In the world of retail sales, actions count, not words. Results count, not promises.

Make sure you as a salesperson and your product and/or service promise a lot and deliver even more.

Make big commitments, fulfill them all, and then give a little extra.

Don’t compete, create! Find out what everyone else is doing, and then don’t do it. Be unique. 

Approach your retail sales in a way that sets you apart from other stores in a way that makes a positive and long lasting impression.

Remember a picture is worth a thousand words! Create positive pictures with the words you use.

Use the following magic words: free, new, you, discover, save, guaranteed, introducing, results, benefits, easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe, right, security, fun, value, advice, wanted, people and why.

Avoid the following words:  buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision, deal, hard, death, order, fail, cost, worry and contract.

Selling is a combination of science and art. Certain things must happen before a sale is made. 

Every customer/prospect must answer six questions:

Do I want the product?

Do I want this particular one?

Do I want it now?

Do I want to pay the price?

Do I want to get it from you?

Do I want to get it from your company?

Sell benefits not products.

Show your passion when you describe a feature of your product, explain its function, explain the benefit of that function, prove the benefit by providing evidence, and ask a nail-down question to get your prospect’s verbal acceptance of the benefit’s value.

Benefits help you tune-in to your customer’s mental radio station, WIIFM, “what’s in it for me?”.

It is your obligation to close, and provide your customer with an opportunity to make a decision.

You will know where you are with your customer’s “will-invest-line“ by closing throughout the presentation and gauging the responses. 

As customer gets closer to the “will-invest-line”, you will receive more positive responses.

Think of a balance scale as representing the way your customer’s mind operates – weighing need, use and value against the required investment.

Remember to close early (not before the need is established and benefits of a product/service are known) and often, so you won’t buy your product back.

Effective closing questions should be natural, sincere, yet assumptive (assume the sale). Include physical action. Offer a choice between alternatives.

Be sure your question requires a response. After asking a closing question, be quiet. Usually, the one who breaks the silence gives in.

Objections do not mean “no”. They mean your customer is interested in seeing more benefit, use, and value.

For objections that do not deserve a response, just cushion, bypass the objection and continue your presentation.

The READY formula suggests five ways to respond to an objection: reverse it, explain it, admit it, deny it, or ask “why?”

Develop a sense of belief / conviction about your service or product. Conviction alone is sometimes enough to handle even a major objection.

Always maintain a positive attitude by visualizing the gainful end result of your work for your customer, company and yourself. 

Even in the face of resistance, remember that your effort will be appreciated once your customer realizes you are there to help.

Develop a follow-up schedule for customers who bought from you. Remind them that you are there to help them with their future purchases. 

Remember it is five times easier to maintain an existing customer than to acquire a new one.

You don’t have to work as hard to achieve your numbers if you leave such an impression with your customers that they always ask for you when they come back.

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