TYPES OF SALES APPROACH
Many customers appreciate the soft sell approach when they just need some guidance in deciding on a selection. The seller can use gentle persuasion or suggestion to convince the buyer. Soft sell techniques include pointing out that many of the items were sold last week, recommending a certain model that costs less or saying that you recently bought the same product and are happy with it. No pressure is used. You state facts and allow the buyer to decide.
Ex: A cosmetic saleslady from Maybelline asked me my previous purchase from the said brand. She now recommended the same product or the enhanced type of product from their brand and leave me be to choose for my liking.
High-pressure tactics often are not well-received by customers. However, the intimidation in the hard sell might cause some people to buy a product they don’t really want or need. Hard sellers try to make customers feel they must buy the product or service right now. The salesman claims that the product might be gone tomorrow or the that customer has no need to wait because the seller guarantees satisfaction. The seller tries to make the decision for the customer in a hard sell. “You can afford it” or “If you don’t buy it now, it won’t be here later,” the salesperson might say. Many customers are aware of the hard sell and walk away immediately. The soft sell approach usually results in more sales, but the hard sell works sometimes.
Ex: A door-to-door seller of body bath soap and shampoo is so persuasive saying that their product is a limited collection from their company and it might be phased out in the near future. Telling me that I should avail at moment while bringing out some other stuff that she thought I might buy.
Consultative selling helps in selling technical products or services to businesses. It might take days or months to close a sale. The seller builds up a relationship of trust with the buyer, using technical experience or certification to analyze problems and offer solutions. A company may agree to have a sales engineer evaluate maintenance improvements or cost reductions. The salesperson may ask questions and review the information before making recommendations on solutions. Retail sales clerks may use consultative selling if they are knowledgeable about the products they sell, such as jewelry or electronics. The seller gains the trust of the buyer.
Ex: I was looking for a washing machine that will fit in my apartment. A sales boy approached me in the appliances sections and toured me with different types and models of washing machine explaining and reiterating the features of each type and recommending the best buy considering the price, size and special features.
Buyers might have problems in choosing the right product, whether it’s finding a unique gift for a special occasion or purchasing a car that fits their specific needs. Solution selling defines the problem by asking relevant questions and listening to the customer. Some salespeople depend on talking to sell, but solution selling involves asking many questions and listening carefully. Questions can help get to the root of the customer's problem and give the salesperson a clear idea of what to sell.
Ex: My godchild’s birthday is coming and I haven’t seen him for almost one year because of the lockdown. All I have is a recent picture and his age. A saleslady approach me in the Kids clothes section asking my situation and needs. She gladly led me to clothes and toys that are suitable for the age of my godchild and recommended other things aside of toys and clothes.
Some sales techniques focus on understanding the different types of customers. Friendly types may seem easy to sell to, but they might hesitate when it comes to decision-making, because they don’t want to upset anyone. It takes reassuring the customer to make the sale. Other customers are wary of salespeople. You need to provide a great deal of information while sticking to the facts to allow them time to consider buying. Extroverts are enthusiastic, so they can take up too much of your time. You need to keep your presentation short, but outgoing types can be easily distracted and slow to buy. Follow up with emails or phone calls and stress the benefits enthusiastically. Many sales training courses include understanding customer personalities.
Ex: I was looking for an attire that would perfectly suit me during my friends debut since I was picked as one of the 18 candles. I’m having a hard time because of my insecurities and my body size. A saleslady who was assisting me asked what are my preferences and where would I use this type of dress. She easily led me to clothes that are comfortable for my size and complements my skin tone which I’m dearly grateful.
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