Ø
In the
world of retail sales, actions count, not words. Results count, not
promises.
Ø Make sure
you as a salesperson and your product and/or service
promise a lot and
deliver even more. Make big commitments, fulfill them all, and then give a little extra.
Ø Don’t
compete, create! Find out what everyone else is doing, and then don't do it.
Be unique. Approach your retail sales in a way that sets you apart from
other stores in a way that makes a positive and long lasting impression.
Ø
Remember a
picture is worth a thousand words! Create positive pictures with the words
you use.
Ø Use the
following magic words: free, new, you, discover, save, guaranteed,
introducing, results, benefits, easy, proven, love, alternative, now, win,
gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe,
right, security, fun, value, advice, wanted, people and why.
Ø Avoid the following
words: buy, purchase, obligation, failure, bad, sell, loss,
liability, difficult, wrong, decision, deal, hard, death, order, fail, cost,
worry and contract.
Ø Selling is
a combination of science and art. Certain things must happen before a sale
is made. Every customer/prospect must answer six questions: Do I want the
product? Do I want this particular one? Do I want it now? Do I want to pay
the price? Do I want to get it from you? Do I want to get it from your
company?
Ø Sell
benefits not products. Show your passion
when you describe a
feature of your product, explain its function, explain the benefit of that
function, prove the benefit by providing evidence, and ask a nail-down
question to get your prospect's verbal acceptance of the benefit's value.
Ø
Benefits
help you tune-in to your customer's mental radio station, WIIFM,
"what's in
it for me?".
Ø
It is your
obligation to close, and provide your customer with an
opportunity to make a
decision.
Ø You will
know where you are with your customer's "will-invest-line" by closing
throughout the presentation and gauging the responses. As customer gets
closer to the "will-invest-line", you will receive more positive responses.
Ø
Think of a
balance scale as representing the way your customer's mind operates -
weighing need, use and value against the required investment.
Ø
Remember
to close early (not before the need is established and benefits of a
product/service are known) and often, so you won't buy your product back.
Ø Effective
closing questions should be natural, sincere, yet assumptive
(assume the
sale). Include physical action. Offer a choice between alternatives. Be sure
your question requires a response. After asking a closing question, be
quiet. Usually, the one who breaks the silence gives in.
Ø
Objections
do not mean "no". They mean your customer is interested in seeing
more
benefit, use, and value.
Ø
For
objections that do not deserve a response, just cushion, bypass the
objection and continue your presentation.
Ø
The
READY
formula suggests five ways to respond to an objection: reverse it, explain
it, admit it, deny it, or ask "why?”
Ø
Develop a
sense of belief / conviction about your service or product. Conviction alone
is sometimes enough to handle even a major objection.
Ø Always
maintain a positive attitude by visualizing the gainful end result of your
work for your customer, company and yourself. Even in the face of
resistance, remember that your effort will be appreciated once your customer
realizes you are there to help.
Ø Develop a
follow-up schedule for customers who bought from you. Remind them that
you are there to help them with their future purchases. Remember it is five
times easier to maintain an existing customer than to acquire a new one.
Ø You don’t
have to work as hard to achieve your numbers if you leave such an impression
with your customers that they always ask for you when they come back.
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