"discuss features and benefits (not product knowledge)
integral to serving your customer’s needs, but secondary to your ability to connect with and build trust with your clients. as a retail professional, you sell yourself first and your product second. please remember that features and benefits is NOT the same as product knowledge. the following is product knowledge: 100% cotton with silk lining a-line floor length eyelet dress with adjustable straps, small bow at bust. the features and benefits will depend upon the client. if i want a cool summer dress, the feature important to me is that is that it is cotton with silk lining so it will breathe well in the heat. buyers do not want an education, they want answers. they want solutions to their problems, not a sales pitch. find the feature that applies to their need and explain the benefit (ie cotton/silk (feature) breathes well in heat (benefit)). discussing features and benefits is integral to being able to lead/direct the sale and then close it. if you are asking the appropriate questions (open-ended questions) to qualify your client's needs you will be directly guided to the product that will best suit them. then, while confidently explaining why "this is the ____ that they need", simply state, "is this what you'd like to go with?" and more than likely you have closed your sale."
"showing
showing merchandise can not only create conversation, but creates interest in an item, allows the sales associate to show an item that they feel would appeal to a particular customer (customer walks in with blingy t, we show them a blingy t that WE carry), and can be the beginning of a relationship. it can be an “in”. it can be an ice-breaker. it can be an opportunity to show the client you just might know what they like and be knowledgeable. if a client is “just looking” or unresponsive to questions or conversation starters, this is another approach and should always be implemented. this can be a continuous way to attempt to approach a client. never stop showing - give it a few minutes in between, but keep it up. “we just got these great new woven shirts in - i absolutely love the piping, don’t you? they’re perfect for fall, and only $129...” “these little brown belts have been selling SO fast!” “this jean would be perfect for your straight body type...(be careful here, only do if seasoned)” “don’t you just love that skirt? we only have a couple left...” the list can go on and on and on....
“if your prospect is not interested, it is because you were not interesting”. the little red book of selling."
Ann Geraghty, 2012 ©
