The Art of Retail Selling

Unlike field selling where sales personnel have to compete in the “open” market, retail selling requires a different approach.  Here one does not have to seek out the customers but rather the other way round, the customers seek out the seller to purchase products that fit their needs and wants.  Now with so many shops selling the same products at prices that are almost the same, what makes the customer buy from one shop rather than from the other?  In fact, it is quite disheartening to note that despite the fact that customers come to the seller, little efforts are being made to convince him/her to buy.  There is a metaphor, “The fishes are now in the pond, the fishermen had better start throwing in the line to bring them in.”  But this has not always been the case.  The fishes in most times just swim out of the pond.

Therefore, to prevail in a highly competitive market, shop owners have to ensure that their staff know how to react favourably to the customer in order that he would feel that this shop is the shop for him.

In this 1-day programme, participants will be introduced to selling techniques that will ensure it meets the following situations:

Module 1 – The Meet and Greet
In this module, participants will be made to understand the importance of first impressions.  When meeting the customer who has just walked in, does the staff show enthusiasm?  Does he/she knows the right thing to say to make the customer feels welcome?

Module 2 – The Qualification
In this module, participants will be taught the rudiments on the art of probing in order to get a product that fits the customer needs/wants.  Several questioning techniques will be highlighted here.

Module 3 – The Product Demonstration

• Sell benefits not features

• Keep the language simple.  Speak the customer’s language.

• Appeal to the customer’s five sense

Module 4 – Handling Objections

• Know the causes of objections

• How do you react to objections.  Some simple techniques will be shown in this module

Module 5 – Closing the sales

• The situation here is not HOW to close but rather WHEN to close.

• The ability to read buying signals to proceed to the close.

• The ability to read body language to provide you indications as when to go for the close.

• “Is this your best price?” – the common and final objection raise by the customer.

• Ask for the order.

Methodology
The presentation by the course facilitator will be conducted in English with the help of video presentations.  Participants will be required to participate in role-plays which act to reinforce the understanding of the techniques presented.  During and after each module, participants are required to be engaged in group discussion to reflect on their current practices, where they default and how they could be improved by using the techniques presented.

The first day will be assigned to orientation of the programme whilst the second day will be confined strictly to role-playing.  Participants will be video-taped and critiqued by fellow-participants. 

Duration: 2 days

Target Audience

• Manager

• All retail staff

View Pictures of Participants