the sales process approaching the customer determining needs
TRANSCRIPT
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The Sales ProcessApproaching The CustomerDetermining Needs
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Seven Steps of the Sale Process
Approaching the customer
Determining Needs
Presenting the product
Overcoming objections
Closing the sale
Suggestion selling
Relationship building
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Approaching the Customer
First Face-to-Face contact with customer
Create great first impression
Three purposesBegin conversationEstablish a rapport/relationship w/ customerFocus on merchandise
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Begin Conversation
Need to be alert to customers interests
How can a sales person be alert to the customers needs?
(Observing the customer)
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Establish Relationship
No Stereotyping!
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Establish a Good Rapport/Relationship
Be enthusiastic
Courteous
Respectful
Good eye contact
Be friendly
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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
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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.
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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?
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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?
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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!
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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.
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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.”
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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
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What should you have done?
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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
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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.
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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.
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Questioning
Who?
What?
Where?
How?
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Do’s and Don’ts
Ask open ended questions
Ask clarifying questions
Don’t ask to many questions
Don’t ask embarrassing questions