EBM N4 | The Selling Technique

EBM N4 | The Selling Technique

Lisa owns a stationery shop in the centre of King Williams Town, which enables customers to reach her store easily. She offers high-quality stationery at an affordable price. Since opening a uniform department in her shop, her business has grown and she is thinking about expanding the shop. She is also considering opening a new branch in East London, which will be offering services in a more developed area

Explain SIX factors that Lisa must consider when developing a selling technique for her stationery shop.

To ensure the success of her stationery business, Lisa must develop effective selling techniques that attract and retain customers. A well-structured selling approach will help her engage with customers, understand their needs, and persuade them to make a purchase. Below are six key factors she must consider when developing her selling strategy.

1. Approach – Build a Friendly Relationship with Customers

The first step in a successful selling technique is to develop a friendly and welcoming approach when interacting with customers. A positive first impression makes customers feel comfortable and encourages them to explore Lisa’s products.

For example, when a customer walks into the shop, Lisa or her employees should greet them warmly, ask how they can assist, and offer a pleasant shopping experience. Simple gestures such as smiling, maintaining eye contact, and using a polite tone can build trust and encourage repeat business. A friendly approach helps create loyal customers who prefer shopping at Lisa’s store rather than her competitors.

2. Interview – Allow Customers to Talk More

A successful selling technique involves listening to customers to understand their needs before offering products. Lisa must encourage customers to express what they are looking for, as this helps in recommending the most suitable stationery products.

For instance, if a customer comes in looking for school supplies, instead of immediately suggesting random products, Lisa can ask, “What type of stationery do you need? Are you looking for budget-friendly options or premium brands?” By letting the customer talk more, Lisa can gather valuable information and tailor her recommendations to meet their exact needs.

3. Demonstration – Show Features and Benefits of the Product

Customers are more likely to buy a product when they fully understand its features and benefits. Lisa should take the time to demonstrate how certain products work and why they are a great choice.

For example, if a customer is looking for a long-lasting pen, Lisa can demonstrate by writing on different paper types to show the ink quality. If a customer is unsure about a scientific calculator, Lisa or her staff can explain its functions and how it helps with complex calculations. Demonstrating the usability, durability, and advantages of products will help customers make informed decisions and increase sales.

4. Validate – Give References

Customers are more likely to trust a product if they hear positive feedback from other buyers. Lisa should provide references, testimonials, or reviews from satisfied customers to strengthen trust in her products.

For instance, if a customer is unsure about buying a premium notebook brand, Lisa can mention that many students and professionals prefer it for its quality paper and durability. Additionally, she can share feedback from loyal customers who have been using the product successfully. Displaying customer testimonials in the store or on social media can also influence new buyers to make a purchase.

5. Negotiate – Listen to Customers’ Objections

Not every customer will be ready to buy immediately, and some may have concerns about price, quality, or suitability. Lisa must listen to customer objections carefully and address their concerns with suitable solutions.

For example, if a customer feels that a planner is too expensive, Lisa can explain its long-term durability and how it can help them stay organized throughout the year. If a customer is worried about the ink quality of a pen, she can offer them a sample to test before purchasing. Effective negotiation skills help in overcoming customer doubts and finalizing a sale.

6. Close – Ask Customers to Make a Decision

After addressing all concerns and demonstrating the value of the product, Lisa must confidently ask the customer to make a purchase. A strong closing technique ensures that interested customers follow through with their decision to buy.

For instance, after explaining the benefits of a customized diary, Lisa can say, “Would you like to take one home today? We have a special discount for first-time buyers.” This encourages the customer to make an immediate purchase. Offering limited-time discounts, bundle deals, or free accessories can also help close sales effectively.

EBM N4 | Ways to Improve Immediate Sales in Your Business