Personal & Professional Sales
Personal & Professional Sales
(Spelunking Activity)
Personal & Professional Sales
“How Can You Sell Anything . . . ?” Activity
Personal & Professional Sales
Personality Traits of Effective Sales People?
Personality Traits of Effective Sales People
1. Confident
2. Positive
3. Honest
4. Creative
5. Smart
6. Communicates Well
7. Professional Appearance
What You Need to Know
1. Product
Composition &
Manufacturing
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Ingredients
How is it made?
History
Care & Maintenance
Comparisons to
Competition
What You Need to Know
2. How do you use the
Product?
– What is it used for?
– How do you work it?
– What are its
benefits?
What You Need to Know
3. Who will Benefit
From Using the
Product?
– What Needs Will it
Satisfy?
– Describe the Target
Market
What You Need to Know
4. How much Does it
Cost?
– Cost vs. Retail
– Competition’s Price
– Cost to Maintain
What You Need to Know
5. Who Manufactures the
Product?
– Company History
– Policies
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Ex: Return Policies
– Services
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ex.: Delivery
– Warranties & Guaranties
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Difference?
What You Need to Know
6. How Does Your
Product Differ From
the Competition’s?
– Focus on Key Selling
Points
7. Availability
– Where do we buy it?
– Where do we go to
Repair the Product?
What You Need to Know
8. How is it Promoted?
– Sample Advertisements
– Tag Lines & Promises
9. Related Items
– Where do we buy it?
– Where do we go to
Repair the Product?
Benefits of Product Knowledge
1.
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7.
Recognition
Respect of Others
Job Advancement
Less Stress
Satisfied Customers
Job Security
Meet Legal Req.
Sources of Product Knowledge
1. Literature
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Tags, Seals, Labels
Brochures/Leaflets
Government Stamps
Box Covers/Wrapping
Advertising Samples
Internet
Sources of Product Knowledge
2. People
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Managers
Buyers
Sales Personnel
Customers
Vendors
Repair People
Sources of Product Knowledge
3. Formal Training
– Retailer Supplied
– Vendor Supplied
4. Direct Experience
– Try it Yourself
Types of Goods
1. Convenience Goods
– Sold by Mass Media
– Little Thought Given
– Inexpensive
• Candy
• Toothpaste
• Etc.
– Good Location
– Don’t Boor w/ Details
Types of Goods
2. Shopping goods
– Customers Will
Compare Before
Buying
– More than one source
of the product
– Needs Advertising
Support
– Keep Price
Competitive
Types of Goods
2. Shopping goods (Cont.)
– Extensive Product
Knowledge Needed
– Demonstration of
Product Features &
Benefits Needed
– Understand Customer
Psychology
– Must Communicate
Well
Types of Goods
3. Specialty Products
– Customer Service is
Key
– Price is not the Most
Important Criteria
– Know Your Customer
– Items are Pre-sold
Features & Benefits
Features:
– Facts About the
Product
1.
2.
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7.
Construction
Materials
Workmanship
Uses
Price
Safety Features
Etc.
Features & Benefits
Benefits:
– Benefits of Using
the Product
1. A Personal
Satisfaction That a
Customer Wants
From the Product
(Buying Motives).
2. Why do We Want
the Product?
Personal & Professional Sales
The Sales Process
1. The Approach
A. Characteristics of an
Effective Approach
– Respectful &
Courteous
– Sincere
– Enthusiastic
– Timed Properly
1. The Approach
B. Types of Approaches
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Greeting
Service (Boo Hiss!!!)
Merchandise
Combination
2. Determining a Customers
Wants & Needs
A. Goal
– To determine the
customer’s problems
or concerns for
which you might sell
a satisfying product
or service
2. Determining a Customers
Wants & Needs
B. Open Ended
Questions
– Encourages the
Customer to Talk
About Their Needs &
Wants; you listen
o What did you like
about your last . . . ?
o How do you plan to
use this product?
2. Determining a Customers
Wants & Needs
C. Closed Questions
– Used by the
salesperson to
confirm their
understanding of the
customer’s wants &
needs
o So the red is your
favorite?
o It fits well then?
3. Product Demonstration
A. Goals
– To create customer
interest & desire for
your product
– To prove what you
are saying about
your product
– To involve the
customer in the sales
process
3. Product Demonstration
B. Eleven Rules of
Product Demos
– Handle Product
With Respect
– Creatively Display
Each Product Feature
& Benefit
– Continue to Ask
Questions of the
Customers
3. Product Demonstration
B. Eleven Rules of
Product Demos (Cont.)
– Use Dramatic Action
– Show the Product
in Use
– Use Descriptive,
Accurate, &
Interesting Vocab.
3. Product Demonstration
B. Eleven Rules of
Product Demos (Cont.)
– Show Enthusiasm for
the Product
– Anticipate
Interruptions
(Have a Planned
Presentation)
– Use Selling Aids in
Presentation
3. Product Demonstration
B. Eleven Rules of
Product Demos (Cont.)
– Practice, Practice, &
Practice
– Involve the
Customer in the
Presentation
4. Overcoming Objections
A. Objection Defined
– A reason not to buy
B. Types of Objections
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The Cost
The Product
The Company
The Time to Buy
4. Overcoming Objections
C. Key to Success in
Overcoming
Objections
– Anticipate the
Objection and
Having a Planned
Response
4. Overcoming Objections
D. Methods of Overcoming Objections
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“Yes, but . . . “
The Boomerang
Deny the Objection
The Question
Method
– Show ‘em Method
– Testimonial
4. Overcoming Objections
E. Other Guidelines
– Listen Actively &
Closely
– Pause
– Empathize
– Don’t Argue
– Be Honest
– Deliver
5. The Close
A. The Close Defined
– Encouraging the
customer to make
a buying action
B. Buying Signals
– Indications that
the customer is
ready to buy
5. The Close
C. Methods of Closing
– Ask for the Sale
– Assume the Sale is
Made
– Build a Series of
“Yes” Questions
– Summarize Selling
Points
5. The Close
C. Methods of Closing
– “What if . . .”
Method
– Land Chance to Buy
Method
– Standing Room Only
– Narrow the Choice
6. Suggestion Selling
A. Defined
– Recommending
products to satisfy
new customer
problems because
they bought your
product or service