Communication with the CustomerUnit 6, Lesson 3

When people talk, listen completely. Most people never listen.

—Ernest Hemingway

The Approach…

• The word approach is defined as an advance made by one person to another…it’s your first contact with the customer.

• In sales, first impressions count.

• Your appearance, your product knowledge and experience, and your attitude come together to make a selling opportunity.

Approaching the Customer

• Show that you take pride in the products you sell.

• Approach customer with a smile, keep eye contact, and firmly shake his/her hand.

• Show confidence in the product and it’s location within the store.

• Give him/her undivided attention, handle the transaction smoothly, and thank him on the way out of the store.

• Don’t open with “can I help you?” The easy answer is no!

The Standard Approach

Introduce yourself and your company and present a business card.

The Direct Approach

Introduce yourself. Tell the customer exactly why you are able to be of help and go directly into your sales presentation.

The Friendly Greeting

Used in a retail store. Offer greetings, followed with “can I help you with something?”

The Merchandising Approach

Use this approach when you see a customer looking at a specific product display.

“Hello. You are looking at one of your best ATV’s. It’s light, easy to use, and safe for the kids.

The Service Approach

“How many I be of service?”

The Informal Approach

Use a personal greeting when dealing with someone you already know.

“Hi, Mr. Clark. How are things going today?”

Determining the Needs of a Customer

• Make a Selling Statement

“I see you are interested in our sheep mineral”

• Be alert to each customer’s interests

Be able to open the door to a customer’s real interests and impulses (possessing sales instinct)

Determining the Needs of a Customer

• Study facial expressions (take a different approach if he frowns or sighs).

• Listen carefully and don’t let your mind wander.

• Ask probing questions and avoid yes or no questions. – Find out the details of what they are really

looking for.

Handling Customer Objections

1. Listen carefully1. Never interrupt. Hold eye contact

2. Get a complete statement (encourage a real discussion)

3. Reinforce your customer’s feelings 1. “I understand your concern…”

2. “I’m glad you brought that up…”

Handling Customer Objections

4. Restate the objection in your own words.

5. Find a point of agreement1. Communicate a sense of understanding, agree with

the customer, and explain how your product is still worthy of consideration.

6. Change the objection into a question.

7. Turn the objection into a reason to buy the product

1. “Yes, it costs more, but you will be receiving more features, which in the end will save you time”