Processes that make sales happen Increased Retail Selling Power Basil S. Walsh “A big reason why men do not develop greater sales strength is because they use neither their abilities nor their opportunities.” “We don't need more strength or more ability or greater opportunity. What we need is to use what we have.”

Course Objectives Review basic elements of selling Appreciate the retail environment & its factors Understand how performance impacts business Importance of developing good customer relations Ability to meet customer needs & expectations

Some Tough Realities Competition is coming from –Other stores in your category –Big chains –Category killers –The Internet (eBay) –Catalogs –Direct marketing –TV The big are getting bigger

5 Step Approach to Selling Step 1Approach the Customer Step 2Establish customer needs Step 3Matching customer needs Step 4Closing the sale Step 5Owning the customer

Sales Approach Own the Customer Close Matching Qualification Approach

Approach the Customer STEP 1

Our initial aims? Right first impressionRight first impression First impressions last! People buy people first!!People buy people first!! Gain their trustGain their trust Make the customer feel comfortable!!Make the customer feel comfortable!! Customers want to like and be liked by the people serving them

Developing Rapport Make the customers feel like somebody –Use their name –Look interested Discuss the product Those who excel in customer service recognise the importance of emotional connectivity

What are the Barriers? Fear Frustrated Customers Approached too many times Have a complaint Making Judgements Never take a decision based on your observations An unattended customer could a lost sale!!

Why customers choose not to do business! Convenience Relationship Misc. Product/price/time ??????? 3% 9% 5% 15% 68% Perceived Indifference

Customer Types Commodity Buyer Underperformers Partners Most Valuable Customers

Your Customers Who are your customers? What do they expect of you? In which areas are you meeting their expectations? Which areas do you believe are not being met? How can these areas be improved?

STEP 2 Qualifying the need

Why do people buy??

Ask Questions Why? Seeking information Identifying the “need gap” Assessing readiness to buy How? Explore prospect's experience with previous products –Fact Finding….. –Exploring

Productive Questions OPEN TTo say what is on their mind PROBING TTo get more specific information CLOSED TTo gather short facts

What’s next……? Establish… Decision criteria Success criteria & expectations Consider… What they think about the competition Budget constraints

The key to effective selling… If we improved listening skills by 10% Communication could improve by 50%

When you fail to listen closely… You will only hear what you want to hear You will only hear what you expect to hear

Active Listening Paraphrasing – Summarising "reflect back" rather than "repeat back." use your own words Example: "The last copier I bought was always down or having to be serviced.“ "You seem to be afraid that a new copier might have lots of downtime and service problems,"

Learning to “Bridge” They will tell you what matters to them They will tell you the problem that drove them into the market They will tell you the purchase criteria they are looking for If you listen long enough, people will tell you how to sell them!

STEP 3 Matching – Selling the Deal

How are you going to do it…? Presenting the product –Talking about the product Demonstrating the product –Showing how the product works

Product Knowledge Builds Confidence Creates Enthusiasm Develops Trust & Reliability

Features Factual details about product Advantages What the feature is or does Benefits How it satisfies the customer need How to make it work…? You need to make sure the satisfaction relates to the identified needs

Does the customer believe you..? Did you….. Really listen to the customer? Match the need entirely? Describe features clearly?

Benefits Perceived Value Measurable Value If It Doesn’t Matter to the Customer, It Doesn’t Matter……Period!!

Demonstration How does this help us..? More believable Easier to understand Be Innovative/Interesting

STEP 4(a) Overcoming an Objection

Objection Handling What are objections?  Barriers  Buying signals How do we overcome them?  Clarify the objection  Classify the objection  Establish the real needs  Approach methodically  Don’t allow ego to take over

Addressing Objections Address it immediately –Use for minor objections Reposition the objection –Easier to address Park it –You write it down Perceived issues –Don’t rebut or convince them they are mistaken

Buying Signals Physical Expressions Verbal Expressions

STEP 4(b) Attempting to get customer to agree to the purchase Closing the Sale

Strategies for Closing Custom tailor your closing technique(s) to the prospect Once agreement gained on an issue move on Take care when explaining complex issues –Don't ask, "Do you understand?" Don’t wait until the end to close the sale Never assume the biggest objection will be related to price Lookout for broad/unclear phrases

Meet the Customers Needs Don’t have the customer asking to buy! Offer alternatives/options if and when necessary Look for opportunities to get add-on sales or to sell-up

STEP 5 Owning the Customer Demonstrate a desire for continued long-term relationship

Customer Satisfaction Customer ServiceCustomer Service –The function of ensuring continued business Why is Customer Service So Important…….? –Customer makes payday possible!

Difficult Customers Why do people complain/object? Three top concerns of difficult customers Will you waste my time? Do you know what you're doing (are you a professional)? Can I trust you? Listen more than talk!

Types of problems Predictable problems Surprise problems Fix the problem –Get all the facts! –A customer does not want to know why something can’t be done… –They want to know how and when it can be sorted!

Don’t make it personal!! Avoid getting trapped in a negative filter Mind Your Language –You don't seem to understand... –You must be confused... –We won't... We never... We can't... –You're wrong... –It's not our policy.. Anger is an emotion that's always looking for someone or something to blame

Sincerely Apologising Don't be stingy with apologies Apologise even if you're not the person who made the mistake Apologise for the inconvenience even if the customer is wrong Time your apology carefully

Saying No Offer a realistic time frame Explain why the delay is necessary What steps you're taking toward resolution What to do when you can't say yes….

And finally….. “Your most unhappy customers are your greatest source of learning.” - Bill Gates (Chairman, Microsoft)