Post on 10-Apr-2018
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SELLING SERVICES
GROUP 10
NADIA DE ALMIDASACHIN CHANDRA
VINAY REDDY
ELIZA VERGHESE
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FLOW OF PRESENTATION
Introduction
Sales Approach
Distribution of services Channels for distribution of services
Distribution Facilities
Managing Channels Major intermediaries for service
delivery
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INTRODUCTION
I Put Money in a good location, I own it. Iput money in people and they leave me for abetter job.
The Reasons for the situation (Self Service) Customers are used to self-service stores
Customers are unreasonable and unkind intheir attitude
Not having enough money to pay to thesales man
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SALES APPROACH
Instead of being obliged to search forcustomers, retail salespeople rely uponadvertising, attractive display windows
and counters and numerous services.A salesperson actually, is in the position
of a host receiving a guest.
It develops upon him/her to make thevisitor feel welcome and at ease
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SALES APPROACH
Service Approach
Salutation Approach
Merchandise Approach
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SERVICE APPROACH
Have you been attended to
Have you been waited on
Do you wish to be served
These service approach are so similarand surely indicate a desire to be ofservice.
It requires no salesman to sell to aperson who knows and exactly stateswhat he wants or to some who have
little intention in buying.
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CONT,D..
Something for you
Something special I could show you
Was there something in particular
These greetings are not popular, rather theyhave weakness.
If the customer is not certain just what she does
want, such a salutation places her on adefensive.
These implies lack of willingness to display goodunless the customer is able to state precisely
what is wanted
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CONT,D..
What will it be for you
What can I do for you
What did you want? This says there is a positive approach.
These are applicable in a store dealing in
convenience goods, as a drug store.
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SALUTATION APPROACH
Good Morning, Sir/Madam
This greeting is perhaps the safest to use.
It is important to give it in a risinginflection, if used in falling inflection itdoesnt sound friendly.
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MERCHANDISE APPROACH
It is used largely for two customers
Uninterested lookers
Ardently looking at some goods with obviousinterest
E.g. The 46 regulars begins here
E.g. The L is on the top self
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PROPER ATTITUDE
Promptness
He should show willingness to wait
Stop conversation with fellow salesman
Engrossed in other details such as arrangingor dusting stock
The study found that the prompt
salesperson gains 25 to 50 percent moretrade than the slow one who may in otherwords be equally efficient
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MAKING THE SALE
The selling sentences state or imply that a customerbenefits or gains from buying the item.
Late Elmer Wheeler (Tested Sentences)
It wont nib off (For white shoe dressing) How would you cut your shaving time in half?
This sentence was followed with Use Barbosal-justspread it on-shave it off-nothing else required.
Sales in one store increased 300 percent
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DISTRIBUTIONOF
SERVICES
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INTRODUCTION
Delivery of services differs from delivery ofgoods
We are discussing distribution of servicesin the light of:
Location
Accessibility
Channels of distribution
Distribution facilities
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Service inventory
Managing channels
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Place: distribution ofservice
Specific form of distribution of services dueto their features
No transfer of ownership DISTRIBUTION SYSTEM is defined as the
channels or means used by which theservice provider gains the access topotential buyer of the service product
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CONT,D..
Before formulating the channel structureaspects of service distribution to be takeninto consideration are:
There is no actual tangible product
Involves customer movement
Intermediaries play a key role Service org has to devise promotional
strategies
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CONT,D..
LOCATION
Considering where to deliver the service to thecustomer
Whether the service organization should be asingle location or a multi one
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CONT,D..
KEY ISSUES
Need of market
Technological innovation convenience
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situations impact
Customer goes to theservice provider
Service provider hasto decide if locationshould be single ormulti locations
Service provider goes
to the customer
Location becomes
less importantAs service providergoes to thecustomers place
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situationsimpact
Service provider andcustomer transact
At arms length
Location isinsignificant
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ACCESSIBILITY
Accessibility to:
Range and choice of service literature &brochure
Components such as visas,travellers chequesinsurance & cards
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Accessibility to:
Booking points in every main town and cities
To alternative brands Alternative agents
E.g.- travel agents available online dueto electronic distribution of services
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CHANNELS OF DISTRIBUTION
Organization or people participating indistribution process channels ofdistribution
3 types of participants
Most appropriate form of distribution forservices direct selling
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Channels of distribution ofairline services
AIRLINES
Consolidation Tour OperatorAffiliated with
Companies
Direct via-home leased
systems
Travel Agent
Passenger
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CHANNEL OPTIONS
Form of Channel Type of Service
Direct Sales Accounting Services
Producer -> Consumer Management Consultancy ServicesHair Fashioning Services
Eyecare ServicesAgents or Brokers Insurance Services
Producer -> Agent -> Consumer Tour & Travel ServicesHotel Reservation Services
Advertising Services
Seller & Buyer Agent or Broker Stocks & Shares BrokersCommodity BrokersReal Estate
Agent -> Consumer Holding & Investment
Franchises & Contracted Service
Deliveries
FastFood Services
Car Rental ServicesDry Cleaning Services
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Distribution Facilities
Location
Banks
Mobile Banking ATM
Courier Companies
Health Care Organization Mobile units X Rays , Blood
Examination
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Delhi Public Library
Mobile Library
Services are intangible, Customers looksat Service Facility provided & peopleproviding the service
Eg Hotels providing perfumed fountains
Indian Oil Companies redesigning petrol
pumps
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Managing Channels
Firms need to consider intensity ofmarket coverage
3 major types of distribution Intensive Distribution
Selective Distribution
Exclusive Distribution
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INTENSITY OF CHANNELCOVERAGE
Characterstics IntensiveDistribution
Selective Distribution ExclusiveDistribution
Objectives Volumesales&Correspondingprofits,channelacceptance&widemarket coverage
Best image,good profitmargins,reasonablechannel control&loyality.Moderate marketcoverage
Exclusive image,highprofit margins,pricestability&loyality
Intermediaries Service All types of firms,manyno. of outlets
Well establishedfirms,moderate no. ofoutlets only
Well established sound&reputed firms,fewoutlets
Customer OrganizationalConsumer,many
customers
Brand consciousmoderate no. of
customers
Brand loyal fewcustomers
Disadvantage Limited channel control Difficult to carve out aniche
Limited sales
Examples Routine ServicesFast foodCourier services
Industrialised servicesRepair&MaintainanceElectrical appliance
Complex servicesDesigner hair styleDesigner fashioning
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Services Electronic Channels
Franchises
Agents/Brokers
Major Intermediaries ForService Delivery
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Franchising
A contract where the Franchiserprovides the right to use the trademark and management assistance in
return for payment from franchisee.
Ex. Fast food McDonalds, Courier DLH,
1. Product or Trade Name Franchising2. Business FormatFranchising
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Advantages ofFranchising
To Franchisee
Minimized risk ofbusiness
Fast growth of business Reputation, Joint
Promotion
Low Stocks, Financial
aids Brand name Advantage
Business Format
To Franchisor
Motivation and financialcommitment.
Low capital cost andbusiness expansion.
Knowledge of localmarket.
Consistent standardmaintenance.
Low cost expansion anddistribution.
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Electronic Channels
The technological advances haveincreased immense use of EDI(Electronicdata interchange)
Increased use of self service operations.
Providing Data Bank Services Electronic Banking
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THANK YOU