The Freedom Consultant
We Believe: The new generation salesperson is a facilitator of decisions, an expert in the field, a trusted advisor who is recommended to friends.
We Deliver: a salesperson who is persistent, professional & polite and will deal with all levels of people internally & externally to ensure their customer will purchase, and that the purchase will exceed the expectations of their customer.
Consultative Selling: OVERVIEW
and have more thorough product knowledge justifying quality vs cost decisions for the customer and generally volunteering more information.
The sales process detailed below is a blend of the old “Dale Carnegie” style steps of selling with a “facilitative”, “consultative” or “open plan” approach.
Freedom needs a more professional and knowledgeable salesperson, who takes to role of advisor and problem solver. The new salesperson must keep on top of market research, competitor deals, technological and fashion trends and customer needs.
Consultative Selling is the next step, once your staff member has completed their ELF entry level steps of selling. Emphasis should be put on upskilling immediately.
While there are 6 steps to Consultative Selling, 4 are used actively in the “observed” sales process, while the other two are an integral part of building the new “expert” sales culture.
1. PLANNING & PREP6. FOLLOW UP / 2. INTRO/ OPEN CONVERSATIONS
CONSULTATIVE SELLING
5. OBJECTIONS/ NEGOTIATE & CLOSE / 3. QUESTIONING
4. PRESENTATION & DEMONSTRATION
Aligning Entry Level Selling to Consultative Selling
ENTRY LEVEL SELLING / CONSULTATIVE SELLING1. PLANNING & PREPARATION
Self motivated acquisition of skills and knowledge in order to gain the competitive edge in the market
1. Building Rapport
§ Acknowledge
§ Approach / 2. INTRODUCTION/ OPEN THE CONVERSATION
Build rapport with ease & steer the conversation towards finding out the customer’s needs, wants and decision making requirements. Build confidence in the competence of the salesperson.
2. Identify Customers Needs
§ Question
§ Offer Products / 3. QUESTIONING
Layering appropriate questions in order to find the right product or service. Build up a portfolio of information to assist with demonstration & closing the sale.
4. PRESENTATION & DEMONSTRATION
Products demonstrated are possible “solutions” to the customers “gap”. Involve customer in demonstration. Demo centres on relevant benefits to the customer according to the customers priorities. Advice & tips to get the best out of the product & suggest additional products to enhance the purchase.
3. Motivate the Customer to Buy
§ Handle Objections
§ Close / 5. OBJECTIONS/ NEGOTIATE & CLOSE
High value questioning (as applicable to the situation), to guide customer towards a decision eg. “If I could change something about the product to make it perfect for you, what would that be?” Or “What would I need to do in order for you to purchase today?” Before giving the customer multiple opportunities to respond to a close.
6. FOLLOW UP
As per GM directive, standard procedure follow up phone call & notes on POS2. Personal customer list maintained & communicated to appropriately.
Merging the 3 Steps of Selling with Consultative Selling
The 3 Steps of Selling outlined in ELF are a methodical approach to the building blocks of an effective sales technique. Once these steps have been mastered, a more holistic and dynamic approach is needed to become a Freedom Sales Consultant.
CONSULTATIVE SELLING PROCESS: DETAIL
PRECONDITIONS:
Salesperson knowledge of
§ Products
§ Systems & processes
§ Market place especially Freedoms UPB -“Unique Perceived Benefits”
§ Key customer types – motivators, needs & wants profiles
Salesperson as a specialist
§ In Furniture/Homewares retail – market leader in professionalism & knowledge of staff
Company offers different client/sales opportunities depending on needs eg.
§ Salesperson – domestic customer
§ Decorator – commercial client or decorator client
§ Decorator Manager / Store Manager – high value commercial project
Salesperson has “facilitative” skills
§ High value & probing questioning techniques
§ Ability to confidently build a partnership with the decision maker (and decision influencers)
§ Ability to anticipate needs and issues that may arise throughout decision making process, and provide multiple solutions
CONSULTATIVE SALES PROCESS IN DETAIL:
The new salesperson is a facilitator of decisions, an expert in the field, a trusted advisor who is recommended to friends. They are persistent, professional & polite and will deal with all levels of people internally & externally to ensure their customer will purchase, and that the purchase will exceed the expectations of their customer.
1. Planning & Preparation§ Who is our customer? What are their needs/wants/ lifestyle? How do they communicate & make decisions?
§ What are our products? What categories are we authoritative in and what categories are complementary. What are our competitors selling, and their current promos? What is Freedoms Unique Perceived Benefit?
§ What are my own strengths and weaknesses as a salesperson, what should I be working on to give better service and be a better salesperson?
2. Introduction / Open the Conversation§ As appropriate to build customers confidence in the salespersons competence, but focussed on finding the customers initial needs, wants & motivators.
o What are you looking for today
o What brings you in
o What do you know about us
o Have you shopped with us before
o My name is (…) – what can I show you?
3. Questioning§ High value thought provoking questions for the customer, giving information rich answers to the salesperson.
§ Salesperson steers conversation, but does little talking.
o What gap do you need to fill/ what problem do you need resolved
o Have you thought about how x will affect y
o Where have you been shopping for X so far & how did you feel about what you saw?
o What could be bigger or better about what you have seen?
o Do you need more information?
o Would you like a simple breakdown of your options?
o What do you like about what you have seen so far?
4. Presentation / Demonstration§ Possible solutions to the customers “gap”
§ All about the benefits for the customer
o Have you done much research on XYZ? – Would you like me to give you a quick overview?
o Based on the criteria you gave me, these are the possible solutions. Which option do you think will give you the best outcome?
o Let me tell you a bit about this type of product
o Let me tell you about what is out there in the market place and where our products fit in
§ Sensory selling – encourage the customer to interact with the product
§ Addon & Upsell products that reinforce our position as experts in the field and retailers of quality, value for money products.
5. Objections / Negotiate & Close§ Standard closes or facilitative closes, building on the discussion with customer.
§ Salesperson as expert advisor
§ Direct and to the point
o What would I need to do/ what would you need from me, in order to buy the XYZ today?
o If you could change something about this product/service to suit you better, what would it be?
o What can I do to facilitate your decision making process?
o Lets get this down on paper, then we can work through your criteria/needs and check that we have everything covered.
o Have you found everything you were looking for today – what else can I show you?
6. Follow Up§ Compulsory follow up contact with customer
§ Follow up phone call
§ Behind the scenes follow through – keeping a log of customer dockets
o Personal customer list to contact “A new product came in today that I thought you would like…”
o Is there anything else I can give you information on for future purchases?
Aligning Consultative Selling to Mystery Shopper
Environment - Every Place
1.1 Was the environment of the store appealing
1.2 How would you describe the promotional advertising you saw today?
1.3 Was the main promotional advertising correct for the month? / Planning & Prep
The People - Every Time
2.1 Were you impressed with the welcome today?
2.2 Were you satisfied with the staff members attempt to understand your needs?
2.3 Were you satisfied with the staff member's demeanour?
2.4 Did the staff member attempt to build rapport with you by introducing themselves? / Introduction/Open
Service, Advice & Sale - Every Time
3.1 Did the staff member offer to show you appropriate merchandise
3.2 Were you informed of the relevant benefits and features of the item/s
3.3 Did the benefits explained to you excite and delight , match needs.
3.4 Did the staff member provide you with additional information that would help you with your decision making process
3.5 Did the product knowledge provided to you today meet any or all of the following attributes; Informative, Easy to understand
3.6 Did the staff member offer any additional items
3.7 Did the staff member mention services provided by the store?
3.8 Did the staff member ask for the sale?
3.9 Were you comfortable with the way the staff member closed the sale?
3.10 If you did not buy today, did the staff member remain friendly and positive
3.11 Did the staff member provide you with a friendly farewell. / Questioning
Presentation & Demonstration
Objections /Negotiation & Close
Follow up
The Transaction
4.1 When it was your turn to be served, were you greeted in a friendly manner
4.2 If you had to wait to be served did the staff member acknowledge this
4.3 Did the staff member ask if you found everything you needed today
4.4 Did the staff member seem genuine in their manner using good customer service skills to serve you quickly and efficiently
4.5 Did the staff member conduct the transaction in a professional and friendly manner / Planning & Prep
Introduction/Open
Objections/Negotiation & Close
Telephone
5.1 Was the phone answered within 4 rings?
5.2 Were you greeted in an appropriate manner
5.3 During the conversation did the staff member have a pleasant tone
5.4 If the staff member had to transfer you to a staff member who was more qualified to assist you or they had to ring you back -Told me what they were doing and why. Told me which department they were transferring me to or what time they would ring me back.
5.5 Did the staff member who assisted you handle your enquiry confidently and attempt to secure your future business
5.6 Did the staff member farewell you in an appropriate manner / Planning & Prep
Introduction/ Open
Questioning
Presentation & Demonstration
Objections/Negotiate & Close
Follow up
The Brand Vision - Worlds Best Retail Experience
6.1 During your visit to the store did you observe and or experience
Staff members were engaging customers with respect and treating customers equally.
Staff members were creating a happy and relaxed environment.
Staff members were respecting each other and working well as a team.
Staff members were passionate about Freedoms brand and product offer. / Planning & Prep
Introduction/ Open
COMPREHENSIVE TRAINING & INSTORE SUPPORT TO REINFORCE CONSULTATIVE PROCESS:
§ Complete ELF in required timeframe – all categories
§ Attend science of selling within 3 months
§ Attend in-house training on leather, mattresses and sofas (others may be included seasonally)
§ Sign up to sales website newsletters
§ Mystery shop local competitors
§ Competitor brochures in staffrooms
§ Marketing briefs – customer trends, market research, the WHY, where we sit in the marketplace & why that is
§ Complete sales coaching monthly, within 6 months participate in peer coaching
§ Froggy 500 member and MDC member
2. Intro/Open Conversations§ Rapport building in ELF
§ Rapport building in Science of Selling workshop
§ Instore workshops run by management :- conversation starters, high value questioning, probing questions, VAK selling
3. Questioning§ Instore workshops – layering questions technique, how to scan for potential objections or issues
§ Questioning brain maps or idea boards in staffrooms
§ Role play/ behaviour modelling with peers and managers
4. Presentation & Demonstration§ Instore sessions = demonstration techniques eg. Listening skills, linking needs to product benefits
§ Comparing competitors offers – ability to give a “balanced viewpoint” (see planning & prep)
§ Advice and tips on how to “get the best out of the product” – supplier information & care & warranty instore workshops eg. “Tuesday Newsday” topic
§ How to scan for addon opportunities (Addons Mini session)
5. Objections / Negotiate & Close§ High Value Questioning
§ Offering back up solutions ~ pre-preparing (Questioning)
§ How to help a customer come to a good decision ~ Decision making processes (Flowchart in staff room, DeBono Thinking Hats training)
6. Follow Up§ ROM/GM directive of customer standards to follow up
§ After Sales Service workshop
§ Checks with Daily Docket Control report, POS2 docket notes
§ Assessed as part of Sales Coaching
SALES COACHING
§ Weekly peer coaching – see Coaching Booklet & User Guide
§ Monthly management coaching & feedback
o See Coaching Booklet & User Guide
§ Coaching Booklet rewritten focuses on P4 (Professionalism, Product, Persistence & Profit) that aligns with the content of the Consultative Sales process and Mystery Shopper .
§ New Sales tracking spreadsheet includes $/hr productivity calculations.
Sales tracking spreadsheet:
CONSULTATIVE Sales Process Manual 4Sept09 1 Last update 04.09.09