Presentation on theme: "Warm Up Why do you think so many retail salespeople greet customers as soon as they walk through the door, rather than waiting until the customers have."— Presentation transcript:
1Warm UpWhy do you think so many retail salespeople greet customers as soon as they walk through the door, rather than waiting until the customers have taken the opportunity to look around the store?
2Possible answers: Company policy Security purposes – to let customers know they are being observedDirection – to help customers find the right location in the store
3The Steps of a Sale Preapproach Approaching the Customer Determining NeedsPresenting the ProductHandling Questions & ObjectionsClosing the SaleSuggestion SellingReassuring & Follow-Up
4Step 1: Preapproach The preapproach is getting ready to sell. Good preapproach techniques improve the chances for a successful salemuch like studying for a test improves your chances for doing wellSalespeople prepare for the sale by:studying their productskeeping on top of industry trendsresearching potential customersdeveloping familiarity with their company’s policies and proceduresmay also identify buying criteria, best time to call, decision makers in the company, etc.
5Step 1: Preapproach Product information Industry trends Product knowledge is essential for success in selling… knowing how to use and care for a product is important when educating consumers and demonstrating a productIndustry trendsSalespeople need to read publications related to their trade to gain insight into their industryResearching potential customersA prospect, or a lead, is a potential customerProspecting is important in business-to-business selling situations but not necessarily in retail selling
6Step 1: Preapproach Sources and Methods of Prospecting Employer leads Telephone directoriesTrade and professional directoriesNewspapersCommercial lists – mailing lists give you direct access to a target marketCustomer referrals – open the market to potential customers you might not have reached without a recommendationCold calling – door to door selling
7Shaking Hands Firm Grip, but not too firm Make Eye Contact Speak clearly“It’s nice to meet you.” “A pleasure meeting you.” “So glad to meet you.”
8Step 2: ApproachThe first face-to-face contact with the customerSalespeople can make or break a sale during the first few moments with a customer; therefore, the initial approach is critical… customers who are turned off by the approach are difficult to win over later onTreat the customer as an individual, do not stereotype/generalizeBe perceptive about the customer’s styleBe enthusiastic, courteous, and respectfulShow sincere interest by maintaining good eye contact and showing genuine friendlinessPersonalize the sale by learning the customer’s nameGive the customer time and space to make a decisionBegin the conversation with a reference to common acquaintances, a referral, or even the product.
93 methods of approach in retail selling: Service approachGreeting approachMerchandise approach
10Step 2: ApproachService approach method – the salesperson asks the customer if he or she needs assistanceOften best stated as “How may I help you?”Effective is the customer is obviously in a hurryHowever, is it often ineffective because it usually elicits a negative response, and you lose control of the situationIn that case, you might say, “Please feel free to ask any questions after you’ve had some time to look around. My name is Niki, and I’ll be on the floor if you need anything.”
11Step 2: ApproachGreeting approach method – the salesperson simply welcomes the customer to the storeThis lets the customer know that the salesperson is available for questions or assistanceWhen greeting the customer, use a rising tone in your voice so that you sound friendly and welcomingIf the customer responds negatively, it is important that you smile and continue to act friendlyAlthough this approach does not highlight the merchandise, it does establish a positive atmosphere and opens the lines of communication
12Step 2: ApproachMerchandise approach method – the salesperson makes a comment or asks questions about a product in which the customer shows interestUsually the most effective approach in retail sales because it immediately focuses attention on the merchandise Can only be used if a customer stops to look at a specific itemThe opening comment should be appropriate to the situation and give the customer some information that is not immediately apparent to the eyeNotice what interests the customer, and make that the focus of your conversation… or if you have no indication of the exact interest, you can ask a question about the item
13Select five (5) merchandise items that are/should be sold at the student store. Develop merchandise approaches for each item.