Trainers share tips to deal with customers who want to walk
David Perry, Bedding editor -- Furniture Today, May 7, 2007
Craig McAndrews, Innovative Retail Group: "We teach associates how to learn from any customer that walks. They do this by going through a series of post-sale questions with someone else in the store to determine what might have been missed in the process. The reality is you will NEVER sell every customer who comes into the store. You know customers coming into the store have an interest in a new mattress at some level. For one it could be 'thinking about' a new one; for someone else, it's a 'need it now' situation. We try to educate people to understand the needs of the customers, then go over questions to analyze if they delivered an in-store experience in line with customer expectations."
Bob Eilenfeldt, Spring Air: "Teach them to be competitively aware so they sell the reasons why a customer should buy from them and their store. Be very aware of the strengths and weaknesses of the competition."
Kurt Ling, Kurt Ling, Chief Dreaming Officer: "We talk about two groups. First, the group that's always going to walk, because they exist and we can't do much to change them.... Second, we help sales associates understand who they don't sell and why.... In our research, we've found there is a group of people that should never be retail furniture salespeople. Yet furniture stores have plenty of these people on staff."
Tim Sommer, SommerTime Consulting: "Ask, 'What are you looking for that I have not shown you?' Also, make the proper use of the display and floor layout."
Gerry Morris, consultant and author: "Having and showing genuine concern and interest in your customer can make them want to buy from you. I have people say, 'I've shopped all day and you're the first person that seemed to care about me.' Once this type of rapport is established, customers are more likely to buy. I also like giving an incentive, like a coupon, to consumers who truly want to think about it or come back with a spouse."
Brett Swygman, Simmons: "It's important to establish a relationship with the consumer. Focus on them and understand their needs. Once they realize you are listening to them, and you have their best interests at heart, they start to believe in you. Once you have identified their needs, you position your product as the best solution to their problem through features, advantages, benefits and proof. When you can prove your claim to your customer, you will win."
Donna Favia, Restonic: "The associate should tell the consumer she will write a tentative sales order of the sleep set the customer chose. She can ask the customer if she could contact her that evening to answer any questions. She can save the customer a return trip by handling the transaction over the phone. This gets the consumer to commit, somewhat, to the order. It also shows the associate is truly interested in customer satisfaction."
Robert Cates, Pace Furniture: "The little phrase, 'Oh, I forget to tell you ...' stops them in their tracks every time."
