Process of Effective Selling - Pre approach - Approach presentation & demonstration - Handling objectives - Closing the sale - Post sale activities

Divya Manivannan MFM/14/301

AIDA Selling Module……

AIDA describes the basic process by which people become motivated to act on external stimulus, including the way that successful selling happens - Attention - Interest - Desire - Action

Attention Getting the other person's attention sets the tone: first impressions - The ambience of the store Approach to the store, facade, Cleanliness, Music and Smell - Merchandise set up and display Visibility of merchandise according to the season Moving space in the store - Visual Merchandising Merchandise stacking – Density of merchandise Window display Cross Display Color Blocking - Promotion and offers display

Interest - Something begins to look interesting if it is relevant and potentially advantageous. - Approach at a suitable time, understand the other person's situation and issues, and be able to express (i.e. talk their language).

Desire - The sales person needs to be able to build rapport and trust, and a preparedness in the mind of customer to buy something from you. - Must understand the product (specification, options, features) and particularly all advantages and benefits. - Must be able to present, explain & convey.

Action - The sales person must suggest, or encourage agreement to move to complete the sale or move to the next stage.

Retail Selling Process……

- Pre sale preparation - Opening the sale - Progressing the sale - Sales presentation - Closing the sales - Post sales - Relationship building

Pre Sale Preparation……

- Preparing yourself Personal Hygiene, appearance & dressing - Preparing the Workplace Knowledge of your shop - area, floors, products Knowledge of your floor - area, departments, sections Knowledge of your section - Product/Brand History, Sizes, Material Knowledge of your inventory system - How/When to order, Stock Arrangement and Displays - Color Co-ordination & Stacking. - Awareness on Budget / Target Sales tracking Target to be achieved

Pre Sale Preparation……

- Market Awareness Trends and Fashions New stores opening in the market Special features of competing stores - Knowledge of Customers Types of customers - indicators of their lifestyles Buying motivations for various customers

Pre Sale Preparation Check-list…

- Counter/section cleanliness - Display of merchandise as per planogram e.g. Color blocking, Ascending order of size stacking, Descending order of size hanging, Co-ordinated displays, Price-point wise displays, Families of merchandise together, Highlighting slow/fast movers - Organizing replenishment & ensure circulation plan for the section - Check displays & focal points - Ensure price & security tags on each item - Bags, hangers, packing materials are at desired places

Pre Sale Preparation Check-list…

- Knowledge of schemes running across the store - Yesterday’s achievement, last week same day’s achievement, today’s target of the department serviced by him/her - Lighting is in workable condition - Ensure customer convenience facilities (Trial rooms, water coolers, toilets are clean & accessible) - Refresh product knowledge of existing range and acquire the same for new range

Opening the sales……

The beginning of the actual sales process, Making the customer feel welcomed and comfortable in the store. - Approaching and greeting the customer Why to Greet, When to Greet, Whether to approach or not, How to greet, choose the correct language, - Listening and understanding the customer needs No sales pitch directly - What not to do? Making the impression of hard selling from the onset Interrupting the customer

Progressing the sales……

The aim in opening the sale is to close it, and a good opening gives the salesperson a lead into the sales presentation. There are two major aspect of this process : - Discovering Customer’s needs – how the customer is behaving, customer’s attire and clothes, his choice of color and style, questioning the customer and picking the clues - Need Analysis – Detect the underlying reason of buying like for comfort, physical pleasure, self esteem or gifting and then sell on these points.

Progressing the sales……

There is always some underlying customer motivation behind any purchase decision. And it helps the sales person immensely if they are able to identify this motive and try to sell on those points. List of such motivators can be given in the form of “CREWSADE”. C: COMFORT R: RELIABILITY E: EGO W: WORTH S: SAFETY A: APPEARANCE D: DURABILITY E: ELEGANCE

Sales Presentation……

The process of sales presentation is tying of two areas - Knowledge about the store The various sections and merchandise kept in , the inventory, the display of merchandise and most importantly product knowledge (sales preparation). - Customers needs, likes, and dislikes, expectation Understand his buying motives (progressing the sale), in order to give the customer the information that he needs and also help him make the buying decision.

Sales Presentation……

The various steps are as follows ; - Linking the product feature and the customer needs and wants , to

his buying motives. - Reading the customers’ mind – The questions likely to cross

customer’s mind. - Translating facts into benefits, which motivates a customer to buy,

talking about the benefits and not technicalities. - Developing an appropriate entry point for product presentation –

which range to show first. - Convey value through product handling.

Closing the sales……

All the efforts being made during the sale, right from pre-sale preparation upto the actual sale process would go waste if the sales person messes up at the closing stage. Look for the buying signals from the customer Both in the form of verbal as well as non-verbal signals. Like the customer flexing the shoe to check the quality of the leather. Some sales closing techniques - The direct close: when the customer is asked directly about his

buying decision. Like, “Shall I pack this up, sir?” - The assumption close: when the customers body language

indicates that he has already made the purchase decision. Example, “how do you wish to pay for this?”

Post sales……

The sales person performs an important function of being the product consultant or advisor, offering related products that go well with the primary purchase is done through ‘suggestion’. What Suggestion to make - Suggest complementary items and accessories. - Suggest substitutes or alternatives. - Remind customer of special offers or sales - Suggest multiples. - Suggest additional items that the customer may need or want in

order to use the main purchase. - Educate the customer about higher value purchase. - Suggest solutions to customer problems. Look for the buying

signals from the customer

Post sales……

The Selling Add-ons The style of selling add-ons should be very subtle. The sales person must come across as a product consultant or advisor. The customer should never feel that the sales person is pushing him to buy. The examples can be as follows : - Suit - shirt/tie - shirt/trouser - tie, belt - shoe - socks - nail polish - glitters/nail polish remover - lipstick - lip gloss - jeans - T-shirt - salwar kameez - dupatta

Relationship Building……

The aim is building strong and long term customer relationships that look beyond the sale. - The Lifetime Value Of The customer :The purchase the customer would be making in his lifetime. - The Personal Customer: A personal customer is a customer whom the sales associate gets to know on a personal basis. This customer is one with whom a relationship is built. - Keeping a Customer Database: This could be a dairy / or a file provided to the sales associate, where he/she can record information about the personal customer.

Thank You