Retail selling should be seen as challenging and fun! When you consider the amount of sales presentations a retail salesperson can make in a week or a month, a whole new world of opportunities can present themselves with even a modest improvement of skills.
This course is the result of 30 years of study into the art and science of selling at retail. This passion has resulted in the development of a system for turning shoppers into buyers, which is the most widely used retail sales training programme in the world. What we teach works and it is easy to learn.
Course Overview
Day One - 9.30am - 5pm Day Two - 9am - 4.30pm (incl course material, morning/afternoon tea, lunch)
Competence
Before we begin to cover any of the selling steps, we first explore the potential problems and solutions associated with a salesperson’s level of competence in key areas of retail sales and service. Goals include: reaching and surpassing the appropriate minimum level of competence, enhancing the customer’s perception of trust and value, and maximising sales and service with greater skill and knowledge.
Engaging
The first selling step: Opening The Sale. We explore the potential problems and solutions associated with getting the selling process started. Goals include: creating a welcoming environment, breaking down resistance and establishing a person-to-person relationship with customers.
Company History and Company Tour
The next selling step: The Quick Tour. We explore the potential problems and solutions associated with getting customers to relax and enjoy the shopping experience. Goals include: enhancing customer familiarity and building value in your company, store, co-workers, service and merchandise.
Hopes and Dreams
This chapter covers three selling steps: Probing, The Demonstration and Adding On. It explores the potential problems and solutions associated with uncovering and fully satisfying customers’ needs, wants and desires. Goals include: determining what customers want and why, developing trust, establishing value, creating desire for ownership, ensuring complete satisfaction, selling additional merchandise, uncovering hidden concerns and cementing the sale on the primary item.
Concerns and Closing
A focus on two selling steps: Handling Concerns and Closing the Sale. It explores the potential problems and solutions associated with overcoming customer objections to buying now and closing the sale. Goals include: determining customers’ real reasons for not buying, saving the sale, confirming the buying decision and asking for the sale when necessary.
Building Loyalty
The final two selling steps: Confirmations and Invitations as well as Personal Trade. It explores the potential problems and solutions associated with minimising returns and maximising customer loyalty. Goals include: eliminating buyer’s remorse, reducing returns and cancellations, and developing personal trade.
How the Selling Steps are Organised
As in many other professions, selling has certain steps to follow in order to make success easier and more likely. As you reach each step, it becomes easier to reach the next one, because the individual steps build upon one another in a logical progression.
For example, if you do a good job at opening the sale, you’ll have an easier time with the quick tour and probing. If you give a spirited quick tour and probe well, your demonstration will be easier, etc. You might still close the sale if you skip opening, the quick tour and probing, but you’re more likely to fail.
Ideally, therefore, the selling process takes place in the following logical order:
- Opening the Sale
- The Quick Tour
- Probing
- The Demonstration
- Adding On
- Handling Concerns
- Closing the Sale
- Confirmations and Invitations
- Personal Trade