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| figure 4 |
Outside selling requires a procedure for generating a list of customer leads, This procedure is known as prospecting. Blind prospecting relies on telephone directories and other general listings of potential customers. With blind prospecting a small percentage of the people contacted will be interested in the firm’s offering. Lead prospecting depends on past customers and others for referrals. With leadprospecting a greater percentage of people will be interested because of the referral From a person they know and respect. Inside selling usually does not involve prospecting, because customers have already been drawn into the store or office as a result of advertisements or past purchase experience.
Approaching customers is a two—stage procedure: preapproach and greeting. During the preapproach, the salesperson tries to obtain information about the customer’s characteristics from census and other secondary data, as well as From referrals. In this way the salesperson is better equipped to interact with the customer. Inside retail salespeople are frequently unable to use a preapproach; and therefore they know nothing about a consumer until he or she enters the store. in the greeting the salesperson begins a conversation with the customer. The goals are to put the customer at ease and build a rapport.
The nest step is to ascertain customer wants by asking the consumer a variety of questions regarding past experience. price. product or sers ice features, intended Uses, and the kinds of information still needed.
The sales presentation includes a description of the product or sers ice. its benefits, available options and models, price. associated services such as delivery and warranty. and a demonstration (if necessary). As explained earlier, the presentation may involve a canned sales or needs satisfaction method. The purpose of the sales presentation is to be thorough and convert an undecided consumer into a purchaser.
After the presentation the salesperson usually must answer questions from the consumer. These questions are of two kinds: the first require further information, and the second raise objections that must be settled before a sale is made. Once the questions have been answered, the salesperson is ready for the major goal: closing the sale. This involves getting the customer to agree to a purchase. The salesperson must be sUre that no major questions remain before attempting to close a sale. In addition, the salesperson should not argue with the consumer.
Finally, for malor purchases. salespeople should follow up after the sale to ensure that the customer is satisfied. This accomplishes three objectives: the customer gains short-run satisfaction, referrals are stimulated, and, in the long run, repurchases are more likely.
Approaching customers is a two—stage procedure: preapproach and greeting. During the preapproach, the salesperson tries to obtain information about the customer’s characteristics from census and other secondary data, as well as From referrals. In this way the salesperson is better equipped to interact with the customer. Inside retail salespeople are frequently unable to use a preapproach; and therefore they know nothing about a consumer until he or she enters the store. in the greeting the salesperson begins a conversation with the customer. The goals are to put the customer at ease and build a rapport.
The nest step is to ascertain customer wants by asking the consumer a variety of questions regarding past experience. price. product or sers ice features, intended Uses, and the kinds of information still needed.
The sales presentation includes a description of the product or sers ice. its benefits, available options and models, price. associated services such as delivery and warranty. and a demonstration (if necessary). As explained earlier, the presentation may involve a canned sales or needs satisfaction method. The purpose of the sales presentation is to be thorough and convert an undecided consumer into a purchaser.
After the presentation the salesperson usually must answer questions from the consumer. These questions are of two kinds: the first require further information, and the second raise objections that must be settled before a sale is made. Once the questions have been answered, the salesperson is ready for the major goal: closing the sale. This involves getting the customer to agree to a purchase. The salesperson must be sUre that no major questions remain before attempting to close a sale. In addition, the salesperson should not argue with the consumer.
Finally, for malor purchases. salespeople should follow up after the sale to ensure that the customer is satisfied. This accomplishes three objectives: the customer gains short-run satisfaction, referrals are stimulated, and, in the long run, repurchases are more likely.