A three-step guide to sealing the deal
By Jeff Mussro, Allstate Protection Plans
In today’s retail landscape, consumers often come equipped with a wealth of knowledge about the major appliances they’re interested in purchasing. This shift has transformed the role of sales associates from traditional sellers to consultative partners, guiding customers toward not just any product, but the ideal one that meets their specific needs.
With retail payroll budgets tightening in recent years, it’s increasingly vital for sales associates to adopt an effective, streamlined method for both uncovering customer needs and sealing the deal efficiently. Here’s a refined three-step approach to achieving both, with a focus on major appliances sales.
1. Discovery Through Dialogue
The initial interaction with a customer is crucial for setting the stage for a successful sale. The goal is to encourage the customer to share as much as possible about their product requirements. The key is initiating this conversation with a well-crafted, open-ended question that invites detailed responses. For instance:
“What features are most important to you in a new refrigerator?”
“How do you envision this washer fitting into your daily routine?”
These questions are designed to open a dialogue, contrasting sharply with close-ended questions that limit the customer’s response. Active listening is vital at this stage; sales associates should attentively note the customer’s priorities and concerns, using this information to ask two further clarifying questions. These follow-ups delve deeper into the customer’s initial answers, providing a clearer picture of their needs.
2. The Consultative Close
Transitioning from discovery to closing is where the consultative approach truly shines. A successful close begins with a personalized recommendation, framed around the customer’s expressed needs. This step involves:
- Connecting the product to the customer’s needs: Highlight how the recommended appliance directly addresses the customer’s requirements, emphasizing the match between product features and the customer’s desires. This connection not only minimizes the risk of post-purchase regret but also sets the stage for a smooth close.
- Highlighting value beyond price: When discussing cost, it’s crucial to articulate the value that the appliance offers beyond the sticker price. This is an opportune moment to introduce complementary products or services, such as Allstate Protection Plans or accessory packages, showcasing how these add-ons enhance value while still aligning with the customer’s budget.
- Confidently asking for the sale: The final step is often the most overlooked: directly asking for the sale. Clear, confident closing statements such as, “Shall we proceed with setting up delivery for your new dishwasher?” can effectively move the conversation from consultation to conclusion.
3. Elevating the Retail Experience
Modern retail, especially in the realm of major appliances, demands a shift away from aggressive sales tactics toward a more informed, consultative approach. Sales associates must position themselves as knowledgeable advisors, leveraging their expertise to offer insights and options the customer might not have considered. This includes not only understanding the products but also being able to discuss how various appliances can meet differing lifestyle and budgetary needs.
By focusing on open communication, personalized recommendations and a clear, value-driven closing process, sales associates can enhance the shopping experience, leading to more satisfied customers and successful sales in the competitive major appliances market.
Jeff Mussro is a growth strategy manager at Allstate Protection Plans/SquareTrade, a provider of extended service programs for appliances, furniture and consumer tech and a valued AVB BrandSource partner. For more information or to arrange for in-store training, visit Squaretrade.com/brandsource or write to allstatedealer@squaretrade.com.
