Dionco Inc. - Books - Retail Selling Ain’t Brain Surgery, It’s Twice As Hard

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Description

"Retail Selling Ain’t Brain Surgery, It’s Twice As Hard" is a hands-on book for Retail Sales Associates of any age or experience who want to gain a deeper insight into what they do. The new Retail sales Associate will benefit from many of these exercises and the seasoned Retail Associate will benefit from new insights into Customer behavior. Mr. Dion introduces Professional Retail Sales Associates to new strategies on:

Avoid vending machine selling
Keeping your distance
Customer behavior
In-your face customers
Customers for life
Less than righteous returns
Maximizing the last moment with your customers
The real secret service
Practicing to improve skills

Reviews

"This book is the perfect primer and a great reminder for anyone working in sales. It clearly states all the steps needed to complete a successful sale with any product. These steps do become automatic, with experience, but it never hurts to be reminded. Jim Dion's created an entertaining book out of what can be a dry subject. I own a clothing store and give this book to every new salesperson I hire. It can be read in an evening or two. I highly recommend this book to anyone dealing with the public."

"Great book! Mr. Dion has done a great service to all of us who work in Retail. To prepare us for the profession of Sales Associate he expands and illuminates concepts that have been explored for many years but does it with a fresh and more convincing eye, and presents a practical guide for applying them. This book is very easy to read and younger Sales Associates will find it particularly entertaining."

Table of Contents

Preface	The Caravan and The Fleet
Introduction	Introduction to Retail Selling
	Selling is a profession
	Selling is not yelling or telling, it is helping
	What makes a great Sales Associate?
	A brief history of selling
	Marketing selling
	The Golden Rule
	Vending machine selling
	The nine steps to a successful sales relationship
	The sales road map
	Practice
	Keep in Mind
Chapter 1	Step One - The Greeting (Also known as The Opening)
	"May I help you?"
	What type of greeting is the best?
	The "Like me" bias
	How Customers behave
	Ideal distance
	Practice
	Keep in Mind
Chapter 2	Step Two - Needs Determination
	Why do Customers buy?
	How do I move from the Greeting to the Needs Determination stage?
	Open-ended questions
	Nothing will leave my store until I know what it is for
	Listen between the lines
	Running it up the flagpole
	How Customers behave
	Ideal distance
	Practice
	Keep in Mind
Chapter 3	Step Three - Product Knowledge
	Features, attributes and benefits
	Where do you begin to learn about your products?
	Product knowledge
	How Customers behave
	Romancing your product
	Ideal distance
	Practice
	Keep in Mind
Chapter 4	Step Four - Suggestion Selling
	The best Customer service
	How Customers behave
	Ideal distance
	Practice: The Twenty Dollar challenge
	Keep in Mind
Chapter 5	Step Five - Trading Up
	Show the best!
	Underselling
	How Customers behave
	Ideal distance
	Practice
	Keep in Mind
Chapter 6	Step Six - Answering Objections
	Objections need not end the sale
	Three steps to handling an objection
	Typical objections
	An objection due to skepticism
	An objection due to confusion
	An objection due to a perceived drawback
	How Customers behave
	Ideal distance
	Practice
	Keep in Mind
Chapter 7	Step Seven - The Close
	Buying signals
	Types of closes 1. The Either/Or Close 2. The Assume the Sale Close 3. The Balance Sheet Close 4. The Last Chance Close
	Don’t talk yourself out of a close
	How Customers behave
	Ideal distance
	Practice
	Keep in Mind
Chapter 8	Step Eight - Maximizing the Last Moment
	Share-of-mind
	The power of thank you
	Some other last minute memory makers
	Examples
	Practice
	Keep in Mind
Chapter 9	Step Nine - After Sales Service
	Customers for life
	Building Customer files
	Beyond Transaction Driven Retail
	Mining the gold in your Customer Data Base
	Building relationships & repeat business
	Practice
	Keep in Mind
Chapter 10	The Complaining Customer
	In-your-face Customers
	Returns
	The Customer loses
	The less than righteous return
	Three strikes and you’re out!
	Nice Customers will put you out of business!
	The real secret service
	Helping Customers to vent
	Turning a Complaining Customer into an Apostle
	Perks
	Practice
	Keep in Mind
Chapter 11	Building Your Career as a Professional Sales Associate
	Where do I go from here?
	How much do I have to sell?
	Where can I learn more?
Appendix	Answers to Chapter 2 Quiz
	Additional Reading

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