This sets the stage for all the steps that follow. We must greet the customer in a very energetic and enthusiastic way that sends the message..."We are here to serve you". This must be done within 15 seconds of the customer entering the store.
 

Potential customers enter our stores with mental barriers. It is our responsibility to melt the ice, so to speak. This is accomplished by doing one of the following:

1. Make a dramatic statement
   Stray from the normal. Set yourself apart from everyone else. The normal question is "How are you doing today?" The normal response is Fine, Fair or OK. Our response to this question (Think about Tony the Tiger) I’m doing GREAT. Think of alternative responses such as Terrific, Fabulous or "If I was any better I would have to pay an amusement tax". Get excited and creative. Be careful not to offend them in any way.
    

2. Make them laugh
   The dramatic statement above will accomplish this also. The objective here is to simply relax them. Put them at ease.
    

3. Make them a promise that you can keep
   You can’t promise the sun is coming up tomorrow but you can promise them that yourself and your staff are here to serve them.

The 5 W’s and the Big H. Who, What, When, Where and Why. The Big H is How. We must identify the exact product that will bring them the most pleasure. Zero in on it and blend into the next step.
 

Step4

Presentation, Demonstration, and Information

• Presentation
  Talk about the features, functions and benefits of the item.

• Demonstration
  Prove everything that you just said

• Information
  Discuss the options that are available to them. Such as, 90 day same as cash, 12, 18 and 24 month rental purchase plans, reduced terms on previously rented items. The Big 6 will also be discussed. (See previous Article).
   

This comes from the A.I.D.A. Principle of Selling. Attention, Interest, Desire and Action. Since they took the time to come to your store, we can assume that we have their Attention and Interest. Now it's time to satisfy the Desire.

Pleasure and Pride of Ownership
How would they feel if their family came to visit and asked where they got this beautiful Dinette?

Cost Effectiveness
Telling the customer that it costs less than $4.00 per day to maintain this Entertainment Center in their home.
 

Step 6

Overcoming Objections

An Objection is simply an indication that the customer doesn’t completely understand the transaction. They are not yet ready to take the item home. Listen carefully and respond to it by explaining it thoroughly and by adding a benefit.
 

Step 7

Closing the Sale

This is what the Sales Process is all about. Closing the Sale in Rental is simply getting the order and scheduling delivery of the item.

There are 4 types of Closes

1. Direct Close
   Ask very direct, easy to answer questions that, when answered, indicate acceptance.
   Example: "What time today will you be at home to accept delivery?" or "Will you be at home today between 4:00 and 6:00 to accept delivery?"
    

2. Choice Close
   Ask questions that require a choice
   Example: "Would you like the 2 Head or 4 Head VCR?" or "Do you want to set this Account up on a weekly or monthly basis?"
    

3. Rental Order Close:
   Use this close when the customer really likes what they hear, but still want to take the Rental Order home with them to fill out and bring back later.
   Example: Sit down at the Dinette in the store and take the Rental Order yourself.
    

4. Turnaround Close:
   Use the phrase " If I could, Would you"
   Example: "If I could give you 1st Months rent 1/2 price, would you get it today?"