The Sales ProcessApproaching The CustomerDetermining Needs

Seven Steps of the Sale Process

Approaching the customer

Determining Needs

Presenting the product

Overcoming objections

Closing the sale

Suggestion selling

Relationship building

Approaching the Customer

First Face-to-Face contact with customer

Create great first impression

Three purposesBegin conversationEstablish a rapport/relationship w/ customerFocus on merchandise

Begin Conversation

Need to be alert to customers interests

How can a sales person be alert to the customers needs?

(Observing the customer)

Establish Relationship

No Stereotyping!

Establish a Good Rapport/Relationship

Be enthusiastic

Courteous

Respectful

Good eye contact

Be friendly

The Approach In Retailing

Customers are in a hurry - approach quickly.

When customers are undecided, encourage them to look around and shop, compare, and ask questions

Three Types of Approaches

Service Approach.May I help you?

Greeting Approach.How are you doing today?

Merchandise ApproachThat is the most popular DVD player we sell.

Service Approach

Most used but least effective.

Opened questions leads the customer to a “no I am just looking” response. In other words “leave me alone”.

Sales person looses control of the sale

Customer may feel awkward asking for help later

Howdy! May I help you?

Greeting Approach

Welcomes customer to the store.

Voice inflection is important. You must sound like you are interested and that customer well being is important to you.Welcome to Western

Outfitters -- How are you doing today?

Merchandise Approach

Focuses on Merchandise.

Tell the customer about a feature or benefit that is not immediate to the eye.

Most effective approach.These boots are made

from real crocodile skin!

Determining Needs

When should you focus on determining your customer’s needs?

As soon as possible

Job is uncover the reasons why customer wants to buy.

Example of poor job

Salesperson:

“This is one of our most popular tennis racquets. It’s perfect for you – The grip is correct size and the large sweet spot can improve your game.”

Customer:

“That’s very interesting but the racquet is not for me. It’s actually for my nine-year old daughter.”

Example of poor job

What should you have done?

How to determine needs

Observe customer

Look for non-verbal signsFacial expressionsEye movementHow customer handles the product

Key to observing is the proper selection of facts; do not stereotype or draw conclusions about customer before getting additional facts

How do you determine needs?

Listening to your customer: Read between the lines:

Example:I want a copier for my home business that is simple to use and reliable. My last copier broke a lot. I usually make one or two copies at a time but occasionally I make up to 50 copies at once.

What did you learn from the example?

Customer is not looking for the top-of-line copier

Since the copier is for a home business, size of copier is important.

Questioning

Who?

What?

Where?

How?

Do’s and Don’ts

Ask open ended questions

Ask clarifying questions

Don’t ask to many questions

Don’t ask embarrassing questions