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BRO Time: 4 Minutes. Thinking back to a time when you have purchased a product from a salesman (shoe, phone, clothing, etc), what qualities and techniques made this sales person successful in getting you to purchase the product? On a sheet of paper identify the following: the product
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BRO Time: 4 Minutes • Thinking back to a time when you have purchased a product from a salesman (shoe, phone, clothing, etc), what qualities and techniques made this sales person successful in getting you to purchase the product? • On a sheet of paper identify the following: • the product • store/company • and list their techniques/qualities • After we discuss the bell ringer, please turn this sheet of paper in for in class credit
The Selling Process Sports and Entertainment Marketing
Objectives • Describe the steps of the selling process. • Practice the selling process by preparing a role-play sales situation.
Definition of Selling Selling is… Personal selling is… • the process of matching customer needs and wants to the features and benefits of a product or service • any form of direct contact between a salesperson and a customer
Think, Pair, Share Talk with the partner at your table and discuss this question…. How are “selling” and “personal selling” different? (Discuss answers as a class)
Personal Selling • Key Characteristic: two-way communication • Where does it take place? • Retail settings (consumer shopping) • Business-to-business (from one business to another business) • Telemarketing
Steps of the Sale • There are sevensteps in the selling process. • For business to business sales, there is an additional step to start off the selling process called the pre-approach.
Steps of the Sale 1. Approach 2. Determine needs 3. Present product 4. Overcome objections 5. Close the sale 6. Suggestion selling 7. Relationship building
Step 1: Approach What do you do? Why? • Greet the customer face-to-face • To begin conversation • To establish a relationship with the customer • To set the mood for the other steps of the sale
Step 2: Determine Needs What do you do? How? • Learn what the customer is looking for • Observe – nonverbal communication • Listen – make eye contact, don’t interrupt • Question – general questions (5 W’s) and open-ended questions
Step 3: Present Product What do you do? How? • Educate the customer about the product’s features and benefits • Based on the customer’s needs, select as many as 3 products to share. • Display-Handle the product • Demonstrate it or use sales aids • Involvecustomers
Step 4: Overcome Objections What? How? • Learn why the customer is reluctant to buy • Provide information to remove uncertainty • Help the customer make a satisfying buying decision • Listen carefully • Acknowledge Objections • Restate Objections • Answer the Objection
Step 5: Close the Sale Get customer’s positive agreement to buy What do you do? How? • Look for buying signals, things customers do/say to indicate a readiness to buy • Buying signals include: • facial expressions • body language • comments Tips for Closing the Sale • Narrow down choices • Use ownership words like “you” and “your” • Don’t talk too much or rush
Step 6: Suggestion Selling What do you do? How? Suggest additional merchandise or services that will save your customer money or help your customer enjoy the original purchase • Up-Selling • Cross-Selling • Special Sales Opportunities
Step 7: Relationship Building What do you do? How? Create a means of maintaining contact with the customer after the sale • Efficient order processing • Thank the customer and reassure them of their purchase • Follow-Up (when needed) • Keep a Client File
