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Chapter 12.2-15.2. Eight Steps to a Sale 1. Preparation 2. Approach the Customer 3. Determine Needs 4. Present the Product 5. Overcome Objections 6. Close.

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Presentation on theme: "Chapter 12.2-15.2. Eight Steps to a Sale 1. Preparation 2. Approach the Customer 3. Determine Needs 4. Present the Product 5. Overcome Objections 6. Close."— Presentation transcript:

1 Chapter 12.2-15.2

2 Eight Steps to a Sale 1. Preparation 2. Approach the Customer 3. Determine Needs 4. Present the Product 5. Overcome Objections 6. Close the Sale 7. Suggestions 8. Relationship Building

3 Preparation  Product Information – know what you sell  Industry Trends – know your competition  Prospects – know potential customers  Employer Leads  Directories (telephone/trade/publication)  Newspapers  Commercial Lists  Customer Referrals (endless chain)  Cold Canvassing

4 Question # 1  What 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 Customer  Service Approach Method – offers assistance, often met with a negative response  Greeting Approach Method – welcome the customer with a rising tone, wait for response  Merchandise 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 attention  Listening – give attention, don’t interrupt, provide feedback  Questioning – find out who, what, where, when, why, how, etc.

7 Questioning 1. Ask open-ended questions – let the customer do the talking 2. Ask clarifying questions – focus in on the customer’s needs 3. Don’t ask too many in a row 4. Don’t ask embarrassing or attacking questions

8 Question # 2  What 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 Tell  Which to show?...based on the customer needs  What price range?...middle ground, room to move  How many at once?...no more than three  What to tell?...feature/benefit, meaningful language

10 Presentation Enhancements  Displaying / Handling – eye catching  Demonstrating – makes more real  Use Sales Aids – models, photos, charts, etc.  Involve the Customer – envisions themselves

11 Understanding Objections  Objections Vs. Excuses  Common Objections  Need  Product (size, style, color)  Source  Price  Time

12 Handling Objections  Boomerang Method – back with positive spin  Question Method – answer is likely yes  Superior Method – acknowledge, overturn  Denial Method – clarify the truth  Demonstration – proof is in the performance  Third Party Method - testimonials

13 Closing the Sale  Read buying signals  Recognize opportunities  Trial close  Help customers decide  Create ownership  Don’t talk too much  Don’t rush the customer

14 Specific Closing Methods  Which Close – identify two items / ask for a decision  Standing-room-only close – limited time or limited quantity  Direct 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 suggestion  Use statements not questions  Show the suggested item  Make 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 purchase  Say thank you  If applicable, make a follow-up contact  Offer chance for customer evaluation


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