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 taken the opportunity to look around the store?

Possible answers: Company policy Security purposes – to let customers know they are being observed Direction – to help customers find the right location in the store

The Steps of a Sale Preapproach Approaching the Customer Determining Needs Presenting the Product Handling Questions & Objections Closing the Sale Suggestion Selling Reassuring & Follow-Up

Step 1: Preapproach The preapproach is getting ready to sell. Good preapproach techniques improve the chances for a successful sale much like studying for a test improves your chances for doing well Salespeople prepare for the sale by: studying their products keeping on top of industry trends researching potential customers developing familiarity with their company’s policies and procedures may also identify buying criteria, best time to call, decision makers in the company, etc.

Step 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 product Industry trends Salespeople need to read publications related to their trade to gain insight into their industry Researching potential customers A prospect, or a lead, is a potential customer Prospecting is important in business-to-business selling situations but not necessarily in retail selling

Step 1: Preapproach Sources and Methods of Prospecting Employer leads Telephone directories Trade and professional directories Newspapers Commercial lists – mailing lists give you direct access to a target market Customer referrals – open the market to potential customers you might not have reached without a recommendation Cold calling – door to door selling

Shaking 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.”

Step 2: Approach The first face-to-face contact with the customer Salespeople 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 on Treat the customer as an individual, do not stereotype/generalize Be perceptive about the customer’s style Be enthusiastic, courteous, and respectful Show sincere interest by maintaining good eye contact and showing genuine friendliness Personalize the sale by learning the customer’s name Give the customer time and space to make a decision Begin the conversation with a reference to common acquaintances, a referral, or even the product.

3 methods of approach in retail selling: Service approach Greeting approach Merchandise approach

Step 2: Approach Service approach method – the salesperson asks the customer if he or she needs assistance Often best stated as “How may I help you?” Effective is the customer is obviously in a hurry However, is it often ineffective because it usually elicits a negative response, and you lose control of the situation In 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.”

Step 2: Approach Greeting approach method – the salesperson simply welcomes the customer to the store This lets the customer know that the salesperson is available for questions or assistance When greeting the customer, use a rising tone in your voice so that you sound friendly and welcoming If the customer responds negatively, it is important that you smile and continue to act friendly Although this approach does not highlight the merchandise, it does establish a positive atmosphere and opens the lines of communication

Step 2: Approach Merchandise approach method – the salesperson makes a comment or asks questions about a product in which the customer shows interest Usually 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 item The opening comment should be appropriate to the situation and give the customer some information that is not immediately apparent to the eye Notice 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

Select five (5) merchandise items that are/should be sold at the student store. Develop merchandise approaches for each item.