1. First Steps of a Sale

2. Objectives
Demonstrate how to properly approach a customer to open a sale
Differentiate between organizational and retail sales approaches
List three retail approach methods
Discuss when and how to determine customer needs

3. The Approach Sets the mood for the other steps of a sale
The purpose is to establish a rapport (positive relationship) with the customer
You can make or break a sale during the approach

4. Organizational Selling
Make an appointment prior to making a sales call
Arrive early – this allows you to scope out the business
If you are selling to a retailer, you may be able to walk around the store to see what competing brands are available already; can also see customers in store and if they are a part of your target market
Could see a sports trophy, college diploma, etc – create a rapport!

5. Organizational Selling
Greet & Engage the Customer
Greet customer by NAME, Introduce self and the company with a firm handshake and a 
Engaging a Current Customer
You can be more personal – can talk about personal matters but at the appropriate times
Engaging a New Customer
Can use a common interest or a current industry topics
“According to Supermarket News, food stores that are going green are attracting new customers. My company has the products that will help you take advantage of that growing trend.”

6. Retail Selling Salespeople do not know customers prior to meeting them
One exception; steady customers/regulars
Timing of the approach is still important

7. Retail Selling Timing the Retail Approach
Depends on the types of customers and types of products being sold
When customers are in an obvious hurry, you should approach them quickly
Many customers prefer to look around before buying – salespeople are appreciated who show interest yet let customers make their own decisions

8. Retail Selling Retail Approach Methods
Greeting Approach – salesperson welcomes customer to the store in a FRIENDLY manner
Service Approach – Asking if the customer needs assistance, “How may I help you?” – This allows the customer to respond with something besides a “yes” or a “no”
Merchandise or Theme Approach – salesperson makes a comment or asks a question about a product in which the customer shows an interest; then you can go into detail about features/benefits that are not so obvious

9. Question
How would you know when you should approach a customer in a retail shoe store?

10. Determining Needs When to Determine Needs
Organizational Selling: customers’ needs can be determined when qualifying a prospect – well before ever meeting the customer
Does the prospective customer need the product/service?
If the prospect is a company or an organization, who is authorized to make a purchase?
Does the salesperson have an appointment with a person that has authority?
Does the prospective customer have the financial resources to pay for the product/service?

11. Determining Needs When to Determine Needs
Retail Sales: earliest you can determine needs is immediately after the approach
Service/Merchandise approach lead to asking questions in order to determine needs
In either situation, a salesperson must continue determining needs throughout the sales process. – Why?

12. Determining Needs How to Determine needs Observing Listening
Questioning

13. Determining Needs Observing
Facial expressions, hand motions, eye movement, and other forms of nonverbal communication can give clues about a customer’s interest in a product
Avoid stereotyping/drawing conclusions based on your observations

14. Determining Needs Listening
Giving customers your undivided attention and listening with empathy are two specific skills that will encourage your customers to talk freely
Ms. Rochelle will now read Page 311 – paragraph 3 outloud…listen carefully……

15. Determining Needs Questioning
One way of engaging a customer and get them talking is to ask questions
Build questions around Who, What, Where, When How, and Why
What type of copier are you currently using?
Why is that copier not meeting your needs?
How many copies are you going to be making every week/month?
Do you need a copier to also serve as a printer?

16. Determining Needs Question Do’s and Don’ts
Do ask open-ended questions that encourage customers to do the talking – avoid Yes and No questions
Do ask clarifying questions to make sure you understand the customers’ needs
Don’t ask too many questions in a row. This will make the customers feel as if they are being cross-examined
Don’t ask questions that might embarrass customers or put them on the defensive

17. Question
When is it the best time to determine a customer’s needs?

18. Assignment Begin researching your product and company/brand
Once you’ve done enough research
Begin creating a CUSTOMER PROFILE and truly identify your customer
Primary Target Market
Secondary Target Market