[box]This lesson is from our Direct Sales Training Course: 5 Easy Steps to a Successful Sales Conversation[/box]
Imagine you are representing a face cream company in a pop-shop or other direct sales exhibit. This is a common direct sales scenario. How to sell a product to a customer off the exhibit floor? In other words, how do you sell a product when the product doesn’t involve signing a contract or price quotes?

Bad Practices

  • Talking ‘at’ rather than ‘with’ the potential customer
  • Launching into long, generic product pitches
  • Failing to ask questions about needs before sharing product details
  • Not asking for the sale

Good Practices

  • Using active listening techniques to learn potential customers needs
  • Sharing specific product details that meet those needs
  • Asking short lead qualification questions, then waiting for the answer
  • Asking for the sale!

To see both the bad and good practices in action, take a look at the script below featuring ‘Face Cream Gal’, our imaginary sales rep.

In the first script, Face Cream Gal employs bad direct sales strategy and doesn’t make a sale. In the second script, Face Cream Gal employs good direct sales practices and makes the sale!

Direct Sales Strategy Examples: No Sale! Bad Practices

Sales Rep (Face Cream Gal): “What don’t you like about your current face cream?”
[box type=”note”]Sales rep starts out the Lead Interview well. She asks the potential customer a short question about her wants/needs. [/box]

Lead: “I like it ok. It does the job. I guess I’m not sure about the ingredients in it.”
[box type=”note”]Potential Customer gives a vague answer…[/box]

Sales Rep: “Ok, well you’ll be happy to know that all our ingredients are organic and grown in the japanese mountains. Recent studies have shown that our face cream can reduce the appearance of aging up to 50% better than competitors. We don’t test on animals and our packaging is eco-friendly. And our creams smell fantastic! We have 6 natural luxurious scents.”
[box type=”note”]Eek! After Potential Customer’s vague answer, our Sales Rep latches onto ‘ingredients’ and launches into a long pitch about product features. Do these features address concerns the customer has? Who knows. Our Sales Rep didn’t find out. [/box]

Lead: “Ok, well thanks for the info. I’ll keep all that in mind.”
[box type=”note”]Potential Customer feels talked at. Worst of all, Sales Rep didn’t address her actual needs. [/box]

Sales Rep: “We’re offering a 30% discount off all of our creams today only. Can I interest you in any of our products?”
[box type=”note”]Trying to make the sale at this point isn’t going to work.
A sale won’t change the fact that Sales Rep didn’t explain how her product can address Potential Customer’s specific wants or needs.[/box]

Lead: “Not today, but thanks.”
[box type=”note”]No sale! Bad direct sales practices ruined Sales Rep’s chance with this lead.[/box]

Direct Sales Strategy Examples: Makes the Sale!

Sales Rep: “What don’t you like about your current face cream?”
[box type=”note”]Again, Sales Rep starts out the Lead Interview well. She asks the potential customer a short question about her wants/needs.[/box]

Lead: “I like it ok. It does the job. I guess I’m not sure about the ingredients in it.”

Sales Rep: “Oh! What are your specific concerns about the ingredients?”
[box type=”note”]This time, Sales Rep uses active listening instead of launching into a product ‘pitch.’ She asks for clarification about Potential Customer’s concerns.[/box]

Lead: “Well, I’ve read several places that many face creams have ingredients that cause cancer, that aren’t very safe– like parabens”

Sales Rep: “I see. Well you’ll be happy to know then that all of our ingredients are organic and our face creams are paraben free. Unlike many of the products on the market, you can feel secure that our face creams aren’t putting your health at risk. How does that sound?”
[box type=”note”]Sales Rep gives relevant details about how her product can address the concern Potential Customer actually has. She keeps her answer short, then asks for feedback. [/box]

Lead: “I’m glad to hear it.”

Sales Rep: “Is there anything else you don’t like about your face cream now?”
[box type=”note”]Sales Rep continues the Lead Interview, asking for more information about needs. [/box]

Lead: “Well, since I’m pregnant, I’d prefer something with no scent right now– pretty much everything is making me nauseated!”

Sales Rep: “Congratulations! Many of our products have scents, but we do have one that does not. Would you like to have a look at that one?”
[box type=”note”]Sales Rep offers a product sample– of a specific product that she now knows can address Potential Customer’s needs. Offering a product sample is also one of Sales Rep’s sales goals.[/box]

Lead: “Yeah, sure” [smells and tries]

Sales Rep: “Soft huh? We’re actually offering 30% off all of our creams including this one for today only. Would you be interested in that?”
[box type=”note”]Now, tries to make the sale offering a discount incentive.[/box]

Lead: “Yeah, ok, I’ll give it a try. Do you take credit card?”

Sales Rep: “We sure do!”
[box type=”note”]This time, Sales Rep makes the sale![/box][hr]
[box type=”note”]

Has this lesson been useful?
It’s just one part of our Direct Sales Training Course for Beginners!

Watch Face Cream Gal’s sales conversations on video

How to sell a product to a customer - Face Cream Gal

Take the entire Direct Sales Training Course! Learn to sell like a pro at..

  • trade shows and trade fairs
  • direct sales exhibits
  • direct sales events
  • festivals, fairs, home shows, farmer’s markets
  • booths, stands, pop-up stores and shops and more

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