tailieunhanh - The GUEST Approach to Selling

A review of the literature on wine marketing reveals that there are both explicit and implicit considerations involved in the purchase of wine. A study of the Northern Ireland wine market, for example, found that respondents offered an array of responses when asked why they preferred a particular wine (Keown, 1995). The majority of these responses were related to “taste”, “quality”, “palatably” and “value for money”. Other replies related to intrinsic qualities of the wine such as “dry”, “fruity”, “sweet”, “full-bodied” or “refreshing”. In that study, pricing was also found to be extremely important to all respondents. Similarly, in a. | chapter one The GUEST Approach to Selling Guests are always welcome In recent years many different businesses have begun to approach their clients differently. They are now labeling them as guests which has been the norm in the hotel industry for decades. Many restaurant chains as well as other businesses use this term. A gas station around the corner from my house boasts a sign on its door that reads Welcome guests. A simple word like guest versus customer can make a dramatic difference in the way we perceive the people who pay our salaries. A customer is someone who makes a purchase. A guest on the other hand is someone we welcome with open arms and look forward to interacting with. A guest is more of a friend someone we will treat with dignity and respect. I m not suggesting that you immediately begin calling all of your customers guests. What I would like to introduce to you is the GUEST model of selling. GUEST is an acronym for a five-step sales process. 1. Greeting your customer. 2. Uncovering the customers needs. 3. Explaining the product or service. 4. Solving objections. 5. Telling them to buy. Many sales-based organizations have their own sales model or structure. The GUEST model is designed to fit into most sales cycles. These five steps are the key components to all successful retail selling. The majority of sales people in retail don t follow any structured process preferring to allow the sale to flow STOP ASK LISTEN - Proven Sales Techniques to Turn Browsers into Buyers Copyright 2004 Kelley Robertson all rights reserved. naturally. I ve heard objections excuses justifications and rationalizations for this such as You can t follow a structured process. Customers just take control of the sales process. It takes too long to go through a process like this. My store is too busy. I m too busy. I ve done it my way for years and I ve been successful. The list could go on and on. In fact I could probably write another book just listing the excuses I ve heard