Acknowledgments xii

Introduction xiii

Chapter 1 Getting Your Act Together before You Take It to the Selling Floor 1

The Not-So-Fun Stuff 4

Customer Service Points 5

The Four Occupations of the Professional Retail Salesperson 19

The Daily Precheck 24

Hot Tips and Key Insights 31

Chapter 2 Opening the Sale 33

People Behave Reactively 35

Causing a Negative Reaction from the Beginning 36

The Primary Goal of Opening the Sale Is to Get

Past Resistance 37

Opening Lines 37

Opening Moves 41

Getting into Business: The Transition 44

Working Two Customers at Once 52

How Have You Been Opening? 54

Hot Tips and Key Insights 54

Chapter 3 Probing 59

Opening as Many Doors as Possible 61

Knowledge Is Power 62

Probing Questions 66

QAS 73

Logical Sequence 74

Logical Sequence Guide Chart 78

Switching—Or Selling What You Have First! 78

Hot Tips and Key Insights 82

Chapter 4 The Demonstration 85

The Demonstration Follows What You Learned in Probing 87

Selling the Value That the Customer Wants 90

Creating the Desire for Ownership 94

Covering All the Bases 97

The Ultimate Demonstration Tool 101

Avoiding the Comparison Trap 109

The Expert Kills the Deal 112

Hot Tips and Key Insights 115

Chapter 5 The Trial Close (Otherwise Known as the Assumptive Add-On Close) 119

The Dreaded Close 121

Adding On 125

Constructing a Trial Close 131

Hot Tips and Key Insights 136

Chapter 6 Handling Objections 139

The Trial of Trial and Error 141

Why Objections Occur 143

Work with the Customer 146

The Smoke-Out 150

Handling the Price Objection 153

Hot Tips and Key Insights 159

Chapter 7 Closing the Sale 161

Intent Is Everything 163

Getting Started 164

Basic Closing Techniques 166

Handling Requests for Discounts 175

Turning Over the Sale 178

Buying Signals 182

Hot Tips and Key Insights 184

Chapter 8 Confirmations and Invitations 187

Buyer's Remorse 189

The Confirmation: Cementing the Sale 192

The Invitation: Requesting Another Visit 194

Building Personal Trade 200

Hot Tips and Key Insights 206

Final Thoughts 209

Appendix: Retail Training Resources 211

About the Author 217

Index 219

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