Sales and service - the psychology of a sale
Featured in the Call Centres: Maximising Performance training manual
By Tony Lockwood
Category: Sales Skills
Credit price: 4 download credits (Single user)
Any role involving direct contact with the customer provides an opportunity to let them know more about what your organisation can offer them. In other words, each interaction provides the opportunity to sell a product or service which will further benefit that customer, as well as increasing their loyalty and making them more likely to stay, thus increasing the profitability of the company overall. Many ‘service’-orientated people feel uncomfortable with the term ‘selling’. It is important, therefore, to take the time to explain the link between providing a service to a customer and the customer actually choosing to buy a product or service in return. From a business point of view, service exists to drive profitability. Of course, it’s important to be pleasant to customers – that’s only good manners – but ultimately the reason for doing it is the effect it will have on the bottom line. This training activity will guide participants through the ‘psychology of a sale’ – what actually happens from beginning to end. Through a series of interactive exercises, the training activity provides an opportunity to analyse the different stages a customer goes through before deciding to buy, and enables participants to identify the points during these stages where they can have most influence.
The introduction to this training activity covers the importance of understanding customer needs in order to provide a standard of service which enables your organisation to supply its products and services to its customer base. The first interactive exercise raises awareness of understanding customer needs and its impact on customers’ perception of your organisation. It also encourages participants to identify the key skills required to understand customer needs. To fully understand customers, participants must be able to identify the issues and constraints they face. An interactive exercise based on ‘putting oneself in the customer’s shoes’ enables the participants to recognise these issues and think through what the customer’s needs and requirements are in any given situation. Participants then examine the customer decision process, which provides the theoretical knowledge behind how a customer chooses to buy. This exercise is run as part of a group discussion on how to influence each step of the process. Finally, participants look at how to improve product knowledge within their organisation through a series of short exercises.
Who is it for: This training activity is intended for use by trainers to enable participants to understand the process customers go through when deciding to purchase your product of service. By building a better understanding of this, their people will be better prepare
- Themes:
- Planning,
- Telesales,
- Customer service,
| Resource Type: | Activity |
| Min Group Size: | 4 |
| Max Group Size: | 8 |
| Typical Duration: | 04:00:00 |
| No of Pages: | 22 |
Resources: View standard resources for Fenman training activities
Additional resources: White cards (playing card sized).
Purpose: This training activity is intended for use by trainers with all members of call centre staff. It enables experienced participants to review their present performance, and more recently appointed staff to understand what they can do to improve performance and profitability within the call centre.
Download the training activity, Sales and service - the psychology of a sale as featured in the Fenman training manual; Call Centres: Maximising Performance