Steps of a Sale

1. Chapter 12.2-15.2 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