What the one-day programme covers
1. Connect before you sell
Participants explore how to move from promoting products to helping customers buy. They practise recognising browsing, buying, comparing and information-seeking customers, choosing the right moment to approach, and asking questions before recommending a product.
Practice activity: Work through pharmacy, skincare, beauty, supplement and personal care scenarios to uncover the customer’s actual needs.
2. Recommend with confidence
Participants learn to match customer needs to suitable products without overwhelming them with information or too many choices. Using the Feature → Benefit → Customer Value approach, they practise explaining benefits, comparing alternatives respectfully and managing questions they cannot answer.
Practice activity: Turn technical product features into customer-focused benefits and deliver a short recommendation based on a customer profile.
3. Maximise the sale without hard selling
Participants practise understanding the concern behind objections such as “Too expensive” and “I’ll think about it.” They learn to reinforce value, suggest complementary products or upgrades when these benefit the customer, and recognise signals that a customer is ready to decide.
They also practise ending the interaction positively, whether the customer buys or not.
Practice activity: Complete a retail sales role-play from greeting to closing, including a customer objection and an opportunity for relevant cross-selling or upselling.
