Customer-oriented approach in retail sales of ceramic tiles

In a dialogue between a buyer and a seller, the latter is more interested in the transaction

The seller must win over the client by any means.

The client knows better what he wants

Any dispute is resolved in favor of the client

The seller has no right to object

Good afternoon Here we present ceramic tiles from foreign manufacturers, and on the right are domestic ones... (welcome and orientation in the store)

Good afternoon Please come in, are you already familiar with the exhibition? We have recently added new items to our assortment... (welcome and offer of unique products, services, promotions, etc.)

Good afternoon... (a simple greeting, then we are waiting for the client’s initiative)

Good afternoon Are you interested in something specific?... (greeting with identification of needs)

Hello, can I help you with anything?... (greeting offering consultant services)

A square meter of slab from this collection costs 4.5 thousand rubles, there is a similar one, but with a less pronounced texture and in a different format - its price will be 2 thousand rubles. (at the stage of product presentation)

For a bathroom with a wall area of ​​18 sq.m., this collection will cost approximately 30 - 45 thousand rubles. The final cost is greatly influenced by decorative elements. With minimal decoration it will be around 30 thousand rubles. To accurately calculate the cost, you also need dimensions and a floor plan, do you have them with you? (at the stage of product presentation)

We have products in different price categories. Which one are you interested in: “economy”, “medium” or “vip”? (at the stage of identifying needs)

Let's decide right away what is “expensive” to you. We have different tiles, we’ll find the cheaper ones! (at the stage of identifying needs)

How much do you expect? (at the stage of identifying needs)

Ability to listen to the client

Ability to convince a client

The ability to speak beautifully

Good product knowledge

Perseverance

The benefit that the client will receive from the purchased product, taking into account his needs identified at the stage of collecting information.

The characteristics of the product that distinguish it favorably from other finishing materials from the client’s point of view.

"Legend" of the product. In other words, to reveal to the client the manufacturer’s idea, which formed the basis for creating the product. Fill the emotional component.

The cost of the selected product in relation to similar items. Moreover, a high price can be presented as a sign of exclusivity and status, and a low price can be thought of as a rare combination of low price and excellent quality.

The superiority of the product you like over other products, speaking about them in a negative light. At the same time, be sure to compliment the client, noting his good taste and correct choice.

If the client has any objections or doubts, it is necessary to listen to him carefully, expressing an understanding of the importance of the issue of interest. Give arguments in favor of the proposed product, additionally confirming them with verified information from reliable sources (standards, catalogs, etc.).

There is no need to persuade the client to make a purchase, much less attribute non-existent properties to the product. The task of the sales consultant is to provide the buyer with the most complete and accurate information about the product that interests him.

Any information that the seller broadcasts should stimulate the client to buy. If some characteristic is not motivating for a purchase (or is generally capable of scaring off the buyer), the sales consultant should under no circumstances pass it on to the client.  

If you don’t know the exact answer to a client’s question, don’t show it. Because the buyer is unlikely to be a greater expert in this field than you. While maintaining confidence, state your assumptions as the absolute truth. Your self-confidence is the key to customer trust and the secret to successful sales.

It is better to treat the client’s objections or doubts with irony, dispelling the buyer’s fears with humor. Confidence and condescending irony are signs of professionalism that evoke the client’s unconditional trust.

Try to understand the client's motives. To do this, clarify whether you are interested in the cost of the entire collection or a specific item, whether this information needs to be recorded in an invoice or a price list, the cost is needed for planning the overall budget or as a criterion for choosing between your favorite options, etc.

Provide the client with as detailed information as possible about the cost of all elements of the collection.

Name the price, but indicate that it is very cheap and also limited in time: “only”, “mere pennies” or “... the price is valid only today, tomorrow it can be much more expensive”, etc. 

Do not give a direct answer right away, but suggest that you first evaluate the tile you like on your own: “how much would you value it?”, “How much do you think this beauty costs?” etc.

Avoid answering in every possible way, trying to present the product in the most favorable light, until the client has posed the question point blank. As soon as you name the price, he will leave, so take your time and try to arouse the client’s interest in the product.

To install these tiles you need to use a suitable adhesive and grout, I can recommend the following...

Have you ever purchased a product from our store? Do you have our discount card?  

You, of course, think about it... But it’s better not to delay the decision, since this tile is very well taken.

What is there to think?! Believe me, you won't find a better option! Shall we take it?

Well, have you decided, are you going to take it? Decide quickly, I and other buyers need to approach...

It is necessary to immediately orient the buyer to long-term work (preferably by briefly discussing all the expected stages of work and the estimated time for their completion). From time to time, inform the client about the completion of the next stage and the transition to the next.

There is no need to immediately “intimidate” the client with the length of the processes. It is better to convince him to trust a specialist and confront him with the fact that each operation must be performed.

Use diminutive forms and speech patterns in your work that allow you to emotionally shorten the waiting period ("just a second", "just a minute", "quickly", "in a moment", etc.)

Invite the client to wait, indicating an approximate period of time and creating the most comfortable conditions (soft seating area, catalogs, magazines, if possible - tea, coffee, drinks, etc.).

“Don’t let go” of the client, as he may feel abandoned. If the buyer is close to you and monitors the progress of the work, the waiting time for him will go faster.

Apologize to the “main” client and politely ask him to wait. Switch to a new client, place his order, and, having completed work with him, return to consulting the first client.

Apologize to the “main” client and politely ask him to wait. Having switched to a new client, invite him to contact a free sales consultant or wait until you are free.

Store visitors have equal priority, so the salesperson, while advising one client, should not be distracted by another. If the approaching client insists (motivating that he has already made his choice and only needs to complete the purchase), you need to answer him that you are currently busy.

It all depends on the amount of the order with which the second client applies. If the order is large, switch to working with it, explaining to the first buyer that this is our regular customer and special conditions are provided for him. For the first client, this will be a signal to buy (buy more often and you will also be a VIP client!).

Invite clients to decide among themselves who will be first in line.

Explain to the client that this is the fault of the delivery service and you have nothing to do with it.

Listen to the client.
Show that you understand his feelings and try to “join” his problem: - I understand you - this is of course wrong, but you understand me too, I’m an ordinary employee!
My boss decides everything, but delivery is a completely different service. They can’t do their job properly, and I have to report to me... But don’t worry, we’ll come up with something now. The client will feel trust in you and resolving the conflict will become much easier.

Listen to the client, understand and clearly formulate his problem. On behalf of the company, we express our regret about the current situation. Try to help the client by contacting, if necessary, your manager or the specialist whose responsibilities include this. In any case, the client will appreciate your responsiveness and desire to help.

Listen to the client without apologizing in any way.
Whoever apologizes is guilty! Do not show by your appearance that the client’s words evoke any emotions in you. Apply the “broken record” technique, i.e. For all complaints, repeat the same thing: - For delivery questions, please call... If you have complaints about my work, fill out the appropriate form.
Do not give the client a ready-made solution, let him look for it himself (this way the emotions will subside and his thoughts will be directed in a rational direction)

Immediately invite the client to invite a manager (or a responsible specialist), without forcing him to retell the essence of the problem.
Anyway, he will have to repeat it all again. The sooner you do this, the better! The client will not have time to “wind up” himself. - Do you have a problem? I'll invite the elder now.

Apologize to the “main” client, politely ask him to wait, indicating that a visitor to the sales floor has now approached you. When you switch to a new client, be sure to explain to him that you are now consulting by phone. Invite him to contact a free seller or wait until you are free. Continue working with the first client, apologizing for the pause.

A visitor to a sales floor has a higher priority than a client who contacts you by phone. Therefore, it is better to reschedule the conversation for another time, indicating to the interlocutor that you are currently busy in the sales area and, when free, will definitely call back.  

Buyers who enter into a dialogue have equal priority. Therefore, a salesperson consulting by phone should not be distracted by visitors to the sales floor. You can ignore the requests of clients in the hall, making it clear that you are having an important telephone conversation.

Cover the phone speaker with your palm and find out what interests the visitor to the sales floor. If the consultation takes a long time, apologize to the client over the phone and promise to call back. If not, answer the store visitor’s questions and continue the conversation.

A salesperson on the sales floor must give priority to store visitors, and answering or making phone calls is an additional function that should not come at the expense of the main activity. If your store is currently experiencing an increase in customer activity, it is better to hang up the call and put the phone on silent mode.