HOW TO SELL

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HOW TO SELL

In this brief guideline on how to sell we will address four basic steps in the selling process.

The four steps are -

1. Finding customers 2. Qualifying customers 3. Presentation 4. Closing the sale

1. FINDING CUSTOMERS

How do we find new customers? Many different ways. Here are some -

The best candidate for a customer is...a current customer. Yes. This makes perfect sense yet most people forget to continue to ask questions of their current customers. With an existing customer we know who places the orders, what type of business they are in and other important issues. Never forget to always keep asking your customers new questions. Situation keeps changing. Never assume because a client has bought items from you for a long time that you know all there is to know about their company. Keep asking: ----How is the business going?

----If not very good, is it because any new competition to them in the market? Who are they? What new items have the competitors brought to the market?

----if it is good, then what items sell better than expected and what are not? Why are these items successful, new colors? New fabric? New technique? Or price issue?

----Referrals: if a current furniture store is buying bedspread from us, then they could buy from us other products as well, like duvet covers, curtains, cushions, table linens, etc. This is the easiest way/most efficient way to find new increasing point.

2. QUALIFYING CUSTOMERS

What is "qualifying" a customer? This means we simply ask the correct questions to find out information about a potential customer.

This is an important step in the process. We need to ask certain types of questions so we can determine if the person is a potential customer or not. The key is to ask many, many questions.

If someone walks into our booth what should we say? If we schedule a meeting with a potential customer what should we ask? Let's go over this-

There is no standard set of questions or order into which to ask them . But it is important that we cover all issues. -----Ask the person who walks into the booth if you can assist them. ----Where are they from?

---- What type of company? Retailers or wholeseller? Have they bought hometextile from China and Shandong before?

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----if they are wholesellers, what type of stores do they sell to? If they are retail stores, how many stores do they have? And what type of stores are they similar to? E.g. Hochbach is like Praktiker, Bauhaus is like OBI. Conforma is like Ikea.

----How many employees(staffs)?

----How long have they been buying hometextile items?

----What type of quantity do they buy? How much volume do they buy from China and Shandong Yearly? ----How often do they buy every year?

----Are they the only person from their company who purchases hometextile items?

----Are they planning to place orders while at the show?

You can see there are many, many questions to ask. Now of course we may not get the opportunity to ask all these and other important questions. What we want to do is find out as much as possible and find out the important issues such as who makes the decision the place orders? What type of customer are they? Are they really interested to buy our products or they only want our products for reference, Etc.

Taking notes is important. We may think we can remember all aspects of a conversation but when we speak to many people at a trade shown by the time we get back to our office we usually forget some things.

We need to use a casual, easy tone with our customers when qualifying them. Some people may not like being asked a lot of questions.

If we find a good potential customer, even we may not conclude business at fair, try to set an appointment for another meeting or a time to call.

Always CLUE to good potential customers!

3. PRESENTATION

This step in the process not only includes presenting your product but you and your company as well. We must be knowledgeable about our product----this is the foundation! If our customer senses we do not know what we are talking about they will lose confidence in ourselves, our company and our products. This is our time to show the customer our professionalism and our great products!

We base some of presentation on what we have learned during the qualification. The first general part of the

presentation is to remind the customer about your company and products. We are Shandong Yinfung/Weihai Yintai. Our company is located in Qingdao, our own factory is located in Wendeng and Weihai.

Tell them we are manufacturer.

Tell them how many staff we have and how many machines and what type of machine we have. Tell them our production capacity, etc.

Remind the customer of the strengths of our company:

They can buy directly from the producer which has over 10years export and production experience. We are reliable and responsible manufacture.

We have one of the most creative R&D centre in this industry.



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We have complete organization to ensure excellent service and we also have passed various factory auditing, e.g. BSCI.

We can even speak to a potential customer about a current customer for verification. But there are common rules to follow:

only refer to our current customer name in front of the potential customer after you get to know who they are. E.g. if you are making presentation to Aldi and you tell them you are doing business with Lidl, then you are out imme.

Do not let them know we are doing business with their competitors, if you want to make successful presentation.

In case you are not sure what customers name to refer to, then it is always safer to mention high end

customers rather than low end customers. E.g. in most cases the information we are doing business with John lewis is much positive to a potential customer than let them know we are doing business with Argos or Primark.

During the presentation do not forget to continue listening and qualifying the customer in the meantime. Never minimize a customers concern. Do not argue with a customer ever but always address any concern or problem. Do not ignore it.

E.g. if a customer complains the higher prices(this could happen 99% in every discussion) compared to one of our competitors, do not argue it is true or not, do not blame our competitor for bad quality or whatever. We could just simply say: we do not know how they could quote that prices, but our prices are corresponding to this quality and technique…..(better/heavier fabric quality, special technique, etc). Show positive side of our products, a reasonable customer will realize the difference. If a customer is questioning our pricing policy, we could say to them the higher prices are not due to our pricing policy but it is related to how heavy the workmanship and how good the fabric is. We just won Tchibo’s auntion----if they know how sharp the Tchibo prices are, let alone auction, they will understand our pricing policy is aggressive.

We must address all concerns before closing the sale.

4. CLOSING THE SALE

Help your customer buy your product. Make them feel comfortable and confident. Summarize all that you have discussed.

Use a list of issues if needed.

----so you have chosen these 4 designs for one 1x40’and no change? Yes. ----delivery is 60days after receipt of your l/C or your down payment? Yes. ----prices are based on C&F F’stowe(not Manchester)? Yes.

Everything is o.k. then we could ask for an order. In case there are some changes on designs but all else are confirmed, we should still write a contract for them to sign.(with remarks subject to confirmation on changed design). Remember to sign a signature on the contract even with conditions it has much more binding on the new customers than oral confirmation.

If you have this same situation but they do not like the price then ask them, "So everything is OK except you are looking for a better price. If we can meet an agreed price you will place the order today?" This is good and bad. It is good because if they answer yes then we know we only have one issue left. It is bad because price is always an issue and we prefer to focus on some other aspect. We will discuss various methods of closing techniques.



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