11.02.

11

NAME OF PRESENTER
 Level 2 Certificate
in Selling

7029
Date

NAME OF PRESENTER
HOUSEKEEPING

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.
Learning Outcomes for Selling

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

2 .Demonstrate an understanding of the importance of sales to the

organisation

3 .Understand how to communicate effectively within a sales setting

4 Identify how consumer behaviour affects the selling process

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

organisations
COURSE STRUCTURE

1 2 3 4
The Theory .
Understanding Developing Basic .
Effective Selling
of Selling Selling Techniques Communications
the Consumer
SECTION 1
THE THEORY OF SELLING

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

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 MIX
4Ps

Product Availability. What is it?

Price What discounts are available? Can I

offer discounts?

Place Where are these items / products

available and when? What are the
opening & closing times?

Promotion Who can help? Where are they

located? What promotional material is
available? What special offers are on?
MARKETING

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
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 Activities
Market 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
Types of Sales
TITLEPromotions
(USE CA)

Discounts
Vouchers Loyalty Bonus

Buy one, get one

Sales Promotions Free Drinks
free

2 meals for the price

of one
 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:

Pre-selling involves finding new customers

Presale Prospecting, preparation, planning and initiating
contact.

Sale Sales presentation – either formal or informal, Handling

objections, Negotiation and Closing the sale

Post 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
SECTION 2
THE IMPORTANCE OF
UNDERSTANDING CUSTOMERS

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

Understanding AIDAS

Gaining attention
Attention
Stimulating Interest Interest
Creating a desire to buy
Desire
Action
Generating action – a purchase decision

Post purchase feeling

Satisfaction
The Stages of the Buying Process

Need recognition and problem solving

A
Information Search I
Evaluation of alternatives
D
A
Make purchase decision

Post purchase stage

S
FEATURES AND BENEFITS

Feature A feature is a technical description of a

product or service

Benefit 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

 The Art of Good Questioning

Open and Closed Questions Soft and Hard Questions

Open questions designed to solicit Hard questions refer to specific and

Information Indisputable facts
Closed questions designed to get Soft questions aim to seek opinions rather
specific answers than hard facts
SECTION 3
DEVELOPING BASIC SALES
TECHNIQUES

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

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

Up-selling
• Upselling is where a sales person sells a product or service of higher value or
profitability than originally requested.
Substitute Selling

Watch, listen, To discover a customer’s motives and

question needs.

Explain That the products or services are

unavailable

Select
An alternative

Describe the product or service, using appropriate

benefits and adjectives

Reinforce
the customer’s decision to buy the
alternative product
 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 about
THE MARKETING MIX
4Ps

Product The products and services available –

what are they?

Price How much it costs. What discounts are

available.

Place Where are the products and services

available from?

Promotion 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

3 Steps to Close a Sale

1 Clarify your understanding of customer needs

2 See if there are any other areas you can help with

3 Propose an appropriate commitment

 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 Use it as an opportunity to

take repeat bookings or
Has received their Make further sales
order

After Sales
Service

Clarify that the customer Check out the quality of the

is happy with the product – use questions

product / service they to clarify their perception

received of the product

 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
SECTION 4
Effective Selling Communications

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

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 and Disadvantages of
TelephoneSelling
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
 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 INSTRUCTION
continued

• 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.