What if the customer wants to walk?

David Perry -- Furniture Today, May 31, 2007

Today's topic: What to do when a customer wants to walk.

Overview: Even the best sales associates will tell you they don't close every sale. Strong salespeople have higher close rates than their less-effective cohorts, and some of their success comes at this point in the sales process. An experienced associate doesn't fear the "I'll be back" promise. They're ready to respond, and still have a shot at closing the sale.

Challenges: The strong sales associate stays cool and confidant and gets the information needed to save the sale. This is no time to panic. It is a time to stress the advantages your store offers. It is also a key time to get contact information. Don't let this prospect get away without getting his or her name and number.

Opportunities: This is a chance to succinctly summarize all the reasons why buying a bed from your store is a wise idea. Some give customers spec sheets explaining exactly what is in their beds, so those customers can intelligently compare products in the marketplace, not an easy thing to do. It's also a good time to remind customers of store specials that may be ending soon.

What sales associates say:

Know what your competitors offer: "If the customer wants to shop around before buying, I find out the reason. If it's price, I reinforce our low-price guarantee, and find out where they intend to shop. I know what every one of our competitors has, and the approximate differences in price, so I let the customer know about the comparisons between where they intend to shop and us. Most of the time, by the time I am finished relaying this information, the customer chooses to buy on the spot."

Why not get it today? "I ask the customer why they need to shop around. Depending on their reasons, I emphasize the ease and convenience of shopping with us, our volume of sales and our price and comfort guarantees. Then I ask, 'Why not get it today?' "

Do their homework for them: "I explain that walking is certainly understandable, because I myself am a consumer and I also must feel that I, too, am getting the most for my money. I explain that if they like the product that I have presented to them, then they can rest assured that I have done their homework for them and have already shopped the competitors and know that our prices are right in line."

Talk about buying power: "I say what's nice about our store is that we carry three of the top brands in the business and that we sell more mattresses than anyone in our market and that we have buying power, which means the best prices around."

Some will walk: "I try to assure them that we simply sell for less. Inevitably, some will end up walking on me!"

Talk about specials: "At some point, you will realize that closing the order that day is not going to happen. If you are running any specials, point out that the special will be available for a limited time only. Before the consumer walks, make sure you have done a couple of basic things. First, make sure the customer is educated about your product and bedding in general. Establish yourself as an expert, someone they can trust. Get contact information to follow up and stay in touch with the customer. Thank the customer for their time and make sure they have the appropriate information about you, the store and your products."

*Also read Trainers share tips to deal with customers who want to walk