RETAILOBSERVER.COM JUNE 2019
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
Happy Retailing,
T
he quick-and-dirty way to find out is to ask how you can help, then
trot out the standard solution and make a quick one-shot sale. But
if your goal is to create a long-term relationship, you'll need to take
the next step.
While traveling around the world, I've identified three sales approaches
that deliver increasing levels of success.
• First is the Yes Guy. "Yes, we have that, let me ring it up for you." They
might offer the customer an extended warranty, but "yes and thank you"
is about as far as their imagination will take them. What's to discuss?
A sale is a sale.
• Second is the Method Guy. He'll invite the customer to look at various
options and accessories that might add value. Maybe he'll mention
delivery and installation and ask if there's anything else he can help with.
It's a step in the right direction, but how far has "working the sale" really
taken Mr. Method toward letting the customer know he's on their side?
• The big winner when it comes to sustained, long-term sales success is
the third sales approach: the Customer's Friend. He's genuinely
interested in learning about their needs. He'll ask how they'll be using
the product, and whether they've owned previous models, and if they
were satisfied.
Maybe they came in because they're really desperate for advice. Maybe
they've heard good words about you, and maybe they want to avoid the big,
impersonal warehouse outlet. Maybe they've heard that you're an expert
who takes a genuine interest in your customers.
In sales, nothing is more satisfying, and fun, than making repeat
customers. And it isn't complicated or hard – all you have to do is
genuinely care and let them know it.
THREE KINDS
OF SALES
What's your customer
really looking for?
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