Demonstrate how to properly approach
a customer to open a sale
 Differentiate between organizational
and retail sales approaches
 List three retail approach methods
 Discuss when and how to determine
customer needs


Sets the mood for the other steps of a
sale
› The purpose is to establish a rapport (positive
relationship) with the customer

You can make or break a sale during the
approach

Make an appointment prior to making a
sales call
› Arrive early – this allows you to scope out the
business
 If you are selling to a retailer, you may be able
to walk around the store to see what
competing brands are available already; can
also see customers in store and if they are a
part of your target market
 Could see a sports trophy, college diploma,
etc – create a rapport!

Greet & Engage the Customer
› Greet customer by NAME, Introduce self and the
company with a firm handshake and a 

Engaging a Current Customer
› You can be more personal – can talk about
personal matters but at the appropriate times

Engaging a New Customer
› Can use a common interest or a current industry
topics
 “According to Supermarket News, food stores that
are going green are attracting new customers. My
company has the products that will help you take
advantage of that growing trend.”

Salespeople do not know customers prior
to meeting them
› One exception; steady customers/regulars

Timing of the approach is still important

Timing the Retail Approach
› Depends on the types of customers and
types of products being sold
 When customers are in an obvious hurry, you
should approach them quickly
› Many customers prefer to look around
before buying – salespeople are
appreciated who show interest yet let
customers make their own decisions

Retail Approach Methods
› Greeting Approach – salesperson welcomes
customer to the store in a FRIENDLY manner
› Service Approach – Asking if the customer needs
assistance, “How may I help you?” – This allows
the customer to respond with something besides
a “yes” or a “no”
› Merchandise or Theme Approach – salesperson
makes a comment or asks a question about a
product in which the customer shows an interest;
then you can go into detail about
features/benefits that are not so obvious

How would you know when you should
approach a customer in a retail shoe
store?

When to Determine Needs
› Organizational Selling: customers’ needs can be
determined when qualifying a prospect – well
before ever meeting the customer
 Does the prospective customer need the
product/service?
 If the prospect is a company or an organization,
who is authorized to make a purchase?
 Does the salesperson have an appointment with a
person that has authority?
 Does the prospective customer have the financial
resources to pay for the product/service?

When to Determine Needs
› Retail Sales: earliest you can determine
needs is immediately after the approach
 Service/Merchandise approach lead to asking
questions in order to determine needs

In either situation, a salesperson must
continue determining needs throughout
the sales process. – Why?

How to Determine needs
› Observing
› Listening
› Questioning

Observing
› Facial expressions, hand motions, eye
movement, and other forms of nonverbal
communication can give clues about a
customer’s interest in a product
› Avoid stereotyping/drawing conclusions
based on your observations

Listening
› Giving customers your undivided attention
and listening with empathy are two specific
skills that will encourage your customers to
talk freely
› Ms. Rochelle will now read Page 311 –
paragraph 3 outloud…listen carefully……

Questioning
› One way of engaging a customer and get
them talking is to ask questions
› Build questions around Who, What, Where,
When How, and Why
 What type of copier are you currently using?
 Why is that copier not meeting your needs?
 How many copies are you going to be making
every week/month?
 Do you need a copier to also serve as a
printer?

Question Do’s and Don’ts
› Do ask open-ended questions that
encourage customers to do the talking –
avoid Yes and No questions
› Do ask clarifying questions to make sure you
understand the customers’ needs
› Don’t ask too many questions in a row. This
will make the customers feel as if they are
being cross-examined
› Don’t ask questions that might embarrass
customers or put them on the defensive

When is it the best time to determine a
customer’s needs?
Begin researching your product and
company/brand
 Once you’ve done enough research

› Begin creating a CUSTOMER PROFILE and
truly identify your customer
 Primary Target Market
 Secondary Target Market