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Marketing EssentialsMarketing Essentials

Chapter 15 Closing the Sale

Section 15.2 Effective Selling

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What You'll LearnWhat You'll Learn

Why suggestion selling is important

The rules for effective suggestion selling

Specialized suggestion selling methods

The concept of relationship marketing and how it is related to the sales process

Effective SellingEffective Selling

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Why It's ImportantWhy It's Important

The goal of selling is to help customers make satisfying buying decisions so they buy from you again. In this section you will learn how to create a relationship with your customers, so they will continue to do business with you in the future.

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Key TermsKey Terms

suggestion selling

relationship marketing

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Suggestion selling is selling additional goods or services to the customer, items that will ultimately save time and money or make the original purchase more enjoyable.

Suggestion Selling

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Benefits of Suggestion Selling

Suggestion selling benefits salespeople because customers will want to do business with them again.

Suggestion selling benefits customers because they are more pleased with the purchase.

Suggestion selling benefits the company because it saves time and cost.

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Five Rules of Suggestion Selling

1. Do suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written.

2. Make your recommendation from the customer's point of view and give at least one reason for your suggestion.

3. Make the suggestion definite, rather thanasking, “Will that be all?”

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Rules of Suggestion Selling

4. Show the item you are suggesting. Don’t just talk about it.

5. Make the suggestion positive. “This scarf will complement your coat beautifully.”

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There are three methods used in suggestion selling:

offering related merchandise

recommending larger quantities

calling attention to special sales opportunities

Suggestion Selling Methods

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Offering Related Merchandise Related merchandise can increase the use or enjoyment of the customer’s original purchase. Introducing related merchandise is probably the easiest and most effective suggestion selling method.

Suggestion Selling Methods

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Recommending Larger Quantities This usually works in retail settings when selling inexpensive items or when money, time, and/or convenience will be saved. In business-to-business sales, purchasing larger quantities allows customers to take advantage of discounts.

Suggestion Selling Methods

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Calling Attention to Special Sales Opportunities Salespeople are obligated to communicate special sales opportunities to their customers. Some opportunities include:

the arrival of new merchandise

special sales

holidays

Suggestion Selling Methods

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Relationship marketing involves the strategies businesses use to stay close to their customers. Think of after-sale activities as part of an ongoing dialogue with customers in preparation for future sales.

Relationship Marketing

Example: Harley Davidson’s club for motorcycle owners offers insurance and travel assistance.

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Take payment or the order with courtesy. Work quickly to complete the paperwork. Avoid saying or doing anything to irritate your customer at this stage of the sale.

Taking Payment/Taking the Order

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Before the customer departs or before you leave your client's office:

Reassure the person of their wise buying choices.

Take the time to educate your customer about any special care or specific instructions for their purchase.

Thank the customer, even if they don’t buy.

Departure

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The follow-up includes making arrangements to follow through on all promises made and checking on customer satisfaction.

Follow-Up

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Some businesses send questionnaires or call customers to check on how well they were treated by the sales and service staff. The results of such surveys are passed on to salespeople so they can improve their techniques.

Evaluation

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15.2 ASSESSMENTASSESSMENT

Reviewing Key Terms and Concepts1. What is suggestion selling, and why is it

important?

2. Suggest two rules for suggestion selling.

3. Identify three methods used for suggestion selling.

4. What is relationship marketing and how is it related to the sales process?

5. Why are after-sale activities (such as departure, follow-up, and evaluation) important?

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15.2 ASSESSMENTASSESSMENT

Thinking Critically

Assume you work for a bank and are in charge of selling commercial loans. You just sold a real estate developer a $3.5 million loan for a new shopping center. What could you do now to solidify your relationship with this customer?

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Marketing EssentialsMarketing Essentials

End of Section 15.2