Session 17 Prof: Yasmin

Introduction
Grocery store, hardware store, banking, insurance,

hair cut saloons are entirely dependent upon personal selling Indian market psychology is still based on feelings emotions and cooperation, people are attracted to a store for personal reason rather than its appearance Major department, chain and specialty stores are still full service stores, they project personal selling as their strength Imagine buying a car, TV or refrigerator by mail order
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Introduction
The sales person can tailor his communication

according to the requirement of individual customer, making him the most effective communication vehicle for the customer Personal selling is the process of convincing the customer about the product through personal communication The sales person is flexible enough to provide the information according to the need and behavior of the individual customer
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Types of customer service

Pre transaction service- convenient store hours,

information and demonstration Transaction service- credit facility, gift wrapping and packaging, personal shopping and personal selling Post transaction service- loyalty programmes, complaint handling, merchandise exchange handling, repairing, free service and delivery

Types of Retail Selling

Most of the retailers still do home delivery

Order filling

Creative selling

Order filling
Efficient communication skills Art of order taking rapidly and correctly Art of informing customers about availability of

products and selling additional items Time management Skills of filling the order and communicating it to packaging section Skill of delivering the correct order in minimum possible time Grocery stores
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Creative selling
Provide sufficient time and attention to the customers

need and choice Convince the customer to buy the product with logical justifications Communicate effectively without being biased or overpowering Make the customers interested in buying a product Win the confidence of the customer and the sale conclude with a happy note
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Requirements for effective selling

Listening
Questioning Seek long responses Space out the questions Keep the questions short and simple Interpreting and on verbal communication Flexibility and adaptive selling

Competencies of Personal Selling

Retail is a people business, people do business with

people The Process of Personal Selling

ATTENTION INTEREST DESIRE ACTION

Gaining Attention Creating Interest Building desire Action

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The Retail Selling Process

Acquiring product/ merchandise knowledge
Studying the customer Approaching the customer Presenting the merchandise Understand the customers needs and wants Reduce the customers perceived risk Demonstrate the product Actively involve the customer Sell product benefits Make the message simple
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The Retail Selling Process

Overcoming resistance
Suggestive selling Closing the sale

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Common causes of poor performance

Poor selection and inadequate training Inadequate supervision Inadequate product and store policy to sales force Heavy stock keeping responsibilities with under emphasis on serving customers Lack of incentive for better performing sales person Lack of management commitment to good customer service Increased diversity and complexity of products Low compensation
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Importance of sales person in CRM

Salesperson is important in customers satisfaction or

dissatisfaction towards a store Sales person acts as a stores represenative

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Customer service as a part of retail strategy

1.
2.

3.
4.

5.

Identify its key customers and listen and respond to them Define superior service and establish a service strategy Set standards and measure performance Select, train and empower employees to work for the customers Recognize and reward accomplishments

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Evaluation of a salesperson
Plays a crucial ole as it determines the compensation

to be paid, promotions, transfer, terminations and reinforcement of sales person Conversion rate Sales per hour: is computed by dividing the value of the total sales of the retail store at a given period of time by the total hours of work Use of time standards
Time spent on selling
Time spent while not selling Idle time Absent time
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