essential question? how can i make good decisions? marketing research - how can i make good...
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Marketing Research - How can I make good decisions
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ESSENTIAL QUESTION?HOW CAN I MAKE GOOD DECISIONS?
Customer Service
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(The Big Picture)
Marketing concept4 P’sPromotional MixSelling – satisfying customers by matching
products to their needs and wantsPersonal Selling – any form of direct contact
between a salesperson and a customer
Importance of the sales associate
45% of customers say they are likely to spend more if the sales associate is helpful
18% of customers will walkout of a store if they don’t like the attitude of the sales associate
Steps of Selling
Pre Approach1. Approach the Customer2. needs Determined3. Product Presentation4. Objections Handled5. Close the Sale6. Suggestive selling
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Customer Decisions – customers make different levels of buying decisions
Routine – no research involved, buy what they always buy – ex. milk, toilet paper
Limited – some research involved, price comparisions, styles offered – ex. clothing, backpacks
Extensive – a lot of research involved – ex. house, car
Rational Motive – conscious, factual reason for making a purchase - use for computers, cars, insurance
Emotional Motive – feelings of social approval, recognition, and prestige as reasons for making a purchase
Pre Approach Knowledgethings to know before trying to sell a
productProduct info: features, benefits, materials,
country of origin, # in stock, sizes available, etc.
Store info: hours open, where merchandise is located, who else is working, etc.
company info: return policies, warranties, website info, who your target market is
industry info: who you competitors are, what is the going price
1. Approach the Customer
Greet customer, Rules-w/in 30 secsEye contact, Smile, not close ended question If busy, let them know you will be with them
in a second for get another associate to help.
2.Needs Determined
Need to determine a customers needs (or wants)so that you can satisfy them
Observe: look for customers looking at certain products or picking up& holding products
fit products to customers by getting to know them
Question: ask open ended questions to get the customer talking
Listen: keep eye contact, give feed back, confirm details, be empathetic
Dead Ended vs. Open Ended
Can I help you? How can I help you?
Do you like red or green? What color do you prefer?
Is that the brand you want? Why do you prefer that brand?
Are you shopping for a gift? For whom are you shopping?
Do you like this option? What features are important to you?
Looking for anything special? What are you looking for?
Do you like cotton? What kind of fabric do you like?
Refer somewhere
If gone store or dept. doesn’t offer the product or service the customer needs
always suggest alternatives that yo Do have 1st
special order it refer to a competitor-call ahead and give
directions tell which aisle or dept. its in, call ahead to
other sales person or escort them
3.Product Presentation(like show and tell)
Tips: show no more than 3, medium price range, use layman’s terms
Feature Benefits
Product attributes or details
Advantage or personal gain you get from each feature
Ex. XM radio in you car Ex. You Can get you favorite stations no matter where you an Traveling
Product Presentation cont.
Display handle: be creative- ask customer to touch fabric or try on coat
Demonstrate: be dramatic pour water on shoes to show water resistance
Sales aids: samples, newspaper articles, drawings, charts, warranty into, Customer testimonials
Product Presentation cont.
Involving the Customer: do anything you can to get customer physically involved test drive, taste, touch, etc.
Involving the Entire group – friends, children, relatives, spouses
Make small talk, provide a comfortable chair, offer a magazine, coloring book or toy
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4. Objections Handled - THANKS
T – thank the customer for bringing the problem to your attention
H – hear the problem, listen carefullyA – apologize for the inconvenience the
customer has experiencedN – need more info, ask questionsK – know a solution, and be prepared to
propose itS – solve the problem, or find someone who
can
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4. Objections handled
Objection – concerns, hesitations, doubts or honest reasons a customer has for not making a purchase
Excuse – insincere reasons for not buying or not seeing a salesperson
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YOU take care of it
1. Do it YOURSELF:- Show features of a warranty- Show how to upload picts- Pick up trash- Check up on orders- Follow up with the manager- Look on a website
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YOU take care of it, cont.
2. SATISFY the customer:completely satisfy themDo WHATEVER make THEM happy (not you
or your boss)Don’t worry about sales/profitDon’t worry about checking with managerCUSTOMER is ALWAYS RIGHT (even when
they are wrong or uninformed)
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YOU take care of it, cont.
3. Be empathetic:- Sympathise with the customer- Even if they ARE wrong- They want you to UNDERSTAND them- They want you to LISTEN to them- They want you to APOLOGIZE for the way
things are – even if you had no control over it and it was someone elses fault
- Have the right attitude – POSITIVE- Show energy and enthusiasm, not laziness
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YOU take care of it, cont.
4. DON’T do nothing:- Ask some one else to handle it- Check with a manager 1st
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5. Close the sale – obtaining positive agreement to buy.
Don’t be afraid to askBuying signals – the things customers do or
say to indicate a readiness to buyVerbal - “Oh, I like that” “That is exactly what
I was looking for” “ How can I pay for this”Non Verbal – holding merchandise & smiling,
taking it off a hanger and draping it over their arm, carrying it around with them
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6. Suggestive Selling
Selling additional goods to the customerEx. Related merchandise, larger quantities,
sales, new itemsMake the suggestions definite, not optionalEx. The manufacturer recommends this to
take care of the product
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Referrals
Getting names and information of other interested customers
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Relationship Building
***This is what its ALL aboutOngoing communication with customers to
prepare for FUTURE satisfying salesSay thank you even if they don’t buyCheck on shipment of itemsCall about delays or specialsSay customer name when paying
(check/credit)Reassure of their choices