Selling

As a consumer it is useful to know if you are being served well or are being influenced by clever sales techniques. As a salesman, knowing how to maximise sales can be revolutionary. The most enduring businesses offer things that they believe in.

The first rule of customer service; acknowledge waiting customers as quickly as possible. The busier a business becomes, the more they become prone to complacency. I have seen it time and time again, lots of customers willing to part with their money but having to wait ages to be served. Some leave disgruntled, many feel less inclined to return there another time. Customers that are made to feel like lemons leave with a bitter taste. You can only serve one customer at a time, that is true. However, that does not excuse ignoring everyone in the queue. All it takes is a quick look at each one in turn, “I’ll be with you soon, and then you after”. People will wait ten times longer if their presence is acknowledged and their order in which they will be served is affirmed. Aim to acknowledge customers within thirty seconds of arriving at the counter and serve them within two minutes.

Some merchandisers display the price in big bold bright lettering. Others place a small label that can only be found when a customer picks up the item to examine it. Many leave the price tag off completely. Lots of us walk away as soon as we find out the price. Curiosity comes into play, as always, keeping us interested - until we know the price. Salesmen do not want us to know the price until they have had a chance to explain what it is they are selling. People might think something sounds expensive until they comprehend the true value of an item. With an item of standard fare like a common tin of beans, you may put a bold price tag on as you are trying to covey the discount on offer. If your item of jewellery contains 18 carat gold a customer needs to know this, particularly if they are familiar with the cost of similar ones containing 15 carat brass.

Items are marked without the currency symbol, 25.00 rather then £25/$25/ECD25 as the currency symbol can be hard hitting. We can also limit our offerings to 2 per customer to make people believe that they are lucky to be able to buy some.

An item must meet a customer’s needs. It is pointless talking about the price if it is not suitable. It doesn’t matter how much discount you offer; people won’t buy it if you haven’t got the right size or colour they want. Establish that it fits their requirements first, then you can enter the price negotiation phase.

A good salesman does better staying quiet, listening rather than boring a customer with sales patter. They pick up on what the customer wants and get to any reservations they may have. Only by listening, can you find ways of reassuring them that what you have on offer is good for them. Talking with the buyer about them, what they do, and their interests builds a degree of trust and obligation. You need to be genuine though. Asking a customer a few questions blithely will only project a false image.