Selling and negotiation skills

1. Session 4 : Customer Identification,
Culture & Approach

2. Customer Identification
• Loyal Customers
• Fickle Customers
• Renewing Customers
• New Customers

3. Loyal Customer & Selling Strategy
• Offer them High Value products & services
• Communicate often to evaluate opinions
• In moments of misery – immediately commit
all resources to solve

4. Fickle Customers & Selling Strategy
• Identify their level of satisfaction/
dissatisfaction with the existing vendor
• Create plan to win their trust and loyalty
• Communicate with the team

5. Renewing Customers & Selling
Strategy
• Identify root cause of drifting away
• Determine whether you can win their loyalty
again
• Make an execute plan to regain their
confidence
• Communicate to all team members as a case
study

6. New Customers & Selling Strategy
• Identify & gather as much information
• Inform them of your capabilities and persuade
• Nurture
• Moment of Misery versus Moment of Magic

7. Physical Appearance of the Customer

8. Grasping Customer’s Attention
• External Environment: Merchandise
Collection, Window Display, Promotion,
Lighting, Mannequins/ Fixtures, Sign Board,
Atmosphere
• Internal Environment: The customer,
merchandise, people

9. Customer Approach - Objectives
• Think from customer’s perspective:
– I would like to be welcomed
– I am important an would like to be acknowledged
– Consider my needs and help me find what I am
looking for
– How will you help me

10. Customer Approach - Timing
• The right time
– When the customer feels the merchandise
– Looks at the price tag
– Spends more time in a section
– Hands are full
– Needs help, has a baby
– Looks around in search of somebody

11. Customer Approach - Types
• Non-verbal
• Social Greetings/ Conversational Approach
• Merchandise Greeting
• Special feature Approach
• Customer Benefit Approach
• Compliment Approach

12. Customer Approach – Common
Mistakes
• Too soon
• No eye contact
• Insincere and false compliments
• Over smart remarks
• Talking too softly, too loudly or too much
• Not giving full attention
• No smile