Initiating the Sale

Steps of a Sale Approaching the customer Determining needs Presenting the product Overcoming objections Closing the sale Suggestion selling Relationship building

Approaching the Customer The first face-to-face contact with the customer. Can make or break a sale Sets the mood or atmosphere Establishes a relationship

What your mother said is true…. You never get a second chance to make a first impression!

Benefits of a Good Approach Customer at ease Present the product – create interest Gain customer confidence Favorable impression Determine Success or Failure in completing sale

Things to Remember Be Respectful! Don’t Judge!!! Don’t stereo-type based on age, gender, dress Courteous Enthusiastic Gestures, posture, eye contact, tone of voice, facial expressions Properly Timed Don’t Keep them waiting Acknowledge them – serve them asap

Types of Approaches for Retail Greeting Service Merchandise Combination

Greeting Approach The salesperson welcomes the customer “Good morning.” Establishes a positive atmosphere.

Greeting Approach Strengths: Weakness: Immediacy Ease of Use Lack of Pressure Friendliness Weakness: Doesn’t focus customers to buy or engage in sales talk

“May I help you find something?” Service Approach A polite question or offer to help “May I help you find something?”

Service Approach Strengths: Weakness: Suggestion: When a customer is obviously looking for a particular thing When the customer is waiting to be helped When the customer seems to be in a hurry Weakness: Very overused Suggestion: Change wording: “How may I help you?”

Merchandise Approach Let the customer look around. When they show interest in a product, the salesperson makes a comment or asks a question. The most effective approach because it gets the customer talking about the merchandise he/she may be interested in.

Combination Approach The use of any combination of the greeting, service, and merchandise approaches Example: “Good Morning. How may I help you?”

Types of Customers Decided customers – know what they want and want prompt attention Undecided customers have not reached a decision and will probably want to look around. Use creative selling, but don’t hover. Casual lookers – just browsing

ALWAYS… Acknowledge waiting customers Be prepared Help quickly Use appropriate opening

NEVER… Do other work Talk on the phone Personal grooming Gossip with other employees Visit with friends

Determining Needs

Why Determining Needs is Important: Customer needs are related to buying motives. When customer needs are met, the salesperson experiences a feeling of success

When to Determine Needs: As early in the sales process as possible, usually right after the approach

How to Determine Needs: Observing: Nonverbal communication (body language such as facial expressions, hand motions, and eye movement.) Listening – Helps you pick up clues Questioning – Gets the customer talking Begin with general questions about the intended use Then ask Who, What, How questions

Guidelines for Questioning Do ask open-ended questions that encourage talking Do ask clarifying questions to make sure you understand the needs Don’t ask too many questions in a row Don’t ask questions that might embarrass or put the customer on the defensive