International Introductory Award in Selling Award 8416in Selling

International Introductory Award in Selling Award (8416)in Selling (8416) International Introductory City & Guilds

International Introductory Award in Selling (8416) City & Guilds

Learning Outcomes for Selling • 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. Slide No. 3 International Introductory Award in Selling (8416) City & Guilds

Course Structure The course is split into 4 Sections: Section One – Theory of Selling Section Two – Understanding the Consumer Section Three – Developing Basic Selling Techniques Section Four Effective Selling Communications Slide No. 4 – International Introductory Award in Selling (8416) City & Guilds

Section 1 - 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. Slide No. 5 International Introductory Award in Selling (8416) City & Guilds

What is Marketing? Marketing as defined by Brown in 1987: ‘The ability to create and keep profitable customers’ Slide No. 6 International Introductory Award in Selling (8416) City & Guilds

Three Fundamental Marketing Activities 1. Creating Customers 2. Keeping Customers 3. Profitability Slide No. 7 International Introductory Award in Selling (8416) City & Guilds

An Overview of the Marketing Function • Satisfying Customers • Identifying and maximising opportunities • Targeting the right customer • Facilitating relationships • Staying ahead in a dynamic environment • Beating the competition • Achieving stakeholder requirements. Slide No. 8 International Introductory Award in Selling (8416) City & Guilds

The Marketing Mix - 4 Ps Product Availability. What is it? Price How much does it cost? What discounts are available? Can I offer discounts? Place Where are these items / products available and when? What are the opening & closing time? Promotion Who can help? Where are they located? What promotional material is available? What special offers are on? Slide No. 9 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 10 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 11 International Introductory Award in Selling (8416) City & Guilds

Marketing techniques undertaken by a marketing orientated organisation • Carrying out Market Research • Putting together promotions • Ensuring a high standard of service • Evaluating the success of what you have done. Slide No. 12 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 13 International Introductory Award in Selling (8416) City & Guilds

Reasons for Marketing 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. Slide No. 14 International Introductory Award in Selling (8416) City & Guilds

Sales and Marketing Activities Market Segmentation • Age • Sex • Tastes / life styles / fashions • Activities eg 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. Slide No. 15 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 16 International Introductory Award in Selling (8416) City & Guilds

Types of Sales Promotion • Vouchers • Discounts • Free drinks • Loyalty bonus • Buy one get one free • Two meals for the price of one • Get the cheapest meal free. Slide No. 17 International Introductory Award in Selling (8416) City & Guilds

Choosing the Most Appropriate Form of Advertising • Banners • Chalkboards • Promotional flyers • Media advertisements • Word of mouth • Recommendations • Direct marketing • Public relations. Slide No. 18 International Introductory Award in Selling (8416) City & Guilds

The Benefits of Good Customer Service and Selling • Getting repeat business • Customers telling others and introducing new customers • Reduce selling Costs • Increased profitability • Selling add-on’s • Selling-up. Slide No. 19 International Introductory Award in Selling (8416) City & Guilds

Effective Selling Leads to Greater Customer Satisfaction Good selling can achieve the following: • Repeat business • New customers • Reduced costs • Increased profitability • Increased customer insight • Increased average sales. Slide No. 20 International Introductory Award in Selling (8416) City & Guilds

The Selling Cycle The selling cycle consists of three stages: 1. Pre-sale 2. Sale 3. Post-sale Slide No. 21 International Introductory Award in Selling (8416) City & Guilds

The Selling Cycle stage one – Pre-selling • Pre-selling involves finding new customers • Preparation and planning – utilising selling time effectively. Slide No. 22 International Introductory Award in Selling (8416) City & Guilds

The Selling Cycle stage two – The Sale The sale will involve four key stages: 1. Sales presentation – either formal or informal 2. Handling objections 3. Negotiation 4. Closing the sale Slide No. 23 International Introductory Award in Selling (8416) City & Guilds

The Selling Cycle stage three - Post-Sale • The importance of getting the order • Delivering the order to the right place at the right time • Making sure that the customer buys from you again • Encourage customer retention. Slide No. 24 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 25 International Introductory Award in Selling (8416) City & Guilds

Understanding AIDA(S) Attention Interest Desire Action Satisfaction Slide No. 26 A I D A S Gaining attention Stimulating interest Creating a desire to buy Generating action – a purchase decision Post-purchase feeling International Introductory Award in Selling (8416) City & Guilds

The Stages of the Buying Process Need recognition and problem solving Information search Evaluation of alternatives Make purchase decision Post-purchase stage Slide No. 27 International Introductory Award in Selling (8416) A I D A S City & Guilds

Features and Benefits Feature is a technical description of a product. Benefit is a description of how the product will benefit the customer – must match their motive for buying. Slide No. 28 International Introductory Award in Selling (8416) City & Guilds

Some Buyer Motives • Fashion • Price • Desire • Comfort • Distress • Need • Pleasure • Value for money. Slide No. 29 International Introductory Award in Selling (8416) City & Guilds

Using Questions to Understand Buyers • How do you feel about it? • How does that strike you? • Are you happy with this option? • What would you like to do? Slide No. 30 International Introductory Award in Selling (8416) City & Guilds

The Art of Good Questioning • Open and Closed Questions – Open questions designed to solicit information – Close 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. Slide No. 31 International Introductory Award in Selling (8416) City & Guilds

Using Questions to Understand Customers • Questions infer information • Use questions to get the customer to tell you more about them • Use questions to influence perception • Use questions to discover more about the customer. Slide No. 32 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 33 International Introductory Award in Selling (8416) City & Guilds

Proactive and Re-active Selling Proactive Selling - taking an active interest in selling - taking an active planning role - taking every possible opportunity to sell. Re-active selling - Ad-hoc as opposed to planned - Reacting to customer requests - Not grasping every sales opportunity. Slide No. 34 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 35 International Introductory Award in Selling (8416) City & Guilds

Descriptive selling • When you describe a product to a customer it needs to be done in such a way as to make it sound more appealing by the use of appropriate adjectives • For example, roast chicken could be described as tender or succulent. Slide No. 36 International Introductory Award in Selling (8416) City & Guilds

Up-selling • Up-selling is selling a product of higher value or profitability than the one requested by the customer. • For example selling a 28” Flat Screen TV and then going digital! Slide No. 37 International Introductory Award in Selling (8416) City & Guilds

Substitute Selling Watch, listen – question… to discover the customer’s motives and needs Explain… that the products or services are unavailable and why Select… an alternative Describe… the product or service, using appropriate benefits and adjectives Reinforce… the customer’s decision to buy the alternative product Slide No. 38 International Introductory Award in Selling (8416) City & Guilds

Substitute Selling continued For example: • "I am really sorry but the size you wanted has proved very popular today and as a result we have temporarily run out……However I can highly recommend a new range which has just arrived into the store today. …. . I think you will really like them“. Slide No. 39 International Introductory Award in Selling (8416) City & Guilds

Lack of Product / Service Knowledge If you do not have a good product knowledge you will: • Loose 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. Slide No. 40 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 41 International Introductory Award in Selling (8416) City & Guilds

Examples of Products and Services You Should Know About! • Your own department • Other departments • Leisure facilities • Catering facilities • Technical facilities • Services – local facilities • Local attractions • Meeting facilities. Slide No. 42 International Introductory Award in Selling (8416) City & Guilds

The Importance of Knowing About the Marketing Mix Always be ready to answer questions on: • The Products and services available – What are they? • The Price – how much it costs. What discounts are available? • The Place – Where are the products / services available from? • Promotion – What special offers are there and what promotional material is available? Slide No. 43 International Introductory Award in Selling (8416) City & Guilds

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 Slide No. 44 International Introductory Award in Selling (8416) City & Guilds

3 Steps Involved in Closing the Sale 1. Clarify your understanding of customer needs 2. See if there any other areas you can help with 3. Propose an appropriate commitment Slide No. 45 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 46 International Introductory Award in Selling (8416) City & Guilds

After Sales Service Enables You to: • Check that the customer has received their order • Clarify that the customer is happy with the product / service they received • Check out the quality of the product – use questions to clarify their perception of the product • Use it as an opportunity to take repeat bookings / further sales. Slide No. 47 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 48 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 49 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 50 International Introductory Award in Selling (8416) City & Guilds

Combined Use of Verbal and Non. Verbal Communications 7% Actual words 38% Voice, tone, pitch, pace and quality 55% body language Slide No. 51 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 52 International Introductory Award in Selling (8416) City & Guilds

Positive and Negative Use of Body Language • Eye Movements – making eye-to-eye contact • Facial expressions – conveys mixed messages • Posture – open to misinterpretation • Gestures – involves the use of hands, arms and shoulders • Physical Evidence – first impressions of appearance and opinions are formed. Slide No. 53 International Introductory Award in Selling (8416) City & Guilds

Some 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. Slide No. 54 International Introductory Award in Selling (8416) City & Guilds

Key Skills to Use When Listening • Paraphrasing • Reflecting on implications of what the customer has said • Reflecting the underlying feelings • Being non-evaluative. Slide No. 55 International Introductory Award in Selling (8416) City & Guilds

Positive Aspects of 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. Slide No. 56 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 57 International Introductory Award in Selling (8416) City & Guilds

Advantages and Disadvantages of Telephone Selling Some advantages of telephone selling: • It is more cost effective • It can be used almost anywhere in the world • It is a convenient method of communication. Some disadvantages of telephone selling: • 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. Slide No. 58 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 59 International Introductory Award in Selling (8416) City & Guilds

Hints for Telephone Selling • Always identify yourself and your company • Try to make friends with your customer • Make an interesting comment – ie value for money, cost savings etc • Deliver your sales messages • Overcome objections when they arise • Close the sale • Action agreement, express thanks and follow-up. Slide No. 60 International Introductory Award in Selling (8416) City & Guilds

Handling Communication Problems When dealing with customers communication breakdown can occur. Ensure you do the following: • Observe customer behaviour – verbal and nonverbal • 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. Slide No. 61 International Introductory Award in Selling (8416) City & Guilds

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. Slide No. 62 International Introductory Award in Selling (8416) City & Guilds

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, thus affecting your score. • Use a pen with black or blue ink only. Slide No. 63 International Introductory Award in Selling (8416) City & Guilds

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