tailieunhanh - Lecture Retailing in the 21st Century - Chapter 9: Making the sales

This chapter presents the following content: Determine a strategy for each sales event, conduct a successful, well-planned sale, consider the services of professional sale planners, hone the sales skills of your staff members, work with difficult customers. | Ch. 9: Making the Sales Determine a strategy for each sales event Conduct a successful, well-planned sale Consider the services of professional sale planners Hone the sales skills of your staff members Work with difficult customers This is the overview of topics at the beginning of Chapter 9. What Makes a Great Sale? Promotable items, in sufficient quantity to justify the event A specific purpose Timing – not one after the other A strong customer mailing list A pre-sale shutdown period, if possible Careful planning Sales promotions and giveaways during the event The items on this list are necessary to drive sales by building some excitement and anticipation of the event. Name That Sale! Why are you having it? Who is the target customer? When are you having it? What’s going to be on sale? Is the name appropriate to the merchandise? What type of impact do you want? What is the sense of urgency? What are you offering? Where will it be? (Fairgrounds, sidewalk, tent, etc.) Never, never, . | Ch. 9: Making the Sales Determine a strategy for each sales event Conduct a successful, well-planned sale Consider the services of professional sale planners Hone the sales skills of your staff members Work with difficult customers This is the overview of topics at the beginning of Chapter 9. What Makes a Great Sale? Promotable items, in sufficient quantity to justify the event A specific purpose Timing – not one after the other A strong customer mailing list A pre-sale shutdown period, if possible Careful planning Sales promotions and giveaways during the event The items on this list are necessary to drive sales by building some excitement and anticipation of the event. Name That Sale! Why are you having it? Who is the target customer? When are you having it? What’s going to be on sale? Is the name appropriate to the merchandise? What type of impact do you want? What is the sense of urgency? What are you offering? Where will it be? (Fairgrounds, sidewalk, tent, etc.) Never, never, never just put a sign up in your window that says “Sale.” Make it an event and give it a name! A Good Salesperson Never ignores a customer. Greets the customer by name whenever possible. Looks professional and appropriate for the store. Understands the importance of service. Is friendly and willing to listen. Can suggest another item if necessary. Looks at each customer as having the potential tp\o purchase multiple items. Always thanks the customer. Always follows up to make sure the customer is satisfied. The salesperson is not just selling merchandise, but himself or herself and their ability to serve the customer. Each Sale is a 5-Step Process 1) Greeting the customer 2) Creating a bond by asking questions, appearing interested and listening to them 3) Making suggestions based on what you hear from them 4) Handling objections with adjustments and suggestions (and tact!) 5) Closing the sale and/or prompting an add-on sale When divided into individual steps, it is easier to see how and where a simple sale can go awry.