1. Chapter
Steps of a Sale

2. Eight Steps to a Sale Preparation Approach the Customer
Determine Needs
Present the Product
Overcome Objections
Close the Sale
Suggestions
Relationship Building

3. 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

4. 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?

5. 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

6. 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.

7. 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

8. 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?

9. 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

10. Presentation Enhancements
Displaying / Handling – eye catching
Demonstrating – makes more real
Use Sales Aids – models, photos, charts, etc.
Involve the Customer – envisions themselves

11. Understanding Objections
Objections Vs. Excuses
Common Objections
Need
Product (size, style, color)
Source
Price
Time

12. 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

13. 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

14. 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

15. 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

16. Suggestion Selling Larger Quantity Related Merchandise
Special Sales Opportunity

17. 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