Training

Retail Basics

~ RETAIL TIRE TOPICS ~ • ~ CHAPTER 1: Retail Environment • ~ CHAPTER 2: Retail Basics • ~ CHAPTER 3: Customer Service • ~ CHAPTER 4: Sale Process & “G” • ~ CHAPTER 5: Sale Process – “Q” • ~ CHAPTER 6: Sale Process – “P” • ~ CHAPTER 7: Sale Process – “C” • ~ CHAPTER 8: Sale Process – “Plus” • ~ CHAPTER 9: Consumer Value • ~ CHAPTER 10: Retail Success • ~ CHAPTER 11: Retail Focus Quotes • ~ QUIZ: Retail Tire Information

CHAPTER 5 ~ SALE PROCESS – “Q” ~

SALE PROCESS

• “G”reet the customer • “Q”ualify the customer • “P”resent to the customer • “C”lose the sale

–Plus

SALE PROCESS • Qualify the customer:

• Qualifying the customer is a critical step in the sale process!

• You must determine what the

situation is before you can address it with your solution!

SALE PROCESS

• Qualify the customer: • Four MUST ASK Questions;

– Does the person have a problem? – What is the level of desire to change it? – Can you solve the type of problem they have? – Are they prepared to solve it?

• Time, money etc.

– All four answers need to be Yes before you even start

thinking about introducing your products and/or services.

SALE PROCESS

• Qualify the customer:

• When you have found there is a problem you can solve,

and there is a level of interest in solving it by the customer,

your solution/proposal becomes a natural decision.

SALE PROCESS

• Qualify the customer: • There are two types of questions.

– FACT Finding: These lead to answers that provide factual and objective information.

– FEELING Finding: These lead to answers that uncover the customer’s views, opinions and attitudes.

SALE PROCESS • Qualify the customer:

– Ask the customer if the vehicle they are shopping for tires or service is with them. – Ask the customer if they would walk with you to the

vehicle. – Not in front or behind

• Demonstrates personal attention to the customer. • Will help you build a rapport with the customer. • Helps you discover unique selling points to consider.

– Vehicle condition, Child seats, Trailer hitch, Mileage etc.

SALE PROCESS • Qualify the customer:

• Confirm with the customer. – Proper tire size and service description. (tire sidewall and point out vehicle placard info).

» Tire type, brand, U.T.Q.G. etc. » This will help you gather some facts and to begin thinking of what you

will recommend, or what is needed/wanted. – Proper tire inflation pressure. – Check for obvious problems.

» Tire condition; tire (tread & irregular) wear, alignment issues, etc. » (Carry a tire pressure and tread depth gauge with you!)

– This will help you to determine level of previous maintenance. • If the vehicle is not available, your qualifying (questioning) skills

become more important to obtain the necessary information.

SALE PROCESS • Qualify the customer:

– Encourage the customer to talk with you to help determine their needs!

– Ask Who, What, Why, When, Where, How questions (Open-ended).

– Actively listen to their responses! – Don’t interrupt, nod with understanding acknowledgement

• Make, Model, Year, Mileage of vehicle. • Kinds of driving they do. • Kinds of road surface they travel. • Problems or concerns with the performance of their current tires or

what difference they may prefer. • Tire requirements.

SALE PROCESS • Qualify the customer:

• I had six honest serving friends Who taught me all I knew. Their names were What and Where and

When, And How and Where and Who!

• Good Questions are followed by Good Answers – Knowledge!

SALE PROCESS • Qualify the customer: • What if your potential customer makes a reply to your

question about how the vehicle is primarily used by saying, – “Aw, I just need some cheap tires for the wife’s (or teens)

car”!

• What would that statement trigger? – SAFETY! (Personal, Family Member)

– Excellent opportunity to sell up! • Why would you consider installing the least expensive product on the least

experienced driver’s vehicle, which is typically an older vehicle, usually accompanied with worn parts?

SALE PROCESS • Qualify the customer: • Six Ways to Influence Interaction

– Influence by Your mood/attitude – Influence by Your confidence – Influence with Your patience – Influence with Your benefits and features – Influence with Your relationship building – Influence with Your complete attention

SALE PROCESS • Qualify the customer:

– Become a good questioner! – Start generic, don’t assume that they have just been

dying to hear about your product. • Did you like the set of tires you are looking to replace? • What is your normal driving week like? • Between mileage, ride comfort or traction what is most

important to you?

– You can then begin crafting your “best” recommendation around these early answers before you get to the next process step.

SALE PROCESS • Qualify the customer:

– Listen to the response to your questions!

• Don’t just hear it! • Get the whole story.

– Take the walk to the vehicle, don’t guess the tire size, the application, the vehicle condition.

– Don’t assume anything about the sale! • Assume…. Makes a - Donkey out of U and Me

– Listen & Learn!

SALE PROCESS • Qualify the customer: • What if your potential customer is a teen to

twenty-something, looking to do a “step up” sizing conversion on their vehicle? – Do you have the knowledge to recommend a proper

replacement? – Do you have a custom wheel supplier to offer a total

tire/wheel assembly package? • What about payment on a special order?

– Do you require a pre or down payment (wheels & accessories?)

SALE PROCESS • Qualify the customer:

– # 1 Rule in Selling

• Selling is not telling but asking!

• Selling is not talking but listening!

SALE PROCESS • Qualify the customer:

–The easiest way to attract more customers and increase your sales is to stop talking and start asking

intelligent questions.

SALE PROCESS • Qualify the customer:

• The person who does most of the talking during a sales call between the buyer and

seller enjoys it the most!

• So why not let your customers enjoy the sales process too!

SALE PROCESS

• Qualify the customer: – Selling Success 70/30 Rule:

•Listen - 70%!

•Talk - 30%!

SALE PROCESS • Qualifying the customer:

– If you are like most salespeople, you love what you are doing.

– If you are like most salespeople, you also love talking about your products & services.

– Therefore, you probably end up doing most of the talking during the sales process – that’s just what most salespeople do.

– Focus on building their passion, not yours. – Let them talk – by allowing them to talk – by asking

the right sales questions.

SALE PROCESS • Qualifying the customer: • Salesperson Silence?

– It is harder to do than one realizes! – It is very effective! Silence is Golden! – A moment or two can feel like an eternity.

• When you want to say something. • When you pause, waiting for a reply.

– Compare this pause to sitting at a stop light waiting for the light to change…so you can go!

– It can feel uncomfortable. – Encourages the customer to supply more information without further

direction or inquiries. – Silence can also be utilized as a delay, giving the time needed or the

impression of, thought.

SALE PROCESS • Qualifying the customer:

– The better job you do of, • Asking the right questions • Listening to their response • The better you will be able to determine the customers

needs/wants • Which leads to your making the best recommendation option

– Ultimately this makes the rest of the sales process easier for both you and the customer!

• Your recommendation presentation and close will flow smoother with less potential resistance and with better results.

CHAPTER 5 RETAIL TIRE INFORMATION

Sale Process – “Q” CONCLUSION

Thank – You for Your Participation, Attention and Business!

Please proceed to the next Chapter!

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RETAIL BASIC TIRE TRAINING INFORMATION PRESENTATION

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