Author : Claude Whitacre
Remember: "Customers pursued, run away" Don't let the customer see your "shark teeth". Don't try to get them into a demonstration. Leave them openings in the conversation, where they can suggest to you that they are looking for a new product. For example; (italics for the words emphasized)"Were you thinking about replacing your current ____?" "Maybe your machine just isn't the right tool for the job" "Sometimes the salesperson just sold you the wrong product. What would you like different in your next one?" "Has this problem just started, or has your vacuum always been hard to push?" ( or loud, leaking dust, smelly, burning belts, etc)The trick is; If they indicate that they will need a new machine (or any product) soon, don't be too eager! Don't say "Oh Man! You've got to see THIS!" The customer will back off from the attack.Try this: "Well, let me give you some information." Don't even say it enthusiastically, just matter of factly. They think you're leading them over to the brochures. Ha! Then you show them a part that has a feature they will like, and say "on your next product you may want to get one that has this....." They will always ask (after you show the part) "Which ones have that?" You- "Well, that would be the......" At first, be pleasant, but not enthusiastic.Start showing enthusiasm part way through the demonstration. By the time you're done, you can sound excited. But you don't want the customer to "close up" to what you're saying, by sounding like a "used car salesman" too early. You just act like the last 1,000 people bought from you, it's no big deal, and they are next.Think. Do Doctors sound super enthusiastic over a certain prescription drug? No, they would instantly be suspect. Who sounds super enthusiastic? Brand new salespeople. Untrained salespeople who think that "loud" is selling. Great salespeople sound sure of what they say. Professional. It's very hard to sound super enthusiastic and concerned for your customer's best interests at the same time. Calmness is a sign of strength. You can use humor when selling & in life. Some people think funny. But there is a major difference between nervous humor and relaxed, at ease humor. Nervous laughter is a sign that something is wrong. Try to use humor the way two friends us it; relaxed and easy. (Assuming you use humor at all)"Sign-up now for my FREE Retail Marketing course "Unfair Advantage Retail Strategies".
About once a week, I'll provide you with valuable retail marketing strategies that have been proven and tested,(mostly by me).
http://www.claudewhitacre.com
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