Presentation on theme: " Demonstrate how to properly approach a customer to open a sale Differentiate between organizational and retail sales approaches List three retail."— Presentation transcript:
Demonstrate how to properly approach a customer to open a sale Differentiate between organizational and retail sales approaches List three retail approach methods Discuss when and how to determine customer needs
Sets the mood for the other steps of a sale › The purpose is to establish a rapport (positive relationship) with the customer You can make or break a sale during the approach
Make an appointment prior to making a sales call › Arrive early – this allows you to scope out the business If 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 market Could see a sports trophy, college diploma, etc – create a rapport!
Greet & Engage the Customer › Greet customer by NAME, Introduce self and the company with a firm handshake and a Engaging a Current Customer › You can be more personal – can talk about personal matters but at the appropriate times Engaging a New Customer › Can 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.”
Salespeople do not know customers prior to meeting them › One exception; steady customers/regulars Timing of the approach is still important
Timing the Retail Approach › Depends on the types of customers and types of products being sold When customers are in an obvious hurry, you should approach them quickly › Many customers prefer to look around before buying – salespeople are appreciated who show interest yet let customers make their own decisions
Retail Approach Methods › Greeting Approach – salesperson welcomes customer to the store in a FRIENDLY manner › Service 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
How would you know when you should approach a customer in a retail shoe store?
When to Determine Needs › Organizational Selling: customers’ needs can be determined when qualifying a prospect – well before ever meeting the customer Does 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?
When to Determine Needs › Retail Sales: earliest you can determine needs is immediately after the approach Service/Merchandise approach lead to asking questions in order to determine needs In either situation, a salesperson must continue determining needs throughout the sales process. – Why?
How to Determine needs › Observing › Listening › Questioning
Observing › Facial expressions, hand motions, eye movement, and other forms of nonverbal communication can give clues about a customer’s interest in a product › Avoid stereotyping/drawing conclusions based on your observations
Listening › Giving customers your undivided attention and listening with empathy are two specific skills that will encourage your customers to talk freely › Ms. Rochelle will now read Page 311 – paragraph 3 outloud…listen carefully……
Questioning › One way of engaging a customer and get them talking is to ask questions › Build questions around Who, What, Where, When How, and Why What 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?
Question Do’s and Don’ts › Do ask open-ended questions that encourage customers to do the talking – avoid Yes and No questions › Do ask clarifying questions to make sure you understand the customers’ needs › Don’t ask too many questions in a row. This will make the customers feel as if they are being cross-examined › Don’t ask questions that might embarrass customers or put them on the defensive
When is it the best time to determine a customer’s needs?
Begin researching your product and company/brand Once you’ve done enough research › Begin creating a CUSTOMER PROFILE and truly identify your customer Primary Target Market Secondary Target Market