SELLING IS:
Assisting the
Customer in
Making a Wise
Buying Decision
WHAT TYPES OF HELP DO
CUSTOMERS EXPECT
FROM SALESPEOPLE?
Types of Customers:
• decided
• undecided
• just-looking
THE SALESPERSON’S
MOST IMPORTANT
FUNCTION IS SELLING
Salespeople Can Provide Assistance To
Their Customers By:
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Asking questions
Assisting customer in selecting product
Demonstration product features
Explaining customer benefits
Answering customer objections
Asking the customer to buy
Suggesting additional merchandise
Reassuring the customer
What to Learn About Your Products or
Services
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Appearance
Material composition
Manufacturing process
Uses of product
Performance of product
Service of product
Care of product
Product brands
Price of product
Product competition
Related items
Sources of Product Information
• merchandise itself
• salespeople
• customers
• personal experience
• merchandise publications
• other sources
BUSINESS
“In business, the U comes
before the I.”
PURPOSE OF THE
APPROACH:
• Welcome the customer
• Gain the customer’s confidence
and trust
• Direct the customer’s attention to
the product
TYPES OF CUSTOMER
APPROACHES
•Merchandise approach
•Welcome approach
•Service approach
QUALIFYING YOUR
CUSTOMER
•Observe your customer
•Give a selling statement
•Ask questions
•Listen to your customer
PRINCIPLES OF EFFECTIVE
LISTENING
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Prepare to listen
Stop talking and listen
Pay attention
Look and act interested
Don’t interrupt
Give customer time to think
Use listening responses
Practice listening
Prepare the Feature-Benefit
Sales Presentation by:
•Determining what to say
•Determining what to do
STEPS IN PLANNING A FEATUREBENEFIT SALES PRESENTATION
STEP 1
STEP 2
STEP 3
STEP 4
Identify your product features.
Learn your product’s performance
and what it will do for the customer.
Translate product features into buyer
benefits.
Develop qualifying questions to
determine your customer’s buying
motives.
A Product Feature…
• is anything you can:
-See or hear
-Feel or touch
-Smell or taste
• answers the question: What is It?
A Buyer Benefit…
• Is a gain, satisfaction, or personal
benefit received by the customer.
• Answers the question: What does
it mean to me? Or how will I
benefit?
HOW TO TRANSLATE PRODUCT
FEATURES INTO BUYER BENEFITS
1. List the product features.
2. Determine what each feature
will do for the customer.
3. Explain how your customer will
benefit from the product
performance.
TYPES OF QUALIFYING
QUESTIONS
• WHO will use the product?
• WHAT does your customer expect from
the product?
• WHERE will the product be used?
• HOW will the product be used?
• WHEN is the product needed?
• WHAT are your customer’s likes and
dislikes?
CUSTOMERS BUY
BENEFITS!
Buying Decision Objections
•product
•Place
•Price
•Time
•quantity
HOW TO ANSWER
CUSTOMER OBJECTIONS
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Listen to the objection
Pause before answering
Show empathy for your customer
Restate the objection
Answer the objection
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Techniques for Answering
Objections
Yes, but
Direct denial
Superior point
Boomerang
Question
Demonstration
Third-party
Close on an objection
WHEN TO CLOSE THE
SALE:
BUYING SIGNALS
CLOSING TECHNIQUES
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Ask-Your-Customers-To-Buy Close
Choice Close
Assumption Close
Advantages-and-Disadvantages Close
Premium Close
Last-Chance-To-Buy Close
Standing-Room-Only Close
Testimonial Close
Objection Close
Related-Merchandise Close
Others
Suggestion Selling Is…
• A personal service to the customer.
• A reminder to customers of needed
merchandise.
• A help to customers in satisfying their needs
and wants.
• A benefit to the business, salesperson, and
customer.
Business Benefits From
Suggestion Selling Through…
• Increased profits
• Better satisfied customers
• Improved store image
• Better satisfied salespeople
WHAT TO SUGGEST TO
YOUR CUSTOMERS
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Related Merchandise
New Merchandise
Larger Quantities of Merchandise
Better Quality Merchandise
Merchandise Specials
Merchandise for Special Occasions
How To Make Customer
Suggestions
• Close the original sale first
• Make the suggestion from the customer’s
point of view
• Make a specific suggestion
• Demonstrate the benefits of the suggested
merchandise