training tactics

by Valerie Manso

5 Steps to Sales
Successful selling is a fivestep process that guarantees customer satisfaction and business growth.

1 ESTABLISH RAPPORT: UNDERSTANDING MOTIVATION
To discover what motivates customers, it is essential to first put him/her at ease and establish rapport. Ask yourself the following:
• Am I making eye contact, smiling, and shaking hands?
• Am I consistently using a warm and welcoming tone of voice?

2 DETERMINE THE NEEDS: QUESTIONING
Conduct a probing conversation— have your prospect talk at least 70 percent of the time. Ask consumers:
• What would you change about your existing eyewear?
• Have your visual demands changed since your last purchase?

3 SELL THE BENEFITS: MATCHING
Matching is finding the right product to satisfy your customers’ optical needs. To match, you should:
• Increase your customers’ knowledge of your products and services, and their desire to buy.
• Know your products, prices, and promotions and share selling points.

4 OVERCOME OBJECTIONS AND CONCERNS
Customers may hesitate because they don’t see the need or think the product will help. To overcome:
• Get customers to voice concerns.
• Playback what you understand the problem to be and present a solution.

5 CLOSE THE SALE: ASK FOR THE ORDER
The final step can be the most awkward. Several approaches can be taken:
• Direct. “Shall I order these today?”
• Assumptive. “I’ll check with the lab regarding the delivery date.”
• Alternative. “Would you like your glasses today or tomorrow?”

Valerie Manso is president of Manso Management Resources, Inc. (valmanso@aol.com).