Training

Retail Basics

~ RETAIL TIRE TOPICS ~ • ~ CHAPTER 1: Retail Environment

• ~ CHAPTER 2: Retail Basics

• ~ CHAPTER 3: Customer Service

• ~ CHAPTER 4: Sale Process & “G”

• ~ CHAPTER 5: Sale Process – “Q”

• ~ CHAPTER 6: Sale Process – “P”

• ~ CHAPTER 7: Sale Process – “C”

• ~ CHAPTER 8: Sale Process – “Plus”

• ~ CHAPTER 9: Consumer Value

• ~ CHAPTER 10: Retail Success

• ~ CHAPTER 11: Retail Focus Quotes

• ~ QUIZ: Retail Tire Information

CHAPTER 4 ~ SALE PROCESS & “G” ~

SALE PROCESS

A

SALESPERSON is a Problem Solver! A Consultant if you prefer!

SALE PROCESS

SALES is finding a

WIN / WIN

Solution! (for the customer and the business!)

SALE PROCESS

• Are YOU a

Salesperson?

SALE PROCESS

• Would you make a purchase from

YOU?

SALE PROCESS

• ACES: –Around Customers Everyone Sells

or substitute

–Around Customers Everyone’s a Salesperson!

• This should become a conscious effort…,

for all staff!

SALE PROCESS • Selling is so critical in business that salesmanship

has become a science.

– No, not rocket science but a science nonetheless.

– As a science, salesmanship can be learned.

• There have been hundreds of books written on the Sales, Salesmanship topic.

• Many when boiled down to the bone have a similar, specific process that has been proven successful.

– We are going to review the basic sales process during the next several slides!

SALE PROCESS

• What happens before a sale is made?

– NOTHING!

• Everything happens with a sale!

– Goods or Services

• Think about your personal life!

– You made the sale and your spouse made the purchase (for those that fall into this category).

– You made a decision of where to work and what home, appliances, vehicle, etc. to buy.

• All started with a sale!

SALE PROCESS • What Makes People Buy?

– Sales are made when the customer’s expressed need is answered with an appropriate benefit statement! • Benefit statements answer the customer’s question, “What’s in it for

me?”

– You don’t really sell tires or services. You sell benefits – what they will do for the customer. • These are motives to buy and are an integral part of a salesperson’s

product knowledge.

– Features – answer the question, “What is it?”

– Benefits – answer the question, “What does it do for the customer?”

SALE PROCESS • Three Phases of Salesmanship:

1. The art of salesmanship is showmanship – Characterized by the development of sophisticated and polished

presentation skills

2. The art of salesmanship is the concealment of salesmanship – Characterized by well prepared, interactive questions that produce the

“right responses” from customers

3. The art of salesmanship is the absence of salesmanship – Characterized by a quiet, relaxed, well prepared salesperson who forgets

every aspect of sales technique and just listens and reacts in “real time”.

SALE PROCESS • Basics of Effective Salesmanship

– Realize everyone can be a good salesperson

– Look the part (Image personal & business)

– Always be on the lookout to sell

– Learn to be a good listener

– Avoid inappropriate language

– Have a good presentation

– Do your research

– Have a true interest and believe in what you are selling – Do you support the business in which you are employed with your

purchases?

SALE PROCESS

• Tools of Effective Salespeople

– Great Attitude

– Pen and paper

– Air pressure and tread depth gauge

– Tire Guides

– Price list

– Current Specials • Company Specials

• Competitor Specials

– Appointment book and / or work order

SALE PROCESS

• Customers buy for four basic reasons:

–They have a want

–They have a need

–They have a problem

–They have a dissatisfaction

SALE PROCESS • Customers will buy to satisfy one or more of

the following basic reasons:

–Safety

–Comfort

–Economy

–Prestige (appearance)

SALE PROCESS

• Three Biggest Mistakes in Sales:

• Being unprepared

– Knowledge, Attitude, Creativity

• Talking about your product before the customer can talk about his/her problems.

– You can’t sell a solution if you don’t know the problem.

• Defending your price instead of explaining your value.

– The more you talk about price the lower it gets!

SALE PROCESS

• Does everyone in your trade territory purchase from you?

– Why not?

– Why would someone make a purchase from someone else?

• It usually comes down to an unresolved conflict from some point, or a negative image or business perception. Heck, they might happen to be a relative of your competitor!

– Don’t you offer the best of everything?

• Product and Service.

SALE PROCESS

•Let’s look further into

G.Q.P.C.! Selling

SALE PROCESS

• “G”reet the customer

• “Q”ualify the customer

• “P”resent to the customer

• “C”lose the sale

–Plus

SALE PROCESS

• Be yourself!

• Be professional.

• Be comfortable discussing your product and/or services, with any potential customer.

• Personalize your process delivery.

– Practice your process delivery to make it appropriate and natural.

• Treat your “repeat” customers as good as you would a new prospect so they will continue to be your repeat customer.

SALE PROCESS • Develop and utilize a consistent sales process.

• Don’t rush it! It takes time, talent and effort!

– You will miss add-on sales, sell up chances, or potential customers can walk.

• Know your competitors.

– As well as yourself, by shopping them!

• Know your product and service offering.

• Know your difference!

– Know how to use it to your advantage!

• Assume from the start the customer will buy from you.

SALE PROCESS

• “G”reet the customer

• “Q”ualify the customer

• “P”resent to the customer

• “C”lose the sale

–Plus

SALE PROCESS

• Greet the customer:

– A.S.A.P.

– People want/need to be recognized.

– Be positive, polite and friendly.

– This may be their First Impression of you and your business.

– If you know the customer’s name, use it! – If you don’t know it, ask, then use it. It’ll help you remember it!

– If you are with a customer, either on the phone or in person, excuse yourself the moment it takes to acknowledge their presence.

– This is “small” stuff, customers remember!

SALE PROCESS

• Greet the customer:

• Techniques to Establish Rapport

– Wear a sincere smile

– Have positive body language

• Standing straight, arms unfolded, eye contact

– Use the customer’s name

– Develop a genuine interest in people

– Talk in terms of other people’s interests

– Offer sincere praise as often as possible

– Make customers feel important

SALE PROCESS

• Greet the customer:

– Can I help You? • Answer can be a brief No, or just looking type reply.

– How may I help You? • Answer will have more value to enter a conversation.

– Are you comfortable with a simple handshake? How about with a female? Many are not!

– Ask an open ended question by changing how you greet your potential customer (with a couple of words). In exchange you will receive a more specific reason they have entered your store and supply the topic of discussion.

CHAPTER 4 RETAIL TIRE INFORMATION

Sale Process & “G” CONCLUSION

Thank – You for Your Participation, Attention and Business!

Please proceed to the next Chapter!

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RETAIL BASIC TIRE TRAINING

INFORMATION PRESENTATION

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