Stages of Selling in a Store: How to Advise a Customer from the First Question to a Post-Purchase Inquiry

Build the consultation around the customer’s needs: find out how they will use the product, which features matter to them, and how much they plan to spend. Then offer suitable options, check the size or compatibility, state the full amount and purchase terms, and give the customer time to choose.

It is useful for a store to prepare a shared procedure for sales staff: check availability before making an offer, verify product features against documentation, agree on any additional items, and explain how to contact the store after purchase. The practical recommendations below apply to retail in Ukraine; the legal requirements concern the seller’s relationship with a consumer who buys a product for personal needs.

1. Start the conversation and agree on how to help

Greet the customer and let them choose a convenient way to interact: “Good afternoon! I can help you choose or point you to the right department.” If they say they would like to browse on their own, tell them where to find you and return to your other tasks.

If the customer has come in after exchanging messages, ask which offer they discussed: “Were you asking about the blue jacket? Please show me the model or order number so I can check that exact one.” Do not draw conclusions about a person’s interests based only on their appearance or a previous purchase.

If you are already serving another customer, briefly let the new visitor know you have noticed them. Give an estimated wait time only if you can assess it. If a colleague will continue the consultation, with the customer’s consent, pass on the key details of their request so they do not have to repeat the whole conversation.

2. Find out the need, conditions of use, and budget

Start with an open question, then ask follow-up questions based on the answer. For footwear, how long the customer walks, the season, and the fit may matter; for electronics, it may be specific tasks, compatibility, and installation conditions. Do not turn the consultation into a mandatory interview with a long list of questions.

• Purpose: “What do you need the product for, and how often do you plan to use it?”
• Experience: “What was convenient about your previous product, and what would you like to change?”
• Essential requirements: “Which features must it have for this option to work for you?”
• Constraints: “Do you have any requirements for size, material, connection, or care?”
• Budget: “What price range would you like to consider? Should it include any necessary accessories and delivery?”

Ask about the budget calmly and without judging the answer. If the customer does not want to name an amount, show several options with clear prices and explain their differences. Do not assume the customer is willing to spend more than they said.

Before bringing out a product, summarize what you heard: “You need boots for everyday walking around the city, with a roomier fit, for up to UAH 2,500. Waterproofing is not essential. Is that right?” This gives the customer a chance to correct any misunderstanding before you begin the presentation.

3. Compare products by the features that matter to the customer

For an initial comparison, it is convenient to select two or three products that meet the essential requirements. Compare them using the same criteria and explain what each difference means for the customer’s intended use. If a feature is not documented, say that you need to verify it.

A single specification is not enough to promise an overall result. For example, a sales assistant should not guarantee the quality of night photos based solely on the camera’s megapixel count. Offer the customer an available way to check the feature they need and explain the conditions for the demonstration.

Legal requirement: under Article 15 of the Law of Ukraine “On Consumer Rights Protection” No. 1023-XII, the customer must receive necessary, accessible, reliable, and timely information before purchasing a product. This includes, in particular, its main properties, price, purchase terms, warranty obligations, and safe-use instructions. For some product categories, special regulatory requirements may supplement or specify the information to be provided.

4. Arrange a safe try-on or demonstration

First explain how the check will work and obtain the customer’s consent. Prepare a clear space, a stable seat for trying on footwear, a working display unit, and any necessary included parts. Follow the manufacturer’s instructions for equipment; if it cannot be safely started in the store, explain this and show the available ways to check its features.

During a try-on, ask about specific sensations: whether the product pinches, whether it is easy to fasten, and whether the customer can sit and move comfortably. If the customer reports discomfort, offer another size or model. Do not promise that the discomfort will necessarily go away after use.

Before checking a device, agree on what exactly should be demonstrated. Use demonstration materials; if the customer’s device is needed, ask them to perform the necessary actions themselves. After the check, ask: “Were you able to check what matters to you? Is anything still unclear?”

5. State the full price and purchase terms

Before payment, repeat the exact product, quantity, contents, and total amount. Separately explain the cost of any agreed additional items, delivery, and services. If delivery has not yet been priced, first confirm the address and delivery method, then agree on the cost with the customer.

Illustrative calculation: The product costs UAH 2,000, and the agreed discount is 10%, or UAH 200. The discounted price is UAH 1,800. If the customer also chooses an accessory for UAH 150 and delivery for UAH 80, the total is UAH 2,030. The sales assistant must obtain the customer’s agreement to every addition before payment.

Under Parts 3–6 of Article 15 of Law No. 1023-XII, the price must include taxes and mandatory charges paid by the consumer at the time of purchase. For combined offers, the seller must disclose the contents, price, and terms, including the duration and any restrictions. If several products or services are offered for one price, the seller must also state their separate prices. An offer may be called a “discount,” “reduced price,” or similar only if the seller sells the product directly, the offer applies for a specified limited period, and the price is below the usual price. After a discount is publicly announced, the customer must be told the previous and new prices.

Prepare concise terms for every promotion for sales staff: product list, dates, prices, restrictions, and rules for combining it with other offers. If a sales assistant cannot verify a condition, they should confirm it before processing the sale.

6. Clarify objections and let the customer choose

Treat an objection as specific information about what does not suit the customer or what they still do not know. After “It’s expensive,” ask: “Does it exceed your budget, or would you like to compare it with another option?” The answer will determine what to do next.

• Over budget. Offer a less expensive product that meets the main need and explain the differences.
• Uncertain about a feature. Show confirmation in the documentation or arrange an available check.
• Fit or size is unsuitable. Resume selecting a product.
• They need to discuss it with someone. If the customer wishes, write down the model, price, and offer terms.
• The customer declines. End the consultation politely without repeatedly pushing the purchase.

You can close the conversation by asking: “Does this option work for you? Shall I process the purchase, or would you like some time to think?” If the store offers to reserve the product, state the actual duration and terms. Mention stock levels or the end of a promotion only after checking them.

Article 19 of Law No. 1023-XII prohibits misleading and aggressive commercial practices. In particular, a seller must not falsely claim that only a limited quantity is available or that the sales period is short in order to rush the customer’s decision. The law also prohibits demanding payment for goods without the consumer’s express and unequivocal consent to buy them.

How to offer an accessory or a more expensive product

Explain how the addition relates to the customer’s needs, state its price, and ask whether they want it. Before making the offer, check whether they already have a suitable accessory. If an additional item is needed to use the product for its intended purpose, tell the customer during the selection process.

It is appropriate to show a more expensive option when a verified feature matters to the customer: “This model costs UAH 400 more and has this difference. Would you like to compare them?” If the customer declines, continue processing the product they chose.

Examples of complete conversations with customers

Trying on footwear and choosing within budget

Illustrative training example. The models, prices, and try-on results are fictional and are provided to practice the consultation.

Sales assistant: Good afternoon! Would you like help choosing footwear?

Customer: Yes, I need boots for everyday wear.

Sales assistant: Will you mainly be walking around the city? What should we take into account?

Customer: I walk a lot. My previous pair pinched at the front.

Sales assistant: What price range would you like to stay within?

Customer: Up to UAH 2,500.

Sales assistant: So we are looking for everyday boots for up to UAH 2,500, and we will pay particular attention to toe space when you try them on. What size do you usually wear?

Customer: Forty-two.

Sales assistant: I checked availability: we have two models in this size, for UAH 2,200 and UAH 2,450. I will show you the material labels and care instructions, and we can compare the fit during the try-on. Shall we start with the first pair?

Customer: Yes.

Sales assistant: Please take a seat; here is a shoehorn. Once you have both boots on, you can walk along this clear aisle. Does anything pinch?

Customer: The right one pinches on the side.

Sales assistant: Let’s take this pair off and try the second model.

Customer: The second pair is more comfortable, but it uses up almost my whole budget.

Sales assistant: Would you like to leave some room in your budget and look at other models, or are you considering this pair for UAH 2,450?

Customer: This pair. I don’t need any additional care products.

Sales assistant: All right. Let’s check the pair, size, and contents. The amount due is UAH 2,450. Here is the care information; before payment, I will also explain the exchange terms and where to contact us if you find a defect. Would you like to pay by card or cash?

Customer: By card.

Sales assistant: The payment is confirmed. Here are your receipt and your boots.

Choosing an accessory when the customer decides to wait

Illustrative training example. The prices and check results are included for practice; in store, the sales assistant must verify them for the specific product.

Customer: I need a charger. Will this one work?

Sales assistant: Let’s confirm your device model and charging requirements. Which cable do you already have?

Customer: I have a cable, but I don’t remember the exact device model.

Sales assistant: Could you open the device information in settings? I’ll check it against the documentation.

Customer: Here is the model.

Sales assistant: I checked: this adapter meets the listed requirements, but your cable needs a different connector. We can find a suitable adapter or a separate cable. What budget did you have in mind?

Customer: Up to UAH 700 altogether.

Sales assistant: The adapter that works with your cable costs UAH 650. Another option is an adapter for UAH 600 and a cable for UAH 180, for a total of UAH 780. The first option fits your budget.

Customer: I’ll discuss it with someone first. Can you send me the name of the first one?

Sales assistant: Yes. I’ll send the name, price, and a link to the specifications in this chat. The saved offer details will help you compare the options; before placing an order, we will check availability and price.

Customer: All right, but I don’t need any more reminders.

Sales assistant: Understood. I’ll send only the information we agreed on.

7. Confirm payment, issue a receipt, and explain what happens next

At the checkout, check the product against the customer’s choice: model, size, color, quantity, and agreed price. State the amount due. After payment, check the payment confirmation; for cash, count the money received and the change. Hand over the product, the required settlement document, and any accompanying documents.

Under Part 11 of Article 8 of Law No. 1023-XII, the settlement document must be issued or created in electronic form no later than when the product is handed over. The seller may send an electronic settlement document to the phone number or email address provided by the customer, or display on the screen of a software-based settlement transaction registrar a Quick Response (QR) code that makes it possible to identify the settlement document. Before configuring the checkout, check whether your store is required to use a settlement transaction registrar and which requirements apply to your payment methods.

Explain where to find the instructions and warranty terms, if a warranty has been provided, and how to contact the store. Do not promise unconditional returns of any product within 14 days.

When a product of proper quality is unsuitable

Under Article 9 of Law No. 1023-XII, a consumer may exchange a non-food product of proper quality that is unsuitable, for example, in size, style, or color. The period is 14 days, excluding the day of purchase, unless the seller has announced a longer period. The product must be unused, and its commercial appearance, consumer properties, seals, labels, and settlement document in the form required by law must be preserved.

If an equivalent product is not available for exchange, the consumer may choose another product with an adjustment to the price, wait for an equivalent product to become available, or terminate the contract and receive a refund. If the consumer decides to wait for an equivalent product, the seller must notify them on the day it becomes available for sale. If the contract is terminated, the money must be refunded on the day of termination or, if that is not possible, within an agreed period of no more than seven days.

The Cabinet of Ministers of Ukraine determines the list of products of proper quality that cannot be exchanged or returned under Article 9. Before explaining exchange terms to a customer, check whether the specific product is included in that list. Prepare rules for your product range for sales staff so that they can explain applicable restrictions before purchase.

When a customer reports a defect

Record what defect was found, when it occurs, and what remedy the customer is requesting. Accept the product and pass the inquiry to the responsible employee. Do not refuse the request solely because 14 days have passed: claims about defects are governed by Article 8 of Law No. 1023-XII.

If a defect is found during the warranty period, the law provides for claims for a proportionate price reduction, free correction of defects, or reimbursement of the cost of correcting them. If, during the warranty period, a substantial defect caused by the manufacturer, seller, or service provider is discovered, or the product is found to be counterfeit, the consumer may choose to demand termination of the contract and a refund or replacement of the product.

Where necessary, the substantial defect or counterfeiting must be confirmed by an expert opinion. For used non-food products sold through a consignment retailer, claims under Part 1 of Article 8 are satisfied with the seller’s consent if the warranty period has not expired. Free repair must be completed within 14 days from when the product is presented, or within another period agreed by the parties.

If the seller proves that the defect resulted from the customer’s failure to follow the rules for use or storage, the consumer is not entitled to the remedies provided for in the article.

How to continue the consultation in an online store or messenger

Before processing the order, send the customer the agreed contents, specifications, included items, price, payment method, delivery cost, and agreed timeframes. If a timeframe depends on confirmation from a supplier or carrier, explain this before accepting the order.

Under Article 7 of the Law of Ukraine “On Electronic Commerce” No. 675-VIII, the seller must provide direct, simple, and stable access to information about themselves, addresses, contact details, identification data, any required licence, whether taxes are included in the price, and delivery prices. For an individual entrepreneur, the personal and registration information specified in this article must be provided. The seller may request only information necessary to conclude and perform the electronic contract.

Article 11 of this Law requires prompt confirmation of receipt of an order placed through an information system. Confirmation of an electronic transaction must include, in particular, the terms for exchange and return, seller details, the procedure for submitting a claim, and warranty obligations. Confirmation that an order has been received should not automatically be treated as acceptance of all its terms: the customer must be able to understand how the contract is concluded.

Before starting online sales, check the specific rules for a consumer’s withdrawal from a distance contract, the time limits, and any exceptions that apply to your product range, and include the relevant terms in the information for customers. The exchange procedure described above under Article 9 does not cover every situation involving a distance purchase.

For future advertising messages, it is practical to obtain separate agreement on the channel and record that consent. Article 10 of Law No. 675-VIII provides for commercial electronic messages to be distributed on the basis of consent and allows them to be sent without it if recipients can opt out of future messages. At the same time, Article 19 of Law No. 1023-XII prohibits persistent messages without the consumer’s consent. After an opt-out, stop advertising messages; do not use an agreed order update as a basis for regular advertising.

How Torgsoft helps check stock, prices, and discounts during a sale

Before making an offer, the sales assistant can check quantity, size, price, and discount in the “Стан складу” (“Stock status”) form. In “Реалізація” (“Sales”), a product is added by scanning its barcode or selecting it from stock; the necessary accounting centers must be configured to view sizes across the network. Check the recorded stock against the actual stock before promising to hand over the last unit.

In “Реалізація” (“Sales”), the quantity can be changed and a discount entered, while changing the product price requires owner permissions. Check the total before payment: a manual document discount has the highest priority and applies to all products in the sale. “Аналіз використання знижок” (“Discount usage analysis”) lets you select a period, employee, and discount type, then view sales amount and product profit. This data helps assess the effects of discounts granted.

The “Клієнти” (“Customers”) section contains information about purchases and returns, the date of the last purchase, and purchase-based interests once interests have been configured. In simplified mode, some information is hidden, including purchase and return amounts and the date of the last purchase; turn off this mode to view those details. Use previous purchases as a reason to ask about current needs. Before working with customer data, check employees’ permissions in the program.

How to train sales staff using this procedure

For training, prepare actual product cards, prices, promotion rules, and instructions. One employee plays the customer, another provides the consultation, and a third observes. Set a specific scenario: limited budget, unavailable size, compatibility concerns, or a decision to postpone the purchase.

After the conversation, the observer names a specific action to improve: “The sales assistant offered a cable but did not check which one the customer already had.” Then the employee repeats that part of the conversation. Do not judge a consultation solely by whether the training conversation ended in a purchase.

• The sales assistant agreed on how to help and respected the customer’s wish to browse independently.
• They found out the purpose, essential requirements, and suitable budget.
• They summarized the need and obtained confirmation.
• They checked availability and compared products using the same relevant criteria.
• They verified product features and explained relevant restrictions.
• They conducted a safe try-on or an available demonstration.
• They stated the full amount and obtained agreement for every addition.
• They clarified the actual objection and accepted a refusal without pressure.
• They checked payment, provided the receipt, and explained how to make an inquiry.

Train staff separately on post-purchase inquiries. The employee should first clarify the situation and the customer’s request, then check the documents and pass the inquiry along according to the store’s established procedure. Provide contact details for a responsible person so sales staff know whom to approach in a difficult case.

Which metrics can help assess the sales process

Before measuring, agree on whom and what you are counting, and use the same rules in the periods you compare. A metric based on all store visits and one based only on consultations have different denominators. When assessing a sales assistant’s performance, also account for product availability, visitor numbers, and the complexity of requests.

Illustrative example. A store counted 100 visits, 25 of which resulted in a purchase. It issued 25 receipts for UAH 30,000 after discounts and sold 50 units. The conversion rate is 25 ÷ 100 × 100% = 25%, the average receipt is UAH 30,000 ÷ 25 = UAH 1,200, and units per receipt are 50 ÷ 25 = 2.

During the defined observation period, customers returned 2 units from those sales, valued at UAH 2,400. The share of returned units is 2 ÷ 50 × 100% = 4%, and revenue after returns is UAH 27,600. If the cost of goods that remain sold is UAH 16,600, gross profit is UAH 11,000. For simplicity, all amounts in this example use a single basis excluding value-added tax; operating expenses are not included.

During regular reviews, compare the figures with return reasons, unavailable products, and specific consultation mistakes. If customers often return products because of compatibility issues, add a compatibility check to training. If sales assistants regularly give unnecessary discounts, clarify their authority and approval rules. After making a change, track the same metrics using unchanged accounting rules.