Selling - a philosophy
How to sell
Career as a salesman has its highs and lows. On one hand, life is a long adventure with monetary benefits increasing by the day. On the other, misunderstanding the philosophy of selling may see dwindling clientele. This will lead to self doubt and all-round dissatisfaction. It takes months to find a customer but seconds to lose one. There are numerous articles written on this topic using myriad of jargons. Check out this story.
Scene-1: Walking down the street you notice two cigarette shops at a distance of 50 metres from each other. Both stock similar brands. The décor also is similar. Now choose a convenient spot from where you can observe both. You are surprised; one shop keeper has catered to twelve customers within half an hour while the other one has spent that time ruminating on the antics of a squirrel.
Scene-2: Let us move on, till we come to a general store. Saunter in and watch the activities for half an hour. To legitimise your loitering, buy a jar of mayonnaise though your mother does not need one. You find an aura of activity. The staffs have an air that indicates a pride, sureness, and awareness that their work was the most important thing in the world. The customers too seem happy, ignorant of the fact that they have purchased lot more than they came for. Some of them even flash a smile at the cashier while leaving the store.
Repeat the exercise at a similar store down the street. After another jar of mayonnaise, God save you from your mother, you come out within ten minutes shaking your head. The ten minutes seemed like an hour. The general atmosphere was so glum, totally lacking the hustle and bustle and cheerfulness of the previous store. The sales persons were rooted to their place, responding to queries lethargically. Even the cashier had the strange habit of throwing the balance amount on the counter instead of handing it over properly. One or two prospective customers had trickled in but left with hardly any purchases, probably never to return.
Scene-3: Time permitting; go to another store. The scenario is entirely different. Two boys are stationed at the entrance. As soon as they espy a person staring at their display window, they rush forward and all but drag that guy in to the store. You beat a hasty retreat wondering what happened to the poor fellow.
I am sure, by now you have had enough for a day. Think what was the reason for the wide differences between shop-to-shop and store-to-store?
Reasons:
SCENE-1: Cigarette is an addiction. Brand loyalty cannot be changed. Product is fast selling low value item. Customer spends hardly a minute in the shop. Shop keeper-customer bond has to be created within this short period. Being a small outlet, one man is sufficient for running the show. His attitude is solely accountable for the success or failure of the shop. Difference was in attitude of the shopkeepers. The former was courteous and prompt with a happy disposition without being too familiar. Customers came back again and again due to that little extra touch i.e. Human factor. This was lacking in the second shop. Latter was cold / aloof / maybe brusque. He had erred in thinking that product being the same customer is bound to come. Initially this might have been true. He too had first timers but they never returned. After a few days his shop had a perpetual deserted look. Customers attract customers. Remember! Our elders always said that the number of customers in a shop reflects the quality and standard of service of that shop.
SCENE-2: Customers are mostly housewives with children in tow. Time to spend is flexible depending on the ambience and interest generated. How do you feel if the owner or the sales persons recognise and greet you in front of a dozen customers? Your ego is tickled pink. A finicky customer is pleased if the staffs remember the brand of perfume preferred by her. Customer is made to feel important. In such shops quality and freshness are prerequisites. A little personal touch makes the difference. Such an outlet is much bigger than a cigarette shop. It employs a large team of sales persons controlled by a manager. Poor management means indiscipline, dissatisfaction that affects the overall atmosphere. Employees are unable to feel the sense of belonging. They behave like disgruntled employees. This was amply demonstrated at the second store.
SCENE-3: Aggressiveness / hard sell are common terms in sales jargon. It is a big no-no whatever the product unless you are a fly-by-night operator. Some customers are rabbits who may be forced to buy a product even if they are not prepared. This type of customer is bound to regret his decision after coming out of that shop - never to return. Aggressiveness repels. Aggressiveness in any form means attempt to dominate. People resent it. A friendly disposition, honesty and product knowledge are essential.
About the Author:Article Source: ArticlesBase.com - Selling - a philosophy