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Retail and Industrial Selling

Retail and Industrial Selling. Is the retail salesman a resource?. Most large retailing organizations have managerial strategies, not on personal selling, but on physical assets, financial power, advertising, technology, operating systems, etc.

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Retail and Industrial Selling

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  1. Retail and Industrial Selling

  2. Is the retail salesman a resource? • Most large retailing organizations have managerial strategies, not on personal selling, but on physical assets, financial power, advertising, technology, operating systems, etc. • “I put money in a good location. I own it. I put money in a merchandising format. I own it. I put money in people and they leave me for a better job. So we don’t invest much in people.”

  3. Should the customer be left alone or helped in his shopping? • Lazy salesmen like to believe that the customer would do his shopping alone. • They like to believe that customers would not like to be pressurised to buy. • If the wares are well laid out, they think that their job is over. • However, alert salesmen hover around unobtrusively, to step in whenever customers require any assistance. More often than not, it is these salesmen who would be responsible for the bulk of the sales happening in that shop.

  4. Salutations • Good morning, Sir/Madam ( mention names, if you do know them from earlier visits. It always helps) • Yes, Sir/Madam? • May I serve you?, May I assist you?, May I be of any service, madam?, May I help you? • The important thing is the tone of voice used, the meeting of the eyes, the SMILE.

  5. Merchandise Approach • To differentiate between the looker/browser • To give some additional helpful information on the merchandise that is being looked at, unsolicited. • Trial closing could also be attempted. • In the world of selling, until YOU get right, your SALES WORLD won’t be right. The ‘secret’ to getting YOU right is getting your ‘attitude’ right. • Pay attention to the customer.

  6. What goods to show first? • Should it be cheapest, costliest? • Too high a cost can scare the customer away and prevent a sale • Too low a cost may give a bad impression about the shop and the quality of goods it stocks • Normally it’s safe to show something medium price-medium quality. Then depending on the customer’s reaction you can go up or down.

  7. Don’t ask too many questions • Indicates laziness and disinclination to show wares • It commits the prospect too definitely • It may prevent a higher value sale being made, even if it is better VFM. • Asking the ‘right’ questions. Are you intruding or are you helping out?

  8. Knowledge of stock A retail sales person must be fully aware of what stocks are being carried by the store. Poor knowledge of stock could mean the difference in sales occurring up to 50%

  9. The shopper who does not buy • Most sales people leave them alone • But an attempt should be made to ‘sell’ to them. • Even if the sale is not made during that visit, it could have an implication on the next visit, either for the same item or for a different one • Who says that you have got to strike every customer who walks into the store?

  10. More than one shopper at a time • This can happen, especially at peak times and season • How to engage them as well as give priority to the one who is currently being serviced is an art • Alertness, poise, courtesy and eagerness to serve would be all hallmarks to serving and pleasing customers

  11. The group shopper • More difficult to sell • Have to convince the whole group before the item can be sold • License to criticise for the other members of the group who are not buying. • Sometimes it can result in a bonanza for the shop with every member buying something

  12. The technique of substitution • When material is in stock • When the material is not in stock

  13. Increasing the sale by suggestion • Suggesting a larger quantity of the item being purchased • Suggesting some related or complementary item • Suggesting some unrelated item

  14. Adjusting complaints • Despite the complaint originating from any department , customers usually seek out the salesman who serviced them to address the complaint • Listen properly. Be fair to the customer • Look at the long term worth of the customer, not the immediate losses incurred because of the complaints • Address complaints promptly in case goods have been bought on credit and you are yet to get the payment

  15. Industrial goods can be classified into • Equipment • Raw materials • Components • Subassemblies • Services • Supplies

  16. Characteristics of the industrial market • Size of market • Buying motives • Buying process • Contractual relationships • Negotiation • Long-run relationships • Length of time • Need for service • Reciprocity • Geographical concentration • Available funds • Derived demand • Inelastic demand • Technical assistance

  17. Buying roles • The purchasing agent • The specifier • The decision maker

  18. Selling to the Government • Rules and procedures • Minimum specifications • Meeting the right people • Payment procedures • Networking

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