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Eight Steps to a Sale
1. Preparation2. Approach the Customer3. Determine Needs4. Present the Product5. Overcome Objections6. Close the Sale7. Suggestions8. 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
1. Ask open-ended questions – let the customer do the talking
2. Ask clarifying questions – focus in on the customer’s needs
3. Don’t ask too many in a row4. 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