5 BASIC SELLING STEPS

Remember, your conversation with your customer should be focused on THEM, not you.  This your opportunity to build a customer relationship with them, so your conversation should be focused on THEIR needs and how you can serve them to MEET THOSE NEEDS.

STEP 1 : START A CONVERSATION

Compliment the customer. Ask open-ended questions, which leads you to ask more questions, and have a natural conversation. Sample questions to ask would be

  • Hey, Samantha, your skin looks great, what skincare range are you using right now ? Where do you get it?
  • What do you love about your current skincare range?
  • If I had a product that would suit your needs, was less expensive and I could deliver it directly to you, would you be interested?

NEVER

  • DO NOT point out their flaws during the conversation. “Oh girl, I have a product that can fix that {problem} for you” is NOT professional.
  • DO NOT badmouth the other brand of products the customer may be using, you will effectively be insulting her choices.

STEP 2 : FIND OUT THEIR NEEDS

Keep asking the open-ended questions to determine their needs. Sample questions to ask would be

  • What are your current skincare concerns?
  • What difficulties are you experiencing with your current products?
  • How much time and effort does it take you to get your current products?

STEP 3 : SHOW THE BROCHURE

Open the brochure to the page that contains the product/s you think will be suitable for your customer to meet the need they just described. Some examples of things to say here would be:

  • Let’s use the Justine Skincare Guide to find the range that’s suited for you.
  • Let’s have a look at a product which I think you are going to love.
  • Justine has a product in the {category name} range which is just perfect for that.
  • There is a {category name} product in this month’s brochure which will suit you so well, let me show you.

STEP 4 : ANSWER QUESTIONS/OBJECTIONS

You may find that some customers have questions, or even objections. The most professional way to handle it is with the FEEL/FELT/FOUND formula.  Here’s some examples of how to handle it.

  • Customer: Your products are too expensive for me.
    You: I understand how you FEEL, I FELT the same way too, until I FOUND that I was wasn’t comparing apples with apples.  Justine is a luxury brand, on par with the international brands like Estee Lauder, Elizabeth Arden, etc, but made in South Africa for our skins.
  • Customer: I just use whatever is on special at {store name}
    You: I used to FEEL the same way about {product}, until I FELT the difference to my skin, and I FOUND that I was feeling more confident.

AN EXAMPLE OF HOW TO CLOSE THE SALE

  • So would you like the whole {skincare} range or would you like to just try the cleanser to start off with to see how you like it?

STEP 5 : TAKE THE ORDER

  • Use the customer order slip to write down the customer’s order, and give her the top copy, or use any other professional manner of jotting down the customer’s order.
  • Set the expectation – Remember to advise your customer which day her order will be placed, and when to expect delivery.
  • Then place her order with the rest of your customers’ orders as per your own personal ordering schedule.
NEXT: LAUNCH YOUR BUSINESS