DEPARTMENT OF ECONOMIC AND ADMINISTRATIVE SCIENCES AND OF

FOREIGN TRADE

Bachelor's Degree in Marketing

SALES TECHNIQUES

GROUP WORK: POINT WAREHOUSES

TEACHER: DR. ALEXANDRA ATIENCIA

MEMBERS PERCENTAGE OF PARTICIPATION
NESTOR ALARCÓN 100%
JOSUÉ ESCUDERO 100%
NICOLE LATORRE 100%
Susana Suarez 100%
PAOLA OSORIO 100%

NRC:2337
FECHA:22 abril de 2019
 Point Technology Warehouses
Background
Pointes is a company dedicated to the commercialization of technological products, which
it focuses on both the domestic sector and the wholesale sector of the market
Ecuadorian. It started its activities 25 years ago, the company began selling few.
articles such as cooking stoves, gas cylinders, and other small items, outside a house, already
that at that time they did not have their own premises which was on August 10 and Rio de Janeiro,
where its headquarters is now.
At POINT Stores, we have a positive attitude and a cheerful character,
we enjoy working with and for other people, our client is the center of
Attention. We have a high level of energy and enjoy working at a pace that
allows us to meet our clients' needs.
We are a retail company dedicated to marketing and financing.
appliances, technology and complementary services that promote well-being of
our clients, employees, shareholders, and society in general, through a value
added value and brand presence.
In the next 5 years, we will be the first choice for retail shopping of
appliances, technology, and associated services to make our daily lives easier
clients, ensuring their loyalty and recommendation.
MISSION
To lead the retail market in Ecuador, contributing to comfort and well-being
from society, making products and services accessible to the Ecuadorian family
quality, in competitive conditions within a framework of service excellence obtained from
through the effort, dedication, and creativity of the collaborators that make up the
POINT S.A. family, in a personal, friendly, and warm environment. In this way, we
ensures solid and continuous growth, with a satisfactory return on investment of
the shareholders, ensuring the growth and development of our human resources, and to
our clients achieving a high degree of satisfaction.
VISION
To be the leading retail chain in the marketing of goods for the
home in Ecuador, with standards of operation, profitability, and customer service
above the industry average.
Corporate Values
 Establish the guidelines and performance standards
Motivation and respect for employees
Determine priorities based on the needs of the Company, emphasizing the
importance of meeting its objectives.
Observe the laws and regulations
Respect and compliance with customers and suppliers
Respect for the environment

GLOBAL OBJECTIVES OF POINT

Maintain an operation that allows you to face market hiring for
economic defects
Develop plans and strategies in line with the market reality that allow you to
meet all its stakeholders
Generate projects in the short, medium, and long term that support your presence in
the business
Generate the expected margins for each economic period
Create values about your core business
 Warehouse Process Map Point

The first activity aimed at the client's reception, seeking for this to
He feels at ease and comfortable with the greeting. The seller looks for this first
activity, with great kindness, achieve empathy and the client's willingness to be
referred to the purchase. When the customer attends with a specific goal,
looking for a particular product you may know what kind of specifications
needs or not; in this way, the seller must know how to direct their questions about
an intelligent way to gradually understand what the prospect needs and to be able to
to show in detail the benefits and advantages of the product that you want to offer him,
in addition to accommodations that can be attached to your purchase in this way
encourage the customer, generate desire, and have them close the sale.
When the customer has finally decided to make the purchase, the company gives them
payment facilities. The customer can make their purchase in cash, with credit or
direct credit. These are aspects that can also motivate preference for
prospectus to the company.
Finally, the company intends not only for the customer to make the purchase, but
that he feels satisfied with the company and becomes loyal. For this, the seller performs a
post-sale follow-up where you keep an eye on the customer, communicating with them to
if you have had any issues with the purchased product. If you have
if any has emerged, the seller offers services to guide the experience of the
client in a positive way, and ultimately generate their satisfaction.

In order to better explain the sales process that takes place

Point Technology Stores will use the AIDA model. This model details four
stages within the sales process: attention, interest, desire, and action. Each one
from these phases shows the path that the seller and the customer travel from when it is
prospected until the sale is closed and post-sale is planned.

Attention: The company wants to draw the attention of its prospect to its
product or service. For this, it is necessary to emphasize that the type of customers that frequent

Point Stores is very diverse, given the type of products they sell.
segmentation could be limited to people from a middle class, due to the facilities of
payment despite being high-end products. In general, the company captures attention of
their prospects with the decoration of their spaces
externals. Use bright and eye-catching colors, to
besides advertising where it stands out
promotions and others that capture attention of
the prospects.
 Part of the strategies that the company manages as
sales promotion is to offer the customer various products
gathered under a single price.

Interest: After already capturing the public's attention, it is necessary for them to
he is interested in making the purchase at the company. Thus, from the beginning,
although it depends on the customer's mood, attitude, and other aspects, the seller
siempre está alerta a cualquier tipo de información que le pueda dar con el simple trato.
At Point, the salesperson fosters KINDNESS as a key factor for success with the
client, since it is held that good treatment is synonymous with good attention,
that can earn a large part of the sale. From this, it is intended that little by little the
The client should communicate what they need, so that the seller can persuade.
his decision through the presentation of product benefits, advantages of the purchase and
others that make the customer have a preference not only for the brand of the product,
but by the company that is marketing, POINT.
Desire: When the customer's interest and preference have already been achieved, it is

To say, the client has been successfully persuaded and is entering a stage of desire. This
the stage is known for generating tension in the buyer, which can only be reduced to
satisfy the need for acquisition with the purchase of the implement. It is worth emphasizing that
mostly the technological tools that have the highest demand at Point are
laptops and cell phones, and given the time we are in, are basic elements
and necessary in the daily lives of human beings, so it is not surprising that it is
of great demand.
Action: Finally, the customer decides to buy the product and the company
presents the payment facilities. In the case of Point, the customer can pay in cash,
with credit or direct credit (for the latter, one must qualify within certain
specifications). As they are products that represent a high cost, it is very common that the
clients decide to pay with credit. This already depends on the purchasing power of
client and the feasibility of the company. To finish the process, Point offers the
cliente un asesoramiento post-venta, para complementar su servicio. Se trata de que el
clients trust the company. This is how Point works with its image. You are allowed to
the consumer should be in contact with the seller if they have any issues to
that it be solved immediately.

In addition to this, Point on its website allows its customers to

make your purchases online. It is understood that there is no physical contact with the
salesperson, some of the mentioned aspects are not possible, but the process is the
same. At this point, the client is influenced by the impression given by the company
through its website. The benefits, advantages, promotions and everything that is
a hook for the consumer must be expressed clearly and be easy to find
on the page, for these are the aspects that will mediate in the phases of attention and interest,
What are the keys for the sale and acquisition of the product.

Benefits
Benefits for the company
Following up with the client is a form of customer loyalty.
company

They will generate word-of-mouth advertising which is very good for the company.

Brand image generation

Benefits for the customer

Your needs will be met
 He felt he made a good purchase since the company provides support.
technician at their branches.

Limitations

Competitive force or reaction

This limitation is due to the fact that there is competition within the shopping center.
directly regarding the existing stores in the area that belong to the same chain
products. Therefore, Point needs to have strategies that allow it to differentiate itself
of the rest of the warehouses.

Direct competition: Almacenes Japón, Computron, and Concresa

Qualified Personnel
It is necessary for all staff to have knowledge about the technology area, printers,
cell phones, appliances, audio, televisions, among others. So that the prospect feels
interest in the product that is needed and above all that the seller can build trust
to the client, and know how to answer all their questions.

Product defects
Because Point is a company dedicated to the sale of high-end products,
the issue of quality must be constantly managed, as being exposed in the center
commercial for prospects to view the products they offer, it is necessary that they do not
there are no defects in the products, therefore maintaining functionality
the integrity of it will make the customer feel confident in their purchasing decision.

Bibliografía:
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