How to sell more effectively

OW MANY salespersons do you have in your store? Not the ones who smile and tell the customer where to find the nails, but the kind who can really sellwho can explain the benefits ofa product and guide a customer in making a decision on a big ticket item.

Customers want salespersons who know the product. They want service and courtesy, but most of all they want to learn about a product. They want a visual as well as verbal demonstration of the merits of the various brands. Customers want to base their buying decisions on facts, facs which your salesperson gives them.

The Armstrong flooring sales staff has developed a three step selling approach to increase the skills ofretail salespeople. Based on the acronym ACC, the strategy points out that a salesperson should (l) Ask questions to determine the customer's needs; (2) Choose the product that will best meet those needs, and (3) Concentrate all selling methods toward making the sale.

Smiling is the first step in the "ask" phase which includes greeting the customer, determining his needs through questions, listening effectively and getting mutual understanding.

Story at a Glance

example, "What are you going to use the hammer for?" will bring out the need for additional materials or tools as well as specifics on the quality or type of hammer needed.

Listening is important. More than hearing, listening is absorbing and understanding what is said and considering what is not said. Body language and attitude are important communications too.

After determining the customer's needs in the "ask" step, the salesperson should move into the "choose" phase by selecting the product or products which will meet the established needs. This is where the s:lesperson must relate the benefis of the product. A customer buys benefits, not products.

When the benefis have been completely explained, it is time to learn the customer's opinions of the products. Do not ask "do you like this one?" It is too easy to answer ''no.' ' The correct question is "which of these do you prefer?" This forces the customer to consider the merits ofthe product and make a decision.

At this point, the customer will probably raise objections. He agrees with what you have said, "But ." Many times, he has a real objection, but other times, he is just hesitant to make a decision. Whether the objection is to the price or a feature of the product, the salesperson must allow the customer to completely express his objection. Then he must answer the objection, again stressing the benefits ofthe product. "Yes, it does cost more, but..."

After you have your response, reassure the customer that he has made a good choice. Re-emphasize the benefis and tell him how much he will enjoy using the product.

Ifthe item is to be ordered or picked up at the service desk, go over the order or estimate step by step, making sure that the customer fully understands what he has bought and what he will pay. Determine how payment is to be made.

The final step of any sale, successful or unsuccessful, is a big "thank you" and another smile. This is the key to happy customers and repeat business.

Eight Good Sales Tips

By KenThim Genstar Building Materials

Salesmen are made, not born, despite ideas to the contrary. With this in mind, the following eight suggestions can help a dealer to turn his employees into salesmen.

(1) Keep current with the trends in the marketplacea new product, a new tool, a new technique.

(2) Be aware ofthe prices on each product line as well as the price structure used by the competitors.

(3) A sales rep can well be the source of information that you can't locate in the catalog, the product manual or on the box or container.

The salesperson is instructed to introduce himself, then determine the customer's needs through the use of the five W questions used in journalism: who, what, when, why and where.

These questions are recommended because they can't be answered wth a yes or no. In giving the answer, the customer gives the salesperson information. For

Now is the time to move into the last phase ofthe three step selling approach. Listen for buying signals, develop a positive attitude and concentrate on the sale. This can be done directly by virtually handing the product to the customer, if it is small enough, or asking how they will get it home. The indirect method would be to offer the customer a choice. "Which of the two do you want?"

There also is a take-it-for-granted approach. For a large item, it could be "Since we are in agreement on everything, let's write up the order and set a convenient delivery date." Regardless, give the customer time to act, don't assume that a moment of silence is a "no."

(4) Iftep up with "spiffs," coupons, show specials. advertising.

(5) Keep in touch with vendors.

($ Don't ake advantage of your position to treat a customer rudely.

(7) Educate the uninformed. use common setse, good judgement, patience, tolerance and underslanding with all customers.

(8) Listen and learn from the customer.