MARKETING ARCHIVES
Sales vs. Promotions, Pricing Your Goods
,
Customer Relations,
Price Points,
Selling on Online
Auctions,
Selling From Websites,
Selling At Craft Fairs,
Selling At Home Shows,
Selling To Stores,
Attitude,
No Money Down
Advertising,
Independent Sales Reps,
Customer Referrals,
Gift Certificates,
Be Customer Driven,
Keepers,
Mail Campaigns,
Payment Types,
Packaging,
Bargain Selling
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Back To Basics Sandra Paluzzi It just dawned on me that I never covered the basic steps of selling. So I'll take care of that oversight right now. The first step in selling is to create a need or desire. Then you have to fill that need. And finally you have to ask the question to close the sale. Let's keep these steps in mind as we go through some sales tenets. First you have to create a need. Of course, everyone needs Holiday presents this month. Many people need special jewelry for holiday parties. Some people want to make gifts so they're looking for beads, etc. etc., etc. How do you know what a customer's need is? You ask them. No, of course, you don't walk up and ask them what they need. Instead, you engage them in conversation as you observe them. Your opening gambit should be open ended. At this point, try to avoid yes/no questions. If they're just browsing you can ask them if they're looking for something specific. If they mention shopping for a gift, ask questions about the recipient's life style. On the other hand, if the customer keeps looking at a specific item you can just casually mention that they seem intrigued by that necklace. With luck, they should mention why they're looking so closely at that item. In either case, you have defined the need. Now you have to fill it. Don't be afraid to recommend specific pieces to a browser. When you start to fill the need there are two basic commandments to keep in mind: 1) Stress the benefits, not the features. No one cares that your necklace is made with 'Swarovski' crystals, but people will like the fact that nothing sparkles like Swarosvski. Likewise, people don't care the gemstone is rare, but they will be happy to hear they won't see themselves coming and going. No-one cares that you used the finest components in your bridal jewelry, but what bride wouldn't be pleased to know that this is an heirloom quality piece that can be passed onto generations to come? Selling a low priced piece - stress the fact that the customer is getting a lot of look without breaking the pocketbook. The list goes on and on. 2) Personalize the presentation you are making. Now in order to personalize the presentation, you again have to draw out the customer (sell, don't tell). As you draw them out, you should make sure your responses include the word 'you' many times more than the word 'it'. There is a saying in sales that no-one cares about your lawnmower, all they care about is their yard. The adjustable necklace may be worn with various necklines or your customer will be able to wear it with a variety of necklines - guess which will sell the item best? Of course, the ultimate in personalization is to actually get the customer to try on the piece and see what it looks like on them. Some bead stores accomplish this personalization by having bead design boards strewn around for people to try out different bead patterns before they buy. So you have now defined the need and showed how you can fill it. There may still be some hesitation. The customer may have some concerns. It is your job to overcome these concerns. If price is an issue, do you accept credit cards or have a layaway plan? Is your customer afraid it won't match her outfit or her sister won't like it? Do you have a 100% return policy? When it appears as if all issues have been discussed, ask for the sale. There are different ways of doing this. Most sales professionals will tell you that the best way to ask for a sale is to assume it has been made. Shall I wrap this for you? Speaking strictly for me, I am not comfortable with this approach as it appears too hard sell for me. Instead, I am more likely to ask another leading question - 'You still seem hesitant. Is there anything else I can say to help you make up your mind?'. Usually I end up with the sale. Once they've made the sale, a fatal mistake many sellers make is asking for the sale again. Once you have your yes, write up the receipt, reassuring the customer that they've made a wise choice.
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