Ed's AV Handbook.com
Home Theater & High Fidelity Stereo Audio
AV Sales Training
Batting practice for the audio/video pro and a primer for the novice
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Chap 1 AV Terminology
Chap 2 Physics
Chap 3 Audio
Chap 4 Video
Chap 5 The AV System Sequence
Chap 6 The Room, Speaker, & TV
Chap 7 Acoustical Strategy
Chap 8 Home Theater by Design
Chap 10 Business & Marketing
- 2 - 3 - 4 - 5 > next
A Sale in Five Steps
I was tempted to title this 'A Sale in Five Easy Steps'. Although the steps are easy to follow, the discipline to execute the steps on a consistent basis requires a professional effort.
Before we proceed - the given
The most common obstruction customers face in making a purchase is ironically a
sales person. Customers are continually blockaded by high-pressure tactics, ignorance, lies,
or worse - they are ignored. Therefore, assume customers will initially expect more of the same from you.
Step One: Meet & Greet
Comfortably confront, greet, and prepare to listen to your customer as you and carefully observe their responses.
However if a customer is approached too quickly this will be perceived as high pressure. If they are not greeted soon enough this will be perceived as being ignored.
So what is too long? And what is too soon? My answer is -- no sooner than 15 seconds (unless they approach you first) and no more than 30 seconds.
Avoid greetings that allow for single word answers such as yes or no. That is, avoid questions such as “Can I help you?” They will respond with, “No”. Greet with “What can I do for you?” or “How can I be of assistance?” Use common sense and remember what your mother said, “Be polite.”
Step Two: Qualify
Qualifying is a customer interview. Ask relevant questions. Listen to their answers while observing their mood and tone. This will demonstrate your interest in solving their problems. Qualifying is your opportunity to establish your credibility and sincerity.
Here are some examples of reasonable questions.
Based on the qualifying information recommend product that solves their problems
and fulfills their desires. Tie recommendations to the qualifying questions. Get your customer involved in a demonstration.
Look for a positive response such as an interested open posture, a smile, tapping toes.
A negative response such as nervousness, anxiety, or anger is a sign that they misunderstood a word, a phrase, or missed a step in your explanation. Uncover the obstacle and explain it more clearly.
Step Four: Close
Ask for the sale. If you did your job professionally, and the customer is sincere; then
you deserve to be compensated with a sale. You earned it. Literally ask for the sale.
Step Five: Follow up
After the sale is completed, delivered, and installed; follow up with a phone call and a thank you note. This is an opportunity to unearth any misunderstandings, needed revising, or readjustments. A follow up can also set the table for future purchases.
|Ed's AV Handbook.com
Batting Practice for the AV Pro and a Primer for the Novice.
Copyright 2007 Txu1-598-288 Revised 2018