2 ObjectivesDemonstrate how to properly approach a customer to open a saleDifferentiate between organizational and retail sales approachesList three retail approach methodsDiscuss when and how to determine customer needs
3 The Approach Sets the mood for the other steps of a sale The purpose is to establish a rapport (positive relationship) with the customerYou can make or break a sale during the approach
4 Organizational Selling Make an appointment prior to making a sales callArrive early – this allows you to scope out the businessIf you are selling to a retailer, you may be able to walk around the store to see what competing brands are available already; can also see customers in store and if they are a part of your target marketCould see a sports trophy, college diploma, etc – create a rapport!
5 Organizational Selling Greet & Engage the CustomerGreet customer by NAME, Introduce self and the company with a firm handshake and a Engaging a Current CustomerYou can be more personal – can talk about personal matters but at the appropriate timesEngaging a New CustomerCan use a common interest or a current industry topics“According to Supermarket News, food stores that are going green are attracting new customers. My company has the products that will help you take advantage of that growing trend.”
6 Retail Selling Salespeople do not know customers prior to meeting them One exception; steady customers/regularsTiming of the approach is still important
7 Retail Selling Timing the Retail Approach Depends on the types of customers and types of products being soldWhen customers are in an obvious hurry, you should approach them quicklyMany customers prefer to look around before buying – salespeople are appreciated who show interest yet let customers make their own decisions
8 Retail Selling Retail Approach Methods Greeting Approach – salesperson welcomes customer to the store in a FRIENDLY mannerService Approach – Asking if the customer needs assistance, “How may I help you?” – This allows the customer to respond with something besides a “yes” or a “no”Merchandise or Theme Approach – salesperson makes a comment or asks a question about a product in which the customer shows an interest; then you can go into detail about features/benefits that are not so obvious
9 QuestionHow would you know when you should approach a customer in a retail shoe store?
10 Determining Needs When to Determine Needs Organizational Selling: customers’ needs can be determined when qualifying a prospect – well before ever meeting the customerDoes the prospective customer need the product/service?If the prospect is a company or an organization, who is authorized to make a purchase?Does the salesperson have an appointment with a person that has authority?Does the prospective customer have the financial resources to pay for the product/service?
11 Determining Needs When to Determine Needs Retail Sales: earliest you can determine needs is immediately after the approachService/Merchandise approach lead to asking questions in order to determine needsIn either situation, a salesperson must continue determining needs throughout the sales process. – Why?
12 Determining Needs How to Determine needs Observing Listening Questioning
13 Determining Needs Observing Facial expressions, hand motions, eye movement, and other forms of nonverbal communication can give clues about a customer’s interest in a productAvoid stereotyping/drawing conclusions based on your observations
14 Determining Needs Listening Giving customers your undivided attention and listening with empathy are two specific skills that will encourage your customers to talk freelyMs. Rochelle will now read Page 311 – paragraph 3 outloud…listen carefully……
15 Determining Needs Questioning One way of engaging a customer and get them talking is to ask questionsBuild questions around Who, What, Where, When How, and WhyWhat type of copier are you currently using?Why is that copier not meeting your needs?How many copies are you going to be making every week/month?Do you need a copier to also serve as a printer?
16 Determining Needs Question Do’s and Don’ts Do ask open-ended questions that encourage customers to do the talking – avoid Yes and No questionsDo ask clarifying questions to make sure you understand the customers’ needsDon’t ask too many questions in a row. This will make the customers feel as if they are being cross-examinedDon’t ask questions that might embarrass customers or put them on the defensive
17 QuestionWhen is it the best time to determine a customer’s needs?
18 Assignment Begin researching your product and company/brand Once you’ve done enough researchBegin creating a CUSTOMER PROFILE and truly identify your customerPrimary Target MarketSecondary Target Market