Retail sales
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RETAIL SALES. Demonstration. Fulfilling Customer Needs. What is demonstration and Why to demonstrate products?. It is the presentation of the functioning of the product to the Customers Proves the benefits and builds confidence in product Increases interest to buy.

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Retail sales

RETAIL SALES


Retail sales

Demonstration

Fulfilling Customer Needs


What is demonstration and why to demonstrate products

What is demonstration and Why to demonstrate products?

It is the presentation of the functioning of the product to the Customers

Proves the benefits and builds confidence in product

Increases interest to buy

Fulfilling Customer Needs


Demonstration process

Demonstration Process

Opening Lines

Features to be demonstrated

Let the Customer try

Opening

Lines

Features

Demons-

tration

Let the

Customer

Try

Fulfilling Customer Needs


Opening lines

Opening Lines

  • Begin with a Customers-Focused Statement

  • Lines that reinforce confidence about the product

    • “One of the advantages of this Plastic chair is that it is unbreakable and still flexible. .,"

    • “The unique feature of our Melamine products is that it is free from Urea... "

    • “An other advantage of this DVD is that it has got a USB port as well ..."

    • “One of the benefits of this denim shirt is that its wrinkle free…..”

Opening

Lines

Features

Demons-

tration

Let

Customer

Try

Fulfilling Customer Needs


Features to be demonstrated

Features to be demonstrated

Show Customers yourself all the available features

Explain how each Features will benefit them if they buy the product

Ask questions in between: whether they like a particular Feature, ask them how do they think that particular product will be useful for them

Remember SELL

Opening

Lines

Features

Demons-

tration

Let

Customer

Try

Fulfilling Customer Needs


Retail sales

SELL

  • Show the product's features

  • Explain its advantages

  • Lead into the benefits for the Customer

  • Let the Customer talk

Opening

Lines

Features

Demons-

tration

Let

Customer

Try

Fulfilling Customer Needs


Let the customer try

Let the Customer try

Let Customers to try on themselves using the product

E.g. Handover the remote

E.g. placing batteries in a toy

Opening

Lines

Features

Demons-

tration

Let

Customer

Try

Fulfilling Customer Needs


Retail sales

Offering Alternatives

Fulfilling Customer Needs


Why to offer alternatives

Why to Offer alternatives?

Customers need choice to select from

They don’t like to sold, they want to buy

In case of out of stock or discontinued stock we can sell existing products

Fulfilling Customer Needs


How to offer alternatives

How to Offer alternatives?

'Do you want A or B?'

Product A has got XYZ benefits and B has got ABC benefits

Both are quality products

Ask them which one do they think best suits to their requirements

Fulfilling Customer Needs


Retail sales

Handling Objections

Fulfilling Customer Needs


What is an objection

What is an Objection?

An objection is anything the Customer says for not buying the product

Fulfilling Customer Needs


Why customers object

Why Customers object?

Customer is not convinced

All or part of the presentation was misunderstood

Unpleasant past associations with you or your company

Dislike decision making

Hidden reason

Fulfilling Customer Needs


Steps in handling sales objections

Steps in Handling Sales Objections

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Listen carefully

Listen Carefully

Use active listening techniques.

Don't be quick to address every question he raises.

Give him time; encourage him to tell you the whole story behind his concern

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Agree with them

Agree with them

Restate what his concerns are

Be certain that he's mentions others concerns as welL/

E.g. You are saying that you like the design of this shirt but this is not of your size and you are also saying that the buttons are not matching with color of the shirt. That is a logical questions sir. I agree with you.

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Separate the objection

Separate the Objection

Ask them if that is the only reason they are not moving ahead

Give them a chance to express their other concerns. Listen to them actively.

E.g. . is this only the concern with the shirt sir or anything else you didn’t like about this shirt.

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Propose a solution

Propose a Solution

Now give them a solution

E.g. It seems to me that you like this Shirt, and that you would be interested in moving ahead with this, however, you're a bit concerned with size and matching buttons. Is that correct? (Get their agreement). I agree. So, if I can show you how we can address this concern, to your satisfaction, then there would be no reason not to move ahead with this, correct?"

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Answer the objection

Answer the Objection

Offer the products that have color, size, features etc that customer asking for

You can also recommend the same product with revisiting the product’s benefits

Assure him that this product is best suitable for them because ---bring his needs you probed in the earlier stages

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Confirm your answer

Confirm your answer

You can confirm your answers simply by completing your answer with a statement such as, That answers your concern, doesn't it?

Listen Carefully

Agree with them

Separate the Objection

Propose a Solution

Answer the Objection

Confirm your answer

Fulfilling Customer Needs


Some objections

Some Objections

Some Common Objections


Cheaper and higher pricess

CHEAPER AND HIGHER PRICESS

The Customer is comparing the product you are offering with another product they see as similar, therefore they perceive the product being offered by you as expensive

They see the price is more than they expected.

Fulfilling Customer Needs


How to handle

How to handle?

Check the customer whether he is comparing like to like

Think about what you can give the Customer that the others can’t

Talk about service – could be after sales service or guarantees

Fulfilling Customer Needs


I will think it over

I will think it over

This tells us that the Customer does not have any specific objection

He just feels a need to slow down and be careful in his decision

Fulfilling Customer Needs


How to handle1

How to handle?

This is the time to encourage the Customer to talk

answer his doubts about the product

Reassure the benefits he gets if he buys the product

Fulfilling Customer Needs


We don t want that now

We don’t want that now

They say that they do not need your product for some reason or another,

May be they genuinely don’t need it now

you couldn’t able to fulfill their need with the existing product

Fulfilling Customer Needs


How to handle2

How to handle?

Assure them they don’t need to buy the product now

Ask them to just to look at the available products with us if they have time

Ask them, what is that they didn’t like about that particular product

Fulfilling Customer Needs


My family brother mother father has to approve this

My family/brother/mother/father has to approve this

Customer is hesitant to buy – not sure of his decision

Worried about whether if family or dad likes it?

Fulfilling Customer Needs


How to handle3

How to handle?

Ask them “Do you like it?” and if the answer is yes follow up with “will you then recommend to yourfamily/brother/mother/fatherthat we should buy this, would you like me to meet with your family/brother/mother/fatherto help you?”

Fulfilling Customer Needs


Your product doesn t have that feature

Your product doesn’t have that feature

They want to negotiate the product for a lesser price

May be an important feature they are looking is not available in that product

Fulfilling Customer Needs


How to handle4

How to handle?

Ask him what is that feature he is looking for and let him explain how that will benefit

Restate all the available features that will compensate the features the Customer is asking for.

Inform that particular features is available on other model, show them that particular model

Fulfilling Customer Needs


I didn t see this brand in the market

I didn’t see this brand in the market

They question the source of the product

Credibility of your store and your products

Simple questions is, why should I believe you

Fulfilling Customer Needs


How to handle5

How to handle?

Talk about our ITC brand

Tell him, we will helpful in case if they are not happy with the product by exchanging with other product - according the exchange policy of the Store

Fulfilling Customer Needs


Retail sales

Add On / Up-Selling /

Cross Selling


What is add on

What is Add On?

Adding on to the sale means getting your customer to buy more than they primary wanted.

E.g. Customer came to buy one Shirt - Selling 2 shirts of different colors

E.g. selling 3 packs of different flavor chips

Add On/Up-selling/Cross Selling


What is up selling

What is Up-Selling?

An up-sell offer is for a better (or bigger) version of the same product being sold – more profitable products

E.g. instead of 21” TV you convince him to buy 29” TV

E.g. CD Player to DVD Player

Add On/Up-selling/Cross Selling


What is cross selling

What is Cross Selling?

Cross-selling generally refers to selling items that are related or can be included with the item being sold

E.g. Suggesting a customer a Belt after he bought a Trouser

E.g. A pair of socks with Shoes

Add On/Up-selling/Cross Selling


Why csa should add on up selling cross selling

Why CSA should Add On / Up-Selling / Cross Selling

Increased bill value – reach your targets quickly

One Point of Shopping for all needs

Increase Basket size

Add On/Up-selling/Cross Selling


When to do add on up selling cross selling

When to do Add On / Up-Selling / Cross Selling

The moment he communicated his purchase decision on primary article

Add On/Up-selling/Cross Selling


Steps to follow for add on up selling cross selling

Steps to follow for Add On / Up-Selling / Cross Selling

Build confidence in Primary purchase

Pick the right time

Show that you care

Don't push your Customers to buy

Add On/Up-selling/Cross Selling


Build confidence in primary purchase

Build confidence in Primary purchase

Summarize all benefits of the product against the Stated needs of the Customer

State other benefits that will fulfill his unstated needs

Assure customer that he is buying a right product for his needs

Build Confidence

Pick the right time

Show that you care

Don’t push to buy

Add On/Up-selling/Cross Selling


Pick the right time

Pick the right time

Recommend something to them once they've completed their decision of buying the primary purchase

Build Confidence

Pick the right time

Show that you care

Don’t push to buy

Add On/Up-selling/Cross Selling


Show that you care

Show that you care

  • Highlighting special offers

  • If they buying something that is out of promotion/offer, suggest them buying the products under promotion will save them money

    • E.g. Buying two of these shirts will save them 40 % on whole

    • Tell them that the offer for limited period and they should take advantage of this

    • Tell them that the same product will cast 40 % more after the promotion

Build Confidence

Pick the right time

Show that you care

Don’t push to buy

Add On/Up-selling/Cross Selling


Don t push your customers to buy

Don't push your Customers to buy

Up-Selling should be only recommendations

Use statements like: 'We think you'll like this big pack which will save you 20 %

Build Confidence

Pick the right time

Show that you care

Don’t push to buy

Add On/Up-selling/Cross Selling


Retail sales

Closing the Sale


What is it

What is it?

This is the process of helping our customer make a buying decision.

Closing is done by summarizing all the benefits agreed to by the Customer commitment

Closing the Sale


Why we should help our customers to close

Why we should help our Customers to Close?

Customers are afraid of making wrong decisions, thinks he can get a better deal outside

Its human nature to “put it off till tomorrow” or delay the decision

Closing the Sale


Retail sales

Closing Techniques

& Examples

Closing the Sale


1 2 3 close

1-2-3 close

  • Most customers want products that are:

    • free

    • perfect and

    • available now

    • customers measure our product by:

      • 1. Cost

      • 2. Quality and

      • 3. Time

      • Sasta, Sundar, Tikao

Note: Relevant to Agri/Grocery. Apparel – Sherwani. Shoes – leathers shoes


Examples

Examples

This product is cheaper, better and more reliable than the competition.

The Shoes here are better-looking, better-made and better-quality than those in the market.

If you buy today, you will get a 10% off on the MRP.

Closing Techniques


Postpone close

Postpone Close

Do not go for the sale now. Give them time to think. Tell them that they probably need time to consider the offer you have made

You can see that they are not going to decide now.

Given some more time, it is likely that they will buy

The relationship is important to you

Closing Techniques


Examples1

Examples

This is an important decision for you and I think you need time to consider how important it is. Shall we discuss the details further tomorrow when you come here?

I can see you're thinking very carefully about this. Shall I call you tomorrow to know your decision?

Closing Techniques


Affordable close mostly for cd sales

Affordable Close - (mostly for CD Sales)

Find how much they can afford. Then tell that you try your best to get the price to his favor by talking to your manager.

Sell them something else they can afford.

Last option: bring your price down to what they are prepared to pay if possible

Closing Techniques


Examples2

Examples

The initial costs seem high, but by the end of the year you will save on maintenance and power bills will be much more.

The basic model will fit into your price range.

The maintenance costs on this are very low.

If we can bring the price down to what you say, will you buy today?

Closing Techniques


Alternative close

Alternative Close

The alternative close works by offering more than one alternative to the customer.

The number of alternative should be very few - two or three

Closing Techniques


Examples3

Examples

Would you prefer the red one or the yellow one?

Would you like one packet or two?

Which of these three varieties seems best for you?

Closing Techniques


Assumptive close

Assumptive Close

Act as if the Customer has made the decision already.

Turn the focus of the conversation towards the next level of questions, such as how many they want; when they want it delivered what size they need, and so on.

Closing Techniques


Examples4

Examples

Can I add a suitable polish as well?

What will your family say when they see it?

When do you want to wear this?

Closing Techniques


Balance sheet close

Balance-sheet Close

List both the benefits of the purchase (the pros) and also the costs (the cons)

You can even write it down like a balance sheet. Make sure the 'pros' column is longer and more impressive than cons.

Closing Techniques


Examples5

Examples

Well, although it costs this much, it will look really good on you and fit well to your feet size.

Let's weigh things up. You're not getting ..., but you are well within your budget and will have ..., ... and .... Hmm. That's good!


Best time close

Best-time Close

When people are delaying or saying 'be back', stress how now is the best time to buy.

Raise seasonal effects, such a Summer, Diwali, Summer and other holidays.

Find out other personal reasons why it is good to buy now, such as their birthday, opening schools, etc.


Examples6

Examples

We only bring this new stock for the diwali season.

Summer is coming. Do you have cotton clothes?

If you were going to start taking care of your health, when would you start using this refined oil?

Closing Techniques


Bonus close

Bonus Close

When they are hesitant taking up a buying decision, offer them something unexpected

Try and be sure you will be offering will be respected by your store manager

Closing Techniques


Examples7

Examples

You know, your kid is very cute and I am going to give you batteries for free with this toy.

Well, you're a good customer so I won't charge for this pair of socks.

Closing Techniques


Conditional close

Conditional Close

When the other person raises an objection, make it a condition of resolving if they willing to buy now.

Closing Techniques


Examples8

Examples

You say you want 32 size. If I can call up and get you one, will you take it today?

If we can offer discount for you, will you choose this one?

Closing Techniques


Demonstration close

Demonstration Close

Do a great demonstration of your product that really makes them 'wow'.

If you can't do at your best, then use a video to add impact.

Closing Techniques


Examples9

Examples

We sell power saving Fans. Let me demonstrate...

You won't believe this. I didn't either when I first saw it. Just watch this short video

Closing Techniques


Emotion close

Emotion Close

Remind specific emotions.

Find if they respond more to positive or negative emotions and act accordingly.

go for positive emotions - these are usually better

Closing Techniques


Examples10

Examples

If you took this new Shampoo home now, how would your Mrs feel?

Does wearing these Shoes make you feel good?

People who do not buy this always feel bad later.

Closing Techniques


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