RETAILOBSERVER.COM JUNE 2014
6
Moe's Musings Views
Moe Lastfogel
moe@retailobserver.com
Happy Retailing,
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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, 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 to 10 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.
WHAT DO
YOU SELL?
