Sales technique

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Under sales techniques the operations of a sale are understood: the sales pitch , showing and explaining the product, control of the conversation by reasoning including handling objections to the purchase decision of the customer or to the sale completion . In a broader sense be with salesmanship of store construction , presentation and placement of goods in stationary retail and the measures of psychosocial strategic and psycho tactical retail marketing , such as customer management (positively driven customer flow) at the store or the recognition of the store called.

There are a large number of sales techniques, i.e. special procedures, which, depending on the type of buyer, should lead to the conclusion of a sale, depending on whether they are used in retail , telephone sales or in the field . Knowledge of sales psychology is helpful .

The learned schematic sequence of a sales process for a product presentation , for example the demonstration of a device at a trade fair stand , at a sales event or during teleshopping advertising television, is called a sales parade or just a parade . The customer's needs are usually addressed at the beginning and then the customer benefit is dealt with in the argumentation. Only when all handling variants of the device have been explained and the customer to be addressed has experienced an overabundance of them is the price mentioned (if a person waiting asks for the price early, he is usually put off "later" by the seller, because the customer benefit must be fully explained beforehand become). Even if the price at the trade fair stand is possibly higher than the usual retail price , in relation to the diverse customer benefits presented so comprehensively, it appears small and cheap. The aim of such a parade is to offer the customer enough incentives to make an impulse purchase and to increase the public's willingness to pay for the products. The properties of the products often deviate from commercially available products, and some products are offered exclusively for sale.

Unrelenting salespeople who exert strong pressure to sell potential customers are colloquially referred to as "boars" .

literature

  • Susanne Jäggi, Christoph Portmann: Communication in Marketing and Sales , 2nd revised edition, Zurich 2010, ISBN 978-3-7155-9442-2
  • Jan L. Wage: Sales technique in 121 golden rules , 3rd edition, ISBN 3854361173 , Vienna 1994
  • Umberto Saxer, Thomas Frei: Objection-free selling, 21 techniques to deal with all objections effectively and flexibly , 2nd edition, ISBN 3-636-01162-6 , Frankfurt am Main 2005
  • Joe Girard , Robert L. Shook: Selling with Joe Girard , Wiesbaden 1998, ISBN 3-409-18404-X , (blurb: Joe Girard from Detroit, Michigan (USA) has held the annual record since 1973 with 1425 cars sold, including came he on a monthly best of 174 or an average sale of six cars per working day. From the Guinness Book of Records ; end of quote)
  • Dieter Heitsch, Eberhard Puntsch , Christine Harvey: Sell, sell, sell , Verlag Moderne Industrie, Landsberg am Lech 1995, ISBN 3-478-23770-X
  • Rolf H. Ruhleder : Simply sell better , 2nd edition, ISBN 978-3636030177

Web links

Individual evidence

  1. ^ Benjamin Krämer: Shopping television, sales television, simply television , Munich contributions to communication science, No. 10, September 2009, PDF file , last accessed in December 2012

See also