Chapter 15 Section 15.2_2.ppt

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Marketing Essentials

 Chapter 15 Closing the Sale

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SECTION 15.2 SECTION 15.2

What You'll Learn

_{Why suggestion selling is important}

_{The rules for effective suggestion selling}

_{Specialized suggestion selling methods}

_{The concept of relationship marketing and} how it is related to the sales process

Effective Selling

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SECTION 15.2

Effective Selling

Why It's Important

Why It's Important

The goal of selling is to help customers make satisfying buying decisions so they buy from you again. In this section you will learn how to create a relationship with your customers, so they will continue to do

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SECTION 15.2

Effective Selling

Key Terms

Key Terms

_{suggestion selling}

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SECTION 15.2

Effective Selling

Suggestion selling

is selling additional goods or services to the customer, items that will ultimately save time and money or make the original purchase more enjoyable.

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SECTION 15.2

Effective Selling

Benefits of Suggestion Selling

 _Benefits_salespeople_{because customers} will want to do business with them again.

_Benefits_customers_{because they are} more pleased with the purchase.

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Suggestion Selling

• Purchase without Related

Item • Pants: $75

• Total: $75

• Cost of Goods -37

• Gross Profit $38

• Expenses: -12

• Net Profit $26

• Purchase with Related Item • Pants: $ 75

• Shirt: 35 • Total: $110

• Cost of goods: - 55

• Gross Profit $ 55 • Expenses: -15

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SECTION 15.2

Effective Selling

Five Rules of Suggestion Selling

1. Do suggestion selling after the customer has made a commitment to buy, but before

payment is made or the order written.

2. Make your recommendation from the

customer's point of view.

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SECTION 15.2

Effective Selling

Rules of Suggestion Selling

4. Show the item you are suggesting. Don’t just talk about it.

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SECTION 15.2

Effective Selling

Offering

Related Merchandise

probably the easiest and most effective suggestion selling method.

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SECTION 15.2

Effective Selling

Recommending

Larger Quantities

Larger

This usually works in retail settings when selling inexpensive items or when money, time, and/or convenience will be saved. In business-to-business sales, purchasing larger quantities allows customers to take advantage of discounts.

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SECTION 15.2

Effective Selling

Calling Attention to

Special Sales

Special

Opportunities

Salespeople are obligated to communicate special sales opportunities to their customers. Some opportunities include:

_{the arrival of new merchandise}

_{special sales}

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SECTION 15.2

Effective Selling

Relationship

Relationship marketing

involves the

strategies businesses use to stay close to their customers. Think of after-sale activities as part of an ongoing dialogue with customers in

preparation for future sales.

Relationship Marketing

 _Example: _{Harley Davidson’s club for}

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SECTION 15.2

Effective Selling

•Take payment or the order with

courtesy

. •Work

quickly

to complete the paperwork. • Avoid saying or doing anything to irritate your customer at this stage of the sale.

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SECTION 15.2

Effective Selling

Before the customer departs or before you leave your client's office:



Reassure

_{the person of their wise buying}

choices.

 _{Take the time to}

educate

_{your customer} about any special care or specific

instructions for their purchase.



Thank

_{the customer, even if they don’t buy.}

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SECTION 15.2

Effective Selling

The follow-up includes making arrangements to

follow

through

on all promises made and checking on customer satisfaction.

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SECTION 15.2

Effective Selling

Some businesses send

questionnaires

or

call

customers to check on how well

they were treated by the sales and service staff. The results of such surveys are

passed on to salespeople so they can improve their techniques.

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15.2

A

SSESSMENTSSESSMENT

Reviewing Key Terms and Concepts

1. What is suggestion selling, and why is it

important?

2. Suggest two rules for suggestion selling. 3. Identify three methods used for suggestion

selling.

4. What is relationship marketing and how is it related to the sales process?

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15.2

A

SSESSMENTSSESSMENT

Thinking Critically

Assume you work for a bank and are in charge of selling commercial loans. You just sold a real estate developer a $3.5 million loan for a new shopping center. What could you do now to

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Marketing Essentials

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SECTION 15.2

Effective Selling

There are three methods used in suggestion selling:

 _{offering related merchandise}

 _{recommending larger quantities}

 _{calling attention to special sales} opportunities