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SELLING FASHION
The Approach
The initial face-to-face meeting with the customer.
Usually within 30
seconds from the
time a customer
enters the store or
department
Used to acknowledge
customer presence
Greeting approach
Service approach
Merchandise approach
Greeting approach
May include an
introduction of oneself
May be combined with
the service or
merchandise approach
Service approach
Considered the least effective
approach method
Appropriate method to use
when customer has already
decided what to purchase
Merchandise approach
Includes comment(s) or a question about
the merchandise the customer is looking at
or handling
Appropriate to use if customer is actually
handling or looking at specific merchandise
Considered the most effective approach
method
Customers make a purchase
approximately 63% of the time when a
merchandise approach is used.
Buying motives:
A customers
reasons for
buying goods
and services.
Rational motives
Emotional motives
Patronage motives
Types of customers
Casual lookers: Customers who are
killing time or simply browsing.
Undecided customers: Customers who
need an item but want more information
before making a purchase.
Decided customers: Customers who
know exactly what they want and why, and
prefer to make their purchase quickly.
Open-Ended Questions
Cannot be answered with a yes or
no
Used to get more information from
customers to help select appropriate
merchandise to show
Merchandise Presentation
1. Determine which product features and
benefits are important to the customer.
2. Translate features into benefits.
3. Actively involve the customer in the
presentation.
4. Show no more than three items at once.
5. Show medium-priced merchandise first.
Boomerang
Question technique
Superior point
Direct denial
Demonstration
Third party
Techniques For
Handling
Customer Objections
Boomerang: A technique of handling
objections in which the objection comes back
to the customer as a selling point.
Question technique: A technique of handling
objections in which the customer is questioned
in an attempt to learn more about the
objection(s) raised.
Superior Point: A technique of handling
objections in which the salesperson
acknowledges objections as valid, but
offsets them with other features and benefits.
Suggestion Selling
A method of increasing sales by
encouraging the customer to add items to
the original purchase.
Used to help customer, not to force the
customer into purchasing unnecessary or
unwanted items
Takes place after the customer commits to
make the original purchase, but before the sale
is entered into the register
Requires knowledge of stores products and
customers needs
Checkout Procedures
Enter the sales data into the cash
register
Computerized point-of-sale (POS) systems include
price lookup (PLU).
Registers compute discounts, subtotal, taxes, and
total sale.
Methods of Payment
Cash
Personal check
Photo identification usually required
Gift cards
Electronically debited with each purchase until the
card balance reaches zero.
Sales Follow-Up
Follow-up: Contact with the customer
after the sale has been made.
Ensures customer satisfaction and creates
goodwill
Follow through on commitments made during the
sale.
Alterations
Delivery
Special orders
Send thank you notes or call.
Client File
A book, card, or electronic file in which
customers names, addresses, phone
numbers, sizes, important occasions, color
preferences, and previous purchases are
recorded.
Helps salespeople manage
customer information
Should be updated with
each purchase