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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
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.
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
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?
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
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.
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 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.
- Spring '10