A Few Tips For the Beginning DECA Participant
What To Do Before Competition......
1. RELAX- Don't worry, you will be one on one with your judge so who cares if you embarrass yourself!!!!2. DECA TIME- Arrive to your event at least 5 min. early, but check throughout the competition to make sure that your event is running on time. (Chances are they will be early or late and you don't want to miss your scheduled time.)
3. LOOK PROFESSIONAL- Take off any hats, remove gum, check that your clothes look nice at this time. It is important to look professional. Remember: first impressions are everything.
4. REVIEW- Go over any information that might help you feel more comfortable with your test or roleplay (a.k.a. practice tests or notes.)
Key Points of a Successful Role Play
1. Have a strong & firm handshake- (a.k.a. a good handshake)
2. ALWAYS extend the handshake!!
3. Probe for questions.
4. Respond to their questions with good eye contact.
5. Concentrate on who your judge is and what he/she is like.
6. Be creative with how you ’re selling: (coupons, name tags, add extras to the sale)
7. Begin to close the sale as soon as the person comes into the store!!!
8. Thank the judge after the role-play by greeting him/her with their first name.
If at all possible, get to know your judge a bit at the beginning of the role-play.
Study Guide
1. Bring out your personality- it ’s only
you and the judge.
2. Relax- this will help the judge relax also.
3. Smile- be friendly
4. Don ’t just give the facts- be outgoing with them.
5. Expect small talk- follow their lead.
6. Be original- brainstorm while in the prep room.
7. Be very positive about yourself and you products- show your enthusiasm
in the merchandise.
8. Be confident about yourself and you products- use sales terms.
9. Sell them on the points they bring out- quality, price, time etc
10. Practice at home! Just like anything else.
1. Don’t ask, “May
I help you?”
2. Qualify- sell them what they want, not what you want them to buy.
3. Be a good listener.
4. Get the customer involved- put the product in their hands.
5. Anticipate objections beforehand.
6. Close sales - don’t be pushy.
7. Suggestions sell- things on sale work well.
8. Be sincere.
9. Reassure them always! – “We appreciate your business.”
“If you have any problems with the product, come see me.”
“You’ll be very happy with this…
10. Smile when you are leaving.
1. Show poise- calm the
customer – be
empathetic
2. Apologize to the customer- be courteous
3. Be realistic- don’t give away the whole store
4. Follow store policy
5. Explain the store policy to the customer
6. Reassure and thank them
7. Remain business like
8. Tell them they are “Very important customers to this store.”
9. Try suggestion selling!
10. Make sure the customer is satisfied with your answer. Maintain them as
a customer.
98 State DECA Broadmoor
The 4 P's of Marketing (The marketing mix)
1. Product: what goods,
services or ideas a business will offer a consumer includes choice of product.
Packing support services. Financing, warranties, business image, product
R&D, and market
positioning.
2. Place: Focus on considerations in getting the selected product in the right
location at the right time. Includes transportation, storage, inventory handling
and control.
3. Promotion: the carious types of communication that marketers use to inform
persuade and remind consumers of the product (good/service/overhead)
4. Price: determining of the amount of money that will be exchanged for the
product to generate a profit (the difference between income and overhead)
Channels of Distribution
Extractor- mines, grows etc. (remover) of raw materials
To
Manufacturer- produces the products
To
Wholesaler- deals in volume
1. Over the Counter
2. Mail Order
3. Direct
4. Vending Machine
To
Retailer
To
Ultimate Consumer
Utility (added value)
Time- When
Place- Where
Form- How
Possession- right to use
The Nine Functions of Marketing
• Distribution: transporting, storing, managing/ controlling inventory,
receiving
• Financing: handling of receipts and disbursements, credit transactions, budgeting, locating capital
• Marketing Information Management: formal (lab/scientific) vs. informal (surveys)
• Pricing: determined by: cost in obtaining, company’s pricing policies, desired profit margin, demand, 2 competitor’s pricing
• Promotion: 5 kinds: public relations, promo/special- give a ways ect., publicity- free- media, planned personal selling, advertising- non personal, paid and planned, advertising can appear in print, broadcast, and special categories.
• Product Service Planning: developing a product or service mix in response to market opportunity.
• Purchasing: determined by needs, suppliers, and selected goods/services
• Risk Management: the planning, control, preventing, and procedures used to limit losses
• Selling: responding to needs and wants through planning and personalized communication, intended to influence purchase decisions.
The selling/ buying process is dependent upon
AIDCA
Attention
Interest
Desire
Conviction
Action
Remember to ask open-ended questions when determining wants and needs, treat merchandise with respect, install quality and value in the consumer’s eyes.
Involve your client- try things on, hand them the product, etc.
Overcoming Objections- Feel, Felt, Found Method
WIN- what’s important now?
FAB- features (physical) advantages (better, newer) benefit (time money or
safety)
Closing Methods
Direct - asking for the sale (use conformation/ authorization of the transaction)
Choice - which would you like the ______ or the _______ today?
Assumption - assume the sale closed and ask about type of payment
Minor Point- get them agreeing with you. The yes, yes, yes method
Summary - go back over positive points
Standing Room Only - stress urgency
Remember to reassure people about “WISE” decisions, and thank them for their business!!
The objection is an indication from the customer that:
A) Not all his/her questions have been answered
B) He/she has absolutely no interest in buying at this time
More often it is a buying signal, a quest for knowledge. Most importantly, however, it’s a barrier to overcome before a sale can be made.
The key to overcoming an objection is knowing both your product and you inventory, this way, if an item does not fit your customers need you have the opportunity to find an alternative.
As you will discover in the following pages, your role as a sales person it to:
• Listen to the customer
• Ask open ended questions
• Reinforce features and benefits
• Suggest alternative
1.Pre- Approach:
? FABS- Features, Advantages, Benefits
? Start DIRECTLY
2. Approach:
? Service, Merchandise, Greeting, or Combo
? Break the barrier- handshake, movement
? Find a common link
3. Determine Wants and Needs:
? Visual, ask questions
4. Presentation:
? Involve the judge
5. Overcoming Objections
? Find the problem
? Feel, Felt Found
Example: “ I understand how you feel, I’ve felt that way once
too. I found that after I bought this ___________ everything was easier to
do.”
? Boomerang- turn negative to positive
6. Closing:
7. Suggestive Selling:
? Try to sell related merchandise
Example “Do you want gloves to go with your coat?”
8. Reassurance
9. Follow-up
10.If needed use urgency
Before the Role- Play:
? Dress Professional
? Know Techniques and Terminology
1. WIN (what’s important now)
2. FAB (feature advantage and benefits)
3. 4 P’s (product, place, price, promotion)
4. Feel, Felt, Found
5. Marketing Mix
6. Steps to a Sale
? Be creative, try to stand out:
1. Coupons
2. Name tags
3. Hats
4. Graphs/ Charts
? Possibly get to know your judge before you enter the role-play
During the Role-Play:
? Greet with a firm handshake and ALWAYS extend the handshake
? Exchange names and, if appropriate, make small talk
? Concentrate on who your judge is and what he/ she wants
? Use the 7 steps to a sale
? Use good eye contact
? ABC (always be closing) Begin to close the sale as soon as the person comes into the store!!
? Ask probing questions
? Suggestive Sell
After the Role-Play
? Thank the judge
? Leave the room with a positive attitude, no one else knows how u did
**If you act like a winner, you are a winner**
Closing The Sale
What is “closing the sale”
Your job as a salesperson
is to encourage the customer to make a purchase. You should close the sale
the minute a customer walks through the door. From your initial greeting
and approach, to your explanation of features and benefits, you guide the
customer down a path to your goal… a sale. Through all these steps,
you are:
? Building up a trust between you and your customer
? Creating a need and a perception of value
The following is a selection of " closes” which you can adapt to your personal style.
Soft Close: Give the customer space. In some instances, after you have given the customer all the pertinent information and all objections have been overcome, the customer is still unable to make a decision. One option is to “give the customer space.” Assure him/her you are there if additional information is required.
Team Close: “Use a co-worker’s support to reinforce a buying decision.” An example of this is:
1. Kevin, the customer, is tying to make a decision
on purchasing a jacket. Margie, the manager, unsolicited, walks by and offers
an opinion and supporting statements. This should help reinforce a buying
decision.
2. Margie, the manager, is at an impasse in trying to sell a jacket. She calls
Sue, the sales associate, over to offer a statement of support. This may be
all the customer needs to reinforce his/her buying decision.
Add on/ Accessory Close: An add-on close is used to increase you initial sale. In completing an initial sale, you can add on to the total purchase with related or accessory merchandise.
Example: “Those speakers you are purchasing are great, but if you want clearer and crisper sound then you better upgrade to digital speaker wire.”
In a selling situation…
Acknowledge that the customer has an objection. Don’t take this personally. It is often a signal that the customer is considering a purchase
Once an objection is implied begin by using a
supportive phrase:
1. “I understand this item seems expensive…”
2. “Yes, it’s true, many people buy USA products only but…”
3. “I know our selection can be overwhelming at times…”
4. “I understand you’re unsure about purchasing today, however…”
Objection: Price
Options: 1) “I understand this item seems expensive..” Once you
have thoroughly explained the features, benefits, and value, pricing should
be justified. If the customer’s perception of price has not been justified,
then…
2) Show the customer similar items at a lower price. You will often find that
once the customer has compared value vs. price, he/she will opt for the higher
priced item
Objection: Country of Origin (not domestically
made)
Options: 1) “Yes it is true many people buy “Made in the USA”
products exclusively. However, due to our relationship with overseas manufacturers,
we are able to bring in a higher quality product at substantial saving to
our customer.” If this option is unsuccessful…
2) Show the customer our “Made in USA” products
Objection You don’t
have the merchandise the customer is looking for
Option: “I know our selection can be overwhelming at times but…” Open-ended
questions can be used to narrow down specifics about a requested item. Having
full knowledge about inventory will:
• Enable you to show the customer something that may fill their needs
• Enable you to fill a customers needs with a special order
Objection: The customer lacks the confidence
to make a buying decision alone
Option: “I understand you’re unsure about purchasing today, however,
you can…”
Use this sentence to
• Reinforce the features, benefits, and value of the merchandise and
• Reinforce our liberal return policy
Assume The Sale Close
This is the most indirect way of bringing about a buying decision. Pretending
that the customer has said, “Yes, I’ll take this item” puts
the burden on them. Now, they will only say something if they are willing
to confront you, “No, I don’t want his item.” Ex: “I’ll
bring these up to the register while you continue to look around”
Choice Close: Assist the customer in narrowing down the choices. Ex: “Which do you prefer, the red or the blue?”
Direct Close: Simply ask the customer what decision he/she has made. Ex: “You’ve looked at many styles. Is this the item you want?”
Customer Service Close: Use options other than
specific product to facilitate a buying decision. EX
1.Shipping: “If this item is too bulky, we will be happy to ship it
to you.”
2. Special Orders: If a customer has made a decision
on an item not in stock due to color size or any other factor a close may
consist of:
“Because our company has over 100 locations, the item you need can easily
be found.”
3. Return Policy Close:
Use the return policy to give a customer an “out” if a buying
decision is in question. Ex:
“Since this is a gift, be assured that if you need to make an exchange
or return the item for a refund for any reason, you can do so with a receipt
within 30 days.”
Closing is not difficult, if you get into the habit of doing it with every customer, then your sales will increase. These are just a few of the many ways to close a sale. The best choice is one in which you feel most comfortable and are the most successful.
Establish a positive rapport with the upset customer
When a customer comes into your store with a
problem, they are looking for your assistance in resolving a situation. Your
goal is to:
1. Listen and try to understand the problem
2. Probe to ensure understanding & get confirmation
3. Find and implement solutions
NOTE: If the customer with a complaint approaches a sales associate, the associate should excuse him or herself from the situation and indicate that a manager will assist the customer immediately. Also, when appropriate, keep the situation private and away from other customers.
In listening to the problem, give the customer the opportunity to fully state and describe all problems or frustrations completely, without interruption. During this process, it is essential to be aware of your body language and facial expressions. It helps when you provide a sincere environment for the customer.
Do:
• Keep the encounter one-on-one. Sales associates should be instructed
to keep busy with other customers or projects and not to interrupt or watch.
• Maintain a pleasant disposition and smile when appropriate
• Maintain composure
• Maintain eye contact
• Be patient
Don’t:
• Interrupt the customer
• Take it personally
• Argue with the customer
• Complain. Avoid placing blame on the company or co-worker
Probe to ensure understanding and get confirmation
Customers, especially upset customers, don’t always explain everything clearly or completely. Ask questions about everything you may not understand or for which you need clarification. Then, when you feel you have identified and clearly understand the problem, repeat it back to the customer. This will give you the opportunity to determine whether this is a quality or a service issue.
Do’s and Don’ts
Do:
• Maintain focus on the customer and provide some type of resolution
• Actively listen
•Restate the problem
Don’t:
• Tell the customer that they are wrong
Find the solutions
If it is a quality or merchandise issue, you
should refer to our return policy and allow the customer to make a decision
based on solutions allowed within the given situation. These options might
include:
• A refund
• Replacement of the item
• A merchandise credit
• An exchange
• A home office evaluation
Involving a customer in generating a solution not only starts to rebuild the relationship, it give that individual the feeling that our company really is interested in satisfying their needs.
Do:
• Thank the customer
• Ask the customer to return
For example: Offer the customer several options.
Note: Customers typically come in with a hostile attitude, fully expecting a difficult time. The steps mentioned above will help you diffuse a difficult situation. If you are unsuccessful at diffusing the situation, remember; DO NOT make an exception to the return policy for an unreasonable customer.
If this is not acceptable to the customer, your
other resources include:
1) Higher management involvement
2) Quality Assurance Department
Conclusion:
No one enjoys dealing with upset customers. If you follow these suggestions,
however, you will find this aspect of your job can be less stressful. Although
you may have an upset customer walking through the door, always remember:
AN UPSET CUSTOMER MAY BE A FUTURE BUYER!
AND AN UNHAPPY CUSTOMER TELLS FRIENDS…
Returns
Returns are also a sign of objection. Often the problem is size, color or style. Our job is to “save the sale” by offering the customer options. Again, it’s important to:
• Listen to the customer
to determine need,
• Ask open-ended questions
• Reinforce features and benefits
• Suggest alternative options
Remember it is essential to treat the customer with a return as graciously as you would one making a purchase. View the return not as a problem, but as an opportunity to make a sale
These are common tools that can help you in overcoming objections:
• Having proper inventory and product knowledge
• Using supportive phrases to acknowledge objections
• Listen to determine need
• Ask open- ended questions
• Reinforcing features and benefits
• Identifying potential options
• Action upon those options
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