Professional Documents
Culture Documents
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.
Use open-ended
questions
Buying motives:
A customers
reasons for
buying goods
and services.
Rational motives
Emotional motives
Patronage motives
Types of customers
Casual lookers: Customers who are
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.
characteristics of an item.
Product benefits:
Techniques For
Handling
Customer Objections
Boomerang: A technique of handling
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
Gift cards
Electronically debited with each purchase until
the card balance reaches zero.
Additional amounts may be added to gift cards
while still carrying a balance or when the
balance reaches zero.
A popular means of gift giving.
Sales Follow-Up
Follow-up: Contact with the customer
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