Chapter 12.2-15.2 Steps of a Sale

Eight Steps to a Sale Preparation Approach the Customer Determine Needs Present the Product Overcome Objections Close the Sale Suggestions 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 Ask open-ended questions – let the customer do the talking Ask clarifying questions – focus in on the customer’s needs Don’t ask too many in a row 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