Counter Sales Operations and Salesmanship
The counter sales sequence
A reliable sequence is: observe and approach, probe needs, present features-advantages-benefits, demonstrate, handle objections, close, add-on, confirm billing, hand over and follow up. Salesmanship is need-based persuasion; pressure selling damages repeat business.
Skills the examiner looks for
Use open questions to discover needs and closed questions to confirm. Listen actively and paraphrase. Present FAB: a feature is a fact, an advantage is what it does, a benefit is what the customer gains. Upselling means a higher-value version; cross-selling means a related item. Always confirm consent before adding items.
Worked example
A customer asks for a 750 W mixer grinder. Probe family size, dry and wet grinding, and budget. Present three models with FAB: the 750 W motor handles tough wet grinding and gives fewer lumps. If the objection is price, compare warranty and service network rather than arguing. Close with a choice question between two suitable models. Offer a spare jar only if the customer's use justifies it, then confirm voltage, warranty card and demonstration.
Traps
Feature dumps without benefits lose marks. Arguing with a customer, discounting without authority, ignoring a queue and failing to confirm the final order are common errors. Never promise a delivery date or exchange facility that the store policy does not support.