Sales is a revenue transaction that is the goods or services delivered to a customer for cash rewards or financial penalty. The product is an item produced and sold both tangible and intangible. Literally, suggestive selling means selling advice. This means that human resources in store, in this case called the seller, offers its products to consumers that are willing to buy the products offered.
There are several forms of suggestive selling is going on in the store, namely:
1. Offering products that are more expensive
This means that the store employees offer a product that is more expensive than products that customers wanted. Offer a more expensive product is made through the hope a customers interested in purchasing these products, so the number of sales is increase. Usually this form is done when the shop has two products with the same title, for example a store has a movie titled "Taxi" on DVD for $ 16.00 and the Blu-ray for $ 49, then the store employees will make an offer to the customer to buy a Blu-ray .
2. Offering similar products
In this form, the employees of the stores offer an alternative product of the products customers wanted. Offering similar products are usually done when the store did not have a stock that customers wanted. When the stock of goods that customers want does not exist, then to avoid the customer does not make a deal, the store employees offer an alternative product similar with the customers wanted. In this form of suggestive selling, the store employees should have a very deep product knowledge and reliable speech. Example: In the music shop, a customers plans to buy the CD artist "Kenny G", then the employee store offers a CD similar to the type of music that wanted, such as offering CD "Richard Clayderman". It is known that Kenny G and Richard Clayderman is equally as instrumental musicians.
3. Offering new products
Offer new products means that the employee store offering the latest products they have to the customers, so hopefully in addition to purchasing products of interest, the customers also purchase a new product being offered. Offering new products is done every time starting from the arrival of new products. This form is more effectively done when the products offered are similar to products that customers wanted.
4. Offering promotional products
In this form of suggestive selling, store employees give an information and offer products that are promotional in his shop, although not similar to the product that customers wanted. Given this information are expected to customers interested in purchasing promotional products either at that time or at a later date.
5. Offering complementary products
In this form, store employees provide an information and offer to customers about products that support purchased product. Example: A customer who purchase Karaoke CDs, then the store employee offers karaoke equipment, or good quality headphones to support the product purchased.
In fact, suggestive selling done by store employees is a combination of all existing forms of suggestive selling, which offers products that are more expensive, similar, and up to date. The salesperson gave suggestive selling to shoppers or customers when they are in the display arena, while the cashier did suggestive selling when the customer will make a deal. Suggestive selling that is done causing the sales becomes more effective, to maximize the achievement of sales targets.
In order to be more effective, then the store should carried out a strategy to support the suggestive selling techniques, for example, is to create an attractive window display, gifts giving in a certain amount, and demo products that are offered.
Good and effective suggestive selling is demanding the store employees to have deep product knowledge, customer service, as well as mental attitude and high self confidence.
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