WHAT JUDGES WANT
Fond farewell
By Mike Dalloz, MD of sales and service expert Performance in People.
There's a big debate in mobile retail - are staff there to serve or to sell? Good question. The answer is both, and nowhere does that come more into play than at the end of the consultation.
Aggressive sales people run the risk of closing clumsily and putting the shopper off. Remember, your job as a sales assistant is not just to make a sale, it's to get visitors to prefer shopping in your store to the competitors down the road or online.
Another common flaw is that staff are afraid to close. We see this a lot in network stores, where service values have been very strongly emphasised. Operator outlets often recruit staff who eager to be helpful, but who are so keen to be the customer's friend they are embarrassed to ask for a sale.
Here's some advice...
Target chasing sales people need to keep their pushy side under control. Ask yourself, does the customer see only the pound signs in my eyes at this point? Or do they still feel we are connecting on a personal level? Am I making them feel I am looking out for their interests or just mine?
As a rule of thumb, you should always seek some form of commitment. It may be a fully fledged sale, or an invitation to come back to the store at an agreed time. It's your call - and down to your personal style - how big a commitment you ask for, and how hard you push the customer to agree.
If you don't ask, you don't get. And make no mistake, unless they have come to shelter from the rain, the customer is in your store because they are interested in owning and using something that they believe you sell there. You are providing a service by explaining their options and giving them an opportunity to go ahead.
One final thought, leave them on a high with a personal touch. Use their name if you asked for it, or use that personal item or anecdote that your learned earlier in the conversation. You want them not only to buy, but to leave with a warm glow.
