RETAILOBSERVER.COM JUNE 2024
6
Moe Lastfogel
moe@retailobserver.com
Moe's Musings Views
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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, many 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 might 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?
An interaction between a customer and salesperson might go as follows:
Customer: "I'm tired of buying dishwashers every five years - what do you have?"
Salesperson: "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 to 10 minutes and ask
some questions and get to know your client's truth. If they're just there
for price you'll know it quickly enough, but in many cases, they came
dto you, the expert in your field, to get sound help and advice. Don't blow
that opportunity.
tribgroup.com
WHAT
DO YOU SELL?
