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Sales skills training
If retailers want to stand up against the Internet their
staff have to do the things the Internet can’t
90% of customers who come into your Knowledge of body language is also so Working together
shop are thinking of buying your crucial, particularly as it differs in relation Reflecting the wishes of many
products within the next four/six weeks. to the two sexes. What some men would independent dealers, George believes
What they are looking for is A REASON welcome as a sign of openness and that manufacturers should be helping
TO BUY FROM YOU. confidence, women would take as a sign retailers to hone their sales skills. “We are
Remember that you work in the of intimidation. George’s tips in this area all in this together. We will only survive
industry. Most customers do not fully were a revelation to most of the course with each other’s support. Manufacturers
understand the products you sell. Make participants. require skilled salespeople to convince
it easy for them to understand what The students also get plenty of advice customers to buy their products. There
they are buying by avoiding jargon. on how to discover their clients’ real are many types of trainers in this industry:
Make the customer buy you first. You needs and how to close the sale. Some of product trainers, sales trainers,
will never sell your product until you sell this is common sense but some tips were management trainers, finance trainers and
yourself. new to them and they planned to test business skills trainers, to name a few. All
them shortly on the sales floor. the manufacturers have to decide is, what
REASONS WHY SALES ARE LOST
George told me that the retail sales training skill is missing from their company
(according to George Morton)
training which he delivers doesn’t end and then work with an appropriate trainer
with this course. “I also do Sales and to add value to their products and deliver
1. Absence of pre-sale preparation Management Training, Customer Service the right message to their customers. Or
2. Lack of understanding of how
Training, Train the Trainer skills and better still; make a contribution to help
customer thinks
Appraisal Training. I firmly believe that finance the training via retra, Amdea,
3. Inability to get customer emotionally
most sales people would be better at their BADA, CIH or any other major force in our
involved
jobs if their shop manager actually new industry. It would in my opinion, be very
4. Lack of enthusiasm on the part of
sales staff
how to manage effectively. In our cost effective and be much more focused
5. Giving too much information
business I believe that is a major in continuing the success of the
underdeveloped skill.“ independent sector.” ■
40 TheIndependentElectricalRetailer January 2010
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