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It's easy to make assumptions about customers.  Sometimes we fail to address the real reason why a customer visits our store.  Establishing the customer’s purpose is an integral step in the “Participative Sales Process.”  Likewise, qualifying the customer’s needs is one of the most valuable skills for a salesperson to understand and practice.  When you are able to properly qualify your customer’s needs, you can correctly meet that person’s needs and make the sale. Kevin Cranley covers these topics during this session:  Why is My Customer Here?, General Questions First and Then Spe

Master retailer George Hines of George’s Music shared his sales-warrior know-how at The NAMM Show by discussing opportunities that arise after the selling process. Hines called this the “sell after the sale” and stated, “It’s really about the long-term customer, not just a short-term event.” Based on several measurements, he came up with an average dollar figure per customer that he felt was fairly accurate for his business, and he encouraged fellow music retailers to do the same. He looked at such data as the average number of years a customer has done business with George’s Musi

What happens when your customer says “No”?  Do you take this as a personal rejection?  It is not. Rather, it is an opportunity for you to understand the reason for the objection.  Your customer is really telling you that a decision is under active consideration.  You will not want to miss this session!  Greg will show you how to process your customers’ objections and make the closing a mere formality.  Topics covered in this session will include the Objection-Handling System and How to Guide Your Customers Through the Decision-Making Process.

Now that you have built rapport with your customer and have properly qualified their needs, it’s time to present options—your products and services—offer an irresistible choice and gently guide the customer to a decision.  In this session, Greg Billings will show you how to make your presentations dynamic, relevant and effective.  Topics include Getting Permission to Make a Presentation, Refining Your Pitch, Using the Emotional Power of Music in Your Demo, and Structuring Your Presentation to Establish Yourself as a “Caring Expert.”  

Customers will buy when they feel a sense of trust and connection. In order to establish trust with your customer, you begin by building rapport. This starts with the first interaction between your customers and your staff. In this session, Kevin will cover the 10-Second Rule and the 2-Minute Rule, Greetings that Work and Greetings that Don’t, Your Customer is Your “Best Friend,” and the Power of Rapport.

George Hines, George's Music, Inc., leads a six-part series at the 2009 NAMM Show, entitled Participative Selling for Music Retailers - exploring key components of the sales process and providing a comprehensive overview of the skills needed for effective selling in a retail music store. “Participative Selling for Music Retailers” is an effective process designed to maximize your relationship with your customers. When you increase the quality of your customer interactions, you greatly improve your competitiveness. Using a selling system gives you an enormous advantage over your c

The goal of using the phone should be to build relationships with your customers in order to bring them into your store.  One of the top two ways that customers assess the value of your company's service is determined by their interaction with you on the phone.  Learning proper telephone techniques can truly set you apart from the competition and increase your customer retention and sales.  Answering the Phone The telephone should be answered in the following way: “Thank you for calling (your store name), this is (your name).”  This allows you to show appreciation to your caller a

It is important to let your customers know that you are as concerned about them after the sale as you were before the sale.  Assure them that you really do care about them since they have already given you their money and that you will still be there to provide service and support. Contact After the Sale Establish a means of keeping in contact with both your regular and high-dollar customers.  We recommend a postcard system or e-mail contact list.  Being first in the customer's mind allows the customer remember you when they're ready to make the next purchase. In addition, establi

People buy from people who meet their expectations.  People refer others to those who exceed their expectations and are trusted individuals.  Treat your customers very, very well.  Serving them at the highest level possible will position you to comfortably ask for their help when you seek referrals. The Value of a Happy Customer The value of a happy customer is not the one sale that occurs in a day, but the many purchases that person will make over a lifetime and the word-of-mouth that a happy customer can provide to improve your performance in sales.  Never underestimate the Happ

When you ask for the sale, there are times when you will uncover objections that will lead the customer to answer “No” when you ask them to buy. Objections are an opportunity to clarify information and help the customer make the buying decision. Your job is to handle those objections effectively and, if meeting their needs, to ask again for the sale. "No" Means “Not Enough Information” Remember that when the customer says "No" to you, it is not a personal rejection but rather an opportunity to understand an objection. What the customer is really saying is that they need different

Customers have earned the right to be asked to buy if the Sales Associate has done a proper job of assessing their needs and meeting their requirements. Respect for the Customer Failure to ask for the sale is disrespectful to the customer, who deserves to be asked if the best product that meets their needs at the proper price will make that person a happy, satisfied customer.  People who are given the chance to purchase by asking them to buy will more often purchase than those who are not asked. Customer Decision-Making Remember that until somebody asks the customer to purchase, a

Suggesting product is the process of you presenting the possible solutions for your customer to make a buying decision. The proper interaction here can greatly facilitate the buying process. Asking Permission As part of the Participative approach, you need to ask for permission to show a product that will meet the customer’s needs. This appeals to the customer's sense of being respected and establishes that they are giving you permission to provide options for them. Affirming the Needs The easiest way for the customer to know that you have listened to and understand them, is your