Retail Selling Techniques

RETAIL SELLING RETAIL SELLING TECHNIQUES AND SKILLSTECHNIQUES AND SKILLS

Some Basic Facts………Some Basic Facts………

– Customer is the KING.Customer is the KING.– If an organization cannot at least meet its customers' expectations it If an organization cannot at least meet its customers' expectations it

will struggle.will struggle.– Customers normally become delighted when a supplier under-Customers normally become delighted when a supplier under-

promises and over-delivers. To over-promise and under-deliver is a promises and over-delivers. To over-promise and under-deliver is a recipe for customers to become very dissatisfied.recipe for customers to become very dissatisfied.

Rule No 1 - You cannot assume that you know what a customer's expectations are ... You must ask.

Rule No 2 - Customer expectations will constantly change so they must be determined on an on-going basis.

The expectations of different customers for the same product or The expectations of different customers for the same product or service will vary according to:service will vary according to:

social and demographic factors social and demographic factors economic situation economic situation educational standards educational standards competitor products competitor products ExperienceExperience

Therefore, given all these variable factors, it is no surprise that one Therefore, given all these variable factors, it is no surprise that one size certainly does not fit all.size certainly does not fit all.

Ask your customers what is important to them. Find out why your Ask your customers what is important to them. Find out why your customers do business with you. There are a wide variety of customers do business with you. There are a wide variety of relationship drivers. For example:relationship drivers. For example:

quality quality price price product product location location customer service customer service

What service features will keep your customers loyal to you? Find What service features will keep your customers loyal to you? Find out.out.

A.I.D.A. TechniqueA.I.D.A. Technique

AIDA Selling TechniqueAIDA Selling Technique

AIDA describes the basic process by which people AIDA describes the basic process by which people become motivated to act on external stimulus, including become motivated to act on external stimulus, including the way that successful selling happens and sales are the way that successful selling happens and sales are made. This technique is also known as 'Hierarchy of made. This technique is also known as 'Hierarchy of Effects‘.Effects‘.

A A - Attention- Attention I I - Interest- Interest D D - Desire- Desire A A - Action - Action

Simply, Simply, Something first gets customer’s Something first gets customer’s attentionattention If it's relevant to the customer, they are If it's relevant to the customer, they are interestedinterested to learn or to learn or

hear more about ithear more about it If the product or service then appears to closely match their If the product or service then appears to closely match their

needs and/or aspirations, and resources, particularly if it is needs and/or aspirations, and resources, particularly if it is special, unique, or rare, they begin to special, unique, or rare, they begin to desiredesire it it

If they are prompted or stimulated to overcome their natural If they are prompted or stimulated to overcome their natural

caution they may then become motivated or susceptible to taking caution they may then become motivated or susceptible to taking action to buy. action to buy.

AIDA PointersAIDA Pointers

AttentionAttention Getting the other person's attention sets the tone: first Getting the other person's attention sets the tone: first impressions count impressions count – The ambience of the storeThe ambience of the store

Approach to the store, facade, Cleanliness, Music and SmellApproach to the store, facade, Cleanliness, Music and Smell

– Merchandise set up and displayMerchandise set up and display Visibility of merchandise according to the seasonVisibility of merchandise according to the season Moving space in the store – ‘Back Brush Effect’Moving space in the store – ‘Back Brush Effect’

– Visual MerchandisingVisual Merchandising Merchandise stacking – Density of merchandiseMerchandise stacking – Density of merchandise Window displayWindow display Cross DisplayCross Display Color BlockingColor Blocking

– Promotion and offers displayPromotion and offers display

InterestInterest

You now have maybe 5-15 seconds in which to create You now have maybe 5-15 seconds in which to create some interest.some interest.

Something begins to look interesting if it is relevant and Something begins to look interesting if it is relevant and

potentially advantageous.potentially advantageous.

You must approach the other person at a suitable timeYou must approach the other person at a suitable time You must empathize with and understand the other You must empathize with and understand the other

person's situation and issues, and be able to express person's situation and issues, and be able to express yourself in their terms (i.e. talk their language).yourself in their terms (i.e. talk their language).

DesireDesire The sales person needs to be able to identify and agree the prospect's situation, The sales person needs to be able to identify and agree the prospect's situation,

needs, priorities and constraintsneeds, priorities and constraints

You must build rapport and trust, and a preparedness in the prospect's mind to You must build rapport and trust, and a preparedness in the prospect's mind to buy something from you.buy something from you.

You must obviously understand your product (specification, options, features, You must obviously understand your product (specification, options, features, advantages, and benefits), and particularly all relevance and implications for advantages, and benefits), and particularly all relevance and implications for your prospect.your prospect.

You must be able to present, explain and convey solutions with credibility and You must be able to present, explain and convey solutions with credibility and

enthusiasm.enthusiasm. The key is being able to demonstrate how you and your product will suitably, The key is being able to demonstrate how you and your product will suitably,

reliably and sustainably 'match' the prospect's needs identified and agreed, reliably and sustainably 'match' the prospect's needs identified and agreed, within all constraints. within all constraints.

ActionAction

Simply the conversion of potential into actuality, to Simply the conversion of potential into actuality, to achieve or move closer to whatever is the aim. achieve or move closer to whatever is the aim.

Natural inertia and caution often dictate that clear Natural inertia and caution often dictate that clear opportunities are not acted upon, particularly by opportunities are not acted upon, particularly by purchasers of all sorts, so the sales person must suggest, purchasers of all sorts, so the sales person must suggest, or encourage agreement to move to complete the sale or or encourage agreement to move to complete the sale or move to the next stage. move to the next stage.

The better the preceding three stages have been The better the preceding three stages have been conducted, then the less emphasis is required for the conducted, then the less emphasis is required for the action stageaction stage

Retail Selling SkillsRetail Selling Skills

Selling ProcessSelling Process PRE-SALE PREPARATIONPRE-SALE PREPARATION

OPENING THE SALEOPENING THE SALE

PROGRESSING THE SALEPROGRESSING THE SALE

SALES PRESENTATIONSALES PRESENTATION

OBJECTION HANDLINGOBJECTION HANDLING

CLOSING THE SALECLOSING THE SALE

POST SALEPOST SALE

RELATIONSHIP BUILDINGRELATIONSHIP BUILDING

Pre Sale PreparationPre Sale Preparation

Pre Sale PreparationPre Sale Preparation What are the preparations before a sale ?What are the preparations before a sale ?

Preparing yourselfPreparing yourself Personal HygienePersonal Hygiene AppearanceAppearance DressingDressing

Preparing the WorkplacePreparing the Workplace Knowledge of your shop - area, floors, productsKnowledge of your shop - area, floors, products Knowledge of your floor - area, departments, sectionsKnowledge of your floor - area, departments, sections Knowledge of your section - Product/Brand History, Sizes, Material Knowledge of your section - Product/Brand History, Sizes, Material Knowledge of your inventory system - How/When to order, Knowledge of your inventory system - How/When to order, Stock Arrangement and Displays - Color Co-ordination, Stacking Stock Arrangement and Displays - Color Co-ordination, Stacking

Procedures, Procedures, Cleanliness Cleanliness

Pre Sale PreparationPre Sale Preparation

Market AwarenessMarket Awareness Trends and FashionsTrends and Fashions New stores opening in the marketNew stores opening in the market Special features of competing storesSpecial features of competing stores

Knowledge of CustomersKnowledge of Customers Types of customers - indicators of their lifestylesTypes of customers - indicators of their lifestyles Buying motivations for various customersBuying motivations for various customers

Pre Sale Preparations Check-listPre Sale Preparations Check-list Counter/section cleanlinessCounter/section cleanliness

Display of merchandise as per planogram e.g. Color blocking, Ascending order of size Display of merchandise as per planogram e.g. Color blocking, Ascending order of size stacking, Descending order of size hanging, Co-ordinated displays, Price-point wise stacking, Descending order of size hanging, Co-ordinated displays, Price-point wise displays, Families of merchandise together, Highlighting slow/fast moversdisplays, Families of merchandise together, Highlighting slow/fast movers

Organizing replenishment from receiving bay & back-store areasOrganizing replenishment from receiving bay & back-store areas

Ensure circulation plan for the sectionEnsure circulation plan for the section

Check displays & focal pointsCheck displays & focal points

Ensure price & security tags on each itemEnsure price & security tags on each item

Cleanliness of cash countersCleanliness of cash counters

Bags, hangers, packing materials are at desired placesBags, hangers, packing materials are at desired places

Pre Sale Preparations Check-listPre Sale Preparations Check-list Knowledge of schemes running across the storeKnowledge of schemes running across the store

Yesterday’s achievement, last week same day’s achievement, today’s target of Yesterday’s achievement, last week same day’s achievement, today’s target of the department serviced by him/herthe department serviced by him/her

Lighting is in workable conditionLighting is in workable condition

Ensure customer convenience facilities (Trial rooms, water coolers, toilets) are Ensure customer convenience facilities (Trial rooms, water coolers, toilets) are clean & accessible)clean & accessible)

Refresh product knowledge of existing range and acquire the same for new rangeRefresh product knowledge of existing range and acquire the same for new range Filling up of leaves and acquiring approvals for the sameFilling up of leaves and acquiring approvals for the same Self groomingSelf grooming

Opening the SaleOpening the Sale


The beginning of the actual sales process.The beginning of the actual sales process. Making the customer feel welcomed and comfortable in the Making the customer feel welcomed and comfortable in the

store.store. Opening the sale involves :Opening the sale involves :

– Approaching and greeting the customerApproaching and greeting the customer Why to GreetWhy to Greet – – making your presence felt, making the customer feel making your presence felt, making the customer feel

importantimportant When to GreetWhen to Greet – – after the customer is comfortable in the store, when after the customer is comfortable in the store, when

looking around for helplooking around for help Whether to approach or notWhether to approach or not – – leave the customer alone if he/she does not leave the customer alone if he/she does not

need assistanceneed assistance How to greetHow to greet – – Politely, not in a hurried manner, choose the correct Politely, not in a hurried manner, choose the correct

languagelanguage


– Listening and understanding the customer needsListening and understanding the customer needs No sales pitch directlyNo sales pitch directly

– What not to do?What not to do? Making the impression of hard selling from the onsetMaking the impression of hard selling from the onset Interrupting the customerInterrupting the customer

Always RememberAlways Remember Higher the number of one to one interactions between the Higher the number of one to one interactions between the

salesperson and the customer, higher is the probability of salesperson and the customer, higher is the probability of the customer making a purchase in the store.the customer making a purchase in the store.

Progressing the SaleProgressing the Sale

Progressing the SaleProgressing the Sale Part of the selling process immediately following the openingPart of the selling process immediately following the opening The aim in opening the sale is to close it, and a good opening The aim in opening the sale is to close it, and a good opening

gives the salesperson a lead into the sales presentation.gives the salesperson a lead into the sales presentation. There are two major aspect of this process :There are two major aspect of this process :

– Discovering Customer’s needsDiscovering Customer’s needs – – In least possible obtrusive manner, how In least possible obtrusive manner, how the customer is behaving, customer’s attire and clothes, his choice of color the customer is behaving, customer’s attire and clothes, his choice of color and style, questioning the customer and picking the cluesand style, questioning the customer and picking the clues

Always RememberAlways Remember The art of being a good questioner lies in being a good listenerThe art of being a good questioner lies in being a good listener

Progressing the SaleProgressing the Sale– Need AnalysisNeed Analysis – – Detect the underlying reason of buying like for comfort, physical Detect the underlying reason of buying like for comfort, physical

pleasure, self esteem or gifting and then sell on these points.pleasure, self esteem or gifting and then sell on these points.

There is always some underlying customer motivation behind any There is always some underlying customer motivation behind any purchase decision. And it helps the sales person immensely if they are purchase decision. And it helps the sales person immensely if they are able to identify this motive and try to sell on those points. A list of such able to identify this motive and try to sell on those points. A list of such motivators can be given in the form of an acronym like “CREWSADE”. motivators can be given in the form of an acronym like “CREWSADE”.

C: COMFORTC: COMFORT R: RELIABILITYR: RELIABILITY E: EGOE: EGO W: WORTHW: WORTH S: SAFETYS: SAFETY A: APPEARANCEA: APPEARANCE D: DURABILITYD: DURABILITY E: ELEGANCEE: ELEGANCE

Sales PresentationSales Presentation


The process of sales presentation is tying of two areas i.e. The process of sales presentation is tying of two areas i.e. knowledge about the store, the various sections and knowledge about the store, the various sections and merchandise kept in them, the customer types, inventory, merchandise kept in them, the customer types, inventory, the display of merchandise and most importantly product the display of merchandise and most importantly product knowledge (covered under sales preparation)knowledge (covered under sales preparation) and and customers needs, likes, and dislikes, expectation and most customers needs, likes, and dislikes, expectation and most importantly his buying motives (covered under ‘progressing importantly his buying motives (covered under ‘progressing the sale’),the sale’), in order to give the customer the information in order to give the customer the information that he needs and also help him make the buying decision.that he needs and also help him make the buying decision.


The various steps are as follows : The various steps are as follows :

Linking the product feature and the customer needs and Linking the product feature and the customer needs and wants and of course, to his buying motives! wants and of course, to his buying motives!

Reading the customers’ mind – The questions likely to cross Reading the customers’ mind – The questions likely to cross customer’s mindcustomer’s mind

Translating facts into benefits, which motivates a customer Translating facts into benefits, which motivates a customer to buy – talk about the benefits and not technicalities.to buy – talk about the benefits and not technicalities.

Developing an appropriate entry point for product Developing an appropriate entry point for product presentation – which range to show firstpresentation – which range to show first

Convey value through product handlingConvey value through product handling

Objection HandlingObjection Handling


It is crucial for the sales associate to realize the importance of It is crucial for the sales associate to realize the importance of objections. These are after all the stepping stone towards objections. These are after all the stepping stone towards closing a sale. By raising an objection, the customer is giving closing a sale. By raising an objection, the customer is giving you a chance to convince him about the product or to remove you a chance to convince him about the product or to remove any reservations he might have about acquiring the product. any reservations he might have about acquiring the product.

The following concepts are related with the objection The following concepts are related with the objection handling:handling:

Reasons for objectionsReasons for objections - - Some queries about the product, Some queries about the product, customer is undecided/ apprehensive about making the customer is undecided/ apprehensive about making the buying decision. even the sales person - his attitude/behavior buying decision. even the sales person - his attitude/behavior can cause objection from the customer.can cause objection from the customer.


Responding to Objections – The following points are Responding to Objections – The following points are needed to be kept in mind while responding to needed to be kept in mind while responding to objections :objections :

– Listen carefully to objection.Listen carefully to objection.– Remain calmRemain calm– Never interruptNever interrupt– Restate the objection phrased as a questionRestate the objection phrased as a question– Empathizes with the customerEmpathizes with the customer– Seek the customer’s agreement from your response.Seek the customer’s agreement from your response.

Objection HandlingObjection Handling Handling objectionsHandling objections: : Before starting to solve a problem it is Before starting to solve a problem it is

important to figure out whether it is a genuine problem or just an important to figure out whether it is a genuine problem or just an excuse. It is important for the sales person to treat even an excuse. It is important for the sales person to treat even an excuse objection like a real objection so that the underlying real excuse objection like a real objection so that the underlying real reason for the objection can emerge. There can be different reason for the objection can emerge. There can be different forms of customer objections and the sales person must have a forms of customer objections and the sales person must have a plethora of ways of overcoming them depending on the specific plethora of ways of overcoming them depending on the specific sales situation. The methods discussed are :sales situation. The methods discussed are :

– Forestalling an objection.Forestalling an objection.– The ‘Yes, But” method.The ‘Yes, But” method.– The superior point method.The superior point method.– The digging technique.The digging technique.– The defer technique.The defer technique.

Closing the SaleClosing the Sale


It is important to reiterate the point that the aim of It is important to reiterate the point that the aim of opening any sale is to close it. All the efforts being made opening any sale is to close it. All the efforts being made during the sale, right from pre-sale preparation upto the during the sale, right from pre-sale preparation upto the actual sale process would go waste if the sales person actual sale process would go waste if the sales person messes up at the closing stage. messes up at the closing stage.

There topics at this step are as follows : There topics at this step are as follows :

The buying signals from the customerThe buying signals from the customer - - both in the form both in the form of verbal as well as non-verbal signals. Like the customer of verbal as well as non-verbal signals. Like the customer flexing the shoe to check the quality of the leather and flexing the shoe to check the quality of the leather and conveying approvalconveying approval


Some sales closing techniques - Some sales closing techniques - – The direct closeThe direct close: : when the customer is asked directly about his buying when the customer is asked directly about his buying

decision. Like,decision. Like, ““Shall I pack this up, sir?”Shall I pack this up, sir?” ““Would you like to buy this kurta?”Would you like to buy this kurta?” ““Shall I make the bill?”Shall I make the bill?”

– The assumption closeThe assumption close: : when the customers body language indicates when the customers body language indicates that he has already made the purchase decision. Example, “how do that he has already made the purchase decision. Example, “how do you wish to pay for this?”you wish to pay for this?”

– The limited choice closeThe limited choice close:: giving the customer a limited positive choice giving the customer a limited positive choice to make the buying decision easier, more so when the customer is not to make the buying decision easier, more so when the customer is not able to make up his mind. Like, “which will it be, sir, the suede or the able to make up his mind. Like, “which will it be, sir, the suede or the leather jacket?”leather jacket?”


– The suggestion closeThe suggestion close: : when the buyer requires a gentle push towards when the buyer requires a gentle push towards the final purchase decision. For instance, “may I suggest that you go the final purchase decision. For instance, “may I suggest that you go for the black trouser since it can be worn with just about every color”.for the black trouser since it can be worn with just about every color”.

– The summary closeThe summary close: : here the sales person summarizes the benefits here the sales person summarizes the benefits of the product and ends with a question. For example, “this business of the product and ends with a question. For example, “this business suit is ideal office wear for winter because of it's thick material and suit is ideal office wear for winter because of it's thick material and the color, and the wrinkle free texture makes look good throughout the color, and the wrinkle free texture makes look good throughout the day. Shall I pack this up for you, madam?”the day. Shall I pack this up for you, madam?”

– The isolation stageThe isolation stage: : when the customer has a wide range of product when the customer has a wide range of product to choose from, then after assessing the customer needs, the sales to choose from, then after assessing the customer needs, the sales person shortlists it to 2-3 most suitable item and then by elimination person shortlists it to 2-3 most suitable item and then by elimination brings it down to one final choice. brings it down to one final choice.


– The urgency or impending closeThe urgency or impending close: : urge the customer to act urge the customer to act immediately rather than putting off the buying decision by immediately rather than putting off the buying decision by offering something special. Like, “sir, the buy two get one free offering something special. Like, “sir, the buy two get one free offer is valid only for this week”.offer is valid only for this week”.

Post SalePost Sale

Post SalePost Sale The sales person performs an important function of being the product The sales person performs an important function of being the product

consultant or advisor, while offering related products that go well consultant or advisor, while offering related products that go well with the primary purchase. And this is done through ‘suggestion’, the with the primary purchase. And this is done through ‘suggestion’, the sales person makes suggestion to the customer and according to sales person makes suggestion to the customer and according to data, one out of every four says ‘Yes’ to the suggestion.data, one out of every four says ‘Yes’ to the suggestion.

The important components of this step are as follows : The important components of this step are as follows :

When to make suggestionsWhen to make suggestions – – The timing is important as you have The timing is important as you have already closed a sale and instead of asking “will that be all, madam?” already closed a sale and instead of asking “will that be all, madam?” try to suggest a complementary item. Suggestion can also be made try to suggest a complementary item. Suggestion can also be made when you don’t have exactly what the customer is looking for. And when you don’t have exactly what the customer is looking for. And likewise there are a number of occasions when you can help the likewise there are a number of occasions when you can help the customer with your knowledge about his needs and also the customer with your knowledge about his needs and also the knowledge about the product. knowledge about the product.

Post SalePost Sale

The suggestion can be made at the following points :The suggestion can be made at the following points :

– When the customer seems undecided about the purchase.When the customer seems undecided about the purchase.– When you don’t have exactly what the customer is looking for.When you don’t have exactly what the customer is looking for.– When you recognize a benefit to the customer that may not be When you recognize a benefit to the customer that may not be

readily apparent.readily apparent.– When you feel the customer is making a decision that is not in When you feel the customer is making a decision that is not in

his best interest.his best interest.– When you receive an objection.When you receive an objection.

Post SalePost Sale What Suggestion to makeWhat Suggestion to make

– Suggest complementary items and accessories. Suggest complementary items and accessories.

– Suggest substitutes or alternatives. Suggest substitutes or alternatives.

– Remind customer of special offers or salesRemind customer of special offers or sales

– Suggest multiples. Suggest multiples.

– Suggest additional items that the customer may need or want in order to use the Suggest additional items that the customer may need or want in order to use the main purchase. main purchase.

– Educate the customer about higher value purchase. Educate the customer about higher value purchase.

– Suggest solutions to customer problems. Suggest solutions to customer problems.

Post SalePost Sale Selling Add-onsSelling Add-ons The style of selling add-ons should be very subtle. Since the sales The style of selling add-ons should be very subtle. Since the sales

person should look for increasing sale without appearing to be person should look for increasing sale without appearing to be doing so. The sales person must come across as a product doing so. The sales person must come across as a product consultant or advisor. The customer should never feel that the sales consultant or advisor. The customer should never feel that the sales person is pushing him to buy. The examples can be as follows :person is pushing him to buy. The examples can be as follows :

– Suit - shirt/tieSuit - shirt/tie– shirt/trouser - tie, beltshirt/trouser - tie, belt– shoe - socksshoe - socks– nail polish - glitters/nail polish removernail polish - glitters/nail polish remover– lipstick - lip glosslipstick - lip gloss– jeans - T-shirtjeans - T-shirt– salwar kameez - dupattasalwar kameez - dupatta

Relationship BuildingRelationship Building

Relationship BuildingRelationship Building The aim is building strong and long term customer relationships that look beyond The aim is building strong and long term customer relationships that look beyond

the sale.the sale.

The various concepts at this step are as follows :The various concepts at this step are as follows :

The Lifetime Value Of The customer – The purchase the customer would be The Lifetime Value Of The customer – The purchase the customer would be making in his lifetime.making in his lifetime.

The Personal Customer: A personal customer is a customer whom the sales The Personal Customer: A personal customer is a customer whom the sales associate gets to know on a personal basis. This customer is one with whom a associate gets to know on a personal basis. This customer is one with whom a relationship is built. The sales associate makes an effort to know more about this relationship is built. The sales associate makes an effort to know more about this customer, his family, his preferences, his birthday, and his interests. customer, his family, his preferences, his birthday, and his interests.

Keeping a Customer Database: This could be a dairy / or a file provided to the Keeping a Customer Database: This could be a dairy / or a file provided to the sales associate, where he/she can record information about the personal sales associate, where he/she can record information about the personal customer. customer.

The Telephone as an effective selling tool!The Telephone as an effective selling tool!

Thank YouThank You

Retail Selling Techniques

Documents

sales associate

sales person

sales presentation

buying decision

action simply

buying motives

purchase decision

product consultant