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– 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

• Ex: Return Policies

– Services• ex.: Delivery

– Warranties & Guaranties • 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. Recognition2. Respect of Others3. Job Advancement4. Less Stress5. Satisfied Customers6. Job Security7. Meet Legal Req.

Sources of Product Knowledge

1. Literature– Tags, Seals, Labels– Brochures/Leaflets– Government Stamps– Box Covers/Wrapping– Advertising Samples– Internet

Sources of Product Knowledge

2. People– 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

Product1. Construction2. Materials3. Workmanship4. Uses5. Price6. Safety Features7. Etc.

Features & Benefits

Benefits:– Benefits of Using

the Product1. 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– 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 listeno 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 & needso 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– 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 Over-coming Objections– “Yes, but . . . “– The Boomerang– Deny the Objection– The Question Method– Show ‘em Method– Testimonial– “Try It” Method

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