Unit 5 The Art of Personal Selling: Show and Tell

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UNIT 5

The Art of Personal Selling: show and tell


Customer Profiling Concept

A customer profile is a specific description about the type of person a company is selling to,
including her demographic and psychographic characteristics. This helps the company
understand exactly what its customers are looking for.

Demographics: helps to classify customers on the basis of specific and personal information,
such as age, gender, marital status, income and so on.

Psychographics help to classify customers based on psychological factors, such as their


needs, motivation, attitude and life styles.

Geographic information the customer profile should include geographic information, such
as where the customer lives and where she generally shops.

Additionally, the customer profile should include behavioral information, including what
customers think about products she purchases, how the products are used and loyalty to
specific brands.

Surveys: Preparing a customer profile takes research, and giving current or prospective
customers a questionnaire to understand their needs, purchase habits and merchandise
interests is a helpful method.

Business Benefits of building a customer profile

Better Communication

If you think about your communication with long-time friends, versus those you don’t know
very well. You quickly realise how much easier it is because you know more about them.

With customers the same is true. If you have a customer profile you are in a better position to
know what to communicate, when to communicate and by what method.

Greater Opportunities

It is far easier to develop opportunities for your brand because you will find they will provide
feedback and suggestions. You will be able to refine your product or service offerings to
better meet their needs.  As well as develop other products and services that are important to
them.

Reduces Competition

You will know the key elements of how to maintain strong relationships so they are not
vulnerable to competitive offers. A profile helps you refine what you do in customer service,
pricing, offers, staying in touch etc. so they do not become dissatisfied.
Increases Profit

It becomes a lot less expensive in time and money spent developing the relationship.

You will be able to plan ahead instead of marketing on the run and have a higher return on
your efforts.

Brings In More Customers

It is much easier to attract more customers when you actually know about your current
customers. It also helps when you are selecting the best marketing strategy for your brand.
You will be able to build a target list of potential customers who are more likely to be
attracted to your products and services. You will also find that you receive more referrals and
recommendations from your current customers to others similar in profile. With competition
for customers increasing everyday it is one of the simple ways to have a competitive
advantage.

Wowing your customer

Remarkable customer service is about creating a relationship of trust between the business
and the customer. Even small gestures go a long way in building a lasting relationship with
customers. These gestures need not always be huge monetary benefits. This is because
customers need and desire attention, especially special attention or in other words wowing the
customer. When they get it, they feel totally delighted. Wowed customers will not just keep
coming back to the business, but will also recommend the business to people they know.

Activity
Personal Selling

Selling is a sacred trust between a buyer and a seller (Richie Norton)

The following are the steps to consider while selling:

Step one

Prospecting - The process of looking for and checking leads is called prospecting or
determining which firms or individuals could become customers. Up to 20% of a firm's
customer base can be lost for reasons such as transfer, death, retirement, takeovers,
dissatisfaction with the company and competition. A steadily growing list of qualified
prospects is important for reaching the sales target.

Step two

Pre-approach-This stage involves the collecting of as much relevant information as possible


prior to the sales presentation. The pre-approach investigation is carried out on new
customers but also on regular customers. Systematic collection of information requires a
decision about applicability, usefulness and how to organise the information for easy access
and effective use.

Step three

The Approach
The salesperson should always focus on the benefits for the customer. This is done by using
the product's features and advantages. This is known as the FAB technique (Features,
Advantages and Benefits).
* Features : Refers to the physical characteristics such as size, taste etc.
* Advantages : Refers to the performance provided by the physical characteristics eg it does
not stain.
* Benefits : Refers to the benefits for the prospect. Eg. Saves you 20% on replacement cost.

Step four

The sales presentation

This involves a persuasive vocal and visual explanation of a business proposition. It should
be done in a relaxed atmosphere to encourage the prospect to share information in order to
establish requirements. Some small talk may be necessary to reduce tension but the purpose
always remains business.

Step five

The Trial Close


The trial close is a part of the presentation and is an important step in the selling process.
Known as a temperature question - technique to establish the attitude of the prospect towards
the presentation and the product.
Step Six
Handling Objections
Objections are often indications of interest by the prospect and should not be viewed with
misgiving by salespeople. The prospect is in fact requesting additional information to help
him to justify a decision to buy. The prospect may not be fully convinced and the issues
raised are thus very important. It also assists the salesperson to establish exactly what is on
the prospect's mind.

Step Seven
Closing the Sale
This is the last part of the presentation. Many salespeople fear the closing of a sale. Closing a
sale is only the confirmation of an understanding. Fear will disappear if the salesperson truly
believes that the prospect will enjoy benefits after the purchase of the product.

Step Eight
The Follow-up
The sale does not complete the selling process. Follow-up activities are very important and
are useful for the establishment of long-term business relationships. It is important to check if
the products have been received in good condition, to establish the customer is satisfied etc.

Elevators pitch

A well-known technique of selling, which can instantly create an impression about you or
your product is called the Elevator Pitch. It is alternatively called Elevator speech, Elevator
presentation, or Elevator story.

Appreciate the importance of Elevator Pitch as a sales tool to introduce new products or as an
introduction to a company or to yourself. Craft a perfect one-minute speech to articulate an
idea, product, or service, or just what you do.

 An elevator pitch is a brief introduction about you and your


product/company/business or even idea.

 It helps you build a CONNECT instantly.

 Always remember the following tips to craft your outstanding pitch:

 Identify your goal

 Explain what you do

 Communicate your USP (Unique Selling Point)

 Engage with a question

 Put it all together

 Practice, practice, practice

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