Preparing to sell

Retail selling

Guide

The selling process starts with preparation. You should aim to always be prepared and look the part. Your surroundings need to be ready and you will need to have a sales plan.

Customer service is vital to retail success. Your staff should be well trained in customer service and sales techniques.

Retail can be a competitive sector. You should aim to be unique and approach retail sales in a way that positively sets you apart from the competition. See what is your unique selling point?

Customer relations

Customer service is vital to retail success. Your staff should be well trained in customer service and sales techniques.

You will need to build rapport with potential customers very quickly and treat each person as an individual. Consider using a customer relationship management system.

Sales technique

Emphasise the benefits of your product/service and not the product or service alone. Be passionate when you describe a feature of a product or service. Explain its function and how it can benefit a customer, providing evidence and making sure the customer knows 'what's in it for them'.

Always address objections fully and use it as an opportunity to sell more of the product/service benefits.

See negotiating and closing the sale

Merchandising

Merchandising is about how you present your products to potential customers. It is an essential part of your business image and should be included in your marketing plan when your business starts.

You need to understand your potential customer and create:

  • an attractive environment - inviting products/services/logo/store front/signs
  • comfortable space to shop or do business in - welcoming, clean interior with appealing product presentation
  • a place which encourages customers to return - professional, helpful

See visual merchandising for your retail business.