DATE
NAME
TOPIC
ESSENTIAL
QUESTION
Do Now:
Personal Selling Unit
How can I satisfy customers?
Describe a good experience you have had with a salesperson:
Do Now 2:
Describe a bad experience you have had with a salesperson:
Do Now 3:
List 3 traits that you think would a good salesperson should have:
Do Now 4:
List 3 traits that a good salesperson should NOT have:
Do Now 5:
Do you think you would be a good salesperson? Why or Why not?
Mktg8175.065Explain the types of selling
Mktg8175.066 Explain why selling is important to SER
Mktg8175.067 Explain the steps of personal selling
Mktg8175.068Explain the importance of customer service in the field of SER
Mktg8175.069Explain the importance of sales retention
English 11.4 Read & analyze a variety of informational materials
English 11.10 Analyze & organize info from a variety of sources to produce a research project
English 12.4 Read & analyze a variety of info materials to include electronic sources
CT 9-12.6 Use technology to locate info
AIM:
SOL’s
Lesson Steps:
1.
2.
3.
4.
5.
6.
7.
8.
9.
TERMS/TOPICS
Marketing concept
4 P’s
Promotional Mix
Discuss Do Now
Describe the steps of the selling process
Completion of Personal Selling Web
Create feature benefit chart
Create article selling yourself and a celebrity
Develop personal selling techniques brochure
Written response to Presenting the Product Role Play
Participate in Personal Selling Role Play
Design Personal Selling Model
DEFINITIONS/DETAILS
SATISFY CUSTOMERS
Product, place, price, promotion
Advertising, sales promotion, publicity, personal selling
Selling
Personal selling
Satisfying customers by matching products to their wants and needs
Any form of direct contact between a salesperson and a customer
Importance of the Sales You represent the company
Associate – Front Line
45% of customer say they are likely to spend more if the sales associate is helpful
for the Company
18% of customers will walk out of a store it they don’t like the attitude of the sales
associate
Good business
Satisfied customers are loyal customers who tell their friends, this increases sales
Pre-approach
Steps to take before walking on the sales floor
Customer decisions
Routine
Limited
Extensive
Rational Motive
Emotional Motive
Pre-Approach
Knowledge
Product Info
Store Info
Company Info
Industry Info
6 Steps of Selling
Customers make different levels of buying decisions (subjective)
No research involved, buy what they always buy – ex. Milk, toilet paper
Some research involved – price comparisons, styles offered – ex. Stereo, clothing
A lot of research involved – ex. House, car
Conscious, factual reason for making a purchase – use for insurance, computers etc.
Feelings of social approval, recognition, and prestige as reasons for making a purchase
Things you need to know before trying to sell a product
Features, benefits, materials, country of origin, # in stock, sizes available, etc.
Hours open, where merchandise is located, who else is working, etc.
Return policies, warranties, website info, who your target market is
Who your competitors are, what is the going price
Process of steps to sell anything – product, yourself, your ideas
Greeting customer, Rules – w/in 30 secs,
Eye contact, smile, not close ended question
1. Approach the
customer
If busy get let them know you will be with them in a second,
Or get another associate to help
2. Needs determined
Need to determine a customer needs (or wants) so that you can satisfy them
Look for customers looking at certain products or picking up & holding products
Observe
Question
Dead Ended
vs. Open Ended
Use who, what , where,
when, how and why
Fit products to customers by getting to know them
Ask open-ended questions to get the customer talking
Can I help you?
How can I help you?
Do you like read or green?
What color do you prefer?
Is that the brand you want?
Why do you prefer that brand?
Do you want preset controls?
For whom are you shopping?
Is it for a special occasion?
What features are important to you?
Looking for anything special?
What are you looking for?
Do you like 100 percent cotton?
What kind of fabric do you like?
Keep eye contact, give feedback, confirm details, be empathetic
Listen
If your store or dept doesn’t offer the product or service the customer needs
Always suggest alternatives that you DO have 1st
Refer somewhere
Special order it
Refer to a competitor – call ahead, give directions
Tell which aisle or dept its in, call ahead to other sales person or escort them
3. Product Presentation
Tips
Feature
Like show and tell
Show no more than 3, medium price range, use laymans terms
Product attributes or details, ex. XM radio in your car
Advantages or personal benefit they will get from each feature
Benefit
Display/handle
Demonstrate
Sales aids
Ex. You can get your favorite stations even when you are traveling
Be creative – ex. Ask customer to touch the fabric or try on a coat
Be dramatic – ex. Pour water on shoes to show water resistance
Samples, newspaper articles, drawings, charts, warranty info, customer testimonial
Do anything you can to get customer physically involved – test drive, taste, touch,
Involving customer
smell, etc.
Friends, children, relatives, spouses
Include the entire group
Make small talk, provide a comfortable chair, offer a magazine or small toy
THANKS
T – thank the customer for bringing the problem to your attention
H – hear the problem – listen carefully
4. objections handled
A – apologize for the inconvenience the customer has experienced
N – need more info, ask questions
K – know a solution, and be prepared to propose it
S – solve the problem, or find someone who can
YOU take care of it
1. Do it YOURSELF
-
Show features of the warranty
-
Show how to upload picts
-
Pick up trash
-
Check on orders
-
Follow up with the manager
-
Look on website
THANKS
Tips
2. SATISFY the customer
-
Completely satisfy them
-
Do WHATEVER makes THEM happy
-
Don’t worry about sales/profit
-
Don’t worry about checking with manager
-
CUSTOMER is ALWAYS RIGHT (even when they are wrong or
uniformed)
3. be Empathetic
-
sympathize with the customer
-
EVEN if they ARE wrong
-
They want you to UNDERSTAND them
-
They want you to LISTEN to them
-
They want you to APOLOGIZE for the WAY THINGS ARE – even if
you had no control over it and it was SOMEONE ELSE’s fault
-
Have the right attitude - POSITIVE
-
Show energy and enthusiasm, not laziness
4. DON’T do nothing
-
Ask someone else to handle it
-
Check with the manager 1st
Concerns, hesitations, doubts or honest reasons a customer has for not making a
Objections
purchase.
Common ones – no need, don’t like particular product or store, wrong price or time
Excuse
5. Close the Sale
Buying signals
Verbal
Insincere reasons for not buying or not seeing the salesperson
Obtaining positive agreement from the customer to buy. Don’t be afraid to ask
The things customers do or say to indicate a readiness to buy
“Oh, I like that” “That is exactly what I was looking for” “How can I pay for this?”
Holding merchandise & smiling, taken it off a hanger and draped over their
Non-Verbal
arm/carrying it around with them
Selling additional goods to the customer. Ex. Related merchandise, larger quantities,
6. Suggestive Selling
sales, new items.
Make the suggestion definite not optional. Ex. The manufacturer recommends this to
take care of the product (give more examples of each – have kids give some)
Referrals
Getting names and information of other interested customers
Ongoing communication with customers to prepare for future satisfying sales
Ex. Take order/payment with courtesy – say name, reassure customer of choices,
Relationship Building
remind them how to get the best results, thank customers even when they don’t buy,
check on shipment of items requested, call customers to let them know of delays or
specials - ex. B. Moss, have customer surveys, start loyalty clubs
Certification in Customer Service
National Retail Federation
What is it?
75 Multiple Choice questions
Online, on computers like SOL
Why take it?
Can earn a verified credit (can be used to replace an SOL as a self selected verified credit for
graduation)
Looks great on your resume or application
Take the 11 question NRF tutorial:
https://www.castleworldwide.com/tds_v5/asp/nrf-demo.asp?userid=&package_id
1.
write your answers here:
6.
2.
7.
3.
8.
4.
9.
5.
10.
11.
Personal Selling
4 Types of Promotion Mix
Personal Selling
Customer Decision Making
R
L
E
R
E
Pre-Approach
Pre-Approach Knowledge
P
S
C
I
6 Steps of Selling
1.
O
Q
2.
D
vs.
L
R
T
H
A
N
K
S
Thanks Tips: Y
1.D
2. S
3. B
4. D
O
E
O
F
B
D
D
S
I
3.
4.
Buying Signals
5.
V
N
6.
R
R
Feature Benefit Chart
Directions: Pick 2 products of your choice from an then complete the information below using the guidelines
from your notes
*Note* expensive or complicated products are recommended so you will have plenty of
features to describe
Product 1 ___________________ (staple picture of product to back)
Feature of Product
Benefit of Product
1.
1.
2.
2.
3.
3.
4.
4.
5.
5.
Creative Way to Present
1.
2.
2 Upgrades/Accessories to suggest when selling product:
1.
2.
Product 2 ___________________ (staple picture of product to back)
Feature of Product
Benefit of Product
1.
1.
2.
2.
3.
3.
4.
4.
5.
5.
2 Upgrades/Accessories to suggest when selling product:
1.
2.
Creative Way to Present
1.
2.
SELLING YOURSELF,
SELLING AN ATHLETE OR ENTERTAINER
Write 2 articles for a newspaper or magazine starring yourself and a celebrity.
To sell yourself, whether in business, to get a job or just making yourself memorable
to people you meet, you need to create a personal story that sticks. One powerful
way to create an instant story for yourself is to point out a failure that contrasts with
whatever current success you have.
Our natural tendency as humans is to hide our failings. We want to deny anything
that doesn't fit in with our current perception of ourselves. However, what we find
most interesting in other people is what they don't want us to know about them.
For example, Jim Carrey slept in a van when he was growing up and Michael Jordan
was cut from his high school basketball team.
The more embarrassing the story, the better. The bigger the contrast between then
and now, the better. Don't be angry about these failures, just smile when you talk
about them. You've moved past them. They're part of your journey.
Criteria:
YOU
Title
Include your name & hook
Graphic Picture of you or graphic
relating to the story
Paragraph Describe a past personal failure
1
Paragraph Describe a current personal
2
success
Paragraph Conclusion
3
ATHLETE or ENTERTAINER
Include their name & hook
Picture of person or graphic relating
to the story
Do research to determine a past
failure and describe it
Do research to determine a current
success and describe it
conclusion
*Differentiated option – write 2 songs including all of the above requirements
Personal Selling Brochure Project
Use your notes on personal selling and create an informative brochure in MS Publisher
Directions:
Open Microsoft Publisher
Click on Publications for Print in the tab on the left side of the page
Choose Brochures
Click on the brochure design of your choice
3-Fold Brochure Format Guidelines
Flap
Back
Cover
6 Steps of the Selling
Your Name
title
Process – explained in your
Class Period
Picture/Graphic
own words
Date
Picture/Graphic
Inside Left
Inside Center
Inside Right
Explanation and examples
Picture/graphic
Tips – Do’s and Don’ts
of features
Explanation and examples
of benefits
*Differentiated Option – Create a poster with all of the above information
SELLING SPORTS & RECREATION MERCHANDISE
Individual assignment: Write and TYPE a script for you and your customer using the scenario provided
Situation:
You are to assume the role of a sales associate at Sports Unlimited, you are responsible fore selling a
variety of sports and recreation merchandise and related products. You know that it is important to use laymen’s
terms, show how product features translate into customer benefits, involve the customer in the sale, demonstrate
the product features and use sales aids. You also realize that during a product presentation it is common place to
handle objections that may occur. Another sales associate who started with a customer must leave and has asked
you to take over. He tells you that the consumer is a teenager who is entering high school next month and is
planning on playing a fall sport. The customer is actually his mother who will be paying for the purchase.
Your script must include ALL of the following steps:
Pre-Approach –
List info you know about the product
List info you know about the customer/target market
List the buying motive
List the type of buying decision
Approach –
List a creative approach based on your knowledge and using your notes as a guideline
Determine the situation
Identify the need
State the possible solutions (no more than 3)
Presentation –
Present solutions (no more than 3)
Describe features and benefits to customers in a creative/interactive way
Use suggestive selling to suggest upgrades or accessories
Handle Objections –
List anticipated objections
Use a successful strategy to handle them
Close the Sale –
Recognize the buying signal
Try to gain commitment with a closing technique
Confirm choice
Explain info needed to enjoy product
Thank
Follow-up
*Differentiated option – draw a comic strip covering all of the above information
Personal Selling Role Play
You will be making a sales presentation to a peer.
Note that your "product" need not be a tangible good. You may, for instance, attempt to obtain a
donation to a worthy cause.
You can be creative but BE REALISTIC.
CRITERIA:
Description
Very
Good
BEFORE THE ROLE PLAY
brochure/catalog
Advertisement
Pre-approach
Approach
Needs analysis
Presentation/demo
Handling
objections
Close
Suggestion
selling
Referrals
Create business card
Include – your name,
title, company name,
address, phone #, email,
related graphic or
picture
ROLE PLAY
Use technique from notes
Service, greeting, or
merchandise
Ask open ended questions
Show benefits of feature
Use technique from notes
Feel/felt/found, or
boomerang
Use technique from notes
Hold at register, choice,
or summary
At least 2 related items
Attain at least 1 name
Steps to make a business card –
Open Microsoft Publisher
Click on Publications for Print in the tab on the left side of the page
Choose Business Cards
Click on the business card design of your choice
Ok
Poor
POINTS
10
10
10
10
10
10
10
10
10
10
Design a Model
to represent
the Steps of the Selling Process
Examples – stair steps, pie chart, map, person, building, flowchart, poster, rap,
sculpture, play, cell phone, sneaker, flower, snowflakes, clock, timeline, tree w/
ornaments, 6 sided dice, ocean w/ six boats, etc.
Criteria –
Professionalism –
planned, organized and
created w/ computer or
professionally done by hand
Creativity –
unique and well thought out
Details –
shows and explains ALL
steps of the process
TOTAL
PTS
POSSIBLE
30
10
60
100