2 Eight Steps to a Sale Preparation Approach the Customer Determine NeedsPresent the ProductOvercome ObjectionsClose the SaleSuggestionsRelationship Building
3 Preparation Product Information – know what you sell Industry Trends – know your competitionProspects – know potential customersEmployer LeadsDirectories (telephone/trade/publication)NewspapersCommercial ListsCustomer Referrals (endless chain)Cold Canvassing
4 Question # 1What do you think the most common opening line is in a retail sales approach?How do you typically reply to this approach?
5 Approach the CustomerService Approach Method – offers assistance, often met with a negative responseGreeting Approach Method – welcome the customer with a rising tone, wait for responseMerchandise Approach Method – start with comments or questions about product, offer information not already apparent
6 Determining Needs Assess before the pitch Observing – non-verbal signs, direction of attentionListening – give attention, don’t interrupt, provide feedbackQuestioning – find out who, what, where, when, why, how, etc.
7 Questioning Ask open-ended questions – let the customer do the talking Ask clarifying questions – focus in on the customer’s needsDon’t ask too many in a rowDon’t ask embarrassing or attacking questions
8 Question # 2What are some questions you could ask a man and a woman who are looking at microwaves?What is an example of an embarrassing or attacking question for this situation?
9 Presenting the Product Show and TellWhich to show?...based on the customer needsWhat price range?...middle ground, room to moveHow many at once?...no more than threeWhat to tell?...feature/benefit, meaningful language
10 Presentation Enhancements Displaying / Handling – eye catchingDemonstrating – makes more realUse Sales Aids – models, photos, charts, etc.Involve the Customer – envisions themselves
11 Understanding Objections Objections Vs. ExcusesCommon ObjectionsNeedProduct (size, style, color)SourcePriceTime
12 Handling Objections Boomerang Method – back with positive spin Question Method – answer is likely yesSuperior Method – acknowledge, overturnDenial Method – clarify the truthDemonstration – proof is in the performanceThird Party Method - testimonials
13 Closing the Sale Read buying signals Recognize opportunities Trial closeHelp customers decideCreate ownershipDon’t talk too muchDon’t rush the customer
14 Specific Closing Methods Which Close – identify two items / ask for a decisionStanding-room-only close – limited time or limited quantityDirect close – Have you made a decision? Are you ready to buy?Service close – offer additional services along with purchase
15 Suggestion Selling After commitment to buy has been made Give reason for suggestionUse statements not questionsShow the suggested itemMake the suggestion positive
16 Suggestion Selling Larger Quantity Related Merchandise Special Sales Opportunity
17 Relationships Remain courteous until the end Reassure the customer of the purchaseSay thank youIf applicable, make a follow-up contactOffer chance for customer evaluation
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