Page 0063

Page 62 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

To sell that, you must first define the customer's

need through the qualifying process.

Once you do qualify the customer, never show

her a particular model, stressing this is exactly

what she needs - even if it is. Selection is an important part

of the purchasing process. People

want to decide for themselves how to spend

their money. That decision may be based entirely

on what you tell them, but most prefer to

make it for themselves. Offering a choice between this

and that, even if it's no real choice,

lets the shopper feel more in control of the purchase

process. If it ends up being the wrong

choice, the shopper has no one but herself to

blame for the mistake.

Good verbal communications skills are especially

important when it comes to helping

shoppers through this process. Store staffers need to understand what people mean when

they describe their wants, and be able to convey

the benefits of a variety of products to

them. Your attitude, as well as articulation,

count. Many shoppers back off as soon as they

sense pressure from a salesperson to buy a particular item.

Overblown advertising claims

and product hype have made

us a nation of cynical shoppers.

As soon as people detect anything

less than honesty from a

salesperson, they sour on the shopping experience,

and their resistance goes up. Honesty is

what shoppers expect in their dealings. As

much as they expect it, they'll rave about it

when they find it.

Largest Selection at Lowest Prices • We Match or Beat any Competitor

Fast Online Ordering • Cust Service: 1-877-368-5678

www.promotionalrewards.com

Pen/Highlighter

Combos

77¢

32oz.

Sports Bottle

73¢

Pens

11¢

Large Variety of

Rulers

11¢ +up

Dozens of

Printed Bags

19¢ +up

Made

in

USA

Shop by

• Price

• Event

• Industry

ATTN: TRADE SHOW EXHIBITORS:

Premiums & Giveaways for your Clients

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