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Marketing Chapter 13
| Question | Answer |
|---|---|
| First Step of the Sale | Approach the customer: greet face to face |
| Second Step of the Sale | Determining Needs: Learn what the Customer is looking for |
| Third Step of the Sale | Presenting the product: Educate the customer about the product |
| Fourth Step of the Sale | Overcoming Objections: learn why customer is reluctant to buy, provide information to remove uncertainty |
| Fifth step of the Sale | Closing the sale: Get customer to agree to buy |
| Sixth Step of the Sale | Suggestion selling: suggest customer buy additional products or services |
| Seventh Step of the sale | Relationship Building: create ways to maintain contact after purchase |
| The frst face to face contact with the customer | The Approach |
| The approach is....... | critical in the first few minutes, sets the mood |
| 3 purposes of the approach: | 1. Begin conversation 2. Establish relationships 3. Focus on the product |
| How to treat the customer in a retail approach | 1. Observe customer from moment they enter; be alert to customer's interests 2. Treat customer as individual, be alert to customer's buying style (quick/slow); be entusiastic, courteous, eye contact |
| Approach in B2B Sale | 1. Arrive early to appointment 2. Introduce yourself (firm handshake and smile) use customers name 3.comment on something that matters to get customers attention (save money, increase sales.....) |
| How many products do you show the customer at a time? | 3 |
| What do you say to the customer? | Point out features and benefits (how relate to customers needs); use descriptive adj and action verbs( dont use nice, fine, cool....) |
| Jargon | technical or industry specific terms - B2B |
| Layman's Terms | words typical customer can undersatnd - RETAIL |
| 4 Techniques to make the presentation to come alive | 1. Displaying/handling the product 2. demonstrating the product 3. using sales aids 4. Involving the Customer |
| Displaying/ handling the product | creative display and handling (eye catching), the way you handle the product presents an image of its value, Handle the product with respect and use hand gestures to emphasize certain fffeatures |
| Demonstration | shows how to use the product, builds customer confidence |
| Demonstrate..... | how to use it, prove selling points |
| Presentation Techniques/sales aids | use sales aids if it is impractical to demonstrate (ie magazine ads) especially important in B2B situations |
| Involve the customer | Get the customer physically involved ASAP (appeal to customers senses), If the customer is involved they will make beter buying decisions, if you lose their attention ask questions to regain |
| What 3 methods help determine Customers Needs | Observing, listening, questioning |
| which approach method is the most effective? | Merchandise approach |
| What price range should you show customer if unsure | medium price range, price can go up or down depending on feedback |
| Retail approach that focuses on the product | merchandise approach |
| Nonverbal communication is what percent of communication? | 55% |
| Buying Style | Wether a person shops quickly or slowly |
| What is the goal of presenting the product to a customer | match customers needs to products features/benefits |
| what 3 groups benefit when customers needs are satisfied? | Business, Customer, Salesperson |
| What 3 things can you say to get a B2B customers attention | I can help: 1 save you money 2 increase sales/revenues 3 boost productivity 4 increase your profits |
| The Approach does...... | 1. Begins conversation 2. Establishes relationship 3. Focuses on the product |
Created by:
gedancer
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