The document provides guidance on how to make good decisions when selling to customers. It discusses determining customer needs, presenting products to match those needs, handling objections, closing the sale, upselling other products, building relationships for future sales, and providing excellent customer service. The key is focusing on satisfying customer wants and addressing any concerns they may have.

1. Customer Service 1
ESSENTIAL QUESTION?
HOW CAN I MAKE GOOD DECISIONS?
Marketing Research - How can I make good
decisions

2. (The Big Picture)
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 Marketing concept
 4 P’s
 Promotional Mix
 Selling – satisfying customers by matching products
to their needs and wants
 Personal Selling – any form of direct contact
between a salesperson and a customer
Marketing Research - How can I make good
decisions

3. 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

4. Good Business
 Satisfied customers are loyal customers who tell their
friends

5. Steps of Selling
Pre Approach
1. Approach the Customer
2. needs Determined
3. Product Presentation
4. Objections Handled
5. Close the Sale
6. Suggestive selling

6. Pre Approach
 Steps to take before walking on the sales floor

7. Customer Decisions – customers make
different levels of buying decisions
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 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
Marketing Research - How can I make good
decisions

8. Pre Approach Knowledge
things to know before trying to sell a product
 Product 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

9. 1. Approach the Customer
 Greet customer, Rules-w/in 30 secs
 Eye 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.

10. 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

11. 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?

12. 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

13. 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

14. 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

15. 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

16. 4. Objections Handled - THANKS
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 T – thank the customer for bringing the problem to
your attention
 H – hear the problem, listen carefully
 A – apologize for the inconvenience the customer has
experienced
 N – need more info, ask questions
 K – know a solution, and be prepared to propose it
 S – solve the problem, or find someone who can
Marketing Research - How can I make good
decisions

17. 4. Objections handled
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 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
Marketing Research - How can I make good
decisions

18. YOU take care of it
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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
Marketing Research - How can I make good
decisions

19. YOU take care of it, cont.
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 2. SATISFY the customer:
 completely satisfy them
 Do WHATEVER make THEM happy (not you or
your boss)
 Don’t worry about sales/profit
 Don’t worry about checking with manager
 CUSTOMER is ALWAYS RIGHT (even when they
are wrong or uninformed)
Marketing Research - How can I make good
decisions

20. YOU take care of it, cont.
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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
Marketing Research - How can I make good
decisions

21. YOU take care of it, cont.
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4. DON’T do nothing:
- Ask some one else to handle it
- Check with a manager 1st
Marketing Research - How can I make good
decisions

22. 5. Close the sale –
obtaining positive agreement to buy.
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 Don’t be afraid to ask
 Buying signals – the things customers do or say to
indicate a readiness to buy
 Verbal - “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
Marketing Research - How can I make good
decisions

23. 6. Suggestive Selling
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 Selling additional goods to the customer
 Ex. Related merchandise, larger quantities, sales,
new items
 Make the suggestions definite, not optional
 Ex. The manufacturer recommends this to take care
of the product
Marketing Research - How can I make good
decisions

24. Referrals
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 Getting names and information of other interested
customers
Marketing Research - How can I make good
decisions

25. Relationship Building
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 ***This is what its ALL about
 Ongoing communication with customers to prepare
for FUTURE satisfying sales
 Say thank you even if they don’t buy
 Check on shipment of items
 Call about delays or specials
 Say customer name when paying (check/credit)
 Reassure of their choices
Marketing Research - How can I make good
decisions