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Foreword Richard Erhart x Acknowledgments xii Introduction xiii Chapter 1 Getting Your Act Together before You Take It to the Selling Floor 1 The Not-So-Fun Stuff 4 Customer Service Points 5 The Four Occupations of the Professional Retail Salesperson 19 The Daily Precheck 24 Hot Tips and Key Insights 31 Chapter 2 Opening the Sale 33 People Behave Reactively 35 Causing a Negative Reaction from the Beginning 36 The Primary Goal of Opening the Sale Is to Get Past Resistance 37 Opening Lines 37 Opening Moves 41 Getting into Business: The Transition 44 Working Two Customers at Once 52 How Have You Been Opening? 54 Hot Tips and Key Insights 54 Chapter 3 Probing 59 Opening as Many Doors as Possible 61 Knowledge Is Power 62 Probing Questions 66 QAS 73 Logical Sequence 74 Logical Sequence Guide Chart 78 Switching?Or Selling What You Have First! 78 Hot Tips and Key Insights 82 Chapter 4 The Demonstration 85 The Demonstration Follows What You Learned in Probing 87 Selling the Value That the Customer Wants 90 Creating the Desire for Ownership 94 Covering All the Bases 97 The Ultimate Demonstration Tool 101 Avoiding the Comparison Trap 109 The Expert Kills the Deal 112 Hot Tips and Key Insights 115 Chapter 5 The Trial Close (Otherwise Known as the Assumptive Add-On Close) 119 The Dreaded Close 121 Adding On 125 Constructing a Trial Close 131 Hot Tips and Key Insights 136 Chapter 6 Handling Objections 139 The Trial of Trial and Error 141 Why Objections Occur 143 Work with the Customer 146 The Smoke-Out 150 Handling the Price Objection 153 Hot Tips and Key Insights 159 Chapter 7 Closing the Sale 161 Intent Is Everything 163 Getting Started 164 Basic Closing Techniques 166 Handling Requests for Discounts 175 Turning Over the Sale 178 Buying Signals 182 Hot Tips and Key Insights 184 Chapter 8 Confirmations and Invitations 187 Buyer's Remorse 189 The Confirmation: Cementing the Sale 192 The Invitation: Requesting Another Visit 194 Building Personal Trade 200 Hot Tips and Key Insights 206 Final Thoughts 209 Appendix: Retail Training Resources 211 About the Author 217 Index 219
HARRY J. FRIEDMAN, founder and CEO of The Friedman Group, is an inter??national retail authority, consultant, and the most heavily attended speaker on retail sellingand operational management in the world today. More than 500,000 retailers have used his groundbreaking high-performance sales andmanagement training systems, includingNeiman Marcus, Cartier, Hallmark, La-Z-Boy,Billabong, and Godiva. One of retail's true thought leaders, his vision and unique ability to see what's right and wrong on a retail floor and how to fix it have made him a sometimes controversial but always passionate friend to the world of retail. You just can't get enoughof Harry!