2.
Know Before You Sell
Offering General
Information
LEARN IT!
Learn about your products from:
• Online courses, videos
• Apps and QR codes
• Group classes or seminars
• Individual study with workbooks or vendor
provided materials
• Reading product labels
• Discussions with a supervisor or coworker
DO IT!
Answer the question yourself or find a coworker to
help answer the question
DO NOT say “I don’t know” and walk away
1 2. Know Before You Sell
2. Know Before You Sell
Offering Extensive
Information
LEARN IT!
Additional information you may need to know:
• Product history
• Standard and specialized features
• Styles, colors, models and materials
• Pricing
• Product usage knowledge
• Comparisons to competitor products
• Warranty, delivery & repair options
DO IT!
• Ask questions to determine how the product will be
used and what is most important to the customer
about it
• Explain the top 2-3 features that support their
needs
• Compare products to each other, pointing out
similarities and differences
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Meals in Minutes: The Scenario
2. Know Before You Sell
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2. Know Before You Sell
Continuous Learning – It’s About Your Mindset
• Visit competitors and talk to
their salespeople to
understand products from
their perspective
• Research products and
services through magazines,
websites, social media, and
blogs
• Understand industry trends
to prepare for new products
and services
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2. Know Before You Sell
2.2 Knowing the
Customer
OBJECTIVES
• Greet and engage the customer in a personal
and professional manner; make a great
impression.
• Assess the customer’s needs and interests using
open-ended questions.
• Listen attentively to the customer and confirm
the customer’s needs and interests.
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2. Know Before You Sell
Making a Connection
with the Customer
The very first impression
You can influence how customers perceive you before
you ever say a word by:
• Projecting a professional image through clothing
and appearance
• Choosing a positive attitude when at work
• Using non-verbal communication such as a
welcoming stance, confident posture, and eye
contact
The next first impression
• Acknowledge customers as soon as possible with a
genuine smile and say something to them (try not to
make people wait before acknowledging them)
• Welcome the customer with a cheerful greeting
• Introduce yourself and ask the customer’s name
• Ask a question to break the ice (or give it more time
if it seems the customer would feel more
comfortable)
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First Impressions
2. Know Before You Sell
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First Impressions:
A Different Experience
2. Know Before You Sell
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Assessing the
Customer’s Needs
CUSTOMER TYPES:
• Reserved or shy
• Don’t ask multiple ice breaker questions or be overly
talkative
• Outgoing
• Don’t be too familiar and assume an instant friendship
• A recreational shopper who needs to browse
• Don’t hover near and make them uncomfortable
• A comparison shopper who needs information in
order to prepare to make a purchase
• Be sure to provide adequate product knowledge
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2. Know Before You Sell
Gathering
Information
Open-ended questions
• Begin with the words Who, What, When,
Where, Why or How
• Cannot be answered with a yes or no
• Used to get more detailed information
Closed-ended questions
• Can be answered with a yes or no or one
word answer
• Confirm a specific response
• Limit the conversation
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2. Know Before You Sell
Listening to Customers
and Confirming Their
Needs
Active listening
• Avoid thinking about what the customer or you will
say next
• Monitor your body language – maintain eye
contact, control facial expressions, don’t slouch,
etc.
• Have patience – don’t interrupt the customer
Responding to customers’ answers
• Ask clarifying questions
• Restate or summarize the customer’s needs
• Ask for confirmation that you interpreted the
information correctly
• Be honest
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