Page 46 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes Benefit Close

Here the sales person restates the benefits of the product in order to elicit a positive response
from the prospect.

Direct Close

It is a simple technique and is most appropriate if the buyer is showing strong positive buying
motives. The sales person gives a summary of the major points of the presentation and directly
asks for the order.

Alternative Close

This technique provides the customer with alternatives with regard to the product like a black
or red coloured one or payment on cash or credit basis.

Objection Close

If an objection is the major hurdle in the way of making sales, the sales person should try to gain
a commitment from the buyer that if the objection is removed he will buy the product.
Thus the close is the most important part of the selling process since all the efforts and presentation
comes down to this moment.
!

Caution Personal selling is a face-to-face activity; customers therefore obtain a relatively
high degree of personal attention.

3.6 Follow Up

After a successful close there is still a great deal of work to be done. In order to make the
customer satisfied the sales person has to ensure that the product is delivered at the desired
location and at an appropriate time. Sometimes the customer may desire some minor
modifications in the product or service to suit their particular need. The customer should also be
trained how to operate the product properly and safely.

Even after all the formalities have been completed the delivery of effective after sale services are
equally important. Such activities are important to convert the buyer into a loyal customer.
Customer complaints should be taken seriously and handled with concern for as this shows that
the sales person cares about maintaining good customer relations.

Sending letters, notes, phone calls, greetings, etc., are good ways of keeping in touch with
customers. Some companies also send customers company newsletters, etc., to keep them well
informed. The sales person should keep in touch with customers and keep them informed about
the latest products or services.

3.7 Summary

 Personal selling is all about locating a potential buyer, making an effective sales pitch and
getting the order.
 The most important part of the entire selling process lies in locating the most promising
prospects.

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