Techniques for developing good sales people

AGIC and luck have no part in turning a new untrained employee into a salesperson. Hard work and consistent teaching on the part of the management are necessary.

Assigning the neophyte to an experienced, competent sales person who has a knack of inspiring and teaching others is a good start. Reinforce this with a company sales manual which outlines company policy and regulations as well as giving suggestions on sales techniques and salesfloor behavior.

Schedule practice sessions for the employee if he or she is without any experience. Praise the good things and suggest ways of improving the weak points. Give the new person an opportunity to observe a pro in action.

Allow the new person to become completely familiar with the merchandise, store layout and procedure before expecting him to help customers. Start him in a section of the store which requires no technical knowledge.

Stay with him in his training. Don't forget to follow up, answer questions, help with problems. Be faithful in scheduling time with him or assigning someone else to work with him until he becomes competent and selfassured.

The following pointers collected from veteran sales people can serve as a guide to you in organizing employee training, the nucleus of a handbook, or a handout to reinforce sales instruction.

. Treat every customer the same wayNICELY.

o Speak carefully, avoiding bad grarnmar, slang, swearing and annoying phrases such as ")ruh kno."

o Be well groomed.

o Know the products. Read labels and product information sheets. Know how, where and why an item is used plus advantages and disadvantages if they apply.

Emphasize the positive.

o Recognize customers who are waiting with a nod, smile, "Someone will be right with you" comment.

o Ask questions: Find out what the customer needs, how he plans to use it, what he may need that he doesn't know about.

o Remember that truth in labeling also applies to the sales person.

o Set sales objectives for yourself. Try various sales techniques with different people.

r Analyze other sales people, apply what they do right to your own sales.

o Keep necessary records consistently, accurately, neatly.

o Respond to complaints, listen, do what you can, take the customer to a person who can do something if you can't solve the problem.

o Remember the customer's good will may be more important than the sale of the moment. Develop friends and future sales.

Story at a Glance

Tips for grooming good sales people. .advice from pros... consistent training, evaluation, practice pay off.

o Work out an approach to a customer and practice it.

o Take time to learn what they need. Don't cut them off with a "we don't have it" or "I don't know what you're talking about." The woman who needs a "gizmo" today may be a potential big ticket customer.

o Be consistently polite, pleasant, helpful, concerned, interested, willing to listen.

o Never become angry or irritable with a customer.

r Never call a customer "Jack," "Macrtt "Manrtt ttDearrtt ttHoney," Sir, madame, miss or ms are always correct.

e Be prepared with truthful anecdotes of how you, some other customer, a member of your family or a store employee experienced success with a product or project.

o Give the customer a choice. Don't limit your sales presentation to only the cheapest or the most expensive product.

o Never judge a customer by the way he is dressed. Treat everyone as if he were president of your company.

r Treat fellow employees fairly. Be pleasant and helpful to those you work with.

o Take pride in your job and your company. Do all that you can to keep the sales floor attractive and neat. Develop good housekeeping habits. Be a good representative of the company.