Pre – Sale preparationOpening the SaleProgressing the Sale - „Need Analysis‟PresentationObjection HandlingClosingFAQ‟s
AppearanceKnow your StoreKnow your ProductKnow your InventoryKnow the Trends
GroomingDressingPersonal Hygiene Readiness before Store Opening (10:00 to 10:30 AM)
Update on daily target vs. achievementCounter/ section cleanlinessEase in Customer movementChecking display, focal pointsPrice tag on merchandise, offer updation Readiness before Store Opening (10:00 to 10:30 AM)
Hangers, shopping bags in respectivelocationKnowledge of promo/offers or any othermarketing activityProduct knowledge of new arrivalsChecking of facilities Readiness before Store Opening (10:00 to 10:30 AM)
The strongest motivator is the product! The team member is expected to be aspecialist with detailed knowledge of the product they handle!
SizesColors optionsPrice points availableProduct usage, USP, FABOccasions of useSpecificationsUnderstanding of any technical termsWash care
3 „W‟s of Inventory What Where When
Current inventory statusInventory locationBack-stockAvailability of extra stockOrder to delivery cycleAnticipated merchandiseExpected time of arrival
Current trends in the categoryObserve and know what‟s happeningaroundCompetitionSeasonal buying trendsFashion trends
There is no such thing as a ‘Time-pass’ Customer
Approach – Greet & SmileClosing of Need Sale Analysis Objection Presentation Handling
I am Doesn’t Approach &important? matter GreetingConsider my Insensitive Need needs Analysis Will the Presentationproduct suit Unresponsive & objection me? handlingWhat do I do Sale lost Closing now?
Your aim in opening a sale is to close it! To gain the customers‟ attention. To awaken the customer‟s interest in the merchandise To lead in to the sales presentation Make customers feel comfortable, at ease and welcome Higher the engagement – Greater the probability of Sale !!
Allow the customers to get used to the store environmentEye Contact & Smile – at each & every customerToo late - customer may change his/ her mind.Observe customer to understand his/her interestYou never get a second chance to create a first impression!
Clues: Customer feels the merchandise Customer looks at the price tags Customer spends more time in the section Customer‟s hands are full – carries a basket Customer looks around for help Customer entry is directed to a particular section
A good approach tells the customer that you know they are there and are ready to give assistance if needed Social greeting / Conversational approach Namaste / Namaste Sir; I am…...
Merchandise greeting (To customer looking at merchandise) that‟s our new range of ….. are you looking for something to wear for a party? Are you looking for size 40?
Bonus/ Special feature Approach (To a customer looking at shoes) Namaste Sir, there is a 20 % discount on a new range that came in just yesterday. Sir, there is a special scheme on denims section.
Customer Benefit Approach Its lamb‟s wool, most comfortable in winters.
Common Errors Not looking into the customers‟ eyes Not giving sincere and honest compliments Making smart remarks Talking too softly, too loudly or too much Not giving the other person your full attention. Not giving enough personal space Not giving a warm welcoming smile.
The great help to opening & progressing a sale is to observe & listen!Insights by observation: What people are wearing Their style Choice of colors Price points How they conduct themselves Level familiarity in the store Whether they are positive Know what they want or whether they are undecided.
It is about asking questions & really listening to the answersInsights through questioning and listening: Explore customer needs with questions - the right questions. Don‟t interrogate the customer Use pleasant and helpful inquiries to understand your customer Insights guide the salesperson to help customers buy by linking product benefits to customer needs
The direct question: (Close ended) Are you looking for something to wear to the office? Would you like to use the bag for short trips ? How old is the child?The indirect question: (Open ended) Helps customers elaborate their needs What exactly did you have in mind? What does your daughter really like? Tell me about your husband‟s choice of colors.
Desire to look Need (price good sensitive) Buying motives FashionStatus symbol conscious
Walk with the customer to the concernedsalesperson/Section, do not point in thegeneral directionGive the customer‟s name if possible, and abrief summary of the needs, to yourcolleagueIntroduce your colleague to the customerAt all times, remain friendly and respectfulto the CustomerClose with a thank you to the customer
Customer‟s always like to look, touch, feel aproduct before buying.
The key to a good sales presentation is to involve all the senses. Allow the customer to touch the material, feel the product by insisting to try
Convey value through handling
The objectives of a sales presentation is toconvince the buyer that : The need exists Your product can satisfy that need He can afford the purchase A sale is made in the mind of the customer , therefore it is important to understand the customer‟s mental buying process.
• Customers look for information.• Use your product knowledge during sales presentation to provide the correct information. Sell idea behind the feature Talk about the unique selling feature of the product. Link features to benefits Co-ordinate product benefits to customer buying motives
Save time or moneySolve a customer problemSatisfy a particular needImprove image or prestigeCustomers buy solutions – not products!
FEATURE ADVANTAGE BENEFIT Slim fit Denim Gives Good Fit & look Looks Trendy Absorbs Sweat & 100% Cotton Shirt Breathable Provides Comfort More options to chooseaLL –bigger size only Wider range from Looks neat even at the Wrinkle free Creases less end of the day Power pricing More at less price Value for money More durable / superior 2 ply cotton Lasts longer fabric Twice as strong as cotton Lenin Gives cool, crisp look
Holding the garment with utmost careAlways fold the garment while keeping it inshopping bagJackets are best presented when they areheld by the shouldersGarment needs to be dust freeGarments kept at the right place in a propermanner
• Good Customer objections are milestones towards the sale An objection is usually a indirect request for more information• Recognize the fear behind every customer objection Fear of making a mistake Fear of spending too much Fear of buying at the wrong time. Fear of the consequences of a wrong decision Fear of buying the wrong color / product / style / pattern
Gives the impression that he knows it allAppears to know little about his productDisregards customers‟ needs, fears, or hisfeelingMakes exaggerated claims about his productor service
Excuse for not buying: Probably hiding the realreason behind the objection.The best way is to treat it like a real objection andlet the real reason emerge.Never say that the customer is making excuses.Real objections: Genuine objections raised bycustomers after thoughtful consideration.These are not excuses but obstacles that youshould overcome.
Anticipating a major objection and bringingit up before the customer does.Helps to empathize with the buyer who doesnot get defensive.Increases customers confidence in thesalespersonRefer to FAQ‟s: C:Documents andSettingsrajivkoDesktopFAQ.docx
Customer begins to take interest in the sale presentation, which will be indicated by actions, remarks or response He has seen or heard something that he can apply to a particular need. He is interested but has not yet decided to make a purchase He has already made the decision to buyRecognition of buying signals helps the sales person to check whether the time has come to close the sale
• Customer strokes / feels the product appreciatively• Picks up product and reads instructions• Goes back to an item already shown• Eyes dwelling constantly on a particular item• Moves forward to get closer to the product.• Quick eye response, widening of eyes• Sideways glance at partner with a expression seeking approval or trying to catch salesperson‟s eyes• Posing while trials and looking in the mirror• Smiling and tone of voice reflects inner emotion/excitement.
Customer brushing blazer after trial in frontof mirrorCustomer feeling texture of shirt, stiffness ofcollarMatching of merchandise-tops & bottoms,accessories viz. ties, cuff links etcCustomer holding garment on child andnodding
How much did you say this is? Do you like this? - to a partner Do you accept credit cards? Do you do home delivery? Is my size there in stock? What kind of a guarantee do you give with your products? What colours do you have it in? Do I have to pay cash right away? If it doesn‟t fit can I exchange it? (buying for someone else) Can you alter the length How long will you take for alteration
This is the most significant aspect of the saleTest closing continually :Do you want both or just the one?Do you prefer the regular or the double cuff ?Do you want us to alter it for you?
Close When All the Benefits Are Fresh in the Customer‟s Mind Never Beg the Customer to Buy. Radiate Confidence in Your Manner, Posture and Voice Watch Out for Buying Signals ABC of Selling = Always Be Closing Objections Are Not Obstacles That Cannot Be Overcome. After You Ask a Closing Question – wait for response Try and Keep Something in Reserve. Avoid Questions That Invoke a Negative Response.
The Direct Close:• When the customer is asked directly about his buying decision. Example: “Shall I pack this up, Sir?” “Shall I make the bill?” “Would you like to buy this kurta?” Alternative Close ( The limited choice close):• When customer is hesitating between choices, offer him limited options in such a way that the buyer chooses between two positive alternatives. For instance, “Which offer did you like sir B1G1 or buy two for 1199?” “Would you prefer to pay cash or by credit card?”
The Assumption Close:• When the customers body language indicates that he has already made the buying decision. Like “How do you wish to pay for this?”The Suggestion Close:• When buyer requires a gentle push. For instance, “May I suggest that you go for the brown trouser since it goes well with most colors.”
What suggestions to make:• Suggest complementary items and accessories.• Suggest substitutes or alternatives.• Remind customer of special offers or sales.• Suggest multiples to capitalize on the best value• Suggest additional items the customer may need or want in order to use the main purchase.• Educate the customer about higher quality merchandise.• Suggest solutions to customer problems.
Provides additional service to the customer.At times, can save the customer an additional trip. Enhances the value of the product by addingrelated items.Reminding customer about accessories that he canopt to buy.Enhance the image of the sales person and alsothat of the store.Awaken a latent need in the customer and pushhim into buying.Making customer aware of the accessories that gowell with the item bought.
The Sales Person takes on the role ofProduct ConsultantThe sales person must have a very clear ideaabout the inventory and the availability ofproducts.The sales person must have good idea aboutthe items that complement a certainprimary purchase.