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Sales Techniques at Dixons. Within this task I am going to help the new recruits learn about sales techniques and customer service, and also explain the ways in which sales techniques and customer service have developed in the company.

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Introduction

Unit 41: Understanding Retail (M3) As a recruitment manager at Dixons, I have just employed new temporary staff to cover the anticipated increase in sales of the Christmas period. Within this task I am going to help the new recruits learn about sales techniques and customer service, and also explain the ways in which sales techniques and customer service have developed in the company. There are many factors that the new recruits need to be aware of in regards to sales in the company, and these are shown and described below. Sales Process The selling process has six main steps that need to be carried out for the company to be able to sell effectively. The first step is prospecting. This is where Dixons has to ensure that they have qualified prospects, meaning that they have to make sure there is a demand for their product or service before they attempt to make a sale. The next step is initial contact. This first form of initial contact is where the customer contacts the business. This can be done by the customer visiting the store, or communicating with them through email or telephone. The other form of initial contact is when the business contacts the customer. This is often done through cold calling. The third step of the process is sales presentation. This is where the business will present their product or services to potential buyers. This can be done through the use of power point or general advertising where the benefits of these products and services will be focussed on. ...read more.

Middle

There are several aspects of this skill that staff within Dixons needs to consider which are shown below. * Sales staff must be aware of the maximum price that they are able to negotiate to, which will often be set by managers in the company. * The sales staff should then attempt to pin point the precise needs of the buyer, and then this information can be used to identify the crucial factors that the buyer is thinking so they can estimate the value of them of a concession. * The sales staff must be aware of the many concessions that are in reserve as possible, and the fact that they can only be used when it will benefit the company. Sales techniques will need to be developed within Dixon so that the company can adapt to the ever changing market to be able to compete effectively. If Dixons do not adapt to these changes by avoiding making alterations to their company such as their sales techniques, then I believe it would result in rival companies gaining a competitive edge over Dixons by them being able to offer their customers a better service and meet their needs more frequently. * There has recently been an increase in the amount of consumer electronic retailers in the surrounding area to Dixons meaning that the competition to be market leaders has become fiercer. This consequently means that customers have more choice and therefore more power when purchasing from a consumer electronic retailer which often makes them more demanding. ...read more.

Conclusion

to lower their profit margin on the product in relation to Curry's as they would get more customers and more profit overall from have more sales. For products that are exclusive to Dixons I feel that they can increase the price of these products and sell and advertise them as a higher quality product than similar products that are exclusive to Curry's. For example, a refrigerator that is exclusive to Dixons and has the same features as a refrigerator that is exclusive to Curry's may have a different price to attract their customers. For example, Curry's may price the product low with the intention that they will have more sales relating to this product than Dixons because of the price. However, in this case rather than Dixons decreasing the profit margin and competing with Curry's this way, the company could increase the price of the product and advertise the product has a higher quality product in comparison to the one in which Curry's sell by highlighting the key areas in which the customer would benefit from. Customer may then feel more inclined to purchase the refrigerator from Dixons because even though it is higher in price, they feel they will be getting their value for money by having a product which is of a higher quality than the cheaper refrigerator in which Curry's sell for a lower price. Conclusion In summary, the new recruits can use the techniques that have been described to ensure that over the busy Christmas period, they are able to maximize company profits ...read more.

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