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Posts Tagged ‘Customer’

It is the right product at the right time and right price,” says Henrik Salen, author of “Secrets of merchandising active” consultant major European business groups and partner of Trade Management Argentina.

Merchandising: merchandise moving. Marketing activities are conducted at the point of sale and driving the product to the consumer.

OBJECTIVES

- Attracting attention
- Create interest
- Awakening the desire
- Operate the acquisition

OBJECTIVES OF MERCHANDISING

- Improve the display of products
- Generate higher turnover
- Highlight benefits and advantages
- Remember the advertising at the point of sale
- Highlight the brand identification
- Raise the level of profitability
- Increase impulse purchases
- Achieve new buyers

TYPES OF MERCHANDISING

According to Salem, there are three types of merchandising. The display shows the conquest of space. In it, practiced mostly in Latin countries, the repositories and promoters struggle to gain place. The management, on the other hand, entered France and Spain in the 80s. On this case, professional begins to address the profitability of square feet and launches its own brands, better manage your store and stock rotation.

Finally, the merchandising of seduction attempts to communicate with the consumer at the point of sale. This is done to a nice aspect of the business, good deal with the customer, the proper disposition of the products according to their market share, an attractive assortment, advertising at point of sale, services (kindergartens, tastings, gifts ), and other resources.

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Negotiation can be done in a professional manner that can increase customer satisfaction while helping to protect the interests of both parties. First let’s look at some of the problems facing the negotiation of a bad name and then search for solutions. The lack of training in trading on the automotive industry has sales people at a disadvantage. Despite all learning must take place through action, a little preparation has to do to make the learning experience more effective. All salespeople and managers should go through a course on basic and advanced negotiation. Assuming that sales managers can automatically teach your sales staff to negotiate professionally is asking for trouble.

How managers learn to negotiate?

Salespeople should be taught to these procedures. I like to call these routing procedures. Routing procedures define the responsibilities of everyone, from the moment a client is received until they are delivered, including the necessary documentation and starts what. Included in the routing procedures are known as elements, black and white clothes. Black and white are the elements of things you should never vary your dealer. These elements are defined by their senior management and may include things such as non-price trading at a discount on the lot or ball never drops in price.

Another source of problems in negotiating is the wrong use of traditional techniques of negotiation. The “higher authority technique is a technique of always deferring to a higher authority for a decision. The technique is a solid negotiating tactic has been implemented on the ground by people in the car. That your sales manager to run more than once or twice in the negotiations is a crime. Never give the seller any latitude or decision making capacity in the negotiations leading to yo-yo effect that creates distrust in the sales person and customer.

When is the last time a sales person at your dealership was taught what to do when a client requests a lower down payment, lower payment, the increase in trade values or a reduced price? Most veteran sales at dealerships across the country could not verbally and in writing will give you at least three or four steps for each of the above charges without having to think or blink. As many objections to the negotiation there? Most charges are divided into a few categories.