Retail Sales Training

Retail Sales Training

Retail SellingGreeting is not Selling!Customer Selecting a product is not Selling!Order taking is not Selling!

This course will give you an overview of the entire structure of proper SELLING not order taking!

Retail sales contrary to most people who do it for a living is

not just showing up and saying hello to customers and answering their product questions.

You are there to Sell the customer a quality product that meets their needs and give them enough information to logically support their decision.

Retail Selling Phases

Greeting

Qualifying

Presentation

Close

Phase 1 The Greeting

How many times have you heard these words from ‘sales’ people at a retail store?

Hi! How are you…!Can I help you?Are you looking for something particular?How can I help you?

What is the answer that almost everyone gives? Thanks, I am JUST LOOKING!


The purpose of any sales greeting is to establish positive communication with the customer so you can qualify their needs.

Why do you think these greetings always end with the same answer? Thanks, I am just looking…..

Low-volume sales people tell them to ‘’ go right ahead” without realizing that most of the time they are sending their customers out of their store without a sale.


Proper Greeting Technique

Location, Location, Location:

Note that you place your self well inside your store or department where you don’t block customer entry. (Not behind a counter) You stand well to the side of the main isle or traffic artery sideways position.

As customers enter keep your feet firmly planted

Entrance

To Store

Main Traffic Aisle

X


Proper Greeting Technique

Genuine Smile!

“Good Morning, Welcome to (company name) May I direct you to something?”

At this point, let’s consider the two most common responses.

Customer: Yes, could you tell me about product x?

This customer has asked to see a specific item and you can go directly into phase two of the sale qualifying.


Response 2 Customer: I would really just like to look around.

Salesperson: Please look around to your hearts content, but if you tell me what you’re looking for, Ill be glad to “Try to Tell” (important words) you where it is located.

1) At no time did you imply you are going to help the customer, follow her, show her anything.

2) At no time do you move from your original position.


Response 1 Customer: Can you tell me where you have the

BlackBerry I read about?

Salesperson: It’s right back here, let me show you where it is.

Then, and not before, move off with the customer and continue questioning and go immediately in qualifying phase.


Response 2 Customer: No, I just wanted to look at all of your

mobile phones and accessoriesSalesperson: Wonderful. You will find them in the

display cases. OH BY THE WAY, while you are here there are two new handsets from x. If you’d like, I could point them out to you and then you could browse through our entire selection of handsets and accessories.

1. “Oh by the way” gives you more chance to keep the customer with you so communication can continue.

2. Even when you say “ Oh by the Way you haven’t moved an inch. Don’t give up until the customer moves off to look.

Phase 1 The Greeting Summary

Customers do not want to be sold. Most customers consider the average salespersons

approach as a threat to sell them something against their will. Even if customers ask to see specific item are likely to do so with some trepidation.

Most people who come into your store would really like to ask a few questions but their aversion to being ‘sold’ they claim they just want to look.

By standing in one place not blocking a customers entrance into a store and giving a warm smile helps to lower the perceived threat.

By asking if you can direct them to something or reduces the threat of selling them something.

The real secret of the greeting is – I will try to tell you where it is located. Try implies that you will only be giving directions.

Greeting Summary

Practice, Practice, Practice The greeting is only the start of building positive

communication with your customer. Always remember to give a genuine smile! No sale is going to happen unless positive

communication between the buyer and the seller. Questions rule the day.

ROLE PLAY

Phase 2 Qualifying The salesperson must determine the customer’s problem

and need, the prescribe a solution. Not fully understanding a customers needs miss out on a

lot of sales and have to settle for smaller sales that could have been big if their qualifying techniques had been more professional.

Well-asked qualifying questions will build the customers confidence in you.

Don’t be afraid to ask sincere qualifying questions!

Phase 2 QualifyingExamples of Questions you might ask: Who will be using this phone? What type of phone do you have now? What do you like about your current phone? What don’t

they like about it? Have they seen anything they liked from friends or

elsewhere? Why did they like it? How often do you use your phone? What do you mainly use

it for voice, text, video, pics, internet? Explore all areas the product might be used for –

especially those which have not occurred to the customer.

Phase 2 QualifyingCustomers want you to be interested in them! What if you had gone to a doctor and she had only

asked you a couple of questions and then gave you some prescription and said if it gets worse come back? What would you think?

She may be the best doctor in the world but your perception of her is low because she really didn’t spend the time to figure out your problem.

The more time a doctor spends asking you questions to determine your problem and explains the prescribed cure the more confidence you have in them.

This is exactly the same in retail selling!

Phase 2 Qualifying What happens if when your qualifying you find out the customer

wants something you don’t carry? Is this a dead sale? Not by a long shot!

Example:Customer: I want the iphone but I see you don’t you carry it.Salesperson: Do you mind if I ask why you want the iphone?

Are their features you are looking for that the iphone does the meets your needs?

Probing the ‘why’ behind the customers statement will

help you in the presentation of a product you do carry that more then meets their needs.

Qualifying Summary

The easiest and quickest way to make a sale is to take the time

to do a good job of qualifying. By fully qualifying, you often uncover customer needs that

result in the sale of additional products that means higher commissions.

Your qualifying questions are designed to lead them to the right product for meet their needs.

Important Even if a customer asks for a specific model always qualify

their needs!

Do you mind if I ask why you wanted that specific model?

UNCOVER ALL OF THE CUSTOMERS NEEDS!

ROLE PLAYING

Phase 3 Presentation

Until you begin your presentation everything you have done has been to determine what you are going to sell.

Now, you are going to start selling it.

Your objective? Pile up benefits your customer can expect to enjoy once he or she owns your product.

Weak salespeople say “my customer isn’t interested in features and benefits only price.”

In reality customers are intrigued by the wonderful benefits of the products the will own and it’s only for those benefits that the customer will pay money.


Your customer will buy emotionally and they will justify that buying decision with logic after they own your product.

Features presented in a demonstration logically support that decision once a customer owns your product.

The more features, the more benefits, the more emotion. The more features, the more logic is added to reinforce

that buying decision.

Features need to be translated into benefits!

Trackpad navigation Bright, hi-resolution screen Full QWERTY keyboard 3G technology Wi-Fi® and Bluetooth® enabled 256MB flash memory 3.2 MP digital camera with

video camera Multimedia player Wireless email Organizer Browser Phone SMS/MMS MicroSD card reader


What benefits can be made from these features?

Phase 3 Presentation Summary Show how your product has overcome those features that

were undesirable on the customer’s old phone. Make it clear that your product has the features the

customer has stated they would like on their new phone. Reinforce any feature that meets the needs determined in

the qualifying phase of the sale. Remind the customer of their stated need.

Never ignore a customer’s genuine stated need. Use any and all sales tools (i.e working handhelds) or

materials available to strengthen your presentation. Your product is your script. Start by pointing out visible

features , the proceed to invisible features. Present at least two benefits for every feature.

Phase 3 Presentation Summary

Involve your customer emotionally by involving his senses. KNOW YOUR PRODUCTS! – and your competitors inside out. Sum up your presentation by reviewing every customer need and

every product feature and how they match up.

Things you never ever do in your presentation:1. Never knock one of your other products or competitors.2. Do not talk about yourself or offer your opinion about what you

like or dislike about a phone.3. Do not argue with a customer or directly contradict a customer. 4. Never use a customers first name or refer to them in a

disrespectful title (such as man, guy, buddy) no matter how friendly your conversation is.

5. Never make a presentation until you have qualified a customer’s needs.

6. NEVER, NEVER go forward with a presentation unless you have positive communication with the customer.

Never use even the mildest foul language in front of a customer (NOT even a word such as Damn…)

Phase 3 Presentation Summary

Benefits, Benefits, Benefits Price

Perceived value and Return on Investment

Phase 3.1 Objections

During the Presentation phase customers may express concerns or objections about buying.

Properly handled, most customer objections are actually steps to the sale!

Do not use canned sales techniques- customers can see right through it!

Validate the objection- Always validate the objection and never argue or disagree with the customer. Repeat back the objection. NEVER respond to the objection immediately.

ASK a question! The best way to deal with an objection is to ask a question. Here are six powerful words that is important to a salesperson’s life. Who? What? When? Why? How?

Find the real concern and help solve the customers problem. Treat the objection as questions and uncover the solution.

Prepare common objections by writing them down. Anticipate those objections and be prepared to solve them with the customer.

Return to presenting benefits!

Phase 3.1 Objections

Price Objections are the most common. Remember by providing

numerous benefits you are creating a perceived value and return on investment of your product and company. Price vs Cost.

Objections are actually buying signs. Do not taking them as negative. The sales professional handles objections by realizing they are requests for information.

Some objections are legitimate!An objection to buying may be legitimate reason why the customer

will not buy. For example: There is no way I could afford this phone or plan since I

am working part time. This type of objection surface in the qualifying phase of the sale.

The sales professional rarely if ever gets sidetracked on this type of situation. She recognizes a true condition and accepts it, wasting no time chasing rainbows.

Phase 4 Closing

The NA=GA Close – NA=GA stands for Needs Assessment gets you answers –In this technique you are reiterating the reasons you have assessed with your presentation and qualifying stages and turning it into a close.

For example: “I know from our discussion that this BlackBerry is going to give you the email and calendaring function you wanted and will give you the durability that you wanted. Let’s write it up then. How did you want to pay for this then?

If you have fully followed the sequence of providing

benefits and properly qualified the customers needs, this closing technique will be a way to ensure you have met all of the customers needs.

Phase 4 Closing There are many ways the ‘experts’ have come up with

how to close a customer. My experience has shown that the most successful way to close a sale is to follow the flow of qualifying, presentation, and close with reiterating benefits to solve customers issues and wants and needs.

If you have done all of the steps and the customer still says thanks for your time- Try to ask one last question.

May I ask why you decided not to purchase a

phone/accessory/service today?

Depending on the answer you may be able to still salvage the sale with more information for the customer.

Phase 5 Post Sale

Selling Accessories Selling ad-ons such as accessories should be subtle. You

do not want so seem to pressure the customer but add additional advice. As a customer advisor making suggestions such a bluetooth headset to assist with the customers need to drive and use the phone can add another benefit to the value proposition.

Offer the customer your card and mention the fact that you hope they think of you for their future mobile needs or questions.

If you capture personal data on the customer such as an address. Send a thank you card. You will always be remembered and can build a customer for life.

Thank You

Presented by David van Dyke

Education

Retail Sales Training