targetmarkets - ProFile 3 UNIT 1 Target markets Great...

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Unformatted text preview: ProFile 3 UNIT 1 Target markets Great products, good marketing, advertising, and promotions are worthless if they fail to result in sales. Top salespeople should be treated like stars! There are numerous methods and techniques used in finding a market and a customer, and closing the sale. Some are described below. DOOR-TO-DOOR SELLING Door to door selling is a particularly tough way of making sales. In Britain and the US, household products, domestic appliances, and encyclopaedias are often sold this way. Like door-to-door selling, representatives turn up at companies hoping to present their goods and services to purchasing managers. NETWORK SALES Sales are carried out as informal meetings or presentations in people’s homes. The salesperson / host keeps a stock of goods they have purchased from the company. Amway, which specializes in the sale of household cleaning products, has successfully used this technique. Committed hosts aim to act as a regular supplier to their own network, or salespeople. PUPPY-DOGGING This is a sales technique where the customer is persuaded to keep and try out a product before they decide to buy. This is a successful approach if you can get the customer to agree. After all, who would want to hand back a cute puppy after they have had it for a week? RETAIL SALES A successful retail salesperson / shop assistant needs to quickly assess the type of person they are dealing with and whether or not they are merely browsing. It is generally considered to be a mistake and to frighten the customer to immediately approach them with the words ‘Can I help you?’ See the ProFile Student’s site: www.oup.com/elt/profile When helping a customer choose from a range of items, for example, washing machines, salespeople usually begin with the cheaper items and move up explaining the pluses and minuses of the items within the range. This establishes a pricing logic in the mind of the customer. The salesperson can help the customer make a decision by supplying a series of binary choices which get the customer to zoom in on a particular model. For example: ‘Are you looking for a front-loader or a top-loader?’, or ‘This machine is great for large families where you use it a couple of times every day, or else this one is fine if you only want to use it a once or twice a week.’ These questions and answers help to narrow down the choice to one model. BUYING SIGNALS A good salesperson will recognize that a customer is ready to buy when they send buying signals, such as asking about delivery dates, options, discounts, and add-ons. Then a shop assistant might close the sale by asking questions like ‘How would you like to pay?’ or ‘Where would you like us to deliver it?’ Similarly, a sales representative might say ‘Let’s have a look at the order form.’ or ‘We can deliver next week if you place your order today.’ COOLING-OFF PERIOD Cooling-off periods protect consumers from foolish decisions they made in the heat of the moment. If a customer decides not to go ahead with a purchase, they can change their mind without penalty within a time limit. This is especially true for big purchases such as property or cars. Photocopiable © Oxford University Press ...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.

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