Meaning of Sales Talks
Sales talk is the heart of salesmanship. When the salesman and the customer meet and a sales dialogue takes place, it is called sales talk. In other words, any talk between the salesman and the customer intended to sell a product to the buyer is called ‘sales talk’. It is one of the outcome of this talk that a sale is either effected or lost. Thus the sale of a product depends on the success of the sales talk. A successful sales talk is a process with a right beginning and right closing. The sales talk must be thoroughly planned and complete in all respects. It should be neither too lengthy nor too short.
Essentials of Effective Sales Talks
A Sales Talk to be effective should have the following essentials or Characteristics
1. Well Planned: An effective sales talk is one, which is thoroughly well planned and prepared for the occasion. Planning should be done on both sides, the salesman and the prospect. Then only it might give desired results.
2. Courteous and Friendly Atmosphere: The sales talk should start, proceed and close in a most courteous and friendly atmosphere. Neither salesman nor customer should try to impose his superiority or dominance over the other.
3. Just and Fair: The sales talk should be just and fair from the point of view of both the salesman and the customer. A sales talk should not aim at exploiting the customer. There should not be any fraud, misrepresentation or suppressing of facts from the side salesman.
4. Confidence: The sales talk should be such which can create confidence in each other. In case, the salesman has no confidence in the address in the prescribed form he puts his signature as a token of confidence of order. Retailers mostly use this method.
5. The Pros and Cons Method: Under this method, the salesman lists all the advantages that will result from the purchase on one side and all the disadvantages, which may appear to the customer on the other side. Afterwards the salesman proceeds to prove that the advantages out weigh the supposed disadvantages. This method is quite popular these days.
6. Summarization of the sales Points: Under this method the salesman summarizes all the selling points and the reminds the customer of the reasons at to why he should purchase the product. This should be done in an informal way. Thus when the salesman presents a long list of product’s features it becomes difficult for the customer to say ‘no’ to the salesman.
7. Implying that a sales is Made: Under this method, the salesman replies by words and actions that the customer has made up his mind to purchase the product. If the customer does not stop him, the salesman concludes that everything is ‘O, K’. For instance, the salesman presents a book before the customer. The customer turns some pages of the book and keeps it on the table of the salesman. The salesman orders his assistant to pack the book and hand over the same to the customer. The customer does not object. It implies that the sales is closed. This method is widely used these days.
8. The Direct Close: It is the most simple and common method of closing a sale. Instead of beating about the brush, the salesman directly asks the customer to place the order to him. The sale is closed as soon as the order is placed.