sales skills introduction
mount, have a sample cleaner to hand and let them use it and see the results. Encourage them to get as far into that washing machine as they can so that they can see how much that huge drum can take. What exactly does 8 kg look like to a customer? Take a trip to the charity shop and have an 8 kg load on display. Load up the dishwasher with some crockery and items from the £1 shop or fill a container with a litre of water so they can see what a litre looks like. These simple ideas don’t have to be expensive, but they make the product come alive.
Selling premium
Increase your opportunity to sell premium offers by introducing them into every sale. If you do, you have the opportunity to sell it, if you don’t, then you’ll never know. Introducing premium offers into as many solutions as possible will definitely increase your sales of higher ticket items. When thinking of premium, think of four types of customer: 1) Those who definitely want premium; 2) Those who definitely don’t want premium; 3) Those who want you to justify them spending more money on premium; 4) Those who don’t know what they don’t know about premium and you can tell them about it. Customer types 3 and 4 are the ones that you can influence. They will rarely ask for premium, but with your knowledge and guidance they could easily become premium buyers. By offering premium every time, you are demonstrating that the customer deserves it. Not offering premium removes customers’ right to make a choice and this will disappoint some of them. If you ask your customers if they have a budget, consider what could happen if you don’t ask. How often have you exceeded your budget when shopping because someone convinced you that you could benefit by spending a greater amount of money. Asking for the budget puts a ceiling on your solution.
Once you present your solutions, explain that because you are unaware of their budget you have selected some options at different price points. Demonstrate to the customer how all options will deliver results, paying particular attention to the premium, stressing how it will add value because of the additional benefits it offers. If their budget won’t allow them to stretch to premium you have given them additional options to consider. Asking someone what their budget is is almost like asking someone what they earn.
Above all, get the coffee on and set the play area ready for the children. Your customers should leave your shop at best with a product, at worse with a great experience that they share with friends and family who could become your future customers. Times are changing, retail is changing, the customer is changing, and your competitors are also changing. What can you do to change too? ■
SalesTrainingGuide12 7 IndependentElectricalRetailer
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