A couple of weeks ago I wrote a blog regarding the use of e-learning based product knowledge within face to face selling situations. I made specific reference to the use of technology whilst selling products within a showroom or branch environment. I thought it might be useful to explore how skills and the use of innovative e-learning can be combined to enhance the customer purchasing experience and encourage more sales.
I have structured the information into four phases. For the sake of this example I have set the scene in a new car showroom but the same can apply in a retail or branch environment, where the opportunity exists to show off the product.
Phase One – Meet and Greet the customer
- Move away from your desk and welcome the customer to the showroom – smile – make them feel welcome
- Make appropriate small talk – many customers are not confident when buying something they know little about – settle the customer down
- Acknowledge the partner and don’t fall into the trap of thinking it’s the male of the species who is the only one interested in the car – long gone are the days when women were only interested in the colour
- If an appointment has been made, confirm which vehicle the customer is interested in – if not then ask
- Confirm what the customer knows about the vehicle already – have they done any research
Phase Two – Understand the Customer Needs
- Use straightforward open questions – It’s important you understand why the customer needs a new vehicle and what is important to them: for example cost of running the car, diesel vs petrol etc
- Check who will be using the car – if the customer is with a partner discuss what their needs are whether they are to drive it or be a passenger
- Structure your questions around facts but don’t forget to ask the customers opinions and use effect questions
- Gain as much information as you can before you start showing off the vehicle
Phase Three – Demonstrate the Vehicle
- Don’t start this phase by opening up the laptop or firing up the computer – show the customer the car – inside and out
- Focus on the vehicles features and the benefits of those features but only highlight those which are appropriate to the needs of the customer. Knowing that the car has a large boot may not be of any interest
- Use your product knowledge e-learning information to enhance or add further information to what you are saying – iPads are best in this situation however, if all you have is a computer, then make sure the customer can see the screen
- Its important that you do not lose contact here - too much computer facing activity can distract from the rapport building process. If the customer does want to see more of the technology based information, then ensure you are chatting as well, using eye contact and interacting with the customer
- Use a question to test how the customer is feeling, and to surface any concerns or objections that may not have been mentioned
- Summarise by restating the top four or five key features and benefits that you had identified as being important to this customer, get their agreement on each one and conclude with a close
Phase Four – Confirm next Steps
Make the most of your face to face selling opportunity. If there is not going to be an immediate decision then:
- It is vital that you do not let the customer leave without agreeing next steps – an appointment to test drive the car, another showroom meeting, confirmation of prices from the business manager, whatever, but work to get that next step. Just leaving the customer to drift off will minimise your chance of success. Avoid saying things like ‘I will leave you to go home and think about it’
- Ensure the customer has information to go away with – hard copies or webpage links
By Kasmin Cooney OBE | Righttrack’s Managing Director