Personal selling in business Unit 10 BTEC Level 2 First Business Session 2
Learning OutcomesAfter completing this unit, you should:1. Understand the role of sales staff2. be able to demonstrate personal selling skills and processes
Be able to demonstrate personal selling skills and processesThe only way to develop your own selling skills is topractice. There are two important aspects ofbecoming an effective sales person.• Personal selling skills•Selling process
Personal Selling SkillsThe personal skills of the sales person influence theoutcome of many sales situation. In a store wheresales staff are friendly, knowledgeable and efficientthe difference is startling!Developing your own selling skills involvesconcentrating on your communication skills, assessingyour own style and appearance and learning sometricks of the trade.Activity: Your hates on the sales floor..
Personal Selling Skills• Communication – Spoken – Written – Non-verbal – Face-to-face – Eye contact – Remote
Personal Selling Skills• Purpose of Communication – The AIDA PrincipleYou need to By.....achieve...Attention Greeting the customer positively with a smile; inspiring confidence; pointing out relevant productsInterest Talking in a friendly, approachable manner; identifying the type of products or services in which the customer is interested.Desire Asking open questions to find out the customer’s precise needs; suggesting solutions to meet requirements; highlighting the benefits of optionsAction Persuasively overcoming objections and closing the sale
Personal Selling Skills• Purpose of Communication – Greeting the customer – Introducing yourself – Attracting the customer’s attention and interest – Identifying and meeting customer needs – Presenting product information• Appearance – Dress – Personal Hygiene
Personal Selling Skills• Attitude – Positiveness – Manners – Language – Courtesy and Consideration
ActivitySelling skills in different situations?
Personal Selling Skills Preparing the sales areaThe physical sales environment is very important for allretailers. An attractive welcoming entrance that leads to asales area with clearly displayed and accessible goods has manyadvantages.• Accessibility• Furnishings and décor – Self-service and convenience stores – Clothes shops – Other Shops• Music
Personal Selling Skills Preparing the sales area• Health and Safety – The building – Delivery & storage of goods – Store fixtures and fittings – Displays of merchandise – Equipment and appliances – Cleanliness and tidiness – Working practices
Personal Selling Skills Preparing the sales area• Competition – All stores want to make themselves different from their competitors and can do this by: – A distinctive image, shop front fascia & layout – Offering special facilities e.g. coffee shop/parking/play area – Extra services e.g. packing/free delivery/gift wrapping – Longer opening hours – Operating an integrated online/high street operation – Regular promotions – Excellent customer serviceWho does which?? Suggest examples of retailers who focus oneach of the competitive activities listed to gain an edge overthere competitors
Personal Selling Skills Preparing the sales areaMany things impact on buyer behaviour including their mood onthat day, lighting, temperature, time of day, the weather andeven the time of year.Stores are designed using a planogram which shows whereevery product should be including power isles and powerdisplays.Why do you think some manufacturers are prepared to have their products displayed at eye level?
Personal Selling Skills Processes• Sales – The sales process consists of three separate steps: – Initiate the sale – Make the sale – Close• Objections – Price – Timing – Competition – The item itself – The brand or manufacturer
Personal Selling Skills Processes• Closing Sales – The direct close – The indirect close – The silent close – The alternative close• After-sales service – Delivery – Warrant – Customer Care – Satisfaction – Follow-up – Feedback
Personal Selling Skills Processes• Handling Complaints• Repeat sales• Up-selling Activity: Identify three products that are frequently upgraded or enhanced to encourage repeat business
Personal Selling Skills Processes• Recording information – Sales Information – Payment information – Customer Information• Liaison with other departments – Customer collections – Dispatch – Accounts – Customer service