around
and to ask
questions.

The first encounter with a
potential customer…
•Service approach
•Greeting approach
•Merchandise approach
•Combination approach
Methods for the initial approach:
Service Approach Method
Ask if assistance is needed.
 “May I help you?”
 Problem – customer says, “I’m
just looking.”
 Instead, ask “How may I help
you?”

The Approach in Retail Sales
Service Approach Method



“How may I help you”
Appropriate when the customer is
obviously in a hurry or you are simply an
order taker.
Ineffective in most situations; you lose
control of the sales situation.
Greeting Approach Method
•The salesperson welcomes the customer
•“Good morning.”
•Establishes a positive atmosphere.
The Approach in Retail Sales
Greeting Approach Method



“Good afternoon, Mr. Wright” or an
appropriate personal comment.
This approach begins conversation and
establishes a positive rapport.
Do not focus on the merchandise.
Merchandise Approach
Method
•Let the customer look around. When they
show interest in a product, the salesperson
makes a comment or asks a question.
•The most effective approach because it gets
the customer talking about the merchandise
he/she may be interested in.
The Approach in Retail Sales
Merchandise Approach Method



The salesperson makes a comment or
asks questions about a product that the
customer is looking at.
Ask questions about the item.
Usually the most effective approach
because it immediately focuses attention
on the merchandise.
Which Approaches ?
SERVICE APPROACH




DECIDED CUSTOMER
The decided customer doesn’t require your help.
They know what they want. They are ready to
buy.
Timing: You must move quickly.
The decided customer will take possession (hold)
of the product.
The decided customer may be headed toward the
check out.
Which Approaches ?
MERCHANDISE APPROACH



UNDECIDED CUSTOMER
The undecided customer will require your
patience. They will have many questions, and will
require product information.
Never give this customer too many choices, they
will have a hard time making a decision.
Timing: Allow them to look first then approach
Which Approaches ?
MERCHANDISE APPROACH


JUST LOOKING CUSTOMER
The just looking customer will require your
patience. They like to be left alone.
Timing:
Allow them to look – Go slow.
REVIEW
Types of Approaches
1) Service
HOW may I
help you?
2) Greeting
Hi welcome to
Wal-Mart
REVIEW
Types of Approaches
3) Merchandise
I noticed you
were looking at
our latest in
pottery.
4) Combination
Hello, we have a
special today
buy 2 shirts get
the 3rd one ½
off!
STEP #3: DETERMINE
CUSTOMER WANTS & NEEDS
How to determine consumer needs:
 Determine customer’s reasons for buying
 Observing
 Listening
 Questioning and Engaging
The Personal Selling Process
Need
Identification



Requires asking probing questions of the prospective
customer to determine needs
The salesperson should ask open-ended questions
Make sure that the customer’s needs and potential
concerns are addressed
When to Determine Needs


In Retail Selling: Immediately after
the approach.
In Industrial Selling: During the
preapproach.
Analyze Needs
Usually during initial/only meeting in
business to consumer (retail) sales.

Detailed analysis of customer needs.

How will customer use product?

How will it help customer?
Throughout the sales process, the
salesperson should be continually…
•
•
•
•
•
•
•
•
•
asking questions
listening
qualifying (the opportunity for both parties)
discovering hot buttons (wiifm?-what’s in it for
me?)
building rapport
establishing trust
developing credibility
developing a valuable relationship
addressing objections
How to Determine Needs

Observing

Listening

Questioning
What methods are used to
determine customer wants and
needs?
1)
2)
Ask direct questions and give
clear answers
Observe what merchandise
the customer looks at
What methods are used to
determine customer wants &
needs? (cont.)
3) Watch the customers facial
expressions for clues or reactions
to the sales presentation
4) Listen carefully to what the
customer says
STEP #4: PRODUCT
PRESENTATION

What products do you show?
• How they will use the product?
• Show a medium-priced product first!
• Highlight the features and benefits
(FEATURE BENEFIT PRESENTATION)
The Personal Selling Process
Presentation



The focus of the sales presentation is the salesperson’s
explanation of how the features of the product provide
“benefits”
Presentation may be flexible or memorized
The salesperson should be prepared to provide
documentation for any statements of fact that are made
Select Products to Present

Decide which products to show.

Determine the price range.

Show no more than
3 products at a time.
What to Do




Display the product creatively
and attractively.
Demonstrate to build customer
confidence.
Use sales aids such as articles,
audio-visual aids, drawings,
graphs, etc…
Keep the customer involved.
What methods are used to fulfill
customer wants and needs?
1)
1)
2)
Point out product benefits that
best fit the customer needs
Explain facts in terms the
customer can understand
Demonstrate product to
customer
Product Presentation
This is the pitch.
 Show how your product helps solve
customer’s problems.
 Match your product’s features
(attributes) to customer’s needs
and problems.
 Focus on customer.
 This is a skill that needs to be
learned.

Product presentation time!

Display and handle the product

Demonstrate the product

Use sales aids

Involve the customer

Hold the customer’s attention

REMEMBER Customers BUY BENEFITS!
STEP #5: OVERCOMING
OBJECTIONS
Objection vs. Excuse
 Objection based on:
-Need
-Product
-Source
-Price
-Time

The Personal Selling Process
Handling
Objections



The salesperson may have failed to provide adequate
information, or have not demonstrated how the product
meets the needs of the prospect
Objection is a sign of interest on the part of the prospect
Provide information that will ensure the prospect’s
confidence in making the purchase
Objection or Excuse?


Objections - Honest reasons a
customer has for not making a
purchase.
Excuses - Insincere reasons for not
making a purchase.
Common Objections





Need: Customer has a conflict between
wanting something and truly needing it.
Product: Objections based on the product
itself such as quality, size, appearance, or style.
Source: Objections based on negative past
experiences with the firm or brand.
Price: More common with high-quality,
expensive merchandise.
Time: Usually reveal a hesitation to buy
immediately. Sometimes are in the form of
excuses.
Handling Objections

Listen Carefully.

Acknowledge the Customer’s Objections.

Restate the Objections.

Answer the Objection.
Methods to handle objections
Substitution
 Boomerang
 Question
 Superior-point
 Denial
 Demonstration
 Third party

STEP #6: CLOSING THE
SALE
Watch for buying signals:

Verbal closing clues

Non-verbal closing clues
The Personal Selling Process
Gaining
Commitment


Commitment is gained when the prospect agrees to take
the action sought by the salesperson
The salesperson must ask for commitment
Close

This is where you make your money.

This is why salespeople exist!

The most important part of the
salesperson’s job.

Lots of tricks and techniques… be careful.

Be persistent. 5x average (no vs. yes)
ABC - Always be Closing




Be prepared to close the sale at any time. The
sales process doesn't have to continue through all
the steps. You can close a sale at any time.
Prospect who is ready to buy, money in hand,
waving it in the air, however, the salesperson
stops them and says wait, I haven't finished my
presentation yet, let me tell you how great I am.
They've been taught to go through all the steps
so they keep talking and many times talk
themselves out of a sale.
At any point during the sales process the prospect
is ready to buy...close the sale.
How to Recognize Buying Signs

Buyers will often give you signs they want
what you're selling. These signs can either
be verbal or visual.

A buyer may start asking more questions.

They nod their head in agreement.

They require more in depth information.

They start talking about how things will be
when they own the product.
How to Recognize Buying Signs

Some visual signs to watch for are:
•
•
•
•


a smile,
a raising of the eyebrows
moving closer to you so they can see better.
If it's a couple they may show more affection or they
may look at each other in a certain way.
When you have memorized your presentation you
can be more aware of these buying signs and
your closing ratio will increase dramatically.
When you know what you are going to say and
don't need to think about it, your sales will
increase dramatically because you can sit back
and watch their body language and buying
signals and you'll know when they're ready to
buy.
Methods for closing the sale

Which

Standing-room only

Direct

Service
CLOSING METHODS
• Which Close: Encourages a customer to
make a decision between two items.
• Standing-Room-Only Close: Used
when a product is in short supply or the
price will go up in the near future.
• Direct Close: Method in which you ask
for the sale.
• Service Close: Explains services that
overcome obstacles or problems.
How to Make the Decision to Close the Sale


When you have qualified the prospect
properly, the buying signs are there and you
know they want to buy, make the decision that
the best thing for the customer is to buy.
Then focus your attention on talking about the
things they like or feel are important as you
close the sale. Put your personal feelings
about your product or service aside and focus
on the buyer.
Seven More Possible Strategies for
Closing Sales
1.
2.
3.
4.
5.
6.
7.
Trial closes
Assumptive close
Summary or summary-of-the-benefits
close
Special concession close
Eliminating-the-single-objection or
final-concern close
Limited-choice close
Direct-appeal close
Closing the Sale

Failure to Close the Sale.
• If at first you don’t succeed try again.
• 60% of all sales follow four or more
attempted closes.
STEP #7: SUGGESTION SELLING

Selling additional goods to enhance
the original purchase

Cross selling

Upselling

Special sales opportunities
Suggestion Selling Benefits
• To the Salesperson: Shows genuine
concern for the customer and makes them
want to do business with you again.
• To the Customer: He or she is more
pleased with the original purchase.
• To the Company: The time and cost
involved in suggestion selling is less than the
cost of making the original sale.
Suggestion Selling Methods
• Offer Related Merchandise: A good or service the
customer should have to increase the use or
enjoyment of the original purchase.
• Recommending Larger Quantities: This method
usually works with inexpensive items or when
money, time, and/or convenience will be saved.
• Call Attention to Special Sales Opportunities: As
a matter of customer service, salespeople are
obligated to communicate special sales
opportunities.
STEP #8: FOLLOW UP & SERVICE




It’s not over when the customer signs.
Make sure delivery is made, customer is trained,
and customer is happy.
Periodically, check in with customer.
Don’t just show up when it’s
time to make another sale.
If you don’t keep customer
happy….
someone else will!
(your competition)
The Personal Selling Process
Follow- Up


The salesperson completes any agreed upon actions
The salesperson should stay in touch after the sale by
writing thank-you notes, clipping and mailing newspaper
articles of interest to the prospect and calling on the
customer to ensure the customer’s satisfaction
How to maintain a relationship
with the customer…

Order processing

Order fulfillment

Customer service

Keeping a client file

Evaluate sales efforts
Reassuring and Following-up

After-Sale Activities
• Customer Relationship Management (CRM): Involves
strategies used to stay close to customers.
• Taking Payment / Taking the Order: Work quickly and
courteously to complete the order and avoid saying or
doing anything that might irritate the customer.
• Departure: Before the customer leaves, or before
departing a clients office, reassure the person of the wise
buying choices that have been made.
• Follow-up: Follow through with all promises and check
on customer satisfaction with the purchase.
• Evaluation: Send questionnaires or call customers to
check on how well they were treated by the sales and
service staff.
Remember everything you do
builds the relationship you have
with your customer…
What is CRM?






Customer Relationship Management
Implement technology and CRM
Maintain contacts
Maintain relationships
Develop customer loyalty
Implement rewards program
Customer Service Tips And
Techniques




Customer Relationship Management
(CRM): Involves strategies used to stay close
to customers.
68% of people quit doing business with
companies that have poor customer service.
It is far easier to lose customers due to poor
service than for your product's quality or cost.
It costs 5 times as much to bring in a new
customer, than to keep an existing one.
Customer Service Tips And
Techniques

Attention to customer service will
go a long way in helping you to
satisfy your customers and make
them feel as if they are truly
special.
CRM
1. Always tell your customer what you CAN do
for them. Don't begin your conversation by
telling them what you CAN'T do.
2. Allow irate customers to vent. Do not
interrupt them or start to speak until they
have finished having their say.
3. Diffuse anger by saying "I'm sorry” or
"I apologize."
4. Use your customer's name at different points
in the conversation.
CRM (cont.)
5. Make certain that your "solution" to the
customer's problem is acceptable to them.
Get their approval and agreement.
6. Always conclude each conversation with a
"Thank you" or a verbal message of
appreciation for their business.
7. Make certain that your tone of voice is in
sync with your words. Remember, your tone
of voice can completely contradict your
message.
CRM (cont.)
8. Listen attentively! There is nothing worse
than asking an irate or troubled customer to
REPEAT what they have just said.
9. Go the extra step by following up on your
solution. Re-contact the customer to make
certain that everything has been handled in
a satisfactory manner, and they are pleased
with the outcome.
10. Remember to ask if there is anything else
that you can do for your customer. Taking
the time to ask the question often results in
increased business and a more committed
customer.