Understanding Customer BehaviorDescribe tasks a retail sales associate must complete
Identify and discuss product information
Define customer buying motives and needs
Effective methods for a sales presentation
Explain the steps of a sale
Explain how to overcome customer objections and identify suggestion selling techniques
Methods and rules for handing objections
Rules and methods for suggestions selling
Methods to close the sale
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Buying Motives
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Describe three ways to discover an individual’s buying motives
Identify and describe six buying center roles
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Buying Motives
Want- a desires for something not essential
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Buying Motives
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Self-Actualization
Physiological
Esteem
Social
Security
Buying Motives
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Motives
A buying motive is an aroused need, drive, or desire that initiates the sequence of events that may lead to a purchase.
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Buying Motives
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Types of Buying Motives
Emotional buying motives prompt the prospect to act as a result of an appeal to some sentiment or passion or impulse.
Rational buying motives prompt the prospect to act because of an appeal to the prospect’s reason or better judgment. What is the lowest priced item, the longest lasting item, and most dependable item.
Patronage buying motives cause the prospect to buy a product from one particular company rather than another.
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Buying Motives
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Customer services and policies Courteous sales force Product quality Product assortment Business location and appearance
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Buying Motives
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Buying Motives
Observing the customer
(Reactions, mannerisms, facial expressions)
Listening to the customer
remove distractions focus and listen and do not interrupt. Pick up clues to needs
Asking questions
Showing interest in the customer
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Buying Motives
How to Ask Questions
Are these good Questions
What are you wanting and what price range are you wanting?
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I see you are looking at those vacuum cleaners , do you like the look and price of it?
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Buying Motives
What is personal selling
personal selling the type of selling that involves direct interaction between sales associates and customers
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Buying Motives
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Advertising
Buying Motives
Selling Techniques
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Buying Motives
Generate sales leads- look for potential customers- prospecting-
Gather knowledge to prepare for their presentation
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Buying Motives
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What are the benefits of a good approach?
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Example: “Good afternoon, Mr. Wright” or an appropriate personal comment.
Do not focus on the merchandise
Greeting/Social Approach
Buying Motives
Salesperson asks the customer if he or she needs assistance
Example: “May I help you with something?”
*Ineffective because it elicits a negative response
Service Approach
Buying Motives
Salesperson makes a comment or asks questions about a product that the customer is looking at
Example: “That shirt is made of a cotton and polyester blend, so it’s machine washable.”
*Most effective initial approach in retail sales because it focuses attention on the merchandise.
Merchandise Approach
Should you acknowledge their presence when waiting on a customer?
How should you wait on customers?
A customer interrupts to ask a quick question while you are helping another, what should you do?
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Copyright2004 Pearson Education Canada Inc.
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New Hire Procedures
How sales associates should greet all customers when they enter store
How to address the various types of customers-
Store approach time policy (browsing time )
How to address the presence of customers-
Order to wait on customers
How to address interruptions
Annoying behaviors to avoid
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Buying Motives
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Buying Motives
The sales talk and the product demonstration
The sales presentation occurs after you have established a relationship with your customer.
Convince customers of the benefits
Limit number of products shown focus on what meets their needs.
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Buying Motives
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Buying Motives
Something they can feel, touch, smell, see or measure
Description of the product:
construction
Benefits
The actual satisfaction that a customer wants or will get from the good
Can be obvious to customer unique or exclusive
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Copyright2004 Pearson Education Canada Inc.
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Buying Motives
With this player it can hold your five favorite CD’s so you can listen to all your favorite artists. You can program it to shuffle the cd’s so you can pick the order of the songs you like and want to listen to. Very a unique and easy to use feature.
Features: Standard 5 Disc CD tray
Shuffle feature
Benefit: Easily Change Songs and CD’s
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Buying Motives
Selling Sentence
Quick joint or interlocking system
Benefit
Highly scratch resistant and also resists extreme impact and wear.
Easy to install, fit together no nails requires
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Buying Motives
Selling Sentence
Cosmetic case: inside pocket that is removable
Colors: red, navy , gray , or brown
Benefit-
Lightweight
Keeps clothes in place
Choice of colors
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Buying Motives
I really had something less expensive in mind.
I like it but I’m just not in love with that color.
It’s nice, but I don’t think I would use it that often.
I not sure theses overhead cranes are powerful for our construction needs
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Buying Motives
Objection
A point of difference between a customer and sales person that may prevent a sale.
Excuse
An insincere statement used to cover up real reason not to buy.
They hide the real objection- hidden objection
Types of Objections
The cost factor
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Buying Motives
Listen carefully
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Buying Motives
Yes but…
Most used.
Toss It Back
Boomeranged methods to turn the customer objection into a valid reason for buying.
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Buying Motives
Show Em
Also called demonstration method.
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Buying Motives
Testimonial
Thrid party methods answer objection by asking or hearing others opinions
Try It
Very effective methods
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Buying Motives
Deny It
Don’t offend, establish a good rapport first.
Point Counterpoint
Superior point or counter balance
You agrees on a valid point then answer point by offering an equal or superior point
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Buying Motives
Ethical or Not
Vanessa is attempting to sell a recliner to a young man who is getting his first apartment. He’s not sure if he’s ready to guy yet, and he might take a hand me down from a friend. She offered him attractive credit, but he still won’t buy. Vanessa tells him the price is temporary and will cost more next week. Is she behaving unethical?
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Copyright2004 Pearson Education Canada Inc.
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Ethical or not
Gift giving- a customer comes in and leaves coupons/ free lunch ticket at the bank.
Sales person takes the client out to dinner and a game before the big sales presentation the next day.
Communicating or withholding information- the new household cleaner you are selling is hazardous to plants, pets & allergen kids.
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Buying Motives
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Buying Motives
The sales person gets the desired agreement from the customer.
Closing Techniques
Direct close
Choice close
Assumption close
The Closing The Sales
Buying Motives
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Buying Motives
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Buying Motives
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Buying Motives
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Buying Motives
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