The Sales Process
The Sales Process The sales process is more than "ringing up a sale". Sales associates will learn how to personalize suggestions by asking questions, the difference between features and benefits and increase Items Per Transaction by serving; not selling.
March 10, 2011
Part 3 The Sales Process
1. How to engage customers and make a connection.
Great ways to initiate conversation that customers enjoy.
2. Make sure customers see all we have.
How much time can you save customers? How many products are required for ONE project?
3. Personalize suggestions.
Get their picture and refer to their information about sun, conditions, colors, care, etc. Tie suggestions to their picture.
4. Keep asking questions for clarification.
Open-ended questions are the magical key to making the best suggestions.
5. Put together “project” packages with ‘Rule of 3’.
1. What are the primary items? (Plants, trees, shrubs, flowers, etc.)
2. What secondary products or tools are necessary for planting and care? (Trowel, watering can, soil, fertilizer, etc.)
3. What accessories? (Pots, chimes, feeder.)
6. Be classy. Ask how much time they have today.
Earn respect by saying, “I have many things to show you. How much time do you have today?” Tailor your presentation or make an appointment for a quiet morning and pull together a total presentation.
7. What are Features?
Features are the facts and characteristics. They need to be “translated” to make sense to customers.
8. What are the Benefits of these specific Features?
Benefits are what it will do for the customer. Customers buy Benefits. “What will this do for me?,” “How will this make me feel?” “What will my friends think?”
9. Create a list of Features and Benefits on your top 10 products.
List the Features first and add 3 or 4 Benefits for each Feature. Add practical and emotional value to each item.
10. Activity - say them in full sentences.
Get creative, using emotional words that add ownership and value to the item.
11. Hand the item to them while you “educate.”
As you are describing the Features and Benefits to the customer place it in their hand so they can examine it.
12. Educate; planting or care instructions.
Customers come for education so if you don’t know always refer them to a specialist in each department.
13. Increase Items Per Transaction by serving; not selling.
By putting “packages” together you will automatically be increasing average Items Per Transaction. Increasing Items Per Transaction requires communication, open-ended questions, listening and product knowledge!
Kathryn Dager, President and Founder of Profitivity, Inc.
Kathryn is an internationally recognized Speaker, Facilitator, Author and Consultant for organizations worldwide. She has been instrumental in developing executive leaders’ communication skills and applies leading-edge management technology to create dynamic teams that delight customers, increase profitability and sustain growth. She has inspired thousands by incorporating personal effectiveness skills and motivational tools into hundreds of learning activities and materials. She has authored two books, “More Than A ‘Throw-Away’ Job,” and “Ready For Work & Life?” She created Profitivity in 1985 to share her strategies, systems and methodologies with hundreds of companies. She has a B.A. in Business Management and an M.A. in Psychology.
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