The New Art of Selling
Retail Floorcovering is a completely revised book that takes
advantage of an additional six years of selling, research, teaching
and observation. Importantly, it shifts the emphasis to the
techniques and skills that, if used, will be even more powerful in
this tough, evolving market. Not only is it a desk manual
designed to assist sales people while selling, but it finally solves
the problem (field-tested) of the three roadblocks to successful
on-going in-house sales education--lack of a sales educator, a
system to ensure practice of techniques learned and a method to
monitor the use of proven sales skills. One book is of little
benefit to an organization. Each person needs a copy of their own to
study, use on the the floor and as a textbook for on-going sales
education. It is meant to be studied perpetually. Suppliers will
find this book invaluable. Guaranteed to change their perspective on
how to speak to their retailers, this manual will be as critical as
samples and appointment book.
Here's an idea of what you'll find when you
purchase the book.
Chapter 4 Gathering Information
Gain Control
Following your customer from rack to rack or display
to display, in effect, putting her in control, isn't selling. After
all, you're supposed to be the expert. How can you show her
merchandise if you don't know what she wants? In every selling
situation, someone sells something to someone, and usually your
customer is selling you! Your have to gain control. It's the most
effective way for you to help your customer.
Here's how: "I want to look around." says the
customer. SP: "I understand. May I ask what room you are doing, so I
might suggest a place to start?" There's a cockamamy marketing
survey out that suggests customers want to be left alone so they can
get comfortable in the store, but they want a sales person
close, but at safe distance in case they have a question.
Here's the scenario: Customer wanders about the store with
salesperson skulking along behind. I don't know about you, but if I
were the customer, I wouldn't be looking at product, rather I'd be
wondering about guy following me around the store! This is about
having human skills--the ability to interrelate one on
one.
There's a wonderful technique called cushioning used
many times so far in this book. One example was in shifting the
focus from a stain treatment to what she really wants, "Good
choice." In so doing, I made what she said important. This gives me
the permission to move the focus. Whenever a customers offers
information or responds to a question, make her comments important
simply by saying something like, "That's important," or, "I'm glad
you brought that up." Customers should rarely be left alone in a
store requiring expert help. They'll see little and get confused.
People should be greeted immediately. When someone comes to my home,
I don't let them wander around the house for ten minutes before I
say, "Hello!" My mother taught me better.
Cushion with human skills: Customer: "I just want to
look around! At the last store, they wouldn't leave me alone!" SP:
"I know exactly how you feel! (The cushion) Why last time that
happened to me, I couldn't wait to get out of the store. Why do they
do that?" Now you're in the conversation. You're on common ground.
Introduce yourself. Sit her down somewhere. Never ask! Smile
and say, "Come over here and have a seat. Would you like a soda or
some tea?" It's important to find a comfortable place away from
product to discuss her needs. Her acceptance is your permission to
move on and start to gather information.
Want more? Purchase the book online!
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