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Selling a Product or a Service
15
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Page 1: Selling 1

Selling a Product or a

Service

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Objective

• Provide you with the skills and knowledge required to sell products and services in a Retail environment.

• Assist you to respond to customer enquiries about products & services.

• Approach customers in line with store policy/procedures.

• Gather information about customers needs & wants.

• Respond to customer objections and match customer needs with products & services.

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Customer Requirements• Know your products• Increase your

product knowledge• Handle customer

enquiries effectively• Provide product

knowledge to your customer to meet their needs, NOT YOURS

Customer Satisfaction

Quality Value

Service

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Meeting the Needs

Six Common Needs

• Safety• Performance• Appearance• Comfort• Economy• Durability

Basic Needs

Wants

Desires

DO YOUR JOB – find out what they want

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The ApproachB• Helpful• Friendly• Attentive• Interested• Responsive

+ First Impression• Physical appearance• Body Language• Store appearance• Acknowledge customer

Why approach the customer ???

• Arouse interest from customer

• Determine purpose of the visit

• Establish customer’s needs & wants

• Determine who is the main shopper

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TEAM SHOPPING Customers NOT shopping alone

LOOK FOR

• The person handling the goods the most

• The person checking prices

• The person asking questions

• The person who is examining the product closely

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What to discuss ???• The weather• Sport• Customers notable thing eg. baby

• Politics

• Religion

• Personal comments

What NOT to discuss ???

Opening Techniques

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Opening Techniques

Three Main ones are:1. Friendly2. Service

3. Merchandise

1. FRIENDLY – cost effective - Good to use when:

• Customer not showing interest in anything in particular

• New to the store and looking lost

• Does or has something you can talk about (baby, jersey)

• Previously told you their name

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Friendly continued…

An important thing to remember is:What is the customers impression of

you?- do you seem friendly and approachable?

- can you open the channels of conversation so you can find out what the customer wants from you and the store?

A friendly approach is a general comment about anything except merchandise or a specific service.

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EXAMPLE:

• A customer browsing through various items of clothing, toys or books without there being any real connection between the types of items. You could greet with ”Isn’t it hot today?” BUT wait for an answer as that is important.

• If you know the customer’s name, use it as this becomes a personal greeting and makes the customer feel important.

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2. SERVICE - if needed – good to use when:

A service approach immediately offers specific service the customer appears to need or want.

• Trying on merchandise

• Locating goods

• Purchasing

• Extra services

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Example:

• When a customer enters your store, dripping wet from a sudden rain storm. He is holding out an umbrella from your stock, and a twenty dollar note, as you approach him. It would be appropriate to acknowledge that the customer most likley wants to purchase the umbrella quickly and without unnecessary chat about the weather, or footy …

• A customer is walking around the dress department carrying a bundle of clothes, she may not have tried them on yet, OR maybe she has and cannot find the register.

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3. MERCHANDISE – often the best one to use

Mentioning or discussing the product in the initial comment . Appropriate approaches are:

* Colour * Size Price * Quantity * Stock Details * Exclusiveness of product

Example is – a shopper who is trying different colours of clothing together, maybe looking for a match. You might say’ “Those colours go great together, don’t they”

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ACTIVITIES for U 2 doAnswer the following questions in your workbook.

– What are the 3 main reasons why we begin a conversation with a customer?

– What opening technique do you think is the most suitable in the following examples, and WHY:* Your are tidying shelves while a near-by customer is looking through several brands of similar product.* A customer is carrying a $20 note and a hat in her hand and heading towards the POS area.* A customer with a baby enters your store and looks generally through the displayed items at the front of the store.

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Activities continued:* A customer is reading the instructions on an item of stock.* Write down 3 different comments you could make to customers who might fit into the merchandise approach.* Why do we initially try to make contact with a customer in our store.* How can we give a customer a positive first impression of the store, our merchandise and our selves?* What does our body language say about us, and give an example* Without talking, how can we recognize a customer is waiting to be served?