Chapter 12.2-15.2

Eight Steps to a Sale1. Preparation2. Approach the Customer3. Determine Needs4. Present the Product5. Overcome Objections6. Close the Sale7. Suggestions8. Relationship Building

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

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?

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

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.

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 row4. Don’t ask embarrassing or attacking

questions

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?

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

Presentation Enhancements Displaying / Handling – eye catching

Demonstrating – makes more real

Use Sales Aids – models, photos, charts, etc.

Involve the Customer – envisions themselves

Understanding Objections

Objections Vs. Excuses Common Objections

Need Product (size, style, color) Source Price Time

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

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

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

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

Suggestion Selling

Larger Quantity

Related Merchandise

Special Sales Opportunity

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