WHAT DO YOU SELL?

By Moe Lastfogel
Director of Sales and Marketing for The Retail Observer

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Moe Lastfogel

I know it seems like a silly question, but what do you sell? Every day, customers enter your store with a thought in their head of what they want to buy. Whether their inspiration is from the internet, a designer or a TV show, they are coming to you pre-sold on what they think they want. Do you simply offer what they have on their mind or are you willing to go deeper and find out what they really want or need? 

Many salespeople have become complacent and say yes to any sale. “Oh, you want that? Ok, let me ring it up for you.” But it takes a bit more psychology, patience, knowledge and care to really fulfill a customer’s dream. Do you ask questions beyond, “Will that be Master Card or Visa?” More importantly, do you listen or not to what they are saying?

Customer: “I’m tired of buying dishwashers every 5 years - what do you got?” 
Salesman: “Well, here’s a cheap one if it will help you out.”

If you are a true salesman, or as I prefer: dream fulfiller, you would see that cost wasn’t the issue in the example above, it was the longevity of the unit. So, the answer shouldn’t have been a discounted floor model.

Stop taking the simple route. Instead take 5 to10 minutes and ask some questions and get to know your clients truth. If they’re just there for price you’ll know it quickly enough, but in many cases they came to you, the expert in your field, to get sound help and advice. Don’t blow that opportunity.

Happy Retailing, 
Moe
moe@retailobserver.com

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