11.02.11

NAME OF PRESENTER

Date

Level 2 Certificate in Selling

7029

NAME OF PRESENTER

THESE ARE EXAMPLES OF THINGS YOU MIGHT WANT TO INCLUDE:

Sessions start at 9.30 and end at 4.30, with a break for lunch.

There will be a break during the morning and afternoon.

Toilets are located in the stairwell (male ground floor,

female first floor).

Fire alarm procedure: there is no fire alarm drill today.

If you hear an alarm, please use the fire exit at the bottom

of the stairs. Smoking is not permitted in the building.

HOUSEKEEPING

Explain the differences between sales and marketing and how they are dependant on each other

Demonstrate an understanding of the importance of sales to the organisation

Understand how to communicate effectively within a sales setting

Identify how consumer behaviour affects the selling process

Describe a range of basic selling techniques appropriate to a range of organisations

12345

Learning Outcomes for Selling

.

.

1 2.

3 4.

COURSE STRUCTURE

The Theory of Selling

Understanding

the Consumer

Developing Basic

Selling TechniquesEffective SellingCommunications

By the end of this section students should be able to:

• Describe the difference between marketing and sales

• Demonstrate an understanding of the benefits of the selling function to the organisation

• Explain the links between sales, customer service and profitability

SECTION 1THE THEORY OF SELLING

WHAT IS MARKETING?

Marketing as defined by Brown in 1987:

‘The ability to create and keep profitable customers’

THREE FUNDAMENTAL MARKETING ACTIVITIES

1. Creating Customers

2. Keeping Customers

3. Profitability

THE MARKETING MIX4Ps

Product

Price

Place

Promotion

Availability. What is it?

What discounts are available? Can I offer discounts?

Where are these items / products available and when? What are the opening & closing times?

Who can help? Where are they located? What promotional material is available? What special offers are on?

Marketing is a process that:

• Identifies

• Anticipates

• Satisfies customer requirements profitably

In other words having:

• The right product, in the right place, at the right time, at the right price

MARKETING

The Marketing Process

• Find out who your customers are

• Find out what your customers want

• Tell your customers how to get it

• Give your customers what they want

• Measure how successful the process has been

Definition of Sales

Sell (PERSUADE)

• To persuade someone that (an idea or plan) is a good one and likely to be successful

from Cambridge International Dictionary of English

Sell (MONEY)

• to give (a possession, product or service to someone else) in return for money

Reasons for Integrated Sales and Marketing Approach

To:

• identify the target customer group

• make the right product for that target group

• ensure your promotional activities will appeal to that target group

• raise the customer's awareness of your existing products

• inform the customer of new products

• find out which promotional activities worked and which did not

Sales and Marketing ActivitiesMarket Segmentation

• Age

• Sex

• Tastes / life styles / fashions

• Activities e.g. work / hobbies

• Wealth / income

All of these factors will influence:

• What your customer is prepared to buy

• How much they are prepared to spend

• What style they would buy

Reasons for promoting the product

• Letting people know about a new product

• Raising awareness of an existing product

• Informing people of a special offer

• A means of obtaining more business in quieter periods

• A means of increasing customer spending

• A means of attracting a particular type of customer

• A means of generating more return business

MIND MAP TITLE (USE CA)

DiscountsLoyalty Bonus

Free Drinks

2 meals for the price of one

Buy one, get one free

Vouchers

Sales Promotions

Types of Sales Promotions

Effective Selling and good Customer Service Leads to Greater Customer Satisfaction

Good selling can achieve the following:

• Repeat business

• New customers

• Positive word of mouth business

• Reduced costs

• Increased profitability

• Increased customer insight

• Increased average sales

The Selling Cycle

The selling cycle consists of three stages:

Presale

Sale

Post Sale

Pre-selling involves finding new customers Prospecting, preparation, planning and initiating contact.

Sales presentation – either formal or informal, Handling objections, Negotiation and Closing the sale

Delivering the order to the right place at the right time, Making sure that the customer buys from you again and Encouraging customer retention

At the end of this section students should be able to:

• Explain the stages a customer goes through in order to make a buying decision

• Demonstrate an understanding of customer requirements in a variety of selling situations

• Use a range of different question techniques to understand customer needs

SECTION 2THE IMPORTANCE OF UNDERSTANDING CUSTOMERS

Gaining attention

Stimulating Interest

Creating a desire to buy

Generating action – a purchase decision

Post purchase feeling

Attention

Interest

Desire

Action

Satisfaction

Understanding AIDAS

Need recognition and problem solving

Information Search

Evaluation of alternatives

Make purchase decision

Post purchase stage

A

I

D

A

S

The Stages of the Buying Process

FEATURES AND BENEFITS

Feature

Benefit

A feature is a technical description of a product or service

A benefit is a description of how the product will benefit the customer – must match their motive for buying.

Buyer Motives

• Fashion

• Price

• Desire

• Comfort

• Distress

• Need

• Pleasure

• Value for money

Open and Closed Questions

Open questions designed to solicit

Information

Closed questions designed to get

specific answers

Soft and Hard Questions

Hard questions refer to specific and

Indisputable facts

Soft questions aim to seek opinions rather

than hard facts

The Art of Good Questioning

By the end of this section students should be able to:

• Demonstrate an understanding of the importance of selling

• Realise the importance of being proactive within a selling role

• Describe products and service benefits to customers

• Handle selling objections

• Explain how to close a sale

SECTION 3DEVELOPING BASIC SALES TECHNIQUES

Proactive and Reactive Selling

Proactive Selling

taking an active interest in selling

taking an active planning role

taking every possible opportunity to sell

Reactive Selling

Ad-hoc as opposed to planned

Reacting to customer requests

Not grasping every sales opportunity

Add-on’s

Add-on’s are those products which can be sold over and above those originally

purchased by the customer that might be of benefit to them – including:

• New car mats

• New seat covers

• Specialised gear knobs

• Steering wheel cover

• Special mirrors

• Tow bar

• Upselling is where a sales person sells a product or service of higher value or profitability than originally requested.

Up-selling

Substitute Selling

Watch, listen, question

Select

To discover a customer’s motives and needs.

That the products or services are unavailable

An alternative

the product or service, using appropriate benefits and adjectives

the customer’s decision to buy the alternative product

Explain

Describe

Reinforce

Lack of Product/Service Knowledge

If you do not have a good product knowledge you will:

• Lose credibility in front of your customer

• Not be able to offer your customer advice

• Not be able to answer customers questions

• Not be able to communicate effectively

Advising Customers on Products and Services

Being able to advise customers about products or services helps us to:

• Feel more confident

• Make good recommendations

• Match customers needs to products / services

• Describe the product / service benefits

The Importance of Knowing aboutTHE MARKETING MIX4Ps

Product

Price

Place

Promotion

The products and services available – what are they?

How much it costs. What discounts are available.

Where are the products and services available from?

What special offers are there and what promotional material is available?

Handling Objections

The three most common objections are:

1. Price

2. Products features and benefits not meeting customer needs

3. A lack of understanding of the product and customer needs

Clarify your understanding of customer needs

See if there are any other areas you can help with

Propose an appropriate commitment

1

2

3

3 Steps to Close a Sale

Getting Commitment

Get the customer to confirm that they are going to buy by

showing some kind of commitment.

Such as:

• Paying in full

• Leaving a deposit

• Placing an order

After Sales Service

Check that the Customer

Has received their

order

Check out the quality of the

product – use questions

to clarify their perception

of the product

Clarify that the customer

is happy with the

product / service they

received

Use it as an opportunity to take repeat bookings or Make further sales

After Sales Service

Customer Service Department

Their responsibilities include:

• Direct customer contact

• Ensuring orders are processed

• Chasing orders

• Dealing with customer queries and problems

• Dealing with customer complaints

• Keeping a record of sales and other statistics

Benefits of Keeping Records

• Records can help forecast future business

• Keeping a record of how many responses you had to a particular promotional activity can tell you which ones worked and which did not

• Records can tell you which products are the most successful

By the end of this section students should be able to:

• Demonstrate an understanding of the importance of using effective communications in selling situations

• Explain how to recognise a customer’s response in selling situations

• Identify the most appropriate questioning and listening techniques within selling

• Explain how to handle difficult communication situations

SECTION 4

Effective Selling Communications

Combined Use of verbal and Non-verbal Communication

• 7% Actual Words• 38% Voice, Tone, pitch, Pace and

Quality• 55% Body Language

Using Your Voice Effectively

• Stay calm, clear and do not raise your voice

• Avoid the use of harsh or high-pitched tones

• Avoid over usage of your voice

• Keep your voice steady and level

• Do not let your voice rise and show frustration

Suggestions for Becoming a Better Listener

• Adapting your behaviour

• Creating a good listening environment

• Concentrate on what the buyer is saying

• Let the customer talk 80% of the time

• Pay attention to non-verbal clues

• Make notes

Key skills to Use When Listening

• Paraphrasing

• Reflecting on implications of what the customer has said

• Reflecting the underlying feelings

• Being non-evaluative

Positive Aspects of Listening

Listening provides us with information that allows us to:

• Act quickly and appropriately

• Deal with objections effectively

• Demonstrate our interest in our customers and their business

• Establish feelings and attitudes

• Establish a rapport with the customer

• Identify new opportunities

• Provide a basis for further questioning

• Understand problems

How the Telephone is Useful

• A good basis for customer care

• Very useful for selling

• Good for making arrangements

• A useful method for gathering information

• Looking for new customers

• Solving customer selling problems

Advantages

•It is more cost effective

•It can be used almost anywhere in the world

•It is a convenient method of communication

Disadvantages•The phone does not provide a lasting record of communication and there is no visual impact

•People hang-up if they do not want to talk to you

Advantages and Disadvantages of TelephoneSelling

Key Success Points for Telephone Selling

Always:

• Answer the phone promptly and courteously

• Call the customer by name

• Explain who you are and what you are calling for

• Deal with specific customer queries

• Ask if you can be of any further assistance

• Respond to messages

Handling Communication Problems

When dealing with customers communication breakdown can

occur

Ensure you do the following:

• Observe customer behaviour – verbal and non-verbal

• Listen – repeat and confirm

• Non-verbal communications – use signs and gestures wisely to create understanding

• Use questions to find out more about what customers want and what they are trying to ask for

• Be culturally aware

.

TEST INSTRUCTION

• Use the separate answer sheet provided.

• Complete this section using black or blue ink only.

• Mark your choice of answer by filling in the circles (a or b).

• Cancel an incorrect answer by filling in the ‘cancel’ bar beneath the circle you have marked. If you change your mind again; fill in the ‘cancel’ bar beneath the new answer and draw a neat circle around the original answer.

TEST INSTRUCTIONcontinued

• Do not enter marks in the bottom section of the paper.

• Do not make any marks in any part of the paper other than the circles (a or b) and the section with the boxes for your personal details. If you do, the marking machine will be unable to mark your paper properly, thus affecting your score.

• Use a pen with black or blue ink only.