Key 'things' salespeople should know
By Donna Amatulli Favia -- Furniture Today, February 16, 2003
It's 2003 — can you believe it? You may have said to yourself — another year, so what. So what, you say? How about, "so great"! What a new year offers all of us is opportunity — the opportunity to take a little time and focus on what we need to improve, and weave that into our retail lives. As long as we expand our minds, we're going to be better performers.
As a former retail sales associate, I found that learning, re-learning, stealing another's successful selling techniques, and watching and asking questions helped me to avoid sales depression when I just couldn't close that one sale. It helped me to establish the "atta girl" file when I overcame a really hard objection. The file later proved to motivate me whenever I had to peek into it to remind me "I'm not that bad"!
Retail can be easy or it can be really challenging. I often reflect on my former selling days, and to this day fall back on the key things that helped me sell. I often think of Bernie Michaels — my 72-year-old friend and sales associate who took me under his wing when I first entered the retail arena and "didn't have a clue"! Bernie had a way of taking what I deemed as a selling failure and turning it into a positive. The most influential advice Bernie left me with was to smile to myself when I achieved my monthly sales goal, establish a new goal, and develop an inner "tiger" that motivates me to do it all over again.
Although my friend, Bernie, is now in a better place, his wisdom has been etched into my mind and soul and has allowed me to enjoy the privilege of training other retail sales associates across the country and sharing Bernie's "things." As Bernie often told me, "take one or two of these 'things' I tell you, practice them on the selling floor, and you will get better and better. As long as you're here, away from the people you would much rather be with (like your family or spouse), try and make as much money as you can so your feelings of sacrifice pay off."
Bernie often reminded me that establishing credibility was the most important thing that can make or break a sale. It is largely a function of the salesperson who sells the promise of value to begin with and who commits his or her knowledge, service, product and store to supplying it. It is understandable that the customer looks to you when value is not supplied or is in jeopardy. I have listed the "things" Bernie taught me that could sum up establishing credibility from the customer's viewpoint. I hope one or two influence you like they have me.
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Know your product!
Knowledge — or the lack of it — is a critical factor in the customer's appraisal of performance. Think about it, would you hire a lawyer to defend you if he was mediocre at his craft? We all want a lawyer who knows his stuff and will provide the best advice possible. The same holds true for you. When you know your stuff, you exude confidence and credibility. -
Know the customer's business.
The more salespeople know and understand what drives the customer, the more credible they become as a seller of value. We are all familiar with the training term "qualifying" your customer. Bernie always told me you can't know your customers' hot buttons unless you ask them questions to find out! -
Pay attention to detail.
Listen to the responses. If the customer says her mattress gives her backaches, remember that you are not a doctor and the sleep set you sell her will not necessarily eliminate her back pain. However, using words like "comfort," "restful" and "energy" will redefine the benefits of what a new sleep set will provide. -
Provide meaningful information.
When salespeople provide meaningful information, it solves problems. The customers will look to you for recommendations and advice. This is what Bernie called "a salesperson's UTOPIA." -
Follow through after the sale.
Take the personal responsibility to assure that values sold are in fact supplied. The best way to do this is write a "thank you" note to your customer. Too time consuming? The best way to a customer's heart is through her mailbox! She'll tell lots of other people! -
If you make a mistake, shrug it off!
Everyone needs a chance to learn. Learning means you will, at one time or another, make a mistake. Realize your mistake, think about how you will avoid repeating it, and move on. -
Stay away from negative people.
I loved working with Bernie. He always made me laugh! If you're happy on the selling floor, it's catchy, and your customers will notice. Think about it — who wants to be around unhappy people? Negativity is catchy also. If you're in a rut, the last thing you need is to hang around naysayers. You may not realize how much they can affect your mood and lower your aspirations. People who say "the store just doesn't advertise enough" or "our sales goals are unreasonable" chip away at your confidence. Although you may think these naysayers have your best interests at heart, minimize contact with anyone who dismisses your sales efforts. As a test, notice how you feel after talking with certain people. If you're repeatedly riddled with self-doubt and gloom about your sales or selling techniques, it's a good sign you should spend time with someone else! -
Use your sales rep for help.
Your sales representative should be the most valued sales tool you have! If you're not confident about the product he is asking you to sell, put the onus on him to give you the confidence you need to sell the product. Believe it or not, your sales representative will help you put more money into your pocket.
These were some of Bernie's "things" that helped me when I was on the selling floor. I hope you have a "Bernie" that you can learn from. It's funny how we let "things" influence our selling careers. It's even funnier when we think of the "Bernie's" who have touched our lives and made us a little bit better because of it. Thanks, Bernie!
Good luck and good selling in 2003!
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